David Welch Suggs, Jr. and Jason Lee Guthrie (Grady PhD student), “Disabling prejudice: Images of Paralympic athletes and their effects on societal attitudes toward people with disabilities” (paper to be presented at the Media and the Public Sphere International Conference, Athens, Georgia, October 22, 2016).
Part of the goal of the International Paralympic Committee is to “touch the heart of all people for a more equitable society.” Media exposure of athletes with permanent physical disabilities may affect the able-bodied population’s perception of people with disabilities in general. We theorized that this change in attitude could occur following parasocial contact with disabled athletes, potentially disrupting the formation of social identity and the tendency to view the disabled population as “other.” This theoretical claim was tested by exposing some respondents to a specially produced documentary of a Paralympic sprinter. When compared with respondents who viewed a short documentary about an athlete recovering from a non-disabling injury, we found evidence that our portrayal could change viewers’ attitudes toward the disabled through the emotional components of attitude formation. In addition to informing the International Paralympic Committee’s mission for equality, these findings are of interest to proponents of adaptive sports, producers of adaptive sports media, and marketers who use disabled athletes in advertising campaigns.
Examining spectator motivations in Major League Baseball
Abstract: Despite the increasing size and consumption power of senior consumers, in the sport marketing literature there appears to be no published work which attempts to understand the consumption behavior differences between senior and non-senior sport spectators. Thus, the purpose of this study was to examine the different motives between senior and non-senior consumers who attend […]
Abstract: The “Linsanity” phenomenon attracted an increase in attention toward the National Basketball Association (NBA) for a short period of time. Drawing on self-categorization theory to elucidate current literature on team identification, this research proposed a conceptual model delineating the social psychological process for international consumers during the phenomenon. Using an online survey with a convenience […]