COSI 345 Midterm: Stereotypes

What is Ageism?

Ageism is the stereotyping, prejudice, and discrimination against
people based on their age.

Ageism is widespread and an insidious practice which has harmful
effects on the health of older adults.

Ageism marginalizes and excludes older people.

Ageism is everywhere, yet it is the most socially “normalized” of
any prejudice and is not widely countered like racism or sexism.

What is a stereotype?

An oversimplified, distorted, exaggerated belief or image about a group of people.
• Many times, stereotypes function automatically, outside of our conscious
awareness. We all like to think we don’t have stereotypes but we do and we should be aware of them
• May be positive or negative.
• Ageism refers to negative stereotypes related to aging and the elderly

What are implicit stereotypes?

Implicit stereotypes have been defined as the unidentified (and inaccurate) traces of past experiences that mediate attributions / qualities to members
of a social category, that function outside of conscious awareness.

What is a self stereotype?

those we hold about ourselves or our group

• seniors hold stereotypes about seniors

What are some positive stereotypes associated with seniors?

Older Adults Positive
Sweet
Kind
At peace with life
Compassionate
Religious
Patriotic
Perfect Grandparent
Happily Retired
Wise

• even though some of these are positive in theory it may not be necessarily positive in terms of the impact on people

What are some negative stereotypes about seniors?

Older Adults Negative
Impaired/Ill live in institutions
Dementia
Less productive
Slow learners
Despondent
Helpless
Boring and forgetful
Shrew/Curmudgeon
Unable to change
Irrelevant
Lonely/Sad

Age related stereotypes are held by:

• Age-related stereotypes are held by all ages. → starts very young
• Older individuals have stereotypes about “old” and about
themselves, based on their experiences.

What do studies about implicit stereotypes tell us?

• Studies of implicit stereotypes show that while positive and
negative stereotypes exist negative attitudes dominate our
perceptions about older adults.

• you may have positive stereotypes but overall the negative perceptions dominate

What kind of stereotypes have a greater impact on communication behavior?

Negative stereotypes have greater impact on communication behavior than positive stereotypes

How did COVID-19 impact our perception of seniors?

• Covid-19 had a significant impact on our negative stereotypes
• “The “stay home and protect your grandmother” shaped our views of older adults being frail and how we will think about being older.
• Message of older people as frail -> resentment for stay-at-home precautions.
• “While it is true that people age 65 and older are at higher risk for complications from the virus, many older adults are healthy and strong. Stereotypes about older people can breed behaviors that undermine their autonomy or physical strength.” → if everyone views me as frail i’m going to start viewing myself as frail (self fulfilling prophecy)

In what ways does ageism have a financial and personal cost?

• In the United States of America (USA), a 2020 study showed ageism in the form of negative age stereotypes and self-perceptions led to excess annual costs of US $63 billion for the eight most expensive health conditions
• A systematic review in 2020 showed that in 85 per cent of 149 studies, age determined who received certain medical procedures or treatments

What are some disparities that occur with ageism?

• Women are more likely than men to experience ageism

• Older and lower income older adults were more likely to report that they commonly experienced three or more forms of ageism everyday.

• Consider impact on older adults that face overlapping stereotypes, discrimination and barriers
• Minority groups
• Low income
• Those living with disabilities
• Women living alone
• LGBTQ+

THESE GROUPS ALREADY EXPERIENCE STEREOTYPE -- AGEISM ADDS ANOTHER LAYER

How is ageism an international focus?

• World Health Organization 2016 global anti-ageism campaign → not on the forefront and not many people know about it

• The United Nations Decade of Healthy Ageing (2021-2030) goal to improve the lives of older people, their families, and the communities in which they live

there are these theoretical global campaigns but right now they aren’t really widespread → know its a problem but have no solutions

Stereotypes have functional effects on what?

stereotypes have functional effects on communication interactions

What is the communication accommodation theory?

• The way in which we adapt our speech style in response to
others in the interaction. → probably talk to your grandparents differently than you talk to your friends → may choose different words
• the situation, our similarity to others (someone your age vs group of seniors), our attraction to them and our motivation to communicate with them (all impacted by stereotypes) will influence our tendency to accommodate to their communication style

What are the three ways we can accommodate?

We can accommodate

• appropriately

• over accommodate

• under accommodate

What is over accommodation?

• Over anticipating needs of communication partner based on stereotypes
• For older adults includes:
• “baby talk” and patronizing “elderspeak” → Hi sweetie how you doin today? seen a lot in nursing homes and healthcare settings
• Perceived as disrespectful.

What is under accommodation?

• Failing to be sensitive to the conversational needs of others.
• Suggests disinterest in the communication partner. → says they are not important to you
• Not making appropriate accommodations for possible age-related changes. → what can we do to make things simpler? Doesn’t need to be crazy changes.
• Older to Younger (Painful Self Disclosures) → Where older people don’t accommodate → may share information a little too quick
• Younger/Healthcare Provider to Older (too fast, too much info.)

What are some examples of over accommodation?

YOUNGER SPEAKER TO OLDER PERSON

OVER-ACCOMMODATION
INCLUDING “ELDERSPEAK”
• Inappropriate slower rate of speech -- You… don’t… need… to.. talk.. like.. this
• Exaggerated intonation — hi sweetie (implies you are treating them like an infant)
• High pitch — hi sweetie (implies you are treating them like an infant)
• Inappropriately loud → distorts speech
• Vocabulary simplification
• Use of “pet names” → sweetie, cutie, honey (infantilizing)
• Grammar simplification → don’t need to talk in overly simplified sentences

What are some examples of under accommodation?

UNDER-ACCOMMODATION
MAKING NO ADJUSTMENTS
FOR:
• Age related hearing loss (should slow down, stand in front of them, get their attention before speaking, raise volume a tad BUT DONT)
• Age related processing change -> information provided too fast (information is going to be processed a bit more slowly)
• Illness → not making any accommodations is underaccommodation
• Age related vision changes
• Ignoring elder → talking to the family member instead of patient

What are the three main types of responses seniors use in response to patronizing communications?

• Acceptance

• Ignoring

• Challenge

What does an acceptance response look like to a patronizing communication?

• passive — meek acceptance

• they just accept the comment of patronization → do whatever they were told to do

What does an ignoring response look like to a patronizing communication?

• makes an unrelated comment and doesn’t respond to coment

What are the 4 types of challenge responses to patronizing communications?

Challenge- the message of incompetence:
• Appreciative-state the challenge, but consider feelings of patronizing speaker → please don’t call me sweetie, I don’t like that, I know you were just trying to be nice
• Assertive-state the challenge without embellishment → please don’t call me sweetie
• Humorous-less direct challenge and may be more polite → sweetie? that’s what I call my grandchildren (give a subtle message)
• Condescending-counter the remark and call speaker on the patronizing remark → don’t call me sweetie that’s just rude ( calling them out and making them feel bad

What type of responses carry the highest risk of confirming negative stereotypes?

Passive and confrontation generally carry highest risk of confirming negative
stereotype

What types of responses are welcome in the health care system?

In health care passive and ignoring are most welcome (but confirm negative stereotypes)

In community, what type of responses are better?

In community assertive responders seen as more competent but not in health care

What type of responses have the greatest potential for reversing the negative feedback loop in the CPA model?

Research indicates that appreciative and humorous have the greatest potential for reversing the negative feedback loop in the CPA model

Discuss the impact of under and over accommodation on communication

• Both Over and Under accommodation run the risk of impacting further communication exchanges
• running the risk of solidifying stereotypes in both parties and isolation for the older adult! → senior is not a worthwhile communication partner (senior or other person views it like this)

What are the two models of international stereotypes in communication?

1. communication predicament of aging

2. age stereotypes interactions

What is the communication predicament of aging model (CPA)?

Characteristics of the older person or the environment can act as cues that trigger age stereotypes
• The speaker over/under accommodates based on their interpretation of a senior
• With reinforcement of age stereotypes the recipient responds with expected
stereotype response
• The response strengthens the stereotypes in the younger partner
• Becomes cyclical: The stereotypes are strengthened in the older communication partner → changes seniors communication behavior so you get this self-fulfilling prophecy

CPA MODEL

• Encounter w older person

• recognition of old age cues that trigger stereotypes

• Modify speech behavior → over and under accommodation

• Results in loss of opportunities for the older adult to communicate

• Reinforces the older adult for reacting in age-stereotyped ways.

• results in loss of self-esteem and perpetuates the cycle

• internalizing of age stereotypes as part of self-image = change in behavior in older person

What is the age stereotypes interaction model (ASI)?

• Identifies the role of both positive and negative stereotypes.

• Identifies potential to break negative interactions.

  • relies on us to be aware of our stereotypes

• The perceiver’s cognitive schema and context serve as a catalyst for stereotype activation.

What are 5 key characteristics/factors in the older adult that lead to the triggering of negative stereotypes in interactions?

1. Noticeable changes in physical/mental fitness

   1. wrinkles

   2. grey hair

   3. aging posture

   4. excuses for memory failure

2. Institutional settings (hospital, rehab, nursing home)

   1. perception of “ill”

      1. you can have a young person and older person in one of these settings with the same diagnosis and the communication patterns they will expereicen with comm. partners will be completely different based on age stereotypes

      2. regardless of whether a senior is functioning better than someone who is younger

3. Use of adaptive devices

   1. perception of “ill” and/or impaired

      1. walkers, canes, hearing aids

4. Strained, unclear voice

   1. perception of being old/old → disinterest in partner

5. Role as a care recipient

   1. irrelevant, ill, impaired

      1. even if being cared for at home or nursing home

What are the consequences of being the recipient of ageism?

There are true physiological ans well as mental health changes that occur within our senior populations as a result of ageism

1. Changes in communication quality and styles

2. Negative self esteem impacts life span

3. Decrease in cognitive function

4. physical health

5. health

How does ageism change communication quality and styles in seniors?

1. Change in Communication Quality and Styles.

If they have been victims of negative stereotypes, Seniors have lower assessment of their own communication worth (self-fulfilling prophecy) which results in:

• increase of dependent behavior

• change in communication topics

  • seniors like to talk about whatever they are interested in (all the same things we are!) BUT if we are constantly asking them “how do you feel?” it changes what they talk about

  • “seniors only talk about their aches, pains, and illnesses” → why is that? it is all we ask them → we never ask them their view on SS or politics etc..

• changes in/reduction in communication

  • less initiation on conversation

  • I will answer your question and that’s that

• decreased partners/isolation

How does ageism impact the life span?

• Negative Self Esteem Impacts Life Span (Levy*)

  • being exposed to many stereotypes over the lifespan decreases selfworth

• shortened with negative self perceptions re: aging*

• 7.5 yrs. longer with positive self perception*

• “Will to Live” priming study 18-35 yr. old's and 61-85 yr.*

  • primed with a serious of words that talked about seniors being old and frail (neg stereotypes) → presented very quickly

  • then put in situations where they would have to decide to chose a medical intervention → life sustaining intervention

    • younger people always said yes to intervention

    • before the study seniors did chose yes but after the priming study that went significantly down to almost no seniors choosing life sustaining interventions

• better recovery post illness

  • if your perception is positive about aging

How does ageism decrease cognitive function?

3. Decrease in Cognitive Function

• *Priming studies = change in performance

  • Memory - decline from pretest due to priming of negative aging stereotypes

  • Response speed - decline from pretest due to priming of negative aging stereotypes

  • Math - decline from pretest due to priming of negative aging stereotypes
    

• Alzheimer’s dz. = neg. perceptions in 40’s -> volume loss in hippocampus in mid 60’s

  • if you had a negative perception about aging in your 40s there was already starting to be some negative changes in the hippocampus by the mid 60s

  • how you view yourself have significant impact on life expectancy and cognitive function

How does ageism impact physical function?

• priming studies → baseline measure, then seniors are recipients. of negative primes and then we do posttest measures. IN EVERY ONE OF THESE WE SAW DECREASES

  • gait - decreased

  • walking speed - speed decreased

    • one of the highest predicting measures of whether someone is going to end up in a nursing home

  • handwriting - legibility and speed decreased

  • balance - decreased

how does ageism impact health?

• negative stereotypes = negative impact on health

  • increase in blood pressure (from priming studies → increase in bp after negative primes were given)

  • medical discrimination = less likely to receive care

    • priming studies but for healthcare professionals asking if they would provide care in certain situations after seeing negative aging primes

• positive stereotypes = positive impact on health

  • decrease in blood pressure

  • Even if you are ill, you have a better chance at a positive outcome if you are surrounded by positive stereotypes and feel like you are worthwhile

When do our aging stereotypes begin?

• stereotypes start early, already present in 3-5 year olds

  • consider visual and written information

    • cover of popular children’s books (there was an old lady who swallowed some leaves)

  • school assignments

    • on your 100th day of school dress up like a 100 year old

      • “grumpy old 100 year old”

  • studies

    • 6 year olds and two teachers: one teacher was in their early 20s and the other was 60

    • they were doing an activity where they had 5 objects on the table and spread them out and had the kids count them

    • the younger teachers pushed the objects together and said now there are less objects

    • not on of the children corrected her

    • When the older teacher did the same thing all of the children corrected her → no there’s not!

    • not once did the children correct the young teacher

Explicit exposure stats

• 65% of seniors polled reported they’re commonly exposed to ageist messages in materials they watch or read

• 45% said they sometimes or often experience ageism in interactions with other people

• over 33% of older adults have internalized stereotypes about aging

Ageism in print media

• 2019 AARP study sampled more than 1,000 online images from different
brands, leaders, new sites, and social media accounts that all had over 1
million followers.
• Only 15% of these photos included adults over 50, despite older adults
making up 46% of the U.S. adult population
• In print:
• Present in 1-5% of ads
• Present in 3-5% of children's literature frequently negative

Discuss how seniors are underrepresented and frequently poorly represented in Film and TV

In television 2004-2018:
• 6.6% of prime-time characters were over the age of 65
• when portrayed generally young-old white, healthy, straight males
• significantly less women and even less racial or sexual diversity
• portrayals of women most often negative
In film:
11% of characters over 60
• > ½ of films with a lead or supporting senior used ageist comments
• Only 29% used technology
(>80% average)

Seniors and Movie/TV Stats

• Over 61 million adults 50 and older attended movies
• more than 84 million subscribed to television streaming services in 2024,
• spending over $10 billion annually.
• underscores the influence of the 50- plus on consumer spending and media consumption.

• 2024-2025 AARP survey of 1,010 adults 50-plus found a crucial need for
increased representation and diverse portrayals of older adults in movies
and television.
• More than one in five (22%) are dissatisfied with the variety of roles offered to actors 50-plus,
• 11%are very satisfied.
• 69% consider it important for accurate portrayals in both casting and storylines

• 79% of our older population would prefer stories and characters that represent real-life experiences of older adults.
• Only 7 percent claim age representation on film and TV is often accurate
• 59% say portrayals are sometimes accurate
• 29% say they are rarely accurate
• 4% say it is never accurate.

• More than half of those 50-plus say accurate portrayals have remained
unchanged over the last five years
• 28 percent believe they have improved
• 19 percent say they are worse.

• Those surveyed believe older adults are rarely seen in diverse and dynamic roles
• Only 17% say they are portrayed as being physically active,
• 11% as learning something new,
• 22 % as having a busy career.

When portrayed how are seniors portrayed?

• Older adults more often portrayed as patients in medical settings
• Older adults were shown alone, with or with a health care provider in 70% of pictures
• 28% of ads with older adults were negative images included those evoking
isolation or dependence (sitting alone on park benches staring into space)
• Compared 4% of those younger than 50 were presented negatively
• Present in ads with technology just 5% of the time.
• Those images often featured a helpful younger person demonstrating how to use the technology or simply doing it for the older adult.
• Consider over 50 populations expected to spend $84 billion on technology by 2030

Discuss Agism in advertising

Content of ads

• Medications – what is the message

  • turn the TV on and you see a lot of ads about medications and typically medications for seniors

  • message: seniors need medications

• Beauty products

  • Anti-aging → do everything you can to not look old

  • The cosmetics and toiletries segment is one of the leading advertising categories worldwide

  • “Dermatologists share the 18 best anti- aging skin care products of 2022

• Some Good News
  • Representations of older people have improved to more positive depictions compared to 1950.
  • Beauty ads somewhat more gender neutral but still ageist (?)
  • Still:
  • Older-old (fourth age) group continues to be underrepresented in the visual media → rarely are people in the over 85 category represented
  • Women, minority groups and people with disabilities continue to be most underrepresented

Why should we fight against ageism?

Negative views have a significant negative impact on seniors' overall health, sense of self-worth and communication opportunities
• Negative views have a significant negative impact on physical and cognitive health of seniors
• No representation = IRRELEVANCE

What are the 5 strategies to challenge stereotypes? What is needed to even participate in these?

5 strategies to challenge biases: requires awareness that we all have stereotypes!

1. Replace stereotypes

2. take ownership and individualize

3. consciously embrace new images

4. switch perspectives

5. immerse yourself

Discuss the 5 strategies to challenge stereotypes

• Replace stereotypes: Requires awareness and subsequent altering of
our responses to stereotypes → one senior does not represent everyone

• Take Ownership and Individualize: Consider Individuals NOT groups

• Embrace New Images: Think about people who don't fit the stereotype
you've acknowledged. Work on making this your new norm!

• Switch perspectives: Imagine yourself as a member of the group you've been stereotyping. What would it be like if strangers patronized you and called you "sweetie" or "dear," for example?

• Immerse Yourself Make contact: Interact with the people you've been stereotyping. Go visit and talk with that friend who's now living in a retirement community.

Stereotypes summary:

Ageism is NOT acceptable

The impact of negative stereotypes include:
• Reduced communication skills and opportunities,
• perpetuate negative stereotypes,
• Lead to reduction in cognition, health and life expectancy

• Negative stereotypes are present in very young children

Media portrayal of seniors:
• Absent: consider message
• Ill or needing medicine: consider message
• Negative: “anti aging”: consider message
• Positive: grandparent or unusual: consider message