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Bulletin of Japanese Society for the Science of Design
Vol. 63 (2016) No. 1 p. 1_57-1_66

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http://doi.org/10.11247/jssdj.63.1_57


After the society experiences the western feminist movement, its pursuit of gender equality occurs subsequently. This pursuit is also commonly seen in the promotion of gender equality. However, a gender stereotype seems to exist in various types of design thinking, amounting to showing designers' fixed gender values and the influence of the values. This study investigate differences in gender perception of product design, including the analysis of differences in gender consciousness in versatile product designs, the design of binding women's freedom, the design of installing and reduplicating a concept that women should help the husband and teach the children at home, and the design of consolidating the social status of men, shaping male images or professional images. Along the line, this study provides a careful examination of these designs, and considers possible changes in the future of design thinking.

Copyright © 2016 Japanese Society for the Science of Design

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