2. Executive summary Ageism refers to the stereotypes (how we think), prejudice (how we feel) and discrimination (how we act) directed towards people based simply on their age.1 Ageism remains pervasive and normalised, with evidence suggesting it is one of the most socially accepted forms of prejudice in Australia.2 While individual and community perceptions regarding age are formed by a complex interplay of personal and social factors, the media continues to play an important role in both reflecting and shaping how age and experiences of ageing are perceived, interpreted and valued. Past research conducted by the Australian Human Rights Commission (Commission) and others has found that ageism is present in Australian media representations of all age groups.3 Common themes include negative stereotyping and underrepresentation of older people and their experiences, the pitting of younger and older generations against each other, and depictions of later life as a time of frailty and decline. These media portrayals can shape how we view ourselves, erode solidarity between generations, and contribute to ageist attitudes and discrimination in our communities. Despite ongoing efforts by researchers and advocates to encourage more diverse, nuanced and realistic representations of ageing in Australian media, negative portrayals persist. The focus of this research is on how the Australian media presents ageing. The Commission engaged RedBridge Group Pty Ltd to conduct the research, with the key aim of highlighting the voices of media industry professionals and bringing them into dialogue on the issues identified. The research was undertaken between May and June 2024 and involved a literature review of select research and relevant sources, along with content analysis of age-related reportage by key Australian media outlets. Additionally, 26 in-depth interviews were conducted with journalists, editors, producers and other communications specialists to gather their industry ‘insider’ perspectives on the underlying drivers that influence media content, and to identify ideas or solutions for promoting more diverse, accurate and balanced representations. This report highlights three key findings. The detailed results from the research can be found at Chapters 4 and 5 of the report. 6 Shaping Perceptions: How Australian Media Reports on Ageing