GN Hearing, the global hearing solutions company well known for its Beltone and ReSound hearing aid brands, has released new image materials in recognition of World Hearing Day. The newly released image library was created in response to the low level of public awareness about hearing loss and the lack of related photographic resources.
According to a new global survey released by GN Hearing, the everyday lives of people experiencing hearing loss are not adequately represented in various media, including broadcasts. The findings show that existing depictions are often inaccurate, which can reinforce stigma and misunderstandings and delay the time when individuals seek appropriate support.
Release of the 'New Norm vol.2' Image Library
Unlike conventional staged studio photos, the library focuses on natural moments in everyday life.
These images are available free of charge to organizations and groups addressing hearing loss, including the media, academia, and non-profit organizations. The goal is to shift outdated and stereotypical perceptions of hearing aids and their users toward a more modern and positive perspective.
Hearing Loss Remains Underrepresented in Mainstream Content
Prior to launching the campaign, GN Hearing conducted a YouGov survey in Australia, the United Kingdom, and the United States.
The results showed that not only the general public but even those experiencing hearing loss themselves could hardly recall seeing hearing aid users in mainstream content that does not directly address hearing loss.
When asked whether they had seen any hearing aid or cochlear implant users in content not centered on hearing loss or hearing aids in the past year, 41% of respondents in Australia, 49% in the United Kingdom, and 55% in the United States answered that they could not recall a single instance.
Dr. Laurel Christensen, GN's Chief Audiology Officer, commented as follows:
"The low visibility and unrealistic portrayals in media, as identified by the YouGov survey, can negatively impact the mental health of people with hearing loss, and can cause those noticing early symptoms to hesitate in seeking help. GN aims to correct outdated perceptions of hearing aids and hearing loss. Our goal is to help ensure that wearing a hearing aid is seen as a positive symbol of independence and confidence in daily life. The 'New Norm' image library provides practical resources for the media, brands, and content creators to drive these changes."
Breaking Stereotypes... The Need for More Relatable Depictions
Among people with hearing loss in the three countries, about a quarter said that media portrayals of hearing aid users did not resonate with them. In contrast, only about 10% said they had seen depictions they could relate to. Respondents also stated that insufficient exposure in everyday media makes it difficult for those around them to form an accurate understanding of hearing loss.
Furthermore, the majority of people with hearing loss said that the media does not accurately reflect their lives. In the United States in particular, 77% of respondents pointed out that the media distorts important aspects, often limiting hearing loss to an issue associated with aging or depicting those affected as frail and dependent.
Barbara Kelley, Executive Director of the Hearing Loss Association of America, stated:
"Everyday and authentic portrayals can help people move from 'hesitation' to 'action' when it comes to recognizing and accepting their hearing loss. When hearing aids are seen not simply as a symbol of aging, but as useful tools for living, more people will come to embrace hearing care as an active health choice."
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