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Voices in Video

Campelo, Adriana and Aitken, R. 2011. Voices in Video. Presented at: ACR European Conference, London, UK, 30 June - 3 July 2010. Published in: Bradshaw, A., Hackley, C. and Maclaren, P. eds. European Advances in Consumer Research. London: Association for Consumer Research, pp. 190-195.

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This empirical paper presents an ethnographic marketing research project that utilizes videography to address the problem of how to represent a sense of place. Using an ethnographic methodology combined with film making, the researchers established a collaborative visual ethnography that we believe has the potential to more genuinely represent what a place means to those who live in it. This paper offers two important contributions for using visual ethnography in marketing research. The first is to demonstrate a method of representation that can lead to a greater sense of empowerment and ownership for participants and to new ways of co-creating for researchers. The second is the development of a Video Analysis Protocol that provides a systematic and cumulative approach to analysing video.

Item Type: Conference or Workshop Item (Paper)
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > HF Commerce
Publisher: Association for Consumer Research
ISBN: 0915552663
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Last Modified: 04 Jun 2017 04:24

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