{"id":86044,"date":"2025-03-13T20:00:21","date_gmt":"2025-03-13T19:00:21","guid":{"rendered":"https:\/\/laindependent.cat\/?p=86044"},"modified":"2025-03-14T10:35:35","modified_gmt":"2025-03-14T09:35:35","slug":"dones-esborrades-com-els-mitjans-amplifiquen-ledatisme","status":"publish","type":"post","link":"https:\/\/laindependent.cat\/en\/dones-esborrades-com-els-mitjans-amplifiquen-ledatisme\/","title":{"rendered":"Dones esborrades: com els mitjans amplifiquen l\u2019edatisme"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Cada 8 de mar\u00e7, el Dia Internacional de les Dones ens convida a reflexionar sobre les desigualtats de g\u00e8nere i a reivindicar un futur m\u00e9s just. Tot i els aven\u00e7os assolits en els darrers anys, encara persisteixen nombroses formes de discriminaci\u00f3, i una de les menys visibles, per\u00f2 profundament arrelades, \u00e9s l\u2019edatisme. <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aquest fenomen, que consisteix en la discriminaci\u00f3 per motius d\u2019edat, afecta especialment les dones, sumant-se a les desigualtats de g\u00e8nere i agreujant-ne les conseq\u00fc\u00e8ncies. La igualtat de g\u00e8nere no s\u2019acaba als 50 anys, ni als 60, ni als 70. Aquest 8 de mar\u00e7, defensem una societat on totes les dones, independentment de la seva edat, siguin valorades, escoltades i respectades.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La manca de pres\u00e8ncia o la imatge que es projecta de les dones grans als mitjans de comunicaci\u00f3 s\u00f3n exemples clars de discriminaci\u00f3 per ra\u00f3 d\u2019edat. Tot i que l\u2019edatisme \u00e9s una realitat en tots els \u00e0mbits socials, sovint queda camuflada als ulls de la societat. \u00c9s en la cultura popular i en els mitjans \u2014televisi\u00f3, s\u00e8ries, cinema, premsa, xarxes socials omnipresents\u2014 on aquesta discriminaci\u00f3 es fa m\u00e9s evident. Aquests canals no nom\u00e9s reflecteixen, sin\u00f3 que tamb\u00e9 perpetuen estereotips i prejudicis que menystenen les dones grans, presentant-les com prescindibles o ancorades en el passat. A difer\u00e8ncia dels seus hom\u00f2legs masculins, se les etiqueta r\u00e0pidament com a \u00abpassades de moda\u00bb o poc din\u00e0miques, mentre que els homes solen associar-se amb experi\u00e8ncia i lideratge. \u00c9s una realitat innegable: ells poden envellir mantenint visibilitat i prestigi, mentre que elles desapareixen progressivament de les pantalles, de les campanyes publicit\u00e0ries i de les narratives culturals. L\u2019envelliment femen\u00ed es presenta com un problema a amagar o combatre, sotm\u00e8s a una pressi\u00f3 constant per semblar m\u00e9s joves mitjan\u00e7ant productes de bellesa o cirurgies est\u00e8tiques.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Des de la psicologia social, s\u2019ha estudiat com la invisibilitat als mitjans redueix la vitalitat social d\u2019un col\u00b7lectiu. La teoria de la identitat social \u2014en la qual he dut a terme diverses investigacions\u2014 sost\u00e9 que la pertinen\u00e7a a un grup, ja sigui per edat, g\u00e8nere o qualsevol altra categoria, influeix tant en l\u2019autopercepci\u00f3 com en la valoraci\u00f3 que ens fan els altres. Quan un grup \u00e9s sotm\u00e8s al silenci o l\u2019estigmatitzaci\u00f3, el seu estatus i identitat social queden amena\u00e7ats, fet que repercuteix directament en l\u2019autoestima col\u00b7lectiva i individual. La manca de referents, derivada de la invisibilitat, no nom\u00e9s condiciona la percepci\u00f3 externa, sin\u00f3 que tamb\u00e9 erosiona la construcci\u00f3 de la pr\u00f2pia identitat de les dones grans, que sovint acaben interioritzant la idea que la seva veu \u00e9s irrellevant.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"406\" height=\"171\" src=\"https:\/\/laindependent.cat\/wp-content\/uploads\/2025\/03\/oip-1.jpeg\" alt=\"\" class=\"wp-image-86052\" style=\"width:760px;height:auto\" srcset=\"https:\/\/laindependent.cat\/wp-content\/uploads\/2025\/03\/oip-1.jpeg 406w, https:\/\/laindependent.cat\/wp-content\/uploads\/2025\/03\/oip-1-300x126.jpeg 300w\" sizes=\"(max-width: 406px) 100vw, 406px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">A m\u00e9s, la comunicaci\u00f3 intergrupal demostra que els grups dominants controlen els discursos socials i determinen qu\u00e8 \u00e9s digne de ser mostrat. Si elles no s\u00f3n visibles als mitjans, s\u2019afavoreix la percepci\u00f3 que no s\u00f3n rellevants. L\u2019efecte de \u00abl\u2019abs\u00e8ncia percebuda\u00bb \u2014estudiat en comunicaci\u00f3 i psicologia social\u2014 revela que all\u00f2 que no es veu tendeix a considerar-se inexistent o sense valor. Aix\u00f2 refor\u00e7a un cercle vici\u00f3s: si no apareixen en l\u2019esfera p\u00fablica, no es reconeix la seva contribuci\u00f3 a la societat; i si no es reconeix aquesta contribuci\u00f3, se les exclou de les narratives dominants.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La reivindicaci\u00f3 de la visibilitat de les dones grans no \u00e9s nom\u00e9s una q\u00fcesti\u00f3 de just\u00edcia social, sin\u00f3 una necessitat per construir una societat m\u00e9s equitativa i rica en diversitat d\u2019experi\u00e8ncies. Trencar amb la seva invisibilitat significa oferir models de refer\u00e8ncia, recon\u00e8ixer-ne la veu i valorar-ne les aportacions en tots els \u00e0mbits. Aquest 8 de mar\u00e7, fem que siguin escoltades, vistes i representades amb la dignitat que mereixen.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cada 8 de mar\u00e7, el Dia Internacional de les Dones ens convida a reflexionar sobre les desigualtats de g\u00e8nere i a reivindicar un futur m\u00e9s just. Tot i els aven\u00e7os assolits en els darrers anys, encara persisteixen nombroses formes de [&hellip;]<\/p>\n","protected":false},"author":47,"featured_media":86052,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[26660],"tags":[25758,48502,47895,47557,48553,52054,47711,52055],"class_list":["post-86044","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opinio-mitjans-de-comunicacio-tics","tag-destacada","tag-destacat","tag-discriminacio-3","tag-dones-grans-2","tag-edatisme","tag-envelliment-femeni","tag-mitjans-comunicacio-3","tag-psicologia-social-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dones esborrades: com els mitjans amplifiquen l\u2019edatisme | La Independent<\/title>\n<meta name=\"description\" content=\"Cada 8 de mar\u00e7, el Dia Internacional de les Dones ens convida a reflexionar sobre les desigualtats de g\u00e8nere i a reivindicar un futur m\u00e9s just. 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