Populist political masculinities, gender equality, and norm contestation in Armenia and Georgia

Over the past two decades, the literature on norm diffusion in the post-Soviet space has grown dramatically. Increasingly, scholars have stressed the role of geopolitical competition between powerful international actors, notably Russia and the European Union (EU), in achieving and/or resisting liberal-democratic reform in the region. This article contributes to this recent research by adding a corrective to the literature, exploring the agency of local rather than external actors in the contestation of global gender equality norms through the high-value cases of Armenia and Georgia. By uncovering taken-for-granted gendered power dimensions in local norm contestation – a subject barely addressed in the norm diffusion literature – the article offers an explanation for the persistence of non-democratic trends in the post-Soviet space as a whole. Specifically, the article examines populist political masculinities contesting EU gender equality policies and related norms concerning violence against women and lesbian, gay, bisexual, and trans (LGBT) rights, arguing that in Armenia and Georgia, it is local populist actors, using taken-for-granted patriarchal and heterosexual discourses to reclaim local masculinities and their political legitimacy, who represent a major challenge to gender equality norms.