Videography: Philosophical Underpinnings

Joel Hietanen, Joonas Rokka, Fatema Kawaf and Ofer Dekel-Dachs
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Joonas Rokka: EM - EMLyon Business School

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Abstract: This chapter introduces and critically reflects on the practice and potential of videography as a visual marketing and consumer research method. While videography – the process of production of research expressions with moving images – has been employed by scholars for decades, we argue only modest advances have been thus far made in leveraging the filmic medium, not to speak of injunctions of radical thinking and societal impact. In this essay, we also would like to examine the excitement a new technology and method readily brings about, noting that videography is always embedded in logics of commercial intensification. The contemporary algorithmic platform systems it typically inhabits and is shared in crucially shape – and necessarily limit – the space for videography's emancipatory potential.

Keywords: visual methods; videography; video (search for similar items in EconPapers)
Date: 2024-06-21
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Published in Visual Methods in Marketing and Consumer Research, Routledge, 21 p., 2024

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04577229

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