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Centre for Policy on Ageing | |
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Age in the frame
— television and the over 50s: a study of portrayal, representation and viewing | | Author(s) | Pam Hanley, Katrina Webster |
| Corporate Author | Age Concern England - ACE; Independent Television Commission (ITC) |
| Publisher | Age Concern England; ITC, London, 2000 |
| Pages | 11 pp |
| Source | Age Concern England, Astral House, 1268 London Road, London SW16 4ER. |
| Keywords | Television [media] ; Attitudes to the old of general public ; Middle aged ; Age groups [elderly] ; Social surveys. |
| Annotation | This work builds on earlier research by Age Concern on the representation and portrayal of older people on television. Qualitative and quantitative research carried out by Age Concern and the ITC (based on a self-completed questionnaire and four group discussions) reveals an up-to-date picture of what audiences of 50 and over want and expect from television in the 21st century. There are differences in attitudes and expectations between those currently in their 50s and early 60s and those aged 70 and over. The myth is also exploded that older people will watch anything that happens to be on TV: programmes neither cater adequately for their needs nor for the diversity of their interests. Whilst greater representation of older people was not uppermost, there was a strong feeling that more older people - particularly women - should be seen on TV. Respondents did not seem to mind the use of stereotypical images in 'sitcoms' or soap operas, but there was resentment that this seemed to be the only significant way in which they were portrayed. Programme makers and the advertising industry must recognise demographic and social change, if they are to attract older viewers. (RH). |
| Accession Number | CPA-001215201 B |
| Classmark | UKL: TOB: SE: BB: 3F |
Data © Centre for Policy on Ageing |
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| ...from the Ageinfo database published by Centre for Policy on Ageing. |
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