In-Depth Notes on the Representation of Older People in Flemish Public Television

Research indicates older people are underrepresented on TV and often depicted using fixed archetypes.
These representations reflect cultural myths about aging, portraying older individuals as either vulnerable (old-old, >80 years) or dynamic (young-old, 65-80 years).
Qualitative analysis of Flemish public TV from 2019 and 2020 reveals predominant themes in broadcasting concerning older adults, especially during the COVID-19 pandemic.

Underrepresentation: Older individuals make up only a small percentage of roles in TV, mirroring their demographic in society but in narrow, stereotypical roles.
Cultural Myths: The coverage emphasizes vulnerability, decline, and increasing individual responsivity for “successful aging.”

Young-Old (65-80 years): Represented as dynamic, active, and associated with positive traits and successful aging ideals.
Old-Old (>80 years): Portrayed as passive and fragile. This demographic saw an uptick in representation due to the pandemic, focusing on issues of health, loneliness, and dependency.

Health and Vulnerability: Increased media portrayal of old-old people during the pandemic depicts them primarily in contexts of illness and dependency, emphasizing decline without showcasing variance in capabilities.
Cultural Myths about Aging: Six myths identified, framing aging as a disease, equating aging with decline, and focusing on perceived costs to society instead of positive contributions.
Positive Counterframes: Some broadcasts introduced counterframes showcasing vitality in aging, depicting older individuals in everyday life or exceptional contexts.

Symbolic Annihilation: Older population is significantly underrepresented in media compared to actual demographic proportions. The media often fails to reflect the diversity within older adult experiences, reinforcing negative stereotypes.
Visual Ageism: Representation often lacks realism and diversity, reducing older individuals to stereotypes like frailty or inactivity.

Intimacy: Older individuals are often portrayed as lacking sexual expression, which fails to address their actual sexual needs and interests.
Loneliness: Portrayals of social isolation reflect cultural stereotypes, linking aging to loneliness. Media often presents older adults as socially disengaged or incapable of forming connections.
Death and End of Life: There exists a taboo in addressing death with dignity, yet some programs tackle end-of-life choices sensitively, reflecting a need for discussion in public discourse.

Qualitative Content Analysis: Investigated 44 Flemish public TV programs across genres to determine representation of older people and aging. Included a mix of interviews with aging experts to gain additional perspective.
VRT Context: Flemish public service broadcaster (VRT) does not set specific targets for the representation of older people, yet acknowledges diversity issues.

Diverse Portrayals: Call for more nuanced representations of older individuals that include those who are neither extraordinarily dynamic nor helpless.
Encouragement of Active Narratives: Highlighting the agency of older adults and presenting them in diverse roles can combat stereotypes and foster a more balanced view of aging.
Need for Future Research: There's a need to further explore how representations of older adults, especially the old-old, evolve in different contexts, including the ongoing implications of the COVID-19 pandemic.