Stereotypes: the representation of older adults and ageing in Australian newspapers

Abstract There is limited scholarly research that broadly examines the representation of older adults and ageing through an ageism lens in print and online newspapers, including national, state and local publications. Drawing on ageism and stereotype theory, this research examines how older adults and ageing are represented in Australian newspapers. Data were collected over a 16-week period, during which 2,652 statements relating to older adults or ageing were extracted from 804 media publications. A summative content analysis approach was employed, involving the quantification of key concepts followed by an interpretive analysis to identify underlying themes and codes. The findings revealed that approximately 42.0 per cent of statements portrayed older adults and ageing negatively, while only 6.5 per cent were positive. Dominant ageist and stereotypical representations centred on themes of vulnerability, frailty, incapacity and injury or illness. As populations continue to age, it is critical that scholars persist in analysing and challenging dominant media narratives that shape how older people are framed. Furthermore, audience reception studies are needed to examine how such representations are interpreted by the public, thereby deepening understanding of the media’s role in shaping societal perceptions of older adults and ageing.