Abstract

A good number of youths in the University of Buea tend to copy most of their dressing styles from the media. The study seeks to find out the extent to which video clips influence the fashion choices of youths in the University of Buea. The research methodology used was the quantitative research methodology.

The study had three hypotheses; music videos have a significant influence on the dressing pattern of youths, the media has significant influence on youths dressing pattern in the University of Buea and other factors influence the way youths in UB dress.

The response for the second hypothesis was neutral (32.5%) while the first and last hypotheses were accepted (53.6%) and (37.3%) respectively. The results show that TV programmes like Movies, Series. Talk shows and Cat walks have a great influence on youths’ dressing pattern in the University of Buea.

CHAPTER ONE

INTRODUCTION

1.1 Background to the study

Music is found in every known culture both present and past. Chuma (2002) says music is a need for expression and communication. Narang (1999) added that music is a form of information that has the ability to influence people’s way of life. Music and fashion are like love and marriage which are inseparable. Both fashion and music celebrate and encourage creativity and the expression of self.

The muse has been in fashion for as long as music has been played. Musicians have greatly influenced designers. This extends from the inheritors of rock music to the bonafide pop royalty. Lady Gaga’s influence on and collaboration with Nicola Formichetti’s designs has produced some undeniable and interesting works of fashion which has had a great influence on the fashion choices of her fans.

Pop music influences the fashion choices that youths make. Pop musicians are trendsetters and are often featured in magazines, fashion blogs and various media that teenagers use for fashion inspiration. Youths also look up to the artist as cool and will often emulate their styles on the red carpet and in music videos. The pressure to look cool may affect youths self-esteem if they can not afford the clothes celebrities wear.

Walt Mueller in his article “teens and popular music” said in the 2006 MTV music video awards show, music star; Kanye West  on presenting an award to video producer Hype Williams, explained how music and music videos shape young peoples’ lives; that music is the soundtrack to our lives and these visuals influence our culture. He further described how music videos taught him what shoes to wear. Its lyrics, visuals, and artists lifestyle shapes youths’ values, attitudes and behaviours on everything from clothing style to sexuality and spirituality. Kachoka (2007) noted that TV messages have strong influences on issues of fashion styles, musical tastes and language. These are important cultural aspects to youths.

In an article by the youth for Christ ministry, it is explained that once a TV set is turned on, one is greeted with music from the likes of Lady Gaga, Beyonce, Rihanna and their likes, flashing their almost naked bodies in front of you. Fans of these stars, mostly young people are seen trying to dress and act what they watch in their favourite artist’s videos. Hechtman (2003) claims that teens allow themselves to follow along the trends set by media because of their quest for self-affirmation and discovery.

This is the reason style is directed towards adolescents, for their vulnerability and desire to ‘fit in’. Bombay (2000) on his part says hip hop is no longer limited to rap music and break dancing but now represents a new global musical culture that has influences on everything from fashion and style to mass media marketing and advertising.

In an article on www.fashion era.com, Pauline Weston Thomas says, for centuries individuals or societies have used clothes and other body adornment as a form of non-verbal communication to indicate occupation, rank, gender, sexual availability and class wealth or group affiliation. Fashion has become a form of free speech. Fashion not only embraces clothing but also accessories, jewelleries, hairstyles, beauty and body art. What we wear, how and when we wear it provides others with a short hand to cleverly read the surface of a social situation; that is who you are.

According to an article on www.ask .com, the origin of fashion started as a symbol of status and class stratification. The birth of fashion in the industry began to take shape in 1850. Before this year about 70% of all clothes were hand stitched. Fashion is believed to have originated from Paris. One reason why Paris became a center for fashion was because of Louis xiv interest in fashion. Fashion is an inborn part of the human condition. Since humans started covering up leaves and clothing out of animal skin hides, fashion had existed.

Fashion and lifestyle has changed over time by use of TV, radio and internet. What were once closed societies with their ways of living and thinking are now more generic. People used to wear variations of their national regalia, but in recent times, people all over the world use the same exact pieces of clothe due to seeing it on TV and other media.

By being bombarded with images, what was once abnormal has become the norm. In fashion, even the brand names of clothing have become very common. What is popular or fashionable in one country can also be trending else where. In the 1950s, teenagers asserted their independence with respect to style and they became fashion trendsetters.

It is common thing all over the world to see girls dress in very sexy and trending outfits and boys wearing sagged pants; a statement which originated in prisons abroad. Eventually, this form of dressing has been adopted by rap artists whom most boys look up to. This has made it easier for them to copy such forms of dressing. People are so aware that others make judgments about their clothes that many run up huge debts to belong to a particular lifestyle.

1.2 Statement Of Problem

In recent times the media has been seen as an epitome of distraction that has led the youths to indulge in immature misbehavior because they look up to musicians as role models while taking part in vices that have great repercussions on their behaviour and appearance. Observations have shown that regardless of the importance youths attach to fashion, it has been noticed that fashion has not been promoted positively to the desired level.

Among the reasons stated are the concerns that; youths tend to rely on video clips to see trending outfits. This has made youths indulge in many vices copied in this video clips like exposing their body parts and other morally wrong acts. The need of the hour is to study the usage of fashion among youths and the effects of the media (video clips) on their fashion choices.

1.3 Research Questions

1. To what extent do video clips influence the fashion choices of youths?
2. Can youths in UB better their fashion trends without the use of the media?

Check out: Mass Communication Project Topics with Materials