How Social Democrats Talk About Work 1945-2024: Changing Rhetorical Paradigms in the Reinventions of Social Democracy

This paper examines the evolving rhetorical paradigms of work within West European social democratic parties from the post-war era to the present. Utilizing election manifestos and party platforms from Denmark's Social Democrats, Germany's SPD, and the British Labour Party, we analyze shifts in ideological significance, problematization, group references, and moral repertoires associated with work. Our study identifies four key periods: the post-war settlement (1945-1973), the crisis of industrial society (1973-1989), the neoliberal pivot (1989-2009), and the current moment. We trace how social democratic rhetoric has transitioned from the Keynesian productivism of the post-war boom, through the crisis semantics of the 1970s and 80s, to a neoliberal discourse of “Market Social Democracy” at the end of the 20th century. The analysis reveals a movement from a collective national growth ethos towards a responsibilization of work, highlighting duties over rights, and a shift from pride in work to apprehension about job security and global competition. This evolution reflects broader economic and political transformations, offering insights into the contemporary challenges and reinventions of social democratic work rhetoric.