THE CULTURE OF OLD AGE IN RUSSIA AND THE WEST: THE IMAGE OF THE ELDERLY IN THE MEDIA CULTURE AND THE PROBLEM OF SOCIAL WELL-BEING
Global changes of modern times led to the folding of a paradoxical situation: large increase in the number of elderly compared to other age groups takes place in a situation of dominance in the social consciousness of the ideal of youth. The need to adopt age-positive perspective is an existential need, it aims at solving the problems of older people-related challenges of adapting to modern ways and the younger generation, experiencing fear of the inevitable aging.