Culture
Ageism - The Silent Killer of Talent and Creativity In The Entertainment Industry
Ageism is a major challenge facing the entertainment industry today. It is the belief that a person's abilities and talents decline as they age. It is a growing problem, as celebrities are judged more for their age than for their talents. This has negative effects on older celebrities, and it leads to a lack of diversity in the industry.
By Ifunanya Nwanoka
PUBLISHED: March 21, 2023
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Isn’t she too old for this role?
These words spilled out of my lips during a weekend movie watch with my very close and very enlightened friend, Maria.
She softly reproached me after the movie and reminded me that what I just did was pretty much Ageism.
Ageism; The big bad wolf in the entertainment industry leaving our favorite celebrities out in the cold.
Ever found yourself suddenly feeling a spike of irritation for your favorite celebrities?
It’s really nothing significant they did. They just, well.. got older.
Just like that, the appeal they used to yield disappears.
Yes. Your emotions are yours to feel, but, have you ever thought about the rationale behind them?
Most importantly, when those exact same feelings are mirrored by others and projected outwardly, how do you think these “older celebrities” feel?
Picture this: You’re an actor. A stellar one at that who has gotten used to basking in the euphoria of your work.
You’ve walked the walk and then some more. Then, one morning, boom! you wake up with a new wrinkle and your body is kicked to the side of the curb. It happens simultaneously. You don’t have time to be ready.
Suddenly, all the exciting creative roles you are used to getting are promptly shifted from you to younger and better looking actors.
The flowers given to you are taken from you, and your years of hard work are reduced to a tiny mound of clothes on a bedroom floor.
How do you think that would make you feel?
Does a person’s charisma and creativity get stripped away from them when they reach a certain age?
18 or 80…should it matter?
Easily one of the most notable experiences of ageism in the Nigerian entertainment industry is the consistent trolling of Tiwa Savage.
It’s done everyday. The need to compare her to younger females in the industry. The unsolicited opinions stabbed at her to quit music because she’s doing a natural thing that happens to everyone and is completely out of her control; aging.
For a woman whose talent is off the charts and has proven herself time and time again as an incredible African artist, it’s laughable that she is trapped in the circle of ageism.. Except it really isn’t.
What is the logic behind the belief that talent and creativity ceases to matter once a person reaches a certain age?
In February 2023 we saw pop icon Madonna become a target of one of the worst bullying experiences recorded of an older celebrity during and after her Grammy presentation.
The 64 year old singer was the center of an age oriented backlash with a heavy trail of internet trolls calling her out for apparently being “too young for her outfits”.
The feisty artist was quick to respond to the backlash and her response was the perfect encapsulation of the working mind in our present society.
“Once again I am caught in the glare of ageism and misogyny that permeates the world we live in,” she said. “A world that refuses to celebrate women past the age of 45 and feels the need to punish her if she continues to be strong-willed, hard-working and adventurous.”
George Clooney, still as handsome and charming as ever, has also been vocal about being turned down for roles regularly because of his age.
Iconic actors Meryl Streep and Samuel Jackson, have also had to go through the annoying wringer of ageism.
In the entertainment world, there is an undeniable pressure for celebrities to look young and hot. It sells. They sell it. And we buy it. And the cycle continues.
When done consistently, our beings automatically reject celebrities who no longer fit into the “young and hot” category because that is the only thing we’ve been used to.
Ageism thrives in the entertainment industry because everyone believe the older generation of celebrities are not marketable.
But how true is this notion?
Are they really not marketable or they’re just not being marketed WELL once they get older?
The late Betty white continues to be a classic case of an older person in the entertainment industry who kept winging it till she passed away in December of 2021.
This big bad wolf called Ageism is making itself very comfortable in the entertainment world and with it comes significant negative impacts.
This is how Ageism is affecting the entertainment industry;
One of the major ways Ageism is affecting the industry is lack of workforce diversity.
A core aspect of human relationship is diversity because we are all different in our own unique ways. Ageism has led to an unjust segmentation of people as older generation in the entertainment world are no longer as represented as much as the younger generation. When you strip a sector of diversity, you also automatically stop catering to diverse customers. You leave them grumbling and frustrated which will potentially lead to a decline in that sector.
Another negative impact of ageism in the entertainment world is the gradual loss of talent and knowledge within the industry. When the older workers are not given center stage for a long time, the entertainment sector loses out on that talent.
They also miss out on the chance to transfer their existing values to the younger ones.This creates a sector that is void and filled with mediocrity.
Ageism can limit opportunities for older people to participate in projects or developmental efforts. This result in a narrower range of perspectives and ideas which limit ms the industry's ability to adapt to changing trends and technologies.
But perhaps the most critical impact of ageism is how the make the older generation.
They feel unseen. Unheard. Undervalued. And marginalized.
These emotions can unconsciously result to lower levels of engagement and productivity.
How Should The Entertainment Industry Tackle This?
Addressing ageism in the entertainment industry requires a multi-faceted approach, involving a combination of policy changes, advocacy efforts, and most importantly cultural shifts.
Here Are Some Strategies That Can Be Implemented:
Entertainment companies can create more inclusive hiring practices that should prioritize a person’s skills, experience, and talent, rather than their age.
The focus should solely be on an individual's talent and any potential bias based on age or appearance should be completely eliminated.
Entertainment companies should also actively seek out and hire actors, performers, and other industry professionals from a diverse range of ages, backgrounds, and experiences. This can help to challenge this damaging stereotypes and promote a more inclusive and representative industry.
Another major way that ageism an be addressed in the entertainment industry is through fostering inter-generational collaborations.
By encouraging collaborations between younger and older industry professionals, this can provide opportunities for knowledge sharing, mentorship, and a more diverse range of perspectives. This can also make the older professionals feel valued.
What Can We Do About Ageism?
It’s easy to sit on a couch and talk about ageism and it’s impacts in the industry but no real work can ever be done if real work isn’t put in.
We, the consumers wield a lot of power. We are the ones that directly impact the growth of entertainment industry. Our voices matter and we should therefore use it against the fight for Ageism.
For starters, we can actively advocate for change. We can create and join advocacy groups which will help raise awareness about ageism in the entertainment industry and push for policy changes that promote more inclusive practices. We can advocate for laws that prohibit age discrimination in hiring, or lobbying for increased representation of older actors and performers in the media.
We should also actively support older actors and artists in the industry by regularly streaming their music, watching their movies and reminding them that we still value their talent and commitment to us.
How Can We Prevent Ageism?
While we keep pushing for this big bad wolf to be addressed, we also have to take actionable steps to prevent it from rearing its ugly head again.
Here are a couple of ways Ageism can be prevented in the entertainment industry;
Industry professionals should be educated about ageism, its impact on individuals, and the benefits of an age-inclusive industry. This can be done through workshops, training sessions, or other forms of education.
Companies should also create clear policies from the get go that strongly frowns against any kind of discrimination either based on age and other factors, and make sure they are enforced.
Aging should be promoted in the industry. This is a great way to encourage a positive mindset about aging in the industry. Companies can promote positive portrayals of aging in the media, including casting older actors and performers in leading roles and creating story lines that reflect the experiences of older individuals.
Ageism is not trendy. It is not cool. It is not new.
It will continue to be a form of discrimination that should never be taken lightly.
Let’s all remember that we have the power to create change, so, let's use our voices to call out ageism when we see it and demand that the entertainment industry do better.
Like yesterday’s spoiled fruit, let us throw ageism into the bin and keep the lids tightly close
As cliche as it sounds this statement will continue to ring true
“Age really ain’t nothing but a number”.