Negative to the Extreme: The Problematics of the RNIB’s See the Need Campaign

Bolt, David (2016) Negative to the Extreme: The Problematics of the RNIB’s See the Need Campaign. Disability and Society, 31 (9). pp. 1161-1174. ISSN 1360-0508 (Online)

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This article reports the findings of research about the RNIB’s recent advertising campaign. Under the methodological rubric of Critical Discourse Analysis, two paradigms were applied as research instruments: an advertising aesthetic was used in the primary analysis; and the tripartite model of disability was used in the secondary analysis. This analysis of various texts culminated in the conclusion that the RNIB’s campaign is fundamentally contradictory, in danger of contributing to problematic social attitudes and thus hindering the very people it sets out to help – an issue greatly complicated by the organisational involvement of people registered as blind and partially sighted.

Item Type: Article
Additional Information and Comments: This is an Author's Original Manuscript of an article submitted for consideration in Disability and Society [copyright Taylor & Francis]; Disability and Society is available online at"
Keywords: RNIB, See the Need, Blindness, Charity, Disability Studies
Faculty / Department: Faculty of Education > Disability and Education
Depositing User: David Bolt
Date Deposited: 19 Sep 2016 11:10
Last Modified: 11 Apr 2018 00:15

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