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
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.
3
Q
appeals to audience - technical & close-up shots
A
- bursting a blister = younger (16 - 34) audience with satisfying videos.
4
Q
appeals to audience - editing
A
- gruelling routines / lighter moments
- using actuality or animation to create humour = channel 4 viewers
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
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
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
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
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
10
Q
(aud) Gerbner’s cultivation theory - what ideas does the advert try to cultivate ?
A
challenging ideas about disabled people = not repeated overtime
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
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
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
14
Q
(ML) how did the 2016 Paralympic campaign follows campaign conventions ?
A
- positive & inspirational “yes I can”
- energy = upbeat positivity
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
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.
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
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
(representation) what aims for representations that challenge accepted ideas regarding disabilities & disabled people athletes have the producers made?
-aimed to avoid stereotypes "overcome" obstacles in order to succeed instead celebrating
-raising awareness & creating positive representations.
26
(representations) of reality - challenging sad/sympathy
- 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
(representations) of reality - family life / reality
- 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
(representation) of reality - issues & ijuries
- 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
(representation) of reality - diversity
- 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
(representation) of reality - patriarchal
- masculinity = sterotypical = absent father
- must be something wrong w you = outdated
31
hall's representation theory - how does super.human go against his theory ?
- advert resists stereotypes = representing them as human
32
Hall's representation theory - going against ?
- the subordinate group, such as disabled, are constructed as "different" according to Hall. focus on the athletes as ordinary sport men & women
33
(representation) Ali Jaward - power lifter
| mental determination ?
- 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
(representation) Ali Jaward - Power lifter
| typical human ?
- 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
(representation) Ali Jaward - Powerlifter
| tough athlete?
- 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
(representation) David Smith - Boccia Champion
| typical human ? work/ home life ?
- 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
(representation) David Smith - Boccia Champion
| tough athlete?
- 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
(representation) Jody Cundy : Paralympian cyclist
| mental determination? tough athelete?
- 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
(representation) Jody Cundy - Paralympian cyclist
| typical human? work & home life?
- audio codes: bugsy malone while training juxtaposed with non diagetic sound when speaking to his child.
- missing his daughter's birthday.
40
(representation) Jody Cundy - Paralympic cyclist
| relatable/ humerous?
- falling off of his bike into the air into a cartoon lamb flying up into the air : not "pitiable"
41
(representation) Jordanne Wiley - Wheelchair tennis
| work & home life ?
- code of expression : screaming while training into screaming from childbirth.
- audio codes: struggle, heavy breathing & grunting with everyday sounds : baby screaming
42
(representation) Jordanne Wiley - Wheelchair tennis
| relatable & everyday life?
- 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
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(representation) Kadeena Cox - Cycling, Athletic
| mental determination, reality vs dreaming
- 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
(representation) Kadeena Cox - Cycling, Athletic
| relatable
- code of dress: black silk cap & empowering natural black hair after underrepresentation from media.
media studies
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Decks in class (4)
# Cards
