Influence of Fashion Advocacy at the Amvca in Promoting African Cultural Heritage

Student: Mercy Oluwaseyi Ajigbolamu (Project, 2025)
Department of Mass Communication
Elizade University, Ilara-Mokin, Ondo State

Abstract

This study investigates how fashion functions as a strategic tool for advocacy and social change in contemporary Nigerian society, focusing on the Africa Magic Viewers’ Choice Awards (AMVCA) 2025. The study investigates public perception, interpretation, and media amplification of fashion statements at the event, specifically concerning cultural identity, gender norms, and body positivity. A descriptive survey of 319 AMVCA attendees revealed high awareness of fashion's social role, with 86.5% recognizing its use for advocacy and 82.1% observing social media discussions linking AMVCA fashion to social issues like African cultural pride (82.1%), body positivity (43.0%), and gender equality (10.7%). Findings indicate that AMVCA fashion significantly influences social and political conversations, serving as a medium for cultural storytelling and challenging norms. The study concludes that Nigerian fashion, amplified through digital media and high-profile events, is a potent tool for societal advocacy, reflecting and catalysing cultural and political discourse. The study recommends collaborations between fashion influencers, media, and advocacy groups, alongside investment in media literacy and fashion journalism, to sustain this impact.

Keywords
Advocacy Africa AMVCA Cultural Heritage Fashion Influence.
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