WESTERNISATION AND AFRICAN DRESSING PATTERNS: A STUDY OF UNDERGRADUATES OF IGNATIUS AJURU UNIVERSITY OF EDUCATION, PORT HARCOURT, NIGERIA

Abstract

The study examined Westernisation and African dressing patterns: A study of undergraduates of Ignatius Ajuru University of Education, Port Harcourt. The study objectives were to identify factors that motivate undergraduates to prefer Western styles of dressing over traditional African attire, analyse the perception of undergraduate students regarding the cultural relevance of African cultural dressing patterns in modern university environment, and to find out the role of peer influence, media and social network in shaping students’ choice of dressing patterns in Ignatius Ajuru University of Education. The study was anchored on Cultural Imperialism Theory. A survey research design was adopted. The population of the study was 10,000 undergraduates of Ignatius Ajuru University of Education. The sample size was 370 drawn from the population using Krejcie & Morgan (1970) sample size determination table. The purposive sampling technique was used. Structured questionnaire was used as instrument for data collection. Data were analysed using mean scores and standard deviation. The findings revealed that students overwhelmingly preferred Western styles for daily wear due to their perceived comfort, versatility, availability and association with modernity. Although students acknowledged the cultural significance of African attire, they largely confined its use to ceremonial events, viewing it as less practical for everyday academic life. The study also found that peer influence, social media and celebrity culture were powerful determinants in shaping these fashion choices, promoting Western styles as the standard for social acceptance. It was concluded that while cultural heritage is respected, functional and social pressures heavily favour Western dressing patterns in the daily lives of students. The study recommends initiatives to modernise and promote African attire for daily use and leveraging social media to enhance its appeal.