‘The media too often represents stereotypes of the elderly as irrational rather than wise.’ ‘Because of the mounting crisis of aged care, there is a tendency to classify older people as helpless victims of an advancing demographic bubble they are part of.’ ‘The media doesn’t really like to talk about it [ageism] as a problem. Instead, it’s too often about ‘how are we going to afford them?’ I think in the media we are guilty of creating a fear about getting old.’ ‘I thought it was most interesting during COVID where it exposed a few assumptions about the value of older lives, that deaths of those in their 90s was somehow not as serious. Because they are elderly its almost easier to slot them into a prescribed category.’ Some of those interviewed also expressed personal concerns about how older Australians are perceived more broadly in society. ‘I’m not worried about dying one day, but I am worried about being old and being seen as a burden or as a problem or not valued.’ There was a view among some that First Nations cultures placed greater value on their Elders and the knowledge they passed down through generations, and that this underpinned attitudes and portrayals. Importantly, they thought Aboriginal and Torres Strait Islander Elders were more accessible and available for the media to interview as spokespeople. ‘In Australia I think the only group that properly values its Elders is the Aboriginal culture where older people are valued and celebrated. They gain knowledge over their lifetime and pass that knowledge on.’ ‘In our world, Aboriginal Elders are really revered. On many stories impacting the Indigenous community you’d go to an Elder for comment on a story to lend weight to what you are reporting on. But you don’t get that sort of representation for older people in general.’ Qualitative interviews 29