Vive la revolution: The Impact of The Paralympics on Culture and Strengthening the Disability Economy

At the halfway mark, The Paralympic Games right now is the epicenter of disability culture, providing a glimpse into a changing landscape of representation, economics, and a profound redefinition of the disability narrative itself. As Andrew Parsons, President of the International Paralympic Committee stated in his opening remarks, “We know the Paralympic Games are an exciting sports event, but at the same time, we want the Games to drive change in the world, to drive this inclusion revolution.” ?His sentiments are certainly being met by the reality of the moment. With 2.3 million tickets sold, 2000 journalists on site, 225 media rights holders, and NBC Universal streaming platform Peacock airing more than 1500 hours we are setting new standards that will illustrate the power of disability in various ways. One question that remains (and perhaps one of many) is how you take this moment, analyze it, and embed it into the cultural zeitgeist.

?Perhaps, one way of thinking about the significance of the Paralympics is to look beyond the spectacle and the athletic competition and recognize the behavioral signals that it demonstrates. ?In the study of Behavioral Economics there is a theory known as the Framing Effect which proposes that individuals make decisions based on how?an issue is presented, or “framed,” rather than on the facts presented. It is a cognitive default to choose an option that is more positively presented or framed. ?As the disability community continues to reclaim and redefine itself, the Paralympics provides an ideal opportunity to reframe the narrative which in turn creates a ripple effect that unlocks opportunity across a wider ecosystem and positions disability in a way that makes it a natural expression of the human experience.

?The Paralympics is not only something that must be seized in the moment but is a conduit towards greater transformation. As Parsons stated, the Games are part of a larger movement with profound impact that will continue to leave a legacy. Though despite scale and the potential for new economic opportunity, it is the intimacy of mindset and behaviors that will be a driving force in the road ahead. The Paralympics are a powerful force in driving change, however, we must continue to ask, how can we take the sentiment and recognition of disability in these new ways and ultimately translate them across areas of economic opportunity from hiring practices, workforce accommodations, entrepreneurial support, to highlighting the power of the inherent value and economic capacity that the disability community has, but not yet fully realized.

?We are seeing and hearing this revolution happening in real-time regardless of if it’s through your television or mobile device. However, while the Paralympics offer the highest ideals, it is a reminder that we must translate these principles through the lens of different cultural realities and emphasize that the presence of disability is foundational to our individual and collective experience. ??