Much like the Olympics, the Paris 2024 Paralympic Games broke viewership records in Australia. With younger generations leading the charge, thanks to a wider push on social media channels like TikTok, helping to amass a global cult following for the Paralympics and its Paralympians. But, while the Games might be over, that doesn’t mean the job is done in spotlighting disability in sport and the representation of Paralympic athletes.
Social media boosts Paralympic inclusion
This year, TikTok partnered with the International Paralympic Committee, to engage global audiences and further advocate for the Para movement by providing an authentic glimpse into the lives of these incredible athletes. The @paralympics TikTok account has amassed a massive following of over 4.7 million fans, reinforcing the powerful role of social media and video content in engaging global audiences.
The unprecedented media attention has helped propel the Paralympics into the mainstream, bringing a new wave of visibility to disabled athletes. However, prominent Paralympians like Canadian volleyball player Allison Lang and American sprinter Hunder Woodhall are calling on viewers to avoid chalking up their achievements as “inspirational”. Coined as “inspiration porn” by disability rights advocate Stella Young, brands and media should be cognisant of comparing the lives of Paralympians to those who are not disabled. Positioning these athletes’ achievements around that notion that, “If they can do this, then I have no excuse” can perpetuate harmful stereotypes that undermine their athletic abilities.
VisualGPS research reveals that consumers want to see more content and coverage of disability in sport. But, they prefer it to be presented in a real and authentic way. This coverage is essential for shaping public attitudes towards inclusivity and accessibility, with 68% of consumers believing that embracing a disability-inclusive approach in sports encourages a more accepting and supportive environment for all athletes.
Authentic portrayals in Paralympic sport
A too-common disability trope often praises Paralympians simply for taking part in sport, rather than for their sporting abilities or fierce drive to win. While 77% of consumers think the Paralympics accurately reflect disabilities, over the years, media, brands, and sports associations have faced criticism for their portrayal of Paralympians. To combat this language bias, the IPC launched a new campaign this year called “I won’t be participating at the Paris 2024 Paralympic Games” on how athletes are competing, not participating.”
VisualGPS research shows a growing interest in stories about how these athletes train, stay focused, and maintain their mental health. People want to connect with Paralympians on a personal level. Brands should avoid clichés or overly simplistic portrayals of people with a disability to help to break down stereotypes and challenge negative perceptions.
The power of inclusive Paralympic storytelling
To combat visual bias, featuring a diverse range of Paralympic athletes with different disabilities, backgrounds, and experiences is essential. By highlighting the unique challenges they face, media can foster greater understanding and empathy towards people with disabilities. Currently, only 1% of content across media and advertising features individuals with disabilities. While the Paralympics provides a strong platform for spotlighting athletes with disabilities, we need more media coverage all year around to maintain momentum.
It’s important for brands to actively involve athletes in the creative process, allowing them to share their own stories in their own words. Instead, use genuine images that accurately represent Paralympic athletes and evoke genuine emotions. This approach not only promotes inclusivity but also helps to break down stereotypes, as we’re seeing 74% of consumers agree that promoting positivity towards disability in sports is effective in challenging preconceptions.
The Paralympics plays a vital role in shifting perspectives and promoting positivity towards individuals with disabilities across all aspects of life, not just sports. There is a unique opportunity for brands, to tell more diverse stories of people with disabilities across media, advertising and marketing year round, while ensuring they’re using the right visuals and language to showcase their experience authentically.
Main feature image photo credit: Ian MacNicol/ Getty Images