Perceptions of Democracy in a Transitioning African Economy: A Quantitative Empirical Study

ABSTRACT This study examines the factors influencing citizens' valuation of democracy in a transitioning African economy, using Ghana as a case study. Recognizing that family ties, friendships, and ethnic bonds uniquely characterize social capital formation in Africa, we draw on social capital theory as a backdrop to examine how networks, norms, and trust influence attitudes toward democracy and general elections, as well as their connection to the attractiveness of foreign direct investment (FDI). Based on three surveys, six dimensions emerged: (a) personal gratification and the virtue of politics, (b) fulfillment of financial responsibility, (c) democratic virtues, (d) influence of family and friends, (e) country image and FDI, and (f) political anxiety. The study ranks and interprets these dimensions, revealing that democratic virtues and country image are the most salient. These findings advance understanding of democratic consolidation and offer practical implications for political marketing, policy design, and international business in Africa.