Dynamism of Beauty Pageantry: The Conceptual Frame of Ghana’s Most Beautiful Pageant

Abstract

In the African continent and for that matter Ghana, little is written or known about beauty pageantry. Viewers for the past 14 years, watch Ghana's Most Beautiful (GMB) yearly without enough documentation on the relevance of its concept. This article expounds the main concept of the pageant and its possible significance on the Ghanaian society. Descriptive research design was employed to obtain answers to questions regarding its activities. The Population consisted of participants from contestants' hometowns while the sample was purposively selected according to various stakeholders involved. Research instruments employed were observation, interviews and content analyses. The study revealed that the pageant's concept did not only align with its focus, but also promoted businesses and adoption of cultural values. It is a yearly event full of educative and brilliant scenes geared towards possible live transformations. It is recommended that GMB continues to evaluate its yearly events to avoid deviation from concept into undesired practices.