INFLUENCE OF CELEBRITIES’ DRESSING STYLES ON STUDENTS’ CHOICE OF CLOTHING AND SOCIALIZATION IN TERTIARY INSTITUTIONS IN KADUNA STATE, NIGERIA

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ABSTRACT


This study was carried out to investigate the influence of Celebrities’ Dressing Styles on Students’ Choice of Clothing and Socialization in tertiary institutions in Kaduna state, Nigeria. Four objectives, four research question and four null hypotheses were formulated as well as review of relevant literatures to the study. The study was a survey research design having Five thousand and thirty students as the target population while five hundred and three students served as samples for the study across three tertiary institutions in Kaduna State, Nigeria. The Sampling technique used was systematic sampling. The instrument used for data collection was questionnaire. The method of data analysis for bio data and research questions was by frequency counts, and percentages. Regression Analysis was used to test all the null-hypotheses at 0.05 level of significance. Results of the null-hypotheses showed that Null hypotheses one, two, three and four were rejected. Among the findings of the study were: celebrities’ dressing styles have significant influence on students’ socialization in tertiary institutions; celebrities’ dressing styles have significant influence on clothing utilization of students’ in tertiary institutions; celebrities’ dressing styles have significant influence on fashion trend of students’ in tertiary institutions; celebrities’ dressing styles have significant influence on clothing accessories of students’ in tertiary institutions. It was concluded that: Students’ of tertiary institutions tend to socialize based on their peers who conform to celebrities’ dressing styles. The researcher recommended among others that students should have good relationship with each other irrespective of individual outfits and clothing should not be the bases of determining social status of their fellow students.


TABLE OF CONTENTS

TITLE PAGE
ABSTRACT
TABLE OF CONTENTS
LIST OF TABLES
LIST OF PLATES
LIST OF APPENDICES
OPERATIONAL DEFINITION OF TERMS

CHAPTER ONE: INTRODUCTION
1.1       Background to the Study
1.2       Statement of the Problem
1.3       Objectives of the Study
1.4       Research Questions
1.5       Research Hypotheses
1.6       Significance of the Study
1.7       Basic Assumptions of the study
1.8       Delimitations of the Study

CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1       Theoretical Framework
2.1.1    Maslow Hierarchy of Needs
2.1.2    Theory of Social Influence
2.1.3    Distinguishing Theory
2.1.4    Impressive Theory
2.1.5    Symbolic Theory
2.2       Definition of Clothing
2.3       Concept of Celebrities
2.4       Dressing Styles of Celebrities
2.5       Clothing and Students Socialization
2.6       Clothing Utilization by Students
2.7       Trend in Fashion
2.8       Clothing Accessories
2.9       Psychology of Clothing
2.10.    Figures and Figures Types
2.11     Influence of Mass Media
2.12     Wardrobe Planning
2.13     Purchasing Behaviors
2.14     Empirical Studies
2.15     Summary of Reviewed Literature

CHAPTER THREE: RESEARCH METHODOLOGY
3.1       Research Design
3.2       Population for the Study
3.3       Sampling Size and Sampling Procedure
3.4       Instrument for Data Collection
3.4.1    Validity of the Instrument
3.4.2    Pilot Study
3.4.3    Reliability of the Instrument
3.5       Procedure for Data Collection
3.6       Procedure for Data Analysis

CHAPTER FOUR: PRESENTATION AND DATA ANALYSES
4.1       Analysis of Personal Data
4.2       Answers to Research Questions
4.2.1    Research Question One
4.2.2    Research Question Two
4.2.3.   Research Question Three
4.2.4.   Research Question Four
4.3       Testing Null Hypotheses
4.3.1.   Null Hypothesis One
4.3.2.   Null Hypothesis Two
4.3.3    Null     Hypothesis Three
4.3.4.   Null Hypothesis Four
4.4       Summary of Major Findings
4.5       Discussion of the Major Findings

CHAPTER FIVE: SUMMARY, CONCLUSION, AND RECOMMENDATIONS
5.1       Summary
5.2       Contribution to Knowledge
5.3       Conclusion
5.4       Recommendations
5.5       Suggestions for Further Studies
REFERENCES
APPENDIXES


CHAPTER ONE

INTRODUCTION

1.1         Background to the Study

Clothing is anything that is worn on the body which includes garments, jewelry, cosmetics, tattooing, shoes and others. Clothing is also a form of artistic expression that reflects the cognitive, moral and social aspects of human life (Kiran, Malik, Riaz, 2002). Humans expressed that during the present dynamic age, there was probably no other sphere of human activity being important to such an extent, in which values and life styles are reflected more than they are in the clothes that we choose to wear. An individual’s dress is a kind of “sign language” that communicates a complete set of information and is usually the basis on which immediate impressions are formed. Style of clothing that people wear, the fabrics, designs and colours can speak a lot about the way an individual thinks and live. Erwin et al (1979) recognized that no single conceptual framework was adequate in interpreting the significance of dress. Rather conceptual network of information that assists in apprehending the importance of clothing.

Ibrahim (2013) stated that change in clothing is inspired by fashion designers who decide to showcase their products in magazines, catalogues, newspapers and travels, cultural events such as stage play or life performance and art exhibition or a costume exhibit is also an inspiration. Similarly, clothing choice and practices are an important human activity that constitutes the selection, acquisition and utilization of clothes. These activities are affected by social reasons, values, goals and self-concept.


Celebrities are well-known personalities who are famous as a result of their achievements. According to Schlecht (2003), Celebrities are people who enjoy public recognition by a large share of certain groups of people. These recognition and achievements are usually known both locally and internationally. The Celebrities take different forms ranging from actors like Julie Robert, Rihanna, Beyonce, Morgan Freeman, models like Naomi Campbell, Agbani Darego, Genevieve Nnaji, sports like Tiger Woods, Venesa and Serina Williams, Raphael Nadal entertainers like Oprah Winfrey, Toke Makinwa, Amber Rose, Kim Kadashian, and musicians like Tuface Idibia, Di’ja, P-Square, Nicky Minaj, Omawunmi, Davido, Tiwa Savage etc. These celebrities and their visual fashion statements affect dresses of youth and also the fashion industry which is evident in specific fashion replications (La Ferla, 2006).

The celebrities mode of dressing are usually that of the western wears and these celebrities unintentionally start trends, photographers snap hundreds of pictures and after the photos have been published, new fashions are born. It is often seen that interviews of these Celebrities are read with keen interest by young people. Young boys and girls are eager to know the personal aims and attitudes of these people. The youth observe the celebrities closely and then imitate them in every instance of their life. The youth pay great attention to their advice even more than their parents, teachers and their well-wishers (Norton, 2006). Clothes with Celebrities names and pictures are one of the examples. Young boys and girls imitate the mode of dressing to gain some sort of psychological satisfaction. Celebrities who are viewed on television, movies, satellite, newspapers are all powerful tools of communicating dress sense and clothing styles to students (Kiran,Malik, Riaz, 2002).

Dressing patterns of these celebrities are usually done in a manner that suits their personality. Schuster (2011) explained that one of the easiest way to show celebrities personality without saying a word is through their style of dress because the image the project as they walk can immediately set the right tone for their performance. The mode of dressing comes in the form of romantic wears and colours that cling so much on them making them appear bold and sexy on stage. People will always have one thing in common; they want to look nice, they want to be aware of the current trends and their appearance to be appreciated.

1.2         Statement of the Problem

The practical function of clothing is to protect the body from dangers in the environment. Clothing protects against many things that can injure the naked human body but today, humans have shown extreme inventiveness in devising clothing. Strange appearance has come to characterize the dress pattern of students on the campuses of tertiary institutions in Nigeria. Fayeye (2008) opined that clothing, dress pattern or adornment is an aspect of human physical appearance which has social significance apart from food and shelter, clothing is listed as one of the basic physiological human needs. This most essential need of man has now posed a great deal of problem to people especially the students of tertiary institutions who dress indecently against.....

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