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Research report lashes media for failing older Australians
The Australian media has been taken to task for failing to report accurately on older Australians and the issues they confront daily.
The Australian Human Rights Commission study, titled Shaping perceptions: How Australian media reports on ageing urges Australian newsrooms to review their editorial practices, work closely with experts in the age sector and strengthen staff training to specifically cover age and ageism.
The study, which will resonate strongly with retirees, analysed reports across major news networks and interviewed dozens of journalists, communications professionals and academics, finding the fourth estate was either under-reporting or misrepresenting issues affecting older Australians.
Age Discrimination Commissioner Robert Fitzgerald says: “The research found a culture of negativity in the media towards ageing, which either overlooks or minimises important issues, excludes older people’s personal experiences or portrays them as an economic or social burden. These perceptions are underpinned by a broader culture of ageism in the industry and the wider community.
“The media can do better in representing the diversity of older people, their stories and their issues. The challenges older people face often do not only affect them, but the whole of society and future generations.”
The research was designed to get the insiders’ story; from the people who create the news and media content to those who help shape the media landscape every day. He says: “While there have been some positive or accurate portrayals on ageing in the media, they were found to be in the minority. And despite the many issues older people face, which were acknowledged as significant by many we interviewed, they are typically under-reported.”
The study acknowledged that a key reason for this state of play was the poor state of the Australian media. Many newsrooms are shrinking and understaffed, specialist reporters are being phased out and overworked journalists face tighter deadlines with fewer resources.
But it also discovered that the media industry’s commercial drive to mainly target younger audiences was either minimising older Australians or overstating their issues in line with the click-bait culture.
“An example of this is a disproportionate focus on tensions between older and younger generations around wealth and finance,” Fitzgerald says. “Gendered stereotypes are also prevalent, with stories on older women often focused on beauty and image, creating a stigma around the ageing process.”
The report highlights three opportunities for the media industry and age sector to work closely together to improve the accuracy, quantity and quality of stories about older Australians.
This includes the development of resources and programs to educate media professionals, with outlets urged to provide staff training to increase industry awareness about ageism and strengthen editorial standards in reporting on age-related matters. The report also recommends improved media access to relevant spokespeople to add necessary context to stories.
“It is vital that older people are humanised and represented in mainstream culture, with their voices amplified, and the issues they face told in an accurate and inclusive way,” Fitzgerald says.
An advocacy organisation for older people, COTA Australia, says the study highlights the need for Australia to take action to address ageism, including improved media reporting and other government and business interventions.
COTA chief executive officer Patricia Sparrow says this new report has confirmed what we have all known for a while – that ageism is a scourge that continues to persist in all aspects of life in Australia.
“As the report has shown, we’re seeing too much media representation that exploits negative stereotypes of older adults, using sensationalist headlines that stoke intergenerational tensions. This practice is not only misguided but deeply harmful, especially as longer lifespans magnify the consequences of age-based discrimination. It’s time we recognise ageism for the serious issue it is.”
Sparrow adds that the Federal Government should develop a comprehensive strategy for an ageing Australia that tackles ageism and age discrimination, including legislation, policies and practices.
“Let us not forget – we all age. Acting against ageism and perverse stereotypes about older people today paves the way for better outcomes for everyone. We all have a role to play in creating a future where age is seen as an asset, not a barrier.”
