Is BPL privatisation the 'magic bullet'?
Mqondisi Dube | Friday July 17, 2020 07:58
The magic bullet (or hypodermic needle) theory suggests the transmission of messages in a linear form, to a passive audience. The theory assumes that the media is the gun that fires a ‘magic’ bullet (message) to the recipients’ head.
The outcome, argues proponents of the theory is uniform. Recipients receive the message and respond in a similar manner.
The magic or single bullet theory was used to analyse the assassination of American President, John F Kennedy in 1963.
Investigators concluded that a single bullet had caused injuries to Kennedy, and one other person, a Texas governor.
Critics of the single bullet theory, argued, this could not be possible. The probability of a single bullet causing severe damage to two people remained a debate, prompted by the Warren Commission, which carried out the investigations.
Mass media was assumed to have similar impact early, where a message was seen as having a similar meaning to all recipients.
The magic bullet theory ignored several other aspects, like the recipient resisting communication. The impact of what is referred to as noise in communication was also ignored. Noise is anything that can impact effective communication, be it a physical or emotional barrier.
The magic bullet assumed that once a message is dispatched, there is little interrogation from the recipient, who would receive it in a uniform manner.
The elasticity of the theory would be tested in the coming weeks, and months in local football.
The Botswana Football Association (BFA), pressed to find a viable and durable solution to its organ, the Botswana Premier League (BPL) financial challenges, has fired a bullet it considers magical.
A process set in motion by the previous Tebogo Sebego administration, has gained full traction, particularly in the closing stages of president, Maclean Letshwiti’s reign.
Sebego rode on a commercialisation campaign, on his way to Lekidi Centre for his first term in 2012.
While baby steps were taken, the process did not reach its intended conclusion, as it remained work in progress.
Letshwiti, after admitting BPL headaches, as clubs continue to face operational challenges, largely due to lack of funding, has pushed on with a process to ensure the BPL turns into a private entity.
Former FIFA development officer, Ashford Mamelodi, spearheads the transformation and a four-men BPL transformation committee was appointed last week.
The committee is headed by Jagdish Shah, a man credited with the turn around in financial fortunes of local giants, Township Rollers. Popa has been a model of professionalism and the envy of most of the 15 clubs in the Premier League.
Other members of the committee are Nicholas Zakhem, Anthony Mokentso and Kelesitse Gilika.
Mamelodi has been conducting workshops with clubs, as a way to kickstart a process that would culminate in the league’s financial viability.
Clubs have battled to attract sponsorships, and their status as a society has been fingered as the cause.
The ‘magic bullet’ feeling is that all clubs should turn into private entities for them to attract suitors.
The process would culminate in the BPL achieving its much sought-after autonomy from the BFA.
At present, the BFA signs contracts on behalf of the BPL, and the mother body holds all the keys.
However, under the new arrangement, the BPL would be able to negotiate its sponsorship deals, while clubs are turned into companies.
There would be a commercial wing responsible for hunting the elusive sponsorships.
While there have been significant steps taken towards making a dream started around 2008, under a document titled ‘The Bosele Declaration’, there will always be skeptics.
It is difficult to imagine the financial headaches of local clubs disappearing overnight due to the impact of the magic bullet.
Is privatisation the panacea for football’s financial challenges? Questions would remain with the months ahead, providing the critical answers.