This conceptual paper examines the novel use of narrative and flow in contributing to social legacy. The paper offers a conceptual framework linking narrative, attention, immersion and flow as antecedents of social legacy using examples of polysemic events, such as a mega event ceremony. By doing this the paper uses a multidisciplinary approach to conceptualise the connection between narrative and social legacy, a relationship currently overlooked. Through the creation of this framework we propose several key findings. First narrative within polysemic events is useful for creating a targeted social legacy. This happens when the consumer’s attention is caught and maintained by the narrative, allowing them to become immersed within their experience. Second, we suggest that to optimise this process, the narrative must position consumers within a state of flow. Once in this state of flow the individual’s goals shift to reflect that of the narrative thus contributing to social legacy. In proposing this framework, this paper makes a valuable contribution by addressing the surprisingly overlooked links between narrative, flow and social legacy. Using the case of ceremonies, the paper also looks to add to limited literature surrounding the social legacy of mega events, currently dominated by economic perspectives.
Carter, L., Spiteri-Cornish, L., Turner, E., & Berkeley, N. (2020). Creating social legacy: flow in mega event ceremonies. Event Management, (In-Press), (In-Press). https://doi.org/10.3727/152599519X15506259856471