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The exhibition "Mayores rompiendo estereotipos" (Breaking stereotypes about the elderly) will open next April 19, at 8pm. You can see it until May 16 at the Club Información. The opening conference "El comportamiento del consumidor mayor" (The behaviour of the elderly consumer), by Ildefonso Grande Esteban, doctor of Business Studies at the University of the Basque Country, will take place at 7pm.

If we want to know what kind of image the others have about us, we should ask them and listen carefully to their answers, which will be like a reflection of ourselves in different mirrors. An analysis of these "reflections" can show us that the image the others find out about us is different from the one we have about ourselves. The perception others have about us is, although it might not be totally to our liking, a gift, since if we did not have this feedback, if nobody noticed us, it would be as if we did not exist and this would be much worse. If you want to know which image you show to a group or a single person, ask them to describe what they see, accept what they say, think about what they expressed and, in case it has nothing to do with "your reality", ask yourself what you are considering in a wrong way. We are social beings and for this reason we need acknowledgement, feel ourselves part of the society, comment and being commented on. We have a psychological need of giving and being useful, as well as observing the results of our own actions.

This exhibition intends to be a mirror in which we all can see ourselves, the elderly and the young, those who are part of the 21st century society and contribute to eliminate stereotypes and favour the "dialogue between generations". This intergenerational dialogue was initiated in October 2009, during the 10th anniversary of the Permanent University of the University of Alicante at the beginning of the academic year, and constitutes one of the activities of the Observatory Seniors and the Mass Media of the Permanent University. Its aim has been, since the beginning of 2007, to approach the different social realities of the elderly, as well as their needs of acknowledgement and integration, to the university community and to the whole society.

The exhibition starts analysing ¿CÓMO NOS VEN? (How the others see us?), the elderly, and for this purpose we turn to two great drawing and comic artists: Joan Subirana Queralt, with his work "JUBILADOS EN ACCIÓN" (Pensioners in action) and Enrique Pérez Penedo, with a compilation of his work called "ENRIQUE Y LAS PERSONAS MAYORES" (Enrique and the elderly persons). The Observatory Seniors and the Mass Media of the Permanent University, coordinated by Irene Ramos, contributes in the section ANALIZANDO COMO NOS VEN Y COMO NOS VEMOS (Analysing how they see us and how we see ourselves), to highlight in a quantitative and qualitative way how society sees us through the mass media, by studying the image it offers of the seniors in advertisements and in TV series. By means of a detailed examination, the researchers - students of the Observatory – seek to attract attention on habits and tendencies of marketing and the mass media. Another part of the exhibition, which focuses on ¿CÓMO NOS VEMOS? (How we see ourselves?), contributes a series of snapshots by members of the writers association Escritores de Luces. The authors present with their works the other side of our seniors nowadays and especially at the Permanent University.

The last section, ROMPIENDO ESTEREOTIPOS "MAYORES" (Breaking stereotypes about the elderly), by the creative designers of the Image Workshop of the UA Fernando Embid Fernández and Mariló Berenguer Ros and the major figures and researchers of the Observatory Seniors and the Mass Media of the Permanent University, is a contribution, which is presented in an audiovisual format, to breaking this image that the society and the mass media reflects. In short, it is an invitation to get to know the seniors who participate in the project Permanent University and in general to consolidate a dialogue between generations in order to eradicate the social exclusion because of age.

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VEU - Cultural Magazine of the University of Alicante

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