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Abstract Recent studies provide evidence that the coverage of older people's issues in the mass media during the COVID-19 pandemic was accompanied by a (re-)emergence of negative stereotypes surrounding the question of age. However, these studies primarily relied on written materials. As visual imagery has the power to attract greater attention than words, this study set out to investigate the visual portrayal of older adults in the mass media. Via web crawling, we identified a total of 3,560 articles with keywords such as ‘older adults’ and ‘COVID-19 pandemic’ in the four most popular online news sites in Germany during the first phase of the pandemic. We applied visual content analysis to assess the frequency of a diverse set of characteristics of older adults in the cover photos of the articles in question (N = 604). Older individuals were most often depicted as physically weak, alone, professionally taken care of, passive, living at home or in a nursing home, and cognitively inactive. The images – mostly of female passing persons – were characterised by a stereotypical presentation that evokes distance to the subject by cropping out any faces. Our results reflect findings on the negative media representation of older adults as homogenously vulnerable in verbal materials during the COVID-19 pandemic in contrast to increasingly diverse representations in pre-pandemic times. This stereotypical misrepresentation of older adults can be interpreted as visual ageism, which is amplified by their visual othering. Our findings demonstrate the need for the media to reflect upon these practices as negative age stereotypes have an impact on mental health for people of all ages.
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