The aim of the thesis is the most faithful interpretation of a senior´s image presented by media taking into consideration possible culture, political, social, alternatively other contexts jointly forming and affecting this image. During the data collection and their evaluation following research questions were taken into account: Do media information concerning seniors come under a typification and/or stereo-typification? Do the media correctly use terms "a senior" or "a pensioner"? Is it possible to discover an age-related discrimination in the media? To achieve this objective there was used a methodical support in a form of a content analysis of the most popular Czech dailies (Blesk, MF Dnes, Právo, Aha!) in the period from January 1st, 2010 to June 30th, 2012. The content analysis was followed by an interpretative part of the research based on the Glaser-Strauss´ grounded theory method. It was followed by a comparison and evaluation of the above stated methods using a categorization and a description of each of those categories arising from the research results.