Video-based ethnographic documentary: Toward collaborative organizational research

We propose a visual turn for ethnographic organizational research. To provide new methodology for video-based analysis, this sees greater appreciation of constructionism, interpretivism and post-structuralism to facilitate a move away from traditional onto- epistemological realism in the field. The argument is developed in three parts: first, we explore the historical context of ethnographic documentary research and discuss the philosophical and technological issues film-makers have habitually faced when seeking direct images of work and organization, or a sense of film-truth. Second, a critical lens is placed on this pragmatic tradition as interpretive concepts from modern sociological theory (viz. dramaturgy, phenomenology, semiotics and narratology) are deployed to provide more sensory and subjectivist appreciations of the social - for example, of affect and embodiment - when video- makers investigate organizations ethnographically. And third, drawing upon our own video- making, these arguments are finally brought together to underpin and advance a spirit of withness inquiry for the visual turn. This represents a reflexive post-structural approach which sees video-makers, social theorists and research subjects united in common, yet polyvocal, analytical space through the practice we term collaborative organizational research.