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
This article was first published by the Art Newspaper.
Museums in the US and beyond are neglecting members of a rapidly expanding demographic who also historically have been the sector’s biggest donors.
You can think of the recent history of art museums as a series of expansions that opened museum doors ever wider. Since the 1970s, success came to be measured by growing audiences. Museums created programmes and spaces for youth and improved access for people with disabilities. During Covid-19, they became more community conscious, seeking to serve populations that had previously felt unwelcome. Yet one large and growing audience segment has generally been overlooked: older people.
The reason, simply, is ageism, an entrenched way of thinking and a form of discrimination to which we are only now waking up as a society. “Ageism is everywhere,” the World Health Organization (WHO) has declared, “yet it is the most socially ‘normalised’ of any prejudice and is not widely challenged, like racism or sexism.” Ageism is about stereotypes (how we think), prejudice (how we feel) and discrimination (how we act) toward others or ourselves, based on age.
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