REFINED PROPOSITION

Rebecca.S.

Project title: Let’s talk about SEX(ism)

Emergent practice: Social Action.

The issue: Our digital and social media circulate sexualised imagery of women presenting to young men a ‘normal’ idea of what women should look like and how they should behave. Currently, regulating the Internet is an impossible task with a lack of legislation in place to maintain a healthy online space for women and men. The current depiction of women does not represent gender equality, or the ideals of feminism that we believe to have achieved, but instead presents women negatively. This normal depiction of women as objects is supported by viral commentary many women have personally come such as ‘Tits of GFO’ or ‘Go back to the kitchen’. With a lack of education on the effects of these comments and views, young men of our society believe that this is ok, not realising or being taught the detrimental effects. Feminism is not a new topic and has been ingrained in history, but the growth of the Internet and social media has made it a current issue of today. There have been 3 waves of feminism but in the 21st century is our society moving backward?

The possible change:To draw attention to gender inequality, that will inform the young male audience about the detrimental effects of the normalised depiction of women in digital media.

Target audience:

  • Males 18-25 who are receiving a tertiary education.
  • Men who would not normally be involved in gender equality discussion

Goals:

  • Reach males 18-25 through an anonymous campaign
  • To educate the target audience by directing them from promotional material to the informational content
  • To change the social standard of slandering women online
  • To initially utilise satire to gain attention to a serious issue

Design Action: I will be generating a campaign idea starting from branding identity to promotional content and informative collateral. The title of this campaign ‘SEX(ism)’ will play on the word ‘sex’ to gain male attention through provocative language where the ‘ism’ would visually appear small and insignificant. The promotional campaign will be in the form of posters that will be designed for the 18-25 male age group and will be viewed in places of tertiary study. This first point of contact is removes this campaign from the overwhelming digital space and draws in the audience’s attention when they least expect it. For example having the posters around the UTS campus and in areas of recreation on the campus. These posters will be ambiguous in nature in order for the viewers to want to find out more on the website. The imagery created will also appear online as a secondary source and will be advertised on male dominated sites. With this initial satirical approach I will be attempting to unarm the male audience and make them reflect on the way they engage with women directly and online.

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