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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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Policy translation: how personalisation spreads

Policy translation: how personalisation spreads

(p.65) Chapter 5 Policy translation: how personalisation spreads
Personalising public services

Catherine Needham

Policy Press

This chapter focuses on the people and organisations that have promoted personalisation and established its strong hold on the political imagination. It traces the history of personalised approaches within social care and the role of different actors, including disability activists and politicians, in bringing personalisation into the policy mainstream. The chapter also highlights the importance of the broader sociopolitical context, in which new configurations of individuals and communities, and new participative technologies, have reshaped the citizen's engagement with the state. It goes on to consider the mechanisms and dialogues through which the personalisation narrative has migrated from social care into other service areas. Drawing on interviews with civil servants and analysis of speeches and government documents, the chapter applies the theory of policy translation to the personalisation case.

Keywords:   personalisation, political imagination, disability activists, social care, civil servants

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