Return of the Vision Video: Can Corporate Vision Videos Serve as Setting for Participation?

Abstract

This paper examines the role of corporate vision videos as a possible setting for participation when exploring the future potentials (and pitfalls) of new technological concepts. We propose that through the recent decade’s rise web 2.0 platforms, and the viral effects of user sharing, the corporate vision video of today might take on a significantly different role than before, and act as a participatory design approach. This address the changing landscaping for participatory and user-involved design processes, in the wake of new digital forms of participation, communication and collaboration, which have radically changed the possible power dynamics of the production life cycle of new product developments. Through a case study, we pose the question of whether the online engagements around corporate vision videos can be viewed as a form of participation in a design process, and thus revitalize the relevance of vision videos as a design resource?