Economics of Culture: Challenges and Opportunities of Ghanaian Dance Commercialisation

This study explores the relationship between commercialisation and the evolution of Ghanaian dance, examining its influence on authenticity, cultural preservation, the socio-economic status of dancers, and ethical considerations. By employing qualitative data from semi-structured interviews with eight key participants, comprising three dancers, two troupe trainers, two community leaders, and one event organiser, as well as observations from 5 dance events, the research reveals a connection of opportunities and challenges. The findings highlight a tension between preserving traditional practices and adapting to market demands, presenting various perspectives on authenticity. While commercialisation can offer economic benefits, it also raises concerns about the simplification and standardisation of rich cultural practices, which may impede cultural transmission and lead to ethical issues surrounding cultural appropriation. Furthermore, the study underscores significant socio-economic disparities among dancers, with some reaping the rewards of increased income and opportunities, while others face exploitation and precarious working conditions. This inequality underscores the urgent need for a fairer distribution of commercial profits and better protection of dancers' rights. The research concludes that although commercialisation can drive economic growth, it poses risks to cultural integrity and the well-being of dancers. It emphasises the importance of establishing ethical frameworks, equitable resource distribution, and collaborative efforts among stakeholders to ensure the sustainable development and preservation of Ghanaian dance traditions in a globalised environment. The study's limitations, particularly its small sample size, suggest avenues for future research that could involve larger-scale studies to enhance the applicability of the findings.