The Influence of Artistic Innovation Atmosphere on Artistic Creativity Based on Digital Media — Creative Motivation as Intermediary Variable

Based on the creativity component theory, this paper discusses the influence of school organizational innovation atmosphere on artistic creativity from the perspective of digital media art. With the method of convenient sampling, 1,000 college students majoring in art were selected from representative comprehensive universities in Jilin, Shanxi, Chongqing, Guangxi and Shaanxi provinces for a questionnaire survey. According to the received valid data, SPSS 24.0 and AMOS 24.0 were used for statistical analysis, and SEM was used for path analysis of intermediary effect. The results are as follows: The higher the degree that art majors perceive the innovative atmosphere of school organization, the stronger their artistic creativity; The higher the degree that art majors perceive the innovative atmosphere of school organization, the easier it is to stimulate creative motivation; The stronger the creative motivation of art majors, the stronger their artistic creative ability; Creative motivation plays a partial intermediary role between the innovative atmosphere of school organization and artistic creativity, that is, the innovative atmosphere of school organization perceived by art majors can have a positive impact on their artistic creativity directly or indirectly through the intermediary effect of their creative motivation. Therefore, it is suggested that colleges and universities should make full use of digital media art, optimize the innovative atmosphere of school organization, and optimize the teaching scene of art majors. Stimulate the creative motivation of art majors and improve their artistic creativity.