Superhuman Representation

• The disabled community is represented as exhausted and stressed through the montage of people waking up and starting their days
• Gesture codes used include:

  • One person rubbing their temples
  • Lack of smiling
  • Man ignoring when his drums were "calling him"
  • Close-up shots highlight the daily struggle and emphasize exhaustion
• In the media, it is common for media producers to focus on the impairment rather than the person
• Representation of the disabled community as powerful and successful through the use of Paralympian Ellie Simmonds getting ready to swim
• Gesture codes of Ellie being focused and having a stern face highlight her power and confidence
• Iconography of the medals links to context and how she has won 8 Olympic medals overall, showing strength and success despite disability
• Symbolic code of power and importance challenges myths around disability and stereotypes
• Disabled community represented as hardworking and strong through fast-paced montage of Paralympians training
• Clear uses of gesture codes in the montage, showing hard work and dedication
• Contrasts with media stereotypes of disabled people as "pitiable or pathetic"
• Disabled community represented as neglected through lack of wheelchair-friendly entry to a café
• Long shot emphasizes the normality of neglect towards the disabled community
• Ad aims to spread awareness of struggles faced by disabled people in social life
• 65% of viewers felt that coverage of the Paralympics had a positive impact on their perceptions of the disabled community
• Representation challenges accepted ideas regarding disability and disabled athletes
• Avoids negative stereotypical representations of Paralympians as victims or heroes
• Close-up shots create positive representations of ordinary people with whom the audience can positively associate
• 82% of viewers agreed disabled athletes were as talented as able-bodied athletes
• Ad aims to reflect the ideology and ethos of Channel 4, giving a voice to those not usually presented positively in the media
• Ellie Simmonds shown as empowered through focused body language and low angle shot, challenging myths around disability
• Ellie Simmonds has won 8 Olympic medals, highlighting her achievements despite disability
• Representation subverts dominant ideologies by showing people with disabilities as equal or stronger than able-bodied individuals
• Various Paralympians shown in different activities, highlighting their dedication, skill, and strength
• Different shots and gestures emphasize struggles and determination of Paralympians
• Representation challenges stereotypes and underrepresentation of disabled individuals in media
• Relevant theories:

  • David Gauntlett's theory of identity: Advertisement gives visible recognition to disabled people and allows them to see themselves positively in the media
  • Super. Human offers a more diverse and inclusive range of identities, broadening understanding of disability as an athlete and in everyday life