Tag Archives: Consumer Culture

The Effect of Consumer Culture and Supply Network on Diffusion of Adinkra Symbolic Clothing in Ghana (Published)

It is believed that through fashion and textiles designing, the education on adinkra symbols can be transferred for use in modern clothing and create competitive advantage in the clothing and textile industry. In recent years, adinkra craft-based culture appears to be anachronistic art industry with minimal attention given to the Ghanaian clothing industry. However clothing, a highly rated consumption item, has been recognised as a channel for the proliferation of socio-cultural attributes. This research work was guided by two conceptual frameworks; to identify facilitating factors in the production of adinkra symbolic clothing and to promote the diffusion of adinkra symbolic clothing through a supply network model formulated. Qualitative research method was used to collect data and the analyses of the study resulted in the use of quantitative statistical tool, applying Nvivo version 10. Data was obtained from four different regions in Ghana with a convenient sample of 35 organisations and individuals involved (representing the main stakeholder groups in the textiles and clothing supply network). The study identified consumer culture as a chief facilitator in addition to four key factors (knowledge, technology, relationships, and absorptive capacity) that influence the production, adoption and use of adinkra symbolic clothing. Stronger collaboration is therefore encouraged within the stakeholders of the supply network in clothing and textiles industry in Ghana.

Keywords: Adinkra Symbolic Clothing, Akan Culture, Clothing and Textiles Industry, Consumer Culture, Diffusion, Supply Network

Investigating Local Consumption Cultures and the Global Commodity: Ethnography of Local Culture In The Face of the Gobal In Baneh (Published)

The present research attempts to investigate local consumption cultures and the Global Commodity: Ethnography of Local Culture in the face of The Global in Baneh. Theoretically, the present paper in the frame work of consumption culture theories argues that the face of The Global should be understood in association with identity, Global Neo liberal market and collective ideology. In this research fifteen subjects with approach of participated observation were officially interviewed. As the result it can be concluded that local consumption cultures have the most influence on the market ideology and advertisement mechanism therefore, the role of religion and national features is less effective. The Global which includes particular meanings has the ability to get the satisfaction of consumers in various subculture: thus, the commodity has been successful in corresponding with self-embedded meaning and consumer interest. Local culture commence to accept the logic of market rationalization and follow its rules and in different cases, it has the capability to produce and adjust its commodity with harmonized logic. Local- traditional and Global relationships are continuing to survive: Even tough, market-based rational and logical rules are dominant on relationship form which organize local contents. Marketization and commercialization of public and private sector as well as the local people is a growing process that has involved everyone which result in moral reactions and adopting striking identity strategies.

Keywords: Articulation, Consumer Culture, Globalization, Hybridization, Localism, Post-Industrial Capitalism, ethnography