The project is structured in two stages, combining qualitative content analysis with participatory research involving people with physical disabilities.
Stage 1
Content Analysis
An in-depth content analysis of social media marketing campaigns published by 30 major national brands (10 per country) in Ireland, Spain, and Poland over the past five years.
Stage 2
Focus Group Interviews
People with disabilities are invited to focus group interviews exploring their interpretations and emotional responses to the portrayals identified in the content analysis. Participants are purposively selected among people with physical disabilities in Poland, Spain, and Ireland, based on self-identification. We plan 2 focus groups per country, with 6–8 participants each.