Commentary on Schembri and Boyle (2013): From representation towards expression in videographic consumer research
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1 septembre 2014
- handle: 10670/1.uun1zh
- hal: hal-02313348
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Cinematography--Electronic methods Electronic cinematography Video tape recording Videography Video taping Videotaping Videorecording Videotape recording Video tape recorders and recording Parliamentary government Representation Self-government Political representation Consumer researchCiter ce document
Joel Hietanen et al., « Commentary on Schembri and Boyle (2013): From representation towards expression in videographic consumer research », HAL-SHS : économie et finance, ID : 10670/1.uun1zh
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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.