THE ROLE OF ELDERLY IN CONTEMPORARY MEDIA

Izhodišče diplomske naloge je teoretični del, v katerem smo se osredotočili na staranje prebivalstva v svetu, Evropi in Sloveniji, tj. družb povsod v razvitem svetu, saj bodo v prihodnosti prevladovale generacije starejših ljudi. Prav te generacije spadajo v potrošniško družbo, ki da veliko nase, skrbi za svoje zdravje in svoj videz. Na množično potrošnjo pa vplivajo predvsem mediji ter oglaševanje izdelkov in storitev. V luči tega smo v empiričnem delu naloge izvedli raziskavo, ki je temeljila na dveh delih. V prvem delu raziskave smo proučevali sodobne medije oz. pogostost in način pojavljanja starostnikov v medijih. V drugem delu raziskave je sodelovalo 50 anonimnih anketiranih starostnikov, ki so izrazili svoja stališča do sodobnih medijev in o tem, ali so dovolj zastopani v medijih. Namen diplomske naloge je bil ugotoviti, kakšno vlogo imajo starostniki v sodobnih medijih in kako le-ti zaznavajo svojo vlogo v njih. Diplomska naloga je zaključena z ugotovitvijo, da imajo starostniki vedno večjo vlogo kot potrošniki, vendar v sodobnih medijih tega ni zaznati, saj se trg, proizvajalci in ponudniki dobrin premalo obračajo k starejšim potrošnikom.The starting point of the diploma thesis is a theoretical part in which the focus is made on the ageing population in the world, in Europe and Slovenia, i.e. the societies across the developed world, since the generations of elderly people will prevail in the future. These are the generations that belong to the consumer society that pays great attention to its personal appearance, cares about its health and looks. The mass consumption is primarily affected by the media and advertising of the products and services. In the light of this, a two-part study was conducted in the empirical part of the diploma thesis. In the first part of the study, the contemporary media, respectively the frequency and mode of occurrence of elder people represented in the media have been examined. The second part of the study involved 50 anonymous interviewed elderly who expressed their point of views on the contemporary media and whether they are sufficiently represented in the media. The purpose of the diploma thesis was to determine the role of elderly people in the contemporary media and how they perceive their role in the media. The conclusion to the diploma thesis is that the elderly people play their increasing role as consumers, yet this is not observed in the contemporary media as the market, the producers and the suppliers of goods insufficiently address the elderly consumers