Disability in influencer marketing: a complex model of disability representation

Figures & data

Table 1. Characteristics of influencers sampled.

Influencer	Code for citation	Date started	Followers	Background
@itskellyknox	KK	February 2017	10.4k	Kelly Knox is a British fashion model born without a left forearm. From the age of seven, she refused to wear a prosthesis. In 2008, she was the winner of the BBC Three Reality TV show, Britain’s Missing Top Model. Since then, she has collaborated with brands such as Primark, Samsung, and Dove. In 2017, she became one of the first models with a disability to star at London Fashion Week.
@mamacax	MC	March 2013	198k	Cacsmy Brutus, known as Mama Cax, was an American-Haitian model and disability rights activist. With her prosthetic right leg, she appeared on the cover of Teen Vogue and walked runways at the White House and at the New York Fashion Week. She passed away in December 2019.
@itslololove	LS	April 2013	35.7k	Actress Lauren “Lolo” Spencer was nominated for an Independent Spirit Award for her supporting role in the 2019 comedy-drama Give Me Liberty. She is also an influencer, activist, model, and public speaker.
@annieelainey	AS	June 2012	25.6k	Annie Segarra, also known as Annie Elainey, is an American YouTuber and wheelchair user. She is queer, Latinx, and creator of The Future is Accessible t-shirt.
@rvbyallegra	RA	February 2016	38.8k	Ruby Allegra is an artist who is living with arthrogryposis (multiple joint contractures). NOT A GIRL [they/them].
@crutches_and_spice	IB	November 2012	59.7k	Imani Barbarin is a writer with cerebral palsy. Her presence on Instagram and TikTok often debunks various misconceptions about disability.
@jillianmercado	JM	November 2011	186k	Jilian Mercado is a Dominican-American model, actress, and founder of the digital community Black Disabled Creatives. She received a diagnosis of spastic muscular dystrophy as a child and has used a wheelchair since she was 12. She is also renowned for her recurring role in The L Word: Generation Q.
@makeupartistgorda66	MQ	April 2012	198k	Marimar Quiroa is a Latina beauty YouTube vlogger who lives with cystic hygroma. Posting about the latest makeup trends, she also ensures that her content is accessible by using sign language and subtitles in her videos.
@tess.daly	TD	October 2011	216k	Diagnosed with Spinal Muscular Atrophy type 2 as a child, Tess Day has become a makeup artist with a huge following on Instagram.
@kaitlyndobrow	KD	October 2012	135k	Having contracted bacterial meningitis and had all four of her limbs amputated when she was 19, Kaitlyn Dobrow is now a beauty vlogger, Instagrammer, and disability rights advocate. Her content mainly consists of makeup tutorials.
@tae_mckenzie	TM	May 2014	11.1k	Tae McKenzie is an actress and model who describes herself as an epilepsy and stroke survivor making a difference with every role. Among other things, she has been on the catwalk for New York Fashion Week.
@madelinesmodelling_	MS	May 2015	351k	Madeline Stuart has been dubbed the world’s most famous model with Down syndrome. She has modelled in New York Fashion Week and been featured in Vogue and The New York Times.

Figure 1. Self-presentation strategies of influencers with disabilities.

Figure 2a. Empowerment.

Fragility allows influencers with disabilities to embrace their status as vulnerable consumers (MC, 14 April 2017).

Illustration by Evelina Johansson.

Figure 2b. Playfulness.

It is usual that influencers with disabilities pose or edit themselves into hyperreal environments to signify prominence (AS, 14 February 2020).

Illustration by Evelina Johansson.

Figure 2c. Resistance.

Perseverance denotes the ability to bounce back with courage, resilience, and fearlessness when getting knocked down (KK, 9 August 2018).

Illustration by Evelina Johansson.

Figure 2d. Responsibility.

Influencers with disabilities show solidarity with other oppressed minorities and confront stigma deliberately (RA, 1 March 2021).

Illustration by Evelina Johansson.

Table

Influencer post	Influencer caption	Hashtags	User comment(s)
LS (21 June 2018)	Sitting Pretty x Apesh*t . Camera & MUA: @LoreneJanae Stylist: @disabilityfashionstylist Hair: @kellywxxd & @ep_brotherhood23.	#sittingpretty #cur8able #lorenejanae #disabledandstylish #disabledandcute #disability #melaninpoppin #blackgirlmagic #disabledyoutuber #disabledmodel #disabilityawareness #youtube #disabilitypride #wheelchairwoman #clicklinkinbio #lolosittingpretty #womensfashion #karmanwheelchair #moodforever #photoshootfresh #girlboss #bossstatus #businesswoman #mood2018 #thecutlife #vidcon #theshaderoom #balleralert #highfashion	Slay queen. I have cerebral palsy and someone forwarded your video. You are an inspiration. You go girl!
MC(16 September 2019)^1	“This model has a genius perspective on how to love your body even when you don’t feel like it”. I worked on an amazing project with @iamwellandgood and @athleta a couple of months ago, and it’s finally live! When I first started sharing my story with you all, I mentioned that it wasn’t one with a sad ending nor a happy one, it was simply the story of my life in the making – similarly, that’s how I want people to think about learning to love their bodies. This is not a linear journey with an end point, there will be good days and bad ones. What matters is what you do to improve the bad ones and learn to appreciate the good. Check out the full video through the link in my bio where I share some tips on how to better love your body.	#wellnesscollective #ad #powerofshe	You know what I was laying in bed and feeling guilty of my weakness and incapibilities trying to make my mind forget everything and sleep I saw your post. I saw a beautiful strong woman living her life to the fullest against all odds. you gave me courage to start all over again to my life and I thought you should know it
MC (4 October 2019)	Powerful women, may we know them, May we be them, may we hug them. Ouf to be in the presence of these wonderful women @noor @jameelajamilofficial and have such a honest and beautiful and transparent conversation about empowerment, self acceptance and power dressing.	#TommyXZendaya #PowerDressing #TommyPartner #mamacax	Squad goals!
AS (10 September 2018)^2	Thank you so much to @itslea and @cometoaffect for having me and creating such a safe, welcoming, accessible space. What an incredible conference, I feel absolutely nourished with knowledge, love, and hope for the future! May we take everything we learned here and continue to implement them in our own activist circles!	#AffectConf	It was your ‘20 disabled youtubers’ video that introduced me… It was like my gateway into realising that disability was something that makes me part of a community i went on a weekend with people from the students union for my university and I got so many compliments for your ‘the future is accessible’ jumper I wore x had to let someone gently down who wanted it printed on the uniform
KK (8 October 2018)	When your body is an artistic masterpiece . Vine Arm designed by @thealternativelimbproject @dani_clode @jaytaylor87. @omkaar. Vine Arm on permanent exhibition at @nationalmuseumsscotlant	#alternativelimb #prosthetics #prostheticarm #fauna #flora #exoticplants #tentacle #vine #botanicalgardens #botanical #flower #spaceflower #space #art #beauty #fashion	It’s normal to be perfect? A real inspiration
KK (9 August 2018)	My strong East End roots go back generation. My Soul goes back millions of light-years across thousands of dimensions, galaxies, plantes + existences. People may ask “how do you manage with one hand?”, “What is it like missing a forearm?” Etc etc Firstly, I am not “missing” anything. I am a whole and complete person. Do not define my existence by my body. I am more than a body. In previous lifetimes, in a galaxy far away – I didn’t even have a body. My body is not who I am. See my Soul. I have memories of being pure light, connected directly to Source. This is why I never felt “disabled” From ever since I was a little girl, I innately knew my soul holds all the power, magic, beauty, wisdom and force. @jakub_koz @milkmodelmanagement	#starseed #higherconsciousness #newearth #raisingthevibration #highvibes #soul #force #sirius #sourceenergy #light #alien	I look forward to your posts everyday at the moment, feel like I’m always learning something new when I read them
MC (21 November 2021)^2	Last week @oprahmagazine and @danskinapparel Invited me to speak on a panel on self-care and afterwards I got to lead a body positive workshop. I’m at a point in my life where I’m dealing with severe pain so when An audience member asked me why was self-care important to me the answer was simple “if I don’t make time for self care, I will have to make time for medical care” - self- care is not just a fancy term I thrown around, it’s important that we listen to our bodies and act accordingly. I did something a little different during my workshop. instead of talking about what body positive is I focused on story telling and recounting the different times in my life I too drastic measures to appeal to others my conclusion was that body positivity was not only embracing yourself and your body’s journey but learning that if your embracement of bodies does not include ALL BODIES it is not body positive. I read somewhere that pretty is not the price you pay to exist on this earth and when I talk about body positive it’s more than the surface, I always remind my audience that their bodies allowed them to get to work and at the end of the day it will take them home to their loved ones, isn’t that enough to appreciate it. And whoever you are if you’re not ready to love your body for how it looks, admire it for how far it’s gotten you.	#mamacax	we all so need to hear this & be reminded- we do so need to love and take better care of ourselves- we do forget to refill our own cup, count our blessings and so often take our health & wellness for granted! Thank you for your inspiration & these wonderful words-just beautiful!

¹Video content.

²One of a series of images in a swipeable post.