Photoessays in the teaching of marketing

Abstract

This paper reports on a longitudinal project to develop a new teaching tool that aids students’ transfer abilities in marketing – a photoessay. A photoessay is a group of photographs with a common theme, used as instruction through its presentation, accompanied by narration. Through a qualitative study embedded within an action research process, photoessays have been found to aid knowledge construction through a reinforcement of understanding, feedback, cognitive efficiency, reflection, creativity, motivation and emotional resonance. These learning dimensions also serve to aid students’ transfer abilities.

The study also shows how photoessays should be constructed and instructed to facilitate such learning. To achieve this, photoessays must reflect theory, capture emotions, provide perspectives, allow for students to abstract theory, and to participate in the discovery of information. While presenting the photoessay may help students learn and apply knowledge, its construction also helps educators integrate their practice, knowledge and teaching, while fostering creativity.