super human

Question 1

audience - who are the target audience for super human ?

Answer 1

• channel 4 viewers
• 16 - 34 year olds
• fans of sport
• reformers
• social groups

Question 2

Appeals to audience - personalisation

Answer 2

• real human stories, struggles and reality of being an athlete in training and disabled
• can identify and relate = social groups.

Question 3

appeals to audience - technical & close-up shots

Answer 3

• bursting a blister = younger (16 - 34) audience with satisfying videos.

Question 4

appeals to audience - editing

Answer 4

• gruelling routines / lighter moments
• using actuality or animation to create humour = channel 4 viewers

Question 5

appeal to the audience - audio codes super human

Answer 5

• 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

Question 6

appeal to audience - unique selling points

Answer 6

• 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

Question 7

(aud) Hall’s reception theory - who would have a dominant response to superhuman ?

Answer 7

• target audience
• channel 4 viewers
• 16 - 34 year olds
  = interact with it

Question 8

(aud) Hall’s reception theory - who would have a negotiated response to super human ?

Answer 8

• 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

Question 9

(aud) Hall’s reception theory - who might have an oppositional response to super human ?

Answer 9

• 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

Question 10

(aud) Gerbner’s cultivation theory - what ideas does the advert try to cultivate ?

Answer 10

challenging ideas about disabled people = not repeated overtime

Question 11

context - what was channel 4’s aim ?

Answer 11

• 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

Question 12

context - channel 4’s remit ?

Answer 12

• 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

Question 13

(ML) how did the 2012 Paralympic campaign follows campaign conventions ?

Answer 13

• slo-motion = dwell on shocking factors
• guy in wheelchair w/ smashed car

Question 14

(ML) how did the 2016 Paralympic campaign follows campaign conventions ?

Answer 14

• positive & inspirational “yes I can”
• energy = upbeat positivity

Question 15

how does super.human challenge campaign conventions ? - positive audio codes

Answer 15

• “so you wanna be a boxer” - Bugsy Malone =communicates the struggles of of the disabled athletes whilst giving the advert a positive feel

Question 16

how does super.human challenge campaign conventions ? - close up shots

Answer 16

• expressions to engage the audience & portray aspects of disability in a non-victim way , just a part of their lives.

Question 17

how does super.human challenge campaign conventions ? - shots to convey strength & determination of Ellie Simons

Answer 17

• 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

Question 18

how does super.human challenge campaign conventions ? - slo-motion

Answer 18

• differntly used to show the cycling track + muting sound for a dramatic effect rather than creating sadness/pity = humerous

Question 19

how does super.human challenge campaign conventions ? - emphasis on real people

Answer 19

• grueling training & domestic life
• social work & work life
• ball smashing “super” leaving “human”

Question 20

how does super.human challenge campaign conventions ? - use of humour

Answer 20

• animated/cartoon
  -no ramps for wheel chair in café
• hamster on wheel
• throw up in bucket
• in space

Question 21

(ML) Lévi-Strauss structuralism - binary oppositions in super human

Answer 21

• “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

Question 22

(ML) Lévi-Strauss structuralism - examples binary oppositions in super human

Answer 22

• 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

Question 23

(representation) what is the super human adverts aim/remit?

Answer 23

• address marginalisation of certain social groups, disabled people
  -to “give a voice” to those not usually represented positively

Question 24

(representation) stereotypical representations of disability?

Answer 24

• pitiable
  -sinister & evil
• a burden
  -unable to participate in life
  -super-cripple w/ special powers
• sexually abnormal

Question 25

(representation) what aims for representations that challenge accepted ideas regarding disabilities & disabled people athletes have the producers made?

Answer 25

-aimed to avoid stereotypes "overcome" obstacles in order to succeed instead celebrating -raising awareness & creating positive representations.

Question 26

(representations) of reality - challenging sad/sympathy

Answer 26

- humorous = cartoon & flying into space + audio codes = Bugsy Malone + "2nd" chasing her in her nightmares + Ellie weighed down by her medal - tragedy & pity = stereotypical

Question 27

(representations) of reality - family life / reality

Answer 27

- singing to his daughter while training = separation / absence on the phone - giving birth -baby crying - audio codes = gunshot to diegetic sound of radio = dreaming

Question 28

(representation) of reality - issues & ijuries

Answer 28

- 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

Question 29

(representation) of reality - diversity

Answer 29

- 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

Question 30

(representation) of reality - patriarchal

Answer 30

- masculinity = sterotypical = absent father - must be something wrong w you = outdated

Question 31

hall's representation theory - how does super.human go against his theory ?

Answer 31

- advert resists stereotypes = representing them as human

Question 32

Hall's representation theory - going against ?

Answer 32

- the subordinate group, such as disabled, are constructed as "different" according to Hall. focus on the athletes as ordinary sport men & women

Question 33

(representation) Ali Jaward - power lifter | mental determination ?

Answer 33

- 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

Question 34

(representation) Ali Jaward - Power lifter | typical human ?

Answer 34

- 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

Question 35

(representation) Ali Jaward - Powerlifter | tough athlete?

Answer 35

- 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

Question 36

(representation) David Smith - Boccia Champion | typical human ? work/ home life ?

Answer 36

- 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.

Question 37

(representation) David Smith - Boccia Champion | tough athlete?

Answer 37

- 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.

Question 38

(representation) Jody Cundy : Paralympian cyclist | mental determination? tough athelete?

Answer 38

- 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.

Question 39

(representation) Jody Cundy - Paralympian cyclist | typical human? work & home life?

Answer 39

- audio codes: bugsy malone while training juxtaposed with non diagetic sound when speaking to his child. - missing his daughter's birthday.

Question 40

(representation) Jody Cundy - Paralympic cyclist | relatable/ humerous?

Answer 40

- falling off of his bike into the air into a cartoon lamb flying up into the air : not "pitiable"

Question 41

(representation) Jordanne Wiley - Wheelchair tennis | work & home life ?

Answer 41

- code of expression : screaming while training into screaming from childbirth. - audio codes: struggle, heavy breathing & grunting with everyday sounds : baby screaming

Question 42

(representation) Jordanne Wiley - Wheelchair tennis | relatable & everyday life?

Answer 42

- 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

Question 43

# [](http://) (representation) Kadeena Cox - Cycling, Athletic | mental determination, reality vs dreaming

Answer 43

- 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.

Question 44

(representation) Kadeena Cox - Cycling, Athletic | relatable

Answer 44

- code of dress: black silk cap & empowering natural black hair after underrepresentation from media.