McVeigh Joe, yliopistonopettaja / university teacher

McVeigh Joe, yliopistonopettaja / university teacher
englanti / English
A 220.2

@EvilJoeMcVeigh | Blog: https://andreadallover.com/ | ORCID: 0000-0002-6183-0847

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. 2018. “Join us for this: Lexical bundles and repetition in email marketing texts”. Applications of Pattern-driven Methods in Corpus Linguistics (Studies in Corpus Linguistics 82), ed. by Joanna Kopaczyk & Jukka Tyrkkö. Amsterdam: John Benjamins. doi:10.1075/scl.82.09mcv

McVeigh, Joe. 2017. “Congratulations, You WON!!! Exploring trends in Big Data marketing communication”. Big and Rich Data in English Corpus Linguistics: Methods and Explorations (Studies in Variation, Contacts and Change in English 19), ed. by Turo Hiltunen, Joe McVeigh & Tanja Säily. Helsinki: VARIENG. http://www.helsinki.fi/varieng/series/volumes/19/mcveigh/

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. http://www.helsinki.fi/varieng/journal/volumes/15/mcveigh


This is CRAZY! Please DON’T Share This: Describing the complex nature of non-standard features in email marketing. 2018. Second International Conference on Sociolinguistics: Insights from Superdiversity, Complexity and Multimodality (ICS-2). http://ics2.elte.hu

It’s the Little Things: How Microstories Affect Continuity in Superhero Comics. 2016. 27th Annual Conference of the Mid-Atlantic Popular & American Culture Association, Popular Culture and American Culture Association, Philadelphia, USA. https://mapaca.net/conference/2016/p/its-little-things-how-microstories-affect-continuity-superhero-comics

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. https://mapaca.net/conference/2015/p/days-our-super-lives-continuous-narratives-and-storytelling-superhero-comics

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. http://www.helsinki.fi/varieng/d2e/d2e_Abstracts_online.pdf#page=43&zoom=auto,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.