1. Message from the Commissioner Ageing in Australia is an inherently complex and diverse narrative. The media plays a critical role in relaying this narrative, and in both reflecting and influencing community attitudes and behaviours towards ageing and older people. How we view the world and those around us is largely shaped by what we read, what we hear and what we watch. The media informs how we see and treat others, and even how we see and treat ourselves. This research was undertaken to contribute to understanding how ageing and older people are portrayed in the Australian media. It was designed to get the insiders’ story, from the people who create the news and media content and those who help craft the media landscape each and every day. Despite wide recognition of the significance of issues around age and Australia’s ageing population, this study found a prevailing culture of negativity in mainstream media towards ageing, which either overlooks or minimises important issues affecting older people, excludes older people’s personal experiences, or portrays them as an economic or social burden. Ageism – how we think, feel and act towards ageing – is shown to permeate the media industry and mainstream Australian culture, with media portrayals both mirroring and contributing to these biases. While there were some positive representations of ageing and instances of accurate coverage, they were found to be in the minority. The journalists and communications specialists interviewed identified a number of underlying drivers, including the current state of Australia’s shrinking media newsrooms. With specialist reporters being phased out, and overworked journalists facing tighter deadlines with fewer resources, the study found it is increasingly difficult for journalists to adequately research or report on age and ageing. Lack of access to subject matter experts and relevant spokespersons on age-related topics was seen as another key barrier to better and more extensive coverage of the issues affecting older Australians. I hope this research will be a foundational document that helps inform and connect the media industry and the age sector. There are clear opportunities identified in this study for the media and age sectors to work together in improving reporting standards and shifting the narrative on ageing. Collectively we must do better to ensure media coverage accurately represents the diversity of older people, their stories and the issues that affect them. Importantly, their issues not only affect them but often influence the whole of society and future generations. Ageing is a natural stage in our lives that should be celebrated, and the complexities acknowledged. It is vital that older people are humanised and valued in mainstream culture, with their voices amplified, and the issues they face told in an accurate and balanced way. Simply put, older people have the right to have voice and presence in Australia’s media and the stories they tell. Robert Fitzgerald AM Age Discrimination Commissioner Australian Human Rights Commission Message from the Commissioner 5