A CASE STUDY OF AGEISM IN POLITICAL DEBATES: ARE SOCIAL MEDIA A LATENT SOURCE OF GENERATIONAL HATRED?

This paper discusses how negative stereotypes, cultural conflicts and tensions related to age and generational membership are used in election campaigns. The social media are presented here as a venue where the political values are discursively paired with age and generational membership and perpetuate risks of an increase in ageism and generational conflict in symbolic universes. It presents a case study of YouTube video political campaigning and Facebook site commentaries to draw a picture of negative connotations used to build the "we" versus "them" generational categories which may result in further deepening the ageist moods in Czech society. It further shows, how these discursive practices may influence the perception of intergenerational relations in our society, but it also argues that they may have only limited influence over the actual behaviour of both younger and older in elections and political representations. The conclusion calls for deeper understanding of connections between generational conflict, age, and voting behaviour.