GENDER STUDIES AND DESIGN: DECONSTRUCT THE FALSE NEUTRALITY ON THE TYPOGRAPHY AND CLOTHING

Abstract

Gender studies enable a debate on the ways of building knowledge in various disciplines. However, this perspective has been scarcely present in teaching, in practices and in stories of legitimation of the design and project field. This work uses the gender perspective to analyze discourses on modern design and critique the notion of "neutrality". It is proposed to shed light, on the contrary, on the way in which the development of the project disciplines was crossed by gender ideologies that determined the greater or lesser valuation of different disciplines and privileged some styles of design over others. That is, the tacit association of the structure with the masculine form over adornment and ornament linked to the feminine by virtue of a rhetoric of neutrality that invisibilizes the supremacy of values historically associated with the masculine in the design field. In order to analyze these issues, a dialogue is established between the typographic fand clothing fields.