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A model who looks like me: Communicating and consuming representations of disability

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  • Pettinicchio, David

Abstract

Diversity in the fashion industry, it seems, is on the rise, with recent efforts poised to address the exclusion of people with disabilities. Based on a content analysis of editorials, advertising campaigns, and 213 online consumer comments between 2014 and 2019, we examine how diversity is showcased: speci!cally, whether images of disability serve to challenge or reinforce negative stereotypes. We !nd that market logics constrain the use of models with disabilities and shape their posturing in advertisements and fashion images. While consumers respond favorably to these images, demanding disability be more regularly and prominently featured, they are often responding to images that are sanitized and na ̈ıvely conceived. Nonetheless, we show how consumer feedback interacts with the production process, which in turn can challenge market logics, providing opportunities for increased representation. We shed light on how cultural representations re"ect, shape, and challenge broader sociocultural norms and values.

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  • Pettinicchio, David, 2021. "A model who looks like me: Communicating and consuming representations of disability," SocArXiv 9mvka, Center for Open Science.
    • Handle: RePEc:osf:socarx:9mvka
    DOI: 10.31219/osf.io/9mvka
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    References listed on IDEAS

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    1. Stockholm University, 2010. "Orderly Fashion: A Sociology of Markets," Economics Books, Princeton University Press, edition 1, number 9212.
    2. Craig J. Thompson & Gokcen Coskuner-Balli, 2007. "Countervailing Market Responses to Corporate Co-optation and the Ideological Recruitment of Consumption Communities," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(2), pages 135-152, June.
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