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Ageism in Birthday Cards: A Mixed-Method Content Analysis.

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Area of Science:

  • Social Psychology
  • Gerontology
  • Communication Studies

Background:

  • Ageism is frequently disguised as humor.
  • Paper birthday cards serve as a medium for perpetuating ageist messages through humor.

Purpose of the Study:

  • To analyze ageist messages in birthday cards.
  • To investigate the role of humor in ageist birthday card content.
  • To examine age-specific trends in ageism within birthday cards.

Main Methods:

  • A sample of 227 birthday cards, spanning ages 21 to 100, was collected from retail stores.
  • Three raters coded cards for age group, ageist tone, and humor using a predeveloped codebook.

Main Results:

  • Birthday cards for individuals aged 30-60 exhibited significantly more ageist content than those for ages 21 or 70-100.
  • Cards incorporating humor contained more ageist messages compared to non-humorous cards.
  • Specific characteristics of decade-specific birthday cards were analyzed.

Conclusions:

  • Consumers should critically evaluate ageist messages in birthday cards.
  • Reducing the perpetuation of harmful age stereotypes requires consumer awareness and critical engagement with greeting card content.