Election 2000: AARP Portrayals of Presidential Candidates and Issues

Abstract

The 2000 United States presidential election was one of the closest in history, and issues of importance to older Americans such as Social Security, prescription drugs, and taxes were front and center in the national debate. This article examines how AARP, formerly the American Association of Retired Persons, portrayed the candidates and issues through its two publications: AARP Bulletin and Modern Maturity. The 2000 United States presidential election was one of the closest in history (Kranish & Johnson, 2000). Additionally, throughout the summer and fall of 2000, poll data suggested a split electorate (Whitman, 2000). Issues of importance to older Americans, such as social security, prescription drugs, and taxes were front and center in the national debate (Benedetto, 2000). The purpose of this article is to examine how AARP, formerly the American Association of Retired Persons, portrayed the candidates and issues through its two publications: AARP Bulletin and Modern Maturity. The presidential election cycle is viewed as an important time for public discussion to determine which social issues deserve to be at the top of the political agenda. Often, important issues do not receive adequate media attention in the periods between national elections. Therefore, during a presidential race, it is crucial to observe which social issues are given the most attention. In the case of AARP media, it would be valuable to know whether or not the most widely circulated publications to older people function as an alternative source of information. Literature Review AARP is an association that targets individuals 50 years of age and older, and focuses attention on issues of importance to older Americans. Its publications may be studied within a larger context of print media research and the field of gerontology. The study of mass media content that is targeted at older people requires a synthesis of disparate research because of the emerging nature of the communication gerontology field. We look first at the history of AARP and its publications. AARP describes itself as a nonpartisan association that promotes social welfare and education for older Americans. It was founded in 1958 and now has more than 30 million members: AARP membership is open to anyone age 50 or older, whether working or retired. Members receive Modern Maturity, a full-color bimonthly magazine that features health, consumer, and financial news and information, as well as entertainment and travel updates and a nationwide calendar of events. Members also receive the monthly AARP Bulletin, which offers late-breaking news and feature stories on a wide range of issues that affect midlife and older persons. ,http://www.aarp.org. Modern Maturity is the bimonthly flagship publication for AARP. Its circulation of 20.4 million is the largest of any magazine in the nation and reflects "the graying of America" (Vivian, 2001, p. 56). AARP mails Modern Maturity and AARP Bulletin to members, and they are archived on its Web site (www.aarp.org). AARP's huge membership offe...