Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1017422 | Journal of Business Research | 2014 | 4 Pages |
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.
Related Topics
Social Sciences and Humanities
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Business and International Management
Authors
Joel Hietanen, Joonas Rokka, John W. Schouten,