Frame Portrayal Associations in Disability Social Media Strategic Communication Implication
Keywords:
Framing Theory, Disability Representation, Social Media, Strategic Communication, Portrayal Valence, Person With Disabilities, Content Analysis.Abstract
While the role of media framing in public understanding of social issues is known, the strategic aspects of frame selection in disability advocacy are not as well understood. In this study, the systematic prediction of Persons with Disability (PWD) portrayal valence in social media is investigated through different framing strategies. Based on a quantitative content analysis of 240 posts on Facebook and Instagram (from January 2024 to August 2025), and on the basis of the five-frame typology of Semetko and Valkenburg (2000), highly significant associations are identified between the type of the primary frame and the portrayal valence (χ² = 31.582, df = 8, p < .001; Cramer's V = 0.257). The human interest frames are overwhelmingly positive in portrayal (58.6% positive, 28.3% negative), whereas the responsibility frames are overwhelmingly negative (55.6% negative, 33.3% positive) and the Economic frames are overwhelmingly neutral (75.0% neutral). This is supported by binary logistic regression, which shows that the Human Interest framing is the most significant predictor of positive portrayal (OR = 3.45, 95% CI [2.12, 5.61], p < .001). Thematic analysis of qualitative data reveals five positive sub-themes: empowerment, community building, identity pride, innovation, and relationship narratives, and five negative sub-themes based in a systemic critique. When triangulated with machine learning validation (Random Forest accuracy = 78.6%), they show that disability communities use disability frames strategically – using Human Interest framing for identity affirmation, Responsibility framing for institutional critique, and Economic framing for informational purposes. The findings can inform disability advocacy groups, social media companies, and policy makers on how to create successful disability communication that will be inclusive and community-based.
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Copyright (c) 2026 Muhammad Zain Zamir, Prof. Dr. Muhammad Shehzad, Dr. Awais. H Gillani
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