Engaging the audience through videography as performance

Seregina, Anastasia. 2017. Engaging the audience through videography as performance. Journal of Marketing Management, 34(5-6), pp. 518-535. ISSN 0267-257X [Article]

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Abstract or Description

The audience is an important part of videography, but its role tends to be seen as passive and unengaged. The audience’s experience is often guided in videography, with intended reaction made clear. Yet such an approach to the audience does not make use of the possibilities of videography for inciting active interaction and incorporating multiple interpretations. Previous research has suggested that videography has potential for interventional influence on audiences by taking on the performative turn in research. Developing more deeply the notions of performance and performativity in the context of videography, this paper proposes that one way to activate audiences, interact directly with them and engage them in meaning-making is to approach videography as performance. To provide practical suggestions for creating such performance, the paper contextualises videography as a recording medium, thus establishing its ontological position and ties to other media.

Item Type:


Identification Number (DOI):



videography, recording media, performance, performativity, performative turn, live performance

Departments, Centres and Research Units:

Institute of Management Studies


23 July 2017Accepted
22 September 2017Published

Item ID:


Date Deposited:

20 Nov 2018 16:41

Last Modified:

29 Apr 2020 16:58

Peer Reviewed:

Yes, this version has been peer-reviewed.



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