Abstract:
that design can shape meaningful conversations.
ABSTRACT
Culture encompasses the beliefs, customs, traditions, and values that shape the way
people live, interact, and organize their lives.
In South Asia, rishta1 culture is a prominent societal practice rooted in matchmaking
for marriage. It objectifies individuals, with men often evaluated based on their
financial stability and women on their physical appearance and dowry. This culture
reflects deep-seated stereotypes and societal expectations tied to gender roles and
materialistic standards.
According to Henri Tajfel, 1970 we are naturally inclined towards social categorization
and social comparison. Grouping people and making comparisons fosters the
development of stereotypes.
Global Capitalism has further intensified this issue by introducing Western standards
of beauty, success, and lifestyle into South Asian societies through media.
Advertisements and social media reinforce unrealistic ideals, objectifying both genders
and fueling harmful stereotypes. As these pressures grow, individuals conform at the
expense of personal identity. In response, this project presents an interaction using
storytelling to critique and unpack these very gendered expectations, allowing
individuals to experience the emotional weight of societal standards from each other’s
perspectives.
