Introduction
Popular mass media are crammed with information forming the public opinion on this or that issue. Considering the problem of attitudes towards aging in mass media, one can observe that the elderly population is having been viewed in a different manner if compared to the people of young age.
This happens because elderly people are having been seen not as much civilized as the representatives of the younger generation are. Elderly people are not recognized as those who can adjust to changes that modern society brings and those who are capable of initiating these changes. The elderly population is underrepresented in media because they are not able to act like young people.
This is true not only in the sense of societal development but in a physical sense as well. By this, we mean that elderly people are not physically able to perform like young people just because of their ages. For example, in drama, if some vigorous exercises are needed an elderly person is difficult to make the body move as it is required. Therefore, it does not seem possible to involve many old people in television programs; simply, they are not expected to act as required.
Another reason for underrepresentation of the elderly people in mass media is the code of moral values that they have. Some of their norms and traditions are not applicable to current life situations and cannot be accepted in modern times. Mass media is against all possible teachings of the elderly people, as they believe the moralizing will be misleading for a young generation that is reluctant to preserve the old culture.
But the thing is that it would be very difficult for young people to come up with the right decisions if they are not aware of the older generation’s experiences. The main mistake that the young generation makes in terms of their opinion about the elderly generation is that they consider it to be a bother and do not find it important in the life of the nation. Therefore, the programs targeted at the elderly generation or those where the elderly people are involved are apt to have fewer viewers as the information these programs contain is regarded as old-fashioned.
As a result young people have been represented in mass media more commonly than the elderly generation. The question arises whether there is a need to have programs targeted at an older audience and whether the programs of the kind will solve the problems related to the generation gap and different issues the young generation is misled by (Carrigan, 2000, p. 300). The current paper is concerned with answering this question through conducting a content analysis of attitudes towards aging in the popular mass media. Also, the study of the age-related content in the media seeks to answer the question of whether older adults are represented more negatively than other age groups.
Methods Used
The analysis of the population represented in TV programs aims at comparing the percentages of age distribution in the young and the elderly population. It involves different age groups starting from 15 years. The reason why elderly people are rarely represented in mass media if compared to young people is to be found. Another analysis is conducted to show the percentage of the old population represented in a print advertisement. The third study is carried out to observe the rate of the audience viewing the programs in which elderly people are represented. This study investigates the roles that elderly people play in the development of the nation.
The method chosen is the sampling method; the researcher takes samples from different places and comes to the conclusion according to the data investigated. The objectivity of the conclusion is predetermined by the diversity of places the samples are taken from. The samples are taken in the same proportions: females of the old generation and those of the new generation are compared with males of the old generation and those of the new generation.
The sampling method presupposes the knowledge of certain codes, as it serves as a guide for the researcher on how to go about the work that is been carried out. This implies the researcher’s awareness of the fact that young people have a certain code of values and elderly people have another code that differs significantly from that of the young. In order to avoid confusion and waste of time the researcher should consider this fact and act accordingly.
Results
The first analysis of the percentage of the old population represented in television programs shows that there are few old people compared to young represented there. Only 3% of television advertisement characters are old people, the rest are young. This happens because many roles are created for young people and there are limited roles that can be played by the old as they are not fast as the young (Carrigan, 2000, p. 310).
Therefore, it comes out that to have old people in television programs means to waste a lot of time in having things done as required simply because the elderly people’s work pace has reduced as their years increased.
The bank newspaper shows that those people of 65 and above have about 0.04% representation in the advertisement. This happens because the advertisers use new models of advertisement.
The Gerbner cultivation study shows that elderly people are no longer people of importance according to young generation views. People engaged in mass media business believe that the elderly generation cannot come up with something important; moreover, their moral principles will be in conflict with the new modes television propagates.
Thus, all the studies conducted indicate that the percentage of the young generation involved in television programs is higher than that of the elderly people (Bradley, 2002, p.325).
Discussion
The analyses show that the problem exists with the presentation of old people in media because of the customers’ negative attitudes towards old people. This means that if the advertising of the product involves an old person, people will be guided by their negative attitudes and perceptions and will not be willing to buy this product. The negative perception comes out of the view that elderly people are not capable of coming with something innovative and important. For advertisers, it is difficult to break the stereotype and to convince the audience of the importance of a positive attitude to elderly people on television.
The elderly have been perceived as helpless, weak, and lazy mainly because they are not young. Still, these people do have their roles in the nation’s development and these roles should not be neglected by the media as it will gradually lead to the decline in the moral values of the nation. Young people will deny the views of the old generation without even understanding their essence (Bradley, 2002, p.15).
The rapid growth of civilization means that many old people are no longer involved in all activities. When such people are informed accordingly, they can easier adjust to the new developments and contribute somehow to the progress of society. Mass media is the appropriate tool for informing the elderly people and for making them involved in the current changes.
The program in which elderly people participate will impact positively the young generation as contrary to the common opinion such programs have a lot of ideas that might turn useful for young people. Actually, without knowing one’s past one will not be able to have a future. The programs with or for the elderly shall serve the link between the past and the future of the nation and the young generation that should become interested in what these programs bring shall represent the present.
The programs of this kind are expected to become a sort direction for the young generation, as where do else the young can learn as not from the elderly? The mass media should be proud of being responsible for the mission it takes in solving the problem of the generation gap. A certain politics should be elaborated not to discriminate the elderly people in mass media, as only the elderly are able to give the right guidance to young people on what they are supposed to do if they have to follow a certain route. The young need to change their attitudes towards the elderly and view them as people who can improve the life of the nation as a whole and regulating the current achievements in society in particular (Bradley, 2002, p.15).
Also, one should not forget that media is for everyone. As every member of society is unique his or her role is rather distinguished. The task of mass media is to stress the importance of respecting the role of the elderly generation and to form a positive public opinion about these people. The young generation should be encouraged to understand that the elderly people’s experience is really priceless, through realizing its value the young will enter the new day making fewer mistakes.
Conclusion
The analysis conducted has shown that there exists a sort of discrimination towards elderly people in the mass media of the United States. The mass media lack items either intended for the elderly audience or those where this audience is involved. The mass media do not find it necessary to form a positive opinion concerning old people as it does not correspond to their financial goals. Thus, the stereotype that the role of elderly people in the nation’s development is not significant is never broken by means of the media. Instead, adequate measures should be taken to change the current state of affairs and to smooth misunderstanding between the young and the old. The programs and other items of mass media targeted at the elderly audience but in which the young will also become interested are badly needed to solve the problem of the generation gap.
The underrepresentation of elderly people in mass media that has been commonly practiced throughout the country negatively influences public opinion about this group of people. The young generation is not encouraged to understand that it is the elderly generation they are to be guided by.
Through involvement the elderly people in TV programs their role in the nation’s growth and development will become more obvious and will be higher evaluated by the representatives of the young generation.
Information that mass media brings to the public should be for everyone. This will give the chance for the elderly generation to play their significant role in building a nation of responsible young people. Further postponement of solving the problem of the elderly people’s representation in mass media will only worsen the existing conflicts between the old and the young.
Works Cited
Bradley, D. (2002). How old people think about images of aging in advertising. Generations, 25, 10-20.
Carrigan, S. (2004). Representation of old people in mass media. Journal of Market Research Society, 41, 300-330.