Part of the goal of the International Paralympic Committee is to “touch the heart of all people for a more equitable society” by exposing people to adaptive sports, with the goal of improving public views toward people with disabilities. The authors hypothesized that exposure to parasocial contact with images of athletes with disabilities could lead to a change in attitude during the formation of social identity, disrupting the tendency to view the population of individuals with physical disabilities as “other.” This case study found that viewing a documentary of a Paralympic sprinter produced in the same style as an Olympic feature appeared to affect the emotional components of attitude formation, especially when compared with respondents who viewed a comparable documentary about an able-bodied athlete. These findings are of interest to proponents of adaptive sports, producers of adaptive-sports media, and marketers who use athletes with disabilities in advertising campaigns.
Disabling Prejudice: A Case Study of Images of Paralympic Athletes and Attitudes Toward People With Disabilities
- Author: &
- Publisher:Human Kinetics, Inc.
- Publication year:2017
- Online pub date:
- Discipline: Entertainment & Sports Marketing, Marketing Research, Marketing Strategy
- Length:8,829 words
Region:GlobalOrganization:International Paralympic CommitteeOrganization Size:Originally Published In:2017). Disabling Prejudice: A case study of images of paralympic athletes and attitudes toward people with disabilities. International Journal of Sport Communication, 10( 2), 258– 276.& (Type:Online ISBN:9781526445384Copyright: © 2017 Human Kinetics, Inc.