ODE - Project — Itziar Soto

ODE

The Representation & Role of Women in Visual Culture

ODE takes the shape of a transmedia campaign through editorial, video, and print. Through extensive research, it makes an ‘ode’ to women, as artists, as muses, as how they want to be seen. It explores, challenges and redefines the role and representation of women in visual culture, challenging the institutions in charge of defining what is what in art.

Research / Graphic design / Art direction / Brand identity / Editorial design / Communication design / Communication campaign, manifesto / Audiovisual

Thesis project, BA in Graphic Design & Art Direction

(contact for full thesis PDF)

ITZIAR

SOTO

Graphic Design & Art Direction. Interested in forward-thinking creative projects that support culture, art, intersectionality and social change.

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2022

ODE: The Representation & Role of Women in Visual Culture, Thesis book

Visual identity. Business cards

Visual identity. Web design. Homepage

Visual identity. Letterhead

Visual identity. Instagram profile and stories

ODE magazine. The Lover, issue 1. Cover

ODE magazine. The Lover, issue 1. Spreads

ODE magazine. The Lover, issue 1. Communication – Postcards

ODE. Campaign, video manifesto. Stealomatic

Oppression and exclusion of women from visual culture because of traditional art canons. Two problems: how women are represented and the exclusion of women artists. Comes from art institutions/power structures in visual culture which created and are still implementing the traditional art canons that limit women. The video manifesto takes the problem about women representation in visual culture and the fact that women seem to only have a place in this representation, therefore silencing any other alternative, and limiting women to the role of the ‘muse’.

Voiceover

To you, viewer
Behind the canvas, behind the screen
Have you questioned,
How you see me?

I am solely a muse,
Meant to be looked at.
That’s my use.

I project your fantasies,
Your desires.
I am molded to fit these.

Now that you look at me,
Will you inspect me? Subject me?
Or objectify me? Possess me?

Instead I ask you,
“See me”.
I tell you,
“See me”.
I need you
To see me.

To realize, analyze, devise.
Don’t compromise. Instead
Criticize, modernize, revolutionize.

For culture is not whole
If women only have a place
If they adhere to the male gaze,
which I, the muse, portray.

Question the canons. Question the
institutions. Question your own work.

Question what you see.