n A level Sociology, both the AQA and OCR specifications explore how different social groups are represented in the media. One area that receives less attention in everyday discussion, but is important sociologically, is how older people are portrayed.
Sociologists argue that the media often gives narrow, stereotypical and negative images of ageing. These portrayals can influence how society views older people, shape ageist attitudes and affect the way older people see themselves.
This blog explores several key studies that are frequently used in A level Sociology to understand media representations of ageing and the ways they reflect wider social attitudes toward older adults.
Landis (2002): Stereotypes of Ageing
Ruth Landis identified a number of recurring stereotypes of older people in television, film and advertising. These include images of older people as grumpy, lonely, sick, dependent or comical.
She found that older characters were often underrepresented in the media and, when they did appear, were usually shown as minor characters rather than as main protagonists. The result is a limited and often distorted picture of later life.
Landis argued that this reflects ageism in the media, where old age is associated with decline and irrelevance rather than experience and wisdom.
Cuddy and Fiske (2004): The Stereotype Content Model
Cuddy and Fiske developed the Stereotype Content Model to explain how groups, including older people, are stereotyped. Their research found that older people are often perceived as high in warmth but low in competence.
This means they are seen as kind and friendly but also as weak, dependent and less capable. These mixed stereotypes lead to paternalistic attitudes rather than respect.
In the media, this is often reflected in portrayals of older people as cute, frail or in need of help, rather than as active or independent. Such portrayals may seem positive on the surface but still reinforce the idea that older people are less valuable to society.
Milner, Van Norman and Milner (2012): Underrepresentation and Negativity
Milner et al. (2012) conducted a content analysis of American television and advertising to investigate how older adults are represented. They found that older people were vastly underrepresented, making up less than 5 percent of characters on TV, despite being a growing part of the population.
When older people were shown, they were often represented as senile, asexual, or burdensome to their families. Positive images, such as older adults being healthy, social or technologically capable, were much less common.
This imbalance reinforces cultural ageism and the idea that ageing is a period of decline rather than continued development or contribution.
Biggs (1993, 2004): The Third Age and Postmodern Identity
Simon Biggs has written about how media images of ageing are changing in postmodern society. He suggests that while negative stereotypes still exist, there is an emerging “third age” identity where older people are portrayed as active consumers who embrace leisure, travel and self-expression.
Biggs argues that this reflects the influence of consumer culture, where ageing is being rebranded as a lifestyle choice rather than a stage of decline. However, he also warns that this new image mainly represents healthy, middle-class older adults, excluding those who are poorer or in ill health.
Carrigan and Szmigin (2000): Advertising and the Grey Market
Carrigan and Szmigin examined how older people are represented in advertising. They found that marketers often ignore or stereotype older consumers, even though they control a large proportion of disposable income.
When older people do appear in adverts, they are often shown in humorous or nostalgic roles, rather than as stylish, capable or independent. Carrigan and Szmigin argued that this reflects ageist assumptions in marketing, where youth is associated with attractiveness and modernity.
They also noted that when companies do use older models, it is often in a tokenistic way, aimed at making the brand seem inclusive without changing underlying ageist attitudes.
Sontag (1972): The Double Standard of Ageing
Susan Sontag’s classic work focused on gender and ageing in the media. She argued that ageing is treated very differently for men and women. For men, getting older is often portrayed as gaining authority and respect, while for women it is associated with loss of beauty and value.
Sontag called this the “double standard of ageing.” It means that women face discrimination not only because of their gender but also because of age. In media terms, this can be seen in the preference for young female presenters or actresses, while older men often continue to hold high-status roles.
Age Concern (2000, 2004): Institutional Ageism in the Media
Age Concern (now Age UK) carried out several studies on how older people are portrayed in British media. Their reports found that older people were largely invisible in mainstream television and print news.
When older adults were mentioned, it was often in relation to illness, vulnerability or burden, rather than as active members of society. Age Concern described this as a form of institutional ageism, where negative assumptions about ageing are built into the structure of media production.
The organisation called for greater diversity of age representation, showing older people in work, relationships and community life.
Bringing It All Together
| Researcher | Focus | Main Argument | Theoretical Link |
|---|---|---|---|
| Landis (2002) | Media stereotypes | Older people underrepresented and shown as dependent or comical | Symbolic annihilation |
| Cuddy & Fiske (2004) | Stereotype content model | Older people seen as warm but incompetent | Ageism, Stereotyping |
| Milner et al. (2012) | TV and advertising | Older adults underrepresented and shown negatively | Cultural Effects |
| Biggs (1993, 2004) | Postmodern ageing | Rise of “third age” identity but limited to privileged groups | Consumerism, Postmodernism |
| Carrigan & Szmigin (2000) | Advertising | Older consumers ignored or stereotyped | Ageism, Consumer Culture |
| Sontag (1972) | Gender and ageing | Ageing viewed more negatively for women | Feminism, Gender and Age |
| Age Concern (2000, 2004) | UK media | Media contributes to institutional ageism | Symbolic Annihilation, Ideology |
Overall, sociological research shows that the media often portrays older people through stereotypes of decline or comic relief, with few positive or realistic portrayals. While postmodern consumer culture has created new images of “successful ageing,” these often exclude less privileged groups. The result is that older people remain marginalised or simplified in the media landscape.
Exam Tip
For AQA or OCR Sociology, you can use these studies when answering questions on:
- Media representations of age
- The relationship between media, culture and inequality
- Ideology, stereotyping and symbolic annihilation
- Postmodernism and the changing nature of identity
You could also link these ideas to debates about representation and diversity or to policies that challenge ageism in the media.
Full Reference List
- Age Concern (2000) The Media and Older People: A Report on Ageism in the Media. London: Age Concern.
- Age Concern (2004) Ageism: How Ageist is Britain? London: Age Concern.
- Biggs, S. (1993) Understanding Ageing: Images, Attitudes and Professional Practice. Buckingham: Open University Press.
- Biggs, S. (2004) Age, Gender, and Social Theory. Buckingham: Open University Press.
- Carrigan, M. and Szmigin, I. (2000) ‘Advertising and Older Consumers: Image and Ageism’, Business Ethics: A European Review, 9(1), pp. 42–50.
- Cuddy, A. and Fiske, S. (2004) ‘Doddering but Dear: Process, Content and Function in Stereotyping of Older Persons’, in Nelson, T. (ed.) Ageism: Stereotyping and Prejudice Against Older Persons. Cambridge, MA: MIT Press.
- Landis, R. (2002) Media Representations of Ageing. London: Sage.
- Milner, L., Van Norman, K. and Milner, J. (2012) ‘The Representation of Older Adults in Television and Advertising: A Content Analysis’, Journal of Aging Studies, 26(1), pp. 20–26.
- Sontag, S. (1972) ‘The Double Standard of Aging’, Saturday Review of Literature, 55, pp. 29–38.
You can download a PPT for classroom use from the link below:
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