AGENDA
1. Introductions
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 M...
TOP TRENDS IN SOCIAL MEDIA
1. Convergence-Traditional media outlets are increasingly using social networks for
   content ...
TYPES OF SOCIAL MEDIA ENGAGEMENT

                Listening                                  Broadcasting




Many-to-One:...
THE SOCIAL MEDIA EFFECT

                          Social media can exponentially
                          increase the n...
USING SOCIAL MEDIA TO REACH PEOPLE WITH
DISABILITIES
•   People with disabilities use the same social media tools as every...
DISABILITY IN THE SOCIAL GRAPH
Reporting on disability issues goes far deeper than reporting on just the person
directly a...
ISSUES TO CONSIDER WHEN COVERING
DISABILITY
•   Language: Self-Determination
       • How do people with disabilities pref...
DISABILITY & ACCESS TO MEDIA
•   Access issues vary by media channel and by disability
     • Physical disability-are loca...
Using Social & Broadcast Media to Report on Disability
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Using Social & Broadcast Media to Report on Disability

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Presentation for visiting faculty & guests from the University of the Russian Academy of Education-Nizhny Novgorod. March 16, 2010.

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Using Social & Broadcast Media to Report on Disability

  1. 1. AGENDA 1. Introductions 2. Social Media Overview 3. Disabilities & Media 4. Open Discussion
  2. 2. 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: from: at: Contact Information for Anna Pakman E-mail annapakman@gmail.com Twitter @apakman LinkedIn: http://www.linkedin.com/in/annapakman
  3. 3. 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.)
  4. 4. TYPES OF SOCIAL MEDIA ENGAGEMENT Listening Broadcasting Many-to-One: Finding trends, story ideas One-to-Many: Sharing stories, increasing audience Conversation Movement One-to-One: Interviewing sources, interacting Many-to-Many: Participating in a larger trend, with commenters mass conversation between many parties
  5. 5. 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 results.
  6. 6. USING SOCIAL MEDIA TO REACH PEOPLE WITH DISABILITIES • 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 less common • 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
  7. 7. 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 IMMEDIATE FAMILY EXTENDED FAMILY FRIENDS COLLEAGUES SERVICE PROVIDERS THE COMMUNITY (QUANTITY) (LEVEL OF IMPACT)
  8. 8. ISSUES TO CONSIDER WHEN COVERING DISABILITY • 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
  9. 9. 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? • Closed-captioning • 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 table • 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.

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