Analysis of Changing Attitudes Towards Disability in the Media

This report analyzes the changing attitudes towards disability in the media, focusing on the issues of representation and employment discrimination. It examines the challenges faced by individuals with disabilities, particularly in the context of media portrayal, which often leads to stereotyping and exclusion. The report highlights the goals and objectives of the Attitude Foundation, an activist campaign aiming to promote a more realistic and inclusive representation of people with disabilities in various media platforms, including television. The campaign seeks to address negative attitudes, promote equal opportunities, and showcase individuals with disabilities as leaders and role models. The report also discusses the strategies employed by the foundation, such as introducing TV series featuring individuals with disabilities, and how the organization establishes credibility through its understanding of disability issues and building trust with sponsors. The report references relevant literature and statistics to support its arguments, emphasizing the importance of media in shaping societal perceptions and promoting inclusivity.

Changing Attitudes Towards Disability In The Media 1
CHANGING ATTITUDES TOWARDS DISABILITY IN THE MEDIA
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Background to the Issues
The Problems/Issues the Campaign Aims to Address
Attitude Foundation focuses on addressing various problems faced by individuals with
disabilities. One of the issues or problems which the campaign aims to address is the issue of
inclusion of people with disabilities in the media. Yes, individuals with disabilities have always
been featuring in media but the main the concern which the campaign aims to check is the nature
of the representation. In most cases, disability has often been portrayed in media in a manner
which indirectly promotes stereotyping. It is in this regard that Attitude Foundation seeks to
promote a realistic picture which will help to normalize disability. Still on the issue of
inclusivity, this activism campaign seeks also to address the issue of adequate inclusion of
individuals with disabilities in various television programs right from news anchoring to being
part or featuring as characters in multiple local television programs.
The second issue which Attitude Foundation aims to address is the problem of
discrimination of people with disabilities when it comes to employment especially in the media.
Although this has been highlighted indirectly in the campaign, it is evident that this group of
individuals is not given equal opportunities as their counterparts when it comes to employment.
Individuals with disability are often not considered as able participants when it comes to
employment. They mostly experience different barriers to employment such as stigma, prejudice
and discrimination. (Ruhindwa, Randall and Cartmel, 2016). According to Darcy and Taylor
(2017), only 53% of the Australians with disability are employed compared to 83% of all the
working-age people. Several cases of discrimination on this group of people when it comes to
employment have been reported.

Changing Attitudes Towards Disability In The Media 3
Goals/Objectives of the Campaign
This media campaign aims to change people’s attitude towards individuals with
disabilities through media. Individuals with disabilities have had a past history of being ignored
simply because of their physical appearance. (United Nations, 2017). Unfortunately, this
segregation on the basis of physical appearance is still practiced even today. This has often made
us miss true and unique qualities and needs of these people. Additionally, negative attitudes
towards this group of people can also affect significantly as far as the identification and
actualization of their talents and purposes in life are concerned. Attitude Foundation seeks to
achieve its objectives through media which it believes is among the powerful tools which can be
used to changes the Australian’s attitudes towards disability. One of the strategies which will be
applied in this media campaign is the introduction of TV series which will feature mostly people
with disabilities. In these series, individuals with disabilities will be telling their stories in a non-
sensational manner. Through this televised content, the campaign will be able to transform
people’s thinking, behavior, and attitudes. People with disabilities will be displayed as leaders
and role models who can get access to equal chances and opportunities just like the normal
people. Media has been identified as one of the avenues through which individual attitudes
towards the disabled can change. It helps to portray individuals with disabilities authentically and
amplifies their voices as equal citizens. (Endong, 2017).
How the Campaign Established Credibility as an Activist
Attitude Foundation operates as an activist of people with disabilities. One of the ways
through which this organization has established credibility is through its understanding of
disability and the issues or the problems surrounding it. According to Gourevitch, Lake, and
Stein (2013), one of the best ways to improve credibility is through proper understanding of the

Changing Attitudes Towards Disability In The Media 4
subject. This entails staying up-to-date with current trends relating to the subject, advances and
how such advances will affect the future. The understanding of disability has enabled the
organization to fully come up with a convincing revelation concerning the challenges which
individuals with disabilities go through most particularly in the media.
Secondly, the organization has built trust with its sponsors. From the records, Attitude
Foundation does not rely on government financial support. Its funding comes from sponsors and
donors. This financial support has enabled the organization to achieve its objectives such as
catering for the expenses of the proposed television series. It has also enabled them to fund their
operations. It is evident that getting funds from donors and sponsors requires a lot, trust being
one of the key elements. Trust helps to build confidence which in turn helps in the generation of
funds to facilitate the mission or the campaign. (Nikolova, Möllering and Reihlen, 2015).

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References
Darcy, S. and Taylor, T. (2017). Australia's disability discrimination problem in three charts.
[online] ABC News. Available at: http://www.abc.net.au/news/2017-10-12/disability-
discrimination-in-the-workplace-in-three-charts/9038178 [Accessed 5 May 2018].
Endong, F. P. C. (2017). Exploring the role of social media in transnational advocacy. Chocolate
Avenue, Hershey, Pennsylvania.
Gourevitch, P. A., Lake, D. A., & Stein, J. G. (2013). The credibility of transnational NGOs:
when virtue is not enough. Cambridge, Cambridge University Press.
Nikolova, N., Möllering, G. and Reihlen, M. (2015). Trusting as a ‘Leap of Faith’: Trust-
building practices in client–consultant relationships. Scandinavian Journal of
Management, 31(2), pp.232-245.
Ruhindwa, A., Randall, C. and Cartmel, J. (2016). Exploring the challenges experienced by
people with disabilities in the employment sector in Australia: Advocating for inclusive
practice‐ a review of literature. Journal of Social Inclusion, [online] 7(1), pp.5-14.
Available at: https://josi.journals.griffith.edu.au/index.php/inclusion/article/viewFile/
810/764 [Accessed 5 May 2018].
United Nations (2017). Powering inclusion through media: Message at the UN - Starting With
Julius. [online] Starting With Julius. Available at:
http://www.startingwithjulius.org.au/powering-inclusion-through-media-my-message-at-
the-un/ [Accessed 5 May 2018].