Applying Social Identity Theory to Examine National Disability Employment Awareness Month

The purpose of this theoretical paper and project was to apply social identity theory (SIT) to examine National Disability Awareness Month (NDEAM). The communication discipline has much to offer to the improvement of advocacy efforts and inclusion for disabled individuals. By applying SIT to a transformative campaign from the disability field, it is understood that successful campaigns depend upon group membership, clearly defining the audience, and maintaining a willingness to adapt the campaign over time. Key concepts of SIT such as group membership and identification were applicable and provided an understanding as to how NDEAM developed throughout history. It was revealed that SIT is an effective theory from the communication discipline that should be utilized in future campaign creations. More specifically, SIT concepts are useful in understanding how able-bodied individuals can assist in advocacy efforts to fight for equal rights for disabled individuals.https://stars.library.ucf.edu/hip-2023fall/1032/thumbnail.jp