Representations of old age in contemporary visual culture

Abstract

Contemporary visual culture plays an increasingly important role in shaping and portraying the images of older adults, thereby influencing how aging is socially perceived in Western societies. This article presents the results of research conducted by the author between 2014 and 2024. The aim of the study was to reconstruct the image of late adulthood in advertising. This objective was pursued using document analysis as the primary research method, supported by techniques such as qualitative content analysis, qualitative analysis of visual materials, and narrative structure analysis. The findings revealed diverse and often ambivalent representations of older people, which simultaneously reinforce traditional perceptions and introduce new narratives about aging. The article aims to draw attention to the significance of visual media in the process of shaping social perceptions of late adulthood. It also highlights the need for deeper reflection on the role of visual media in constructing images of aging within academic discourse, particularly in the context of contemporary adult education.