How are different age groups represented?
- Headliners research– stereotypes of children include cute kids, little devils, kids these days etc.
- Children become active consumers- ‘pester power’- so media portrayals are important.
- Teenagers are often portrayed negatively- associated with drink, drugs, gangs etc.
- MORI- 57% of news stories on young people were negative.
- Moral panics can occur- Fawbert’s Hoodies at Bluewater study
- Elderly stereotypes- grumpy, burden, helpless.
- Biggs – TV sitcoms elderly are forgetful and difficult.
- Age Concern- underrepresentation – invisible elderly.
- Negative youth stereotype support from Wayne- youths shown as violent on TV
- Support from Mods and Rockers by Cohen
- Perhaps negative portrayals are not an issue because youths are less likely to complain to Ofcom.
- But they have the power to voice opinion online- biggest users of new media.
- Not only ageism- but sexism too- older females are less likely to be on TV.
- Ageism- Arlene Phillips replaced on Strictly, yet Bruce Forsyth still presented.
- Stereotypes changing- Golden agers = fit and healthy. Dove campaign.
- Limited research in this area.