As the 2024 Summer Olympics give way to the Paralympics, one common theme remains: controversy.
The opening ceremony began on Wednesday as men and women with physical and mental disabilities from around the world gathered in Paris to showcase their sporting skills. Before the events began, however, there was much talk about how the Paralympics’ official TikTok account is promoting the Games with a series of videos that some say make fun of disabled athletes.
Others praise the account for its funny and light-hearted approach to content and for using comedy to promote the Paralympics.
In one of the clips that elicits a wide range of reactions, Brad Snyder, a blind triathlete on the US team, can be seen trying to grab his bike after completing the swim leg of the race.
The official account administrator played piano music in the background while Snyder searched for his bike with the help of his guide. The caption read: “Para-triathlon is swimming, cycling and air piano.”
“You didn’t have to do that to him,” wrote one commenter under the video.
“I think this TikTok account is a brilliant move to get people interested in the Paralympics!” said another.
Meanwhile, another commenter was unsure which side to take:
“It’s hard to laugh and cry at the same time,” they wrote.
Another video on the Paralympics TikTok account shows an armless swimmer swimming from one end of the pool to the other before slamming his head into the head wall, featuring Dory from Disney’s Finding Nemo sings her famous melody, “Just keep swimming.”
The caption accompanying the clip reads: “It’s all about the finish.”
“I wish these videos would take the athletes more seriously,” read one comment under the clip, while another user wrote, “These athletes deserve so much more respect and recognition for their hard work.”
“You are so wrong about these noises,” replied another.
In a separate post, a video shows a wheelchair basketball player from the UK accidentally hitting one of her teammates with the ball before the teammate falls out of her wheelchair, gets up and laughs about it.
“The social media team deserves a medal,” said one user.
Another poster wrote: “I still can’t believe this is the official account.”
“This has to be the best TikTok page ever,” was one response.
“I like this content, but are people OK with it? Are they not offended? Do they also find it funny?” asks another commenter.
Overall, there seems to be more praise than criticism from the account’s followers, but this raises the question: How do actual athletes feel when they are portrayed in such a humorous light?
The official Paralympics TikTok account is run by former Paralympian Richard Fox of Great Britain, who competed for Great Britain in sevens football in Beijing in 2008, according to Craig Spence, communications officer for the International Paralympic Committee.
Spence, meanwhile, says most of the criticism and negative reactions to the IPC and its social media approach come from people outside the disability community.
“If you talk to Paralympians, you’ll find they have a great sense of humor,” Spence said in an interview earlier this year, according to WZZM. “They’re not wrapped up in cotton wool and shielded from society. They like to laugh at themselves. As do we all, and that’s why we tried to be really edgy on the Paralympics TikTok account.”
Another Paralympian, American silver medalist Matt Stutzman – also known as the “Armless Archer” – says he has always used humor to ease others’ fears, and has been using comedy as an icebreaker since high school.
“I found that humor and comedy break the ice with people,” said Stutzman, who was born without arms. “Once I say something and they laugh a little, they feel more comfortable around me and I’ve been able to adjust.”
He was part of a humorous (and educational) YouTube video with fellow Paralympian and wheelchair rugby player Chuck Aoki.
Stutzman says these humanizing videos help show the rest of the able-bodied world that these Paralympians are truly world-class athletes – not just people with disabilities.
“It was the Paralympics and archery that showed the world that people with physical disabilities can literally do what everyone else can do,” Stutzman said.
Whether you agree with the overall content strategy or not, there is no doubt that the humorous, provocative approach of these types of videos has helped the Paralympics attract more attention to their social media channels, which is always the goal.
The Paralympics’ official TikTok account has grown from three million to over 4.6 million followers in the last year alone, while its YouTube channel boasts a whopping 921,000 subscribers.
The 2024 Games officially begin on Thursday, August 29.
