NEW MEDIA AND ART: PROCESSES OF INTERACTION

In recent decades, new media has fundamentally transformed how art is created, communicated, and perceived. Digital technologies—including virtual and augmented reality, artificial intelligence, blockchain, and social media—have equipped artists with innovative tools, reshaping traditional artistic practices. Art is no longer limited to physical spaces; it has become dynamic, interactive, and digitally accessible. This article examines how new media redefines the nature, boundaries, and social perception of art by transforming methods of production, dissemination, and audience engagement. Special attention is given to forms such as net art, cyborg art, video art, and multimedia installations, and their influence on conventional disciplines like painting, theater, and cinema. The paper also explores developments in Armenia, focusing on digital museum projects, cultural heritage digitization, and public art communication initiatives. Emphasizing the communicative and publicizing power of new media, the article highlights how technology not only augments artistic expression but also opens new pathways for cultural dialogue and preservation in the digital age.