Better Together

Slutskaya, Natasha; Game, Annilee; Simpson, Ruth

doi:10.1177/1094428116676343

Cited by 27 publications

(16 citation statements)

References 51 publications

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“…Hybridity encompasses the use of alternatives to linguistic communication to reach multilingual communities, including via the use of multimedia, e.g. collective documentary filmmaking (Slutskaya, Game & Simpson, 2016) and video diaries (Zundel, MacIntosh & Mackay, 2016), as well as photographs (Ray & Smith, 2011), music (Sutherland, 2012), artistic images and artefacts (Mack, 2012).…”

Section: Linguistic Diversitymentioning

confidence: 99%

Moving Beyond Mimicry: Developing Hybrid Spaces in Indian Business Schools

Kothiyal

Bell

Clarke

2018

AMLE

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This article analyses the identity work of Indian management educators and scholars as they seek to establish, maintain and revise a sense of self in the context of business school globalization. We show how globalization, combined with the historical legacy of colonialism, renders Indian scholars precarious in their interactions with Western business schools. Based on a qualitative interview study, we explore how Indian business school scholars perform their identities in the context of neo-colonial relations, which are characterised by the dominance of English language and a pressure to conform to research norms set by globally-ranked journals. Drawing on postcolonial theory, our argument focuses on mimicry as a distinctive form of identity work that involves maintaining difference between Western and non-Western identities by 'Othering' Indian scholars, while simultaneously seeking to transform them. We draw attention to ambivalence within participants' accounts, which we suggest arises because the authority of Western scholarship relies on maintaining non-Western scholars in a position of alterity or 'not quite-ness'. We suggest that hybridity offers an opportunity to disrupt and question current practices of business school globalization and facilitate scholarly engagement that reflects more diverse philosophical positions and worldviews. Business school globalization, its antecedents, processes and consequences, is of enduring interest to management educators and scholars (Doh, 2010). Across North America, Western Europe, Australia and Japan, globalization of business schools is being driven by increased geographical mobility of academics and students and the rising number of institutions seeking international certification from professional bodies (Hardy & Tolhurst, 2014). As well as presenting management educators with cultural challenges related to programs and pedagogical practice (Hardy & Tolhurst, 2014), globalization influences management scholarship. The challenges that arise from globalization are related to the increased significance of international certification assessments (Romero, 2008), and business school rankings (Gioia & Corley, 2002; Collet & Vives, 2013) which incorporate assessments of faculty research quality based on the status of journals they publish in (Adler & Harzing, 2009; Mingers & Willmott, 2013). Rankings and accreditation systems generate isomorphic pressure, in the form of coercive, mimetic and normative processes that shape global business schools in ways which limit the diversity of scholarship (Alvesson & Gabriel, 2013). Understood in these terms, business school globalization is a potentially universalising force that encourages cultural convergence and increasing sameness by introducing de-territorialized market logics (Ritzer, 2007). Business school globalization is also constituted through asymmetric, neo-colonial relations between countries in the Western core and peripheral, non-Western nations (Mir et al., 2004; Srinivas, 2012; Cooke and Alcadipani, 2015). In addi...

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Section: Linguistic Diversitymentioning

confidence: 99%

Moving Beyond Mimicry: Developing Hybrid Spaces in Indian Business Schools

Kothiyal

Bell

Clarke

2018

AMLE

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“…For us, videography is a deeply ethical, immersive and embodied undertaking, and when it realizes the impossibility of delivering reality, it can finally reach a new plane of honesty. This naturally includes the recognition of the threat of how videographic researchers can, in their eagerness, be seen to colonialize and 'plunder' cultural situations (Slutskaya et al, 2016). Videography thus becomes a praxis, a 'doing' in the sense of creating powerful and convincing affective encounters with fieldwork and the audiences of the videographic screenings, and where, essentially, the 'moral ethnographer takes sides' (Denzin, 2001: 326).…”

Section: Videography and Emergent Theorizingmentioning

confidence: 99%

On positioning videography as a tool for theorizing

Rokka

Hietanen

2018

Recherche et Applications en Marketing (English Edition)

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The purpose of this article is to critically examine videography in the repertoire of visual approaches and delineate a positioning that would be distinctive, inspiring and daring. Notably, we advocate for alternative video-based approaches that expand the field beyond the dominant ‘representational mode’ by embracing the evocative power of video, and it is only in this way that videographic research could emerge into a self-standing research method without falling under other representational orders of analysis such as being read ‘like text’ or frozen into photographic ‘stills’. In so doing, we develop an image of thought of consumer videographies, where the affective forces of video are harnessed towards ‘theorizing’ in an emergent rather than descriptive form.

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“…For example, Belk's (2000) research on the consumption patterns of the new elite in Zimbabwe, conducted with executive MBA students in Africa University, is described as collaborative, yet on further interrogation appears to meet more fully the criteria for a team ethnography. Although the executive MBA students in Belk's study were themselves a part of the group being studied, this was primarily to gain access and trust in order to conduct the research process (interviewing and observing carried out by them) and could be alternatively described as 'participatory ethnography' (Slutskaya et al, 2018). There was little negotiation of the process in conjunction with participants, an important characteristic of collaborative ethnography.…”

Section: Collaborative Ethnographies and Videographic Consumer Researchmentioning

confidence: 99%

“…The final editorial decisions were negotiated between ourselves, the director and the editor. Stylistically, we avoided using any voice-over narration and opted instead for letting our participants tell their own stories in their own words (Slutskaya et al, 2018). The completed film was also presented at a Skoros assembly.…”

Section: Discussing and Disseminating The End Productmentioning

confidence: 99%

“…Such collaborative videographic research techniques represent a midway between the etic-like distance of an observational videography and the intense emic-like closeness of an auto-videography (Kozinets & Belk, 2006). Although they have been used successfully in various anthropological films and more recently in the broader management and organisational studies literature (Jarrett & Liu, 2018;Slutskaya, Game, & Simpson, 2018;Toraldo, Islam, & Mangia, 2018;Whiting, Symon, Roby, & Chamakiotis, 2018), they have yet to be fully explored within consumer research. Our aim, therefore, is to integrate collaborative videographies into the significant body of videographic consumer research by first highlighting similarities and differences to extant studies and then by illustrating a methodological pathway for future research.…”

Section: Introductionmentioning

confidence: 99%

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On critical collaborative videographies

Chatzidakis

Maclaran

2018

Journal of Marketing Management

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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.

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Better Together

Abstract: AcknowledgementsThe authors would like to thank participants of the video methods workshop in Utah 2015, and Michael Pratt and the anonymous reviewers for their valuable comments on earlier drafts.

Cited by 27 publications

References 51 publications

Moving Beyond Mimicry: Developing Hybrid Spaces in Indian Business Schools

Moving Beyond Mimicry: Developing Hybrid Spaces in Indian Business Schools

On positioning videography as a tool for theorizing

On critical collaborative videographies

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