Media Topic 3 Flashcards
What percentage of TV characters are portrayed as elderly in the United States?
1.5 percent
This statistic reflects the underrepresentation of older individuals in media.
How are older adults often portrayed in television and film?
As figures of fun and comic relief, often based on impaired mental, physical, or sexual capacities
This portrayal can contribute to negative stereotypes.
What negative associations are often linked to the term ‘elderly’?
Vulnerable
This association creates unrealistic views of later life.
What stereotypes are commonly associated with elderly people in the media?
- Poor
- In ill-health
- A burden
- Forgetful
- Anti-social
- Interfering
- Incapable of work
These stereotypes contribute to the negative perception of old age.
What did Szmigin and Carrigan (2000) find regarding the use of older models in advertisements?
Advertisers were wary of using older models as they considered it might alienate younger audiences
This indicates a bias in advertising towards youth.
How are older men typically portrayed in Hollywood movies?
As sexual partners of younger women or as distinguished, wise figures
This contrasts with the portrayal of older women.
What is a common portrayal of older women in media?
They are often rendered invisible or symbolically annihilated
This reflects societal expectations for women to remain youthful.
What did White et al. (2012) discover about older viewers’ perceptions of media representation?
Older viewers felt they were stereotyped and noted a lack of representation of middle-aged and older women
This highlights issues of visibility in media for older demographics.
What campaign aims for better representation of older individuals in media?
Centre for Ageing Better campaign
This campaign advocates for changes in media representation policies.
What does the term ‘grey pound’ refer to?
The spending power of older adults
This economic factor is influencing advertising strategies.
How are older adults typically represented in advertisements, according to Lee et al. (2007)?
As healthy, active people enjoying a ‘golden age’
This is a more positive representation compared to other media portrayals.
What is the effect of upper-class media owners on representations of social class?
They filter representations through their perspectives, favoring upper and middle classes
This leads to stereotypes that overlook the working class.
What does Jones (2011) suggest about media representation of class?
The media gives the impression that everyone is middle class, normalizing middle-class values and lifestyles
This creates a false narrative about societal class structures.
According to Lawler (2005), how is class represented in the media?
As a lifestyle choice rather than an economic category
This shifts focus from structural inequalities.
What role does ‘taste’ play in class identity as suggested by Lawler (2005)?
‘Taste’ is used as a symbol of class identity
This indicates how consumer choices are linked to social class.
What is the focus of media representation regarding individuals and class?
On the individual and their consumer choices rather than social class and structural inequality
This perspective obscures the realities of economic disparities.
What age groups are typically represented in media?
The main age groups are children (up to age 14) and youth (age 15-20s).
How are children portrayed in the media?
Children are often depicted positively as consumers of toys or comedic figures.
Common portrayals include kids as victims, cute kids, little devils, exceptional talents, accessories for parents, and little angels.
What negative stereotypes are associated with youth in media?
Youth are frequently portrayed as rebellious, selfish, troublemakers, and involved in crime, gang culture, and anti-social behavior.
What did the 2005 analysis by MORI reveal about media representation of young people?
The analysis showed that 57% of stories about young people were negative, with only 12% positive.
What is the impact of media on public perception of young people?
Media often distorts attitudes and gives a misleading impression of young people, especially to older audiences.
What does Cohen (2002) argue about young people in media?
Cohen argues that young people are scapegoated by the media, creating moral panics and uniting the public against them.
How can young people combat media stereotyping?
Young people can combat media stereotyping through new media platforms like texting, tweeting, and YouTube.
What is the ‘new sociology of childhood’ theory?
This theory posits that children are active agents in society, not passive puppets.
What has the youth media industry sought to do since the 1990s?
The youth media industry has sought to create youth culture through its media products.
