The health of the elderly on television: healthy lifestyle prescription

Abstract

This article presents the analysis of the framing of the health of the elderly on a program of the series ‘Ser  Saudável’, on TV Brasil, and also in an edition of the  program ‘Bem Estar’, on TV Globo. It adopts as  theoretical-methodological path the idea of frame as  ‘interpretative packages’ socially shared, which  produce senses, from certain perspectives. It identifies the hegemony of Technical-Scientific and Behavioral  and Individual Responsibility frameworks in  addressing the issue, both in a non-commercial  broadcaster and in commercial TV, while the Sociocultural and Environmental and Public Policy  frameworks emerge tangentially. This reinforces the  idea of a successful old age for those who follow the  medical recommendations and makes healthy choices, without taking into account social  determinants and the role of the State in promoting  the health of the elderly.