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I firmly believe that assistive technology is emerging as the key to putting people with disabilities on the same footing with other Americans, and, coupled with the requirements of ADA, technology's impact will grow and grow and grow. Today, America is far more open to disabled people than it was before July 26, 1990, the day the law was signed by President George Bush. Just look around you. When I was the communications director for the American Coalition of Citizens with Disabilities from 1978 to 1981, we met constantly with advertising executives on Madison Avenue to urge them to use disabled people in their TV commercials. They adamantly refused. Oh, they would use disabled people for fund-raisers, but they were not going to show disabled people on American TV. The prevailing view among marketing experts was that the nation wanted to see good-looking white people selling them products, driving cars, or doing housework on their TVs. Disabled people as consumers? Who would watch that? CORPORATE REVOLUTION. But as we enter the new millennium, a revolution is taking place in America -- led by close to 100 corporations that are now using persons with disabilities in their advertising. Some are doing it to soften their corporate images. Others are doing it to attract new customers. Next time you turn on the TV, take note of the commercials showing persons with disabilities shopping, eating, using computers, traveling, signing to other deaf people or to family members, skiing, driving, drinking soft drinks, teaching. These images of independence are penetrating our national psyche and telling audiences that disabled people are part of mainstream America.
Telecommunications companies -- with a little pressure from the Federal Communications Commission -- are developing new products and services to meet the needs of deaf and hard-of-hearing consumers. But not every industry has to be pressured. This week General Mills and Kmart joined up in a venture to start selling General Mills cereals in Kmart stores nationwide. Portions of the sales will benefit the American Association of Persons with Disabilities. On the front and back covers of Team Cheerios are pictures of a women's championship wheelchair basketball team. ACCESSIBLE TRAVEL. Hotels are vying for conventions sponsored by disability groups. Telecommunications devices for the deaf (TDDs) are now found in hotels nationwide. Hotels provide sign-language interpreters. They offer menus in Braille and large print. Hotel rooms are more accessible. Though the airlines still have a long way to go, they are making their planes accessible, both physically and through the use of telecom equipment. TDDs are in major terminals. Some airlines will soon have TDDs on their planes so deaf and hard-of-hearing individuals can call. Cruises are becoming more accessible. Even Amtrak is more accessible. What accounts for this change towards people with disabilities? Money. Businesses are discovering people with disabilities and their families spend money. And educated consumers are the best kind. More children with disabilities are entering schools, and the technology they use is becoming more visible to their teachers and classmates. Vans are more accessible, though they are still too expensive. Curb cuts are more common across America. Newly built libraries are equipped with Braille printers, talking computers, TDDs, and other assistive technology products. Universities are building AT laboratories to attract disabled students. Universities are offering sign- language courses. PUBLIC ACCEPTANCE. Television programs are captioned. Theaters are more accessible, both physically and in communications. Elevator buttons come with Braille floor numbers. Restaurants, buildings, and stores can now accommodate people with disabilities. Public acceptance means a lot -- and people are embracing the changes. That makes business happy, too. More disabled people are employed today than before the ADA was signed, but there is a long, long, long way to go before full employment is reached. Many advocates for the disabled were disheartened a few weeks ago when the U.S. Supreme Court rejected expanding the definition of a disability under the law. I see it differently. America is changing. The country is ever so slowly embracing the disabled as full citizens. I wish the embracing was quicker, but human beings are not built that way. Nine years of a civil- rights law prohibiting job and other discrimination toward disabled people doesn't eliminate thousands of years of mistreatment. But as Neil Armstrong said when he stepped on the moon, "That's one small step for man and one giant leap for mankind." Share your opinion of Bowe's new book on BW Online's Assistive Tech Forum. Or, if you have a question about assistive technology, write to John at JMMAW@aol.com EDITED BY DOUGLAS HARBRECHT |
