The role of sculpture in social marketing communication of culture in selected communities in Accra the perspective of community members

Abstract

This study examines the role of sculpture as a tool in social marketing promotion of culture in some selected communities in Accra. As part of the campaign towards the need to increase the use of sculptures for promotion (adverts), the study delves into how sculptures ranging from statues, carvings and assemblage and construction sculptures can be used to communicate certain behaviour or culture related issues to community members for the purpose of achieving behavioural or attitudinal change in these communities. The study attempts to establish the evidence of the use of sculpture, consciously or unconsciously for social marketing purposes, in parts of Accra. It further probes the perceptions and views of community members on these sculptures in relation to how well they have served the purpose of communication of culture (behaviour) and the ways to improve on same in these communities. The study employed a qualitative approach, and relied on the interpretivist paradigm, case study, and descriptive design; in addition with, interview and observational instruments to investigate the opinion of the community members on the use of sculpture for social marketing with emphases on how sculpture for social marketing communication can be improved. Twenty (20) respondents from the communities were purposively sampled for the study. It was found that majority of the sculptures studied including those in other parts of Accra were not primarily meant for beautification instead they played social marketing roles, though, they did not have explanatory-captions to facilitate viewers understanding of what they are meant to specifically communicate, since they were not mere public sculptures nor meant for just beautification. Again, a section of the public (respondent) depended on captions to understand the meaning of sculptures. Among the major recommendations the study suggests out of the conclusions include the need to make captions, explanatory text, pools and lightening essential part of public sculptures if they are to attract attention and in addition communicate the very intention for their execution clearly without any equivocality.