Assessing the Effectiveness of Media in Curbing Discrimination against People Living with Visual Impairments: A Case Study of ZNBC Media Channels in Lusaka

Author(s): Stephen Kasoma and David Chola Chifukushi

Abstract:

This study assesses the effectiveness of the Zambia National Broadcasting Corporation (ZNBC) in portraying people living with visual impairments and examines the broader implications of such portrayals on public attitudes, stigma reduction, and disability advocacy. The research was guided by three objectives: to evaluate the portrayal of people living with visual impairments in ZNBC’s programmes; to analyze the effects ZNBC has in fostering positive attitudes toward people living with visual impairments; and to investigate the effectiveness of ZNBC’s disability-related content on advocacy efforts in Lusaka. The study employed a mixed-methods approach, combining both quantitative and qualitative techniques. Questionnaires were administered to twenty respondents living with visual impairments, while interviews were conducted with twenty ZNBC staff members and ten representatives from the Zambia Federation of the Disabled (ZAFOD). Quantitative data from the questionnaires was analysed using SPSS and Microsoft Excel, while qualitative interview data was subjected to thematic analysis. Findings from both data sets were triangulated to provide comprehensive insights. The results revealed that ZNBC rarely and inconsistently portrays people with visual impairments, with depictions often cantered on dependency, charity, or victimhood rather than empowerment and professionalism. Positive portrayals exist but are sporadic and lack editorial policy guidance. The study further found that ZNBC programming has had minimal influence in reducing stigma or promoting positive attitudes toward people with visual impairments. Its advocacy role was also perceived as weak, largely due to limited collaboration with disability organizations and the absence of inclusive broadcasting features such as sign language interpretation, and audio description. The implications of these findings point to the urgent need for ZNBC to reform its approach to disability-related programming. By adopting clear editorial guidelines, strengthening collaboration with disability advocacy organizations, incorporating accessibility features, and deliberately portraying people with visual impairments in diverse and empowered roles, ZNBC can play a transformative role in promoting inclusion, reducing stigma, and advancing disability rights in Zambia.

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Pages: 232-240     |    36 View     |    1 Download