Earning while giving: Rhetorical strategies for navigating multiple institutional logics in reproductive commodification

This paper examines the rhetorical strategies for navigating multiple institutional logics in human egg commodification. We focus on the intermediaries (agencies) who match donors and recipients, examining their attempt to recruit potential donors through strategic communications. Using a rhetorical and semiotic approach, we analyzed 412 online advertisements on craigslist.org, recruiting women for commercial egg donation from across 30 US states (82 cities/regions). In this situation of institutional complexity, we find contradictory logics about gift giving and commodified market exchanges. In addition to reframing strategies that downplay opposition, we find interesting mixtures of what should be adversarial logics existing simultaneously. We contribute to an understanding of the use of rhetorical language structure and content of communications to navigate oppositional market and altruism logics, in addition to advancing knowledge about strategic communications by third-party intermediaries.