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The Craft of Tally: Tracing Marketability and Economic Sustainability of Crafts
This thesis explores the marketability and economic sustainability of the Tally craft in Gezeirit Shandaweel, Sohag, Egypt, with a focus on how the craft navigates the tension between cultural preservation and economic adaptation. Tally, a traditional form of embroidery, has deep cultural roots in E...
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| Format: | Thesis |
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AUC Knowledge Fountain
2025
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| Summary: | This thesis explores the marketability and economic sustainability of the Tally craft in Gezeirit
Shandaweel, Sohag, Egypt, with a focus on how the craft navigates the tension between cultural
preservation and economic adaptation. Tally, a traditional form of embroidery, has deep cultural
roots in Egypt but faces significant challenges due to global market dynamics, shifting consumer
preferences, and systemic institutional neglect. Through an ethnographic case study, this research
investigates how artisans, institutions, and market forces interact to shape the craft's future. The
study examines the role of cultural perceptions, innovation, and institutional support in fostering
or hindering Tally's economic viability. By integrating theoretical frameworks from craft studies
and examining key mediating factors such as gendered labour, access to markets, and the power
dynamics between artisans and designers, the thesis provides a comprehensive understanding of
how Tally artisans adapt to modern demands while maintaining cultural integrity. The research
also identifies gaps in institutional support and offers policy recommendations for improving the
craft’s sustainability. Ultimately, this thesis contributes to the growing discourse on the
sustainability of traditional crafts in the Global South, emphasising the need for systemic change
to support the livelihoods of artisans and preserve cultural heritage. |
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