Repozycjonowanie osób niepełnosprawnych w przekazach medialnych na przykładach wybranych kampanii społecznych
Repositioning of the disabled in media transmission based on chosen examples of social media campaigns

Summary/Abstract: We are witnesses of profound changes associated with the ageing of European societies and the rise in the number of people who are sick and disabled, which becomes more and more visible. Mass media evolve, accommodating themselves to these transformations. The public sphere changes, and along with it public service announcements and TV commercials. In the article a few of them were discussed, chosen as particularly inventive and standing out, crossing current border of transmission and infringing taboo, and in addition socially sensitive. The purpose of the article is an analysis of disability rearrangement in subjectively chosen social media campaigns against wider social background. A quality method was applied in the form of analysis of the content, the campaign and advertisements treated as the type of cultural-social texts as well as describe studies. The article is a fragment of author’s wider cultural-social research on disability studies.

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