Changing Attitudes Toward People With Disabilities Using Public Media

Added on - 31 May 2021

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CHANGING ATTITUDE TOWARDS DISABILITY IN THE MEDIAPRODUCTION OF PILOT TV SHOW BY ATTITUDE FOUNDATIONStudent NameInstitution
INTRODUCTIONAttitude Foundation is an organization that is interested in the media portrayal of people livingwith a disability. This is the organization behind a campaign that will see a pilot episode of a TVshow aired to address media portrayal of disabled people (Attitude Foundation, 2018).ANALYSIS OF CAMPAIGN OBJECTIVESThe campaign’s objective of delivering insights and shaping a new understanding of disability inAustralia is going to be a vital tool in helping to counter stereotyping by providing moreinformation and focusing on possibility and positivity.The objective of driving a fundamental attitude shift in Australia by portraying disabled peopleas individuals that have the control over their future and destiny will also be helpful in achievingequal treatment for people living with a disability.Another objective of the campaign is to spark or initiate a conversation in Australia about howthe disabled people are perceived. David Perry (2017) shows how other issues overshadowdiscussions on people living with disabilities and their challenges when he cites the murder ofHager, who was disabled, by her husband William. In that case the media displayed the murderas a health care problem instead of being focused on as how the society treats the disabled[ CITATION Per17 \l 2057 ].The campaign’s aim to position people living with disabilities as role models is also a goodobjective; however predominantly trying to portray a role model picture may beat the logic oftelevision entertainment in the long run. A better approach would be having a balanced off script,that would serve to inspire as well as entertain. Jane Sancho (2003) explains how there is aninability and unwillingness to address the inclusion of people with disability. Having morepeople living with disabilities on TV shows will certainly urge more disabled people to join thefilm industry and in the long run help bridge this gap of inability by making it a norm[ CITATIONSac03 \l 2057 ].ANALYSIS OF THE CAMPAIGN PLANNING AND DESIGNThe planning of the campaign is proving to be sufficient, although still in its early days.
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