Citation

Botnick K, Raja I. Thesis Eleven 2012; 113(1): 94-111.

Copyright

(Copyright © 2012, SAGE Publishing)

DOI

10.1177/0725513612456390

PMID

unavailable

Abstract

Many questions concerning the future of the urban Indian landscape have at their core the conflict of a modernist design aesthetic, which privileges uniformity and predictability, with what many consider to be the unsightly presence of a chaotic local aesthetic. The hand-painted signboard, a hallmark of Indian urban experience, is largely disdained by modernist planners, who became especially vocal in the lead-up to the Commonwealth Games in 2010, when the goal of transforming Delhi into a 'world class city' envisioned, among other measures, a reining in of the city's frenetic signboard culture. This paper examines the ingenuity of the hand-painted signboard which employs complex visual strategies such as three-dimensional depth cues, typographic innovation and visual metaphor, while assessing the unique ways in which hand-painted signage shapes the experience of public space in an urban environment. Against ideas of uniformity and order which underpin liberal modernist visions of the city both in relation to its visual cultures and the use of public spaces, this paper proposes what we call an 'aesthetic of accommodation': the visual and the social order here become sites for the expression of an 'adjustment' ethic visible in the hybrid art practice of hand-painted signboards and the multiple rather than single usage of public spaces evident in the manner in which signboards spill onto sidewalks and sidewalks onto streets.

Language: en