Silver Tales: A quantitative content analysis on the representation of older characters in children's television

This paper addresses how often and how diversely older characters are being represented in children's television. A quantitative content analysis of 653 episodes (182 h) was conducted, selecting eight content providers to address the Flemish television market. It entailed three local broadcasters (Ketnet, Studio 100 Television, and VTM KIDS), three transnational players (Nickelodeon, Cartoon Network, and Disney Channel), and two streaming services (Netflix and Disney+). Programs were recorded during August 2022, October 2022, and March 2023 to account for distinct programming waves. The findings indicate that older characters were underrepresented and often portrayed in minor roles. Additionally, diversity among these characters was limited, as characters were predominantly ‘young-old,’ non-disabled, middle-class, Caucasian, male characters. Sexuality was either absent or limited to heterosexual relationships. The connotation associated with older characters was mostly positive, and most older characters were portrayed as having active everyday lives. A comparison among the content providers revealed few differences in representation. Notably, the public broadcaster Ketnet and Netflix did not outperform the other providers, despite governmental mandates and/or their self-identification as ‘progressive players’. This study offers an initial quantitative exploration of how older characters are represented in children's television, providing a foundation for future qualitative research. • Older characters remain underrepresented in children's television, often appearing in minor roles with limited depth. • Older characters lack diversity, particularly among main older characters. Most older characters are Caucasian, ‘young-old’, non-disabled, middle-class and male. Sexuality is either absent or limited to heterosexual relationships. • Few differences emerged between the different types of content providers. Despite Ketnet and Netflix emphasizing diversity and inclusivity, these commitments do not necessarily translate into more diverse representations of older characters. The findings align with previous international research, suggesting that similar representation patterns persist across different countries and over time. • The study highlights the need for qualitative research and engagement with children, older adults, and content creators to contextualize representations and understand their impact. • As media consumption shifts towards platforms like YouTube and non-Western media products, examining how alternative content providers represent older characters becomes increasingly important.