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While the international norm on gender mainstreaming, UN-backed since 1995, has been widely adopted in national policies, gender inequalities are rarely systematically addressed on the ground. To explain this limited effectiveness, this paper takes a discourse analytical perspective on gender policy and budgeting, with a focus on the translation of the international norm into domestic norms and policies. An in-depth, inductive analysis of 107 policy documents in Uganda examines how the gender mainstreaming norm has been translated at three administrative levels: national, district, sub-county. The analysis finds five processes that reduce the norm's transformational potential: neglecting gender discourse, gender inertia, shrinking gender norms, embracing discursive hybridity and minimizing budgets. Overall, gender mainstreaming largely stopped at the discursive level, and often paradoxically depoliticized …