How Indirect Contacts of Older Adults through Media Influence Ageism: Investigating the Mediating Role of Attitudes toward Older Adults and Social Norm

매체를 통한 노인접촉경험이 연령주의 행동의도에 미치는 영향: 노인에 대한 태도와 사회적 규범의 매개효과를 중심으로

  • An, Soontae (Division of Communication and Media, Ewha Womans University) ;
  • Lee, Sun Young (Ewha Institute for Age Integration Research, Ewha Womans University) ;
  • Chung, Soondool (Department of Social Welfare, Ewha Womans University)
  • 안순태 (이화여자대학교 커뮤니케이션.미디어 학부) ;
  • 이선영 (이화여자대학교 연령통합고령사회연구소) ;
  • 정순둘 (이화여자대학교 사회복지학과)
  • Received : 2017.05.31
  • Accepted : 2017.08.23
  • Published : 2017.08.30


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.


Supported by : 한국연구재단