Besides being one of the fastest growing platforms since entering the social media fray in 2016, TikTok is notably monopolized by teenagers, which makes it a veritable source of information not to be overlooked by gerontologists. Currently, most studies regarding age stereotypes on social media have examined content on Twitter and Facebook. Our study explores how older adults are portrayed on TikTok and the factors associated with these portrayals. We analyzed 673 videos with the hashtags #Boomer and/or #OkBoomer that received over 5.4 billion views and categorized them into nine topics. Five of these topics (e.g., 'Warmth/Coldness') were extracted from previous studies on age stereotypes. The remaining four topics were unique to our dataset (e.g., 'Wealth Gap'). The outcome variable was 'Negative Age Stereotypes' which was rated on a binary scale. One in two videos about older adults featured negative content. As hypothesized, videos containing negative age stereotypes were more likely to be about the 'Values and Beliefs of Older Adults' (7 times), 'Negative Encounters with Older Adults' (8 times) or 'Older Adults Antagonizing the Young' (13 times). Conversely, videos which portrayed older adults as 'Warm' were 43% less likely to contain negative stereotypes. As the phenomenon of an aging population fast unfolds, it is imperative that society relinquishes its tendency to stereotype individuals on the grounds of age. By examining the possible mechanisms driving negative stereotypes of older adults on TikTok, our study provides the basis upon which such stereotypes can be counteracted. In doing so, it paves the way both to improve the well-being of older persons and to foster intergenerational solidarity.
Copyright: © 2023 Ng, Indran. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.