The aim of this study is to understand why we should be involved in the preservation of our traditional heritage, because the youth in CENTRAL AFRICA is losing their cultural legacy, compared to the previous generations, because of societal shift and western influence.
This generation feel a huge need to fit in because of external pressure.
The impact of globalisation has result in notable transformations across various societal domains. In central Africa, the western media holds a crucial position in influencing the outlook and inclinations of generation Z. The ubiquitous presence of television, movies, and social media platforms, Western fashion trends and lifestyle have become more accessible and attractive to the youth in this region.
In addition, various social factors such as the influence of peer pressure, the quest of social recognition , and the pursuit of modernity contribute to the adoption of Western clothing styles among Generation Z. The economic factor has a significant role to play, as globalization has made western clothing brands more readily available and affordable in Central Africa, making them more desirable and accessible compared to traditional garments.
However, it is essential to understand the significance of preserving cultural heritage and diversity. While embracing Western fashion can be seen as a form of self-expression and modernity, it is crucial to strike a balance that allows for the preservation and celebration of traditional clothing. Cultural identity and heritage play a vital role in shaping both individuals and collective identities, and preserving these traditions is essential for maintaining a diverse and culturally vibrant society.
In conclusion, this research paper highlights the impact of globalization and Western media on Generation Z in Central Africa, leading to a decline in the wearing of traditional clothing. The study emphasises the significance to preserve cultural heritage and diversity while navigating the forces of globalization and embracing modernity.)
Table of content >
Intro > background of the study ( the designs ; the story of the fashion industry in central Africa ; how individuals consume fashions’ their habits ; define the Gen Z; aim and objectives ; the structure of my paper)
Body / development >
I- Historical and Cultural context in central Africa
(1. Traditional clothing 2. Historical and Cultural significance 3. The impact of globalisation and western media)
II- economic factors (1. Cost of traditional clothing 2. Influence of globalisation on fashion choices)
III- Social factors : traditional fashion in central Africa in contemporary times. (1. Fashion. & gen Z 2. Heritage and cultural interests in Gen Z. 3. The influence of pop culture in gen Z )
IV- Methodology (how did I get these informations ; did I encounter limitations during the study)
My own limitations and experiences:
– it was hard for me to have a neutral opinion and interpretation being apart of the Gen Z in central Africa regarding some results and findings
-lack of academic sources regarding the subject on/off line
-cultural lack of knowledge from Gen Z
– The lack of education affected the questionnaires ( some people didn’t wanted to take part of the study because they didn’t feel concerned about it)
V- Findings and discussions (questionnaire analysis as a justification of what has been said in subheadings)
Conclusion >
-Recap of the key factors contributing to the decline in traditional clothingfrom Gen Z in central Africa with regard to other area in Africa.
-Importance of the preservation of the culture
– recommendations and solutions (CALL TO ACTION)
Bibliography/ reference list>
Appendix > images used in the questionnaires and during the study
PS : Use as many sources that you can which will support the research .
Here are some sources that I found :
https://www.theguardian.com/global-development/2024/jan/01/fashion-can-change-africa-the-pioneering-designers-chasing-a-world-of-opportunity
https://www.umi1.co.uk/blogs/fashion-style/african-fashion-history-and-future
https://www.mckinsey.com/industries/retail/our-insights/the-influence-of-woke-consumers-on-fashion
https://industrieafrica.com/blogs/imprint/the-report-decoloniality-in-african-fashion-education-industry
https://www.esquire.com/style/mens-fashion/a56682/teddy-ondo-ella-africa-gabonese-fashion/
https://afroculture.net/the-raffia-traditional-fabric-of-gabon-madagascar-and-congo/
Book : Modern fashion traditions : Negotiating tradition and modernity through fashion ( Jansen , M. Angela ; Craik, Jennifer )
The birth of cool: style narratives of the African diaspora Tulloch, Carol 2018
Post colonial gateways and walls: Under construction Tunca, Daria; Wilson, Janet; Wilson 2017
Article : Fashion and clothing in colonial Central Africa- Meeting of two worlds Luttmann Anthropos, 1999-01, Vol.94 (4-6), p.381-400
Modernity and tradition in a global world: fashion in Africa. Hackspiel, Elisabeth African arts, 2008-06, Vol.41 (2), p.90-91
The designer exploring African stories through traditional fabrics: responsible fashion Owoh, Ugonna-ora New-York Times (online), 2022-10-17
The economics of traditional cloth production in Iseyin, Nigeria Bray, Jennifer M.
Economic development and cultural change, 1969-07, Vol.17 (4), p.540-551
Review: Fashioning Africa : power and the politics of dress Hopkins, Marycarol Africa today, 2006, vol.52 (4) , p130-135
‘Instagram made me buy it’: generation Z impulse purchases in fashion industry. Djafarova, Elmira; Bowes, Tamar
Journal of retailing and consumer services, 2021-03, vol.59, p.102345, Article 102345
You can find more sources in the files