Seeing the Future Through Aesthetics: Sustainable Design Strategy to Tackle Poverty in Egypt

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Seeing the Future Through Aesthetics: Sustainable Design Strategy to Tackle Poverty in Egypt Seeing the future through Aesthetics: Sustainable design strategy to tackle poverty in Egypt Doaa El Aidi A thesis submitted in fulfillment of the requirements for the degree of Doctor of Philosophy Industrial Design Faculty of Art and Design University of Wuppertal April 2015 Die Dissertation kann wie folgt zitiert werden: urn:nbn:de:hbz:468-20150709-113936-7 [http://nbn-resolving.de/urn/resolver.pl?urn=urn%3Anbn%3Ade%3Ahbz%3A468-20150709-113936-7] Dedicated to Mam and Dad, who taught me to respect and appreciate gaining Knowledge “Like slavery and apartheid, poverty is not natural. It is man-made and it can be overcome and eradicated by the actions of human beings.” Nelson Mandela Declaration I certify herewith that the content of this thesis is the result of original work, which has been carried out by the author since the official commencement date of the approved research program, and that the work of this thesis has not been submitted previously to qualify for a high degree or for any other academic award. Doaa El Aidi Wuppertal, 28th of April 2015 Acknowledgements I gratefully acknowledge my supervisors for their valuable feedback, support and motivation during my research. Prof. Dr. Brigitte Wolf University of Wuppertal, Germany and Prof. Dr. Wolfgang Jonas Braunschweig University of Art, Germany And the generous mentoring I have received from Prof. Dr. Siegfried Maser Zusammenfassung Die Auseinandersetzung mit der Armut in Ägypten stellt eine große Herausforderung dar, denn Armut ist ein komplexes und dynamisches Phänomen, das viele verschiedene Disziplinen mit einbezieht. Derartige Probleme, die in der realen Welt angesiedelt sind, dürfen nicht vereinfacht werden; sie verlangen von uns, dass wir ein umfassendes Wissen über ihre entscheidenden Charakteristika besitzen und in die Analyse und vorgeschlagenen Problemlösungen einbringen können. Was Design angeht, so sieht ein beträchtlicher Teil der Fachliteratur das traditionelle Denken in diesem Fach – oft als ‚Methodologie der ersten Generation‘ bezeichnet – als Hindernis für die Designerinnen und Designer, die sich mit realen Problemen befassen wollen. Der traditionelle Designdiskurs ist auf formale Aspekte fokussiert und beschäftigt sich in der Regel mit einem einzelnen isolierten Problem, z. B. dem Entwurf eines Stuhls, eine Tisches oder einer Lampe für einen ganz bestimmten Zweck. Hier besitzt die Designerin oder der Designer alle dazu notwendigen Informationen; umgekehrt ist der Designprozess dann aber umso mehr von jedem soziohistorischen Kontext abgeschnitten. Wenn aber die Designerinnen und Designer tatsächlich vorhaben, sich mit der Lösung von komplexen – oder, wie Rittel sie nennt, „wicked“ (sprich bösen oder schlimmen) – Problemen zu befassen, müssen sie sich auf eine ganz neue Mission vorbereiten, eine Mission, die mitten in der Gesellschaft verwurzelt ist, für die und in der sie arbeiten. In dieser Hinsicht zielt meine Dissertation darauf, das Potenzial des Designdenkens (oder besser, eines neuen Designdenkens) als zuverlässiges Disziplin vorzustellen, in Verbindung mit anderen Disziplinen und Organisationen, die eine nachhaltige Entwicklung unterstützen, im Kampf gegen die Armut in Ägypten vorzugehen. Die vorliegende Doktorarbeit erforscht die Rolle von Design im Entwicklungsdiskurs und die Verantwortung von Designerinnen und Designer im Kampf gegen die Armut. Zugleich beschäftigt sich die Arbeit mit der damit verbundenen Frage, wie man Fachleute in die Lage versetzen kann, die neu auf sie zukommende Rolle effektiv zu erfüllen. Aus diesem Grund werden zusätzliche Fach- und methodologische Kompetenzen untersucht, die Designer erlernen sollten, um das eigene Denken und Handeln nachhaltig zu verändern. Als empirische Fallstudie wurde das ‚Al-Darb Al-Ahmar Revitalization Project‘ (ADAA) in Ägypten gewählt. Da sich dessen ‚Local-Crafts-Development-Program‘ (ein Programm zur Entwicklung des Handwerks vor Ort) für eine strategische Intervention gut eignet, wurde anhand von Jahresberichten einerseits und von Experteninterviews mit offenen Fragestellungen andererseits Daten erstellt, um Einsichten in die verschiedenen Projektaktivitäten zu gewinnen. Die von den Daten aufgeworfenen Fragen legten eine gemischte Vorgehensweise in Bezug auf die Methoden nahe; um der qualitativen Herangehensweise Priorität zu gewähren, wurde diese durch ein dynamisch-methodologisches Konzept spezifiziert. Die Arbeit präsentiert drei Schlüsselergebnisse: (1) eine theoretische Grundlage in Form einer klaren Definition der Rolle von Design im Entwicklungsdiskurs in Bezug auf den Kampf gegen Armut (Wissen was); (2) die Entwicklung eines operativen Rahmens für die Datenverarbeitung, der Methoden aus verschiedenen Disziplinen benutzt, in denen Systemdenken, Szenarienbildung und strategische Planung und Umsetzung wichtige methodologischen Komponenten sind (Wissen wie); und schließlich (3) die bildliche Darstellung des vorgeschlagenen Designprozesses, um Probleme in der realen Welt anhand einer Fallstudie zu konkretisieren, die dann zu einer Prototyp-Lösung in Form eines sozialen Geschäftsmodells von Design führt. Abstract Tackling poverty in Egypt is a challenging task, since poverty is highly complex and dynamic and cuts across different disciplines. Dealing with such real-world problems requires a comprehensive awareness of their distinctive characteristics, in order to avoid falling into the trap of oversimplification. When it comes to the role of design, a considerable body of literature has referred to traditional design thinking ‒ conceived as first generation methods ‒ as an obstacle that failed to let designers deal with such complex problems. The traditional discourse of design, which focuses on formal aspects and usually deals with a specific problem, where all the necessary information is provided for the designer (e.g. designing a chair, a table or a lamp for a special purpose), tends to isolate the design process from the socio-cultural context. But if designers are going to be involved in solving complex – or, using Rittel’s term, “wicked” – problems, they have to prepare themselves for a new mission that is rooted in the society in and for which they are working. In this respect, the main objective of my thesis is to show the potential of design thinking (after upgrading it) as a reliable discipline for tackling poverty in Egypt, collaboratively with other disciplines and organizations that seek sustainable development. This research is an attempt to explore the role of design in the development discourse and the kind of responsibility designers must take in order to tackle poverty in Egypt. The thesis also addresses the issue of empowering designers to accomplish their new tasks effectively by exploring additional skills and methods they should learn to change their way of thinking and acting. The Al-Darb Al-Ahmar Revitalization Project (ADAA) in Egypt has been chosen as an empirical case study. ‘Local Crafts development’ is one particular program that has been chosen as a strategic intervention point, and data has been collected through project annual reports and expert interviews, using open-ended questions to get more insights into the project’s different activities. Answering study questions has required a mixed methods approach. A dynamic mixed methods design has been developed with regard to prioritizing the qualitative approach. Three key results are presented in this thesis: Proposing a clear vision (theoretical foundation) that defines the design role in development discourse for tackling poverty (know-what); developing an operational framework to guide data processing, using methods from different backgrounds, where systems thinking, scenario building, and strategic planning and acting are important methodological components (know-how); finally, visualizing the proposed design process for solving real-world problems through the case study, which leads to a prototype solution in the form of a social business design model. 9 Table of Contents Declaration ......................................................................................................................................... 6 Acknowledgements ......................................................................................................................... 7 Abstract ................................................................................................................................................ 9 Table of Figures .............................................................................................................................. 13 Tables and Diagrams .................................................................................................................... 15 Chapter 1: Introduction ............................................................................................................... 17 1-1 Background .......................................................................................................................................................... 17 1-2 Research problem and questions ................................................................................................................ 18 1-3 Definition of Key Terms .................................................................................................................................. 20 1-3-1 Design and Aesthetics .................................................................................................................................. 20 1-3-2 Sustainable Development
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