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Ghanaian values in motion: A content analysis of slogans on commercial vehicles in Accra.

Slogans on commercial vehicles are a common sight in Ghana. These material artefacts can provide insight into beliefs and values about the sociocultural, spiritual, and political experiences of life in the contemporary Ghanaian context. In this study, we collected and analysed a total of 438 commerc...

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Published in:Journal for Cultural Research Vol. 28; no. 4; pp. 378 - 393
Main Authors: Kenin, Abraham, Dzokoto, Vivian, Osei-Tutu, Annabella, Asamoah-Gyadu, Kwabena
Format: Article
Published: Taylor & Francis Ltd Dec2024
Subjects:
Affirmations (Self-help)
Attitude change (Psychology)
Motion analysis
Values (Ethics)
Terminals (Transportation)
Online Access:View this record in EBSCOhost
Summary:Slogans on commercial vehicles are a common sight in Ghana. These material artefacts can provide insight into beliefs and values about the sociocultural, spiritual, and political experiences of life in the contemporary Ghanaian context. In this study, we collected and analysed a total of 438 commercial vehicles' slogans from 5 main transportation terminals in the Accra metropolitan area. Our thematic analysis of these slogans shows a major emphasis on religious and spiritual values to the extent that most of the recorded slogans serve as positive affirmations of religious values and sources of spiritual encouragement. The dominance of religious references in such slogans highlights the importance of religiosity as a cultural value in everyday life in Ghana.