From Zoomers to Geezerade: Representations of the Aging Body in Ageist and Consumerist Society
This paper is based on an analysis of representations of seniors in the media. In particular, we examine images of the bodies of seniors in the advertising campaigns promoting a product called Geezerade sold in Circle K convenience stores in the Atlantic provinces of Canada in the summer of 2011. We contrast these with images of seniors in the Canadian magazine Zoomer , formally CARP magazine, a magazine published by the Canadian Association of Retired People, a seniors advocacy organization. Following Goffman’s arguments in his seminal presidential address to the American Sociological Association, “the Interaction Order”, we take the position in this analysis that the body does not determine social practices but none-the-less the body is the sign vesicle that enables interaction. Concomitant however, while the images of bodies we see in the media do not determine the signs given and given off via bodily presentation, they none-the-less provide us with the categories by which we interpret those signs. We conclude that the images in the Geezerade campaign and Zoomer magazine represent a binary model of images of seniors that reflects ageist and classist assumptions about the bodies of seniors. Such a model limits the categories through which we understand the aging body and fails to account for the diversity of seniors’ bodies in society.
When requesting a correction, please mention this item's handle: RePEc:gam:jsoctx:v:3:y:2013:i:1:p:52-65:d:22716. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (XML Conversion Team)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.