Trending Trousers: Debating Kastom, Clothing and Gender in the Vanuatu Mediascape

Abstract

This paper presents an ethnography of contemporary media practices in Vanuatu, with a particular focus on media narratives and debates around gender equality and women's clothing, exploring how the discourses of kastom, Christianity and ‘modernity’ are being employed and communicated across various media platforms. The use of community media to promote awareness of gender equality through participatory and entertaining content, and the use of mainstream media to communicate a narrative that reinforces existing gendered power structures are each explored. In addition, social media platforms are identified as an emerging communication tool through which users can straddle the line between producers and consumers of media content and narratives, and engage in frank debate around the issue of gender equality.