A critical gerontological framing analysis of persistent ageism in NZ online news media: Don't call us "elderly"!

This study presents a critical gerontological framing analysis of how and why the term "elderly" is presently used in online news media articles in New Zealand, and the potential consequences of such constructions. The article contributes to conceptual debates on aging and later life research by challenging ageist (albeit perhaps subconscious) media practices. Analysis of online news media articles in New Zealand was conducted over an 18-month period before, during and since COVID. Findings revealed that "elderly" was framed as powerless, in predominantly negative (74% of data) stereotypical messages about older adults. The remaining positive stereotypes (26%) used human impact framing. Narratives of "elderly" as vulnerable, declining and a 'burden' may be dependent on several factors, including the media's role in both constructing and reflecting ageist societal attitudes and actions towards older adults. Recommendations are given to support re-framing societal attitudes towards age equality through non-discriminatory, respectful language.