¿Nos representan los mensajes que comunicamos? Yolanda Domínguez se pregunta si podemos superar los estereotipos ocultos en las imágenes que creamos y consumimos cada día. Quizá, gracias a una mayor reflexión y consciencia podamos desmontar aquellas ideas que damos por hecho en la comunicación pero que nos hacen ser menos libres y felices como comunidad.
Realización: Daniel Goldmann Edición: Xavi Fortino Equipo audiovisual: Josep Fernández, Nacho Valentín, David Ramos, Daniel Davidson, Fernando Osuna, Fran Rubio, Marta Barrios, Llanos Velasco y Tessa Demichel Iluminación y sonido directo: Equipo técnico de Naves Matadero Diseño y Motion Graphics SUBTRACT: Alvaro León (alvaroleon.com) Música SUBTRACT: Oxigoma by Pacheko (sound design & audio mix by pararrayos.tv)
"Desarrolla proyectos sobre temas sociales, relacionados con el género y el consumo. Su trabajo tiene como objetivo despertar la conciencia social y empoderar a las personas a través de acciones participativas en el espacio público y las redes sociales. Sus obras más destacadas son “Poses” en la que descontextualiza las posturas de las modelos en contextos cotidianos evidenciando lo ridículo y negativo de la representación femenina en la moda. “Registro” en la que mueve a mujeres de toda España a solicitar la propiedad de su cuerpo en los Registros de la Propiedad convirtiéndose en un movimiento social nacional y “Accesorias y Accesibles” en la que consiguió retirar el anuncio de una conocida marca de gafas que representaba a las mujeres como objetos disponibles.
Experta en comunicación y género, su trabajo trasciende al ámbito artístico y es utilizado en programas educativos y universidades de todo el mundo. Colabora regularmente con medios de comunicación y es columnista en el Huffi This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx
Translator: Fabiana Lorena Zuccatto
Reviewer: Silvina Katz We have fooled the aliens. It was unintended, but we sent them a completely wrong message
about who we are. Think about this: How would you explain to these
intelligent beings from other galaxies what the human race is? Does it look like this? This is the drawing we sent them in 1972 in the Pioneer 10 space probe. It's estimated it will reach
its destination in millions of years. In the meantime,
if an alien happens to find it, it can in
fer that in our planet
there are two types of beings: those who do things (Laughter) and those who don't do anything. My question is: Why did we decide
to send this drawing and not this one, for example, or this one? Or even this one. If we intended to represent
human life on Earth, none of these two drawings
should have Caucasian traits, as there are more people
with African or Asian traits in our planet. However, we decided to send the one
with the white man raising his hand and the woman next
to him. Today, these two figures
are spinning around the universe and we don't know
what will happen to them. Something similar happens with the images sent by the media, images they cast off, adrift, without really considering
if they represent us or if they have any affect in how we would be in a million years. These images, the ones in the slides and the ones we see
every day in the media, do not represent reality,
they are simplifications, signs that we use to summarise information and to c
ommunicate in a fast manner. To picture it better, our mind works like a computer. What do you usually do
when using a computer? You don't just keep all your files
in the desktop, right? You create folders of similar files, and you name each folder
and select a preview image for it. This preview image of the folder is the sign that help us
understand the content. In these words, it seems to be logical, as a summary helps us to better manage
our time and resources. But it is also dangerous having
only one preview image that represents a whole group of files, especially when we apply this to people. Our biggest computer, our greatest window
to the info about the world, is the media, and it is the media that decides
the preview image of our folders. These images are not innocent,
they are not objective, and whoever has the power
to select them, can also usually add their moral perspective
towards what is being previewed. For example, "Woman:
Human being whose only duty is to serve as deco
ration." These signs, which are often
spread by media and have an implicit
ideological bias, are stereotypes. Let's have a look at the images that appear by default
in the "Men" and "Women" folders of the media. Let's take a closer look
at the "Men" folder, where there are standing figures,
all dressed up, with a powerful look, all low-angle shots. And in the "Women" folder, things are slightly different. We can see they are beings
that feel a little bit warmer, as they have fewer clothes on. (L
aughter) They fall on their asses on whatever
horizontal surface they see. They fall on their backs, they collapse. And if you look closely, you'd also see that they cannot keep their legs closed. (Laughter) We don't know why for us, women,
it's so hard to close our legs. Maybe this is why we cannot stand up, maybe that's the reason. This diverse way that media has to represent different genders appears also in the portrayal
of different cultures, religions and sexual tendencies. And every time
they have to refer
to someone specific in this group, they never open the folder
to choose a picture in it, they just always use the preview image. As a visual artist, I understand
that my job consists of creating images. I've always wanted to know how these images influence people; how images are capable
of stripping our lives of meaning if we don't buy a specific product. How they can move us
to the verge of tears, or, on the contrary, how they can make us
oblivious to someone else's suffering
. How they transform us to the point
that we even change our own body to look just like them. Or they make us even hate our body
so much that we stop eating. My job consists mainly of revealing
these control mechanisms with which images function, of turning them upside down
to see those things that go unnoticed. In this piece of work, "Poses", I asked different women,
of different heights and sizes, to strike those poses
they see models do in magazines, but within the context of daily life. (Lau
ghter) In the streets, in the supermarket,
at the queue in a museum ... (Laughter) The result was pretty much revealing, because people asked them if they were OK, (Laughter) some asked for help,
and they even called an ambulance ... Something very serious
must be happening to those women. (Laughter) Some of them even called the police, as they were so worried,
that they thought it might be dangerous. (Laughter) Imagine if we had sent
this image in the Pioneer 10? (Applause) I am certain that if
we'd sent these photos, none of the aliens would have wanted
to come into contact with our planet. (Laughter) Stereotypes are established
in the collective worldview by repetition. They come to our lives
at a very early age, even before we can develop
a proper judgment to question them. All narrative is created
with the same discourse: Girls are princesses, and they need
to pay attention to their beauty. Boys are beasts, they kick, they punch, and they solve everything with violence. Successful
people are fair-skinned. Unsuccessful people are overweight, Latin, or African ... We have listened to this message
so many times that we believe it's true. We even ascribe this, and this is
my favorite explanation, to biology itself. Of course, if this is all about
economizing language and mental energy, saying "it's in our nature" is much easier than saying "maybe we are
so used to seeing and imitating this that we are incapable of
considering other perspectives." Yes, this certainly requires
too much effort. The media is riddled with stereotypes and it is basically impossible
to escape from them. The reason for this is solely commercial. The media's objective is to reach the highest number possible
of people to make a profit, and to achieve this,
they have to speak to us in a language we all know,
the folder language, because if they use a different code, we might not understand them
and they will lose audience. Or they might train our brains
a bit too much, and that's not good for
them,
as we may start thinking and rebelling. They'd rather have us
entertained and malleable. What consequences can stereotypes
bring about in our daily lives? A lot, and they can affect us
in many different levels. The most direct consequence of stereotypes is that they suppress
everything they don't represent, therefore, they stigmatize it,
they transform it into an anomaly. I don't know how many women
here are mothers, but what do you think about
these images in the net of women that have j
ust given birth
and have a flat abdomen? Can you imagine if the only representation
of women that just gave birth were these images? What would happen to those women
with stretch marks and a little belly? They would be frowned upon. "Look at that belly!" The same happens
with hairy legs or armpits, wrinkles and grey hair, all frowned upon
because the media doesn't show them. Everything that's shown is normalized,
but what is not shown is rejected. However, stereotypes can also
have the opposite
effect and they can normalize,
via representation, aspects that are not
necessarily positive for people. This is something
fashion photography masters, as they have been using violence
for many years now to get people's attention and now they've created
this very dangerous trend. They think they are creating
these super impressive images, but they are actually normalizing
violence against women through scenes that are meant
to be glamorous but which tell horrifying stories. Let's listen to the o
pinion of some people that are still not very much exposed
to the language of fashion and let's see what they think about
the last campaigns. Yolanda: Tell us
what you see in this image. (Music) Children: She seems to be ... scared. She seems to have an illness, because her arm is here,
but her shoulder is here. (Laughter) Yolanda: How do you think she is feeling? Children: She feels ... lonely. Scared. And hungry. Here they are throwing
a girl into a trash bin. And the lady is laughing,
I don't
know why. Here, they look like ... heroes. They are studying to go to university. Three girls have had a fight and ... one of them just passed out. These are two dead girls on the road, because they were run over
by a truck or something like that. If I were there, and I was passing by, I would help them
and take them to the doctor. She's like this ... with her eyes closed
as if she was dead or passed out. She could be starving ... and she might die. I would tell her to cheer up
and not to be sa
d. (Laughter) (Applause) Well, I think there's no need to say that violence is not normalized at birth, as children clearly reject it. It is so difficult to avoid stereotypes that we start internalizing them
and we even get to assess ourselves according to that simplified image
that does not represent us at all, and we are capable of doing anything to stop being who we are
and to resemble that image, as we do not want to be
left out from the folder. This happens because
there is a whole industry
that feeds on our fear
of not belonging to a group to sell us all types of products. There's this example
that is paradoxically funny, and it's all these creams there are
to change your skin color. In some part of our planet,
they are certain that successful people have a fair skin and there's a whole range
of products to bleach the skin that can even pose a risk to your health. In some other part
of the planet, they are certain that successful people have a tanned skin, and this means they hav
e money, resources,
and free time to go to the beach, and there is a whole range of products to keep our skin tanned
throughout the year. When we are scared and have complexes,
we can be manipulated, and we lose control over ourselves. What can we do
-as there's always a solution - to free ourselves
from all these stereotypes, this oversimplification
and this disinformation? Let's start by reflecting on
the idea of freedom. I have attended some
advertising symposiums and it's very normal to hear
advertising agents say: "I have freedom of expression, so
I can create whatever discourse I want." And they are right, that's true. But what happens with the freedom
of the people that see their images? It is to these people that take pride in their individual freedom
as communicators that I always say something
that's actually a question: Does the exercise of your freedom
give freedom to other people, or, on the contrary,
does it limit their freedom? Freedom means having
the opportunity to cho
ose. Those who create stereotypes
have this opportunity, but not those who get them. I suggest we change. Not change, but broaden
this concept of freedom of expression towards a responsibility of expression. This is the only way
to give real freedom to everyone. It is not about censorship
or imposition of a specific discourse, that's what stereotypes do. It's about putting into practice
a conscious and committed expression. When creating my next image,
I can stop and think: Is this image reinfor
cing
a limiting model, a normative model? Or, on the contrary, is it bringing
diversity to the people that see it? This is what I tried doing
in my last project called "Little Black Dress." I've tried to represent
the diversity of female bodies through stereotype. The stereotype would be
that short, tight, M size, black dress. With that same dress,
I have shot photographs of women with different size,
age, and skin color. For some of them, it ran small;
for others, it ran big, for some of them i
t fitted,
for others, it didn't. But all of them posed straight,
showing pride in their bodies, and certainly none of them
were laying on the floor. The result was a big installation
with the purpose of making its audience feel included in this diversity. Not excluded from any folder. The project is still open, and I urge
all women who want to participate to write to me and wear this dress
to become part of it. Images are the main means
of communication these days, and they are a powerful tool
o
f social transformation that we can all make use of. It may be that millions of years ago a well-built, aggressive male
had more chances of reproducing and this might have been
even good for the species. But today, our situation as a species and as a society has changed. Why don't we create other models that satisfy our current needs? We must demand expertise
from those that generate images, and consciousness on their work. That's a nice word, right? "Consciousness: the state of feeling,
thinkin
g and acting with knowledge." All those companies
that only want to sell a product or expand their audience,
will be isolated and obsolete, out of our folder
with projects we want to support. Communication must be a means to getting
closer, understanding each other, and it shouldn't isolate us
or build walls between us. Let's create images
that would make us feel happy with our own bodies
when we stand in front of a mirror, whatever shape we have. Let's create images that make us
want to talk to
people that are different from us,
and get to know them. Let's create images that stimulate our imagination
with new perspectives. Let's create images that make us free, not as individual beings, but as a whole race. Thank you very much. (Applause)
Comments
Quien vino hacer tarea aquí por la cuarentena?
Para la gente que quiera transcribir el vídeo a texto de forma automática, si le das a los tres puntitos (...) a la derecha del botón de compartir, verá la opción de "abrir transcripción". Puedes elegir el idioma a español y quitar los minutos, luego seleccionas el texto y lo copias.
Excelente video, lo hemostrado a los estudiantes en el taller de Sensibilización de Género entre el estudiantado de UPES... Gracios por lsu investigación y profesionalismo.
Una delicia de participación. Estupendo Yolanda Martínez, hartas gracias desde México.
Woow felicitaciones, que creatividad, me han encantado tus ejercicios tú trabajo y tu manera de explicar.
El amor propio es lo primero xq demuestra tu seguridad como persona q tu personalidad es única y vales mucho q no debe de importar lo q la gente piense de ti ya q tu estás conforme con tu forma de ser actuar y en como vives tu vida sin importar las críticas
IMPRESIONANTE VER A UNA PERSONA QUE SABE DE QUÉ VA ESTE ASUNTO.. GRACIAS 👌😉
Excelente video para reflexionar sobre lo que nos hacen comprar como sociedad mediante las caras del estereotipo y a pesar de todo esto no solo aplica a la moda es un constante detonante de marketing que nos vuelve consumistas dependientes de esa entidad que marca el estereotipo que piensa es correcto mostrar a la sociedad y que no para volvernos dependientes de aquello que imponen las grandes marcas.
Amé la presentación! Cómo hace reflexionar sobre una "responsabilidad de expresión" y no solamente en "libertad de expresión", de cómo las ideas que se comunican aportan al bienestar de las personas, o no lo hacen <3
Para entender porqué se envio esa imagen en la placa esta explicado en el libro de Carl Sagan "La conexion cosmica". No fue ni es tan simple como lo explicado en este video. Los invito a que lo lean
Bonito mensaje, en general es un una charla rescatable, el problema es que se concentra demasiado en el problema y no ofrece soluciones concretas. Claro que me encantaría vivir en un mundo sin estereotipos, donde todos nos aceptamos mutuamente, pero más allá de prohibir estrictamente la difusión de ciertas imágenes, no hay gran cosa que hacer. Creo que es mucho más valioso enseñar a los niños desde pequeños a no hacer demasiado caso a los medios, de ese modo se puede lograr un mejor cambio social. Siempre existirán fotos de mujeres cuasi perfectas con poca ropa en poses ridículas, pero si se logra enseñar a los pequeños a quererse y aceptarse tal y como son, con todas sus virtudes y defectos, estas imágenes tendrán un impacto mucho menor.
Me gusto la óptica del video y lo voy a compartir a mis estudiantes. Gracias por el aporte
Amor propio no es amarte estando gorda o anoréxica. Hoy en día me pongo a reflexionar y el amor propio es buscar el bienestar en tu cuerpo y vida.
Muchas gracias
Totalmente de acuerdo ☝️ojalá hagan mas videos sobre este tema
La verdad que los estereotipos dañan demasiado, hay gente que se suicida por ello...me encanta el análisis que haces sobre la publicidad tóxica..
Reflexión del video: Que algunas personas algunas son iguales no importa que cosas que tengas o algunas cosas que tu haces que las personas las ven mal por lo que hacen en la calle ,restaurantes o en otra parte donde hagas cosas que tu solamente hagas y que no te importe por que la va criticar por lo que haces pero en verdad todos somos iguales pero con cosas diferentes que hacemos en la vida cotidiana. Que son los estereotipos: Idea expresión o modelo estereotipados de cualidades o de conducta.
Con la galeria del vestido te luciste, encerio una de las mejores cosas que jamas hubiera pensado, simplemente genial.
Creo que es la mejor charla que he visto desde hace tiempo como publicista
Increíble manera de comunicar ❤