Media is a powerful and influential tool that can inform, educate, entertain, and inspire people around the world. Media can also promote social inclusion, diversity, and human rights, by giving voice and visibility to people from different backgrounds, cultures, and abilities. However, the media can also exclude, marginalize, and discriminate, if it is not accessible to everyone, especially people with disabilities.
According to the World Health Organization, more than one billion people, or 15% of the world’s population, live with some form of disability. People with disabilities face various barriers to access and enjoy media, such as:
Visual impairments: People who are blind or have low vision may not be able to see the images, graphics, or text on the screen, or may have difficulty reading the subtitles or captions.
Hearing impairments: People who are deaf or hard of hearing may not be able to hear the audio, dialogue, or sound effects, or may have difficulty understanding the speech or accents.
Cognitive impairments: People who have learning disabilities, attention deficit disorders, or memory problems may not be able to process the information, follow the storyline, or remember the details.
Physical impairments: People who have limited mobility, dexterity, or speech may not be able to use the devices, controls, or interfaces, or may have difficulty interacting with the media.
These barriers can prevent people with disabilities from accessing the same information, opportunities, and experiences as others, and can limit their participation and contribution to society. Therefore, making media accessible to people with disabilities is not only a moral and social responsibility, but also a legal obligation and a business opportunity.
Legal Obligation
Many countries and regions have laws and policies that require media accessibility, such as:
The United Nations Convention on the Rights of Persons with Disabilities (CRPD): This is an international treaty that protects and promotes the rights of people with disabilities, including the right to access information and communication technologies, such as media. The CRPD states that media providers should provide accessible information to people with disabilities, through accessible formats and technologies, such as subtitles, captions, audio description, sign language, and easy-to-read language.
The Americans with Disabilities Act (ADA): This is a federal law that prohibits discrimination against people with disabilities in all areas of public life, including communication and access to goods and services. The ADA applies to media providers, such as broadcasters, cable operators, and online platforms, and requires them to provide accessible media to people with disabilities, such as closed captions for TV programs and videos, and audio descriptions for movies and shows.
The European Accessibility Act (EAA): This is a directive that aims to improve the functioning of the internal market for accessible products and services, such as media. The EAA requires media providers, such as TV broadcasters, video-on-demand services, and online platforms, to make their media accessible to people with disabilities, by providing subtitles, captions, audio descriptions, and sign language.
These are some of the main legal requirements for media accessibility, but there may be other laws and policies that apply to specific sectors, regions, or situations. Therefore, media providers need to consult legal authorities and experts for the appropriate jurisdiction and context.
Business Opportunity
Making media accessible to people with disabilities is not only a legal obligation but also a business opportunity, as it can provide several benefits, such as:
Increasing audience reach: Making media accessible to people with disabilities can increase the potential audience size and diversity, as it can attract and retain more customers who may otherwise be excluded or dissatisfied. For example, according to a study by the UK Office of Communications, 80% of people who use subtitles are not deaf or hard of hearing but use them for various reasons, such as improving comprehension, reducing noise, or learning a language.
Enhancing customer satisfaction: Making media accessible to people with disabilities can enhance customer satisfaction and loyalty, as it can improve the quality, usability, and enjoyment of the media. For example, according to a survey by the American Council of the Blind, 95% of respondents who watched audio-described movies and shows reported that they enjoyed them more, and 81% of respondents said that they would watch more movies and shows if they had audio descriptions.
Improving brand reputation: Making media accessible to people with disabilities can improve brand reputation and image, as it can demonstrate a commitment to social responsibility, inclusion, and diversity. For example, according to a study by the Reputation Institute, 40% of consumers’ willingness to buy, recommend, or trust a company is driven by their perception of the company’s corporate social responsibility, which includes accessibility.
Media is a powerful and influential tool that can inform, educate, entertain, and inspire people around the world. However, the media can also exclude, marginalize, and discriminate, if it is not accessible to everyone, especially people with disabilities. Therefore, making media accessible to people with disabilities is not only a moral and social responsibility but also a legal obligation and a business opportunity. By making media accessible to people with disabilities, media providers can ensure that their media is inclusive, engaging, and accessible for everyone.
Source: 1. Mckinsey.com 2. Mdpi.com 3. Mckinsey.com 4. Sloanreview.mit.edu 5. Mckinsey.com 6. Monsido.com 7. Accessibility.uncg.edu 8. Cis-india.org 9. Wordstream.com 10. Doi.org
Image: https://unsplash.com/