Older adults experience higher risks of getting severely ill from COVID-19, resulting in widespread narratives of frailty and vulnerability. We test: (1) Whether global aging narratives have become more negative from before to during the pandemic (Oct’19 to May’20) across 20 countries; (2) Model pandemic (incidence and mortality), and cultural factors associated with the trajectory of aging narratives.
We leveraged a 10-billion-word online-media corpus, consisting of 28 million newspaper and magazine articles across 20 countries, to identify nine common synonyms of ‘older adults’ and compiled their most frequently-used descriptors (collocates) from Oct’19 to May’20—culminating in 11,504 collocates that were rated to create a Cumulative-Aging-Narrative-Score-(CANS) per month. Widely used cultural dimension scores were taken from Hofstede, and pandemic variables, from the Oxford COVID-19 Government Response Tracker.
Aging narratives became more negative as the pandemic worsened across 20 countries. Globally, scores were trending neutral from Oct’19 to Feb’20, and plummeted in Mar’20, reflecting COVID-19’s severity. Pre-pandemic (Oct’19), UK evidenced the most negative aging narratives; peak-pandemic (May’20), South Africa took on the dubious honor. Across the 8-month period, Philippines experienced the steepest trend towards negativity in aging narratives. Ageism, during the pandemic, was ironically, not predicted by COVID-19’s incidence and mortality rates, but by cultural variables: Individualism, Masculinity, Uncertainty Avoidance, and Long-term Orientation.
The strategy to reverse this trajectory lay in the same phenomenon that promoted it: A sustained global campaign—though, it should be culturally nuanced and customized to a country’s context.