The enormous power of the media gives them the freedom to tolerate ageist perceptions against the older population, and in fact to decide whether to undermine or benefit the social and intergenerational fabric. So will they continue to call the stereotypically older Israeli “Yoske,” and fit him with a moustache and a cane? ‘A Site for All Ages’ has accessible resources on ageism in the fields of communication, marketing and advertising.