By Tatenda Manata
Language has the power to shape perceptions, and in the context of disability reporting, it has often reinforced stereotypes that marginalize rather than empower individuals.
Across Zimbabwe and much of the world, persons with disabilities are either misrepresented or excluded from mainstream media. When their stories are told, outdated or offensive language often dominates headlines, contributing to a narrow and harmful understanding of disability.
However, a growing movement is working to change this narrative. Deaf Women Included (DWI) are leading efforts to educate journalists on disability-inclusive language.
In Gweru, nearly 20 journalists recently participated in a training session hosted by DWI, aimed at dismantling stereotypes and reshaping how disability is covered in newsrooms.
“As media practitioners, you have the power to shape public perception and promote inclusivity,” said Agness Chindimba, Executive Director of Deaf Women Included. “Using disability-friendly terminology is not just a matter of political correctness—it’s a fundamental human right.”
Why Language Matters
For decades, disability reporting has been steeped in pity, often portraying individuals with disabilities as helpless victims or extraordinary figures who have “overcome” their condition.
This framing distorts reality and reinforces social barriers. Zimbabwe’s media landscape has long relied on terms such as “crippled,” “handicapped,” and “deaf and dumb.” These words reduce individuals to their impairments rather than recognizing them as part of a diverse society.
Chindimba emphasized the importance of person-first language, which prioritizes individuals over their conditions. For example, saying “a person with a disability” rather than “a disabled person” fosters respect and dignity. Similarly, terms like “wheelchair user” should replace “wheelchair-bound,” recognizing mobility aids as tools of independence rather than restrictions.
“When we use respectful language, we promote dignity and respect,” Chindimba said. “It’s not just about words—it’s about fostering a culture of inclusivity.”
Beyond Terminology: Ethical Disability Reporting
The discussion in the training session extended beyond word choice to how journalists frame disability stories. Mainstream media has historically relied on three common stereotypes that have shaped the portrayal of individuals with disabilities.
The first stereotype is The Victim, which depicts persons with disabilities as helpless and dependent on charity. The second is The Hero, where individuals with disabilities are celebrated as “inspirational” merely for living their daily lives. The third stereotype is The Burden, which frames persons with disabilities as economic or social liabilities.
Chindimba pointed out that this approach strips away the normalcy of their lives. She emphasized that the media has the power to either reinforce stigma or challenge it. “We want journalists to challenge it,” she said, urging reporters to go beyond these stereotypes and provide more nuanced and accurate representations of disability.
Rather than focusing on disability as an individual’s problem, journalists are encouraged to highlight systemic barriers—such as inaccessible buildings, the lack of Sign Language interpreters, or discriminatory employment practices—that prevent full participation in society.
One example discussed was Zimbabwe’s 2023 elections, where polling stations lacked accessibility for voters with disabilities. Instead of framing the issue as “disabled people struggling to vote,” coverage should focus on the systemic failures that excluded them from the process.
Media’s Role in Challenging Stigma
Zimbabwe’s National Disability Policy recognizes the importance of media representation, but enforcement remains weak. Superstitions linking disability to curses or misfortune persist, leading to widespread discrimination. The media, Chindimba stressed, must lead the way in normalizing inclusion.
Persons with disabilities make up approximately 15% of the global population, or about one billion people. In Zimbabwe, ZIMSTAT (2017) estimates that persons with disabilities constitute 9% of the population, or over 1.2 million individuals. Poverty rates among this group remain disproportionately high, with 74.1% living in poverty compared to 69.5% of those without disabilities.
Despite these figures, persons with disabilities remain underrepresented in key sectors, including media. Few newsrooms employ journalists with disabilities, and coverage of disability issues is often confined to International Disability Day or charity events.
Chindimba called on media houses to adopt editorial policies enforcing disability-friendly language and to actively include persons with disabilities as journalists, editors, and decision-makers in newsrooms.
A Global Shift Towards Inclusive Reporting
Zimbabwe’s push for inclusive language in disability reporting reflects broader global trends.
Major media organizations around the world are updating their style guides to ensure fair representation of individuals with disabilities.
For example, ABC News in Australia launched a campaign to feature more disability stories written by individuals from the community, ensuring that their voices are central in the narrative. Similarly, The Cable in Nigeria introduced a disability-inclusive news app with assistive features, allowing for better access to news content by individuals with disabilities.
The Associated Press (AP) Stylebook has also updated its guidelines, advising against terms like “wheelchair-bound” or “suffers from,” urging journalists to use more neutral descriptions that focus on the individual rather than their impairment. In South Africa, the National Editors’ Forum has developed inclusive language guidelines to improve the representation of disability in the media, helping journalists adopt more respectful and accurate language.
A 2021 UNESCO study found that media framing directly influences public attitudes toward disability. The study concluded that stories highlighting the capabilities of individuals with disabilities, rather than their limitations, lead to a more accepting society.
This shift in portrayal can lead to improved policies and greater social inclusion, underlining the critical role of media in shaping public perception.
Journalists Take Up the Challenge
For many journalists attending the training, the session was an eye-opener. “I never realized how harmful certain words could be,” said one newspaper reporter. “I will be more conscious of how I write about disability issues from now on.”
Another journalist noted that disability stories often receive low priority in newsrooms. “We need to start covering disability beyond just International Disability Day. There are everyday struggles that need media attention.”
Beyond the Newsroom: A Call for Systemic Change
While training sessions are an important step, real change requires systemic action. Chindimba and her team at Deaf Women Included hope their efforts will spark a long-term shift in how Zimbabwean media covers disability issues.
“Respectful representation is not just about being sensitive—it’s about ensuring that everyone, regardless of ability, has a voice in society,” she said.