The aim of this article is to take an analytical look at Social Start-Ups as organizational discourse actors of a digitalization discourse in the field of social services. The digital transformation is understood as an all-encompassing socio-cultural phenomenon that gives rise to new discourse arenas in the field of social services, in which Social Start-Ups occupy a special position. So far, however, little is known about the actual role of Social Start-Ups in the digitization discourse of social service work, although they differ from established social services and thus occupy a special spokesperson position. Firstly, Social Start-Ups are characterized by a hybrid organizational structure in that they want to realize social services as commercial enterprises and thus reconcile economic and social goals. Secondly, their entire organizational structure and service practice is a priori based on digital tools and practices that established social services tend to negotiate critically for themselves. Against this background, the article empirically discusses and critically examines the discursive influence of Social Start-Ups on the digitization discourse of social work. The article contributes to understanding how Social Start-Ups influence the digitalization discourse in social services, offering new insights into their unique role as hybrid organizations balancing economic and social goals. By examining their use of digital tools, the research sheds light on alternative models that challenge traditional service providers. This is crucial for advancing research on the evolving role of digitalization in social services and its practical implications for improving service delivery.
Keywords: Social Start-Ups; digitalization of social work; legitimation practices; organizational discourse actors; problematization techniques.
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