Democracy without words. On the tracks of the consumer citizenship

My aim is to investigate the new democratic identity, the consumer citizen, structured by public institutions formed by New Public Management, political marketing and the political will to make individual choices. I will start with some theoretical reflections on NPM-welfare institutions, political marketing and the development of a democracy without words - meaning without engagement in common problems and ideas. Then I will try to fold out the outline of the consumer citizenship, with focus on values and patterns of participations. And then I will try, from the Danish election data, to track the consumer citizen. And it turns out, that it could be a woman, from the 68-generation, occupied with social service in the welfare state. For her, the personal choice between institutions and welfare services is very important. And she is not liberal at all! It''s the personal choice as such, that matters. Please note, that the consumer citizen has very little to do - if anything - with the political consumer. It''s a new identity in modern democracy, linked to the output-side of the political system.