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Dick Stroud is the founder of 20plus30, a marketing strategy consultancy specialising in the 50 plus market. He is the UK’s leading expert on using interactive channels to communicate with the over-50s market.

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50-Plus Marketing

News, views and opinions about the most powerful group of consumers - the 50-plus market.

Saturday, May 27, 2006

Older women in films

In a world where the media seem increasingly obsessed with the young, and with the emphasis on finding ways to prolong 'youth', roles for older women in feature films are thin on the ground, and often reduce the character to a mere stereotype, whilst men are allowed to grow old (dis)gracefully. This research (completed the British Film Institute and using work done by the Third Age and provided) references some of the key films where older women do challenge this unfortunate 'norm', as well as looking at the more general theme of age discrimination in relation to women in films.

In spite of a huge interest in media portrayals of women by feminist academics since the 1970s, and in spite of demographic changes, the image of the older woman in films has attracted little academic attention (or indeed attention from any other direction).

Like the marketing industry the film world seems obsessed with fitting older women into stereotypical roles, like the:

The mother Depending on the historical/social circumstances, she can be wise, strong and loyal, tragic and self-sacrificing. But equally, she can be the overprotective, overbearing, repressive, controlling, suffocating Mom.

The rich dowager Often a widow, she can be feather-brained, a figure of fun or powerful figure of inflexible authority.

Feisty old ladies “... grandmothers, ageing careerists and sharp tongued spinsters” of the 1930s.

Lackey Servants, maids, waitresses often of ethnic minority background.

If you are a film buff then you will find this is a great document. If you are interested in the way that film (for that read 'the media') portrays older women then it is well worth reading.

Older Women in Feature Films

Dick Stroud

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