Communication through popular culture: Analyzing a googi performance on early marriage among the Kusaas of Ghana

Hasiyatu Abubakari, Adwoa Sikayena Amankwah, Abigail Opoku Mensah

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

Abstract

This work investigates the use of a popular cultural performance called googi, to advocate against early marriage and its associated cases of adolescent pregnancies in Kusaal speaking communities in Ghana. It highlights how a local cultural artist employs the power of an indigenous language to skillfully address a significant socio-cultural issue. This research analyses the literary techniques employed by the artist in her didactic performance which challenges cultural norms that endorse early marriage. The artist advocates for social transformation through education underscoring the causes of early marriage as including socio-economic and cultural factor. The findings demonstrate that the persuasive use of indigenous language in popular cultural performances serves as great instruments for communication, advocacy and entertainment in rural communities.

Original languageEnglish
Pages (from-to)90-106
Number of pages17
JournalLanguage and Communication
Volume99
DOIs
Publication statusPublished - Nov 2024

Keywords

  • Early marriage
  • Googi performance
  • Kusaal language
  • Popular culture
  • Teenage pregnancy

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