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, quick raises within the mediation of lifestyle, and the starting to be cultural importance of media intake on the worldwide point. This e-book brings jointly a global choice of serious students, either well-established and up-and-coming, from a number of the educational disciplines that percentage a standard curiosity sooner or later learn of getting older and media. This anthology of unique articles integrates getting older thought and media stories via a learn of center concerns together with the media’s impact at the building of “old age,” the reciprocal effect 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 method among the 2 fields. The chapters discover the intersections among getting older and media within the geographical regions of advertising/marketing, tv, movie, track, big name and social media, between others.

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Second, we review research on attitudes toward this group held by people of varying ages, followed by studies of selfperceptions of aging. Our review reveals that studies of predictors of attitudes or self-perceptions focus on either individual-level characteristics like age or health or, to a lesser extent, cross-national variation. They give limited attention to the media as an institution contributing to variation—across individuals or nation-states, as well as other levels of social structure—in both 39 © Harrington, C.

In the case of “age defying” beauty products and the like, do the same concerns hold true? Is the buying process rational and informed? ” This of course has fueled many an advertising campaign and the race to erase the negative effects of aging. Products to minimize or ameliorate wrinkles, ailments, and hair loss have been sold via direct and indirect channels since the nineteenth century and advertisements for creams, elixirs, and cures can be found dating back to the early days of print material.

Images may have become more positive, fueled by recognition of older adults’ purchasing power (Featherstone and Hepworth 1995); however, an image shift from “frail” to “remarkably youthful” implies a limited range of later life depictions (Hodgetts, Chamberlain, and Bassett 2003, 417). A consistent finding centers on gender. Older women are depicted less often than older men. As an illustration, women appear in less than 40 percent of television advertisements containing older adults (Lee, Carpenter, and Meyers 2007).

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