AUDIENCE FEEDBACK ON PARALYMPICS BROADCAST HIGHLIGHTS THROUGH MOBILE CINEMA IN RURAL COMMUNITIES OF MALAWI

Abstract

Sports has been identified as an effective means for fostering positive health and well being, social inclusion, and community building for persons with disabilities. Its introduction in 1944 led to the birth of the World Paralympic Games (which takes place after every four years just after the World Olympic Games); a high pinnacle event that showcases elite performance for athletes with disabilities. The emphasis in the Paralympics is on the participants‘ athletic achievements and not their disabilities. Several studies have been carried out on commodification of the event; the visibility of the Paralympic spectacle; portrayal and coverage of the event; and the stereotypical representation of disability in the media (Pullen and Silk, 2020; dos‘ Santos et. al, 2019 and Silk, 2019). However, Howe (2012) also observes that there is a lack of literature, especially from an African context discussing the event making the current study relevant. Results were derived from the rapid interviews and observations that were conducted by the researcher in Chiradzulu, Lilongwe, and Mzimba where there were mobile cinema screenings of translated 2020 Tokyo Paralympics and discussions on the same. Analysis has been done using theory of film screenings as a tool for community engagement coined by a Russian Pioneer Dziva Vertov who used films of the revolutionary patriots fighting on various fronts as well as to civilians in towns and villages to initiate political change (Cain, 2009). The theory proposes audience engagement during film screening to facilitate social change (Verellen, 2010). Findings indicate that screenings had a very big influence on audience‘s perceptions on people with disabilities. The two concepts of bringing global content into context and localization of the Paralympic screening which was very powerful in fostering community engagement. In conclusion, I argue that film screening is a powerful tool for community awareness which may eventually lead to action if proper structures are identified for sustainability.