Media and the Disabled

Five theories of media contribution to health and political campaigns are outlined. These theories place differing emphasis on changing awareness, attitudes and behaviours. Results are reported of a project designed to assess community reactions to media during the International Year of Disabled Persons (IYDP) in 1981. Three surveys were conducted - Sydney in mid-1982; nationwide in mid-1982; and Sydney in 1983. Consistent trends emerged suggesting that the media played an agenda setting role by increasing public awareness and providing accurate information about disabled people. However, they were less successful in promoting attitude or behavioural changes in terms of increased integration of disabled and non-disabled people. Analysis of contributions made by various media components suggest television had the biggest impact with documentaries providing the most useful and most informative insights into the lives of disabled people. A set of guidelines is presented for future presentation of disabled people in the media. If the IYDP goals of acceptance, integration and greater community participation are to be achieved, these guidelines must be implemented in the media along with backup from community organisations.