Cultura di genere e design: una ricerca dottorale

The formation of gender identity consolidates over time through the acquisition of behavioral models shaped by formative experiences; in particular, the foundations of this behavioral learning process are rooted in the early interactions with socializing agents such as family, school, and peer groups (Abbatecola & Stagi, 2017). Following these early stages of life and learning, each individual’s presence within the human context they inhabit becomes defined by roles and possibilities, projecting onto others operating within the same cultural sphere the biases absorbed since early childhood (ibidem). Thus, individuals themselves become agents in constructing a socially mediated perception, perpetuating stereotypically influenced gender roles and definitions, reflecting a reality increasingly detached from the inherent fluidity of contemporary society. But what is gender? The term "gender," introduced by Gayle Rubin in 1975, is borrowed from the social sciences — closely connected to the field of design — to define the complex ways in which differences between the sexes acquire meaning and become structural within the organization of society. Gender roles represent the set of culturally recognized characteristics associated with males and females; according to accepted socio-cultural principles, individuals are thus expected to assume behaviors aligned with those socially attributed to their biological sex (Lorber, 2022). The binary stereotype of masculinity and femininity remains deeply embedded within society as the result of decades of socially acknowledged and accepted — yet archaic and patriarchal — constructions (Bucchetti, 2021). Non-conformity to these culturally imposed standards generates collective unease and disorientation. Within this scenario, the figure of the designer emerges: a creator of artifacts and models that trace — and are shaped by — the dynamics of the social fabric in which they operate, influencing and being influenced by it. Gender is intimately intertwined with the dimension of inequality (Crenshaw, 1991). The perpetuation of social stereotypes is also rooted in the role of designers, whose fundamental task becomes the generation of meaningful artifacts through socially sustainable design methodologies. During the design process, choices are made that inevitably influence users' behaviors. Consequently, design can never be considered a neutral act (Escobar, 2018). An ethical and socially sustainable design practice must, therefore, respect the needs and evolutions of the social and cultural fabric, promoting its development. To design according to these ideals, designers must step back from established conventions and embrace an approach centered on the real needs of the end-user. This research project, situated within the contemporary debate, aims to understand the impact that critical analysis between design and gender studies can have within design disciplines. The research intends to provide a forward-looking perspective on the intersection between these fields, offering a contemporary model of design behavior that responds to the evolving social fabric, in which design serves as a transversal element in the lives of users (Maldonado, 2019). The core purpose of this research is to address the cultural assumption framed by the question: Does it exist/is it appropriate to think of a genderless design? — a question that gave rise to the entire research path developed herein. To demonstrate the fundamental hypothesis, the project proceeds on multiple levels, employing a variety of tools across different stages of inquiry. The research structure encompasses the study of bibliographic and literature sources, experimental activities in academic settings, and investigations within corporate contexts. The preliminary phase, essential for understanding the state of the art, involves a thorough review of sources from both disciplinary fields, enabling the development of the critical thinking underpinning the project. The interdisciplinary bibliography combines texts — both contemporary and historical — drawn from design disciplines and sociological studies related to gender studies. Complementing the theoretical investigation, the analysis of case studies, through the use of mapping tools inspired by Anticipatory Thinking and Speculative Design, provided a crucial foundation for this research. Following a comprehensive theoretical exploration of the initial research question, practical interventions such as workshops, interviews, and data collection were conducted to test the findings in real-world contexts. The involvement of external users allowed the project to benefit from diverse perspectives, providing essential insights grounded in user experience. This user-centered approach, supplemented by theoretical reflections, opened up a more contemporary view of the design discipline, attuned to future-oriented perspectives. In seeking to engage external users and investigate the complexities of the theme within contemporary society, the project involved employees from an Italian agri-food company, focusing on aspects related to gender equality in the professional environment. Through the application of typical design tools — desk research, SWOT analysis, qualitative and quantitative interviews, personas, and data analysis — previously underexplored issues emerged. Discussions with employees highlighted critical topics and offered reflection points aimed at resolving challenges identified during the interviews. Inclusive language and training were two recurring and pivotal aspects that emerged, suggesting concrete opportunities for creating new realities within the corporate social fabric to improve workplace environments and interpersonal dynamics. The corporate intervention culminated in the development of a handbook containing all produced materials and a series of design suggestions aimed at addressing the problems identified during the various phases of investigation. The ultimate goal of the research, beyond defining the problem and conducting a theoretical inquiry, is to evaluate the contribution this project can offer, both socially and culturally, to the scientific community. The resulting comprehensive analysis aims to serve a dual purpose: first, to find application in the education of new designers by including a gender-sensitive vision and offering tools for developing ethically sustainable concepts; second, to enable professional practice to be reviewed through a critical and inclusive lens. The importance of this approach lies, as noted, in the evolution of the cultural context we are witnessing today, with new norms (or non-norms) (Mau, 2020) characterizing the social structures that define contemporary society. The ideals that have become essential principles for newer generations must now be recognized as models to which both designers and design educators must respond (Lorber, 2022). Thus, the centrality of the project described here emerges: it is not merely about professional and project outcomes, but more crucially about forming and educating designers towards socially conscious and sustainable design practices. Traditional design education, until now, has largely failed to account for the complexities of contemporary society and its diverse actors. Therefore, it is critical to introduce educational tools that foster critical thinking about design and challenge outdated models. This will enable today’s and tomorrow’s designers to become more attuned to social issues, equipped with critical tools for socially sustainable design practices. This approach is specifically aimed at developing a design sensitivity toward social and environmental sustainability. In this sense, the study applied in corporate contexts will offer possible responses to the needs for more responsible production and consumption, addressing UN Agenda 2030 Sustainable Development Goals — particularly Goal 5 (Gender Equality) and Goal 12 (Responsible Consumption and Production) — both of which are interpreted here as aspects of social and environmental sustainability. Ultimately, the research aims to establish methodological tools for inclusive design, offering models that are better aligned with the evolving needs of contemporary society.