Age communication guide

Aging is often associated with loss and systemic burdens, and there are stereotypes of dependent or active older adults. A guide aims to improve communication about aging.

Factsheet

Schools involved School of Social Work
Institute(s) Institute on Ageing
Funding organisation Others
Duration (planned) 01.10.2024 - 30.09.2025
Head of project Prof. Dr. Jonathan Bennett
Partner VASOS / FARES
Alter Stadt Bern
Keywords Stereotypes, Aging, Communication, Guide

Situation

The public and political discussion about aging in society is heavily influenced by stereotypes that hardly do justice to the reality and diversity of aging. Terms like «older population», «older generation», or «people 60plus» do not capture a homogeneous target group, as age is only one characteristic among many. The life worlds and needs of those over 60 are very diverse.

On an individual level, aging is often associated with decline and loss (deficit orientation), while on a societal level, it is linked to systemic burdens and numbers (cost explosion, aging population). There are stereotypes of socially isolated, poor, dependent elderly people as well as the opposite image of the new elderly: economically potent, mobile, socially integrated, and active. These patterns of thought are often reinforced by images and texts.

Against this background, VASOS took the initiative and, in the winter of 2023, agreed with Alter Stadt Bern (ASB) and the Institute on Aging at the Bern University of Applied Sciences to develop a versatile guide on the topic of «Aging and Communication». The collaboration is based on the common goal of improving the quality of communication about aging, the generations of older people, and the aging society in public, in the media, in companies and organizations, as well as in politics.