An Examination of Digital Accessibility Within Social Media Platforms

How accessible is social media for consumers with visual and hearing impairments? In this episode, Dr. Mary Anne Raymond (Clemson University), Hillary Smith (Clemson University), and Dr. Les Carlson (University of Nebraska) discuss their Journal of Advertising Research article, co-authored with Dr. Aditya Gupta (Illinois State University).

They share findings from their study on digital accessibility gaps in social media content. Their research examined hundreds of brand posts across major platforms, revealing that most posts lack accurate alt text and captions, making them inaccessible for blind and deaf consumers. They also discuss insights from interviews and focus groups with affected consumers, illustrating the real-world consequences of these accessibility failures.

The conversation also covers policy implications, brand responsibilities, and the growing legal risks of inaccessible digital content. With lawsuits on the rise and social commerce expanding rapidly, the need for proactive accessibility solutions has never been greater.

Read the full paper here: 
https://www.tandfonline.com/doi/full/10.2501/JAR-2024-026?src=exp-la#d1e155

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