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The Experience of Events

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Jonathan Moss

on 23 September 2013

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Transcript of The Experience of Events

A New Journey: A New Direction
The Experience of Events
Looking Backwards
To Go Forwards
A New Journey
An Exploratory
Study
Findings
Reflections
& Consideration
Rhythmanalysis (Duffy, Waitt, Gorman-Murray & Gibson, 2011: Fraser 2011),
Results taken from MSc in Events Management Dissertation which looked at the emotions of satisfaction at live music events
Provided rich and insight data
Introduction
A NEW PERSPECTIVE!

Music
Space & Place
Culture & Identity
Emotion
In understanding the interconnectivity we gain a better understanding of these experiences.
Events are a convergence of many theories:
New Dimensions of:
Experiential Marketing
Co-Creation
Benefits beyond its own business orientated discipline.
Andrews and Leopold
(2013)
Recognise the relevance of events and festivals in social science and that for many years they have been,
'embedded in major academic disciplines including social anthropology, sociology and cultural geography.' (p.1)
Durkheim's theories have informed and shaped tourism studies and thinking
They provide Events with a historical background
So they too can be critically considered
As a platform for emerging socio-pscho-cultural theories of events studies to be established and evaluated
Aim of this Presentation:
To provide an overview of my PhD so far and what it aims to contribute upon its completion.
Objectives:
Introduction of a new perspective: what it is and why it is important.
Illustrate a historical foundation and how this provides a contemporary platform
Discussion of methodologies for empirical research: Experiential Sampling Method & Day Sampling Method
Overview of previous research using this methodology and its effectiveness and drawbacks
Conclusion & Considerations for the Future
Graburn (1989)...Sacred Journey/Profane and Sacred Time
Hennig (2002)...Modern myth making
MacCannell (1973)...Authenticity
Vukonic (1996)...Tourism & Relgion
Leach (1961)...Measurement of time
Haubert and Mauss (1898)...parting with the ordinary allows marvellous things to occur
Urry (2002)...baseline social practices
Music consumption in real time and space (Grazian, 2004)
Identity (Lanfant, Allcock & Bruner, 1995: King 2010)
Motivations and space-time interactions (Browne 2009
Consumption of goods and place and experience of new emotions. (Lupton 1998)
Music impact upon the individual, identity and culture. (King 2010; Lamont, 2011; Riley & Griffin 2010)
Capturing Emotions As And When They Happen
Potential:
This interwoven mesh constructs the emotions of experience
Heath & Feldwick argue that their psychological model for information processing shows that it is our emotional respoces that drive and guide our desicions
Liminal spaces as vehicles for marketing messages (Wood & Moss 2013)
Strengthening a company's Brand (Brakus, Schmitt & Zarantonelle 2009)
The potential of music festivals on psychological and social well-being; Packer & Ballantyne's Model (2010)
Experiential Sampling Method
Largely attributed to Czikzentmihalyi , Hektner & Schmidt, (2006)
Real-time subjective experience
Quasi-Naturalistic
Signal is sent to participants for a perios of time and they report on the quality of their experience.
Primarily Qualitative
Day Sampling Method
Quantitative
Smaller Sample Size
Simpler Design
Less Disruptive/Interuptive
Broader use of media/data collection
Participants as co-researchers
Focus Groups
Riddle & Arnold (2007)
Conducted a DSM with a small sample of 6 (350:15:6)
Following normal briefing/consenting/ethics procedures, participants were sent, pre/during/post event, a series of questions. Upon notepads the wrote brief responses.
Two days later a recorded focus group used these responses to expand upon how they felt and were experiencing
Who,Where What, How & Why
of Me
Who:
Jonathan Moss
Where:
Sheffield Hallam University
What:
Tutor and 1st Year
PhD student
How:
Mental Health Nursing, Psychology, Restaurant Manager, Singer in a band, Msc Events Management
Why:
Love investigating, trying to understand, love exploring and looking for reasons, I love music, love events
The emotions of satisfaction at music events is a dynamic, oscillating phenomenon.
It is not static - these experiences ellicit many sensations; some contradictory
5 substantive themes:
Life Stresses
Sense of Anticipation
Expectations after the Event
The Experience of the Event
Post event Satisfaction
Emotional link to satisfaction
(Mason & Paggiaro, 2012)
Participants not over burdened
Sample size - recruitment
Simplicity of task and materials
Co-researcher role -method reduces memory bias and degradation
Positive feedback
Group think - conversational focus groups allows reflection, stimulation of memories
Mediate and account for experiences in festivals
Wider range of media
Brand & Marketing ROI
References
Full transcript