Grey Power
'How a society sees itself is strongly influenced by what we see
in advertising and on the screen. A vision that excludes the energetic
and vital people who are our older friends and family loses the
greatest opportunity of our future - the chance to take and use
the wealth of experience and talent of our older citizens.'
Hon Bronwyn Pike MP
Minister for Housing and Aged Care
Today there are 2.3 million Australians, or 12% of the population,
over the age of 65. By 2016 there will be 3.6 million people in
this age bracket, representing 16% of the population. By 2041 the
over 65 cohort will reach 5.7 million or a quarter of the population.
In contrast, the 15 to 44 age group is not expected to grow at all
in the next 50 years.
Many of us are living longer and healthier lives. Future older
generations of Australians will be better educated, will have a
longer working life and will continue increasingly active lives
as they get older, with many taking advantage of more time to undertake
activities such as recreation, cultural pursuits, voluntary work
and further education.
The term 'older people' encompasses a large demographic group.
It does not, however, fully describe the diverse ways in which older
people live. Most older people lead interesting, independent and
energetic lives despite the stereotypes that portray growing older
as a negative experience.
For most people, older age is characterised by emotional, physical
and mental well-being. The idea of ageing being a time of withdrawal
and increasing dependency does not reflect how most older people
feel about themselves or about life.
Stereotypes which present old age as a period of increasing dependency,
frailty and forgetfulness have a negative impact on the way society
views older people and the way older people view themselves. Growing
older should be viewed as a positive and natural part of living
and most people find their later years particularly enjoyable and
rewarding.
Age Futures in Broadcasting is part of an ongoing project of the
Department of Human Services Victoria called 'Rewriting the Script'
- a campaign for all facets of Australian media to present more
accurate and diverse depictions of older people on stage and screen
and to actively discourage ageist language and practice.
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