Shades of pink and blue : gender role innovation

Abstract

Cultural innovation is a hybrid area between innovation and socio-anthropological studies. This research sets out to explore a phenomenon of cultural innovation by looking at Maltese gender role innovations over the last fifty years. It aims to gain a deeper understanding of the innovations themselves, as well as the factors, which have contributed and have impinged upon these innovations. An evolutionary perspective was used as this lends itself well to the study of cultural innovation. Hence, the research questions are: 1) How have gender roles, in the domestic/private space, innovated in Maltese society in the past fifty years? and 2) What are the underlying factors impacting on domestic gender role innovation? The study adopted a qualitative inquiry through the use of a feminist grounded theory methodology. Data was collected by conducting 4 focus groups of different age groups; children, adolescents, young adults and adults. A Straussarian data analysis was chosen, which identified 3 main categories affecting gender roles in the private space; long-lasting factors, contingent factors and actual division of labour. A framework for understanding gender role innovation was then developed. This consisted of a cycle, whereby environmental changes catalyse individual innovation. Eventually, innovation diffusion creates societal changes, for example shifts in gender role boundaries and values, which have an enduring element.