Case Study C – Coca Cola Commercials
For more information on this case-study, including research questions and suggested processes for undertaking a “theory-informed abductive analysis”, see Chapter 2 of Using Software in Qualitative Research.
Case C is a multi-media project concerning the mechanisms used to advertise Coca Cola over the past 50 years and the extent to which advertising commercials can be seen to reflect the gendered social relations of their time. The dataset was generated for the purposes of this book and comprises a sub-set of publically available materials, downloaded from the internet.
Here you can access data in the form of video files of Coca Cola commercials and company materials concerning the history of the product.
You can experiment your chosen software using these sample files, following the exercises at the end of each chapter in the book.