This paper investigates the modalities of the government of old people in contemporary society by looking critically at current social gerontological discourse and the claims to truth it makes about the experience of growing and being old, and its impact on the cultural economy of old age. Recent theoretical developments in sociology have problematised dominant cultural, social and academic constructions of ageing and the ways in which old people make sense of their ageing selves against these normalising processes. The impact of structural processes on the experience of old age has been highlighted, dominant discursive practices in relation, for instance, to the care of old people have been deconstructed and spaces of resistance have been identified. At the same time, social gerontology has turned its attention to positive or successful ageing and its payback for individual old people and policy-makers. However, because it is embedded in a broader discourse which gives primacy to lifestyles, social and economic opportunities and moral responsibility, successful ageing is an ambiguous project caught between resisting the mask of ageing and reaffirming the continued cultural repression of the declining body and, by extension, of the ageing self. Recent findings from an on-going life history project involving old people who have moved to ‘age-appropriate’ housing will be used to illustrate the extent to which people who are now old have appropriated new forms of regulation.