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KMID : 0379220170370030763
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Journal of Korea Gerontological Society
2017 Volume.37 No. 3 p.763 ~ p.781
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How Indirect Contacts of Older Adults through Media Influence Ageism: Investigating the Mediating Role of Attitudes toward Older Adults and Social Norm
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An Soon-Tae
Lee Sun-Young
Chung Soon-Dool
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Abstract
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This study explores the relationship between indirect contacts of older adults and ageism related behaviors by investigating adults' exposure to portrayals of older people and their images in media. This study also investigates how indirect contacts of older adults influence ageism related behaviors such as avoidance and discrimination against older adults through attitudes and social norms about older adults. Using an online survey collected from 252 adults aged 18-64 years, the authors found that indirect contacts of older adults through media predicted attitude toward older adults as well as social norms. The results also revealed that social norm predicted both avoidance and discrimination behavior against older adults while attitude toward older adults only predicted avoidance behavior. Finally, the findings indicated that attitude toward older adults mediated the relationship between indirect contacts through media and avoidance behavior. However, social norm mediated the relationships between indirect contacts through media and discrimination as well as avoidance behaviors. Implication and limitation of the findings are discussed.
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KEYWORD
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direct contact, ageism, media, image of older adults, social norm
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