Sexuality and Aging Representation in the Media Gero 410 Jan 2011

Synonyms Aged-Positive-Elderly, Old, Venerable, Mature. Negative- Worn, Deteriorated, Decrepit, Decayed, Weathered. Old Age-Senile, enfeebled, declining years, retired, “golden age” Youth-blooming, budding, developing, fresh, modern, alive. The media’s role is to reflect popular images that are reflections of the attitudes and beliefs of the general population. They shape, determine and perpetuate cultural norms. Sex in the media is often identified with a “youth culture” Sex and aging is often portrayed using dysfunctional examples.

Media Portrayal Aging people are essentially unattractive Sexual activity in the aged is surrounded by problems of performance and physical or mental limitations-Erectile dysfunction, abstinence and no energy for sexual relations. Seniors become asexual and do not require or seek sexual intimacy. There is a conspiracy of silence The North American representation of older people is often neither accurate nor flattering. It is filled with confusion and contradictions. If they turn out to be sexual in part, we would prefer that they are not, as it is too disconcerting.

Media and Humour in portraying aging and sexuality Media discourses on sex and aging tend to be comedic form. Stereotypes are exaggerated and magnified and situated in humorous contexts. As the topic is uncomfortable, humour is used for its shock value. Why humour? Not as threatening, reduces taboo, does not challenge already held beliefs, not taken seriously, legitimizes stereotypes and can raise uncomfortable topics. “How do old people have oral sex? They talk about it!” “Shout dirty to me!!!”

Advertizing and Film Here we often have a combination of sexism and ageism. What is the ideal body type for women? What is the ideal beauty image? Images sell value, sexuality, normality, vitality. A social construction for women is to maintain youth and beauty by a variety of means. In TV-about 7% of the characters portrayed are 60+ whereas about 21% of the population are in that age group. Of those characters portrayed over 65, 90% are males. Film follows many of the same guidelines. The over 35 characters are predominantly male (81%), whereas under 35 there is about a 50/50 distribution.

Media What we see therefore is a lack of representation of older women, the focus is often on anti-aging products and cosmetics and many myths are perpetuated. In a study of 100 top grossing films from , the central characters were mainly male (64%), the secondary characters were mainly male (72%) and female characters were on average 6 years younger than their male counterparts. The media’s impact on body image therefore has put pressure on the positive self perception in older people and they gradually lose power and become invisible.

Media Body image change has created a large plastic surgery and chemical injection (Botox) industry. Women consume 92% of all cosmetic procedures. Since 1997 surgical procedures have increased by 123% and non-surgical by 749%. Females aged have 26% of all procedures (2.9 million in 2006) and the 65+ age group consume 5% of the procedures. The body image issue flows over into eating attitudes, diet issues, exercise, figure ratings, fear of aging, and middle aged women are more obsessed with thinness, dieting programs, disinhibited eating and body dissatisfaction. This all leads to an impact on sexual attitudes and behaviours. AARP is trying to promote positive messages about sex and aging in its Journal’s feature articles.

Media Portrayal of the Aging Male What do older males consider important in body image-upper body strength, physical stamina, attractiveness. As the male ages they experience-loss of muscle mass, loss of height, loss of skin elasticity, growth of body hair, hormonal changes. All of these factors impact the males sexual perception and behaviour.

Future of Sexuality, Aging and the Media Society has become more aware of the changing and variety of different lifestyles now practiced in our culture. Popular media are still uncomfortable in portraying older persons in terms of their sexuality Older persons love lives have little interest to the average media consumer. Those films or TV series which have tried have met with mixed reviews-Golden Girls, Harold and Maude, Last Tango in Paris, On Golden Pond, Damage. Economics play a large role-the dominant market forces may changes as the population ages and baby boomers retire.