Further, older people as victims of abuse and/or criminal conduct is also a recurring theme, particularly in ways that seem intended to elicit sympathy for the victim.35 (iii) ‘Crisis of ageing’ as a socio-economic threat A recurring theme in media representations of older Australians entails the framing of people and their inherent value, or liability, as economic units. This often leads to older people being portrayed as vulnerable and lacking in capacity, including the ability to care for themselves, thereby posing a socio-economic threat to society. Several media outlets posit the ‘costs’ of an ageing population as, at best, a ‘risk’, and at worst, a ‘crisis’, with all perpetuating the view that older people are a threat to the wellbeing of societies in general.36 The concept of ageing as a socio-economic threat is framed by some media outlets as the assertion that ‘ordinary’ or ‘younger’ taxpayers will be impossibly burdened by the sharp rise in older Australians. In this context, older Australians are depicted as not only failing to contribute to society but also placing unconscionable strain on younger working Australians.37 The uncertain economic state of younger Australians is also framed in media reporting as a consequence of Baby Boomers’ spending and housing habits.38 Such narratives are further bolstered by accounts of overseas societies that are supposedly buckling under the weight of non-productive and resource-intensive older people, with Japan and Thailand often being used as examples by Australian media.39 (iv) Gender and ageing This content analysis highlighted that across Australian media reporting, there are few positive accounts of women’s bodies as they age. This is evident in the media’s coverage of female celebrities, with those who are of more youthful appearance being lauded, sexualised or objectified. An example of this is news.com.au’s coverage of Cher’s publicity event in which the 77-year-old is praised for looking ‘decades younger’ and for ‘showing some skin’.40 A majority of the article focused on Cher’s appearance, rather than the professional reasons for the publicity event. Comparatively, the media coverage also included mention of Cher’s professional collaborator, an 84-year-old male fashion designer; however, there was no mention of his appearance or relative youthfulness. Similarly, there are examples of media coverage regarding supposedly ageing Australian female celebrities, where a woman’s value is conflated with her appearance. Middle-aged female Australian celebrities are presented as ‘still’ remaining sexually attractive despite their advancing years. This revulsion for the ageing process is commonly paired with dubious health advice, imploring women to ‘reverse the ageing process’, and spruiking the benefits of various anti-ageing serums and the importance of sleep for maintaining youthful skin.41 This content analysis demonstrates that there is a predisposition among Australian media outlets to frame women’s ageing as a critical aesthetic concern. 16 Shaping Perceptions: How Australian Media Reports on Ageing