‘Afro-Contemporary Dance’; Exploring New Movements and Music Trends as Choreographic Materials for Social Media.

Abstract

The emergence of social media has revolutionized global dance sharing. Ghana, known for its vibrant dance culture, has witnessed a rise in choreographic content designed for these platforms, fusing traditional African and modern dance in 'Afro-Contemporary Dance.' Despite its popularity, there is limited documentation on these materials and their creation for social media. This study investigates how 'Afro-Contemporary Dance' is produced, perceived, and engages online audiences in Ghana. The study approach was qualitative and the design a phenomenology since the study delves into the lived experiences, perceptions, and motivations from a population of dancers and choreographers within the Greater Accra Region of Ghana who are actively engaged in Afro-contemporary dance practices out of which nine (9) were purposively sampled due to their rich experiences and insights related to the study. The instruments for data collection were interviews directly collected from the respondents, which was thematically evaluated and analyzed. The study found no complexity in fusing Afro Contemporary Dance into the African tradition and contemporary styles, which reflects cultural heritage and modernity and highlights innovations like cross-genre fusion and storytelling in dance, enhancing engagement. Ghanaian choreographers' diverse backgrounds lead to varied interpretations, reflecting the genre's hybrid nature making social media an essential tool for preserving authenticity despite concerns about cultural appropriation. The study also found that choreographers embrace Afro-Contemporary Dance on social media due to its rich cultural diversity, universal appeal, and attractiveness, especially to the youth. It also connects with literature highlighting its capacity to celebrate cultural diversity and convey emotions. The fusion of tradition and innovation underscores its cultural significance as it empowers and advocates for marginalized communities while navigating the challenges of balancing global reach with cultural authenticity. Unexpected outcomes however, include personal growth, community building, and educational responsibility, reflecting dance's transformative power and potential for challenging stereotypes. Further, the study found that Afro-Contemporary Dance has a fusion of African heritage and modern styles, transcending traditional boundaries as choreographers employ visual storytelling, interactivity, concise content, and consistent releases to engage online audiences effectively. Balancing authenticity and adaptation for digital platforms is crucial with unique approaches like cultural storytelling, diversity celebration, and social commentary fostering emotional connections with viewers. Afro-Contemporary Dance, therefore is adaptable in the digital age and underscores the importance of maintaining cultural authenticity, engaging online audiences innovatively, and addressing contemporary themes for emotional connection which guide choreographers and artists in promoting and evolving Afro- Contemporary Dance, ensuring its continued growth in the ever-changing artistic landscape. It is recommended based on the findings and conclusions that Policymakers support the preservation of Afro-Contemporary Dance's cultural authenticity on digital platforms, fostering inclusivity and belonging, invest in arts education for younger generations while practitioners fuse Afro-Contemporary Dance with other styles, incorporate storytelling, and offer interactive online classes for broader engagement and appeal.