The Ethical Contract of Using Online Participation from Vision Videos in Design

Research output: Contribution to book/anthology/report/conference proceedingArticle in proceedingResearchpeer-review


In this paper, we examine the different challenges
and possibilities corporate vision videos pose to the ethical contract, which is intentionally or unintentionally, deliberately or accidentally concluded between a corporation and the viewers on the various online communities vision videos are spreading from and to. We seek to initiate the conceptual foundation for ethical considerations needed in using vision videos as a participatory resource. Our findings suggest, that the ethical contract of using user participation from online vision videos both have to account for how the video is rhetorically introduced, and how it is later used by both the user communities as well as by the organisation. The ethical contract consists of two parts: the basic preconditions of a well told narrative and access to platforms which support participatory culture, as well as the company’s respect and acknowledgement of the active participation and content creation by the audience.
Original languageEnglish
Title of host publicationProceedings of the 5th Participatory Innovation Conference, PINC-2018
Publication date2018
Publication statusPublished - 2018
EventParticipatory Innovation Conference 2018 - Mälardalen University , Eskilstuna, Sweden
Duration: 10 Jan 201813 Jan 2018
Conference number: 5


ConferenceParticipatory Innovation Conference 2018
LocationMälardalen University
Internet address


  • vision videos
  • design thinking
  • ethics
  • user experience
  • animation
  • sketches
  • video prototype
  • video sketches


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