super.human

• 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
• Media producers often focus on the impairment rather than the person, but deeper meanings are revealed as the advert progresses
• Representation of the disabled community as powerful and successful through the example 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 symbolizes power and importance, challenging myths around disability and stereotypes
• Disabled community represented as hardworking and strong through fast-paced montage of Paralympians training
• Contrasts with media stereotypes of disabled people being "pitiable or pathetic"
• Disabled community represented as neglected through scenarios like the entry to a café not being wheelchair-friendly
• Purpose of the advert is to spread awareness of the struggles disabled people face in their social lives
• 65% of viewers felt that the coverage of the Paralympics had a positive impact on their perceptions of the disabled community
• Disabled athletes are shown to be as talented as able-bodied athletes
• The ad aims to reflect the ideology and ethos of Channel 4 by giving a voice to those not usually presented positively in the media
• 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
• David Gauntlett's theory of identity is evident in the advertisement, giving visible recognition to those with disabilities and allowing them to see themselves positively in the media
• Super. Human offers a more diverse and inclusive range of identities, broadening the understanding of what it means to be disabled as an athlete and in everyday life