The rapid demographic transition of the global population, which suggests that people aged 60 and above will exceed 20% by 2050, has brought the representation of aging into sharp focus. While traditional media has a long history of misrepresenting or even rendering older women invisible—a phenomenon known as symbolic annihilation—modern visual social media platforms like TikTok have emerged as vibrant arenas where these narratives are both reinforced and challenged. A comprehensive study by Ariuntsetseg Erdenebat and Admilson Veloso da Silva explores these dynamics by analyzing 300 TikTok posts under the hashtags #aging and #antiaging, revealing how user-generated content (UGC) is reshaping the discourse on women’s maturity. The researchers emphasize that because TikTok encourages spontaneous and participatory communication, it provides a unique window into intergenerational perceptions and the persistent influence of gendered ageism. Gendered ageism acts as a double jeopardy for women, where the intersection of age and patriarchal norms leads to a more significant decline in social status compared to men, often resulting in gerascophobia, or an abnormal anxiety about growing older.
The findings from the sources indicate that the vast majority of discussions surrounding aging on TikTok are framed through an external perspective, with 73% of the analyzed content focusing on visible physical changes such as wrinkles, hyperpigmentation, and skin loosening. This preoccupation with appearance is deeply rooted in the Double Standard of Aging Theory, which posits that while men are often valued for their accomplishments, women are primarily judged by a youthful beauty standard that inevitably fades. The sources highlight how technologies like TikTok’s “Aged Filter”—which uses artificial intelligence to simulate an older version of the user—often trigger visceral reactions of shock, sadness, or distress. One content creator’s exaggerated response to her filtered face, exclaiming that she needed to “buy a gun,” underscores the deep-seated anxiety many women feel regarding the visible markers of time. This digital tool often reinforces the “technomyth of youth,” a belief that aging is a series of problems that science, technology, and consumer products have a moral obligation to “fix”.
Among the seven key portrayals identified in the research, the “Anti-aging” narrative is the most dominant, appearing in approximately 40% of the dataset. These videos typically present rigid routines involving supplements, specific diets, and exercises, framing the natural process of maturing as an undesirable condition that must be solved. The sources provide a striking example of a woman in her early thirties who claimed she had trained her face not to move to prevent wrinkles, a practice she began after her mother warned her about making “crazy expressions” as a child. This early internalization of beauty standards is further evidenced by the rise of “prejuvenation,” a trend where even members of Generation Z and Generation Alpha begin preventive treatments like dermal fillers or complex skincare routines before any signs of aging appear. In one extreme case mentioned in the sources, a 14-year-old creator shared an intensive routine she had followed since age 12, which included blocking UV rays by taping construction paper to car windows. Such trends have even led to legislative and corporate responses, such as a Swedish pharmacy banning the sale of anti-aging products to children under 15 without parental consent to prevent medical issues like dermatitis.
Despite the prevalence of appearance-focused content, the sources also identify significant counter-narratives that seek to empower women and redefine the aging process. Portrayals categorized as “Accepting aging” or “Challenging ageist stereotypes” offer a progressive stance by celebrating maturity as a “sacred rite of passage” or a “gift”. For instance, a creator known as @midlifemuse explicitly refused to “freeze” herself in time, arguing that running away from aging prevents individuals from accessing its inherent spirituality. Another creator challenged the homogenization of older adults, rejecting the label of “granny” and insisting on maintaining her unique identity and style, such as keeping her hair long despite societal expectations for women over fifty to cut it short. These videos act as a form of digital opinion leadership, where ordinary users use their personal experiences to dispute traditional marketing narratives and offer a more nuanced, realistic view of life’s later stages.
Furthermore, the portrayal of “Promoting a healthier and longer life” shifts the focus from aesthetic preservation to holistic well-being and “successful aging”. The sources describe a cataract surgeon who used her platform to share lifestyle tips, such as the importance of gardening to maintain a sense of future purpose and the necessity of weightlifting to increase bone density. This surgeon also warned against early retirement without a second career or hobby, noting that the brain requires constant exercise to avoid a “downhill” trajectory. Similarly, the portrayal of “Illustrating the aging process” often utilizes Social Clock Theory to alleviate anxiety by reminding viewers that life events like marriage or career shifts do not have a universal expiration date. One 60-year-old creator shared that she had her children in her late thirties and early forties, encouraging her audience that it is never too late to reinvent oneself. These perspectives provide a vital balance to the consumer-driven “problem-solution” patterns that dominate the #antiaging hashtag.
The commercial landscape of TikTok also plays a critical role in how these narratives are disseminated, as 17% of the analyzed content had a primary objective of product promotion. Interestingly, the sources note a shift in marketing strategy; the aggressive “Fighting” theme common in older print advertisements has been largely replaced by the “Advice” theme in social media. Promotional videos often mask their commercial nature by presenting as helpful, step-by-step guidance or personal testimonies, such as a creator explaining how to mix hyaluronic acid powder as a “secret” tip rather than a direct sales pitch. This evolution in communication reflects the Multi-Step Flow Theory, where ordinary users become more efficient at spreading ideology and influence than traditional brands. While TikTok remains a space where ageist ideologies are frequently reinforced through visual filters and “prejuvenation” fears, it also serves as a powerful platform for resistance, allowing women to reclaim their narratives and promote a more inclusive understanding of the aging journey.
References: Erdenebat, A., & Veloso da Silva, A. (2025). Digital ageism? Analyzing women’s depictions on TikTok through user-generated content under #aging and #antiaging. Mobile Media & Communication, 14(1), 230–251. https://doi.org/10.1177/20501579251350900,.
Mini Dicitonary
- Ageism: A form of discrimination based on age that shapes and alters individuals’ thoughts, emotions, and behaviors toward people and the aging process.
- Anti-aging: The desire to conceal, delay, or eliminate signs of aging, along with the marketing practices and interventions developed to serve this goal.
- Gendered Ageism: The intersection of age and gender discrimination, describing the “double jeopardy” whereby women experience greater social devaluation and loss of status than men as they age.
- Gerascophobia: An abnormal and irrational fear of aging, which can negatively affect an individual’s psychological well-being and overall quality of life.
- Prejuvenation: A preventive rejuvenation trend, particularly prevalent among Generation Z and Alpha, involving skincare routines and cosmetic interventions initiated before visible signs of aging appear.
- User-Generated Content (UGC): Any form of content such as text, images, videos, or actions created and shared by users on independent platforms, rather than produced by institutional or corporate actors.
- Aged Filter: An artificial intelligence–based digital tool that adds age-related features such as wrinkles or gray hair to a user’s face.
- Social Clock Theory: A theory explaining the anxiety generated by societal expectations regarding the “appropriate” timing of major life events such as graduation, marriage, or parenthood.
- Double Standard of Aging: A theoretical perspective arguing that aging men are evaluated primarily in terms of competence and achievement, whereas aging women are judged mainly by their physical appearance.
- Symbolic Annihilation: The process by which certain social groups, such as older women, are rendered invisible or misrepresented in media, leading to their marginalization in society.
- Technomyth of Youth: The belief that aging is a problem to be fixed or repaired through technology, science, and consumer products.
- Commodified Femininity: The notion that ideal femininity can be achieved through consumption practices, particularly beauty work such as cosmetic use and aesthetic enhancement.
- Multi-Step Flow Theory: A communication theory suggesting that information and ideology flow from mass media to opinion leaders and then spread from these individuals to the wider public.
- Stereotype Embodiment Theory: A theory proposing that age-related stereotypes are internalized over time, ultimately influencing individuals’ health outcomes, self-perceptions, and behaviors.