THEORY

• What is the Oppositional reading of Superhuman?


  They are not supporters of Channel 4 and not regular viewers that are interested in sport of any kind.
• What is the Negotiated reading of Superhuman?


  Feeling more distanced from the sporting theme of the event and examining misconceptions about disabled people are their lives more generally.
• What is the Preferred reading of Superhuman?


  The Athletes are both 'Super' and 'Human' accepting ideologies and the intended meaning of Channel 4. This means that the audience should invest in their narratives and watch the Paralympic games.
• How does George Gerbner's theory challenge the advertisement?

  Audiences are more open to the representations in Super human and it offers a refreshing and realistic perception of what it is like to be disabled and challenges preconceptions.
• State 3 Binary oppositions of the Superhuman advert:

  -Paralympic athletes VS Reality.

  -Dreamlike sequences Vs Dramatic images.

  -Reality conveyed through ambient lighting Vs the strident sound of the alarm clock.
• How does David Gauntlet's theory support Superhuman?


  Giving visible recognition to those with disabilities, allowing people to see them through a positive light in the media.