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Article Dans Une Revue Journal of Business Research Année : 2014

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

Joonas Rokka
  • Fonction : Auteur
John W. Schouten
  • Fonction : Auteur

Résumé

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.
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Dates et versions

hal-02313348 , version 1 (16-01-2020)

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  • HAL Id : hal-02313348 , version 1

Citer

Joel Hietanen, Joonas Rokka, John W. Schouten. Commentary on Schembri and Boyle (2013): From representation towards expression in videographic consumer research. Journal of Business Research, 2014, 67 (9), pp.2019-2022 P. ⟨hal-02313348⟩

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