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Los medios hacen autocrítica sobre el tratamiento de los mayores De izquierda a derecha, el sociólogo Javier Gállego; Pablo Iglesias, de Servimedia; Juan Fernández Vegue, de Radio Nacional de España; Clara Esteban, de Onda Madrid, y Roberto Arce, periodista y presentador de Mediaset España.
Uppers.es ha estado presente en 60 y Mucho Más, primera feria senior, como medio colaborador y de la mano de Roberto Arce, periodista y presentador de Mediaset España y colaborador de Uppers, ha moderado la Mesa de debate en la que se ha hablado de edadismo y medios de comunicación Periodistas y expertos reconocen en esta Mesa de debate la necesidad de recuperar los valores de la experiencia y la madurez para crear una sociedad más cohesionada generacionalmente Cinco términos que los medios utilizan mal a menudo y que marginan a los mayores Son los protagonistas habituales de las secciones de Sucesos, Salud o Economía, pero no de manera positiva. En los medios de comunicación las personas mayores son la parte visible de la noticia cuando sufren violencia o malos tratos, son víctimas de enfermedades o representan una amenaza para las arcas públicas. Y sin embargo, la esperanza de vida en España supera los 80 años, llegar a ser centenarios es un hecho probable y el 70% de la renta de la UE está en manos seniors.
Opinión pública vs. realidad Mostrar la diferencia entre el estereotipo y la realidad ha sido el objetivo de la Mesa de debate sobre edadismo y medios de comunicación celebrada en la inauguración de ’60 y Mucho Más’, la primera feria integral dedicada al sector senior. Con más de 1.000 metros de exposición la feria ofrece desde hoy y hasta el 13 de octubre los mejores productos y servicios relacionados con las personas mayores, además de una completa oferta de conferencias y talleres prácticos.
Moderada por Roberto Arce , la Mesa de debate ha contado con la presencia de Juan Fernández Vegue , de Radio Nacional de España; Pablo Iglesias , de Servimedia; Clara Esteban , de Onda Madrid, y Javier Gállego , sociólogo y colaborador de radio y televisión. Los cinco han debatido, entre otros temas, sobre los estereotipos en los medios y las buenas prácticas periodísticas para evitar el edadismo .
Roberto Arce: “Los seniors tenemos menos cargas en la mochila y nuevas expectativas” El periodista y presentador de Mediaset España y colaborador de 'Uppers' ha puesto en valor el papel de los medios de comunicación como transmisores de una realidad compleja , como es la de las personas mayores: “los medios tenemos la obligación de defender a colectivos que pueden tener problemas o ser más vulnerables”.
Si mostrar la realidad menos cómoda es el primer mandato de cualquier medio, también es cierto que los nuevos tiempos exigen otra mirada por parte de los periodistas. “Los seniors tenemos menos cargas en la mochila, menos cargas económicas, hijos ya crecidos o independientes. Hay problemas en esta nueva etapa vital, pero también nuevas ilusiones y expectativas que en la primera mitad de la vida no conocíamos”, explica el presentador de ‘Amores que duelen’.
Clara Esteban: cambio de paradigma, cuando los seniors tienen el poder de compra La periodista de Onda Madrid ha resaltado el nacimiento de un nuevo paradigma cuyo centro está precisamente en los senior. “La juventud vende pero solo piensa en los jóvenes. Los mayores necesitan referentes, ellos también tienen sus intereses en todos los ámbitos como, por ejemplo, en la ficción. La edad madura también vende porque ellos y ellas (los seniors) son los que compran ”, explica. Los seniors, en opinión de esta periodista, tienen el poder de decidir las compras y son, por tanto, claves en la economía: tienen tiempo para viajar, cultivarse o darse un capricho, les interesa la tecnología y, con una expectativa vital más amplia, piensan incluso en hacer los grandes gastos pensados, inicialmente, para los consumidores más jóvenes , como la compra de una nueva casa o una segunda residencia.
Juan Fernández Vegue: “Los mayores se han adaptado a los tiempos mejor que otros grupos” Para este comunicador, que atesora 13 años de experiencia informando sobre los mayores en Radio Nacional de España, el principal valor de los seniors es su capacidad de adaptación. “Los mayores se han adaptado a los tiempos mejor que otros grupos. No es raro porque juntos han hecho la Transición, algo que debería ser tenido en cuanta por los políticos actuales . Quizás deberían preguntarles”, afirma este periodista, que también puso en valor el papel de los abuelos: “si vas a cualquier colegio, ves que quienes recogen a los niños son los abuelos. Ellos son también los que han ayudado a sus hijos durante la crisis ”. Los datos así lo confirman: la pensión media de jubilación en España supera los 900 euros, y el sueldo medio de un trabajador español está por encima de los 1.000, según el Ministerio de Hacienda. La crisis ha hecho que el poder adquisitivo de ambos se haya equiparado y que los seniors sean un target tan valioso como cualquier otro.
Pablo Iglesias: “Los programas de radio o televisión se equivocan marginando a los mayores” El periodista de Servimedia, uno de los pocos medios cuyo libro de estilo ofrece una serie de prácticas recomendadas contra el edadismo, resaltó el ‘olvido’ de los medios de comunicación hacia los seniors: "estamos dando demasiada importancia a la juventud . Los programas de televisión o radio a menudo se equivocan marginando a los mayores”. En opinión de este periodista, este ‘olvido’ proviene de una razón profunda. “Lo que prima es la sociedad líquida, el pensamiento rápido e instantáneo y la comunicación corta. Hablamos en forma de eslogan y eso provoca una quiebra generacional”. ¿Hay forma de revertir esta situación? “La forma de arreglarlo es dar más luz a los mayores para aprender valores que podríamos perder. Una sociedad que no hereda los valores de los mayores es una sociedad condenada a morir”, explica Iglesias.
Javier Gállego: “Se está perdiendo lo humano que hay en la experiencia de los mayores” Para el sociólogo, habitual colaborador en programas de radio y televisión, combatir el edadismo comienza por apreciar el valor de los mayores, algo prácticamente inexistente , excepto en época electoral cuando los seniors son objeto de múltiples promesas o, en el caso de algunos medios, cuando hay grandes audiencias en juego. “Los políticos y los medios utilizan a los mayores cuando les interesa. Los utilizan como mercancía, todo se organiza en torno al share porque los medios son empresas. Esa es la clave”, advierte Gállego.
Sin embargo, la pujanza del colectivo senior es ya patente: “el peso social, electoral y económico de los mayores ya es más importante que el de los jóvenes ”, afirma este sociólogo, que otorga un valor incuestionable a la experiencia. “Esta sociedad está perdiendo lo humano que hay en la experiencia de los mayores . A diferencia de otras épocas, en las que la experiencia de los años era venerable, la atracción por este relato se está perdiendo entre los jóvenes. Todo es impacto. Lo atractivo está en la imagen y no en la reflexión”, afirma.
Los cinco errores del lenguaje edadista Detectar el edadismo y ofrecer una alternativa es un gesto quizás pequeño, pero indispensable para dotar de verdadero valor al colectivo senior. Según la Unión Democrática de Pensionistas y Jubilados, estos son los términos que ningún medio de comunicación debería usar:
No son ‘clase pasiva’, aportan a la sociedad. No son ‘dependientes’, no es un sinónimo de las personas mayores. No son ‘viejos’ ni ‘ancianos’, son términos peyorativos, cargados de prejuicios. No son ‘cargas’, son vulnerables y pueden necesitar apoyo social, pero siguen aportando a su comunidad, entornos familiares, a la economía y a la sociedad. No son ‘nuestros mayores’ ni ‘nuestras personas mayores’. Las personas nunca pueden ser tratadas en términos de propiedad. Si queremos dar un trato de proximidad, es mejor hablar de nuestro entorno o sociedad. Prácticas recomendadas Los términos correctos son ‘mayores’, ‘personas mayores’ o ‘personas de edad avanzada’ . Son términos objetivos en los que no hay valoraciones de ningún tipo.
Términos adecuados, pero insuficientes: ‘jubilados’, ya que hay personas que han dejado de trabajar y no son necesariamente mayores, y ‘abuelos’, con connotaciones paternalistas .
Temas