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media studies > super human > Flashcards

super human Flashcards

1
Q

audience - who are the target audience for super human ?

A
  • channel 4 viewers
  • 16 - 34 year olds
  • fans of sport
  • reformers
  • social groups
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2
Q

Appeals to audience - personalisation

A
  • real human stories, struggles and reality of being an athlete in training and disabled
  • can identify and relate = social groups.
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3
Q

appeals to audience - technical & close-up shots

A
  • bursting a blister = younger (16 - 34) audience with satisfying videos.
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4
Q

appeals to audience - editing

A
  • gruelling routines / lighter moments
  • using actuality or animation to create humour = channel 4 viewers
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5
Q

appeal to the audience - audio codes super human

A
  • soundtrack from musical Bugsy Malone “so you wanna be a boxer” = recognisable to older audiences
  • struggles - heavy breathing juxtaposed with everyday sounds (baby crying) = identification
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6
Q

appeal to audience - unique selling points

A
  • showing athletes stories, realistic portrayal = subverts conventions = channel 4 viewers & reformers
  • “to be a Paralympic there’s got to be something wrong with you” = encouraged to examine there own misconceptions of disability
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7
Q

(aud) Hall’s reception theory - who would have a dominant response to superhuman ?

A
  • target audience
  • channel 4 viewers
  • 16 - 34 year olds
    = interact with it
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8
Q

(aud) Hall’s reception theory - who would have a negotiated response to super human ?

A
  • like the positive approach, examine their misconception of disabled people and their life’s
  • not a fan of sport just like the advert
  • disabled people = feel less special
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9
Q

(aud) Hall’s reception theory - who might have an oppositional response to super human ?

A
  • non-supporters of channel 4 and it’s ethos of giving a voice to those not represented = seeing it as “woke”
    = older audience
  • not a regular fan of channel 4
  • not interested in sport
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10
Q

(aud) Gerbner’s cultivation theory - what ideas does the advert try to cultivate ?

A

challenging ideas about disabled people = not repeated overtime

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11
Q

context - what was channel 4’s aim ?

A
  • to support the needs of the public, rather than purely commercial interests
  • aim to be diverse, inclusive & include a range of programming for all audiences
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12
Q

context - channel 4’s remit ?

A
  • to champion unheard voices
  • stand up for diversity across the UK
  • to be disruptive, innovative & take bold creative risks
  • inspire change in the way we lead our lives
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13
Q

(ML) how did the 2012 Paralympic campaign follows campaign conventions ?

A
  • slo-motion = dwell on shocking factors
  • guy in wheelchair w/ smashed car
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14
Q

(ML) how did the 2016 Paralympic campaign follows campaign conventions ?

A
  • positive & inspirational “yes I can”
  • energy = upbeat positivity
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15
Q

how does super.human challenge campaign conventions ? - positive audio codes

A
  • “so you wanna be a boxer” - Bugsy Malone =communicates the struggles of of the disabled athletes whilst giving the advert a positive feel
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16
Q

how does super.human challenge campaign conventions ? - close up shots

A
  • expressions to engage the audience & portray aspects of disability in a non-victim way , just a part of their lives.
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17
Q

how does super.human challenge campaign conventions ? - shots to convey strength & determination of Ellie Simons

A
  • establishing shot + alone int he pool in a very long shot
  • low angle shot = combined w/ iconography of the medals connoting power + success
  • close up shot = putting on swimming goggles - accuracy & determination
  • extreme close up shot - eyes connotating concentration & determination
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18
Q

how does super.human challenge campaign conventions ? - slo-motion

A
  • differntly used to show the cycling track + muting sound for a dramatic effect rather than creating sadness/pity = humerous
19
Q

how does super.human challenge campaign conventions ? - emphasis on real people

A
  • grueling training & domestic life
  • social work & work life
  • ball smashing “super” leaving “human”
20
Q

how does super.human challenge campaign conventions ? - use of humour

A
  • animated/cartoon
    -no ramps for wheel chair in café
  • hamster on wheel
  • throw up in bucket
  • in space
21
Q

(ML) Lévi-Strauss structuralism - binary oppositions in super human

A
  • “to be a Paralympic there’s got to be something wrong with you” = perception v reality
  • struggle v success/achievement
    -family & home life v work life & training
    -obstacles v ease/accessibility
    -dreams v reality
  • monotony v innovation/ variety/ excitement
22
Q

(ML) Lévi-Strauss structuralism - examples binary oppositions in super human

A
  • gruelling training v celebratory images
  • animated & archive footage v real life actions = humour
  • being a Paralympic w/ peak powers v unable to get into a café
23
Q

(representation) what is the super human adverts aim/remit?

A
  • address marginalisation of certain social groups, disabled people
    -to “give a voice” to those not usually represented positively
24
Q

(representation) stereotypical representations of disability?

A
  • pitiable
    -sinister & evil
  • a burden
    -unable to participate in life
    -super-cripple w/ special powers
  • sexually abnormal
25
Q

(representation) what aims for representations that challenge accepted ideas regarding disabilities & disabled people athletes have the producers made?

A

-aimed to avoid stereotypes “overcome” obstacles in order to succeed instead celebrating
-raising awareness & creating positive representations.

26
Q

(representations) of reality - challenging sad/sympathy

A
  • humorous = cartoon & flying into space + audio codes = Bugsy Malone + “2nd” chasing her in her nightmares + Ellie weighed down by her medal
  • tragedy & pity = stereotypical
27
Q

(representations) of reality - family life / reality

A
  • singing to his daughter while training = separation / absence on the phone
  • giving birth
    -baby crying
  • audio codes = gunshot to diegetic sound of radio = dreaming
28
Q

(representation) of reality - issues & ijuries

A
  • cycle, repetitive, hamster on the wheel
    -covid = Boris Johnson
    -discrimination = cant get up pub stairs + swears = humour
  • close up shots = bruises/blisters/blood =risk/danger
    -being ill + sick bucket = humour
    -montages of joint & straps
    -hyperbolic sounds (heroic) = everyday
29
Q

(representation) of reality - diversity

A
  • code of dress = black women + silk cap + natural hair = underrepresented
  • montage of women + men disabilities
  • power & importance / strength
    -black women in centre frame = importance + audio = tension/ commentary
  • Ellie Simons + low angle + different races & medals + opposite outfits
30
Q

(representation) of reality - patriarchal

A
  • masculinity = sterotypical = absent father
  • must be something wrong w you = outdated
31
Q

hall’s representation theory - how does super.human go against his theory ?

A
  • advert resists stereotypes = representing them as human
32
Q

Hall’s representation theory - going against ?

A
  • the subordinate group, such as disabled, are constructed as “different” according to Hall. focus on the athletes as ordinary sport men & women
33
Q

(representation) Ali Jaward - power lifter

mental determination ?

A
  • visual code : dragging a weight across the floor, struggled code of expression, repeated attempts & not giving up.
  • code of expression : narrow eyebrows, firm expression.
  • audio codes= grunting : struggle and strength.
  • adds more weight to the bar
34
Q

(representation) Ali Jaward - Power lifter

typical human ?

A
  • sitting relaxed on the doctors bed : a check up, not serious
  • facial expression : serious, isnt happy to be at the doctors but no panic.
  • central positioning : focus on the doctor, lighting in his direction
  • causual code of dress : joggers & hoodie
  • dull mundane lighting + non diegetic sound of upbeat music : typical
35
Q

(representation) Ali Jaward - Powerlifter

tough athlete?

A
  • long shot : struggled code of expression & shakily lifting weights combined with grunting.
  • close up birds eye shot : struggling & sweaty : typical
  • change in code of dress : repetition & never giving up
  • proffesional clothes in contrast to his average clothing
  • code of gesture : celerating, low angle : powerful, audio codes of people cheering : hard work paid off
36
Q

(representation) David Smith - Boccia Champion

typical human ? work/ home life ?

A
  • eating breakfast: relatable.
  • playing the drums. medium shot switches from him playing bocca to him playing drums.
  • smashing the “super” in “super.human” leaving behind “human” : ordinary people.
37
Q

(representation) David Smith - Boccia Champion

tough athlete?

A
  • behind the galss of the smashed “super” theres many balls : many failed attempts at hitting the target : relisiance and keep going
  • on his own : resiliance & indiviuality along with hard work.
38
Q

(representation) Jody Cundy : Paralympian cyclist

mental determination? tough athelete?

A
  • code of gesture: focused & hunched cycling machine, head down & looking up
  • code of dress :cycling lycra/ kit: proffesional & Great Britain cycling kit.
  • code of expression: can’t see his face, focused on training
  • medium shot: code of gesture : connote success, fist in air
  • long shot : distance & work he’s put into achieving his goal. empty stadium : focus on him.
39
Q

(representation) Jody Cundy - Paralympian cyclist

typical human? work & home life?

A
  • audio codes: bugsy malone while training juxtaposed with non diagetic sound when speaking to his child.
  • missing his daughter’s birthday.
40
Q

(representation) Jody Cundy - Paralympic cyclist

relatable/ humerous?

A
  • falling off of his bike into the air into a cartoon lamb flying up into the air : not “pitiable”
41
Q

(representation) Jordanne Wiley - Wheelchair tennis

work & home life ?

A
  • code of expression : screaming while training into screaming from childbirth.
  • audio codes: struggle, heavy breathing & grunting with everyday sounds : baby screaming
42
Q

(representation) Jordanne Wiley - Wheelchair tennis

relatable & everyday life?

A
  • audio codes: Bugsy Malone “so you wanna be a boxer?” : ends when Jordanne can’t access cafe because of her wheelchair
  • code of expression: fed up
  • audio codes: swearing = humerous.
  • wheeling away agressively
43
Q

(representation) Kadeena Cox - Cycling, Athletic

mental determination, reality vs dreaming

A
  • dreaming about her 2016 paralympic performance
  • audio code: gun shot wakes her up
  • code of expression: stressed, runs away : empowering & low angle shot
  • central positioning : importance
  • tracking in shot: close up, & audio codes: exaggerated breathing = putting pressure on an important event = mental determination.
44
Q

(representation) Kadeena Cox - Cycling, Athletic

relatable

A
  • code of dress: black silk cap & empowering natural black hair after underrepresentation from media.

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