Introduction

The Super. Human. campaign, launched in 2020 by Channel 4 for the Paralympic Games, marked a significant step in how Paralympic athletes are portrayed and celebrated. Directed by Bradford Young, renowned for his visually compelling work on Arrival, this campaign set out to challenge stereotypes, redefine narratives surrounding disability, and showcase the power of human perseverance in a raw, authentic way. The campaign aligns closely with key areas of the Eduqas A-Level Media Studies specification, particularly in understanding representation, industry, and audience engagement.

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Representation

One of the standout aspects of the Super. Human. campaign is its approach to representation. In alignment with the Eduqas specification, which emphasizes the analysis of stereotypes, diversity, and inclusion, the campaign confronts traditional depictions of disabled athletes. Rather than framing Paralympians solely as "inspirational" or "overcoming obstacles," the campaign opts for a grittier, more nuanced portrayal. It highlights not only the athletes’ triumphs but also the immense struggles, frustrations, and sacrifices they face in their journey to success. This raw portrayal counters the often sanitized view of disability seen in mainstream media, challenging the audience to see athletes not just as disabled, but as complex, driven individuals with diverse experiences. This approach fosters a greater understanding of representation, as outlined in the Eduqas curriculum, by showcasing the multidimensional aspects of identity and challenging conventional stereotypes.

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Media Language​

The campaign’s cinematic style, directed by Bradford Young, also provides insight into media language, another component of the Eduqas specification. Young's cinematography uses close-ups, dynamic angles, and muted color palettes to create an intimate atmosphere that draws viewers into the emotional and physical intensity of the athletes' experiences. For A-Level students studying media language, Young’s work is a compelling example of how technical elements such as lighting, framing, and color can convey complex ideas and emotions. The campaign’s intense focus on physical details—the grit of the athletes’ faces, the strain of their muscles, and the determination in their expressions—helps communicate the powerful narrative of perseverance and strength. This visual style underscores the intensity of Paralympic preparation and invites the audience to experience, at least visually, the rigorous demands these athletes face.

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Industry

From an industry perspective, the Super. Human. campaign reflects how media institutions, like Channel 4, use their platforms to push societal boundaries and redefine public discourse, a topic central to Eduqas’s industry analysis. Channel 4, with its long-standing commitment to championing diversity and inclusion, used the Super. Human. campaign to engage audiences on an emotional and social level, driving awareness of the Paralympics and promoting inclusivity. The campaign thus serves as an example of how media organizations can influence social perceptions, aiming not only to entertain but to educate and inspire societal change.

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Audience​

Audience engagement is another key area explored in the Eduqas A-Level specification, and the Super. Human. campaign serves as an impactful case study. Channel 4 strategically uses emotional storytelling, powerful visuals, and a raw narrative to connect deeply with audiences. Rather than merely presenting Paralympic sports as an event, the campaign immerses viewers in the reality of each athlete’s journey, appealing to both sports fans and the general public. This approach not only raises awareness of the Paralympic Games but also broadens the viewership by engaging audiences on an emotional level, encouraging empathy and admiration.

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Conclusion

In conclusion, the Super. Human. campaign for the 2020 Paralympics provides rich material , as it delves into critical areas such as representation, media language, industry influence, and audience engagement. Through its nuanced portrayal of Paralympians, innovative cinematography, and impactful narrative, the campaign challenges perceptions and encourages a broader understanding of diversity and resilience in sports.

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       CHECK YOUR LEARNING

1. How does the Super. Human. campaign challenge traditional stereotypes of disabled athletes?

2. Describe the representation approach used in the campaign. How does it differ from typical portrayals of disability in the media?

3. What role does Bradford Young’s cinematography play in conveying the athletes’ experiences in the campaign? Give examples of specific techniques he uses.

4. How does Channel 4’s commitment to diversity and inclusion influence the messaging of the Super. Human. campaign?

5. In what ways does the campaign appeal to audiences beyond typical sports fans?

6. How does the campaign use close-up shots and physical details to engage the audience emotionally?

7. Explain how the Super. Human. campaign reflects Channel 4’s role in influencing social perceptions through media.

8. Discuss how the Super. Human. campaign aligns with Eduqas A-Level Media Studies concepts of media language.

9. How does the campaign’s portrayal of struggle and sacrifice contribute to the audience’s understanding of Paralympic athletes?

10. In what ways does the Super. Human. campaign expand the viewership of the Paralympic Games through its narrative and visuals?

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STUDENT ESSAY

Channel 4’s Super. Human. advertisement, crafted by Oscar-nominated cinematographer Bradford Young and produced by 4Creative in collaboration with Serial Pictures and Somesuch, promotes the 2020 Tokyo Paralympic Games by emphasizing the intense sacrifices and challenges faced by Paralympic athletes. Young, known for his ability to create powerful, evocative imagery, brings his distinct cinematic approach to this advert, which integrates diverse media language elements to reshape societal perceptions of disability.

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The advert opens with smoke and low-key lighting, setting a dramatic tone that suggests both mystery and resilience. This imagery, complemented by intense, emotionally charged music, instantly engages viewers, drawing them into an atmosphere of struggle and triumph. The use of close-ups on specific figures—such as a Black female athlete—emphasizes their centrality and power, with Bradford Young’s framing and lighting choices creating an impression of respect, authority, and empowerment. This cinematographic approach effectively removes stereotypical portrayals of disability, presenting athletes instead as complex individuals.

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Montage sequences create a dynamic rhythm, showcasing diversity and resilience across various challenges. By integrating intimate sounds like breathing, the advert brings the audience closer to the athletes’ physical and emotional states, establishing a deep sense of empathy. Personal moments, such as hair care routines, further ground the athletes as relatable figures, reinforcing Bradford Young’s intention to reveal shared human experiences and everyday vulnerabilities, even in individuals portrayed as “superhuman.”

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Symbolism also plays a central role. The gunshot sound effect marks a pivotal transition, symbolizing the start of a significant trial or the escalation of tension. The sick bucket and childbirth scenes further illustrate the physical toll and perseverance required, connecting the athletes’ struggles to universally recognized challenges. Close-ups on bruises and blisters emphasize the raw physicality and sacrifice involved, while the presence of archive footage of military scenes taps into themes of camaraderie, patriotism, and collective endurance.

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The advert also makes powerful use of visual motifs, like graphic matches between wheels and cosmic elements, suggesting that even small, often overlooked objects have vast, interconnected meanings. The low-angle shot of a swimmer connotes strength and heroism, positioning the athletes as figures of larger-than-life ambition, while the fall of symbolic elements, like balls, represents obstacles that must be navigated to achieve success.

Incorporating diegetic radio sounds and scenes of personal sacrifice—such as a cyclist missing personal events like birthdays—reinforces the portrayal of athletes’ lives as both exceptional and deeply human. The ad also addresses societal barriers, seen in a scene where a wheelchair user faces an architectural obstacle, challenging viewers to consider accessibility issues. Bradford Young’s cinematographic choices further strengthen the ad’s message, inviting audiences to acknowledge the multifaceted, sometimes painful realities of disability.

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This campaign builds upon the themes of Channel 4’s previous Paralympic advertisements by expanding representation, with the symbolic smashing of the word “Super” at the conclusion suggesting a break from the expectation that disabled people must be extraordinary to be valued. The imagery of a giant medal, juxtaposed with close-ups on athletes, implies that achievements should be celebrated on an equally grand scale. In creating a nuanced depiction that challenges stereotypes, Super. Human. compels viewers to question and expand their understanding of disability, positioning the athletes not merely as inspirations but as humans who embody resilience, ambition, and dignity.

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