“How I Dress is No one’s Business!”: Fashion as a Subversive Language of Resistance Among Female Christian Celebrities in Ghana

Author

Amanda E. Gyesi, University of New Mexico - Main CampusFollow

Publication Date

Summer 7-30-2024

Abstract

Influenced by burgeoning literature on feminism and feminist theories, specifically within the African context, I analyze the intersection of religion and celebrity culture among a select group of women in Ghana. Using the African feminist critical discourse analysis, guided by Stuart Hall’s encoding and decoding model, this research examines how female Christian celebrities in Ghana enact resistance, project their agency, and shape their identities through their fashion statements and sartorial choices, hence contributing to the broader discourse on fashion communication among religious women.

Through a critical analysis of Instagram comments and YouTube interview transcripts, I argue that fashion communication among Christian female celebrities in Ghana merits significant attention for its implications in media engagement, religious discourse, self-presentation and public opinion. Further analysis of data revealed Ghanaian female Chrisitan celebrities employed an assertive personalization of fashion in their self-presentation online. Additionally, findings from the study highlight the multifaceted ways in which these women negotiate and resist conventional norms, challenging stereotypical portrayals in media and popular culture.

The study underscores the significance of fashion communication as a site of contestation, agency, and identity construction within religious contexts, offering insights into the broader discourse of power, representation, and cultural identity in contemporary Ghanaian religious and cultural society. Implications, recommendations and limitations were also discussed.

Language

English

Keywords

fashion communication, Christian female celebrities, critical feminist discourse analysis, resistance, agency, social media, encoding and decoding model

Document Type

Thesis

Degree Name

Communication

Level of Degree

Masters

Department Name

Department of Communication and Journalism

First Committee Member (Chair)

Cleophas T. Muneri

Second Committee Member

Ilia Rodriguez Nazario

Third Committee Member

Michael Lechuga

Recommended Citation

Gyesi, Amanda E.. "“How I Dress is No one’s Business!”: Fashion as a Subversive Language of Resistance Among Female Christian Celebrities in Ghana." (2024). https://digitalrepository.unm.edu/cj_etds/171