Representing Old Age and Aging in Serbian Press

Abstract

Demographic data clearly indicate that the global population of older individuals is reaching unprecedented levels in human history. Nevertheless, negative attitudes and stereotypes toward the elderly remain persistent. Old age is a socio-historical and cultural construct, imbued with meanings attributed to it by society. Consequently, the role of the media in shaping and reproducing representations of older people is of considerable importance. This paper examines the manner in which the topics of aging and old age are represented, as well as the portrayal of older individuals in the Serbian press on October 1st, the International Day of Older Persons. Furthermore, theaim is to determine the extent of media coverage devoted to these topics in the Serbian daily press. The analysis encompasses four daily newspapers published in Serbia: theserious informative press (Politika and Danas) and the semi-tabloids (Večernje novosti and Blic). The study includes regular issues and special supplements published on October 1st from 2019 to 2024. The findings reveal that the topics of aging and old age are marginalized; while the coverage in serious newspapers is generally professional, a sensationalist approach is evident in the semi-tabloids.