This study examines how different narrative frames in media coverage of para-athletes influence readers’ empathic responses, interest in parasports, and subsequent information-seeking behavior (i.e., whether they sought additional information about the athlete featured in the article).
An online experiment was conducted with 600 adults residing in Japan, who were randomly assigned to one of three conditions: (a) a disability narrative emphasizing the athlete’s efforts to overcome impairment, (b) an athletic narrative emphasizing effort and performance as an athlete, or (c) a control narrative presenting factual information in a neutral tone.
Empathy was measured using a multidimensional scale consisting of general empathy, closeness, pity, and reflective thoughts, while interest in parasports was assessed using an interest scale drawing on existing research. As a behavioral indicator, participants’ clicks on an in-article link labeled “See more information” were recorded.
Among the empathy components, only pity showed a significant difference across conditions, with the disability narrative eliciting higher levels of pity than the other two. No significant differences were observed for other empathy dimensions or for interest in parasports.
Regression analyses revealed that interest in parasports was positively associated with reflective thoughts and closeness. Information-seeking behavior was also promoted by higher interest, whereas pity had a significant negative effect—participants who felt stronger pity were less likely to engage in further information-seeking.
These findings suggest that narratives emphasizing disability tend to evoke pity, but such emotions do not necessarily enhance interest or behavioral intentions toward parasports; rather, they may inhibit active engagement.
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