Hypodermic Needle Theory

Communication is an immeasurable concept which has been naturally coupled with human. In its plain definition, it means the process of transforming a message and information from the source to the receiver or its better to define it as “the process of creating shared meaning.” (J.Baran, Introduction to Mass Communication). With technological growth, many media inventions have been founded and as such have pushed media practitioners and researchers to find another term for this process which is “mass media”. Mass communication, thus, is the “process of transforming a message created by a person in a group to large audience or market through a transforming device which is the medium”. Mass media, as you would expect, has become an ingredient of human life and is sturdily affecting it. As a result, there are numerous theories and approaches done by researchers to understand and describe these effects. The Hypodermic Needle Theory of Media Influence is one of these theories. This theory suggests simple concepts about media and audiences and I will illustrate these suggestions and apply it on news.

In adding up, if we want to discuss a media theory, we at the outset have to begin with the core point of media studies tasks which is the audience/addresses. Audiences are “the receivers of the message and also they are responders of it”. It’s very imperative for media producers to comprehend the process of receiving the message by the audiences and how those audiences act in response to that message. Actually, they have to understand what is happening in the audience’s minds when they receive the message. Media producers should also be sentient of their audience’s ages, classes, sex and social location. Understanding these elements leads for improved responding and outcomes. Following the demographic method in studying audience, makes media producers able to outline their messages to appeal to their audiences. They will be able to know what kind of message will be more effective for those audiences. Through the time, media researchers have developed several effects models. They found explanations for media influence on people and how they respond to the messages. They analysed how these dissimilar messages effects the behavior of the audience. They came out with many theories about this field which are still ardently researched and debated.

The hypodermic needle theory is one of the most famed and well-known theories that analyses the correlation between an audience and the media. This theory was urbanized in the early 1920s with the commencement of mass media, radio and movies (movies). In its plain description, this theory suggests that mass media can easily persuade a large group of people without any resistance and challenge from those people. “It views audience as the passive receptors of virulent viruses produce by the media” (Starker, Evil Influences: Crusades against the Mass Media). In reality, it suggests that mass media instill messages and information unswervingly and unvaryingly into audiences’ minds who without delay will be influenced. This theory did not agree with those who are say “the audiences are using their experience, intelligence and opinion to analyze the message”. Therefore, media creators and producers can control the audience and inject the information and messages that they want. According to this theory, if one watches a violent movie, he\she will do violence. Although it doesn't take any account of people's individualism, it still is very accepted
The governments understood the clout of this theory. They used it to influence people and pass their decisions which their community might not be fond of and support. The magic is done by news. Media producers know that people spend most of their time using the media where they receive their information. By applying the hypodermic needle theory and controlling the content of the news, manipulating people will be simple. The most efficient, common and effective medium to deliver this kind of messages is TV, the main supply of news. As for the theory, whatever kind of news content is shown on TV, it will be injected on people’s minds and it will influence them. They will not face up to it because there is no other source. They will accept it and believe it specially if it came from famous media such as TV3, GTV, Metro TV and even the Daily Graphic. An excellent example of the power of news is the “War of the Worlds”. On the eve of Halloween (a festive October season in the States), there was breaking news on radio that Martians (people from Mars) had begun an invasion of Earth in a place called Grover's Mill, New Jersey. About one million out of 12 millions in the US who heard this news really believed it. “A wave of mass hysteria disrupted households, interrupted religious services, caused traffic jams and clogged communication systems.” This example is a good one about the power of news and it proved the theory.

All in all, the hypodermic needle theory is still fervently debated while many related theories keep showing up. All of these theories are focusing on the effects of mass media on the audiences.

Pure Nationalism or Selfish Opportunism?

The World Cup- arguably the greatest theatre of the game- has a colonnade of debates surrounding its neck like an albatross when its date draws close. The discussions and debates, which already are raging on with a few months to go, have players switching nationality as one of its loudest cries. The issue has hit elevated heights on the pages of newspapers, been on the mouthing radars of sports connoisseurs and to a larger picture caused a chit-chat on the literal liaison between the Ghana Football Association and FIFA. The question of chauvinism or opportunism, on a player’s intent to switch countries, has come under the limelight yet again this week for World Cup reasons.
Here, Africa Sports’ Isaac Koufie-Amartey looks at the infamous cases of Portsmouth’s Kevin-Boateng and Adam Kwarasey, the former Norwegian Under-21 goalie who, for want of switch of nationalities, have become talked-about items.
On the surface, only 32 nations would be represented at the FIFA World Cup mundial in South Africa, bringing with them their swarming fans, their raucous chants, their beautiful colours and their indigenous rhythms to liven up the streets of Johannesburg, Pretoria, Soweto and too many a city. But in a world where borders have less and a lesser amount of significance and people move around more without stinting than ever, this is by no means the whole story. A nippy scratch of the surface reveals a veritable mélange of nationalities and backgrounds at the finals. Ghana being one large inclusion!
Just another admirable addition to the Black Stars over-flowing abundance in midfield won’t hurt if that lad had shown promise and the muscles, vigor and affirmative ego to play at the top level. Even if it means backing on the heels of Sepp Blatter for months to sign the dotted lines of paperwork geared to see a certain Boateng pull on a Black Star shirt! Kevin-Prince Boateng has pulled up some stirring, heartening performances for a Portsmouth side that looks certain to have a bite of a Championship cherry next season. He’s proved his “ghetto” upbringing looks the exact opposite of his unsurpassed soccer skill and a passion and zeal to crack up standing ovation-like outings. Aside this show of promise and looking a fine count for team selection, his involvement in the national team set-up has taken a plunge. He would bend his knees, a lot would suggest, having his files signed, stamped and given clearance to feature for his new “countryside”. But that doesn’t sound cheap a talk! And that hasn’t left him of criticisms as well.
The playmaker almost certainly innate his talent: talk of a Ghanaian touch, his uncle was a Ghanaian international, and his grandfather is a cousin of legendary Germany star Helmut Rahn, scorer of the winning goal in the 1954 FIFA World Cup Final. Talk of talent, Boateng boasts exceptional ability, refined technique and a range of ball-juggling tricks. His skill and pace are complemented by advanced tactical awareness and a powerful physique. But all of these show of class doesn’t become a Ghanaian reality if a few situations stalls and stay the same.
Keeping clean sheets have somewhat looked the bane and blight of the Black Stars. A goalkeeper, to put a challenge on the justified first team place for Wigan’s Richard Kingston, would be welcomed in purely footballing terms. Starring for Stromgodset in the Norwegian top flight league, Adam Kwarasey, who’s played for the Under-21 side of his adopted country, has also seen stiff situations in his quest to play for Ghana. At 6ft 4in, Kwarasey is literally head and shoulders above Black Stars regulars Richard Kingston and Philemon McCarthy, who average 5ft 8in. He could well prove a proficient assistant for Kingston and just maybe pick up that solo slot to man the posts.
One issue that’s been stuck on the fronts of these two players is whether they coming with warm, earnest interests or with egotistic reasons. Kevin-Prince has been spat on with accusations that he is only an opportunist as he spurned the chance of playing for Ghana at the FIFA World Cup in Ghana waiting on a call-up by the German national team. Kwarasey also has had his share of the spoils by hands accusing him of not opening up to the Black Stars cause a long while ago and only doing so at this time for selfish reason.
Is their new theme-song to play for Ghana because of higher chances of playing at the championship in South Africa or a desire to share in the passion of a certain 23-million inhabitants? It’s an issue that never seems to be far away, and never fails to polarize public opinion. Your guess is worth an ear!

CAN 2010- What legacies left?

Angola’s hosting of the biennial tournament might not have been the most impressive showdown of preeminent soccer skills and African aptitude. Neither was it a match-up to the two previous editions of the African Cup of Nations in Egypt and Ghana nor was it as stirring an event for Africa’s display of growth in the popular sport. But a bet would be worthy of the case that it was an avenue to assess the five countries that had earned the bragging rights and tickets to the mundial to be hosted in our own, South Africa. Here, Isaac Koufie-Amartey looks at how the countries have fared thus far in their quest to hear the vuvuzela’s, fine-looking beaches and beautiful tourist sites.

GHANA

Ghanaian football is usually as thespian as it is unpredictable, and when it comes to the World Cup the picture is no different. The local folks would take not a single dose of convincing on why their noble country couldn’t earn the rights to be represented, a large lump of the masses would seek for some heads to roll with the top hierarchy of the football association almost succumbing to the strenuous pressure. Ghana had an almost impressive outing at the last World Cup in Germany after being placed in the same group with Italy, Czech Republic and U.S.A with the pundits touting the group ‘’Group of Death’’ . Yet, Ghana squeaked into the second round, but got a hiding from the Brazilians. Again it found itself stuck in another hellish group with West African neighbors Ivory Coast, Burkina Faso and Togo (pulled out after a shocking and tragic incident in Cabinda) when the 29th edition of the nations cup came calling. The connoisseurs, big talkers and the betting syndicates rubbished off any real impact by the Ghanaian team in the tournament with injuries to key and experienced players like John Mensah, Laryea Kingston and John Painstil and squad exclusions with respect to Sulley Muntari, Junior Agogo, Quincy Owusu-Abeyie and Derek Boateng. Fact then! But the a little-over 11,000 dollar’s-a-week earning Milovan Rajevac and his unproven chaps staked a claim in Ghana’s own right as one of Africa’s noble soccer power houses by winning the silver medal. A rather unconvincing display against the Didier-Drogba-lead Ivory Coast, northern neighbours Burkina Faso, host nation Angola and old nemesis Nigeria but one sure of a poignant standing ovation against Egypt but lost. Good soccer skills and beautiful soccer artistry they didn’t show a glimpse of until the grand finale but displayed tactical discipline, a knack for holding unto a solitary lead and proving the unconstructive critics wrong when the need arises. Angola 2010 sure was an avenue well taken and platform well grasped. Some critics have called for the Black Star coaches exit citing reasons that he plays an orthodox tactical game. But that has worked in the Serbian’s way thus far. Milovan Rajevac was a surprise appointment for a country that had been promised a world-class manager when the search team was sent on job, but he has made a very positive start to his first international coaching role. He has stuck against the odds, fought tooth-and-nil to instil discpline in his team, dismissed thoughts of him not being the man at the helm of affairs and put up a giant face against suggestions that he look a pale shadow of the man needed to work out the top influences. But Angola 2010 was an even more enlightening platform to duck the waters and proved has the balls to keep to a team he feels can do the job. He's insisted that he sure would bring back Sulley Muntari and the other excluded members of the team if only the showed enough passion and zeal to play out his tactics. But wouldnt that destroy the cohesion and the team ethics that was exhibited by the rather young team. Michael Essien, bring an extra bite, Sulley Muntari sets on the table a terrifying free-kick expertise, Quincy Owusu-Abeyie some exciting surging runs, Dereck Boateng, a grit in the middle of the park, John Painstil, a defense cover and John Mensah, a pillar at the back. But the question of the lips of all and sundry, is would Milo sacrifice this names and stick to his team? Supposing Kevin Boateng, get the nod of FIFA to switch nationality and Mario Barwuah Balotelli, decide to feature for his native country, would they walk straight into the team? South Africa looks a distinct chance of announcing their presence on the soccer globe as was in Germany. But only Serbia, Germany and Australia stands between a nation-wide jamboree and pure, unadulterated sorrow.



CAMEROON

Three days, 2000 guests and a reported 250,000 Euros of wining and dining to usher in a new coach looks rather stupid in certain terms. Three months on however, surprised would be the world if the most outraged Cameroon still harbours any grudges. A rather brilliant campaign, Guen has helped achieve. Cameroon’s ticket to South Africa though could in fine terms be said to have been presented on a silver platter following a 2-nil victory over Morocco in Fez. And the reason is simple. In any other World Cup year Gabon would apt have qualified ahead of Cameroon. Leading the Indomitable Lions by 5 points after two games, with a home game against the shambolic Lions threatening, the Gabonese lost their president Omar Bongo and asked FIFA for a postponement of the game. The world body obliged, and it was the Cameroonians that held the moment bringing in French coach Paul Le Guen who promptly restored the Lions' pride and led them to four straight wins, including two against the Gabonese, and earned them the group's ticket. Angola proved why the Indomitable Lions were only lucky to have had the world cup honour. A rather ruinous display of soccer against the same Gabonese squad where they lost by a goal to nil was only in truth that the now Samuel Eto’o-led Lions were past their noble glory and heights. They would re-group though to beat Zambia 3-2 before coming from behind twice to draw 2-2 with Tunisia to find their way into the quarter-finals from Group D. Losing out to Zambia on goal difference for top of the group, they were drawn against the Egyptians ultimately losing 3-1 after extra time. But as well as new questions emerge over their performances in Angola, new options have emerged as a cohort of youngsters scrap to break their way into the team. Georges Mandjeck, 21, who plies his trade in the German Bundesliga for Kaiserslautern has shown talent in an attacking midfield role, Alexander Song, who has cemented a starting role in Arsene Wenger’s Arsenal, has proven to be the new nucleus of the Lions team and Landry N'Guemo, the Celtic ace midfielder, who has shown immense talent in the SPL. If there is a platform to prove they haven’t lost a jot of the quality, South Africa looks a finer option but a friendly against Italy in March looks a shining, stepping stone.



NIGERIA

There is just something unsung about Nigerian football at the moment that makes even triumph feel like chalk for lunch. Every time the Eagles play, most soccer pundits more likely come off hissing and swearing at the poor displays from a nation capable of producing so much more. In an age of globalization and branding, Nigeria's football circles have taken a huge beating. You only have to listen to, or read the views of fans and critics that are not blindly Nigerian, to know. After earning a ticket to represent Africa in South Africa in very strange circumstances, they again lived up to what most soccer followers have termed “semi-final specialists”. They lacked the cutting edge, the older generation of players laying out lackluster performances, a technical bench bereft of control over tactical discipline and players not showing enough passion and zeal to win the green and white colours. Peter Odemwingie has shown some brilliance yet hasn’t staged a strong case to pull the final strings. Nigeria cries for a playmaker, a strong, an intelligent center forward and a defensive pillar that can put the brakes on and foil the tactics of the opposing teams. Nwankwo Kanu, Obafemi Martins and Yakubu Aiyegbeni have received flakes for their slack showings. The technical bench not been spared the incurring wrath. Just a few days after Shuaibu Amodu had led the Nigerians to a third place finish though, was he been given the boot. The former Orlando Pirates coach, was often was described in Nigerian circles as a "siddon-look coach" who, for most of the 90 minutes, stays glued to his chair, always looking morose when he is not dozing off. Winning or losing, his mood and countenance are always the same. The Nigeria Football Federation's short-list is topped by Dutchman Guus Hiddink, Bayern Munich coach Louis van Gaal, Frenchman Bruno Metsu, former Ghana coach, Ratomir Djukovic and former England caretaker coach Peter Taylor. Hiddink is currently the coach of Russia, Metsu led Senegal to the 2002 World Cup and Djukovic guided Ghana to the 2006 World Cup. The choice looks to be falling down the shoes of former Chelsea care-taker coach Guus Hiddink. Albeit extremely reluctantly. He carries the positive ego to cart the team along in strange circumstances and has the extremely important tactical urge over the other short-listed coaches. Whether he can transform the falling eagles into the winsome side they were on the continent a couple of years ago, looks the multi-million question. The NFF though has the final shout on who gets the nod! South Africa, in its budding beauty, looks a stage to state a claim for 130 million Nigerians after being sloppy in Angola.



ALGERIA

Rarely has such rhetoric acts been more appropriate for a football match as Algeria earned an imperative ticket albeit a smouldering bitterness that still lingers today between them and Egypt. Because of past history, the game was a tinderbox waiting to go off with tickets selling like gold dusts but it was Algeria who had the last laugh and with a laugh that still lingers on after a great performance at the just-ended African Cup of Nations. Rabah Saadane has shown some guts to axe certain key players and blended his new team with the youth exuberance that the younger generation brings on board. Nadir Belhadj, who plies his trade in the Barclays Premier League with Portsmouth, tall, rugged Rangers center-half Madjid Bougherra and captain Yazid Mansouri who plays for Lorient have shown great skill at the top level with Blackpool’s Hameur Bouazza and Djamel Abdoun of Nantes in the French Ligue One playing with grits and pure passion. They might have lost their heads at certain stages in the competition like losing 3-0 against Malawi in Luanda but they have shown to be a team that can be counted on at the defining moments. Only England, Slovenia and the United States stand between them and glory. South Africa, again a breeding ground for convincing statements.



IVORY COAST

Talk of talent, and they share it across the team. Of character, and they have players who have graced pitches at the highest level. Cases of brilliance, and you wouldn’t be in a world of oblivion traits of the soccer skills. What a team on paper. Rather shambolic that they haven’t been the best on the pitch. Didier Drogba and his team of Elephants are the African team all and sundry is mouthing about, and no one wants to meet. And for good reasons too, with Drogba, the Toure brothers, Kalou, Zokora, Eboue, Kone, Gervinho all playing regularly in some of the world's biggest teams. Even Capello, the Three Lions coach thinks they are a startling prospect. After a clinical dispatch of their opponents in the qualifiers, the Ivorians look in great shape to put Africa's stamp of drama on the tournament in 2010.With a Kaka-led Brazilian army, a Portugal team looking to redeem some lost pride and led by the infamous now Empiro Armani-class act Cristiano Ronaldo and a surging Japanese team, Ivory Coast must go beyond a wit of their strength. Certain pundits have argued that Ivory Coast are not the best team from Africa that they’re merely the most fashionable with their constellation of stars with an almost strong case that their exit from the Cup of Nations was not astonishing and did not come out of the blue. Best looking team on paper? Yes. Great side on the pitch. A spotless no. Vahid Halilhodžić's side looks a poor shadow of a team who has almost all of the world touting them as a dark horse for the upcoming World Cup in South Africa. They have a huge workload on their shoulders. Didier Drogba is hot, Yaya Toure very exciting, Salomon Kalou full of pace... but do they have the urge? Another looming stage? South Africa tells it all.



In all Africa, has never had it better. All five teams that graced Angola 2010 teams are latent second rounder’s, and feeding on each other with a vuvuzela-ed crowd deafening them on, Africa appears in an enormous position to go where it has never been. And if you think that the mass of expectations will get to them, be warned, African players shine best when the fuss is on them.

Milovan’s South African Nightmare -the Serbian’s head scratches over strikers!

The striker’s job in soccer is so inimitable an art because it's the only position in which players are encouraged to take risks, be greedy, and think attack almost always. It just might not be about the glory and goals but it entails long runs, moving the ball with grit, thinking swiftly and taking a bit of a battering from opposition defenders. There is a set of unique skills - intangibles - that a striker must possess in order to be the finest at his position. This is what suggests that Milovan Rajevac, come May when he assembles his cohorts, would have sleepless nights about his striking options.

Here, Isaac Koufie-Amartey looks at the chaps who must show untainted charm, awesome guts and pure charisma as the right strikers to be at the mundial.

Asamoah Gyan used to be the man with the attack scour through, but the 24-year old seemed to have finished his bullets in Ghana's impressive run to the finals of the Africa Cup of Nations in Angola. His fertile scoring rate for the Black Stars coupled with his extraordinary strike rate at Rennes in the French Ligue One makes him a plain-as-the-nose-on-your-face choice on Milo’s pages but that hasn’t left him without criticisms. He’s come under the lenses of critics who augur that “he is not a consistent striker and tends to spurn beseeching chances”. His partner Matthew Amoah's patchy fire for NAC Breda in the Eredivisie has all, but ceased, after just one strike post-Angola. He has history and experience behind him even though he has lost touch with the local fan base.

Another striker of worth, Prince Tagoe is back for Hoffenheim, after his harms with the German club. He is looking distinctly sharp, but is still not a serial scorer in the pattern of a World Cup dangerman yet. He has coughed up goals, proved some critics who doubted his soccer artistry at certain crucial moments wrong and shown he hasn’t lost a jot of his goal poaching abilities but it’s how well he manages a 90-minute performance in the Bundesliga that would be the core factor. A strong case he makes for South Africa! Quincy Owusu-Abeyie has shown glimpses of brilliance that once made him a fan’s favourite during his stint with North London-side Arsenal. He has brought some living in a Portsmouth side that looked a pale shadow of the team that won the FA Cup in 2008. Another admirable addition you might say!

The new-fangled striker’s brigade led by Dominic Adiyiah and Ransford Osei are still in the trenches, with little expected from them for a while to come, it seems. The former only recently emerged the world’s most valuable performer and goal king in the Under-20 World Cup in Egypt and the latter winning both accolades at the Under-20 African Cup in Rwanda. They’ve both shown bottle, brilliance and a world-class partnership that’s now the covet of many soccer fans.

Petrojet’s Eric Bekoe has seen some ill luck with Rajevac’s selection mill. Often maligned, he is a chap who counts being top scorer in the CAF Confederations Cup as one of his personal achievements and glory, is technically sound, has good pace, dribbling skills and strength and more importantly, has been a sharp shooter all season in the Egyptian League. It’s left to see if he makes it into the squad in May. A one-time fan’s favourite, Junior Agogo now does not even get a look-in for a 23 man squad with others quick to say “for one wrong move to Zamalek”. Keeping up good performances for Appollon Limassol in the Cyprus Super League could well see a return for the former Nottingham Forest man.

Who earns Milo’s calling rights? Your guess for the goose is as good as mine for the gander.