New Media Art

New media art is an artistic field in which digital technologies, interactive systems, the internet, artificial intelligence, virtual reality (VR), and augmented reality (AR) are used as primary tools. Works in this field focus on viewer interaction and participation and often possess a dynamic, continuously evolving structure. At the foundation of new media art lies the conversion of information into a common computer format (zeros and ones). This digitization process enables all data to be processed and transformed in the same universal language.

The concept of media, in its simplest form, refers to the channel or instrument used to convey a message. Communication theorist Marshall McLuhan viewed media as an “extension of man” that expands human senses and perception, emphasizing the role of technological tools in the communication process. Within this framework, tools such as books, radio, and television, as well as any technological element, could be considered a medium of communication. New media, by contrast, refers to virtual environments enabled by the development of computer technologies, the internet, and digital networks, allowing users to interact independently of time and space. Unlike traditional media, the content is not fixed; it can be shared, transformed, and regenerated through user participation. Therefore, new media offers a participatory structure.

New media art fundamentally differs from traditional arts through its “active” nature, whereas traditional media operates in a “passive” structure. Traditional arts establish a one-way, hierarchical “one-to-many” communication model from artist to viewer. In contrast, new media art works create reciprocal interaction and communication among artist, artwork, and viewer, integrating the viewer as part of the creative process.

A visual representing the origins of new media art and its connection to Dadaism. (Generated by Artificial Intelligence)

Historical Development

The origins of new media art extend back to the avant-garde art movements of the early 20th century, particularly to Dadaism. Dadaist artists who employed techniques such as photomontage, collage, and ready-mades are considered precursors to the experimental approaches used by today’s new media artists.

• 1960s: This was the period when video art began to emerge. Artists started using television and video cameras in ways distinct from traditional artistic tools.

• 1980s: A rise in digital art and computer-based works was observed in Western countries. During this period, art began to foreground digital, interactive, hypertextual, and network-based concepts.

• 1990s: With the widespread adoption of the internet, new subfields such as internet art (net.art) emerged. This period also saw newspapers and magazines begin distributing content via CD-ROM and the internet, contributing to its popularity.

• 2000s and Beyond: With intensive use of digital technologies and the internet, artists began integrating technologies such as social media, artificial intelligence, virtual reality, and blockchain into their works. Notably, NFT (Non-Fungible Token) art has become one of the most prominent developments of this era.

A visual representing internet art. (Generated by Artificial Intelligence)

Characteristics and Core Elements of New Media Art

Interactivity and Participation: One of the most distinctive and transformative features of new media art is interactivity. While traditional artworks typically expect passive observation from viewers, new media artworks actively encourage participation. The viewer engages with the work physically or virtually, and this interaction can alter the form, content, or meaning of the artwork. Rather than determining the final form of the work alone, the artist incorporates the viewer as part of the creative process. For example, in an interactive installation, the viewer’s movement can trigger sound or visual elements, making each experience unique to the participant at that moment.

Network Culture and the Impact of the Internet: The proliferation of the internet has played a significant role in the development of new media art. The internet has provided artists with a platform independent of the physical limitations of art galleries, enabling them to present their works instantly to a global audience. Artists can share their works, communicate directly with viewers, and receive feedback.

The Artwork as a “Process”: New media art tends to exist not as a physical object but as a process or software. Unlike a traditional painting or sculpture, a new media artwork has a dynamic, changeable, and continuously reproducible structure. For instance, an artwork generated by artificial intelligence can produce new visual outputs continuously based on the data input by the viewer. The work does not exist in a single “finished” form but within an infinite cycle of potential transformations.

Use of Multimedia: New media art is characterized by the use of multimedia. This art form integrates diverse disciplines such as digital visual art, sound, video, animation, text, coding, and interactive graphics. This synthesis allows artists to create sensorially rich and layered works without being confined to a single medium. Rather than telling a single story, the artist offers an experience that appeals to multiple senses and provides various pathways for interaction.

Tools and Techniques Used in New Media Art

Unlike traditional art, new media art centers digital and technological tools in the production of works.

Video and Digital Sound: In the early stages of new media art, video art emerged through the artistic use of video recording technology. Unlike traditional video and film, video art is less narrative and more experimental and aesthetic in orientation. Similarly, digital sound works involve manipulating sound in digital environments to create new compositions. These techniques arose from the digitization of traditional audio and visual recording methods, granting artists flexibility in processing, cutting, and combining sound and image.

Digital Graphics and Modeling: In new media art, digital graphics are produced using vector-based drawing programs, pixel-based graphic editors, and 3D modeling software. Artists create visual works using drawing tablets and digital pens instead of traditional brushes and paints. These tools provide artists with precise control over their works while enabling reproduction and modification.

Virtual Reality (VR) and Augmented Reality (AR): Virtual Reality (VR), increasingly common in new media art, immerses viewers in digitally constructed virtual worlds, while Augmented Reality (AR) overlays virtual elements onto the real world. These techniques offer viewers an “immersive” experience, allowing them to become part of the artwork and explore it through movement within its environment.

Art Generated by Artificial Intelligence (AI): A rapidly developing technique in recent years, Artificial Intelligence (AI) art relies on algorithms and machine learning models to generate artworks. The artist provides AI with specific rules, datasets, and parameters, enabling the AI to process this information and produce original artworks. This approach not only transforms the creative process but also redefines the artist’s role as a “director” or “curator” collaborating with technology.

Interactive Installations: Interactive installations found in new media art are spatial works that respond to viewer actions such as movement, sound, or touch. These installations capture participant data through sensors, cameras, and software, transforming the artwork in real time.

Blockchain and NFT Art: The application of blockchain technology to the art world has given rise to Blockchain and NFT (Non-Fungible Token) art, used to verify ownership of digital works. NFTs enable digital artworks to possess verifiable digital ownership, granting them commercial value.

Theoretical Approaches to New Media Art

Theorists such as Lev Manovich, Marshall McLuhan, and Mark Poster have developed new theories analyzing the characteristics of new media.

Marshall McLuhan’s Media Theory: Canadian communication theorist Marshall McLuhan focused on the medium itself rather than its content, arguing that “the medium is the message.” According to McLuhan, every new medium acts as an “extension of man,” reshaping human perception and thought patterns.

Lev Manovich’s Principles of New Media: One of the leading theorists of new media, Lev Manovich outlined five fundamental principles of new media in his 2001 book The Language of New Media, providing a framework for the field.

Numerical Representation: This is the foundational principle of new media. Any media data—image, sound, text—can be represented by computers as numbers (zeros and ones).

Modularity: New media consists of independent modules—such as pixels, texts, or images—that can function separately but combine to form larger structures while retaining their individual identities.

Automation: Thanks to numerical representation, many new media artworks can be generated or altered by computer programs without human intervention. This is evident in AI art and algorithmic art, where creativity is automated.

Variability: New media is not static or fixed; it can change continuously and produce multiple versions. Different artworks can be generated from the same digital dataset based on varying user interactions. This allows the artwork to exist in an infinite number of variations, contrasting with traditional artworks, which are singular and fixed.

Transcoding: According to Manovich, this is the deeper principle of new media. It refers to the translation of culture—human language and symbols—into the language of the computer (digital code).

A visual representing the ideas of new media theorists. (Generated by Artificial Intelligence)

New Media Art in Türkiye

In Türkiye, new media art is still in its early stages compared to global developments. Although this art form began to gain traction in Türkiye in recent years, its application remains limited. Key reasons for this include insufficient technological infrastructure and relatively low internet usage rates. While internet usage in developed countries reached approximately 85% in 2011, in Türkiye it remained at 42.1%.^【1】

Pioneering Artists and Institutions

The first steps in this field in Türkiye were taken in 1995 with the exhibition “Concrete Visions”, held as part of the 4th International Istanbul Biennial. Artists such as Arye Wachsmuth, Ergul Özkutan, and Teoman Madra used media as a means of expression. The 1996 exhibition “XAMPLE” was the first in Türkiye to focus on interactivity. Institutionally, museums such as Borusan Contemporary and İstanbul Modern have organized exhibitions. Art galleries and festivals also support production in this field. In particular, the Amber Festivals, held since 2006, are known for providing a platform for both national and international artists.