Bodily display and self-awareness are generally mediated by restrictive ideologies of youthful beauty. ‘How do I look?’ is therefore a salient question in terms of personal ageing. Dance makes bodies watchable, while ageing has been claimed to make bodies ‘unwatchable’. Ethnographic research conducted amongst a group of older dancers provides an opportunity to study these ideological tensions empirically, by analysing the discursive representations of older dancers and their teacher. ‘The mirror’ is a productive theme in the data, giving access to (...) understandings of watchability of more and less literal sorts. It proves to be the case that, while dance as a practice for older women remains fitfully tainted by culturally dominant ageist assumptions about the body and ageing, it also opens up far more emancipating ideologies. Older dancers’ articulation of these ideologies are suggestive of how embodied ageing can be reconstrued, well beyond dance contexts. (shrink)

Contemporary consumer culture sees the body as the crucial indicator of the self and apparent bodily ageing as problematic. All bodies age, but how is evidence of ageing culturally interpreted? This article develops a critical-pragmatic analysis of consumerized body discourses, with particular focus on the semiotics of the visibly ageing face, in the context of lifestyle magazine features and advertisements on skin care. Such texts work to equate ageing with the look of ageing, problematize ageing appearance, and offer marketized solutions (...) to the ‘problem’ of ageing, using markedly gendered strategies. Texts aimed at a female market project skin care as a serious issue, pathologize the look of ageing, offer highly technologized solutions, and naturalize surgical intervention. The male market is being discursively engaged by strategies designed to normalize male investment in products and processes traditionally seen as in the domain of female bodily grooming. Consumerized male narcissism is enabled by ironic, ‘uncommitted’ discourses, the use of highly masculinized images and text, and, more recently, discourses which draw attention to the salience of the female appraising gaze. (shrink)

The concept of `the granny' is not uncommon in British media texts, in a range of stereotyped representations of older women and in (sometimes playful, sometimes serious) invocations of the grandmother role. `Granny parties' are one genre of recreational social event where young people dress up as grannies. In this paper I bring together data from the media and from an ethnographic study of granny parties in order to assess the age-political and ideological significance of `granny' in these very different (...) contexts. In both cases, representations and performances prove to be fashioned dialectically, in relation to normative assumptions about grannies as conservative, passive and out-dated characters. Despite the ludic frames of many representations, it isargued that the granny concept recycles restrictive ideological values for gendered ageing. (shrink)