the extent to which residents are involved with events, from volunteering to ownership and

including citizen power to influence the decision making process, can determine or moderate

many social, cultural and political outcomes. to what extend can events contribute to social

integration, combating social conflict or build community pride? largely unproven claims

have been made about the socially transforming power of events, so more research is

definitely justified here. similarly, do cultural events promote and enhance appreciation of,

and support for the arts and other cultural pursuits (Getz, 2007:307)?

other researchers have found that support for mega-events varies over time, and a sampling of

public opinion after an event will likely reveal a lower impression of benefits. euphoria and

heavy political support before will persuade many people that event is worthwhile, but

afterwards they look for benefits that might not have accured (Mihalik,2001, prema Getz,

2007:3007-308).

the ultimate in community acceptance is that events become recognized as permanent

"institutions" in their community. elsewhere we discussed this in context of stakeholder theory

and noted that key supporters have to become committed to the event, generally taking some

level of ownership or at least responsibility for it. it can also be suggested that "institutions"

can only emerge through strong community support as measured by loyal attendance,

committed volunteers and political support - especially int time of crisis. certainly a

congruence of values is required between the event and its community (Getz, 2007:308).

the first comprehensive, and landmark study of event impacts (Adelaide's Grand Prix, by

Burns et. al., 1986)examined how residents were affected in their homes and while

conducting their normal business, such as by increased commuting times. accident rates were

also analyzed, trevealing a so-called "hoon effect" attributed to the atmosphere of the races

and the nature of those attracted to them. Ritchie (1984, prema Getz, 2007:308-309)
suggested that the sociocultural impacts of events could include the benefits of an increase in

activities associated with the event (e.g., arts or sports) and strengthening of regional values or

traditions.

media coverage of events can have global reach, influencing people around the world, and

must be managed if destination promotion is to be positively enhanced (Getz and Fairley,

2004, prema Getz, 2007:309). conversely, media attention focused on events can impact on

the host community. using events for image enhancement, branding or repositioning can also

have unexpected social and cultural consequences. do residents support the images in

question, or in general favour exploitation of their culture in tourism marketing?

"Social Representation Theory" (Pearce et al., 1996, prema Getz, 2007:309) suggests that

communities or scieties build up represenattions of events based on experiences, social

interaction, available infrormation and the media. these representations are resistant to change

and may influence attitudes towards that events are good, or a threat. such attitudes might not

be strictly rational.

For annual events, surveys of the host community's perceptions of an event can provide

valuable tools for identifying and addressing community concernes in the planning of th enext

event. A number of researchers have sought to establish a generic survey instrument capable

of accuralely and reliably measuring such perceptions, and to track changes in them over time

(Allen i sur, 2005:77).

the global networking of media organizations, and the instant electronic transmission of media

images and data, have made the global village a media reality (Allen i sur., 2005:136). this

revolution in the media has in turn revolutionised the conduct of events. events now have a

virtual existence in the media at least as powerful, sometimes more so, than in reality. the live
audience for a sports event or concert may be dwarfed by the television audience. indeed, the

event may be created primarily for the consumption of the television audience. events have

much to gain from this development, including media sponsorships and the payment of media

rights. their value to commercial sponsors is greatly increased by their media coverage and

profile. however, the media often directly affect the way events are conceptualised and

presented, as in the case of One Day Cricet and Super League, where the competition formats

have been modified to create more appealing television product. so far, sports events have

been the main winners (and losers) from this increased media attention.

media interest in event s continues to grow as their ability to provide saleable product and to

attract commercial sponsors is realised. sporting events, parades, spectacles, concerts and

major public celebrations are areas of strong interst to the media , where the imperatives of

television production are likely to continue to influence th edirection and marketing of

events. the role of the media can vary from that of media sponsors to becoming full partners -

or even producers - of the event.

whatever the role of the media, it is important for the event manager to consider the needs of

different media groups, and to consult with them as important stakeholders in the event. once

the media are treated as potential partners, they have much to offer the event. the good media

representative, like the event manager, is in search of th egood idea or unusual angle. together

they might just dream up the uniwue approach that increases th profile of the event and, in

turn, provides value to the media organisations. the print media might agree to publish the

event program as editorial or as a special insert, or might run a series of lead-in stories,

competitions or special promotions in tandem with sponsors. radio or television stations might

provide an outside broadcast, or might involve their on-air presenters as comperes or special

participants in the event. mobile phone companies and internet providers might integrate their

products with the promotion and delivery of the event. this integration of the event with the
media provides greater reach and exposure to the event. new media developments and

increasingly innovative technologies continue to expand the media dimension of events, and

to provide additional oportunties for collaboration between event organisers and the media.