The continued focus on youth and beauty in our society is being
driven by social media and a phenomenon referred to in the
literature as “visual ageism” (Ivan et al., 2020). Digital social media
includes such platforms as Facebook, Instagram, YouTube, Snapchat,
Tumblr, and Twitter (Derenne & Beresin, 2018). Social media has
been a great tool to build and maintain relationships with friends and
family; however, it also encourages unhealthy comparisons with
other people’s lives that are often fictitiously portrayed as perfect
(Derenne & Beresin, 2018). In addition, the majority of postings on
social media are done by the younger generations, which give these
sites a youth bias. Add to this a consumer media industry that takes it
cues from social media, and we have advertising that portrays a
youth-oriented culture focused on materialism and beauty. Our
digital-driven society pressures the older population to conform to
the young ideal, which is of high value to the consumer industry
(Derenne & Beresin, 2018).
Social media content is a powerful driver of societal behavior and
norms and influences the way we relate to others and see ourselves
(Ivan et al., 2020). Two theories have been proposed to explain how
media influences our society: social learning theory and cultivation
theory (Vickers, 2007). Social learning theory states that youth tend
to copy what they see and hear in the media, especially during their
early developmental years (Vickers, 2007). Cultivation theory states
that media can alter a society’s perceptions of the world and the
acceptable societal norms (Vickers, 2007). Recent media trends
focused on reality television, medical interventions to look younger,
and cosmetic make-over programs has placed great attention and
importance on looking younger instead of body positivity (Vickers,
2007). When we look at media today, we see older people trying to
look young, which sets unrealistic expectations for seniors to hold
onto a youthful look (Ivan et al., 2020). I hope that we will see a shift
in this media paradigm to embrace the naturalness of our age and to
see the beauty in an unadulterated appearance. A very recent trend
in body positivity instead of body shaming on social media may
indicate the beginning of a new trend.
Derenne, J., & Beresin, E. (2018). Body image, media, and eating
disorders—a 10-year update. Academic Psychiatry, 42(1), 129-134.
Ivan, L., Loos, E., & Tudorie, G. (2020). Mitigating visual ageism in
digital media: Designing for dynamic diversity to enhance
communication rights for senior citizens. Societies, 10(4), 76.
Vickers, K. (2007). Aging and the Media. Californian Journal of Health
Promotion, 5(3), 100-105.
