The use of the mass media constructs a viewer’s perspective based on how a story presents to the public. A public
service announcement (PSAs) is an approach which may impress the public regarding
a specific topic that the media wants to deliver by using magazine, newspaper,
radio station, television station, Web site, outdoor venue, etc.
For example, the images of people with
intellectual disabilities (ID) in Taiwan newspapers included “dispirited”
(44.5%), “needy” (32.7%), and “affirmative” (22.8%) images, as result of stigma
impression in Taiwan (Chen, Hsu, Shu, &
Fetzer, 2012). It implies that the media (i.e.,
newspapers) potentially create the negative atmosphere on individuals with ID. An
investigation of how Special Olympics Games volunteers perceived the inclusion
via the mass media showed that parents and mass media (particular television
and movie) were the top two sources for them to learn about ID (Chunxiao & Lifang, 2012). However, the study
did not address how the volunteers know about individuals with ID and what the
mass media represented the information of the ID populations. Based on these
two recent studies, I can assume the mass media plays an important role in
delivering the more positive attitude on “inclusion” or “acceptance” among
individuals with ID.
In order to facilitate the health
promotion of individuals with ID, Special Olympics (SO), undoubtedly, is the
largest organization in the world to provide community supports to engage them
in sports events, health screening, and other health advocacy activities. In my
opinion, the mass media may not only promote international/national SO games
but also regional games and cover the more positive stories in local newspapers.
It may help a local community to learn about what is happening regarding the ID
population in the community.
(2014 Special Olympics National Game)
(Special Olympics Law Enforcement Torch Run)
Chen, C.-H., Hsu, K.-L., Shu, B.-C., & Fetzer, S.
(2012). The image of people with intellectual disability in Taiwan newspapers. Journal
of Intellectual and Developmental Disability, 37(1), 35-41.
Chunxiao, L., & Lifang, W. (2012). A survey study on
attitudes of Special Olympics games volunteers toward the inclusion of
individuals with intellectual disabilities in China. European Journal of
Adapted Physical Activity, 5(1), 28-38.
