Full Project – Influence of musical celebrities dressing pattern on youths’ in Jesse town

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CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Music is described as the chronological organisation of sounds; that is, making certain sounds at certain times, which make melodic, rhythmic and harmonic sense. Thus, in music, beat is the regular pulse which provides a ‘timeline’ for the rhythm to anchor itself to. Rhythm is essentially repeated patterns of long or short, stressed or unstressed sounds or silences which fit into the main beat. (Odion 2010)

Most musicians dress in an alluring manner that showcases their sensitive parts of their body, because they want to be known to the general public. (Odion 2010) pointed that most of them imitates foreign musical celebrities. Nigeria is one of the most prolific music producers in the world and plays a pivotal source of entertainment. Music however, is also instrumental in setting trends for fashion and life style. People in Nigeria love to talk about music stars. In fact, music is the reflection of modern society and culture on one hand and they easily influence all sections of society in all possible ways or the other.

Besides, fans of these celebrities check in on Facebook, what they are doing on Twitter, and even check applications regarding their favourite celebrities’ day to day details. People largely start imitating their favourite heroes and heroines, their style, their way of living, dressing,’ talking and thinking. In 2008, William H. Short Executive Director of the Motion Picture Research Council carried a research on the influence of movie on to human behaviour with- a grant of $ 200,000 from Payne Fund. The study revealed that”…authentic portrayal of life by these celebrities, from which people draw patterns of behavior, stimulation to overt conduct, content for a vigorous life of the imagination, and ideas of reality” Jowett, (2007).

Blumer (1993) on the other hand, talked about how the music affect the young children’s feelings, noting that a number of factors influence the cultural values and life styles of a society, the overwhelming amount of music and their pervasive impact lead us to argue that celebrities whether from music, modeling, or advertising leave an indelible imprint on our social and cultural values. Ronald (1981) in his book Advertising and Social Change says: “The institutions of family, religion and education have grown noticeably weaker over each of the past three generations. The world itself seems to have grown more complex. In the absence of traditional authority, advertising has become a kind of social guide. It depicts us in all the myriad situations possible to a life of free choice. It provides ideas about style, morality and behavior.

Since adolescence is a critical period of growth and emotional turmoil, it is typically defined as the period beginning about 10-12 years of age and ending around 21-22 years of age (Ashfordet al., 2006). During adolescence acceptance and appearance are important to the development of self-identity. “Teens like to laugh, love to have fun, and are wise beyond their years. The effect of seeing a celebrity wearing a particular style in a commercial or some other paid form of advertisement was much less effective for teens than seeing them on an award show or pictured casually in a magazine, which they felt displayed a more real and legitimate image.

Apparently, credibility was a big issue for the teens and they felt that being paid to wear something was not reflective of personal tastes or likes by the celebrities and therefore would not be influential in getting them to adopt a new fashion (Weisfeld-Spolter and Thakkar, 2011). While talking about the tremendous impact on the successful adoption of a fashion by the masses as a follow up of their movie celebrities, Rogers (1995) has aptly defined ‘opinion leadership’ as “the degree to which an individual is able to influence other individual’s attitudes or overt behavior informally in a desired way with relative frequency”.

Teenagers are the most common people trying to copy their idols. The images that infiltrate the minds of young people effectively manipulate their sense of self, especially with regard to their physical appearance.

When young men and women are constantly, seeing ‘skinny, big breasted, tall, tan, and sexual’ women and ‘muscular, tan, tough, trim, and sexy men’ they begin to think that those images of the male and female body are the ideal and are the only acceptable and attractive body types. Weisfeld-Spolter and Thakkar (2011) have studied the roles of celebrities in the diffusion of fashion amongst teenagers in the USA by examining them as opinion leaders who influence teens to try and ultimately adopt new fashion styles.

The power of the celebrity easily takes control of the teens and leaves both negative as well as positive influences. A teen needs to satisfy his needs and aspirations for love, acceptance, and success in order to experience high self-esteem, self-respect and confidence. The foregoing amongst others prompted this research work: to know the influence of Musical Celebrity dress pattern on youth, using youths in Jesse Town as a focus.

1.2 Statement of Problem

Interest in celebrities seems to be a human phenomenon that goes as far back as recorded history and still has its place in our minds today. Tertiary institution students who form an essential part of the Nigerian youths are not left out as they seem to be very captivated by the livestyles of celebrities. Today, young people are exposed to different kinds of dress patterns due to their immense range of influential figures they watch on television channels, Giles and Maltby (2003). It is important to note that before now, a guy wearing a pair of jagged jeans around could be seen as a mad person, but now just anything would do as youths are seen in dress styles that could be considered out of this world (Okoh, 2010). The Nigerian music industry is not deficient of such dress styles with big names like Wizkid, Tiwa Savage and others.

Meanwhile, these are the persons most youths nowadays compete with in terms of dressing. Thus (Orogun, 2013), postulated that the youths are those in the forefront of this erotic dressing, yet it is still unsure if these celebrities have a direct influence on the dress behaviour of youths. Therefore, this study examines the influence of Musical Celebrity Dress Pattern on Youth, using youths, in Jesse Town as reference.

1.3 Objective of the Study

The primary objective of the study is to examine the influence of Musical Celebrity Dress Pattern on Youth, Specifically the study seeks:

To determine the level of awareness of Jesse Youths in musical celebrity dress patterns.
To examine if youths in Jesse town are influenced by Musical celebrity dress patterns
To know the extent to which celebrities influence the dress patterns of youths in Jesse.

1.4 Research Questions

What is the level of awareness of Jesse youths to musical celebrity dress pattern?
Do celebrity dress patterns influence the youths in Jesse?
To what extent are youths in Jesse influenced by celebrity dress patterns?

1.5 Significance of the Study

The results gotten from this study would add to the body of knowledge currently available on celebrity dress patterns and its influence on youths. It will also be useful to celebrities on the need to play the image role as they have thousands of youths who see them as role models. By reviewing the available literature, collecting and analysing data and drawing recommendations from the findings, the study will be relevant to stakeholders (parents, students ‘and curriculum planners), Universities and the researcher. However, future researcher that will study related topic will make use of this work as a reference material. Findings and recommendations emerging from this study will be of immense benefits to the academic community at large.

1.6 Scope of the Study

The conceptual scope of the study is mainly on the effects of celebrity dress style on youths. The geographical scope will cover Jesse town, in Delta State.

1.7 Limitation of the Study

There are constraints that the researcher is expected to encounter in the course of this / research. Much has been done on celebrity lifestyle but very few deals with dress style. It is still expected that respondents may misplace some copies of the questionnaire or will not fill some properly.

1.8 Definition of Terms

Influence: The effect result or outcome of something that is occurring earlier.
Celebrity: A famous person, especially in entertainment or sport

iii. Dress style: dress style’ means the general style of what you wear: e.g. informal = jeans and t-shirt; ‘business casual’ means for guys nicer pants than jeans, collared shirt, no tie, for women the same or a reasonably nice outfit; business formal – coat and tie or business suit.

Jesse: This is a community located in Delta State, it is the center town of Idjerhe Kindom in Ethiope West local government area in Delta state. It has 32 villages that make up the entire community.
Youths: This is the time of life when a person is young, especially the time before a child becomes an adult.

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