Get off our roads Magoo : Are elderly drivers entitled to drive on our roads?

Larkin, Ingrid K., Previte, Josephine A., & Luck, Edwina (2008) Get off our roads Magoo : Are elderly drivers entitled to drive on our roads? In Australian and New Zealand Marketing Academic Conference (ANZMAC) 2008, 1-3 December, 2008, Sydney, Australia.

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What is the 'magic age' at which drivers transform into being hazardous drivers? It appears that many media commentators and Australian citizens believe it is when you become a 'senior citizen'. This paper presents a media analysis that explores the stereotyping of older drivers as 'bad', 'hazardous' and 'dangerous'. Framing the discussion using media effects theories the paper questions whether the portrayal of older road users by the media is ethical or sound. Specifically, the paper focuses on the perspective of heavy media coverage and influence of media on public perceptions and the reinforcement of aged stereotypes. Based on media analysis the discussion concludes that ethical guidelines are required which sensitise marketers and policymakers to flawed portrayals of the elderly as a strategy to eliminating negative stereotypes of older road users.

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ID Code: 15466
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
Keywords: older drivers, policy, media, elderly
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2008 (please consult author)
Deposited On: 04 Nov 2008 00:00
Last Modified: 29 Feb 2012 13:45

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