The Media Research Report, commissioned by ComRes, also highlights the importance of coverage to be on a par with non-disabled people in sport and for reporting on disability sport to go beyond the Games.
The EFDS spoke to disabled people, non-disabled people and sports journalists from local, national and specialist media outlets. The report also identified the media’s current portrayal of disabled people in sport. The key findings revealed:
In order to help create the culture change needed to get disability sport on an equal level with able bodied sport, the EFDS has released a better practice guide. The resource, designed for journalists and those responsible for reporting on disability sport focuses on six areas: tailoring content, story type, style and placement, language, media formats and ambassadors.
Chantel Scherer, Director of Marketing, Communications and Member Engagement at the Sport and Recreation Alliance said: “The Paralympic Games will showcase the best of elite sport over the next fortnight and highlight the diverse range of activities that we believe makes sport or activity accessible for everyone to participate in and enjoy.
“Our Paralympians can inspire the nation but it is important that the media and their coverage does not stop at the closing ceremony. The EFDS is already starting to bring the different sectors together to put disability sport in the media on a more regular basis but there is still more that can be done.
“The same applies to the promotion of activities at a grassroots level so that people are aware of opportunities where they can engage in disability sport and recreation. During the Paralympics we will be encouraging the sector and the nation to #TryYourKitOn and get active, tapping in to the success and inspiration coming in from Brazil.”
Barry Horne, Chief Executive at EFDS, said: “The news we consume can affect everyone’s perceptions of themselves as people and, for the talented few in sport, as athletes. This means that it is particularly important that coverage is positive if it is going to encourage disabled people to access opportunities and take part. That is why we all have an obligation to improve our reporting and articles about disabled people in sport.
“Although we are well placed to support journalists and sports providers before the most recognised event in disability sport, the Paralympics, it is paramount that, all year round, we address the issues raised.”
Sport England, the Sports Journalists’ Association and the British Paralympic Association are supporting EFDS with the new research and Guide.
Follow the conversation using #EFDSMediaReport
As 2024 concludes and as we look ahead to 2025, the Alliance has published a message to members and partners.
Read moreAre you looking for an opportunity to work in the UK sport and physical activity sector and play a leading role in supporting and promoting a network of impactful and inspirational members?
Read moreSport and Recreation Alliance responds to Active Lives Children and Young People report.
Read moreJoining the Sport and Recreation Alliance is pretty simple, but worthwhile!
Register now