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2 min. read
Every four years, the FIFA World Cup captures the attention of billions, making it one of the largest and most influential media events in the world.
Katerina Girginova, co-founder and co-director of the Annenberg Extended Reality Lab and a scholar of global media, audiences, and technology at the Annenberg School for Communication, sees the World Cup as a powerful case study in communications.
She explores how digital platforms are transforming fandom and why sport continues to serve as a contested space where cultural, linguistic, and political boundaries are negotiated in real time.
“Sport events like the World Cup are public and global platforms for attention where, in addition to the athletes, many interests and messages compete,” says Girginova. “There are many facets to it, but overall, these events gain their power based on the principles of communal experiences, whether positive, negative, or contested; symbolics; and economies of scale, including attention, affect, resources, and money.”
It could be argued, says Girginova, that “sport fans are increasingly seen as ancillary or even dispensable to the business models of many professional sport clubs, which have become increasingly finetuned to function in a digital and platformized age. Unlike the music industry, physical attendance is not the primary, or sometimes even key, source of revenue in major league sport. In turn, media companies have become much more concerned with providing creative digital experiences for their fans, which changes the nature of fandom and the DNA of traditionally communal sporting events.”
Read more at Annenberg School for Communication.
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