Title Page
Abstract
Contents
1. lntroduction 12
1.1. Background and Purpose 12
1.2. Methodology and Scope 13
1.3. Background 14
1.3.1. Understanding Gender 14
1.3.2. Gender Equality Movement 14
2. Communication through Print Media 15
2.1. Print Media: Magazine 15
2.1.1. lndependent Magazines 15
2.2. Understanding Storytelling 16
3. Directions of Communication Design for Social lssue 17
3.1. Methodology and Aim of Experiment 17
3.2. Communication Design Case Studies 18
3.2.1. lndependent Magazines on the Topic of Gender Equality 18
3.2.2. Storytelling Magazine Prototype 21
3.3. In-depth Interview 21
3.3.1. Analysis of Experiment 23
3.3.2. Results of Experiment 28
3.4. Conclusions of Experiment 28
4. Design Suggestions 29
4.1. Design Methodology and Aim 29
4.1.1. Understanding Soft Branding 30
4.1.2. Definition of Design 31
4.2. Collecting of Stories 33
4.2.1. Book Cafe Doing: Story of Being Oneself 33
4.2.2. Bookstore Dalibom: History of Women, 'Herstory' 34
4.2.3. Wolf Social Club: WorKing as a Woman 36
4.3. Communication Design Projects 37
4.3.1. Social Media 37
4.3.2. Portrait Project 40
4.3.3. Book Design 42
4.4. Branding 47
4.5. Series of Zines 49
4.5.1. Volume. 1, Being a True Self 50
4.5.2. Volume. 2, Women's History, 'Herstory' 54
4.5.3. Volume. 3, Women's Work 58
4.6. Results of Design 62
4.6.1. Degree Show 62
4.6.2. Feedbook from Degree Show 66
5. Conclusion 67
List of References 68
국문초록 70
Table 1. Basic Visuals of Magazine Case Studies 18
Table 2. Basic Info about Interviewees 22
Table 3. Emotional Adjective Scale 23
Table 4. Emotional Adjectives Distribution 24
Table 5. Level of Awareness, Sympathy, and Conversion 24
Table 6. Source of Information and Level of Agreement about Gender Issue Movement 25
Table 7. Reasons for Low Accessibility 26
Table 8. Reasons for Low Credibility 27
Fig. 1. Magazine with Storytelling 21
Fig. 2. Jacob Nielsen's Usability Test Curve 22
Fig. 3. Layerad View of Bottom-Up Design Process 30
Fig. 4.1. What is Design for you? 31
Fig. 4.2. What can Design do as aid? 32
Fig. 4.3. Directions of Communication Design on Social Issue 32
Fig. 5.1. Back Portrait of the CEO of Cafe Doing 33
Fig. 5.2. lnterior View of Cafe Doing 34
Fig. 5.3. Back Portrait of the two Representative of Bookstore Dalibom 35
Fig. 5.4. lnterior View of Bookstore Dalibom 35
Fig. 5.5. Back Portrait of the CEO of Woolf Social Club 36
Fig. 5.6. lnterior View of Woolf Social Club 37
Fig. 6.1. Gender Discriminatory Quotes 38
Fig. 6.2. Gender Respectful Quotes 38
Fig. 6.3. An example of a Instagram Posting of a Quote 39
Fig. 6.4. Postings on the Twitter 39
Fig. 7.1-2. Photographic Portraiture with Figures in Their 'Ordinary And Best Side' 40
Fig. 7.3-4. Photography Portraiture with Figures in Their 'Ordinary And Best Side' 41
Fig. 7.5. Photography Portraiture, Assemblage of Figures, Her Viewing, 420 × 594mm 41
Fig. 7.6-7. Photography Portraiture Instagram Display 42
Fig. 8.1. Draft of Misogyny Through Marie Antoinette 43
Fig. 8.2. Final Cover, Designed Book, Misogyny Through Marie Antointte 43
Fig. 8.3. Inner Page 6-7, Designed Book, Misogyny Through Marie Antointte 44
Fig. 8.4. Inner Page 8-9, Designed Book, Misogyny Through Marie Antointte 44
Fig. 8.5. Inner Page 12-13, Designed Book, Misogyny Through Marie Antointte 45
Fig. 8.6. Inner Page 18-19, Designed Book, Misogyny Through Marie Antointte 45
Fig. 8.7. Inner Page 20-21, Designed Book, Misogyny Through Marie Antointte 46
Fig. 8.8. lnner Page 24-25, Designed Book, Misogyny Through Marie Antointte 46
Fig. 9.1. Draft Logo 1, Her Viewing & Color Palette 47
Fig. 9.2. Draft Logo 2, SOFT TONES 48
Fig. 9.3. Final Logo, iridescent tone, SOFT TONES 48
Fig. 9.4. Final Logo, tropical tone, SOFT TONES 48
Fig. 9.5. Poster with Final Logo, SOFT TONES, 594 × 841 mm 49
Fig. 10.1. Draft Cover, Series of Zines, Her Viewing 50
Fig. 10.2. Draft Inner, Series of Zines, Her Viewing 50
Fig. 10.3. Final Cover, Series of Zines, SOFT TONES 51
Fig. 10.4. Inner Page 2-3, Series of Zines, SOFT TONES 52
Fig. 10.5. Inner Page 4-5, Series of Zines, SOFT TONES 52
Fig. 10.5. Inner Page 6-7, Series of Zines, SOFT TONES 53
Fig. 10.6. lnner Page 8-9, Series of Zines, SOFT TONES 53
Fig. 11.1. Draft Cover, Series of Zines, Her Viewing 54
Fig. 11.2. Draft lnner, Series of Zines, Her Viewing 54
Fig. 11.3. Final Cover, Series of Zines, SOFT TONES 55
Fig. 11.4. Inner Page 4-5, Series of Zines, SOFT TONES 56
Fig. 11.5. lnner Page 6-7, Series of Zines, SOFT TONES 56
Fig. 11.6. Inner Page 8-9, Series of Zines, SOFT TONES 57
Fig. 11.7. Inner Page 10-11, Series of Zines, SOFT TONES 57
Fig. 12.1. Draft Mock-up, Series of Zine,Her Viewing 58
Fig. 12.2. Draft Inner, Series of Zine, Her Viewing 58
Fig. 12.3. Final Cover, Series of Zines, SOFT TONES 59
Fig. 12.4. Inner Page 2-3, Series of Zines, SOFT TONES 60
Fig. 12.5. Inner Page 6-7, Series of Zines, SOFT TONES 60
Fig. 12.6. lnner Page 12-13, Series of Zines, SOFT TONES 61
Fig. 13.1. Plan for Display 62
Fig. 13.2. View of the Booth Table 63
Fig. 13.3. The View of the Wall 64
Fig. 13.4. Bland Goods, Hologram Keyring, pvc 64
Fig. 13.5. Collection of Goods, Keyring, Stickers, Postcard 65
Fig. 13.7. A Viewer at the Booth 66