Superhuman

Question 1

What event did Super Human advertise?

Answer 1

Tokyo 2020 Paralympic Games.

Question 2

Who produced Super Human?

Answer 2

Oscar-nominated cinematographer, Bradford Young.

Question 3

Which broadcaster released Super Human?

Answer 3

Channel 4

Question 4

Who is Lynsey Atkin?

Answer 4

Channel 4’s executive creative director.

Question 5

How can we assume paralympian’s are represented by studying Lynsey Atkin’s statement when launching the campaign?

Answer 5

Lynsey spotted the opportunity to “present Paralympians in a way they hadn’t been shown before” and to “paint a story of mental determination, not of disability”.

Question 6

What is ableism?

Answer 6

The discrimination of and social prejudice against people with disabilities based on the belief that “typical” abilities are superior.

Question 7

What is the overall aim and ideology of the marketing campaign?

Answer 7

• Abolish ableist attitudes
• Focus on the facilities and day to day struggles facing elite athletes.
• Paint a story of mental determination, not of disability.

Question 8

How does the advert aim to represent social groups who are often marginalised?

Answer 8

• Dominant groups in society largely influence what is produced in the media and as a result, minority groups tend to be marginalised, creating an unrealistic view of the contemporary world.
• This advertisement attempts to address the marginalisation of certain social groups, in this case, those with disabilities.
• Its aim, reflecting the ideology and ethos of channel 4, is to give a voice to those who are not usually represented positively in other areas of the media.

Question 9

How does the advert challenge previous ideas and attitudes about disabled athletes?

Answer 9

• Representations have been created to challenge accepted ideas regarding disability and disabled athletes.
• Negative stereotypes, of Paralympians being victims to be pitied or heroes to view in awe, are actively avoided.
• Representations create a realistic “blood and guts” feel to the advertisement, rather than disability meaning there is “something wrong with you”.

Question 10

What is verisimilitude?

Answer 10

The appearance of something being real or true.

Question 11

How does the advertisement construct versions of reality?

Answer 11

The narratives are centred around real people, but through re-presentations, a representation of reality is constructed focussing specifically on the challenges that the athletes face.

Question 12

How does the advert avoid stereotypes?

Answer 12

The Paralymians in the advertisement are presented as high performance athletes in their own rights, rather than disabled athletes having to “overcome” their disability in order to achieve success.

Question 13

What camera shot is this?

Answer 13

low angle long shot

Question 14

How are representations of disability constructed in this screenshot?

Answer 14

• The montage of joints being taped, strapped, pushed into prosthetics, and the hyperbolic grunting is emphatic of the strenuous preparation and the physical routine that the athletes experience daily.
• Focusses on the struggles, suggesting a real battle and physical determination, meaning git is gritty and “real” rather than glamorous and idyllic.

Question 15

What camera shot is this?

Answer 15

low angle mid shot

Question 16

How are representations of disability constructed in this screenshot?

Answer 16

• The framing of Ellie Simmonds conveys a sense of authority, dominance and power.
• The montage of different races is illustrated through the various costume changes. This signifies how many races she has entered and won.
• Iconography of medals emphasises her success and achievements through her competitiveness.

Question 17

What camera shot is this?

Answer 17

two shot

Question 18

How are representations of disability constructed in this screenshot?

Answer 18

The graphic match cut of the wheelchair collision with the planets colliding signifies the athletes’ sheer strength, power and physicality.

Question 19

What camera shot is this?

Answer 19

medium close up/ POV shot

Question 20

How are representations of disability constructed in this screenshot?

Answer 20

• The framing represents how difficult it his to commit to being an athlete as well as parenting.
• The facial expressions of the child and father convey sadness, re-emphasising the struggle of balancing professional and domestic duties.
• Perhaps represents the man as being absent from their children and more focussed on success.

Question 21

What camera shot is this?

Answer 21

long shot

Question 22

How are representations of disability constructed in this screenshot?

Answer 22

• Iconography of “puke bucket” is an attempt to incorporate comedy but also suggests that the athletes train ruthlessly to the point of illness.
• Low-key lighting further illustrates the sinister and unsettling sacrifices the athletes undertake to achieve their goals.

Question 23

What camera shot is this?

Answer 23

high angle medium close up

Question 24

How are representations of disability constructed in this screenshot?

Answer 24

• The jump cuts between the screams during training and digetic sound of screaming during childbirth is an attempt to compare the pain of the training regimes to childbirth.
• The paralympians are constructed as normal human beings (humanises), dealing with everyday challenges such as pregnancy, childbirth and parenting

Question 25

What camera shot is this?

Answer 25

extreme long shot

Question 26

How are representations of disability constructed in this screenshot?

Answer 26

- The surreal imagery constructed in the text creates the idea of a dream/nightmare. - This suggests the pressure and desire to succeed is driving them even when asleep.

Question 27

What camera shot is this?

Answer 27

mid shot

Question 28

How are representations of disability constructed in this screenshot?

Answer 28

- The manipulated shot of Boris Johnson reflects Channel 4's anti-establishment and alternative standpoint. - Perhaps suggestive that the government aren't always supportive of this with disabilities. - The government failed immensely with their handling of the Covid 19 pandemic, where people with disabilities were unable to get necessary medial help and support due to the national lockdown.

Question 29

What camera shot is this?

Answer 29

close up

Question 30

How are representations of disability constructed in this screenshot?

Answer 30

- The typography plays on the negative stereotype that being disabled is somehow wrong. - Some comments online suggested that some disabled people weren't comfortable with this message. - Emphatic of how crazy you have to be to put yourself through all the stress and pain to become a Paralympian.

Question 31

What is David Gauntlett's theory of identity?

Answer 31

The exploration of how audience can identify with themselves and establish their roles in society all through the power of media. He believed that people have a route to self-expression, and therefore a stronger sense of self and participation in the world, through making and exchanging online can be places of conversation, exchange and transformation.

Question 32

How are specific groups able to achieve a "sense of identity" from the text?

Answer 32

- In addressing an under-represented social group, the advertisement gives visible and positive recognition to those with disabilities. - Offers a more diverse and inclusive range of identities and broadens a general understanding of what it means to be disabled as an athlete and in everyday life. - Many would argue that the Paralympics in itself is not enough to redress the balance and indeed, many disabilities are not featured in the games.

Question 33

What is Theory of Representation by Stuart Hall?

Answer 33

Representation is the process by which meaning is produced and exchanged between members of a culture through the use of language, signs and images which stand for or represent things. Representation may seem real but the reality is that they are constructions.

Question 34

How does the advertisement avoid simplifying the representation of marginalised groups, linking to Stuart Hall's theory of representation?

Answer 34

- Expressions of endurance and struggle are easily recognisable and understood. This advertisement goes some way to address Hall's assertions that stereotyping occurs when there are inequalities of power, and that excluded groups, such as the disabled, are constructed as different. - The focus is on the athletes as ordinary sports men and women striving to achieve a goal. The athletes are three dimensional and distinct from each other; therefore, the advertisement avoids simplifying their representations.