POST 10: Reflection and proposition


The peer review provided me with a number of insights and ideas that could further progress my proposition, enabling me to improve on various elements of my design. My partner informed me that design proposition was succinct and responded well to the issues surrounding sexism within contemporary Australian society, however did mention a few areas that she found problematic. Through the honest and constructive criticism I was able to see these issues for myself and find resolutions that would further my overall proposed design. When discussing my proposal to my group they warned me about the time involved in surveying and gaining primary information. I hadn’t thought about the multiple factors that are involved in relying on the public, in order to create my design. We then proceeded to discuss alternative ways that I could convey the same message, steering towards a more data driven approach. So I decided to focus on an area that I can gain a large amount of data without having to rely on the public. This then led me to the adult film industry, as the negative language that pervades this area of film has always outraged me. “Among women increased past pornography consumption was not found to be associated with any of the sexist attitudes investigated. Among men increased past pornography consumption was initially found to be associated with more negative attitudes toward women including more hostility, negative prejudices, and stereotypes.” (G. Martin & N. Malamuth, 2013) Utilising pornography as a driver in communicating the overarching message, my design will become much more unique and compelling. By scraping specifically degrading search words on the online platform, Pornhub, I will collate my findings into an extravagant data visualisation. The design will highlight the ways in which adult films oppress and demote women, and innately illustrate how these films directly relate to issue that surround real life sexism. After contemplation and reflection my colleague agreed that by exploring the issue of language through the pornography industry I would be able to coherently highlight the issue at large. Identifying that ways in which sexist language can be problematic, whilst also recognising how it can escalate to sexual harassment. Overall, the pair review helped me strengthen my proposition, in order to bring clarity and further meaning to my concept and design.



Project title: Fuelling The Fire

Practice type: Data visualisation

The issue: Gender-based language & sexism in the adult film industry

The possible change: Raising awareness about the ways in which language can effect and oppress genders

The design action to support change: Analysing explicit searches and film titles to uncover the way in which pornography glorifies and celebrates the oppression of women


A considerable amount of men and women in contemporary Australian society don’t take gender-based language seriously. By allowing sexist language to circulate it correspondingly decriminalises sexist behaviour. Ultimately, heightening cases of sexual harassment and violence within contemporary Australian society, especially within the younger demographic. My aim is to make the issue of sexism and gender equality real to the men and women who can’t seem to see it for themselves. By documenting actual content that people actually watch and ‘get off’ on I feel that this will open the eyes of the ignorant.

Through the form of language I aim to uncover the ways in which real life situations plague adult films, highlighting the sexualisation of abuse and oppression within this industry. Language has the power to promote or demote and in this case pornography centralises itself around the degradation of women. By utilizing such a powerful and controversial platform my design ultimately comments on sexism within contemporary society and how it is all paraded as a ‘joke’. I aim to subvert this issue of sexism through a playful and light-hearted design, underlining the severity of the issue. The data visualisation of searches on popular pornography site, Pornhub, conveys a serious message regarding the oppression of women. Ultimately, raising awareness of the issues that surrounds gender-based language and it’s detrimental effects. This design aims to establish the prevalence of gendered language in contemporary society, whilst also visually communicating what is deemed unacceptable and acceptable. Due to the blurred lines that pervade this issue, the service design will naturally evoke a controversial outcome. By presenting this information through a data visualization the design scenario will uncover shocking results, encouraging controversy and outrage.

Data collected from Pronhub: Adult film titles containing negative sexist attitudes


Data collected from Pornhub: Search words that are directly related to sexual harassment 

Just observing the above data I am able to provoke a sense of unease and disgust, without explicitly presenting the visual content. This outcome is exactly what I aim to achieve through my informative and confronting data visualisations, in order to outline sexism within contemporary Australian society. By utilising such a large platform to communicate a very serious issue I feel like the audience will gain a better understanding of the consequences that sexism and misogynistic language have on greater society.

I intend to design a vibrant booklet titled ‘Fuelling The Fire’ that sheds light on Sexism within Contemporary Australian Society, utilising Pornhub as a driving force for the design. The booklet will contain informative data visualisations that all coincide with one another. These visualisations will explore the way that adult films directly influence sexist attitudes amongst a younger demographic. The first visualisations will focus on search words that are directly related to sexual harassment, while the second will look further into the titles of the content under these search words. Providing an alternative and compelling booklet that will inform and awaken Australian society on the severity of sexist and misogynistic language. 



Written by Zara Hartwig




Gert Martin Hald, Neil N. Malamuth, Theis Lange.Pornography and Sexist Attitudes Among Heterosexuals.Journal of Communication, 2013; 63 (4): 638

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