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- Title
REKLAMY SPOŁECZNE TOWARZYSZĄCE IGRZYSKOM PARAOLIMPIJSKIM. OD SUPERBOHATERA DO ZWYKŁEGO CZŁOWIEKA.
- Authors
SAHAJ, TOMASZ
- Abstract
The aim of the article is to present the results of research obtained based on the qualitative analysis of the content -- images, language and the manner of narration -- of social advertisements broadcast in mass media during the Olympic and Paralympic Games in the years 2008--2022. Particular attention was paid to the 2016 Summer Games in Brazil and the 2018 Winter Games in South Korea. In those two global sports events one can easily notice the change of linguistic paradigm describing competitors with disabilities. The dominant narrative was based on the biographies and personal characteristics of athletes, not reduced to the roles of heroes and supermen, but ambitious, though ordinary people in their existential and social dimensions. The reflections are supported by a humanistic and social approach.
- Publication
Man - Disability - Society / Człowiek – Niepełnosprawność – Społeczeństwo, 2022, Vol 55, Issue 1, p99
- ISSN
1734-5537
- Publication type
Article
- DOI
10.5604/01.3001.0015.8515