Why the Gender of Traditional Authorities Matters: Intersectionality and Women’s Rights Advocacy in Malawi

Abstract

Traditional leadership often coexists with modern political institutions; yet, we know little about how traditional and state authority cues—or those from male or female sources—affect public opinion. Using an original survey experiment of 1,381 Malawians embedded in the 2016 Local Governance Performance Index (LGPI), we randomly assign respondents into one of four treatment groups or a control group to hear messages about a child marriage reform from a female or male traditional authority (TA) or parliamentarian. In the sample as a whole, the female TA is as effective as the control (i.e., no endorsement), while other messengers elicit lower support (i.e., backfire effects). Endorsements produce heterogeneous effects across respondent sex and patrilineal/matrilineal customs, suggesting the need for tailored programs. Our paper adds an intersectional approach to the governance literature and offers a theoretical framework capable of explaining the impact of state and traditional endorsements across policy domains.