Political actors across the globe often use the language of democracy, but they do not all use the same language. Drawing on content analysis of 1935 speeches given between 2000 and 2010, this study examines how five North African autocrats appropriated the global discursive form of democracy by altering its content. These leaders proposed that the special circumstances of each country preclude any one-size-fits-all global definition of democracy, whose imposition in their countries, they claim, would be inappropriate, ineffective, or dangerous. Through their speeches, these rulers redefined democracy by engaging in active ideological work, weaving together discourses that combined global norms, state interests, and local values. This suggests that, in addition to being a benchmark by which to measure modes of governance, ‘democracy’ is also a language game played between actors on a global stage. By synthesizing theoretical frameworks drawn from world polity and social movement studies traditions, this study shows that peripheral actors may adapt global discourses purposefully and strategically rather than encountering them as passive participants in a purely mimetic cultural diffusion process. This has implications for a wide range of global norms that are open to appropriation by local actors drawing on domestic and external political developments and experiences.