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An Case Analysis of the UNESCO-WTA Tour Partnership For Serving up change? Corporate Social Responsibility as a Tool for Social Change: A case analysis of the UNESCO-WTA Tour partnership for global gender equality by Courtney Szto A thesis submitted in conformity with the requirements for the degree of Master of Science Graduate Department of Exercise Sciences University of Toronto © Copyright by Courtney Szto (2011) Library and Archives Bibliothèque et Canada Archives Canada Published Heritage Direction du Branch Patrimoine de l'édition 395 Wellington Street 395, rue Wellington Ottawa ON K1A 0N4 Ottawa ON K1A 0N4 Canada Canada Your file Votre référence ISBN: 978-0-494-76664-4 Our file Notre référence ISBN: 978-0-494-76664-4 NOTICE: AVIS: The author has granted a non- L'auteur a accordé une licence non exclusive exclusive license allowing Library and permettant à la Bibliothèque et Archives Archives Canada to reproduce, Canada de reproduire, publier, archiver, publish, archive, preserve, conserve, sauvegarder, conserver, transmettre au public communicate to the public by par télécommunication ou par l'Internet, prêter, telecommunication or on the Internet, distribuer et vendre des thèses partout dans le loan, distrbute and sell theses monde, à des fins commerciales ou autres, sur worldwide, for commercial or non- support microforme, papier, électronique et/ou commercial purposes, in microform, autres formats. paper, electronic and/or any other formats. The author retains copyright L'auteur conserve la propriété du droit d'auteur ownership and moral rights in this et des droits moraux qui protege cette thèse. Ni thesis. Neither the thesis nor la thèse ni des extraits substantiels de celle-ci substantial extracts from it may be ne doivent être imprimés ou autrement printed or otherwise reproduced reproduits sans son autorisation. without the author's permission. In compliance with the Canadian Conformément à la loi canadienne sur la Privacy Act some supporting forms protection de la vie privée, quelques may have been removed from this formulaires secondaires ont été enlevés de thesis. cette thèse. While these forms may be included Bien que ces formulaires aient inclus dans in the document page count, their la pagination, il n'y aura aucun contenu removal does not represent any loss manquant. of content from the thesis. Serving up change? Corporate social responsibility as a tool for social change: A case analysis of the UNESCO-WTA Tour partnership for global gender equality Master of Science 2011 Courtney Szto Graduate Department of Exercise Sciences University of Toronto Abstract This research project critically questions the power relations inherent in the use of corporate social responsibility (CSR) as a tool for international development. My case study focuses on the partnership between UNESCO and the Women’s Tennis Association (WTA), which advocates for global gender equality. This discourse analysis seeks to expose the social inequities that may result from CSR by using the theoretical framework of Orientalism and the methodologies of postcolonial feminism and intersectionality. The results suggest that an outdated understanding of gender as the axis of discrimination hinders the attainment of gender equality. Furthermore, Girl Effect type initiatives that promote third-wave feminism are observed to reproduce social inequities through the perpetuation of global capitalism. Key recommendations include a reconceptualization of gender (equality) that accounts for the intersectionality of identities, holistic context specific solutions, and the use of socio-cultural analysis for CSR programming. ii Acknowledgements I have had the privilege of being educated, mentored, and inspired by some outstanding people throughout my graduate studies. The following people have helped teach me that there is no endpoint where learning is concerned, and thus “The only true wisdom is in knowing you know nothing.” - Socrates The first acknowledgement must go to my supervisor, Dr. Margaret MacNeill, who from the very first day I met her, has been extremely welcoming and supportive throughout my time at the University of Toronto. Her guidance has reached far wider than this thesis because she has pushed me to get the most out of my graduate studies and for that I am extremely grateful. My committee members Dr. Bruce Kidd and Dr. Michael Atkinson have greatly contributed to the final product that follows. Dr. Kidd’s mentorship and academic legacy has informed the scope and direction of this thesis. Dr. Atkinson, yogi for my mind, has been my tour guide through the wonderland that is socio-cultural (pardon me, physical cultural) studies, and it is because of him that I have enjoyed my tumble down the rabbit hole and continue to explore its depths. Dr. Sherene Razack, her class provided me with an extremely educational (and depressing) first semester of graduate school. Although, her teachings were difficult to digest at the time they are prevalent throughout this thesis and I know that because of her it is a far more comprehensive document. iii Dr. Peter Donnelly, who has been very supportive and encouraging throughout my time as a graduate student, has taught me how to be critical about international development while still being optimistic. Dr. Dena Taylor, writing centre guru, who has the magical ability to make one’s writing stronger while simultaneously making the world seem like a better place. Dr. Brian Wilson, who first introduced me to the sociology of sport at the University of British Columbia, suggested that I apply to the Master’s program at the University of Toronto. To date, this has been the best suggestion I have ever received, and thus I must thank him for his mentorship and guidance. To the Sussex crew, easily the most formidable (and fun) group of individuals that I have ever had the pleasure of knowing, I thank you for making my time here truly memorable. Lastly, a big thank you goes out to my family and friends back home in Vancouver, who I miss everyday. Home is not where your rump rests, it is where your heart is and that will always be Vancouver. Go Canucks Go! iv TABLE OF CONTENTS ABSTRACT .........................................................................................................................................................II ACKNOWLEDGEMENTS ............................................................................................................................... III TABLE OF CONTENTS .................................................................................................................................... V LIST OF APPENDIXES .................................................................................................................................. VII CHAPTER 1 ......................................................................................................................................................... 1 INTRODUCTION ................................................................................................................................................. 1 THE WTA TOUR ................................................................................................................................................ 2 Creating new boundaries for women .................................................................................................. 3 The WTA Tour as a corporation ........................................................................................................... 5 UNESCO .......................................................................................................................................................... 9 WOMEN – THE ANSWER TO INTERNATIONAL DEVELOPMENT ....................................................................... 11 THE PARTNERSHIP .......................................................................................................................................... 13 PURPOSE ......................................................................................................................................................... 15 SIGNIFICANCE .................................................................................................................................................. 16 CHAPTER SUMMARY ....................................................................................................................................... 17 CHAPTER 2 ....................................................................................................................................................... 19 REVIEW OF THE LITERATURE .................................................................................................................... 19 CORPORATE SOCIAL RESPONSIBILITY ........................................................................................................... 21 CSR and international development ................................................................................................. 27 CSR AND SPORT ............................................................................................................................................. 31 DEVELOPING WOMEN...................................................................................................................................... 35 INTERSECTIONALITY AND INTERNATIONAL DEVELOPMENT ............................................................................ 40 Orientalism .............................................................................................................................................
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