Physical Address
304 North Cardinal St.
Dorchester Center, MA 02124
Organisers’ official social-media strategy leaves users sharply divided over whether light-hearted approach is refreshing or inappropriate
The Paralympics TikTok page has triggered a row after its “edgy” social media strategy was branded “condescending and disrespectful” to people with disabilities.
The International Paralympic Committee (IPC) announced a partnership with the Chinese social media giant earlier this month for the Paris Games in a bid to help Paralympic sport reach new audiences.
But on the opening day of the action its content on the platform has fiercely divided opinion, sparking fears it could set the Paralympic movement back. Others, though, have praised organisers for their light-hearted approach.
One clip features a blind triathlete from Team USA, Brad Snyder, feeling for his bike after finishing the swim section of the race, with the Paralympian inadvertently mimicking a pianist while searching for his saddle with his guide. The video is clipped up with Beethoven music and the caption: “Para triathlon is swim, bike and air piano.” The clip has amassed over 34 million views.
A separate clip shows a swimmer with no arms reaching the end of the pool before smacking his head on the wall with Dory from the Disney film, Finding Nemo, singing: “Just keep swimming.” The accompanying caption reads: “It’s all in the finish.”
In another post that has been viewed more than 20 million times, a Great Britain wheelchair basketball player can be seen accidentally hitting one of her team-mates with the ball before the latter falls out of her wheelchair.
The posts, while they may have been well-intentioned, have received mixed reactions, with the US Paralympic snowboarding champion, Brenna Huckaby, criticising the account as “condescending and disrespectful”.
“I wish these videos took the athletes more seriously,” one person wrote. Another commented: “These athletes deserve so much more respect and to be recognised for their hard work.”
“Not gonna lie, the Paralympics TikTok page may be the most disrespectful thing I’ve seen in a long time. I feel so bad for those athletes. Absolutely shameful,” said one social media user on X.
Ahead of the Games, Craig Spence, the IPC communications officer, said organisers knew they were “treading a thin line” with some of its content, in an interview with Sportico.
While his team may have come under fire for the audacious social-media strategy, others saw no problem with the humorous nature of the posts. One user wrote: “I think this TikTok account is a genius move to make people get interested in Paralympics!” Another suggested those behind the account deserved a medal.
The official account is reportedly run by a three-person team, including the former British Paralympian Richard Fox, who competed in seven-a-side football at the 2008 Games in Beijing.
Spence previously claimed most of the backlash to the content was driven by non-disabled people, rather than those with disabilities.
“If you speak to Paralympians, they’ve got a great sense of humour,” he said in an interview earlier this year with US TV channel WZZM. “They’re not wrapped up in cotton wool and protected from society. They like to laugh about themselves. Like we all do, and that’s why we’ve tried to be really edgy on the Paralympic TikTok account.”
Paris 2024 organisers have been approached for comment.
English