Visualizing Membership Categorization Analysis in Contraceptive Commercials

• In Event: AERA Poster Session Saturday 3:45 pm
  In Invited Poster Session: Division D Graduate Student In-Progress Research Poster Session

Abstract

This paper serves as an overview of my ongoing work using Visual Discourse Analysis (VDA - (McCullough & Lester, 2025) for Membership Categorization Analysis (MCA) in a corpus of pharmaceutical contraceptive commercials. While navigating methodological challenges within this dataset due to the immersive nature of these commercials, I came to understand the methodological potential for using VDA to conduct MCA in investigating the mechanisms of identity production within visual data, alongside my analysis of aural/oral talk. Within this paper, I offer insight into the connections between these methodological approaches, using an example from my analysis thus far to illustrate my findings.

Author

• Katie Haus, Indiana University