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Valuing older peopleA humanist approach to ageing$
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Ricca Edmondson and Hans-Joachim Von Kondratowitz

Print publication date: 2009

Print ISBN-13: 9781847422927

Published to Policy Press Scholarship Online: March 2012

DOI: 10.1332/policypress/9781847422927.001.0001

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Exploring positive images of ageing: the production of calendars

Exploring positive images of ageing: the production of calendars

(p.277) Sixteen Exploring positive images of ageing: the production of calendars
Valuing older people

Eileen Fairhurst

Sue Baines

Policy Press

There is a growing interest in, and an accumulating corpus of knowledge on, visual representations of ageing. There has been an emphasis, especially by policy makers, on positive ageing. One part of the Valuing Older People programme is the Positive Images of Ageing campaign. This campaign is a deliberate intervention into an ongoing public debate about the meaning of ageing itself, which seeks to steer the debate into particular directions. As part of this campaign, four calendars have been produced, and the calendar for 2009 is in production. The intent is to depict ‘positive and challenging images of older people’. This chapter explores some of the different interpretations of positive ageing that the makers of the calendar conveyed, and shows how the reader's political and moral views also influence how s/he reads the pages s/he sees.

Keywords:   visual representation, policy makers, positive ageing, calendars, older people, challenging images

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