EVOLUTION OF COMMERCIALS FEATURING PARA ATHLETES: FROM FRIEND NEXT DOOR TO EQUAL SPORTS STARS
Identifikátory výsledku
Kód výsledku v IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11230%2F24%3A10480344" target="_blank" >RIV/00216208:11230/24:10480344 - isvavai.cz</a>
Výsledek na webu
<a href="https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=UjoX-~K.lZ" target="_blank" >https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=UjoX-~K.lZ</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.34135/communicationtoday.2024.Vol.15.No.1.3" target="_blank" >10.34135/communicationtoday.2024.Vol.15.No.1.3</a>
Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
EVOLUTION OF COMMERCIALS FEATURING PARA ATHLETES: FROM FRIEND NEXT DOOR TO EQUAL SPORTS STARS
Popis výsledku v původním jazyce
This article analyses how Para athletes were presented in audiovisual commercials by companies that supported the Olympic or Paralympic Games. We focused on the framing of (dis)ability in commercials available on YouTube (2008-2021). The evolution in Para athletes' presentation can be tracked in identified frames. The traditional defensive and supercrip frames have persisted, though less noticeably than in the past. Defensive framing accentuates the hard work and tough training of Paralympians. Its subframe, supercrip or cyborg framing, challenges the notion of disability and highlights the courage of Paralympians. One newly identified frame was the equality frame, when advertisements present Paralympians as equals living ordinary lives as able-bodied people. The portrayal of Paralympians in advertisements has evolved and corresponds with the companies' missions and campaigns' claims.
Název v anglickém jazyce
EVOLUTION OF COMMERCIALS FEATURING PARA ATHLETES: FROM FRIEND NEXT DOOR TO EQUAL SPORTS STARS
Popis výsledku anglicky
This article analyses how Para athletes were presented in audiovisual commercials by companies that supported the Olympic or Paralympic Games. We focused on the framing of (dis)ability in commercials available on YouTube (2008-2021). The evolution in Para athletes' presentation can be tracked in identified frames. The traditional defensive and supercrip frames have persisted, though less noticeably than in the past. Defensive framing accentuates the hard work and tough training of Paralympians. Its subframe, supercrip or cyborg framing, challenges the notion of disability and highlights the courage of Paralympians. One newly identified frame was the equality frame, when advertisements present Paralympians as equals living ordinary lives as able-bodied people. The portrayal of Paralympians in advertisements has evolved and corresponds with the companies' missions and campaigns' claims.
Klasifikace
Druh
J<sub>imp</sub> - Článek v periodiku v databázi Web of Science
CEP obor
—
OECD FORD obor
30306 - Sport and fitness sciences
Návaznosti výsledku
Projekt
—
Návaznosti
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Ostatní
Rok uplatnění
2024
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název periodika
Communication Today
ISSN
1338-130X
e-ISSN
2730-051X
Svazek periodika
15
Číslo periodika v rámci svazku
1
Stát vydavatele periodika
SK - Slovenská republika
Počet stran výsledku
17
Strana od-do
32-48
Kód UT WoS článku
001218553900011
EID výsledku v databázi Scopus
2-s2.0-85194262391