The purpose of this study is to see how Alzheimer's disease and dementia are misperceived in the media, how this affects audience viewpoints, and how accurate depictions that challenge those stereotypes may or may not change audience perception. Common stereotypes depicted in the media include Alzheimer’s and dementia being one disease, only individuals older than 60 years old having this disease, and it being a slow and painful progression towards the end of life. Using Stuart Hall’s audience reception theory, I will see if viewers accept, negotiate, or oppose the media that challenges those stereotypes presented to them in contrast to their former knowledge of the disease. Participants took a pre questionnaire that includes information about their prior knowledge of Alzheimer’s and dementia and where they have received that information (from which media platforms and/ or having relatives with the disease). Then they were shown a video depicting characteristics that defy the common stereotypes of Alzheimer’s disease and dementia, such as an individual with early on-set Alzheimer’s. After which were presented with a post questionnaire to see if their perception has changed and in what way.

Library of Congress Subject Headings

Alzheimer's disease--Public opinion; Dementia--Public opinion; Alzheimer's disease--In mass media; Dementia--In mass media

Publication Date


Document Type


Student Type


Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

School of Communication (CLA)


Jonathan Schroeder

Advisor/Committee Member

Kirsten Condry

Advisor/Committee Member

Eun Sook Kwon


RIT – Main Campus

Plan Codes