%0 Journal Article
%T Media portryal of the elderly
%A Lenartowicz-Skrzypczak, Jolanta
%J Media Research Issues
%V 2015
%R 10.4467/2299-6362PZ.15.027.4137 
%N Volume 58, Issue 2 (222)
%P 365-386
%K growing old, old age, education for health, media education, persuasive communication, quality of life
%@ 0555-0025
%D 2015
%U https://ejournals.eu/en/journal/zeszyty-prasoznawcze/article/starosc-w-zwierciadle-mediow
%X 
	As a result of human life becoming longer, almost one in three pensioners in developed countries has about 20 years of life at the moment of retirement. That requires “learning how to be old”, i.e. building the quality of life at that stage of life. Education in its widest sense is the area where a lot can be done. Education includes here both the formal and institutionalized learning and the incidental knowledge conveyed by mass media.
	Therefore, an interest in mass media, as an educational channel preparing people for old age, is on the rise.
	As old age is difficult to accept in our culture, various age groups push back the thought of becoming old, the organized education with its clear target groups does work adequately. Members of the potential target of information campaigns, educational programs, or other methods of persuasive communication do not identify themselves with the elderly. Widely available media
	On the basis of conducted research (a questionnaire and analysis of content of selected magazines and newspapers – both stages completed with a review and statistical analysis), presents what various age groups, expect from media, as well as the correlation between expectations of readers resulting from the research and the content offered through media. In accordance with the evaluation, the educational role of media under consideration is not fulfilled satisfactorily.