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Transformative marketing provides a way to encourage positive behaviors. This approach can be applied to community intervention organizations, such as the Special Olympics. Such organizations bring services to provide activity, healthy eating, proper healthcare and caretaker education. This study examines one campaign of the 2018 Special Olympics USA Summer Games focusing on health and wellness.

The authors surveyed caretakers about these campaigns including their attitudes toward health and wellness and other basic psychographics (i.e. needs/values) to inform a transformative marketing campaign directed to engaging the caretakers.

The hierarchical regression shows us is that all the variables combined explain 26.9% of intentions to help their athlete eat as healthily as possible, with needs/values explaining the most variance, even after all of the other variables are in the model. The authors discuss their results and the practical applications of their findings to improve transformative marketing campaigns to achieve desirable social outcomes through the Special Olympics.

The authors identified what variables uniquely contributed to the intention by caretakers of ID athletes to engage in health and wellness campaigns that benefit their athletes. Future research can apply the results to developing similar sustainability (environmental, social or economic) campaigns using transformative marketing perspectives that will more positively benefit target markets in and through sport.

The monograph argues that American racism has two colours (white and black), not one; and that each racism dresses itself not in one clothing, but in four: (1) “Minimal” negative, when one race considers another race inferior to itself in degree, but not in nature; (2) “Maximal” negative, when one race regards another as inherently inferior; (3) “Minimal” positive, when one race elevates another race to a superior status in degree, but not in nature; and (4) “Maximal” positive, when one race believes that the other race is genetically superior. The monograph maintains that the needs of capitalism created black slavery; that black slavery produced white racism as a justification for black slavery; and that black racism is a backlash of white racism. The monograph concludes that the abolition of black slavery and the civil rights movement destroyed the social and political ground for white and black racism, while the modern development of capitalism is demolishing their economic and intellectual ground.

The purpose of this paper is to discuss the legislative and policy architecture governing the protection of individuals with an intellectual disability (ID) in the UK, and whether these protections extend to protect those with a borderline ID (BLID) in prison.

The paper presents policy and legislative analysis.

This paper argues that the legislative definitions of disability are broad and draw on a needs-based understanding of disability, meaning that those with a BLID – if they experience disability – should be included in these protections. But the clinical definitions of ID that guide access to support services tend to exclude those with a BLID. Notions of horizontal and vertical equity are invoked to examine the spirit of “equivalence” captured in legislative instruments, and how these filter into policy that may ultimately be discriminatory to those with a BLID.

If the founding principle of equality legislation is equivalence, and an argument can be made that those with a BLID are protected from disability discrimination, public authorities will need to reconcile their use of clinical diagnostic cut-offs to justify service provision inside and outside of the prison estate. In essence they are faced with a choice: consider how best to provide equitable support for those with a BLID (which may not necessarily mean identical support), or risk breaching these fundamental rights.

The paper calls into question the extent to which the current suite of ID-related services (both in the community and in prison) fulfil a public authority’s obligations for vertical and horizontal equity that are captured in the disability discrimination legislation. Specifically authorities must consider whether: replicating services in prisons serves the particular needs of the prison population, or is horizontal equity only partial fulfilment? The higher than expected numbers of BLID in prison justify consideration of different services for these different needs? There is an opportunity to rethink the conceptualisation of disability service provision in the National Health Service from one defined by diagnostic bands rather than a socio-ecological understanding of need, and in doing so whether the needs of the BLID group in prison are being suitably met.

The paper provides a line of legal argument and analytical thought useful to those seeking to challenge the non-provision of support for those with a BLID; particularly those who are especially disadvantaged in prison. This paper draws attention to the disconnect between legislative intent and policy operationalisation for those with BLID. Further research and possible legal challenge is needed to clarify whether this amounts to direct or indirect discrimination.

Mohammad Azharuddin's arrival in professional cricket served, to quote Karl Marx, as a reform of consciousness that awakened the sport ‘from its dream about itself’. His expertise with the bat invoked the wide expanse of human sensorium, provoking reactions of shock and admiration among observers. In this chapter, I examine Azharuddin's life in cricket and public through a dialectical probing of the relationship between shock and aesthetics. Azhar and cricket appear as a productive terrain to carry out the analysis, as it pushes the possibility of what or who can be considered as a valid subject for theoretical scrutiny. Taking cues from Walter Benjamin and CLR James, I theorise the shock effects created by a cricketer most unusual. From his wristy wizardry with the bat to his appointment as captain of the Indian men's cricket team during the rise of Hindu nationalism in the country, Azharuddin's presence and popularity extended beyond the boundaries that are often imposed on a sportsperson. Through his involvement in the match-fixing scandal that was exposed at the turn of the 21st century, Azhar (the name by which he was popularly known) challenged the mores of a game that had emphasised Victorian notions of purity on and off the field. For the purposes of this chapter, I discuss how Azhar constructed a bodily discourse that pushes us to reassess our very notions of art and aesthetics.

The purpose of this paper is to examine the professional culture of television marketing in the UK, the sector of arts marketing responsible for the vast majority of programme trailers and channel promos seen on British television screens.

In research approach, it draws on participant observation at Promax UK, the main trade conference and award ceremony of the television marketing community. Developing John Caldwell’s analysis of the cultural practices of worker groups, it uses Promax as a site of study itself, exploring how a key trade gathering forges, legitimates and ritualizes the identity and practice of those involved in television marketing.

Its findings show how Promax transmits industrial lore, not only about “how to do” the job of television marketing but also “how to be” in the professional field. If trade gatherings enable professional communities to express their own values to themselves, Promax members are constructed as “TV people” rather than just “marketing people”; the creative work of television marketing is seen as akin to the creative work of television production and positioned as part of the television industry.

The value of the paper is the exploration of television marketing as a professional and creative discipline. This is especially relevant to marketing and media academics who have tended to overlook, or dismiss, the sector and skills of television promotion.

In this study, I use currere to examine excessive entitlement in my own high school education. By “excessive entitlement,” I emphasize teachers' actions and systemic conditions related to an excessive educational mindset justifying (and manifesting) self-infallibility. Teachers displaying excessive entitlement might take for granted, for example, the correctness of their actions, closing self-awareness, and more equitable relations with others (especially students). On a structural level, it includes, for example, societal norms, school policies, educational traditions, and often laws. Specifically, I present findings examining three levels of curriculum – the formal or explicit, the implicit or hidden, and the null or present/absent. I offer my own story as a case study of how schools and teachers may silence and erase student identity and culture as well as how more inclusive and dialogic teaching approaches (and methods of inquiry) can counteract and offer alternatives to such oppressive forces. My framework includes professional ethics, moral ethics, and social justice ethics. Looking back at my history as a gay high school student, I discovered that my school's explicit curriculum provided teachers with a safe haven for bigotry and hostility toward LGBTQ students (as well as female students and students of color), and its hidden curriculum projected messages that privileged such a curriculum (and denigrated epistemologies more on the margin). It was only in the null curriculum that I began to experience a sense of liberation and inclusion and an awareness of the multiplicity of epistemology and ontology.

In this study, two mother-scholars describe their lived experiences working in higher education in the USA while parenting children with disabilities. They situate their narratives within the context of institutionalized motherhood, courtesy stigma and the career plateau experienced by many working mothers of children with disabilities.

Within this collaborative autoethnography, the authors employ autoethnographic narrative and poetic inquiry.

The authors reveal unique work-life tensions that they have experienced as mothers, teachers and scholars, reflecting on the experiences that led them to become advocates for people and families with disabilities.

The authors aim to reduce stigma and to disrupt the career plateau by offering suggestions to help coworkers and supervisors be more supportive of working parents of children with disabilities.

The authors enumerate the advantages of collaborative autoethnography in uncovering how stigma against mothers of children with disabilities is manifested within an academic community.

The author argues that we must stop and take a look at what our insistence on human labour as the basis of our society is doing to us, and begin to search for possible alternatives. We need the vision and the courage to aim for the highest level of technology attainable for the widest possible use in both industry and services. We need financial arrangements that will encourage people to invent themselves out of work. Our goal, the article argues, must be the reduction of human labour to the greatest extent possible, to free people for more enjoyable, creative, human activities.

Through a retrospective, reflective, descriptive methodology, three researchers explore their experiences as teacher educators. Interactions with a variety of educational stakeholders in Guatemala resulted in new perspectives about culture, language, instruction, literacy materials, and access. Even though each researcher had a distinct background, global experience, and teaching expertise, they collaborated for data analysis and describe how their new international perspectives renews teaching and subsequently invigorates the learning of students back in the institutions of higher learning in the United States. All three brought their new learning into their higher education venues back in the United States to better prepare literacy educators for today’s global world.