The role of the media in supporting ageism[i]
Mass media,
particularly television and movies, define social roles in contemporary culture
by presenting a steady and repetitive portrayal of images and a system of
messages. Studies reveal the common perception in the media that youth sells
and youth buy. This view causes television shows, movies, and advertisements to
feature young characters to bring in large audiences and revenues. The media
emphasize youth and beauty, fast-paced action and lives, and overly simplistic
portrayals of individuals. This emphasis exacerbates the negative image of
aging and the elderly in American culture, because the stereotypes of aging are
the antithesis of the attributes upon which television and movies thrive.
The image
of aging depicted in the media has generally been one of negative stereotyping,
a portrayal that seems to be more negative than any other social group. In
American culture, the aged are not depicted as experienced "elders."
Rather, older people are tolerated and respected to the extent they can act
like younger people and work, exercise, and have healthy relationships.
Research
from the 1970s, 1980s, and 1990s, shows a continuing negative portrayal of
older persons and the elderly by the media, manifested mostly through comments
referring to decline and deterioration in old age.
The media
also tend to exclude or severely underrepresent the elderly in the images
presented on television compared to the proportion of elderly in the U.S.
population. While the population age sixty-five and older represents almost 13
percent of the U.S. population, only about 8 percent of the roles in television
commercials in the 1990s were of older persons (Tupper). Older women are almost
invisible in prime-time television shows and movies.
Similarly,
television advertising, which has a profound effect on influencing and shaping
attitudes, repeatedly conveys negative stereotypes by representing older
persons as feeble, forgetful, stubborn, and helpless. Repeated exposure to
negative stereotypes about aging and the elderly in commercial advertising can
lead to a devaluing of the elderly.
Advertisers
clearly focus their marketing on younger women who are primarily responsible
for household purchases. The common perception among advertising agencies is
that younger age groups spend more than older age groups. Recent studies show
that while sixty-five to seventy-four-year-old consumers outspend their
counterparts in the thirty-five to forty-four-yearold category, ad agency staff
ignored older audiences and underappreciated their potential and power as
consumers.
Newspapers
and magazines generally present neutral images of aging and do not create or
support negative images of the elderly in their coverage of stories or in
advertisements.
[i] http://www.encyclopedia.com/topic/Ageism.aspx