Technocapitalist Disability Rhetoric: When Technology is Confused with Social Justice

Publication Title
Publication/Creation Date
April 26 2017
Bonnie Tucker (creator)
University Of Michigan (contributor)
Media Type
Journal Article
Persuasive Intent

"Technocapitalist disability rhetoric participates in a more general neoliberal agenda as it reflects the recent shift towards corporate involvement in social rights movements, but it is unique insofar as it demonstrates how tech companies make use of disabled people for their own ends. Within this article, I first outline research that I build from in defining technocapitalist disability rhetoric; then, I complete a rhetorical analysis of two recent Microsoft ads aired during the 2014 and 2015 Super Bowls that serve as examples of technocapitalist disability rhetoric, making the case that these ads participate in a broader trend in the United States towards technocapitalist disability rhetoric in advertising, popular media, and design discussions."
HCI Platform
Relation to Body
Related Body Part
Eye, Leg
Marketing Keywords

Date archived
February 23 2018
Last edited
March 29 2022
How to cite this entry
Bonnie Tucker. (April 26 2017). "Technocapitalist Disability Rhetoric: When Technology is Confused with Social Justice". Enculturation. Enculturation: a Journal of Rhetoric, Writing, and Culture. Fabric of Digital Life.