Changing Attitudes Towards Disability In Assessment Answer

Attitude Foundation focuses on addressing various problems faced by individuals with disabilities. One of the issues or problems which the campaign aims to address is the issue of inclusion of people with disabilities in the media. Yes, individuals with disabilities have always been featuring in media but the main the concern which the campaign aims to check is the nature of the representation. In most cases, disability has often been portrayed in media in a manner which indirectly promotes stereotyping. It is in this regard that Attitude Foundation seeks to promote a realistic picture which will help to normalize disability. Still on the issue of inclusivity, this activism campaign seeks also to address the issue of adequate inclusion of individuals with disabilities in various television programs right from news anchoring to being part or featuring as characters in multiple local television programs.  

The second issue which Attitude Foundation aims to address is the problem of discrimination of people with disabilities when it comes to employment especially in the media. Although this has been highlighted indirectly in the campaign, it is evident that this group of individuals is not given equal opportunities as their counterparts when it comes to employment. Individuals with disability are often not considered as able participants when it comes to employment. They mostly experience different barriers to employment such as stigma, prejudice and discrimination. (Ruhindwa, Randall and Cartmel, 2016). According to Darcy and Taylor (2017), only 53% of the Australians with disability are employed compared to 83% of all the working-age people. Several cases of discrimination on this group of people when it comes to employment have been reported.

Goals/Objectives of the Campaign

This media campaign aims to change people’s attitude towards individuals with disabilities through media. Individuals with disabilities have had a past history of being ignored simply because of their physical appearance. (United Nations, 2017). Unfortunately, this segregation on the basis of physical appearance is still practiced even today. This has often made us miss true and unique qualities and needs of these people. Additionally, negative attitudes towards this group of people can also affect significantly as far as the identification and actualization of their talents and purposes in life are concerned. Attitude Foundation seeks to achieve its objectives through media which it believes is among the powerful tools which can be used to changes the Australian’s attitudes towards disability. One of the strategies which will be applied in this media campaign is the introduction of TV series which will feature mostly people with disabilities. In these series, individuals with disabilities will be telling their stories in a non-sensational manner. Through this televised content, the campaign will be able to transform people’s thinking, behavior, and attitudes. People with disabilities will be displayed as leaders and role models who can get access to equal chances and opportunities just like the normal people. Media has been identified as one of the avenues through which individual attitudes towards the disabled can change. It helps to portray individuals with disabilities authentically and amplifies their voices as equal citizens. (Endong, 2017).

How the Campaign Established Credibility as an Activist

Attitude Foundation operates as an activist of people with disabilities. One of the ways through which this organization has established credibility is through its understanding of disability and the issues or the problems surrounding it. According to Gourevitch, Lake, and Stein (2013), one of the best ways to improve credibility is through proper understanding of the subject. This entails staying up-to-date with current trends relating to the subject, advances and how such advances will affect the future. The understanding of disability has enabled the organization to fully come up with a convincing revelation concerning the challenges which individuals with disabilities go through most particularly in the media.

Secondly, the organization has built trust with its sponsors. From the records, Attitude Foundation does not rely on government financial support. Its funding comes from sponsors and donors. This financial support has enabled the organization to achieve its objectives such as catering for the expenses of the proposed television series. It has also enabled them to fund their operations. It is evident that getting funds from donors and sponsors requires a lot, trust being one of the key elements. Trust helps to build confidence which in turn helps in the generation of funds to facilitate the mission or the campaign. (Nikolova, Möllering and Reihlen, 2015).

References

Darcy, S. and Taylor, T. (2017). Australia's disability discrimination problem in three charts. [online] ABC News. Available at: https://www.abc.net.au/news/2017-10-12/disability-discrimination-in-the-workplace-in-three-charts/9038178 [Accessed 5 May 2018].

Endong, F. P. C. (2017). Exploring the role of social media in transnational advocacy. Chocolate Avenue, Hershey, Pennsylvania.

Gourevitch, P. A., Lake, D. A., & Stein, J. G. (2013). The credibility of transnational NGOs: when virtue is not enough. Cambridge, Cambridge University Press.

Nikolova, N., Möllering, G. and Reihlen, M. (2015). Trusting as a ‘Leap of Faith’: Trust-building practices in client–consultant relationships. Scandinavian Journal of Management, 31(2), pp.232-245.

Ruhindwa, A., Randall, C. and Cartmel, J. (2016). Exploring the challenges experienced by people with disabilities in the employment sector in Australia: Advocating for inclusive practice? a review of literature. Journal of Social Inclusion, [online] 7(1), pp.5-14. Available at: https://josi.journals.griffith.edu.au/index.php/inclusion/article/viewFile/810/764 [Accessed 5 May 2018].

United Nations (2017). Powering inclusion through media: Message at the UN - Starting With Julius. [online] Starting With Julius. Available at: https://www.startingwithjulius.org.au/powering-inclusion-through-media-my-message-at-the-un/ [Accessed 5 May 2018].