Shifting boys' attitudes toward women economic participation: media as a workable technology

One potential explanation for the source of gender norms that discourage women from participating in the labor force is that men feel threatened by the status and resources that working women obtain. This project proposes a way to change prevailing norms towards women working by focusing on the understudied population of adolescent boys: gender norms around appropriate roles for women develop long before couples are formed, and boys consistently register more conservative views. By combining partners' local knowledge of appropriate content and delivery methods (e.g., screenings, comics distribution) with theoretically grounded design features, we will aim to identify channels (e.g., role models, edutainment) through which such attitude change is achieved.