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22. November 2019

3 Tipps für einen inklusiven Medienauftritt

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Es wird oft behauptet, dass jede Form der Aufmerksamkeit gut für das Geschäft sei. In Zeiten der gesteigerten Wahrnehmung der Menschlichkeit von allen Menschen ist dies nicht einmal bedingt richtig. Ganz im Gegenteil: wie beispielsweise die ÖBB neuerlich schmerzhaft erfahren musste, ist nicht jede form des medialen Auftretens akzeptabel oder ratsam.

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Alternatives Beispiel einer 
Kampagnen/ Werbungen die 
Menschen mit Behinderung abbildet

[/et_pb_text][/et_pb_column][et_pb_column type="1_2" _builder_version="3.0.47" custom_padding="|||" custom_padding__hover="|||"][et_pb_text admin_label="Text" _builder_version="4.0.2" text_font_size="16px" background_size="initial" background_position="top_left" background_repeat="repeat"]Aber keine Panik! es gibt ganz einfache Methoden, wodurch man Fettnäpfchen vermeiden kann und damit, durch bewusstes und überdachtes Handeln, sogar aus den überwältigenden Medienströmen ein schönes, zeitgemäßes und tolerantes Gesicht ausstechen mag. Wir helfen Ihnen, liebe(r) LeserIn!

Es klingt einfach, fast banal: es kommt alles auf dem Inhalt und der Darstellung an. Aber so ist es tatsächlich. Um am Beispiel von der ÖBB zurückzugreifen: hätte die ÖBB in ihrer Kampagne “Pass auf dich auf” die Geschichten von tatsächlichen Bahnunfällen zurückgegriffen wäre es höchstwahrscheinlich zu einem gelobten Auftritt gekommen. 
[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row _builder_version="3.29.3" background_size="initial" background_position="top_left" background_repeat="repeat" custom_margin="0px||0px||true|false" custom_padding="0px||0px||true|false"][et_pb_column type="4_4" _builder_version="3.0.47" custom_padding="|||" custom_padding__hover="|||"][et_pb_text admin_label="Text" _builder_version="4.0.2" text_font_size="16px" background_size="initial" background_position="top_left" background_repeat="repeat"]Echtheit wird immer angestrebt, selten aber präsentiert. Bei so einer Kampagne hätte das Unternehmen, statt auf generelles Fingerheben gegen unverantwortlichen Jugendlichen, sich auf die Komplexitäten der Frage der Eigenverantwortung zuwenden müssen. Dies hätte zu einer wesentlich interessanteren und vielerorts neueren Diskussion des manchmal riskanten Benehmen aller VerkehrsteilnehmerInnen führen können.

Das ist aber leider nicht passiert. Deswegen können wir nicht auf einem positiven, aktuellen Beispiel aus der allen bekannten Öffentlichkeit hinweisen. Darum hier drei Vorschläge, die man bei der medialen Darstellung von Menschen mit Behinderungen oder schweren Erkrankungen berücksichtigen könnte:

 

  1. Menschen mit Behinderungen oder schweren Erkrankungen werden oft als passive Betroffene oder einfach als EmpfängerInnen, manchmal sogar in einer bettelnden Rolle, dargestellt. Um diesem Opfer-stereotyp gegenzusteuern, könnte man sich daran gewöhnen, Menschen in einer aktiven, handelnden Rolle zu beschreiben. Anders ausgedrückt: Menschen wollen gerne das Subjekt ihrer eigenen Geschichten sein.

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2. Menschen mit Beeinträchtigungen oder schweren Erkrankungen sind in Österreich eine selten medial porträtierte Gruppen. Deswegen ist es wichtig dass, Menschen aus diesen Gruppen selbst für die Darstellung erscheinen. Nimmt man Menschen ohne Beeinträchtigungen oder schweren Erkrankungen in solchen Fällen als Darsteller*Innen oder Schauspieler*Innen, wird die Beeinträchtigung oder die Erkrankung zu einer Maske, die man beliebig aufsetzen kann.

3. Behinderungen, Beeinträchtigungen oder schwere Erkrankungen als Folge von Regelbrüche und Gefährdungen darzustellen ist äußerst problematisch. 

Behinderung als Strafe darzustellen ist eine sehr oberflächliche Beschreibung eines sehr tiefgreifenden, immer noch aktuellen und manchmal problematischen Themas.

Sie haben Anmerkungen/ Anregungen/ Fragen? Oder brauchen vielleicht Hilfe bei einer inklusiven Gestaltung und Umsetzung. Dann melden sie sich HIER bei uns.

 

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