What is it about?
This study explored the clothing selection practices and appearance of Pro-Vice Chancellors at the University of Cape Coast, Ghana, recognizing clothing as a basic human need and a form of non-verbal communication. Using qualitative methods and semi-structured interviews with three Pro-Vice Chancellors serving between 2012 and 2021, the research examined how their clothing choices convey messages and reflect their leadership roles. The findings showed that these clothing practices are influenced by various personal and contextual judgments rather than being arbitrary. The study adds to the understanding of how individuals in authoritative positions use clothing to communicate identity and professionalism.
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Why is it important?
This study is important because it sheds light on how clothing choices by university leaders, specifically Pro-Vice Chancellors, influence perceptions of authority, professionalism, and identity. Understanding these practices helps reveal the non-verbal ways leaders communicate their roles and values, which can impact organizational culture and public image. Additionally, the research fills a gap in knowledge about leadership appearance in Ghanaian higher education, offering insights that can guide leaders in making deliberate and effective clothing decisions to strengthen their leadership presence.
Perspectives
The study offers insights into how Pro-Vice Chancellors use clothing to communicate authority and professionalism within Ghana’s academic culture. It highlights clothing as a form of non-verbal communication influenced by cultural and social factors. The research contributes to leadership studies and provides practical guidance on managing leadership image through dress.
Dr (Mrs) Patience Danquah Monnie
University of Cape Coast
Read the Original
This page is a summary of: Clothing selection and appearance of pro-vice chancellors: A case of University of Cape Coast, Ghana, Social Sciences & Humanities Open, January 2023, Elsevier,
DOI: 10.1016/j.ssaho.2023.100490.
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