Reconstructing Gender Norms Through Ritual Communication: A Study of African Transformation

Carol Underwood, Jane Brown, Donna Sherard, Basil Tushabe, Afeefa Abdur-Rahman

Research output: Contribution to journalArticlepeer-review

9 Scopus citations


African Transformation (AT) is a community development program informed by James Carey's notion of ritual communication and Paulo Freire's theory of critical pedagogy. AT features video portraits of ordinary people in Tanzania, Uganda, and Zambia who have overcome gender-based obstacles to better their lives. In Uganda, women and men gathered to interrogate common beliefs and explore actions they could take in light of the real-life stories portrayed in the videos. We hypothesized that individuals who participated in the program would be more likely than nonparticipants to express high levels of self-efficacy, espouse equitable gender norms, and report high levels of agency. Multivariate regression analysis, controlling for socioeconomic characteristics, confirmed that hypothesis.

Original languageEnglish (US)
Pages (from-to)197-218
Number of pages22
JournalJournal of Communication
Issue number2
StatePublished - Apr 1 2011

ASJC Scopus subject areas

  • Communication
  • Language and Linguistics
  • Linguistics and Language


Dive into the research topics of 'Reconstructing Gender Norms Through Ritual Communication: A Study of African Transformation'. Together they form a unique fingerprint.

Cite this