Super.Human: Social Context & Cultural Context

Question 1

What is Super. Human attempting to address?

Answer 1

• In promoting the Paralympics and creating the trailer, Channel 4 is seeking to address the under-representation or misrepresentation of a particular social group.

Question 2

What does the Super.Human advert seek to focus on? Which makes them what to the audience?

Answer 2

• The advertisement seeks to focus on the fact that these are real people – ‘Human’ rather than ‘Super’ – which makes them more accessible to the audience.

Question 3

How has Channel 4 choosen to present the athletes? What is the effect of this?

Answer 3

• Channel 4 has taken the active decision to present the athletes neither as victims or as heroes, but just ordinary sports men and women facing extraordinary challenges.
• This constructs a more compelling social narrative reflecting the appetite of the time for success stories that are accessible.
• E.g. The alarm clock shattering the dream, real life beginning from there.

Question 4

How many people viewed Channel 4’s Paralympic coverage? What was the age demographic percentage?

Answer 4

• Channel 4’s Paralympic coverage was viewed by 20 million people, a third of the UK population, 22% of whom were 16-34 years of age.

Question 5

What percentage of the UK population did the marketing campaign reach?

Answer 5

• The marketing campaign reached 81% of the UK population

Question 6

How many viewers did the Paralympic games attract for Channel 4?

Answer 6

• The Paralympic Games attracted 2.6 million viewers accounting for the biggest Channel 4 weekly share of TV viewing since 2016 and the largest daytime share since 2012.

Question 7

What is the effect of dominant groups within society?

Answer 7

• Dominant groups in society largely control what is produced and as a result, minority groups tend to be marginalised, creating an unrealistic view of the contemporary world.

Hegonomy, bell hooks, Paul Gilroy

Question 8

Compassion Fatigue

Answer 8

• When an audience is ‘fatigued’ by the overload of issues that they begin to feel hopeless to fix it.
• Producers are aware of this, so they often aim to offer a different perspective on the issue/event. Usually one that is more positive and upbeat.