Events-within-events and the online reproduction of their emotional dimensions: a case study of the Dubai 2020 expo

Abstract

ABSTRACT Large-scale events are typically described as single, monolithic entities. In this paper, we argue that large-scale events actually comprise multiple sub-events or events-within-events and their online representations. We explore the theoretical implications of this shift in perspective for the study of audiences and event engagement through the lens of communication power theory. We also discuss the practical implications for event management. The paper uses the Expo 2020 Dubai as its case study to illustrate the richness of sub-events within large-scale events and to consider the role of digital communications. The discussion highlights the ways in which physical events' digital twins aim to solicit similar emotional responses by audiences as their physical counterparts. By adding complexity to our understanding of these sorts of events, we argue that large-scale events comprise multiple sub-events, taking place both face-to-face and online, that make large-scale events richer and more multifaceted than they are typically seen to be. Our research shows that event organisers will need to go beyond the creation of virtual event replicas if they want to take full advantage of the affordances of digital communication. The paper concludes by calling for more critical and interdisciplinary research on large-scale events and their online representations.