Stereotypes of old age
Ageing, more than a demographic phenomenon (a consolidated process in Europe, still a recent one in Brazil), is a social construction influenced by the media. Advertising, which simultaneously reflects and contributes to the construction of social values, uses stereotypes as a tool for creating easi...
| Permalink: | http://skupni.nsk.hr/Record/nsk.NSK01001075069/Details |
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| Matična publikacija: |
Medijske studije (Online) 10 (2019), 20 ; str. 69-88 |
| Glavni autori: | Monteiro Machado, Christiane (Author), Sousa, Jorge Pedro |
| Vrsta građe: | e-članak |
| Jezik: | eng |
| Predmet: | |
| Online pristup: |
https://doi.org/10.20901/ms.10.20.4 Hrčak |
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| 035 | |a (HR-ZaNSK)001075069 | ||
| 040 | |a HR-ZaNSK |b hrv |c HR-ZaNSK |e ppiak | ||
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| 042 | |a croatica | ||
| 044 | |a ci |c hr | ||
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| 100 | 1 | |a Monteiro Machado, Christiane |4 aut |9 HR-ZaNSK | |
| 245 | 1 | 0 | |a Stereotypes of old age |h [Elektronička građa] : |b views on the elderly in Brazilian advertising / |c Christiane Monteiro Machado, Jorge Pedro Sousa. |
| 300 | |b Graf. prikazi. | ||
| 504 | |a Bibliografija: str. 85-87. | ||
| 504 | |a Summary ; Sažetak. | ||
| 520 | |a Ageing, more than a demographic phenomenon (a consolidated process in Europe, still a recent one in Brazil), is a social construction influenced by the media. Advertising, which simultaneously reflects and contributes to the construction of social values, uses stereotypes as a tool for creating easily identifiable characters. This study aims at identifying aspects explored by advertising messages using stereotypes to portray older people. The sample consists of nineteen pieces selected from more than 4,500 posts on Facebook and Youtube by the ten companies with the largest advertising spending in Brazil from July 2017 to June 2018. Among the 104 pieces that feature elderly people, nineteen did use stereotypes. In twelve of them, positive stereotypes, always related to longlife accumulated experience, while seven included negative traits, such as elderly people losing touch with reality, having difficulties with technology, poor social interaction, physical impairements, or old-fashioned clothing. Negative stereotyping reflects an outdated perspective of the ageing process. | ||
| 520 | |a Starenje (proces koji je već duboko zahvatio Europu, a sada i Brazil) više od ostalih demografskih fenomena predstavlja socijalnu konstrukciju koja je pod utjecajem medija. Oglašavanje, koje istovremeno reflektira društvene vrijednosti i doprinosi konstrukciji društvenih vrijednosti, koristi stereotipe kao alat za kreiranje prepoznatljivih likova. Cilj ovog istraživanja jest identificirati aspekte oglašivačkih poruka koje koriste stereotipe u portretiranju starijih ljudi. Uzorak se sastojao od devetnaest jedinica oglasa odabranih između 4,500 objava na Faceebooku i Youtubeu deset kompanija s najvećom potrošnjom na oglašavanje u Brazilu, u razdoblju od srpnja 2017. do lipnja 2018. Od 104 oglasa koji prikazuju starije ljude, 19 je koristilo stereotipe. U njih 12 koristili su se pozitivni stereotipi u smislu životnog iskustva koje dolazi s godinama, dok ih je 7 prikazivalo negativne osobine koje se vezuju uz starost: gubitak osjećaja za stvarnost kod starijih osoba, teškoće s tehnologijom, siromašna socijalna interakcija, fizičke teškoće ili staromodno odijevanje. Negativni stereotipi odražavaju zastarjelu percepciju procesa starenja. | ||
| 653 | 0 | |a Oglašavanje |a Starenje |a Stereotipi |a Oglašivači | |
| 653 | 5 | |a Brazil | |
| 700 | 1 | |a Sousa, Jorge Pedro |4 aut |9 HR-ZaNSK | |
| 773 | 0 | |t Medijske studije (Online) |x 1848-5030 |g 10 (2019), 20 ; str. 69-88 |w nsk.(HR-ZaNSK)000807615 | |
| 981 | |b Be2020 |b B01/20 | ||
| 998 | |b dalo2010 | ||
| 856 | 4 | 0 | |u https://doi.org/10.20901/ms.10.20.4 |
| 856 | 4 | 0 | |u https://hrcak.srce.hr/236142 |y Hrčak |
| 856 | 4 | 1 | |y Digitalna.nsk.hr |