The Portrayal of Successful Ageing in British Prime-Time TV Advertisements: A Concern for the Healthcare Sector?

Dennis A. Olsen

Studies in Media and Communication, 2023, vol. 11, issue 4, 31-38

Abstract: Stereotypes conveyed by the media influence both the self-perception and behaviour of people, and may have implications for treatment and healthcare outcomes of older patients. To identify prevailing stereotypes about old age and to investigate the presentation of successful ageing, 6228 commercials aired during UK prime-time TV in September 2020 were analysed using a media content analysis. The findings indicate that the mediated ideas of growing and being old largely align with the concept of successful ageing. However, aspects of persistent ageism are also identified, which affect particularly the oldest members of society and ethnic minorities. Armed with this knowledge, proactive steps should be taken to influence stereotyping of older people, in order to better embrace equity, diversity and inclusion for both age and ethnic background.

Date: 2023
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://redfame.com/journal/index.php/smc/article/download/5919/6091 (application/pdf)
https://redfame.com/journal/index.php/smc/article/view/5919 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rfa:smcjnl:v:11:y:2023:i:4:p:31-38

Access Statistics for this article

More articles in Studies in Media and Communication from Redfame publishing Contact information at EDIRC.
Bibliographic data for series maintained by Redfame publishing ().