{"id":2008,"date":"2025-10-27T11:15:25","date_gmt":"2025-10-27T10:15:25","guid":{"rendered":"https:\/\/femframe.com\/who-we-are\/"},"modified":"2025-10-27T11:44:45","modified_gmt":"2025-10-27T10:44:45","slug":"who-we-are","status":"publish","type":"page","link":"https:\/\/femframe.com\/en\/who-we-are\/","title":{"rendered":"Who we are"},"content":{"rendered":"\t\t
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The opportunity to rethink technology<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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FemFrame, reprogramming the technological gaze, is an initiative of the El Garbell cooperative<\/strong> .<\/p>

At El Garbell we are dedicated to training and consulting in Artificial Intelligence. Our purpose is to put AI at the service of people<\/strong> , making it accessible and beneficial for all. We promote digital transformation in an inclusive and responsible way. <\/p>

In the field of Generative Artificial Intelligence,<\/strong> the ethical aspects<\/strong> of technology are particularly relevant. Furthermore, we find systems that not only reproduce our biases<\/g> but also amplify them. This invites us to rethink how we can reduce them and generate fairer tools<\/strong> . <\/p>

Due to the strength that Generative AI has gained and the new challenges it poses, in 2024 we were asked to provide two training courses in the Impactech<\/strong> program. One on sexist violence and a gender perspective and another on ethical challenges. The preparation of these training courses is the seed of the FemFrame project. <\/p>

Technology<\/strong> always starts from a context and a specific perspective. It is a reflection of who creates it and the needs it wants to address<\/strong> . Who is behind technological development? Who is thinking about when deciding what the priorities are and what the needs are to be solved? And also, how are these needs considered satisfied? <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Faulty technologies<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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There are cases that easily put us on the trail of who is usually behind the technology<\/strong> .<\/p>

The first is that of virtual reality glasses<\/strong> , which initially caused cybersickness<\/strong> in women. It was a product developed by a group of men and tested only on men. The diversity of bodies<\/strong> had not been taken into account: the interpupillary distance<\/strong> of women is, in general, smaller than that of men. <\/p>

The second case is that of the resume screening system<\/strong> developed by Amazon. This automated system rejected all job applications that contained any female references<\/strong> . The people responsible for development did not take into account that they were training an AI with biased data<\/strong> , since the Amazon company was made up, in a very high percentage, of men.<\/p>

The third case has more to do with adding functionality simply for the sake of being able to do so<\/strong> , without thinking about the consequences. This is the double blue “check” of WhatsApp<\/strong> , which allows you to know if the recipient of the message has received and read it. When launching this option, the Meta company did not consider what it could mean, especially for vulnerable groups<\/strong> , but also for the stress<\/strong> of anyone who has to use this system in their work.<\/p>

All these cases may seem anecdotal, but they are not: they reveal structural and cultural violence<\/strong> against women and all people who do not fit the model of the \u201creference man\u201d<\/strong> .<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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FemFrame Methodology<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The examples show us the importance of incorporating diversity<\/strong> and a gender perspective<\/strong> into technological design to build more equitable<\/strong> and respectful tools for everyone<\/strong> . This is precisely the proposal of FemFrame<\/strong> . <\/p>

On the one hand, we can learn to recognize our biases<\/strong> and understand how they influence the way we create and use technology. We need to know how our brain works<\/strong> , how fast thinking<\/strong> works and how to activate slow thinking<\/strong> . On the other hand, there are already many valuable methodologies and resources<\/strong> for incorporating a gender perspective into projects, some of which are specifically aimed at the digital sphere. At FemFrame<\/strong> we work to facilitate access to them<\/strong> and promote their practical application<\/strong> . <\/p>

At FemFrame<\/strong> we propose three informative and training itineraries<\/strong> .
The first, aimed at teams that develop technology<\/strong> , in which we focus on inclusivity bugs<\/strong> and how to take them into account from the early stages of design.
The second, intended for the educational field<\/strong> , raises awareness about how we experience technology and what it could be like.
The third, designed for non-technological spaces<\/strong> , mainly feminized<\/strong> , seeks to bring digital creation out of its usual environment and so that people who do not usually have access to it can enjoy it from a curious and reflective perspective<\/strong> .<\/p>

In addition, on our website we offer a collection of resources<\/strong> , such as methodologies that help apply the gender perspective in technology or an IA Suite<\/strong> , a set of assistants created to support these tasks.<\/p>

Finally, and to respond to the need for contextual inclusion<\/strong> , we incorporate a collaboration ecosystem<\/strong> into the website, where you can find travel companions<\/strong> : entities and people who accompany us on this shared path.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Open technology<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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FemFrame promotes a technology that cares<\/strong> , inspires and generates opportunities. A technology designed from diversity, that responds to real needs and that puts people at the center. We believe in a shared digital future, where innovation is a tool to improve collective life. <\/p>

FemFrame is an invitation to reprogram your gaze, to imagine, create and experience a fairer, more open and more humane technology.<\/strong><\/p>

Contact us at hola@elgarbell.coop<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

The opportunity to rethink technology FemFrame, reprogramming the technological gaze, is an initiative of the El Garbell cooperative . At El Garbell we are dedicated to training and consulting in Artificial Intelligence. Our purpose is to put AI at the service of people , making it accessible and beneficial for all. We promote digital transformation […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-2008","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"\nWho we are - FemFrame<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/femframe.com\/en\/who-we-are\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Who we are - FemFrame\" \/>\n<meta property=\"og:description\" content=\"The opportunity to rethink technology FemFrame, reprogramming the technological gaze, is an initiative of the El Garbell cooperative . At El Garbell we are dedicated to training and consulting in Artificial Intelligence. 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