Das Alter: adressiert, aktiviert, diskriminiert

In the last years, ageing – or rather active ageing – has become a highly popular issue. In contrast to the disputed activation in labor market policies, the activation of old age seems to be a win-win-situation that benefits everyone. However, embedded in two highly topical debates – demographic change and activation-based welfare state reform – the conditions of the popularization of active ageing remain a blank within the German discussion. This concerns the specifics of old age activation as well as the power-related implications and the normalizing and standardizing consequences of this re-negotiation of old age. It is the aim of this article to discuss these blanks theoretically, paying reference to Anglo-Saxon gerontology, to works on active society and to gender theory on sameness and difference.