Words matter. Our perceptions, beliefs and attitudes are shaped by the words we see and hear. The media relies on words for their work which has the power to influence, uphold or denigrate. Journalists must check their words for perpetuating stereotypes that harm, albeit unintentionally. The ageing sector must do the same. Yes, even older people perpetuate stereotypes in the language they use too.
The Australian Human Rights Commission has produced a report on how the media reports on ageing and older people.
“How we view the world and those around us is largely shaped by what we read, what we hear and what we watch. Media informs how we see
and treat others, and even how we see and treat ourselves.”
– Robert Fitzgerald AM, Age Discrimination Commissioner
Ageism is one of the most socially accepted forms of prejudice in Australia. The media industry and the age sector must improve the accuracy, quantity and quality of coverage of the issues.
In the video below, Robert Fitzgerald explains that the overwhelming portrayal of older people is in the negative. This is particularly so when talking about health and aged care. The framing is that of a burden on society without recognising how this language impacts older people themselves. It also impacts policy-makers and private enterprise when it comes to providing goods and services.
Positive portrayals can also stereotype
The media and marketing professionals like to segment the population into age groups. They assume people in these age groups all have something in common or behave in a particular way. They also assume that each group is different from each other and have little in common. This is stereotyping. Even positive stereotyping is harmful especially when pitting older and younger cohorts against each other.
Highlighting a few prominent older Australians as being highly productive or contributing to society is portrayal by exception. It is only their age that makes it a story. For example a woman of 90 years, usually described as a “grandmother” taking a parachute jump. The only other time parachute jumpers make the news is if their parachute failed.
Ageing is not a charity case any more
Ageing and aged care left the charity model last century, but some aspects linger on. For example, special weeks or international days for older people only serve to perpetuate stereotypes and patronise. Stereotyping behaviour is difficult to overcome – it’s ingrained into our culture.
Key findings from the report
There are known and real issues with Australian media portrayals of ageing and older people. The prevailing narrative is of decline, frailty and vulnerability. Their everyday lived experience is invisible to the media.
Australian media representations reflect a broader mainstream culture that undervalues older people. Their issues are often regarded as ‘less than’ those affecting other groups.
The culture of undervaluing older people underpins media industry drivers. Some of these briefly include:
- Lack of access to subject matter experts – people who can speak on ageing
- Invisibility of age withing the diversity and inclusion space
- Time, resources and lack of experienced journalists
- Business drivers and ‘click bait’ nature of reporting especially around intergenerational tensions.
The report reviews current knowledge and evidence on age and ageing and the way Australia media presents it. The title of the full report is, Shaping Perceptions: How Australian Media Reports on Ageing. There is also a summary report with the findings and opportunities for change. Even advocates for older people can fall into the trap of using language that patronises or emphasises ‘specialness’.
See also Ageing is ordinary and also Ageism, Attitudes and Stereotypes.
Spaces for all ages
Viewing older people through the prism of health and disability ignores their continuing contribution to society. The 2015 Intergenerational Report talks of the ‘three Ps’ – population, participation and productivity. But where is the fourth P – policy?
Emily Millane discusses the issues of ageism, employment and social participation in a percapita report. She asks, where is the fourth P, policy, and argues we need policies to overcome age discrimination in all its forms. This includes the design of public spaces, parks and streets. Urban design plays an important role here. It needs to capture all ages and foster interaction between generations. This strategy might be easier than changing community attitudes in the short term.
Older people are considered lesser value than others – something highlighted by the Royal Commission into Aged Care. By perpetuating the idea of being less capable or being a burden on society affects attitudes that are hard to shift. It also affect attitudes older people have about themselves.
The report is titled, Spaces for All Ages: policies for an inclusive Australia.
This report follows on from The head, The Heart and The House.