mmmmor (Düsseldorf/Hong Kong) develops and designs communication solutions for analogue and digital media.


Gaga Feminism
Published in Feb 2019
ISBN 978-988-14233-6-8

The Design: ‘Concealing’ and ‘Exposing’

A book jacket is usually used to wrap up and cover the book fully. On the contrary, in this design we try to expose part of the book by employing a semi-transparent paper on the jacket, and cover it partially with the scratch-off materials. When you scratch off the gold paint, it opens up another readings between the book jacket and the book.

This relation of ‘concealing’ and ‘exposing’ is created, in a sense that it could echo the public impression of Lady Gaga. To shape her image in the mass media, Lady Gaga often exposes and conceal her female body in a rather ‘bizarre’ way. In one of her music video, ‘Telephone’, Lady Gaga wore a semi-transparent dress made by milky-white plastic materials, exposing the nude underneath the cloth, and some rubber tapes which cover only her nipples.

The childish and rough brushstrokes on the book jacket are printed with scratch off paint, they cover some crucial and serious wordings of the title underneath the jacket. Readers could find out the words, ‘Sex’, ‘Gender’ and ‘the End of Normal’, when scratching off the paints.

Intro: Using Lady Gaga as a Symbol for a New Kind of Feminism

In Gaga Feminism: Sex, Gender, and the End of Normal, J. Jack Halberstam attempts to make sense of the tectonic cultural shifts that have transformed gender and sexual politics in the last few decades. This colorful landscape is populated by symbols and phenomena as varied as pregnant men, late-life lesbians, SpongeBob SquarePants, and queer families. So how do we understand the dissonance between these real lived experiences and the heteronormative narratives that dominate popular media? We can embrace the chaos! With equal parts edge and wit, Halberstam reveals how these symbolic ruptures open a critical space to embrace new ways of conceptualizing sex, love, and marriage.

Using Lady Gaga as a symbol for a new era, Halberstam deftly unpacks what the pop superstar symbolizes, to whom and why. The result is a provocative manifesto of creative mayhem, a roadmap to sex and gender for the twenty-first century, that holds Lady Gaga as an exemplar of a new kind of feminism that privileges gender and sexual fluidity.



透過如此遮掩與暴露,呼應 Lady Gaga 給人的印象。在大眾媒體裡,Lady Gaga 經常以怪異的遮掩與裸露女性軀體塑造她的形象,像在 Telephone 的 MTV 中,Lady Gaga 穿上一條奶白色透明膠質物料的裙,透視着衣服下的裸體,以及用膠布貼住的乳頭。

我們就從此出發,以幼稚而粗率的筆觸掩藏書名上重要而認真的詞彙,讓讀者刮去色塊後,發現書名上的Sex、Gender 和 the End of Normal。




↑ full video of the project

Author   J. Jack Halberstam
  Chan Shuen
   Dr. Tam Yee Lok, Enoch

Proofread    Lina Xie
Publisher   Typesetter Publishing Company, Hong Kong
Printing Consultant   Kathy Wong Cheuk Wing
Graphic Design   So Lai Ping @ mmmmor

Printing & Production    Suncolor Printing Co., Ltd., Hong Kong
ISBN 978-988-14233-6-8


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