On critical collaborative videographies

Abstract

In Spring 2015, we produced a collaborative videography about Skoros, an anti-consumerist collective in Athens, Greece. We and the members of the collective jointly negotiated the end product, by discussing the script and editorial decisions about the content. The filming of the project, artistic direction, music supervision and graphics design were almost entirely done by the members of the collective. In this short commentary, we position our approach against the use of collaborative ethnographic techniques in consumer research and social sciences more broadly. We reflect upon the difficulties that we encountered and conclude by discussing the broader implications for filmic marketing and consumer research.