Patriarchy Industries - Home Care System v. 15

A satirical vision of a patriarchal future
Image Image
This project aims to satirically recreate a futuristic dystopia in which machismo and misogyny control all aspects of society, and in which women, far from fighting for their dignity and equality between the sexes, consent and support supremacy of man. For this, the corporate image and advertising elements of the fictitious company Patriarchy Industries, which is the largest technology manufacturer in the world, have been designed. Patriarchy Industries' mission is to make people's lives easier, that is, men's lives. For this, the company provides all kinds of services and technological solutions so that the men of this dystopia only have to think about their work and enjoy their free time, while the women take care of housework and attend to the needs of their children.
Image
Image

The tone of the company's advertising material is similar to that of 1950s advertising with sexist slogans and stereotyped images of women always radiant and happy. However, the message that Patriarchy Industries launches, despite being also innocent and idyllic on its surface, reflects a much harsher reality for women, since the products and services offered by the manufacturer are oriented towards their role is totally relegated to giving birth to children to perpetuate the species.

The company's technological solutions include systems to automate cleaning and order in homes and workplaces, food cooking, healthcare, transportation, personal hygiene, etc. In addition, it also provides products for sexual purposes that are substitutes for a real woman. Therefore, Patriarchy Industries offers men a way of life in which they can ignore the existence of the opposite sex in every possible way except the reproductive one. From the point of view of the company, the objectification of women, as house slaves and sexual objects, is unnecessary and even annoying, since the effort of maintaining a couple relationship does not compensate for the benefits that it entails. In order to take the supremacy of man to the next level, Patriarchy Industries created the ultimate patriarchal oppressive device: the Patriarchy Home Care System or Patriarchy HCS, which was a true revolution at the socioeconomic level since its launch, and whose new version, number 15, is the object on which this project focuses.

The Patriarchy Home Care System was conceived as the ultimate substitute for women for all those men who would like to access all the advantages and pleasures that they offer, without the effort or inconvenience that human relationship can entail in the short and long term. The system consists of a main artificial intelligence processing unit installed inside a bionic motor structure that simulates the female body both in function and behavior. In other words, a physically realistic robot woman designed for her owner's use and enjoyment.

Image
Image

The images of the project seek to show this dark reality in a joking tone exaggerating topics to absurd extremes, without bordering on purely obscene things, avoiding entering into moral and ideological battles, seeking double meaning and trying to focus laughter towards the madness of a mentality which is already largely overtaken by the new generations. Actually, the object of joke is the failed sexist man, the one incapable of empathizing with women and whose only recourse to accept himself is to deny them and adopt misogynistic thoughts to convince himself that the problem is not him but the opposite sex.

However, despite its satirical content, it is intended that the advertising elements created are realistic and serious, something that can pass as real advertising due to its aesthetics and that can confuse those who are not attentive to the joke. After all, the objective of the project is to create images of great quality and beauty where the models are the true protagonists and catch the eye of the observer.

Image
Image
Image
Image
Image
Image Image
Patriarchy Industries name and logo is already a mockery of machismo, so-called third-wave feminism, and absurd gender ideologies. The main logo (the Y that stands out at the end of Patriarchy) represents the Y chromosome, which determines sex in males, and is accompanied by the male sexual symbol, the up arrow, and the female, the down cross. The arrow of the male symbol points upwards like an erect penis and is above the woman as a symbol of his superiority. On the other hand, the gray circle that is attached to the Y, forms the classic sexual symbols of the two sexes, which when they are together represent heterosexuality (the famous heteropatriarchy). In addition, to the right of the logo there is a representation of the Y chromosome decomposing into a DNA chain that widens and joins the circle of the sex symbol, forming together a chain and a shackle as another reference to the oppression of women. Finally, the slogan of the company (oppressing in the name of man since 10,000 B.C.) is another mockery of the ideas supporting the existence of a sexist conspiracy at a global level since the origins of civilization, and that is linked to man by his biology and his instinct to promote heterosexuality and dominate women.

Project results


If you haven't figured it out by now...

This is a work of fiction and should be interpreted as such. The images and ideas represented here are intended to be a satirical critique of machismo, feminism and gender roles. Satire is a mockery that implies a more or less elaborate critical judgment. If you suffer from deficiencies in your sense of humor or are unable to interpret this content on a cognitive level, please continue with your life with total normality. If you wish, you can make a valuable contribution to humanity by exercising your freedom of speech and expression rights through social networks or other means of dissemination. But, please, do not be intolerant or support censorship against artists and those who transgress moral norms. If you feel anger, outrage or sadness when viewing this work, then it means that you are not dead inside. We encourage you to explore the wonderful world of meditation to help you understand those feelings and the reasons that cause them. Hopefully, you will discover that art, in its purest form, only seeks to give wings to the spirit and make us grow as human beings.