Super Cripple Advertisement Analysis

The social group I will be discussing in today’s contemporary society will be the disabled. In the media, the disabled are generally portrayed as incapable, non-sexual and pitiful beings. However, we have seen the emergence of the ‘super cripple’ more in our contemporary society. There is also the deviant, sinister and evil stereotype, where the disabled person is naturally crooked and operates outside of society’s norms. These stereotypes are particularly evident on television, film and advertising.
Firstly, contemporary society is now addressing some of the common stereotypes associated with being disabled. For example, there is a stereotype about the disabled which states that they are loveless and non-sexual. The channel 4 show ‘The Undateables’,
is a show which follows a group of disabled people on a mission, trying to find love. The show was well-received as it is show which is tackling the issue of a stereotype. The show received mixed reviews, as some claimed that it was provocative, presenting the disabled as a freak show. It however, was generally well received as it raises awareness towards the stereotype.
An advert which also showcases a change in typical disability stereotypes would be Channel 4’s Paralympic ‘Meet the Superhumans’.
In this advert, we see the showcase of multiple ‘Super Cripples’. These are people who overcome every challenge, and they are people who ‘’don’t think of themselves as disabled’’. This is evident in the Paralympic trailer, as we see multiple athletes overcoming their disability and being triumphant in their sport. This is done by the upbeat, motivational music, and the multiple low-angle shots done to portray their superiority. In a similar advert, Samsung’s Paralympic advert ‘Everyone can take part’ shows a great deal of commitment and strength. The athletes are treated as normal bodied athletes. For instance, there are scenes of rigorous training, where the athlete’s coaches are pushing them to their limit – similar to how they would train a normal bodied athlete. We hear a coach in one scene shout ‘one more’ where we see the athlete clearly in pain, but as oppose to the conventional sympathy we may give, the coach adds brutality. This changing convention shows how contemporary society is changing its attitudes towards the
disabled.
Moreover, another show which shows changing attitudes and goes against conventional stereotypes, is the show Dancing on Wheels. First broadcasted in 2010, the show goes against conventional stereotypes, and shows that wheelchair users are active and can have fun. The British reality TV show, features celebrities such as Olympic swimmer Mark Foster and TV hostess Caroline Flack, paired up with people paralysed from the waist below and given one week to learn a ballroom routine. Similar to shows, such as Strictly Come Dancing, or the X Factor, the shows gives disabled people for once, a chance at being one of the mainstream shows. The show was also well-received and given praise as it raises awareness towards the issue.
Despite the changing attitudes towards the disabled in our contemporary society, there are still conventional portrayals of the disabled in the media.
Characters such as Lieutenant Dan from Forrest Gump, or Artie from Glee – all show paraplegic characters represented as the ‘angry cripple’. The angry cripple, is someone who is angry and difficult, and takes out inner hurt and rage on the world. They are normally deep in self-pity and are not social. They are common drunks and have no ambition. Lieutenant Dan from Forest Gump is a prime example of this. He is a drunk, and living off government welfare, due to him being a retired veteran. In a scene with Forrest Gump, who is also someone with a disability (learning difficulties), we see how Lieutenant Dan is satirical in his conversations. As he crosses the road for example, he is almost hit by an on coming taxi, he responds with ‘’Hey, I’m walking
here!’’.
Moreover, the 2012 TV series Derek, played by Ricky Gervais is another prime example, of a media text which conforms to traditional disabled stereotypes. Derek has a learning disability, and we see that his character is represented as socially awkward, unattractive and has a lack of inhibition. The show was quite controversial as it mocks mentally disabled people and the show is in the genre of a comedy.
Overall, though we now have many shows which are challenging traditional conventions of disabled stereotypes, we still see many disabled stereotypes being enforced in the media.