The Covid–19 pandemic has intensified focus on older adults, reshaping perceptions and representations of aging across societies. This paper examines media and public discourses, exploring how age and older adults are framed, which stereotypes have solidified, and which longstanding narratives about aging have fractured. Additionally, this study introduces a socio–semiotic methodology, aimed at reviving integrative approaches between sociology, anthropology, and discourse analysis to better understand these transformations. Methodologically, it bridges socio–semiotic analysis with cultural sociology and anthropology to explore semantic shifts within media and public discourse on aging in times of epidemic. Specific attention is given to the portrayal of medical technologies and care spaces in media, revealing the evolving interplay between aging, technology, and cultural perceptions.
Keywords: Media and Aging; Socio–Semiotics; Discourse Analysis; Pandemic; Aging in Science and Technology Studies.