KEY FINDINGS Finding 3: Australian media representations are underpinned by specific drivers in the media industry This research identified specific drivers in the media landscape and industry that contribute to bias and negativity in media reporting on ageing, including: l l l l l l l 8 Lack of access to subject matter experts: interviewees noted they do not have ready access to expert spokespeople to provide comment or background when it comes to issues of age or ageing. This results in the perpetuation of misconceptions and misreporting of older people and their experiences and is a significant barrier to better coverage of issues around ageing and ageism. Time and resource constraints: reduced staff numbers, overworked newsrooms with limited resources and tighter deadlines means it is increasingly difficult for journalists to spend adequate time to properly research and prepare stories around ageing and ageism. Loss of experienced and specialist practitioners in newsrooms: the phasing out of senior or specialist journalists with expertise in covering age-related stories, has resulted in a lack of experienced advisors for young journalists on these topics. Invisibility of age within the diversity and inclusion space: while many interviewees spoke about being provided with formal training on disability, cultural diversity or gender awareness, none reported being offered similar training, education or resources on age or ageism. Lack of consensus among academics: about the nature or extent of the issues identified regarding the portrayal of age in Australian media and whether ageism in the media is a meaningful problem. Workplace tensions: interviewees noted that newsrooms today are often characterised by tensions between the few remaining older, well-paid journalists and younger ‘under-paid and over-worked’ journalists. This tension may contribute to unconscious bias in media reporting. Business drivers: the ‘click bait’ nature of reporting, particularly around the real or perceived ‘generational war’ or tension, combined with the commercial drive to target a younger audience, is perpetuating and exacerbating poor portrayals of older people. Conversely, corporate communications practitioners reported that where there is a business imperative for accurate representations, such as of an older or younger customer base, avoiding stereotypes and ageist tropes become factors that are consciously considered. Shaping Perceptions: How Australian Media Reports on Ageing