How social media is influencing Ghanaian creativity

IN recent years, social media has become an inseparable part of daily life, radically altering the way we communicate, interact, and express ourselves.

As these platforms have multiplied, they’ve unlocked fresh avenues for creativity, innovation, and self-expression—especially in Ghana. Here, the online realm has leveled the playing field, giving anyone with a smartphone the chance to share their creativity with the world.

 Let’s take a look at how social media has transformed Ghanaian creativity, from artistic expression and entrepreneurship to the preservation of cultural heritage.

Democratising Creative Expression

Social media has broken down barriers to creative outlets, empowering individuals to share their unique talents, ideas, and perspectives with a global audience. 

In Ghana, platforms like Instagram, YouTube, and TikTok have become vibrant hubs for creatives. These spaces allow artistes to showcase their work, network with peers, and cultivate a community around their craft. 

For many, social media has sparked a revolution in self-expression, giving rise to a new wave of Ghanaian creatives who unapologetically highlight their distinctive voices, styles, and viewpoints.

Take Ghanaian fashion designers like Mimi Plange and Christie Brown, for example. They’ve harnessed the power of social media to showcase their collections, catching the attention of international collaborators and customers.

 Similarly, photographers such as Bob Pixel and Gilbert Asante used these platforms to share powerful images that capture the essence and diversity of Ghanaian culture.

 The Surge of Digital Entrepreneurship

 Social media has also opened up opportunities for Ghanaian creatives to turn their passions into profitable businesses. The internet has leveled the playing field, enabling entrepreneurs to reach global markets, showcase their products, and process transactions with ease. 

In Ghana, social media has sparked a wave of digital entrepreneurship, with creatives finding innovative ways to meet consumer needs and create value.

Consider Ghanaian beauty influencers such as actress Jackie Appiah and Juliet Ibrahim, who’ve built thriving businesses around their online presence. They promote products, services, and lifestyles that resonate deeply with their followers. 

Online marketplaces such as Jumia and Tonaton have also empowered Ghanaian entrepreneurs to broaden their reach, allowing them to sell products and services to customers far beyond local borders, thereby fueling economic growth.

 Preserving and Promoting Cultural Heritage

Social media has played a pivotal role in preserving and sharing Ghanaian culture, acting as a digital archive for traditions, practices, and festivals. Enthusiasts of Ghanaian culture are using social media to document and disseminate valuable knowledge, fostering cross-generational learning and cultural exchange.

Platforms such as Facebook and X formerly Twitter have been instrumental in promoting traditional festivals such as Akwasidae and Homowo, giving the world a glimpse into Ghana’s rich heritage.

 Websites like GhanaWeb and Modern Ghana also serve as digital repositories of the nation’s customs, history, and cultural legacy, ensuring that future generations have access to a wealth of cultural knowledge.

 Challenges and Opportunities

While social media has greatly expanded opportunities for creativity in Ghana, it’s not without its challenges. Concerns about the commodification of creativity, the exploitation of cultural assets, and the decline of traditional craftsmanship are real issues. However, these obstacles also present opportunities for growth and innovation.

For instance, the Ghanaian government can harness the power of social media to promote cultural tourism, generating jobs and boosting local economies. 

Similarly, social media could be a powerful tool for promoting STEAM (Science, Technology, Engineering, Arts, and Mathematics) education, encouraging young Ghanaians to pursue careers in these vital fields.

 Looking Ahead: Social Media’s Role in Ghanaian Creativity

Social media has reshaped the landscape of Ghanaian creativity, providing powerful platforms for artistic expression, entrepreneurial ventures, and cultural preservation.

 As these platforms continue to evolve, it’s crucial for Ghana’s creative sector to strategically leverage them for growth, innovation, and the safeguarding of cultural heritage.

By embracing the opportunities and overcoming the challenges presented by social media, Ghanaian creatives can help cultivate a rich, diverse, and inclusive cultural ecosystem. 

As the saying goes, “When the world gives you social media, make creative content!” The future of Ghanaian creativity is in their hands.