Despite widespread hearing problems among older adults, only a minority uses hearing aids. The stigma associated with such aids represents a key factor modulated by language. The purpose of this study is to analyze the impact of different forms of media communication on both implicit and explicit attitudes toward hearing aids. A preliminary analysis highlighted an over-representation of “technical” and “medical” terms in the corpus linguistic commonly used by the press. These results were used to design an online experimental study. The results suggested that the exposure to a language that includes informal words—as opposed to the technical terms commonly used by the press—favors positive implicit and explicit attitudes toward hearing aids, particularly among people who have direct contact with older adults. Overall, the use of an informal language in the press could generate a style of communication that positively influences people’s attitudes toward hearing aids.

尽管老年人的听力问题普遍存在，但只有少数人使用助听器。与此类辅助工具相关的污名代表了由语言调节的关键因素。这项研究的目的是分析不同形式的媒体传播对助听器内隐和外显态度的影响。初步分析强调了新闻界常用语料库语言中“技术”和“医学”术语的过多代表。这些结果用于设计在线实验研究。结果表明，接触包括非正式单词的语言（与新闻界通常使用的技术术语相对），有利于对助听器的积极的内隐和明确态度，尤其是在与老年人直接接触的人群中。全面的，