ABSTRACT
Since the 1970s, when Susan Sontag coined the term, discussions on the double standard of ageing has continued to evolve. Recently, scholars of feminist gerontology have called for an intersectional approach to address cultural norms of physical appearance and ageing. In this paper, we aim to investigate whether men and women internalise ageist norms differently; that is, double standards of ageing exist. Second, we explore whether self-identified social class affects the internalisation of these norms. To the best of our knowledge, the present study is the first to examine the double and triple standards of ageing with nationally representative data (N = 1600). Drawing from Bourdieusian capital theory, sociology of the body, consumer culture, and feminist gerontology, we suggest that the double standard of ageing exists for women who feel that ageing erodes their appearance, give more importance to their appearance than men, and fear looking old from an early age. Further, a 'triple standard' is also traced. Our results indicate that ageing working-class women are less confident about their appearances than upper-class women. Thus, upper-middle-class women seem less vulnerable to the negative aspects of ageing than women who have less social, cultural, and economic capital to enhance their ageing appearance. The triple standard extends to men as well: appearance is evaluated as equally important by upper-middle-class middle-aged men as by women of similar age and social background. Alternatively, our results could be interpreted as upper-middle-class people experiencing more restrictive norms regarding ageing; that is, such people are compelled to seek anti-ageing solutions and are not allowed to surrender to the natural ageing process.
