Media representations shape how we see different age groups and influence the stereotypes we hold about them. From the way children are portrayed as innocent to how older people are shown as frail or wise, these portrayals often reflect wider social values and anxieties. Sociologists have spent decades exploring how television, film, advertising and news construct age identities. This post summarises key sociological research on how different age groups are represented in the media and links these ideas to examples familiar to most viewers.
Children: Innocence and Vulnerability
Children are often represented as innocent and vulnerable, needing adult protection from the dangers of the adult world. This reflects traditional ideas about childhood as a time of purity and dependence. Heintz-Knowles (2002) found that children in television programmes are usually shown as motivated by friendship, fun and family, rather than serious social or political issues. This creates an image of children as carefree and untroubled by adult concerns. For instance, shows such as Bluey or Horrid Henry focus on play, friendship and moral lessons, keeping childhood safely within the family context.
However, the media sometimes presents a contrasting image of children as spoilt, mischievous or even dangerous. Wayne et al. (2007) found that news coverage of young people, including older children, often links them to crime and anti-social behaviour. Stories about “youth gangs” or “knife crime” construct children and teenagers as a threat to social order. This contributes to what Stanley Cohen (1972) called a moral panic, where the media exaggerates behaviour among young people and fuels public fear. A good example is how newspapers have covered young offenders like “feral youth” during the 2011 London riots.
David Buckingham (2000) argues that adult fears about social change are often projected onto children. When adults worry about violent video games or the internet “stealing childhood”, this says more about adult anxieties than about children themselves. Similarly, Gauntlett (2008) suggests that children’s media like Harry Potter or Matilda can also provide empowering messages, showing children as independent and capable of solving their own problems. Overall, media portrayals of children swing between extremes of innocence and threat, rarely showing them as complex individuals.
Teenagers and Youth: Trouble and Rebellion
If children are seen as innocent, teenagers are often treated as the opposite. The media has long represented young people as rebellious, lazy or dangerous. Cohen’s (1972) study of the Mods and Rockers in the 1960s remains one of the most famous examples. He found that the media exaggerated minor scuffles between the two youth groups, labelling them as violent and out of control. This process created “folk devils” and caused a moral panic that made youth culture seem dangerous to the moral fabric of society.
Wayne et al. (2008) found that around 82 per cent of news stories about young people focus on crime, especially violent crime. When youth appear in the media, it is rarely in a positive light. Griffin (1993) identified three main stereotypes of youth: as dysfunctional (unable to cope), deviant (a threat to society) or suffering (as victims). These stereotypes can still be seen today in films like Kidulthood or Top Boy, which highlight gang culture and social breakdown. While these films also explore the causes of inequality, the focus on deviance reinforces negative associations.
Osgerby (2004) notes that youth representation has changed over time. In the 1950s and 1960s, young people were romanticised as cool rebels, represented by figures such as James Dean. However, in later decades youth were more often depicted as threatening, especially during periods of social unrest. Angela McRobbie (1991) adds that young women in the media are sometimes shown as empowered and independent, particularly in advertising and fashion. However, this “girl power” image often links empowerment to consumerism, suggesting that independence can be bought through products or appearance. Programmes like Love Island or Euphoria reflect this post-feminist ideal, mixing confidence with the pressure to look good.
Overall, the media tends to create moral panics about young people, focusing on deviance rather than achievement. Positive examples, such as youth climate activists or young entrepreneurs, receive far less attention.
Middle-Aged Adults: Power and Normality
Middle-aged adults are usually the most positively represented age group in the media. They are shown as responsible, hardworking and in control. This group dominates positions of power in both the real world and media production, which influences how they are portrayed. Williams and Ylanne (2009) found that middle-aged characters in advertising are often presented as successful professionals or confident consumers, symbolising stability and achievement. Curran and Seaton (2003) argue that because the media is largely owned and controlled by middle-aged men, their worldview tends to dominate news values and representations.
However, not all representations of middle age are positive. Tuchman (1978) described the “symbolic annihilation” of older women in media, meaning that once women reach middle age, they often disappear from television or are portrayed in limited roles. This contrasts with men of the same age who continue to play leading roles or authority figures. Think of actors such as Liam Neeson or Tom Cruise, who remain action heroes into their sixties, compared with the relative lack of equivalent female roles.
Brooks (2012) points out that in reality television, middle-aged adults are sometimes shown as incompetent parents or facing mid-life crises, such as in The Real Housewives franchise or makeover shows like 10 Years Younger. Gauntlett (2008) argues that newer media is starting to challenge these stereotypes by showing a broader range of adult lifestyles and family structures, from single parents to same-sex couples. Despite these changes, middle-aged adults remain the benchmark of “normality” in most mainstream media.
The Elderly: Invisibility and Wisdom
Older people are often underrepresented in the media, and when they do appear, they are commonly shown as frail, lonely or out of touch. Biggs (1993) found that portrayals of the elderly tend to fall into two types: either the wise elder who offers advice or the comic figure who is confused or foolish. Sitcoms like One Foot in the Grave or Still Open All Hours illustrate these contrasting images. Cuddy and Fiske (2004) found that older adults are stereotyped as warm but incompetent, which may seem kindly but still reinforces the idea that they lack ability.
A report by Age Concern (2000) found that only 15 per cent of media images included older adults, and most of these were negative, focusing on illness or dependency. This lack of representation contributes to social invisibility and can influence how society views ageing. However, some studies show a shift toward more positive portrayals. Williams and Ylanne (2012) found that adverts aimed at older consumers increasingly depict them as active and enjoying life, particularly in travel and leisure marketing. This links to what Blaikie (1999) called “positive ageing”, where older people are presented as healthy and adventurous consumers. Campaigns such as Saga Holidays or films like The Best Exotic Marigold Hotel reflect this trend.
Although these newer portrayals are more positive, they often focus on wealthier retirees, leaving working-class or dependent older adults largely invisible. Overall, the media continues to reproduce ageist ideas, presenting ageing as something to be resisted rather than embraced.
Conclusion
Across all age groups, the media plays a major role in shaping how society understands age. Children are shown as innocent or dangerous, teenagers as rebellious or deviant, middle-aged adults as powerful and responsible, and older people as frail or comic. Sociological research helps uncover how these patterns reflect wider social structures, such as power, gender and class. While new media and digital platforms offer more diverse representations, traditional stereotypes remain influential. Understanding these patterns allows us to question the images we see every day and think critically about how the media continues to construct our ideas about age.
References
- Age Concern (2000) Older People in the Media.
- Biggs, S. (1993) Understanding Ageing.
- Blaikie, A. (1999) Ageing and Popular Culture.
- Brooks, K. (2012) Reality TV and the Mid-Life Crisis.
- Buckingham, D. (2000) After the Death of Childhood.
- Cohen, S. (1972) Folk Devils and Moral Panics.
- Cuddy, A. & Fiske, S. (2004) ‘Doddering but dear: Process, content and function in stereotyping of older persons.’
- Curran, J. & Seaton, J. (2003) Power Without Responsibility.
- Gauntlett, D. (2008) Media, Gender and Identity.
- Griffin, C. (1993) Representations of Youth.
- Heintz-Knowles, K. (2002) Children’s Television: Content and Context.
- McRobbie, A. (1991) Feminism and Youth Culture.
- Osgerby, B. (2004) Youth Media.
- Wayne, M. et al. (2007, 2008) Youth and the News Media.
- Williams, A. & Ylanne, V. (2009, 2012) Ageing, Representation and Media.
- Tuchman, G. (1978) The Symbolic Annihilation of Women by the Mass Media
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