Findings from Humana, Dr. Stacy L. Smith at the
University of Southern California explore the connection between
negative senior portrayals on television and their effect on mental
and physical health
New research reveals that the most highly rated programs on
television feature frequent ageist language and underrepresentation
of seniors and explores possible health implications of ageism.
These findings were uncovered through an ongoing partnership
between 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.
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Led by Stacy L. Smith, Ph.D., USC’s study analyzed 1,609
speaking characters in the most popular Nielsen-rated television
shows that aired between June 1, 2016 and May 31, 2017 to determine
how characters aged 60 and over are portrayed. In tandem, Humana
conducted a quantitative survey of people aged 60 and over to
explore their thoughts on aging, specifically to understand which
attributes are directly linked to better health.
Both studies examined ageism, and the results indicate that it
potentially has a negative impact not only on optimism, self-esteem
and confidence, but also the physical and mental health of aging
Americans.
The research also finds that among seniors who experience
frequent ageism, optimists have far fewer unhealthy days,
regardless of the amount of ageism they experience. This suggests
one way to combat the negative impact of ageism is to be more
optimistic.
A deeper analysis of the findings revealed:
- Even in the highest-rated television
programs, aging characters are underrepresented and stereotypically
portrayed.
- Only 9.4 percent of all speaking
characters were 60 years of age or over – despite seniors
representing 19.9 percent of the U.S. population, according to the
2015 U.S. Census.
- Stereotypical, ageist language is
prevalent in the shows. Some choice quotes include: “Things just
sound creepier when you’re old,” and “You like the color? It’s
called ‘ancient ivory,’ like you.”
- Of shows featuring a main senior
character, 41 percent contained one or more ageist comments. Of
those series with ageist comments, 62.5 percent had remarks that
came from characters speaking to a senior, while 68.8 percent
contained self-deprecating dialogue delivered by seniors to
themselves.
- Shows without a writer or showrunner
age 60 or over were more likely to feature ageism than shows with a
writer or showrunner age 60 or over.
- There are inherent consequences to
these stereotyped portrayals of aging Americans – including a
potentially negative impact on seniors’ sense of self-esteem,
confidence and optimism, as well as their health.
- Seniors who experience ageism once a
week or more report having 4.6 more physically unhealthy days and
5.4 more mentally unhealthy days per month than respondents who
rarely or never report experiencing ageism.
- Seniors who experience ageism once a
week or more reported that it had a moderately negative impact on
their sense of self-esteem, confidence and optimism, scoring the
impact of ageism on their self-esteem at nearly 6 on a 10-point
scale.
- Aging Americans who describe
themselves as optimists feel better about their overall health and
well-being, underscoring the importance of an optimistic mindset
for healthy aging.
- Among seniors who report experiencing
frequent ageism (once a week or more), optimists have, on average,
4 fewer physical and 3 fewer mental unhealthy days each month.
- And, of all survey respondents, those
who rate themselves as most optimistic feel on average 12.5 years
younger than their actual age.
“We’ve studied this in film, but the lack of senior
representation and prevalence of ageism on the small screen
counters the idea that TV is better than film,” said Stacy L.
Smith, director of the Media, Diversity & Social Change
Initiative at USC’s Annenberg School of Communication and
Journalism. “There’s obviously more work to be done in the
entertainment industry—seniors are often left out of the
conversation on inclusion. This study speaks to the need for
increasing older storytellers behind the camera who can create more
authentic senior characters on-screen.”
Dr. Yolangel Hernandez Suarez, vice president and chief medical
officer of care delivery at Humana, added: “Understanding the
social determinants of health is a key priority for Humana. That’s
why we’re committed to advancing societal perceptions and promoting
aging with optimism. Our survey and continued partnership with the
University of Southern California demonstrate the power of an
optimistic mindset for combating ageism and embracing healthy
aging.”
Both Stacy L. Smith and Dr. Yolangel Hernandez Suarez will
provide more insight on each respective study as panelists at The
Atlantic Live! New Old Age conference in New York City,
slated for October 2017.
About the Humana Quantitative
Analysis
The quantitative survey includes 2,000 responses from U.S.
adults aged 60 and older. Respondents represent a
nationally-representative sample of older adults based on U.S.
Census statistics for age, gender, geographic region, and
race/ethnicity. It was conducted between August 13- 17, 2017, and
was designed to assess perceptions of retirement, ageism and what
motivates these people to stay healthy as they age. Other data
collected include general self-assessment of health, activity
levels and perception of aging in popular culture.
About the USC Television
Study
The USC study is comprised of two samples of popular television
series airing between June 1, 2016 and May 31, 2017. Popularity was
determined based on Nielsen Average Audience Rating Percentage. The
first sample includes the 50 most popular television series among
viewers age 18-49. The second sample includes the 50 most popular
television series among viewers age 65 and older. Across both
samples, 72 unique series were evaluated. Both quantitative and
qualitative methods were used in the study to assess the portrayal
of senior characters. For quantitative measures, the first episode
of each series was analyzed and every speaking or named character
on screen was evaluated for measures including gender,
race/ethnicity, LGBT status, and age. Following this, a series of
measures regarding jobs and health were assessed to catalogue the
depiction of characters age 60 and older across these stories.
Finally, a qualitative analysis of main (i.e., leading, supporting,
and series regular) senior characters was performed.
About Humana
Humana Inc. is committed to helping our millions of medical and
specialty members achieve their best health. Our successful history
in care delivery and health plan administration is helping us
create a new kind of integrated care with the power to improve
health and well-being and lower costs. Our efforts are leading to a
better quality of life for people with Medicare, families,
individuals, military service personnel, and communities at
large.
To accomplish that, we support physicians and other health care
professionals as they work to deliver the right care in the right
place for their patients, our members. Our range of clinical
capabilities, resources and tools – such as in-home care,
behavioral health, pharmacy services, data analytics and wellness
solutions – combine to produce a simplified experience that makes
health care easier to navigate and more effective.
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 and
conference calls
- 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 900 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.
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Humana Corporate CommunicationsMark MathisO: 312-441-5010M:
630-835-6651mmathis@humana.comorUSC Annenberg School for
Communication and JournalismGretchen P. McCartneyO: 213-740-6302M:
410-215-1931gretchen.parker@usc.edu
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