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An Case Analysis of the UNESCO-WTA Tour

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An Case Analysis of the UNESCO-WTA Tour 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) 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 The results suggest that an outdated understanding of gender as the axis of discrimination hinders the attainment of gender equality.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 .............................................................................................................................................. 44 FEMALE ATHLETES AS ROLE MODELS ........................................................................................................... 47 CHAPTER SUMMARY ....................................................................................................................................... 51 CHAPTER 3 ....................................................................................................................................................... 52 THEORETICAL FRAMEWORK & METHODOLOGY ................................................................................. 52 POSTCOLONIAL THEORY ................................................................................................................................. 53 ORIENTALISM ................................................................................................................................................... 57 QUALITATIVE METHODOLOGY ........................................................................................................................ 61 POSTCOLONIAL METHODOLOGY..................................................................................................................... 62 INTERSECTIONAL METHODOLOGY .................................................................................................................. 63 METHOD: TEXTUAL ANALYSIS ........................................................................................................................ 67 REFLEXIVITY AND POSITIONALITY................................................................................................................... 71 STRENGTHS & LIMITATIONS............................................................................................................................ 73 CHAPTER SUMMARY ......................................................................................................................................
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