%0 Journal Article
%T On positioning videography as a tool for theorizing
%A Joel Hietanen
%A Joonas Rokka
%J Recherche et Applications en Marketing (English Edition)
%@ 2051-5707
%D 2018
%R 10.1177/2051570718754762
%X The purpose of this article is to critically examine videography in the repertoire of visual approaches and delineate a positioning that would be distinctive, inspiring and daring. Notably, we advocate for alternative video-based approaches that expand the field beyond the dominant ¡®representational mode¡¯ by embracing the evocative power of video, and it is only in this way that videographic research could emerge into a self-standing research method without falling under other representational orders of analysis such as being read ¡®like text¡¯ or frozen into photographic ¡®stills¡¯. In so doing, we develop an image of thought of consumer videographies, where the affective forces of video are harnessed towards ¡®theorizing¡¯ in an emergent rather than descriptive form
%K documentary film
%K non-representation
%K representation
%K video ethnography
%K videography
%U https://journals.sagepub.com/doi/full/10.1177/2051570718754762