Mega events and new media


Published on

A presentation delivered at the Play the Game conference: 'Challenges for Football' in Aarhus, Denmark on 21st June 2011

Published in: Education
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Mega events and new media

  2. 2. “The ones who make the World Cup are the radios and televisions that buy and – by favouring a billion and a half television viewers – “produce” the championship. Those absent from the stadium are always right, economically and massively. They have the power.” (Lottinger & Virilio, 1997)WHAT ABOUT MOBILES AND TABLETS?
  3. 3. “Official representations and discourses ofmega sports events are challenged and (re)formulated. New (mobile) media permits the‘fan’ (soccer) or ‘citizen’ (Olympics) tosubvert imposed structure/message andmeanings associated with events space – ordoes it?”
  4. 4. “Technology allows for the participation, distillation and instantmediatization of the fan experience. The fan is targeted (e.g. in FanParks), experiential performances caught and looped back to the ‘lived’and live audiences” “Spectators use… mobile phones to take pictures of incidents withinthe ground, on of off the field, and instantly send those photos to eitherfriends who are absent from the stadium or, increasingly, to new mediacompanies that request fans’ pictures of events at games as part oftheir user generated content news gathering’ (Redhead, 2007, p238)
  5. 5. New media aligns withnotion of acceleratedmodernity (Redhead,2007: 230) evident inmediatized sportingevents. Speed, ofcommunication andrepresentation a featureof the accelerated MEspectacle, creatingchallenges of control andmanagement for eventowners and corporatesponsors alike  
  6. 6. Increasing capitalization of football has led football clubs (and fans) to bypass the mainstream media and develop their own independent/direct forms of communication with global audience (Dart, 2009). Facilitated by technology and shift from read-only to read-write model
  7. 7. However, lack of evidence that independent newmedia sites (e.g. blogs) able to compete withestablished media – rather, mainstream media usedigital presence to direct traffic to their content –‘borrowing’ principles of UGC and participatorymedia cultures
  8. 8. Team webpagesMultiple websites– Read-only FIFA WORLD CUP & NEW MEDIA Blogs, national webpages, FIFA webpages, YouTube Twitter – Read-write...ish Facebook Blogs Live Streams Mobile apps – Read-write- video, create…
  10. 10. CORPORATE SPONSORS Social Mediaambushing usedeffectively by‘unofficial’ brandsto reach WorldCup audience
  11. 11. SA2010 ONLINE STATS
  14. 14. Share of voice “Alternative (socio-This metric represents the breakdown of mentions about the keyword by specific platforms. The breakdownis based on total number of mentions per platform. This is important when youre trying to figure out wheremost of the conversation is happening and where you should focus your listening and engagement efforts.Top stories on the top platforms provides a sense of what people are mostly talking about regarding the political) discourseskeyword on each individual platform. Twitter Facebook crowded out’ after 5198 reactions Blogs 584 reactions Friendfeed ‘peaks of activity in social 79 reactions 47 reactions media found at Reddit 16 reactions Googlebuzz 15 reactions ceremonies (opening/TOP STORIES ON TWITTER TOP STORIES ON FACEBOOK closing)snap of the match: fan punc... snap of the match: fan punc... | on: July 11 2010 | on: July 11 2010 Pre-SA2010, a ‘discourse 5282 online commentsWorld Cup 2010: It takes tw... 5 online comments Fan punched to ground by se... of fear’ was evident on | on: July 08 2010 | on: July 12 2010 Last updated at 8:42 AM on 12th July 2010 A serial pitch invader was punched to the ground by a security new media coverage - threat of violence to guard as he stormed the Soccer City ground and threw 46 online comments 1 online commentsWorld Cup 2010: Fabio Capel... | on: July 03 2010 visiting fans, killings in SA and spending on security Same manager, but new approach is needed for Euro2012 to be a success... So two wrongs can make a rightafter all, then. First the Football Association remove a 26 online commentsWORLD CUP SECURITY / SHARE OF VOICE 07
  15. 15. During tournament,RACE only sporadic commentary on wider socio- political and economic issues. New media did ‘shine a light’ on these issues at times but football ‘chatter’ (and mainstream sport media narrative) drowns out meaningful critical discourse
  16. 16. “Given the trends towards convergences andconsolidation of ownership, the likelihood of a spiral ofsilence emerges, in which fringe minority voices getless hearing and are gradually brought intoconformity…the hegemony of the privileged over webcontent and values will marginalise less powerfulgroups as it has in other media” (Real, 2007, p. 182) No obvious social new media/citizen media movementassociated with FIFA World Cup – rather, the evidencepoints towards open, participatory and involvedstrategies being appropriated by corporate/officialsports media agenda – assisted by tight FIFA controlover media accreditation around World Cup WHAT ABOUT THE OLYMPICS?
  17. 17. Because of the philosophy of Olympism, its international reach, avowed apolitical aims and (relatively) recent commercial success, the Olympics is a site of contestation over media. Media rights value has grown exponentially over last decades, though accompanied by concerns over politics, values, engagement, ownership and control
  19. 19. The IOC has secured riches from media rights sales but is now caught between two stools – engage youth markets (crucial) through new (social software) media technologies whilst at same time maintaining valuable financial agreements with official sponsors based on ‘exclusivity’ of exposure  
  20. 20. community media participation culturelegacy 3G DIGITAL MEDIA#MEDIA2012 Citizen journalism Nations OLYMPIC Regions Art apolitical Digital Britain
  21. 21. London 2012media landscape 13,000 broadcast journalists 7,000 print journalists 12,000 non-accredited media 60,000,000 with camera phones ready to shoot and report
  22. 22. Previous Games Vancouver 2010 “True North Media house accredits a 5-year old as a journalist and an Olympic mascot”“W2 is the first independent media centre to work with an Organizing Committee for the Olympic Games” VANOC appoints a number of young people to be its official citizen journalism team during the Games
  24. 24. “If the Olympic movement canexpand media participation withoutjeopardizing its financial base, then itcan more adequately fulfill its role asa progressive social movement.Olympic citizen journalists arealready taking ownership ofreporting their Games and they willneed a structure for theirparticipation in 2012.”
  25. 25. “To achieve a broader mediaparticipatory culture, it isnecessary to develop anextended media network forGames time reporting, whichbuilds on the strategicdevelopment of non-accreditedmedia centres at previousGames, linking them to citizenmedia projects.”
  26. 26. “Such a network would be founded onprinciples of ‘open media’ and willfacilitate community legacies and buildstories about London, the Nations andthe Regions that reach an internationalaudience. It will focus on reporting allnon-sporting legacy stories. Its workwill transcend national boundaries inways that no other Games has achievedbefore, by promoting peer-to-peerconversations.”
  27. 27. Goals Augment the Olympic media narrativetowards portraying broader dimensions of the philosophy of Olympism Create public engagement " around Games time Promote community legacy for the nations and regions
  28. 28. What this can do for the accredited Olympic mediaMedia organizations in the UK will traverse the countryaround Games time, requiring facilities and stories we can provide, particularly around the torch relay To fully report on the London 2012 Games, it will be necessary to see what is happening in the Nations and Regions The Olympic Games is a social movement, not a sporting event. What happens in the country will become its central legacy
  29. 29. “Boundaries blurring between new and mainstream media as each extends reach into others’ territory. There is evidence of the (successful) appropriation of new media by the corporate sport-media nexus – a tsunami of narrative serves to reduce ‘space’ for alternative discourses”“Yet, controlling the mega event message is increasingly difficult as established broadcast media strategies collide with the networking capacity of web 2.0 and the popularity of social software to communicate alternative readings of events quickly”“Initiatives like #media2012 provide an alternative ‘space’ (and platform) to report mega events, free of imposed guidelines and restricted editorial control – but need to avoid falling into new media silo or bubble”
  30. 30. “Researching new media and mega eventsdemands more online research following newfan communities – including thedevelopment of metrics for visualising theirinfluence and archiving to capture/retain it” “We need for more research into the powerof the new media narrative in shaping the‘story’ of major events. The focus needs tobe less on volume (quantitative) and more onsentiment and influence (qualititative)– sothat we can understand the power relationsbetween official and alternative narrativesand how these are mediated”
  31. 31. Join #media2012 mailing list something about this presentationincluding @andymiah, @dgmcgillivray and#media2012Follow @culturalolympic on Twitter