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About the study
This extensive qualitative study explored how age is portrayed in the media (specifically across television, radio and the internet). It involved a cross section of the UK audience (180 participants in total) aged between 13 and 92 and a small group of industry experts. The research was commissioned by the BBC, on behalf of the Creative Diversity Network.
Above all, audiences want broadcasters to provide creative and high quality content. To do this most effectively it helps to understand what drives audience views about the content they consume and the importance that they attach to authentic representation and portrayal within the mix.
This research sought to investigate 'age' as one aspect of this portrayal and representation and explore whether and how it resonates with audiences. As society ages and the demographic balance between young and old shifts it is a timely moment to explore this issue.
Method
Main activities included:
1) Three day long deliberative workshops with a cross section of people aged 18 - 75 in Birmingham, Edinburgh and London.
2) Nine focus groups - two with young people aged 13 to 19 in Liverpool, five with older people aged 70 and over in Cardiff and Barnet, and two with people aged 18 to 75 in Belfast.
3) Follow up telephone interviews with 40 participants who took part in a workshop or focus group.
4)14 investigative interviews with broadcast experts and non broadcast experts.
5) Questions measuring satisfaction with age portrayal across TV, radio and internet were added to the to the ICM Omnibus survey, the BBC Pulse Daily Survey and the BBC Pulse 'Omnibus' Survey.
Read the study here.
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Of interest:
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- NatCen Social Research
- 35 Northampton Square, London, EC1V 0AX
- Charity no. 1091768
- info@natcen.ac.uk
