Senior influencers on TikTok: a study on ageist stereotypes and the representation of old age on the platform

Abstract

Nowadays, due to the increase in older adults on social media, not only as consumers but also as content creators, their presence and representation in digital spaces have garnered significant interest. However, research on their representation and perception in these spaces remains scarce. This work aims to bridge this gap by analysing some of the most prominent senior influencers on TikTok and evaluating how their content contributes to the perpetuation of ageist stereotypes. Through a detailed analysis of their posts, the relationship between content typologies and the presence of negative stereotypes is explored, as well as the impact of young family members on creating their content. The findings reveal that TikTok might be contributing to the perpetuation of ageist stereotypes, thus highlighting the importance of promoting the figure of the senior influencer to foster an authentic and positive image of ageing.