Article Per Year (5 Year)
p-Index From 2020 - 2025
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This Author published in this journals
All Journal The Journal of Society and Media
Katrine Rask Andersen
Unknown Affiliation
Religion Humanities Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Komodifikasi Disabilitas dalam Iklan Tommy Hilfiger, Gucci, dan Smarteyes Denmark Akhlakulkarimah, Dinda; Adipurwawidjana, Ari J.; Katrine Rask Andersen
The Journal of Society and Media Vol. 9 No. 2 (2025): Digital Expression and Solidarity Media
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jsm.v9n2.p365-387

Abstract

This study examines the commodification of individuals with disabilities in advertisements by prominent fashion brands such as Tommy Hilfiger, Gucci, and Smarteyes Denmark. The research is grounded in the growing narrative of inclusivity within the fashion industry, which, on the one hand, opens up representational space, but on the other often masks visual exploitation. Using a semiotic approach, this study analyses how disabled bodies are constructed within the visual and discursive frameworks of fashion advertising. Findings reveal that such representations frequently combine disability with a superficial aesthetic of diversity, wherein disabled bodies are depicted not as complex subjects, but as empathetic objects commodified for brand image purposes. The study highlights the need for a critical reading of the interrelation between disability, gender, and power dynamics in the contemporary commercial media landscape.  
Co-Authors Adipurwawidjana, Ari J. Akhlakulkarimah, Dinda