- "made ineffective, unfit or incapable". - Making those who are labelled in this way feel tarred with a distasteful brush, implies they are incapable of effectiveness in any field.
- The word disabled is represented in such a simple way, however this is reducing a large and diverse group of human beings to nothing more than a stereotype.
- In advertisement the main images of disabled is those in charities appealing for donations. Bringing us to feel pity and support the charities. Being disabled is not represented as being "sexy" as is won't sell - ideologically speaking.
Benetton's - Sunflowers advert
- Exploitation of young/ disabled - reinforcing ideologies - 1998/99
- Mixed response - positive, progressive/negative
- Clothing - contrast
Paralympics
- Derisory level of coverage and sponsorship
- 1 hour of highlights vs. 160 of winter Olympics, BBC 2 - 2010
- When in 2008 it received 13.2 million viewers
- Why not given a wide space of coverage
Cast Off's
- Mockumentrary - new side of disability
- Creating rounded story-lines
- Changing views and focus on disability
- Reflecting reality
- Fear of lack of audience, lack of experience
- Very fine line, can't please all
Born on the 4th July
- Tom Cruise - Appealing, going to see the star rather than the film - 89
- Disability is a great storyline - inspire pretty + Oscar nominations
- Applauded for fine arts - Can we only accept beautiful people portraying incapacitated (pretending)
Barthes - Absent Presence
The very lack of some groups becomes an important issue in itself. Rectifying the issue by just adding more representation can lead too stereotyping - offending / offence
Adam Best
2009-2010 - raising the profile of the BBC raising the profile of disabled actors, David Proud - Eastenders
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