*OPTION 3 – Media
Outline two ways in which old people are represented in the media
OCR
A Level
2022
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Essay Outline: Media Representations of Older People
This essay will outline two contrasting ways in which older people are represented in the media, drawing on sociological perspectives to understand the implications of these representations.
Point 1: Stereotypical and Negative Representations
AO1:One common and problematic representation of older people in the media is through one-dimensional stereotypes. This is supported by Landis, who argues that older people are often portrayed as frail, dependent, and lacking in agency. These portrayals reinforce ageist assumptions and can contribute to a negative view of ageing.
The under-representation of older people in mainstream media, particularly on television (Cuddy and Fiske), further perpetuates these stereotypes. This lack of visibility makes it difficult for younger generations to develop nuanced understandings of ageing and the diverse experiences of older people.
The consequences of these negative representations are significant. They can contribute to ageism, prejudice, and discrimination against older people. By failing to challenge these stereotypes, the media can perpetuate a culture of ageism that undermines the well-being and social inclusion of older people.
Point 2: Emerging Positive and Diverse Representations
AO1:However, there is a growing awareness of the need to present more positive and diverse representations of older people in the media. Some argue that the "grey pound" (Carrigan and Szmigin), the growing economic power of older people, is leading to a shift in how they are portrayed.
Biggs suggests that media representations are undergoing both change and continuity. While some older people are portrayed in a more stereotypical fashion, others are increasingly portrayed as active, engaged, and influential members of society. Featherstone and Hepworth also highlight the increasing visibility of older people in media, particularly in areas like travel, leisure, and health.
These shifts in representation are important for promoting a more nuanced and positive understanding of ageing. They challenge ageist stereotypes and can contribute to a more inclusive and age-friendly society. However, it is important to note that these more positive representations are often limited to specific demographics or contexts.
Moreover, the media's focus on health and wellness can also contribute to a culture of fear and anxiety around ageing, particularly as it relates to physical decline and disease.
Conclusion
In conclusion, the media plays a complex and often contradictory role in shaping our understanding of older people. While traditional stereotypical representations continue to dominate, there is a growing awareness of the need for more positive and diverse portrayals.
Ultimately, the media's power to shape perceptions of ageing means that it is essential to continue to critique and challenge ageist representations and to promote positive and realistic portrayals of older people as active and valuable members of society.
Representations of Old People in the Media
The representation of old people in the media is a complex issue, often reflecting societal attitudes and anxieties about ageing. This essay will explore two key ways in which old people are represented: firstly, as stereotypically one-dimensional and negative, and secondly, as increasingly diverse and powerful, driven by economic factors.
Stereotypical and Negative Representations
Historically, media representations of old people have often fallen into negative stereotypes. Landis identifies common tropes such as the 'grumpy old man,' the 'frail old lady,' and the 'confused and forgetful' senior. These portrayals reduce older individuals to caricatures, ignoring the diversity of experiences within this demographic. Furthermore, Cuddy and Fiske highlight the underrepresentation of older people in media generally, suggesting that when they are portrayed, it is often within limited and stereotypical roles.
This lack of balanced representation is echoed by Milner, Van Norman, and Milner, who argue that the media fails to showcase the reality of ageing, including its challenges and triumphs. Instead, older people are often relegated to the sidelines, portrayed as passive recipients of care or objects of pity. This can contribute to negative societal perceptions of ageing, reinforcing ageism and contributing to the marginalization of older individuals.
The Rise of the 'Grey Pound' and Changing Representations
However, recent years have seen some shifts in media representations, partly driven by economic factors. The rise of the 'grey pound' – the increasing economic power of older consumers – has led to a growing recognition of this demographic as a valuable target market. Carrigan and Szmigin note how advertisers are increasingly featuring older people in positive and aspirational ways, promoting products and lifestyles tailored to their interests and needs.
This shift is also reflected in a broader trend towards more diverse and nuanced portrayals of old age. Featherstone and Hepworth argue that contemporary media representations are beginning to challenge traditional stereotypes, showcasing older individuals as active, engaged, and stylish. This can be seen in the increasing visibility of older models, actors, and influencers, who are challenging ageist norms and presenting a more empowering image of ageing.
Conclusion
In conclusion, while stereotypical and negative representations of old people persist in the media, there is evidence of a gradual shift towards more diverse and positive portrayals. Economic factors, coupled with changing societal attitudes, are driving this change, leading to a greater recognition of the complexity and diversity within this demographic. However, it is crucial to continue challenging ageist stereotypes and promoting balanced and accurate representations of older people in the media, reflecting the richness and variety of their experiences.
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AO1: Knowledge and Understanding
The following list is indicative of possible factors/evidence that candidates may refer to but is not prescriptive or exhaustive:
- Landis – one dimensional stereotypes of older people.
- Cuddy and Fiske – under representation on TV of older people
- Milner, Van Norman and Milner -absence in the media of a balanced view of ageing.
- Carrigan and Szmigin – effects of the ‘grey pound’.
- Biggs – both change and continuity.
- Featherstone and Hepworth – changing representations
- Any other relevant point.
AO2: Application
The selected knowledge should be directly related to the specific question.