![]() “Since most of us have no other independent way of learning how the world goes, one way or another pretty much everything we get comes through the media. Some feel that the media has a strong and pervasive impact on views about older people and that it is often at the heart of views and perceptions which are commonly held: 4.3 The influence of the mediaĪlmost all participants in the focus groups felt that the media has an impact on attitudes and behaviours and many felt that the impact is negative. ![]() Given that in 2012, people aged 65 or more made up 14.2% of the Australian population and people aged 55 or more made up 25.6%, this analysis indicates that older people are invisible in the media relative to their presence in the population. people aged over 55 were referred to in 11.5% of the editorial media content. ![]() people aged 65+ were mentioned in 6.6% of the editorial media content.people aged 65+ featured in 4.7% of the advertising content.From analysis of a sample that was drawn from the highest-rating and widest-circulating outlets: This is the case across editorial news, current affairs content and advertising. These qualitative comments are supported by quantitative findings from a scan of Australian media content, with this scan indicating that older people are clearly underrepresented in the media. “Even like presenters and stuff on TV have an expiry date where they are no longer useful.” (18-25 years) “It’s kind of middle-age or ancient.there is no middle ground.” (18-25 years) “If you look at the percentage of people, the age bracket in a particular show, I think Australian-made television has a very low average age of perform compared to something coming out of Europe.” (65+ years) This includes invisibility from the perspective of stories and also from the viewpoint of role models and media leaders: The media is seen as a contributor to this sense of invisibility, with many of the older community members in the focus groups feeling that older Australians are invisible within the media. 4.2 The invisibility of older peopleĭiscussions during the qualitative stage (focus groups) indicate that many older people feel some sense of invisibility. Findings from the audit of social media identify that peaks in social media discussion about older people are focused on reports of older people as the victims of crime, or as otherwise physically vulnerable or at risk of illness. Those who are more likely to be classified as holding predominantly negative attitudes (including younger respondents, university graduates, and full time workers) are also more likely to be accessing social media (such as Twitter and Facebook), when compared to those who are not classified in this manner. There also appears to be some link between the consumption of social media and negative attitudes. ![]()
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