Other nonhuman actors play no small role in manifesting the crowd-as-crowd — and by (intensive) extension, the expressive potential of the athletes on the basketball court. The public address announcer, cheerleaders, jumbotron, canned sound effects, in-house music: all of these purportedly exist to "enhance the game experience" for paying consumers.
But it might be more accurate to suggest that they serve to keep an otherwise distracted or exhausted audience in a state of electro-charged readiness for the potential of crowd-as-crowd to become in-formed and activated.
In many cases these are electrically-generated shocks of sound or light that serve to twitch the assembled flesh at regularly programmed intervals, though the gestures and gyrations of the team cheerleaders or mascots may accomplish similar goals in a more analog fashion. The point is less the modality and more the shocks themselves, which unfold as a steady stream of attack on the collective perception of these bodies assembled under the rubric of "spectator".
While they appear at a surface glance to be visual or auditory phenomena, their affective force is rather to be felt as a synaesthetic folding which locates itself in the haptic and proprioceptive. Blink, blink, twitch, twitch: think of a defibrillator that may kickstart smooth cardiac muscle into autonomous, yet directed, contractions — except absent the direct tactile connection of the medicalized jumper cables.
If the role of the in-stadium spectator is increasingly to bear resonant witness to the athletic virtuosity otherwise digitized as television signals for mediated distribution around the world, this electroshock readiness is paramount. Just as the crowd — even one relatively uninformed about the sport in question — can readily spot qualities such as particularly stylish performance or submaximal effort given, so too can the television audience spot a fake. Gestures are not enough. It is obvious to the TV spectator when the intensity of witness response flips from an aggregation of individual reactions to the "crowd" proper as independent and enthusiastic actor. The play-by-play commentary only confirms this in narrative form and completes the affective transfer to whatever potentials exist elsewhere via the telescreen.
The stadium spasms the assembled spectators, in other words, to optimize the readiness potential for the formation of crowd-as-crowd and witness-as-intensity. An electroshock therapeutics framed in terms of entertainment value and consumption, but which is more properly understood in terms of a fuzzy affective labour value and abstract production.
It is in this readiness potential that consumption actually invests itself — this time as sponsorship capital. The relentless stream of attack on the perceptive faculties of witnessing serves first and foremost to coordinate the gaze toward advertising images, whether flat or volumetric. The intensive crowd knows nothing about corporate sponsors, but the extensive aggregate of more or less engaged spectators certainly may: programming meets readiness in this zone of indistinction between the two. If the crowd ends up forming, directing, contracting, then so much the better — but at least the ads will have been viewed during the twitchy interim. Exhaustion, indeed.