Can trusted authorities change minds on anti-LGBTQ norms: Evidence from an experiment in Ghana

Across numerous African societies, a prevalent resistance to LGBTQ rights is evident. While prominent strides have been made on LGBTQ rights in various parts of the world, the African context has witnessed limited progress. Public opinion polls indicate that influential figures have succeeded in altering public sentiment towards LGBTQ rights in Western countries, yet such progress remains elusive in the African context. Mechanisms effective in shifting public attitudes toward embracing LGBTQ rights remain largely unexplored, especially in the African context. In this paper, we consider whether endorsement messages conveyed by trusted authorities possess the potential to foster a shift in attitudes towards embracing LGBTQ rights among a nationally representative sample of respondents in Ghana. Through a factorial experiment, we find that there are varying impacts of messaging from distinct trusted authorities in shaping attitudes toward embracing LGBTQ rights. Notably, pro-LGBTQ messaging from traditional and co-partisan leaders yields modest effects, while messaging from religious leaders exhibits no discernible impact. These findings hold significance for determining strategic focal points in potential endeavors to advance LGBTQ rights within the African context.