1. The Swedish Disability Federation Lissabon the 29th of October 2004
Media and disability
Handbook to initiate discussion about representation of people with disabilities in the media
Per Frykman
Media Adviser
The Swedish Disability Federation Lissabon the 29th of October 2004

2. The most covered case was the brutal knife murder of the Swedish Foreign Minister Anna Lindh.
During 2003, the Swedish media reported several so called acts of madness committed by psychiatric patients.

3. During 2003, the Swedish media reported several so called acts of madness committed by psychiatric patients.
The most covered case was the brutal knife murder of the Swedish Foreign Minister Anna Lindh.

4. During the hunt for her murderer, the media described various wanted and suspected persons as "madmen".
During the hunt for her murderer, the media described various wanted and suspected persons as "madmen".

5. Calls for more severity and the questioning of psychiatric care have left many people with a mental disability feeling bad.
Calls for more severity and the questioning of psychiatric care have left many people with a mental disability feeling bad.

6. The reporting of these crimes shows the complexity of the issue - Media and Disability.

7. A swedish doctoral thesis has shown how people with disabilities are depicted in SVT - Swedish Public Service Television.
A swedish doctoral thesis has shown how people with disabilities are depicted in SVT - Swedish Public Service Television.

8. It shows that people with disabilities are almost exclusively represented from the perspective of their disability, not as parents, taxpayers or consumers.
It shows that people with disabilities are almost exclusively represented from the perspective of their disability, not as parents, taxpayers or consumers.

9. What is being written, said, heard and shown in the media has a normative impact on our society.

10. The way the media representation can and should be changed is ultimately the result of a dialogue between media companies and the disability movement.
The way the media representation can and should be changed is ultimately the result of a dialogue between media companies and the disability movement.

11. Through the EQUAL program, we started the Media project in 2002 to initiate a dialogue between disability organisations and leading media players.
Through the EQUAL program, we started the Media project in 2002 to initiate a dialogue between disability organisations and leading media players for increased awareness.

12. Managers, journalists and students are able to increase their knowledge of the media representation of people with disabilities.
Managers, journalists and students are able to increase their knowledge of the media representation of people with disabilities.

13. Our main tool is a simple manual, in which we discuss today's media representation of people with disabilities.
Our main tool is a simple handbook, in which we discuss today's media portrayal of people with disabilities.

14. It contains text and image analyses of articles published in Dagens Nyheter - The Daily News - and Sveriges Radio - The Swedish Broadcasting Corporation.
It contains text and image analyses of articles published in Dagens Nyheter - The Daily News - and Sveriges Radio - The Swedish Broadcasting Corporation.

15. The analyse contains several criteria such as: number of articles, stereotypes, objectified descriptions or people appearing as subjects, names and concepts, gender perspective etcetera.
The analyse contains several criteria such as: number of articles, stereotypes, objectified descriptions or people appearing as subjects, names and concepts, gender perspective etcetera.

16. The analyse and the handbook are presented at seminars with managers and journalists to discuss the media portrayal of people with disabilities.
The analyse and the handbook are presented at seminars with managers and journalists to discuss the media portrayal of people with disabilities.

17. The handbook is then continuously used by journalists and it is placed in the media companies' intranets.
The handbook is then continuously used by journalists and it is placed in the media companies' intranets.

18. Although it is not scientifically proved, we have already noticed a shift in the choice of terminology and subjects.
Although it is not scientifically proved, we have already noticed a shift in the choice of terminology and subjects.

19. An important key to our success is the use of materials produced by the participating companies themselves.
An important key to our success is the use of materials produced by the participating companies themselves.

20. Another success factor is that we have been careful not sound patronizing.

21. Instead, respect for journalists’ competence and their strive to do right is crucial for the project.
Instead, respect for journalists’ competence and their strive to do right is crucial for the project.

22. Our third learning point is that a good analytic method is necessary to evaluate the changes in the media representation of people with disabilities.
Our third learning point is that a good analytic method is necessary to evaluate the changes in the media representation of people with disabilities.

23. We have managed to reach the intellectual elite, but one of the challenges is how to influence editors at the tabloid press and other commercial media who attract a greater part of the population.
We have managed to reach the intellectual elite, but one of the challenges is how to influence editors at the tabloid press and other commercial media who attract a greater part of the population.

24. To meet the challenge we have created courses for students on Media and Disability in cooperation with the School of Journalism at the University in Gothenburg.
To meet the challenge we have created courses for students on Media and Disability in cooperation with the School of Journalism at the University in Gothenburg.

25. Another step to reach further will be to identify key persons in commercial TV, in the tabloids and in leading communication agencies to achieve a change in advertisements and publicity.
Another step to reach further will be to identify key persons in commercial TV, in the tabloids and in leading communication agencies to achieve a change in advertisements and publicity.

26. We are also undertaking a comparative study on how the Swedish Broadcasting Corporation covered the two summer Olympics.
We are also undertaking a comparative study on how the Swedish Broadcasting Corporation covered the two summer Olympics.

27. I started this presentation with the media reporting on the murder of Anna Lindh that confirmed the need for an ongoing dialogue about the media representation of people with disabilities.
I started this presentation with the media reporting on the murder of Anna Lindh that confirmed the need for an ongoing dialogue about the media representation of people with disabilities.

28. The tragic crimes during 2003 made us initiate a study in cooperation with The Swedish National Association for Social and Mental Health and Örebro University.
The tragic crimes during 2003 made us initiate a study in cooperation with The Swedish National Association for Social and Mental Health and Örebro University.

29. Its aim is to analyse how, in this case, the media represented mental illness and psychiatric care during last year.
Its aim is to analyse how, in this case, the media represented mental illness and psychiatric care during last year.

30. The results of the study will constitute important chapters in our next version of the manual.
The results of the study will be an important new chapter in our next version of the handbook.

31. To stop discrimination we need to radically change the media portrayal of people with disabilities. People must be described and see themselves as men and women, not as heroes or victims.
To stop discrimination we need to radically change the media portrayal of people with disabilities. People must be described and see themselves as men and women, not as heroes or victims.