Superhuman Representation Flashcards
why are social groups underrepresented?
dominant groups in society control what is produced resulting in minorities being marginalised, creating an unrealistic view of the contemporary world. this advert address the marginalisation. its aim is to reflect Channel 4’s ideologies and give a voice to the underrepresented.
how does the advert avoid negative stereotypes?
it doesn’t show the paralympians as victims, pitied or heroes. the representation is realistic, ‘blood and guts’ feel. it gives a different view of the world of disability.
how do the narratives represent disabilities?
it’s centred around real people. a representation of reality is constructed through the challenges the athletes face. the filming, editing and audio raises awareness and creates positive representations of paralympians as athletes first.
what representation have they avoided?
the idea that disabled people have to overcome their disabilities in order to achieve success instead celebrating them as high-performance athletes in their own right.
how is representation constructed?
close-up shots of the athletes and their challenges during training and home lives create positive representations of ordinary people who eat breakfast, give birth and play drums. fast-pace editing enables advert to highlight a range of narratives and athletes with different disabilities and challenges.
how can Hall’s representation theory be applied?
meaning is communicated through signs. expressions of endurance and struggle are recognisable. the focus is the athletes as ordinary sports people striving to achieve a goal. they are 3 dimensional and distinct from each other.
how can Gauntlett’s theory of identity be applied?
the advert allows disabled people to see themselves represented positively in the media. it offers more diverse and inclusive range of indentities and broadens general understanding of disabilities.
