She rocks Slovenia : empowerment and community-building of women in music in Slovenia / by Lea Dvoršak
AutorInnenDvoršak, Lea
GutachterWittenbrink, Heinz
HochschulschriftGraz, Fachhochschule Joanneum, Masterarb., 2017
Datum der AbgabeJuni 2017
Schlagwörter (DE)Gender / Musikerinnen / Musik / Design / Media / Content Strategie / Ermächtigung / Frauen / Stereotypen
Schlagwörter (EN)gender / musicians / music / design / media / content strategy / empowerment / women / stereotypes
Schlagwörter (GND)Slowenien / Musikerin / Empowerment / Kommunikation
URNurn:nbn:at:at-fhj:1-85 Persistent Identifier (URN)
 Das Werk ist frei verfügbar
She rocks Slovenia [4.82 mb]Thesis Materials and Appendices [5.21 mb]
Zusammenfassung (Deutsch)

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Zusammenfassung (Englisch)

She Rocks Slovenia empowers and builds a community among women in music in Slovenia. It is a project that attempts to change the position of a minority group. Female musicians in Slovenia lack connection among one another and have no community history, which leads to isolation and a feeling of invisibility. I attempted to initiate a change through research, strategy and design. The main question was: what change could such an intervention cause? How can establishing a community in Maribor and confronting women with the possibility to make a change contribute to a shift in how society perceives female musicians? I expected that a community and stronger network could empower women to take an active part in stepping out of their minority position roles. She Rocks Slovenia communicates that they do not have to follow certain rules, but can be themselves as musicians and women. It wants to show that being the authentic you regardless of prescribed gender roles is completely acceptable and should be perceived as such. Participatory action research, content strategy, and media design principles helped me design an online community and a series of monthly jam sessions for women, located in Maribor. In two years, She Rocks community has grown into almost 400 people and hosted ten jam sessions for a circle of around 20 different females. It has initiated collaborations among musicians and bands and it has influenced the birth of the first initiative of women in music in Slovenia. I have created a brand for the community and produced content with empowering messages and information about womens position in music that has not been written down before. In this documentation, I will also try to explain the background processes of the project, such as influences, historical consequences and factors that I recognized during my work. She Rocks Slovenia also serves as a handbook for people who would like to understand why being a woman in (especially alternative) music is so much more difficult than being a man in the same position. Its designed as a report and guide for people who would like to start a similar project.

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