Shifting perspectives: addressing ageism in media narratives
Ageism i.e. stereotypes, prejudice and discrimination based on age, remains a pervasive issue in society largely due to limited awareness of its implications.
The media plays an important role in shaping societal perceptions of ageing. It has the potential to either perpetuate ageist attitudes or contribute to a more positive narrative around ageing. Ageist attitudes and stereotypes are highly prevalent in various forms of media. Ageist media representations contribute to the high prevalence of ageism in society. The COVID-19 pandemic further intensified and normalised ageism in the media. Research shows that ageist stereotypes of older adults in the media have implications for their psychological, emotional and social well-being, potentially leading to feelings of social exclusion. Tackling ageism will require concerted, long-term efforts at all levels of society.
Governments and international organisations can contribute to a better public awareness of ageism by:
o Supporting media literacy and awareness raising campaigns that help people recognise and challenge ageist stereotypes in the media.
o Fostering media partnerships and collaborations with journalists to promote more accurate media portrayals of ageing.
o Supporting journalist training to equip journalists with the tools to recognise and challenge ageist stereotypes.
o Supporting the development of age-sensitive communication guidelines in national languages.
KAJANDER Nina;
MEYER-WYK Frauke;
PASZTOR Zsuzsanna;
SEIGER Fiona;
2024-05-28
European Commission
JRC138090
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