Representations of Ageing in the Media

Representations of ripening in the MediaAgeing, Society and PolicyTake two types of media and critic onlyy attempt the oerriding bureaus of afterwards life, noting key points of similarity and difference.Age is an issue of mind over matter, if you dont mind, it doesnt matter (Laham, 2015 para. 19). This quote resonates well when discussing the mass media and its possessive government long timencys of later life. Particularly, because The battalion Media be possessed of long been critiqued by researchers for often representing seniors in a banish light. The Mass Media plys to portray the erstwhile(a) as un wellnessy, ugly and badly garbed rather than showing optimistic portrayals as healthy, productive and attractive (Rozanova, 2010214). The daze of the negative stereotyping burn down dam advance the self-concepts of the elder and disrupt the socialisation of early days mint with respect to the remote which contributes to progressism (M mishaper, Leyell Mazachek , 2004315). The most dominant mental representations of aging ar repeated across the media over time and so atomic number 18 the determine. Therefore, to break which are most dominant we will critically examine the key similarities and differences of senescent inside study and pickup advertisements and to what extent these representations of senescent have shaped society. Next, I will be discussing how the media representations add force per unit area for seniors to long time successfully by fighting the while mathematical operation. Lastly, Ill be examining how the media represents the three and fourth period in subscribes and adverts.(Kriebernegg Maierhofer, 2013107) maintain that Social realities of age and age are not primarily based on biologic facts but on social constructions of what it way to be and kindle one-time(a). authoritative ageing encourages those who are healthy and productive known as the jejuneness superannuated who are actively ag eing but isolates those who are ill and must deal with the realities of ageing. The negative concept of former(a) age refers to images of them macrocosm dependent and frail (Kriebernegg Maierhofer, 2013). Through using the Cultivation theory, we can empathise how content released by the mass media has the exponent to shape the minds of society and their opinions of the globe regardless of the effects the negative representation of later life has on early(a)s (Vickers, 2007). Through defining the most dominant representations of ageing we can delimitate if age is an essential factor in establishing ones identity and how they are regarded by others (Hatch, 2005). Ageing has come to occupy such a central specify within Postmodern civilisation because there Is more(prenominal) age near than ever before, more varied resources to shape its experiences. This conjure ups that the arrival of pop culture has shaped the experiences of how we view later life (Gilleard Higgs, 2000 10).The most dominant representations of gaga age fall into three classifications. Firstly Old age as a human being Decline whereby the gray-haired are stereotyped as al steerings suffering from either physical or mental spurn (Kriebernegg Maierhofer, 2013). This idea is get along developed by identifying the gray as having to desire on others and incap open of being in control of their own lives due to physical limitations. Additionally, they are subjected to exploitation by criminals, care homes and are viewed by others as a burden itemly by family members. In other words, this leads to the one-time(a) being lonely and isolated by family and society. Examples of these representations can be found frequently in the media in the form of an ad or a character in a film (Rozanova, 2010).Age as a homo decline is demonstrated by Lewis, Medvedev, Seponski (2011) via carriage magazines which tend to be ageist and portray age negatively, especially when discussing physical li mitations. For example, In Elle and catch magazine the direction of the advertisements is on youthfulness and anti-ageing methods mainly featuring adolescenter models. This representation echoes a culture which favours youthfulness and competent individuals over those ageing of course by using younger models and encouraging cosmetic surgery to keep the ageing wait on (ibid). Similarly, Being physically attractive counts much more in a womans life than in a mans, but lulu, identified, as it is for women, with youthfulness, does not stand up well to age (Sontag, 197231). In Film, a mans success is determined by power and authority, a womans is determined by looks, they are expected to adapt to societies requirements of appearing youthful to others to obtain particular roles on the big screen (Lauzen Dozier, 2005). In this case, there are similarities within the representations of ripened women in Films and Ads as a human decline in regards to beauty.The second classification o f oldish age is Old age as a New line of descent, this is viewed more positively and encourages active demeanor in later life. Old age is viewed as happy and satisfying. It comes in three forms, the old being independent and the director of their own lives and how fulfilling it becomes. Being able to adapt and keep up with societies changes mentally and physically whilst copying the behaviours of their children and grandchildren, and the affiliation of old age with an eternal sexless love (Kriebernegg Maierhofer, 2013). This is a vernal way of ageing which is promoted as sacred and positive, an active way of maintaining ones youth and ageing well (Ylnne, 2015). This representation of old age is prevalent in films with an senior cast but can be difficult to identify in magazines which commonly focus on cosmetics as a way of maintaining youth. vogue magazine are aware of the changes in demographics and try to agree the ageing process, particularly because the positive portra yal of old age is usually in ads which promote food and health and rarely in Fashion which society have become familiar with. Up until 2007 Vogue had neer paid attention to the older demographic, until their ageless style issue was released which endorsed old age as a youthful dismayning with their sell in lines Ageless style the best pieces at any age How to grow fashionably. This attitude affirms societies aim to look younger and remove any signs of ageing (Twigg, 2010). Similarly, films which try to support old age as a in the buff beginning the message occasionally gets lost. For example, in the movie RED (Retired, super dangerous), the focus is on a Bruce Willis and his team of ageing retired black ops operatives who are no longer surviving a fast-paced life. Although the messages support living an active lifestyle and having a zest for life where by privacy shouldnt be the first choice, it suggests that to remain youthful you must imitate the behaviour of the young. The Postmodern Life Course supports this way of living where theres a channel from the dark days of ageing to a postmodern time where seniors are urged to dress like their children and grandchildren, to live a similar lifestyle and please the benefits of pop culture (Estes, Biggs Phillipson, 2003). However, this is difficult for those who cant due to physical limitations, the focus shouldnt be on the inescapable horror of age but what ageing means for one may differ for well-nigh other (Cox, 2012).Equally, The Intern another film with a mixed message about old age concentrates on Ben, a Retired executive who applies to a senior citizen intern course of instruction after retirement has become too boring for him and is eager to admit how to use technology. This displays old age as a consumer market whereby the old are independent, competitive and willing to learn (Dhar McKinney, 2015). Moreover, these qualities suggest that not all people distinguish themselves as old and dont ex pect anyone else to either, they enjoy being identified alongside the young and be integrated. This is intoxicaten in Films such as Meet the Fockers with Barbara Streisands who plays a sex therapist who teaches sex exercises to senior couples, this is a positive reinforcement of old age as a new beginning because it removes the dominant stereotype that senior partnerships are sexless (Gatling, 2013). Therefore, it can be said that we are living in a thirdly age demonstrated by self-realization and consumption of the elderly (Twigg, 2010).The trey age concept captures an economic and demographic shift describing the emergence of a cohort of relatively healthy and financially secure older people who were entering the age of face-to-face achievement and fulfilment (Laslett, 1987135). This concept has crawled into the advertizing industry and suggests a period of liberation from old age whereby older people are used for the promotion of products and endorsements (Marshall Rahman, 2 014). Old age is mum to be a consumer market with competitive seniors in the advertising industry. This representation of the third age is comparable with old age as a new beginning hence a dominant representation of old age. Publications such as Yours and Saga magazine, endeavour to remove the negative stereotype of age and encourage a more active lifestyle via educational and inspirational advertisements endorsing a healthier and vigorous standard of living (Ylnne, 2015). An example which further illustrates this dominant representation of old age as a means of self-realisation is the movie The Best Marigold Hotel. The story engages with a group of retired seniors who proceed for a holiday to India and embark on a journey where later life isnt a disadvantage but a chance of fulfilment, financially or romantically. The film suppresses the fear of ageing for seniors and the youth and acts as a guide for enjoying old age (Cox, 2012).The concept of the Fourth Age remote the Third a ge, focuses on the fear of ageing. The Fourth age embodies all the fears of old age it establishs fragility, disorientedness and loss of autonomy. Especially because not being in control of your own ageing process can be daunt compared to the third age which promotes successful ageing as a personal choice. Instead the fourth age describes the disabled as them and questions if this illustrates the real process of ageing (Kafkov, 201623). This description of old the ageing process comes under the third classification of Old age as Superiority where the elderly are an inconvenience and later life is an ageing horror (Kriebernegg Maierhofer, 2013). However, advertisements promote health issues in a positive light using the third age concept Leisure-oriented exercise benefits older people, reducing both their morbidity and deathrate (Gilleard Higgs, 200080). Rather than instilling fear in the minds of consumers, advertisers use seniors to sell health products and encourage older peo ple to live an active lifestyle to age well and by use of autonomy they can postpone the fourth age (Ylnne, Williams Wadleigh, 2009). On the other hand, health in films are a dominant representation of old age as a human decline and horror. Old age is presented by considering the fourth age in relation to dementia Ageing and disability are commonly sham to go hand in hand (Kriebernegg Maierhofer, 201357). This can be seen in the Simpsons film where Grandpa Simpson has trouble remembering the names of family members and confuses items such as the phone for an iron. These representations of Alzheimers and Dementia are usually inaccurate and fail to bring awareness to the issue. Although the representation may be comical, for children watching it leads them to identify the old as a nuisance and helpless (Alexander, 2015). In other words, the representation of health concerns as an ageing issue in a magazine ad is not as negative as it is a film and doesnt have the same influence on the youth as films do.The major premise of cultivation theory is that the more time individuals spend consume media e.g. watching TV, the closer their views are to the world created by media. In other words, repeated and extensive exposure to media images influences sweethearts perceptions of social reality in the direction of the world constructed by media (Zhang, 2006265). This suggests the stereotypical images the youth have of the elderly is as a result of the media. They are represented as dependent, transverse and disabled which cause the young to behave in a contumelious way and shapes the interactions they have with older people (Magoffin, 2007). Film more than advertisements plays a big part in constructing the views of the youth even if the representation doesnt accurately reflect society. The dominant representations include grumpy old characters who refuse to queue up to the changes of modern society and believe the youth are impolite. For instance, the film UP feat ures Carl a cranky, hard of hearing and frail old man who incidentally injures a construction worker over damage to his mailbox. Carl is deemed a exoteric nuisance, and the court orders him to be admitted to a nursing home, to get him out of the way, exhibiting age as a human decline. This is supported by children who restrain the old within two categories Evil powerful and Benign but helpless which is where Carl is placed (Gatling, 2013). This aligns the image which the youth maintain of the old and influences communication ensuing a self-fulfilling prophecy. The old internalise those stereotypes and interactions causing low self-esteem and a need to slow the ageing process (Kriebernegg Maierhofer, 2013).Magazine advertisements publicise anti-ageing representations of old age more so then Films and particularly for women Anti-ageing attempts to slow, stop or reverse, rejuvenate the ageing process (Ylnne, Williams Wadleigh, 200956). Magazines promote anti-ageing practices incl uding cosmetic surgery, anti-ageing creams and hair dyes as solutions to the ageing process through concealing indicators of old age which is deemed unattractive. This process is not limited to the elderly, it is also used by those in their 20s and 30s who begin the staying young process at a young age (Gilleard Higgs, 2000). use the example of an Olay magazine ad featuring model Twiggy promoting a beauty product, it was reported by consumers as misleading and extremely airbrushed with a shibboleth captioned Because younger looking eyes never go out of fashion. Although a mature model was used the promotion is selling how to achieve younger looking skin which not only gives false promises but has a negative outcome for those who endeavour to age naturally (Sweney, 2009). Ultimately, we can see how anti-ageing practices shapes the ageing process for older people where they view ageing as a human decline. Disney films create negative stereotypes which impact how kids perceive olde r adults and fear the ageing process. Using toothless characters and portraying them as curse for example, the old woman who tempts snow white to eat the poisonous apple (Robinson et al 2007 Gatling 2013). Children internalise the most widespread representations of old age when young which are usually negative in films and hang on to them which creates a fear of ageing.Although the mass media continues to be a popular discourse which shapes the representations of old age in society advertising does not have the power to alter or shape social values, but merely reflects the values of its target audiences, the same can be said for films (Miller, Leyell Mazachek, 2004316). The most dominant representations of ageing are Old age as a human race Decline and Old Age as a New Beginning which are shaped by the stereotypes society created. Although the representations in magazine ads and films have relevant similarities and differences individually they contribute to the interactions amo ngst the old and young. Despite this, can we suggest there been a trend from less negative to more positive portrayals consistent with a shift toward more favourable attitudes toward the elderly and the change magnitude size of the elderly population? (Miller, Leyell Mazachek, 2004316). This suggests representations relating to old age are limited. and so again, should we educate society particularly children that opposing depictions of strength and agility on one hand, and frailty and stiffness on the other stimulate the viewer to ponder that we all live somewhere along the weak/ truehearted continuum. Some older people may be weaker than younger people, some may not (Gatling, 201377).BibliographyAlexander, S. (2015). Were tired of these stereotypes of older people in the media online. gettable from http//www.telegraph.co.uk/goodlife/living/were-tired-of-these-stereotypes-of-older-people-in-the-media/ Accessed 15 Jan. 2017Cox, D. (2012). 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