Beyond Inspiration Porn: Effects of Message Framing on Brand Authenticity and Community Support in Marketing Disabled Athletes

Abstract Inspiration porn narratives often objectify disabled athletes as sources of inspiration for non-disabled audiences. This portrayal is frequently criticized within the disabled community. However, little is known how these narratives shape consumer perceptions when used in marketing communications. In this study, we challenge the ethical implications of “inspiration porn” in media portrayals of disabled athletes by examining how different message framings shape consumer perceptions. Specifically, we propose an achievement-focused narrative that counters inspirational rhetoric, leading to more positive brand perceptions and greater prosocial intentions than inspiration-based framing. Furthermore, we propose that distinct social comparison emotions (pity vs. admiration) underlie these differing decision processes. In two experiments, findings show that “inspiration porn” framing elicits pity (downward social comparison emotion), while achievement-focused narratives generate admiration (upward social comparison emotion), enhancing brand authenticity and support intentions. Results align with the Stereotype Content Model, demonstrating how different portrayals of disabled athletes can either reinforce or challenge competence stereotypes. These insights offer actionable guidance for advertisers and media professionals to adopt more ethical and empowering practices by shifting focus from disability to achievement, reducing pity, fostering admiration, and promoting authentic and inclusive representations of disabled athletes.