The Paralympic paradox

This is an opinion piece written by Dr Shawn Burns, lecturer in broadcast journalism and expert in disability representation in the media. The tenor of the article was edited by The Stand with Dr Burns' consent.

Both showcase extraordinary athletic achievements, yet the spotlight they receive is far from equal. As Australian audiences and athletes recover from Paris 2024, it's crucial to examine the disparity in media coverage between these two pinnacles of sporting excellence, especially considering the Paralympics' rich history of breaking barriers and changing perceptions. 

The Paralympic movement has a history of remarkable achievements that have challenged societal norms and redefined the boundaries of human potential. In 1960, the first official Paralympic Games in Rome marked the beginning of a new era in sports, with 400 athletes from 23 countries competing. Fast forward to 2021, and the Tokyo Paralympics featured over 4,400 athletes from 162 nations, demonstrating the event's phenomenal growth. 

Australian Paralympians have been at the forefront of this movement, setting records and inspiring millions. Consider the legendary Louise Sauvage, who dominated wheelchair racing from the 1992 to 2004 Games, becoming a household name and paving the way for greater recognition of para-athletes. More recently, swimmers like Ellie Cole and Matt Cowdrey have continued this legacy, with Cowdrey becoming Australia's most successful Paralympian with 13 gold medals. Post-retirement, Cole had built on her success in the pool by being a poolside expert interviewer for Paris 2024 coverage.

These achievements extend beyond medal counts. The 2000 Sydney Paralympics were a watershed moment for representation, with then 13-year-old Siobhan Paton winning six gold medals in swimming, challenging perceptions about athletes with intellectual disabilities.

Despite these groundbreaking moments, Paralympic coverage in Australia has historically been a fraction of that afforded to the Olympics. While the Sydney 2000 Paralympics marked a turning point with increased visibility, subsequent Games have struggled to maintain that momentum. In contrast, Olympic coverage has consistently dominated prime-time slots, garnering extensive multi-platform attention.

^{Dr Shawn Burns completed his PhD in the representations of disability, specifically of the NDIS, in Australian media. Picture: Paul Jones}

As Paris 2024 dawns, indications suggest this pattern may continue. Major Australian broadcasters delivered comprehensive plans for Olympic coverage, with round-the-clock reporting across television, radio, and digital platforms. However, Paralympic coverage plans appear less robust, with fewer broadcast hours and less prominent time slots. This disparity extends to digital platforms, where Olympic content  received priority in streaming services and social media campaigns. 

The impact of this imbalanced coverage extends far beyond the competition days. Media visibility plays a crucial role in athlete recognition, sponsorship opportunities, and funding.  
 
Paralympic athletes often struggle to secure financial support and public recognition commensurate with their Olympic counterparts, despite comparable training commitments and competitive achievements. Moreover, the societal impact of limited Paralympic coverage is profound, reinforcing outdated perceptions about disability and missing opportunities to celebrate diverse forms of athletic excellence. 

Australian Paralympians have been vocal about the need for increased media attention. Madison de Rozario, who made history in Tokyo 2020 by winning gold in the marathon and 800m events, and previously mentioned swimmer Ellie Cole, who retired with six gold medals, have emphasised how media coverage directly impacts funding and support for para-sports programs at all levels. 

The benefits of increased Paralympic coverage are substantial. Firstly, it promotes a more inclusive vision of sport and, subsequently, society, challenging stereotypes and showcasing the capabilities of people with disabilities. The power of representation was evident when vision-impaired sprinter Chad Perris won bronze in the 100m T13 event in Rio 2016, becoming a role model for young Australians with albinism. Perris is in Paris to continue his search for gold. This representation can be transformative for individuals with disabilities and raise awareness of the potential to pursue athletic endeavors at the highest level. 

Furthermore, there's largely untapped economic potential in Paralympic coverage. The London 2012 Paralympics demonstrated that, with proper promotion, Paralympic events can attract substantial viewership and valuable sponsorships. The success of Australian wheelchair tennis player Dylan Alcott, who became the first man to complete a Golden Slam in quad singles in 2021, shows how Paralympic athletes can capture the public imagination when given the platform. Alcott went on to become Australian of the Year and, among other media roles, is a major part of Nine’s broadcast coverage of Paris. That said, he laughs at the fact he and fellow Australian Paralympic icon, Kurt Fearnley, are often confused for each other, but that is fodder for another article. 

However, challenges persist. Broadcasters often cite concerns about viewership numbers and production costs as reasons for limited coverage. Yet, these arguments become self-fulfilling prophecies: without proper promotion and prime-time slots, Paralympic events struggle to build the audience they deserve. Additionally, some argue the complexity of classification systems in Paralympic sports makes them less accessible to casual viewers. 

Technological advancements offer new opportunities to address these challenges. Streaming platforms could provide more comprehensive coverage without the constraints of traditional broadcast schedules. Enhanced graphics and commentary could help demystify classification systems, making Paralympic sports more engaging for new audiences. Social media campaigns could build athlete profiles and generate excitement well before the Games begin, as seen with the growing popularity of para-athletes like swimmer Tiffany Thomas Kane on Instagram. 

As we look on at Paris 2024 and beyond, it's clear a more significant shift in approach is needed. Equal coverage of the Paralympics isn't just about fairness to the athletes; it's about enriching sporting culture and society as a whole. By giving Paralympic athletes the platform they deserve, we expand our definition of athletic achievement, challenge our preconceptions about disability, and construct a more inclusive future. 

The Olympic and Paralympic Games represent the pinnacle of human athletic achievement, with the Paralympics consistently pushing the boundaries of what's possible. It's time our media coverage reflected that reality. Broadcasters, sponsors, and sports organisations must commit to elevating Paralympic coverage to the same level as the Olympics. Only with this can we claim to celebrate the spectrum of sporting excellence and the power of human spirit. As viewers and citizens, we too have a role to play – by demanding better coverage, engaging with Paralympic content, and recognising extraordinary athletes.  

UOW academics exercise academic freedom by providing commentary, opinion and analysis on a range of ongoing social issues and current affairs. This commentary reflects the views of those individual academics and does not necessarily reflect the views or policy positions of the University of Wollongong.