Authors: Emma Pullen, Mufunaji & Jessica Noske-Turne
For the first time in history, the Tokyo 2020 Paralympic Games were broadcast on free-to-air (FTA) television across 49 territories in Sub-Saharan Africa. This was a groundbreaking development for the region, providing greater visibility for the Paralympic movement and highlighting disability sports on a large scale.
This article explores the story behind this historic broadcast and marks the first study to examine Paralympic production beyond the typical Global North-centric media practices, infrastructure, and disability narratives. Using a rich qualitative dataset—including interviews with the International Paralympic Committee, TV Media Sport (the broadcast partner), and Malawi Broadcasting Corporation—this article documents the challenges, logic, and politics of bringing the Paralympics to Sub-Saharan audiences.
The study reveals the complexities of navigating the differing perspectives, underlying neocolonial influences, and misunderstandings of the region’s disability politics. It emphasizes the role that national broadcasters, such as those in Sub-Saharan Africa, can play in the sustainable development of Paralympic broadcasts. These broadcasts are not just about sports coverage—they have significant pedagogical value in promoting progressive, localized disability politics, fostering disability activism, and advancing social justice.
This landmark broadcast has the potential to transform how disability sports are viewed across the region, paving the way for broader cultural acceptance and support of disability rights and representation. It marks a step toward creating a more inclusive media landscape where stories of resilience and excellence are shared with all.