This collection critically examines twenty-first century representations of ageing, focusing on images/imagery/discourses found in various media as well as individuals own experiences and self-presentations of ageing and identity, drawing on new innovative, qualitative empirical data. The contributors represent a range of disciplinary areas but all are concerned with how ageing is currently understood, experienced, represented and talked about. The contexts in which these issues are debated include advertising, womens and over fifties magazines, beauty and hair care routines, art therapy, documenting family relations, positive ageing campaign and biographical photography. Many topical issues are examined, such as the discursive construction of age identities, positive ageing, anti-ageing, ageism, age relations and the body. This book will be of interest to students and researchers in cultural and social gerontology, discourse and identity and lifespan communication, as well as those working in marketing and with older people either directly or indirectly.
Acknowledgements Notes on the Contributors Introduction; V.Ylanne PART I: AGE-TARGETED AND ADVERTISING IMAGES Anti-ageing Advertisements and Perceptions of Ageing; T.Calasanti, A.Sorensen& N.King Consumerism vs. Constructing Older Age: A Case Study of Over Fifties Life Insurance TV Advertising; C.Chen& V.Ylanne They See Themselves As Young: The Market Addressing the Older Consumer; K.Lovgren Talk about Love and Intimate Relationships in a Finnish 50+ Magazine; K.Lumme-Sandt& H.Uotila Redefining Cultural Roles in Older Age: Grand-Mothering as an Extension of Motherhood; S.Soden PART II: APPEARANCE, CLOTHING AND FASHION IMAGES Doing Beauty: Women, Ageing and Identity; L.H.Clarke& A.Korotchenko On Going Grey; C.Holland& R.Ward Fashion and Age: The Role of Womens Magazines in the Constitution of Aged Identities; J.Twigg PART III: SELF, FAMILY AND COMMUNITY IMAGES I Dont See Many Images of Myself Coming Back at Myself: Representations of Women and Ageing; L.Warren& N.Richards The Oldest Generation as Displayed in Family Photographs; B.Bytheway& J.Bornat Positive Images and Calendars: Explorations in Agelessness or Ambiguous Identities?; E.Fairhurst Snap Happy - Being Old in Scotland in Photographs; E.Tulle Conclusion; V.Ylanne Bibliography Index