Graduation ceremonies, too, have become more elaborate, borrowing practices like yearbooks and prom nights from the West. These events are infused with a sense of finality, as if leaving high school marks the end of an era. Prom night, in particular, has transformed into a rite of passage, despite the anxiety some feel about finding a date or the cost of preparation. While these customs may seem frivolous, they are noteworthy markers of how deeply foreign cultural practices have been absorbed into Ethiopian life.
The influence of global media, particularly Hollywood, cannot be overstated. Films, books, and the internet have had a profound impact on how people dress, speak, and think. Hollywood, seen as an extension of U.S. soft power, has shaped mannerisms and values across the world. The late Alemayehu Eshete once recounted how, as a youth, he emulated cowboys in Western films—arriving on horseback, clad in a Levi’s jacket, cigarette in hand. This influence goes far beyond fashion; it permeates the global consciousness, altering perceptions and behaviours in every corner of the world.
But, there are exceptions. I admire West African countries for their steadfast commitment to traditional attire, a visible sign of their cultural identity. Their garments, vibrant and beautifully designed, are worn with pride, earning admiration worldwide. In many parts of the world, colonization stripped societies of their cultural identities, leaving lasting scars. Today, the soft power of media and music continues this erosion. However, in West Africa’s case, a clear sense of cultural preservation persists, proving that cultural continuity is possible even amid external pressures.
In Ethiopia, there are efforts to resist cultural erosion. On December 8, the country’s rich diversity is on full display during Nations, Nationalities, and Peoples Day. People gather in traditional attire, singing, and dancing in a vibrant display of unity. Schools also hold cultural days, where students perform traditional dances and songs, keeping the old ways alive. This shows that even in a rapidly globalising world, there are spaces where local traditions are nurtured.
