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Branding Neurodiversity: A Critical Discourse Analysis of Communicative Capitalism and Change Empowerment Among Neurodiversity Workforce Intermediaries

Scott E. Branton et al.

Journal of Public Relations Research2023https://doi.org/10.1080/1062726x.2023.2244619article
ABDC B
Weight
0.74

Abstract

ABSTRACTThis study explores the critical nexus of communicative capitalism, neurodiverse employment, and DEI in public relations research. Through a critical discourse analysis of the owned and shared media of 13 neurodiversity workforce intermediaries (NWIs), we investigate how NWIs brand neurodiversity and their relationships with their publics against the backdrop of communicative capitalism. Our analysis unearthed power-laden tensions in traditional and novel brandings of neurodiversity, as well as ambivalent orientations that concurrently advocate for social change and economic productivity. We argue that attempts at change empowerment are short circuited by capitalist logics that value only those narrow elements of neurodiversity that fit within a business case for diversity.KEYWORDS: change empowermentcommunicative capitalismDEIneurodiversityrelationship management Disclosure statementNo potential conflict of interest was reported by the author(s).

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https://doi.org/https://doi.org/10.1080/1062726x.2023.2244619

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@article{scott2023,
  title        = {{Branding Neurodiversity: A Critical Discourse Analysis of Communicative Capitalism and Change Empowerment Among Neurodiversity Workforce Intermediaries}},
  author       = {Scott E. Branton et al.},
  journal      = {Journal of Public Relations Research},
  year         = {2023},
  doi          = {https://doi.org/https://doi.org/10.1080/1062726x.2023.2244619},
}

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Branding Neurodiversity: A Critical Discourse Analysis of Communicative Capitalism and Change Empowerment Among Neurodiversity Workforce Intermediaries

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Evidence weight

0.74

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.99 × 0.4 = 0.39
M · momentum0.80 × 0.15 = 0.12
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.