Senior Entrepreneurship and Ageism in Postdigital Communication

This research examines how age-related prejudices and stereotypes influence the public image of senior entrepreneurship, taking into account the current digital media environment. Considering demographic aging, the post-digital social reality, and the growing number of entrepreneurs over 50 years of age, the research presented here addresses significant gaps identified in previous studies. Consequently, two main objectives are established: to map how international academic research on age discrimination in digital spaces has evolved and to determine the principal theoretical frameworks that shape contemporary discussion of senior entrepreneurship in audiovisual media. The methodological approach to achieving these objectives combines two strategies: a bibliometric study and a systematic review of academic sources. The findings reveal a significant increase in scientific publications related to age discrimination and stereotypes. This is a clearly growing trend of exponential nature. Furthermore, a convergence of this topic with rising interest in issues such as social integration, empowerment of seniors' personal capabilities, and greater visibility of historically excluded groups has been confirmed. The fundamental importance of digital platforms and social networks in transforming the media representation of senior entrepreneurs is also highlighted. Collectively, these findings underscore the need for a paradigm shift in the media representation of older adults and in their social perception.