Folklore business in the creative economy of Ghana

Abstract

Folklore, a vital component of Ghana’s cultural heritage, has been largely overlooked in the country’s creative economy. It has been observed that folklore business is declining with inadequate contribution to the creative economy of Ghana. The study sought to assess the folklore in the creative economy of Ghana. Using a mixed method, nine (9) participants were selected for the qualitative data through purposive sampling and four hundred and thirty-two (432) respondents were used in a questionnaire to collect the quantitative data. The stakeholder, cultural industry, diffusion innovation, and creative economy theories underpinned the study. Using the exploratory sequential design, the study gathered both qualitative and quantitative data through interview, observation, and questionnaire to collect the data for the study. The study recorded a significant contribution of folklore impact in the creative economy of Ghana, including branding, commercialisation and tourism potentials on a national scale. These were found to be avenues to reduce unemployment, increase tax revenue net and increase the Gross Domestic Product of Ghana. However, factors such as copyright, branding, and perception remain a major challenge on the commercialisation drive of the subject matter. Therefore, it is recommended that obtaining authorisation and fee paying for folklore commercialisation, should exclude the domestic folklore industry stakeholders in Ghana. Thus, the state should as soon as possible amend its copyright act to reflect the new dynamics of the populace views. Again, a national perception and branding drive of folklore tourism should be instituted through the National Commission on Culture and the National Folklore Board to create awareness and grant incentives to folklore commercialisation groups in Ghana.