Abstract
https://doi.org/10.58984/smbic250101025v
This paper deals with the communication and media aspects of the promotion of Paralympic sports in the context of the development of the new „Sports Development Strategy in the Republic of Serbia for the period from 2025 to 2035”. Paralympics, as an important segment of the life of people with disabilities, is still not sufficiently present in the media in Serbia, and is not well supported systemically. This leads to limited visibility and indicates the need to develop a comprehensive communication strategy. The goal of the research is to analyze the current position of Paralympics in the strategic documents of the Government of the Republic of Serbia published so far, in the media and society, and to propose communication guidelines within the framework of the development of a new strategy that could contribute to greater affirmation, media visibility and inclusion of athletes with disabilities. Through a qualitative analysis of existing documents, available media sources and information on Paralympism, the research will indicate the current institutional public policies and media practices and propose models of media strategy that can be incorporated into the national legislative framework. The theoretical directions within which the media coverage of the sports successes of the Paralympians in Serbia moves will also be presented. The research results will contribute to the understanding of the importance of communication in changing the social perception of Paralympians, as well as to the development of a strategy that will be valid in the next ten-year period. Based on the findings, the paper will offer concrete recommendations for institutions, media and organizations, with the aim of improving the media presentation and social integration of the Paralympics in Serbia.
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Keywords
Paralympics, strategy, media, communication, disability, sport
