Page 1 of 12
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
Page 2 of 12
186
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.
Page 3 of 12
187
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.
URL: http://dx.doi.org/10.14738/assrj.1110.17723
Research Problem
This study seeks to investigate whether strong identification with traditional Georgian values
correlates with decreased ageist perceptions or whether modern influences are leading to both
explicit and implicit ageist attitudes among the younger population in Georgia. This problem is
significant as it examines the potential cultural and societal dynamics that contribute to ageism,
which can impact the well-being and social inclusion of older adults.
Hypotheses
1. Hypothesis 1: Strong identification with traditional Georgian cultural values is
associated with lower levels of explicit ageist attitudes among young people in Georgia.
2. Hypothesis 2: Young people who strongly identify with traditional Georgian values may
still harbor implicit ageist biases.
These hypotheses aim to explore the cultural and psychological underpinnings of ageism in
Georgia, providing insights into how traditional and modern influences shape attitudes
towards aging and the elderly in a rapidly changing society.
THEORETICAL FRAMEWORK OF AGEISM
The macro-level modernization theory emphasizes the significance of the decline in social
status experienced by older individuals, linked to advancements in industrial production,
technology, and medicine (Ayalon & Tesch-Römer, 2018). It also explores how the wisdom and
experience of older adults are often undervalued. Increasing urban mobility contributes to a
reduction in intergenerational interaction and a weakening of familial bonds (Ayalon & Tesch- Römer, 2018).
From a functional perspective, negative attitudes toward the elderly serve as a defense
mechanism for the ego (Snyder & Meine, 1994). These stereotypes allow younger individuals
to avoid confronting the undesirable aspects of aging, such as the inevitability of death.
Terror Management Theory (TMT; Greenberg, Pyszczynski, & Solomon, 1986; Solomon,
Greenberg, & Pyszczynski, 1991) proposes that culture and religion help individuals deny their
mortality. Since older people are more closely associated with death, young people may develop
negative attitudes toward them to distance themselves and deny their own mortality. This
distancing occurs both spatially and culturally, leading to negative perceptions or a lack of
understanding about older adults, contributing to stereotypes and prejudices.
The Stereotype Content Model (SCM) (Fiske et al., 2002) outlines how prejudices are formed
by both members and non-members of a group. This model proposes that stereotypes are
shaped by two fundamental dimensions: warmth and competence. Combining these
dimensions results in four clusters: warm and competent, warm and incompetent, cold and
competent, and cold and incompetent. Older adults are often classified as warm but
incompetent, particularly when perceived as unable to adapt to technology (Allport, 1954;
Tajfel, 1981).
Social Identity Theory (Tajfel & Turner, 1979) suggests that individuals categorize themselves
and others into social groups, leading to ingroup favoritism and outgroup discrimination. In the