Journal of Paralympic Research Group
Online ISSN : 2434-429X
Print ISSN : 2432-6100
ISSN-L : 2432-6100
Viewing Attitudes of Able-bodied Viewers of Broadcasts of the PyeongChang 2018
Paralympic Games: A Secondary Analysis of “Study of the Paralympics and Broadcasting,” A Joint Study by the Nippon Foundation Paralympic Support Center and NHK Broadcasting Culture Research Institute
Kenjiro Nakayama
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JOURNAL FREE ACCESS

2020 Volume 14 Pages 37-61

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Abstract

Since most previous studies on media coverage of the Paralympics have been dedicated to analyzing newspaper articles, television broadcasts, and other news outlets and examining the content presented by them, there is a need for studies focusing on the interpretation of the content by people on the receiving side. In view of this need, the Nippon Foundation Paralympic Support Center conducted a joint survey with the NHK Broadcasting Culture Research Institute targeting viewers of television broadcasts of the PyeongChang 2018 Paralympic Games in an attempt to grasp their viewing behaviors and attitudes. Analyses of the survey have been focused on the viewing attitudes of people with disabilities. Based on the survey’s findings, this study aims to consider the viewing behaviors of able-bodied viewers of Paralympic broadcasts and the changes in their attitudes resulting from the viewing experience. Of the survey’s findings, the study focuses in particular on the responses from 500 able-bodied viewers concerning their level of interest, level of active viewing, reason for viewing, reason for not viewing, broadcast impact, and broadcast impression, among other aspects related to the PyeongChang Paralympics. The responses are compared with those of people with disabilities, and the differences in response tendencies are analyzed according to various individual attributes.

It is shown that regarding the viewing behaviors of able-bodied viewers of television broadcasts of the PyeongChang Paralympics, their levels of interest and active viewing were both lower than those of people with disabilities; and there was a tendency for people who frequently engaged in sports activities or interacted with people with disabilities in everyday life to watch the broadcasts more actively. It is also shown that many of the viewers watched the Paralympics simply because they found it interesting as a sports event, and not especially because it was a disability sports event. As for changes in viewer attitudes, many active viewers tended to feel that their understanding of disabled people and disabilities had grown, and more than 70% of viewers who were attracted by the event’s popularity or athletes’ achievements also tended to feel that their understanding of disabled people and disabilities had grown. Regarding broadcast impression, athletes’ achievements and stories in particular tended to have a strong impression on viewers. More specifically, it is suggested that stories that describe “overcoming difficulties” was one of the key elements that moved viewers emotionally.

Active viewing of Paralympic broadcasts by able-bodied people may lead to the development of further understanding of disabled people and disabilities among ablebodied people. In order for this to happen, it will be important to present sports in a way that focuses not simply on winning or on exceptional skills, but also on the athletes’ diverse characteristics that create a unique physical dynamism, and to communicate how this makes the sports interesting. The outcome will be to generate discussions about social issues.

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© 2020 The Nippon Foundation Paralympic Support Center
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