The Manifestation of Gerontophobic Stereotypes in Russian Television

Abstract

Global demographic age-related changes make it increasingly relevant to ensure the harmonious integration of the elderly into social life. This process is complicated by the inadequate perception of senior citizens by other members of society. The media is a primarymeansofcreating a specific social perception of the elderly. Addressing the situation in Russia, we examine the nature of the gerontophobic stereotypes spread through television. Based on the TV program’s content analysis results, the author proposes a rating of the most widespread stereotypes, such as distorted perceptions based on financial standing, external social evaluation of behavior, education and professional-labor abilities, opportunities for recreation and leisure, and family social roles. In the present study, we juxtapose the obtained empirical data from the publications on senior citizens’problems in Russia, analyze whether the revealed stereotypes correlate to the real situation, and establish their sources. The paper highlights the significant role of television in forming a negative social image of the elderly and the older generation’s falling social status in Russia. The media’s negative image hinders senior citizens’ reintegration into all spheres of social life and hampers their potential.