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Article
Commentary on Schembri and Boyle (2013): From representation towards expression in videographic consumer research
in Journal of Business Research, 67 (9)
ISSN : 0148-2963Voir la revue «Journal of Business Research»
Autres numéros de la revue «Journal of Business 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 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
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of moving images.
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