ABSTRACT
In this chapter we examine the publicly available websites of six for-profit, long-term care corporations in Canada and Sweden. We analyze the websites, which are designed to attract residents to their retirement communities and long-term residential care (LTRC) homes, to determine how the homes, staff, and residents are represented, and to see what is emphasized and what is missing. We argue that the central concern and dominant marketing strategy for these for-profit chain corporations is to achieve buy-in from both potential customers and from investors, in order to generate revenue – a goal that overshadows resident and staff wellbeing.
