In fact, authenticity is used in an exponential number of industries to create value. Authenticity is assumed to be beneficial for value creation. The successful commercialization of voyeurism challenges how we think of both authenticity and transgression. They still advertise as “no-holds-barred,” because that’s where the value is created, but they have implemented many rules to ensure it’s not too real or too violent to watch. But now, since MMA has gone mainstream, there are more restrictions to the fighting. When MMA was a “backstreet” activity, the smaller audience was more comfortable with higher levels of transgression and authenticity. The use of cages in MMA prevents fear from overwhelming audience members by acting like a protective barrier between the audience and the violence unfolding in front of them. Because each audience member is different, the larger and more diverse an audience gets, the harder it is to find the sweet spot.
However, there is no exact amount of authenticity and transgression that elicit desirable emotional responses from consumers. In this way, the sense of violence and danger decreases, while desirable emotions, like excitement, are maintained. But it also reinforces the idea that this is a no-holds-barred fight. The cage acts like a protective barrier between the audience and the violence unfolding in front of them. Strategies, such as shielding audiences, de-personalizing performers and creating the impression that performers are willing participants, help balance customers’ mixed emotions.įor example, the use of cages in MMA - as opposed to less constraining barriers in boxing or the lack of barriers in traditional martial arts - prevents fear from overwhelming the audience. The ones that are successful know their audiences well and keep them coming back for more.īusinesses like MMA, reality television, slum tourism and erotic webcams use a variety of approaches to manage audiences’ emotional responses. To successfully commercialize voyeurism, businesses engage in numerous tactics to turn down undesirable emotions, while retaining or turning up the desirable emotions for the customers. How do they do it? Emotional optimization In this way, the authenticity and transgression draw audiences in and create value, but can also push audiences away and destroy value.įor these businesses to be successful, they have to walk a fine line. It doesn’t take much to turn reality shows from a guilty pleasure to something that makes the audience feel too guilty to watch. Reality television shows, like E! Entertainment’s ‘Kiss Bang Love’ rely on the use of voyeurism to deliver entertainment value to audiences. University of Manitoba, McMaster University, and York University provide funding as members of The Conversation CA-FR. York University and University of Ottawa provide funding as members of The Conversation CA. University of Ottawa provides funding as a founding partner of The Conversation CA-FR. University of Manitoba and McMaster University provide funding as founding partners of The Conversation CA. Maxim Voronov, Sean Buchanan, and Trish Ruebottom do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment. Madeline Toubiana has received funding from SSHRC. Professor of Organization Studies and Sustainability, York University, CanadaĪssistant Professor of Business Administration, University of Manitoba Associate Professor of HR and Management, McMaster UniversityĪssociate Professor, Entrepreneurship and Organization, L’Université d’Ottawa/University of Ottawa
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