212: The effect and significance of the portrayal of old people in our society (2012)
Category: Visitors Papers
Prof. Dr. Norbert Meiners, Head of the Department of Business Administration & IT, FHWT – Private University of Applied Sciences, Vechta (Germany), and Adjunct Researcher at Institute for Gerontology and Demographic Development, UMIT – The Health and Life Sciences University, Hall/Tyrol (Austria).
Prof. Dr. Bernd Seeberger, Head of the Institute of Gerontology and Demographic Development, UMIT – The Health and Life Sciences University, Hall/Tyrol (Austria).
The process of ageing does not only have medical, biological and social implications but also requires from the individuals as well as society a high degree of meaningfulness. Hence in an ageing society, gerontology and commerce share a common field with many current issues requiring answers. The authors of this article view relevant issues from an economic perspective. They focus on discussions between Anti-Ageing on the one hand and Pro-Ageing on the other. The concept of Ageing, the difference between chronological and biological ages, the phenomenon of Anti-Ageing as well as the trend from an Anti-Ageing to a Pro-Ageing mindset are considered in this article. For this reason, the authors suggest not to negate ageing, nor fight it, but to accept and actively shape it. With this positive message, they are of the opinion that Ageing will position itself within society to receive support and gain esteem. Instead of a youth culture, Pro-Ageing will initiate a new Ageing culture. However, to achieve this, a specific gerontological orientation is required and commerce will also have to go new ways.
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