Chapter 7 undermined. Relationship between Media Malaise and Political Efficacy The link between media malaise and political socialisation should become self-evident. A media that is suffering from some professional or structural malady cannot produce or promote a healthy democracy. To illustrate, the normative role of the media is to be the bridge between the contenders for political office and the electorate. The candidates must depend upon the media to explain to the electorate what they and their parties will do about the citizens' kenkey-and-fish concerns. At the same time, since a bridge is not crossed in only one direction, the media become the arena within which individuals and groups can crusade for specific items on their electoral'wish list' to be ratified in a party manifesto or policy position; and subsequently, the platform on which to hold elected officials accountable for their use of the public purse. On the other hand, the media can, by being used as the forum for the trading of insults between parties and candidates and supporters, exert a malign influence – a mood or climate of opinion that is dubious about democratic government and politics – and ultimately, a reduction of political efficacy(Young, Bourne and Younaneg, 2007, p. 54). By extension, the feeling of political disaffection could lead to a parallel decline in the general public's assurance in the promises of multiparty democracy. Given Ghana's particular political history and experience, any sense of disillusionment with the 218