Download Aging, Media, and Culture by C. Lee Harrington, Denise Bielby, Anthony R. Bardo (eds.) PDF

By C. Lee Harrington, Denise Bielby, Anthony R. Bardo (eds.)

The intersections of getting older, media, and tradition are under-explored given developments in inhabitants getting older, fast raises within the mediation of way of life, and the starting to be cultural value of media intake on the worldwide point. This e-book brings jointly a world choice of serious students, either well-established and up-and-coming, from many of the educational disciplines that percentage a typical curiosity sooner or later research of getting older and media. This anthology of unique articles integrates getting older conception and media reports via a learn of middle matters together with the media’s impression at the building of “old age,” the reciprocal impact of getting older on media industries, age-based identities in a mediated international, 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 geographical regions of advertising/marketing, tv, movie, tune, megastar and social media, between others.

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While the population was aging, there was limited use of people over sixty-five in the media, print advertising, general readership magazines and prime-time television. The assumption was that the elderly were no longer actively engaged in personal and household consumption, indeed that they were likely to be institutionalized, infirm, and impoverished. Not only were seniors underrepresented, but discounted as well. The treatment of the elderly in advertising in the late twentieth century did not accurately reflect their position in American society.

At the same time, advertising media were expanding, as were the points of data capture. 25 © Harrington, C. ; Barrett, Anne; Baumann, Shyon; Claessens, Nathalie; de Laat, Kim; Gunderson, Justine Lexington Books, Lanham, ISBN: 9780739183649 26 Anne L. , consumer research) and methodologies, such as telephone surveys, took off. 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.

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. Marketers would be wise to rethink their assumptions of who the “elderly” are these days and to retest the concept of cognitive age.

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