As the 'grey market' perpetuates the quest for eternal youth, the biological realities of deep old age are increasingly denied. Ageing and Popular Culture traces the historical emergence of stereotypes of retirement and documents their recent demise, arguing that although modernisation, marginalisation, and medicalisation created rigid age classifications, the rise of consumer culture has coincided with a postmodern broadening of options for those in the Third Age. With an adroit use of photographs and other visual sources, Andrew Blaikie demonstrates that an expanded leisure phase is breaking down barriers between mid and later life. At the same time, 'positive ageing' also creates new imperatives and new norms with attendant forms of deviance. While babyboomers may anticipate a fulfilling retirement, none relish decline. Has deep old age replaced death as the taboo subject of the late twentieth century? If so, what might be the consequences?

This book traces changing popular images and policies around ageing to reconsider realities of the Third Age.
Reviews
'Highly stimulating and informative.' Canadian Journal of Sociology
'A superbly written book. I read it from cover to cover with a sustained interest.' Ageing and Society
'A major contribution to the literature of gerontology.' Education and Ageing
'Will mark the beginning of a sociology of 'grey' culture to equal the significance and influence once held by the sociology of youth culture.' Sociology
'Andrew Blaikie's study is a superb map of this fascinating landscape, one which is sure to have a major influence on the social science community.' The Sociological Review



Book Information
ISBN 9780521645478
Author Andrew Blaikie
Format Paperback
Page Count 260
Imprint Cambridge University Press
Publisher Cambridge University Press
Weight(grams) 430g
Dimensions(mm) 228mm * 154mm * 17mm