What is the 'magic age' at which drivers transform into being hazardous drivers? It appears that many media commentators and Australian citizens believe it is when you become a 'senior citizen'. This paper presents a media analysis that explores the stereotyping of older drivers as 'bad', 'hazardous' and 'dangerous'. Framing the discussion using media effects theories the paper questions whether the portrayal of older road users by the media is ethical or sound. Specifically, the paper focuses on the perspective of heavy media coverage and influence of media on public perceptions and the reinforcement of aged stereotypes. Based on media analysis the discussion concludes that ethical guidelines are required which sensitise marketers and policymakers to flawed portrayals of the elderly as a strategy to eliminating negative stereotypes of older road users
