The Image of Paralympic Athletes: Comparing the Desired and Perceived Image of Paralympic Athletes

Abstract

The International Paralympic Committee (IPC) projects the message that Paralympic athletes are athletes first and individuals with an impairment second. However, it appears that the population’s primary focus is still on their impairments. The aim of this paper is to identify possible differences between the image that the IPC strives to project (i.e. desired image) and the image that the general population has of Paralympic athletes (i.e. perceived image) and the factors that influence the images. The study sample was divided into two groups: the internal stakeholders representing the desired image (n = 98) and the external stakeholders representing the perceived image (n = 347). Results indicate significantly weaker associations between the desired image and the attributes handicapped and disabled compared to the perceived image. Results also suggest that having previously watched an edition of the Paralympics and knowing someone with an impairment has a positive effect on behavioral intentions.

残奥会运动员形象: 比较残奥会运动员的期望和感知形象

国际残奥委员会（IPC）表示, 残奥会运动员首先是运动员, 其次是残疾人。然而, 似乎人们的主要关注点仍然是他们的缺陷。本文的目的是找出国际残奥委会努力设计的形象（即期望形象）与一般人对残奥会运动员的抱有的印象（即感知形象）之间可能存在的差异以及影响形象的因素。研究样本分为两组：代表期望图像的内部利益相关者（n = 98）和代表感知图像的外部利益相关者（n = 347）。结果表明, 与感知形象相比, 期望形象与残障和残疾属性之间的关联明显减弱。研究结果还表明, 之前观看过一期残奥会并且知道有人会有缺陷会对行为意图有积极的影响。

Keywords:

• Para sport
• elite sports
• image congruence
• Paralympics

关键词:

• 残疾人体育
• 精英体育
• 形象一致
• 残奥会

Disclosure Statement

No potential conflict of interest was reported by the authors.

Notes on Contributors

Ana Laura Hellwege (M.Sc., German Sport University Cologne, Germany) is a Manager at Stylepoint GmbH. Her research interest include para sport, elite sport, and sport development.

Kirstin Hallmann (Ph.D., German Sport University Cologne, Germany) is a researcher and senior lecturer at the Institute of Sport Economics and Sport Management, GSU. Her research interests include sport consumer behavior, elite sports, sport events, and sport tourism.