Digital Cultures,Acceleration and  Mega Event   Narratives                    Dr David McGillivray                     Rea...
the subtle allure of technology promises convenience,             immediacy, interactivity, and mobility  Speed, like powe...
The Olympic Games is a media platform with an assumeddominant narrative; the IOC, Games organizers, sponsors and athletic ...
IOC robustly protects itscommercial assets, restricting third  party associations and retaining         storytelling power
The Olympic Torch Relay a key brand activation vehicle
Small, alternative or citizen media offers space for  the digitally empowered citizen to break stories, become media maker...
CASE STUDY: #citizenrelay         60 reporters   Smartphones & flip cams Mobile newsroom (a minibus)June 2012 Olympic Torc...
#citizenrelay used a hybrid media environment, including blogs andsocial media, to mobilise, organise and discuss issues p...
Immediacy      Speed, of communication andrepresentation, is a prominent feature of  the accelerated mega event spectacle,...
• WHAT DID WE DO?
Networks and      connectedness  The project intentionally adopted adecentralized and distributed structure,  where hetero...
Users of #citizenrelay
localityvolunteer reporters were recruited from four  regions of Scotland supported by a mobile community media centre (a ...
empowermentmass media and institutional gatekeepers can be circumvented by citizen reporters andcommentators who provide f...
• HELPMEINVESTIGATE THE OLYMPICS
participation digital infrastructures offer citizensnew channels for speaking and acting     together and thus lower the  ...
Concluding thoughts as boundaries blur between new and established media, consumers(or citizens) enjoy the play of liberat...
Thank you& questions http://www.citizenrelay.net
Digital Cultures, Acceleration and Mega Event Narratives
Digital Cultures, Acceleration and Mega Event Narratives
Digital Cultures, Acceleration and Mega Event Narratives
Digital Cultures, Acceleration and Mega Event Narratives
Digital Cultures, Acceleration and Mega Event Narratives
Digital Cultures, Acceleration and Mega Event Narratives
Digital Cultures, Acceleration and Mega Event Narratives
Digital Cultures, Acceleration and Mega Event Narratives
Digital Cultures, Acceleration and Mega Event Narratives
Digital Cultures, Acceleration and Mega Event Narratives
Digital Cultures, Acceleration and Mega Event Narratives
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Digital Cultures, Acceleration and Mega Event Narratives

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My conference presentation at the 3rd International Congress in Cultural Studies at the University of Aveiro, Portugal in January 2013.

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  • #CITIZENRELAY AS A PROJECT
  • 7000 relationships
  • Transcript of "Digital Cultures, Acceleration and Mega Event Narratives"

    1. 1. Digital Cultures,Acceleration and Mega Event Narratives Dr David McGillivray Reader in Events & Culture @dgmcgillivray
    2. 2. the subtle allure of technology promises convenience, immediacy, interactivity, and mobility Speed, like power, is everywhere in the era of new mobile modernities and mobile city cultures…especially evident in sporting cultures and more specifically in mediatized sporting events (Redhead, 2007: p226) To communicate, purchase, learn and even vote all that isrequired is the press of a button, click of a mouse or swipe of a touchscreen. These are velocity interactions permitting communication and circulation of content across continents and a contracting globe
    3. 3. The Olympic Games is a media platform with an assumeddominant narrative; the IOC, Games organizers, sponsors and athletic federations attempt to defend the narrative against counter narratives a problem for the Olympics is that there is some ambiguity over the ownership of the Olympic Games platform and the narrative. Who owns it? Is it the IOC, the organizingcommittee, the host city or nation, or the sponsors?" (Horne & Whannel, 2010, p762)
    4. 4. IOC robustly protects itscommercial assets, restricting third party associations and retaining storytelling power
    5. 5. The Olympic Torch Relay a key brand activation vehicle
    6. 6. Small, alternative or citizen media offers space for the digitally empowered citizen to break stories, become media makers and storytellers of the now digital tools permit flattened hierarchies, enabling citizens to participate in leisure cultures (e.g. megaevents) to subvert controlled narratives and createalternative, localised readings outside of commercial media platforms
    7. 7. CASE STUDY: #citizenrelay 60 reporters Smartphones & flip cams Mobile newsroom (a minibus)June 2012 Olympic Torch Relay
    8. 8. #citizenrelay used a hybrid media environment, including blogs andsocial media, to mobilise, organise and discuss issues pertaining theOlympic Torch Relay in real time
    9. 9. Immediacy Speed, of communication andrepresentation, is a prominent feature of the accelerated mega event spectacle, creating challenges of narrative control and management for event owners and corporate sponsors alike
    10. 10. • WHAT DID WE DO?
    11. 11. Networks and connectedness The project intentionally adopted adecentralized and distributed structure, where heterogeneous actors could network and amplify their messages through a shared communication platform
    12. 12. Users of #citizenrelay
    13. 13. localityvolunteer reporters were recruited from four regions of Scotland supported by a mobile community media centre (a minibus) to helpsupport citizen media makers in each locality
    14. 14. empowermentmass media and institutional gatekeepers can be circumvented by citizen reporters andcommentators who provide first-hand, real- time coverage and non-hegemonic interpretations (Bakardjieva, et al, 2012),
    15. 15. • HELPMEINVESTIGATE THE OLYMPICS
    16. 16. participation digital infrastructures offer citizensnew channels for speaking and acting together and thus lower the threshold for involvement (Bakardjieva et al, 2012: i)
    17. 17. Concluding thoughts as boundaries blur between new and established media, consumers(or citizens) enjoy the play of liberation such technologies bringwhilst established media institutions struggle to cope with anamorphous and deterritorialising medium institutional strategic narratives and control attempts collide withthat of digitally empowered citizens, producing counter movementsthat organises, mobilises and amplifies locally-derived content lowering the threshold for involvement using everyday digitaltechnologies, effective coordination and immediate amplification ofkey messages transforms the individual into an agent of acceleration
    18. 18. Thank you& questions http://www.citizenrelay.net

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