The Activities of Beauty Influencers with Physical Disabilities on Tiktok as A Means of Disability Awareness Education

Abstract

Social media opens new opportunities in the digital creative industry, with TikTok serving as a platform that supports the production, distribution, and commercialization of content. In this context, the presence of influencers with disabilities plays a role in expanding representation in the digital space, particularly within the beauty industry, which has long been dominated by normative beauty standards. This study aims to analyze the activities of beauty influencers with physical disabilities on TikTok, with the research subject being Afii Mans, a beauty content creator with 11.9k followers who actively shares content and builds interactions with her audience. This study employs a qualitative approach using content analysis and draws upon Vincent Mosco’s theory of commodification. Data collection techniques involved observation and documentation of content as well as audience interactions. The results indicate that social media, particularly TikTok, plays a role in providing a more inclusive space for representation of people with disabilities, while also facilitating visibility, audience engagement, and business collaboration opportunities. The commodification practices observed include the commodification of content, the audience, and the identities of people with disabilities. The presence of beauty influencers with disabilities not only contributes to the digital beauty industry but also plays a role in raising disability awareness, challenging social stigma, and promoting inclusivity within the digital ecosystem. This research contributes to efforts to reduce inequality as outlined in SDG 10 (Reduced Inequalities) by emphasizing the importance of equal access, participation, and economic opportunities for people with disabilities and the digital beauty industry ecosystem.