Sick kids versus whom? Childhood disability and charitable campaigns on Instagram

Platform media are changing the disability charity landscape. This paper employs a hybrid critical disability studies – platform media studies lens to explore the SickKids VS campaign, aiming to ‘fight’ childhood illness and disability. Employing a social media thematic analysis, we analyzed social media content distributed through the campaign, consisting of images, videos, and captions ( n=620). We found three dominant narratives: heroic sick kids, crumbling infrastructure, and informational content. Each trend, we argue, emerges within a changing platform mediascape, whereby charitable audiences must be cultivated and curated over a long-term process, rather than in a single moment, as in telethon fundraising. We ask how disability is framed in each of those narratives, and how disability studies might respond to these formulations in the political economy of platform media. We end by exploring the strategies disability studies can take to combat the marginalizing effects of such charitable campaigns.