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

Sheila Matson-Barkat (1) , Petya Puncheva-Michelotti (1) , Clara Koetz (1) , Sophie Hennekam (2)

1 ESC [Rennes] - ESC Rennes School of Business
2 Audencia Business School

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.

Mots clés: Stigma identity management; Disability; Advertising; Social media; Emotions; Social sharing of emotions

Domaines: Gestion et management

Sheila Matson-Barkat, Petya Puncheva-Michelotti, Clara Koetz, Sophie Hennekam. Destigmatisation through social sharing of emotions and empowerment: The case of disabled athletes and consumers of disability sports. Journal of Business Research, 2022, 149, pp.77-84. ⟨10.1016/j.jbusres.2022.05.027⟩. ⟨hal-03699211⟩