02 February 2010 – Call to tackle ageism in the media
Older people are not happy with the way they are portrayed in the media and have called for more positive images of later life.
The findings are published today in the Government’s response to their consultation on “Building a Society for all Ages”.
Minister of State for Pensions and the Ageing Society, Angela Eagle said,
"Today we are asking the media to help us tackle outdated stereotypes of age. We are all living longer, healthier lives, which is something we should celebrate. We need to see a balanced image of later life which will help tackle ageism in our society and our consultation has shown us that there is real demand for this."
Around 60% of those who responded talked about tackling ageism in the media.
Some responses to the consultation included:
- The need for the advertising, media and publicity industries to use models and presenters of all ages
- The need to have more intergenerational programmes that are made for, and include, all ages
- The need for more positive representations of old age in the media, not just as vulnerable and in need
- The need for more positive older role models – both celebrities and older people
Stephen Burke, Chief Executive of Counsel and Care said, “We are committed to improving the portrayal of older people in the media and society as a whole.
"With our annual ‘Older People in the Media’ Awards, Counsel and Care aims to encourage improved awareness of age in the media.
"We hope it will initiate a move away from use of traditional stereotypes of older people and advance a new understanding in the media as a whole about the interests and values of such a vast and diverse group in society."
Joan Bakewell, Voice of Older People said, "Until a more balanced view of old age is portrayed in the media we will not be able to tackle ageism in our society. We need to build a more inclusive society and to do this public perception needs to shift. We all have a part to play."
Notes to Editors:
- The full document: Building a society for all ages - Consultation response is available from www.hmg.gov.uk/buildingasocietyforallages/consultation.
- The policy developments that have taken place as a result of the consultation on the strategy include:
- In Building Britain’s Recovery: Achieving Full Employment 1 we announced new employment measures specifically aimed at people over 50 who need extra support.
- We have now co-produced A Good Place to Grow Older – a National Commitment with national bodies which represent a whole range of local service deliverers and key government departments. The Commitment sets out a number of specific pledges which its signatories have committed to adopt and translate into action to deliver the strategy at a local level.
- The £2.9m ‘Get Digital’ programme will soon provide around 7,800 people in sheltered housing with access to computers and the training they need to make the most of the new technology on offer.
- The Equality Bill, introduced in April 2009 will legislate for a ban on age discrimination in the provision of services and a single Equality Duty and require public bodies to consider the needs of people of all ages and help deliver fairer outcomes for older people. It is now our intention to bring the ban into force in all sectors in 2012.
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1. www.dwp.gov.uk/policy/welfare-reform/legislation-and-key-documents/building-britains-recovery/
