A study, commissioned by the Australian Human Rights Commission, titled Shaping perceptions: How Australian Media Reports on Ageing, focused on how Australian media reported on ageing and older people.
The research in the study focused on reviewing literature and media reportage on age-related topics by key media outlets in Australia. In-depth interviews were also conducted by journalists, presenters, editors, and producers working in the media industry across Australia, as well as academics, and communication professionals.
The findings from the report are an eye-opener for how the media portrays Australia’s ageing generation. It’d be of interest to people studying or working in communications and those studying a Graduate Diploma of Psychology (Advanced).
The media portrayal of ageing Australians can be linked to psychology in various ways. It influences the individual and societal perceptions of ageing. The negative media portrayals can impact a person’s self-perception, contribute to ageism, and increase the risk for mental illness.
The Age Discrimination Commissioner, Robert Fitzgerald, released a statement alongside the report, hoping the “research will be a foundational document that helps inform and connect the media industry and the age sector.”
The report highlighted three key findings, which are there are known and real issues with Australian media depictions of the ageing process and the senior population. Below, is a list of the stereotyping and themes as summarised by the Australian Human Rights Commission.
These recurring themes, generalisation of ageing, and stereotypes of Australia’s senior population have serious societal and psychological impacts. It isolates the country’s older population and disrespects their lived experiences and contributions.
Another major issue highlighted by the report is that Australian media’s representations are feeding into a broader, mainstream culture that undervalues older people. The negative representation is part of a bigger issue of ageism, which is growing in Australia.
Robert Fitzgerald said that it is vital that older people are humanised and represented in mainstream culture, with their voices amplified. “A strong, collaborative partnership between the media industry and the age sector is essential to achieve this.”
COTA Australia’s chief executive officer, Patricia Sparrow, also weighed in on the report’s findings. “The Human Rights Commission’s new report has confirmed what we have all known for a while – that ageism is a scourge that continues to persist in all aspects of life in Australia.”
The third and final key finding from the research was that Australia’s media representation flaws are being underpinned by specific factors in the media industry. These include:
Ageism refers to a form of discrimination and prejudice that is based on a person’s age. It is a serious problem and can involve negative stereotypes and assumptions, leading to unfair treatment and exclusion.
Age discrimination refers to treating a person less favourably, or not giving them the same opportunities as others due to their age. Ageism can restrict and even exclude older people in aspects of life.
Data from the Australian Institute of Health and Welfare reveal that ageism is on the rise, especially in the workplace. A survey from 2015 revealed that 1 in 5 (20%) of older Australians have experienced age discrimination at least once in the workplace in two years.
Negative media portrayal, as reported in the Shaping perceptions study, contributes to ageism. It plays into the perception of older people being less deserving or in need of protection, which can impact their mental health, physical health, and ability to access services and care.
Fortunately, wherever there are flaws in the media’s portrayal of older Australians, there are opportunities. This report identifying the major flaws in the portrayal as well as its recommendations can be a signal fire for improvements.
The report is effectively a call to action for the age sector and media industry to proactively work together for more accurate, positive representations in the media landscape. The report outlined three areas the age sector and media industry can work together on.
Age-based discrimination can have significant impacts on an individual’s mental health. Ageist attitudes, whether experienced directly or internalised, can lead to low self-worth and perception.
When society and media are constantly portraying ageing as a process of decline and devaluation, it can take a toll. Studies link ageism to loneliness and increase the chance of mental illnesses, like depression.
Ageism has also been linked to exacerbated social isolation and reduced access to employment, education, and healthcare—which all impact overall well-being. It is a serious issue, that impacts all facets of life.
Age-based discrimination needs to be addressed and also receive more awareness. Improving the media’s portrayal of older Australians is only the first step. Better representation will lead to better overall well-being for the senior population.
