What Can We Learn About the Inclusion of People With Disabilities From the Statements of Characters Featured in Online Social Campaigns?

This article present results of a qualitative research project which aimed to analyze Polish social campaigns about disability issues in the context of inclusion of people with disabilities. The project used a coding and categorization technique to analyze the aspects of inclusion in the statements appearing in 66 spots of 40 Polish social campaigns. Here, the term “statements” refers to sentences, speeches, discussions, narration and voiceovers made by people participating in the spots. The main research question was: what aspects, categories of inclusion can be distinguished within 40 Polish social campaign on YouTube concerning the topics of disability? The analysis allowed me to identify five main categories connected with the inclusion of people with disabilities which are present in the social campaigns analyzed – awareness, inclusion presented explicitly, rights and advocacy, participation, and changes.