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

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HRONOVÁ Tereza SOURALOVÁ Adéla

Druh Článek v odborném periodiku
Časopis / Zdroj International Journal of Care and Caring
Fakulta / Pracoviště MU

Fakulta sociálních studií

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WWW článek
Doi http://dx.doi.org/10.1332/239788218X15251715859481
Klíčová slova eldercare; for-profit agencies; burdenisation; marketisation
Popis 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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