40 Big Ideas

Summary

People with disabilities have often been shown in unfair and hurtful ways. One idea that helps explain this is called deviancy image juxtaposition. It means that when people are shown next to negative things—like broken buildings or low-status roles—those negative feelings can rub off on them. This happens even if we don’t notice it. In the past, people with disabilities were often put in institutions or only shown as needing help. That created harmful stereotypes. But when we show people with disabilities as leaders, students, or workers, it helps others see their value and abilities. Positive images matter.

People with intellectual and other developmental disabilities (IDD) have long been viewed through a distorted lens, one shaped not only by words and policies, but by powerful, often unconscious image associations. A concept known as deviancy image juxtaposition, articulated by Wolf Wolfensberger in the 1970s, helps explain why these associations matter, and how they influence perception far beyond the disability field.

The term deviancy refers to actions, beliefs, or identities that violate established social norms and expectations within a particular group or society. Juxtaposition means placing one thing next to another. When two things are consistently seen together—physically, visually, or symbolically—their meanings begin to blend. When something is paired with a person or group that has a negative meaning, the transfer can be damaging. This is called deviancy image juxtaposition. We see this everywhere. A commercial showing an electric vehicle in the wilderness associates the product with sustainability and freedom. Influencer posts featuring luxury brands in exotic locations link the brand with success and adventure. On the other hand, political ads that show images of crime scenes while discussing immigration can unfairly associate entire communities with danger. These juxtapositions shape public perception, often without us even realizing it.

For people with IDD, the stakes are especially high. When disability services are housed in run-down buildings or placed next to garbage or recycling facilities, it subtly suggests that the people served there are less worthy. When individuals with disabilities are primarily seen in janitorial or menial roles, society begins to associate disability with discard or decline. When charity campaigns rely on pity and images of helplessness, they may raise money at the cost of reinforcing negative stereotypes. The harm isn't just emotional—it shapes how society treats people with IDD in schools, healthcare, work, and public life, influencing whether they're seen as capable, valuable, or fully human. Building on sociologist Erving Goffman’s work on stigma, Wolfensberger emphasized that social progress for people with IDD requires more than just services—it requires confronting and changing the images and roles we attach to disability.

Fortunately, things are changing. We’ve made progress in promoting positive roles for people with disabilities—as employees, students, neighbors, leaders, and artists. Examples include the Bold Beauty Project and Positive Exposure. High-profile advertising campaigns now highlight ability, inclusion, and dignity. These positive juxtapositions reinforce the idea that people with IDD are capable, valued, and human—because they are. Deviancy image juxtaposition isn’t just about disability; it’s about how we treat all people who have been marginalized. Once you start noticing negative juxtapositions, you’ll see its influence everywhere. And once you understand its power, you can start using positive juxtapositions to build a more respectful, equitable world for everyone.