What audiences enjoy in sponsored events is precisely the non-corporate residue.

Evidence

But we don’t have to. It’s clear that what people are already enjoying in the Games is everything for which capital is not responsible: the efforts of the athletes, the experience of a shared publicness. Insofar as the torch relay was a success, this, too, was not due to the parade itself — a dreary countrywide corporate carnival, consisting of Samsung, CocaCola and Lloyds TSB floats — but because it allowed people to experience their own sociality. — Mark Fisher (edited by Darren Ambrose), K-Punk, 1618

Categorization

• XREF: connects to: Audiences bring their own cultures to consumption, so media effects are never automatic — Hall, Stuart, Essential Essays, Volume 1, 122

Broader Connections

• Audiences bring their own cultures to consumption, so media effects are never automatic #complicates (0.75) — Hall, Stuart, Essential Essays, Volume 1, 122