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Ageing in the Twenty-First Century: - HelpAge International

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News, television, film and advertis<strong>in</strong>g commonly<br />

feature stereotypes that show age<strong>in</strong>g only through<br />

a lens of decl<strong>in</strong>e and dim<strong>in</strong>ished value, emphasiz<strong>in</strong>g<br />

<strong>the</strong> “burdens” of grow<strong>in</strong>g old. Use of such stereotypes –<br />

and negative language about age<strong>in</strong>g – shapes, re<strong>in</strong>forces<br />

and reflects society’s attitudes and responses to<br />

grow<strong>in</strong>g older and, by extension, to population age<strong>in</strong>g.<br />

The result, <strong>in</strong> many cases, is a low expectation of<br />

age<strong>in</strong>g that has an impact on all areas of life.<br />

Realistic images <strong>in</strong> Germany<br />

In response to demographic change <strong>in</strong> Germany and<br />

<strong>the</strong> need for a new assessment of age<strong>in</strong>g, <strong>the</strong> Federal<br />

M<strong>in</strong>istry of Family Affairs, Senior Citizens, Women and<br />

Youth has launched an <strong>in</strong>itiative, “New images of age<strong>in</strong>g”,<br />

which aims to promote active age<strong>in</strong>g and to develop<br />

realistic and diverse images of old age and age<strong>in</strong>g.<br />

The M<strong>in</strong>istry’s central concern is to help older people to<br />

live <strong>in</strong>dependently, to rema<strong>in</strong> active and open to new<br />

experiences. Most older citizens do not want to withdraw<br />

from economic and social life. They want to rema<strong>in</strong><br />

active, and cont<strong>in</strong>ue to share <strong>the</strong>ir experience and<br />

knowledge with o<strong>the</strong>r generations.<br />

The Federal Government is support<strong>in</strong>g <strong>in</strong>itiatives that<br />

focus on “Experience is <strong>the</strong> future” and “The economic<br />

potential of age<strong>in</strong>g”, as well as “Education <strong>in</strong> <strong>the</strong> second<br />

half of life”. Emphasiz<strong>in</strong>g <strong>the</strong> importance of sport and<br />

exercise for older people, it is also back<strong>in</strong>g <strong>the</strong><br />

movement “Network 50-plus”.<br />

Source: Federal M<strong>in</strong>istry for Family Affairs, Senior Citizens, Women and Youth,<br />

www.bmfsfj.de/BMFSFJ/Aeltere-Menschen/neue-bilder-vom-alter.html<br />

Voices of older persons<br />

Most of <strong>the</strong> older people who were consulted for this<br />

report stated that <strong>the</strong>y are not well represented <strong>in</strong> <strong>the</strong><br />

media, and that both old age and older people are often<br />

shown negatively.<br />

“The television always shows older people <strong>in</strong> very difficult<br />

situations.” Mozambique<br />

“The older people are shown <strong>in</strong> bright lights <strong>in</strong> <strong>the</strong> media;<br />

I do not feel I’m be<strong>in</strong>g discrim<strong>in</strong>ated aga<strong>in</strong>st.” Brazil<br />

“Older people are presented as helpless and useless.”<br />

Moldova<br />

“In general, images of age<strong>in</strong>g are not so good. Everyone<br />

th<strong>in</strong>ks that older people are stupid or have dementia –<br />

but not all of us are suffer<strong>in</strong>g from this.” Austria<br />

“The image and language<br />

used by <strong>the</strong> mass media <strong>in</strong><br />

connection with older<br />

people is degrad<strong>in</strong>g and<br />

sketchy.” Chile<br />

Record<strong>in</strong>g a radio programme <strong>in</strong> Haiti. Generally, older people are not<br />

well represented <strong>in</strong> <strong>the</strong> media.<br />

Government response<br />

A number of countries have national policies on age<strong>in</strong>g<br />

which <strong>in</strong>clude <strong>the</strong> promotion of positive images of older<br />

persons, such as Kenya, Mozambique, New Zealand,<br />

<strong>the</strong> Occupied Palest<strong>in</strong>ian Territory and Saudi Arabia.<br />

Examples of measures and actions to generate positive<br />

images of age<strong>in</strong>g <strong>in</strong>clude <strong>the</strong> appo<strong>in</strong>tment of an<br />

Ambassador for <strong>Age<strong>in</strong>g</strong> and <strong>the</strong> Senior Australian of<br />

<strong>the</strong> Year Award <strong>in</strong> Australia; <strong>the</strong> Double N<strong>in</strong>th Festival<br />

and local Senior Citizens’ Day celebrations <strong>in</strong> Ch<strong>in</strong>a;<br />

<strong>the</strong> Day of <strong>the</strong> Elderly and <strong>the</strong> Week of <strong>the</strong> Elderly <strong>in</strong><br />

F<strong>in</strong>land; <strong>the</strong> Award for <strong>the</strong> Elderly and <strong>the</strong> Elderly-<br />

Friendly Local Government Award <strong>in</strong> Hungary; <strong>the</strong><br />

National Older Persons’ Day and <strong>the</strong> <strong>International</strong> Day<br />

of Older Persons <strong>in</strong> Indonesia; <strong>the</strong> National Day to<br />

Honour Grandparents <strong>in</strong> Lebanon; <strong>the</strong> award of a<br />

national honorary senior fellow and <strong>the</strong> Bra<strong>in</strong> Bank<br />

Volunteer Project <strong>in</strong> Thailand; and various special<br />

programmes on <strong>the</strong> Vietnamese VTV address<strong>in</strong>g age<strong>in</strong>g.<br />

Frédéric Dupoux/<strong>HelpAge</strong> <strong>International</strong><br />

103

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