| Abstract: | The paper discusses the role of the concept of ‘personalization’ in New Labour policy on the reform of public sector services. The analysis points to the contradictory ways in which the concept has been used in both policy statements, in the work of various authors, and in the think tank Demos, which has been closely associated with the diffusion of the concept. The correlative uncertainties with respect to implementation are discussed and related to the use of ‘epochal’ forms of argument in the justification of this latest instalment of public sector reform in the United Kingdom. |
