Awareness creation

The Mainstream Media or The Disability Directed Media? which Way to Go?

Persons with disabilities have not been well represented in the production and presentation of the television programmes, they are viewed as less human in need of pity, help and not capable of taking active roles in the production and presentation of media programmes. The presence, portrayal and participation of persons with disabilities in the media are very vital ways of ensuring full participation of the marginalized groups into the development of the society. In view of the problem of how to strengthen participation of persons with disabilities in the media programmes by ensuring a total collaboration of its actions through helping in the advocacy of the promotion of persons with disability.


There is need to show the purpose of the different disability acts both the local and the global ones by ensuring a clear presentation of a clear picture on presence and portrayal in the media of persons with disabilities. There is need to carry out a variety of empirical studies that will also look at what has been already done and the loopholes that need to be improved. Through broad consultations, identifying key issues and barriers concerning presence, portrayal and participation of Persons with Disabilities in the media Programs, this should be done with the aims to presentĀ  relevant best practices, both internationally and locally, which may be of value to broadcasters in their inclusiveness practices that can improved other media approaches.


The areas of concern when coming up with a way of ensuring presence, participation and portrayal of PWDs in the media need to be based on some facts like; definition of disability, general media description of persons with disabilities and the UN convention on the rights of persons with disabilities. Disability is proved to be a very controversial and complex concept to define and measure. Different conceptual models have been developed to define disability. These models are; charity model, medical model and social model. In the charity model, persons with disabilities are to be pitied and helped by welfare approaches. In the medical model, disability is considered to be a problem of the individual that is directly caused by a disease, an injury or other health conditions and that requires medical care in the form of treatment and rehabilitation. The social model looks at disability as social construct. It goes further saying that disability is not the attribute of the individual, rather, it is created by the social environment and requires social change.

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