Videography – studying ethical uncertainty in alternative entrepreneurship
ISSN: 1746-5680
Article publication date: 18 November 2020
Issue publication date: 15 December 2020
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.
Keywords
Acknowledgements
The authors are most grateful for all the fruitful interactions that they have had, over several years, with our research participants, from the Roma to Prezi and BAGázs. They are also grateful for the financial support received from The Ragnar Söderberg Foundation that made the videographic research possible. The article benefited from insightful comments made by guest editor Carine Farias in addition to discussions with students in their entrepreneurship eductions at Uppsala University and Stockholm University. A special thanks to their collaborators, Helena Fredriksson and Imre Szeles, for their ambitious and devoted work.
Funding: This work was funded by the Ragnar Söderberg Foundation.
Citation
Skoglund, A., Redmalm, D. and Berglund, K. (2020), "Videography – studying ethical uncertainty in alternative entrepreneurship", Society and Business Review, Vol. 15 No. 4, pp. 305-324. https://doi.org/10.1108/SBR-06-2019-0087
Publisher
:Emerald Publishing Limited
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