Relevance for European Countries and EU Policy

The image depicts a woman wearing a blue beret with yellow stars. The woman is a part of a street protest in some European city.

Image credit: photographed by Oliver Cole for Unsplash

AGE-C will contribute towards a better understanding of how the demographic shift toward a “greying continent” poses a challenge for cultural policy as well as social, economic and health policy. The EU Commission’s current policies for active and healthy ageing assume that the “ageing population will translate into different demands for health-related products and services and requiring an overall reorganization of leisure” (Interreg Europe 2021).

Current initiatives such as the various projects funded through the Interreg Europe Program tend to focus primarily on the improvement of the provision of healthcare.

AGE-C highlights cultural representation and film as forces of social participation and inclusion and sources of empowerment. Applying its results to practice AGE-C can contribute towards a blueprint for a cultural policy of active and healthy ageing in three areas: health communication, cultural production, and the reorganization of leisure.

– The study of narrative representations of old age and gender can demonstrate how films about inequities and other forms of marginalization of people in old age can serve as templates for communication about active and healthy aging. Such a study can further provide data on how films can be used to create awareness to address challenges of active and healthy aging across all age groups.

All copyrighted materials included on this website are used for educational purposes in accordance with fair use guidelines.