ABSTRACT
Over the last two decades, videography and visual research have significantly shaped consumer and marketing studies, adapting to a rapidly changing media landscape transformed by rapid-fire technological advances. Grounded in visual anthropology and sociology, commercial videography has burgeoning significance in management and organizational studies. It brings to light the perspectives of videography’s creators, subjects, and its frequently overlooked audience. Looking ahead, the chapter explores the prospective transformations that social media, virtual reality, and augmented reality bring and considers the role of AI in video analysis along with its repercussions. We call for wider institutional recognition of videographic methods, positing that the growing dominance of visual elements in daily life may (finally) catalyze this much-awaited development.
