A case of mistaken identity The social welfare professions and New Public Management

Social welfare professions have been highly exposed to the corrosive effects of New Public Management (NPM) on professional identity and influence. In this article, I argue that ambivalence from within the social welfare professions, and in society more generally, towards professional recognition of these occupations enables NPM to enact an agenda of de-professionalization. Further, gendered assumptions about professional identity, and particularly about the caring professions in which there is a high concentration of women workers, are pivotal to the destabilization of the professional social welfare workforce. I draw on examples from the Queensland Department of Child Safety workforce reforms to illustrate how NPM discourse intersects with, and is enabled by, well-established ambivalence towards professional recognition within and outside the social welfare professions. I suggest that a gender analysis can deepen our understanding of the substantial impact of NPM on social welfare professions and can enable these professions to develop effective responses to the substantial threats they now face.