Social role valorization: a proposed new term for the principle of normalization.

Wolfensberger (2011) wrote a think-piece. He asked us to swap the word 'normalization' for 'social role valorization.'

The paper is pure theory. No kids, no trials, just a new label meant to keep staff eyes on boosting clients' real-world roles.

The finding is the new term itself. 'Social role valorization' puts the spotlight on making clients' social roles stronger and valued.

Wolf says the old word 'normalization' drifts toward 'make them normal.' The new phrase drifts toward 'make their roles matter.'

Christopher et al. (1991) also cried foul on stale language. They showed social-validity surveys turned into empty rituals. Wolf answers with a fresh term that could re-energize those same surveys.

Freedman (2016) pushes warmer public wording for ABA. Wolf’s re-brand is a live example—swap cold jargon for value-packed speech parents grasp.

Delamater et al. (1986) warn that assertiveness can look 'competent but cold.' Wolf’s frame helps us sell social skills as role-building, not just stand-alone behaviors, sidestepping that social penalty.

Next time you write a goal or explain a program, drop 'normalization.' Say 'We’re working on social role valorization—helping your child hold valued roles like helper, teammate, or friend.' Parents hear value, not deficit. Staff remember to teach in natural, meaningful spots, not just in therapy rooms.