Communication through popular culture: Analyzing a googi performance on early marriage among the Kusaas of Ghana

This work investigates the use of a popular cultural performance called googi, to advocate against early marriage and its associated cases of adolescent pregnancies in Kusaal speaking communities in Ghana. It highlights how a local cultural artist employs the power of an indigenous language to skillfully address a significant socio-cultural issue. This research analyses the literary techniques employed by the artist in her didactic performance which challenges cultural norms that endorse early marriage. The artist advocates for social transformation through education underscoring the causes of early marriage as including socio-economic and cultural factor. The findings demonstrate that the persuasive use of indigenous language in popular cultural performances serves as great instruments for communication, advocacy and entertainment in rural communities.