As the social and economic pressures of an ageing population mount - combined with the neo-liberal state’s retreat from its social welfare obligations - industrial societies are shifting the costs of ageing onto individuals themselves. Senior citizens are increasingly required to take personal responsibility for their own retirement and ageing, through private pensions, personal fitness regimes, and maintaining or growing social and community networks. This book explores the neo-liberal discourse of "active ageing," including how and by whom it is generated and disseminated.