Exhibition "Not fit for Marketing - Farm Women Beyond the Idyll"

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Mut, Geschichte zu schreiben – from history to HERstory Gmunden takes on a special role within the programme of communale oö 2026: the transition from history to HERstory. Women are deliberately pulled out of the "blind spot" of male-dominated historiography, with their deeds, experiences and contributions moved to the centre — aspects that were often missing from traditional accounts and continue to be missing today. Exhibition "Not fit for Marketing" Photographic works on farm women and rural living environments are shown, far removed from classic advertising and image campaigns. The focus is on perspectives that do not smooth things over, but take a closer look. The starting point was a call to photographers to open up their archives: what was sought were images that had been sorted out, overlooked, or never published — because they were not perfect enough, not commercial enough, too honest, or simply not fitting for media and marketing. "Not Fit for Marketing" directs the female gaze onto what lies between staging and reality — and asks which images of farm women become visible when they don't have to perform. And which ones are we still missing today? In cooperation with communale oö and the city of Gmunden. The project is supported by LEADER-Traunsteinregion.