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A campaign on assessing the changing attitude of the disabled people in the media

   

Added on  2021-05-27

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Running head: ATTITUDE OF MEDIA TOWARDS DISABILITY
ATTITUDE OF MEDIA TOWARDS DISABILITY
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A campaign on assessing the changing attitude of the disabled people in the media_1
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ATTITUDE OF MEDIA TOWARDS DISABILITY
Executive Summary
The aim of this paper is to discuss about the campaign on assessing the changing attitude if the
disabled people in the media as well as promoting their visibility in the mainstream media. It has
been found that the government of Australia is proactive; however there is stigmatization of the
disabled people. This becomes the inspiration for the campaign to devise strategies along with
the stakeholders to to increase the representation of the disabled people in the media.
A campaign on assessing the changing attitude of the disabled people in the media_2
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ATTITUDE OF MEDIA TOWARDS DISABILITYBackground to the Issues
The Disability Rights Movement in Australia commenced in 1908 when the government
issued Invalid Pension that was implemented with the aim of rendering autonomy to the teeming
disable community in Australia (Ellis 2014). The NDIS in Australia advocates the decision-
making for people suffering from disability, the representation of the decision-makers are
considered as the also resort and it is enshrined that rights and preferences of people should be
made in a manner such that it has a positive impact on the lives of the people (Vaz, Wilson,
Falkmer, Sim, Scott, Cordier and Falkmer 2015).
Identifying the problems/issues the campaign aims to address
The Attitude foundation have realized that television and social media have power effect
in promoting and normalizing disability.
Defining the campaign goals/objectives
According to Attitude Foundation, Australia, disabled people are stigmatized and people
with disability are viewed in a negative light. Therefore, the aim of the campaign is to promote
inclusion of the disabled people within the spectrum of media in a much more realistic manner.
How did the campaign establish credibility as an activist?
The campaign has identified the key strategies of matching, likeability, celebrity,
incidental inclusion and educational shorts to create awareness about disability.
A campaign on assessing the changing attitude of the disabled people in the media_3

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