I am Sandra Mrkšić and I am a graphic designer from Zagreb, Croatia.
Croatia still has traditional and patriarchal society, even though it likes to think it’s not. Patriarchal communication is present either directly or subtle.
This work is about the indirect part of it, the part which is infused within the everyday, local language.
I took three most typical words which are used to motivate or to describe the virtues through three stages of life - childhood, adolescence and adulthood.
When you are a child, your family calls you “son” because they love you. When you are growing up, your peers expect you to have some “balls”. When you did a great job, it’s probably because you did it like a man.
These words, which are considered motivating, are doing exactly the opposite if you are a woman. It doesn’t have to be a full sentence, an insult or even an act of violence to say where are women still in today’s society. To tell the entire history, one word is enough.