What are examples of elderly stereotypes in the media?

One study found that, in top-grossing films between 2014 and 2019, negative portrayals of older adults outnumbered positive ones by six to one. This article explores what are examples of elderly stereotypes in the media, investigating how inaccurate and harmful portrayals persist in film, advertising, and news to reinforce ageist attitudes.

Quick Summary

Media often reduces older adults to inaccurate stereotypes, portraying them as frail, technologically inept, cranky, or forgetful figures. These depictions reinforce harmful ageist perceptions, despite the diversity and reality of modern aging.

Key Points

• Prevalence of Negative Portrayals: Media heavily features negative stereotypes of older adults, with one study showing they outnumbered positive ones six to one in films.

• Common Negative Tropes: Recurring stereotypes include the frail and helpless, the cranky curmudgeon, the tech-illiterate senior, and the forgetful elder.

• Harm of 'Positive' Stereotypes: Seemingly positive tropes like the 'wise old sage' and the 'perfect grandparent' are still limiting and can deny older individuals their full humanity.

• Impact on Mental Health: Exposure to negative ageist messaging in media can lead to increased anxiety, lower self-esteem, and social isolation among older adults.

• Counteracting Ageism: Changing the narrative requires using age-inclusive language, showcasing diverse and realistic portrayals, and embracing platforms like social media where older adults can represent themselves authentically.

The Pervasive Nature of Ageism in Media

Ageism is prejudice or discrimination against a particular age group, most notably affecting older adults. Media representation plays a significant role in shaping public perceptions and attitudes towards aging. Historically, and in many cases, still today, older characters are marginalized or excluded from mainstream narratives, sending a message that their stories are less relevant or important. When they are included, it is often through tired and reductive tropes that ignore the diversity and complexity of individual experiences.

This negative framing has tangible consequences. For older individuals who are constantly exposed to these stereotypes, it can impact their own self-perception of aging, leading to poorer mental and physical health outcomes, including increased anxiety and loneliness.

Common Negative Stereotypes in Film and Television

From sitcoms to dramatic films, certain archetypes of older adults reappear consistently, often for comedic effect or to simplify a character's journey. Here are some of the most persistent negative stereotypes:

• The Frail and Helpless Senior: This stereotype depicts older people as inherently weak, dependent, and constantly in need of physical assistance. Think of the frail character who can barely get up or is shown as a victim. This disregards the fact that many older adults remain robust, active, and independent well into their later years.
• The Grumpy Curmudgeon: This character is portrayed as constantly complaining, ill-tempered, and resistant to any form of change. Phrases like "grumpy old man" or "cranky old woman" are common shorthand for characters who are set in their ways and out of touch with the modern world.
• The Technologically Illiterate: One of the most prevalent stereotypes is that older adults are hopelessly lost when it comes to modern technology like smartphones, social media, or computers. An E-Trade commercial was criticized for this, showing an older man holding a video chat phone to his ear. This trope is particularly inaccurate today, with many older adults being tech-savvy and active online.
• The Forgetful or Senile: Media often portrays older characters as suffering from significant memory loss, confusing names or events for comedic or dramatic effect. While some cognitive decline can occur with age, it varies greatly, and this stereotype unfairly equates aging with incompetence.
• The Butt of the Joke: Older characters are often used as comic foils, with their age, appearance, or confusion being the punchline. This can be demeaning and relies on the audience laughing at an older person, rather than with them.

How Advertising Perpetuates Ageist Assumptions

Advertisements are powerful tools that both reflect and influence societal attitudes. When it comes to aging, advertising frequently reinforces stereotypes in two distinct ways: by focusing solely on problems or by presenting an unrealistic, idealized image.

Advertising Strategy	Negative Stereotype Reinforced	Realistic Counterpoint
Problem-focused ads	Portrays older people as frail, sick, or needing medication.	Many older adults are physically active and manage their health proactively.
Anti-aging marketing	Equates aging with unattractiveness and decline, pushing youth as the ideal.	Aging is a natural process, and many older individuals embrace their age with confidence.
Golden-ager ads	Creates an unrealistic image of perpetually youthful, wealthy, and active retirees.	The reality of retirement and later life is diverse, and many face financial challenges.
Tech-illiterate ads	Assumes older consumers struggle with gadgets, like the E-Trade example.	Statistics show a high percentage of older adults are active internet and smartphone users.

These strategies, while effective for selling certain products, alienate a significant demographic with considerable spending power by misrepresenting their reality.

The Problem with Seemingly Positive, but Limiting, Tropes

Not all ageist portrayals are overtly negative. Some seemingly positive stereotypes can still be harmful because they limit the definition of an older person and fail to acknowledge their individuality.

• The Wise Old Sage: This trope positions an older character as a mentor figure, a repository of wisdom and experience for a younger protagonist. While seemingly positive, it can reduce an older person's value to their past achievements rather than their present individuality or future potential.
• The Perfect Grandparent: This stereotype frames an older person, typically a woman, as perpetually kind, nurturing, and family-oriented. While a loving grandparent is a wonderful thing, this trope limits an individual's identity to a single role, ignoring other facets of their personality, interests, and contributions to society.

The Impact of Stereotypes on Older Individuals

Repeated exposure to ageist messaging can take a toll on the mental and emotional health of older individuals. A study showed that exposure to negative age stereotypes in media during the COVID-19 pandemic led to significantly higher anxiety and lower peacefulness among older adults. The psychological effects manifest in several ways:

1. Lowered Self-Esteem: Internalizing negative portrayals can lead to feelings of being undervalued or irrelevant, affecting self-worth.
2. Increased Isolation: When society views older individuals as frail or withdrawn, it can lead to exclusion from activities and conversations, reinforcing loneliness.
3. Worsened Health Outcomes: Psychological research has shown a link between holding negative attitudes about aging and reduced longevity. When individuals internalize negative stereotypes, it can influence their health behaviors and lead to worse health outcomes over time.
4. Misguided Assumptions in Healthcare: Medical providers operating under ageist assumptions may under-treat or over-treat older patients, compromising their well-being.

Challenging Stereotypes and Promoting Realistic Representation

Countering these deeply ingrained media stereotypes requires a conscious effort from creators and consumers alike. This movement involves several key strategies:

• Using Age-Inclusive Language: The National Institute on Aging recommends avoiding terms like "elderly," "seniors," or "the aged," which can carry negative connotations. Using neutral terms like "older adults" or specifying an age range (e.g., "people over 70") is more respectful and accurate.
• Embracing Social Media: The rise of social media platforms has allowed older adults to reclaim their narrative and showcase their diverse lives. Influencers like "The Old Gays" on TikTok provide authentic, non-stereotypical content that challenges perceptions of aging.
• Increasing Diverse Portrayals: Media creators should prioritize including older adults in varied, complex roles, showing them as multifaceted individuals with rich lives and relationships, not just as comic relief or wise mentors.

Conclusion

The negative and limiting stereotypes of older adults in media, from frail and grumpy figures to wise sages, perpetuate ageism and have a documented negative impact on older individuals' mental and physical health. By recognizing these harmful portrayals and actively seeking out more diverse and realistic representations, we can move toward a more age-inclusive society. Changing the narrative begins with acknowledging the humanity and complexity of every individual, regardless of their age. To learn more about global efforts to combat ageism, visit the World Health Organization's work on the subject.

Frequently Asked Questions

What is ageism in the media?

Ageism in the media refers to prejudice and discrimination against older adults through stereotypical, inaccurate, or negative portrayals in film, advertising, news, and other forms of media. This includes underrepresentation and the use of limiting tropes.

Are there positive elderly stereotypes in the media?

Yes, some positive stereotypes exist, such as the "wise old sage" or the "perfect grandparent." However, these can still be harmful by limiting an older person's identity to a single, often reductive, role and ignoring their individuality.

How does the media portray older people as a burden?

The media sometimes portrays older people as a financial or societal burden by focusing on costs like healthcare and pensions, often ignoring their significant contributions as volunteers, consumers, and family members.

What does a 'golden-ager' stereotype look like?

The 'golden-ager' stereotype portrays retirees as wealthy, perpetually youthful, and extremely active, enjoying luxury activities. This ignores the diverse financial situations and realities of later life, presenting an unrealistic and potentially anxiety-inducing standard.

How can media representations affect older adults?

Media representations can significantly impact older adults' mental and physical health. Negative messaging can lead to increased anxiety, lower self-esteem, and social isolation, while also affecting how they perceive their own aging process.

How can we combat elderly stereotypes in the media?

Combatting stereotypes involves increasing realistic and diverse representation of older adults across all media, using age-inclusive language, and seeking out platforms like social media where older adults share their own authentic stories.

Why is it important to change how the media portrays aging?

Changing media portrayals is crucial for several reasons: it combats ageism, promotes a more accurate understanding of the aging process, improves the mental and physical health of older adults, and fosters a more inclusive and respectful society for all ages.

Is referring to someone as 'elderly' ageist?

Yes, the term "elderly" can be considered ageist because it is often associated with negative and stereotypical connotations of frailty and incompetence. Age-inclusive language, such as "older adults" or a specific age range, is generally preferred.