Next Article in Journal
Fear, Sovereignty, and the Right to Die
Next Article in Special Issue
Negotiating Deaf Bodies and Corporeal Experiences: The Cybernetic Deaf Subject
Previous Article in Journal
‘As Nobody I was Sovereign’: Reading Derrida Reading Blanchot
Previous Article in Special Issue
Disability as Microcosm: the Boundaries of the Human Body
Societies 2013, 3(1), 52-65; doi:10.3390/soc3010052

From Zoomers to Geezerade: Representations of the Aging Body in Ageist and Consumerist Society

1,*  and 2
1 Department of Sociology, University of New Brunswick, PO Box 4400, Fredericton, New Brunswick, E3B 5A3, Canada 2 School of Nursing, Jacqueline-Bouchard Building, University of Moncton, 18 Antonine-Maillet ave, Moncton, New Brunswick, E1A 6W5, Canada
* Author to whom correspondence should be addressed.
Received: 31 August 2012 / Revised: 17 December 2012 / Accepted: 17 December 2012 / Published: 10 January 2013
(This article belongs to the Special Issue Embodied Action, Embodied Theory: Understanding the Body in Society)
View Full-Text   |   Download PDF [188 KB, 11 January 2013; original version 10 January 2013]   |   Browse Figures


This paper is based on an analysis of representations of seniors in the media. In particular, we examine images of the bodies of seniors in the advertising campaigns promoting a product called Geezerade sold in Circle K convenience stores in the Atlantic provinces of Canada in the summer of 2011. We contrast these with images of seniors in the Canadian magazine Zoomer, formally CARP magazine, a magazine published by the Canadian Association of Retired People, a seniors advocacy organization. Following Goffman’s arguments in his seminal presidential address to the American Sociological Association, “the Interaction Order”, we take the position in this analysis that the body does not determine social practices but none-the-less the body is the sign vesicle that enables interaction. Concomitant however, while the images of bodies we see in the media do not determine the signs given and given off via bodily presentation, they none-the-less provide us with the categories by which we interpret those signs. We conclude that the images in the Geezerade campaign and Zoomer magazine represent a binary model of images of seniors that reflects ageist and classist assumptions about the bodies of seniors. Such a model limits the categories through which we understand the aging body and fails to account for the diversity of seniors’ bodies in society.
Keywords: ageism; senior’s bodies; images of seniors ageism; senior’s bodies; images of seniors
This is an open access article distributed under the Creative Commons Attribution License (CC BY) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Share & Cite This Article

Further Mendeley | CiteULike
Export to BibTeX |
EndNote |
MDPI and ACS Style

Low, J.; Dupuis-Blanchard, S. From Zoomers to Geezerade: Representations of the Aging Body in Ageist and Consumerist Society. Societies 2013, 3, 52-65.

View more citation formats

Related Articles

Article Metrics


[Return to top]
Societies EISSN 2075-4698 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert