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Personalising public servicesUnderstanding the personalisation narrative$
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Catherine Needham

Print publication date: 2011

Print ISBN-13: 9781847427601

Published to Policy Press Scholarship Online: March 2012

DOI: 10.1332/policypress/9781847427601.001.0001

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The personalisation narrative

The personalisation narrative

(p.47) Chapter 4 The personalisation narrative
Personalising public services

Catherine Needham

Policy Press

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

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