4. Media representations of age

Question 1

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Outline 3 age groups sociologists focus on in the media

Answer 1

• Children
• Youths
• Elderly

Question 2

Outline the stereotypes of children

Answer 2

• Cute- Representations of childhood are positive, Babies & toddlers are represented as cute & appealing in( particularly in television advertisements)
• Consumers- Chandler(2006) uses Pester power -Media targets children who use ‘pester power’ to persuade parents to spend more as companies know children are likely to ask parents for these products-leaving parents in debt to buy children consumer products
• Little angels-Children are presented in idealised way , as innocent
• Little devils-Children presented as ‘cheeky monkeys’ positive representation
• Victim- In news children are victims of crime,including murders & abductions
• Prodigies-children in media are often good at something, such as maths or musical instruments. News & magazines report on such prodigies

Question 3

Outline the stereotypes of youths

Answer 3

Representations of youth tend to be negative

2 ways of how media represents youth:

• ## Socially-construct youth culture & identity
• Portraying youths negatively as a source of social problems
• Young people are subject of negative media stereotyping. These representations are driven by media news values, as e**xciting stories and sensational headlines which exaggerate the deviant behaviour of young people.

Question 4

Outline how the media socially constructs youth culture & identity

Answer 4

Young people are largely represented in terms of lifestyle and identity, with music and fashion industries aiming their products at young people.

since 1950s, youth media industries created youth culture through its media products & this industry has expanded into other areas

Examples- Popular music & representations of fashion ( through magazines)

Popular music is associated with particular subculture so a fan of this music, go alonside fashion choices, norms, values & attitudes

Pluralists-argue that media products are primarily giving youths what they want reflecting their identity & responding to market demand

counter: Many sociologists argue that the media does more than reflect youth culture. It makes it

Question 5

How does the media attack youths

Answer 5

• Moral panics-Cohen found young people are easily identifiable group to blame for society’s problems.
• media generate a moral panic against the ‘folk devils’ who pose a threat to society. In turn, media-generated moral panic causes young people to be negatively stereotyped and labelled as troublesome
  
  • The media present youths engaging in ‘bad behaviour’ of various sorts ( underage drinking, drug taking ,petty crimes)
• Wayne et al -Researched the content of news programmes across main channels. Found 82% of news items concentrated on young people & violent crimes.
• & young peoples own views on news were only found in 1% of cases

Question 6

Outline the representations of old people in the media

Answer 6

**Older people are either invisible in the media or represented negatively. **
Stereotypes of old people:
- Grumpy
- A burden-elderly are represented as a burden, ageing population is discussed in news & current affair programmes as a problem -both presented as a burden to society & families
- Infantile-elderly are presented as childlike in media i,e in comedies
- Confused-elderly are presented as mentally challenged or suffering with dementia. In media its used in a comedic way in entertainment programmes

Question 7

Outline the are differences between elderly men and women in the way they are stereotyped:

Answer 7

Newman(2003) Upper/middle class elderly people (particularly men) are portrayed as being in leadership positions: presidents, judges & businessman
-reason is that the audience trust an older male voice with grey hair lending authority

Older men are presented in a positive light - for example, in movies, they are shown as experienced, wiseand successful businessmen.

Older women are often symbolically annihilated in the media because women are expected to be forever young and youthful.

Women are moved from ‘front of camera’ roles at young age (40) & actresses get fewer roles the older they get

Thus media representations of age intersect with representations of social class & gender

Often-old age is represented in negative way as a phase of life to be delayed & avoided ( i.e advertising for beauty products that disguise the signs of ageing)

Question 8

A03-Elderly people

Answer 8

Counterpoint-to elderly people seen as burdens is that older adults are presented as enjoying a second childhood. This involves people doing things that they would have liked to have done when younger thus media companies & marketing agencies are beginning to see older people as a section of society with more money & leisure time & thus present them in a positive way that attracts them

Lee et al-older adults in advertisements are represented positively as healthy, active people with a range of interests enjoying a ‘golden age’.

Robinson et al- found older viewers were attracted to advertisements that presented their own age group positively: as vibrant & intelligent not by media representations that made fun of older adults