{"title":"Portrayals of Older Adults in Turkish Television Commercials","authors":"Erhan Kaya, Mikail Özdemir","doi":"10.1007/s12126-022-09495-5","DOIUrl":null,"url":null,"abstract":"<div><p>Ensuring the participation of older adults in all areas of life is vital not only for developed countries but also for developing countries. This study aims to analyze how older people in the commercials are displayed and how much they are represented on the television channels broadcasting in Turkey. In this study, In 444 different commercials, characters aged 60 and over were defined as older people. There were older characters in 46 (10.4%) of the 444 different commercials examined. The findings showed that 121 (6.0%) of the 2002 people seen in the commercials were determined as older adults. It was observed that 11 of the older adults (9.1%) played major roles in commercials. When evaluated concerning with stereotypes, 67 (55.4%) of older people were in \"golden ager\", 48 (39.7%) were in \"perfect grandparent\", four (3.3%) were in \"hopeless\", two (1.6%) were in \"seriously disabled\" categories. Representation of the older adults in Turkish television commercials is insufficient. Older characters are mostly male and generally stay in the background.</p></div>","PeriodicalId":51665,"journal":{"name":"Ageing International","volume":"48 1","pages":"211 - 221"},"PeriodicalIF":1.0000,"publicationDate":"2022-05-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Ageing International","FirstCategoryId":"1085","ListUrlMain":"https://link.springer.com/article/10.1007/s12126-022-09495-5","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"GERONTOLOGY","Score":null,"Total":0}
引用次数: 2
Abstract
Ensuring the participation of older adults in all areas of life is vital not only for developed countries but also for developing countries. This study aims to analyze how older people in the commercials are displayed and how much they are represented on the television channels broadcasting in Turkey. In this study, In 444 different commercials, characters aged 60 and over were defined as older people. There were older characters in 46 (10.4%) of the 444 different commercials examined. The findings showed that 121 (6.0%) of the 2002 people seen in the commercials were determined as older adults. It was observed that 11 of the older adults (9.1%) played major roles in commercials. When evaluated concerning with stereotypes, 67 (55.4%) of older people were in "golden ager", 48 (39.7%) were in "perfect grandparent", four (3.3%) were in "hopeless", two (1.6%) were in "seriously disabled" categories. Representation of the older adults in Turkish television commercials is insufficient. Older characters are mostly male and generally stay in the background.
期刊介绍：
As a quarterly peer-reviewed journal that has existed for over three decades, Ageing International serves all professionals who deal with complex ageing issues. The journal is dedicated to improving the life of ageing populations worldwide through providing an intellectual forum for communicating common concerns, exchanging analyses and discoveries in scientific research, crystallizing significant issues, and offering recommendations in ageing-related service delivery and policy making. Besides encouraging the submission of high-quality research and review papers, Ageing International seeks to bring together researchers, policy analysts, and service program administrators who are committed to reducing the ''implementation gap'' between good science and effective service, between evidence-based protocol and culturally suitable programs, and between unique innovative solutions and generalizable policies. For significant issues that are common across countries, Ageing International will organize special forums for scholars and investigators from different disciplines to present their regional perspectives as well as to provide more comprehensive analysis. The editors strongly believe that such discourse has the potential to foster a wide range of coordinated efforts that will lead to improvements in the quality of life of older persons worldwide. Abstracted and Indexed in:
ABI/INFORM, Academic OneFile, Academic Search, CSA/Proquest, Current Abstracts, EBSCO, Ergonomics Abstracts, Expanded Academic, Gale, Google Scholar, Health Reference Center Academic, OCLC, PsychINFO, PsyARTICLES, SCOPUS, Social Science Abstracts, and Summon by Serial Solutions.
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