Mass Media: Representations of age

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1. What is meant by the stereotype of the elderly "grumpy"?

  • elderly women as busy bodies and males as curmudgeons who spend their time talking about the past, moaning about the behaviour of young people and complaining about the modern world
  • (using for definition purposes)
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2. What is meant by the stereotype of the elderly "infantile"?

  • media portray them as children who need to be treated as such/as helpless and dependent on other younger members of the family/society
  • (using for definition purposes)

3. What is meant by the stereotype of childhood "as cute"?

  • common stereotype found in TV commercials for baby products/toilet rolls etc
  • (using for definition purposes)

4. According to Lee, what percentage of the adverts representing the elderly represented them as being 'golden agers'?

  • 23%
  • 90%
  • 65%
  • 72%

5. What percentage of the elderly were represented in advertising according to Lee?

  • 12%
  • 15%
  • 42%
  • 20%


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