- Key Findings why garbage continues to pile up in the village.Accountability rhetoric and reality of cleaning an oblique approach to packaging waste and garbage in rural tamil nadu
Sometimes the nexus between development ideas can seem contradictory. In 1983 Cavin Kare introduced shampoo sachets in rural India, coining the term ‘sachet revolution’ where products were made available in small quantities at affordable prices. Unilever and Procter & Gamble adopted the marketing strategy and today 87% of shampoo alone is sold in sachets in rural Indian markets. On one hand the shampoo sachet brings an aspiration for ‘development’,while on the other, it creates mass scale unrecyclable house hold packaging waste. Might obliquity answer this catch-22 and provide a solution to this larger systemic problem?
If the bottom of the pyramid is to be equipped to bring the next wave, other parts of the puzzle need to be obliquely addressed. Based in Perumugai, a village in South India, this study uses auto-ethnography to examine the gap in reality that prevents progress. Designing oblique methods for awareness toward progress, this project focuses on interdisciplinary communication methods to nudge community into a state ofconfidence (Csikszentmihalyi 2008) to initiate change in their community.
- Cognitive understanding of space and cleaning. There is a belief that 'if everyone does their part, everything will be fine' ; however This is not helpful as there are areas where local government needs to be involvement in environmental hygiene, it cannot be left to citizens alone.
- Besides the ever famous cape of corruption, rural local governments in India (panchayats) suffer from excessive rhetoric that looses its meaning by the time it reaches the community."veedu sutham, naadu sutham" literally means "if your house is clean, your country will be clean", which is problematic on 2 levels.1. The rhetoric itself, which seems to propose a certain amount of "transparency and accountability" in the functioning of the government, rather than merely physical environment.People take this rhetoric to indicate literal cleanliness.2. The rhetoric indicates there is no need of a system that checks cleanliness and depends solely on the 'good intention of citizens'. People in the village literally clean their surroundings, and believe if everyone cleans near their own homes everything will stay clean, yet there is a stark amount of garbage piling up each day over 15-20 years of packaging waste that local government refuses to deal with.3. Local government tries to provide what they feel people in the village want. Local government assumes people in the village are interested in material benefits like fans, televisions, grinders, mixies and clothes. The experience of clean environment or surroundings does not seem to feel enough of a benefit over physical material benefits.
- visualizing the key issues of why garbage waste continues to exist in residential rural Tamil Nadu India.
- Public cleaning in Perumugai Village in Tamil Nadu happens on special occasions of elections or festivals.
- Thematic coding.By coding interviews and areas of concern from different people and their interaction, themes emerged from the data through a process of interpretive analysis. I used a interpretive phenomenological analysis method for coding the data.Understanding interaction between stake holders and key figures in the village, helps give insights to where and what communication design must address.
- stake holder flash cards approach analysis