Stereotypical Portrayals of Older Adults in Media- A Critical Analysis Across Different Platforms

Stereotypical Portrayals of Older Adults in Media- A Critical Analysis Across Different Platforms

In most media today, older adults are commonly portrayed as dependent on other people and confused. Images portraying younger adults do so in the context of technology, healthcare, and work-life, whereas those portraying older adults often show them in the context of their living situation in a medical context and together with their family. This paper will focus on the manner in which various media, including films, newspapers, and greeting cards, portray ageism.

Newspapers are highly influential parts of the media. Given that they are a means of communication, they tend to shape individuals’ perceptions of the world, thereby reflecting the manner in which older people are cared for and treated in society. In research conducted by the Center for Ageing Better, it was found that two-thirds of news stories tend to portray older adults in a negative manner, painting a picture of them as being in ill health, a burden to society, or being victims (Herklots, 2021). Even positive stories are said to reference negative attitudes that are used to frame a positive theme but reinforce negative stereotypes.

For instance, in Finland, research shows that newspapers tend to portray older people as being advocated for, engaged with, and looked after (Koskinen, Salminen & Leino-Kilpi, 2014). Whereas all of these things seem positive, they tend to reinforce the negative attitude about older adults as being frail, vulnerable, and over-dependent on other people. Most Finnish newspapers are said to portray older adults positively, which influences various policies such as advocating for better health care and diet to increase the quality of life that individuals lead even in their old age (Koskinen, Salminen & Leino-Kilpi, 2014). The positive portrayal of older adults in Finnish society is generally reflective of the Nordic culture that views older people positively. The only problem is that the older population is viewed homogeneously, which can result in inequality as the needs of older people vary from person to person.

Greeting cards are also important to society, particularly in Western cultures. However, cards like birthday cards are said to carry major stereotypical messages about old age. Birthday cards tend to exaggerate messages about Alzheimer’s disease, placing emphasis on dramatic physical changes due to old age, portraying older adults as cranky and unattractive, and suggesting that they have inappropriate sexual interests or lack sexual interest altogether (Dennis, 2021). Such messages only increase the negative portrayal of old age and reflect the attitudes with which society generally views older adults. Such messages can cause some vibrant older adults to lose interest in certain things due to their age and the expectations set by society.

However, some media platforms strive to portray older adults as being happy, active, influential, and affluent. For instance, in the series “Grace and Frankie,” the older adults are often portrayed as creative, innovative, inventive, happy, and free-spirited. Grace and Frankie, two divorcees, are observed to lead a vibrant life. With their substantial wealth, they are able to do whatever they want, with Grace as a successful businesswoman in the fashion industry. However, the film also portrays various challenges faced by older adults, such as age discrimination, which causes Grace to leave the business to give room for a younger generation. It also portrays problems with financial institutions such as banks, which might refuse to give business loans to older adults, believing that they might not be around for that long. There are also problems with memory loss, as suffered by Frankie, and also issues with frailty, which causes problems for individuals like Grace to be unable to get up from a toilet seat or a couch.

However, in the film, the two characters are able to invent some technologies to help deal with the various problems faced by older adults, such as a rise-up seat that can rise to the level set by an individual. The two also invented a vibrator that older women could safely use, showing that women can enjoy sexual pleasures even in old age. This is a concept that is unpopular among many people who think that after 50, women cannot be as sexually active. In one of the advertisements that Grace wanted to make, emphasis was placed on making her look younger than she actually was, and this also reflects how society generally shies away from aging. The older adults in the series are more often unable to carry out their activities on their own without much help; this dispels the over-dependency associated with old age. This series strives to portray aging as a good thing, something to be enjoyed and welcomed and shows how one can navigate life even in old age. Mohammed (2020) claims that the film has made most viewers become less afraid of aging, knowing that they can still be relevant, funny, and sexual and feel alive since life is not yet over.

In general, older adults are often negatively portrayed as opposed to positively in most media platforms. Stereotypes about older adults being frail, unproductive, and over-dependent are common. However, there has been an increasing demand to change these stereotypes. Some media platforms, such as films, newspapers, and greeting cards, strive to positively portray older adults as being happy, influential, and affluent. Given that the media is reflective of society and is also a pervasive tool that can be used to sway attitudes and actions, it should be used to change negative stereotypes about old age to lessen discrimination and inequality in society.

References

Dennis, H. (February 21, 2021). Why is there nothing funny about ageist greeting cards? Daily News. https://www.dailynews.com/2021/02/21/why-theres-nothing-funny-about-ageist-greeting-cards/

Herklots, H. (July 29, 2021). How can we change news media portrayals of older people? Center for Ageing Better. https://ageing-better.org.uk/blogs/how-can-we-change-news-media-portrayals-of-older-people

Koskinen, S., Salminen, L., & Leino-Kilpi, H. (2014). Media portrayal of older people as illustrated in Finnish newspapers. International journal of qualitative studies on health and well-being, 9(1), 25304.

Mohammed, F. (August 18, 2017). How ‘Grace and Frankie’ is Changing How Women View Ageing. Girls Globe. https://www.girlsglobe.org/2017/08/18/grace-frankie-changing-women-view-ageing/

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Many stereotypes exist about the elderly. Older adults are portrayed on television, in movies, and advertisements. We read about older adults in books, hear about them in jokes, and see how they are depicted in birthday cards. Much of what we know, or think we may know, comes from these sources, which may not be entirely accurate.

Stereotypical Portrayals of Older Adults in Media- A Critical Analysis Across Different Platforms

Research three different types of media, either electronic or print, which depict an older adult. Consider reviewing television, movies, films, greeting cards, or newspapers as a few examples.

Write a 700- to 1,050-word APA-formatted paper on findings. Look for stereotypes in the media and how the older adult is portrayed. Offer examples of stereotypes from the specific types of media selected.

Examine how the older adult is portrayed positively or negatively.