Gender, Inc. (2009), is a company that markets gender. A pastiche of imagined corporate life and the possible accouterments that would be used for such a company fuel it’s existence. The viewer is asked to consider the possible existence of Gender, Inc. and the hypothetical motivations and methods the company would use to re-enforce gender to its clients’ clients, i.e. members of society. Gender, Inc presupposes that gender is bought and sold within our society on a daily basis through advertisements, products, and services, which can be seen through a variety of sociological research. Gender, Inc. helps to sell this integral feature of the human being through biological, sociological, and entrepreneurial consultation. Gender, Inc. works with both corporations and individuals.
Gender, Inc was conceived in two parts; an installation as well as website. The installation brings a piece of Gender Inc. into the real world. Objects found around “the office” create a tension within the ideologies behind the company. A personal office space filled with the irony. By using cultural signifiers of masculinity and femininity, the installation questions the intention of the marketing world that is selling simplified homogenous views of identity.
Gender, Inc.’s website hones the belief that regardless of our personal beliefs, society dictates two gender patterns, and we help those who want to be part of that acceptance. The company website does this by providing detailed accounts of clients both corporate and personal, articles relating to gender, as well as media including an infomercial and brochure. The audience can keep up to date with the company through the web or their Twitter and watch as their client list grows.
All materials within the web and installation question the traditional gender binary to expose that we are more complex than a simple cultural assignment.
Gender, Inc was a long distance collaboration with San Francisco artist Donald Daedalus. This project would have been vastly different without email, moreover, the Internet. The inception of the collaboration, as well as pivotal moments, was born from the emails. We approached this collaboration as the point when our separate practices intersected. That point was the shared interest in human perception of reality, particularly in gender. Our approach to the topic was to create an imaginary company that would market gender. At this point email played a crucial role in our disparate interpretations of the phrase “market gender.” Matt imagined a company that would service other corporations’ campaigns to sell a product and the necessary genderfication of those products. Donald imagined a company that would consult individuals one-on-one regarding their identity in biological, sociological, and spiritual terms. We compromised by creating two divisions of the same company, for which we named “Gender, Inc.”
Site : Gender, Inc.