Discussions about representation and inclusivity in media studies, alongside increasing recognition of gendered and age-related inequalities, have prompted urgent and sometimes challenging questions about audience perceptions. How are representations of ageing women shaped in media, and how do they impact audiences? These questions have been evolving slowly in cultural-gerontology studies.

On Friday 28th March, PhD student Camilla Zampiolini, led a focus group exploring audience responses to female ageing in selected American TV programmes. Through screening clips from Sex and The City, and The L Word, the session aimed to examine the portrayal of women over 50 and the discourse and perceptions generated by these media representations.

As well as screening a selection of clips, the session also included a discussion on the evolution of representations of mature women over the past two decades, highlighting both the progress made and the limitations and stereotypes that persist within media narratives. While these issues do not lend themselves to straightforward solutions, the discussion provided an opportunity to assess achievements and identify the ongoing challenges in overcoming restrictive and homogenising narratives.

Session feedback was overwhelmingly positive, with a strong appreciation for the interdisciplinary approach adopted and the opportunity to discuss the topics. Future work will integrate a more diverse and inclusive approach, engaging a broader range of individuals from different age groups to foster a wider variety of experiences and perspectives.

Thanks to Elena Caoduro for her support, and to the AEL Athena SWAN team for their contribution to and support for the event.