International Journal of Marketing & Financial Management
Print ISSN : 2349 –2546
Online ISSN : 2348 –3954
Frequency : Half Yearly
Current Issue : Volume 13 , Issue 1
2025
Dr. K. Pavani Sree
Post-Doctoral Fellow, Dept. of Sociology, School of Social Sciences, University of Hyderabad. Telangana, India
DOI : https://doi.org/10.5281/zenodo.16141651 Page No : 89-97
Published Online : 2025-06-10
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Contemporary Telugu cinema has changed a lot in how it portrays disability, moving from simple stereotypes to more realistic and empowering stories. Earlier films often showed disabled characters as either tragic figures or as sources of inspiration, without really reflecting their real experiences or social backgrounds. This kind of limited portrayal contributed to the marginalization of people with disabilities in society. But recent films have started to embrace inclusivity, showing a shift in how society views differently-abled individuals. Telugu cinema is beginning to recognize the connections between disability, identity, and rights. Notable films like Oopiri (2016) and Raja the Great (2017) present disabled characters with their own goals, emotions, and strength, helping audiences rethink old prejudices. These movies highlight not just the challenges faced by disabled people but also their dreams and contributions, encouraging a more balanced view.An important part of this change is how assistive technologies are shown. These tools, such as wheelchairs, visual aids, and communication devices, are now portrayed as essential parts of a character’s life and independence, not just props. This shift reflects a growing awareness of how technology can empower people with disabilities, both in films and in real life. However, there are still challenges in how deeply and authentically these technologies are represented—whether they are shown as empowering tools or just symbols of pity. It’s important to consider if these portrayals match the real experiences of disabled individuals or if they are exaggerated for storytelling. In this way, cinema becomes more than just entertainment; it reflects social ideas and attitudes about inclusion.This study looks closely at selected Telugu films to understand how disability and assistive technology are shown in today’s stories. Using textual analysis and disability studies, the research identifies common themes, progress, and areas where portrayals fall short. It argues that while Telugu cinema is starting to include more representative characters, it still has a way to go in offering stories that are intersectional, inclusive, and socially transformative. The study also explores how these film portrayals affect public views, policy, and inclusivity in media. The use of assistive technology in these films serves both as a storytelling tool and a social message. By examining these representations, this research adds to the larger conversation about inclusive media and the ethical role of film industries in shaping society’s attitudes toward disability.
Keywords: Disability Representation, Telugu Cinema, Assistive Technology, Inclusive Media, Cinematic Narratives, Disability Studies, Indian Film Industry
Type of paper: Review Paper
