Summary
This research assesses the state of Senegalese social fabric in the face growing consumerism and materialism. It argues that the veneration of consumer goods, or commodity fetishism, threatens to undermine indigenous values such as teranga [hospitality], jom [integrity], and faida [self-respect], that have promoted cohesion, tolerance and fairness amongst Senegalese people since antiquity. In so doing, it reveals the role of commodity fetishism in shaping public life. To do this, the research applies theories of globalization, culture and commodities as articulated by Léopold Sedar Senghor, Brendan E. Asogwa, Cyril C. Eze, and Mercy U. Nwegbu for whom cultures, ideas and innovations are central in forming the social attitudes and behavior of a people. Their theories are supplemented by descriptions of Senegalese history and society as proffered by authors such as Diana Baird N’Diaye, Amadou Barry, and Eric C. Ross. Through such analysis, this research explains the core tenets of Senegalese social values, as well as how they are increasingly influenced by consumerism. It also reveals the potential of commodities to sustain cultural values by providing Senegalese people with access to media platforms and technology, that enable the sharing of values and practices within their communities and throughout the world.
Read More ↓Edition Statements
- Publication Date:2021
Thesis Information
- Degree:Ph.D.
- University:Howard University
- Advisor/Supervisor:Cham, Mbye B.;Zewde, Almaz
- Pages:197
Publication Statements
- Language:eng
- Publication Date:2021
Edition Identifiers
- proquest:2572563028
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