A&D ANNUAL 2021
Neha Ponnala
Neha Ponnala's research project explores how India’s traditional, socioeconomic ideologies have informed a myriad of gender-based inequalities for its women. The population has seen a consequent decrease of female labour force participation, from 27% to 20% in the last decade, as reported by the World Bank in 2021. These norms pervade migrated populations, causing disadvantages for Indian female migrants, particularly maternal figures (aged 25–45). This research identifies a lack of resources, opportunity, and support amongst this group of women. The project explores shifting traditional perspectives within modern contexts to facilitate opportunities. Common themes of centring marginalised voices and utilising design to critique society, are defined through Sasha Chock-Costanza’s 'Intersectional Feminism within Design Justice', Bruce and Stephanie Tharp’s 'Discursive Design', and the 'Cultural Probe' methodology by Bill Gaver et al. The design outcome is named ‘Shakti Network’, consisting of a website and social media strategy that promotes aspirational behaviour for Indian migrant women through journeys of professional independence and community support. This marginalised community requires focused consideration to deviate from social and familial expectations in a new environment. Consequently, the network centres on self-employment and incentivising passions from home, considering the development of dual identities for balancing family and economic contribution during COVID-19.
DegreeBachelor of Design (Honours)DisciplineGraphics, Environments/Spatial DesignWebsitenehaponnala.squarespace.comEmailneha.ponnala00@gmail.com