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La rappresentazione commerciale della disabilità. Il caso Bebe Vio
Titolo Rivista: SALUTE E SOCIETÀ 
Autori/Curatori: Claudio Melchior 
Anno di pubblicazione:  2020 Fascicolo: 2 Lingua: Italiano 
Numero pagine:  15 P. 121-135 Dimensione file:  170 KB
DOI:  10.3280/SES2020-002009
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più:  clicca qui   qui 




Many researches have indicated that media representations of people with disabilities areoften biased by underrepresentation, clichés, stereotypes and stigmatization. The way inwhich media present disabled athletes seems to convey the same biases. Bebe Vio is a Paralympicchampion who has become famous in Italy so much as to become the testimonial ofimportant TV commercials. The author analyse six of these commercial with a qualitativecontent analysis. The corpus shows as the commercial representation of Vio, always posedin "active" and "individualistic" way, is focused on the concealment of disability. The spectacularizationof impairment and prostheses highlights how "mental strength" and the "magicvalue of technology" lead to a narrative overcoming of the disadvantage. In this way thestereotype, removed from the images, re-emerges implicitly as a basic element of the commercialmessage.
Keywords: Disabilità; media; analisi del contenuto; spot; stereotipo; Bebe Vio.

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Claudio Melchior, in "SALUTE E SOCIETÀ" 2/2020, pp. 121-135, DOI:10.3280/SES2020-002009

   

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