Commentary on Schembri and Boyle (2013): From representation towards expression in videographic consumer research

Joel Hietanen, Joonas Rokka and John W. Schouten
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Joel Hietanen: EM - EMLyon Business School

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Abstract: In this commentary on Schembri and Boyle (2013) we offer an alternative perspective on the use of video in consumer research. The dominant modus operandi for visual research, as recently demonstrated by Schembri and Boyle in the pages of this journal, follows a paradigm typical of anthropological tradition. We propose an alternative approach: an expressive imperative in consumer videography emerging from theory on cinematography and experimental filmmaking, which emphasizes the evocative power of moving images.

Keywords: videography; Visual anthropology; Cinema; Deleuze; Representation; Performative turn (search for similar items in EconPapers)
Date: 2014-09-01
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Citations: View citations in EconPapers (4)

Published in Journal of Business Research, 2014, 67 (9), pp.2019-2022 P

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02313348

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