This year October 9 is Ageism Awareness Day, a special day dedicated to raising awareness about ageism in our communities, highlighting negative stereotypes and discrimination faced by older Australians. Have you seen negative depictions of ageing in the media that have left you feeling frustrated? If so, read this new report.
Ageism is more than just a buzzword. It encompasses the stereotypes, discrimination, and mistreatment of individuals based solely on their age. This bias can significantly affect job opportunities, health, confidence, and overall quality of life.
Language plays a crucial role in shaping our perceptions. The way we frame discussions about ageing can either reinforce or combat ageist beliefs. Organisation, EveryAGE Counts has been urging us for a community to tackle ageism for some years.
Over the years they’ve done a great job of asking us all to watch out for ageism in advertising and the wider media.
Media industry in the spotlight
Just recently at an early Ageism-focussed event, Australia’s Age Discrimination Commissioner, Robert Fitzgerald AM, launched a new research report into the intersection of media and ageism. As a result, he’s urged newsrooms to review their editorial practices, work closely with aged care subject matter experts, and take a good look at staff training to specifically cover ageism. Overall, the new report Shaping Perceptions: How Australian Media Reports on Ageing, found the media industry is failing to accurately represent seniors and their issues.
The Commissioner explains, “A key reason cited for these poor representations is the current state of Australian media. With many newsrooms shrinking and understaffed, specialist reporters being phased out, and overworked journalists facing tighter deadlines with fewer resources, the study found it is increasingly difficult for journalists to adequately research or report on age and ageing. This is resulting in the misreporting of older people, or unconscious biases seeping into news coverage.”
Key findings
While there are some positive examples of Australian media reporting on ageing, this research found that media portrayals of older people more commonly are problematic, and simply, ageist.
The recurring themes:
- the framing of ageing as a problem, as though it is something to be solved, fought or cured
- a prevailing narrative of decline, frailty and vulnerability, and a framing of older Australians as both fundamentally powerless and an impending social and economic burden
- intergenerational conflict, with a focus on perceived tensions between older and younger generations, especially around wealth and finance
- gendered ageism, with stories on older women often focused on beauty and image, where ageing is framed as an aesthetic concern
- invisibility of older Australians and their lived experiences.
The last theme of invisibility as an older person, in sadly one Advocare hears every day. Whether it’s to do with an older person being left out of decision-making about their own care and life, or just not having the confidence to speak up if they’re having difficulties with their aged age provider. If you feel you need support to be seen and heard you can always reach out and call us on 1800 655 566.
It’s good to know someone’s listening and watching out for older Australians, but don’t forget to do your part too. Call it out!
Read the full Shaping Perceptions: How Australian Media Reports on Ageing report here for yourself.