The world of the Yoruba taxi driver: an interpretive approach to vehicle slogans

Abstract

Opening ParagraphThe purpose of this paper is to analyse the slogans which are so prominent and ubiquitous on motor vehicles as expressions of social stratification among the Yoruba of southwestern Nigeria. I interpret the slogans in the context of the taxi owners' and drivers' social interactions, not just as disembodied expressions of a total Yoruba world view. In studying the slogans I pay particular attention to processes of accumulation of wealth, status mobility and the way these are affected by cultural values. It is argued that the vehicle owners make different claims at different stages of their careers. Their fears and hopes at each stage must be understood in the light of the contemporary Christian and traditional mix of beliefs about destiny, the world and God.