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Kufliches Alter(n)
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Product Details
Christiane Nakao untersucht Werbeanzeigen, die Bezug auf den Umgang mit dem eigenen lterwerden nehmen, und analysiert ihre Werbebotschaften daraufhin, welche Interpretationen des lterwerdens und welche Strategien des Umgangs mit dem lterwerden dabei prsentiert werden. Sie bezieht sich sowohl auf den gerontologischen Diskurs als auch auf alter(n)sbezogene Marketingstrategien. Mittels rekonstruktiver Analyse gem der dokumentarischen Methode arbeitet die Autorin Typen von Konstruktionen des subjektiven Alterserlebens in der Marketingkommunikation als differenzierte und variable Gebilde heraus. Dadurch schrft sich der Blick auf das Alter(n) als verhandelbare gesellschaftliche Konstruktion. Auch bietet die Typologie Anhaltspunkte, subjektives Alterserleben in ber das chronologische Alter(n) hinausweisenden Kategorien greifbar zu machen.
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