Paralympics TikTok: Hyllning eller förminskning? : En kvalitativ innehållsanalys av innehållet på Paralympics TikTok-konto

The Paralympics is one of the world's biggest sporting events on our planet and have through recent years grown in popularity. As has its social media account on the short-form video hosting platform. With over 4.5 million followers and close to 200 million total likes, it has attracted a large audience through the posting of highlight videos of para-athletes set to viral sounds or trendy songs. This study explores how para-athletes are represented on Paralympic's official TikTok account, focusing on how cultural and social norms regarding disability, performance, and inclusion are constructed, communicated, and challenged through the platform's content. Using a qualitative content analysis of 30 TikTok videos posted around the 2024 Summer Paralympics, the study identifies key themes such as representation of disability, gender and portrayal, and humour and cultural norms, as well as tonalities such as humorous, inspirational, informative, emotional and tribute in the portrayal of para-athletes. The findings reveal both opportunities and challenges in leveraging social media to reshape public perceptions of disability. While the account's content engages audiences and elevates para-athletes, it occasionally risks reinforcing stereotypes through humor and selective representation. This study highlights the potential of TikTok as a tool for both inclusive communication and critical reflection on how para-athletes are framed in digital spaces.