"Focus group discussion findings:
1. The wording preferences used to address older adults vary significantly depending on the region and socio-cultural environment. The participants respond positively to expressions that emphasize the experience and dignity, like “people of respectable age”, “people of golden age” or “elegant age”. The addressing terms “pan” (Ukrainian term for “sir, mister”) and “pani” (Ukrainian term for “madam”) are considered universal. Whereas, the words “zhinochka” (Ukrainian term for “woman”, belittling tone) or “titonka” (Ukrainian term for “auntie”) often cause a negative reaction.
2. Though some discriminatory practices in the field of labor, healthcare, social protection and access to services persist, the focus group participants say that the full-scale war has partially changed the attitude toward older people: the shortage of staff and active volunteer engagement of older adults increased recognition of their experience, professionalism and contribution to support the country.
3. Unlike participants of other focus groups, journalists experience age discrimination in their profession more strongly (in newsrooms or when searching for a job).
4. The respondents do not generally perceive the Ukrainian media as openly ageist but underline poor visibility and subjectivity of older adults in the public space. According to them, the media rarely involve older adults as recognized participants in social discussions and do not cover enough the problems and needs of this age group.
Media Monitoring Results:
1. The subject of older adults (60+) was secondary or occasional in most media materials of the sample, and main and cross-cutting topic in only 38.5%.
2. Although direct ageism is rare in Ukrainian media, reporting about older adults is generally extremely stereotypical. For example, Ukrainian media portray people 60+ either as requiring care and assistance or in the context of pension and social security issues and demographic crisis.
3. Materials about active older adults and their stories of development or success are scarce, and even if they do get posted, they are usually about well-known Ukrainians or about foreign pensioners. Older adults’ voices are rarely heard in the media: other people (journalists, experts, relatives, etc.) comment in place of them.
4. The term “elderly people” most commonly used in the media (27,3% mentions) is discriminatory. Although it is still present in the Ukrainian legislation, linguists recommend removing it from public use and from the language of official documents as it is insulting.
5. When speaking of older adults, the media focus on social problems, health and pension issues; this once again confirms the trend of perceiving and representing older adults mainly as a socially vulnerable group that needs care and support.
6. The topic of ageism is still underrepresented and sporadic in the media (about 2% of the materials). Hardly any publications provide a clear explanation of what age discrimination is, how it manifests, and what impact it has on society. This may indicate a lack of public attention to the problem of ageism and a limited awareness of its importance as a separate form of discrimination.
7. The frames with negative connotations dominate in the media field, in particular (1) about the biological fragility and vulnerability of older adults; (2) about older adults as a burden for families or for the country.
8. The active agency frame comes up occasionally in Ukrainian media and does not construct the image of people 60+ as an active and independent group. Thus, the model of active long life remains not visible enough in the information space.
9. The family objectification frame is one of the most common examples of hidden ageism, since even with a positive tone it limits the diversity of social roles of older adults and narrows their representation to traditional family functions.
10. The idealized activity or “super-ageing” frame is not that common, but it may create a new type of age-related stereotypes by imposing an unrealistic standard of "successful aging".
11. The electoral conservatism frame, though rare in the media so far, has the potential to grow if the political activity restores. This frame is of destructive nature, since it deepens the opposition of generations and pins responsibility for social and political problems on a certain age group."(Summary, pages 6-7)