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

Research output: Journal contributionsJournal articlesResearchpeer-review

Authors

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, mainly Germany.
Original languageEnglish
JournalSustainability
Volume6
Issue number4
Pages (from-to)1973-1991
Number of pages19
ISSN2071-1050
DOIs
Publication statusPublished - 10.04.2014

DOI

Recently viewed

Publications

  1. Tax avoidance, tax risk and the cost of debt in a bank-dominated economy
  2. Using complexity metrics with R-R intervals and BPM heart rate measures
  3. Einleitung: Recht, Finanzierung und Versicherung von Photovoltaikanlagen
  4. #GenderMachtPop. Machtverhältnisse und Geschlecht in der populären Musik
  5. Characteristics of adaptive teacher behavior in mathematical modelling
  6. The impact of mindfulness on the wellbeing and performance of educators
  7. First record of Batrachochytrium dendrobatidis on amphibians in Romania
  8. Nachhaltige Entwicklung als Strategie und Ziel von Hochschulentwicklung
  9. Die Vollstreckungsgegenklage im Recht der internationalen Zuständigkeit
  10. Education for Sustainable Development Strategies in German Universities.
  11. Product-Service Systems as Enabler for Sustainability-Oriented Innovation
  12. Product-service systems as enabler for sustainability-oriented innovation
  13. Linie und Körper. Parametrisierte Entwurfsumgebungen in der Architektur
  14. Prioritize grassland restoration to bend the curve of biodiversity loss
  15. Implementing Education for Sustainable Development in teacher education
  16. Empirische Evidenz der Anbieterkonzentration am deutschen Prüfungsmarkt
  17. Baumol's cost disease, efficiency, and productivity in the performing arts
  18. Teacher collaboration, inclusive education and differentiated instruction
  19. Tailor-made environmental education for city councils and administrations:
  20. Musikalische Interface-Designs: Augmentierte Kreativität und Konnektivität
  21. Development of a procedure for forming assisted thermal joining of tubes
  22. Lernprozesse in der Berufsausbildung Nachhaltigkeitsorientiert gestalten
  23. Zur Internalisierung von Lebenslangem Lernen an europäischen Hochschulen.