Doctoral thesis
This thesis examines the practices involved in the design and use of costumes in Bongo Movies. Previous studies had generally concluded that there were malpractices in costume design and use but none had cared to conduct a systematic enquiry to find out why the situation had persisted. Hence, this study aimed at filling this knowledge gap. Employing a Semiotic theory, the study selected and reviewed three films namely Lerato, Godon and Heshima ya Ndoa in order to examine how costumes were designed and used, to investigate perceptions held by producers, directors, and costume designers as well as to analyze viewers’ reactions towards costume use. This study was conducted in the three Municipals of Dar es Salaam namely Kinondoni, Ilala and Temeke where most actors, costume experts, directors, producers, and viewers reside. The study sample had 70 respondents who were purposively selected and engaged through in-depth interviews as well as Focus Group Discussions to obtain primary data while Themantic Coding approach was used in the data analysis. This study found out that practices in costume design among Bongo Movie filmmakers do not conform to the standard costume design process because filmmakers’ understanding about costume designing and its role in film is limited. As a result, most of the costumes that are used are not compatible to the story, characters, setting and lighting. It was further found out that perceptions held by producers, directors and actors greatly affected their practices in costume design and use but viewers were sceptical about how costume was used. This study concludes that practices involved in design and use of costumes in Bongo Movies are directly related to the limited understanding of a standard costume design process and the held perceptions among filmmakers. It is therefore recommended that filmmakers adopt a standard costume design process through formal, informal and non-formal training and that viewers continue to watch Bongo Movies and continue to give their constructive criticism.