Tattooing as a Popular Form of Body Art in Ascendancy among Urban Youths in Tanzania

Abstract

This article explores the increasing popularity of tattoos as body art amidst the negative attitudes and social stigmas attached to them in the context of Tanzania. Specifically, it delves into aspects of the tattoo culture before examining the influence and motivations behind the decision to tattoo. Finally, it evaluates the attitudes of Tanzanians to individuals with tattoos. With recourse to the Group Norms Theory (GNT) serving as a framework for elucidating on the underlying factors prompting young individuals to embrace tattooing, this article qualitatively examines data to unravel the complexities of the phenomenon under study. The data came from in-depth interviews, focus group discussions, and field observations. The article demonstrates how tattoos bearers value them for the personal symbolism they engender and as a form of decorative self-expression. Other push factors towards tattooing include peer pressure, social media, celebrities, and commemoration. In the context of Tanzania, this article provides insights that could help debunk the misconceptions surrounding tattoos and demystify this intriguing body art, and, hopefully, pave the way to more nuanced and inclusive debate and understanding of this type of art.