Representation - Super. Human. Context Flashcards
What is ‘Super. Human.’?
It’s Channel 4’s sports advertising campaign for the Tokyo 2020 Paralympic Games.
What typical stereotype does Super. Human. subvert?
Disabled people being presented as either idolised or pitied, having no in between.
What does Channel 4 present and explore?
It presents the “blood and guts” and shines a light on the harsh reality of these Paralympians.
The campaign explores the sacrifices these athletes have made in order to be crowned Paralympic champions, but also explores their typical day to day reality with struggles that every human being goes through.
How many Paralympic advertisements has Channel 4 released in total?
3, including the 2020 Paralympics
What did Channel 4 aim to display?
Although all advertisements have presented disabled people in positive ways, Channel 4 found an opportunity to present the 2020 advert in a way that had never been seen before.
They aimed to display the realities of their lives and the great sacrifices they have made in the pursuit of greatness..
Collectively, this painted a picture of mental determination and will power, not disability.
What is the overall ideology and aim of Super. Human.?
To abolish ableist attitudes and focus primarily on the fragilities and day to day struggles that these elite athletes face. Whether that be defying medical advice, anxiety or getting endless blisters. Together, this emphasizes the strength and perseverance of these Paralympic athletes.
What does the advert attempt to address?
The marginalisation of the disabled, and educate the viewers on the truth, not the unrealistic view that dominant groups in society might have.
The aim reflects the ideology and ethos of Channel 4; giving a voice to those who are not represented positively in other areas of the media.
The producers of the advertisement have made the choice to create representations that challenge what?
Accepted ideas regarding disability and disabled athletes in particular.
What stereotypical representation does the advertisement actively avoid?
Stereotypical representation of disabled people as victims of constant pity or heroes to be viewed in awe.
What does the representation give the advert instead?
A realistic “blood and guts” feel, covering both genders and giving a different view of the world of disability to that of ‘having something wrong with you’.
What does the narrative revolve around and what does it focus on specifically?
Real Paralympic athletes, focusing specifically on the challenges they face.
What does the filming, editing and audio codes combine to construct?
A representation of this social group, raising awareness and creating positive and educational representations of the Paralympians as athletes first rather than disabled people ‘doing their best’.
What have the producers aimed to avoid?
The stereotypical idea that disabled athletes must ‘overcome’ their disability in order to achieve success. Instead, the advertisement celebrates them as high performing athletes in their own right.
