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Paralympic broadcasting in sub-Saharan Africa: sport, media and communication for social change

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journal contribution
posted on 01.04.2022, 11:09 by Jessica Noske-TurnerJessica Noske-Turner, Emma PullenEmma Pullen, Mufunanji Magalasi, Damian HaslettDamian Haslett, Jo TacchiJo Tacchi

The purpose of this commentary is to discuss how Paralympic coverage in sub-Saharan Africa can be effectively mobilised to stimulate discursive and structural change around disability. Paralympic coverage has demonstrated its pedagogical power to engage public(s) and challenge stigma toward disability. Yet, the Global picture of Paralympic broadcasting is deeply uneven, with audiences in parts of the Global South afforded limited opportunities to watch the Games. Considering this, the International Paralympic Committee has begun to broadcast Paralympic coverage across sub-Saharan Africa with an explicit aim to challenge stigma toward disability. In this article, we draw on examples from research to argue that ideas from the field of Communication for Social Change (CfSC) can add value towards this aim. We begin by providing a brief overview of CfSC before critically examining one of the field’s key concepts – Communicative (E)ecologies. Following this, we critically reflect on the potential of Paralympic broadcasting as a vehicle for social change and disability rights agendas in sub-Saharan Africa. We argue that thinking with CfSC concepts show the importance of a ‘decentred’ media approach that engages with disability community advocacy groups, localised communication activities and practices, and culturally specific disability narratives.

Funding

UK Aid

History

School

  • Loughborough University London
  • Sport, Exercise and Health Sciences

Published in

Communication and Sport

Publisher

SAGE Publications

Version

VoR (Version of Record)

Rights holder

© The Authors

Publisher statement

This is an Open Access Article. It is published by SAGE Publications under the Creative Commons Attribution 4.0 International Licence (CC BY). Full details of this licence are available at: https://creativecommons.org/licenses/by/4.0/

Acceptance date

21/03/2022

Publication date

2022-04-30

Copyright date

2022

ISSN

2167-4795

eISSN

2167-4809

Language

en

Depositor

Dr Jessica Noske-Turner. Deposit date: 31 March 2022