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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/13717

Title: The rise of metrosexuality amongst male youth in Ghanaian tertiary institutions: a case study of male students at KNUST campus
Authors: Amankwah, Akosua Mawuse
Asinyo, Benjamin Kwablah
Howard, Ebenezer Kofi
Keywords: metro-sexual
unisex fashion
enhancement
gender distinction
culture
Issue Date: 14-May-2021
Abstract: Male enhancement and appearance has evidently become an emerging trend globally in this twenty first century, with the rise of a “new man’ otherwise known as ‘metrosexual man’. In Ghana, the practice is much apparent among educated male youth in the tertiary institutions. This case study explores the concept of metrosexuality to assess the levels of metrosexualbehaviour amongst male students of KNUST and evaluates its impact on the university community and the Ghanaian society. It adopts the descriptive observational research design and makes use of the non-probability sampling technique with specific reference to snowball and the quota system for collection, presentation and analysis of data. Evidence of the study reveals that metrosexuality as a fashion trend is very common among male students of KNUST. The major reason attributed for the popularity of this trend on campus is that the elite society has gradually come to accept unisex fashion and thus fashion restrictions such as gender and cultural consideration in fashion are low on campus, hence paving the way for most male students to express themselves solely based on their desire for novelty and satisfaction of their self-esteem needs. The study recommends that trend research and analyses should be conducted frequently to help identify factors or mediums that drive any fashion trend within a particular fashion season, to inform designers of key mediums and preference of their target consumers.
URI: http://hdl.handle.net/123456789/13717
Appears in Collections:College of Architecture and Planning

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