Many transnational campaigns, and particularly the transnational
campaign on violence against women, promote international norms
that target the behavior of local non-state actors, while many of
these local actors are subscribing to conflicting local norms. What
happens when the international and local norms collide? When does
transnational activism lead individuals and communities to abandon
local norms and embrace international ones? In When Norms Collide,
Karisa Cloward presents a theoretical framework for understanding
the range of local-level responses to international norm promotion,
and applies this framework to the issues of female genital
mutilation (FGM) and early marriage. Cloward argues that,
conditional on exposure to an international normative message,
individuals can decide to change their attitudes, their actual
behavior, and the public image they present to international and
local audiences. She finds that the impact of transnational
activism on individual decision-making substantially depends on the
salience of the international and local norms to their respective
proponents, as well as on community-level factors such as the
density of NGO activity and the availability of an exit option from
the local norm. She further finds that there are both social and
temporal dimensions to the diffusion of international norms across
individuals and through communities. Cloward evaluates the theory
by examining changes in the patterns of FGM and early marriage
among the Maasai and Samburu in Kenya, using a mixed-method
empirical strategy that includes qualitative interviews and an
original representative survey with a randomized experimental
component.
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