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Advances in Social Sciences Research Journal – Vol. 11, No. 10

Publication Date: October 25, 2024

DOI:10.14738/assrj.1110.17723.

Kitiashvili, A. (2024). Cultural Underpinnings of Ageism: Exploring the Intersection of Georgian Identity and Aging Stereotypes.

Advances in Social Sciences Research Journal, 11(10). 185-196.

Services for Science and Education – United Kingdom

Cultural Underpinnings of Ageism: Exploring the Intersection of

Georgian Identity and Aging Stereotypes

Anastasia Kitiashvili

Tbilisi State University

ABSTRACT

This study explores the relationship between Georgian cultural identity and ageist

attitudes and stereotypes towards the elderly. It investigates whether a strong

identification with traditional Georgian values correlates with ageist perceptions

among the younger population in Georgia. Conducted with 300 young respondents,

the research revealed that those who strongly identify with traditional Georgian

culture exhibited less overt ageism. This aligns with the cultural norms that

emphasize respect for elders. However, these individuals may still harbor implicit

biases influenced by broader societal trends that prioritize youth and productivity.

Older adults were often perceived as warm and kind, but they were also

stereotyped as physically and cognitively limited, fitting into the "pity" category of

the Stereotype Content Model (Fiske, Cuddy, & Glick, 2002). These findings

provided valuable insights into the cultural dynamics of aging in Georgia and have

implications for public policy and social interventions aimed at mitigating ageism.

Keywords: older adults, ageist stereotypes, explicit attitudes, implicit attitudes

INTRODUCTION

As global demographics shift towards an aging population, with longer life expectancies and

declining birth rates, the proportion of older individuals continues to grow. Aging is a natural

process, yet societal attitudes and stereotypes towards it are often mixed or negative. While

aging can bring wisdom and experience, it also involves physical and mental health declines

due to age-related changes. However, studies indicate that negative age-related stereotypes

outweigh the positive ones (Levy, 2009).

Ageism is a global issue. In 2023, over a fifth (21%) of the EU population was aged 65 or above;

furthermore, it is projected that this demographic could constitute 30% of the EU population

by 2030. Georgia is experiencing a similar trend, with the elderly comprising 16% of the

population in 2023, compared to 12.9% in 2000 and 14.1% in 2010 (Geostat, 2023).

From a young age, children learn to differentiate between different age groups, absorbing

stereotypes that shape their perceptions of people based on age. These stereotypes act as

mental shortcuts, reducing the amount of information needed to understand an individual and

filtering what is seen to match preconceived beliefs. According to the associative network

model of Wyer and Fuller (1989), people tend to remember stereotype-consistent information

better than inconsistent information because it aligns with pre-existing stereotypes.

Stereotypes are often used when meeting people for the first time, leading to the classification

of individuals into groups and the formation of generalizations. This process reduces the

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Advances in Social Sciences Research Journal (ASSRJ) Vol. 11, Issue 10, October-2024

Services for Science and Education – United Kingdom

amount of information needed to understand a person and allows for quicker, albeit often

inaccurate, judgments.

In a study conducted by Hummert, various age groups were examined, revealing nine common

stereotypes associated with adults: mildly impaired, desperate, restrained, severely impaired,

downtrodden, shrewd/shy, vulnerable, and golden age. Aging stereotypes can be harmful,

leading to ageism and discrimination that marginalize older people in various aspects of life,

such as employment, healthcare, and social relationships (Hummert, 1990). These stereotypes

can negatively affect the mental and physical health of older people. For instance, older adults

who internalize negative stereotypes may experience lower self-esteem, increased stress, and

even poorer cognitive function. Levy et al. (2004) found that older adults with more positive

perceptions of aging lived longer and healthier lives than those with more negative perceptions.

Older individuals are often portrayed negatively in the media, where they continue to be

underrepresented in favor of younger, more energetic figures (Rozanova, 2010; Vickers, 2007).

Furthermore, aging stereotypes can influence public attitudes and policies toward older adults,

affecting their access to resources and opportunities. Communication with older adults often

reflects ageist stereotypes, with younger people engaging in "over-accommodation," such as

speaking slowly and loudly or using simplified speech. While some older adults find this speech

helpful, those with higher cognitive functioning may see it as humiliating, perpetuating ageist

stereotypes and limiting their independence (Fiske et al., 2002; Cuddy et al., 2005).

In Georgia, a country rooted in its traditions, and rapidly becoming an aging society, the

interplay between cultural identity and ageist attitudes is complex (Geostat, 2023). Recent

demographic trends indicate an increase in Georgia's elderly population, with rising life

expectancy and declining birth rates. This shift towards an aging society presents challenges

and opportunities for the country in reconciling traditional values with modern societal

changes.

Traditionally the elderly play a central role in family structures, particularly in rural areas with

common multigenerational households. In these settings, the elderly are respected and often

relied upon for childcare, household decision-making, and the transmission of cultural values.

However, social and economic transformations driven by urbanization, globalization, and

economic modernization are altering these traditional values. The move from rural to urban

living, the shift towards nuclear family structures, and the influence of global media contribute

to changes in perceptions of aging and the elderly. While traditional values still hold

significance, there is a growing tension between these values and the modern emphasis on

youth, productivity, and technological adeptness.

This tension is reflected in the attitudes of the younger generation. According to the research

(Kitiashvili, 2023) ageist attitudes are prevalent among Georgian youth. The study

demonstrates explicit and implicit biases in how older adults are treated and perceived. Explicit

biases, although moderated by traditional respect norms, manifest as subtle discrimination,

such as marginalizing older adults in the workplace or presuming their technological

adaptability is limited. Implicit biases may be influenced by global cultural narratives that

prioritize youth and marginalize aging, resulting in unconscious negative attitudes towards

older adults.