The essay proposes to examine the process of fetishization of disability from the era of massproduction and society, based on a certain idea of entertainment, to the post-Fordist and postpolarconcept. If in the Fordist view the human body in general and that of the disabled inparticular are gears that fit perfectly into the productive machine, the very evolution of societyhas incorporated the figure of the disabled into the staging, transforming it from a hiddenminority to a mainstream phenomenon . The accusation of reification, of commodificationrefers to an obsolete conception of goods and entertainment that the present system has partlyovercome. The new subsumption of the disabled in the post-polar and neotot system occursthrough the technicalization of the body (in a post-human key), combined with the totalacceptance of neoliberal values that structure a communicative system dominated by globalbrands. The passage from the posthuman to the parahuman, discussed in the literature of theDisability Studies, is only a peaceful attempt at critical reflection and tactical resistancetowards a probably irreversible macrotrend.
Keywords: Disability; spectacle; posthuman; parahuman; brand; neotot.