Communication Networks & Social Change (CNSC) research group is pleased to invite you to the Seminar: «Negotiating the meaning of ageing: the role of older influencers in shaping new social narratives», given by Mael Bombaci, sociologist, PhD student at LUMSA University and visiting researcher at the CNSC.
The seminar will be held, in hybrid format, on Monday, September 22 at 10:00 pm (CEST) in Room C1.17 of the Interdisciplinary R&I Hub (Building C).
Venue
Interdisciplinary R&I Hub (Building C - C1.17)
Rambla del Poblenou, 154
08018 Barcelona
Espanya
When
22/09/2025 10.00h
Organized by
Universitat Oberta de Catalunya, Communication Networks & Social Change (CNSC) research group
Program
Abstract
In the context of media platformisation, older adult influencers construct an identity representation of a demographic that has long been underrepresented in social media. Their practices of self-representation challenge the hegemonic and stereotypical portrayal of older people as physically or mentally frail, technophobic and socially isolated (Farinosi & Fortunati, 2020; Guimarães, 2021). Their narratives, which emphasise vitality, energy and an optimistic attitude, appear to contribute to a redefinition of ageing (Picázo-Sanchez & García-Marín, 2021) and its meanings within contemporary society. The purpose of this work is to explore how audiences negotiate the meanings of older influencers' narratives on Tiktok, asking:
RQ1: How do these narratives shape cultural discourse on aging among TikTok users?
RQ2: How do these narratives redefine the role of older people in contemporary society?
Firstly, a thematic analysis of 1,359 comments posted under the videos of five older adult influencers was conducted, and then deepened in three focus groups, which included both younger and older people. The profiles were selected based on the algorithmic ranking generated by a search using the hashtag #positiveaging (Cooper, 2024). It seems that TikTok allows older individuals to foster emotional proximity and relational closeness through parasocial interactions. Sharing experiences and emotions on the platform contributes to a collective discourse on aging that validates diverse identities. This form of resistance is significant as it challenges the hegemonic narratives of aging, which are often associated with unrealistic ideals and structural invisibilities. Furthermore, it provides a space for individuals to resonate with, stimulating both younger people to rethink aging and older people themselves, fostering a sense of empowerment.
Mael Bombaci (she/her)
Sociologist of cultural and communication processes and a PhD student at LUMSA University. Her doctoral research focuses on the role of social sciences and communication in the green transition and digital transformation. Her main research interests include identity construction on digital platforms—particularly TikTok—, audience practices, the emerging dynamics of imitation publics, and the evolving forms of scientific communication on social media.