ABSTRACT
Pressure groups are effective because it is people who have economic activity and power, because they can go on strike and so on. Whereas older people are just a bunch of individuals who cost a lot. The media, the government and organisations working on behalf of older people publicise and legitimise different definitions of old age. These definitions identify particular characteristics as typical and important with respect to older people. These stereotypes arid how they are presented can continue to 'the socially constructed images of the elderly as a problem and help implement policies based on often misleading stereotypes'. The chapter sets out the nature and origins of two contrasting stereotypes of older people and examines their implications for old-age politics. It examines empirical evidence gathered by our project as to the prevalence and impact of these stereotypes.
