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Event Production- Symbolic Interaction

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Svetlana Chebysheva

on 20 November 2016

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Transcript of Event Production- Symbolic Interaction

Event Production-Symbolic Interaction
Predicting and influencing Audience Behavior is an invaluable tool for an Event Designer.

If we can predict and influence Audience behavior we can..........

One way
One way is to see the design as the delivery experience, an approach
that suggests a method for visualizing the experience as a staged or thematic concept where design is focused on decoration and aesthetic (Monroe, 2006).

This approach is more grounded in design as a decorative activity:
delivered through: food
backdrops and so on...

Another way is to see the application of design in a wider sense, where the concept is not simply an embellishment of an interior but is in fact a principle underpinning concept that influences the whole event (Brown & James, 2004).

Symbolic Interaction
SI is the nature of interaction and the way that all humans act toward and in relation to things.

The responses that result are a consequence of meaning, that is the meaning anything has for them.

Such things include everything that the human being may note in the world – physical objects, such as tress or chairs; other human beings, such as friends or enemies, language etc.

Berridge, G. (2007). Events Design and Experience. Elsevier: Oxford.

Another way
The human brain groups objects that are close together or similar in pattern/color/texture (Matthews, 2008)
The human brain also seeks to find meaning in everything;

humans create patterns out of stimuli intended to be meaningless (Sternberg & Smith, 1988).

The human brain rejects randomness and
prefers continuing lines and patterns and so this shows the importance of ensuring all elements of design are logical and purposeful.

If an Design has too much randomness the brain will become confused and frustrated, which could result in aggression, frustration and prohibition of optimal experience.
Berridge, G. (2007). Events Design and Experience. Elsevier: Oxford.

Human beings respond to meanings, either ones they have themselves


ones that are given to them

So the meanings that are presented to them help shape the experience they have of that occurrence.

Berridge, G. (2007). Events Design and Experience. Elsevier: Oxford.
Attending the event then places us in an interaction with people who have some shared meaning, because they have also chosen to attend based on the symbols of communication

Basic event attendee psychology
Bearing in mind that sensory stimulation provokes a psychological formation of experience in event attendees, general reference to some basic theories of psychology is appropriate here.

Bowdin, G. Allen, J. O’Toole, W. Harris, R. McDonnell, I. (2011). Events Management (Third Edition). Elsevier: Oxford

Pavlov (1927) was able to demonstrate that individuals’ responses to naturally occurring stimuli – such as smelling food, which leads to the response of increased hunger.

Seeing or smelling attractive food will obviously stimulate hunger and appetite, but the event designer can also use various sensory cues in the environment which are not directly related to food to condition the attendees to respond to the stimuli.

Ian.Bowdin, G. Allen, J. O’Toole, W. Harris, R. McDonnell, I. (2011). Events Management (Third Edition). Elsevier: Oxford

Behaviourism is very much affected by Anthropology and our cultural group.
Mental rules that are a part of our culture and have been taught to us since birth take a high priority in our brain
Thus, if when creating an Event we formulate rules that conflict with these mental rules, the mental rule will take priority in the brain over the formulated rule
The work of Freud,can help the event designer to access previous experiences and associations from an event attendee’s background and especially
their childhood.

To stimulate immersion
Bowdin, G. Allen, J. O’Toole, W. Harris, R. McDonnell, I. (2011). Events Management (Third Edition). Elsevier: Oxford

Sensory perception
Perception refers to the interpretation of the information we receive through our five senses

Gestalt psychology, suggests we organise stimuli into groups according to four main types:


This means
Event attendees, group items based upon how similar they are, how close they are to each other, according to continuous pattern.

Visual perception allows to interpret
size, texture, overlap, shading, height, clarity and depth

So they form their own interpretations of familiar objects to create their own experiences.

Bowdin, G. Allen, J. O’Toole, W. Harris, R. McDonnell, I. (2011). Events Management (Third Edition). Elsevier: Oxford
Auditory perception
Is the ability to identify, interpret and attach meaning to sound. Sounds are what we hear.
For example, loud music in a club can generate feelings of euphoria in one attendee and a physical headache in another.

Bowdin, G. Allen, J. O’Toole, W. Harris, R. McDonnell, I. (2011). Events Management (Third Edition). Elsevier: Oxford

“the way we use language can affect such basic cognitive functions as perception, memory, judgement, reasoning and problem solving” (Gerrig & Zimbardo, 2005)
The sociological idea of ‘class’ comes into play here,
as people tend to group together by socioeconomic status, and language varies amongst these groups.

Thus, using appropriate language for the demographic and class is important
Spoken words, written words, and pictures
are all a part of our language.

Each word or picture means different things to each individual.

Each person’s language is shaped by other people.

Symbolic Interaction

and its premises are built upon communication between individuals.

Language is vital
in the interpretation of symbols.

Our task is to design events accordingly in order to create
memorable experiences.

Get into two groups:

1. Female
2. Male

Create an experience for opposite gender by use of symbolic interaction.(nostalgia, extra meaning from objects, colors, etc)

The purpose of the event is to immerse and create an escapism type of experience that will trigger emotions and aim to achieve transforming experience.

Each group can research by interviewing the opposite group.

Present concept
-Experience Design
-Symbolic interaction
-Service scape
-Site inspection

Week 3- Venues considerations/Marketing-symbolism
Week 4- Technical production/Budgeting-
Week 5- Customers experience /Staffing/ Hospitality
Week 6- Draft session/ A1 submission
Full transcript