Social Regulation of Labor Longevity: the resources of media
https://doi.org/10.21453/2311-3065-2025-13-1-110-123
Abstract
The article represents the results of a structured study of the concept of working longevity and the role of the media in shaping the social perception of this phenomenon. The author emphasizes such key aspects as motivation of elderly workers, their adaptation of working conditions, the role of state and corporate regulation, and the information support for these initiatives through the media. The empirical part is dedicated to the role of the media in shaping the public perception of working longevity, which seems especially relevant in light of the growing number of elderly workers and changes in the social and economic spheres. The outlined positive and negative narratives show the need in changing existing stereotypes about elderly workers and popularize their professional activity. Particular attention is paid to the examples of successful information campaigns and their potential to change public opinion. Based on the analysis, it is concluded that the introduction of international experience into practice and the use social networks, big data and specialized media projects opens up new prospects for the further development of the concept of working longevity and its social regulation by the tools of media policy and mass media.
About the Author
P. I. Ananchenkova
Semashko National Research Institute of Public Health
Russian Federation
Russian Federation
Polina Igorevna Ananchenkova – CandSc. (Econ.; Soc.), associate professor, Head of the Department of Economics and Sociology
105064, Moscow, Vorontsovo Pole str. 12, building 1
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Review
For citations:
Ananchenkova P.I. Social Regulation of Labor Longevity: the resources of media. Communicology. 2025;13(1):110-123. (In Russ.) https://doi.org/10.21453/2311-3065-2025-13-1-110-123
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