"Namćori" iz komšiluka: predstavljanje starosti u domaćoj televizijskoj reklami

Author(s): Ljubica Milosavljevic / Language(s): Serbian / Issue: 3/2010

This paper is the result of a three-month monitoring of Serbian television commercials which aimed to study the way elderly people are represented in the media. Elderly people appear in only six commercials, more often as a functional part of a series than as protagonists. Yet in spite of the small number of commercials in which they appear, it is easy to identify the stereotypes which are translated from a social paradigm into the sphere of the media. The stereotypes on which commercials are based belong for the most part to the corpus of negative stereotypes of elderly people as hopelessly behind the times, feeble, lonely, irritating, cantankerous, etc. Some positive stereotypes are also evident, but they are mostly limited to a perception of elderly people as kindly givers of useful advice. It is interesting to note that the "cantankerous people next door" are as a rule anonymous elderly people, as are those "lost in time and space", who are mostly elderly women. In contrast, those who let their careers and images be associated with a certain product, in order to pass on their great experience and knowledge, are as a rule famous persons. Just as it is possible to make a distinction between commercials depending on whether or not the products advertised are targeted at the elderly – which they rarely are – and whether elderly people appear in leading or supporting roles, in order to make viewers laugh or annoy them, so it is possible to distinguish between the "real-life principle", which involves the translation of the society’s dominant attitudes into commercials, and "commercial reality", which either makes old age invisible or "masks" it so that it is pleasant to the eye. The reason that old people are absent from television commercials or are mostly represented in a negative light is to be found in the low purchasing power of this age group, but also in the fact that advertising in Serbia developed practically overnight, and therefore has not always been able to follow foreign advertising trends, which treat the elderly as a worthy target audience for commercials.

"Nisu dali gospodaru 'z ruk...“. Starost u prigorskim i zagorskim selima između dva svjetska rata

Author(s): Suzana Lecek / Language(s): Croatian / Issue: 23/2000

The paper deals with the position of the elderly in the complex families of the Prigorje and Hrvatsko Zagorje regions in the time period between the World War I and the World War II. It aims at answering the questions until what age do people maintained the power within their families, how was this power expressed, and how their work and ownership over land influenced their maintenance of authority. The paper also warns about the differences between the widowers and widows, shown through the differences in the land ownership.

50+ w świecie informacji, czy można mówić o wykluczeniu cyfrowym?

Author(s): Roland Lukasiewicz / Language(s): Polish / Issue: 01/2016

Contemporary social space scale computerization should go hand in hand with the possibilities of implementation in each of the groups of new technologies. In fact, the desire to meet changes at the front of the wall of opposition from both the technical and digital exclusion problems associated with the lack of digital literacy. The development sets the scale of the problem of the digital divide and seniors representing a wide audience of people with no practical possibility of using a computer and the Internet.

A Greek tragedy of our time? Institutional and financial dimension of Health Promotion for Older People in Greece

Author(s): Milena Pavlova,Yannis Skalkidis,Wim Groot,Agnieszka Sowa,Stanislawa Golinowska / Language(s): English / Issue: 1/2017

Despite the numerous legislative documents and public health institutions in Greece, the country lacks a comprehensive and robust long-term policy perspective in the public health area. The traditionally higher priority attached to curative care than to public health actions, is the major reason of the shortcomings. This country report draws upon several national reports focused on the Greek health system, and other country-specific sources in order to outline the major institutional and financing challenges for health promotion in Greece, and specifically health promotion for older adults. The paper is based on the method of narrative literature review. The findings show that health promotion actions for elderly persons do take place in Greece but mainly in urban areas and/or within the framework of EU-funded projects. Government efforts are required to stimulate coordinated public health interventions at the local level focusing on the positive effects of health promotion. The health promotion programs that are successfully implemented, should receive the necessary government support to assure their long-term sustainability.

Active ageing, intergenerational solidarity, participatory democracy: Elderly Community Discussion on active and quality ageing from an intergenerational perspective

Author(s): Annamária Orbán / Language(s): English / Issue: 1-2/2017

Active and quality ageing are among the most challenging issues in many countries, especially in the ageing Europe, including Hungary. As part of an EU funded programme, the author conducted a qualitative research of active and quality ageing in an urban environment – based on focus group discussions as well as a simplified community jury (CJ) called Elderly Community Discussion (ECD), with participation of elderly residents of one of the largest district municipalities in Budapest – the results of which are presented in this paper. The main research questions were related to the quality of elderly people’s lives across many dimensions, how to prolong their active age, and how to involve them again in various segments of economic, social, and community life, especially in participatory decision and policy making. From an intergenerational solidarity perspective, the results shed light on the critical question of how they can feel worthy, healthy (both in physical and metaphysical sense) and how they can help younger generations – based on their knowledge and rich social and cultural capital – beyond their family ties.

Activity and Needs of Seniors – Research Report in Chorzów

Author(s): Piotr Gierek / Language(s): English / Issue: 40/2017

RESEARCH OBJECTIVE: The aim of this study is to present seniors’ opinions about their activity and ways to meet seniors’ needs. THE RESEARCH PROBLEM AND METHODS: The research problem was centered around: participation in senior social life; forms of activity undertaken by seniors; ways to spend free time by seniors and the needs of the elderly. Survey was used as the research method. The studies were diagnostic and exploratory. THE PROCESS OF ARGUMENTATION: The progressive demographic change in Polish society makes active and active aging more active and the elderly’s needs for care and support become a major stimulus for satisfaction and quality of life. The article reviews the opinions of seniors about their activity and ways of meeting their needs. RESEARCH RESULTS: This study has shown that participation in social life, forms of activity and the needs of the elderly in various ways are met and implemented. Seniors indicating inactivity (in this study are mainly social welfare beneficiaries) generally declare that they feel socially excluded. These people choose a type of home and solitary activity, and spending their free time is mainly based on watching TV and listening to the radio. On the other hand, active seniors (in this study are mainly participants in senior clubs) are satisfied with their role in society. Free time is spent on meetings with people, e.g. in the club and prefer to take various activities. Research also shows that various forms of senior activism, including senior ones, have an impact on the quality of life of the elderly, significantly improving their activity, while addressing higher needs and counteracting social exclusion. CONCLUSIONS, INNOVATIONS AND RECOMENDATIONS: There is a need for more intensified action by aid institutions, directed towards seniors who are inactive, excluded – social welfare clients, so that they too can live in the “autumn of life.” Training should also be provided to social workers who equip them with the necessary knowledge and skills to work effectively with the seniors and to effectively and effectively reintegrate and reintegrate them.

Adaptability of the Elderly, Within the Residential Center of the City of Arad

Author(s): Alina Maria Breaz,Edgar Demeter / Language(s): English / Issue: 3/2018

The way elderly people adapt in residential centers can play an important role in understanding their well being. Therefore, the present study shows the way elderly individuals can adapt within the residential center, from Arad, during the first six months of institutionalization. Thus, a questionnaire was applied on 30 subjects, institutionalized elderly individuals, aged between 60 and 70 years, both women and men. The purpose of this study was to examine the way elderly individuals adapt to their foreign environment and the way they relate, interact and socialize with the other beneficiaries of the center as well as with the qualified staff of the center (nurses, social workers, doctors, care takers). At the end of this study, it was found that the adaptability of the elderly individuals is difficult to handle, and in some cases the elderly remain in the center obligated by circumstances, while their proper environment is in their own home.

Age differences in the Irrelevant Sound Effect: A Serial Recognition Paradigm

Author(s): Helene Schwarz,Sabine Schlittmeier,Annette Otto,Malte Persike,Maria Klatte,Margarete Imhof,Bozana Meinhardt-Injac / Language(s): English / Issue: 1/2015

In adults, the disrupting effect of irrelevant background sounds with distinct temporal-spectral variations (changing-state sounds) on short-term memory performance was found to be robust. In the present study, a verbal serial recognition task was used to investigate this so-called Irrelevant Sound Effect (ISE) in adults and 8– to 10-year-old children. An essential part of the short-term memory impairment during changing-state speech is due to interference processes (changing-state effect) which can be differentiated from the deviation effect of auditory distraction. In line with recent findings (Hughes et al., 2013), our study demonstrates that the changing-state effect is not modulated by task difficulty. Moreover, our results show that the changing-state effect remains stable for children and adults. This suggests that the differences in the magnitude of the ISE as reported by Elliott (2002) and Klatte et al. (2010) are most likely related to the increase in attentional control during childhood.

Age diversity and age discrimination in the Czech Republic: overview

Author(s): Klára Cozlová / Language(s): English / Publication Year: 2011

In the Czech Republic, 45 - 65 years old people comprise over a quarter of the entire population and their employment plays a key role in the country’s economy. The data presented here is based on the official national statistics, which are typically classified by age. Unfortunately, the age categories are not consistent across all types of data. In comparison to the EU, the employment intensity in the Czech Republic is slightly higher than average. The employment rate of the working age cohort 15 - 64 years was 65.2 % (as of 2009). The employment rate of 20-64 years old was 70.7% (while the average rate in the EU was 68.8 %). [...]

Ageing Map Of The Balkan Peninsula

Author(s): Ivana Magdalenic,Marko Galjak / Language(s): English / Issue: 1/2016

Age structure of a population, representing the final result of all the demographic processes, tells a unique story which incorporates not only the main demographic components, but also its history, cultural and political characteristics of the population. Through its history the Balkan Peninsula has been alluring to all kinds of demographic research. The process of aging, which is intensifying in all developed countries, will increasingly be the main focus of future demographic research. Although there is undeniable general shift in the age structure, there are many regional differences in the Balkan Peninsula. Thus, for the purpose of this paper we created a choropleth map of the Balkans showing the age structure at NUTS 3 regional level. For the purposes of this paper borders of the Balkan Peninsula are defined by Jovan Cvijić in his homonymous work. Toward a more complete understanding of the ageing phenomena in the Balkans we conducted an analysis of regionalization of ageing, to serve as a backbone for the analysis of age structure at the national level. We compare ageing borders with ethnic, religious and political borders in the peninsula.

Aging in place. Design w obronie wieku

Author(s): Grzegorz Gawron,Paulina Rojek-Adamek / Language(s): Polish / Issue: 02/2017

The subject of the article is to reflect on the challenges that contemporary designfaces in the area of shaping urban space.This issue is particularly important in the context of the observed process of aging, which is associated with the necessity to adjust the physical and social environments to the changing needs of a growing group of seniors. Their free and independent functioning is determined to a large extent by external factors, including spaces that are their living environment. There is a place for a special dimension of urban design. Its main goal should be to create environments that facilitate the maintenance of good health, generating a sense of security and maintaining a sense of well-being of their users. This approach is directly linked to the concept of Aging in Place, understood as giving the opportunity to remain in the living environment at every stage of life, with maximum autonomy for as long as possible.

Aksjologiczne oblicze trzeciego wieku

Author(s): Michal Drozdz / Language(s): Polish / Issue: 1 (18)/2018

The aim of the article is to show some axiological aspects of old age. Axiological thinking, or thinking according to values, takes us into the areas of human responsibility for the value of life and responsibility for the richness of life experiences that constitute the life wisdom of older people. The second area of responsibility is caring for older people as witnesses of the past, who is a teacher of wisdom for the future. The third field of responsibility is concern for fidelity to tradition. Elderly people are irreplaceable in maintaining bonds between tradition and the future. The author of the article also shows the need to care for older people in their multiple life needs and civilization threats. The quality of life of older people and their place and role in the family and society are not only an indicator of the quality of social life and the level of social welfare, but above all are a meaningful sign of the quality of social respect for the values and dignity of older people. The author of the article also stresses the important role of education and knowledge acquisition offered to the elderly of Universities of the Third Age.

Aktuelni problemi u istraživanju tranzicije u odraslost sa osvrtom na Srbiju

Author(s): Suzana Ignjatovic / Language(s): Serbian / Issue: 1/2009

The paper explores theoretical and methodological aspects of transition to adulthood. The concept is discussed within the framework of life course paradigm. The concept of transition to adulthood is operationalized as four dimensions: family transition, professional (career) transition, financial status transition and housing transition. We discuss in detail the process of becoming an adult in Serbian society. The thesis of specific type of transition to adulthood, named prolonged adolescence, has been fully examined. The analysis is based on data collected in a survey (2003) of young people aged 17-35. In the paper we focus on the subsample of respondents aged 34-35 being a post-transitional cohort. The 34-35 cohort trajectory to adulthood is explored as an indicator of general trend in transition to adulthood in a period of radical social turmoil.

Aktywizacja społeczna jako element polityki senioralnej

Author(s): Magdalena Boczkowska,Anna Lada / Language(s): Polish / Issue: 23/2018

The essence of an aging society is a challenge for many European countries, including Poland. An increasing percentage of people in the post‑working age is inclined to reflect on systemic changes, thanks to which seniors will be able to continue to be socially active. Opposite these expectations is emerging a senior policy with a variety of activating tools. This article describes seniors’ descriptions, defines the scope of activity and describes a number of various forms activating older people, including: Senior Social Activity Program, Senior+ Program, Solidarity of Generations Program, „60+ culture” Program, University of the Third Age, Lublin Super Grandma’s and Super Grandpa’s school.

Aktywizacja, rozwój, integracja – ku niezależnej starości, red. Zofia Szarota [Krakowskie Towarzystwo Edukacyjne – Oficyna Wydawnicza AFM, Kraków 2011, 151 s.]

Author(s): Aleksandra Litawa / Language(s): Polish / Issue: 3/2010

Aktywność Edukacyjna Jako Czynnik Wzrostu Aktywności Zawodowej Osób Starszych

Author(s): Anna Niewiadomska,Ewa Sobolewska-Poniedzialek / Language(s): English / Issue: 3/2016

The article undertakes the problem of the educational activity of elderly people. The research objective is, on the one side, showing the correlation between professional activity of elderly Polish people and their level of education, and on the other hand, the presentation of own research illustrating the attitude and experience of elderly people in the area of education and professional training. The analysis is made based on own research as well as the secondary data which picture educational and professional activity of elderly Poles against the background of the European Union member states. Comparative analysis of the level of educational involvement, measured by means of participation in education and professional training shown elderly Polish people take part in the process of improving qualification in a smaller degree than the inhabitant of the EU. At the same time regularity, manifesting itself in an increase in the level of their professional engagement proportionally to higher levels of education, can be observed. The results of own study showed that the majority of respondents recognize the important role of educational activity in the context of an individual’s position in the labor market. As many as 65% of respondents believed that education, both formal and informal learning, is crucial for maintaining employment or finding job. At the same time more than 74.6% have not been learning in the last 10 years.

Aktywność życiowa człowieka starego w rodzinie

Author(s): Czeslaw Postawa / Language(s): Polish / Issue: 2/2018

Family is a natural environment in which a human can spend the old age most willingly. Various activities significantly influence any elderly person’s mood. The forms of such activities include diverse areas: personal, domestic and social. Different family functions undertaken by the elderly person, along with a participation in a social and cultural life, constitute a foundation for spending the old age actively and decently. The person at an old age plays an in dispensable role in handing down values to younger generations.

Alterssicherung und Politik bei schrumpfender Bevölkerung

Author(s): Joachim Wiemeyer / Language(s): German / Issue: 1/2015

The article discusses the consequences of birth decline in Germany and other European countries especially for the old-age pension system. Income of old people has to be part of the national income of the same period so that it could be gained through taxes from the active working population. Capital building outside the national borders only can bring little help but it is connected with many risks. The political implication of longer living population and birth decline is that the majority of voters are older than 60 years. But there is no fear of government of the aging people because the interests of old people are heterogeneous.

Analiza źródeł informacji o produktach w segmencie polskich seniorów na podstawie wyników badań

Author(s): Magdalena Dolhasz / Language(s): Polish / Issue: 3/2016

Purpose of the article – People over 65, seniors, are one of the most rapidly developing segment of the Polish adult population. “Seniors”, “silver citizens”, “segment 55+/60+” are often neglected and unappreciated as an object of marketing activities. The analysis of their purchase behaviour seems to become the key aim. This article is supposed to be such an attempt to present an introductory analysis of information sources used by seniors in their shopping activities. Research of methodology – there were used the theory (literature review) and results of own inquiry research, the poll. Key findings – people over 60 use mainly traditional sources of information; nevertheless, they reach more frequently for new techniques such as the Internet. Practical implications – indications for marketing workers at enterprises concerning how to create marketing announcements for this specific segment. Social implications – as for now, both the theory and practice have neglected the importance of the silver segment, as consumers of various products and services, who have at their disposal funds and respond to marketing actions.

Analyses of Consumer Behaviour of Elderly Consumers with Special Reference to Food Products

Author(s): Katarína Véghová / Language(s): English / Issue: 5/2011

Aging is not only a challenge for food producers, but also provides a treasure trove of new opportunities for product development and innovations. We have designed a prototype model of food consumption of the elderly with the goal of calling the attention of producers and growers to the specific needs of this growing market segment. However, the food consumption habits of the elderly cannot be compacted into a single model, since this specific age group is not homogenous. By designing hypothetical models we are hoping to facilitate the further research of the issue. In the near future we want to test and try our general models in practice, involving the producers as well as the consumers. The models point at the specific needs of aging populations and their choice of food products based upon reasonable decisions and focusing on the future. Considerations of the future perspective are an important feature of this behavior, since it might significantly improve the quality of life and health awareness of the elderly, their decisions in the field of consumption, and ultimately their general health and welfare conditions.