Abstract
Swedish eldercare is a publicly funded, municipal responsibility and older people are encouraged to remain in their own homes for as long as possible, supported by home care services. The policy goals have traditionally emphasized universalism [same services were directed toward and used by all socio-economic groups]. But in recent years, a policy shift towards individualized eldercare, with an emphasis on consumer-choice, has taken place. The policy intention is to give older people more choice and control and more customized services, regardless of what service or form of support they receive, and however it is provided. The aim of the paper is to analyze older people’s views and experiences of available choice and control in the home care services. Empirical data consist of a survey (n=2676) and qualitative interviews (n= 25) with older people in three Swedish municipalities with different social care models that we label a consumer-choice model, a service-choice model and a traditional model. The theoretical frame for the analysis comprise Tronto’s concepts care logic vs market logic and Hirchman’s concepts voice, exit and loyalty. Preliminary results show that the respondents had trouble acting as consumers according to market logics. Instead, they emphasized the importance of a mutually respectful caring relationship and wanted to have ‘voice’.