Victor Ehiagwina Ph.D.

Uyinmwen Akesuyi Nomwen| Endurance Osaghae Edughu

Abstract

This study investigates the influence of fashion magazines on the dress patterns of female students in higher institutions, using Edo State Polytechnic, Usen, as a case study. Anchored on the Media System Dependency Theory, it examines how frequently students engage with fashion magazines, the nature of their influence on dress choices, and whether these impacts are perceived as positive or negative. A cross-sectional survey design was employed; involving 392 purposively selected female students across departments. Descriptive statistics were applied in data analysis. Findings revealed that although fashion magazines are seen as educational and fashionable, their readership remains low, with students preferring digital platforms for fashion information. This finding has raised concerns about the declining relevance of print magazines while highlighting the growing dependence on online sources. While many credited fashion magazines for boosting style awareness and confidence, concerns were also raised about the promotion of indecent dressing and unrealistic beauty standards. The study concludes that fashion magazines play a dual role: enhancing fashion literacy and inadvertently influencing cultural and behavioural norms. Recommendations include culturally sensitive media content, wider online access, and integration of media literacy into curricula.

   

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Published: 2025

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