Madison Van Oort on Discourse Analysis & Studying Commercials

Give Methods A Chance

In this episode we welcome Madison Van Oort, Ph.D candidate at the University of Minnesota. Madison conducts research in the areas of fast-fashion and low-wage labor in the 21st century. The format of the conversation will be slightly different than past episodes, as Madison joins us to reflect on the strengths and limitations of the discourse and semiotic analysis that she employed in collaboration with me (Kyle Green), to study how companies employed the crisis of masculinity to sell products. Our co-authored article, “We Wear No Pants: Selling the Crisis of Masculinity in the 2010 Super Bowl Commercials” can be found in Signs (Spring 2013 Vol. 38, No. 3). I enjoyed the chance to participate with in some of the methodological reflections and hope you enjoy the conversation as much we did.

“Semiotic analysis is never objective and it is never absolute. I don’t think that we were ever claiming that we were taking an objective approach. Instead, I think we just kind of came at it as two sociologists with somewhat similar, but also somewhat different, academic training and with eyes toward different kinds of signs and symbols.”
–Madison Van Oort-

*The commercials that we discussed on this podcast can be found here.