International Trade Fairs and Global Buzz, Part I: Ecology of Global Buzz

Abstract

This paper investigates the importance of temporary face-to-face (F2F) contact and the physical co-presence of global communities in establishing a particular information and communication ecology during international trade fairs, referred to as “global buzz”. International trade fairs bring together agents from all over the world and create temporary spaces for presentation and interaction. Within a specific institutional setting, participants not only acquire knowledge through F2F communication with other agents, but also obtain information by observing and systematically monitoring other participants. The fact that firms do not necessarily have to be in direct contact with a specific source of information to get access to this knowledge makes participation in these events extremely valuable. International trade fairs have become important expressions of new geographies of circulation through which knowledge is created and exchanged at a distance. This paper analyses the constituting components of global buzz and aims to dismantle the complexity of this phenomenon in a multi-dimensional way. When applying this concept to Internet trade fairs, the question arises whether a similar information and communication ecology, or virtual buzz, can be established. We explore similarities and differences between both forms of buzz, using the same classification scheme.