Being inclusive means being accessible: Problems with digital media for visually impaired consumers

• Published in: Journal of global scholars of marketing science Vol. 34; no. 1; pp. 5 - 18
• Main Authors: Raymond, Mary Anne, Smith, Hillary Ruth, Carlson, Les
• Format: Journal Article
• Language: English
• Published: Routledge 02.01.2024; 한국마케팅과학회
• Subjects: digital accessibility; Inclusiveness; social media; visually impaired consumers; vulnerable consumers; 경영학
• ISSN: 2163-9159; 2163-9167
• DOI: 10.1080/21639159.2023.2280319

Over two billion people worldwide and over seven million people in the United States have severe to moderate visual impairment. People with visual impairments rely on inclusive design, which includes alternative text (alt text) to interpret messages, images, and videos digitally. Alt text has many nuances leading to numerous technical inaccuracies and/or inaccurate interpretations of the media. Around the world, the pandemic altered how people conducted simple tasks and interrupted in-person opportunities. It has forced many consumers to work, study, and shop online - creating a large shift to digital experiences. Digital media, including social media platforms and websites, became a major source of information and the gateway to e-commerce. Unfortunately, many consumers with visual impairments who are vulnerable were excluded and unable to learn about products, services, and opportunities due to the lack of accessibility features available and inclusive design. This study explores the difficulties marketing practitioners experience incorporating alt text, thus limiting accessibility and inclusion for vulnerable consumers, specifically visually impaired users. Findings from the current study examining the accuracy of alt text in social media posts indicate that over 95% of the social media posts examined were not inclusive due to either a lack of or inaccurate accessibility usage.