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How does the representation of gender in the transnational 'gender and development' discourse shape lived social relationships? This article draws on research carried out in Kampala, capital of Uganda, a site of extensive development initiatives over the last 15 years. Analysing the way gender is discussed within the local print media and in a series of interviews and focus groups, the article shows how Ugandans interpret the 'gender and development' discourse as a European feminist agenda. The article demonstrates that middle-class Ugandans localise these 'transnational feminisms' by rejecting overt labels such as 'activist' or 'feminist'. Insisting that a 'Ugandan' approach to gender issues should be based on the principle of consensus rather than conflict, women and men negotiate appropriate masculinities and femininities in response.