“OLD AGE” AS A MEDIA CONCEPT IN THE CONTEXT OF RUSSIAN WOMEN’S AND MEN’S LIFESTYLE GLOSS

The author, using women’s and men’s glossy “lifestyle” magazines as an example, examines the use of the media concept of “old age” in texts, as well as the formulation of specific thematic features of “old age” in publications of different types, their emotional focus. The analysis showed that in many texts “old age” is a problem from which it is necessary to escape. The authors of the magazines give advice and strive to show readers that old age can be lived “correctly”, even if with losses. It is important to note the modern media controversy about “old age”, which, although it seeks to challenge some stereotypes, continues to support them with the help of alarming headlines and frightening facts about this process in the materials. Thus, the dominant frames of “old age” are associated with negative attitudes. Namely: “old age” as a problem that must be fought, “old age” as an inconvenience and losses th