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Print version ISSN 1134-928X


VIVES BARCELO, Marga; SANCHEZ-PRIETO, Lydia  and  TORRES OLIAS, Marta. Television consumption and elderly's self-perception. Gerokomos [online]. 2020, vol.31, n.2, pp.92-97.  Epub Oct 05, 2020. ISSN 1134-928X.

This work pretends to study the possible contribution of the television advertising to increase the stereotypes about the elderly people collective.

This article makes a review about the main investigations done in which is considered how the television shows through the advertising the image of the elderly people as well as present the opinion of a sample selected composed by forty elderly persons keeping in mind the institutionalization as a factor.

Results shows no differences between hours of consumption of television and self-perception, but positive differences between positive auto-evalutation in non-institutionalization persons (p=0,46) and with cognitive process deterioration (p=0,000). Institutionalization persons affirm that old age block to realize activities that one likes (p=0,027). In conclusion, the institutionalization of elderly persons is a key factor in the perception of the old age, probably influence by greater autonomy and by contact with their families.

Keywords : Older people; Advertising; Mass media; Self-evaluation; Institutionalization & Quality of life.

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