PPE LR

Question 1 - institution

Channel 4 has done its job as a opinion leader by challenging stereotypes of disabled people. This would have a significant impact on the audience as they would witness an advert about this group of people which isn't ordinary to see. Perkins' theory can be used to suggest disabled people are ignored in sports specifically ans the advert helps us remember these athletes are as courageous as the Olympic ones. This means that Channel 4 could be viewed as a more informative and accepting channel compared to others as they are willing to host the Paralympics where as the BBC is more focused/concerned on the Olympic Games. Therefore, Channel 4's brand image could potentially be enhanced due to them trying to attract an audience which is forgotten about in the World of television. Furthermore the fact that Channel 4 has targeted a minority group to televise could imply other segments of people who aren't on shows could possibly get their chance through the help from Channel 4.

In addition, Channel 4 made the advert to be in the faces of the audience to shock them and question whether they consider disabled people. This means that from the athletes staring at the camera in the beginning of the advert for example, it makes the audience feel a little intimidated and guilty if they don't believe the Paralympic games will as much of a success as the Olympic games. Therefore, the audience could question their ideologies about disabled people being lazy or not able to do what able people can do. We can see events these athletes compete in which are almost similar to the events in the Olympic games. We can use the uses and gratification theory to suggest the audience can build personal relationships with the athletes to feel sympathy with them. This is through emphasising the incidents where the athletes became disabled which could be the disequilibrium. Also, the audience can then feel hyped and gratitude towards the Paralympic athletes as they have overcome the accident/disability and have become hard working athletes (new equilibrium).   

Channel 4 is trying to attract youth culture in the advert as they are an audience who would probably be quick to exclude disabled people from sports due to maturity or knowledge. There is an ideology set about young people not being interested in politics (not many voting) and politics is one way where minority groups are discussed/considered (whether there helped is besides the point). Channel 4 have attempted to inform their young audience about the Paralympics and not writing it off because they are different to them. The young audience watching the advert would realise Channel 4 are being serious for once and its time the youth of Britain follow by starting with accepting disabled people can be as determined and courageous in sport as they are or other able sporting people. This means that Channel 4 have tried to have a positive impact on young people by emitting this moral ideologies.