Key research themes
1. How are ageism and social stereotypes constructed and perpetuated through societal and media representations of ageing?
This theme explores the social construction of ageing and ageism, emphasizing how societal norms, stereotypes, and media portrayals shape perceptions and experiences of older adults. It investigates the mechanisms through which ageing is framed negatively or positively, the role of identity and embodiment in ageing, and how these contribute to either inclusive or exclusionary social dynamics. Understanding these processes informs strategies to challenge ageism and promote more nuanced, empowering representations.
2. What are the evolving positive and negative representations of ageing in cultural texts and storytelling, and how do these affect perceptions of older adults?
This theme examines how ageing and old age are portrayed in literature, digital storytelling, advertising, and advocacy communications. It considers the contradictory and ambivalent cultural images of older adults as either wise and serene or frail and burdensome, and investigates the impact that such representations have on public attitudes and self-identity among the elderly. The role of narrative and visual framing is explored as a means to either reinforce stereotypes or promote alternative, empowering views of ageing.
3. How do subjective perceptions and representations of ageing influence older adults’ identity, health outcomes, and engagement with technology?
This theme focuses on the psychological and phenomenological aspects of ageing, investigating subjective ageing as a dynamic interplay of individual self-perception, social identity, and cultural narratives. It includes exploring awareness of ageing, authenticity of age-related subjectivity, and the role of positive versus extreme positive depictions on physiological and cognitive responses. Additionally, it examines how emerging technologies and their promotional images mediate older adults' experience of care and autonomy at home.
