Adinkra Images as a Sign of Ghanaian Memorial Service Administrations

Abstract

This study addresses a significant gap in the literature concerning the application of Adinkra cultural symbols within the modern Ghanaian memorial service industry. While extensive research exists on Adinkra's philosophical meanings and its general use in branding, its specific function as a strategic communication tool within professional funeral administrations remains unexplored. The main objective of this research was to investigate how memorial service providers in Ghana employ Adinkra images as semiotic signs to build brand identity, facilitate communication, and support the bereaved. The study adopted a qualitative, descriptive research design to provide a detailed account of this phenomenon in its natural context. Data were gathered through field observations, document reviews, and semi-structured interviews with representatives from twenty four funeral homes in the Greater Accra Region. The analysis revealed two key findings. Firstly, establishments strategically select specific Adinkra symbols, such as Gye Nyame, to signify trustworthiness and spiritual integrity, using them for brand differentiation. Secondly, these symbols are integrated into the architecture of bereavement, with signs like Asomdwee (Peace) creating a therapeutic environment to offer psychosocial comfort to grieving families. Based on these findings, the study recommends that industry bodies develop formal training on the culturally-sensitive and therapeutically-informed use of Adinkra symbols to enhance professional practice and client care.