Identify and briefly explain two ways in which old age is represented in the media.
OCR
A Level
2024
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Essay Outline: Media Representations of Old Age
This essay will explore two ways in which old age is represented in the media, drawing on sociological perspectives. It will critically analyze the dominant stereotypes associated with aging and how these impact our understanding of older people.
1. Old Age as One-Dimensional and Stereotypical
Key Sociologists: Landis, Cuddy and Fiske, Victor
Argument: Media representations of old age often rely on stereotypical portrayals, reducing the complexity of aging to a few simplistic characteristics. These stereotypes include:
- Lonely: Portrayed as isolated and lacking social connections (Victor)
- Unable to Learn: Presented as cognitively deficient, unable to adapt to new technologies or ideas (Victor)
- Ill Health and Dependency: Emphasizing frailty, chronic illnesses, and reliance on others (Victor)
Impact: These stereotypical representations can contribute to ageism, reinforcing negative attitudes and prejudices towards older people, leading to social exclusion and discrimination.
2. The Increasing Visibility and Diversity of Old Age
Key Sociologists: Carrigan and Szmigin, Clarke and Warren, McKinsey, Featherstone & Hepworth
Argument: While traditional stereotypes persist, there is a growing trend towards more positive and diverse representations of old age in the media. This shift can be attributed to:
- The “Grey Pound”: The increasing economic power of older people has led marketers to target them with positive and active portrayals (Carrigan and Szmigin)
- Active Aging: Media representations are increasingly showcasing older people as engaged in various activities, contributing to society, and maintaining their independence (Clarke and Warren)
- The “Oldest Old”: This growing demographic is increasingly represented in the media, challenging stereotypes and emphasizing the resilience and adaptability of older people (McKinsey)
Impact: These positive and diverse representations can help challenge ageist attitudes and create a more inclusive society for older people.
Conclusion
In conclusion, media representations of old age are complex and multifaceted. While stereotypical portrayals remain pervasive, there is an increasing tendency towards more positive and diverse representations. This shift reflects the growing economic and societal power of older people and the changing perceptions of aging. However, it is crucial to critically engage with media representations of old age to challenge stereotypes and promote a more nuanced understanding of this stage of life.
Representations of Old Age in the Media
The media plays a significant role in shaping societal perceptions of various social groups, including the elderly. Representations of old age in the media can be complex and often contradictory, reflecting broader societal anxieties and attitudes towards ageing. This essay will explore two key ways in which old age is represented in the media, drawing upon sociological research and perspectives.
Stereotypical and One-Dimensional Portrayals
One prominent way in which old age is represented in the media is through the use of stereotypes, often portraying older people as a homogenous group with limited roles and characteristics. Landis' research highlighted this trend, arguing that media representations often present older people as "one-dimensional" and based on negative stereotypes. For example, older adults are frequently portrayed as frail, dependent, and unable to contribute meaningfully to society. This reinforces the image of older people as a burden rather than valuable members of society. Cuddy and Fiske's concept of "media invisibility" further emphasizes this point, suggesting that older people are often absent from media representations altogether, particularly in advertising and popular culture.
The Influence of the "Grey Pound" and Positive Ageing
However, alongside these negative portrayals, there is a growing trend towards more positive representations of ageing, particularly in advertising and marketing. This shift can be attributed to the increasing economic power of older consumers, often referred to as the "grey pound". Carrigan and Szmigin argue that this demographic shift has led to a rise in marketing campaigns that depict older people as active, stylish, and financially secure. Similarly, the concept of "active ageing", as explored by Clarke and Warren, has gained traction, emphasizing the potential for older people to remain engaged and fulfilled in later life.
This trend is not without its critics. Some argue that these positive portrayals, while seemingly progressive, can create unrealistic expectations and pressures on older people to conform to a specific image of successful ageing. Furthermore, these representations often focus on a narrow segment of the older population, typically white, affluent, and healthy individuals, neglecting the diversity of experiences within this demographic. Biggs highlights these "contrasting trends", noting the simultaneous existence of both positive and negative representations, which ultimately contribute to a complex and often contradictory image of old age in the media.
Conclusion
In conclusion, representations of old age in the media are multifaceted and influenced by a range of factors, including societal attitudes, economic considerations, and evolving concepts of ageing. While stereotypical and negative portrayals persist, there is a growing trend towards more positive and diverse representations, reflecting the changing demographics and economic power of older people. However, it is crucial to approach these representations with a critical lens, recognizing their potential to both challenge and reinforce existing stereotypes. A nuanced understanding of the complexities of ageing requires moving beyond simplistic representations and acknowledging the diverse experiences and contributions of older people in society.
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Representations of Ageing
Responses may include:
- - Represented as 'one-dimensional' and based on stereotypes (Landis)
- - Largely invisible in the media (Cuddy and Fiske)
- - Lack of balanced portrayal of ageing (Milner, Van Norman and Milner).
- - Increase is positive portrayals linked to the increase of the "grey pound" (Carrigan and Szmigin)
- - Contrasting trends in representations of ageing (Biggs)
- - Victor: 4 stereotypes: lonely, unable to learn, ill health and dependency
- - Positive representations - Active ageing Clarke and Warren and Oldest old (McKinsey)
- - Changing representations – Featherstone & Hepworth