The document discusses how age is represented in media today through examples from films and advertisements. It begins by explaining that representations are selective views used to position audiences and construct narratives. It then analyzes how the opening of the film "Harry Brown" represents youth as dangerous criminals to position the audience against them, while the elderly main character is shown as vulnerable. Next, it examines a McDonald's ad that contrasts youth and old age but brings them together harmoniously. Finally, it discusses how the cover of Seventeen magazine represents teenage girls as concerned with appearance, fashion, and relationships to offer them an identity and ideology. Overall, the document argues that media uses selective representations of age for different purposes like audience positioning, narrative construction, and targeting

1. With reference to your own detailed examples discuss how age is
represented in the media today.
Representation is the process of selection and omission. The media
construct representations through the use of visual, technic and/or audio
codes. Each representation can be considered to be a partial and selective
view based on the intentions of the media. Age can be represented to position
an audience, to construct a narrative and offer a sense of identity, amongst
other things.
The opening of the film, Harry Brown, represents age in order to position the
audience against young people and to see old people as frail and vulnerable.
The film opens with a long shot of a group of youths, occupying a subway.
The audience are drawn closer with the use of medium close ups and close
ups of different gang members. The audio code of the register of language
used suggests they are from London and they are initiating a new group
member. Close ups of drug taking and a hand gun are used to represent the
youths in an anti-social and aggressive way. A hand-held camera is used to
create a sense of realism. The lighting is dark in the subway and the identities
of the group are mainly concealed, which creates mistrust.
There is a cut to a scene of two of the youths
driving around the walk ways of a council estate. A
fast moving tracking shot from the bike
emphasises a sense of danger to the youths and
also to others. Fast paced editing of a series of
point of view shots, from the youths point of view,
suggests they live a chaotic and reckless lifestyle.
A long shot is used to show a mother pushing a
pram through the estate. The youths draw a hand gun and start to fire at her
from the motorbike until she is hit. The mother and child represent innocence
and vulnerability. This represents youth as aggressive, out of control and
brutal.
In the media the demonization of youth is a stereotype. Stereotypes are used
to create a shot cut to the understanding of characters and narrative. They
also position the audience. In this case the audience are positioned against
this representation of youth.
The representation of old age that is constructed after the opening credits
contrasts with the representation of youth. The pace of the editing is far
slower suggesting that life at this age is of a slower pace. There is a close-up
of the protagonist lying, in bed next to and untouched pillow, and a long shot
of him eating breakfast at a table for two, but one chair is unoccupied. This
suggests old age is a time of loss and loneliness. There is a long shot of him
taking his inhaler that suggests old age is a time of ill health. There is a
medium shot of him carefully adjusting his tie, in the mirror, that suggests old
people dress formally and take pride in their appearance. Audio codes of a
dripping tap, and the wiping of a kitchen work surface with a cloth further
construct a sense of loneliness as the quietness of his world is emphasised.

2. This representation positions the audience to feel sorry for him and see him
as vulnerable and in need of protection. The representation of age in Harry
Brown is used to construct binary oppositions in the narrative. The two age
groups will come into conflict later in the film and the audience has been
positioned to be on the side of the older man.
Binary oppositions of age are also created in the McDonalds Parallel Lives
TV. advert. Again youth and old age are represented in a way to construct the
narrative. However the aim of this text is to build a brand image for
McDonalds so the age groups are seen to be in harmony instead of being in
conflict. The advert features a group of youths and an older man and makes
an intertextual reference to Harry Brown. The age groups are represented as
being different and the same. The advert opens with the youths, out on the
street listening to modern music. However the diegetic sound of them
laughing and joking creates a friendly mode of address.
This is juxtapostioned with a close-up of a vinyl
record playing and then cuts to the old man in his
flat, listening to jazz music. This structure is
continued throughout the advert. The youths are
seen playing on a computer console which is
contrasted to the man playing snooker. The youths are seen at home, cutting
each other’s hair with clippers, which is contrasted to
the old man sitting in a barber’s chair. Each scene
uses different music, either modern or older to
represent age. There are further comparisons to the
style of dress between the age groups. The resolution
of the narrative is made at the end in a McDonald’s restaurant. An over-the-
shoulder shot is used to show the group of youths enjoying a McDonalds with
the man seen in the background. There is a cut to a close-up of the man
looking over at the youths. This cuts to a
close-up of one of the youths looking
over at the man. He sees he is eating the
same food and smiles back. This creates
a bond between the age groups and
gives the narrative a warm and up-beat
ending.
Representations of age in the media can also offer
the audience a sense of identity. For example on the
cover of Seventeen magazine, the medium shot of a
female model leaning towards the camera to shows
off her long, flowing a hair and emphasise the make-
up on her face , can be seen. She is wearing a crop
top that reveals part of her body. This creates an

3. ideology and suggests that female teenagers should take care of their
appearance and will be judged on it. There is a variety of different fonts used
that are placed at different angles and positions on the cover. The large
amount of sell lines suggests that teenage life is busy, full and chaotic. Most
of the sell-lines are about what clothes to wear and relationship advice. The
colours used are yellows and pinks which further construct a feminine
stereotype of age. The ideology encourages the audience to see this
representation as something to accept and up-hold its values.
In conclusion, the media is able to represent age in a in many different ways
and can achieve different outcomes such as positioning the audience,
targeting and audience to sell a product and off the audience an identity
through the ideology it offers.