2 - COMM203 2/2/09 Elderly

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COMM 203 2/2/09 Elderly “How this country thinks of older people and relates to older people, and how older people  think of themselves, is directly affected what is put on television" Commonly called: o Embracers of TV 12% of 65+ population 1.9%-3.3% of prime-time characters are elderly o Ageism, often like sexism, we don’t think about in the manner we would any other type of  prejudicial –ism isn't something we really pay attention to we often laugh at and don't think about what is communicated through the mass  media about it We need to think about how we discuss different groups because we all want to see  people that look and act like us in the media Being barraged by images of negatively portrayed elderly Particularly negative images of elderly women o Soap opera are the “gold standard” in television diversity Greater diversity and more realistic portrayals of differences Sympathetic elderly characters Representation of many minorities Interesting dichotomy as soap operas are often ridiculed
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Nielsen Media (Sept. ’05 – Aug. ’06) Women 45+ watch more than 40 hours of television per week Favorite Shows o News o Documentaries o Public Affairs o Game Shows/Variety Shows Lack of funding for this particularly group in terms of media exposure Reasons for Use: o Increased exposure to mass media amongst elderly results from: Structure time Punctuates time in retirement years Currently, due to economic recession: Retirement is not likely to happen for many as they have lost savings External influences can affect data o Data takes long time to process and become widespread (up to ten years 
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2 - COMM203 2/2/09 Elderly

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