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- Lövgren, Karin, et al.
(författare)
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Advertising old(er) men : Swedish old(er) men reflect on "seeing themselves”
- 2022. - 1
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Ingår i: Ageing and the Media. - Bristol : Policy Press. - 9781447362036 - 9781447362050 - 9781447362067 ; , s. 157-173
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Bokkapitel (refereegranskat)abstract
- Adverts tell a story and comprise images that old men encounter in their everyday 5 lives, and which provide popular scripts on ageing masculinity. This chapter focuses 6 on old men’s own understandings of advertising and their depictions of old men. 7 Focus group interviews with Swedish old men, aged between 65 and 92, were 8 conducted, with commercial adverts featuring old men used as visual prompts to 9 invite discussions on masculinity and ageing. The advertising shown reflects both 10 negative and overtly ageist images, and images of the so-called successfully ageing 11 old man; adverts appealing to identification and aspiration, adverts inciting laughter 12 and appreciation, and adverts creating a sense of resistance or rejection. Different 13 readings of the shown adverts emerged, which point to the polysemic nature of media 14 texts. The chapter discusses prominent themes from the transcribed and coded focus 15 group interviews, on embodied ageing, ageing in different stages of life, masculinity 16 and societal changes in terms of gender equality and the role and status of old men.
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- Sandberg, Linn, 1983-, et al.
(författare)
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Bouncing off Ove : Old men's readings of the novel A Man Called Ove as a cultural representation of ageing masculinity
- 2022
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Ingår i: Journal of Aging Studies. - : Elsevier. - 0890-4065 .- 1879-193X. ; 63
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Tidskriftsartikel (refereegranskat)abstract
- In recent years, there has been a rise in portrayals of greying protagonists in popular fiction, often featuring older people in humorous and heart-warming stories. An emerging genre within this literature is the “geezer and grump lit”, a genre where older people are active protagonists, and while often portrayed as grumpy “’usually turn out to have a heart of gold’” (Swinnen, 2019). A notable example of a book in this genre is the internationally bestselling novel A Man Called Ove (2012) by the Swedish author Fredrik Backman. Telling the story of the 59-year-old Ove who sets out to take his own life, the novel can be understood not only as a cultural representation of ageing, but more specifically a cultural representation of ageing masculinity. But how is this popular novel read and responded to by old men themselves? This article builds on a focus group study with Swedish men aged 65–92 who read and discussed A Man Called Ove. The aim of this article is thus to explore how men read the novel and how these readings function as ways of constructing, negotiating and challenging ageing masculinity and the old man as a gendered and aged position. Findings of the study show how discussion of the novel generated a variety of “imaginary positions” through which the participants made sense of what it means to be an old man in contemporary Sweden, including positions such as the active aspiring ageing man, the passive lonely old man, the embodied and vulnerable old man, and the dutiful old man. Future research should explore how other literary genres may provide ways of understanding how old men's gendered and aged subjectivities are constructed.
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