Stereotypes of Ageing: Messages Promoted by Age-Specific Paper Birthday Cards Available in Canada

Shannon R. Ellis · Todd Graham Morrison

51 citations0/0 files storedThe International Journal of Aging and Human Development

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Aging and Gerontology Research Social and Intergroup Psychology Retirement, Disability, and Employment

Abstract

Birthday cards are a ceremonial token that may purposefully or unintentionally transmit stereotypes about the ageing process. In the current study, the authors examined 150 age-specific paper birthday cards sold in retail outlets located in a small metropolitan area. Results suggest that a greater proportion of the cards' textual messages represented ageing in a negative manner (66.7%). Further, the negativity of these written messages did not appear to vary as a function of the intended recipient's chronological age or sex. The findings are compared to those of previous studies conducted in this area. As well, limitations and directions for future research are outlined.

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References

1969The Handbook of Social Psychology 1998Stereotyping, prejudice, and discrimination.1990Basic content analysis, 2nd ed.1997Terror Management Theory of Self-Esteem and Cultural Worldviews: Empirical Assessments and Conceptual Refinements 1986Basic Content Analysis 1981Perceptions of the elderly: Stereotypes as prototypes.2002Doddering But Dear: Process, Content, and Function in Stereotyping of Older Persons 1990Multiple stereotypes of elderly and young adults: A comparison of structure and evaluations.

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