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CHAPTER 4: THE CONTEXT
Introduction
The consultation document asked for views on a range of issues grouped under 6 broad issues and the following chapters deal with responses to each of these issues. However some themes recurred throughout responses to the consultation in relation to almost every question asked and these help to set the context for this report. They will be discussed briefly in this chapter. These key issues were discrimination, individuality and images portrayed by the media.
As shown in chart 4.1, one in five or more individuals and organisations responding to this consultation cited discrimination as a key issue impacting on older people. Around one in five or less mentioned individuality and smaller proportions referred to media image.
Chart 4.1
Summary of key themes emerging
4.1 DISCRIMINATION
Although the consultation paper contained a specific question about discrimination, this issue emerged in responses throughout the paper at all questions. Over a quarter (27%) of consultees mentioned, at some point in their response, the need to find a way to counter attitudes or discrimination and end what some described as "the stigma" of old age.
Many of the substantive responses noted that the term "older people" is often used in a negative sense. Background information supplied alongside the consultation document describes older people as "those over 50" and this prompted some questions and comments on the issue of classifying all "older people" as a single group and that those over 50 do not present a homogenous group of individuals. One example given was someone of 50 who is still working full-time, leading a very active and healthy life, in comparison to someone of 85 who may be suffering from dementia and unable to look after themselves. Both individuals are classified as "older", although their needs will be very different. To illustrate this point, some consultees also noted that young people are considered in much smaller age bands in order to consider their needs and services required. For example, there is an assumption that an individual aged 16 may have very different needs in comparison to an 18 or 21 year old and they will not be treated as a homogenous group of people. These more finite age distinctions are not seen to be applied to older people. One local authority noted,
"The questions seem to presuppose that older people constitute a homogeneous group - the interests and needs of people 50-65 will be different from those of people post-retiral and both may be quite different from people who are 80 years and over."
Comments on discrimination were highest among those in the 50-64 age group (34%). One discussion group, whose members gave their ages as being in the 65 plus age range, commented, "We need ageing to be more 'ordinary' and neutral - socially acceptable. Stop using words like 'older' and allow people to age at their own pace."
Some of these comments included the need to avoid words or phrases like "old", "past-it" or "one foot in the grave"; or by changing age categories with, for instance, 50 plus becoming 49 plus. One individual in the 50-64 age range suggested, "I think 'retired' should be replaced by a word such as 'refurbished' or 'recycled' teenager!"
4.2 INDIVIDUALITY
Allied to this issue of discrimination was that of individuality, with almost one in five (19%) of all consultees commenting on individuality at some point in their response. Again, comments focussed on the fact that everyone is different and therefore those "over 50" should not be seen as a homogenous group. The need to treat older people as individuals, rather than as a group, was mentioned in answers at all of the sections of the consultation. For example, one individual in the 35-49 age range commented, " It's really about ability not age."
There were also some references to increasing life-spans and improved physical and mental health over the past few decades. Again, some consultees noted that the differences in physical and mental health, in needs and in abilities varies immensely across those in the "over 50" age range; as one lady who gave her age as 85 commented, "Individuals vary so much in their capabilities in old age, that actual age in years is not always relevant." One or two organisations suggested that age is not a suitable discriminator and that there needs to be a greater focus on the needs of the individual, regardless of their age.
4.3 MEDIA IMAGE
One other related theme recurred across the consultation and this was the need for a positive media image or to end a perceived negative image presented by the media. Overall, one in ten (10%) consultees commented on the need to end the perpetuation of negative stereotypes that are generally associated with older people and to replace these with a more positive portrayal of older people. Men made fewer comments (4%) than women (8%), and 16% of organisations commented on media portrayal at some point in their responses. A local authority commented that,
"Positive role models are needed. Certainly a proportion of our older people are frail, but media stereotypes are providing the wrong image - there are also those in the 50+ group who prefer rock music to Jimmy Shand and Sean Connery provides an antidote to Victor Meldrew characters."
The quotation below from a health organisation provides a summary of these three key issues,
"Older People" might be perceived as an ageist term and unrealistic in the breadth of age category it covers. It implies homogeneity and does not acknowledge individuality. In terms of services, ageist terminology encourages perceptions of older people as recipients, a drain on services rather than contributors."
In summary,
- Many consultees noted the need to treat older people on an individual basis and not to treat them as one homogenous grouping. Individuals over 50 will have varying needs and requirements of the services available to them.
- There were also concerns of the negative image of older people portrayed in the media and the need to counteract this with more positive images.
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