Ghanaian values in motion: A content analysis of slogans on commercial vehicles in Accra

Abstract

Slogans on commercial vehicles are a common sight in Ghana. These material artefacts can provide insight into beliefs and values about the sociocultural, spiritual, and political experiences of life in the contemporary Ghanaian context. In this study, we collected and analysed a total of 438 commercial vehicles’ slogans from 5 main transportation terminals in the Accra metropolitan area. Our the matic analysis of these slogans shows a major emphasis on religious and spiritual values to the extent that most of the recorded slogans serve as positive affirmations of religious values and sources of spiritual encouragement. The dominance of religious references in such slogans highlights the importance of religiosity as a cultural value in everyday life in Ghana.