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Eldercare agencies and the marketing of care work in the Czech Republic: relieving a family burden?

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This article focuses on the private for-profit agencies providing eldercare that have recently emerged in the post-socialist Czech Republic, a country with strong familist tendencies in eldercare organisation. We draw upon 10 in-depth interviews with owners of these agencies, focusing on how they create their services, define the care they provide and target potential clients. We also analyse the websites of the selected agencies to investigate how they promote their services online. The main aim of this article is to illuminate the strategies of marketising eldercare in the agencies. We identify the process of the ‘burdenisation’ of eldercare as an outcome of its marketisation.
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Keywords: burdenisation; eldercare; for-profit agencies; marketisation

Document Type: Research Article

Affiliations: 1: Email: [email protected] 2: Email:[email protected]

Publication date: 01 June 2018

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  • The International Journal of Care and Caring (IJCC) is a new multidisciplinary journal designed to advance scholarship and debate in the important and expanding field of care and caring. Multidisciplinary and international in scope, it publishes high quality contributions on care, caring and carers from all regions of the world. IJCC has a broad focus, covering care and caring for people of any age who have long-term conditions, disabilities or frailties, or who are seriously ill or near the end of life. It explores the economic, organisational, political, social, legal, familial, transnational and ethical settings in which this care occurs.

    IJCC is concerned with care provided as paid work and as support for family members, friends or neighbours; with care in home, community and residential settings; and with formal and informal care relations, organisation, systems and markets. It focuses on 'receiving' and 'giving' care and on the gendered nature and social, political, legal and economic status and circumstances of care and caring. It debates the support needed in localities, workplaces and health systems to make care and caring feasible and rewarding for carers and dignified and supportive of independence for care recipients. IJCC welcomes contributions on caring relationships, the ethics and political economy of care, care as a focus of moral philosophy and feminist analysis and care and caring as sources of claims-making and challenge and as the spur for national and global social movements.

    The journal encourages critical engagement with policy and practice developments and aims to include contributions from different areas of the world in each edition. Its regular Debates and Issues section features dialogue with carers’ organisations, policymakers, trade unions, employers and academics, to encourage global dialogue and international sharing of ideas, expertise and experience.

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