O cartaz e a imagem da mulher: a importância do cartaz como ferramenta de comunicação social
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2017
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Ao longo da história, mulheres se uniram para lutar por seus direitos, como cidadãs, em meio a uma sociedade marcada pela ideologia patriarcal. Na contemporaneidade, ainda são evidentes os desafios enfrentados pelas pessoas do sexo feminino, no mercado de trabalho, nas relações sociais e também pela forma com que são representadas nos meios de comunicação. Por ser uma investigação em design, essa dissertação centra-se no cartaz como ferramenta de comunicação em duas vertentes, publicitária e sensibilizadora social. É comum, nos dias de hoje, vermos anúncios que objetificam a mulher para despertar o interesse das pessoas do sexo masculino e, também, que limitam o papel da mulher aos cuidados do lar. Em contrapartida, tornou-se necessário, na sociedade atual, que demonstra um machismo enraizado, a sensibilização à liberdade feminina; sendo assim, cartazes que sensibilizam à violência contra a mulher têm sido uma solução para ir contra essa dominação de gênero e incentivar o número de denúncias. Deste modo, o presente estudo analisa e discute a responsabilidade social do designer de comunicação, por esses dois vieses de cartazes divulgados em Portugal, no século XXI, e o seu impacto na sociedade portuguesa, que alertam para a necessidade de novas abordagens e soluções criativas pelos profissionais que as desenvolvem.
Throughout history, women have come together to fight for their rights as citizens amidst a society marked by patriarchal ideology. At the present time it is still evident the challenges faced by the female sex, in the labor market, in social relations and also by the way in which it is represented in the media. Being a design research, this dissertation focuses on the poster as a two-way communication tool, advertising and social awareness. It is common these days to see ads that objectify women to arouse male interest and, also, they limit the role of women in caring for the home. On the other hand, it has become necessary in today's society, which demonstrates a deep-seated of machismo, to raise awareness about women's freedom. Thus, posters that raise awareness about violence against women have been a solution to go against this gender domination and encourage Number of complaints. In this way, the present study analyzes and discusses the social responsibility of the communication designer for these two biases of posters published in Portugal in the 21st century and their impact on Portuguese society, which point out the need for new approaches and creative solutions by Professionals who develop them.
Throughout history, women have come together to fight for their rights as citizens amidst a society marked by patriarchal ideology. At the present time it is still evident the challenges faced by the female sex, in the labor market, in social relations and also by the way in which it is represented in the media. Being a design research, this dissertation focuses on the poster as a two-way communication tool, advertising and social awareness. It is common these days to see ads that objectify women to arouse male interest and, also, they limit the role of women in caring for the home. On the other hand, it has become necessary in today's society, which demonstrates a deep-seated of machismo, to raise awareness about women's freedom. Thus, posters that raise awareness about violence against women have been a solution to go against this gender domination and encourage Number of complaints. In this way, the present study analyzes and discusses the social responsibility of the communication designer for these two biases of posters published in Portugal in the 21st century and their impact on Portuguese society, which point out the need for new approaches and creative solutions by Professionals who develop them.
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Orientação: Sónia Isabel Ferreira dos Santos Rafael
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MESTRADO EM DESIGN, DESIGN, DESIGN DE COMUNICAÇÃO, CARTAZES, FEMINISMO, COMUNICAÇÃO SOCIAL, MULHERES, DESIGN, COMMUNICATION DESIGN, POSTERS, FEMINISM, MEDIA, WOMEN