Evolution of Commercials Featuring Para Athletes: From Friend Next Door to Equal Sports Stars

Abstract

This article analyses how Para athletes were presented in audiovisual commercials by companies that supported the Olympic or Paralympic Games. We focused on the framing of (dis)ability in commercials available on YouTube (2008-2021). The evolution in Para athletes’ presentation can be tracked in identified frames. The traditional defensive and supercrip frames have persisted, though less noticeably than in the past. Defensive framing accentuates the hard work and tough training of Paralympians. Its subframe, supercrip or cyborg framing, challenges the notion of disability and highlights the courage of Paralympians. One newly identified frame was the equality frame, when advertisements present Paralympians as equals living ordinary lives as able-bodied people. The portrayal of Paralympians in advertisements has evolved and corresponds with the companies’ missions and campaigns’ claims.