Fourth: Representation gives way to normalisation

“Put simply, if health has stopped improving it is a sign that society has stopped improving.”137 – Michael Marmot.

Fourth: Representation gives way to normalisation.

The media has a huge part to play in breaking down predisposed assumptions, and barriers to disability inclusion. There needs to be a shift of focus to the issue of representation, not merely the routinely scheduled representation displayed and only viewed in coalition with the Paralympic Games for example. Many disabled people report feelings of mental exhaustion, finding that through the need to perform and replicate able-bodied appearances to conceal their impairments to escape the stigma. 2020 is considered 'the digital age', and social media's role in providing equality must happen through representation and advertising diversity. Representation gives way to normalisation. With more disabled people's achievements portrayed on television outside of sporting events or trends, this will allow the disabled community to challenge their own internalised disablism and will raise the expectations they set of themselves. Philomena Kwao is a black plus-sized model with an undergraduate degree in Economics and a Masters’ degree in International Health Management. 138 She wrote on behalf of the national Eating Disorders Association;

“I believe true diversity occurs when brand completely and honestly shows all types of people regardless of size, race, gender, or ability. It really must be relatable and accessible. We will no longer be sold dreams and aspirations, but we will learn to love and appreciate

137 Michael Marmot, Jessica Allen, Tammy Boyce, Peter Goldblatt and Joana Morrison, Health equity in England: The Marmot Review 10 years on. [Accessed 28 January 2021] (pp. 3-5). 138 Philomena Kwao, ABOUT, Philomena Kwao, [n.d.] <https://www.philomenakwao.com/about.> [Accessed 19 January 2021] (para. 2 of 4).

who we are individually and celebrate the differences amongst us. {…} let’s keep having these discussions with advertisers, content creators and us, the consumers of media so that we move towards a world where our feelings of self-worth are no longer dictated by the standards of someone else” 139 .

To conclude these recommendations, there is one vital and powerful concept that has appeared consistently throughout this research: The Social Model of disability. Professional recognition of this model is inexplicably vital in communicating its empowering message. The model makes it clear that the challenges and barriers disabled people face are not their fault but stem from the disabling barriers. The model shifts focus and accountability back to the legislators who perpetuate disablism by not applying the significant body of research evidence when creating legislation. It is imperative that populations realise that current legislation and their design of the world has created impassable obstacles for people with impairments:

“49% of non-disabled people feel that they do not have anything in common with disabled people and 26% admit to avoiding engaging in conversation with a disabled person140.”

139 Philomena Kwao, ‘The Importance of Diverse Media Representation’. (National Eating Disorders Association blog: 2019) < https://www.nationaleatingdisorders.org/blog/importance-diverse-mediarepresentation. > [Accessed 30 November 2020] (para. 8/9 of 9).

140 Sense, Loneliness, [n.d.] <https://www.sense.org.uk/support-us/campaigns/loneliness/> [Accessed 30 November 2020] (pp. 5 of 13).