1.1 INTRODUCTION TO THE STUDY
This research looks at the impact of Western fashion on students. Different people have defined the term fashion differently. The various definitions of fashion are based on the differences in people’s orientation.
Fashion, according to Wikipedia (2013), is a broad term for a popular style or practice, particularly in clothing, footwear, accessories, makeup, body piercing, or furniture. Fashion refers to a distinct and often habitual trend in a person’s dress style, as well as prevalent behavioral styles.
Fashion also refers to the most recent textile designers’ creations. The more technical term, costume, has become so inextricably linked to the term “fashion” that the former has been relegated to specific senses such as fancy dress or masquerade wear, whereas “fashion” refers to clothing in general and the study of it. Although some fashion trends are feminine or masculine, others are androgynous.
According to Obiora (2002), the transformation of fashion is gradual rather than abrupt. According to He (2002), fashion is a never-ending process of change. It changes in exactly the same way that humans do. It is dynamic, learned, acquired, transmitted, or diffused from generation to generation via contact or means of communication flow. Nigerian traditional fashion appears to be fading as a result of Western fashion acceptance and adaptation. Lerner provides one such theory relating to this subtle method of attacking international communication (1956).
Lerner’s concept of “empathy” states that residents of third-world countries must learn to empathize with the West in order for modernization of their societies to be possible. Schramm (1964) developed an intriguing model in which he equates the level of social development of communication to various nations.
Access to western fashion is associated with individual modernity. Nigeria and other developing countries have responded to these findings by devoting a significant portion of their foreign exchange earnings to fashion.
1.2 STATEMENT OF THE RESEARCH PROBLEM
The influence of western fashion on Nigerian students is said to be a serious issue that Nigerians face. Among these issues are:
1. Inadequate policy to protect students from inappropriate clothing.
2. There is a deterioration of cultural values.
3. Western fashion impersonation
As a result, if the aforementioned issues are not addressed, the Nigerian fashion industry will be completely destroyed.
1.3 OBJECTIVES OF THE STUDY
The researcher’s goal is to conduct an in-depth study on the influence of Western fashion on students in order to determine its implications for Nigerian cultural values. Among these goals are:
1. To demonstrate how the contents of Western fashion influence Nigerian students.
2. To investigate its pervasive influence on the values of Nigerian students.
3. To determine whether western fashion should be embraced or rejected by Nigerian students.
1.4 THE IMPORTANCE OF THE STUDY
1. The research will aid in the possible dilution, dominance, and eventual absorption of the African/Nigerian fashion, which has been characterized until now by good neighborliness, respect for elders, virtuousness, community orientation, and collectivism.
2. It will allow the government and policymakers to put adequate measures in place to control the flow of Western fashion into Nigeria.
3. It will help to dispel the notion of Nigerians imitating Western fashion or ways.
1.5 QUESTIONS FOR RESEARCH
The research questions are arranged questions that are intended to be asked by the researcher and receive feedback (answers) from respondents. The following question should be used by a researcher to achieve her goal.
1. Do Nigerian students expose themselves to more Western fashion?
2. Do students favor Western fashion over traditional fashion?
3. Do Nigerian students identify with traditional or western fashion more?
1.6 HYPOTHESES FOR RESEARCH
1 H1: Nigerian students are becoming more exposed to Western fashion.
H0: Nigerian students do not expose themselves to Western fashion as much as they should.
2 H1: Students prefer Western fashion over traditional fashion.
H0: Students prefer traditional fashion to Western fashion.
3 H1: Nigerian students prefer western-style clothing
H0: Nigerian students do not prefer western clothing.
1.7 OBJECTIVES OF THE STUDY
The purpose of this research is to determine the impact of Western fashion on Nigerian students. For the purpose of the study, oral interviews were conducted with both staff and students from a few selected institutions. However, the research is more dependent on the questionnaires that were distributed to students and staff and were completed and returned. The researcher also read textbooks, newspapers, and journals that contained a wealth of information about the study.
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