This Browser Extension Aims to Gender Balance the Internet

ReSearch Gives Equal Space to Men and Women in Image Search Results

Published On
Nov 29, 2016

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Swedish tech company Semcon has come up with a way to make the internet more gender balanced -- a browser extension that gives men and women equal space in image search results.

Developed with agency Forsman & Bodenfors, ReSearch is a free extension that will automatically make image searches of different professions more gender balanced. For example, if currently you search for photos of engineers they will be predominantly male, and nurses will be predominantly female. Re-Search automatically does a parallel search to gender balance the results, and both results are shown side by side.

Re-Search, which is also available as open source software, currently lists 65 different professions including astronaut, film director, midwife, model and soccer player.

Anna Funke, Project Manager for Re-Search at Semcon, said in a statement: "If engineers are portrayed as men in yellow helmets, how can young women feel that the job might be of interest to them? Role models are important when people are thinking about their career choices and the internet is the
first place many people look for information."


Nov 29, 2016
Forsman & Bodenfors

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