Factors influencing disability inclusion practice on social media

Digital inclusion in Macao is in the very beginning stage, and disability inclusion practice on social media in producing and promoting accessible social media content and needs is hard to find. This study aims to analyse the factors that influence communication staff's practice of disability inclusion on social media by using the combined employee behaviour and communication process model to provide suggestions to management who wants to promote disability inclusion practice on social media.The Service Centre for the Deaf of the Macau Deaf Association (MDA) was selected as the object for this case study. The online social media used for MDA's communication was analysed, and semi-structured in-depth interviews with members of the Association were conducted. The research findings showed that, except for the reward structure, factors examined from the work environment in terms of organisation, supervision and co-workers; communication staff themselves; outcomes of accessible social media communication; audience and feedbacks show relations with disability inclusion practices on social media. The delivery of inclusive culture, the influential power of disability stakeholders and the positioning of social media platforms are the key influencing factors.The interesting part of this study is that people without disabilities seem to be excluded from the disability inclusion practice carried out on MDA's Facebook. Their social media content is highly accessible to deaf and hard-of-hearing audiences yet seems not to involve the general public. The study object is a good model for producing accessible content, yet the optimisation of promoting social media accessibility needs further exploration.