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African Heritage Design Entertainment Media and Visual Aesthetics in Ghana1 Mar

African Heritage Design Entertainment Media and Visual Aesthetics in Ghana1 Marleen DE WITTE and Birgit MEYER Abstract: This paper explores the plurality and dynamics of ‘cultural heritage’ formation in Ghana by looking at key players in the historically constituted heritage arena and the contestations between them. Focusing on the intersecting domains of the state, religion, and entertainment media, it discerns several tendencies with regard to the framing of cultural pasts: mobilization of ‘heritage’ by the state as part of national identity politics; contestation of this state project by Pentecostal churches that view ‘heritage’ as demonic and dangerous; and revaluation of ‘heritage’ as aesthetic style in local television and video making. Recent, market- driven trends towards a more positive representation of ‘African heritage’ depart from earlier state initiatives in their explicit focus on visual style and design, raising new questions about the links between heritage and visual aesthetics and asking for an understanding of cultural heritage that takes into account issues of style, design, and commerce. Keywords: Ghana, heritage formation, Sankofaism, media, visual aesthetics, style. Résumé : Prenant comme point de départ l’arène patrimoniale historiquement constituée au Ghana, et plus particulièrement les acteurs clés de cette arène et les conflits entre eux, les auteurs explorent la pluralité et les dynamiques de la construction du “patrimoine culturel” dans ce pays. Plusieurs domaines – État, religion, media de loisir – et tendances dans la construction du passé culturel se rencontrent : la mobilisation du ‘patrimoine’ par l’État dans le cadre des politiques d’identité nationale, la contestation de ce projet étatique par les Églises pentecôtistes qui considèrent le ‘patrimoine’ comme dangereux et satanique, et la valorisation du ‘patrimoine’ comme style esthétique dans les vidéos présentées par les télévisions locales. Les tendances économiques récentes visant à donner une image plus positive du ‘patrimoine africain’ s’ancrent dans des initiatives publiques antérieures et s’appuient sur la notion de style et de design visuel. Ainsi, ces tendances posent de nouvelles questions sur les liens entre patrimoine et esthétique visuelle, et impliquent une compréhension du patrimoine culturel prenant en compte les questions de style, de design et de commercialisation. Mots-clés : Ghana, construction du patrimoine, Sankofaism, media, esthétique visuelle, style. 1 This article is based upon research and discussions in the framework of the research project ‘Heritage Dynamics: Politics of Authentication and Aesthetics of Persuasion in Brazil, Ghana, South Africa and the Netherlands’ (Meyer, Roodenburg, and Van de Port 2008) which is generously sponsored by the Netherlands Organization for Scientific Research NWO. Birgit Meyer directs the program and Marleen de Witte is engaged as a postdoc researcher. We would like to thank Joël Noret and two anonymous reviewers for stimulating comments that helped us sharpen our points. 43 Civilisations vol. 61, no 1 – Au-delà du consensus patrimonial Introduction Kp"eqpvgorqtct{"Ijcpc"Òewnvwtcn"jgtkvcigÓ"ku"c"ocvvgt"qh"Ýgteg"rwdnke"fgdcvg"cpf" contestation, but also, and increasingly so, of entertainment and marketing. Long associated with state efforts to articulate a national culture, cultural heritage is now being mobilized in a multitude of ways and to a number of different ends, including commercial ones.2 Especially since the media liberalisation in the 1990s that opened up the public sphere to a plurality of voices and images, a variety of actors put their designs of ‘culture and tradition’ out in the open to attract people to alternative heritage projects not necessarily linked to the nation. Whereas previously the state provided the hegemonic framework for the articulation of a national cultural heritage, this framework has come to face increasing public contestations from a number of societal groups, especially Pentecostal Christian ones. At the same time Ghanaian commercial media today address (and create) a growing, mainly urban market for ‘African heritage’ as a deliberate cultural style and entertainment. The formation of heritage always involves processes of styling that vest ‘culture and tradition’ with an aesthetic appeal. Distinctive about the recent, market-driven trend towards a revaluation of heritage in the framework of entertainment media is the heavy emphasis placed on visual aesthetics (see also Brosius & Polit 2001: 8-10; Probst 2011). In contemporary Ghana, current representations of heritage – visible in local television and video-movies, but also in fashion, beauty, music and other popular cultural expressions – depart from earlier state projects of national heritage formation in their overtly commercial nature and explicit focus on design and marketing. They are often inspired by globally circulating icons of ‘African culture’ as much as by local vtcfkvkqpu0"Jgtkvcig"ku"vjwu"hqtogf"kp"c"rnwtcn"fkuewtukxg"cpf"cguvjgvke"Ýgnf."kp"yjkej" uvcvg"qhÝekcnu."ejkghu."gvjpke"cevkxkuvu."tgnkikqwu"ngcfgtu"cpf"ewnvwtcn"gpvtgrtgpgwtu"uggm" to convince audiences of the appeal of their versions of heritage while disclaiming others. This arena is increasingly constituted by electronic and digital media, and commercial in nature. In this article we examine the articulation between cultural heritage and electronic media in the culturally diverse setting of Ghana, where both qh"wu"jcxg"dggp"fqkpi"gvjpqitcrjke"tgugctej"qp"vtcpuhqtocvkqpu"kp"vjg"Ýgnf"qh"ogfkc." culture, and religion.3 The politics of cultural heritage thrives on a salient paradox: while heritage refers to tangible and intangible repositories of value that feature as given resources for identity politics, much effort is put into the actual making of heritage. Heritage, 2 Sometimes the term ‘heritage’ is used to refer to the mobilization of objects, practices, and knowledge of the past; sometimes other terms such as ‘tradition,’ ‘culture,’ or ‘ancestral knowledge’ are used. In Ghana, such terms are part of a discursive field in which ‘tradition,’ ‘culture’ and ‘heritage’ are used more or less interchangeably and are imagined as rooted in a past before European contact. 3 Over the past twenty years, Meyer’s work explored local appropriations of missionary Christianity and the appeal of Pentecostalism (Meyer 1998, 1999a), the rise of the Ghanaian video-film industry and the formation of a new public sphere in the era of neo-liberalization (Meyer 1999b, 2004). De Witte’s work has examined the transformation of funeral practices (2001), the use of modern media by Pentecostal and neo-traditionalist groups (2008), and the emergence of new heritage styles in media. In our various research projects, the imagination of tradition as cultural heritage has been a recurrent theme. Marleen de Witte & Birgit Meyer 44 as Barbara Kirshenblatt-Gimblett pointed out, ‘is a mode of cultural production in the present that has recourse to the past’ (1998: 7). Heritage making includes the fashioning of particular items as heritage, politics of ownership and its concomitant dynamics of in- and exclusion, as well as modes of address and performance that facilitate or block recognition and appropriation (Meyer, Roodenburg, and Van de Port 2008). Two aspects of heritage making require special attention. One, the construction of a cultural form as heritage does not necessarily or automatically yield its intellectual and emotional recognition and appropriation on the part of beholders. Especially in culturally and religiously diverse settings, the recognition of heritage on the part of those addressed is an intricate political process that deserves far more attention than it received so far (De Jong and Rowlands 2007). At stake is the capacity of a cultural form that is featured as heritage to capture those addressed by it. This entails not only a process of intellectual recognition, but also a sensational and emotional involvement through which heritage is incorporated as a part of one’s social identity or, as is the case with regard to those contesting from a Pentecostal point of view the Ghanaian state’s formations of heritage, passionately rejected. Interestingly though, the very ucog"rgqrng"yjq"jcxg"fkhÝewnvkgu"kp"crrtqrtkcvkpi"vjg"uvcvg"xgtukqp."pqy"vgpf"vq" easily embrace new, market driven cultural forms that symbolize Africanness. The question of how these modes of heritage making differ, and to some extent converge, is central to this article. Second, as a construction subject to dynamic processes of (re)inventing culture within particular social formations, heritage is bound to particular forms of mediation. Heritage and media are therefore not to be understood as separate realms merging in the process of media representation (that is: heritage as given, existing as a pre- mediated essence), but heritage is intrinsically mediated. It does not exist outside particular media forms (museums, monuments, written and illustrated canons, TV programmes, websites et cetera); rather these forms produce and frame certain items as heritage. Analyzing modes of reframing heritage in contemporary Ghana, we argue that what is new is not the coming together of heritage and media per se, but the mobilization and expression of heritage in a particular, largely commercialized media Ýgnf0" Thus, this article explores the plurality and dynamics of cultural heritage in Ghana by looking at key players in the historically constituted heritage arena and the contestations between them. Focusing on the intersecting domains of the state, religion, and entertainment media, it discerns several tendencies with regard to the framing of cultural pasts: a (partial) shift of the state project of heritage formation from national identity politics to transnational economics of roots tourism; a contestation of heritagization by Pentecostal churches that view tradition and heritage as demonic and dangerous; a revaluation of tradition and heritage as design, put on display in local television and video making. Discussing the examples of the recent ‘epic’ genre qh"xkfgq"Ýnou"cpf"vjg"nqecn"eqoogtekcn"vgngxkukqp"uvcvkqp"VX"Chtkec."c"uvcvkqp"igctgf" towards the promotion of African heritage, this article shows how recent, market- driven trends towards a more stylish representation of African heritage depart from earlier state initiatives. Those uploads/Societe et culture/ african-heritage-design.pdf