McVeigh Joe, yliopistonopettaja / university teacher

McVeigh Joe, yliopistonopettaja / university teacher
englanti / English

Research areas:

Language | Corpus linguistics | Marketing | Comic books

My research focuses on marketing and linguistics. For an article (based on my Master’s thesis) published in Studies in Variation, Contacts and Change in English 15, I compared blogs and email marketing. The research was an investigation into the differences between blog posts and email marketing texts which share a topic and an audience, but which do not share a purpose. I used corpus linguistic methods to show the similarities and differences between the two types of texts.

I am currently investigating something I call “econolinguistics,” or the study of how linguistic and financial data about a product and its advertising can be combined to predict and improve its sales rate. This is the focus of my dissertation and I am researching a corpus of 33,000 email marketing subject lines and texts, each appended with metadata such as open rates, clickthroughs, and send dates. My hypothesis is that the language of a marketing text affects the sales potential of that text’s product in an empirically measurable way. I plan to combine methods of corpus linguistics, computer-mediated communication (CMC), genre analysis, and marketing, as well as my own personal experience in copy writing, to see whether I can find linguistic patterns in the more successful marketing texts of my corpus. I am analyzing the morpho-syntactic features and lexical frequencies of my corpus, and performing a multivariate regression analysis to test the relationship between the linguistic features in the texts and their success rates, and also the importance of the correlations.

Another area I am interested in is comic books and the ways in which scholars can approach superhero comics. I have been studying how characters with histories that span several decades and many forms of media can be incorporated into academic research. My focus is on how scholars can perform a thorough analysis of characters from superhero comics, some of which have become ubiquitous, when their character traits are conflicting in the various versions of their stories. I am also compiling a corpus of comic books to facilitate linguistic research on them.


McVeigh, Joe. (In prep.) “What you need to know: Genre hybridization of online marketing texts”. Patterns in text: Corpus-driven methods and applications (Studies in Corpus Linguistics), ed. by Joanna Kopaczyk & Jukka Tyrkkö. Amsterdam: John Benjamins.

McVeigh, Joe. (In prep.) “A Superman for All: Bringing truth and justice to America’s greatest mythical hero”. Synæsthesia: Communication across Cultures 2(3).

McVeigh, Joe. 2014. “Apples and Oranges: A comparative analysis of blogs and marketing texts which share an audience”. Texts and Discourses of New Media (Studies in Variation, Contacts and Change in English 15), ed. by Jukka Tyrkkö & Sirpa Leppänen. Helsinki: VARIENG.


Days of Our Super Lives: Continuous Narratives and Storytelling in Superhero Comics. 2015. 26th Annual Conference of the Mid-Atlantic Popular & American Culture Association, Popular Culture and American Culture Association, Philadelphia, USA.

Too Much to Say in One Subject Line...: Exploring trends in Big Data marketing communication. 2015. d2e From Data to Evidence: Big Data, Rich Data, Uncharted Data, Research Unit for Variation, Contacts and Change in English (VARIENG), University of Helsinki, Finland.,312,757 (PDF)

Lex communitas: Lexical bundles in email marketing directed at lawyers. 2014. 12th ESSE Conference, Department of British and American Studies, Pavol Jozef Šafárik University, Kosice, Slovakia.

Emerging v. Established: The case of legal genres in new and traditional media. 2014. The Changing Landscape of Professional Discourse, Centre for the Research of Professional Language, University of Ostrava, Czech Republic.

A Superman for All: The truth and justice of America’s most famous mythical hero. 2014. 15th Biennial Maple Leaf & Eagle Conference on North American Studies, Department of World Cultures, University of Helsinki, Finland.



I work as the web editor for VARIENG’s e-Series Studies in Variation, Contacts and Change in English, which is an online open-access peer-reviewed journal of linguistics.