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

The intersections of getting older, media, and tradition are under-explored given traits in inhabitants getting older, quick raises within the mediation of daily life, and the becoming cultural value of media intake on the worldwide point. This e-book brings jointly a world selection of severe students, either well-established and up-and-coming, from a number of the educational disciplines that percentage a typical curiosity sooner or later learn of getting older and media. This anthology of unique articles integrates getting older thought and media reports via a examine of center matters together with the media’s effect at the development of “old age,” the reciprocal impression of getting older on media industries, age-based identities in a mediated global, problems with gender and sexuality in an getting older society, and the sensible implications of a extra built-in procedure among the 2 fields. The chapters discover the intersections among getting older and media within the nation-states of advertising/marketing, tv, movie, track, big name and social media, between others.

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Just as negative portrayals condition consumers to adapt negative attitudes, the Superman/woman models lead to unre- © Harrington, C. ; Barrett, Anne; Baumann, Shyon; Claessens, Nathalie; de Laat, Kim; Gunderson, Justine Lexington Books, Lanham, ISBN: 9780739183649 36 Anne L. Balazs alistic expectations, consumer dissatisfaction, and cognitive dissonance. With respect to the consumers who wish to pursue greater longevity and long lasting youthfulness, there are ways to creatively satisfy their needs with products and services that push the envelope of natural aging without the aura of science fiction or worse, deception.

Ursic, Ursic, and Ursic (1986) found the elderly featured in advertising for such products as liquor, automobiles, banks, and cameras. , the older and wiser person, the sweet grandma). Certain fictional characters who happened to be older were depicted as benevolent and affable such as Santa Claus, Colonel Sanders, and Chef Boyardee. The Adventurous Golden Ager, the Productive Golden Ager, and the Perfect Grandparent were three such types found by Hummert (1993) to have persisted over time. Vernon et al.

1980), and films (Lauzen and Dozier 2005). This pattern appears in media targeting different ages, as illustrated by studies of children’s films (Robinson, Callister, Magoffin, and Moore 2007) and adults’ magazines (Williams, Wadeigh, and Ylänne 2010). Older adult media, such as AARP: The Magazine in the United States and Choice in the United Kingdom, are exceptions; however, their messages reflect a similar valuation of youth over old age. Both magazines downplay aging, as illustrated by the removal of “retirement” from their titles and the more frequent portrayals of the younger end of the demographic (Featherstone and Hepworth 1995).

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