Peace Mediators as Norm Entrepreneurs: The EU's Norm Diffusion Strategy in Montenegro's Referendum on Independence

Abstract

AbstractThis article explores how ideational conflicts can be managed through mediation processes by relying on methods of norm diffusion, in particular by using reframing as a distinct mediation strategy. It starts by offering a novel conceptual framework that operationalizes conflicts as a process of norm contestation. By looking at the conflicts through normative lenses, the paper expounds the link between international mediation and norm diffusion. In particular, the paper addresses how mediators may act as norm entrepreneurs, and how these activities bring to light a rather unexplored mediation strategy of reframing through which norms can be effectively diffused. The broader theoretical puzzle is illustrated through the case of EU mediation efforts in Montenegro, where the mediators used reframing strategies to effectively diffuse an unconventional norm of 55% votes in favor for the referendum to pass, that would regulate the rules and procedure of the country’s referendum on independence in 2006.