The "other" creatives : design and culture in Western Sydney

Abstract

Western Sydney is an in-between place that is neither unified nor uniform and with constantly shifting borders; somewhere that is constantly in a state of transformation and becoming. Yet despite its vast and diverse geography, media representations tend to focus on the region's suburban aesthetic, and studies have shown that the area is recurrently portrayed as a cultural wasteland, the ugly "Other" Sydney characterised by social problems and neglect, where people are too focused on surviving to be "cultural" and referred to in shorthand as "Westies". This stereotype has effectively operated as a brand that positioned Western Sydney as subservient to the rest of Sydney, affecting the social and economic interactions of people from the West. In recent times, some Western Sydney local councils have undertaken rebranding processes to make themselves more competitive, usually through celebrating demographic diversity, natural, sporting and recreation assets, and more recently, proximity to the new international airport. However, the region's cultural assets-past, present, and emerging-have been overlooked, potentially hindering efforts to carve a more unique and authentic identity for the region, and limiting opportunities for locals and locales in the West. Following Melbourne and Sydney, Western Sydney is now Australia's third-largest economy and is a key growth area, with new houses, jobs, and major projects in progress. Yet despite recent investigations into patterns of development and infrastructure growth, there have been few that explore Western Sydney-based creative industries in keeping with the studies conducted in areas surrounding other Australian cities. Instead, recurring discussions about Sydney's creative scene tend to reinforce a stereotype, conceptualising creativity as a bohemian, inner city phenomenon with limited consideration given to creative industries situated in the apparently uncool outer suburbs, repeating a pattern of representation that situates the people of Western Sydney as outsiders. From the inside position of designer and Westie, this thesis explores how visual representations have helped to shape and sustain Western Sydney's reputation as Other to Sydney and proposes how it could be repositioned through harnessing the cultural power of branding. Drawing from cultural studies, creative industries discourse, and branding practice, this thesis illuminates the connections between design and cultural agency in the West. In doing so, it contributes to the reconceptualization of Western Sydney's identity during a time of unprecedented change and development.

Date of Award	2021
Original language	English