Putting age in the frame - webinar slides
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This webinar looked at how imagery shapes and reinforces negative attitudes to ageing, and explored current efforts to depict older age in a more positive and realistic light. Find out more: https://www.ageing-better.org.uk/events/putting-age-in-the-frame
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Putting age in the frame - webinar slides
- 1. Centre for Ageing Better ageing-better.org.uk Putting age in the frame This webinar will look at how imagery shapes and reinforces negative attitudes to ageing, and explore current efforts to depict older age in a more positive and realistic light. Broadcast live on Thursday 22 July 2021, from 10.30am BST
- 2. ageing-better.org.uk Emma Twyning Head of Communications Centre for Ageing Better Event chair
- 3. ageing-better.org.uk Hidden Depths Laura Page, Photographer, Photojournalist, Artist and Socially Engaged Practitioner Laura Page Photography Putting age in the frame 22 July 2021
- 5. ageing-better.org.uk This Girl Can (and did) – Why authentic representation matters Kate Dale, Strategic Lead Campaigns Sport England Putting age in the frame 22 July 2021
- 7. IN 2014 THE GENDER GAP STOOD AT 1.8M Source: Active People Survey 7.78 6.3 6 7 8 9 Oct-06 Oct-08 Oct-09 Oct-10 Oct-11 Oct-12 Oct-13 Oct-14 1.8m
- 8. Sport England: Towards an Active Nation 2016-21
- 9. Centre for Ageing Better
- 10. Sport England: Towards an Active Nation 2016-21 • 85% of the images only showed slim, toned, women perceived to be a size 10 or smaller • Only 14% of women were thought to be size 12-16, with only 5% of images showing women size 18 or above • Just 2% of imagery showed women as being sweaty, red-faced or visibly out of breath, and in only 9% of imagery did women appear to be finding their activity challenging • 65% of imagery returned by this search term also appeared to show women aged under 35, with only 20% perceived to be between 35-50 and 15% considered to be 50+ • Less than one third of imagery featured women from Black, Asian and minority ethnic backgrounds. What happens when you search ‘women exercising’ into Google?
- 11. What makes This Girl Can different?
- 13. Sport England: Towards an Active Nation 2016-21 Being sweaty Not being fit enough Family should be more important Having a red face Not being good enough Studying should take priority Not looking ‘made up’ Looking silly Bringing the wrong equipment Time with friends should be more important Changing in front of others Not being competitive enough Being the only new person Exercise isn’t cool Wearing tight clothing Not knowing the rules Showing their body Holding back the group Wearing sports clothing Being ‘too’ good Not appearing feminine Body parts wobbling when exercising Wearing the wrong clothing/kit Developing too many muscles Being seen as too competitive FEAR OF JUDGEMENT UNIVERSAL BARRIER
- 14. Sport England: Towards an Active Nation 2016-21 Priorities Appearance Ability BUTCH RUBBISH FAMILY / STUDY EXERCISE JUDGED ON WHAT?
- 15. An authentic celebration of active women everywhere • Streetcasting • Breadth of activities that our women and girls genuinely did • Variety of ages, shapes, sizes & skill levels • ALL with a ‘don’t give a damn’ attitude
- 16. Sport England: Towards an Active Nation 2016-21 Diversity in: location/venue sport/activity alone/friend/group Diversity in: size ethnicity faith age disabilities We quickly learnt that being relatable was key Looks like me Acts like me Sounds like me Red faced No air-brushing Sweating Isn’t an expert Isn’t the fastest Isn’t the strongest Talks like one of the girls Doesn’t patronise That’s what I worry about
- 17. Sport England: Towards an Active Nation 2016-21
- 18. Sport England: Towards an Active Nation 2016-21
- 20. Sport England: Towards an Active Nation 2016-21 0 Appearance
- 23. 23 Inclusivity and representation doesn’t just happen, it’s never complete and it’s not always easy (but you can make it easier)
- 24. Centre for Ageing Better But, like all hardwork, it pays off
- 25. Sport England: Towards an Active Nation 2016-21 • Four million women got active as a result of This Girl Can • We influenced the representation of women and girls in media and marketing around the world • Over 16,000 organisations use our free images to promote physical activity • A new editorial image library has recently opened this up to media
- 26. 1. Remember we are all individual 2. Use everyday, relatable people 3. Don’t sanitise, airbrush or filter 4. Don’t always go for the obvious or easy option 5. Keep challenging your own unconscious and confirmation biases 6. Make it easy for partners and the media to find images too 7. We can all be part of changing the culture (as well as achieving objectives) 8. Accept that the work is never done Lessons I’ve learned
- 27. ageing-better.org.uk How stock photography can reframe ageing Jill Evans, Community and Editorial Manager Pexels Putting age in the frame 22 July 2021
- 38. Centre for Ageing Better ageing-better.org.uk Putting age in the frame Thank you for watching