Other Free Encyclopedias » Medicine Encyclopedia » Aging Healthy - Part 2

Images of Aging - Geezer Bashing, Invisible Elders, "old Warhorses" In U.s. Newsrooms, Advertising Rates Trump Ratings

age media

The mass media's neglect of older people—and the often distorted presentation of elders as uniformly robust "golden years" retirees on the golf course—is generally regarded as regrettable, but financially understandable. Economic interests in news, entertainment, and advertising are used to rationalize the marketplace bias against anything more than an incidental inclusion of older age groups. This bottom-line approach is driven by the quest for dollars that slip through youthful fingers. Young families are considered to be more easily swayed by brand appeals than affluent but tight-fisted seniors, who are supposedly set in their consumerist ways. Yet, those who have taken a harder look have seen the ageism pervading the media as a tangled skein of stereotypes dyed by unfounded assumptions that are threaded with financial and political conflicts of interest. The devaluing of older people in the media is reinforced by the acrid image of geezers, a disparaging term that has become commonplace in major-media descriptions of elders.

Immigrants - Types Of Older Immigrants, Origins Of Older Immigrants, Economic Circumstances, Family Ties [next] [back] Human Factors - Human Factors Engineering, Mobility And Transportation, Living Environments, Computer Technology And Information Systems, Conclusion

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