Opportunity 3: Shifting the narrative on ageing There is an opportunity for the media industry and age sector to collectively embark on a new communication campaign, to combat ageism in the broader community, advance the business case within the media industry for more accurate and diverse representation of ageing, and improve media reporting standards on the coverage of different age groups. [...] (a) Desk-based research The desk-based research involved: l a literature review of select sources around the presentation of age and ageing in Australian media l a content analysis of media reportage on age and ageing, covering a wide range of Australian media outlets comprising of News Corp mastheads and TV, Nine mastheads and TV, the ABC, SBS, The Guardian Australia and The Daily Aus. [...] While the sample of interviewees was varied and included professionals working in mainstream media, advertising, corporate communications, academia and age-related advocacy, due to the limited sample size of the qualitative interviews, the results are indicative only and should not be interpreted as representative of the views and experiences of the media industry in its entirety. [...] Additionally, the media reviewed frequently associated the process of ageing with the inevitability of isolation and loneliness.32 Another assumption implicit in the content analysed was that of older people as passive recipients of charity, which reinforces the view of older people as vulnerable and lacking agency.33 This characterisation of older people as vulnerable and passive is sometimes use. [...] Opportunity 3: Shifting the narrative on ageing There is opportunity for the media industry and age sector to collectively embark on a new communication campaign, to combat ageism in the broader community, advance the business case within the media industry for more accurate and diverse representations of ageing, and improve media reporting standards on the coverage of different age groups.
Authors
- Pages
- 46
- Published in
- Australia
