Social democratic aging in the People's Home of Sweden

The article describes collective action frames and ideologically informed identities provided by the senior rights movement in Sweden, with special focus on the optimistic and future-oriented descriptions produced by the National Organization of Pensioners (PRO) between 1941 and 1976. These images are related to concepts from social movement theory and compared with competing action frames. It is concluded that the success of the PRO perspective should be understood in relation to the development and political culture of the Swedish welfare state during the 20th century. By presenting a history about the development from poor-law society to welfare state, PRO representatives mobilized members in resistance to enemies and injustices that were identified as forces of the past. The rhetoric of welfare progress helped members of PRO to frame improvements that would only benefit future pensioners, as part of a struggle against the stigma of poverty in old age.