THE atmosphere was exhilarating as exciting lyrics, savoury aromas and tapestry of dazzling traditional portraits merged in perfect harmony. The cacophony of African Communication Systems festival (ACS) lit the air at Adekunle Ajasin University, Akungba-Akoko, Ondo State, last Tuesday. Organised by the Mass Communication department, the African Communication Systems’ festival is a flagship event of the course tagged MCM 106, designed to showcase the diversity and uniqueness of Africa’s constituent tribes and diverse cultures that span across Africa and to explore the richness of African Heritage through music, dance, art, food, and other creative expressions, all showcasing the majestic African cultural dynamics in all its glory.
For the students of Mass Communication, the festival is more than just a celebration; it’s a day to demonstrate theoretical knowledge, which, originally, is the essence of the festival. The students played vital roles in organising the festival; and, in so doing, showcased skills for event planning, marketing, and cultural documentation. Their creativity and dexterity were put to test in the festival’s seamless execution and the visible enthusiasm of attendees.
The event brought together students, staff, and special guests from all walks of life; all experienced the rich cultural heritage of Africa as portrayed glowingly by the Mass Communication students. The festival interestingly captured Africa’s rich cultural practices, like traditional marriage processes, prayer rites, coronation, local games, burial and many more. It holds immense significance in today’s globalised world, where cultural diversity and understanding are crucial for building bridges between nations and communities.
The festival’s significance therefore extends far beyond the walls of the university, promoting cultural exchange and understanding between nations and communities. ACS broadens the students’ horizon as it exposes them to diverse worldviews and provides context to historical events, colonialism, and globalization; and encourages critical thinking about power dynamics, identity, and representation. The festival challenges existing stereotypes and sundry misconceptions about Africa and fosters intercontinental unity while infusing reasonable pride in Africans within the global community.
The festival promotes cultural exchange and understanding; it exposes the richness and diversity of Africans’ sense of taste and aesthetics, and contributing to its preservation and promotion. The atmosphere was simply phenomenal. The air filled with the sweet scent of traditional delicacies.
The sounds of drums and laughter freely echoed through the venue and radiated communal joy and camaraderie. The festival made a feast for watchers with exquisite traditional clothing weaved into intricate crafts and mouth-watering cuisines from no fewer than 19 different African tribes. From the Hutu tribe in Rwanda to the Kikuyu Tribe in Kenya, Ijebu tribe in Nigeria and other tribes with alluring cultural representations.
The portrait of traditional marriage process of the Hutu Tribe of Rwanda was particularly enthralling. The elaborate costumes, rituals, and performances left the audience in awe and gave a telling testimony about the significance of preserving African traditions. While it lasted, students gained hands-on experience in applying the theoretical knowledge of African communication system to create compelling demonstrations.
Embracing and celebrating African culture through a festival like this inspires and fortifies the future generations towards becoming cultural ambassadors, promoting cross-cultural understanding and exchange. The festival provided robust and enriching platform for intercultural dialogue, learning, broadened perspectives and empathy. It even strengthens the students’ capacity for critical thinking.
As a subject, the African communication systems is not only preserving the beauty of cultural communication, it is reminding us of a remarkable heritage that we have to preserve and challenging the future generations to evolve as cultural ambassadors, promoters of cross-cultural understanding and exchange. Among the many tangible benefits of the ACS are the preservation and promotion of African cultural communication which, in spite of all ifs and buts remain a study part of the cultural identity. African culture forms a vital part of the continent’s identity and heritage.
It thus becomes very important to preserve in order to maintain a sense of self and community. Celebrating the African culture helps to appreciate our diversity through language, customs, and traditions, which are essential to human history and experience; to press home the fact that African culture has economic potential through tourism, arts, and crafts; and, of course, to emphasize that the culture enriches academic essence in forms of history, sociology, anthropology, and communication studies. The knowledge of African culture is invaluable in fields like international relations, business, and cultural studies.
In many respects, the 2024 edition of ACS was a resounding success. It was a vibrant tapestry of cultural finesse, beautiful blend of traditions and creativities woven together through the rich heritage of Africa. Although the curtails had since dropped on festival, the aromas linger.
The August festival has ended but its impacts resonate, bringing to life the words of Nelson Mandela: “Our diversity is our strength, and our culture is the foundation of our identity.” The festival was, indeed, a testament to this eternal truth as Africans continue to navigate towards a brighter, more harmonious cultural future. READ ALSO: Drama as Jigawa commissioners, SAs clash over seats.
