Evolution of commercials featuring para athletes: from friend next door to equal sports stars
Evolution of commercials featuring para athletes: from friend next door to equal sports stars
Author(s): Veronika Macková, Kateřina Turková, Alice N. TejkalováSubject(s): Social Sciences, Economy, Media studies, Communication studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: athletes with a disability; commercials; framing; para athletes; sports communication; social media
Summary/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
Journal: Communication Today
- Issue Year: 15/2024
- Issue No: 1
- Page Range: 32-48
- Page Count: 17
- Language: English
