scholarly journals Critical analysis of government vs. Commercial advertising discourse on older persons in Spain

Comunicar ◽  
2014 ◽  
Vol 21 (42) ◽  
pp. 189-197 ◽  
Author(s):  
Susana de-Andrés-del-Campo ◽  
Rosa de-Lima-Maestro
Keyword(s):  
Older Persons ◽  
Age Distribution ◽  
The Elderly ◽  
Old People ◽  
Discourse Relations ◽  
The Media ◽  
Advertising Discourse ◽  
Commercial Advertising ◽  
Entertainment Products ◽  
Medios De Comunicacion

The elderly population has increased considerably in recent years and it is estimated that by 2050 32% of the Spanish population will be old people. This group is underrepresented in the media and does not attract much research interest. To put this right, we present an analysis of the representation of older persons in advertisements appearing in magazines aimed directly or indirectly at seniors in Spain. A content analysis estimated the frequency of appearance of the images and words that represent the elderly, and a discourse analysis enabled this study to investigate the presence of stereo types and discourse relations between advertising and theories of ageing. The results show that the older people who appear in the ads are mostly men portrayed as consumers of entertainment products who are at the beginning of their period of old age. A marked gender stereotype is observed. The differentiation between the institutional and commercial advertising discourse is also clear. The study analyses such advertising over three decades, covering the period in which the age distribution of the population has been inverted in Spain. Throughout this period, the frequency of ap pearance has been very low. Old people are clearly an invisible collective in magazine advertising. La población de personas mayores se ha multiplicado en los últimos años. Se estima que en el año 2050, el 32% de la población española estará constituido por personas mayores. Mientras tanto, es fácil observar la infrarrepresentación de este colectivo en los medios de comunicación, pero la cuestión apenas recibe interés investigador. Se presenta aquí un análisis de la representación de las personas mayores en la publicidad de dominicales y revistas dirigidas directa o indirectamente a las personas mayores en España. A través de un análisis de contenido se calcula la frecuencia con que se recurre a la imagen de los y las mayores en la publicidad. Mediante un análisis del discurso se indaga también en la presencia de estereotipos y en las relaciones discursivas entre los mensajes publicitarios y las teorías de la vejez. Los resultados muestran que las personas mayores que aparecen en los anuncios son mayoritariamente varones, que inician su periodo de vejez y consumidores de productos de ocio. Se encuentra un marcado estereotipo de género y una clara diferenciación discursiva entre los mensajes comerciales y los institucionales. El estudio analiza tres décadas, abarcando el periodo en el que se ha producido la inversión poblacional en la distribución por edades en España. En todo este periodo la frecuencia de aparición ha sido muy baja. Se trata de un colectivo de patente invisibilidad en los anuncios publicitarios.

scholarly journals Psihološko funkcioniranje starijih osoba smještenih u različitim uvjetima

2018 ◽  
Vol 33 (10) ◽  
Author(s):  
Katica Lacković Grgin ◽  
Patricija Padelin
Keyword(s):  
Psychological Functioning ◽  
Older Persons ◽  
Satisfaction With Life ◽  
Group Living ◽  
Well Being ◽  
The Elderly ◽  
Living Alone ◽  
Old People ◽  
General Satisfaction ◽  
Theoretical Insight

Heedful of the theoretical insight that the differential approach in the most adequate for investigating the process of adjustment among old people, the investigation covered 126 older persons of both genders. Their average age was 76 years and they were sorted into three groups: a group living alone in their own house, a group living with their family and those living in a home for the elderly. The psychological functioning of these individuals was measured on the scales of locus of control, well-being, self-reflexivity, self- respect, loneliness and general satisfaction with life. An orally presented questionnaire (as were all the scales) collected evidence pertaing to the number of activities, the feeling of usefulness and an estimate of their health. The results of comparing the psychological functioning of these three groups show that the group from the home for the elderly differs from the other two. These differences are stable and point in the same direction in the sense of a higher degree of externality, lesser activity and a diminished feeling of usefulness. The group living alone and the group in the home for the elderly do not differ as far as wellbeing, loneliness and the general satisfaction with life are concerned but they do differ from the group living with their family. When it comes to self-conceptualization there is no difference between the three groups of elderly folk. Generally speaking, the results indicate that the effects of the living conditions are manifest in those aspects of the personality which can be considered conditions and not in those called traits.

scholarly journals MÍDIAS DIGITAIS E AS INVISÍVEIS VIOLÊNCIAS CONTRA IDOSOS

2018 ◽  
Vol 4 (2) ◽  
pp. 265
Author(s):  
Maria Elisa Gonzalez Manso ◽  
Renato Gonzalez Raposo de Mello ◽  
Ruth Gelehrter da Costa Lopes
Keyword(s):  
World Wide Web ◽  
Digital Media ◽  
World Wide ◽  
The Elderly ◽  
Reproductive Technologies ◽  
News Reports ◽  
Palabras Clave ◽  
The Media ◽  
Laws And Policies ◽  
Medios De Comunicacion

Esta pesquisa teve como objetivo apreender como a mídia digital brasileira apresenta e interpreta dados sobre as denuncias de violência contra o idoso. A hipótese que move o trabalho é que determinadas categorias de violência encontram-se tão naturalizadas que sequer são abordadas pelos veículos midiáticos, tecnologias reprodutoras do discurso que estereotipa a velhice. Realizada mediante análise das notícias publicadas sobre as denuncias de violência contra o idoso divulgadas pela World Wide Web, abrangeu um período de 10 anos retrospectivamente. Notamos que, apesar de inúmeros esforços e da existência de legislações e políticas, pouco divulgadas, há muito que avançar para que os idosos possam se considerar cidadãos e sujeitos de direito.   PALAVRAS-CHAVE: Idosos; Violência; Mídia; Estereótipos.   ABSTRACT This research aims to understand how the Brazilian digital media presents and interprets data on the allegations of violence against the elderly. The hypothesis that drives such work is that certain categories of violence are so naturalized that they are not even approached by the media outlets, reproductive technologies of a speech that stereotypes old age. Carried out by analysis of published news reports of violence against the elderly divulged on the World Wide Web, retrospectively covering a period of 10 years. We realize that, despite numerous efforts and the existence of laws and policies, underpublicized, there is much to be advanced so that the elderly can consider themselves proper citizens and subjects of law.   KEYWORDS: Elderly; Violence; Media; Stereotypes.   RESUMEN Esta investigación tuvo como objetivo analizar cómo los medios digitales brasileños interpretan datos sobre denuncias de violencia contra las personas mayores. La hipótesis que mueve la obra es que ciertas categorías de violencia son tan naturalizadas que ni siquiera están cubiertos por los vehículos de los medios de comunicación, los quales reproducen discursos que estereotipan a la vejez. Fue realizada mediante la análisis de las noticias publicadas sobre las quejas de violencia contra las personas mayores publicado por la World Wide Web, cubrió un período de 10 años de manera retrospectiva. Observamos que, a pesar de numerosos esfuerzos y la existencia de leyes y políticas, poco publicitadas, hay mucho que caminar para que las personas mayores puedan ser ciudadanos y sujetos de derecho.   PALABRAS CLAVE: Ancianos; Violencia; Medios de comunicación; Estereotipos

Representations of Russia and the Russian national character in the modern advertising discourse: linguistic and cognitive analysis

Neophilology ◽  
2020 ◽  
pp. 819-835
Author(s):  
Marina V. Terskikh
Keyword(s):  
Media Discourse ◽  
Spiritual Values ◽  
Communication Space ◽  
Rich People ◽  
The Media ◽  
Advertising Discourse ◽  
Commercial Advertising ◽  
Social Advertising ◽  
The One ◽  
Government Executives

We refer to the concept of the country’s image, which arose in the practice of politicians, government executives, and marketing specialists and has been actively developed in recent dec-ades in the works of representatives of various branches of scientific knowledge: linguists, political scientists, sociologists, philosophers, etc. Media discourse becomes a communication space within which messages are created, on the one hand, reflecting the stereotypical attitudes of the internal and external audience regarding Russia and the Russian people, on the other, correcting negative and reinforcing positive ethnic stereotypes. In this work, the media image of Russia is modeled on the basis of texts of commercial, social and political advertising, speeches of political figures, in particular, in the framework of the election campaign. As a basic methodology, we use the frame modeling method, reconstructs the “Russia” frame in Russian and foreign advertising discourse. Russian commercial advertising forms a positive image of a great, beautiful country with a strong and spiritually rich people, and the concept of “Russian” is used in texts exclusively with positive connotations. Russian social advertising creates the image of a country with a rich history and a great past, however it represents modern Russia as a country in which spiritual values play an increasingly smaller role. The external image of Russia can be generally assessed as negative. The sphere in which the least attractive image is realized is politics. The political theme is updated in all considered types of media discourse and forms the image of a backward, undemocratic state with high corruption and Soviet heritage.

scholarly journals PUBLICIDADE, ENUNCIAÇÃO E REALIDADE AUMENTADA: desdobramentos da categoria de pessoa na era digital

2016 ◽  
Vol 2 (5) ◽  
pp. 248
Author(s):  
Sandro Tôrres de Azevedo
Keyword(s):  
Augmented Reality ◽  
Palabras Clave ◽  
Augmented Reality Technology ◽  
The Media ◽  
The Subject ◽  
Advertising Discourse ◽  
Medios De Comunicacion ◽  
Communicative Activity

Neste artigo, visamos refletir sobre uma ação publicitária que se utilizou da tecnologia de realidade aumentada, desenvolvida para a marca Linx, em março de 2011. Mobilizamos fundamentos da Semiótica Discursiva, especificamente sobre a questão da enunciação e a instalação da categoria de pessoa, articulando-os com conceitos afeitos à Comunicação Social, em especial a perspectivas utilizadas para compreensão dos fenômenos da cibercultura. Pretendemos, assim, identificar peculiaridades nas interações mediadas por dispositivos de realidade aumentada, considerando esse tipo de atividade comunicativa como aspecto absolutamente novo para os estudos do discurso publicitário.   PALAVRAS-CHAVE: publicidade; semiótica; comunicação; cibercultura; realidade aumentada.     ABSTRACT In this article, we aim to reflect on an advertising action that was used augmented reality technology developed for Linx brand in March 2011. We mobilized foundations of semiotics Discursive, specifically on the subject of enunciation and the installation of the category of person, articulating with concepts accustomed to the media, especially the perspectives used to understand the phenomenon of cyberculture. We intend, therefore, to identify peculiarities in interactions mediated by augmented reality devices, considering this type of communicative activity as absolutely new aspect to the studies of advertising discourse.   KEYWORDS: advertising; semiotics; communication; cyberculture; augmented reality.     RESUMEN En este artículo, pretendemos reflexionar sobre una acción de publicidad que utiliza tecnología de realidad aumentada, desarrollada para la marca Linx en marzo de 2011. Movilizamos a fundaciones de la semiótica discursiva, específicamente en el sujeto de enunciación y la instalación de la categoría de persona, articulando los conceptos aficionado a los medios de comunicación, en particular las perspectivas que se utilizan para la comprensión de los fenómenos de la cibercultura. Queremos así identificar particularidades de las interacciones mediadas por dispositivos de realidad aumentada, teniendo en cuenta ese tipo de actividad comunicativa como aspecto absolutamente nuevo para los estudios del discurso en la publicidad.   PALABRAS CLAVE: publicidad; semiótica; comunicación; cibercultura; realidad aumentada.

Tratamiento y participación de las personas mayores en los medios de comunicación: opinión cualificada de los periodistas especializados

2020 ◽  
Author(s):  
Hugo Aznar ◽  
Amparo Suay-Madrid
Keyword(s):  
Older People ◽  
Deliberative Democracy ◽  
Social Communication ◽  
The Elderly ◽  
Principle Of Justice ◽  
The Media ◽  
Media Professionals ◽  
Medios De Comunicacion

A deliberative democracy should be characterized by the principle of justice regarding the participation of those affected in matters of interest to them. However, this principle is not always satisfied in many areas of social communication. This becomes particularly serious in the case of those who are affected by such matters but are in a vulnerable condition. This is the case in the area of information concerning older people, who remain underrepresented in terms of both quantity and quality in content related to them. This article presents data that highlight this fact, obtained from a questionnaire sent to 100 media professionals specialized in content for the elderly in Spain. The results of this questionnaire reflect, among other aspects, the extent to which professionals specialized in this field consider the presence of older people in the media to be low or very low and also serve to raise awareness of the discriminatory image that the media often transmits. The data obtained from the questionnaire sent to professionals also confirm that the image transmitted by the media is stereotyped, does not show the plural image of this group, and therefore does not fit its reality. Resumen Una democracia deliberativa debe estar caracterizada por el principio de justicia de participación de todos los afectados en los asuntos de su interés. Sin embargo, este principio no se cumple en muchos ámbitos de la comunicación social, donde los afectados por la información o los contenidos de los medios no son debidamente tenidos en cuenta, lo que hace que su tratamiento no sea correcto o sea incompleto. Ello es algo especialmente grave en el caso de que estos afectados estén además en una condición de infrarrepresentación y, por tanto, vulnerabilidad mediática. Esto ocurre con la información sobre las personas mayores, donde la presencia de éstas no se produce ni con la amplitud ni con la calidad debida en las noticias y contenidos que les afectan. Este artículo presenta datos que ponen en evidencia este hecho. Se trata de datos obtenidos en un cuestionario enviado a cien profesionales de medios especializados en los contenidos para personas mayores en España. Los resultados reflejan, entre otros aspectos, en qué medida dichos profesionales consideran baja o muy baja la presencia de las personas mayores en los medios de comunicación, y sirven para sensibilizar sobre la imagen discriminatoria que a menudo trasladan sobre ellas. Los datos corroboran también que la imagen que se traslada desde los medios es estereotipada, no muestra la imagen plural de este colectivo y, por tanto, no se ajusta a su realidad.

scholarly journals The "Cantankerous Old People" Next Door : How Old Age Is Represented in Serbian Television Commercials

2010 ◽  
Vol 5 (3) ◽  
pp. 75-97
Author(s):  
Ljubica Milosavljević
Keyword(s):  
Elderly People ◽  
Old Age ◽  
Elderly Women ◽  
Real Life ◽  
The Elderly ◽  
Television Commercials ◽  
Old People ◽  
Negative Stereotypes ◽  
The Media ◽  
The Times

This paper is the result of a three-month monitoring of Serbian television commercials which aimed to study the way elderly people are represented in the media. Elderly people appear in only six commercials, more often as a functional part of a series than as protagonists. Yet in spite of the small number of commercials in which they appear, it is easy to identify the stereotypes which are translated from a social paradigm into the sphere of the media. The stereotypes on which commercials are based belong for the most part to the corpus of negative stereotypes of elderly people as hopelessly behind the times, feeble, lonely, irritating, cantankerous, etc. Some positive stereotypes are also evident, but they are mostly limited to a perception of elderly people as kindly givers of useful advice. It is interesting to note that the "cantankerous people next door" are as a rule anonymous elderly people, as are those "lost in time and space", who are mostly elderly women. In contrast, those who let their careers and images be associated with a certain product, in order to pass on their great experience and knowledge, are as a rule famous persons. Just as it is possible to make a distinction between commercials depending on whether or not the products advertised are targeted at the elderly – which they rarely are – and whether elderly people appear in leading or supporting roles, in order to make viewers laugh or annoy them, so it is possible to distinguish between the "real-life principle", which involves the translation of the society’s dominant attitudes into commercials, and "commercial reality", which either makes old age invisible or "masks" it so that it is pleasant to the eye. The reason that old people are absent from television commercials or are mostly represented in a negative light is to be found in the low purchasing power of this age group, but also in the fact that advertising in Serbia developed practically overnight, and therefore has not always been able to follow foreign advertising trends, which treat the elderly as a worthy target audience for commercials.

scholarly journals Produljenje ljudskog vijeka - sudbina i problem povodom međunarodne godine posvećene starijim osobama s posebnim osvrtom na Zadar i zadarsku županiju

2018 ◽  
Vol 38 (15) ◽  
Author(s):  
Anđelko Mrkonjić ◽  
Dijana Vican
Keyword(s):  
Age Groups ◽  
The Elderly ◽  
Religious Communities ◽  
Educational Institutions ◽  
Old People ◽  
Demographic Aging ◽  
The Media ◽  
And Gender

The significant increase in the number of eldery people and the demographic predictions which anticipate a world-wide threefold multiplication of the number of elderly people by the year 2030 point to the phenomenon of the demographic aging of the population of which Croatia is also a part. The purpose of the article is to analytically describe the age structure of people in the Zadar district and to elaborate the condition and the problems of the elderly in this region on the basis of statistical findings and gender defferences. Forms of welfare and care for the eldery are described and critically evaluated. Using as a point of departure old age and the process of growing old as both an individual and a social problem the authors address the aims of improving the quality of life of the elderly from the perspective of educational science: the reclamation of the dignity of life of the elderly within integrative cohabitation, the overcoming of prejudices concerning the eldery through education and teaching, making all age groups conscious of the role of old people, the development of love and empathy through the development of conceiving the time of the old and the old as the time of life, the development of selfperception of older and old people through their active and useful participation. The realization of these goals is envisioned through the mediation of educational institutions, religious communities and organizations, the media, through organized teaching and the self-education of older and old persons.

Effects of a Group Program to Increase Cognitive Performance Through Cognitively Stimulating Leisure Activities in Healthy Older Subjects

GeroPsych ◽  
2011 ◽  
Vol 24 (2) ◽  
pp. 83-92 ◽  
Author(s):  
Valentina A. Tesky ◽  
Christian Thiel ◽  
Winfried Banzer ◽  
Johannes Pantel
Keyword(s):  
Cognitive Function ◽  
Cognitive Performance ◽  
Older Persons ◽  
Intervention Program ◽  
Leisure Activities ◽  
The Elderly ◽  
Cognitive Stimulation ◽  
Group Program ◽  
Positive Effects ◽  
Older Subjects

To investigate the effects of leisure activities on cognitive performance of healthy older subjects, an innovative intervention program was developed. Frequent participation in cognitively stimulating activities (i.e., reading, playing chess, or playing music) is associated with reduced risk of dementia. AKTIVA (active cognitive stimulation – prevention in the elderly) is an intervention program designed to enhance cognitive stimulation in everyday life by increasing cognitive stimulating leisure activities. The present study determines the effects of AKTIVA on cognitive function, mood and attitude toward aging in a sample of older participants from the general population. Several measurement instruments were used including the Alzheimer’s Disease Assessment Scale (ADAS-Cog), the Trail-Making Test (TMT), and the Memory Complaint Questionnaire (MAC-Q). Initially, the sample consisted of 307 older persons (170 female, 72 ± 7 years). The intervention was evaluated with a randomized, controlled pre-post follow-up design. Participants were randomly assigned to one of three conditions: AKTIVA intervention (n = 126), AKTIVA intervention plus nutrition and exercise counseling (n = 84), no-intervention control group (n = 97). The AKTIVA intervention consisted of 8 weekly sessions and two booster sessions after a break of 4 months. Participation in the group program resulted in positive effects on cognitive function and attitude toward aging for subassembly groups. Older persons (≥ 75 years) showed enhanced speed of information processing (by TMT Version A) (F = 4.17*, p < .05); younger participants (< 75 years) showed an improvement in subjective memory decline (by MAC-Q) (F = 2.55*, p < .05). Additionally, AKTIVA enhanced the frequency of activities for leisure activities for subassembly groups. The results of this study suggest that the AKTIVA program can be used to increase cognitively stimulating leisure activities in the elderly. Further research is necessary to identify the long-term effects of this intervention particularly with respect to the prevention of dementia.

Optimasi Blog Dengan Meta Tag Untuk Seo Dan Monitoringnya

2017 ◽  
Vol 15 (1) ◽  
pp. 45
Author(s):  
Valian Yoga Pudya Ardhana ◽  
Ahmad Wilda Yulianto
Keyword(s):  
Search Engines ◽  
The Elderly ◽  
Monitoring Process ◽  
Main Target ◽  
The Media

Blog as one of the media applicationson the Internethas been used all aroundIndonesia. The user wasnot limited  by age,ranging from children to the elderly. A lot of people notrealize that blogs can beoptimizedso thatthe bloggettingtoppositionsin search engines. Metatagwasone ofoptimization techniquesinSearch Engine Optimization (SEO).The main target washow to increaseblogtraffi requests. Afteroptimization, the next stepwasmonitoring, whichaims to determinethe extent to whichthe success ofoptimizationhas been done onSEO.The resultwas ablog sitegettingtoppositionsinthe search enginesandthe monitoring process resultsindicatethat thetitleand content was veryappropriatethat was 100%, description and contentwere alsoappropriatethat was 91%.

What Can We Learn from Sarcopenia with Curarisation in the Context of Cancer Surgery? A Review of the Literature

2019 ◽  
Vol 25 (28) ◽  
pp. 3005-3010
Author(s):  
Georges Samouri ◽  
Alexandre Stouffs ◽  
Lionel V. Essen ◽  
Olivier Simonet ◽  
Marc De Kock ◽  
...  
Keyword(s):  
Frail Elderly ◽  
Muscle Fibers ◽  
Motor Units ◽  
The Elderly ◽  
Hepatic Function ◽  
Volume Of Distribution ◽  
Neuromuscular Blocking ◽  
Cancer Surgery ◽  
Old People ◽  
Age Related

Introduction: The monitoring of the curarisation is a unique opportunity to investigate the function of the neuromuscular junction (NMJ) during cancer surgery, especially in frailty-induced and age-related sarcopenia. Method: We conducted a comprehensive literature review in PubMed, without any limit of time related to frailty, sarcopenia, age and response to neuromuscular blockers in the context of cancer surgery. Results: Several modifications appear with age: changes in cardiac output, a decrease in muscle mass and increase in body fat, the deterioration in renal and hepatic function, the plasma clearance and the volume of distribution in elderly are smaller. These changes can be exacerbated in cancer patients. We also find modifications of the NMJ: dysfunctional mitochondria, modifications in the innervation of muscle fibers and motor units, uncoupling of the excitation-contraction of muscle fibers, inflammation. : Neuromuscular blocking agents (NMBAs) compete with acetylcholine and prevent it from fixing itself on its receptor. Many publications reported guidelines for using NMBAs in the elderly, based on studies comparing old people with young people. : No one screened frailty before, and thus, no studies compared frail elderly and non-frail elderly undergoing cancer surgery. Conclusion: Despite many studies about curarisation in the specific populations, and many arguments for a potential interest for investigation, no studies investigated specifically the response to NMBAs in regard of the frailty-induced and age-related sarcopenia.

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