“Creating memories” via social media is an increasingly “important” part of live events

Live experiences for event participants, whether they are currently in use or not, are shaped by media technologies such as social media, with memories and expectations being part of the live experience itself, a study published by Minter & Media has published.

Ester Hammerberg, a researcher at the University of Applied Sciences of Amsterdam, studied how event participants used media technology at three large-scale cultural events in the Netherlands: Oerol Festival, 3FM Serious Requests, Pride Austerdam. Their use of media technology included taking photos, creating videos and instant sharing of content on social media platforms. This is a new and visible look, with the summer music festival turning the corner.

Hammelberg also interviewed 379 event participants.

“My interviewees say they know in advance what Instagram posts from the event will look like,” she says.

This means that live media practices at events will be shaped by two predictions: that of the live experience and that of the future memory of the live experience. The expected nostalgia lets event participants know how they understand themselves as part of the event and how they understand the event as part of their life story.

“The way that the people I interviewed explain that they use their smartphones suggests that when they are at events they are always thinking about what they are going to experience and always think about the best, truth or the best way to remember these opportunities,” adds Hammelberg.

“In addition to carrying their phones around, they carry ideas they have established before potential photos, posts and stories. These ideas are shaped by the numerous images they saw before the events they are involved in.”

Hammelberg said live events such as festivals and parades are closely related to memory. Event participants will take part in an organized live event, hoping for intense, instant experiences that will bring back memories. They also visualize these events in photos and videos and share them through a variety of social media platforms and apps.

In search of special moments

When asked about why they took photos and videos at the event, Hammelberg interviewees consistently highlighted their desire to capture extraordinary, memorable moments. “It’s a special moment to be here,” said Kyle, 25, one of the interviewees on Pride.

Hammelberg commented that this seemingly obvious observation led event participants to question how live instances are considered special moments.

“Live instances are memorable moments. They are notable experiences chosen to be commemorated as events that stand out from everyday life. These instances become the events that allow participants to construct their own life stories and intersect with the event’s co-translation.

“These are moments people expect, and that’s what they’ll remember.”

Festivals and cultural events are also good for contributing to this memory creation. Event participants are also aware that they are involved in building events such as special moments.

As a result, Hammelberg argues that event fans are involved in live storytelling practices and construct stories that place them in time for the eyes of others through live media practices at events.