生产脆弱群体的代言人是公益组织经常采取的一种“去污名”策略，近年兴起的一种典型做法是社会企业通过创造多元就业岗位来试图去除残障者的就业污名。然而，本文通过对一个视障者咖啡馆案例的个案研究发现，虽然这类社会企业通过生产代言人的方式试图改变公众对残障群体的污名化印象，但残障群体中的大部分人也可能因与代言人积极上进的“明星”形象不符而更加不被公众接受。与此同时，本文发现代言人在商业化过程中也可能被重新标签化，存在自我认同的内在张力。

The strategy of producing spokesmen for vulnerable groups is commonly employed by non- governmental organizations as a means to "destigma". A recent typical example of this is the rise of social enterprises that create diverse employment opportunities to try to challenge the stigma surrounding people with disabilities. Drawing on a case study of a café staffed by visually impaired individuals, this paper finds that, while such social enterprises aim to combat public stigmatization through the production of spokesmen, the "star" image of these spokesmen as positive role models may inadvertently contribute to the further exclusion of the majority of disabled individuals from public acceptance. Furthermore, from the perspective of people with disabilities, the study reveals that these spokesmen may be redefined during the commercialization process, leading to internal tensions regarding their self-identity.

本文系国家社会科学基金重大项目“残疾人社会组织活力的社会机制研究”（21&ZD182）的阶段性研究成果。

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