Superhuman

Question 1

Channel 4

Answer 1

Represent unheard voices, diverse communities, emerging writers and producers
Challenge with a purpose and reinvent entertainment
Publicly owned and received no public funding
Responsible for 9/10 youngest profiling shows In the UK in 2021
Started in 1982

Question 2

4 Creative as a brand

Answer 2

Won brand of the year 2013
Produces all trailers for all shows in channel 4
Vertically and horizontally integrated
Design, production and creative team work together and present ideas to the marketing team and they produce and edit the promos

Question 3

Superhuman context

Answer 3

First trailer for the 2012 Paralympics as it was seen as a side show
11.8 million viewers came to the Paralympics
70% said first time they made an effort to watch
65% felt it had an impact on the disabled community
82% felt disabled people were shown as talented

Question 4

Superhuman 2020 context

Answer 4

Produced by Bradford Young, first African American cinematographer to b nominated for an Oscar
Produced by serial pictures and some such
19.7 million. viewers
2/3 said they saw disabled people differently
Launched careers of 43 disabled TV presenters
Reached 81% of the population
2.6 million viewers

Question 5

Channel 4 and superhuman

Answer 5

Active decision to present athletes neither as victims or heroes, just as ordinary people facing extraordinary challenges
USP is the showing of the athletes stories
Paralympic coverage was viewed by 20 million
22% 16-34
2.6 million viewers accounting for the biggest Channel 4 weekly share of TV viewing since 2016 and daytime share since 2012

Question 6

Target audience

Answer 6

Paralympian’s
People who like sport
Aged 18-35
Diverse community
British people, possibility outside of the UK too
People with disabilities
Those who desire to se more inclusive representations
Left wing

Question 7

Text representations

Answer 7

Representing a social group that is largely ignored or marginalised by mainstream media
Reflect the ideology and ethos of Channel 4
Positive representation
Criticised for depicting disabilities that are more visual in nature, lacked non-visible disability representation

Question 8

Representations of disability

Answer 8

Figure of pity
Victim of violence
Villain/monster
Object of curiosity
Own worst enemy (not helping themselves)
Burden
Sexually abnormal
Lacking in desire
Incapable of participating in life
As ordinary, but not recognising the challenges of disability

Question 9

Context of the production process of the advert

Answer 9

Covid year
Athletes had to stay fit
Lost director
Budget was £1.5 million
Took a year to put the advert together
Live action mixed with animation
50% of the crew who worked on the promo had disabilities

Question 10

Theorists to link

Answer 10

Stuart hall
Roland Barthes
Claude Levi Straus
David Gauntlet
George Gerbner