I gave this presentation at the 2013 EFMD.org conference in Düsseldorf, at WHU Beisheim School of Management. Aim of the presentation is to introduce new ways of thinking about the video medium in teaching and in blended learning. Working with existing film and also doing new films as a teaching method is considered.

1. Working with film – using
video in teaching
Joonas
ROKKA
jrk@neoma-­‐bs.fr
insidevideography.com
@jccnas
© Copyright NEOMA Business School. All rights reserved

2. My presentation
1. Academics not used to video format
2. Why use video – why not?
3. How to use video in teaching
– Working with video in class
– Teachers doing videos
– Doing videos with students

3. Publishing research on video format
Use
video
not
journals
to
disseminate
research
Financial
Times,
2
July,
2012
And
more:
h>p://insidevideography.com

4. h>p://vimeo.com/32192229

5. Most learning materials are textual…

6. Yet we live in the era of video…
The dominant cultural form of the
twentieth century is, and has been
cinema, and now video
(Denzin, 1995)

7. Production is cheaper, quicker, easier

8. 120 000 000 videos today
200 000 000 views per day
200 000 videos uploaded everyday
13 h of video uploaded every hour
600 years – time required to see all
videos…

9. Why video – why not?

10. Why scholars resist the video?
• Heisley (2001):
– I can’t underline it
– My yellow highlighter doesn’t work on it
– I can’t write notes on it
– Too bulky (big files)
– I cannot access specific parts easily enough
– There is no peer-review
– It doesn’t get into journals

11. The visual is important
• Moving image allow us to go beyond talk
and text about what people actually do to
provide a more holistic account of their
behavior
– Textual representations provide only a fraction
of the whole picture
– F. ex. How do people use different media at
home?

12. Benefits of video (vs. text)
• Is more emotional, resonant and commanding
of attention
• Is in some sense more ‘authentic’ and ‘real’
• Is able to record expressions and bodily
presence and context rich environment
• Is multi-sensory
(de
Valck,
Rokka
and
Hietanen
2009;
Spanjaard
and
Freeman
2007;
Schembri
and
Boyle
2013;
Smith
et
al.
2007;
Belk
and
Kozinets
2005;
Pink
2009,
2011)

13. Benefits of video (vs. text) (2)
• Creates powerful encounters that force the
viewer to think in new ways
• Like poetic expression, video expressions can
create “revolutionary consciousness” in the
viewer
 (Isn’t this what business schools should do?)
(Hietanen,
Rokka
and
Schouten
2013;
Schouten
and
Sherry
2002;
Bogue
2003)

14. How to use video in practice?

15. Academic videography
• Refers to the entire methodology of the production of
an expression via moving image, but it also the
finished product of the videographic work – the “show”
• Has become a staple format in consumer research
• The Association for Consumer Research
• Film track since 2002
• Several video special issues in peer-reviewed
journals (e.g. Consumption Markets & Culture)

16. Videography
• Has become an important format also for
commercial actors (consulting, market
research agencies…)

17. (1) Using existing video resources

18. h>p://www.youtube.com/watch?v=adkPJhLPb1I

19. h>p://vimeo.com/74710643

20. (2) Doing your own videos
• Video production requirements
– New skills – filming, editing, narrating
– Equipment – 1-2 cameras, editing software
– Ideas
– Planning
– Access
– Budget

21. (3) Student film projects
• Making students work on projects on film
– Requires new ways of thinking, acting and
communicating

22. (4) Master’s Thesis as a film
h>ps://vimeo.com/73567050

23. Conclusion: potential ways to go
• Bringing video into the syllabus
– Use existing video resources
• Producing your own films
– Requires some basic skills but is not
impossible
– Reach and impact new audiences
• New ways to work in class
– Making students create projects on video

24. Thank you for your attention!
Joonas
ROKKA
jrk@neoma-­‐bs.fr
insidevideography.com
@jccnas

25. Some references:
•
Hietanen, Joel; Rokka, Joonas & Schouten, John W. (2013) Commentary on Schembri and Boyle (2013):
From representation towards expression in videographic consumer research. Journal of Business
Research (forthcoming)
•
Rokka, Joonas; Cléret, Babtiste & Sohier, Alice (2013) Entre-deux-mondes: Shaping of artistic projects in
a local music scene. Advances in Consumer Research (forthcoming), http://vimeo.com/73513308
•
Hietanen, Joel (2012) Videography in Consumer Culture Theory, Phd dissertation
•
Joel Hietanen; Joonas Rokka & Risto Roman (2011) ’Pushing the Scene’ – Emergence and Tensions in
an Accelerated Marketplace Culture. Advances in Consumer Research, 39, http://vimeo.com/32192229
•
Rokka, Joonas; Joel Hietanen & Kristine De Valck (2010) ’Brothers in Paint’ – Practice-Oriented Inquiry
into a Tribal Marketplace Culture, Advances in Consumer Research, 37, http://vimeo.com/36543163
•
De Valck, Kristine; Joonas Rokka & Joel Hietanen (2009) ”VIDEOGRAPY IN CONSUMER RESEARCH:
VISIONS FOR A METHOD ON THE RISE”, Finanza marketing e produzione, 27 (4)
•
Blog on Academic Videography: http://insidevideography.com/