Polysemic Interpretations: Examining How Women with Visual Impairments Incorporate, Resist, and Subvert Advertising Content

Houston, Ella (2021) Polysemic Interpretations: Examining How Women with Visual Impairments Incorporate, Resist, and Subvert Advertising Content. Journal of Advertising. ISSN 0091-3367

[thumbnail of Ella Houston's manuscript for JoA.docx.pdf] Text
Ella Houston's manuscript for JoA.docx.pdf
Restricted to Repository staff only until 30 September 2022.

Download (237kB) | Request a copy

Abstract

This article takes a feminist disability studies approach to the analysis of the responses of women with visual impairments to representations of blindness, disability, and gender in advertising. Empirical data gathered via semi-structured interviews with women who are visually impaired (N=5) enhances existing understandings of oppressed audiences’ polysemic interpretations of advertisements. The research findings reveal participants’ subversion of stereotypical approaches to visual impairments, ocularcentrism, and gendered constructions of blindness, which are found in advertisements (N=3) produced post-2000 in the United Kingdom and United States. Participants highlighted subtle stereotyping in advertisements through exploring the intersecting nature of disability and gender identities. Advertisements were used by participants as prompts for reasserting their affirmative senses
of self and as a means of critiquing sociocultural attitudes toward women with visual impairments. Recommendations for future research and practice in relation to advertising
polysemy and the representation of disabled women in advertising are provided.

Item Type: Article
Additional Information and Comments: This is an Accepted Manuscript of an article published by Taylor & Francis Journal of Advertising on March 30th, 2021 available online: https://www.tandfonline.com/doi/abs/10.1080/00913367.2021.1895008
Keywords: Advertising; Media; Disability Studies; Feminist Disability Studies; Cultural Disability Studies; Visual Impairment; Blindness; Disabled Women; Polysemy
Faculty / Department: Faculty of Arts & Humanities > School of Social Science
Depositing User: Ella Houston
Date Deposited: 12 Apr 2021 15:54
Last Modified: 12 Apr 2021 15:54
URI: https://hira.hope.ac.uk/id/eprint/3264

Actions (login required)

View Item View Item