Yesterday’s post was about the role of Soaps in portraying the 50+ and the way this influences their image in advertising. (Soaps are a major driver of advertising schedules).
Mike contacted me again with some examples that his daughter had provided from the UK Soap: EastEnders.
I quote.
“.. Characters over 50 in EastEnders: Dot Cotton: Still working in a Coin-Op launderette at well past retirement age rather than enjoying her latter years. One of the only characters in EastEnders who smokes, although this information from ASH contradicts entirely what is been portrayed: "Smoking is highest among those aged 20-34: 37% of men and women in this age group smoke. Among older age groups prevalence gradually declines with the lowest smoking rate among people aged 60 and over: 17% smoke in this age group." Smoking obviously carries negative connotations - but they don't think twice about giving these to an older character. Only one other character (Paul Truman) in EastEnders is seen smoking. How can that reflect real life - especially when half of it is in the pub?
Pat Evans - husband died leaving her nothing. Now working in café. Pauline Fowler - still working in launderette Nanna Moon - lives with grandchildren, going senile. Mo Slater - no job, been in prison Den Watts - gangster, criminal
And that's about it.
None of them in a 'profession', they even got rid of Doctor Legg and replaced him with a 30 something ethnic minority doctor. None of them wealthy. None of them happy. No children at University. The more you start to analyse it, every soap has the same kind of characters and no over 50s who are successful, through honest and 'normal' work as well as being likeable…”
Makes you think doesn’t it!
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