The methodology states
Summary: That men frequent “breasturants”[sic] like Hooters because they are nostalgic for patriarchal dominance and enjoy being able to order attractive women around. The environment that breastaurants provide for facilitating this encourages men to identify sexual objectification and sexual conquest, along with masculine toughness and male dominance, with “authentic masculinity.” The data are clearly nonsense and conclusions drawn from it are unwarranted. …
while the Areo Magazine article says
We published a paper best summarized as, “A gender scholar goes to Hooters to try to figure out why it exists.”
neither of which is a good description of the actual hoax paper.
Specifically, my study began in earnest after I amassed nearly 3 months of in situ observations and interactions with the group I came to study and, as such, it began after I noticed certain themes common within the conversations the group had in the breastaurant. In particular, I noticed these themes differed in certain ways from those typical in the gym where we trained together. This gave me certain initial themes (sexual objectification and male control of women) that seemed prevalent and identified with masculinity in breastaurant environments, which inspired my study. […]
I aimed to approach the breastaurant environment in a way that documents and characterizes patterns of masculinity I recognized as largely typical within the breastaurant, although atypical to the participants outside that context. I sought to address the interrelated questions of what features of the environment lead men to enact certain masculine performances in pastiche, how men then interpret these performances as relevant to some presumably authentic masculinity, and what this tells us about a breastaurant masculinity that arises in dynamic interplay in some men within breastaurants.
I was tempted to skip this one, as it falls squarely in PB&J‘s themes of “mistake the absurd for the reasonable” and “mislead people about your own paper.” But if they’re alleging that much of sociology is rife with dodgy methodology …
Purpose: This paper ridicules men for being themselves by caricaturing them and assuming bad motivations for their attitudes. It seeks to demonstrate that journals will publish papers that seek to problematize heterosexual men’s attraction to women and will accept very shoddy qualitative methodology and ideologically-motivated interpretations which support this.
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Our papers also present very shoddy methodologies including incredibly implausible statistics (“Dog Park”), making claims not warranted by the data (“CisNorm,” “Hooters,” “Dildos”), and ideologically-motivated qualitative analyses (“CisNorm,” “Porn”).
… it makes sense to analyse one of their papers with a weak methodology. Let’s involve both of us in this: suppose you want to assess the attitudes present by patrons at a certain type of restaurant. What sort of process would you use? Take a few minutes to think about it yourself, before I outline how I’d do it. [Read more…]