 |
I still can't download or save new images, but at least this one is informative and relevant |
DAC
Representation refers to how an issue, event or person is shown again by the producer, using media language to reflect their often complex ideologies. In this essay, I shall argue that the Superhuman Paralympics trailer represents people with disabilities as powerful, mentally and physically strong, but also vulnerable, fragile and relatable to a wide range of target audiences. This representation is highly complex, and therefore challenges traditional representations of people with disabilities as being simple and straightforward. The Super.Human advert advertises Channel 4’s coverage of the Tokyo 2020 Paralympic games, and does so by challenging stereotypes.
Content
- Stuart Hall argued that representations are constructed through media language
- The final montage of the video uses fast paced editing to construct a representation of people with disabilities as hardworking. It also constructs an exciting mode of address for the mass mainstream target audience, not only interesting the audience, but representing disabled people as being fascinating, interesting and exciting
- In the final montage, a binary opposition is constructed through the surprising cut from the fast paced montage to a peaceful and even dull shot of a stereotypical middle class white family cycling slowly on a tandem through a stereotypically middle class setting. This not only constructs white middle class people as being boring and straightforward, but also reinforced through binary opposition the struggle and excitement of competing in the games as a disabled person
- Other working class iconography includes the MES of the setting of the traditional cafe, the London accent of the singer, and the binary opposition this forms with the middle class representation of Boris Johnson
- To be a Paralympian, there’s got to be something wrong with you’ the lexis presented on this intertitle constructs a polysemic mode of address, and simultaneously infers that not only is there something related to disability, but also there is something deeply ‘wrong’ with the mentality of competing in the Paralympic games. This is reinforced through the frequently disgusting MES of the puke bucket, the revolting endoscopy footage and the frequent use of blood all combine to represent disabled people as both vulnerable yet brave. His highly inclusive representation presents people with disabilities as being extremely visible, and may challenge the assumptions of the mass British audience
- Additionally, the disabled athletes are also represented as being often stereotypically British . One stereotype about British people is that they do not complain, and endure even the worst hardship. This hyperreal representation of British identity will appeal to British audiences in particular, who will feel a sense of personal identity to the disabled participants. In doing so, the producers construct a highly relatable representation that challenges the idea that able-bodied people and disabled people are binary oppositions.
- Representations of black hair challenge the hegemonic orthodoxy of white hair styles, and will appeal to a black audience