Rooting Equality: Testing the Effectiveness of Activist Frames Combating Homophobia in Zimbabwe

Abstract In a political wave that has been emulated across many African states, state-sponsored homophobia is being entrenched via draconian laws. Social movements grapple with countering these state-driven initiatives and altering ingrained anti-LGBTQ societal attitudes. Drawing on a survey experiment developed with guidance from Zimbabwean activists, this study tests the effectiveness of locally rooted messages that affirm queer indigeneity and contest claims that homosexuality is ‘un-African’. We find that ‘rooted’ messages incite no backlash, while an indigenous message reduces prejudice towards LGBTQ neighbors and a liberation message may increase support for LGBTQ-equal rights. These findings are important as they provide empirical support for effective strategies to combat anti-LGBTQ sentiments in challenging contexts. They also speak to broader political science debates on norm contestation and the limits of universal human-rights framing in nationalist and post-colonial contexts, demonstrating that activist-informed rooted messages offer a powerful alternative in shaping opinion on contested rights.