On positioning videography as a tool for theorizing

Joonas Rokka*, Joel Hietanen

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

4 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)106-121
JournalRecherche et Applications en Marketing
Issue number3
Early online date1 Feb 2018
Publication statusPublished - Sep 2018
MoE publication typeA1 Journal article-refereed


  • documentary film
  • non-representation
  • representation
  • video ethnography
  • videography

Fingerprint Dive into the research topics of 'On positioning videography as a tool for theorizing'. Together they form a unique fingerprint.

Cite this