Age Talks?

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Age Talks?

Communicating Ages in the Communication Age

Book of Abstracts

Edited by Eszter Deli, Márton Gergely Rétvári and Judit Sebestény

The Institute of Behavioural Science and Communication Theory

& The Institute of World Economy Budapest 2019

Age Talks? Communicating Ages in the Communication Age – Book of Abstracts https://bceconferences.hu

The Institute of Behavioural Science and Communication Theory & The Institute of World Economy

Corvinus University of Budapest

ed. by Eszter Deli, Márton Gergely Rétvári and Judit Sebestény

© The Institute of Behavioural Science and Communication Theory & The Institute of World Economy 2019

© The Authors 2019

Cover design: Márton Gergely Rétvári ISBN 978-963-503-770-4

Budapest 2019

Table of Contents

Plenary speakers ... 1 Abstracts... 3 Short bios ... 52

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Plenary speakers

Dirk GEERAERTS University of Leuven

dirk.geeraerts@arts.kuleuven.be

Corpus methods for age categorization research

In the hypercommunicative present-day context, ageism (like sexism and racism) is perceived not just as an issue involving social behavior towards age groups, but also as an issue involving the categorization of those groups, either through explicit labeling or through implicit framing. To get a good grip on such categorization phenomena, a spectrum of different methods may be used, but specifically also (given the huge amount of digitally available texts that should be included in the description), we will need appropriate methods for corpus semantic research.

Against that background, this paper explores the usefulness of a distributional semantic approach (in the sense of Lenci 2018,

‘Distributional models of word meaning’, Annual Review of Linguistics 4:151-171) for the study of age categories in large corpora. Focusing on the Dutch terms ouderen and senioren ‘older people’, we will distributionally investigate whether the semantic relationship between these two near- synonyms changes over a timespan of 20 years, and, to the extent that there is a shift in usage, which underlying dimensions structure the relationship.

Dirk GEERAERTS is a Professor of Linguistics at the University of Leuven, and founder and editor of the journal Cognitive Linguistics. His main research interests involve the overlapping fields of lexical semantics, lexicology, and lexicography, with a specific focus on social variation and diachronic change. Dr Geeraerts’ theoretical orientation is mainly that of cognitive linguistics, with a special emphasis on empirical methods for linguistic analysis. E-mail: dirk.geeraerts@arts.kuleuven.be

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Virpi YLÄNNE University of Cardiff

ylanne@cardiff.ac.uk

Media portrayals of ageing and older people:

ageing in an ageist world

Interest in the nature and the possible effects of media portrayals of older adults has grown in recent years across the globe in communication and media studies, as well as in cultural gerontology. The media help shape and sustain hegemonic conceptualizations and discourses about ageing in the modern world. Studying media positionings of older people and ageing gives access to current age stereotypes and is useful in understanding ageism in its many forms. Research has demonstrated older people’s under- representation in the media. Media and advertising depictions of ageing and older age have also found to be somewhat limited in scope. This presentation looks at recent representations of older adults in the media, in particular advertising, magazines and newspapers (in the UK are beyond).

The findings are linked with current cultural gerontological debate surrounding models of successful ageing and ageism in the media.

Virpi YLÄNNE is a Professor of Linguistics and Communication at the University of Cardiff. Her research interests are discourse and lifespan identity and media representation of later life. She recently co-directed a three- year ESRC funded project on the representation of older people in UK print and television advertising. Dr. Ylänne has published on these topics in journals such as Discourse and Communication, Ageing and Society, Journal of Aging Studies and International Journal of Ageing and Later Life. E-mail:

ylanne@cardiff.ac.uk

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Abstracts

Sára ANTON

Corvinus University of Budapest

sarah.anton93@gmail.com

Hungarian seniors’ Facebook usage patterns and motivational factors for content sharing

Communicating and sharing information through digital technologies have become a significant part in our daily lives. A large number of researches and articles have already addressed the phenomenon of accommodation to this changing communicational environment. Research papers mostly focus on the usage and adaption patterns of the younger generations (y or z generation). However, in our aging society, examining the habits of the older age-groups is also a significant issue and luckily, the number of these articles is growing, as well. For instance, Yu, Ellison, and Lampe’s work studies the social benefits of Facebook use among those aged over 65 (Yu, Ellison, and Lampe, 2018).

The aim of the present research is highlighting and summarizing the usage patterns and motivational factors of the Hungarian elderly above sixty years, focusing on using SNSs (social networking sites), particularly Facebook. Which are the most common reasons for them to use this social media site? What kind of motivational factors play a role in their content and information sharing habits?

Considering the ethical and data protection rules (GDPR), the main research method is an online survey distributed in Hungarian Facebook groups and on Hungarian Facebook pages, e.g. “Group for Facebook users above 60” or “Pensioners, elders on Facebook” etc. The analysis of the questionnaire is built on ten motivational factors proposed by Sanghee Oh (Oh, 2012; Oh and Syn, 2015). The survey is complemented with a content analysis to monitor the actual habits of the senior users. Through this method seniors’ public profiles are examined, concentrating on their information sharing habits. To answer the research questions mentioned above, the results and findings are categorized to highlight the most significant usage patterns of Facebook among Hungarian seniors.

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Keywords: Facebook usage, motivational factors, seniors, content sharing

References:

Oh, S. 2012. The characteristics and motivations of health answerers for sharing information, knowledge and personal experiences in online environments. Journal of the American Society for Information Science and Technology, 63(3), 543–557.

Oh, S., & Syn, S. Y. 2015. Motivations for sharing information and social support in social media: A comparative analysis of Facebook, Twitter, Delicious, YouTube, and Flickr. Journal of the Association for Information Science and Technology, 66(10), 2045–2060.

Yu, R. P., Ellison, N. B., & Lampe, C. 2018. Facebook Use and Its Role in Shaping Access to Social Benefits among Older Adults. Journal of Broadcasting & Electronic Media, 62(1), 71–90.

József BANYÁR

Corvinus University of Budapest

jozsef.banyar@uni-corvinus.hu

Age talks? – "Dad, so let's talk about who's going to pay for your pension!"

With my lecture, I would like to link to the conference’s “Economic aspects of ageing” topic. My assertion is that the pay-as-you-go (PAYG) pension system established 80 years ago drew up the social agreement between the generations inadequately, the unsustainability of which has been demonstrated by ageing, one of its primary causes. A new social agreement is urgently required within the area of pensions, which should primarily be concluded between young active workers and their parents, the older inactive generation.

The “officially” accepted logic of the PAYG pension system was provided by Samuelson (Samuelson, 1958). According to the theory, a Hobbesian-Rousseauian social contract exists between the various generations, which also include those who have not yet been born. This means that the current active generation provides for the current older generation, in exchange for which they can expect to also be cared for by the active generation when they themselves reach old age.

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When this social contract was stated, many more children were born than were required for natural reproduction, and people thought this would always remain the case. For this reason, the number of old people, who were regarded as such from a certain predetermined age, which differed from country to country, was always significantly less than the number of young active workers, and accordingly fulfilling the contract did not seem too difficult. Two significant changes have occurred within this field since then, however: (1) The replacement rate has fallen well below the level needed for natural reproduction, and has been low for a long time now; and (2) The expected remaining lifespan is continuously increasing, meaning that – if the age of retirement remains unchanged – we are spending more and more time as pensioners.

For these reasons, the burdens on both current and future active generations have increased significantly according to the existing social contract, and the question is being vigorously raised that some kind of change is required. This would require at least the two economically active generations “sitting down to the negotiating table” and discussing what changes are required. The dialogue that is required between the two generations (young people and their parents) must primarily involve two topics: (1) How long must young people (expectedly) maintain the older generation? and (2) Who will be able to demand a pension from young people when they retire, and how great a pension? (Banyár, 2017). What would be a fair distribution of burdens in a situation where the number of births is decreasing, and the number of old people is increasing? Should the existing social contract – which is generally interpreted as meaning that pensions cannot decrease, and accordingly the burdens on young people must increase – remain in force?

Keywords: PAYG, pension, fairness

References:

Banyár, J. 2017. Conflict or Fair Deal Between the Generations?

Alternative economics for pensions, Re-view of Sociology, Volume 27(4), 61–82.

Samuelson, P. A. 1958. An Exact Consumption-Loan Model of Interest with or without the Social Contrivance of Money, Journal of Political Economy, Volume 66(6), 467–482

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Réka BENCZES¹ – Alexandra BÉNI² – Enikő STUBICS³ – Krisztina SZABÓ⁴

Corvinus University of Budapest

reka.benczes@uni-corvinus.hu¹, beni.szandi@gmail.com², stubics.eniko@gmail.com³ kriszti94szabo@gmail.com⁴

How is old age branded?

Naming practices of aged care facilities in Hungary

In the developed part of the world, prolonged old age among a larger part of the population, as well as a higher standard of living, have resulted in what is referred to as “successful ageing” (or “positive ageing or “healthy ageing”) in the gerontological literature (Rowe and Kahn, 1987). The term denotes the idea that an increasing number of older adults are leading an active and healthy lifestyle and are still contributing to society. Successful ageing is, therefore, at odds with the negative outlook of old age, which is characterized by dependence and a loss of cognitive and physical abilities.

These changing attitudes towards old age and ageing can be detected in language use as well. Several studies pertaining to Australian English have shown that the labels used to describe older adults are in flux (e.g., Benczes et al., 2018), and there is a demonstrated shift to use more euphemistic sounding expressions in the names of aged care facilities, evoking the idea of a luxury villa or an exotic holiday resort (Benczes and Burridge, 2015).

Very little research has been done, however, on the (re)conceptualization of ageing in Hungary, even though Hungary has one of the highest proportions of people above the age of 60 within Europe (UN, 2017). In the talk we wish to present the results of a pioneer study focusing on the semantic analysis of the names and logos of privately- owned aged care facilities in Hungary. We relied on a combined approach of 1) previous research on euphemistic usage (especially Allan and Burridge, 1991; Burridge, 2012); and 2) cognitive linguistic methodology (Pragglejaz Group, 2007; Forceville and Urios-Aparisi, 2009). We hypothesized that in line with international trends, the names and logos of such facilities would show a considerable lean towards euphemistic usage, highlighting a physically and socially active old age. Nevertheless, our preliminary results suggest that the names and logos of the majority of privately-owned aged care institutions in Hungary still build on the more

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negative outlook of old age, such as decrepitude and dependence – reasons for which most probably need to be sought outside of the linguistic sphere.

Keywords: ageing, euphemism, aged care facility, Hungary, naming.

References:

Allan, K., & Burridge, K. 2006. Forbidden Words: Taboo and the Censoring of Language. Cambridge: Cambridge University Press.

Benczes, R., & Burridge, K. 2015. Current attitudes to ageing as reflected in the names of Australian old age facilities. Names: A Journal of Onomastics, 63(3), 127–45.

Benczes, R., Allan, K., Burridge, K. & Sharifian, F. 2018. Old age revolution in Australian English: Rethinking a taboo concept. In A.

Pizarro (Ed.), Cognitive Perspectives on Linguistic Taboo (99–116).

Berlin & New York: De Gruyter.

Burridge, K. 2012. Euphemism and language change: The sixth and seventh ages. Lexis, 7, 65–92.

Forceville, C., & Urios-Aparisi, E. (Eds.). 2009. Multimodal Metaphor.

Berlin & New York: Mouton de Gruyter.

Pragglejaz Group. 2007. MIP: A Method for Identifying Metaphorically Used Words in Discourse. Metaphor and Symbol, 22(1), 1–39.

Rowe, J.W. & Kahn, R.L. 1987. Human aging: Usual and successful.

Science, 237, 143–9.

United Nations. 2017. World Population Ageing. New York: United Nations.

Éva BERDE¹ – Viktória NYIKOS² Covinus University of Budapest

eva.berde@uni-corvinus.hu¹, viktorianyikos@gmail.com²

An experimental study of age discrimination against older job applicants

Due to the ageing population and consequent increasing burden to working age adults, governments are increasing the retirement age in almost all European countries, including Hungary. However, the increasing cut-off age does not mean that employers are ready to employ older workers, nor that the society accepts the initiative of older adults staying longer on the labor market. We tried to assess the situation in Hungary. We created four

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job seeker profiles: our four test ladies, a 60-year-old economist and a 35- year-old economist, plus a 60-year-old lady with administrative qualification and her counterpart, a 35-year-old lady with the same educational attainment applied for jobs from March of the year 2019. In the presentation we show how we prepared the CVs, what our main aim is, and also speak about the first experiences.

Keywords: applying for job, older and younger candidate, job discrimination

References:

Reyneri, E., & Fullin, G. 2011. Labour market penalties of new immigrants in new and old receiving West European countries. International Migration, 49(1), 31–57.

Taran, P., de Beijl, R. Z., & McClure, I. 2004. Challenging discrimination in employment: A summary of research and a typology of measures.

International Migration Papers, 68.

Simonovits, B. 2012. A diszkriminációtesztelés etikai dilemmái. Esély 2012/2, 54–65.

THIS PUBLICATION/RESEARCH HAS BEEN SUPPORTED BY THE EUROPEAN UNION AND

HUNGARY AND CO-FINANCED BY THE EUROPEAN SOCIAL FUND THROUGH THE PROJECT

EFOP-3.6.2-16-2017-00017, TITLED "SUSTAINABLE, INTELLIGENT AND INCLUSIVE REGIONAL AND CITY MODELS.

Tamás BOKOR

Corvinus University of Budapest

tamas.bokor@uni-corvinus.hu

Generation 4.0:

Artificial Intelligence in secondary schools and universities Experiences and perceptions about AI teaching

among students and teachers

Artificial Intelligence (AI), an emerging phenomenon is regarded sometimes as essential part (what is more, sometimes as cement) of

“Industry 4.0” (Lasi, Fettke, Kemper et al., 2014). Communication studies at secondary schools and universities have to catch up and refresh their curricula in order to prepare youth for the changing expectations and

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requirements of the “Labour Market 4.0”, alongside with the “fourth revolution” (Floridi, 2014). While AI introduces many new forms of hybrid (human-computer) communication, some traditional human communicative competencies remain as important as before (Kovács, 2018).

The study presented at the Age Talks conference examines the key thoughts of a significant group which stands at the edge of human-human and human-computer communication: undergraduate and master students of Communication and Media Studies at CUB. The research has been based on focus group interviews on which a quantitative analysis (questionnaire) has been built to spread it among a reference population of approximately 450 students.

Key topics were:

1. how students handle the wide range of meanings of AI;

2. how they assume their teachers’ interpretation of AI;

3. what types of scholar knowledge they got in their secondary schools about info-communication technologies (ICT) and AI;

4. how they evaluate their own knowledge and skills in ICT and especially in AI applications;

5. how they assume their teachers’ knowledge and skills in IT and especially in AI applications;

6. what they think about the necessity of formal versus informal learning in the field of AI;

7. what competences they expect to be important in their future jobs.

According to our hypotheses,

1. students of communication and media studies regard the importance of knowledge about AI extremely high (in comparison with both of [a] their teachers and [b] students of other degree programs), while

2. they consider both formal (a) secondary school teaching and (b) university education inadequate to give fresh information and knowledge enough about AI. Furthermore,

3. we presuppose worse general evaluation of secondary schools’ potential in teaching AI than university concerning this topic.

The expected results, therefore, point out that the current secondary school core curriculum (Hungarian National Core Curriculum, 2007) is insufficient and unsatisfactory for students concerning ICT and especially AI teaching. Students, generally, show significant interest as well as need for knowledge about AI among university students, apart from their degree and area. This interest stems from their presuppositions about their future career: the more they are prepared for AI the less their future workplace

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and working status will be jeopardized by automatization. The results of this study might give new inputs from a closely involved target group to rethink the issues and prevailing challenges of ICT education in the next national curricula in Hungary, in the teacher training programs – and therefore, among the very next generations in secondary schools.

Keywords: artificial intelligence, robotics, education, student attitudes, curricula.

References:

Floridi, L. 2014. The Fourth Revolution. How the Infosphere is Reshapin g Human Reality. Oxford, UK: Oxford University Press.

Hungarian National Core Curriculum, 2007.

http://www.nefmi.gov.hu/english/hungarian-national-core

Kovács, G. 2018. Towards a comprehensive inventory of efficiency in business presentations. Society and Economy 40(3), 479–492.

Lasi, H., Fettke, P. & Kemper, H. G. et al. 2014. Industry 4.0. Business &

Information System Engineering 6(4) 239–242.

Eszter DELI

Corvinus University of Budapest

eszter.deli@uni-corvinus.hu

One side of the coin: The visual codes of images

A rhetorical–semiotic approach to identify certain codes of representation

Product, process and procedure combined with the mental construction theory is a complex theory of the system of codes. When speaking about the visual representations of the different ages, we can identify basic problems. Certain visual codes are often used arbitrarily, in unexpected ways. Although the theory of codes is embedded in semiotics, the usage of the codes falls within the scope of visual rhetoric. As a result, this presentation offers an interdisciplinary rhetorical–semiotic approach. The frame that unites the two scientific fields is the representation theory of visual communication, more specifically, Mitchell’s mental construction theories. Mental construction theories explain pictorial representation in terms of mental states: illusion, make-believe, and seeing-in, all three of

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which are relevant in terms of visual codes. As the other pillar of the presentation, a compound, complex rhetoric is also disclosed, the specificity of which is that it is not just about the object, but about how the object is made and how it is being used. For this reason, the theoretical frame of argumentation as product (argumentation as a result or artefact), procedure (argumentation as an operative procedure) and process (argumentation as a communicative process) is considered valid for the images too, based on the work of Aczél, Arnheim, Blair or Gombrich. The PPP and the mental construction theory of visual communication thus provide a rhetorical and semiotic frame to offer a complex approach that is able to evaluate certain rhetorical phenomena or artefacts in a comprehensive way. This presentation strives to outline the basic problems of the representation of ages, focusing on how the old generation is being portrayed in the media. Moreover, it explicitly shows visual arguments, illusions of visual arguments and the arbitrary usage of symbols. It is a theoretical frame in order to introduce not only the structure but the codes behind it. However, this presentation does not answer the how, only the what. That is the reason for being titled The one side of the coin. The answer to the question how rhetoric and semiotics may provide a methodological answer is provided by the rhetorical–

semiotic analysis to be introduced by Gabriella Németh hereinafter.

Keywords: product, process, procedure, mental construction theories, codes

References:

Aczél, Petra. 2012. Médiaretorika. Budapest: Magyar Mercurius.

Arnheim, Rudolf. 1980. A Plea for Visual Thinking. Critical Inquiry. 6(3).

489–497.

Blair, Anthony J. 2008. The Rhetoric of Visual Arguments. In: Hill, Charles A. & Helmers, Marguerite (Eds.). Defining Visual Rhetorics (41–62). Mahwah, New Jersey & London: Lawrence Erlbaum Associates.

Gombrich, E. H. 1960. Art and Illusion: A Study in the Psychology of Pictorial Representation. London: Phaidon Press.

Mitchell, W. J. T. 1994. Picture Theory: Essays on Verbal and Visual Representation. Chicago: University of Chicago Press.

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Ágnes DOMONKOSI¹ – Zsófia LUDÁNYI²

Department of Hungarian Linguistics, Eszterhazy Karoly University of Applied Sciences¹,

Research Institute for Linguistics, Hungarian Academy of Sciences²

domonkosi.agnes@uni-eszterhazy.hu¹, ludanyi.zsofia@uni-eszterhazy.hu²

Generation-specific linguistic features in student-teacher e-mail communication

Written communication between university teachers and students presents a host of inter-generational communicative difficulties. Based on the results of an empirical study of how social deictic operations and addressing conventions are employed in higher education, and assuming the perspective of cognitive pragmatics (Verschueren, 1999), we discuss the ways in which traditional forms of written linguistic interaction are transformed in the text types of digital communication. Our point of departure is that teachers and students used to resolve organizational matters primarily during contact hours and office hours, but with the spread of digital communication, email and chatting opportunities enhanced the role and share of written exchanges (cf. Bloch, 2002; Chejnova, 2014;

Dürscheid & Frehner, 2013). Our research is based partly on data from interviews conducted with teachers and students, and partly on a database of university teachers’ correspondence (including chat logs) with students.

Our main focus was on the initiation and closing of exchanges (cf. Bou- Franch, 2011; Spilioti, 2011; Valdwogel, 2007). In addition, we also studied pragmatic operations bearing on the construal of the discourse partners’ relationship, hypothesizing that customs and expectations in this area display characteristic inter-generational differences. The results suggest that the e-mail communication of university students manifests the following innovative tendencies: (i) use of greeting formulae traditionally restricted to oral communication; (ii) among linguistic devices related to politeness and the construal of the discourse partners’ relationship, a significant role is played by those presupposing an expectation of continuous online presence; (iii) formulaic leave-taking devices also increasingly involve situativity, foregrounding transient aspects of the discursive situation.

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Keywords: e-mail communication, inter-generational communicative difficulties, interactions in higher education, initiation and closing of e- mails

References:

Bloch, J. 2002. Student/teacher interaction via email: the social context of internet discourse. Journal of Second Language Writing, 11(2), 117–

134.

Bou-Franch, P. 2011. Openings and closings in Spanish email conversations. Journal of Pragmatics, 43(6), 1772–1785.

Chejnová, P. 2014. Expressing politeness in the institutional e-mail communications of university students in the Czech Republic.

Journal of Pragmatics, 60, 175–192.

Dürscheid, C. & Frehner, C. 2013. Email communication. In Herring, S., Stein, D., & Virtanen, T. (Eds.), Pragmatics of Computer-Mediated Communication (35–54). Berlin: Walter de Gruyter

Spilioti, T. 2011. Beyond Genre: Closings and relational work in text messaging. In Thurlow, C., & Mroczek, K. (Eds.), Digital Discourse: Language in the New Media (67–85). Oxford: Oxford University Press.

Verschueren, J, 1999. Understanding pragmatics. London & New York &

Sydney & Auckland: Arnold.

Waldvogel, J. 2007. Greetings and Closings in Workplace Email. Journal of Computer-Mediated Communication, 12(2), 456–477.

Orsolya ENDRŐDY-NAGY¹ – István LÉNÁRT²

Eotvos Lorand University, Budapest¹, Sechenov University, Moscow²

endrody.orsolya@tok.elte.hu¹, istvan.lenart@1msmu.ru²

Children talk – Talking with pre-school kids about childhood

Childhood researchers usually examine Childhood only from the adult’s viewpoint. In our research, we aimed at understanding children’s viewpoint about this stage of life through the investigation of their verbal consciousness (Tarasov, 1996). We furthermore attempted to understand their knowledge about some abstractions involved in their daily lives. As

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an underlying research method, we applied the association experiment (Karaulov, 2000) performed in a questionnaire-based form, using 10 stimulus words and the shoulder-to-shoulder approach. The research was conducted in Russia and Hungary, between April 2018 – March 2019, relying on the same methodology.

During our research, we aimed at mapping the cross-culturally different characteristics of Russian and Hungarian children by contrasting their respective association fields. This type of cross-cultural comparative research aspires to improve mutual understanding between different language speakers and representatives of different cultures, optimizing the dialogue in all spheres of intercultural cooperation.

Comparative research of the contents of mental images of Russian and Hungarian children of this age group can be of interest for several scientific disciplines including Childhood studies, Linguistics, Communication Studies, Psycholinguistics, and Pedagogy. According to our hypothesis, the common features in the mental images of the individual can be regarded as characteristics of the world image of this age group, irrespective of its cultural belonging. The discovered differences are signs of ethnocultural specifics of the verbal consciousness contents that has already formed to this age.

Keywords: ethno-psycholinguistics, early childhood, association experiment, verbal consciousness

References:

James, A. – Prout, A. 1997.Constructing an Reconstructing Childhood:

Contemporary Issues in the Sociological Study of Childhood, London & Washington, D.C.: Falmers Press, Taylor & Francis Group

Karaulov, N. 2000. Pokazateli natsianalnogo mentaliteta v assotsiativno- verbalnoy seti. In: Yazikovoye soznaieye i obraz mira [Indicators of national mentality in the associative-verbal network. In: Verbal consciousness and worldview]. (191–206)

Tarasov, E. 1996. Mezkulturnoye obshcheniye – novaya ontologiya analiza yazikovogo soznaniya [Intercultural communication: new ontology of verbal consciousness analysis]. Etnokulturnaya spetsifika yazikovogo soznaniya. Moskva: Russian Academy of Science Institute of Linguistics.

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Julianna FALUDI¹ – Zita KOMÁR²

Corvinus University of Budapest, Institute of Marketing and Media – Marketing-, Media- and Designcommunication Department

julianna.faludi@uni-corvinus.hu¹; zita.komar@uni-corvinus.hu²

Ageing images? Advertisements and archetypes of ancient goddesses and modern divas:

The representation of the female body in fashion communication and influencer marketing

While fashion communication is present in the traditional formats of magazines, influencers have created a specific visual language of presenting fashion reflecting the interchange and penetrability of femininity-masculinity such as age dimensions. Brands are broadening their communication toolkit (Mark & Pearson, 2001; Beynon, 2002) by entering the seemingly unpredictable platforms of influencers on social media, that created a broader scope of aesthetics of the female body. The body is being a platform for advertising and a medium for self-construction of the self-brands of influencers (Fortunati & Katz & Riccini, 2003). As such, the aesthetics and representation of the female body in fashion is being renegotiated currently, where beauty is constructed along a wider range of archetypes that have been present in the Western culture from ancient times. This research analyzes the archetypical representation of the female body and erotica created by influencers in the domain of fashion on social media, based on visual netnography (Berry, 2000; Buckley &

Fawcett, 2000; Gillis & Waters, 2011). Therefore, this paper aims to discover and uncover the (female) body as a primary advertising and storytelling platform (Heilmann & Beetham, 2014; Geczy & Karaminas, 2018) in the world of influencer marketing, building upon both economic and creative sources of power from a cross-media advertisement perspective. The research aims to take a closer look on trendsetter celebrities’ and social media bloggers’/vloggers’ representation of femininity in today’s visual culture embedded in a historical framework;

comparing antique goddess images with the post-modern body-cult and media-representation of the human body (Jin, B., & Cedrola, 2017;

Kawamura, 2005; Nayak & Kehily, 2013). The paper refers to concepts and reflections of ageism and aging in the context of media and visual communication within the fashion industry, creating modern images of female archetypes for fashion communication and pop-culture (e.g. the

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drag queen image’s effect on fashion influencers such as Kim Kardashian and Cardi B). Top fashion influencers were selected according to the actual top rankings and lists of Forbes and Who What Wear as global panorama sites.

Keywords: fashion influencer, cross-media advertisement, branding, body image, archetypes, visual communication, antique and modern goddesses, ageism

References:

Berry, S. 2000. Screen Style: Fashion and Femininity in 1930s Hollywood.

US: University of Minnesota.

Beynon, J. 2002. Masculinities And Culture. Philadelphia: Open University Press.

Buckley, C., & Fawcett, H. 2002. Fashioning the Feminine: Representation and Women's Fashion from the Fin De Siecle to the Present. London

& New York: I. B. Tauris Publishers.

Fortunati, L., & Katz, J. E., & Riccini, R. (eds.) 2003. Mediating The Human Body. Technology, Communication, And Fashion. New Jersey: Lawrence Erlbaum Associates, Publishers.

Geczy, A., & Karaminas, V. (eds.) 2018. Fashion and Masculinities in Popular Culture (Routledge Research in Cultural and Media Studies Series). New York: Routledge.

Gillis, S., & Waters, M. (eds.) 2011. Women on Screen: Feminism and Femininity in Visual Culture. New York: Palgrave-Macmillan.

Heilmann, A., & Beetham, M. (eds.) 2004. New Woman Hybridities:

Femininity, Feminism, and International Consumer Culture, 1880- 1930 (Routledge Transatlantic Perspectives on American Literature 1). New York: Routledge.

Jin, B., & Cedrola, E. 2017. Fashion Branding And Communication. Core Strategies Of European Luxory Brands. New York: Palgrave- Macmillan.

Kawamura, Y. 2005. Fashion-ology: An Introduction to Fashion Studies (Dress, Body, Culture). Oxford & New York: Berg.

Mark, M., & Pearson, C. S. 2001. The Hero And The Outlaw. Building Extraordinary Brands Through The Power Of Archetypes. New York: McGraw-Hill.

Nayak, A., & Kehily, M. J. (eds.) 2013. Gender, Youth and Culture. Young Masculinities and Femininities. (2nd edition). New York: Palgrave- Macmillan.

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Ewa GIEROŃ-CZEPCZOR

State Higher Vocational School in Raciborz, Poland

ewa_g-cz@wp.pl

Misogyny and ageism in the imagery of elderly women in the Polish language

A recent public claim by French novelist Yann Moix's that women over fifty are too old to love sparked outrage in the media and a discussion on the limits of sincerity on the one hand, and political correctness on the other, providing more evidence for the alarming extent of misogyny and ageism witnessed these days in a world that fears old age. This paper provides insights into the ways in which women - categorized as elderly - are disparaged in gendered language practices (Wodak, 2015). The material comprises data ranging from dysphemistic and offensive labels to euphemistic, quasi-endearing, and infantilizing terms attested in the Polish language. Numerous sources, ranging from dictionaries to social media comments, include both conventionalized lexical items as well as novel and nonce formations.

The analysis of the material draws upon cognitive linguistic tools (Lakoff, 1987) to demonstrate what conceptualizations are evoked by selected linguistic items. The axiological and pragmatic potential of the (implicitly or explicitly) derogatory language which shapes attitudes towards one of the most vulnerable groups in society is distressing. The linguistic material collected for this analysis documents entrenched modes of categorization which objectify women (through reduction to the body and function) and scorn those who defy the socially-assigned roles of the caring grandmother.

The resulting patronizing image of women, which either highlights bodily decline or mocks the 'ageing heroes' (Featherstone & Hepworth, 2005), perpetuates mysoginist and ageist stereotypes and feeds discourses which portray the elderly as a social problem. The outcomes of this study may provide a contribution to the examination of gender stereotypes within the framework of Critical Discourse Analysis which readily endorses the methodology and findings of Cognitive Linguistics (Hart, 2015).

Keywords: ageism, linguistic bias, gender stereotypes.

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References:

Featherstone, M., & Hepworth, M. 2005. Images of ageing: Cultural representations of later life. In M. Johnson (Ed.), The Cambridge Handbook of Age and Ageing (354−362). Cambridge: Cambridge University Press.

Hart, C. 2015. Discourse. In E. Dąbrowska, & D. Divjak (Eds.), Handbook of Cognitive Linguistics (322−345). Berlin & Boston: Walter de Gruyter.

Lakoff, G. 1987. Women, Fire, and Dangerous Things: What Categories Reveal about the Mind. Chicago & London: University of Chicago Press.

Wodak, R., 2015. Gender and Language: Cultural Concerns. In J. D.

Wright (Ed.), International Encyclopedia of the Social & Behavioral Sciences, 2nd edition, Vol 9 (698−703). Oxford: Elsevier.

Mária GÓSY

Research Institute for Linguistics, Hungarian Academy of Sciences

gosy.maria@nytud.mta.hu

Temporal and disfluency patterns of narratives in old age

Narrative is an important interactional speech communication form that each generation uses (Burke, MacKay, and James, 2000). Narrative production involves organizing and expressing a series of events and facts that were experienced by the speaker (Bruner, 1991). Narrative as specific verbal behavior shares similarities with various styles of spontaneous speech; however, there are marked differences in several important ways like memory processes. The twofold aim of the narrative is to make the listener(s) obtain information, and to provide personal comments in order to make the listener familiar with the speaker’s opinion concerning the topic (Labov, 1981). In a specific type of narrative the speaker is asked to summarize an orally presented text immediately. The input is based on speech comprehension followed by the usual speech planning processes.

Our research question is whether the temporal and disfluency patterns of such narratives show variation in different age groups from young to old. 47 speakers (aged between 20 and 80 years) were randomly selected from BEA database and were divided into five age groups. The

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lengths of the narratives, the number of words the narratives consisted of, the subjects’ speech tempi, relative frequency and durations of phrases, silent and filled pauses, as well as disfluency phenomena, discourse markers and individual differences were analyzed (using Praat software for objective measurements, and GLMM method for statistical analysis within SPSS No. 21. software). A total of 20,000 measured data were subjected to analysis.

Results showed large overlaps between neighboring age groups for almost all parameters. Significant differences were found between the young and the old subjects’ groups in a number of temporal and disfluency parameters (see Rodríguez-Aranda and Jakobsen, 2011). Although speech tempi did not show significant differences across ages, old speakers produced significantly less silent and filled pauses and used significantly longer and more phrases in their narratives than young speakers. No differences were found in the relative frequency of error type disfluencies across ages. However, less hesitation type disfluencies were found in old than in young speakers. Young speakers were found to be significantly better at detecting and repairing error-type disfluencies. Some of the data reflect the dominant use of either short-term or long-term memory that depends on age. Results suggest that there are characteristic differences in covert speech planning processes and control mechanisms over speaking depending on age.

Findings of the study support that (i) old speakers surpass young speakers in some temporal parameters in this type of narrative, and (ii) the age of the speakers do not inevitably correspond to their speaking capability.

Keywords: spontaneous speech, speakers of various ages, durations, pauses, disfluencies

References:

Bruner, J. 1991. The narrative construction of reality. Critical Inquiry, 18(1), 1–21.

Burke, D. M., MacKay, D. G. & James, L. E. 2000. Theoretical approaches to language and aging. In T. Perfect, T. & E. Maylor (Eds.), Models of cognitive aging (204–237). Oxford: Oxford University Press.

Labov, William 1981. Speech actions and reactions in personal narrative.

In N. Tannen (Ed.), Analyzing discourse: Text and talk (217–247).

Washington DC: Georgetown University Press.

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Rodríguez-Aranda, C. & Jakobsen, M. 2011. Differential contribution of cognitive and psychomotor functions to the age-related slowing of speech production. Journal of International Neuropsychological Society, 17(5), 1–15.

Beste GÖKÇE PARSEHYAN Istanbul Kültür University

b.gokce@iku.edu.tr

Intergenerational leadership

From Machiavelli up until today, leadership has been a topic researched by many social scientists. While leadership research has found scientific basis towards the end of the 20th century, today, there are still many theoretical evaluations undertaken. There is a lot of rhetoric regarding leadership; how to become a successful leader, what is effective leadership, what is the truth about leadership, unsuccessful leadership examples etc. These are written about in line with the experiences we encounter and experience in our daily work environment. The main problem today can be said to be as follows:

How can leaders sustain long term success if followers are short term and moving through a revolving door? There are members of five different generations in our working environments (Blanchette, and Ellington, 2018): veteran generation (1925–1946), baby boom generation (1946–

1960), generation X (1960–1980), generation Y (1980–1995) and generation Z (1995–2010). By working together, these different generations provide leadership to one another. As the veteran generation and baby boomers are slowly going into retirement, they are leaving their duties to generations X, Y and Z. At this point, generation Alpha will become part of the cycle. There have been four different scenarios developed regarding the type of leadership that will be in place in 2050 when the generation Alpha will become leaders (Suderman, and Foster, 2015): Bio-Circuity Leadership, High-pod Leadership, Automaton Leadership, and Murmeration Leadership. These scenarios developed by Suderman and Foster, in four stages. The first stage was the research question – what will leadership look like in 2050? Stage 2 was scanning and identifying key themes, and required considerable research. In stage 3, identifying driving forces, they assessed how the themes derived from stage 2 have the potential to significantly affect organizations. The last stage was

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scenario development. This stage evaluates the list of drivers and narrows them to two key signals: “How will changes in the context in which we practice leadership change the form of leadership?” and “How will ongoing changes in technology and culture affect the heart of leadership - people?”.

This creates four future leadership scenarios. These four different scenarios have been designed according to the communication between generations and will be in place in 2050. However, at the moment, it is impossible to tell which scenario will dominate.

Keywords: intergenerational leadership, generation X, generation Y, generation Z, generation Alpha.

References:

Blanchette, K.L., & Ellington L. 2018. Strategic Leadership in a Global Virtual Reality. In V.C.X. Wang (Ed.), Strategic Leadership (99–

123). USA: Information Age Publishing.

Suderman, J.L., & Foster, P.A. 2015. Envisioning Leadership in 2050: Four Future Scenarios. In M. Sowcik, A.C. Andenoro, M. McNutt, & S.E.

Murphy (Eds.), Leadership 2050: Critical Challenges, Key Contexts and Emerging Trends (23–38). UK: Emerald Group Publishing.

Tanja GRADEČAK

Faculty of Humanities and Social Sciences, University of Osijek, Croatia

tgradeca@ffos.hr

Successful aging and language learning

Activity theory proposed by Havighurst (Schaie and Willis 2001) suggests that successful aging occurs when older adults stay active and maintain social interactions. The quality of life, the adaptation of the individual to aging and the sense of well-being are closely connected to maintaining the previous social habits, as well as to the degree of physiological, psychological and cognitive activities. One of the cognitive abilities that may contribute to maintaining a satisfactory level of active aging is learning a foreign language and this research shows some preliminary results on the effects of learning English as a foreign language on the sense of well-being of retired older adults.

Although many researchers maintain that younger L2 learners are better at learning language than are older learners (Bialystok and Hakuta

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1999) and Patkowski (1994) even mentions an age-related constraint on language acquisition within the Critical Period Hypothesis there is growing evidence that bilingualism and the very process of learning a foreign language contributes to preventing dementia and retaining the levels of cognitive abilities necessary for successful aging (Bak, Nissan, Allerhand and Deary 2014, Bialystok, Craik, Freedman 2007).

The results of the research conducted on 30 attendees of an English course for retired older adults indicate that there are some maturational constraints on the human capacity for learning second languages and age- related differences in foreign language learning but that high motivation and the sense of intellectual satisfaction and social interaction during the process of learning contribute to the sense of well-being of the participants.

In view of the promotion of the idea of life-long learning, this research may offer some signals as how to approach the strategies of promoting active aging with the aim of informing educational policy decisions but also how communities with their support networks may help in communicating worthy ideas of intergenerational support.

Keywords: successful aging, older adults, language learning

References:

Bak, T. H., Nissan, J. J., Allerhand, M. M. & Deary, I. J. 2014. Does bilingualism influence cognitive aging?. Ann Neurol., 75(6), 959–

963.

Bialystok, E. & Hakuta, K. 1999. Confounded age: linguistic and cognitive factors in age differences for second language acquisition. In D.

Birdsong (Ed.), Second Language Acquisition and the Critical Period Hypothesis (161–81). Mahwah, NJ: Lawrence Erlbaum Associates.

Bialystok E, Craik FI. & Freedman M. 2007. Bilingualism as a protection against the onset of symptoms of dementia. Neuropsychologia, 45(2), 459–464.

Patkowsky, M. 1994 The critical age hypothesis and interlanguage phonology. In M. Yavas (Ed.) First and second language phonology (205–221). San Diego CA: Singular Publishing Group

Schaie, K. W., & Willis, S. L. 2001. Adult Development and Aging (5th Edition). Pearson.

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Marcin GRYGIEL

University of Rzeszów, Poland

mgrygiel@poczta.fm

Elderspeak in forms of address

“Elderspeak” is a linguistic register used when talking to the elderly that is often related to “baby-talk” or “motherese” (Masataka, 2002; Yoong and David, 2006). Features of elderspeak have been shown to exist on the full spectrum of linguistic levels, from the phonetic to the pragmatic (Samuelsson et al., 2013) Although some aspects of elderspeak may be beneficial in some circumstances, it is generally seen as inappropriate and a hindrance to intergenerational communication. For example, Ryan et al.

(1986) argue that elderspeak is a manifestation of ageism as it is a form of stereotyping the elderly (e.g. the elderly are physically and mentally frail- hence, they need to be given extra care just like the way children do too). It is also important to note that the use of elderspeak may be wider, as the communication code exists in a number of other domains, including the media and commercial domains (e.g. elderspeak in greeting cards-see, e.g.

Bytheway, 1995).

The aim of the presentation is to take a closer look at broadly understood Hungarian elderspeak forms of address and compare them with their English and Polish equivalents. These forms, often marked on the lexical and/or grammatical level, are determined by current social settings and norms. They are deeply rooted in the context of social interaction and communication, while at the same time being transformed by historical and political changes taking place in recent years. As a result, the strategies applied for addressing elderly people are very different in the three languages.

Keywords: specialized discourse, elderspeak, forms of address, comparative linguistics

References:

Bytheway, B. 1995. Ageism. Buckingham: Open University Press.

Masataka, N. 2002. Pitch modification when interacting with elders:

Japanese women with and without experience with infants. Journal of Child Language 29(4), 939–951

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Ryan, E. B., Giles, H., Bartolucci, G., & Henwood, K. 1986.

Psycholinguistic and social psychological components of communication by and with the elderly. Language and Communication 6(1-2), 1–24.

Samuelsson, Christina, Elin Adolfsson, and Hanna Persson. 2013. The use and characteristics of elderspeak in Swedish geriatric institutions.

Clinical Linguistics & Phonetics 27(8), 616–31.

Yoong, D. & David, M. K. 2006. Talking to older Malaysians: A case study. Multilingua 24, 130–143.

Snizhana HOLYK

Uzhhorod National University

snizhana.holyk@gmail.com

Older people:

Representation in language and media

Old age and ageing are socially, culturally and contextually sensitive phenomena which have commonly been influenced by a purely biological approach. “How we discuss age depends on the context and the underlying ideology,” says Margaret M. Gullette, a pioneer in age studies. ''Society mostly adheres to a decline ideology that equates getting older with getting worse, usually from a health, and often from a financial, standpoint'', the scholar adds (Gulette, 2004:7). In this presentation, I will provide a critical overview of the terms that are increasingly common to refer to this age group of people with the focus on verbal representation of ageing individuals in English lexicographical sources (both printed and on-line editions) and in the present-day anglophone print media. This research provides a complex cognitive-semasiological interpretation of the lexical units used to define older people by applying the definitional, componential, and cognitive-semantic analysis of these verbal means.

The idea of ageing as inevitable decline is deeply rooted in language use. To Gullette, ''our age vocabulary is particularly problematic: limited;

often vague, sometimes misleading; at times, actively harmful'' (Gullette, 2018:251). In the dictionaries, old age has traditionally been defined as, e.g. ''the advanced years of life when strength and vigour decline'' (Collins English Dictionary). Lexical units, such as ‘older person’, ‘older adult’,

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‘the elderly’ define the representatives of this life period who hold the properties and characteristics of old age.

The mass media's description of older people varies from those of young old, old old, third age retirees, respected senior citizens (positive or neutral portrayal) to dotards, codgers, sugar daddies, old geezers and other negative, insulting words confirming social stereotypes and prejudices about the elderly. Judith Graham, blogger of The New York Times, highlights in a survey to discover how older people feel about their age, that ageing is a complex dynamic phenomenon, and it is becoming more and more difficult to define it as a stage of life and find words to describe it. ''What language do you think we should use to describe people who have advanced beyond the middle of their lives, and why?”, asks the journalist (Graham, 2012). The traditional representation of old age is that of the diseases, the end of life, a gradual decline leading to dementia and, finally, death. Older people are perceived as a burden; their descriptions are not always flattering. On the other hand, positive ageing discourse proves that it should be seen as a normal human condition which does not prevent older adults from participating fully in their societies. There has appeared an idealized version of reaching Third Age. The findings of this research provide further implications for critical discourse analysis of the concept ᴏʟᴅ ᴀɢᴇ.

Key words: old age, older people, ageing, media discourse, language representation.

References:

Graham, J. 2012. “Elderly” No More. New York Times. April, 19.

Gullette, M. M. 2004. Aged By Culture. Chicago: University of Chicago Press.

Gullette, M. M. 2017. Against “Aging” – How to Talk about Growing Older. Theory, Culture & Society 35(7–8), 251–270.

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Henriett KÉRI

Pázmány Péter Catholic University

henriett.keri@gmail.com

The great illusion? – An analysis of representing ageing in the media through discourse analysis and visual rhetoric

Focusing on the population, ageing is one of the most important tasks of modern societies as we will have been facing a huge increase in the number of people aged 60 and over by 2050. The paper aims to show how the media deal with this question and in what way they address elderly people.

Analyzing this area would be too vast, so the paper narrows down the research to advertisements and their persuasive techniques. As a psychological explanation, I rely on the terror management theory by Greenberg, Pyszczynski and Solomon to interpret the fear of our own mortality. The presence of senior citizens makes this threat salient and triggers defence mechanisms among younger people. Advertisements are also defence mechanisms whose aim is to deny ageing and propose eternal youth to all of us. Through the examples, we can see how much the advertisers build on our desire to maintain a youthful look. In order to achieve their aims, they present less complex visual structures and rhetorical figures, which make their messages simpler for the target age group. The advertisements are presented in 4 categories proposed by research led by Inpes (Institut national de prévention et d'éducation pour la santé). The analysis is based on Dominique Maingueneau’s concept of

‘enunciation scene’ and focuses on the last of its three sub-scenes, namely scenography. Besides discourse analysis, another key pillar of the investigation is visual rhetoric as a means of persuasion in advertisements.

Keywords: ageism, advertisements, scenography, visual rhetoric

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Saulius KETURAKIS

Kaunas University of Technology

saulius.keturakis@ktu.lt

“Live fast, die young”, or communication of eternal youth in computer games

“The medium is the message”, as M. McLuhan said. That means, that we can communicate only what is allowed by the specifics of the media.

Speaking of communication of time and ageing, all the so-called old media were able to do that, because all the technology we had could be affected by time; it could be new at the beginning and be old at the very end. Maybe except gods, because following Plato saying in the Symposium, they stay young forever (Plato, 1997). And maybe except digital communication, if we succeed to prove this hypothesis in the conference presentation.

We know from classical philosophy, that all possible things have their PLACE AND TIME. As E. Husserl said: “Everything is here or there, and its place is determinable, […] in the same way that everything spatiotemporal is determinable” (Husserl, 1973). However, digital objects of any kind have no SPATIOTEMPORALITY. If all traditional physical objects are HERE OR THERE, the digital objects are HERE AND THERE. Who can say where the website we are reading just now is located? Is it on the screen in front of me? Is it in another continent?

The same situation is when we speak about the time of digital objects. M. Heidegger said, that all the things have their “datability”, the special REFERENCIAL STRUCTURE, which connects all the objects to the specific “when” of the time flow. But how to decide what is exact “when”

of the file, which I created when I wrote this abstract? I can change the clock of my computer and write any creation date on the computer file.

Which is impossible for an old painting, because I cannot change the date of its creation simply by putting the note with the date I like. Clearly, digital objects have nothing in common with historicity of traditional material things.

The philosophical analysis can be particularly seen in acts of communication. For example, in the first book of the Potter’s saga we see Harry Potter as a ten-year-old child, and in the last one he is already acting like a young adult. However, the tomb raider Lara Croft, who has been around for almost 20 years in a variety of computer game sequences,

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remains absolutely untouched by the time, she is as energetic, as she was 20 years ago. Despite the desire of Rhianna Pratchett, one of Lara Croft's sequelists in computer games and films, to see her mature, patronizing, maybe even a mother Lara Croft, no one has dared to let her get older.

Maybe that means, that computer games as a sort of the most intense digital media in terms of communication cannot express ageing at all?

A positive answer may mean, that we have lost the possibility to communicate our human time and ageing because of digital communication. Maybe that is the new TYPE OF ACCIDENTS (Virilio, 2000), which happened, when we started to live so fast that even our timeliness cannot be communicated?

Keywords: media, materiality, digitality, spatiotemporality, speed.

References:

Husserl, Edmund. 1973. Experience and Judgment: Investigations in a Genealogy of Logic. Evanston, IL: Northwestern University Press.

Plato. 1997. Complete works. Indianapolis / Cambridge: Hackett Publishing Company.

Virilio, Paul. 2000. A Landscape of Events. Cambridge, MA: MIT Press.

Krisztina KOLOS¹ – Zsófia KENESEI² – Kornélia KISS³ – Edina KOVÁCS⁴ – Gábor MICHALKÓ⁵ – Ivett PINKE- SZIVA⁶

Corvinus University of Budapest, Institute of Marketing and Media

krisztina.kolos@uni-corvinus.hu¹, zsofia.kenesei@uni-corvinus.hu², kornelia.kiss@uni- corvinus.hu³, edina.kovacs@uni-corvinus.hu⁴, michalko@mail.iif.hu⁵, ivett.sziva@uni- corvinus.hu⁶

What do young people think of the elderly? - The role of ageism in the attitudes and willingness to

interact with the elderly

The ageing of the population characterizes whole Europe and this trend is likely to increase in the near future. According to calculations in a few decades the proportion of people over 60 will reach 40% globally. In Hungary by 2050 it is estimated that the elderly will have represented 36%

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of the population (S. Molnár, 2004). During the past decades there has been a considerable shift in how people define „being old”. It does not simply reflect the biological age but rather represents a complex mix of subjective and objective indicators. The elderly themselves may have very diverse self -perceptions. Some authors therefore propose the use of cognitive age which is a multidimensional construct including four dimensions: feel age, look age, do age, interest age (Barak, 1987). Vargha (2017) also concludes that classical age-based indicators have limits in describing ageing processes. There are alternative indicators of ageing such as the active ageing index that also includes the social aspect of ageing.

The quality of life of the elderly depends on many objective financial and social factors, however in our presentation we focus on the subjective side and investigate the attitudes of other age groups towards the elderly.

Those attitudes may be mixed but there is a growing tendency of negative attitudes, stereotyping of elder people among young people, that is called ageism. This implies considering older people as unproductive, depressing and overall the desire to avoid interactions with older people. According to prior studies, the likelihood of ageism may be affected by the level of knowledge of ageing processes, the young person’s anxiety regarding ageing and the individual experiences with older people (Hutchison et al, 2010; Drury et al, 2016. Allan-Johnson, 2008). Since ageism affects mostly elder people, and as the proportion of elderly increases in developed societies, it is important to better understand other generations’ existing attitudes toward the elderly in order to find ways to promote more positive attitudes.

In our study we carried out a survey to assess the occurrence of prejudice of young people towards the elderly. The data collection took place in December 2018 in Budapest using a self-administered questionnaire. Sample size is 642. Our presentation reports the first finding of this study and describes the occurrence of ageism among Hungarian young people and shows demographic and behavioral factors that explain the likelihood of prejudices. A special context in our study is tourism which proved to be strongly linked to well-being in general and specifically to the life quality of elder people (Michalkó, 2010, Milman, 1998, Nikitina- Vorontsova, 2015).

Keywords: ageism, quality of life, elderly, cognitive age

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