Representations Flashcards
How have presenters presented paralympains
Creators spotted an opportunity to present paralympians in a way that they had not before
How have presenters presented paralypians in a new way?
Pointing a camera at their lives and the sacrifices they make in pursuit of greatness
What have producers aimed to do?
Producers have aimed to avoid stereotypes of disabled as athletes have to ‘overcome’ their disability in order to achieve success
What have the producers painted a picture of?
Paints a picture of metal deterioration rather than disability
What does the campaign emphasise?
Campaign emphasises the ‘Human’ rather than the ‘Super’ by juxtaposing images of training with those of everyday life
What was the producers intention with this ad?
Intention to make the Paralympians relatable to the audience
What does the ad attempt to address?
Attempts to address the marginalisation of those with disabilities
Who has the ad aimed to give a voice to?
Aims to give a voice to those who are not usually represented positively in other areas of the media
What helped change attitudes of the disabled?
positive representations in ‘Super.Human’ and the coverage of the games, changed attitudes
What percentage of viewers said the ad had a positive impact on them?
65% of viewers said it has a positive impact on their perceptions of disables people
What percentage of viewers agreed disabled athletes were as talented as able bodied athletes?
82% of viewers agreed disabled athletes were as talented as able-bodies athletes
What does the ad actively do?
The ad actively avoids negative representations of paralympians as victims to be pitied - instead the representations create a realistic ‘blood and guts’ feel to the ad
What do the representations in the ad cover?
Representations cover both genders and give a different view of the world of disability to that of ‘having something wrong with you’
What creates drama in the opening sequence?
Smoke, low key lighting and dramatic non-diegetic sound creates drama & excitement
What makes the women seem important in the opening sequence?
Central framing
What makes the dream seem like an important event?
The exaggerated breathing sounds and track into close up make this seem like an important event with high pressure.
What contrasts the dream sequence with reality?
The transition of the gun shot into the radio alarm helps us to contrast the dream sequence with reality.
What helps engage black audiences in the opening sequence?
A black women represented positively - the use of the silk bonnet may help ti engage black audiences who often aren’t show with natural black hair in the media.
What helps add a sense of diversity in the advert?
A range of disabilities, ethnicities and genders are represented on screen addition g a sense of diversity.
What may help to engage audiences with disabilities?
Disabilities are often underrepresented in the media so the inclusion of people with disabilities may help to engage audcines who deal with disabilities themselves.
How did some audcines react to the advert?
Some felt the advert only showed a narrow range of disabilities and they wanted even more diversity.
What emphasises the preparation paralympians go though everyday?
The montage of joints being taped, strapped and pushed into prosthetics along with the hyperbolic sounds emphasis the preparation they go through. This suggests a real battle struggle and physical determination and so feels real rather than glamours and idyllic.
Describe the sequence with Ellie Simmonds
-Low angle shots and close ups make her seem powerful and dominant
-The jump cuts of different races signifies how many she has entered and won
-Shots of her medals emphasis success.
What compares athletes to soldiers?
Shots of sports people training cut with archive style footage of soldiers marching and army training helps compare athletes to soldiers and being fighters.
