“Classic ageism” or “brutal economy”? Old age and older people in the Polish media

This article explores media discourse of ageing, taking the example of Poland and relating it to a broader discussion of ageing policy. The discourse in news magazines appears both to reflect and create attitudes towards older people, which in turn has implications for ageing policy. To reveal the nature of these attitudes, we use a method of attitudinal positioning. The study analyzes articles that appeared in the four largest Polish weekly opinion news magazines, in the 2004–2007 period. Various domains in the discourse of ageing are identified, yet only the family and market domains seem to be described in exclusively positive terms: the authors discuss the implications of this for ageing policy.