This project is a result of a master thesis, as well as a conclusion of a three-year artistic master’s degree in graphic design. It might be that this project is the start of something else, something new. A start on a jour- ney in which I hope to engage and inspire others to dare to challenge and raise awareness of issues related to gender equality in the workplace. Furthermore, I hope that this project can show how the choices you as a designer make affect its recipients. In this project, I investigate how graphic and visual design can contribute to counteracting gender norms that lead to inherent attitudes and expectations for how we should be. I also investigate how graphic and visual design can func- tion as an identity marker for gender equality in working life that raises awareness and incre- ases knowledge of the issue. This project shows how all design accommodates relationships between history, tradition, culture and social conditions. Approaching an understanding of how design affects its recipient later means looking at the social and cultural context in which the recipient lives. This project is focused on the area of Luleå municipality. The process throughout this project has not been straightforward, it consisted of an iterative design journey where I alternated between theory, artistic explora- tion, analysis and reflection. The project is also based on norm-creative methods where the core lies in looking at what fits, and why. This has led to investigations in the form of workshops, questionnaires and literature studies to form an understanding of Luleå municipality as a context in relation to social norms – but also to make visible which gender-coded expressions dominate its narrative. Based on my interpretation of these results, the process in this project has wandered through a visual exploration of aesthetic expressions and de- sign language. Design methods such as sketching, prototyping, moodboard and image analysis have been analysed to arrive at the design proposal presented in this project. The project resulted in a the concept Apropå!. The concept is expressed in the form of a website that provides a handbook and a workshop about equality. The concept is based on norm-creative methods where Apro- på! and its handbook aims to create awareness and increase knowledge about gender equality and gender norms, while the workshop contains the method card game Snacka! which aims to go from thought to action. The goal of the concept is to create rings on the water, provoke thoughts, to invite conversation and a discus- sion - to create commitment and inspiration for a more equal workplace.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:ltu-91911 |
| Date | January 2022 |
| Creators | Olofsson, Anna-Sofia |
| Publisher | Luleå tekniska universitet, Institutionen för ekonomi, teknik, konst och samhälle |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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