Attitude Foundation Campaign: Disability in Media Analysis Report

This report provides an in-depth analysis of the Attitude Foundation's campaign, aimed at changing societal attitudes towards disability through media representation, specifically focusing on a pilot TV show. The report examines the campaign's objectives, which include shifting perceptions, fostering equal treatment, and initiating conversations about disability. It also assesses the campaign's planning and design, highlighting the involvement of key players like Taste Creative and ABC, and the importance of fundraising. The report further analyzes the expected outcomes, drawing on research that links positive portrayals of disability in media with changes in attitudes. Finally, the report utilizes a power-holder map to identify and categorize the influential entities involved in the campaign, including the Attitude Foundation, Tress Cox, ABC, and the target group of people living with disabilities. The conclusion emphasizes the significance of the campaign in promoting inclusivity and challenging stereotypes.

CHANGING ATTITUDE TOWARDS DISABILITY IN THE MEDIA
PRODUCTION OF PILOT TV SHOW BY ATTITUDE FOUNDATION
Student Name
Institution

INTRODUCTION
Attitude Foundation is an organization that is interested in the media portrayal of people living
with a disability. This is the organization behind a campaign that will see a pilot episode of a TV
show aired to address media portrayal of disabled people (Attitude Foundation, 2018).
ANALYSIS OF CAMPAIGN OBJECTIVES
The campaign’s objective of delivering insights and shaping a new understanding of disability in
Australia is going to be a vital tool in helping to counter stereotyping by providing more
information and focusing on possibility and positivity.
The objective of driving a fundamental attitude shift in Australia by portraying disabled people
as individuals that have the control over their future and destiny will also be helpful in achieving
equal treatment for people living with a disability.
Another objective of the campaign is to spark or initiate a conversation in Australia about how
the disabled people are perceived. David Perry (2017) shows how other issues overshadow
discussions on people living with disabilities and their challenges when he cites the murder of
Hager, who was disabled, by her husband William. In that case the media displayed the murder
as a health care problem instead of being focused on as how the society treats the disabled
(Perry, 2017).
The campaign’s aim to position people living with disabilities as role models is also a good
objective; however predominantly trying to portray a role model picture may beat the logic of
television 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 an
inability and unwillingness to address the inclusion of people with disability. Having more
people living with disabilities on TV shows will certainly urge more disabled people to join the
film industry and in the long run help bridge this gap of inability by making it a norm (Sacho,
2003).
ANALYSIS OF THE CAMPAIGN PLANNING AND DESIGN
The planning of the campaign is proving to be sufficient, although still in its early days.

The organizers have already identified a producer for the show, Taste Creative, and a means of
the show reaching the maximum audience through ABC nationwide coverage and digital
platforms. The campaign however must raise the $1.3 million required for the entire production.
More drives are therefore necessary to raise the amount.
ANALYSIS OF OUTCOME
Dr. Cynthia M. Frisby (2016) noted that identifying with Artie, one of the main characters of the
TV show GLEE with a disability was related with the frequency of viewing and positive beliefs
about people living with a disability. The campaign therefore will have the desired outcome of
achieving the objectives (Frisby, 2016).
ANALYSIS OF POLICY ENVIRONMENT USING POWER – HOLDER MAPS
The policy environment for the campaign is largely dependent on its organization and role
allocation.
The most influential entity in this campaign is the Attitude Foundation. They are the organizers
of the campaign and therefore play the most crucial role in the campaign. They are also the most
influential in the sense of their previous involvements in campaigns on changing societal
perception of people living with disabilities.
The other influential entity is Tress Cox, that has been helping with the managing the content of
the TV show and distribution rights for the show in Australia and abroad.
The decision makers in this campaign include ABC, which the Attitude Foundation are engaging
to have the show aired by them and thereby give the show a nationwide viewership.
Bus Stop Films and Taste Creative which are sister organisation are decision makers, since they
are the entity that will be involved in the production of the film.
The next decision makers are the supporters. They are the individuals and organizations that will
help Attitude Foundation raise the $1.3 required for the production of the complete series for the
show.

The most important aspect of the whole campaign is the people living with disabilities, those that
will take part in the production of the film: actors and crew alike.
Below is the power-holder map for the campaign. The Key Is: Green = Decision Makers,
Brown = Influencers, Blue = Campaign Main Group, Orange = Campaign Target Group.
Attitude
Foundation
Tress Cox
Supporters
Bus Stop
Films
Taste
Creative
ABC
People Living
With Disabilities
Australian Public

REFERENCES
Attitude Foundation. (2018). Changing Attitudes will Change Lives. [Online]
Available at: http://www.attitude.org.au
[Accessed 30 April 2018].
Bolt, D. (2014). Changing social attitude toward disability. London and New York: Routledge.
Frisby, C. M., (2016). Beliefs about individuals with disability as related to media portrayal of
disability in GLEE, s.l.: University of Missouri.
Perry, D. (2017). The Ruderman white paper on media coverage of the murder of people with
disabilities by their caregivers, s.l.: Ruderman Family Foundation.
References
ATTITUDE FOUNDATION, 2018. Changing Attitudes will Change Lives. [Online]
Available at: http://www.attitude.org.au
[Accessed 30 April 2018].
Bolt, D., 2014. Changing social attitude toward disability. London and New York: Routledge.
Frisby, C. M., 2016. BELIEFS ABOUT INDIVIDUALS WITH DISABILITY AS RELATED TO MEDIA PORTRAYAL
OF DISABILITY IN GLEE, s.l.: University of Missouri .
Perry, D., 2017. THE RUDERMAN WHITE PAPER ON MEDIA COVERAGE OF THE MURDER OF PEOPLE
WITH DISABILITIES BY THEIR CAREGIVERS, s.l.: Ruderman Family Foundation.
Sacho, J., 2003. Disabling Prejudice: Attitudes towards disability and its portrayal on television, s.l.:
British Broadcasting Corporation, the Broadcasting Standards Commission and the Independent
Television Commission.