Oooooh boy, Dove, you have no idea what you’re getting into here, do you?

The subcontext here is incredible. Jess uses a wheelchair. She’s happy and perky and having fun. Katie is visibly healthy. She has low self-esteem and her self-hatred keeps her from even being able to greet Jess when she comes to the door. Instead, she slouches to the ground in despair.

There is a reason they put Jess in a wheelchair. In doing this, Dove sets up a contrast: the physically disabled girl who feels good enough about herself to go about her life; the able-bodied girl who hates herself so much she can’t even go out with the people least likely to judge her at all.

The only way this contrast is meaningful is if it rests on the assumption that the physically disabled girl has reason to think less of herself.

Dove, here, is deliberately driving home the message: It’s such a shame that the “normal” girl thinks less of herself than does the girl in a wheelchair!

The shame conveyed here is that each girl does not recognize her true place in the social order. The normal-bodied girl is pretty, but can’t see her prettiness in the mirror. The girl in the wheelchair does feel good about herself. This is out of order, backwards. The girl in the wheelchair should be the one who sees herself one step lower; the normal-bodied girl should recognize her innate goodness in being able-bodied and conventionally attractive.

The dissonance Dove deliberately draws here relies on the recognition that Jess is diminished by her disability, but Katie is so dragged down by her poor self-esteem that she ends up in an even lower place than Jess. This is not right! This is not how things should be!

How should they be, then?

Of course, the commercial is also contemptible for the simple reason that it uses the girl in the wheelchair as an object to develop the human character of the able-bodied girl. In this setup, Jess is not a character; she is a tool. We don’t see Jess’ character explored, developed, reflected upon. She is introduced for only one reason: to act as a foil to Katie. To demonstrate just how low Katie has sunk.

Because you know it’s a fucking shame when she falls even lower than the cripple.

DIsability, here, is set up as an awful tragedy, the lowest a person can sink in life. This is what the title communicates. Disability is a reason to be sad, upset, mournful, pitied. This is what Dove purports to save young women from — a life of suffering. This is the reason Katie is to be pitied: she has fallen into the state Jess should be in.

Finally, the issue of appropriation. I’ll make it simple. Never, ever, ever, ever appropriate another group’s cause. White folk, you are simply not allowed to flip a situation to make it on a black person to try to communicate how outrageous it should be. Abled folk, you are simply not allowed to purport yourself disabled to communicate how tragic something against you is. Period. (The comparisons are slightly different in effect and implication, but my point applies to both.)

This assumes that to be disabled (black, gay, female, etc.) should always be understood to be a bad thing. It assumes that discrimination against disabled/etc. folk, or other forms of oppresion against them, are always taken seriously. And the subtext in these comparisons just screams out: How dare *I* be treated like those people!

Like it or not, whether you were thinking it or not, when you use these tropes, you imply that wrongs against you are worse than wrongs against the other group, that people should be outraged that you have been lowered to their level. What you are protesting, like it or not, is that your privilege over them has been violated.

Seriously, there is never a good reason to use the comparison trope. So just don’t do it. Ever. Period. End of story.

Via Wheelchair Dancer