Media representations of young athletes with autism spectrum disorder: framing, inclusion and stakeholder perceptions

Purpose This study aims to examine how young athletes with autism spectrum disorder (ASD) are represented in media discourse and how parents and coaches perceive these portrayals, with particular attention to framing, inclusion and stereotyping. Design/methodology/approach A mixed-methods design was used, combining a content analysis of 63 media articles on young athletes with ASD with a survey of 442 adult respondents, including 284 parents and 158 coaches. The content analysis examined dominant narrative frames, emotional intensity and narrative complexity, while the survey assessed perceptions of emotional-inspirational framing, realism, inclusion and stereotyping. Findings Media portrayals of young athletes with ASD were more often framed through emotional and inspirational narratives than through performance-oriented and cognitively complex narratives. Higher emotional intensity was associated with lower narrative complexity, and international media were more likely than national media to use inspirational framing. Parents and coaches likewise perceived these portrayals as predominantly emotional and inspirational rather than realistic and performance-oriented. At the same time, they associated them with both greater visibility and social inclusion and the reinforcement of stereotypes and unrealistic expectations. Research limitations/implications The study is limited by a purposive media sample, reliance on self-reported stakeholder perceptions and the use of exploratory and confirmatory analyses on the same survey sample. The findings therefore cannot be generalised without caution. Nevertheless, the study highlights the need for more balanced media representations of autistic young athletes that move beyond simplified inspirational storytelling. Future research should include autistic athletes themselves, examine broader cross-platform media environments, and validate the measurement instrument across independent and culturally diverse samples to strengthen the evidence base on media representation, inclusion, and stereotyping. Practical implications Media professionals, sport organisations and autism inclusion advocates should move beyond simplified inspirational narratives and promote more balanced portrayals of autistic young athletes, including their agency, performance and everyday sporting participation. Social implications This study shows that media visibility can support public awareness and social inclusion while simultaneously reproducing stereotypes and unrealistic expectations. More balanced representations of autistic young athletes may contribute to broader cultural recognition of autism as compatible with competence, participation and belonging, rather than reducing it to inspiration or exceptionality. In this way, the study has wider relevance for media ethics, disability inclusion, and public understanding, because the quality of representation shapes how communities interpret difference, value participation, and respond to autistic children and young people in everyday social contexts. Originality/value This study combines media content analysis with stakeholder perception data and shows that media visibility may simultaneously support inclusion and reproduce reductive portrayals.