ABSTRACT
This article examines West German images of old age and the elderly in a period when this increasingly became a topical issue. Between the 1970s and the 1990s, the elderly were the subject of socio-critical reports in leading political magazines like Der Spiegel, Die Zeit and Stern. In these specific journalistic formats, the media entered unfamiliar places like old people's homes, the elderly's private apartments or tea dances for senior citizens. By analysing the language used in such media reports, this article shows continuity and change in attitudes towards the elderly, explores the impact of the new old-age model 'the young at heart', and the relevance of gender and generational ascriptions. In doing so, this article uncovers the recent historical context of current social debates about old age.
