Gen Now | October 2022

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GEN

NOW

October 26 - November 1, 2022 c-ville.com

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C-VILLE’s Monthly Guide to Navigating Senior Living Options in Central Virginia Medicare Open Enrollment October 15–December 7

Odds are you need a new plan.

More than 5 out of 10 people need to change Medicare Part D Prescription Plan or Medicare Advantage plans during Open Enrollment to cover their prescriptions.

JABA has FREE, unbiased counseling, so you can choose a plan that will best cover your medications and save you money.

Don’t risk it, make an appointment with a volunteer counselor.

Jefferson Area Board for Aging

Call (434) 817-5248 or visit jabacares.org/medicare-counseling

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October 26 - November 1, 2022 c-ville.com

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FALL 2022

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THE VOICE OF THE CAVALIERS | A REVAMPED VIOLA | SALLY HUDSON FOR C'VILLE

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The Virginia Film Festival draws thousands to town for panel discussions, movie premieres, celebrity 1 ABODE sightings, parties, and more.

What Birthday Cards Can Teach Us About Ageism

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town.

ON STANDS NOW!

October 7 was Ageism Awareness Day and this year an organization called Changing the Narrative focused its attention on the makers of gag Birthday cards. You know, the ones that gently, and not so gently mock you for turning a certain age. In our youth-centric culture, where we are bombarded with articles and promotions about fighting, curing, delaying, defying, and even eliminating aging as if it were a disease or mortal enemy to vanquish, calling on Birthday card makers to address ageism might not seem like a priority, but aging advocates think it is.

Indeed, in her new book “Ageism Unmasked,” Tracey Gendron, chair of the gerontology department at Virginia Commonwealth University, explores the widespread and pernicious nature of ageism in our youth-centric culture, but she also called birthday card makers one of “the worse offenders when it comes to ageist rhetoric.”

Indeed, the ubiquitousness of these cards reveals one of the most damaging aspects of ageism: that so much of the negative language and misguided assumptions about aging are still culturally acceptable, so much so that people may not even notice they are being ageist.

According to a recent article in The Boston Globe, Changing the Narrative thinks going after Birthday card makers, and holding them accountable for their messaging, is an effective way to educate people about ageism.

“Our goal at Changing the Narrative is...to encourage manufacturers and the people in the business to create more age-friendly cards,” Janine Vanderburg, 69, director of the non-profit, told the Globe,” and to encourage those of us who are older to think about what are we saying to each other, and to ourselves, when we send those really awful birthday cards.”

And it’s not simply about being nicer and more respectful. Research has shown that ageism is no joke.

Internalizing negative views and assumptions about aging can cause physical and mental health problems, and even shorten one’s life.

Also, according to the Globe, advocates say the cards are “particularly insulting to older women, who are often depicted as frumpy or boozy.”

Vanderburg took her message to the Greeting Card Association last year, and some execs took notice.

The Globe reported that the association’s executive director, Nora Weiser, “...lamented that, in an era of heightened sensitivity to racism, sexism, and other forms of bias, too many think “ageism is the last acceptable ‘ism’ out there.”

“I can’t stand them,” Barbara Anthony, a health care consultant at the Pioneer Institute, told the Globe.

“I have no sense of humor about ageism, the same way I have no sense of humor about racism.”

Still, as the Globe reported, card exec Weiser doesn’t think that Birthday cards poking fun at aging are going to disappear. Indeed, there’s always been a kind of gallows humor associated with aging, a kind of humor that may be a matter of taste.

“Everyone’s take on what’s acceptable and what’s humorous is different,” she said.

However, as we understand more about how truly damaging forms of ageism can be, everyone’s take on what’s humorous and what’s harmful may need to be re-examined.

“I’m not going to throw aspersions against people who want to buy those type of cards,” Paul Lanzikos, 72, an aging and disability service advocate, told the Globe. “But I like the idea of a dignified alternative.”

David McNair handles communications, media relations, and social media efforts for JABA.

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