Abstract
This article follows the development of a European Union gender equality regime through three broad periods: equal treatment policies, positive action measures, and Gender Mainstreaming. The policy-making process entails conflict between competing policy frames; unequal resources behind each secures the dominance of an economic frame. Strategical framing practices have been employed by equality advocates to overcome this disadvantage. This article traces the gradual shifts in meaning within each period until equality goals are integrated into the dominant economic policy frame. It concludes that equality advocates need to engage in deeper analyses of power in order to sustain attention to equality goals over longer periods of time.
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