<p>In this paper, we are examining the sponsored advertisement
posts/regular post on Facebook of a few business enterprises based in India to
promote their products during first two phases of COVID-19 lockdown period. As
a marketing and product promotion strategy, many business companies use social
media platforms like Facebook and others to advertise their product through
quick sponsored posts from time to time. As the use of social media has
increased during the lockdown period when people are spending their whole time at
home for a more extended period, these sponsored posts are more likely to be
hit by the viewers. The present paper studies the contents of select sponsored
posts/regular posts on Facebook to show how the “lockdown” period created
atmospherics for E-commerce businesses. It also argues that by using topical
words and phrases like “quarantine” and “work from home” respectively, as a
tempting marketing strategy, the capitalist enterprises are using this time of
distress, global misery and tribulation, for promoting their business. </p>
Amidst society’s segregation of the people among minorities on the basis of gender, race, caste and creed, it is difficult to locate the position of another extreme social minority, i.e. persons with disabilities. But the turn of the century has validated some art and activism performed by persons with disabilities due to which the disabled have marked their position in literature, film and media to some extent, yet they have not secured a position of dignity in the mainstream. To make disabled people visible, Syed Sallauddin Pasha (the father of Indian dance therapy for persons with disabilities) initiates his own Natya Shastra i.e. Classical Wheelchair Dances for differently-abled artists. Drawing upon Syed Sallauddin Pasha’s therapeutic dance choreography, the present paper studies performance arts in the context of differently-abled people, and for this, the paper explores the intersection of Performance Studies and Disability Studies. In performing arts (or dance in particular), the body is the medium of representation, likewise, the body defines the identity in the context of disabled people. Therefore, the paper by studying the intersection of Disability Studies and Performance Studies, explores the stereotypes related to the body by scrutinising the disabled dance bodies on the stage. The paper further attempts to explore the idea of accessibility for persons with disabilities by taking into account the assistive devices and accessible architecture. The study then goes into an analysis of spectators’ response, stare and gaze towards disability dance performances. In a broader context, the paper offers to scrutinise the negative stereotypes attached to disability and disabled dancing bodies on stage by exploring the nuances in Syed Sallauddin Pasha’s choreography.
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