Labeling theory and media stereotypes of the elderly IntroductionStereotypes have an overwhelming effect especially on the people at whom they are directed. The study of stereotypes helps to understand the factors that lead to discrimination against some people and not against others. This is because stereotypes represent opinions that are often passed down from one generation to the next within a particular culture. Mass media such as television and newspapers constitute a common source of opinions in contemporary society (Kotter & Hess, 2012). The media presents messages consistently, repetitively, and convincingly, making them credible to almost everyone. Stereotyping opinions and media portrayals can therefore have harmful effects on the marginalized group. Stereotypes and perceptions about aging have a large impact on how society perceives and treats older adults (Bennett, 2010). Furthermore, stereotypical perceptions, both positive and negative, influence how older adults view themselves. Stereotypes significantly influence the cognitive and functional aspects of older adults and can therefore have large effects on older adults. The media plays an important role in dispersing stereotypes. Most media portray ageism with extreme pessimism and often leads to rejection of older people in society (Barnhart & Peñaloza, 2013). However, at times the media has played a role in creating awareness about the need to treat the elderly appropriately, leading to a better perception of aging. This article will focus on reviewing existing literature on media stereotypes of older adults. The analysis will involve comparing and contrasting views of different research on how the media dispels stereotypes about older adults and the effects of such stereotypes on how...... middle of paper ......and negative stereotypes they arise from a lack of information and misconceptions and do not describe the reality of older people. The issue of media stereotypes of older adults can be addressed using labeling theory, which argues that an individual's behaviors and self-image are shaped by the names and reputations accorded them by others. Therefore, people are likely to align their behaviors with societal expectations or perceptions. In relation to media stereotypes, the media plays a crucial role in shaping social perceptions. Therefore, the media's tendency to portray older adults as less physically or mentally capable leads to the assimilation of certain behaviors by older adults, which can destroy their self-image. Therefore, it is important for the media to avoid uninformed or untrue opinions about ageism to protect the well-being of older people in society..