24th MEB Conference - Budapest, 24.04.2026

Art is a way of life (Bauman, Z. 2013) that embodies freedom of self-belief and a way to make meaning of life. Art is an integral part of everyday life. Unfortunately, the regularity of these daily creative decisions has contributed to why many disregard art or do not perceive it as a respectable career. The creative arts industry has been a low-hanging fruit for many economies worldwide, with very little attention given to its vast potential, especially on the African continent. Failure to recognise and pursue art's social, cultural and economic value has been daunting on the African continent. The research has shown that studying art in senior high schools in Ghana is second to all other subjects. The warped perception (misconception) of people pursuing art programs, especially students in high school, has a long-term effect on the country's development. The research collected critical data from three (3) stakeholders (students, institutions and guardians) in the southern parts of Ghana (Accra and Cape Coast). The data analysis reveals the sources of this misconception and its effect. A significant ratio of art-based humiliation (misconception) suffered by art students comes from their peers (non-art students), followed by institutions (system and structures) and guardians. The thesis revealed that educational reforms and deliberate exposure of art knowledge to the research stakeholders could help build a perfect synergy of positive perception of arts, leading to a robust creative economy in Africa.