首页 | 本学科首页   官方微博 | 高级检索  
     检索      


More than meets the eye: videography and production of desire in semiocapitalism
Authors:Joel Hietanen  Mikael Andéhn
Institution:1. Department of Marketing, Aalto University School of Business, Helsinki, Finland;2. Stockholm Business School, Marketing Section, Stockholm University, Stockholm, Swedenjoel.hietanen@aalto.fi;4. Royal Holloway, School of Management, University of London, Egham, UK
Abstract:ABSTRACT

In the light of the recent proliferation of interest in videographic methods in marketing and consumer research, we wish to make a call for thinking critically about the medium. In this article, we challenge traditional means of semiotic analysis and consider contexts outside aesthetic symbolism that take into account wider agencements of videographic inquiry. We sensitise thinking about videographic production to include a broad scope of influence beyond production and spectatorship. By positing a mode of desiring relationalities in ‘semiocapitalist’ markets, and through the illustrative example of pop-music videos, we show how videography not only produces symbols, but also has the tendency to discipline the viewer into particular subjective positions. We hope to add to the conceptual toolkit of aspiring video scholars and encourage them to be increasingly critical and reflexive about their potential impact.
Keywords:Videography  criticality  Deleuze and Guattari  desire  a-signifying semiotics  semiocapitalism
设为首页 | 免责声明 | 关于勤云 | 加入收藏

Copyright©北京勤云科技发展有限公司  京ICP备09084417号