Chapter

The personalisation narrative

Catherine Needham

in Personalising public services

Published by Policy Press

Published in print July 2011 | ISBN: 9781847427601
Published online March 2012 | e-ISBN: 9781447302957 | DOI: http://dx.doi.org/10.1332/policypress/9781847427601.003.0004
The personalisation narrative

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This chapter draws on textual analysis of ministerial speeches, government documents, so-called grey literature, and interviews to present the key themes of the personalisation narrative. It shows how the narrative deploys the testimonies of social care service users alongside formal evidence of service improvement and claims that the benefits of personalised approaches are self-evident. The chapter highlights five storylines that are embedded in the personalisation narrative: personalisation works, transforming people's lives for the better; personalisation saves money; person-centred approaches reflect the way in which people live their lives; personalisation is applicable to everyone; and people are experts on their own lives. It also explores how the personalisation narrative interacts with the past and constructs the present and future.

Keywords: ministerial speeches; government documents; personalisation narrative; social care service; personalised approaches

Chapter.  7058 words. 

Subjects: Organizations

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