Planners Becoming Visualizers in the Mediatized World: Actor-Network Analysis of Cairo’s Street Billboards

While visual communication is crucial in urban planning, there is a gap in understanding how dominant narratives and visuals affect professional planning practice and planners’ roles, particularly in mediatized urban environments. This study addresses this gap by examining street billboards in Cairo to understand how planning visualizations contribute to the restructuring of the planning profession. It explores how these visual tools shape the practice and roles of urban planners, who are increasingly becoming visualizers. Employing actor-network theory, the study traces the relationships between billboards, planners, and other network actors. The primary research question is: How and why does the use of planning visualizations (billboards) restructure the profession of planning, including planning practice and the roles of planners? Utilizing a qualitative exploratory methodology, the study focuses on billboards along Cairo’s 6th of October Bridge. Data were analyzed through visual and content analysis of 209 billboards to understand their language, content, patterns, and geo-positioning. The analysis revealed that billboards in Cairo significantly impact urban landscapes and the visual culture of urbanization, often promoting exclusive real estate projects to a socio-economic elite. The research highlights the dilemmas in the changing professional roles of planners within a mediatized world and underscores the need for more inclusive planning practices. By employing actor-network theory, the study provides a nuanced understanding of the complex relationships that shape and are shaped by the visual culture of urban planning, offering insights into how planners can navigate and influence these dynamics for more equitable urban development.