3.1.1 In the media

The media has a lot of power in influencing how we think about age. It is therefore important that the way older people are represented is fair and accurate.

This includes using images and language that reflect the diverse range of experiences, interests and aspirations of older people.

When listening to or reading media reports (including print, television, radio, internet and social media), the following questions may be useful in determining whether ageism is present:

• Does reporting a person’s age add anything to the story?
• Does this image or story reinforce or challenge negative stereotypes?
• Does this publication or channel regularly report negative stories of older people or ageing?
• Has this publication or channel reported positive stories about older people or ageing?
• Where there are positive stories, are they patronising in nature?

If you feel ageism is present, you can make an informal challenge through contacting the editor (newspapers or magazines), broadcaster (radio or TV) or person sharing the story (social media) to highlight the ageism and request more balanced coverage that more accurately reflects the contribution and value that older people bring to society.

If this doesn’t produce a satisfactory response, then contact the relevant regulatory body to escalate the complaint (Ofcom [Tip: hold Ctrl and click a link to open it in a new tab. (Hide tip)] for most media coverage or the Advertising Standards Authority for advertisements).