Diffusing Gender Equality Norms on the Longest Street in the World

• In Event: 188 - Regular Session. Transnational Processes

Abstract

The rapid global diffusion of gender equality norms during the last three decades presents us with two interrelated puzzles we address in this article: first, how do norms and practices of gender equality move through transnational channels to gain local acceptance and legitimacy, particularly in places where there is strong opposition? Second, what role do nongovernmental organizations (NGOs) play in that process, and what strategies do they use? We use data from interviews and intensive ethnographic fieldwork in seventeen countries over seven years to track how norms of gender equality are diffused through local versions of Sesame Street around the world. Based on our analysis of the case, we argue that the successful diffusion of gender equality norms can be understood as a process of constructed convergence. That is, the interaction of an international NGO and local actors can stimulate the activation of gender equality norms that are already present at the local level, through an exchange of resources (legitimacy and cultural knowledge) and the formation of alliances -- that facilitates successful diffusion processes. Interaction and agency are key to understanding how gender equality norms diffuse, how they are transformed, and whether they stick at the local level, leading to social change.

Authors

• Tamara Kay, University of Notre Dame

• Nicole Arlette Hirsch, Harvard University