The focus of this work is hereby on the images that influencers above the age of 60 (in the following also called as “older” or “elderly” as well as “older generations”) share on social media in both private and professional contexts. The aim here is to find out whether Granfluencers eliminate existing age stereotypes or reinforce them. The knowledge gained from this research can serve as a foundation for digital marketing strategies in cooperations that would like to diversify their campaigns in the future.
In order to be able to answer this question, the current state of research was presented in the second chapter. In this section, stereotypes, especially age stereotypes, gender stereotypes, gendered ageism, and the portrayal of older people in the media were discussed. In this context, gender and age studies were also discussed, followed by a closer look at Granfluencers. These were first defined, then the origins of these were described, and in the last step, the importance of Granfluencers for digital marketing was discussed.The third chapter deals with the actual analysis, which was executed to look at the expression of age and gender stereotypes of Granfluencers in detail.
For this purpose, the aim of the analysis, the research questions, and the methodological implementation were first presented. In a second step, the object of investigation was defined in detail based on the theory of content analysis by Rössler. Afterwards, validity and reliability were defined and documented in the context of the master thesis. The third section deals with the presentation of the results and lastly the results were evaluated in this chapter. The conclusion summarizes the thesis and mentions the limitations as well as the implications for future research.
Table of Contents
1. Introduction
2. Background: Aging People in Today’s Society
2.1 Stereotypes and Intersectionality
2.1.1 Age Stereotypes
2.1.2 Gender Stereotypes
2.1.3 Gendered Ageism
2.1.4 Media and Stereotypes
2.2 Age and Gender Studies
2.2.2 Gender Studies
2.2.3 Age Studies
2.3 Granfluencers
2.3.1 Definition
2.3.2 Development
2.3.3 Granfluencers and their Importance to Digital Marketing
2.4 Summary of the State of Research
3. Granfluencers on Instagram: A Quantitative Image Analysis
3.1 Aim, Research Questions, and Methodical Implementation
3.2 Object of Investigation
3.3 Validity and Reliability
3.4 Presentation of the Results
3.4.1 Representation of Visual Age Characteristics
3.4.2 Representation of Cooperations with Brands
3.5 Evaluation of the Results
4. Conclusion, Limitations, and Implications for Future Research
Objectives and Topics
The primary objective of this master thesis is to investigate whether the phenomenon of "Granfluencers"—senior influencers on social media aged 60 and above—challenges or perpetuates existing age-related stereotypes. By performing a quantitative image analysis of Instagram content, the study explores the visual representation of aging and the nature of brand collaborations among this demographic, aiming to provide insights for future inclusive digital marketing strategies.
- Visual age characteristics and stereotypes in social media
- Gendered ageism and the intersectionality of aging
- The "New Elderly" and their role in digital marketing
- Quantitative content analysis of Instagram influencer imagery
- Comparative analysis of brand cooperations across gender lines
Excerpt from the Book
1. Introduction
In today’s society, youthful appearance has a high priority. Wrinkles and grey or white hair are referred to as something one should hide because both serve as unmistakable reminders that one is growing older. This is why the anti-aging market, which sells treatments that, for example, promise to prevent wrinkles or erase pigmentation, accounted for a revenue of USD 111.6 Billion in 2020 and is expected to reach USD 162.9 Billion by 2028 (see Zion Market Research 2016). Both the expectations of our society and the media's portrayal of older generations contribute to this.
Yet, more and more elderly people are said to battle those stereotypes. For example, the so-called Granfluencers, who are senior influencers on social media and with which this master thesis will deal. Instagram was hereby chosen as the platform to be studied because it is based on visual aesthetics, which makes it a suitable ecosystem for promoting products, popularizing certain body images, and allowing users to connect with their followers.
The focus of this work is hereby on the images that influencers above the age of 60 (in the following also called as “older” or “elderly” as well as “older generations”) share on social media in both private and professional contexts. The aim here is to find out whether Granfluencers eliminate existing age stereotypes or reinforce them. The knowledge gained from this research can serve as a foundation for digital marketing strategies in cooperations that would like to diversify their campaigns in the future.
Summary of Chapters
1. Introduction: Presents the central research problem regarding age stereotypes in the anti-aging society and defines the scope of using Instagram as a platform to study senior influencers.
2. Background: Aging People in Today’s Society: Elaborates on theoretical concepts like intersectionality, gendered ageism, and 'The New Elderly,' providing a framework for understanding how older generations are perceived and constructed in media.
3. Granfluencers on Instagram: A Quantitative Image Analysis: Outlines the research methodology, including the sampling of 800 images, and details the statistical analysis of visual age characteristics and brand partnerships.
4. Conclusion, Limitations, and Implications for Future Research: Summarizes the study's findings, highlighting the discrepancies between Granfluencers and average biological aging, while offering recommendations for future research in digital marketing.
Keywords
Granfluencers, Instagram, Age Stereotypes, Visual Ageism, Gendered Ageism, Digital Marketing, Quantitative Content Analysis, Intersectionality, The New Elderly, Social Media, Influencer Marketing, Beauty Industry, Aging, Media Representation, Consumer Trends
Frequently Asked Questions
What is the core focus of this master thesis?
The study examines how senior influencers over 60, known as "Granfluencers," represent themselves on Instagram and whether these representations challenge or reinforce societal age stereotypes.
What are the primary themes discussed in the work?
Key themes include the construction of age and gender in media, the concept of gendered ageism, the development of the "New Elderly" demographic, and the strategic importance of Granfluencers for brands.
What is the main research question?
The work seeks to determine if Granfluencers effectively break age stereotypes by analyzing visual age characteristics (e.g., wrinkles, grey hair) and the nature of their paid partnerships with companies.
Which scientific method is applied?
A quantitative image content analysis is used, following the theoretical framework established by Rössler, to examine 800 posts from 40 selected senior influencers.
What topics are covered in the main section of the thesis?
The main part analyzes physical indicators of aging, investigates the types of companies that cooperate with Granfluencers, and evaluates whether these partnerships promote or resist traditional anti-aging narratives.
Which keywords define this thesis?
Essential terms include Granfluencers, age stereotypes, visual ageism, digital marketing, Instagram, and gendered ageism.
Why was Instagram selected as the specific research platform?
Instagram was chosen due to its heavy reliance on visual aesthetics, making it an ideal environment for analyzing body image, self-presentation, and influencer marketing.
What did the analysis reveal regarding the visual representation of age?
The study found that the Granfluencers analyzed often do not conform to typical age representations, frequently displaying fewer signs of aging than the "average" person in their age group.
How does the thesis relate to the phenomenon of "the New Elderly"?
It supports the theory that older generations are increasingly tech-savvy and active, challenging the stereotype that older people lack interest in modern digital technologies.
- Quote paper
- Leonie Lippl (Author), 2022, Are Granfluencers breaking age stereotypes? An analysis of senior influencers on Instagram, Munich, GRIN Verlag, https://www.grin.com/document/1256876
