“…Most importantly, like at the level of the individual and family discussed earlier, through these resource, policy and accountability tools, the state is also able to normalise a culture of "enterprise and winning, at the expense of egalitarianism" (Kearns and Turok, 2000, p. 176). This is done, on the one hand, by using rhetoric of freedom and choice, while on the other hand rewarding only some of the collective actors and their local initiatives with social investment, often only a minority (for example, see Kearns and Turok, 2000) of those that engage in the social 'contest' .…”