Older People's Strategy - Newcastle City Council

36Outcome 1cOlder people are respected and valued and freefrom discriminationIssues and prioritiesThe images we hold of older people can range fromnegative stereotypes, through to poor attitudes and ultimatelydiscrimination in provision of goods and services. All of thesehave a negative impact on the lives of older people.Where we are nowImages of older peopleOlder people are often portrayed in the media either as victimsor heroes. The prospect of an ageing population is oftenreferred to as a ‘demographic timebomb’ with the assumptionthat older people are a burden to be carried. The NationalUnion of Journalists has recently published guidelines onreporting age, which can be used as a tool to ensure thatthe reporting of older people is more positive.We need to present a more balanced view of older people,who are often the backbone of our family and community life,by developing better links with the media to improve coverageof older people in the press and on television and to ensuregreater coverage of issues which are important to older people.Older people are a very diverse group. We need to respect andvalue the different cultures, lifestyles and experiences in theway in which we develop and deliver services.