An athlete featured in the Paralympics’ controversial promotional material that has been dubbed ‘offensive’ by some has hit back at the criticism and insisted he is no victim.
Brad Snyder, a blind triathlon competitor who lost his eyesight in an IED explosion while serving in the US Navy, said the edgy social media page has been ‘brilliant’ for bolstering traction to the Paralympics.
The social media platforms, including TikTok and YouTube shorts, have come under fire for some of their light-hearted content – including several videos which feature bizarre sound effects over clips of athletes.
Viewers of official promotional material for the Paralympics have been divided after the official account for the games began posting the clips – which include sound effects from Family Guy.
In one of many unusual videos, Brad is seen reaching his hands out in attempt to find his bike before a race. The clip is paired with a piece of Beethoven music, as though it were Brad playing the piano to the tune.
US Paralympic triathlon athlete, Brad Snyder, pictured at the 2020 Paralympics. Unlike some who are offended by the videos, Brad said he sees the funny side of them
With the help of his guider, he is able to reach the handlebars; a scene which paired with a sound bite from Beethoven
Content produced by the team of four people (three of whom are disabled) has recently been called ‘disrespectful’ and ‘depraved’ by spectators – though the team insists its ‘borderline’ clips are actually directing more people towards their content.
In the clip, which Brad consented to, is seen being helped by his guide to reach the handlebars of his bike.
The video was captioned: ‘Brad Snyder on piano while on his way to winning gold with guide Greg Billington. He loves a bit of Beethoven.’
Speaking to the Washington Post, Brad said he was not offended by how the account has utilised the moment.
He said that while he knows some people find the content offensive, he doesn’t see things in the same way.
He said: ‘I think that the account is brilliant in a variety of ways, and the proof is sort of in the pudding. … Thirty, 40, 50, 60 million people are taking a look at the Paralympics specifically and now are interested in engaging with something that has really struggled to find a major footing around the world.’
Communications director of the IPC, Craig Spence, told the publication that the majority of complaints received over the clips has been ‘from persons without disabilities’.
Mr Spence explained that the team had sought permission from Brad before making the clip which has been viewed 35 million times, and that it was not created without his consent.
He said the humour behind the clips is intended make viewers laugh at the situation, rather than the individual.
‘Our athlete community is saying: ‘This is perfect. This is who we are. We have a laugh. We’ve got a great sense of humor, and we love to compete,’ he added.
As the world gears up to take on yet another huge sporting event of the year, those behind the Paralympic social media teams has been accused of promoting ‘unserious’ and ‘disrespectful’ material
The organisation has claimed that its divisive account is one of the most well watched and liked sporting accounts with more than 170 million likes on its videos since it began in 2020.
However, not everyone is entirely convinced. Jenn Quinn, a model and influencer who lost her leg as a child, took to recently took to TikTok to share her uncertainty on the tone of the clips.
As she winced while watching the video, Jenn said she was ‘confused’ and that she felt like most other people felt the same way.
‘On the one hand I’m shocked that the Paralympics is getting millions of views and that means eyes on the Paralympics, but are they the right eyes?
‘Are they just floods of comments and views of people laughing at somebody and taking away from their craft and skill and something they’ve worked years to do or, is it generating a hype that’s really needed.’
Jenn explained that she immediately went to the Olympics page to see if they were doing the same but didn’t ‘know how to feel’ after she realised the footage was drastically different.
While some are humoured and relieved to see so much traction the the Paralympic page, others fear it is attracting the wrong kind of attention from people who are ‘laughing at somebody’.
One clip shows footage of a Paralympian swimmer hitting his head against the wall of the pool while swimming backwards.
It is not uncommon for Paralympic swimmers to use their heads to hit sensors in the pool to indicate they have finished a race. However to the untrained eye, the athlete looks like he could potentially have injured himself. The clip is dubbed with a trivial sound effect; Dory’s ‘Just Keep Swimming’ rhyme from Disney Pixar film Finding Nemo.
Another video shows an athlete in running blades doing the long jump, paired alongside a ‘meme’ sounds from the adult cartoon sow, Family Guy, featuring a joking voice of the character, Peter Griffin
In another video, an athlete in running blades competes in the long jump, paired alongside a ‘meme’ sound from the cartoon comedy Family Guy. It features the voice of main character, Peter Griffin, singing along to a silly tune.
As the athlete leaps into the sandbox, the caption on the clip reads: ‘Me when I see the sofa.’
In another clip, posted on TikTok, a Tunisian shotput thrower is pictured taking to the field as she is about to compete.
She appears to call out as she hypes up herself – and the crowd – for her attempt.
However, dubbed over the clip is a song called ‘Squirrels in my Pants’ from the Phineas and Ferb cartoon.
The controversial clips on the Paralympic accounts have drawn attention from a number of new viewers, after raking in 250,000 new followers in the last two weeks.
The first clip ever posted to the controversial account was one which set the precedent for the future. It featured two wheelchair basketballers moving around one another to the song, What’s Poppin by Jack Harlow.
According to Mr Spence, the theme of the account was spearheaded by a former Paralympian who competed at the 2008 Beijing Games nicknamed TikTokTony, who’s identity has been concealed.
But viewers are divided on the content, with some slamming the account for ‘bullying’ Paralympic athletes while others take amusement from the clips.
And the team behind the controversial social media strategy have revealed that they intended to divide people’s opinions in order to drive engagement to the page.
Speaking to Self magazine, the International Paralympic Committee’s chief brand and communications officer Craig Spence admitted the content was ‘borderline’ but stressed he felt like the team had found a ‘balance’ in its clips.
The magazine also reported that the social media team is made up of four people between the ages of 20 to 30 – three of whom are disabled.
‘We realised that our content had to be really edgy in order to get the engagement. Now you have a lot of people on there saying, ‘I don’t know whether I should laugh at this, and if I do laugh, do I go to hell’,’ Mr Spence said.
However, those who believe the clips have gone too far are unwavering in their outrage as they slam what they say is ‘insensitivity’ from the team and its strategy.
One furious spectator wrote: ‘Trying to create a funny meme out of [the athlete’s] accomplishments. The depravity of modern society knows no bounds,’
A second wrote: ‘You do understand that sound of your posts are not just insensitive but straight up bullying, right? This isn’t going to end well for whoever is in charge of the Paralympics social media accounts…’
A third disagreed with the ‘mocking’ tone of the clips. They said: ‘Why the Peter Griffin voiceover on the clips? Feels silly, like you’re mocking them. You don’t hear Peter Griffin on shorts from the official Olympic channel.’
Speaking to FEMAIL, disabled business owner Amelia Peckham, co-founder of Cool Crutches & Walking Sticks, said: ‘If there’s one thing I’ve learnt since acquiring my disability in 2006 it’s that the disabled community has a great sense of humour but this style of marketing is only ok if it’s been created in partnership with the individuals it features.’
However, some viewers saw the funny side of the dark humour behind the clips, suggesting the social media strategy was a hit in places.
However, the videos have not come without criticism as several flocked to the comments to express their outrage of the ‘insensitivity’ of the humuorous music featuring alongside the Parasports
Another TikTok shows an athlete with dwarfism screaming as she throws the heavy metal ball as song that goes ‘Squirrels in My Pants’, plays
However, not ever video posted on the channel is has meme audio attached, with other, less ‘borderline’ content revealing an playful side inoffensively
The formula for the videos, according to Mr Spence, was to offer a realistic take on Parasports.
Though he insisted that viewers should be amused with the athletes rather than by them, an aim which appears to have missed the mark with many of its spectators.
One viewer wrote: ‘HAHAHAHAHAHAHAHA good thing he can’t see this,’ while another mocked, ‘hope he doesn’t see this…’
While many watching the channels have expressed their horror at the caricatured humour, Craig insisted that the videos are educational as well as attention grabbing.
Speaking to Self, he assured viewers that a number of videos are checked by members of the team at the International Paralympic Committee workforce – 19 per cent of whom have a disability.
Alison Kerry from Scope, a charity promoting disability equality, said: ‘Social media shorts with strange and inappropriate sound or voiceovers don’t seem to fit with the ethos of the event or show adequate respect for the athletes.
‘It’s worth noting that this is the international social media account and not ParalympicsGB, which has taken a different approach.
‘For two weeks, there’ll be more disabled people on our screens than at any other time, and we need to get how we represent disability and disabled competitors right.
‘The bigger picture is that it’s still far too difficult for disabled people to afford an equal standard of living, get around, and find and stay in work.
‘For the Paralympics to have a legacy beyond sport, everyone needs to improve understanding and attitudes towards disability.’
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