Post 3: Mapping Stakeholders and Image Analysis

By Patricia Roxas


Week 2 Map: 

stakeholder map

This is an initial mind map of the stakeholders I developed on my own during Week 2. For this mapping exercise, I tried to write down as many stakeholders that I believed were involved in the issue of gender equality. By categorising the human and non-human entities, I was able to create a coherent map which revealed some of the complexities and links between them. Even though this mind map is very general and limited, it is certainly a good starting point. One thing I learnt from this exercise is that there are numerous human and non-human entities that have the power to shape or influence gender equality in various ways.

Week 4 Map:

During Week 4, I created another stakeholders map with other people who were exploring the same issue of gender equality. We took a different approach by listing the stakeholders associated with specific words that relate to gender equality.  This approach led me to discover the major stakeholders in gender equality. As seen on the map, media appears the most and therefore holds the most powerful influence amongst the stakeholders. For example, magazines and social media can have a negative impact on body image and body shaming as well as perceptions of men and women. They can also have a positive impact in terms of generating awareness and voicing out opinions. This collaborative task was beneficial because my team members were able to contribute various stakeholders which I had not listed in my initial mind map such as judges, writers, editors, photographers etc.


Image Analysis: 

Image 1: 


(Unknown n.d.)

This image derives from the years following World War II in which women began to be integrated in the workforce due to the demanding economic and industrial needs brought by the devastation of the war. Although the women’s ability to work was a significant step in achieving gender equality, women of UK still hoped for fair wages and lower rates of discrimination in the workplace. Therefore, as seen in the image, two women workers are holding signs in order to protest for their rights regarding equal pay. What’s noticeable about the image is that the women are standing firmly and have slight grins on their faces, thus showing that they are optimistic about the fight for equal pay. This photo serves as evidence that women have been fighting for equal pay for decades.

Image 2: 


(Unknown 2016)

This photograph captures the moment after the Republican Governor of Massachusetts, Charlie Baker, signed a bill prohibiting employers from asking job seekers their salary. The bill attempts to ensure that people are paid not based on their gender but what they are worth. The crowd behind the Governor is mostly composed of women and only a few men but all seem to look very cheerful and some are in the midst of clapping. The crowd also appears to come from diverse backgrounds and age groups. They stand closely together behind the Governor which demonstrates their strong sense of community and mutual approval for pay equity.

Image 3:


(DeChillo 2012)

This photograph shows a woman named Annie Houle who is the national director of the WAGE Project. She holds up a $1 bill and play money to show the advantage that men have over women in terms of pay. The play money is obviously representative of women’s pay as it is of lesser value and also pink, a more feminine colour. The use of bright pink play money is an unconventional way of representing the pay gap, therefore it brings more attention than simply stating numbers. Annie has intentionally placed the play money on top of the real dollar in order to show the stark difference in size, in terms of the paper and essentially the quantity.

Image 4: 


(ANZ 2016)

This image is taken from the video series, titled Pocket Money launched by ANZ in commemoration of International Women’s Day 2016. The video series was a social experiment that aims to bring the issue of the gender pay gap in Australia to a personal level by reenacting it with brothers and sisters who do the same chores yet receive different amounts of pay. The image captures the innocent responses the children. While the girl is shocked and displeased about the situation, the boy is thrilled and seem to show no empathy towards the girl. This coincides with the attitudes of men and women today since most women are affected by the issue whereas men have been repeatedly criticised for lacking care towards towards women receiving lower pay. The use of children in highlighting the gender pay gap is very powerful and evocative as it poses many things for the viewers to think about such as how their daughters would feel if they were paid less than their sons as well as the future of pay gap and its implications on their children.

Image 5:


(MTV 2016)

This image shows a ‘wage-gap’ alarm clock which was initiated on April 2016 by MTV’s Look Different Campaign and PARTY NY. The alarm clock has a minimal design as there are no numbers included to ensure more focus is placed on the 79% handle. According to studies, women who work full time are paid only 79% of men’s salary. So the clock, strikes an alarm as it reaches 79% of the work day to remind women that they will no longer be paid for their work. This image stood out to me as I had never imagined that the wage gap could possibly be integrated into everyday objects. It is an innovative design that serves as a daily reminder that the wage gap is real. It not only makes people more aware of the issue but also makes it more understandable.

Image 6:


(Onwusa 2015)

This cartoon produced by Samuel Akinfenwa Onwusa reflects the gender inequality present in the workplace, particularly job interviews. The woman in the cartoon is seen facing rejection by a male employer, despite her education or qualification. In contrast to this, she gains approval as she holds a male mask in front of her. This cartoon may in fact be based on a research which has found that much of the discrimination faced by women in the workplace is influenced by biases male employers hold. Such biases include women being associated with negative qualities and a lack of leadership skills, thus the reason for their rejection in the employment process. In order to combat these biases, women will need to talk about their abilities confidently like men who, according to research, are better at doing so.

Image 7:


(Hop 2015)

Another cartoon that portrays gender inequality is by a young designer named Agata Hop. Hop illustrates a man riding an escalator to success while a woman will need to use a ladder. This is symbolic of the harsh reality of today: one will have to work harder to succeed. This is the case for women as they are often expected to take a maternity leave and take care of their children. Following maternity leave, women become less employable and employers become hesitant about whether they can successfully fulfil the job. 

Image 8:


(Facebook 2015)

This image shows a side-by-side comparison of the old and new Friends Icon in Facebook. It demonstrates how Facebook has been able to take a step towards gender equality through a small design tweak to its Friends icon. Facebook design manager, Caitlin Winner was offended by the original Facebook icon (left) as it illustrated the inferiority of women. The silhouette of the woman was smaller than the man and was also behind it. As a woman, Caitlin was determined to portray women as equal to men.The image on the right displays the refreshed icon with the woman placed slightly smaller, in front of the man. Although the change may be small, Caitlin’s refreshed icon is a great step in acknowledging gender issues. It brings to light that symbolism can also play a part in revealing gender biases and has inspired me to look more closely at this.

Image 9:


(#ItWasNeverADress 2015)

Similarly, this campaign also uses symbolism as a way to challenge gender biases and perceptions about women’s sensitivity. The campaign created by Tania Katan features the iconic woman figure on bathroom signs and a reinterpretation of it with an addition of a superhero cape and the caption: “It was never a dress”. The idea behind this campaign is simple yet very effective as a subtle change in the womens bathroom signs immediately shifts the audience perceptions of women. For example, it encourages the audience to focus on audacious and powerful gestures that women can make especially in male-dominated fields of science, technology, arts, mathematics and politics. Additionally, the campaign serves to empower women to enter these fields associated with men.

Image 10:


(Always 2016)

#LikeAGirl is a campaign which attempts to change the meaning of the phrase ‘like a girl’ which is often used as an insult to men’s weakness and vanity. As shown, an image of a fearless young girl holding a baseball is juxtaposed with the text questioning the viewers: “What does it mean to do things #LikeAGirl?”. The aim of this is to challenge the way we think about girls as being weak. The campaign also has other images depicting young girls in other sports such as rugby and golf to reinforce the idea that girls are capable of doing anything and any sport even though it is typically associated with men.


Always 2016, Always’ #LikeAGirl, Canva, viewed 15 August 2016, <>.

ANZ 2016, ANZ highlights gender pay gap in OZ in new social case study via Whybin/TBWA Melbourne, Campaign Brief, viewed 15 August 2016, <>.

DeChillo, S. 2012, How to Attack the Gender Wage Gap? Speak Up, The New York Times, viewed 18 August 2016, <>.

Facebook 2015, Facebook takes a step towards gender equality with its latest design refresh, Express, viewed 12 August 2016, <>.

Hop, A. 2015, Comic & Cartoon Competition – Winners, UN Women, viewed 12 August 2016, <>.

#ItWasNeverADress 2015, #ItWasNeverADress, Bored Panda, viewed 12 August 2016, <>.

MTV 2016, This genius ‘wage gap’ alarm clock rings for women after 79% of the work day, Lost At E Minor, viewed 15 August 2016, <>.

Onwusa, S. A. 2015, Comic & Cartoon Competition – Winners, UN Women, viewed 12 August 2016, <>.

Unknown 2016, New bill created to help close gender pay gap makes it ILLEGAL for employers to ask people how much they are paid during job interviews, Daily Mail, viewed 18 August 2016, <>.

Unknown n.d., Women in the Workforce: The United Kingdom from 1945-2010, Washington State University, viewed 18 August 2016, <>.

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