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The international media coverage of disability sports displays diverse quantitative and qualitative shortcomings and shows that disability sports issues are frequently framed in unfavorable and negative ways. This study explores the effects of (valenced) issue-specific news frames in a disability sports communication. In an experimental study (between-subjects design), 90 participants were randomly assigned to three groups. Participants read a sports news article about the situation in disability sports prior to the 2012 Paralympic Games with a frame that either saliently focused on the athletic performance in disability sports (Group 1), or the fate and (financial) dependency on public support of disability sports (Group 2), or both (mixed frame; Group 3). Participants’ importance considerations regarding specific aspects in disability sports, as well as their attitudes toward a portrayed athlete with a disability were measured. The findings showed a significant impact of the applied frames on participants’ importance considerations and attitudes.
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