Super.Humans (Audiences, Representation and Social/Cultural Context)
- Created by: amydelicata
- Created on: 13-12-22 10:13
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- Super.Humans revision
- Purpose Of Advert
- challenge accepted ideas
- realistic representations of the every day life
- athletes first rather than a person with disabilities' doing their best'
- Visual codes
- body language (see performance)
- setting
- cafe and home settings
- creates realism
- gym, track, swimming pool
- a code that quickly places the athletes into their sports that audiences recognise
- cafe and home settings
- Levi Strauss (Binary opp)
- persistence vs giving up
- dreamlike sequences to sounds of alarms
- animated vs real life actions
- adds humour and narrative
- Audio Codes
- So You Wanna Be A Boxer
- non diegetic
- older audiences familiar from bugsy malone
- connotations of struggle but still upbeat
- struggle shown through diegetic sounds like grunting and heavy breathing
- juxtaposed with sounds of everyday life e.g.: baby cry
- So You Wanna Be A Boxer
- Context
- cultural
- Channel 4 addresses the unrepresented social group
- social
- athletes are human rather than super and they are neither victims or heroes who have 'overcome' disabilities
- George Gerbner
- audiences may have become used to conventions of these adverts and therefore become immune to the purpose
- this advert challenges Gerbner's theory
- audience question their assumptions because the advert offers refreshing and realistic outlooks
- this advert challenges Gerbner's theory
- audiences may have become used to conventions of these adverts and therefore become immune to the purpose
- cultural
- Audience Positioning
- is the way you are made to feel in the media product
- music
- So You Wanna Be A Boxer
- non diegetic
- older audiences familiar from bugsy malone
- connotations of struggle but still upbeat
- So You Wanna Be A Boxer
- Technical codes e.g.: editing
- close up shots show strength and determination, followed by low angles - power
- cuts between harsh regime and cartoons
- lightens the mood and engages through humour
- performance (body lang, facial expressions)
- David Gauntlett's theory of identity
- people with disabilities see themselves in a positive light
- more diverse and inclusive range of identities
- broadens understanding of disabilities
- Stuart Hall: Reception theory
- meanings communicated through signs
- stereotyping occurs when there are inequalities in power
- people with disabilities are constructed as different
- stereotyping occurs when there are inequalities in power
- men and women with disabilities that are distinct from each other are shown
- avoids simplifying representations
- meanings communicated through signs
- Purpose Of Advert
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