New Visual Research

MethodsSOC9059

Disability & Public Life

40096632

Contents

Introduction

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Conclusion

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Introduction

Visual research combines photography (still imagery), video (moving imagery) and other forms of

printed or digital (visual) materials such as, newspaper/magazine articles, blogs and websites. This

means that text and audio can be an inherent part of image-based social research and analysis.

This visual research methods assignment will take the form of a multimedia presentation, as it

utilizes still and moving imagery. It will primarily analyse ten visuals, to explore the topic of ‘Disability

and Public Life’ and what this means within society. This will be achieved using the method of

visual content analysis and reflexivity, to give a explanation of the context for the images, followed

by a detailed analysis of their content and a discussion of how the research findings relates to wider

sociological concerns, concluding with an explanation, of what disability and public life means within

society.

Contents

Introduction

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Conclusion

References

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The context of this imagery is a website banner for the United Nations Convention on the Rights of Persons with Disabilities

(UNCRPD). The first Human Rights treaty of the 21st century and the first to be open for signatories by regional integration

organisations.

The content of this imagery is the UN logo that was approved in December, 1946. Its design is a map of the world (depicting

the UN’s area of concern) representing an azimuthal equidistant projection which includes five concentric circles, centred on

the North Pole, inscribed in a wreath consisting of crossed olive branches (symbolising peace), in gold on a field of smoke-blue

with all water areas represented in white.

Sociological concerns underpin the UNCRPD and its purpose, to promote, defend and reinforce the human rights of all

persons with disabilities (PWD), as it was deemed necessary, as a result of society violating, and failing to recognise, that

PWD have the same human rights, as everyone regardless of capacity issues. The Convention reaffirms that all persons with

disabilities must enjoy all human rights and fundamental freedoms, by clarifying how all rights apply to PWD, identifying areas

where adaptations must be made for PWD to effectively exercise their rights, where their rights have been violated, and further

more where protection of rights must be reinforced, through social (policy) development.

The Convention marks a ‘rights-based shift’ in attitudes and approaches to PWD in terms of how society is beginning to

change its views of PWD from 'objects' of charity, medical treatment and social protection towards 'subjects' with rights, and

the capability to claim them and make decisions for their lives, as well as be active members of (public life) society. This is

becoming increasingly evident within public life, as commissioner's of public appointments within the UK are undertaking

participatory research with disabled people-led organisations (DPLO) such as the REAL Network, to fully achieve Article 29,

Participation in political and public life

The context of this imagery is that it was produced (2012) by The REAL (Rights, Empowerment, Action and Lobbying)

Network, a DPLO, using community funding, to create awareness of UNCRPD violations.

The content is various narratives from PWD highlighting their experiences of Human Rights

violations within the society of Northern Ireland. Each violation is supported by an article

within the UNCRPD and a statistic. The sound track was chosen because the lyrics

complimented the collective narrative.

In terms of sociological concerns it highlighted the increasingly common ‘Disability Hate

Crimes’ and consequently got media coverage within programmes such as Radio Ulster's

‘Talkbalk’ and invites to conferences and Stormont, but most importantly the police now

employ a disability advocate, to support the reporting process of crimes. The image to the

right was taken at the DVD launch, illustrating the barriers to public speaking for a

wheelchair user due to the inaccessible environment (social model of disability).

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Introduction

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Conclusion

References

Contents

Introduction

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Conclusion

References

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The context of this collection of imagery is that it was produced by

the Belfast City Council during a recent internship programme, to

inspire women to pursue opportunities within public life, regardless

of their social background.

The content is the ‘Lord Major’s Video blog’ which is a snapshot,

holistic view of the programme which explains the context of the sti

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Imagery.

The internship programme was delivered as a result of sociological

concerns that women are under-represented in public life, this has

been researched and widely debated, by the UK government in

recent years and also within the assembly (March 2014). While

participating in this programme, I was the only female to take the

opportunity to engage fully and address a conference as the

‘shadow lord major’ which questions the ideological notion that

representation is about increasing percentages. As a result of

actively participating a budget has been set aside for a annual

internship with a PWD.

Contents

Introduction

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Conclusion

References

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The context of this is two news reports regarding Leah Katz-Hernandez’s, appointment as receptionist of the United States.

The content of both uses the same narrative, but the USA Today report is more grounded in inspiration, using a more

personal biographic history of herself and her family, highlighting her disability and the fact that she is a pioneer for the deaf

and disabled. The second report presents the same information with a contemporary ‘upbeat’ approach giving it less of an

inspiration feel.

The wider sociological concerns highlighted here are that imagery like this proves the argument made by Barnes (1992)

that PWD need to be employed in all areas of media and perhaps he is right, the reports would have possibly been

created/interpreted differently for example, I was horrified that the interpreter was answering calls, then I thought, well that

just highlights a lack of assistive technology, but would a non-disabled person have this thought or would they see (as was

portrayed) a ‘token’ PWD needing the support of the non-disabled to carry out their job?

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The Context of this video clip is, a Sydney Tedx Talk, delivered by Stella Young (who was a comedian, journalist, educator and

disability advocate/activist) in April 2014.

The Ted brand has become a global viral video phenomenon, (due to the variety of topics presented by leaders and

intellectuals from many disciplines) as a result this talks subtitles and transcription is available in 32 languages*.

The Content of this video clip is, Stella Young, delivering a Tedx talk, entitled ‘I’m not your inspiration, thank you very much’.

The talk consists of narratives from her own life, highlighting how society deems disabled people to have achieved, when in

reality, (she believes) if disability was taken out of the equation, there would be nothing extraordinary about the achievement,

as disability is not a ‘Bad Thing’ that makes individuals exceptional, but as ‘objects’ of inspiration as opposed to ‘real’ people.

This relates to wider sociological concerns as Shakespeare, (2015) argues that PWD achievements within society should be

Highlighted, and celebrated in public, to create ‘disabled role models’ giving PWD a role beyond ‘inspiring’ and make PWD

‘real’. Foucault theories regarding the power of the social world supports this notion.

Contents

Introduction

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Conclusion

References

Contents

Introduction

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Conclusion

References

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The Context of this video is a motivational (inspirational) montage, by Nick Vujicic, from the YouTube website, which means,

it is publicly accessible worldwide (much like the Tedtalk phenomenon).

The content of this clip is a montage of ‘personal video clips’ and a talk in the format of a motivational seminar, resulting in the

‘inspirational speech’ that Stella Young referred to as the role that society expects disabled people to play. Thus objectifying

disabled people as objects of inspiration (inspiration porn).

The wider sociological concern relating to the imagery is that it reinforces the ‘super human’ view of disability that is often

portrayed within society, via the media, as a study by Barnes, (1991) found the media portrays any achieving PWD as a

‘Super Cripple’ or ‘object of pity or inspiration’ he give the examples of ‘disabled athletes’, ‘Children in Need’ and ‘My Left

Foot’.

Contents

Introduction

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Conclusion

References

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The context of this imagery is that it was produced, to reflect the project by, Pro Firmis a Swiss charity for PWD.

To mark the ‘International day of PWD, 2013 and raise awareness regarding no one, having a perfect body

shape.

The content of the clip shows the process of creating the mannequins, unveiling them to the models and the

public reaction to them when they are in the shop windows.

The sociological concern trying to be expressed using, the 2013 theme ‘breaking barriers and opening doors:

for an inclusive society and development for all’ to highlight body image issues was an example of charities

highlighting the visible aspects of disability reminiscent of

‘The Freak show’ style television that was common place

television representation of disability that stemmed from the

Circus-style freak shows prior to television, this is clearly

depicted within the still extracted from the video clip.

Contents

Introduction

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Conclusion

References

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The context of this imagery is that it was an national ‘awareness’ campaign (online, Nov 2007, TV and print Jan 2008)

entitled ‘creature discomforts’ (a take on the popular ‘creature comforts’) designed by the Wallace and Gromit creatives,

Aardman Animations, for Leonard Cheshire Disability (LCD), a UK charity supporting PWD ‘to live life their way.’

The content is voiceovers of LCD service users telling narratives from their lived experience's of societal barriers

(physical/attitudinal) due to disability, alongside animated plaster-scene, modelled sets and animals.

In terms of the wider sociological concerns this imagery won creative awards but it enraged LCD service-users and disability

advocates alike as at the time, it was felt that as Hevey, (1992) argues, that it presented PWD in a deeming way that should

be and was challenged by the service users (customers) of LCD who pointed out the cost of the advertisements and yet LCD

were making ‘structural cuts’ affecting service delivery and future plans for the plaster-scene was squashed!

Contents

Introduction

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Conclusion

References

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The context of this imagery is an advertisement campaign from 2014,entitled ‘End the Awkward’ produced by SCOPE a

leading (mainland) UK, disability charity, which works to support, create awareness of and campaign for, PWD. This

campaign resulted from their commissioned, (user-led) Opinuim Research, regarding current attitudes towards disabled

people, May, 2014.

The content is set within an interview situation depicting awkward moments of greeting a person with a right arm amputee,

fronted by Alex Brooker ‘The Last Leg’ presenter-comedian, using a freeze frame reminiscent of, Netflix's ‘House of Cards’

with a humorous element, the adverts utilize digital technology following the advert, with the opinion to take a quiz and get

further tips from disabled people.

The wider sociological concerns for this ‘awareness’ campaign is that it reinforces the argument made by Mitchell and

Snyder (2001) that the ‘cultural understanding of disability’ is presented by charities primarily ‘non-disabled’ representing

PWD which could result in degrading disability, however it could also be argued that as the campaign is aimed at

non-disabled it is appropriate.

Contents

Introduction

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Conclusion

References

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The context of this imagery is that it is a designed, BBDO New York, advertising commercial for the globally recognised

Guinness brand, from September 2013.

The content depicts a weekly wheelchair basketball practice session. At the end of the session all but one, gets out of the

basketball wheelchair and they all go to the pub for a Guinness, with a voiceover of ‘Dedication, Loyalty and Friendship, the

choices we make reveal the true nature of our character’ alongside the brand strapline ‘Guinness, made of more’.

This relates to wider sociological concerns in that it is a true depiction of

wheelchair basketball, as disabled and non-disabled integrate to play this

sport to national league level in many countries. Possibly making it an

appropriate way for global brands to incorporate ‘disability’ into their brand

Image, in a timely, sporting manner, given the Paralympics the previous

Year, was still quite topical within the UK, in a reminiscing way.

Given the global ‘viral’ success of this ad other global brands such as

Coca-Cola, Toyota, Kellogg's and Nike followed suit, by successfully

incorporating disability into their mainstream advertising via the success of

the Paralympian's and the Paralympics. This suggests that through sport,

disability is breaking into the ‘mainstream’ advertising world and moving

away from the ‘charity’ advertisements. Furthermore disabled athletes are getting sponsorship deals giving both them and their

sport recognition and possibly creating the ‘disabled role-models’ discussed by Shakespeare, (2015).

Contents

Introduction

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Conclusion

References

Conclusion

In the process of working with the visuals, to explain, what disability and public life means within society, the following

thematic categories emerged: The UNCRPD; Disabled charities and programmes (government and public funded); Sport

and Commercials; Internships and conferences. These categories could be further reduced to ‘awareness’ and ‘inspirational’.

The findings clearly show, that within the past decade, there has been an increase in the public profile of disability. We are

slowly moving from the medical model of disability to the social (rights-based) model in part due to PWD forming their own

(not-for-profits) DPLO, underpinning their work within the legal framework of the UNCRPD, giving them more power, control

and capital, like the studies of, theorists Bourdieu and Foucault examines and argues.

Ten years ago who would have thought a PWD would appear in Vogue Magazine, the globally renowned ‘fashion bible’ and

who knows tens years from now, when article 29 of the UNCRPD, is more fully implemented, maybe, we will be ‘REAL’ people,

with REAL ‘public-life’ appointments and jobs.

Contents

Introduction

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Conclusion

References

References

• Barnes, C. (1992). Disabling Imagery and the Media, Krumlin, Halifax:Ryburn Publishing Ltd

• Campbel, J. (1990). Developing our image – Who’s in control? ‘Cap in Hand’ Conference

• Hevey, D. (1992). The Creatures Time Forgot, Routledge

• Leonard Cheshire Disability, (2007). Creature Discomforts, www.youtube.com last accessed, May 2015

• Margolis, E. (2011). The SAGE Handbook of Visual Research Methods, SAGE publications Ltd

• Pro Infirmis, (2013). Disabled Mannequins, www.dailymail.co.uk/article-2518194/Pro-Infirmis-advert-creates-mannequins-

based-bodies-disabled-people.html last accessed, April 2015

• Ransome, P. (2010). Social Theory for Beginners, Great Britain: The Policy Press. Chapter 1, 2, 7, 12 & 14

• SCOPE, (2014). End the Awkward, www.scope.org.uk/endtheawkward last accessed, May 2015

• Shakespeare, T. (2015). Why disabled achievers should be remembered, www.bbc.co.uk/ouchblog last accessed, March 2015

• Spencer, S. (2011). Visual Research Methods in the Social sciences, London, USA and Canada: Routledge

• The Guinness Wheelchair Basketball Advertisement, (2013). www.adweek.com last accessed, April 2015

• The Hansard Society Commission, (1990). Women at the Top, www.hansardsociety.org.uk last accessed, May 2015

• The Northern Ireland Assembly, www.niassembly.gov.uk last accessed, April 2015

• The Lord Majors Video Blog, http://youtu.be/_Y3rgmGpIXE last accessed, May 2015

• The Today News www.today.com/news/new-white-house-receptionist-west-wing-pioneer-deaf-people-can-t11431

last accessed, May 2015

• The United Nations, www.un.org last accessed, April 2015

• The United Nations, Enable, www.un.org/disabilities last accessed, April 2015

• Young, S. (2014). I’m not your inspiration, thank you very much, TedxSydney, www.ted.com last accessed, April 2015

• Vujicic, N. http://youtu.be/Gc4HGQHgeFE last accessed, April 2015