[What effects do media-mediated images of old age have on older people?-Results of a reception study].

BACKGROUND

The importance of media-mediated images of old age and ageing has been discussed for a long time. Nevertheless, there is sparse empirical evidence on the effects media (re)presentations of old age can actually have on recipients. This study explored the question of how (prototypical) media representations of age affect attitudes towards old age (foreign image of age) and personal aging (self-image of age).

MATERIAL AND METHODS

In the course of a content analysis, three common age representations were identified in the news magazines Spiegel, Stern and Focus. Based on this, prototypical stimulating material was selected (frames). Subsequently, 910 participants between the ages of 60 and 94 years were divided into 3 experimental groups. Over the course of a quasi-experimental survey each participant was confronted with an age frame. The focus was on a before-after comparison of indicators relating to the foreign and self-images of age.

RESULTS

The before-after comparison showed that the indicators of the external perception of age changed more than the self-image. In addition, foreign and self-image indicators tended to diverge. The presentation of the negative frame led to an improvement of the self-image while the external image significantly deteriorated. Conversely, after the positive frame was presented, the external image significantly improved while the self-image suffered.

CONCLUSION

Media depictions of age do not seem to have an impact on older people's foreign and self-images as could be assumed based merely on the content. Moreover, the recipients seemed to use them for social comparisons. As a result, negative effects appeared to occur when media representations made older recipients aware of their own age by presenting positively staged best agers. In the light of these results, the theory of social comparison processes can be used, stating that media provide recipients with comparative standards. In view of these findings, common assumptions about the effects of old age images should be reconsidered. More attention should be paid to the interaction between foreign and self-images.