Jordans, Eveline Hendrika (2022) Transforming cultural norms : the role of women and youth. PhD thesis, University of Warwick.

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Abstract

This submission draws together six publications and a covering document to set out an original contribution to knowledge in the field of intercultural communication. Critical attention to cultural norms change has been relatively scarce in this field; the publications gathered here offer insights into desired cultural norms change initiated by groups of underdogs, based on gender and age, notably in Asia and Africa.

My publications focus on detailed studies of these underdog groups, exploring the needs and drivers that lie behind their desire for cultural norms change and the subsequent tactics they used to achieve that transformation. The publications include a gender analysis focusing on women farmers in Bangladesh, a technical guide supporting development practitioners in addressing gender issues, a literature review that explores perspectives on leadership in Africa, case studies exploring perspectives on leadership by civic leaders in Nigeria and Kenya and an analysis of a leadership development initiative in Kenya.

Following an initial theoretical overview, which outlines the frameworks that help to conceptualise the transformation of cultural norms, the covering document sets out a novel approach to understanding the process of cultural norms change in different contexts. This synthesis demonstrates the value of viewing culture as a diverse mosaic within societies. The larger society imposes cultural norms on sub-groups, or underdogs in my studies; power imbalances cause some of these norms to be to their disadvantage in reaching their goals, which in turn provides them with an incentive for change.

To achieve cultural norms transformation, grassroots bottom-up actions and external dedicated support ideally need to be combined. I propose an integrated transformation model that promotes change through a transformation approach that is based on the dynamic interplay of agentic and communion dimensions of the interpersonal circumplex. The combined research thereby generates a new conceptual framework for understanding cultural norms transformation driven by underdog groups.

Item Type:	Thesis (PhD)
Subjects:	H Social Sciences > HM Sociology H Social Sciences > HQ The family. Marriage. Woman P Language and Literature > P Philology. Linguistics
Library of Congress Subject Headings (LCSH):	Intercultural communication, Intercultural communication -- Africa, Intercultural communication -- Asia, Women -- Communication, Sex role, Social norms
Official Date:	January 2022
Dates:	Date Event January 2022 UNSPECIFIED
Institution:	University of Warwick
Theses Department:	Centre for Applied Linguistics
Thesis Type:	PhD
Publication Status:	Unpublished
Supervisor(s)/Advisor:	Spencer-Oatey, Helen
Format of File:	pdf
Extent:	64 leaves : illustrations
Language:	eng

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