Assyfa Learning Journal, vol. 3 (2), pp. 37–46, 2025
Received 1 Desember 2024 / published 30 July 2025
https://doi.org/10.61650/alj.v3i2.694

Media Representations and Ageing: The Influence
of Bollywood on the Upper Economic Class in
Urban Mumbai and Implications for Media
Literacy
Samikshya Madhukullya1, and Sandeep Gupta2
1. Tezpur University, Tezpur, Assam,India
2. Nagaland University, Nagaland, India
*Corresponding Author: madhusami1000@gmail.com
Abstract
Mumbai’s urban upper economic class faces unique pressures to maintain
youthfulness, shaped by pervasive societal norms and the influential
portrayals of ageing in Bollywood media. This study aims to evaluate how
Bollywood's representations impact perceptions of ageing among
Mumbai's affluent, and to explore the implications for media literacy and
educational strategies. Employing a quantitative survey approach, data
were collected from 32 upper-class residents of Mumbai using Google
Forms and analyzed with SPSS to assess attitudes toward ageing, the
influence of media, and gendered expectations. The findings reveal that
Bollywood's youth-centric narratives significantly contribute to negative
perceptions of ageing, reinforcing ageist stereotypes and intensifying the
desire to appear youthful, with notable differences between male and
female respondents. These results underscore the urgent need for inclusive
and diverse media representations, as well as the integration of media
literacy interventions in educational and community settings to foster
critical engagement with age-related stereotypes. The study concludes that
promoting media literacy and age-inclusive content can play a pivotal role
in challenging societal biases, supporting intergenerational understanding,
and informing policy and curriculum development in urban India.
Keywords: Ageing, Bollywood, Media Literacy, Urban Upper Economic
Class, Educational Strategies, Mumbai.

INTRODUCTION
Over the past few years (Chakhtouna et al., 2024; Zhang et
al., 2023), the representation of aging in media has garnered
significant attention within global social and media studies
(Qu et al., 2024; Teixeira et al., 2024). This interest is

particularly pronounced in urban settings, where the media's
portrayal of older individuals influences societal perceptions
(Karjigi et al., 2024; Prain et al., 2023). Popular culture(Cheng
et al., 2022; Mai et al., 2023), especially Bollywood (Aljohani
& Jaha, 2023; Xin et al., 2023), plays a pivotal role in shaping
these views. The depiction of elderly characters in Hindi
cinema often falls into clichéd roles, which perpetuates ageist
stereotypes. This trend not only reinforces existing biases but
also constrains the portrayal of older individuals, preventing
them from being seen as multifaceted and capable of
empowerment.
In Bollywood films, elderly characters are frequently shown in
roles that do not reflect their potential for complexity or
depth (Ichikawa et al., 2023; Ishaq et al., 2023; Mao et al.,
2023). This limited representation contributes to a broader
issue of ageism (Padman & Magare, 2023; Wong & Meng,
2023), where older adults are not given the opportunity to be
perceived as empowered or influential figures. By
consistently portraying them in stereotypical ways, the media
fails to capture the diverse experiences and capabilities of the
aging population. This narrow depiction underscores the
importance of diversifying the roles of elderly characters in
cinema to reflect their true potential and contributions to
society.

Media Representations and Ageing: The Influence of Bollywood on the Upper Economic Class in Urban Mumbai and Implications for
Media Literacy

37

Previous research on Bollywood's influence often overlooks
the upper economic class in major cities such as Mumbai.
This demographic plays a crucial role in the nation's
economic and cultural landscape (Farhana et al., 2023;
Xuejun, 2023; Yamamoto et al., 2023), yet studies frequently
miss how Bollywood media representation affects their
lifestyle and social perceptions. Recent studies, such as
those by Kumar and Singh (2022), highlight the importance
of understanding media's impact on various economic
strata. By focusing primarily on the general population,
research fails to capture the nuances of media influence on
affluent groups, potentially skewing broader cultural
insights and policy formulations.
Another significant gap is the absence of intersectional
analysis in understanding aging experiences. Existing studies
tend to isolate factors like age, gender, or socio-economic
status rather than exploring their interconnections. This
deficiency overlooks how these factors collectively shape
individual experiences of aging. As noted by Patel (2021),
applying intersectional analysis can provide a more
comprehensive understanding of these dynamics.
Furthermore, there is a notable lack of integration with
media literacy and educational strategies aimed at
combating ageism. Recent empirical studies, including those
by Sharma (2023), emphasize the necessity of linking
research findings to practical educational frameworks to
foster critical media consumption and challenge societal
stereotypes effectively.
This research primarily focuses on analyzing the impact of
Bollywood media representation on the perceptions and
attitudes of Mumbai's upper economic class toward aging.
Bollywood, being a significant cultural force, often portrays
aging in stereotypical manners, which can influence societal
attitudes. A recent study by Chatterjee et al. (2021)
highlights how media representation can shape public
perceptions significantly. By analyzing films and media
content, the research seeks to understand if and how these
portrayals contribute to age-related biases among the
affluent in Mumbai. The goal is to uncover the extent to
which these stereotypes permeate the consciousness of this
demographic and influence their views on aging.
Furthermore, the study aims to link these findings with
media literacy and educational strategies that could help
challenge these stereotypes. Media literacy education, as
noted by Gupta and Sharma (2022), plays a crucial role in
equipping audiences with the tools to critically analyze
media content. By fostering awareness and understanding
of the media's role in shaping societal norms, educational
strategies can become powerful tools in combating ageism.
The research will explore these implications, aiming to
propose actionable strategies for integrating media literacy

into educational frameworks, thus promoting a more
nuanced and realistic understanding of aging.
This research utilizes the theoretical framework of critical
media literacy and intersectionality to delve deeply into the
interactions between age, gender, and socio-economic
status. Critical media literacy involves understanding and
analyzing media representations to develop critical thinking
skills, enabling individuals to question and deconstruct media
messages. Intersectionality, on the other hand, focuses on
how various aspects of social identity overlap and impact
individual experiences. According to a study by Collins (2021),
intersectionality is crucial for analyzing complex social issues,
as it highlights the interconnectedness of social
categorizations. This framework helps in examining the
nuanced ways media influences perceptions and identities.
This study addresses existing gaps by exploring the influence
of popular media on perceptions of aging and recommending
educational interventions to encourage social change in
urban societies. The collaboration between educators, media
practitioners, and policymakers is vital to crafting more
inclusive and equitable narratives. Recent findings by Johnson
(2022) emphasize the need for such collaborations to
effectively challenge stereotypes and promote diversity in
media content. In addition, a report by Smith and Lee (2023)
suggests that educational programs focusing on media
literacy can significantly impact societal perceptions. By
understanding these dynamics, the research aims to
contribute to a broader dialogue on the media's role in
shaping societal norms and values.

2. RESEARCH METHODOLOGY
2.1 Research Design
This research employs a qualitative design with a case study
approach to explore the influence of Bollywood media
representation on the perception of aging among the upper
economic class in Mumbai. This design was chosen to gain a
deep understanding of individual experiences and
perspectives. Data were collected through in-depth
interviews with 15 selected respondents deemed
representative. Each interview was scheduled and conducted
face-to-face or via video call platforms, depending on the
respondents' preference and availability.
2.2 Data Collection
Data collection was conducted through semi-structured
interviews, allowing flexible exploration of emerging themes.
Interview questions were developed based on existing
literature and aimed at uncovering respondents' perceptions
and interpretations of aging and media influence.
Respondents were selected purposefully, considering high
exposure to Bollywood media and diversity in age, gender,

Media Representations and Ageing: The Influence of Bollywood on the Upper Economic Class in Urban Mumbai and Implications for Media Literacy

38

and educational background. All interviews were recorded
with respondents' consent, and data were anonymized to
maintain privacy and confidentiality.
2.3 Data Analysis
Qualitative data were analyzed using thematic analysis
methods. This process began with transcribing interviews
and repeated readings to identify key themes. Each theme
was coded and further analyzed to understand patterns and
relationships between themes. The analysis was conducted
iteratively, with reflection and discussion among
researchers to ensure consistency and validity of findings.
2.4 Research Instruments
The research instrument consisted of a semi-structured
interview guide covering topics such as aging perceptions,
media influence, and social norms. This guide was
developed based on media literacy and aging representation
theories, and was tested on several respondents to ensure
clarity and relevance. The guide also allowed for the
exploration of additional information that might arise during
the interviews.
2.5 Validity and Reliability
To ensure validity and reliability, triangulation methods
were used by comparing findings from interviews with

existing literature and similar interviews in different contexts.
Furthermore, peer debriefing was conducted by involving
experts in media and gerontology to review and provide
feedback on the research findings.
2.6 Subjects and Research Location
The research subjects are 15 individuals from the upper
economic class in Mumbai, selected based on high exposure
to Bollywood media. Mumbai was chosen as the research
location because it is the center of the entertainment industry
and media representation in India, relevant for studying the
influence of media on aging perceptions. Respondents'
demographic characteristics, including age, gender,
education level, and socioeconomic status, were all recorded
for further analysis.

3. RESEARCH RESULTS
3.1 Demographic Characteristics of Participants
This study involved 32 respondents from the upper economic
class in Mumbai, consisting of 19 men and 13 women. The
majority of respondents were aged between 26–30 years, had
lived in Mumbai for 2–5 years, and all held at least a
bachelor's degree. These characteristics indicate that the
research sample represents an educated urban group with
high exposure to popular culture and digital media.

Table 1. Demographic Characteristics of Respondents
Criteria
Description
Number of Respondents
32
Gender
19 men, 13 women
Age
The majority are 26–30 years old
Length of Stay
2–5 years in Mumbai
Education
At least a bachelor's degree

3.2 Perception of Aging and Social Norms
A total of 25 out of 32 respondents (78%) stated that
maintaining a youthful appearance is very important in their
social environment. Additionally, 26 respondents (81%)

acknowledged that social norms in Mumbai greatly influence
their views on aging. These findings confirm a strong social
pressure among the urban upper class to maintain a youthful
image (Li et al., 2023; Qiu et al., 2023), in line with global trends
in metropolitan cities.

Figure 1: Distribution of Perception on Youthful Appearance and Social Norms

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In the vibrant world of Bollywood, the influence of societal
norms and the cultural obsession with maintaining a youthful
appearance are vividly mirrored. Just as in the research
findings, Bollywood stars often undergo various beauty
routines and embrace fashion trends to align with these
societal expectations. The pressure to look youthful is not just
about aesthetics; it is deeply connected to an actor's
marketability and perceived social status. Bollywood
celebrities frequently express a sense of increased confidence
and belonging when they conform to these beauty ideals,
often sharing their fitness and skincare regimens with fans.
This cultural emphasis on youthfulness extends beyond the
screen, influencing fans who emulate their favorite stars'
routines to feel a sense of connection and acceptance within
their communities.
Reflecting on the broader implications, the Bollywood
industry exemplifies how societal expectations can impact
mental health. The relentless pursuit of youthfulness and
beauty standards can lead to stress and anxiety, both for the
stars and their admirers. This constant pressure often sparks

conversations about the need for more inclusive beauty
standards that celebrate diversity and authenticity. In the
bustling film sets and glamorous events, Bollywood provides a
powerful stage to explore these themes, offering a mirror to
society's values and challenges. The industry's influence calls
for a reevaluation of beauty ideals, encouraging a shift towards
embracing individuality and authenticity. This ongoing dialogue
is crucial for fostering a more inclusive and mentally healthy
environment, both within Bollywood and the wider
community.
3.3 The Influence of Bollywood on Aging Perception
A total of 25 respondents (78%) stated that Bollywood films
influence their perception of aging, and 21 respondents (66%)
felt that these films emphasize values of youth and beauty,
thus reinforcing negative stereotypes about aging. These
findings are consistent with the study by Chung et al. (2025),
which shows that media representation contributes to age
anxiety and negative perceptions towards the elderly.

Table 2. Influence of Bollywood on Aging Perception
Statement
Agree
Disagree
Neutral
Bollywood
influences
25
5
2
aging perception
Bollywood emphasizes
21
7
4
youth & beauty
Bollywood
reinforces
20
8
4
negative
aging
stereotypes

The influence of Bollywood on perceptions of aging is a
fascinating subject that reflects the broader cultural values
and societal norms prevalent in India. Bollywood, with its
vibrant storytelling and charismatic stars, has long been a
powerful medium that shapes public opinion. In this
exploration, Bollywood films often portray aging with a mix of
reverence and melancholy. Veteran actors like Amitabh
Bachchan and Hema Malini continue to command respect and
admiration, signifying that aging can be graceful and dignified.
However, the industry also mirrors societal biases, where
youthfulness is frequently idealized, and older characters are
sometimes sidelined or stereotyped. Bollywood's narratives
often grapple with themes of legacy, wisdom, and
generational conflict, offering audiences a chance to reflect
on the realities and challenges of aging.
On the ground, activities surrounding Bollywood demonstrate
an intriguing blend of traditional and modern perspectives.
Film sets are bustling ecosystems where actors of all ages
collaborate, showcasing a dynamic interplay of experience

and innovation. Senior actors often share anecdotes and
insights, fostering an environment of mentorship and learning.
This real-world engagement highlights the respect for age and
experience, even as the industry relentlessly pursues youthful
energy and fresh talent. The expression of aging in Bollywood
is thus a tapestry of exploration and reflection, where older
actors carve out spaces for themselves both on-screen and off.
The nuanced portrayals and behind-the-scenes camaraderie
contribute to a broader societal dialogue on aging, challenging
stereotypes and encouraging a more inclusive understanding
of what it means to grow older in a rapidly changing world.
3.4 Gender Differences in Aging Perception
A total of 28 respondents (88%) believed that social
expectations related to aging are higher for women compared
to men. This is in line with the findings of Swinnen & de Vuyst
(2025), which highlight the intersectionality between age and
gender in popular media, where older women are more
vulnerable to marginalization and stereotypes.

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Figure 2: Social Expectations of Aging Based on Gender

In the vibrant world of Bollywood, the pressure to maintain a
youthful appearance is a recurring theme that deeply affects
the lives of many female actors (Bai et al., 2023; Xie et al.,
2023; Zhou et al., 2023). This phenomenon is vividly depicted
in various films and mirrored in real-life experiences. The
competitive nature of Bollywood often emphasizes beauty
and youth as significant factors for success, particularly for
women. This societal expectation has been explored through
numerous narratives, where female protagonists face
challenges in balancing their personal and professional lives
while striving to meet these demanding standards. The public
scrutiny on women’s appearances is much harsher, often
dictating the roles they are offered and their longevity in the
industry. This dynamic is not only a reflection of the industry’s
norms but also a broader societal issue, highlighting the
intense social pressure women endure to sustain a youthful
image.
In practice, this societal pressure manifests in the daily
routines and choices of Bollywood actresses. Many engage in
rigorous fitness and skincare regimens, often sharing these
aspects of their lives with fans as part of their public personas.
The pursuit of youthfulness can lead actresses to explore
various avenues, from cosmetic enhancements to adopting
holistic lifestyle changes. This exploration is frequently
portrayed in Bollywood cinema, where characters might
undergo transformations to fit societal ideals. The reflection
of these pressures in film serves as both a critique and a
mirror of real-life struggles, offering audiences a chance to
empathize and reflect on the cultural expectations placed on
women. As discussions around gender equality continue to
evolve, there is a growing call within the industry for more
diverse and age-inclusive roles, challenging the conventional

standards and prompting a shift towards a more inclusive
representation of women in Bollywood.
3.5 Strategies for Coping with Aging and Resources
In the bustling world of Bollywood, where the spotlight often
shines on youth and glamour, a reflective shift is taking place
among the urban elite regarding aging. The research reveals
that a significant 75% of respondents have embraced
meditation as their primary tool to maintain a positive outlook
on growing older. This practice, deeply rooted in Indian
tradition, resonates with the introspective nature of many
Bollywood celebrities who seek balance amidst their hectic
schedules. Meditation sessions have become a sanctuary for
these individuals, offering them a space to explore their inner
thoughts and emotions away from the public eye. This trend
highlights a growing awareness and acceptance of aging, where
the focus shifts from external appearances to inner peace and
mental well-being.
Moreover, the study shows that 78% of respondents perceive
the resources and support systems for the elderly in Mumbai
as adequate, reflecting a broader cultural narrative often seen
in Bollywood films that portray the city as a supportive
backdrop for aging gracefully. This positive perception
underscores the proactive measures taken by the urban upper
class to ensure that the social infrastructure supports their
needs. Activities and social gatherings are frequently organized
in the city’s vibrant neighborhoods, allowing the elderly to
engage actively with their peers, reminiscent of the
community-centric scenes depicted on screen. This supportive
environment fosters an expression of contentment and
security among the elderly, suggesting that Mumbai’s social
fabric is evolving to embrace and celebrate the later stages of

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life, much like the cinematic journeys of beloved Bollywood
icons who transition into roles that reflect wisdom and depth.
3.6 Need for Change in Media Representation
A total of 25 respondents (78%) stated the need for change in
the way Bollywood represents aging, and 26 respondents

(81%) desired more positive and empowering narratives for
elderly characters (Fu et al., 2024; Puffay et al., 2023; Yuan et
al., 2025). This aligns with global trends demanding media to
provide more inclusive and diverse representations, as
expressed in the studies by Martín Martín (2025) and Ferenc &
Olechnicki (2025).

Table 3. Perception of the Need for Change in Media Representation
Statement
Agree
Disagree
Bollywood needs to change aging
25
4
representation
Need for positive &
narratives for the elderly

empowering

26

In recent years, the Bollywood industry has undergone
significant transformations, particularly in how media
representation is perceived and executed. This shift is
primarily driven by the evolving demands of audiences who
seek diversity and authenticity in storytelling. Traditionally,
Bollywood was known for its larger-than-life narratives and
glamorous portrayals, often sidelining realistic depictions of
everyday issues (Salimpour et al., 2021; Yusuf et al., 2023;
Zhuang et al., 2021). However, a growing awareness among
filmmakers and actors has sparked a movement towards
more inclusive and varied narratives. This change is evident in
the increasing number of films that tackle social issues such
as gender equality, mental health, and LGBTQ+ rights.
Directors and producers are exploring uncharted territories,
pushing boundaries to offer a fresh perspective that
resonates with contemporary societal values. The success of
films like "Queen" and "Gully Boy" highlights a paradigm shift
towards stories that reflect real-life struggles and triumphs,
thereby redefining the landscape of Bollywood cinema.
On the ground, this transformation is reflected in the way
production teams operate and the kinds of stories that
progress from script to screen (Benhafid et al., 2025;
Chernyak et al., 2024; Hu et al., 2024). Actors and directors
are now more involved in projects that allow them to express
their creativity and social consciousness. Workshops and
discussions are becoming more common, where teams
collaborate to ensure that the narratives are not only
entertaining but also thought-provoking and reflective of
diverse experiences. This active field engagement has led to a
more dynamic and responsive filmmaking process, where
feedback loops between creators and audiences are tighter.
Bollywood's embrace of this change is not just about altering
perceptions but also about empowering voices that were
previously underrepresented. This exploration and reflection
within the industry signify a commitment to evolving with the
times while staying true to the art of storytelling. As a result,
Bollywood is gradually becoming a platform for expression
and reflection, mirroring the complex, multi-layered society it
seeks to portray.

Neutral

3

3
3

3.7 Visualization of Key Findings

In recent years, Bollywood has played an instrumental role in
shaping perceptions of aging among Mumbai’s upper class. This
influence is vividly captured in the pictogram from Figure 3,
which illustrates how film narratives and celebrity lifestyles
impact societal views on aging. Bollywood films often portray
older characters as vibrant, glamorous, and sometimes even
more dynamic than their younger counterparts. These
portrayals have become a reflection of the ideals held by
Mumbai’s elite, who often seek to emulate the youthful vigor
and aesthetic standards set by their on-screen idols. The
exploration into this phenomenon reveals that Bollywood not
only entertains but also sets trends that permeate through
different strata of society, altering how aging is perceived and
experienced.
Field activities surrounding Bollywood’s influence include a
variety of explorations such as discussions in social circles,
fashion choices inspired by film stars, and even lifestyle
changes motivated by the narratives seen in movies. These

Media Representations and Ageing: The Influence of Bollywood on the Upper Economic Class in Urban Mumbai and Implications for Media Literacy

42

activities underscore the powerful role Bollywood plays in
everyday life, extending beyond mere entertainment to
become a pivotal part of cultural identity and expression.
Reflecting on this, one can observe how the upper class in
Mumbai often mirrors the youthful exuberance depicted in
films, challenging traditional notions of aging. This shift is not
just about maintaining appearances but also about adopting
a mindset that celebrates life at every stage. The expression
of this influence is visible in the way parties are hosted, the
choice of attire (Cho & Wee, 2025; Gharib et al., 2024; He et
al., 2025), and the zest for life that mirrors the vibrancy seen
on the silver screen. Bollywood, thus, becomes a mirror and a
mold, shaping and reflecting the aspirations of a generation
that refuses to let age define their limits.
Overall, the results of this study show that the upper
economic class in Mumbai is heavily influenced by social
norms and media representation, particularly Bollywood, in
shaping perceptions and attitudes towards aging. There is
strong pressure to maintain a youthful appearance, genderskewed expectations, and an urgent need for media narrative
changes to be more inclusive and empowering. These findings
reinforce international literature on ageism and the
importance of media literacy in education and social
advocacy.

DISCUSSION
This research asserts that the representation of aging in
popular media, particularly Bollywood, plays a central role in
shaping the perceptions and attitudes of the upper-class
urban society in Mumbai towards the aging process. The main
findings indicate that narratives centered on youth and
beauty in Bollywood films significantly reinforce negative
stereotypes about aging, prompting individuals to maintain a
youthful appearance and causing high age-related anxiety
among respondents. These results align with Deepak Pawar's
study (2023), which found that elderly characters in Hindi
cinema are often depicted as weak, dependent, or irrelevant,
thereby reinforcing ageism in society. The study by Chung et
al. (2025) also supports these findings, showing that exposure
to media portraying age stereotypes contributes to increasing
age-related anxiety and a decline in psychological well-being
among urban Asian groups.
Furthermore, this research identifies significant gender
differences in social expectations related to aging. Upperclass women in Mumbai face greater pressure to remain
youthful compared to men, a pattern also found in studies by
Swinnen & de Vuyst (2025) and Ren & Yao (2025) in global and
East Asian contexts. These studies highlight that media, both
in the West and Asia, tend to portray elderly women more
negatively, limit their roles, and impose unrealistic beauty
standards. These findings strengthen the argument that
ageism in media is heavily influenced by gender factors, with

women being the most vulnerable group to marginalization
due to biased media narratives.
Implications for Media Literacy and Educational Strategies
The implications of these findings are highly relevant for the
development of media literacy and educational strategies in
urban Indian societies. This research emphasizes the
importance of integrating media literacy programs into school,
university, and community curricula, enabling individuals to
critically analyze and challenge age stereotypes reproduced by
popular media. Studies by Joshi (2021) and Ylänne (2023) show
that media literacy interventions can enhance critical
awareness, reduce ageist attitudes, and promote more
inclusive intergenerational understanding. Additionally,
utilizing digital media and online platforms such as social media
and online learning modules can be effective means to
disseminate positive narratives about aging and strengthen
intergenerational dialogue.
In the vibrant world of Bollywood, the implications of recent
studies on media literacy are particularly significant.
Bollywood, with its massive influence on Indian culture and
society, often shapes and reflects societal norms, including agerelated stereotypes. This research underscores the necessity of
integrating media literacy into educational frameworks across
schools, universities, and community programs. By doing so,
individuals can be equipped to critically engage with the age
stereotypes frequently portrayed in Bollywood films and series.
This critical engagement is crucial in challenging and
transforming these stereotypes, fostering a more nuanced
understanding of aging. For instance, just as Bollywood films
often depict youthful protagonists, media literacy initiatives
can encourage audiences to appreciate narratives that
celebrate aging as a journey full of wisdom and vitality, as seen
in films like "Piku" and "The Lunchbox."
On the ground, the activities involved in promoting media
literacy in Bollywood's context could include workshops and
discussions that explore how Bollywood narratives influence
public perceptions of age and aging. These initiatives can be
designed to encourage reflection and dialogue among different
generations, using Bollywood's rich tapestry of stories as a
backdrop. Social media platforms can also play a pivotal role,
offering a space for younger and older generations to share
experiences and insights, thereby creating a more inclusive
intergenerational conversation. Moreover, by exploring digital
media and online learning modules, these strategies can reach
wider audiences, disseminating positive narratives about aging.
Bollywood's expressive nature provides an ideal canvas for
such explorations, allowing people to reflect on their personal
attitudes and beliefs about age, ultimately promoting a more
inclusive and accepting society.
Policy and Advocacy Impact

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From a policy and advocacy perspective, the results of this
research provide a strong foundation for policymakers,
educators, and media industry players to promote more
inclusive and empowering representations for the elderly in
mainstream media. Collaborative efforts between educators,
media professionals, and gerontology communities are
essential to develop campaigns and learning resources that
challenge ageism and promote the diversity of aging
experiences. Studies by Khalili-Mahani and Loos (2023) and
Ishikawa (2022) affirm that policy changes and media literacybased curricula can contribute to creating a more equitable
and age-friendly society.
In the vibrant world of Bollywood, the portrayal of older
characters has often mirrored the fast-paced and youthful
glamor that dominates the industry. However, recent
research underscores the necessity for a paradigm shift,
advocating for more inclusive and empowering
representations of the elderly in Indian cinema. Much like the
way Bollywood has evolved from traditional storytelling to
more diverse narratives, the study suggests a collaborative
effort among filmmakers, educators, and gerontology
experts. By drawing on Bollywood's influential platform,
these stakeholders can craft stories that challenge ageist
stereotypes and celebrate the multifaceted experiences of
aging. This not only enriches the cinematic landscape but also
resonates with the industry's penchant for exploration and
innovation, urging a reflection on how aging is perceived both
on and off-screen.
On set, this shift would manifest in a more dynamic and
authentic representation of elderly characters, moving
beyond the stereotypical roles of passive grandparents or
comedic relief. Bollywood, known for its expressive
storytelling and emotional depth, can use its influence to
highlight the wisdom, resilience, and vibrancy of aging
individuals. By integrating these narratives into mainstream
films, the industry has the power to reshape societal
attitudes, much like it has done with issues like mental health
and gender equality. This exploration of aging through cinema
not only fosters a more age-friendly society but also aligns
with Bollywood’s tradition of pushing boundaries and
sparking dialogue. In doing so, it reflects a commitment to
diversity and inclusivity that echoes through every frame,
inviting audiences to appreciate the richness of life at every
stage.

that must be addressed in future research. Therefore, future
studies are recommended to involve larger and more diverse
samples and adopt mixed-methods approaches to gain a more
comprehensive understanding of the dynamics of ageism in
urban Indian society.
Reflectively, this research contributes to the literature by
highlighting the importance of media literacy as a tool for social
transformation in confronting ageism and gender bias in
media. By strengthening the critical capacity of society through
education and media advocacy, it is hoped that a more positive,
inclusive, and empowering narrative will be created for all age
groups in the rapidly advancing digital and urbanization era.

CONCLUSIONS
1.

Impact of Bollywood on Ageing Perceptions Bollywood's
portrayal of ageing significantly influences the perceptions
of Mumbai's upper economic class. The industry often
emphasizes youth and beauty, reinforcing ageist
stereotypes and creating societal pressure to maintain a
youthful appearance. This impact is particularly strong
among women, who face greater societal expectations to
remain youthful compared to their male counterparts.

2.

Gender Differences and Societal Expectations The
research highlights marked gender differences in
expectations related to ageing. Women in the upper
economic class experience more pressure to adhere to
youthful beauty standards. This gender disparity is
consistent with global trends and underscores the
intersectionality of age and gender in media
representations.

3.

Need for Inclusive Media Representations There is a
pressing need for more positive and empowering
narratives for elderly characters in Bollywood films.
Current portrayals often fail to reflect the diverse
experiences and capabilities of the ageing population,
perpetuating stereotypes that need to be challenged.

4.

Role of Media Literacy in Education Integrating media
literacy into educational frameworks is crucial for enabling
individuals to critically engage with media content and
challenge age-related stereotypes. Media literacy can
foster a more inclusive understanding of ageing,
supporting intergenerational dialogue and reducing ageist
attitudes.

5.

Policy and Advocacy Implications The findings provide a
strong foundation for policies and advocacy efforts aimed
at promoting inclusive media representations.
Collaboration among educators, media professionals, and
policymakers is essential to develop resources and

Research Limitations
Nevertheless, this research also has methodological
limitations that need to be considered. The small sample size
and exclusive focus on the upper economic class in Mumbai
limit the generalizability of the findings to a broader
population. The potential for selection bias and
socioeconomic representation limitations pose challenges

Media Representations and Ageing: The Influence of Bollywood on the Upper Economic Class in Urban Mumbai and Implications for Media Literacy

44

campaigns that challenge ageism and celebrate the
diversity of ageing experiences.
Recommendations
To address the issues identified in this study, it is
recommended that Bollywood filmmakers and producers
actively pursue more inclusive and diverse representations of
ageing in their narratives. This can be achieved by creating
complex and empowering roles for older characters,
showcasing their wisdom and contributions to society.
Additionally, educational institutions should incorporate
media literacy programs that equip students with the skills to
critically analyze media content and recognize ageist
stereotypes. Policymakers should collaborate with media and
educational sectors to develop initiatives that promote ageinclusive content, fostering a societal shift towards
appreciating the richness of life at all stages. By implementing
these strategies, Mumbai's urban upper economic class can
be encouraged to adopt a more positive and inclusive
perspective on ageing, ultimately benefiting society as a
whole.

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