ABSTRACT
The way the media portray people with disabilities and disability sport can have a major impact on how other groups and individuals within society view them also. The combination of how they are portrayed by the media and how the rest of society views them can also have a large bearing upon the success or otherwise of any marketing programmes those running the Paralympic movement might undertake in order to raise the increasing funds necessary to support the significant growth that has occurred in the movement over the last ten to fifteen years.
