Examining Markets, Marketing, Consumers, and Society through Documentary Films

Russell Belk, York University, published “Examining Markets, Marketing, Consumers, and Society through Documentary Films” on August 23rd, 2011 in Journal of Macromarketing’s OnlineFirst collection. Dr. Belk kindly provided the following responses to his article.

Who is the target audience for this article?

Those with an interest in macromarketing, historical, or film research regarding markets, marketing, consumption, and society.

What inspired you to be interested in this topic?

I have been making documentary videos myself for the past 25 years and have been co-chairing a consumer research film festival for the past 10 years.

Were there findings that were surprising to you?

This is a conceptual piece trying to stir researchers to utilize documentary films in their work, so there are no findings as such.

How do you see this study influencing future research and/or practice?

I hope it opens scholars eyes to the wealth of documentary material available.  On YouTube alone there are over 150 million videos posted, many of which qualify as documentary films.  All constitute a valuable archive of consumer (and marketer) use of visual online media and are ripe for analysis.  Together with other resources identified or exemplified, the time has never been better for documentary film research.

How does this study fit into your body of work/line of research?

As noted above, I have created documentary films as well as encouraged others to make them and show them at the film festivals I have coordinated.  I am now encouraging others to make use of the growing corpus of relevant film material.

What, if anything, would you do differently if you could go back and do this study again?

If I had more pages I could go on and on about relevant films and provide many more examples.  Also after a few years the supply of available film material is not only going to be much larger, but will likely take new forms that we cannot imagine at present.

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This entry was posted in Macromarketing, Media, Technology and tagged , , , , , , by Cynthia Nalevanko, Senior Editor, SAGE Publishing. Bookmark the permalink.

About Cynthia Nalevanko, Senior Editor, SAGE Publishing

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 1500 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, Washington DC, and Melburne, our publishing program includes more than 1000 journals and over 900 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

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