Ageism is a form of stereotyping, prejudice and discrimination against individuals based on their age. Unfortunately, it has become embedded in our culture and everyday language so much so that our younger generation, more often than not, fail to recognise it. The United Nations has declared that the elimination of ageism is a global challenge since it is a pervasive issue in society. In various forms, the media plays a significant role in perpetuating this bias. Multimedia advertising and news coverage portray older persons in ways that reinforce the negative stereotype and contribute significantly to a culture that undervalues and marginalises those over a certain age.

Unconsciously, the media plays a central role in reinforcing and perpetuating such ageist stereotypes when it portrays older adults through a narrow and often negative lens.  Whether through advertising, entertainment, or news coverage, older persons are frequently depicted in ways that diminish their contributions and reinforce negative narratives. Older persons are depicted as being weak, helpless and totally dependent on others which gives the impression that getting old is synonymous with general decline and loss of independence. No consideration is given to the wealth of experience older persons possess which can only be acquired with the passage of time.

Another portrayal is that of the older person struggling to cope with the exigencies of modern society and being resistant to change. This stereotype not only negates the adaptability of older persons but also serves to alienate them from the younger generation. The media, therefore, has an important role to play in minimising this intergenerational divide. Older adults are often the subject of jokes and humour that portray the elder person as a foolish, bumbling and forgetful figure which on the surface may seem harmless but which do in fact reinforce the negative narrative and diminish the humanity of the individual who is effectively reduced to a comical caricature. What is even of more concern is when the older individual is portrayed as a  manipulative and on occasions evil person, which generate feelings of fear or mistrust of the elderly, further marginalising them and their role in

society. It is noteworthy that there is a clear under representation of older adults working in the media and this in itself is an insidious form of ageism, and reinforces a youth-centric narrative.

It is therefore clear that an ageist media can have a significant impact not only on shaping public perceptions but also on the way older adults view themselves not only as individuals but also on what role they might have, if any, in our society. The propagation of the "older person" stereotype inevitably leads to discrimination in various settings such as employment, health care and socially. The adoption of age as a cut off point to be admitted to intensive care in Italy during the COVID 19 pandemic is still fresh in our minds. On a regular basis, older persons are being denied employment on the basis of their age and not because of lack of qualifications or experience.

How can we eliminate ageism in the media? Media creators should ensure that older adults are included in a variety of roles that truly reflect our society. They must take deliberate steps to ensure that older adults are accurately and fairly represented.

Output related to older adults should be well researched and accurately represent their experiences and knowledge. Emphasising the positive attributes of older adults will go a long way in eliminating negative stereotypes which will help in re-igniting in our youth the respect younger people once had for their elders. The media has the responsibility and the power to shape societal attitudes. It should be held accountable for ageist portrayals, and we must all demand and work for change in the industry.

As Commissioner for Older Persons, I urge media professionals to use their influence to foster a more inclusive and respectful representation of aging.  I therefore appeal to the media to recognise the opportunity they have to address the issue of ageism in our society and use the significant power they possess to influence the way the whole of society interacts with our older population. Addressing ageism is not just a moral imperative - it is a societal necessity. Together, we must demand and work toward meaningful change, ensuring that every individual, regardless of age, is valued and respected.