“Superdisabilities” vs “disabilities”? Theorizing the role of ableism in (mis)representational mythology of disability in the marketplace

Abstract

Acknowledgement: The authors wish to express their thanks and appreciation to the Special Issue editors and the three anonymous reviewers for their insightful comments on the earlier versions of this manuscript. 2 'Super disabilities' vs 'Disabilities'? Theorizing the role of ableism in (mis)representational mythology of disability in the marketplace Abstract People with disabilities (PWD) constitute one of the largest minority groups with one in five people worldwide having a disability. While recognition and inclusion of this group in the marketplace has seen improvement, the effects of (mis)representation of PWD in shaping the discourse on fostering marketplace inclusion of socially marginalized consumers remain little understood. Although effects of misrepresentation (e.g., idealized, exoticized or selective representation) on inclusion/exclusion perceptions and cognitions has received attention in the context of ethnic/racial groups, the world of disability has been largely neglected. By extending the theory of ableism into the context of PWD representation and applying it to the analysis of the We're the Superhumans advertisement developed for the Rio 2016 Paralympic Games, this paper examines the relationship between the (mis)representation and the inclusion/exclusion discourse. By uncovering that PWD misrepresentations can partially mask and/or redress the root causes of exclusion experienced by PWD in their lived realities, it contributes to the research agenda on the transformative role of consumption cultures perpetuating harmful, exclusionary social perceptions of marginalized groups versus contributing to advancement of their inclusion.

O contato com o esporte paralímpico como um meio para a mudança de percepção de crianças em relação às pessoas com deficiência (Contact with Paralympic sport as a means to change children's perception of people with disabilities)

“…Ou seja, promove a valorização dos sujeitos a partir de determinadas capacidades, que nem sempre são possíveis e/ou desejáveis para todos. Isto, por consequência, pode levar à desvalorização daqueles que não atingem os mesmos tipos e/ou níveis de capacidades (Kearney, Brittain, & Kipnis, 2019). Apesar destas críticas, escolhemos estes materiais porque eles contrastam com o imaginário de que as PCD são frágeis, doentes, dependentes e incapazes (Marques, 2016;Oliveira, Poffo, & Souza, 2018;Poffo et al, 2017).…”

Repurposing the (Super)Crip: Media Representations of Disability at the Rio 2016 Paralympic Games

“…On the other hand, it emphasises the potential to conquer disability through sheer hard work and effort, thereby underestimating the structural and attitudinal barriers that most people with an impairment face. Critics of the supercrip narrative argue that it diverts attention away from the real and material barriers facing people with a disability, offering audiences comfort that “super” para-athletes (superhumans) can carve out wonderful careers and overcome their disability (Ellis & Goggins, 2015; Grue, 2015; Kearney et al, 2019). As Silva and Howe (2012, p. 188) suggest, “By conveying the idea that all the dreams are possible depending on an individual’s effort and merit, the social injustice of unequal opportunities for ‘able’ and ‘disabled’ people is ignored.”…”

“…Television coverage of the London 2012 Paralympic Games on the UK’s Channel 4 (hereafter C4) has been shown to have had a positive impact on how disability was covered in the media, especially in communicating the social agenda message around influencing attitudes; creating a thrilling elite live sport event experience; and in enabling familiarity and neutralisation of difference in coverage (Hodges et al, 2014). However, previous research also suggested that there remained an overreliance on the narrative of “triumph over adversity” in television coverage and in how audiences responded to the Paralympic Games in 2012 (Ellis & Goggins, 2015; Grue, 2015; Kearney, Brittain, & Kipnis, 2019; Pullen, Jackson, Silk, & Scullion, 2019; Smith, Zhou, & Green, 2017).…”

Brokering Intercultural Relations in the Rainbow Nation: Introducing Intercultural Marketing

“…Importantly, in the context of institutionalizing complex and multi-faceted social meanings such as cultural diversity, consumers increasingly demand ongoing effort by brands and organizations to maintain cultural-cognitive legitimacy. In particular, consumers’ expectations of brands’ engagement with cultural diversity are evolving beyond a call for recognition and representation (for instance, Hispanic consumer groups - Peñaloza 1994), to influencing representations’ meanings for greater accuracy (for instance, backlashes against stereotyped representations of ethnic minorities – Mahtani 2001, people with disabilities – Kearney, Brittain, and Kipnis 2019, gay people – Tsai 2011).…”