Commentary on Schembri and Boyle (2013): From representation towards expression in videographic consumer research
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 tr...
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| Veröffentlicht in: | Journal of business research 2014-09, Vol.67 (9), p.2019-2022 |
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| container_end_page | 2022 |
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| container_issue | 9 |
| container_start_page | 2019 |
| container_title | Journal of business research |
| container_volume | 67 |
| creator | Hietanen, Joel Rokka, Joonas Schouten, John W. |
| description | 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. |
| doi_str_mv | 10.1016/j.jbusres.2013.10.009 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0148-2963 |
| ispartof | Journal of business research, 2014-09, Vol.67 (9), p.2019-2022 |
| issn | 0148-2963 1873-7978 |
| language | eng |
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| source | Elsevier ScienceDirect Journals |
| subjects | Business administration Cinema Cinematography Consumer behavior Consumers Deleuze Demonstrations Economics and Finance Humanities and Social Sciences Paradigms Performative turn Representation Studies Video production Videography Visual anthropology |
| title | Commentary on Schembri and Boyle (2013): From representation towards expression in videographic consumer research |
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