In Case of Emergency invites you to question the treatment of women within Westernised society.
By depicting sexual assault, the intention of the project is to bring to light the detrimental effects of objectifying women. Social psychology concluded that sexualization (objectification) affects the way we perceive other people, in that it strips them of certain human attributes, such as a moral sense or the capacity to responsibly plan ones actions (Cogoni, Carnaghi, Silani, 2018).
The items shown are targeted at women as a ‘super-cute’ way to defend themselves against assailants. A sickly sweet saviour. The hyper feminization of the products exposes the deep rooted ideology of womanhood in Westernised society. Is it all down to women to protect themselves?