The conference aims to make an analysis and a debate about several aspects of the sociodemographic reality of the 21st century. Among these, the analysis of citizens´ images projected by the media, which in general do not respond to the mature and aged society, will be covered. The analysis of the stereotype figure of the seniors, their social integration in the mass media and the treatment and presence of these citizens with full rights in the audiovisual society and the written press will be the central points of these two days. The conference aims to come to conclusions and scientific evidence about a social reality and about the specific demands and needs of this majority segment of society: the senior population.