Seventeenth International Conference on Design Principles & Practices

Abstract

The fourth feminist wave beginning is traced by literature between 2010 and 2014 and is considered for intents and purposes as an extension of the third tide, not yet terminated. The resulting is a plural feminism - or feminisms - that questions the traditional meaning of social hierarchy built on religious assumptions and historical customs, in favor of a more inclusive and contemporary vision. As Chimamanda Ngozi Adichie says, “the problem with gender is that it prescribes how we should be instead of recognizing how we are”. Starting from complex as well as sensitive scenario the contribution proposes to offer - starting from a critical and intersectional approach - an overview of the current state of the art and a vision of the potential of packaging as an original communicative artifact regardless of the product category. An awareness-raising medium to overcome the anachronistic relations between gender inequalities and stereotyped forms of social hierarchy. A potential tool - social, cultural and political - of typological deconstruction - gender, race and sexuality - in favor of a renewed sense of sustainability and community. Still, a tangible support to reflect the individual’s values and a fundamental way to convey and amplify the need for uniqueness.