representation - super human Flashcards
what is super human?
channel 4’s campaign for the 2020 tokyo paralympics
what is super human about?
the sacrifices paralympians have to make to become elite athletes
who created superhuman?
4 creative, channel 4s in-house creative agency
what is the purpose of superhuman?
to raise awareness and change audience perceptions of disability
what have channel 4 faced criticism for?
creating unrealistic expectations and misrepresenting those with disabilities in its previous campaign “we’re the superhumans”
what does superhuman focus on?
everyday experiences of those who are disabled, rather than constructing them as heroes or victims
what does superhuman avoid?
creating a simple and stereotypical representation of disabilities
what does channel 4 have a history of?
creating hard-hitting effective campaigns for its paralympic coverage. superhuman is its 3rd campaign
what does channel 4 have a remit to do?
as a public service broadcaster, it has a remit to ‘stand up for diversity in the uk’ meaning it must represent those who usually have no voice in mainstream media.
how many people saw channel 4s paralympic coverage?
over 20 million
what percentage of the uk population did channel 4s marketing campaign reach?
81%
what research was reported by YouGov?
65% of superhuman viewers felt it had a positive impact on their perceptions of those with disabilities
