Successful Images of Successful Ageing? Representations of Vigorous Elderly People in a Swedish Educational Television Programme

摘要

The dominant discourse concerning older people used to be one of decline and loss. Lately,however, representations of old age have tended to be more diverse and two paradigms havebeen introduced – one framing enfeeblement and one framing new, positive roles for olderpeople, conceptualized as successful ageing. The present article demonstrates how repre-sentations of vigorous elderly people are construed in the programmeVeteranTV, producedby UR, Swedish educational television. Part of the aim ofVeteranTVwas to enhance theimage of life after 65 in an anti-ageist spirit. The article discusses the images of vigorouselderly people with respect to their emphasis on sameness or difference, their age-coding,the discourses and subject positions emphasized in them, and not least, their possible ageism.