Othering in Media Representations of Elderly Care: Using the Social Justice Framework to Make Sense of Public Discourses on Migrants and Culture

Population ageing and international migration are two of the major societal trends challenging European elderly care regimes at present. Virtually no research has addressed how public discourses about the implications of these trends for elderly care are shaped in different countries. This article addresses this knowledge gap, examining how Swedish daily newspaper (SvD and DN) reporting on elderly care between 1995 and 2017 (N=370) depicts the impact of increased ethno-cultural diversity on this sector. Through content analysis, this article brings attention to the representations of migrants and culture that this reporting has deployed, and the rhetorical practices that the reporting has relied on (i.e. genre stratification, hegemonisation, homogenisation, normative referencing and idealisation/ diminishment). The article exposes how the ‘Othering’ of migrants is accomplished in Sweden’s daily newspaper reporting on elderly care, and problematizes the ethea of inclusiveness and equality of care with which we have come to associate this welfare sector.