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240MC Week 7 Cultural and Semiotic Analysis of Advertising Race and Disability John Keenan

240MC Week 7 Cultural and Semiotic Analysis of Advertising Race and Disability John Keenan john.keenan@coventry.ac.uk. Labelling Symbolic Anhilation Stereotypes. Labelling. We are all disabled. Labelling. Labelling. Who is disabled?. What types of disability are there?.

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240MC Week 7 Cultural and Semiotic Analysis of Advertising Race and Disability John Keenan

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  1. 240MC Week 7 Cultural and Semiotic Analysis of Advertising Race and Disability John Keenan john.keenan@coventry.ac.uk

  2. Labelling • Symbolic Anhilation • Stereotypes

  3. Labelling We are all disabled

  4. Labelling Labelling Who is disabled?

  5. What types of disability are there? • Physical disability • Sensory disability • Intellectual disability • Mental health and emotional disabilities • Developmental disability

  6. Labelling Solutions: ‘differently abled’ People are not disabled, society disables. However, we need labels for identity we need labels to redress the balance ‘the emphasis on ‘ability not disability’…is a denial of the status of the disabled person…’Colin Barnes, Disabled People in Britain and Discrimination, 1991, London: Hurst and Co, p.203 ‘Logic dictates that if disabled people are perceived as ‘normal’, then there is little need for the introduction of policies to facilitate their integration into ‘normal’ society’ Colin Barnes, Disabled People in Britain and Discrimination, 1991, London: Hurst and Co, p.203

  7. Symbolic Annihilation Gaye Tuchman ‘There are two ways in which the advertising industry contributes to the discriminatory process. First, disabled people are excluded…Secondly, some advertisers, notably charities, present a distorted view of disability’ Colin Barnes, Disabled People in Britain and Discrimination, 1991, London: Hurst and Co, p.201

  8. Symbolic Annihilation Cultivation Agenda Setting

  9. Symbolic Annihilation

  10. Symbolic Anhilation Symbolic Annihilation ‘Visibly disabled persons did not appear in advertisements until a few television commercials containing a brief glimpse of individuals using wheelchairs were released in the 1980s’ Leonard J Davis, 1997, The Disabilities Reader, New York: Routledge, p.181

  11. Symbolic Anhilation Symbolic Annihilation ‘The complaint in British advertising has been that we’re just not there. That sends out the message we’re not part of society’ Laurence Clark cited in The Invisible Force, The Guardian 27/11/02 Maria Eagle

  12. Stereotypes ‘Charity advertising fails. It does not directly generate enough money. It confuses ‘disability’ (which is the product of social discrimination) with impairment (which is the product of a medical condition). But mostly it fails because it is the visual flagship for the myth of the tragedy of impairment. It is the higher ground to which all non-disabled society looks to unburden its guilt and its able-bodied anxiety’ Disabled Lives - Fear for Sale, David Hevey http://newint.org/issue233/fear.htm

  13. Stereotypes 10 Disabled Stereotypes in the Media 1. Pitiable and pathetic 2. Object of curiosity and violence 3. Sinister 4. Super-cripple 5. Atmosphere 6. Laughable 7. Her/his own worst enemy 8. A burden 9. Non-sexual 10. Unable to participate in daily life Contact No.70 Winter pp45-8 1991 Discrimination: Disabled People and the Media

  14. Stereotypes ‘the disabled person as pitiable and pathetic is probably the stereotype most commonly used by charities’ Colin Barnes, Disabled People in Britain and Discrimination, 1991, London: Hurst and Co, p.202

  15. Stereotypes Bad

  16. Stereotypes Better

  17. Bad

  18. Better

  19. Missing Best

  20. ‘using disabled people is seen as making a statement’ The Future’s Ad Fab, Nuala Calvi http://www.disabilitynow.org.uk/search/z04_01_Ja/future.html

  21. However... Companies who have used disabled people in adverts: B&Q Nike Adidas Sony BT Coca-Cola Target Co-op The brand as a good person: ‘customers respond more positively to adverts if disabled people are featured’ Campaign to get Disabled in Adverts BBC News 24/5/99 http://news.bbc.co.uk/2/hi/health/351353.htm

  22. ‘positive images’ of disabled people fail to reflect the racial, sexual and cultural divisions within the disabled community as a whole’ Colin Barnes, Disabled People in Britain and Discrimination, 1991, London: Hurst and Co, p.203

  23. However... ‘White consumers…have had to bear the burden on seemingly impossible standards of physical appearance’ Leonard J Davis, 1997, The Disabilities Reader, New York: Routledge, p.182

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