6. Ways forward This research identified some key gaps in existing literature about age representations in Australian media that are worth further investigation, including in relation to age and intersectionality, counterstereotypes and positive media portrayals of ageing, as well as ageism in social media. It also identified insights into workforce ageism and gendered ageism within media organisations that may warrant specific attention from the media industry. In contemplating a way forward, this report focuses on three key opportunities for both the age sector and media industry to work together in a strong, collaborative partnership approach to support and grow the media’s capability to address ageism and promote more diverse, accurate and balanced representations of ageing. Opportunity 1: Addressing the expert gap There is an opportunity for the media industry and age sector to work together to improve media access to relevant advocates or experts, so that necessary context can be gained on stories around ageing and the voices and experiences of older Australians represented. There was an almost unanimous view among those interviewed that a greater availability of spokespeople would result in more accurate and extensive media coverage, helping to reshape the narrative on ageing. Opportunity 2: Addressing the education and training gap The media sector is encouraged to expand and strengthen their existing diversity training for staff to specifically cover age and ageism. There is opportunity for the media industry and age sector to co-design tailored educational materials and training programs to inform media professionals and support improved editorial practices in reporting on age-related topics. Opportunity 3: Shifting the narrative on ageing There is opportunity for the media industry and age sector to collectively embark on a new communication campaign, to combat ageism in the broader community, advance the business case within the media industry for more accurate and diverse representations of ageing, and improve media reporting standards on the coverage of different age groups. Ways forward 37