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On positioning videography as a tool for theorizing
Stockholm University, Faculty of Social Sciences, Stockholm Business School. Aalto University School of Business, Finland.
Number of Authors: 22018 (English)In: Recherche et applications en marketing (english edition), ISSN 2051-5707, Vol. 33, no 3, p. 106-121Article, review/survey (Refereed) Published
Abstract [en]

The purpose of this article is to critically examine videography in the repertoire of visual approaches and delineate a positioning that would be distinctive, inspiring and daring. Notably, we advocate for alternative video-based approaches that expand the field beyond the dominant 'representational mode' by embracing the evocative power of video, and it is only in this way that videographic research could emerge into a self-standing research method without falling under other representational orders of analysis such as being read 'like text' or frozen into photographic 'stills'. In so doing, we develop an image of thought of consumer videographies, where the affective forces of video are harnessed towards 'theorizing' in an emergent rather than descriptive form.

Place, publisher, year, edition, pages
2018. Vol. 33, no 3, p. 106-121
Keywords [en]
documentary film, non-representation, representation, video ethnography, videography
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:su:diva-160240DOI: 10.1177/2051570718754762ISI: 000442562500006OAI: oai:DiVA.org:su-160240DiVA, id: diva2:1249800
Available from: 2018-09-20 Created: 2018-09-20 Last updated: 2018-09-20Bibliographically approved

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