The applicability of Western concepts to an understanding of gender in other cultural settings has become increasingly problematic. We need to elicit an understanding of how particular societies define sexual difference, and derive locally grounded ideas of self and the materiality of the body as a starting point for analysis. This paper examines some of the wider implications of this view for notions of cultural context and comparison. Its ethnographic examples come from Latin America. They build on the regional interest in spiritual and symbolic forms as ‘scripts’ for gender identifications, exploring the diverse ways in which idealizations, images and icons are read in ways that encompass both ‘local’ and ‘non-local’ narratives. However, the discussion aims to be relevant beyond this geographical location, suggesting that both secular and sacred discourses appear to work at a number of different, sometimes contradictory, levels, often drawing together transcultural notions of being, and generating a field of meaning in which gender, value and morality are constituted.