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Videography : Philosophical Underpinnings

Author

Listed:
  • Joel Hietanen
  • Joonas Rokka

    (EM - EMLyon Business School)

  • Fatema Kawaf
  • Ofer Dekel-Dachs

Abstract

This chapter introduces and critically reflects on the practice and potential of videography as a visual marketing and consumer research method. While videography – the process of production of research expressions with moving images – has been employed by scholars for decades, we argue only modest advances have been thus far made in leveraging the filmic medium, not to speak of injunctions of radical thinking and societal impact. In this essay, we also would like to examine the excitement a new technology and method readily brings about, noting that videography is always embedded in logics of commercial intensification. The contemporary algorithmic platform systems it typically inhabits and is shared in crucially shape – and necessarily limit – the space for videography's emancipatory potential.

Suggested Citation

  • Joel Hietanen & Joonas Rokka & Fatema Kawaf & Ofer Dekel-Dachs, 2024. "Videography : Philosophical Underpinnings," Post-Print hal-04577229, HAL.
    • Handle: RePEc:hal:journl:hal-04577229
    as

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