PROCESS
rachel landrith. senior thesis. spring 2012.
TABLE OF CONTENTS 1. PROJECT ABSTRACT 2. PROJECT DESCRIPTION 3. BRAINSTORMING 4. RESEARCH 5. IMAGERY 6. VISUAL ELEMENTS 7. MID-TERM PRESENTATION 8. REFINEMENT 9. FINAL PRESENTATION
1
project abstract
Slum tourism has become increasingly popular for the Western wealthy to get a first-hand understanding of the poverty plaguing many underdeveloped countries. This type of tourism is taking place most predominantly in one of Asia’s largest slums called Dharavi, which is located in the heart of Mumbai, India. However, slum tourism in Dharavi is exploitation of the people dwelling there and treating them like they live in a zoo. This project intends to inform Western tourists of the possible effects of slum tourism in Dharavi and provide them with an understanding of what their participation could mean.
2
project description
It has become increasingly popular for the Western wealthy to get a first-hand understanding of the poverty plaguing many underdeveloped countries through an activity known as slum tourism, a type of tourism that involves visiting impoverished areas of the world. This type of tourism is taking place most predominantly in one of Asia’s largest slums called Dharavi, which is located in the heart of Mumbai, India. After the success of the 2008 film, Slumdog Millionaire, thousands of Westerners come to visit the iconic slum. The expectation from many foreigners as well as tour companies is that the experience of touring Dharavi will lead people to action once they get home. Kennedy Odede, writer for the NY times and former slum resident of Kibera, Africa says, “Slums will not go away because a few dozen Americans or Europeans spent a morning walking around them. There are solutions to our problems, but they won’t come about through tours.” The issue is that slum tourism in Dharavi is exploitation of the people dwelling there and treating them as if they live in a zoo. These tours are degrading and demeaning to the residents. The money that is made through most of these slum tours is not benefiting the residents in any way. Tourists are exposed to the poverty for only a moment and then get to escape it. The people who live there don’t get to leave. Many tourists do not understand the effects of this type of tourism. This project intends to target Western tourists who are looking to participate in a slum tour specifically in Dharavi. It will inform would-be tourists on the reality of slum tourism and challenge them to ask questions about their motives before participating. The outcome will provide tourists with some things to consider and alternatives if they want to visit an impoverished area.
3
brainstorming
Design-driven social change.
Where are we going?
College design students who wish to focus in the area of social change need opportunities, resources, education, and connections.
is this important to me?
yes
because I am a design student and I wish to focus on social change
why?
many times I want to do something to help but am unsure how because of lack of connections or resources
Our culture is visually driven
college students have lots of energy and enthusiasm
why design? why college students?
As designers, we have an advantage why is this important?
We can use this advantage to address current social issues
design students don't have enough connections and resources
the more designers that are able to create social change, the more issues will be addressed
what will the public respond the most to?
need to research cases of college students & design driven social change
most college students have a problem oriented focus college students have a high impact
design students that want to focus on social change may not know what to do
workshop?
are the connections there and they are just not exposed to it? what will be done?
what form will it take?
collegiate program?
They will be connected to academics, leaders, experts and organizations part of the curriculum?
They will be educated on social change and design
mindmap
They will be connected to social change projects in the area
Given the opportunity to develop their own projects and receive feedback
They will be better prepared & have more potential for creating social change
need to research what design students would respond the best to
need to research what is already out there
Intersection of charity & commerce.
Slum tourism?
I revisited previous notes and found my thesis project.
progress report 1
4
research
Kennedy Odede, Writer NY Times This was the initial article that I stumbled across in the NY Times that really sparked my interest on this issue of slum tourism.
aim interview about thesis project
[2/7/12 9:03:56 PM] Stephen Lorance: Hey, so tell me about your thesis project. I really dont’ know much about it [2/7/12 9:04:54 PM] Rachel Landrith: I’m focusing on slum tourism. This type of tourism is becoming more and more popular in some of the world’s largest slums. [2/7/12 9:05:46 PM] Stephen Lorance: slum tourism? I don’t really know what that is... [2/7/12 9:06:36 PM] Rachel Landrith: It’s essentially a type of tourism that involves visiting impoverished areas, which has become increasingly prominent in several developing countries like India, Brazil, Kenya, and Indonesia. Also referred to as “poorism” or “dark tourism”. [2/7/12 9:07:08 PM] Rachel Landrith: People pay money to take a guided tour to visit the “real” India or the “real” Africa [2/7/12 9:08:38 PM] Stephen Lorance: Really? Is it normally rich people? I don’t quite understand what’s appealing about it. [2/7/12 9:11:36 PM] Rachel Landrith: Well it’s mostly Westerners and I would consider us wealthy. The majority of tourists are from the United States. I think that curiosity is a big reason people visit these places. Also I think that the hopes are that by visiting the slums, it will lead people toward action once they go back home. Films like Slumdog Millionaire and The Constant Gardener have made two of the world’s largest slums a tourist attractions. [2/7/12 9:12:24 PM] Stephen Lorance: So does it really make a difference, or is it like a modern-day circus where we pay money to look at the ‘poor miserable people’? [2/7/12 9:14:48 PM] Rachel Landrith: Well, one tour company in particular says that they give a portion of the money they make toward rebuilding the slums, however, that money is not really seen by the public as far as I can tell. [2/7/12 9:15:20 PM] Rachel Landrith: I think for most people, they experience the misery for only a moment and then they return to their lives.
[2/7/12 9:16:49 PM] Stephen Lorance: So how are you going to do a graphic design project on it? [2/7/12 9:20:07 PM] Rachel Landrith: I’m focusing on slum tourism in Dharavi, one of Asia’s largest slums. Dharavi is located in the heart of Mumbai, India. My observation is that Slum tourism has become increasingly popular for the Western wealthy to get a first-hand understanding of the poverty plaguing many underdeveloped countries. My argument for this project is Slum tourism in Dharavi is exploitation of the people dwelling there and treating them like they live in a zoo. I’m going to target Western tourists that are looking to participate in a slum tour. My hope is to give them an understanding of what slum tourism is and challenge them to ask questions about their motives before participating. [2/7/12 9:21:01 PM] Rachel Landrith: I’m going to create a “guide book” that will inform tourists on this issue of slum tourism. But in a subtle way. [2/7/12 9:21:31 PM] Stephen Lorance: subtle?... [2/7/12 9:26:17 PM] Rachel Landrith: I wanted to create a form that these tourists would be drawn towards. If a person is looking to participate in one of these tours, most likely they will want to be prepared and would like more info. They will think it is a guide book on slum tourism, when really I will be informing them of this issue. I don’t want it to be shameful or a list of do’s and don’ts. I just simply want to inform them and ask them to think about it. [2/7/12 9:28:04 PM] Stephen Lorance: This is probably a stupid question, but how does graphic design fit into this? It sounds like its just going to be something you can make on Microsoft Word. [2/7/12 9:29:14 PM] Rachel Landrith: I will be designing a guide book with the design methodology that I have been learning over the past 3 years. [2/7/12 9:30:14 PM] Stephen Lorance: so what all is going to be in the book? Stories? Picture?...
[2/7/12 9:33:23 PM] Rachel Landrith: Most likely I will be creating the content based on my research through articles and interviews. I am currently trying to set up an interview with people that have either experienced a slum tour, are currently employed at a tour company that takes slum tours, and someone who has lived in a slum and been on the other side of a slum tour as well as an expert in eco tourism [2/7/12 9:33:55 PM] Rachel Landrith: I hope to include info from all of these sources. I hope to include maps and images as well. [2/7/12 9:35:00 PM] Stephen Lorance: so how are you going to get your book out there? Is that part of your project? [2/7/12 9:36:17 PM] Rachel Landrith: No, I will just be creating the project as if it were the finished product. I don’t have to worry about actually getting it on the shelves at this point. [2/7/12 9:36:50 PM] Stephen Lorance: So how did you pick this topic to begin with? Did you see a movie about it or something? [2/7/12 9:37:37 PM] Rachel Landrith: No, I actually ran across an article about it in the NY TImes online over Christmas Break. I couldn’t believe this was actually happening out there. [2/7/12 9:39:13 PM] Stephen Lorance: So is slum tourism being portrayed in a positive light? Are you looking to change how people look at it? Or are you just trying to get word out about it?
[2/7/12 9:47:51 PM] Stephen Lorance: So how are you finding the people to interview? [2/7/12 9:50:19 PM] Rachel Landrith: Through a lot of research. Reality Tours and Travel is a tour company based in Mumbai, India that take slum tours through Dharavi. I have contacted the founder to set up an interview. I have also contacted Kennedy Odede, a writer for NY TImes who grew up in Kibera, the largest slum in Africa. He recalls being the victim of a slum tour and having women taking pictures of him. I have also contacted a few experts in Eco tourism from the University of Tennessee. [2/7/12 9:54:43 PM] Stephen Lorance: So what all are you going to ask in these interviews? The sources will be so different. [2/7/12 9:56:51 PM] Rachel Landrith: The questions will most likely be different for each perspective. I am currently in the process of drafting these questions. I just want to understand where they stand on the issue, why, and what has led them to this conclusion. [2/12/12 10:18:45 PM] Stephen Lorance: So how and why did you choose the location in India? [2/12/12 10:20:58 PM] Rachel Landrith: Well I’m sure that slum tourism occurs throughout the world but it is most prominent in the largest slums. Dharavi is one of the largest slums in Asia and slum tourism occurs frequently in this area, especially after the release of the movie, Slumdog Millionaire.
[2/7/12 9:42:34 PM] Rachel Landrith: The perspectives are pretty much split down the middle. Either people think it is exploitive or people think it is social awareness. The tour companies definitely portray it in a positive light. They talk about how you will have a chance to see women making jewelry, men making pottery and people recycling.
[2/12/12 10:21:21 PM] Rachel Landrith: I wanted to focus on one of the largest slums and I was able to find the most research about Dharavi
[2/7/12 9:44:13 PM] Rachel Landrith: I am simply trying to inform people. Most people have never even heard of slum tourism. And those that are thinking about participating don’t truly understand what it is.
[2/12/12 10:22:08 PM] Rachel Landrith: Yes, that is where the main characters are from. You’ll have to watch the movie sometime!
[2/7/12 9:45:12 PM] Stephen Lorance: So where are you finding out about it? It seems pretty new. Is there enough information out there to do your project? [2/7/12 9:47:15 PM] Rachel Landrith: Slum tourism is definitely becoming more popular but it’s been around for a while. The bulk of my research will be coming from online articles such as the NY Times, Smithsonian Mag, and other sources. There are no books out there about it. Not yet at least. Hopefully I will be able to get a lot of information from my interviews as well.
[2/12/12 10:21:45 PM] Stephen Lorance: Is Slumdog Millinoare shot in Dharavi?
[2/12/12 10:23:12 PM] Stephen Lorance: So can you use that movie as research? [2/12/12 10:25:39 PM] Rachel Landrith: Yeah, I think it’s really important since its the reason tourism has risen so much in that area [2/12/12 10:27:02 PM] Stephen Lorance: I’ve never seen it. If its not about slum tourism, what can you use for your project? [2/12/12 10:27:57 PM] Rachel Landrith: I won’t necessarily use the content within the film as research but more the film itself.
interview
Arvind Balan , Ecotourism Society of India “My personal opinion is that this is to be discouraged as it highlights nothing and the benefits are so miniscule that justifying them or elaborating on them isn’t a drop in the ocean. The rules and guidelines of small numbers, no photos, putting profits back to slums, being respectful about the dwellers, is just a pat on the conscience but not responsible.
Help, support and upliftment are possible in other ways than promoting tourism there.�
getting visual
slum tourism
THE OFFICIAL GUIDE
OFF THE BEATEN PATH: a guide for touring Dharavi.
observing other guidebooks
5
imagery
6
visual elements
these patterns were drawn from Indian tapestries.
7
mid-term presentation
putting together the parts + pieces
The presentation began with a clip from slumdog millionaire.
NOTES ON PRESENTATION >> Map + facts are simple and successful >> Very strong presentation >> Love the concept! >> Maybe include alternatives with your project, things people can do from home >> You’ve done a lot of work. >> Most important part: etiquette / could be closer to the front of book &/or more in depth >> Great job informing on Dharavi but need more on how to act >> What to expect! Grit-prepare audience and don’t sugarcoat it >> Emily: wasn’t sure if it was a take action piece, need to be more clear if it’s etiquette >> Tagline: inform reader of what to expect >> Is this intended to take with me when I travel exposing horrifics of what is over there or etiquette >> Make a stance: Educate / Take with them / Expose >> Handdrawn type: do more inside! Love it!
1st comp
REFLECTION ON MID-TERM PRESENTATION I am extremely pleased with how this presentation went. I felt that I presented everything very effectively and that it was a very powerful presentation. I never could have expected to get such a positive and enthusiastic response. I felt that the feedback was extremely beneficial as well as encouraging. It was very encouraging to get such positive feedback on my presentation because I really feel like I have grown a lot in my presentation skills. This presentation really gave me confidence to keep moving forward and pushing the limits on this project.
8
refining
chapter titles
book title
2nd comp NOTES ON SECOND COMP >> Change the “Be Aware” chapter to “Be Critical” >> Include an index or table of contents >> Include some organizations or embassies to contact in the “Make A Difference” chapter-Chapter Title pages / needs to be more active. Experiment with color. More grit. >> Refine line length >> Bold content within text to make it an easier read overall >> Watch your hyphens >> Include a single quote at the end of the book - this can be in garamond >> goldleaf/ garbage for cover-push that differentiation further >> infographic / hand drawn 1400 people >> Take out garamond within the body text- too poetic >> small type on full bleed spreads / make the color in the circles pop more / create more contrast >> still to safe with the overall design of book >> first tapestry design looks a bit like a snowflake
infographic
dharavi is an area about 2/3 the size of central park
rachel landrith senior thesis 2012 thesis pieces + parts
rachel landrith senior thesis 2012 thesis pieces + parts
OBSERVATION Slum tourism has become increasingly popular for the Western wealthy to get a first-hand understanding of the poverty plaguing many underdeveloped countries. ARGUMENT / PROPOSITION Slum tourism in Dharavi is exploitation of the people dwelling there, treating them like they live in a zoo. RESEARCH >This is an article from the New York Times, written by Kennedy Odede on the topic of slum tourism. Odede grew up in the Kibera slum, which is the largest slum in Africa. He recalls experiencing tourists coming through and taking pictures of him. http://www.nytimes.com/2010/08/10/opinion/10odede.html >This is the website for Reality Tours and Travel in Mumbai, India. This tour company takes guided tours through the Dharavi Slum. They are one of the few tour companies that has actually used the money made through tours to build schools and community centers within the slum. http://www.realitytoursandtravel.com/slumtours.html >This is a study from the University of Pennsylvania on Slum Tourism Travel Motivations. It shows that most tourists who have experienced a slum tour in Dharavi have been from the U.S. and did so mainly because of curiosity. It also shows that most tourists found that Dharavi residents gave them mixed feelings about their being there. Most tourists were interested and intrigued while on the tour. It also showed that slum residents didn’t want tourists to just stare and take pictures. They wanted them to stop and talk to them. http://tinyurl.com/78lc435 FINAL FORM I have created a “tourist guidebook” that will inform Western tourists about slum tourism in a subtle way as well as provide etiquette tips on visiting an impoverished area. AUDIENCE Western tourists looking to participate in these slum tours.
FINAL THESIS CONTRACT
AUDIENCE VALUE They will have an understanding of what slum tourism is and be challenged to ask questions about their motives before participating.
INTENTION Inform KEY TERMS Slum - a densely populated usually urban area marked by crowding, dirty run-down housing, poverty, and social disorganization Slum tourism - a type of tourism that involves visiting impoverished areas, which has become increasingly prominent in several developing countries like India, Brazil, Kenya, and Indonesia. Also referred to as “poorism” or “dark tourism”. Western wealthy – middle to upper class of Western society Exploitation - social relationship in which certain persons are being mistreated or unfairly used for the benefit of others. EXPERTS Arvind Balan , Ecotourism Society of India “My personal opinion is that this is to be discouraged as it highlights nothing and the benefits are so miniscule that justifying them or elaborating on them isn’t a drop in the ocean. The rules and guidelines of small numbers, no photos, putting profits back to slums, being respectful about the dwellers, is just a pat on the conscience but not responsible. Help, support and upliftment are possible in other ways than promoting tourism there.” PRECEDENTS >http://www.notforsalecampaign.org/resources/ Not For Sale is a campaign to end slavery around the world. >http://www.invisiblechildren.com/ Invisible Children uses creativity and social action to end the use of child soldiers in Africa. >http://www.one.org/c/us/about/3782/ One Campaign fights extreme poverty and preventable disease in Africa. VALUE TO DESIGN COMMUNITY This project further contributes to the avenue of designing for social change. It sheds light on an issue that has not been addressed by most disciplines, but most importantly, the design community. I’m proud to say that this issue will be exposed through a design driven resource.
9
final presentation
Jurors: Tom Graves •& nbsp;Director of Operations/Lecturer • Anderson Center for Entrepreneurship and Innovation, UT Tom joined the Management Department at the University of Tennessee in 2007 with the challenge of developing an undergraduate entrepreneurship collateral in the Business College. In addition to creating the collateral and developing 2/3’s of the courses, he established an entrepreneurship and innovation center, an undergraduate business plan competition which has spawned twelve startups, administers a grant competition to provide “seed funding ” for student owned companies, and founded the UT Chapter of the Collegiate Entrepreneurs’ Organization. He also co-sponsors “Vol Court”, an seven-session entrepreneurial workshop open to the community. Student teams, under his supervision, have engaged with nine aspiring entrepreneurs from the community in developing business plans for start-ups. He received the Richard C. Reizenstein “Outstanding Commitment to Students Award” from the business college in 2011. Tom started his current position with the university shortly after retiring from a 33 year career with a Fortune 500 company. During that period he held various domestic and international sales and marketing management positions. He was responsible for creating and managing two internal ventures in support of major corporate goals in addition to various other “intrapreneurial” activities. While living in Asia he was a start-up partner in an art and antique business in Singapore and was the founder of a similar business in Hong Kong. Tom is a 15 year volunteer with Junior Achievement helping high school seniors understand the free enterprise system and challenges of running a business. He holds degrees from East Tennessee State U and Va. Tech. Jennifer Banner • CEO Schaad Company Jennifer has served as chief executive officer of Schaad Companies, LLC in Knoxville, Tennessee since 2005. Schaad Companies is a 100-year old privately held holding company with businesses in residential and commercial construction, development, real estate brokerage, property management and investments. In addition to serving as chief executive officer, Mrs. Banner is manager of the Schaad family office. Prior to joining Schaad Companies, Mrs. Banner served as shareholder and principal at Pershing Yoakley & Associates, a regional accounting and consulting firm headquartered in Knoxville, Tennessee (1987-2005) and as a CPA with Ernst & Whinney in Tampa, Florida (19831987). Mrs. Banner is a member of the boards of directors of the Nashville Branch of the Federal Reserve Bank of Atlanta, BB&T Corporation (member of Audit Committee), Knoxville Museum of Art (Chair of the Collections and Exhibitions Committee), Tennessee Aquatics Inc., Halcyon LLC and past director of First Virginia Banks, Inc. She is a member of the Knoxville Diocese Finance Committee, University of Tennessee’s Department of Finance Advisory Roundtable and the University Chancellor’s Associates. Other memberships include Executive Women’s Association and Leadership Knoxville. She received her BS in business administration and Master of Accountancy with highest honors from the University of Tennessee, Knoxville, Tennessee.
final guidebook
NOTES ON FINAL PRESENTATION >> Wonderful Idea >> Tremendous resources, expand your districution base to include rotary >> ”I like the idea” >> ”People in the slums are interested and engaged by the tourists >> Commercially, have you gotten any feedback from tour companies? >> This helps us be less ignorant travelers >> This is the part of India they don’t want us to know about >> “I like your presentation.” Nicely done
REFLECTION ON FINAL PRESENTATION I was very satisfied with how the presentation went. I felt that I articulated everything very clearly and that my visuals helped emphasize what I was trying to say. The feedback that I received from the jurors was both very encouraging as well as helpful. Overall it was very positive and I felt that they connected with me on a personal level because of their previous experiences with the content within my project. It was also very encouraging to know that Jennifer was willing to buy some of my guidebooks to distribute to various people that she is connected with. There is always room for refinement but I am very proud of the project I produced this semester. I pushed myself to not settle for satisfactory. I attempted to go above and beyond to really address this issue of slum tourism in the most effective way possible and I think that it payed off. I could not be more happy for this to be my last design project as a student at The University of Tennessee.
BIBLIOGRAPHY
• http://johnluth.blogspot.com/2011/09/positive-spin-of-slum-tourism.html
• http://www.sciencedaily.com/releases/2010/01/100128142349.htm
• http://www.kiberatours.com/
• http://www.cnngo.com/mumbai/play/pros-and-cons-slum-tourism-723332
• http://www.independent.co.uk/travel/news-and-advice/kate-simon-is-slum-tourism-justabout-voyeurism-2023641.html
• http://www.realitytoursandtravel.com/slumtours.html • http://www.worldhum.com/features/eric-weiner/slum-tourism-the-responsibleway-20090312/
• http://tinyurl.com/78lc435 • http://www.youtube.com/watch?v=k4VNt4C7qpY
• http://traveler.nationalgeographic.com/2009/03/feature/slum-tours-text
• http://www.youtube.com/watch?v=b5P5--_yFf0
• http://travel.nytimes.com/2008/03/09/travel/09heads.html?pagewanted=all
• http://www.youtube.com/watch?v=5iI5m--_WoA
• http://www.tripadvisor.co.uk/ShowTopic-g304554-i4228-k4998511-Slums_tour_MumbaiMumbai_Bombay_Maharashtra.html • http://www.odemagazine.com/doc/62/slum-tours/ • http://www.hostelsclub.com/act-en-2269.html • http://www.smithsonianmag.com/people-places/squalor.html • http://www.notforsalecampaign.org/resources/ Not For Sale is a campaign to end slavery around the world. • http://www.invisiblechildren.com/ Invisible Children uses creativity and social action to end the use of child soldiers in Africa. • http://www.one.org/c/us/about/3782/ One Campaign fights extreme poverty and preventable disease in Africa.
This book was created by Rachel Landrith during the Spring semester of 2012 to fulfill a requirement of the Graphic Design curriculum at The University of Tennessee. This edition was printed at Blurb.
GOODBYE