Main goal
The project aims to explore how people with physical disabilities (PwD) are represented by brands on social media and how they perceive and interpret their portrayal across three European countries: Ireland, Spain, and Poland.
Specific objectives
To identify visual and narrative strategies used by local brands (from Ireland, Poland, Spain) in portraying people with physical disabilities on Facebook, Instagram, and TikTok.
To assess the frequency, tone, and context of such representations across three diverse European regions: Northern (Ireland), Southern (Spain), and Central-Eastern (Poland).
To involve people with disabilities as active participants in interpreting selected brand communications and reflecting on their social implications.
To give visibility to underrepresented consumer voices and uncover their expectations regarding inclusive communication.
To draft a set of recommendations and best practices for companies and marketing professionals about ethical representation practices through dedicated awareness events (e.g. Inclusive Visibility Forums) and open-access dissemination.
To strengthen transnational, interdisciplinary research collaboration focused on inclusive and challenge-based research.
Our ambition is to contribute to more inclusive, authentic and socially responsible marketing practices across Europe, in line with the EU priorities on accessibility, equity, and citizen engagement.