“We’ve got to get rid of her”: representation of older adults on the preschool television show Grandpa in My Pocket

ABSTRACT

Studies of television programs and films targeting children at elementary school age systematically reveal a vast spectrum of sexist and ageist stereotypes regarding older women and men, presenting children with distorted sociocultural perceptions that perpetuate the social marginalization and devaluation of older adults. Little is known, however, regarding prevailing stereotypes associated with older women and men in television programs targeting younger children, especially preschoolers. To fill this gap, the present study examined the salient gendered and ageist stereotypes embedded in the storylines of the well known Cbeebies television show “Grandpa in My Pocket”. By applying qualitative content analysis to 28 episodes of the show’s five seasons, we aimed at answering the following questions: What images of older men and women does this show convey to young children; and what models of social interaction the older adults maintain with other characters. Our findings show that this program actually misses its opportunity to present preschoolers with more positive images of older adults, and especially of older women, who are pictured as weird, bizarre, mean, socially isolated and devaluated. Moreover, the older women are systematically subjected to various forms of “comic violence”, including humiliation, intimidation and physical harm.

KEYWORDS:

• Older adults
• preschool television programs
• gender stereotypes
• educational programs
• Cbeebies
• content analysis
• age representation

Acknowledgments

We would like to thank Professor Dafna Lemish for her valuable comments and advise.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This research was supported by the I-CORE Program of the Planning and Budgeting Committee and The Israel Science Foundation [grant 1716/12].

Notes on contributors

Galit Rovner-Lev

Galit Rovner-Lev is a Ph.D. student at the Department of Communication Studies at Ben-Gurion University of the Negev, Israel. She specializes on parental mediation in early childhood and media representation of minority groups.

Nelly Elias

Nelly Elias (Ph.D. Tel-Aviv University, 2003) is Associate Professor in the Department of Communication Studies at Ben-Gurion University of the Negev, Israel. Among her main research interests are media and early childhood and media uses in the family life and parenting. Recently she conducts a series of projects on implications of the mobile phone use on parent-child communication in public places and on grandparental mediation of young children’s media uses.