Negative Portrayals of Disabled Athletes Reinforce Stereotypes, Study Finds

Recent research from the University of Michigan reveals that media representations of disabled athletes that focus heavily on their hardships can inadvertently reinforce negative stereotypes. This type of portrayal, often described as 'inspiration porn,' emphasizes the struggles that these athletes face, evoking pity rather than admiration and diminishing their perceived competence.

In contrast, narratives that highlight the achievements and skills of disabled athletes have been shown to inspire feelings of admiration, challenge stereotypes, and present a more empowering image. Dae Hee Kwak, an associate professor of sport management at the university, argues that these 'inspiration porn' narratives objectify disabled athletes, reducing them to symbols of inspiration for non-disabled audiences.

The study, which included two separate experiments, aimed to evaluate how different narrative frameworks influence brand perception and consumer attitudes. In the first experiment, participants read two fictitious articles regarding a partnership between a disabled athlete and a sponsoring company. One article focused on the athlete's challenges, while the other emphasized their achievements.

The second experiment involved showing participants two advertisements featuring the same athlete. One ad portrayed the athlete in a passive position in a racing wheelchair, with a caption that highlighted their disability. The other ad depicted the athlete in an active pose, showcasing their physical prowess, along with a caption that celebrated their athletic accomplishments.

Results from the first study indicated that participants felt less pity and maintained a similar level of admiration toward the athlete when their achievements were emphasized. In the second study, those exposed to achievement-focused visuals expressed higher admiration levels compared to those who viewed the inspiration porn narrative. This elevated admiration correlated with more favorable perceptions of the brand and increased support for the parasport community.

Kwak noted an important distinction: while inspiration porn may resonate emotionally, it often evokes pity, which can be disempowering and contribute to stigma surrounding disabled individuals. Conversely, narratives centered on achievements highlight competence and agency, fostering a more positive emotional response.

Interestingly, participants with stronger stigmas towards disabled individuals reported feeling more pity and less admiration, suggesting that shifting media narratives to evoke admiration could help dismantle these stigmas.

Kwak emphasizes the need for a shift in how disabled individuals are portrayed in media and marketing. He argues that inspirational messages should not solely stem from the notion of overcoming disability but should celebrate the dedication, effort, and resilience of disabled athletes.

He concludes that focusing on competence rather than hardship can create more empowering narratives that resonate positively with audiences.