Identity and image in media communication
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Losiewicz_Rylko-Kurpiewska_Balandynowicz-Panfil_Czechowska-Derkacz_Walotek-Scianska_Identity_and_image_in_media_communication.pdf (2.23 MB)
Date
2016
Journal Title
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Publisher
Wydawnictwo Novae Res; TrueSign
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Abstract
New ways of communicating with the elderly, including in terms of technology, should be appropriately tailored to the needs of this age group. In the context of Maslow’s hierarchy of needs, the media provide especially for the middle level, which is membership. They do not fully replace the real, direct contacts with family and friends, but give a sense of connection with people remaining in a similar situation, enabling them to express their needs and keep contact. This is all the more important as the ability to maintain contact with others is an extremely important aspect of the quality of life of seniors. In the era of redefining family ties, migration and loneliness this seems to be a vital part of building a positive image of old age. Today, significant deficiencies are visible in the area of mass communication tools tailored to the needs and capabilities of elderly consumers, including an insufficient number of specialists with appropriate knowledge and sensitivity in this area. Awareness of the diversity and heterogeneity of elderly consumers is crucial for generating effective media coverage, but the multidimensional correlations described above lead to the conclusion that creating a more harmonious solution to building the image of the elderly lacks guidelines. Psychologists, sociologists, economists, communicologists, media experts and representatives of medical science should pay particular attention to building knowledge about the linkages between creating the image of the elderly, their participation in the media, and the effectiveness of media messages whose beneficiaries are the elderly. At the same time, an increase in awareness of the relationship between the media, shaping attitudes towards the elderly and associating them with specific social roles would help in establishing a more accurate policy to fully use the potential of the elderly, and their non-discrimination.
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Citation
Łosiewicz, M., Ryłko-Kurpiewska, A., Bałandynowicz-Panfil, K., Czechowska-Derkacz, B., Walotek-Ściańska, K. (2016). Identity and image in media communication. Kinvara Co. Galway: TrueSign; Gdynia: Wydawnictwo Novae Res.