Go to AfricaBib home

Go to AfricaBib home AfricaBib Go to database home

bibliographic database
Line
Previous page New search

The free AfricaBib App for Android is available here

Periodical article Periodical article Leiden University catalogue Leiden University catalogue WorldCat catalogue WorldCat
Title:Refashioning chieftaincy in Ghana: festival dress, corporate sponsorship and new logics of value
Author:Adrover, LaurenISNI
Year:2015
Periodical:Africa: Journal of the International African Institute (ISSN 0001-9720)
Volume:85
Issue:4
Pages:635-655
Language:English
Geographic term:Ghana
Subjects:clothing
festivals
chieftaincy
power
Link:https://doi.org/10.1017/S0001972015000522
Abstract:Annual festivals in Ghana celebrate the agricultural harvest and commemorate the political authority of local chiefs. Today, multinational corporations such as Guinness, MTN and Vodafone sponsor almost all aspects of festival production. Sponsor participation has transformed festivals into sites saturated with images of commodities and corporate brands. While some chiefs support corporate participation, others deplore sponsors, who they perceive as threatening chiefs' control over the festival arena. A critical medium through which chiefs police and participate in discourses about cultural and political legitimacy is dress: chiefs clothe members of their entourages alternatively in T-shirts with corporate logos and T-shirts with images of chiefs. During festivals, chiefs orchestrate embodied practices to assert new claims to their political authority based on the nobility of their lineage or their participation in global economic networks. Through an exploration of contemporary dress practices, the author argues that what is at stake in corporate-sponsored festivals is the emergence of new logics of value that challenge people to reassess the social and economic relations that underlie the production of political power in Ghana. Bibliogr., notes, ref., sum. in English and French [Journal abstract]
Views

Cover