DOI: 10.36347/sjams.2014.v02i02.054

Pages: 733-739

Since childhood we are trained into ageism and stereotyping of the older adults. As we grow we keep looking and searching for cues which support our prejudices and stereotypes. Studies reveal that young people generally tend to rate older adults with more negatives as compared to the positives. Discrimination and underestimation of potentials in the work place are common occurrences, by the hands of young employees of the old, exhibiting age-related biases. They tend to forget the benefits of experience, knowledge and insight as can be provided by the older adults. Physicians and therapists while neglecting their various needs specifically the sexual needs, become intolerant and insensitive, further hurting their self-image. Negative image formation, due to media portrayal of the old age not only hampers their image in the society but also their self –concept. Over accommodation and baby- talk does not always have the desired effect as thought to be, many a times making the individual feel even more helpless and strengthening of the belief that they can no more function independently. Growing old, is just another day of life, which can be as beautiful and graceful as all other days, towards which the younger generation should be made sensitive. Media should not only focus on the negatives but also on building positive images, thus helping the old in maintaining their much desired respect and dignity.