LAUSR

‘Successful ageing’ has been a controversial concept in cultural gerontology, prompting critiques of its inherent individualism, neglect of structural inequalities and promotion of neoliberal strategies of self-care. This article aims at developing the critique of its heteronormative underpinnings. Drawing on cultural gerontology, feminist theory and queer theory, a critique of the rhetoric and visual representation of ‘successful ageing’ is developed that demonstrates the extent to which ‘success’ is equated with enactments of normative, gendered heterosexuality. The intent is not to simply map the exclusion or marginalization of queer representations but to make visible the ways in which assumptions of heterosexuality organize the visual field of ‘successful ageing’. Using examples from ‘lifestyle’ magazines and health promotion materials aimed at mid-to-later life adults, I demonstrate how the promise of ‘heterohappiness’ shapes visions of anticipatory ageing. This article forms part of ‘Media and the Ageing Body’ Special Issue.