Last week I looked at the discourse analysis tool. Fed with the correct data, this analytical approach allows the key narratives to be identified. The Newsletter last week focused on the Government narratives. They were not good for the ageing stereotype. They tended to focus on old as a destination rather than a process that goes on throughout life. They invoked a sense of “the old” being a burden on Society. A group that was putting the NHS and the care system under unbearable pressure.

The researchers went on to study other sources of ageing narratives. These included the media, advertising and social media. They even included charities in the field. All their expert interviews pointed out that the commercial world is different. Journalists and editors must sell papers. Their content must appeal to their readers. Advertisers are paid to sell the products and services that they promote. Social media has influencers who are no different to an advertising agency. There is a huge difference for charities when they are fund-raising.

The Media Narrative

They assembled three quarters of a million “ageing” words from the broadsheets. From the Guardian, the Telegraph, the Times. The Independent and the Financial Times. They added 4m words written about ageing from the main tabloids.

As one journalist put it:

“It’s hard to define what a genuine and interesting ageing story is or should be.”

Is it an 80-year-old taking a parachute jump? Is it instead about the stereotype of poverty and vulnerability. The result is a set of caricatures of old people as either good or bad. The difference between the broadsheets and the tabloids is how those caricatures are presented. The key words, identified by the discourse analysis, were the same. They included dementia; vulnerable; residents and care.

Tabloids tend to focus more on individuals. They may focus on older celebrities often in a negative way showing how they have aged. They tend to be more sensationalised and emotive. This is at both ends of the spectrum. They will talk of desperate and terrified older people. They will juxtapose smiling older people healthy and beloved by their family. They talk of the ends of the spectrum. They do not give a realistic representation of older people’s lives.

The Broadsheets tend to pick up on the themes being talked about in Goverment. They treat “older people” as a homogeneous group that are causing a “funding crisis”. They are more likely to talk about social care and aggregate health issues. Dementia appears as a lightning rod. It frames the homogeneous group as vulnerable, inactive and incapable. As the experts point out the media are there to convey an impression as quickly as possible. It is therefore not very surprising that they use extreme caricatures.

Advertising

The content of advertising is very much driven by the product being promoting. Anti-ageing products and services promote “old” as a golden period. Their characters are beautiful, healthy and enjoying life. At the other extreme are the products designed to assist people in the latter part of their lives. There is little overlap. No one promotes a Ferrari mobility scooter as a fun and enjoyable vehicle. There is surprisingly little between the extremes. Between ads for funeral saving plans and anti-ageing beauty creams.

The discourse is defined by words from both extremes. “Golden Age” is overrepresented by 320 times as is “amazing” (127x). Perhaps think of cruises. “Loved Ones” is 213 more common as is “Survivor” (119x) and “Funeral” (82x). The ads completely fail to represent the diversity of the ageing process. Again there is a desire to capture people’s attention quickly using cariactures.

Social Media

Within social media there are a few influencers. However, there is vast other discourse about older people. The single biggest topic is again “dementia”. It is used as a shorthand for the growing need for social care. The descriptions tend to be negative. Some of the most frequently used are “sad old”; “old fart”; “old hag”; “old codger” and “bitter old”. All convey very negative connotations. Intergenerational conflict and the selfishness of the older generation feature. The platforms are on guard about racism, sectarianism and sexism. They have no guidelines for “ageism”.

The Age Charities

It is not surprising that these charities provide a much more diverse view of the ageing process. Their websites and brochures are full of help and resources for older people. The discourse analysis pulls out “Loneliness”, “NHS”, “Health” and “Care” as key topics. There is “dark side” to this story. When charities are fund raising the message can change for the worse. Their appeals tend to be negative and draw on those same “old” stereotypes. There is research evidence that suggests that this may not be the best approach. Many charities gain a disproportionate share of their funds from older donors. Older people, it appears, are more sensitive to positive appeals. They avoid negative images and appeals.

A World of Negative Discourse

We age all our lives. Perhaps it becomes real around the age of 40. This is the point where we will need reading glasses. In today’s world that 40-year-old has every chance of living to 90. (Deprivation levels create a “spread” around this average.) Of the remaining 50 years, ten or twelve will be lived in ill health. This too is an average, and many people will decline only in their last few years. Despite this, all of the various discourses surrounding us focus on those last few years. They focus on “old” as a destination. They associate ageing with the last 10% of our lives. They do not focus on longevity. On all the extra years available to us all to live and enjoy. They do not represent the diversity of ageing. They harm Society and us as individuals.

We have to change the discourses.