Voices in Video

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. The contribution 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.


Robert Aitken and Adriana Campelo (2011) ,"Voices in Video", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 190-195.


Robert Aitken, University of Otago, New Zealand
Adriana Campelo, University of Otago, New Zealand


E - European Advances in Consumer Research Volume 9 | 2011

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