Polysemic Structures

Sports generate incredible inertia in terms of economic growth and development. Once a sports team is made, soon after follows a stadium, followed by television rights, and radio airtime. Then there is licensing of a logo, and selling team apparel. The players get paid too. Small businesses with worthy product are desperate to associate with a popular sporting organization. Big businesses are desperate to associate with popular porting organization. Even the government steps in to aid the many developments of a sporting organization. They usually help with the stadium of a sports team, the most tangible asset of any sporting organization. This is the area of focus at this blog.

Translate a government’s aid in helping to build a stadium to worldwide proportions – namely, the Olympics. Now add in some of the best engineers and architects from around the world and what you will end up with is Polysemic Structures used for multiple purposes at the 2012 London Olympic Games. In essence with the right structures in place sports can go from ordinary games into something much more captivating for the audience.

Research both before and after the Olympics games has shown that fan’s attention is maximized via the simultaneous presence of multiple narratives, embedded genres, and layered symbols (Chalip, Laurence). These differing objectives are developed, and utilized primarily through an interesting and well-developed stadium for the viewer to see in. A couple of years a go, who could have ever possible imagined the marvels that modern engineers have brought the world?

However, there are easier methods of achieving this same effect. One method is the incorporation of flags and other broadly unifying and symbolic symbols into a stadium. These symbols can be brought in from a local level to a more global level. The bottom line is that in creating a more symbolic atmosphere both fans and advertising companies perform better.

For the fan, or consumer, embedded genres and other devices can effectively engage a feeling of being inside a narrative. This effect works wonders on keeping fans satisfied for the duration of an event and willing to return. To do this some things to consider are the incorporation of contemporary non-sport political or social concerns as well as cultural clue, symbols and indicators. Obviously this is much easier done at the Olympics than in an ordinary sports game, but the principles can be adopted and morphed to suite any venue. Additionally adding a side story full of drama is essential. Making these changes works for fans.

These changes also complement positioning strategies for businesses. Within this new dimension of drama and embedded genre, placing an advertisement will be more successful. That is true, because attention rates are at their highest, and emotions are peaked.

In essence, because of today’s complex world, we as humans are demanding more and more stimuli than ever before. The Olympics gave us powerful insights into how a clever building design can hold our attention, but there are many methods that can be used just as effectively.

Keep this in mind next time you are at any sporting event.


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