Creating Social Legacy: Flow in Mega Event Ceremonies

Carter, Libby and Spiteri Cornish, Lara and Turner, Edward and Berkeley, Nigel (2020) Creating Social Legacy: Flow in Mega Event Ceremonies. Event Management. ISSN 1525-9951

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The paper offers a novel conceptual framework linking narrative, attention, immersion, and flow as antecedents of social legacy using examples of polysemic events, such as mega event ceremonies. By doing this the paper uses a multidisciplinary approach to conceptualise the connection between narrative and social legacy, a relationship currently overlooked. Through the creation of this framework, we propose several key findings. First, narrative within polysemic events is useful for creating a targeted social legacy. This happens when the consumer’s attention is caught and maintained by the narrative, allowing them to become immersed in their experience. Second, we suggest that to optimise this process, the narrative must position consumers within a state of flow. Once in this state of flow, the individual’s goals shift to reflect that of the narrative thus contributing to social legacy. In proposing this framework, this paper makes a valuable contribution by addressing the surprisingly overlooked links between narrative, flow, and social legacy. Using the case of ceremonies, the paper also adds to the limited literature surrounding the social legacy of mega events, currently dominated by economic perspectives.

Item Type: Article
Identification Number:
2 September 2019Accepted
3 March 2020Published Online
Uncontrolled Keywords: Presence of Flow, Event Experience, Ceremony Narrative, Immersion, Social Legacy
Subjects: CAH17 - business and management > CAH17-01 - business and management > CAH17-01-03 - marketing
Divisions: Faculty of Business, Law and Social Sciences > Birmingham City Business School
Depositing User: Libby Carter
Date Deposited: 19 Sep 2019 09:58
Last Modified: 22 Mar 2023 11:49

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