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Multiculturalism in social agencies for the aged.

Thomas Akintayo1, Juha Hämäläinen2, Sari Rissanen3

  • 1Department of Social Sciences, University of Eastern Finland, Kuopio Campus, P O Box 1627, Kuopio, FI-70211 Finland.

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This study analyzed how aged care agencies display multiculturalism online. Agencies use text and images to represent diversity, suggesting similar portrayal patterns across organizations.

Keywords:
Aged care agenciesInternational social workMulticulturalism

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Area of Science:

  • Social Sciences
  • Gerontology
  • Communication Studies

Background:

  • Understanding how social care agencies for the aged represent multiculturalism is crucial for inclusive service delivery.
  • Website content analysis provides insights into organizational communication strategies regarding diversity.

Purpose of the Study:

  • To explore the portrayal of multiculturalism on the websites of agencies providing social care for the aged.
  • To analyze the use of text and visual elements in representing diversity and inclusion.

Main Methods:

  • Employed content analysis and visual representation methods.
  • Examined strategically planned texts and ethno-related pictures on agency websites.

Main Results:

  • Agencies utilize texts to depict categories of inclusion, diversity, and individuality.
  • Ethno-related pictures are used as symbols for ethno-cultural diversity, often emphasizing universal equivalence.
  • Observed similarities in the patterns and modes of portraying multiculturalism, despite some non-text referents open to interpretation.

Conclusions:

  • The portrayal of multiculturalism by aged care agencies appears to follow consistent patterns.
  • Further research is needed to determine if state policies or market strategies influence these liberal multicultural references.