scholarly journals The "Cantankerous Old People" Next Door : How Old Age Is Represented in Serbian Television Commercials

2010 ◽  
Vol 5 (3) ◽  
pp. 75-97
Author(s):  
Ljubica Milosavljević
Keyword(s):  
Elderly People ◽  
Old Age ◽  
Elderly Women ◽  
Real Life ◽  
The Elderly ◽  
Television Commercials ◽  
Old People ◽  
Negative Stereotypes ◽  
The Media ◽  
The Times

This paper is the result of a three-month monitoring of Serbian television commercials which aimed to study the way elderly people are represented in the media. Elderly people appear in only six commercials, more often as a functional part of a series than as protagonists. Yet in spite of the small number of commercials in which they appear, it is easy to identify the stereotypes which are translated from a social paradigm into the sphere of the media. The stereotypes on which commercials are based belong for the most part to the corpus of negative stereotypes of elderly people as hopelessly behind the times, feeble, lonely, irritating, cantankerous, etc. Some positive stereotypes are also evident, but they are mostly limited to a perception of elderly people as kindly givers of useful advice. It is interesting to note that the "cantankerous people next door" are as a rule anonymous elderly people, as are those "lost in time and space", who are mostly elderly women. In contrast, those who let their careers and images be associated with a certain product, in order to pass on their great experience and knowledge, are as a rule famous persons. Just as it is possible to make a distinction between commercials depending on whether or not the products advertised are targeted at the elderly – which they rarely are – and whether elderly people appear in leading or supporting roles, in order to make viewers laugh or annoy them, so it is possible to distinguish between the "real-life principle", which involves the translation of the society’s dominant attitudes into commercials, and "commercial reality", which either makes old age invisible or "masks" it so that it is pleasant to the eye. The reason that old people are absent from television commercials or are mostly represented in a negative light is to be found in the low purchasing power of this age group, but also in the fact that advertising in Serbia developed practically overnight, and therefore has not always been able to follow foreign advertising trends, which treat the elderly as a worthy target audience for commercials.

scholarly journals WPŁYW MEDIÓW NA KREOWANIE WIZERUNKU STAROŚCI W REKLAMIE TELEWIZYJNEJ – BADANIE PILOTAŻOWE

2019 ◽  
Vol 19 ◽  
pp. 85-94
Author(s):  
Kinga Kowalewska
Keyword(s):  
Old Age ◽  
Elderly Population ◽  
The Elderly ◽  
Television Commercials ◽  
The Media ◽  
Tv Commercials

The purpose of the article is to find the answer to the questions whether television commercials have an impact on creating the image of the elderly and what image of old age and lifestyle of the elderly is built on the basis of television ads. Studies have confirmed the hypothesis and have shown that the media through the content presented in TV commercials have a real impact on the shape of the image of the elderly population. The results allow the media to be seen as strong and efficient tools in the process of creating the image as such, also of other populations or individuals. The qualitative results have shown that the image of old age is seen mainly as positive and neutral, whereas their lifestyle is perceived as real, idealized and attractive.

Double discrimination of elderly women in the media

2021 ◽  
Vol 19 (1) ◽  
pp. 117-132 ◽  
Author(s):  
Tatjana Milivojević ◽  
Ljiljana Manić ◽  
Nataša Simeunović Bajić
Keyword(s):  
Quality Of Life ◽  
Gender Differences ◽  
Old Age ◽  
Gender Inequality ◽  
Elderly Women ◽  
The Elderly ◽  
The Media ◽  
Lgbt People ◽  
And Gender

The topic of this article is the phenomenon of double, namely cross or additive discrimination against senior women in the media sphere. Many studies and articles are devoted to ageism, discrimination against the elderly and gender inequality as discrimination against women. Rarely and hardly ever in Serbia, research is focused on the topic of gender differences that determine the quality of life in old age. While some believe that gender inequality and stereotypes end with age, which is in itself a basis for discrimination, and that gender differences are equalized, others believe that gender differences are particularly pronounced in old age, especially when considering marginalized elderly populations such as elderly people belonging to the Roma nationality, people with disabilities, LGBT people and HIV-positive people. This article is a comprehensive literature review article. The authors applied theoretical and interpretative methods of research, discursive and critical thematic analysis. The interpretative method is based on the meanings and representation of different aspects of the issue. The main finding of this article is the existence and prevalence of a gap and contradiction between the reality of longer and better quality of life and outdated media representation of old age, especially of elderly women.

scholarly journals Old people and ECT: what difficulties are encountered in obtaining anaesthetics for the elderly?

1991 ◽  
Vol 15 (6) ◽  
pp. 324-325
Author(s):  
Susan M. Benbow
Keyword(s):  
Elderly Patients ◽  
Elderly People ◽  
Old Age ◽  
Electroconvulsive Therapy ◽  
Mentally Ill ◽  
Late Life ◽  
The Elderly ◽  
Mental Illnesses ◽  
Old People ◽  
Physical Problems

Since developing an interest in the use of electroconvulsive therapy (ECT) in late life, I have received correspondence from psychiatrists describing difficulties in obtaining anaesthetics for elderly patients who are perceived as frail or physically unwell. Nevertheless, Pippard & Ellam (1981) found in their survey of the use of ECT in 1980 that 37% of courses were given to people aged 60 years and over. I decided to survey old age psychiatrists' views on ECT, and to look at difficulties encountered in obtaining anaesthetics. Old age psychiatrists specialise in the care of mentally ill elderly people and are dealing with patients who are particularly likely to have physical problems in addition to mental illnesses. Their experience of ECT is therefore of wider relevance to all who prescribe ECT for elderly or physically ill people.

An Attitudinal Assessment of Perceived Intergenerational Affinities Linking Adolescence and Old Age

1983 ◽  
Vol 6 (2) ◽  
pp. 221-231 ◽  
Author(s):  
Mary A. Luszcz
Keyword(s):  
Elderly People ◽  
Old Age ◽  
Undergraduate Students ◽  
The Elderly ◽  
Semantic Differential ◽  
Age Group ◽  
Middle Aged ◽  
Old People ◽  
Aged People ◽  
Age Related

Attitudes toward the elderly were considered in a life-span context relative to adolescents and the middle-aged. These groups were chosen based on theorized commonalities linking adolescents and the elderly in contrast to the middle-aged. Undergraduate students used a semantic differential to rate the extent to which adjectives corresponded to their conceptions of ideal, real, and typical adolescents, middle-aged, and elderly people. Four subscales of Autonomy, Instrumentality, Acceptability, and Integration were assessed. When students considered their ideal conceptions of each age group, no age-related differences were evidenced on any dimensions. Further, across age, typical individuals were considered to be less acceptable and less well-integrated than people known by students. However, autonomy and instrumentality varied with age as well as the type of individuals being rated. Typical old people as well as old people known to students were viewed to be less instrumental than adolescents. These elderly people were also viewed as less instrumental than real but not typical middle-aged people. Adolescents and the elderly alike were seen as less autonomous than real or typical middle-aged people. Results were discussed in terms of Chellam's notion of symmetry that suggests that balance, likeness, and oppositeness each characterize relations among adolescents, the middle-aged, and the elderly.

scholarly journals Why Have the “Cantankerous Old People” Left the Neighborhood? The Representation of Old Age in Serbian Television Commercials – A Repeated Study

2016 ◽  
Vol 8 (1) ◽  
pp. 117
Author(s):  
Ljubica Milosavljević
Keyword(s):  
Old Age ◽  
Proportional Representation ◽  
Television Commercials ◽  
Old People ◽  
Negative Stereotypes ◽  
The Way

The paper represents an attempt to examine to what extent the way in which older members of society are represented in Serbian television commercials has changed in comparison to representations which were present in commercials during the three months in 2009 (Milosavljevic 2010a) when the first study was conducted. As was the case in the first study, the focus is on dominant societal attitudes toward old people and old age which were utilized in making the television commercials in question. This was accomplished through analyzing both the positive and the negative stereotypes used to convey meaning in the commercials which were analyzed, as well as through the analysis of the proportional representation of older characters in advertising. The commercials which were analyzed here were broadcasted during the second half of December 2012, January and the first half of February 2013.

scholarly journals Old People [Abridged]

1968 ◽  
Vol 61 (9) ◽  
pp. 917-918
Author(s):  
R L Meyrick
Keyword(s):  
Elderly People ◽  
Old Age ◽  
Family Doctor ◽  
The Elderly ◽  
Old People ◽  
Vitamin Deficiencies ◽  
The Family ◽  
Reduced Activity

Dr Roger Meyrick outlines the scope of geriatrics and defines three categories of elderly people characterized by reduced activity, reduced resources and reduced independence. Dr John Agate considers the deprivations which may occur in old age such as: malnutrition, vitamin deficiencies, deprivation of minerals and water, hypothermia and psychological deprivation. The role of the family doctor in the care of the elderly is discussed by both speakers.

TYPOLOGY OF ELDERLY WOMEN BY THE NATURE OF INTERACTION WITH HOUSING AND COMMUNAL SERVICES

2021 ◽  
pp. 783-790
Author(s):  
В.Н. Келасьев ◽  
О.В. Келасьев ◽  
А.М. Рогова
Keyword(s):  
Elderly People ◽  
Old Age ◽  
Elderly Women ◽  
The Elderly ◽  
Problem Situation ◽  
Methodological Framework ◽  
Apartment Building ◽  
Services Sector ◽  
Everyday Problems

В статье предложена социальная типология пожилых российских женщин, вынужденных адаптироваться к требованиям жилищно-коммунальной сферы (ЖКС), переполненной проблемами и конфликтами. В основу типологии положено сочетание параметров адекватности отражения пожилыми окружающей их проблемной ситуации в ЖКС и выраженности их активности. Выделены следующие типы: социально адекватные и активно действующие (по отстаиванию личных и коллективных интересов); социально адекватные, но пассивные - группа пожилых, которые хорошо понимают уровень и качество предоставляемых им жилищно-коммунальных услуг, но ничего не предпринимают; социально неадекватные, но активные, предрасположенные к инициации конфликта с управленцами ЖКС; социально неадекватные и пассивные. Из среды пожилых выделены активно действующие и адекватные, располагающие свободным временем и необходимыми компетенциями активистки, которые готовы представлять интересы всех жителей многоквартирного дома. Этот тип активисток старается выйти на стратегию равноправного партнёрства с управленцами ЖКС, но сталкивается с недружественной или безразлично настроенной средой, формально-бюрократическим подходом государственных контролирующих организаций. Теоретико-методологической рамкой исследования послужило рассмотрение пожилого возраста как периода раскрытия, проявления новых возможностей в самореализации, проявляющихся прежде всего в решении повседневных проблем. The article proposes a social typology of elderly Russian women who are forced to adapt to the requirements of the housing and communal services sector, overflowing with problems and conflicts. The typology is based on a combination of the parameters of the adequacy of the reflection by the elderly of the problem situation surrounding them in the housing and communal services and the severity of their activity. The following types are identified: socially adequate and active (in defending personal and collective interests); socially adequate, but passive - a group of elderly people who understand well the level and quality of housing and communal services provided to them, but do nothing; socially inadequate, but active, charged with conflict with managers of the housing and communal sphere; socially inadequate and passive. Active and adequate activists with free time and the necessary competencies who are ready to represent the interests of all residents of an apartment building are singled out from among the elderly. This type of activist is trying to enter into a strategy of equal partnership with managers of the housing and communal services sector, but is faced with an unfriendly or indifferent environment, a formal bureaucratic approach of state regulatory organizations. The theoretical and methodological framework of the study was the consideration of old age as a period of disclosure, the manifestation of new opportunities in self-realization, manifested primarily in solving everyday problems.

scholarly journals The effects of teaching methods of palliative care on life pattern of old women with chronic pain

2019 ◽  
Vol 29 (4) ◽  
Author(s):  
Elham Hesari ◽  
Zahra Sabzi ◽  
Shohreh Kolagari
Keyword(s):  
Chronic Pain ◽  
Palliative Care ◽  
Teaching Methods ◽  
Social Life ◽  
Educational Program ◽  
Elderly Women ◽  
Intervention Group ◽  
The Elderly ◽  
Old People ◽  
Life Pattern

Chronic pain is among problems of old people and causes changes in their life pattern and processes. Teaching palliative care can help old people suffering from chronic pain to live an active life. The aim of this research was to determine effects of educating of palliative care on life pattern of elderly women with chronic pain. The present study was a Quasi-experimental design with pre-test and post test was conducted on 30 elderly women suffering from chronic pain in 2018 in Iran. The Questionnaire for evaluating the Pattern of Life with Pain in the elderly was filled before the intervention, group educating of palliative care was carried out using an educational package, and the questionnaire was completed again immediately and one and three months after. The data was analyzed using mean, standard deviations, Fisher’s F test, and Greenhouse-Geisser and Bonferroni post-hoc test by employing SPSS- 16. Mean changes before teaching palliative care significantly differed from those of immediately and one and three months after the educational program (p = 0.0), (p = 0.004). There were significant differences between the stages of immediately and one month after the educational program and that of three months after it (p = 0.001), (p = 0.002). Concerning the personal life patterns, there were statistically significant differences between the stage immediately after the educational program and those before the intervention and three months after it (p = 0.005), (p = 0.000). Regarding the social life pattern, only the stage of one month after the educational program significantly differed from that of three months (p = 0.005). Mean growth in life pattern of the old women suffering from chronic pain in the stages after the intervention indicated the importance of and the necessity for palliative care during old age. Moreover, the success of this education three months after the educational program as compared to immediately and one month after it indicates that allocation of sufficient time plays a very important role in transferring information and in teaching methods of palliative care to old people.

scholarly journals Perkawinan Lansia di Kecamatan Socah Kabupaten Bangkalan Perspektif Maqasid Al-Shari’ah

AL-HUKAMA ◽  
2018 ◽  
Vol 8 (2) ◽  
pp. 483-506
Author(s):  
Roisul Umam Hamzah
Keyword(s):  
Elderly People ◽  
Old Age ◽  
Family Relationship ◽  
Field Research ◽  
The Elderly ◽  
The Family ◽  
Negative Effect ◽  
Break Up ◽  
Old Maid

This is a field research that analyzes the marriage suitability of elderly people in Socah, Bangkalan under the theory of maqasid shari'ah. The elderly marriage is officially conducted at KUA (Religious Affairs Office) of Socah for different reasons, namely: on the basis of coercion to the bride so that the family relationship does not break up, resulting in reluctance, on the basis of family compassion and encouragement. It is because the bride is an old maid and is his own niece on the basis of mutual love, avoid immorality and seek peace of life in old age. All couples can fulfill both material and non-material obligations, although not as perfect as a young couple. Some husbands do not want to have children for fear of not being able to support even though in this case the wife really wants it. Thus, the marriage of the elderly in Socah is sometimes appropriate and not in accordance with the maqasid shari'ah. The suitability in question is in terms of hifz al-din (protecting religion) and hifz al-mal (protecting wealth), while its inadequacies are in terms of hifz al-nasl (protecting offspring), because of their desires to have offspring and in terms of hifz al-nafs (protecting soul), and hifz al-'aql (protecting ratio), because of differences in descent have the negative effect on family disharmony that can interfere with the soul and mind. In this case, an intense dialogue and approach must be made to the couple to be more open and understand each other.

scholarly journals Research and Analysis of Urban Housing Remodeling for the Elderly under the Endowment Model of Japan

2017 ◽  
Vol 1 (2) ◽  
Author(s):  
Ji Tiezheng
Keyword(s):  
Old Age ◽  
Pension System ◽  
Rapid Development ◽  
The Elderly ◽  
Urban Housing ◽  
Public Access ◽  
Economic Decline ◽  
Age Model ◽  
Use Of The Internet ◽  
The Times

With the deepening of Japan's aging and miniaturizing of family structure, coupled with Japan's economic decline, unreasonableness and abnormal supply brought by the old pension system and ancillary equipment will bring a series of problems. Social endow-ment is the trend of the times. In this paper, the author expounds the problems encountered in the reconstruc-tion of urban housing under the old-age model in Japan, and provides a comprehensive ser-vice to meet the needs of the elderly and be in line with their requirements and life style in the light of the hous- ing, supporting space, public access, internal and external environment and public facilities. And the author creates economic and practical, comfortable and convenient, safe and healthy supporting residential facilities in line with living habits of the local elderly, and on this basis, the use of the Internet of things can better support the old-age housing and promote the rapid development of old-age reform.

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