mbulelo smpofu
Raymond Jaravaza, raymondjaravaza@gmail.com
THE media has been urged to play a leading role in shaping positive public perceptions and attitudes toward persons with disabilities by promoting their access to information and dismissing historical stereotypes.
In the past, persons with disabilities faced significant barriers in accessing information, education, employment, and healthcare but the tide is changing.
By amplifying marginalised voices of persons with disabilities, the media can promote their inclusion in decision-making processes and ensure their needs and concerns are taken into account.
This emerged during a one-day Disability Indaba hosted by Zimpapers’ Star FM radio in Bulawayo yesterday, which was attended by various stakeholders including persons with disabilities.
Addressing delegates at the Indaba, guest of honour, who is also a Zimbabwe Media Commission commissioner, Mr Aleck Ncube, said it was paramount that the media landscape reflects the diversity of society, including the voices and experiences of persons with disabilities.
“Media has a profound influence on societal perceptions. It shapes our understanding of what is possible and what is not. Yet, when it comes to the representation of persons with disabilities, we often fall short,” said Mr Ncube.
“Too frequently, narratives are constructed without the direct involvement of individuals with disabilities, leading to stereotypes and misconceptions.”
He said accessibility to media content — television, film, or online platforms — despite some strides in the media landscape is still lagging.
He cited examples of TV programmes where subtitles and audio descriptions are a must for the benefit of persons with disabilities.
“By ensuring that the stories of persons with disabilities are told by those who live them, we can foster a more inclusive society. Together, we can break down barriers and build a future where everyone’s voice is heard and valued,” said Mr Ncube.
Chronicle editor Lawson Mabhena, who also attended the meeting, implored persons with disabilities to utilise Zimpapers media outlets to tell their own stories through writing columns and articles, to amplify their narratives.
“This conference is not merely a series of lectures, but rather a dynamic space for collaboration, learning and inspiration,” he said.
“It is our collective responsibility to work together to create a world where the leadership and experiences of persons with disabilities are celebrated and amplified, paving the way for a more inclusive and sustainable future for all.”
Mabhena said the Zimpapers group, through its various publications such as Chronicle, is available to give people with disabilities a platform to tell their own stories.
“No one can tell your story better than yourself. It’s important for us to take charge of the narratives of our own stories,” he said.
The Disability Indaba served as a crucial step in amplifying the leadership and voices of persons with disabilities, buttressing the ideals of the International Day of Persons with Disabilities, which is celebrated annually on December 3.
This year’s theme is: “Amplifying the leadership of persons with disabilities for an inclusive and sustainable future.”
“Let us seize this opportunity to break down barriers, challenge perceptions and foster a deeper understanding of the unique challenges faced by individuals with disabilities,” said Mr Mabhena. “Together we will shape a future where every voice is heard, every right is protected and every dream is within reach.”
ZMC regional manager, Miss Khanyile Sithole, said the representation of persons with disabilities by the media is limited, often perpetuating stereotypes and stigma, a trend that must be changed.
“A survey of Zimbabwean newspapers found that only one in 10 articles mentioned disability issues and research has shown that Zimbabwean television programmes rarely feature persons with disabilities and when they do, it’s often in stereotypical or stigmatising roles,” she said.
“Persons with disabilities in Zimbabwe often face systemic exclusion from social, economic, and political opportunities. Amplifying their voices helps challenge these exclusionary systems.”
Miss Sithole said by amplifying marginalised voices the media plays a huge role in promoting equality and recognition of the rights and dignity of all.
“By centering marginalised voices, the nation is able to address the compounded discrimination faced by persons with disabilities, particularly those from rural areas, women, and other marginalised groups,” she said.
“By listening to marginalised voices, the country improves practices in education, healthcare, employment, and other sectors to better serve persons with disabilities.”
