Despite the progress we’ve made in embracing inclusivity, one form of prejudice remains stubbornly embedded in the media and pop culture: ageism. From the limited roles available to older actors to the portrayal of ageing as a negative or pitiable process, the media often reflects—and reinforces—a society that undervalues its ageing population. Yet, as the tides slowly turn, the fight for age diversity in media is challenging outdated narratives and creating a more inclusive space for all ages.
The Persistence of Ageism in Media
Media, as a mirror of societal values, often perpetuates stereotypes that frame ageing as synonymous with decline, irrelevance, or even ridicule. Consider the common trope of the “overbearing grandmother,” the “grumpy old man,” or the middle-aged woman reduced to roles of nagging mother or comic relief. These depictions feed into a larger narrative that sidelines older generations, suggesting their stories, experiences, and potential contributions are less valuable than those of younger counterparts.
A study by the Centre for Ageing Better found that ageist stereotypes in media often depict older adults as frail, technologically inept, or resistant to change. Such portrayals not only misrepresent the reality of ageing but also shape societal attitudes, embedding age bias in both cultural consciousness and individual behaviours.
Case Study: Hollywood and the Age Ceiling
In Hollywood, a stark example of ageism is evident in the disparity of roles available to women over 40 compared to their male counterparts. Actresses such as Maggie Gyllenhaal and Olivia Wilde have publicly criticised the industry for limiting opportunities as they age. In contrast, men like George Clooney and Brad Pitt continue to headline blockbuster films well into their 60s, often paired with much younger female co-stars. This disparity reflects a broader cultural obsession with youth, one that devalues women’s stories as they age while granting men longevity in their careers.
The consequences of ageist narratives in media are far-reaching, influencing societal attitudes and policy decisions alike. When older adults are portrayed as burdens or out of touch, it reinforces stereotypes that can lead to exclusion, discrimination, and even self-limiting beliefs among ageing individuals themselves.
Social Isolation and Representation
One tangible impact of these stereotypes is the exacerbation of social isolation. The portrayal of ageing as a process of withdrawal and decline discourages engagement from older adults and alienates them from younger generations. For instance, a lack of intergenerational narratives in mainstream media perpetuates the idea that the lives of older adults are separate and less relevant to the broader social fabric.
Internalised Ageism
Research suggests that repeated exposure to negative stereotypes can lead to internalised ageism, where individuals begin to adopt limiting beliefs about their capabilities as they age. This not only affects mental health but can also have physical consequences, as studies show that attitudes towards ageing can influence longevity and quality of life.
Shifting the Narrative: Positive Portrayals
Despite the persistence of ageism in media, there are growing efforts to challenge these stereotypes. Positive portrayals of older adults, which emphasise their vitality, wisdom, and complexity, are gaining traction in both mainstream and independent media.
Shows like Grace and Frankie and The Kominsky Method have been instrumental in rewriting the narrative around ageing. These series feature older protagonists navigating personal growth, relationships, and careers, showcasing the richness of life beyond middle age. By embracing age diversity, these stories challenge outdated notions of what it means to grow older.
In advertising, brands such as Dove and L’Oréal have featured older models in their campaigns, celebrating beauty at every age. Such representations not only normalise ageing but also highlight the purchasing power and influence of older demographics.
Another promising trend is the rise of intergenerational storytelling, where characters of different ages share equal narrative weight. Films like The Intern and series like This Is Us demonstrate how the blending of perspectives can create richer, more resonant stories. These portrayals not only combat age bias but also foster empathy and understanding across age groups.
The Benefits of Age Diversity in Media
Embracing age diversity in media is not just a moral imperative; it offers tangible benefits for society at large. By representing older adults authentically, media can drive social change, foster inclusion, and even unlock economic opportunities.
Inclusive media representations help bridge generational divides, encouraging dialogue and mutual respect. When older adults are depicted as active contributors to society, it challenges stereotypes and promotes a more integrated view of community life.
The so-called “silver economy,” driven by the spending power of older consumers, is a growing force. By targeting this demographic with authentic and respectful representations, media and advertising industries can tap into a lucrative market while fostering inclusivity.
Authentic portrayals of ageing also inspire individuals to pursue creativity and personal growth at any stage of life. Highlighting the achievements of older artists, activists, and entrepreneurs counters narratives of decline and shows that it’s never too late to make a meaningful impact.
A Call to Action for Media Creators and Consumers
To truly dismantle ageism in media, change must occur on multiple fronts. Media creators have a responsibility to reflect the diversity of human experience, including the complexities of ageing. This means not only hiring older talent but also fostering inclusive storytelling that challenges stereotypes.
Audiences, too, play a critical role. By demanding better representation and supporting media that celebrates age diversity, consumers can drive a cultural shift. Whether it’s streaming a series featuring older protagonists or engaging with advertising that promotes inclusivity, individual choices have the power to shape the media landscape.
A More Inclusive Future
The persistence of ageism in media is a stark reminder of the work still to be done in building a truly inclusive society. Yet, the growing momentum behind positive portrayals and age diversity offers hope for change. By challenging stereotypes and embracing the richness of life at every age, media has the potential to not only reflect but also shape a world that values every individual, regardless of their years.
It’s time for creators, consumers, and institutions to work together to rewrite the narrative. The question is not whether we can change perceptions of ageing but how soon we can ensure that media serves as a champion for all stages of life.
Keep Independent Voices Alive!
Rock & Art – Cultural Outreach is more than a magazine; it’s a movement—a platform for intersectional culture and slow journalism, created by volunteers with passion and purpose.
But we need your help to continue sharing these untold stories. Your support keeps our indie media outlet alive and thriving.
Donate today and join us in shaping a more inclusive, thoughtful world of storytelling. Every contribution matters.”
