Selectivity of clientele in finnish private early childhood education and care

In accordance with the Nordic welfare model, Finnish early childhood education and care (ECEC) system has traditionally been based on public provision idea of universalism. However, over last twenty years ECEC undergone market-oriented reforms. As a result, share private for-profit grown significantly. By applying impression management theory, this qualitative research examines how representatives providers describe selection selectivity their clientele they aim at managing convey through descriptions. The study shows three different mechanisms are produced legitimized in interview talk. Furthermore, makes visible cultural assumptions expectations related to potential it produces.