The Social Impact of Media Communication in Large-Scale Sports Events – A Case Study of the Tokyo 2020 Paralympic Games

The Tokyo 2020 Olympic and Paralympic Games established themselves as a unique worldwide sports event, which took place in 2021 without spectators after a year-long delay due to the COVID-19 pandemic. The media became the sole information distributor about the Games because there were no live spectators present at the events. Academic research about the Paralympic movement showed substantial growth since the London 2012 as media attention alongside public interest expanded. Research about the Tokyo 2020 Paralympics faces limited availability because of immigration and infection control measures combined with spectator restrictions. There is insufficient research about the social consequences of the Paralympic media coverage especially from the viewpoint of people with disabilities. This study analysed the Tokyo 2020 Paralympics through qualitative methods to understand media communication effects on Tokyo and Aichi Prefecture residents with disabilities. Four main themes emerged through reflexive thematic analysis of semi-structured interview dataset which included: 1) the duality of the media, 2) the suspension between the medical and social models, 3) Japanese culture and the human rights movement, and 4) Paralympian decoded. By comparing with previous research on media perception among Japanese non-disabled people, this study revealed that people with disabilities viewed the Paralympic media coverage with both critical and objective perspectives by acknowledging its benefits and challenges. People with disabilities demonstrated little optimism regarding how the media could improve public disability awareness. The study also revealed that Paralympians carry diverse and widely recognised social meanings within disability communities and that a fundamental mismatch exists between disability goals and mainstream media representations, which tend to simplify disability into one-dimensional categories. This study established a social framework that recognised and respected the diverse differences within the disability population, rather than using reductionist classification systems.