Abstract

Understanding how people make sense of social issues is a fundamental aspect of communications research. In this piece, we apply theory from psychological anthropology to provide a new perspective on this core feature of communication and argue for the importance of considering culture in applied communications research. Drawing on a study of the implicit understandings and patterns of reasoning that Americans use to think about the process of aging and older adults, we show how the theory of cultural models can be applied to arrive at a deeper view of the ways in which members of the public make meaning of aging issues. We discuss the implications of this research for those communicating about aging and other social and scientific issues. The article provides information on public understanding that is directly pertinent to those communicating about aging and demographic change in the United States.