Proceedings of the 3rd International Conference and Exhibition of Innovation in Media and Visual Design (IMDES 2025)

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Ethics of Emotional Branding in Disability-Focused Social Enterprises: Navigating Empowerment and Exploitation

Authors
Mariska Legia1, *, Aditya Satyagraha1
1Universitas Multimedia Nusantara, Tangerang, Indonesia
*Corresponding author. Email: mariska.legia@umn.ac.id
Corresponding Author
Mariska Legia
Available Online 18 March 2026.
DOI
10.2991/978-94-6239-612-8_14How to use a DOI?
Keywords
emotional branding; disability representation; social enterprise; co-creation; ethical communication
Abstract

Emotional branding is a common strategy in social enterprises to foster audience engagement. In disability-focused branding, however, emotional narratives pose ethical tensions between empowerment and stereotype reinforcement. This study examines two Indonesian social brands, Layak Indonesia and Puka.id, that collaborate with disability communities. Through qualitative visual analysis and documentation review, the research investigates how emotional narratives are framed and represented. The findings reveal that when disabled communities are actively involved in narrative construction and design, branding becomes more inclusive and empowering. Conversely, limited participation leads to risks of tokenism and emotional fatigue. The study offers practical considerations for applying emotional branding ethically, contributing to inclusive communication discourse in social entrepreneurship.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd International Conference and Exhibition of Innovation in Media and Visual Design (IMDES 2025)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
18 March 2026
ISBN
978-94-6239-612-8
ISSN
2667-128X
DOI
10.2991/978-94-6239-612-8_14How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Mariska Legia
AU  - Aditya Satyagraha
PY  - 2026
DA  - 2026/03/18
TI  - Ethics of Emotional Branding in Disability-Focused Social Enterprises: Navigating Empowerment and Exploitation
BT  - Proceedings of the 3rd International Conference and Exhibition of Innovation in Media and Visual Design (IMDES 2025)
PB  - Atlantis Press
SP  - 166
EP  - 183
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6239-612-8_14
DO  - 10.2991/978-94-6239-612-8_14
ID  - Legia2026
ER  -