Nursing home presentations

I am conducting my doctoral studies on presentations of nursing homes, focusing on what is put on display, to whom, and with what purpose. The presentations are understood partly as counter-images in realation to the traditional conception of nursing homes, partly as part of marketization of eldercare. From a new institutionalist perspective the organizations are viewed as open systems, sensitive to societal norms and expectations. The presentations are decoupled from the everyday nursing home activities; serving as continuous projects which aim to convey legitimacy and credibility, rather than as evidence of what is "actually" going on.