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Inside Videography » About Inside Videography

About Inside Videography

In this blog we jot down accounts of our adventures in the world of videographic research. The site is maintained by Prof Joel Hietanen and Prof Joonas Rokka who have been collaborating with video-based approaches and projects since 2008;

Joel Hietanen is Associate Professor of Marketing at Stockholm Business School. His research interests include a broad range of topics from videography to communities of consumption and online forum cultures and he is published in outlets including Journal of Retailing, Journal of Business Research, and European Journal of Marketing.

Joonas Rokka is Associate Professor of Marketing at EMLYON Business School. His research interests centre on branding, consumer culture, new media, and creative visual research methodology including videography. His is published in Journal of Consumer ResearchJournal of Business Research, Journal of Marketing Management, European Journal of Marketing, and The Association for Consumer Research.

Find here some of our recent articles on videography:

Rokka, J., Hietanen, J. and Brownlie, D. (forthcoming) Screening Marketing: Videography and the Expanding Horizons of Videographic ResearchJournal of Marketing Management

Woermann, N. and Rokka, J. (2015) Timeflow: How Consumption Practices Shape Consumers’ Temporal ExperiencesJournal of Consumer Research, 41, April, 1486-1508

Hietanen, J., Rokka, J. and Schouten, J.W. (2014)  Commentary on Schembri and Boyle (2013): From representation to expression in videographic consumer researchJournal of Business Research, 67 (9).

Hietanen, J. (2012) Videography in consumer culture theory: an account of essence(s) and production, Aalto University School of Economics, Helsinki.

Devalck, K., Rokka, J. and Hietanen, J. (2009) Videography in consumer research: visions on method on the riseFinanza Marketing et Produzione, 24 (4).

And our videographies:

Hietanen, J., Rokka, J. (2015) Monstrous organizing: The Dubstep Electronic Music Scene. Advances in Consumer Research. Videography accessible here: https://vimeo.com/117644344

Rokka, J., Rousi, P. & Hämäläinen, V. (2014) Follow Me on Dead Media: Analog Authenticities in Alternative Skateboarding Scene. Advances in Consumer Research. Videography accessible here: http://vimeo.com/104001507

Rokka, J., Cléret, B. & Sohier, A. (2013) Entre-deux-mondes: Shaping of artistic projects in a local music scene. Advances in Consumer Research,  41, eds. S. Botti, A.A. Labroo, Duluth, MN: Association for Consumer Research. Videography accessible here: http://vimeo.com/73513308

Hietanen, J., Rokka, J. & Roman, R. (2011) Pushing the Scene – Tensions and Emergence in an Accelerated Marketplace Culture. Advances in Consumer Research, 39, eds. R. Ahluwalia, T.L. Chartrand, R.K. Ratner, Duluth, MN: Association for Consumer Research. Videography accessible here: http://vimeo.com/32192229

Rokka, J., Hietanen, J. & De Valck, K. (2010) Brothers in Paint: A Practice-Oriented Inquiry into a Tribal Marketplace Culture. Advances in Consumer Research, 37, eds. M.C. Campbell and J. Inman and R. Pieters, Duluth, MN: Association for Consumer Research. Videography accessible here: http://vimeo.com/36543163

3 Responses to “About Inside Videography”

  1. Hi!

    I wonder if you’d like to share your research results so far. (besides what’s on your website)
    I’m doing my Masters’ Thesis on video as a communication tool in the customer value chain, and I’d love to see what you’ve come up with. Hard evidence, gut feelings, references… anything.

    Please contact me, and we’ll talk more.
    Thanks in advance!

    br, Otto

  2. Joel Hietanen says:

    Hey Otto, sorry for the loooong delay in answering.

    We’ve been quite dug in lately, but if this is still relevant to you, we’d be happy to hook up!

    Dinner sometime?

  3. Steve says:


    I’m looking for a videographer to shoot some footage for us on 23 Jan. Are you a professional videographer and can you shoot an interview for us. No editing is needed, its in an office space and we will need all the raw materials from the interviews.



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