Double discrimination of elderly women in the media

The topic of this article is the phenomenon of double, namely cross or additive discrimination against senior women in the media sphere. Many studies and articles are devoted to ageism, discrimination against the elderly and gender inequality as discrimination against women. Rarely and hardly ever in Serbia, research is focused on the topic of gender differences that determine the quality of life in old age. While some believe that gender inequality and stereotypes end with age, which is in itself a basis for discrimination, and that gender differences are equalized, others believe that gender differences are particularly pronounced in old age, especially when considering marginalized elderly populations such as elderly people belonging to the Roma nationality, people with disabilities, LGBT people and HIV-positive people. This article is a comprehensive literature review article. The authors applied theoretical and interpretative methods of research, discursive and critical thematic analysis. The interpretative method is based on the meanings and representation of different aspects of the issue. The main finding of this article is the existence and prevalence of a gap and contradiction between the reality of longer and better quality of life and outdated media representation of old age, especially of elderly women.