By C. Lee Harrington, Denise Bielby, Anthony R. Bardo (eds.)
The intersections of getting older, media, and tradition are under-explored given traits in inhabitants getting older, swift raises within the mediation of daily life, and the starting to be cultural value of media intake on the worldwide point. This booklet brings jointly a global selection of serious students, either well-established and up-and-coming, from some of the educational disciplines that percentage a standard curiosity sooner or later examine of getting older and media. This anthology of unique articles integrates getting older conception and media reviews via a examine of center concerns together with the media’s impact at the development of “old age,” the reciprocal impression of getting older on media industries, age-based identities in a mediated global, problems with gender and sexuality in an getting older society, and the sensible implications of a extra built-in strategy among the 2 fields. The chapters discover the intersections among getting older and media within the nation-states of advertising/marketing, tv, movie, song, famous person and social media, between others.
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Additional resources for Aging, Media, and Culture
In their portrayal of older adults, advertising relies on characters that almost never deviate from a narrow range of age-specific behaviors in a straightforward way. Taken together, these modes of portrayal do not overtly stereotype or denigrate older adults (notwithstanding a couple of egregious examples). However, our analysis shows that these portrayals cannot be considered liberating and instead reinforce damaging and constraining cultural schemas. How can we account for these portrayals? We argue that these modes balance preexisting dominant cultural schemas for identity of older adults’ with marketers’ imperatives to persuade audiences and to generate positive affect toward the advertised good or service.
As computer and satellite technology spilled over into academic and commercial arenas, it became possible to track TV viewing behavior, magazine readership, and mail order frequency. Marketing segmentation methods were employed to better understand consumers based on finer demographic, psychographic, and behavioral details. Of course, the seventy-six million baby boomers were a market force to be reckoned with and many manufacturers and brands were born in the 1960s and 1970s in an attempt to capture the attention (and brand loyalty) of the new youth culture.
New social roles for the elderly may form as they continue healthy and productive lives. Advertising will be more and more data driven and depict consumer behavior more accurately. Thus a more complete understanding of the new aging consumer in the marketplace will arise. CONCLUSION: FUTURE RESEARCH This chapter attempted to explore the evolution of advertising to the elderly and the direction it is headed. It does not address the ethicality of such advertising and the lack of representativeness that has been cited often.