ABSTRACT

Purpose

This study aimed to explain the visibility of older adults and how older adults are represented across Victorian, Australian aquatic and leisure facility websites.

Method

The visibility and representation of older adults across aquatic and leisure facility websites (n = 104) was determined using content and critical discourse analysis.

Findings

Our results indicate older adults are underrepresented visually across aquatic and leisure facility websites. Moreover, when older adults are represented visually across aquatic and leisure facility websites this is often accompanied by language and content that could be considered stereotyping and ageist.

Practical implications

Ageism and stereotyping are likely to impact on older adults’ engagement with aquatic and leisure facility and limit their health promoting potential. Aquatic and leisure facility management could engage in strategies including design for dynamic diversity and designing “with” older adults and not “for” an older adult to eliminate visual ageism in advertising.

Research contribution

This research is one of the first to identify and explain how ageism is embedded across aquatic and leisure facility websites. This research will guide aquatic and leisure facility management when creating advertising and marketing specific to older adults.

中文翻译：

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促进老年人参与体育活动：休闲设施广告的批判性分析

摘要

目的

本研究旨在解释老年人的可见度以及老年人在维多利亚州、澳大利亚水上和休闲设施网站上的表现。

方法

 使用内容和批评性话语分析确定老年人在水上和休闲设施网站上的可见度和代表性（n = 104）。

发现

我们的结果表明，在水上和休闲设施网站上，老年人的视觉代表性不足。此外，当老年人在水上和休闲设施网站上以视觉方式呈现时，通常会伴随着可能被视为刻板印象和年龄歧视的语言和内容。

实际影响

年龄歧视和刻板印象可能会影响老年人对水上和休闲设施的参与，并限制他们促进健康的潜力。水上和休闲设施管理可以采取包括动态多样性设计和“与”老年人一起设计而不是“为”老年人设计等策略，以消除广告中的视觉年龄歧视。

研究贡献

这项研究是第一个确定并解释年龄歧视如何嵌入水上和休闲设施网站的研究之一。这项研究将在针对老年人制作广告和营销时指导水上和休闲设施管理。