Opening Credits
The opening credit sequence uses animation images which set up the content of the text. Also the range of winter sports is shown in this sequence. The combination of animation and fast editing along with dramatic diegetic sound /music indicate an attempt on the BBC's part to attract a younger demographic compare to past winter olympics. The music used is of a Canadian singer's song which reflects the idea that the olympics were actually situated in canada. Use of non diegetic sound sets up a very dramatic and tense narrative in relation to Amy Williams, reinforces the stereotype of the major international sporting event. The opening sequence very much reflects the high production values of the BBC as a media institution. The written text anchors the content of the text and the use of the BBC logo represent brand recognition and 'quality' along with the olympic logo.
Montage
The use of the montage very much along with the non-diegetic sound (music and voiceover) builds up the dram/tension but also sets up the narrative a 'hero' in the form of Amy Williams. The dramatic aerial cinematography and male voice over are setting up a dramatic narrative. The representation of a young strong determined British women is a positive image and one that challenges common media stereotypes of either young women as 'sexual objects' or as 'passive mothers/housewives'. This very much has appeal to the younger demographic audience. Camera shots are used in sequence to reinforce the importance of British-ness and challenges recent negative connotations in the media linked to the Union Jack.
Studio Sequence
Hazel Irvine reinforce the positive representation of women and challenges the male dominated nature of sport. The studio piece offers a temporary equilibrium in this dramatic sequence. The mise-en-scene of the studio set reinforce and reflects the youthful feel of the text.
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