Videography – studying ethical uncertainty in alternative entrepreneurship

Abstract

Purpose The purpose of this paper is to develop videographic methods for the study of alternative entrepreneurship, with a theoretical focus on “ethical uncertainties”, exemplified in this paper by the exploration of evolving actions and unpredictable outcomes in a specific case, the Hungarian company Prezi. Design/methodology/approach By first situating Prezi’s alternative entrepreneurship in the turbulent Hungarian political context and situation for the Roma population, this study presents how the methodological foundations of organizational videography have affirmed aesthetic immersion, which is of particular use for the study of ethical uncertainty. Findings Following a methodological exploration of the specific research design and ethnographic reflections on three ways in which ethical uncertainties arise, this study discusses the videographic possibilities to study something as elusive as ethical uncertainty and its link to alternative futures. Originality/value The political context in Hungary poses many challenges for organizations that attempt to “do good” and create alternative futures. This paper explains how this political context permeates Prezi’s entrepreneurship and research thereof, by highlighting “ethical uncertainty”. The combined contribution (paper and videography) invites the reader to think differently about the authority of research, become a viewer and reflect on their own experiences of ethical uncertainty in alternative entrepreneurship.

Videographic profanations: A companion to the videography “Pride: Alternative Entrepreneurship Enjoyed”

“…The current videography is the third part of a trilogy of videographies about Prezi’s alternative entrepreneurship, made between 2015 and 2018. The first two focused on Prezi’s yearly renovation project in a Roma neighborhood: Persuasion: Alternative Entrepreneurship Executed (Skoglund and Berglund, 2018b) and Prejudice: Alternative Entrepreneurship Institutionalized (Skoglund et al, 2020). Whilst these videographies explored how alternative entrepreneurship went from being disruptive, to become more professionalized and institutionalized, our third videography, Pride: Alternative Entrepreneurship Enjoyed , focuses on another type of disruptive intervention, yet increasingly institutionalized.…”

“…Over time, Prezi has engaged in an abundance of more or less disruptive social interventions, such as being the first official LGBTQ+ supportive company participating in the Pride parade in 2009. Less disruptive, but still contentious considering the Hungarian context, is their refurbishing of buildings every year in a Roma neighborhood (Skoglund and Berglund, 2018b). Prezi also offers programming courses for young women to stimulate gender equality in tech, and one of the company's continuously updated core values is "We care," which means that they support their "local communities by organizing events and resources that help them learn and succeed" (Our values at work, 2021).…”

“…Prezi’s main offer has since the start been geared toward problems with democracy in Hungary, with ideas about free speech built into their digital presentation tool. Strategically creating their own NGO spin-offs, Prezi has changed the organizational landscape for “doing good” in Hungary, which underpins their “alternative entrepreneurship” (Skoglund and Berglund 2018a; Skoglund et al, 2020). Over time, Prezi has engaged in an abundance of more or less disruptive social interventions, such as being the first official LGBTQ+ supportive company participating in the Pride parade in 2009.…”

“…Alternative entrepreneurship is used in the videography to indicate that Prezi’s deployment of disruptive organizational means to reach more-than-economic ends has a specific edge (compare Dey and Mason, 2018; Dodd, 2014), including struggles of ethical self-realization among employees at different levels (Dey and Steyaert, 2016; Endrissat et al, 2017), especially considering the Hungarian context (Skoglund et al, 2020). Critical approaches to similar cases of “doing good” exist within entrepreneurship studies and has spurred a debate about undecidability and nuance (see e.g.…”

Narrating the Facets of Time in Entrepreneurial Action

“…Such approaches can foster deeper insight into the temporal dimensions of uncertainty, identity, and learning. In addition, the use of ethnographic approaches, such as video ethnography (Skoglund et al, 2020) or digital ethnography (Van Burg et al, 2020), might provide insight into the everyday aspects of entrepreneurial action.…”