Get off our roads Magoo: Are elderly drivers entitled to drive on our roads?
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Description
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 | ||||
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| Item Type: | Chapter in Book, Report or Conference volume (Conference contribution) | ||||
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| Measurements or Duration: | 7 pages | ||||
| Keywords: | Leximancer, Media Effects, Older Drivers, Stereotypes | ||||
| ISBN: | 186308 144 5 | ||||
| Pure ID: | 33563125 | ||||
| Divisions: | Past > QUT Faculties & Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
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| Copyright Owner: | Consult author(s) regarding copyright matters | ||||
| Copyright Statement: | This work is covered by copyright. Unless the document is being made available under a Creative Commons Licence, you must assume that re-use is limited to personal use and that permission from the copyright owner must be obtained for all other uses. If the document is available under a Creative Commons License (or other specified license) then refer to the Licence for details of permitted re-use. It is a condition of access that users recognise and abide by the legal requirements associated with these rights. If you believe that this work infringes copyright please provide details by email to qut.copyright@qut.edu.au | ||||
| Deposited On: | 04 Nov 2008 00:00 | ||||
| Last Modified: | 03 Mar 2024 10:10 |
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