“Tell Me Something You Didn't Know Was Neurodivergence-Related Until Recently. I'll Start”

Abstract

The neurodivergence (ND) movement has sought to reframe societal perceptions of neurologically based conditions, like autism, from viewing ND as problematic conditions that need to be eradicated to seeing ND as beneficial forms of mental diversity. The chapter seeks to understand how self-identified ND creators on TikTok communicate about ND through the lens of critical discourse analysis. Through the qualitative analysis of 376 videos across 10 creators' profiles and 1,880 comments findings of this chapter seek to better understand how social media platforms may contribute to the (de)stigmatization and empowerment of ND through the facilitation of the public sphere. Findings suggest that creators play an important role as ambassadors for ND building awareness, engaging in advocacy, and empowering the concept of ND. Further, creators' profiles meet the criteria necessary for facilitating a public sphere. From these findings, recommendations for ND-inclusive public relations practices and strategies are proposed.