My master’s thesis examines the aestheticization of aging in communication and consumption. To illustrate this, I studied businesswoman and celebrity Jane Fonda, who positions herself as a spokesperson and model for successful aging—what she terms “the third act of life.” For Fonda, this represents a second adult life that, according to her, is “available to everyone.” She proposes a new metaphor for aging: the ladder. In this ladder—which one must climb “forever”—a model of “successful aging” is defined by the “self as a project,” the “entrepreneurial self,” while disregarding existing diversities. The research originated from observing images of older women in the media, which generally present as narratives of lifestyle images—models, prescriptions, and examples of how to age in a considered successful manner. Ironically, I termed these narratives as “the hype of aging”: a fervent movement on aging that seems “more like a fashion statement” than a genuine concern about old age or older individuals. The problem with these narratives is that they tend to construct and reinforce a model of aging that is aesthetically striking and predominantly based on youthful appearance, physical fitness, an active/productive life, and constant happiness.
The importance of this reflection for us as a society is significant: we are daily impacted by images and statements that reinforce consumption patterns, such as the idea of aging appropriately. This constitutes a call for constant self-improvement, a “race against time” to avoid obsolescence. It prevents or limits our ability to think about aging in a collective and social manner. In the case of women, there is an additional layer of prejudice—sexism and ageism—which is why my research focuses on female aging.
Key Findings: I observed that the acceptance of aging is often framed by the motto “age gracefully without looking old.” To be considered someone who has aged “successfully,” one must be elegant, fashionable, active, able to reinvent oneself, fun, upbeat, and sexually active. This requires adopting certain self-management behaviors to serve as positive examples and thus justify old age as a lifestyle. Utilizing the fashion industry, I termed this model of aging as prêt-à-porter: a “model of aging” that seems to be purchasable like a garment—from a rack or a display—and applicable to all women. The problem is that not everyone can afford the costs associated with this “successful aging.”
Benefits of These Reflections: How can we conceptualize aging when media continually produces and reproduces images that promote youth as a value, especially for women? Based on my research and ongoing studies, I believe I gather data and insight to develop an inclusive communication language—both textual and visual—that embraces existing diversities.