Impact of foreign contemporary mode of dressing on Ghanaian dress culture heritage among the youth in tertiary institutions in Ghana

Abstract

This study explores contemporary dressing styles among the youth in Ghana, focusing on their effects on national identity, cultural heritage, and educational beliefs. The research aims to determine whether current trends result from Western influences, media exposure, acculturation, or a broader paradigm shift. Key objectives include identifying traditional Ghanaian dressing styles, evaluating the impact of modern fashion on national identity and cultural values, understanding the motivations behind contemporary youth fashion, and assessing the role of acculturation. Additionally, the study seeks to identify ways to promote Ghanaian dress styles among the youth. A qualitative research approach was employed, utilizing semi-structured interviews and observations within an interpretive framework. The sample comprised 50 participants, including tertiary students, lecturers, clothing vendors, beauticians, and fashion designers. Data were collected, transcribed, coded, and analysed in alignment with the study’s objectives, with strict adherence to ethical considerations, ensuring participant confidentiality and anonymity. Findings revealed a significant diversity in youth dressing styles, ranging from traditional to modern and hybrid forms. While traditional garments like Kente cloth, smocks, and batakari remained valued, their use has become largely confined to special occasions. These trends indicate a potential erosion of national identity and cultural values, yet they also highlight the creativity and selfexpression of Ghanaian youth. Opinions vary, with some viewing contemporary fashion as progressive and adaptive, while others see it as a departure from traditional aesthetics. The study concludes that the evolution of dressing practices among Ghanaian youth is influenced by factors such as globalization, media influence and individual choices. It recommends fostering awareness programs to balance contemporary styles and traditional values, emphasizing the importance of preserving cultural heritage while embracing modern ways. The findings underscore the need for educational and cultural institutions to engage youth in discussions about merging fashion trends with their identity and cultural preservation. Ultimately, this study contributes to the discourse on culture and modernization by illuminating the changing dressing practices in Ghana and their broader societal implications.