Fashion as Communication: A Semiotic Analysis of Asiwaju Bola Ahmed Tinubu’s Dress Pattern

Abstract

We often get enmeshed in symbols and the set of signs that are employed when interpreting communication, due to the belief that symbols or signs stand alone in representing meaning. A dress contains certain symbols or signs that are representations of reality which must be explored and understood as a form of communication or a picture of the social and cultural reality of its wearer. This study examines the communicative variables of Asiwaju Bola Ahmed Tinubu’s clothing, how they communicate beyond the dress and the non-verbal cues inherent in Tinubu’s appearance in different attires. The data for the study which are four pictures of Tinubu in different dress codes were subjected to a qualitative interpretation and analysis by employing the semiotic theory of Kress and van Leeuwen as theoretical framework. Findings reveal that dressing constitutes a type of semiotic symbol as it communicates much about the individual’s personality, philosophy and the context of situation behind the dressing. The study concludes that Tinubu’s dressing reveals some aspects of his personality, class and social status. The study consequently, recommends that people ought to be circumspect in their fashion choice as it reveals much about their character and identity.