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Active aging and the new consumers

HASMANOVÁ MARHÁNKOVÁ, J. Active aging and the new consumers. Telč, 2009.
Jazyk publikace: eng
Anglický název: Active aging and the new consumers
Rok vydání: 2009
Autoři: PhDr. Jaroslava Hasmanová Marhánková
Abstrakt EN: Czech Republic recently adopted active aging as its first priority in The National Programme for the Preparation for Old Age. The objective of this paper is to outline how the current emphasis on the active aging as the desirable aging influences the seniors perception of old age and their life-styles. Data presented in this paper are based on ethnographic study of two centres that offer leisure-time activities only for seniors and thirty in-depth interviews with their clients. These centres can be seen as places that strongly reflects the idea of active aging as the "right aging". This paper examines how this fact influences the subjective perception of their clients of what it means to be old. It stresses the consumerist approach of these seniors and the importance of the services for the construction of their specific life-style. At the same time it outlines how the idea of active aging as "right" aging influence the self-conception of these seniors, their attitudes toward aging and their peers.
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