GENDER FOOD: IS THERE A RELATIONSHIP BETWEEN FOOD AND GENDER IDENTITY?
The project aims to document how a particular medium (vintage posters) stories the relationship between food and gender identity. To do this we followed several steps: starting with research and the collection of posters, we have moved to their analysis and critical reading, and then we elaborated the quantitative and qualitative data and developped a provocative message to the recipient. The entire project, and then all of the elaborate artifacts, has been designed for exposure in a hypothetical exhibition on the theme.
During the research phase, 376 posters were collected and a first quantitative data analysis was carried out.
All the files were subsequently collected in a dossier that concluded the research phase and whose aim was to present the results.
The first output realised was the talking starter: a set of three communicative artefacts that can provide the viewer with a way of orienting himself within the theme. These three artefacts are: infographics, taxonomy and mosaic. They consist of three pictures of size 70x70 cm.
After the creation of these materials, we thought to a video to offer a critical point of view to the viewer. So, we created a motion graphic, a visual narration of the recurrence of the content that highlights the stereotyped representation of the female figure in the pre-1980s posters studied above.
After the critical vision phase, the project was further developed so that the problem addressed could represent a provocation for the user of the content. Taking advantage of the communicative peculiarities of the "poster form", we designed a visual communication to represent the stereotyped view of women yesterday and today, in order to draw the attention of the viewer and make him aware of the problem.
Starting from the provocation launched with the poster, the focus was the promotion of positive behaviours through a call to action, with the aim of overcoming stereotypes. This invitation was translated into an object-memory useful for remembering and disseminating the contents proposed previously.
Following the call to action with the memory object, we designed a catalogue book with the aim of collecting the recursiveness that emerged in the research and analysis work and re-proposing its contents in an organised and immersive way.
Finally, we studied an environment to collect the artefacts described so far. This is the graphic design of the walls of a cubic room with a side of 3m, of which a 1:10 scale cardboard plant model was made.
Finally I created my graduation thesis, a book detailing all the work done during the year.
