Depictions of aging Americans as disengaged
from technology and ridiculed for their health have the potential
to reduce optimism, a key indicator of healthy aging
Popular culture – and film in particular – continues to
misrepresent seniors age 60 and over, inaccurately portraying the
group in ways that may adversely affect how they view themselves
and their health, according to new research.
The findings are part of a growing body of work from a
partnership between Humana Inc. (NYSE: HUM) and the University of
Southern California’s (USC) Annenberg Inclusion Initiative to
determine the effects negative portrayals of seniors on film may
have on aging adults in America. Dr. Stacy L. Smith, director of
the USC Annenberg Inclusion Initiative, led the film portion of the
research, which analyzed how seniors age 60 and over are portrayed
in the 100 top-grossing films from 2016.
Out of the 100 films analyzed by USC Annenberg, 57 films
featured a leading or supporting senior character. Of those 57
films, 44 percent featured ageist comments, with characters being
referred to in demeaning ways, such as “old and decrepit,” “grumpy
old rat,” or “crazy old man.” Further, a majority of the films with
ageist comments (56 percent) included negative references regarding
the health of seniors, including remarks about mental well-being,
memory and hearing.
“There has been virtually no progress in the volume of senior
representation in the top-grossing films in the past year,” said
Dr. Smith. “As Hollywood embraces representation of other diverse
groups, it’s imperative for aging Americans to be included in the
industry’s focus on inclusion.”
The study also found that a majority of seniors in films are
portrayed uncharacteristically – disengaged with technology and
uninterested in travel, a notion debunked by Humana’s research,
which found the opposite to be true.
According to Humana, the majority of aging Americans – 89
percent – are using computer technology, including the internet, on
a weekly basis. On screen, only 41 percent of senior characters
engaged with technology.
Humana’s research also found that seniors are active travelers,
with 63 percent traveling at least once a year. According to USC
Annenberg’s analysis, only 22.6 percent of seniors portrayed on
film were shown traveling.
“As aging Americans continue to see these inaccurate depictions
of themselves onscreen, their view of life past the age of 60 may
begin to feel scary or ominous,” said Dr. Yolangel
Hernandez-Suarez, vice president and chief medical officer, care
delivery at Humana. “Our research shows that staying optimistic is
vital to the perceived physical and mental health of seniors, and
films may be negatively impacting their health by portraying
seniors in demeaning or inaccurate ways.”
In fact, Humana’s quantitative survey of 2,000 people age 60 or
over, found 87 percent of seniors who identify themselves as most
optimistic reported their health as good to excellent, while only
44 percent of those who identified themselves as least optimistic
reported the same. Additionally, the most optimistic respondents
reported nine fewer physically unhealthy and seven fewer mentally
unhealthy days per month than their least optimistic
counterparts.
Further, 97 percent of the most optimistic seniors cited
remaining physically active as a key motivator for maintaining good
health, which contradicts depictions of seniors in popular films.
Other motivators included enjoying the ability to travel (81
percent) and keeping an active social life (80 percent).
For additional background on Humana and USC Annenberg’s previous
research on this topic, please visit:
http://press.humana.com/press-release/current-releases/film-study-pop-culture-stereotypes-aging-americans.
About the Humana Quantitative
Analysis
The quantitative survey includes 2,000 responses from U.S.
adults aged 60 and older. Respondents represent a
nationally-representative sample of older adults based on U.S.
Census statistics for age, gender, geographic region, and
race/ethnicity. It was conducted between August 13-17, 2017, and
was designed to assess perceptions of retirement, ageism and what
motivates these people to stay healthy as they age. Other data
collected include general self-assessment of health, activity
levels and perception of aging in popular culture.
About the USC Annenberg Film
Study
The USC Annenberg Inclusion Initiative used both quantitative
and qualitative methods in the study to assess the portrayal of
senior characters. For quantitative measures, every speaking or
named character on screen was evaluated for measures including
gender, race/ethnicity, LGBT status, and age. Following this, a
series of measures regarding jobs and health were assessed to
catalogue the depiction of characters age 60 and older across these
stories. Finally, a qualitative analysis of main (i.e., leading or
supporting) senior characters was performed.
About Humana
Humana Inc. is committed to helping our millions of medical and
specialty members achieve their best health. Our successful history
in care delivery and health plan administration is helping us
create a new kind of integrated care with the power to improve
health and well-being and lower costs. Our efforts are leading to a
better quality of life for people with Medicare, families,
individuals, military service personnel, and communities at
large.
To accomplish that, we support physicians and other health care
professionals as they work to deliver the right care in the right
place for their patients, our members. Our range of clinical
capabilities, resources and tools – such as in-home care,
behavioral health, pharmacy services, data analytics and wellness
solutions – combine to produce a simplified experience that makes
health care easier to navigate and more effective.
More information regarding Humana is available to investors via
the Investor Relations page of the company’s web site at
www.humana.com, including copies of:
- Annual reports to stockholders
- Securities and Exchange Commission
filings
- Most recent investor conference
presentations
- Quarterly earnings news releases and
conference calls
- Calendar of events
- Corporate Governance information
About the USC Annenberg School for
Communication and Journalism
Located in Los Angeles at the University of Southern
California, the Annenberg School for Communication and
Journalism is a national leader in education and scholarship
in the fields of communication, journalism, public diplomacy and
public relations. With an enrollment of more than 2,200 students,
USC Annenberg offers doctoral, graduate and undergraduate degree
programs, as well as continuing development programs for working
professionals, across a broad scope of academic inquiry. The
school's comprehensive curriculum emphasizes the core skills of
leadership, innovation, service and entrepreneurship and draws upon
the resources of a networked university in a global urban
environment. Based at the USC Annenberg School for Communication
and Journalism in the heart of Los Angeles, the USC Center for
Public Relations (CPR) is truly at the center of one of the
world’s most dynamic professions. Our mission is to connect
corporations, agencies, academics and students to define the future
of our industry and to develop those who will shape it.
About USC Annenberg Inclusion
Initiative
Launched over 10 years ago by Founder/Director Dr. Stacy L.
Smith, the Initiative is globally recognized for its valuable and
sought after researched-solutions to advance equality in
entertainment. The Annenberg Inclusion Initiative’s findings create
valuable and sought after research-based solutions that advance
equality in entertainment. Dr. Stacy L. Smith is the Founder
and Director of the Annenberg Inclusion Initiative which launched
over ten years ago. Dr. Smith and the Annenberg Inclusion
Initiative examine gender, race/ethnicity, LGBT status, disability,
and age on screen and gender and race/ethnicity behind the camera
in cinematic and television content as well as barriers and
opportunities facing women and people of color in the entertainment
industry. The Annenberg Inclusion Initiative also conducts economic
analyses related to diversity and the financial performance of
films. In 2015, LA Weekly named Dr. Smith the #1 Most Influential
Person in Los Angeles, and she has spoken on research at multiple
high-profile engagements ranging from the TED Women stage to the
United Nations. Dr. Smith and the Annenberg Inclusion Initiative
have been featured in The New York Times, Los Angeles Times, The
Atlantic, Newsweek, The Hollywood Reporter, Variety, and NPR, among
others. The Annenberg Inclusion Initiative’s most recent research
reports include the Comprehensive Annenberg Report on Diversity
(CARD), multiple landmark studies with Sundance Institute and Women
in Film Los Angeles and two studies on inclusion on screen and
behind the camera across 900 top-grossing films conducted at USC
Annenberg. The Annenberg Inclusion Initiative is generously
supported by The Annenberg Foundation, The Harnisch Foundation,
Sony Pictures Entertainment, EPiX, Humana, LUNAFEST, The Jacquelyn
and Gregory Zehner Foundation, and other individuals. To learn
more, visit http://annenberg.usc.edu/aii or follow on Twitter
@Inclusionists or on Facebook.
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version on businesswire.com: http://www.businesswire.com/news/home/20180122006169/en/
Humana Inc.Mark Mathis, 312-441-5010Corporate
CommunicationsMobile: 630-835-6651mmathis@humana.com
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