Film Study: Pop Culture Stereotypes Aging Americans

Studies from Humana and Dr. Stacy L. Smith at the USC Annenberg
School for Communication and Journalism reveal prevalence of ageism in
film and the power of embracing a healthy mindset for healthy aging

LOUISVILLE, Ky.–(BUSINESS WIRE)–New research reveals few characters aged 60 and over are represented in
film, and that prominent senior characters face demeaning or ageist
references. These negative and stereotypical media portrayals do not
reflect how seniors see themselves – or their lifestyles. These findings
stem from two studies conducted by health and well-being company Humana
Inc. (NYSE: HUM) and the Media, Diversity, & Social Change
Initiative at University of Southern California’s (USC) Annenberg School
for Communication and Journalism. The studies also reveal that aging
Americans who are more optimistic report having better health.

Led by Dr. Stacy L. Smith, USC’s study analyzed the 100 top-grossing
films from 2015 to assess the portrayal of characters aged 60 and over.
Humana also conducted a quantitative analysis, asking seniors to
identify the lifestyle traits that are important when aging, to assess
the degree to which these traits describe them and to provide their
point of view on senior representation in media. Major findings include:

• In film, seniors are underrepresented, mischaracterized and
  demeaned by ageist language.
  • The findings show just 11 percent of characters evaluated were
    aged 60 and over; U.S. Census data shows that 18.5 percent of the
    population is aged 60 and over.
  • Out of 57 films that featured a leading or supporting senior
    character, 30 featured ageist comments – that’s more than half of
    the films. Quotes included characters being referred to as “a
    relic,” “a frail old woman” and “a senile old man.” According to
    Humana’s quantitative survey, seniors report they are highly aware
    (95 percent), resilient (91 percent) and physically active (71
    percent).
  • Only 29.1 percent of on-screen leading or supporting characters
    aged 60 or older engaged with technology, whereas 84 percent of
    aging Americans report that they use the internet weekly.
  • Of the senior characters that died on screen, 79.2 percent of
    deaths were a result of physical violence — such as being shot,
    stabbed or crushed. This does not accurately reflect causes of
    death for the aging population, which are heart disease and other
    chronic illnesses.
  • But that’s not real life and seniors know it – people aged 60 and
    over lead active social lives and value internal, psychological
    strengths.
    • Aging Americans are using technology: 84 percent of respondents
      report that they use the internet to read news, social network
      sites or other info on a weekly basis, despite only 29.1 percent
      of on-screen characters engaging with technology.
    • On screen, one third of seniors pursue interests in hobbies and
      38.5 percent attend events, while in reality, they are more than
      two times as likely to engage socially with friends or relatives
      on a weekly or monthly basis.
    • The top five traits respondents rated as most important to aging
      successfully were self-reliance, awareness, honesty, resilience
      and safety. In film, seniors are rarely depicted as the masters of
      their own stories or destinies.
    • Humana’s quantitative survey found that seniors who rate
      themselves as very optimistic about aging tend to be the most
      active physically, socially and in their communities.
    • They also report a much lower number of physically unhealthy days
      on average: just 2.84 for the most optimistic, compared to 12.55
      physically unhealthy days for the least optimistic.
    • The most optimistic also feel on average 12 years younger than
      their actual age (those who are least optimistic feel on average 7
      years older than their actual age).
    • Those seniors who do feel that media accurately portrays them
      think about aging more than average and have a higher level of
      fear around aging than their peers.

    “Seniors are rarely seen on screen, and when they are, they are
    ridiculed,” said Dr. Stacy L. Smith, director of the Media, Diversity &
    Social Change Initiative at USC’s Annenberg School of Communication and
    Journalism. “When did we become a society that is comfortable with
    subtle and stigmatizing stereotypes about a group that have long served
    as the pillars and stalwarts of our communities?”

    Dr. Yolangel Hernandez Suarez, vice president and chief medical officer,
    care delivery at Humana said: “As a health care company, we’re committed
    to helping aging Americans defy stereotypes and take steps to achieve
    their best health. That’s why it’s important to note that, according to
    our findings, seniors who report being optimistic about the aging
    process also report better health. As a Boomer myself, I can tell you
    that being optimistic about my future helps me make healthier choices
    every day.”

    Key findings surrounding both studies will be showcased at The
    Atlantic Live! New Old Age conference today in New York City. The
    event will feature the foremost experts of aging in America spanning
    entertainment, media, academia and business to examine the state of
    aging and its impact in society. Both Humana and USC will lead
    individual discussions to explore the findings in greater detail, which
    will be available to watch during The New Old Age’s livestream
    broadcast.

    About the Humana Quantitative Analysis

    This survey includes 2,035 responses from U.S. adults aged 60 and older.
    Data weights are based on U.S. Census statistics for age, gender,
    geographic region, and race/ethnicity. It was conducted between August 4
    – 21, 2016, and was designed to assess perceptions of the importance of
    various traits, characteristics or attributes of people as they age,
    then to have respondents rate themselves against the same attributes.
    Other data collected include general self-assessment of health, activity
    levels and perception of aging in popular culture.

    About the USC Film Study

    USC conducted a secondary analysis of the Media, Diversity, & Social
    Change Initiative’s yearly report profiling every speaking or named
    character on screen across a variety of measures (e.g., gender,
    race/ethnicity, LGBT, disability). Using this database, the researchers
    quantitatively analyzed attributes of each character 60 years of age or
    older on screen (n=448) across the 100 most popular domestic movies of
    2015. To determine age, the evaluators sorted each character into one of
    five age categories: child (0-5), elementary schooler (6-12), teen
    (13-20), young adult (21-39), middle aged (40-64), and elderly (65 or
    older).

    About Humana

    Humana Inc., headquartered in Louisville, Ky., is a leading health and
    well-being company focused on making it easy for people to achieve their
    best health with clinical excellence through coordinated care. The
    company’s strategy integrates care delivery, the member experience, and
    clinical and consumer insights to encourage engagement, behavior change,
    proactive clinical outreach and wellness for the millions of people we
    serve across the country.

    More information regarding Humana is available to investors via the
    Investor Relations page of the company’s web site at www.humana.com,
    including copies of:

    • Annual reports to stockholders
    • Securities and Exchange Commission filings
    • Most recent investor conference presentations
    • Quarterly earnings news releases
    • Calendar of events
    • Corporate Governance information

    About USC Annenberg Media, Diversity, & Social
    Change Initiative

    The Media Diversity & Social Change Initiative (MDSCI) at USC’s
    Annenberg School for Communication and Journalism is a leading think
    tank studying diversity in entertainment through original and sponsored
    research. MDSCI findings create valuable and sought after research based
    solutions that advance equality in entertainment. Dr. Stacy L. Smith is
    the Founder and Director of the MDSCI. Dr. Smith and the MDSCI examine
    gender, race/ethnicity, LGBT, and disability on screen and gender and
    race/ethnicity behind the camera in cinematic content as well as
    barriers and opportunities facing women and people of color in the
    entertainment industry. The MDSCI also conducts economic analyses
    related to diversity and the financial performance of films. In 2015,
    Dr. Smith was named the #1 Most Influential Person in Los Angeles by LA
    Weekly. Dr. Smith has written more than 100 journal articles, book
    chapters, and reports on content patterns and effects of the media. In
    terms of the popular press, Dr. Smith’s research has been written about
    in The New York Times, Los Angeles Times, The Atlantic, Newsweek, The
    Hollywood Reporter, Variety, and NPR. She has a co-edited essay in Maria
    Shriver’s book, A Woman’s Nation Changes Everything (2009). Dr. Smith
    and the MDSCI’s most recent research reports include an analysis of 800
    top-grossing films, the Comprehensive Annenberg Report on Diversity in
    Entertainment (CARD) and a series of landmark studies with Sundance
    Institute and Women in Film Los Angeles. To learn more, visit http://annenberg.usc.edu/mdsci
    or follow on Twitter @MDSCInitiative.

    About the USC Annenberg School for Communication and Journalism

    Located in Los Angeles at the University
    of Southern California, the Annenberg
    School for Communication and Journalism is a national leader in
    education and scholarship in the fields of communication, journalism,
    public diplomacy and public relations. With an enrollment of more than
    2,200 students, USC Annenberg offers doctoral, graduate and
    undergraduate degree programs, as well as continuing development
    programs for working professionals, across a broad scope of academic
    inquiry. The school’s comprehensive curriculum emphasizes the core
    skills of leadership, innovation, service and entrepreneurship and draws
    upon the resources of a networked university in a global urban
    environment. Based at the USC Annenberg School for Communication and
    Journalism in the heart of Los Angeles, the USC Center for Public
    Relations (CPR) is
    truly at the center of one of the world’s most dynamic professions. Our
    mission is to connect corporations, agencies, academics and students to
    define the future of our industry and to develop those who will shape it.

    Contacts

    Humana Corporate Communications
    Mark Mathis, 312-441-5010
    Mobile:
    630-835-6651
    mmathis@humana.com