Abstract
This chapter looks at the representational strategies applied to ageing femininities in popular media content. Although ageing femininities generally remain invisible in popular television fiction, the past decade we have seen a trend of increasing fictional content representing women of age. In the body of work on ageing femininities in popular culture, most research has considered representations in television content, fiction and advertising. Popular visual culture seems to have represented ageing femininities more often in recent years, but as studies have shown, the contemporary popular media space still lacks diversity and has only a limited set of stereotypes. Representations of ageing femininities in popular culture – particularly visible, embodied representations – have a limited set of articulations. As Justine Coupland pointed out, contemporary popular culture has articulated new ideologies and representations of ageing embedded in a commercialised discourse promoting a certain ‘look’ for ageing.
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