Images of ageing in a 50+ magazine

The aim of this paper is to study what kind of ageing identity is constructed and what kinds of roles in old age are available for the readers of magazines aimed at readers over 50 years of age. The data comprise the back issues for the years 1996 and 2006 of the most popular 50+ magazine in Finland.There were three dominant patterns of talk. Talk of freedom included freedom from work and from predetermined roles, but also possibilities for new identities. Talk of activity emphasized physical activity, but also being mentally active and curious even in old age. Looking good in old age was always important, but in the more recent data, there was also praise of the charisma of older people associated with their life experiences. The magazine builds self-confidence among older people and encourages them to re-shape their lives.