Media Representations: Age

Media Representations: Age

1. Childhood

   • Depicted in a fairly positive way
   • Stereotypes of children frequently used in the media
     • 1) Victims of horrendous crimes
       • Madeline McCann, Jamie Bolger
     • 2) As brilliant
       • Child talent
       • Child genius
     • 3) As accessories
       • Baby Ad's
       • Celebrities (Kim K)
     • 4) As brave little angels
       • Heintz-Knowles (2002) found that children were rarely shown in the media as coping with societal issues such as racism or domestic violence but in recent years there has been a trend towards a more realistic drama, often from a child's viewpoint
   • Starting to change- children are now getting social media, having access to technology
     • Postman- childhood is disappearing
   • Pester power
     • Bocock- argues that exposure to media has led to pester power where children buy products to increase status
     • Children are represented in the media as naive and accepting, this gives big businesses the opportunities to sell these products by brainwashing, this increases pester power and profits for the ruling class

2. Youth

   • Portrayed as a 'problem group' and a major source of anti-social behaviour, particularly young-working class, especially Afro-Caribbean males
   • Media generates excitement by creating stereotypes of young people as troublemakers, layabouts and vandals, exaggerating occasional deviant behaviour well out of proportion
     • Young people different to older generations, don't know how to define so labelled negatively
     • Ignored with little power, so riot to be heard and see change, this just reinforces view that they are problem
       • Young people are actually more likely to be targeted as victims of crime
   • Wayne et al (2007) found the media gives a one dimensional view of youth encouraging fear, particularly from the older generation. Argue it distracts from the real problems faced by youths e.g. unemployment, homelessness
     • Hegamonic curtains- disguise problems by scapegoating the youth, ruling class don't then have to tackle problems that cost. 'Divide and rule' the working class
   • White et al (2012) found that young people were dissatisfied with the way they are portrayed in the media as disrespectful layabouts and felt it was far from reality
   • Cohen (2002) Youth are used to whip up hysteria (moral panics) in the media. Related to 'folk devil' groups such as mods+rockers. Cohen noted 'symbolic shorthands' such as hairstyles, modes of transport and clothing as icons of troublemakers to form stereotypes maintaining the hysteria
     • Examples- Stone Island= Football hooligans, Hoodies and Joggers= chavs and thugs in poverty

3. Elderly

   • Presented in negative ways; generally stereotyped negatively as grumpy, mentally challenged, as a burden, incapable and in ill-health
     • Invisible elderly- overlooked by the media as elders with relevant information to pass on
     • Cuddy and Fiske (2005) showed that in the US 1.5% of characters on TV were elderly and they were shown in minor roles for comic relief with physical or mental impairment
     • Emphasis in media on youth suggests ageing should be avoided at all costs- suggest elderly are a certain way when in actual fact they are capable e.g. No7 Boots ad
   • Szmigin and Carrigan (2000) found that advertising agencies were worried about using older models as they were wary of older models that may alienate or put off younger audiences
     • However with the ageing population and the commercial value of 'the grey pound' we have seen more ads such as the Dove Pro Age campaign where elderly models are used, compared to advertising being used to stop ageing, as if being old is not something to be aimed for
     • Marxists- old people not seen to have value for capitalism so are not promoted in the media
   • The 'Grey pound'
     • Elderly consumers- pensioners have a disposable income with no mortgages or young children.
       • Targeted for- Pensioners days, Cruises/Holidays, Health products, Life insurance, Pre-paid funerals, Mobility products and Equity release
   • Social Class
     • Working class- seen as relying on state pension and state housing, seen as dependent
     • Middle class- Educated, retired professionals having money and living affluent lifestyle
     • Jones- Gives the impression that the lifestyles and values of the middle class are the norm and working class is abnormal
   • Gender
     • White (2012) Found that older viewers thought they tended to be stereotyped, especially middle aged and older women who were often ignored completely. Accuse media of being out of touch with society
   • Marxism- Argue products need to be advertised for the elderly as they are not working anymore or contributing to society, they are encouraged to be consumers
   • Feminism- Older women seen as invisible and are not perceived to have the same pressure to keep up with appearances, objectification