The media we consume are some of the most influential shapers of how we think, feel, and act towards others or ourselves based on age – ageism. The images that we see and the narratives we consume embed specific stereotypes and prejudices based on age in our ways of thought that take years to undo later on in life.
Charlotte Chisoni, an advocacy and communications adviser for the Malawi Network of Older Person’s Organizations (MANEPO), is working to undo ageism through the power of media. Older people in Malawi are often inaccurately viewed as burdens or nuisances to society, magnified by prevalent cultural beliefs that ascribe witchcraft to older women especially. This is an example of how ageism can kill: older people accused of witchcraft are often unfairly abused and attacked.
To transform dominant narratives around age and ageing, Charlotte Chisoni worked to train journalists and reporters from prominent media houses in Malawi, including the state broadcaster Malawi Broadcasting Corporation. The trainings aim to change the way ageing and older persons are covered from portraying them as burdens and dangers to society, to focusing on their assets and status as deserving citizens of the country. The trainings have been received positively, leading to the creation of additional tools such as a press gallery where guidance as well as newsworthy material that challenge ageism can be shared and reported on.
Charlotte Chisoni has also done work through MANEPO to reinforce her media-based work: for example, she was involved in successful lobbying for the ratification of the protocol of the African charter on the human rights of older persons in April 2021 – making Malawi the fourth country in Africa to do so.