This study examines the use of ‘cultural’ imagery and messaging as a tool to revitalise crucial national industries. Specifically, it examines the use of Wear Local campaigns in Ghana and South Africa as strategies to rejuvenate their textile industries and to make them viable in an increasingly competitive global market. Conceptualising Wear Local campaigns as possessing both cultural and economic imperatives, this study highlights how both factors contribute to making products of Buy Local campaigns marketable by showing their importance as both cultural and economic products. Using a descriptive-evaluative design, the study adopted a triangulated research approach comprising a survey, key informant interviews and document analysis. Survey questionnaires were administered to a total sample of 308 respondents in Ghana and South Africa. The qualitative phase of the study involved 10 key informant interviews (comprising textile labour unions, clothing designers, and government officials in both countries) and document/documentary research. The quantitative data were analysed using descriptive and inferential statistics, while the qualitative data were analysed using interpretive approaches, such as content analysis. The results indicate significant uses of national cultural elements in the campaign messaging in both Ghana and South Africa, as well as notable differences in the ways in which these campaigns resonated with consumers in the two countries. For instance, cultural differences accounted for high popularity of the campaign in Ghana and low popularity in South Africa. Following from these findings, the study concludes that the discourse on Buy Local and Wear Local, and the use of national culture in commerce, must go beyond the question of efficacy to examine the conditions under which these campaigns can become an effective economic/market tool. The study makes an important contribution to the existing knowledge on national culture, national economy and globalisation.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:ufh/vital:27619 |
| Date | January 2017 |
| Creators | Darku, Esther Naa Dodua |
| Publisher | University of Fort Hare, Faculty of Social Sciences & Humanities |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Doctoral, DPhil |
| Format | 248 leaves, pdf |
| Rights | University of Fort Hare |
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