Disability is Not so Beautiful: A Semiotic Analysis of Advertisements for Rehabilitation Goods

Authors

  • Lorraine Thomas

DOI:

https://doi.org/10.18061/dsq.v21i2.280

Abstract

This study posits a semiotic investigation of the representation of the "disabled body" in advertisements for rehabilitation goods utilizing two major Canadian disability-oriented magazines. The historical context is the late 20th century Canadian/North American advertising and society. The semiology of cultural production studies provide the tools for methodological analysis. It is a media investigation that explored how advertisements as a cultural text reproduced and reinforced cultural notions of the "disabled body." It allowed this researcher to critically consider how mass culture subordinates perceived deviant groups to non-deviant groups (Rubin, Rubin and Piele, 1996).

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Published

2001-04-15

How to Cite

Thomas, L. (2001). Disability is Not so Beautiful: A Semiotic Analysis of Advertisements for Rehabilitation Goods. Disability Studies Quarterly, 21(2). https://doi.org/10.18061/dsq.v21i2.280