Using Social & Broadcast Media to Report on Disability
2. Social Media Overview
3. Disabilities & Media
4. Open Discussion
ПРИВЕТ! МЕНЯ ЗОВУТ АНЯ!
I was born in Moscow and grew up in New York City.
I have an MBA in Media [Starting March 29] I am I’ve played a central role
Management & Marketing a Social Media Manager in developing:
Contact Information for Anna Pakman
E-mail firstname.lastname@example.org Twitter @apakman
TOP TRENDS IN SOCIAL MEDIA
1. Convergence-Traditional media outlets are increasingly using social networks for
content creation, distribution and for powering relationships with users.
2. Location-Growth in location-based services is adding a third dimension to social
networking by combining conversation with physical mapping.
3. Live-Social media’s instantaneous nature gives audiences the opportunity to
participate in live discussions around content and current events.
4. Mobile-The mobile phone is becoming an increasingly important outlet for social media
consumption and participation.
5. Portability-The widespread use of third-party APIs allows for incredible portability of
social network data. Data streams can be manipulated to serve very specific purposes,
creating a whole new experience from existing content.
6. Social Responsibility-Social media has been integral to providing a voice for
disenfranchised populations and social causes (ex. the Iranian Election, Haiti, Chile,
Pepsi Refresh Campaign, malaria, etc.)
TYPES OF SOCIAL MEDIA ENGAGEMENT
Many-to-One: Finding trends, story ideas One-to-Many: Sharing stories, increasing
One-to-One: Interviewing sources, interacting Many-to-Many: Participating in a larger trend,
with commenters mass conversation between many parties
THE SOCIAL MEDIA EFFECT
Social media can exponentially
increase the number of paths to
an end consumer for any
particular piece of content.
Social sharing not only increases
immediate audience but also
increases future availability
through enhanced Google Search
USING SOCIAL MEDIA TO REACH PEOPLE WITH
• People with disabilities use the same social media tools as everyone else but may
be hard to identify because there’s often no need to self-disclose
• Cultural issues: where disability is regarded as a stigma self-disclosure will be
• Many disability organizations now have a presence on social networks through
“groups” and “fan pages” where consumers can interact
• A number of self-designated independently operated groups have been created
by people within the disability community – ex. Gimp Girl meetings on Second
Life, mediatalk on Yahoo! Groups, Professionals with Disabilities on LinkedIn, etc.
• These groups are the ones with the richest discussions about disability issues
because they foster a safe environment of like-minded people, outsiders are
welcome but must approach with care
DISABILITY IN THE SOCIAL GRAPH
Reporting on disability issues goes far deeper than reporting on just the person
directly affected by the disability.
PERSON W/ DISABILITY
(QUANTITY) (LEVEL OF IMPACT)
ISSUES TO CONSIDER WHEN COVERING
• Language: Self-Determination
• How do people with disabilities prefer to be referred to in the media? How
are they referred to presently?
инвалид person with a disability
• Bias: Previously Held Beliefs
• How does the journalist perceive his/her subject?
• Demographics: Equal Representation
• Who is considered a person with a disability? Is volume and tone of
coverage distributed equally by disability type?
• Audience: Mainstream Acceptance
• How do mainstream media consumers view people with disabilities?
medical model social model CONSUMER MODEL
DISABILITY & ACCESS TO MEDIA
• Access issues vary by media channel and by disability
• Physical disability-are location-specific media distribution outlets accessible?
• Sensory disability-are alternate formats available for those who can’t see or hear?
• Audio description
• Screen reader accessibility on the Internet
• Learning/Cognitive disability-is information easy to understand?
• Equal access to vital information is a human rights issue
• Any time a media outlet fails to address an access issue it is leaving money on the
• An increase in audience translates to more ad dollars & rubles
• 54% of people with visual impairments and 61% of people with hearing
impairments reported that they would increase their television consumption if it
were more accessible1
1Source: Media Consumption & People with Disabilities. May 2008.