Whilst studies have focused on audience consumption patterns of the Olympic games and other sporting mega events (e.g., Tang & Cooper, 2012; Devlin & Billings, 2016; Tainsky et al., 2014) there remains a significant knowledge gap in audience research in the context of the Paralympics. Excluding a handful of small-scale studies, a comprehensive empirical analysis of audience reception of the Paralympics, patterns of consumption, attitudes and effects, is absent from academic debate. The need for such research becomes more urgent when we consider firstly, the successful transition of the Paralympics from relative obscurity to global mega-event, with growing audience numbers across the world; and secondly, the important political and cultural role of the Paralympics as a vehicle for the empowerment of disabled people through sporting success centred on a vision for a more inclusive and equal society (IPC, 2019), which distinguishes it from non-disabled sporting mega-events.
Using a methodological approach that draws on a nationally representative survey (n=2008) and focus group (n=216) data from Paralympic audiences across the UK, this study provides the first mixed-method and integrated empirical analysis of Paralympic audiences to date. We attempt to identify who the UK Paralympic audience is, before examining audience perceptions of Paralympic coverage, and the impact of watching the Paralympics on audience sentiments towards disabled people in sporting and everyday contexts.
Paralympic audience research conducted prior to 2012 suggested there was little more than a niche audience following, with significant barriers to engaging with disability sport for many (Hodges et al., 2015). After two Paralympic cycles since 2012 – and with its elevation to mainstream TV schedules – our findings suggest that the UK Paralympic audience is both considerable and demographically diverse; largely reflecting Olympic fan demographics (see, Tang & Cooper, 2012; Jeffery & Ridinger, 2002; Tainsky et al., 2014). Further, our data implies that spectatorship of the Paralympics has facilitated progressive social change, stimulating many audience members to reflect on their own assumptions and perceptions of disabled people. Certainly, perceptions of Paralympic athletes and disability sport by non-disabled audiences were positive and tensions concerning representation and obstacles to engagement were far less pronounced than prior to 2012. This finding has important cultural significance insofar as it demonstrates progressive social change over time and demonstrates the power of sport media and public service broadcasting remits in challenging attitudes and understandings around marginalised sporting groups and identities.
On the other hand, disabled audiences are somewhat less positive when discussing Paralympic coverage and more critical of its role as a vehicle to social change. This tension implies that UK Paralympic coverage continues to be viewed by disabled people as relatively exclusionary of the vast majority of disabilities, a criticism aimed at much mainstream media in the representation of disability on screen (Ross, 1997). Given the high proportion of disabled people involved in the production (and on-screen presentation) of the Paralympics in the UK, we identify a potential media ‘deficiency’ between production, representation and consumption of disability content for disabled audiences.