Paralympic broadcasting and social change: An integrated mixed method approach to understanding the Paralympic audience in the UK.

Despite the successful transition of the Paralympics from relative obscurity to global mega-event, we still know little about how it is consumed by audiences. Using a methodological approach that draws on survey (n=2008) and focus group (n=216) data from Paralympic audiences across the UK, this study provides the first mixed method and integrated empirical analysis of Paralympic audiences to date. We attempt to identify who the UK Paralympic audience is, before examining audience perceptions of Paralympic coverage, and the impact of watching the Paralympics on audience sentiments towards disabled people in sporting and everyday contexts.