F Kawaf photograph SIG Chair
Dr Fatema Kawaf
Greenwich Business School
N Yannopoulou photo Deputy Chair
Professor Natalia Yannopoulou
Newcastle University

Event – Webinar: Interpreting Power and Procedural Justice: Police Bodycam Videography

Wednesday 12th January 2022 at 4pm UK time.
Interpreting authoritative power and procedural justice in real-life videos of police and POI (persons of interest) interactions: Theory, empirical findings, and LARPS (live-action role-playing)
On the 12th of January 2022 (4pm, UK time), we will be hosting Professor Arch Woodside for a webinar talking about the role of video in addressing police brutality. This will be followed by a panel discussion including Woodside and a number of esteemed academics discussing this issue from a multidisciplinary perspective.
Synopsis: Yes, the title is long and the coverage is ambitious. This study seeks to transform theory, empirical knowledge, quality of decisions, behavior, and outcomes in face-to-face encounters that include police officers and POIs.
WARNING: The presentation includes video presentations of interactions that occurred in real-life contexts including positive as well as highly negative talk, behaviors, and outcome.
WARNING: Disturbing content of police brutality including hurting and killing: A few of the videos that participants watch in this presentation include negative behaviors such as forcible arrests, maiming and killing of POIs.
Kotler and Levy’s (1969) “broadening the concept of marketing”, authoritative power and procedural justice, and the LARP literature streams inform this study. The presenter advocates the use of LARPs by police officers and POs in weekly training sessions as a useful tool in reducing the number of killings of POI in nations having relatively high POI killings per 100K residents.
Presenter: Arch G. Woodside, Professor of Marketing (Retired) Boston College
Panel Discussion (5pm UK time) with Dr Fatema Kawaf, Professor Arch Woodside, Professor Caren Meyers Morrison and Professor Gerard Ritsema van Eck (more member TBC)
Attendance is free of charge, but a ticket must be booked. https://www.eventbrite.co.uk/e/207753384967

Message from the Chair

Hello Everyone,
I hope you all have had a great summer and a good start to the new academic year. I am now planning the SIG events for this academic year. Our first event will be is a training workshop on using ZMET methodology and will be run by Dr Charles Hancock on Wednesday 17th November at 1pm to 4pm UK time.
There are more events in the planning and these will be announced soon! If you have an idea or a request for an event relating to visual methods please do get in touch!
Wishing you all the best,


Dr Fatema Kawaf and Professor Natalia Yannopoulou are delighted to welcome you to the Visual Methods Special Interest Group at the Academy of Marketing. The purpose of the group is to foster a dialogue and expand knowledge on visual and videographic research methodologies and issues among academics and business people and other groupings as appropriate. The SIG will be holding training events of using various visual research methods throughout the year. Please join the SIG as a member and follow our social media groups to stay up to date on the SIG news and activities.
Facebook group: https://www.facebook.com/groups/242457730652216/
LinkedIn group: https://www.linkedin.com/groups/13942676/


  • Ultimately the goal is for this SIG to become a destination for researchers, academics and PhD students interested in conducting visual research to find support, guidance, resources, and training to enable them to successfully navigate and adopt the visual method relevant to their research.
  • Additionally, the SIG aims to foster an environment that facilitates interaction among academics, business people and policy makers relating to the use of visual and videography research.
  • Disseminate research findings, theoretical contributions, and successful business practices among members. We aim to achieve this by (1) establishing and running a visual and videography research track at the Academy of Marketing conference (TBC) annually (2) organizing seminars and webinars to allow presentations relating to visual research regularly
  • Various novel visual research methods are on the rise. Be it visual, videography or screencasting, evidently new methods require training and capacity building to allow researchers and PhD students to adopt these methods. As such the SIG will be predominantly focused on organizing and running training events regularly in order to enable this.


Membership of the SIG is free. The Visual Methods SIG is an international group open for academics, researchers and PhD students anywhere in the world!  To join, please visit: https://fatemakawaf.com/visual-methods/

Activities and Upcoming Events:

We will be announcing training workshops and webinars relating to visual research methods. The following events will be running in 2021 (DATES TO BE CONFIRMED):
1. Screencast Videography Workshop: How to conduct research using Screencast Videography
2. Video Analysis Training (Multimodality, Critical Incidents Analysis, using Nvivo)
3. Zaltman metaphor elicitation technique (ZMET)