Changing Attitudes through Media Representations of Disability (CAMRED) is an international research programme examining how media portrayals of disability influence public attitudes and foster social change. Disability representation in mainstream media has the power both to reinforce stereotypes and to promote more inclusive understandings of disability. CAMRED investigates how different forms of media representation shape audience perceptions, emotional responses and social attitudes, and how media creators can contribute to more inclusive and socially responsible portrayals. The programme brings together researchers, media professionals, disability organisations, and community partners to analyse contemporary media representations and to develop evidence-based approaches for improving them. Through interdisciplinary research drawing on media studies, psychology and disability studies, CAMRED examines the narrative, aesthetic and production practices that influence how disability is framed on screen. A central focus of the programme is a comparative study of mainstream media in the United Kingdom and Kenya, exploring how cultural, institutional and industry contexts shape disability representation in different media systems. The project works closely with broadcasters, media makers and advocacy organisations to ensure that research insights are relevant to real-world media production.
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