A study on the promotion of broadcasting for persons with disabilities using new media, focusing on the visually or hearing impaired

Abstract

This study aimed to use YouTube to predict the impact of broadcasting promotion methods for individuals with disabilities. A survey was conducted on Korean males and females over the age of 19, using the “KBS National Panel,” leading to the observation that promotion of broadcasting for persons with disabilities on YouTube is found most effective in the “Education/Learning” genre of highly “trustworthy” influencers; as for the respondents who are over 60s and white-collar workers, in genres such as “Education/Learning” and “Culture/Performance,” the promotion effect of broadcasting for persons with disabilities was high. In the case of PR for males, there should be more attention to “Friendliness” compared to females, and it was assumed that the “Life/DIY” genre would be more effective. An efficacious promotional strategy for public broadcasting directed towards individuals with disabilities will ultimately augment comprehension of persons with disabilities community among those without disabilities. Furthermore, recognizing broadcasting for persons with disabilities as a media access service available for use by individuals without disabilities as required will contribute to the diversification of the multi-layered utilization of broadcasting content.