How many people actually know that the Paralympics are happening right now?
Well, I don’t know the exact numbers, but I do know that it’s a significantly less amount of people than the number that knew about the 2014 Sochi Olympics.
However, there has been a considerable amount of attention on the advertisements that have been created for the Canadian Paralympics. While I acknowledge that there has been some praise for these videos, most of the feedback that I have heard and read has been quite negative.
In this blog post, I want to analyze the video #WHATSTHERE posted on YouTube by CDNParalympics.
Sixty seconds long, the video starts off with cuts of sports action shots in a very narrow horizontal window. For the first forty seconds, there is no indication that any of the athletes are physically disabled. As the video continues, the window widens and more footage is shown. The viewers catch a glimpse of a skier with a missing arm, sledge hockey players, and an amputee snowboarder. Before the viewers get a chance to respond though, the words “It’s not what’s there” dominate the centre of the screen, as if the makers of the video know that the audience assumes that the athletes’ disabilities are what define them. The skier stops on top of a hill, and as soon as the words “It’s what’s there” flash across the screen, he starts racing across the snow.
There are both positive and negative aspects to this advertisement. The fact that the disabled athletes are shown (from a narrow window) to be “normal” athletes can remind the viewers that the disabled athletes are just as skilled as the abled ones. However, the tagline of “It’s not what’s missing; it’s what’s there” has some serious flaws. If it’s “what’s there” that counts, people with missing limbs actually have less than people without missing limbs. Yes, the purpose of the video is to encourage viewers to focus on what makes disabled athletes the same as athletes (what’s there), yet we must learn to acknowledge and accept the disabilities.
I think this alludes to society’s addiction to Couser’s concept of the “triumph” narrative from his book Signifying Bodies. The #WHATSTHERE video “invites the [viewer]’s admiration for” the athlete’s “overcoming of the obstacles posed by an impairment” (Couser 33). Because of the disabled athletes’ triumphs in the Paralympics, society has a reason to feel comfortable about supporting the disabled. The success story gives a reason for the viewers to accept the Paralympians as worthy of being “normal”.
SOCIETY, LISTEN UP. It’s not what’s missing, and it’s not what’s there either. It’s that we are all human and have a right to be treated equally.