Aging with grace? Images of older consumers in Swedish women’s lifestyle magazines

• This paper deals with ageism in media and advertising and combines a cultural perspective of aging and theories of discourse. As cultural representations, ads influence the way older consumers view themselves and are viewed upon by others. The study critically analyse the representations of age in Swedish women’s lifestyle magazine ads in order to show what discourses of aging and gender that is mediated and what subject positions that are offered for older women who reads these magazines. The first stage of analysis shows limited numbers of discourses and few subject positions for older women.

Ämnesord

SAMHÄLLSVETENSKAP  -- Annan samhällsvetenskap -- Genusstudier (hsv//swe)

SOCIAL SCIENCES  -- Other Social Sciences -- Gender Studies (hsv//eng)

SAMHÄLLSVETENSKAP  -- Annan samhällsvetenskap -- Tvärvetenskapliga studier inom samhällsvetenskap (hsv//swe)

SOCIAL SCIENCES  -- Other Social Sciences -- Social Sciences Interdisciplinary (hsv//eng)

Nyckelord

consumers

Publikations- och innehållstyp

vet (ämneskategori)

kon (ämneskategori)