Abstract

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.

School

School of Global Affairs and Public Policy

Department

Middle East Studies Center

Degree Name

MA in Middle East Studies

Graduation Date

Spring 6-18-2025

Submission Date

6-25-2025

First Advisor

Noura Wahby

Second Advisor

Ingy Higazy

Third Advisor

Mamdouh Sakr

Committee Member 1

Noura Wahby

Committee Member 2

Ingy Higazy

Committee Member 3

Mamdouh Sakr

Extent

96 p.

Document Type

Master's Thesis

Institutional Review Board (IRB) Approval

Approval has been obtained for this item

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