The Political Messages Behind Politicians Dress code in Uganda
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This study examines the nature and underlying meaning or message nonverbally communicated in the dress code of politicians in Uganda emerging from different political parties, the study also investigates the societal, public or the electorate interpretation and perception of dress code of various politicians in Uganda and most importantly unveiling the implied non-verbal message the politicians seem to be communicating in their dress code. The study focuses on semiotic theory of signs and symbols pioneered by Ferdinand Disassure which deals with the study of signs in different societies. On the other hand the study also utilize the theory of Social psychology of dress which Johnson and Lenon defined as concerned with how an individual dress affects the behavior of self as well as the behavior of others towards the self. Both semiotic and social psychology of dress is in line with the research topic on dress code of politicians and symbolic message underlying in the clothing, watches they wear and different hair styles. The study was conducted in Kampala, metropolitan the capital city of Uganda. Kawempe South. In Kawempe sub-country which encompasses the areas of Makerere University, Kikoni, Wandegeya, Kavule, kikumikikumi among others. The general argument of the study is that the dress code of politicians should not be taken at literary level for granted. One choosing to think in terms of smartness no! It is far away from that, the heart of the matter is that politicians‟ dress code non-verbally communicates political ideologies silently to the electorates. As a result the public ought to develop a discerning eye to analyze, interpret and comprehend how different politicians dress and ideologies, they seem to be non-verbally sending or communicating to the public.