Centre for Policy on Ageing
 

 
Portrayal of the elderly in Indian media
Author(s)Archana Kaushik
Journal titleBOLD, vol 20, no 3, May 2010
PublisherInternational Institute on Ageing (United Nations - Malta), May 2010
Pagespp 14-21
Sourcehttp://www.inia.org.mt
KeywordsCommunication media ; Attitudes to the old of general public ; India.
AnnotationOlder people's image as depicted by the mass media in India is examined. Newspapers have portrayed vulnerability, while advertisements depict older people as cheerful and lively. Television serials have tended to over-represent older people as a population group, and cinema has tended to focus on gender stereotypes. The media should do more to dispel myths of helplessness. (RH).
Accession NumberCPA-100809208 A
ClassmarkUD: TOB: 7FA

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