This paper is based on a research project that is attempting to develop a more dynamic understanding of the images of women that are portrayed in the media, with a focus on the texts of television advertisements and representations of aging women in Hong Kong. The research puts special emphasis on the study of the process of aging women negotiating media texts that may not be intended for them, but that do represent them. Aging women are repositioned or identified as active audience members and consumers, rather than as victims of representation and of the market.
Bibliographical noteA draft of this paper was presented by Shun-hing Chan at the “Crossroads in Cultural Studies—Fourth International Conference” that was held from June 29 to July 2, 2002 in Tampere, Finland.
The project entitled “An Exploratory Study on the Representation and Reception of the Images of Older Women in the Mass Media in Hong Kong” was jointly conducted by the Department of Cultural Studies and the Asia-Pacific Institute of Aging Studies of Lingnan University, and the Department of Applied Social Studies, City University of Hong Kong between April 2000 and August 2002. The report, entitled A Study on the Representation and Reception of the Images of Elderly Women in Television Advertisements in Hong Kong (in Chinese) was published in February 2003.