Technocapitalist Disability Rhetoric

A term describing the marketing and promotional language used by technology companies that recasts lived disability experience into marketable suffering and positions technological products as purchasable solutions. Coined by Bonnie Tucker, technocapitalist disability rhetoric operates by localizing disability problems within the individual or family (rather than addressing structural barriers), creating urgency through crisis framing, and promising transformation through technology consumption. This rhetoric engages affective economies of fear, hope, and guilt, channeling parental anxiety into consumer behavior while the underlying structural exclusions remain unaddressed.