The depiction of disability in the media plays a major role in forming public
perception of disability. The Perceptions created by media informs the way people with disabilities are treated in
society.The media have been cited as a key site for the reinforcement of mixed
images and ideas in regard to people with disabilities.
Societal stigma and gullible
values have profusely damaged the progress of the PwDs. Lack of awareness, accessibility;
learning opportunities have denied indispensable right of decent livelihood making
them vulnerable. Disability has not been accepted as a human diversity,
instead, looked upon as a deficiency and defect. This terrible notion had to be
changed.
Samarthananam has been a
quintessential game-changer in not only the longstanding pathetic mindset but
the socio-economic transformation of the persons with disabilities in the
Sandbox. Recently, a large chunk found fruitful employment in Aditya Birla
Minacs and other major organizations of the country through the Livelihood
Resource Centre model. The model, popularly known as Livelihood Resource Centers (LRC) is a gateway to
employment and one stop shop for all livelihood needs of the PwDs.
 |
Figure
1:
Mr. Bellad speaking about disability and Samarthanam's interventions
|
This July 23rd,
Samarthanam encouraged big media houses, both from print and electronic
divisions to join it for a day’s sensitization programme on key issues and
possible solutions pertaining to disability. Around 30 reporters spent their
generous time to listen to Samarthanam’s plea and design on making the PwDs strong
contributors in India’s growth story. The meeting hall in Hotel Mandar Regency
(in Dharwad) was blown away by the thunderous applause to the successful
candidates. Gangavva, a brave-heart, who not only defeated the insane mindset
of a male dominated society but death itself, spoke and left every soul
spellbound.
The C.E.O. of
Samarthanam and the mind behind the LRC model, Mr. Rajendra K.R. presented the
need to include the people with disabilities in India’s workforce. He also
advocated media’s role in publicizing the myths, the abilities, and the
opportunities available, all at a hand’s stretch. Veteran Politician and a firm
patron of brand Samarthanam in Karnataka; Mr. Chandrakant Bellad venerated
Samarthanam’s interventions as divine and sacred work.
 |
Figure
2:
Mr. Rajendra, with his presentation on Media's role in
empowering the PWDs.
|
The speech and hearing
impaired, the visually challenged, and the locomotor disabled stole the show
away by their respective proficiencies. The news appeared in all the major
local dailies and television channels giving thick coverage to Samarthanam objectives.
The LRC and Samarthanam
as a whole are immensely obliged to the media, Hotel Mandar, and all the
stakeholders.
As the LRC saying goes,
“Employment is the only Empowerment”!
