The Manifestation of Gerontophobic Stereotypes in Russian Television

© Media Watch 11 (4) 690-698, 2020
ISSN 0976-0911 | e-ISSN 2249-8818
DOI: 10.15655/mw/2020/v11i4/204638


The Manifestation of Gerontophobic Stereotypes in Russian Television


Gennadii G. Sorokin
Tyumen Industrial University, Russian Federation



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.


Keywords:    Population aging, stereotypes, gerontophobia, television, mass media, social role, social structure



Bogdanov, V. (2010). Pension: Time to live or live out? Rodnaya Gazeta, 21(294), 4.

Butler, R. M. (1969). Ageism: Another form of bigotry. Gerontologist, 9(4-1), 243–246. doi:

Chahrak, N., &Ugryniuk, V. (2016). Ageing of the population in the developed countries: New challenges to education sector. Modern Science – Moderni Veda, 3(6), 86–96.

Chernova, V. Y., Tretyakova, O. V, &Vlasov, A. I. (2018). Brand marketing trends in Russian social media. Media Watch, 9(3), 397–410. doi:10.15655/mw/2018/v9i1/49478.

Denisenko, M. B., Ovcharova, L. N., Varshavskaya, E. Ya., Vasin, S. A., & Kozlov, V. A. (2018). Demographic context of increasing the retirement age. Moscow: HSE Publishing House.

Driouchi, A., &Gamar, A. (2017). The gap between educational & social intergenerational mobility in Arab countries. Journal of Eurasian Social Dialogue, 2(1), 1–16.

Eakin, T., & Witten, T. M. (2018). Mechanics of population aging and survival. Biogerontology, 19(3-4), 251–269.

Elyutina, M. E., Teyn, P., &Velikiy, P. P. (2007). Integrated old age: Social participation practices. Saratov: Nauka.

Frolkis, V. V. (1991). Aging and stress-age syndrome. Gerontology and Geriatrics: Preventive Gerontology and Geriatrics (Yearbook). Kiev.

Gelman, V. Ya. (2019). Lifelong learning and population aging. Medical Education and Professional Development, 10(2-34), 40–51.

Ghosh, D. (2016). Impact of gender aspect on self-perceived quality of life of elderly. Journal of Eurasian Social Dialogue, 1(1), 26–41.

Gritsuk, M. (2010). The vice of poverty. Rossiyskaya Gazeta, 241, 3.

Huberman, A. M. (1974). Some models of adult learning and adult change. Studies on Permanent Education. Strasbourg.

Kite, M. E., Deaux, K., & Miele, M. (1993). Stereotypes of young and old: Does age out-weight gender? Psychology and Aging, 6(1), 19–27. doi:10.1037/0882-7974.6.1.19.

Kocherova, Yu. I., &Chutcheva, A. V. (2019). Techniques for manipulating public consciousness on Russian television. Media Research, 6, 232–236.

Kryukova, D. A., Lysak, L. A., Fursa, O. V. (2003). A healthy person and environment. Rostov-on-Don: Feniks.

Lapp, D. (1993). Improving memory at any age. Moscow: Mir.

Levina, V. (2015). Ageing in the Russian Federation. World Bank. Retrieved from

Makreshanska-Mladenovska, S., & Petrevski, G. (2017). Decentralization, fiscal transfers, and income inequality in Central and Eastern European Countries. Journal of Eurasian Economic Dialogue, 2(6), 44–54.

Manstead, A.S.R, & Hewstone, M. (1996). The Blackwell Encyclopedia of Social Psychology. London: Blackwell.

NMG. (n.d.). The National Media Group. Retrieved from

Novikova, V. S. (2019). Gender stereotypes in modern advertising campaigns. Science Diary, 1(25), 12.

Petrova, Zh. V. (2009). Building the image of an elderly person by the media. Vestnik of State Technical University of Saratov, 4(1-42), 272–277.

PFRF. (2018). Pension Fund of the Russian Federation. Retrieved from

Ramensky, S. E., Ramenskaya, G. P., & Ramenskaya, V. S. (2008). Issues of using qualified labor of pensioners at enterprises (pp. 77–82). In: Kachalova, L.M. (ed.). Third age: The older generation in modern information environment. Proc. of All-Russia cross-disciplinary sci. conf. (Moscow, January 30, 2008). Moscow: SGU Publishing house.

Reber, A.S. (1995). The Penguin Dictionary of Psychology. London: Penguin Books.

Rosstat. (2018). Federal State Statistics Service. Retrieved from

Russia in Figures. (2019). Concise statistical book. Moscow: Rosstat.

Rymashevskaya, N., Malysheva, M., & Pisklakova-Parker, M. (2017). Utilization of labour resources through matching professional and famility roles. Entrepreneurship and Sustainability Issues, 5(1), 138–149. doi:, (11).

Savinov, L. I., Bistyaykina, D. A., & Solovieva, T. V. (2018). Aging of the population and the formation of the population’s need for social services. University Proceedings. Volga Region. Social Sciences, 8(46), 98–106.

Semenova, V. V. (1996). Grandmothers: Family and social functions of the grandparent generation (pp. 326–354). In: Destinies of people: Russia in the 20th century. Family biography as an object of sociological research. Moscow: Institute of Sociology of the RAS.

Shakurova, A. R. (2018). Mechanisms for forming and developing social stereotypes on television (the case study of 2015–2016 migration crisis in Europe). Kazan Science, 3, 38–40.

Shmerlina, I. A. (2013). Liberalization of aging: Theoretical illusions and empirical “anomalies” (Part II). Monitoring of public opinion, 4, 71–83.

Smith, E. (1995). Age can be beautiful. Moscow: Kron-Press.

Sorokin, G. (2014). Grandmothers of modern Russia. Woman in Russian Society, 1(70), 78–80.

Sorokin, G. (2019). Method for influencing the development of elderly education in Russia. Amazonia Investiga, 9(25), 88–98.

Taziev, S. F. (2015). Active life of the senior citizens through education. International Education Studies, 8(4), 134–142.

Trofimov, I. D. (2017). Stability of the Labour Shares: Evidence from OECD Economies. Journal of Eurasian Economic Dialogue, 2(6), 1–20.

Trofimov, I. D., Aris, N. Md., & Bin Rosli, M. K. F. (2018). Macroeconomic determinants of the labour share of income: Evidence from OECD economies. Journal of Eurasian Economic Dialogue, 3(3), 1–20.

Watanabe, M., Miyake, Y., & Yasuoka, M. (2018). Unemployment, income growth, and social security. Journal of Eurasian Economic Dialogue, 3(3), 21–30.

Yessenbekova, U. M. (2015). Role of media culture in national historical preservation. Social Sciences (Pakistan), 10(8), 2199–2205. doi:

Yessenbekova, U. M. (2016). Promotion of national traditions by Kazakhstan mass media as a means of ideological influence. Indian Journal of Science and Technology, 9(9). doi:

Yessenbekova, U. M. (2018). Television in the development of information society culture in Kazakhstan. Media Watch, 9(3), 411–417. doi:

Yessenbekova, U. M. (2018). Transformation of the functions of Kazakhstan television in the information society. Media Watch, 9(2), 203–208. doi:

Yessenbekova, U. M., Turzhan, O. I., Koshanova, K. A., Yegemberdiyev, I. D., & Kutym, B. K. (2020). Role of media in addressing the socialization problems of the younger generation: The case of Kazakhstan. Media Watch, 11(2), 348–355. doi:

Zeer, E. F. (1997). Psychology of professions. Ekaterinburg: USVPU.


Gennadii G. Sorokin (Ph.D., Tyumen State University, 2006) is an Associate Professor in the Department of Business Informatics and Mathematics at Tyumen Industrial University Tyumen, Russian Federation. His research interests include algorithms for solving non-standard problems, theoretical Informatics, sociology of education, and informationtechnology.


Correspondence to: Gennadii G. Sorokin, Department of Business Informatics and Mathematics,Tyumen Industrial University, 38 Volodarskogo Str., Tyumen, 625000, Russian Federation.