:format(webp))
BALLERUP, DENMARK — New research from YouGov reveals a striking lack of everyday representation of hearing loss in media and a pattern of inaccurate portrayals that fuel stigma, misconceptions and delayed help‑seeking. In the US, 55% of respondents could not name a single instance from the past year where someone wearing a hearing aid or cochlear implant appeared in media, where the content wasn’t related to hearing loss or hearing devices.
To mark World Hearing Day, GN, a global leader in hearing, audio, video, and gaming solutions, is seeking to end the “media invisibility” surrounding hearing loss by launching an expanded, diverse library of images representing people living with hearing loss.
The New Norm Vol. 2 image library features a collection of free, high-quality photographs that showcase real people aged between 20 and 60 years with hearing loss, wearing their hearing aids. It aims to shift the visual focus from staged studio shots to real world moments. The images are now available for free use by the media, academia, non-profits and others reporting on hearing loss, aiming to replace outdated and stereotypical imagery with a more contemporary and positive representation of hearing aids and the lives of those who use them.
Laurel Christensen, PhD, GN Chief Audiology OfficerThis “media invisibility” and unrealistic portrayal highlighted by our YouGov research can negatively impact the mental health of people living with hearing loss and deter others from seeking help when they notice early signs of hearing loss. GN wants to challenge the outdated misconceptions of hearing aids and living with hearing loss fostering an environment where wearing hearing aids is seen as a symbol of empowerment in daily life, and our New Norm image library gives newsrooms, brands and creators practical assets to change it.
:format(webp))
Roughly a quarter of respondents with hearing loss say depictions of people with hearing devices are rarely or not at all relatable, and only around one in ten say they very often see relatable portrayals. This relatability gap matters, as many Americans believe representation shapes behaviour, with 41% saying the lack of everyday media representation makes it harder for people to recognise hearing loss or seek help. A vast majority of those with hearing loss in the US (77%) say media gets key aspects of their lives wrong, such as framing people with hearing loss as elderly, fragile or dependent.
“Authentic, everyday representation can move people from hesitation to action when it comes to recognizing and ‘owning’ their hearing loss,” said Barbara Kelley, Executive Director, Hearing Loss Association of America. “When people see hearing aids as a helpful tool, not just as a sign of getting older, we think they are more likely to seek hearing care as an overall proactive health choice.”
SOURCE: GN
