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

Author

Listed:
  • Joel Hietanen

    (EM - EMLyon Business School)

  • Joonas Rokka
  • John W. Schouten

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.

Suggested Citation

  • Joel Hietanen & Joonas Rokka & John W. Schouten, 2014. "Commentary on Schembri and Boyle (2013): From representation towards expression in videographic consumer research," Post-Print hal-02313348, HAL.
    • Handle: RePEc:hal:journl:hal-02313348
    as

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    Citations

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    Cited by:

    1. Javornik, Ana & Duffy, Katherine & Rokka, Joonas & Scholz, Joachim & Nobbs, Karinna & Motala, Anisa & Goldenberg, Adriana, 2021. "Strategic approaches to augmented reality deployment by luxury brands," Journal of Business Research, Elsevier, vol. 136(C), pages 284-292.
    2. Hietanen, Joel & Mattila, Pekka & Schouten, John W. & Sihvonen, Antti & Toyoki, Sammy, 2016. "Reimagining Society Through Retail Practice," Journal of Retailing, Elsevier, vol. 92(4), pages 411-425.
    3. Kawaf, Fatema, 2019. "Capturing digital experience: The method of screencast videography," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 169-184.
    4. Joel Hietanen & Antti Sihvonen, 2021. "Catering to Otherness: Levinasian Consumer Ethics at Restaurant Day," Journal of Business Ethics, Springer, vol. 168(2), pages 261-276, January.

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