PORTRAYAL OF AGING ON TELEVISION - DENIAL AND EXCLUSION BASED ON A MARKETING LOGIC

This paper is about the television representation of aging and the ens uing social discourse. We analysed the content of 756 hours of televis ion (3 weeks from 2 television networks: Societe Radio-Canada and TVA in March 1992). We found that television discourse indifferent types o f programs (information, talkshows, fiction, advertising) uses many st rategies that deny the aging process and, in doing so, reassure the pu blic about aging. Television also talks about the exclusion of the eld erly in our society. But, at the same time, it must charm these potent ial consumers. Old people watching several hours of television daily k now that they are excluded from society, except as consumers.