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Publication
A farmácia do absurdo: um projeto de design sobre processos de subjetivação da jovem mulher
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Advisor(s)
Abstract(s)
O projeto A Farmácia do Absurdo: um projeto de design
sobre processos de subjetivação da jovem mulher,
desenvolvido no âmbito do Mestrado em Design e Cultura
Visual do IADE – Universidade Europeia, teve como
objetivo principal compreender a construção da imagem da
mulher jovem no mundo pós-internet e propor formas de
resistência à sua objetificação. A partir da linguagem da
publicidade, criei um “anúncio” para um outdoor colocado
na área metropolitana de Lisboa, entre setembro e outubro
de 2024, para refletir como a imagem da jovem mulher é
atualmente construída, percecionada e perpetuada. Para
isso, estudei sobre aspectos sociais, filosóficos e artísticos
que relacionam o poder às tecnologias da informação e
comunicação que perpetuam e ampliam os mecanismos de
estereotipificação da imagem da jovem mulher. Por meio
do estudo do design e da cultura visual, aprofundei aspetos
sobre a influência da visualidade no imaginário das
massas pela experiência cotidiana na publicidade e na
Internet. Mais especificamente, estudei a imposição do
“rosto célebre” e formas pelas quais o poder dominante
atravessa o rosto através dos conceitos de “rostidade e
territorialidade” e seus meios de resistência por
intermédio da apropriação e da paródia. Concluí que a
afirmação do sujeito e a promoção da autonomia da
jovem mulher, dentro e fora do cenário digital, é
fundamental, mas que não deixa de ser um projeto utópico.
The project The Pharmacy of the Absurd: a design project on the subjectivation processes of young women, developed within the Master's Degree in Design and Visual Culture at IADE - Universidade Europeia, had as its main purpose to understand the construction of the image of young women in the post-internet world and to propose ways of resisting its objectification. Using the language of advertising, I created an ad for a billboard placed in the Lisbon metropolitan area, between September and October 2024, to reflect on how the image of young women is currently constructed, perceived and perpetuated. To this end, I studied social, philosophical and artistic aspects that relate power to information and communication technologies that perpetuate and expand the mechanisms of stereotyping the image of young women. Through the study of design and visual culture, I delved into aspects of the influence of visuality on the imagination of the masses through everyday experience in advertising and on the Internet. More specifically, I studied the imposition of the “famous face” and the ways in which dominant power permeates the face through the concepts of “significance of the face and territoriality” and its means of resistance through appropriation and parody. I conclude that the affirmation of the subject and the promotion of the autonomy of young women, inside and outside the digital realm, is fundamental, but it is still an utopian project.
The project The Pharmacy of the Absurd: a design project on the subjectivation processes of young women, developed within the Master's Degree in Design and Visual Culture at IADE - Universidade Europeia, had as its main purpose to understand the construction of the image of young women in the post-internet world and to propose ways of resisting its objectification. Using the language of advertising, I created an ad for a billboard placed in the Lisbon metropolitan area, between September and October 2024, to reflect on how the image of young women is currently constructed, perceived and perpetuated. To this end, I studied social, philosophical and artistic aspects that relate power to information and communication technologies that perpetuate and expand the mechanisms of stereotyping the image of young women. Through the study of design and visual culture, I delved into aspects of the influence of visuality on the imagination of the masses through everyday experience in advertising and on the Internet. More specifically, I studied the imposition of the “famous face” and the ways in which dominant power permeates the face through the concepts of “significance of the face and territoriality” and its means of resistance through appropriation and parody. I conclude that the affirmation of the subject and the promotion of the autonomy of young women, inside and outside the digital realm, is fundamental, but it is still an utopian project.
Description
Keywords
Mulher jovem Ciberfeminismo Meus Fluídos Rostidade Pós-fotografia