Destigmatisation through social sharing of emotions and empowerment: The case of disabled athletes and consumers of disability sports

Sheila Matson-Barkat, Petya Puncheva-Michelotti, Clara Koetz and Sophie Hennekam
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Sheila Matson-Barkat: ESC [Rennes] - ESC Rennes School of Business
Petya Puncheva-Michelotti: ESC [Rennes] - ESC Rennes School of Business
Clara Koetz: ESC [Rennes] - ESC Rennes School of Business
Sophie Hennekam: Audencia Business School

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Abstract: 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.

Keywords: Stigma identity management; Disability; Advertising; Social media; Emotions; Social sharing of emotions (search for similar items in EconPapers)
Date: 2022-10
Note: View the original document on HAL open archive server: https://rennes-sb.hal.science/hal-03699211
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Citations: View citations in EconPapers (1)

Published in Journal of Business Research, 2022, 149, pp.77-84. ⟨10.1016/j.jbusres.2022.05.027⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03699211

DOI: 10.1016/j.jbusres.2022.05.027

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