运动员
授权
感知
心理学
包裹体(矿物)
柱头(植物学)
网络志
广告
社会心理学
社会化媒体
业务
物理疗法
政治学
医学
法学
神经科学
精神科
作者
Sheila Matson-Barkat,Petya Puncheva-Michelotti,Clara Isabel Koetz,Sophie Hennekam
标识
DOI:10.1016/j.jbusres.2022.05.027
摘要
This study examines the role of emotions and empowerment in the destigmatisation of disability. We draw on 12 in-depth interviews with professional disabled athletes and a netnography study of 221 YouTube comments from consumers of disability sport advertising. The findings show that both athletes and consumers share their own emotions or report on their perception of others’ emotions to mutually empower themselves and each other, which reduces stigma related to disability. By integrating the literatures on stigma, emotions and empowerment, we reveal how consumers of advertising contribute to the destigmatisation of others’ devalued social identities. Theoretical and practical implications of the findings related to advertising and inclusion are discussed.
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