Gender and (Un)Sustainability—Can Communication Solve a Conflict of Norms?

Abstract

Abstract:In theory, and even more in the practice of sustainability communications, the gender dimension of sustainability has been neglected relative to other fields of the science. The aim of this paper is to show the relevance of gender as an analytical category for research and the importance of gender competence as an indispensable skill for professional sustainability communicators. Understanding how gender norms have contributed to inhibiting sustainable development is key to well-targeted means to communicate visions of sustainable ways of life. Traditional norms of masculinity are clearly in tension with the ethical, ecological and social implications of Sustainable Development, whereas the norms of femininity work against empowerment and participation of women. Current changes in gender relations and gender identities in the western world do not automatically solve this conflict of norms. Therefore, sustainability communication must and can contribute to shaping the social construction of gender towards new "sustainable" norms and ideals for the various gender identities in western societies. In order to achieve this, gender mainstreaming (GM) needs to be implemented in the field of sustainability communication, from capacity building for communicators to project design and research. Gender and diversity competence is to become a professional requirement, assuring that traditional "doing gender" is avoided, cultural diversity respected and structural inequalities are made visible. Visions of sustainable societies should include changes in gender relations. The argument is based on sociological studies, gender theories, gender policies, and environmental and sustainability communication studies, empirically supported by biographical studies and media analyses over the last twenty years in Western Europe,

Taking gender seriously in climate change adaptation and sustainability science research: views from feminist debates and sub-Saharan small-scale agriculture

“…Findings from in-depth studies on the dynamics of gender regimes for land, labour, natural resources, and power (Steen 2011 ) can be used to frame further research. As regards the social construction of gender and its manifestations in a particular setting or situation, it is helpful to distinguish systematically between three dimensions—the abstract, the concrete social or collective, and the concrete individual (Franz-Balsen 2014 ). Comparing concrete and specific situations with abstract and general thinking means comparing what is in flux with what is fixed, thus comparing the dynamic process of reality (flux)—such as potentially changing gender norms under socio-ecological stress—with static concepts (fixed)—such as those found in theory (Gunnarsson 2011 , p 34).…”

Organizational Sustainability Determinants in Different Cultural Settings: A Conceptual Framework

“…Further, Hofstede sees a direct connection between masculinity and material possessions by arguing that masculine values tend to favor economic advancement over environmental concerns (). Similarly, Franz‐Balsen () argues that conventional ‘norms of masculinity are clearly in tension with the ethical, ecological and social implications of sustainable development (…)’ (p. 1973). It is believed that a focus on economic growth, by trend rather typical for cultures with pronounced masculine values, often causes a reduced commitment to sustainable development initiatives; environmentally friendly technologies may be more slowly adapted and existing environmental problems may receive lower priorities (Husted, ; Palmer et al ., ).…”

Gender Identity of Students and Teachers: Implications for a Sustainable Future

“…The norms of femininity contradict with empowerment and participation of women in social activities for SD, however, some authors point to the ìfeminization of environmental responsibilityî (Schultz & Stiess, 2009), since the woman have experience in social change and improvement of human well-being. According to Franz-Balsen (2014, p. 1981, ìthe social construct of hegemonic masculinity affects men most by the expectations they have to meet, but it is not tied to a male body: women may internalize the masculine norm of competitiveness and dominance just as well, because it is key for success in the workplace or in politics. In addition, as mothers educating a son to become a real boy/man, or as teachers, women may use the symbols and myths around hegemonic masculinity, thus ìdoing genderîî.…”

“…On the other hand, gender norms, identified as the social prescriptions of gender roles both in terms of masculinity and femininity, have been indicated as being in tension with the foundations of SD (Blake, 2006;Eisler, 1994;Franz-Balsen, 2014;Rogers, 2008). Traditional gender norms of masculinity, prioritizing domination, competitiveness and short term success on the individual or corporate scale or the so called ìhegemonic masculinityî (Connell, 1995) oppose many documents containing guidelines for SD, for instance, Earth Charter (The Earth Charter Commission, 2000) and conflict with ethical, ecological and social implications of SD.…”