8M: A study revealed that women over 60 are the least visible in the media and the most discriminated against

under the International Women’s DayTalking about image seems somewhat superficial, but it goes further when it is a large part of the female population in Mexico who feels and finds that her life and the image she sees in her mirror does not have the less place in the daily visual.

VisualGPS conducted a study to discuss this situation of zero representation and the data provided point out that the baby boomer generation (composed of people over 60) report feeling discriminated againstwhich is confirmed by a majority of 70% of those questioned and of this figure, women are those who perceive discrimination the most.

When an advertisement is shown where a An elderly person is normally seen cooking, caring for grandchildren, doing housework or knitting and it becomes a stereotype that permeates the idea of ​​an older woman.

In the Press release n° 568 of September 2022, INEGI said that in Mexico 5,848,997 older people workall working half women and 7% of them work without receiving pay; and it is their work and their social activities, their lives that are not fully represented in the media.

Using a recognition tool, VisualGPS developped by iStock analyzed multimedia content such as photos and videos that Mexican companies and brands associate with the word “woman” and the the generality of the results showed that young adult womenwhile minimal were the illustrations of older adults.

The slides that showed women over 60 were related to domestic occupationsparticularly in the roles assigned to care or service, which limits the visibility of this social conglomerate in the diversity of the fields in which they have evolved since it is women who, due to gender stereotypes, are more linked to activities at home.

Based on the results of his research, dreary normanthere Director of Creative Insights for the iStock Americas I affirm that

INEGI For his part, he points out that 23% of the elderly population who are employed are engaged in trade, on a par with agricultural jobs and followed by industrial jobs, craftsmen and assistantswhich is not reflected in the media and content when older women are placed in care work or unpaid work in the home.

Norman He continued, “Visual content has the power to create or break stereotypes. Authentic content makes women feel seen, included and accepted…”

Questions about the position of women in Mexican society are more widespread, reaching different platforms and access is facilitated to know different experiences that offer another perspective of the realities that women live to show that stereotypes are not a materiality for all women.

There Director of Creative Insights for the American continent ends:

Thus, under the objective iStock images of women were captured in old age bonus in the naturalness of his daily life, with gray hair, with wrinkles and opening the conversation to find out if all women are really seen.