A CRITICAL INVESTIGATION ON THE INFLUENCE OF CELEBRITIES MODE OF DRESSING ON FEMALE STUDENTS DRESSING PATTERN IN UNIVERSITY OF BENIN

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

Clothing is one of man's most fundamental needs. Clothing encompasses clothing, shoes, and jewelry. Generally, garments are worn on the body to protect, decorate, or embellish it. According to Battaglia, (1995), garments are worn for decorative and aesthetic objectives, as well as to protect the body from severe weather conditions and to cover the body. It can also have an impact on a person's comfort and self-confidence. An individual's dress patterns offer a whole set of information and are frequently the basis for forming quick impressions (Manyam, Swarnalatha, & Padma, 2018). Dress patterns are the ways that a person has accepted to look in society. Dress patterns are mostly influenced by the current trends which are in turn influenced by celebrity fashion. Celebrity is a state of renown and widespread public recognition achieved by an individual or organization as a result of media attention. A person can become a celebrity because of their money, activity in sports or the entertainment industry, position as a political figure, or even a relationship to another celebrity (Battaglia, 1995).  In contrast to the neutrals 'famous' or 'notable,' or the negatives 'infamous' and 'notorious,' 'celebrity' usually denotes a positive public image.

A celebrity is someone who is well-known and receives a lot of public attention, as well as attention from other people. A public figure, such as a member of government, may be highly known but not a celebrity unless they have something else that makes them fascinating to others. (Manyam, Swarnalatha, & Padma, 2018) noticed that a person usually becomes a celebrity through entertainment, such as acting in movies, singing or rapping songs, or participating in sports. Celebrities are, without a doubt, ordinary people like us, but such thinking appears to be more reasonable than in real life. This is due to the growth of popular culture at the turn of the century, which has elevated celebrities to god-like stature in society. They are fascinating and awe-inspiring. Society idolizes and looks up to them. Humans have an innate desire to look to someone for reflection, validation, and authority, whether that person is a hero, mentor, guardian, or higher power. Celebrities are famous in modern times because of what they symbolize and represent (Hall, & Baym, 2012).

Celebrity news frequently takes precedence over geopolitical events in our culture. We elevate them to the status of contemporary gods, only to demolish them when they reveal themselves to be all too human. Celebrities are an easy target for infatuation since they are everywhere. And the paparazzi have aided this frenzy by blurring the distinction between private persons and public figures. Princess Diana died in a high-speed dash to avoid reporters and stalkers. Although French courts determined that photographers were not to blame for her death, it clearly illustrates the point: our infatuation with the affluent and famous has a cost on both us and them.

Celebrities may be found everywhere. We see them in movies, on television, in the news, in publications, on posters, and in a variety of other places. They are an almost inescapable aspect of our lives as we grow older (Hall, & Baym, 2012).

We look up to celebrities from a young age for a variety of reasons. For females, it is typically because of the attractiveness and expensive style of renowned ladies. Boys typically desire to have the muscles and sharp fashion sense of renowned guys. The phenomena of celebrity culture, which appears to be a Western cultural experience, is rapidly replicating the mainstream cultural system of these cultures in Nigeria and other regions of Africa. At the turn of the century, Nigerian media created a slew of superstars as a result of the diversity of popular media. These celebrities' lifestyles have also been exaggerated and glamourized in the media, resulting in a recent surge of attention paid to these media characters. Carlin, (2004) observed that Celebrities have a large impact on the fashion choices of young people especially the femalees since they represent ideal beauty. They appear to look fantastic wherever they go, whether it's to the grocery store or a red carpet event. Women attempt to stay up with the current fashion trends, and celebrities are among the most influential figures in modern fashion. Style is always evolving, and the youth want to ensure that they are consistently on trend. Women want to appear their best, therefore they look to superstars to help them do so. Celebrity lives influence the broader population, from television to tabloids. Celebrities have an impact on the broader population, especially the females given their prevalence in the mainstream media (Olori, 2003). Celebrities have a lot of impact since so many people look up to them and claim to be able to relate to them. Celebrities have a significant effect in the fashion business. Celebrities are frequently photographed and videotaped, and anything they wear is broadcast to the entire public. Women are influenced by the fashions they wear, and as a result, they begin to imitate the styles.

Celebrities and fashion trends are inextricably linked, with many well-known individuals either initiating the trends with their own style or making current designs more mainstream as followers seek to replicate the look. Celebrities have affected fashion in a variety of ways over the years.

Dress trends have been under heightened scrutiny in recent years, since most young females now dress contrary to recognized cultural standards, particularly in educational institutions (Obilo & Okugo 2013).

STATEMENT OF THE PROBLEM

Dress trends have been under heightened scrutiny in recent years, since most students especially the females now dress contrary to recognized cultural standards, particularly in educational institutions. In support of this axiom, Obilo & Okugo (2013) reported that public Nigerian universities are grappling with a surge of immorality, particularly among students. He described the issue as the rule of skimpy dresses in Universities, which has transformed many campuses into fashion runways. Aside from wearing short skirts, some female undergraduates throw caution to the breeze by exposing their breasts as a cheap way of attracting attention. "Dress to kill" has become a famous motto in lecture halls with the goal of seeming seductive (Omede, 2011). Higher education has intensified the urge to seem and be trendy as a result of peer pressure, celebrity influence and other environmental factors. It is clear that the more stylish the female students appear, the more popular they are among their classmates.

1.3 OBJECTIVES OF THE STUDY

The primary objective of this study is to critically investigate the Influence Of Celebrities Mode Of Dressing On Female Students Dressing Pattern In University Of Benin. Other objectives of this study are:

i.          To investigate the negative effects of celebrity mode of dressing  on the dress pattern female university students.

ii.        To investigate the ways celebrities mode of dressing influences the dress pattern of female students in Nigerian Universities.

iii.      To examine the effects celebrities mode of dressing has on Nigerian Universities

1.4 RESEARCH QUESTIONS

i.          What are the negative effects of celebrity mode of dressing  on the dress pattern female university students?

ii.        How does celebrities mode of dressing influences the dress pattern of female students in Nigerian Universities?

iii.      What are the effects celebrities mode of dressing has on Nigerian Universities?

1.5 SIGNIFICANCE OF THE STUDY

This study will be of great benefit to Universities administration as the results will show the effects celebrities mode of dressing influences female students and put stringent policies in place that will help curtail this epidemic. It will also be of great benefit to students of higher tertiary institutions as they will know the limits they can allow celebrity modes of dressing influence their dress pattern.

Finally, this study will serve as an existing material for further studies and future reference.

1.6 SCOPE OF THE STUDY

This study will focus on A Critical Investigation On The Influence Of Celebrities Mode Of Dressing On Female Students Dressing Pattern In University Of Benin. It will also focus on the ways celebrities mode of dressing influences female students dress pattern and also the effects of celebrity mode of dressing in Nigerian Universities.

The lecturers and students of University of Benin, Edo State will serve as enrolled participants for this study.

1.7 LIMITATIONS OF THE STUDY

This study will be limited to A Critical Investigation On The Influence Of Celebrities Mode Of Dressing On Female Students Dressing Pattern In University Of Benin. It will also focus on the effects and ways celebrities mode of dressing influences the dress pattern of female students. This study will not be offering solutions to the problems caused by celebrity mode of dress in Nigerian Universities.

This study will be limited to University of Benin, Edo state thus the findings of this study cannot be used in another university unless further research is carried out.

1.8 DEFINITION OF TERMS

Critical: expressing or involving an analysis of the merits and faults of a work of literature, music, or art

Influence: the capacity to have an effect on the character, development, or behaviour of someone or something, or the effect itself.

Investigate: carry out a systematic or formal inquiry to discover and examine the facts of (an incident, allegation, etc.) so as to establish the truth.

Celebrities: a famous person, especially in entertainment or sport.

Dress pattern:  an original garment from which other garments of a similar style are copied, or the paper or cardboard templates.

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