Based on a theoretical analysis of the older generation’s problems and a longitudinal sociological study conducted by the author, the article proposes effective mechanisms of social practice to overcome the social exclusion of the elderly. It is emphasized that scientific research of the social problems of the elderly in Ukraine is caused by the rapid growth of this part of the population over the past fifty years, the need to overcome their social exclusion in current historical conditions and the view of older people as independent subjects of social and historical action. Based on the modern areas of scientific reflection on the changing social roles of older people (the theory of active ageing, the theory of separation and the theory of successful ageing), an attempt is made to build a model of overcoming social exclusion of the elderly in the theory of successful ageing. The author describes the contradictory situation in the Ukrainian society under the influence of public opinion and mass media. On the one hand, there is the uncertainty of social and personal identification of older people, because of which a significant proportion of this social group considers itself quite active to perform various economic and social functions. On the other hand, members of the 60+ generation increasingly feel limited in rights, unclaimed and devalued, state the presence of low self-esteem due to latent or overt ageism on the part of society. The conducted sociological research revealed the vectors of effective inclusive social practice for the elderly people in the public organization “Gardeners’ Club” in Kharkiv, which unites people following their vital interests, values, and behaviour patterns. The study results confirmed the hypothesis of the possibility of building a model for overcoming the social exclusion of the elderly on the positions of the theory of success, included in society ageing.
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