New report finds Australian media must improve how it reports on older people

The Age Discrimination Commissioner, Robert Fitzgerald AM, has urged Australian newsrooms to review their editorial practices, work closely with experts in the age sector, and strengthen staff training to specifically cover age and ageism, after a new report found the media industry is failing to accurately represent older Australians and the issues they are facing. 

The study, commissioned by the Australian Human Rights Commission and titled Shaping perceptions: How Australian Media Reports on Ageing, analysed reports across Australia’s major news networks and interviewed dozens of prominent journalists, communications professionals and academics.  

The research found that negative stereotypes of older people, and the under-reporting or misrepresentation of the matters affecting them, are widely prevalent in mainstream media. It also found a culture of negativity in the media towards ageing, which either overlooks or minimises important issues, excludes older people’s personal experiences, or portrays them as an economic or social burden. These perceptions are underpinned by a broader culture of ageism in the industry and in the wider Australian community. 

“The media can do better in representing the diversity of older people, their stories and their issues. The challenges older people face often do not only affect them, but the whole of society and future generations,” Commissioner Fitzgerald said. 

“This research was designed to get the insiders’ story; from the people who create the news and media content, to those who help shape the media landscape every day. While there have been some positive or accurate portrayals on ageing in the media, they were found to be in the minority. And despite the many issues older people face, which were acknowledged as significant by many we interviewed, they are typically under-reported.  

“A key reason cited for these poor representations is the current state of Australian media. With many newsrooms shrinking and understaffed, specialist reporters being phased out, and overworked journalists facing tighter deadlines with fewer resources, the study found it is increasingly difficult for journalists to adequately research or report on age and ageing. This is resulting in the misreporting of older people, or unconscious biases seeping into news coverage.” 

The report also found that the media industry’s commercial drive to mainly target younger audiences was either minimising older Australians or overstating their issues in line with the ‘click-bait’ culture. An example of this is a disproportionate focus on tensions between older and younger generations around wealth and finance. Gendered stereotypes are also prevalent, with stories on older women often focused on beauty and image, creating a stigma around the ageing process.   

The report highlights three opportunities for the media industry and age sector to work closely together to improve the accuracy, quantity and quality of stories about older Australians. This includes the development of resources and programs to educate media professionals, with outlets urged to provide staff training to increase industry awareness about ageism and strengthen editorial standards in reporting on age-related matters. The report also recommends improved media access to relevant spokespeople to add necessary context to stories. 

“It is vital that older people are humanised and represented in mainstream culture, with their voices amplified, and the issues they face told in an accurate and inclusive way,” Commissioner Fitzgerald said.  

“A strong, collaborative partnership between the media industry and the age sector is essential to achieve this. I look forward to working with them both to create a media landscape which respects our older population and accurately reports on the issues they face.” 

Read the report, ‘Shaping Perceptions’: How Australian Media Reports on Ageing, or a summary, here.

Watch a video of Commissioner Fitzgerald talking through the findings here.

ENDS | Media contact: media@humanrights.gov.au or 0457 281 897