65% of viewers said the Paralympics
Had a positive impact on their perception of disabled people
82% agreed what
Paralypians are as talented as able bodied
How many views
Extra info
2.6 million views
Biggest weekly share of TV viewing since 2016
% of UK population reached by campaign
81%
Bradford Young
What + why
Channel 4 commissioned him to promote 2020 Paralympic games
Provide risky/alternative programming
Linsey Atkin
Who + Quotes
Channel 4s creative director
‘paint a story of mental determination not disability’
‘realities of their lives’
Background music
Target + how
Bugsy Malone 1976
Generation X
Appeal to cultural references + nostalgia
Appeal to audiences
Mainstreamers
Young + Rubican
Big event everyone is watching
Repeating - security
Mainstream sports
Appeal to audiences
Explorers
Young + Rubican
Discovery of ‘new sports’
Boccia - non mainstream
Appeal to audiences
Entertainment + Escapism
Blumler + Katz
Mass audiences
Exciting imagery
Variation in shots + fast paced editing
Appeal to audiences
Personal identification
Blumler + Katz
Disabled people
Avoid super cripple representation (Colin Barnes)
Colin Barnes
2 tropes
5 tropes of disability
Disability as an object of curiosity
The super cripple - excess credit for things able people don’t get
Reading positions
Preferred
Disabled/Athlete - positive representation - relatable
Mainstream - security
Reading positions
Negotiated
Resigned - nostalgia
Explorers - not sports fans - new experience
Mainstreamers - interests in certain sports
Reading positions
Opposed
People who don’t like sports
Resigned - standard Olympics
Ablelist people - not as good as standard Olympics
Wide shot
Guy dragging weights
Emphasis on the struggle go through in training
Audiences empathise with them
Extremely wide shot
Ellie Simmons pool
Black + white - Binary opposites - anxiety v confidence - success + failure (Claude Levi-Strauss)
Wide angle - create space/isolation - fight against herself - competing against her own representation/pressure to remain the best
Intellectual montage / Bricolage
Man bike + lamb cartoon
Creates new meaning - lamb innocent/needs protecting - stronger than people think
Looked at as week + unable - show they can do it on their own - get back up even after they stumbe
Close up
Beginning scenes
Create emotional connection with the audience
Emphasise/relate with the athletes - show they are the same
POV shot
Cafe
Puts us in their position - show daily struggles not just within sport
Adds comedy/humour
Low camera angles
Ellie Simmons
Gives power - look up to them - people aspire to be like them - inspirational
