Let’s Talk Paralympics
Think of an iconic Olympic moment. Everyone’s answer will be different: Usain Bolt flying down tracks, Nadia Comanecci’s perfect 10, Michael Phelps winning any of his 28 medals. The list would be extensive, but something would inevitably come to mind and bring up a memory from almost every athletic field. However, if we were to ask that same question about the Paralympics, the answers would be a bit different, if not non-existent for some people - I guiltily admit I would be a part of this group.
Paralympics
Since the first Paralympic Games in Rome in 1960 which consisted of 400 athletes from 23 countries, they have grown in magnitude and participation, but their public interest hasn’t quite reached the same heights as the Olympics. It’s safe to say a fair coverage of parasports is long overdue, yet it's a complicated first step to take as it can usually fall into the traps of generalizing conditions, using simplistic discourses, or enabling stereotypical content. With the next Paralympic Games right around the corner, the organization knew their content needed to be presented in a way that would bring the deserved level of interest to their athletes. Luckily, they found the perfect solution through a format we all know and love, TikTok!
For a little over a year, the Paralympics account has constantly shared footage from their competitions perfectly paired with popular TikTok sounds, making the content funny and easy to consume while also bringing attention to their participants and events. With 4.1 million followers, the account has managed to start several conversations around its content, ranging from praise for its comedic approach to outrage for what some people perceive as mockery of the athletes and their conditions.
Getty Images
While they have made great use of social media by adapting their content perfectly to current trends and reaching younger audiences, there is definitely a certain walking-on-eggshells feeling to it, making people feel almost uneasy for laughing about it. These videos are shared in hopes to help normalize the topic and raise awareness of its existence. Assuming it’s offensive to display athletes like that feeds into the victimization narrative that focuses on pitying them because of a mere physical condition and disregarding the immense effort and talent they are showcasing, just like any other professional athlete does.
Overall, they have succeeded in bringing some well-deserved attention to their athletes, such as Birgit Skarstein, a triple-threat athlete: a para rower, a para cross country skier, and a dancer having participated in Norway’s Dancing With the Stars. Their strategy is working effectively, with viewers openly admitting their lack of knowledge around the subject and how this is inspiring them to tune into the upcoming Games after watching these videos.
Team USA
“I usually never watch the paralympics…this year that changes…I need to see the moments that inspire this content for myself. Admin got me HOOKED”
“There are SO many sports in the Paralympics that I didn’t know about before this account!”
“I seriously love that this account is hilarious. It gets so many people to find out more about the Paralympics!!”
The job is far from done, but it’s exciting to see how a creative approach will always be more effective than just replicating what has been done (unsuccessfully) in the past while creating spaces for every athlete to be recognized the way they deserve. Representation matters, and in the end, if these athletes are telling their stories, we should be eager to support them however they choose to share it. So until August comes, we’ll be here, patiently waiting to discover new activities, praise the efforts made, and see these athletes show up and show out!