On the basis of Baudrillards symbol consumption theory, Eiji Ootsuka and Azuma Hiroki respectively put forward the monogatari consumption and database consumption theory, which partly revealed the characteristics of the new media arts consumption and its trend of shifting from narrative to database. The relationship between personal creation and system began to replace that between originality and imitation, which impacted traditional copyright and came with possibilities of cultural production. Meanwhile, the grand narrative did not end as Azuma Hiroki claimed. Through IP operation and the crossing between virtuality and reality, new media art strengthened the “fabricated” grand narrative, and capital became the ultimate reason for its continuous construction. In the era of big data, the monogatari consumption is moving towards digital consumption, a kind of digital power form with the goal of controlling users body, emotion and daily life, and shows the new stage of consumer societies development.