Materialism
The exposure due to the Africa National Cup has had a tremendous
impact on the local market economies of Accra; the capital and host city. The popularity
of the Black Stars has promoted patriotism in a country full of change due to globalization.
Manufactures and vendors are now focusing apparel and merchandise on spreading Ghanaian
pride. “Black Stars” has now become a marketable slogan that both represents Ghana’s
rich history and developing society in today’s global economy. Riding down the streets
in Accra, one can guarantee seeing Ghanaian boys and girls selling any thing related
to football. This includes bracelets, flags, jerseys, necklaces, whistles, horns
and hats.
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Photo Taken By Easton Davis
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This travel course focused on the way Ghanaian institutions,
like the market economy, adapt to a globalizing economy. Through various methods
of observation we experienced first hand how the material culture of Ghanaian society
is ever-changing to meet the needs of a globalizing economy. The
slogan “Black Stars” which once symbolized the independence of a country is now
a marketable device. Just like in every culture, materialism is a tool for classes
to distinguish themselves from other classes. In particular, upper class Ghanaians
are easily recognized by their
 $400 suits; while many of the uneducated rural street kids could
not even afford shoes.
Over the course of this two week study abroad program, we witnessed how Ghana’s
material culture can unify a developing society, but at the same time divide classes.
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Photo Taken By Anthony Robinson
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