I am thrilled to share the publication of a new single-authored article in the journal Public Relations Inquiry. The article, titled “Crowd-Sourced Advocacy: Promoting Disability Rights Through Online Storytelling,” examines the emergent promotional tactic of creating protest counter-narratives by aggregating personal stories collected from supporters of online disability rights networks. The content, potential efficacy, and implications for those involved are reviewed. This article is part of a special issue on promotional cultures and PR that includes research presented at the “Powers of Promotion” 2016 ICA Pre-conference in Tokyo. To access the full article, click here.

Abstract:

This article sheds light on the emergent advocacy technique of building policy counter-narratives by crowd-sourcing, organizing, and disseminating personal life stories online. Focusing on the case of disability rights groups in the United Kingdom, this article uses qualitative in-depth content analysis to examine 107 blog posts containing personal disability stories published in 2012–2013 by two anti-austerity groups. Although each of these groups managed its blogs differently, with one carefully curating stories and the other publishing crowd-sourced narratives without any form of editing, they generated virtually identical counter-narratives. These accounts challenged the dominant news narrative that presented disability welfare claimants as ‘cheats’ and ‘scroungers’. They did so by retaining the overarching structure of the dominant narrative – which functioned as the de facto coordinating mechanism for the crowd-sourced counter-narrative – and replacing its content with three alternative arguments drawn from personal life stories. The implications of this new advocacy technique for disabled people and other marginalized groups are discussed. This includes considerations about the development of a form of story-based advocacy that is both effective and respectful of the people who ‘lend’ their lived experiences for advocacy purposes. This article concludes by highlighting the need for research to investigate whether the new voices that emerge through these processes are ‘being heard’ and can successfully re-frame public discourse about sensitive policy issues.