性別刻板印象產品之轉化：以哺乳產品為例

Abstract

性別議題不論是在社會福利、商業發展、經濟、政治等領域都有不少研究者投入，在「2030永續發展目標 (SDGs) 」中，聯合國明確提出了性別平權作為第五項目標，突顯出多數國家仍然存在性別不平等的問題。在服裝產業中已可常見到的不分性別的衣服單品，而生活中所用之產品是本論文重點探討領域。隨著性別主流化的發展，文化和法律層面逐漸趨向多元開放。然而，作為人的延伸和輔助的產品仍然經常存在性別刻板印象，產品被賦予男性用戶代表科技和獨立，而女性用戶則被歸納為家庭和照顧者，這些刻板印象透過產品影響著使用者的生活經驗。本研究從「性別意識」的角度出發，從Good Design Award 2020-2021年入選產品挑選30樣物件作為研究樣本，並透過卡片分類法和問卷調查分析得出「行」的領域最具有「男性」性別刻板印象；在「育」的領域最具有「女性」性別刻板，並且「育」性別刻板印象更具顯著，故選擇了具有性別刻板印象的代表物－「哺乳用品」，接續深入研究該產品與性別意識的關係，以及對生活產生的影響。之後為突破性別刻板印象之設計方針，提出系列創作規劃。階段一作品「UNIBOOB」以中性化策略打造男性也可以輕鬆哺乳的設備；階段二作品「COOPMAMA」則強化不同性別氣質策略，回應產品性別腳本與性別及多元家庭；階段三作品「Future Formula」透過推測設計探討未來配方奶與母乳的使用權，討論生產者的乳房是否能獲得解放。藉由這些設計手法旨在挑戰突破既有的性別二元框架，期望此研究能使生活產品擺脫性別刻板印象的限制，並重視多元性別的使用權利。Gender issues have been extensively studied in various fields such as social welfare, business development, economy, and politics. The United Nations has explicitly identified gender equality as the fifth goal in the"2030 Sustainable Development Goals (SDGs)", highlighting the persistent issue of gender inequality in most countries. Gender-neutral clothing items have become increasingly common in the fashion industry, but this paper focuses on the domain of everyday products. With the mainstreaming of gender, cultural and legal perspectives are gradually becoming more diverse and inclusive. However, products that serve as extensions and aids to human life often still perpetuate gender stereotypes, with products designed for male users symbolizing technology and independence, while those for female users are often associated with domesticity and caregiving. These stereotypes influence users' lived experiences through products. This study takes a perspective of "gender consciousness" and selects 30 items from the Good Design Award 2020-2021 as research samples. Through card sorting and questionnaire surveys, it is found that the domain of "work" exhibits the most prominent "male" gender stereotypes, while the domain of "nurture" is characterized by significant "female" gender stereotypes. Therefore, a representative product embodying gender stereotypes, "maternity products," is chosen for further investigation into its relationship with gender consciousness and its impact on life. Subsequently, to challenge and break free from gender stereotypes, a series of creative plans are proposed. The first stage work,"UNIBOOB," adopts a neutralization strategy to create equipment that allows men to breastfeed comfortably. The second stage work, "COOPMAMA," strengthens strategies for different gender qualities, responding to product gender scripts and diverse family structures. The third stage work, "Future Formula," explores the use rights of future formula milk and breast milk through speculative design, discussing whether producers' breasts can be liberated. Through these design techniques, the aim is to challenge and transcend existing gender binary frameworks, with the hope that this research can liberate everyday products from the constraints of gender stereotypes and prioritize the rights of diverse genders.