ageism; axilologization; family; media; socially pathological phenomena; prosocial education

Liberalism brought not only positives but also negatives to Czech society. The emphasis on individual values eliminated social cohesion and gave more space to many socially pathological phenomena. These include radicalization, extremism, xenophobia and ageism. And it is ageism that manifests itself at all levels of Czech society. It can be found in stereotypes and myths, it is presented in contempt or aversion, it appears in services of all kinds. It can be found in language nicknames, it is a motif of jokes and ridicule. This article presents ageism in the Czech media and points out possible sources and forms of ageism in Czech families. According to experts, these socio-pathological phenomena can be eliminated through axiologization and their modifications, which are considered in this paper prosocial or prosenior education.