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Retired peoples perceptions of birthday cards: A focus group design: 2008S01113
Umeå University, Faculty of Social Sciences, Department of Social Work. (CWSG, Care Work and Social Gerontology)
2008 (English)In: Sociological Abstracts from CSA: Supplement Abstracts / [ed] Conly, L., Jondle, J., Fontanilla, E., Miller, D., Ruben, M., & Weaver, S., 2008, 200-200 p.Conference paper (Refereed)
Abstract [en]

Age & ageing related humour expressed in birthday cards has been suggested to support negative attitudes towards aged people. Little/no atten- tion has been paid to how retired people themselves experience this humour. Objective in this paper is to report retired peoples perceptions of ageism by using six birthday cards representing varying aging messages as topic in focus group interviews. In order to facilitate the uncovering of discourses perceptions & contradicting perceptions are highlighted in rela- tion to the different cards. Data consists of eight focus group interviews collected in Sweden (4) & Finland (4) in 2007-2008. Women & men, urban & rural, living at home and institutionalized retirees of different ages have participated. Interviews are analysed using computer-assisted soft- ware, primary with the objective of systematically categorizing percep- tions. Results indicate that people perceive double meanings in the birth- day cards. Perceptions appear both positive & negative in their nature. Participants reported negative accounts as “discrimination” & as “label- ling” elderly people in certain ways. An example of a positive account is the perception that messages are genuinely funny although negative in their nature. In addition this bipolar nature is discussed relating to what specific birthday cards optimally should contain.

Place, publisher, year, edition, pages
2008. 200-200 p.
Keyword [en]
ageism, attitudes, birthday/greeting cards
National Category
Social Work
URN: urn:nbn:se:umu:diva-36277ScopusID: 2008S01113OAI: diva2:353417
First ISA Forum of Socilogy, Sociological Research and Public Debate, Barcelona, Spain, september 5-8.
Available from: 2010-09-27 Created: 2010-09-24 Last updated: 2010-12-09Bibliographically approved

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Snellman, Fredrik
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Department of Social Work
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