Influence of Twnety20 Cricket on Cricket Stakeholders

Influence of Twnety20 Cricket on Cricket Stakeholders CHAPTER ONE 1.0 INTRODUCTION 1.1 Introduction This research on the impact of twenty20 cricket on international cricket attempts to explore the perception of both primary and secondary stakeholders of the game in the international arena. Twenty20 cricket is one of the richest industries, which is valued at around a billion dollar across the globe. Twenty20 cricket is one of the worlds sports with many enthusiastic participants, spectators as well as media interest. Twenty20 Cricket has sparked new life and provided redemption to cricket all over the globe. The Twenty20 version of the game has been a major factor in attempting to further globalize, commercialize and popularize the game. Cricket is one the most popular and well-liked game in the world. Cricket is an established team sport for hundreds of years and very popular in countries such as India, Pakistan, West Indies, South Africa and England. Like other sporting activities, twenty20 cricket is a professional sport that is sought after by both men and women due to its nume rous beneficial attributes. This popular and beneficial activity not only provides you physical fitness but mental strength and sharpness too. A sport helps a person in building a very positive attitude. It has also become a part of education and routines of people. The main of the research is to determine the impact of twenty20 cricket sport on international cricket. This chapter tends to outline background of the study and problem statement. In addition, it discusses the research questions, research objectives and the significance of the study apart from presenting the research outline. 1.2 Study Background The origin of Cricket sport can be traced from the period of the dark ages, probably after the Roman Empire, almost definitely prior to the Normans invading England and almost certainly somewhere in Northern Europe. Circumstantial evidences suggest the fact that this game was started in Saxon or Norman times by children living in south east part of England in an area of dense woodlands known as Weald. It is generally believed that cricket was more of a children game rather than the adults. It was taken up by the adults in 17th century and since then, this sport continued to increase its popularity and public acceptance and never looked back. As far as the name of term â€Å"cricket â€Å"is concerned it is generally believed that this word had various possible sources. The earliest source is traced back to 1598 when it was called as cricket. It is thought to be derived from Middle Dutch term â€Å"krick â€Å"meaning a stick. There are another terms also available which all sugge st the possible involvement of Dutch in this sport. The game of Cricket is known to be spanning from the 16th century with matches being played since 1844, although officially ‘International Test Cricket was played from the year 1877 onwards. Test cricket is the oldest and longest form of cricket. It is also considered as the most reliable and challenging form of cricket to measure the worth of any team where 2 innings are played by each team. After the toss the team that bats first piles on as many runs as possible and declares the innings. Then comes the turn of other team and so the match goes on until the final result. The popularity and charm of test cricket is decreasing day by day because of the origination of new more exciting forms of cricket. Hopwood (2005) argues that the game of Cricket has been governed by the rules for more than 250 years. The Marylebone Cricket Club has been an authoritative figure in putting forth the rules of cricket and its subsequent amendme nts. In the year 2000, the MCC revised the rules of Cricket and introduced Spirit of Cricket to the laws of the game to maintain the unique character and enjoyment of the game. One day cricket is the most recognizable and viewed form of cricket in the world. It is being played and watched by the people with great enthusiasm. The most popular event â€Å"World Cup† of cricket is also based on the pattern of one day cricket. Most of the important and popular championships in cricket are based on one day matches. The one- day international cricket is a late twentieth century development. On 5th January 1971, first ODI was played between Australia and England and till now it is very popular among the cricket fans. Cricket matches are played and liked by the people on national and international level (Birley, 2003). There are many types of cricket like country cricket, club cricket, indoor cricket, womens cricket and cricket for blinds, but the most prominent and popular three types of cricket which are recognized by ICC (International Cricket Council) are test cricket, one-day and newly originated form twenty20 cricket. The arrival of Twenty20 on the cri cketing scene has surely divided the cricketing fraternity. Some believe that it is nothing but a travesty and should not be encouraged at any cost. They argue that since Twenty20 encourages far-from-technical cricket youngsters wanting to pick up the game will be misguided into believing that cricket is all about trying to hit 6s and 4s no matter how you do it. Also it will create the misconception that cricket is a batsmans game and that there is very little incentive in bowling since it is the bowlers that are usually the ones at the receiving end. In such a scenario very few youngsters might take up bowling or bother learning the finer points of the craft. Plus there is always the argument that Twenty20 cricket will wean away interest from the traditional formats of the game, especially Test cricket. However, opinion regarding Twenty20 cricket still remains divided as its promoters insist that it will not replace any of the traditional formats but on the contrary will increase i nterest in them by pulling more people towards cricket as a whole. They also argue that the Twenty20 format is a great way of introducing cricket to the non-cricketing world which is used to fast games such as football. There is no doubt that the T20 version of the game has become the most popular and acceptable in the recent times but it cannot be said that other forms of the games have been overlooked. After the commencement of T20 cricket, many thought that the test cricket will be gradually extinguished from the cricket world. It is however wrong to say. All the legends of cricket still firmly believe that test cricket is the toughest and most resilient form of cricket which gets the best of any player. Test cricket judges mental ability and strength, the stamina and resilience factor and various other things of the player which twenty 20 cricket cannot judge. The game of Twenty20 sport involves two teams; each has a single innings, batting for a maximum of 20 overs. Twenty20 game is completed in about three hours, with each innings lasting around 75 minutes, thus bringing the game closer to the time span of other popular team sports such as football (Hopwood, 2005). It was introduced to create a lively form of the game which would be attractive to spectators at the ground and viewers on television. Since its inception the game has spread around the cricket world. The idea of a shortened format of the game at a professional level was discussed by the English and Wales Cricket Boardin 1998 and 2001. When theBenson and Hedges Cupended in 2002, theEnglish and Wales Cricket Board needed another one day competition to fill its place. The cricketing authorities were looking to boost the games image and popularity with the younger generation in response to dwindling crowds and reduced sponsorship. It was intended to deliver fast paced, exciting c ricket accessible to thousands of fans who were put off by the longer versions of the game (test cricket and one-day international cricket). Stuart Robertson, the marketing manager of the English and Wales Cricket Board, proposed a 20 over per innings game to county chairmen in 2001 and they voted 11-7 in favor of adopting the new format. More than 30 focus groups were mobilized. 4,000, 15-minute, face-to-face interviews were set up to gauge the public appetite for the game. The image of Cricket in England had always been that of a sport which is slow-paced, sedate and boring. The audiences identified the length of the matches to be very long, albeit Test Match Cricket (5 days) of One-Day Cricket (8 hours). Easton (1996) argues that the general perception and image in the minds of the public was that Cricket is a sort of sport which more often than not results in boring draws (Test Cricket). Even in one-day cricket (50 overs), the batsmen would score their runs at a pretty slow rate resulting in a dull spectacle for the crowds attending to watch matches at the various cricket grounds. Hopwood (2005) maintains that the England and Wales Cricket Board had initially introducedTwenty20 cricket as a way to get the crowds back in domestic cricket. The first Twenty20 Cup in 2003 (now known as the Friends Provident T20) was marketed with the sloganâ€Å"I dont like cricket, I love it†and it was aimed especially at the youth rather than the cricket connoisseur. It was meant to be a game that would bring the entire family together for an evening of fun and carnival like atmosphere. The finals of the 2003 Twenty20 Cup (in 2003) saw performances by pop stars and rock bands and the party like atmosphere made it an evening to remember. It was a huge success as the crowds were pleasantly taken by surprise. More than the cricket on field the idea was to have fun; cricket just provided the means. This was the ‘fast food of cricket and the people just loved every s ingle bite. Since then Twenty20 has slowly risen in popularity. The first official Twenty20 matches were played on 13 June 2003 between the English counties in theTwenty20 Cup (now known as the Friends Provident T20). The first season of Twenty20 in England was a relative success, with theSurrey Lionsdefeating theWarwickshire Bearsby 9 wickets in the final to claim theTwenty20 Cup 1.3 Problem Statement This study focuses on crickets problem of enduring a severe and long held image problem which is proving difficult for the game to turn around and which is without doubt affecting the potential of cricket to draw vital media and monetary support. Critics have been leveled against introduction of twenty20 cricket. Public Relations activities being critical to the future of the game have not been implemented to the level that it should be or many in the game would like it to be. Many have argued that since Twenty20 encourages far-from-technical cricket, youngsters wanting to pick up the game will be misguided into believing that cricket is all about trying to hit 6s and 4s no matter how you do it. Besides, test cricket which is considered the ‘pinnacle of the game may soon suffer the absence of quality international players as cricketers such as Andrew Flintoff of England have retired from Test Cricket to accommodate themselves in Twenty20 Cricket amongst other international cric keters such as Paul Collingwood and Kevin Pietersen skipping the Domestic County Cricket season in the United Kingdom to play for the cash lucrative Indian Premier League. The implications of such incidents may only result in English Domestic Cricket losing out on valuable players and as a result failing to attract audiences and generating revenues for the English Domestic game. English and Wales Cricket Board has played a critical role in the introduction of twenty 20 cricket to the world but there has always been a lingering feeling that the English International cricket team has been inconsistent in their performances at the one-day international level (50 over cricket). Some experts in the game have linked the inconsistency of the international side to the structural problems in county cricket. Other people argue that twenty 20 cricket will create the misconception that cricket is a batsmans game and that there is very little incentive in bowling since it is the bowlers that are usually the ones at the receiving end. In twenty 20 cricket, at most times the pitches prepared are tailor made for batsmen to go for their strokes and put up big totals on the board. In such a scenario very few youngsters might take up bowling or bother learning the finer points of the craft. The sport of twenty 20 cricket faces another problem of lack of five test match series except for the Ashes. What could be better suited to sustain the interest of the cricket fan than have England tour India or vice-versa for a five test match series. Instead, we have two-Test series arranged at the last minute by the English and Wales Cricket Board. Nobody can anticipate or attend; nobody is satisfied except perhaps the broadcasters whose contracts are fulfilled. There is need for English and Wales Cricket Board to understand that there is no requirement for saturation and committing overkill by scheduling cricket all year around. Instead, just stage and promote the icon series properly, a nd Test crickets unique qualities will take care of the rest. 1.4 Research Questions This research responds to the problems associated with this study by attempting to evaluate the influence of twenty 20 cricket in accordance with the perception of different stakeholders. Hence the research questions that this studied tried to answer is listed as indicated below: What is the impact of Twenty20 cricket on the image of English Cricket Board To what extent has public relations and social media activities have an impact on the domestic (county) first class Twenty20 Cricket Which is the most preferable type of cricket sport between Test cricket, One Day Internationals or Twenty20 Have public relation activities been put in practice by the English and Wales Cricket Board in promoting the Twenty20 game to the audiences What measures have the English and Wales Cricket Board put in place for all the three formats i.e. Test, One Day Internationals and T20 Cricket to survive and co-exist at the international level. 1.5 Research Aim and Objectives In order to obtain the goal of the study, the main aim of the study as well as specific objectives in relation to the impact of twenty 20 cricket on international cricket were formulated with research problems and research questions in mind. The aim of the study was to determine the impact of twenty 20 cricket on international cricket. To be able o obtain the mentioned main objective of the study, five specific research objects were formulated. The specific research objectives are stated as indicated below: To determine the impact of Twenty20 cricket on the image of English Cricket Board To find out whether public relations and social media activities have an impact on the domestic (county) first class Twenty20 Cricket To establish the most preferable type of cricket sport between Test cricket, One Day Internationals or Twenty20 To investigate whether public relation activities have been put in practice by the English and Wales Cricket Board in promoting the Twenty20 game to the audiences To find out the measures that the English and Wales Cricket Board have put in place for all the three formats i.e. Test, One Day Internationals and T20 Cricket to survive and co-exist at the international level. 1.6 Significance of the study Sport industry contribute quite considerably to the development of different nations across the globe; hence this study is going to play a very important role in demystifying the implication of the introduction of twenty 20 cricket in the world of sport. Such information can be used by different stakeholder such as nations, industry players, players, spectators and the general public as well as students. Industry managers can use this study to gauge the implication of twenty 20 cricket and the impact it has on the world of sport. This is quite critical because it can be used by different stakeholders to make appropriate strategies that will be for their good and the good of the public. Perception of different stakeholders especially spectators of twenty 20 cricket will be very significant in making decisions in relation with the twenty 20 cricket sport. This research will also contribute to the pool of knowledge where students will be able to gain necessary knowledge to help them not only be informed but to also acquire relevant information necessary for the completion of their studies. CHAPTER TWO 2.0 LITERATURE REVIEW2.1 The Business of Sportianment Standard Bank of South Africa is a financial services provider, which is a subcomponent of the Standard Bank Group. According to Standard Bank Pro20 Cricket (n.d.), since 1997, the bank began providing sponsorship to cricket in South Africa. This initiative rejuvenated the back the playing of cricket at local level. The game had dwindling spectator s watching the matches. This was also coupled with declining interest. The Bank alongside the Cricket South Africa came up with the model of the 20-A-sidec cricket. According to Standard Bank Pro20 Cricket (n.d.), this was in the Year 2004. This involved lessening the one-day game of cricket. The concept of the 20-over was meant to last for only three hours. This had reduced number of overs. This made the game more interesting, faster than before and furious. This new version of the game of cricket was later to be named the Standard Bank Pro20 series. The objective of the Bank venturing in Pro20 cricket was to build on their existing high levels of association with cricket in South Africa and demonstrate to their chosen audience (Randall, 2004). According to Standard Bank Pro20 Cricket (n.d.), this was in order to show their brand was among those, which was ahead and was able to undergo changes to a better brand. The move by the Bank to place the brand closer to the youth that is through sponsoring the local sport of the cricket game in South Africa. Since the Bank had grassroots involvement with the local play of the sport of the cricket, they also wanted to collaborate with Cricket South Africa so that to repackage the local experience of the game (Suite 101, n.d.). According to Standard Bank Pro20 Cricket (n.d.), this is so that to bring vibrancy in the game making it more vibrant and lively. According to Standard Bank Pro20 Cricket (n.d.), the company opted for internal marketing campaigns as well as sports hospitality; through this, it viewed the strategy of additional opportunity to interact one on one with interested parties of the game on how it is play. The drive for having a new version or revised version of the ga me was because it meant to bring a renewed feeling among the traditional perception of the game. This is not for the sake of those who play the games alone but also for those who the sport as a way of entertainment. Off the pitch activities were brought as a form extra play and entertainment. This meant to act as an additional treat for excitement viewers were getting on the field. The composite of what resulted made the game more exciting and unique. The best phrase used to recognize the resultant product of this was sportainment. According to Standard Bank Pro20 Cricket (n.d.), this was a composite of both sports and entertainment. The phrase developed meant to give priority to the essence of Standard Bank Pro20 cricket. According to standard Bank Pro 20 cricket (n.d.) the game took the design that features three pillar experiences. According to Standard Bank Pro20 Cricket (n.d.), these are mainly cricket, stadium and broadcast. The nexus between the three pillars gave the stakeholders the integrated treat of sportainment. The innovation into the sport of cricket thought out and imported courtesy of the collaborated effort of Standard Bank South Africa jointly with Cricket South Africa (Cricket Web, 2010). The effort involved the bringing in of new dugouts for players at the ides of the field. According to Standard Bank Pro20 Cricket (n.d.), this meant to enhance game watching by the audience seated on the bench with clarity. The game increased he speed at which the players played the game (BBC, 2006). This saw the facilitation of faster changes in the batsmen. The new type of the dropped some of the old team t actics and umpire kit designs; this meant to improve the appeal while watching the game. According to Standard Bank Pro20 Cricket (n.d.), they took the measure to move the umpires into the field carried by vehicles that bore the name of the brands on the side. There was notable change on the play of the game. This was especially on the batting style. According to Standard Bank Pro20 Cricket (n.d.), there was the introduction of a free hit for a no ball. In the stadium there, standard Bank tailored the Hard Hats for fans. There was distribution to fans of headgear for protection against the significant number of fours and sixes expected in the new boundary-bashing version. There was improvement done that came with additional cameras for broadcast purpose. According to Standard Bank Pro20 Cricket (n.d.), these are non-fixed and could be moveable that is from one place to another. When there are international matches in the Pro20 cricket series, more pomp and color were in addition to the stadium. Professional dancers would be ushered into the podium. A DJ booth will come in handy, which are in position placed at an elevated level. The common horizontal digital boards for advertising were removable and in their place put enhanced ones. These new ones have more features. According to Standard Bank Pro20 Cricket (n.d.), these are wider vertical Power Towers. They used to communicate messages. In addition, they have images that parallel the action that is taking place in the field. When SuperSport came on board, this came with untested initiatives to support. These provided with the cricket and stadium an experience. The experience is for live ball-by-ball viewers. The commentators trans-located: newly to the grandstands, as it was not like before. Previously, these were host at the media suite as well as the commentary boxes. In this new position, they are able to interact with spectators. According to Standard Bank Pro20 Cricket (n.d.), this is especially at the b reaks of the games. The new facelift accompanied with providing the fielding captain with an earpiece together with a lapel microphone. According to Standard Bank Pro20 Cricket (n.d.), the commentators capacitated so that they can link directly link in perception and mind with the players. This is at opportunity moments of the game. According to Standard Bank Pro20 Cricket (n.d.), live interviews conducted with the outgoing batsmen after each wicket. Heart-rate monitors attached to some of players on the field. This meant to provide those watching via television broadcast with additional action from the field (Hubbard and Thomas, 2007). 2.2 The Business Side of Cricket According to Easton (1996) the communication to influence peoples ideas, theories as well as feelings used through analogies. This is a common practice in the field of business. A clear analogy occurs between the battlefield of sports and business occurrences. In order to win a game of cricket ones needs a well thought out strategy (Savicca, 2011). This is a similar case as in the business fraternity. There is need to think about how the situation will be in the field. This is like an objective visioning the business venture that is, accompanied with an analysis of the strengths as well as weaknesses. There is a lookout for threats as well as opportunities lingering around the business. The cricket strategy for having the vision is to develop a new product. According to Easton (1996), this has bases on a crop of new players. There is need to prepare for strong wickets which will assure the goes back home after a game with the victory. This is like a market strategy. This is where cha nces for success are vital. Like a business scenario there is need to know what kind of product one is offering to the market. This followed by a winning formula, which is the marketing mix. According to Easton (1996), the same applies to the game of cricket. There is need to know the kind of players one has and how to formulate a workable strategy to win based on their skills. In describing what kind of product that is needed in the sport of cricket; there is need to screen the kind of players one has at his disposal. According to Easton (1996), just like determining the price of the product; the analogy in the game of cricket is the level which to depend on players that you field during the playing of the game, that is, what role best fit each player when on the field of cricket. This resembles how to distribute resources in the case of a business set up. The thought one has to have is about the strength that will promote the possibility for a victory, that is, how one ensures that, the other team has been defeated. According to Easton (1996), this thought out done even before the game begins. Just like the way one thinks out how the marketing mix is going to be done; one has to formulate a strategy that enables to understand the game w hen playing at home as well as when playing at the opponents home turfs. As it happens elsewhere, one has to keep watch on the ongoing in the marketing front. One has to compare business performance with the occurrences in the market sales and profit as well as the market share. According to Easton (1996), in the case of the game of cricket one has to compare their performance within the league and find out how to improve play. That is at the team level. At member level, one can assess their capacity in the bowling and batting. The opportune to sell in business is just as important as the way it may be in a game of cricket. Any skipper who has had to sell to a seasoned opening batsman that he should bat further down the order will need the very best selling skills. A skipper ought to know how the team would move in to their victory. These are the success factors of the game. According to Easton (1996), skipper must ensure that the score is at five an over or endeavor to make sure th e opposing teams best batsman remains always off the strike throughout the game. The rest of other team members should have already known the game plan that the skipper has in mind. This enables the team to launch their tactics without any ado. Because the opponent has opinion that is always to be on toes to know the tactics on application by the opponent by reviewing what has done throughout the past games played, then the team has to deliver a good product. These make the defeats inevitable. According to Easton (1996), in order to make good out of a game through a win then these success has been register through understanding how to cohere as a team. There is need to understand capabilities of each member in the team so that to get the best out of them. These same applies to a business deal there is need to know the capacities of different dealers in the chain to make good out of them. According to Easton (1996), it is true that the business is for the people by the people. Thus, those participating in a transaction are the ones who make up the business. Leadership in a game of cricket is held to create an authority that will drive the team to a common purpose. The common for the team during a game is to win. The team just like a business will for the human communities that have brought together for a common purpose. That is why some underdogs have surprised the big names of the game. According to Easton (1996), understanding the team members, how they react, their skill levels and how best to utilize them, and aligning them to achieve a common goal is vital to the leaders success. During the headingly test, Mike Brearly the skipper demonstrated this brilliantly. According to Easton (1996), in the game of cricket just as in the business front there is need to understand each such that role are set out clearly for every player. This can be on bases of what one is best base on what to do. It should also matter on placing people based on how they consider themselves during a win or loss. According to Easton (1996), this can be likened t o LIFO terms; this is in the way they to assess he behavior when the going is well and how their behavior when they are under pressure. The team may design in a way these factors well taken care of. According to Easton (1996), for instance, who comes in handy to be supporting the captain? Who is suited to do the try as well as serve as the captain of the side? Who will give their place up as a substitute in the batting in order to save the team from a loss? There exit several types of mixes and types that make up the world of cultures in business. These could include the power, people, task as well as role. Just like in business the game of cricket, this is the same (Fischer, n.d.). 2.3 Actuating a Sport as a Business According to Goldman and Johns (2009), any game at the level of business of sport must show how it is economically significant at all the levels of the society. This makes it an important component both as an economic activity as well as wealth creation. Market research has shown those willing to invest in sports sponsorship; this has risen since 2003 by a twenty-nine percent proportion, which best estimated to be US$2.4 billion. This makes part of a proportion of the larger global sponsorship industry. This best estimated to be about US$28 billion in 2004. In the case of South Africa, the amount of money put into the sport as a direct expenditure in terms of sports sponsorship has increased. In 1991, the amount spent in terms of sponsorship was R 207 million but this rose such that in 2000 the amount was R 1billion. Recent case studies show that the amount spent in the sport has risen to 2.6 billion Rand. These studies have further shown that another R 2.2 Billion has spent on lever aging sponsorship. A case in point to identify with is the 1984 when the Los Angeles hosted the Olympics. The Olympics significantly boosted sports marketing. According to Goldman and Johns (2009), this event turned athletics into a sponsored business. This became the first to be operational on revenues generated by private sponsor revenues. The other Olympics operated on a bid to generate profit. In addition to the competition that is experience on the field, sports teams also compete for favor from spectators, media coverage, brand sponsors, product consumers as well as bidding investors. From this perspective, this is making sporting action become a business entity. This is with professional management. Those in management will rather perceive those in their sport team as a brand and are important to sell in the sport club. Thus, the sports icons are rather making sure every sports event is a value addition. This makes them important in the public eye. According to Goldman and Johns (2009), these makes them become valuable and can attract and influence the perception and attitude of other stakeholders the game. Sports Clubs like Manchester United, Real Madrid as well as the New York Yankees have set pace in showing the value of product branding in games is all about? This act makes the sports seem rather to act independently when displayed. The venture is such that the bran d can sell independently of the athlete success. Take for instance the case of Real Madrid. In the football season of 2003/2004, they made up to â‚ ¬64.3 million in the form of merchandising sales. Out of the revenue generated, the brand sold 1.5 million shirts mostly to other countries. The clubs at the helm of football action, mainly based in Europe collectively grew by a margin of 11%, which is equivalent to â‚ ¬ 3.7 billion in 2006/2007. During this time Real Madrid was rated as the first club to make up revenue of â‚ ¬360 million. Research has classified the art of sports marketing in to two versions. According to Goldman and Johns (2009), there is marketing of sports as well as marketing with sports. The marketing of sports involves marketing strategies of sports events as well as sports kits to a target audience of the players, athletes as w Influence of Twnety20 Cricket on Cricket Stakeholders Influence of Twnety20 Cricket on Cricket Stakeholders CHAPTER ONE 1.0 INTRODUCTION 1.1 Introduction This research on the impact of twenty20 cricket on international cricket attempts to explore the perception of both primary and secondary stakeholders of the game in the international arena. Twenty20 cricket is one of the richest industries, which is valued at around a billion dollar across the globe. Twenty20 cricket is one of the worlds sports with many enthusiastic participants, spectators as well as media interest. Twenty20 Cricket has sparked new life and provided redemption to cricket all over the globe. The Twenty20 version of the game has been a major factor in attempting to further globalize, commercialize and popularize the game. Cricket is one the most popular and well-liked game in the world. Cricket is an established team sport for hundreds of years and very popular in countries such as India, Pakistan, West Indies, South Africa and England. Like other sporting activities, twenty20 cricket is a professional sport that is sought after by both men and women due to its nume rous beneficial attributes. This popular and beneficial activity not only provides you physical fitness but mental strength and sharpness too. A sport helps a person in building a very positive attitude. It has also become a part of education and routines of people. The main of the research is to determine the impact of twenty20 cricket sport on international cricket. This chapter tends to outline background of the study and problem statement. In addition, it discusses the research questions, research objectives and the significance of the study apart from presenting the research outline. 1.2 Study Background The origin of Cricket sport can be traced from the period of the dark ages, probably after the Roman Empire, almost definitely prior to the Normans invading England and almost certainly somewhere in Northern Europe. Circumstantial evidences suggest the fact that this game was started in Saxon or Norman times by children living in south east part of England in an area of dense woodlands known as Weald. It is generally believed that cricket was more of a children game rather than the adults. It was taken up by the adults in 17th century and since then, this sport continued to increase its popularity and public acceptance and never looked back. As far as the name of term â€Å"cricket â€Å"is concerned it is generally believed that this word had various possible sources. The earliest source is traced back to 1598 when it was called as cricket. It is thought to be derived from Middle Dutch term â€Å"krick â€Å"meaning a stick. There are another terms also available which all sugge st the possible involvement of Dutch in this sport. The game of Cricket is known to be spanning from the 16th century with matches being played since 1844, although officially ‘International Test Cricket was played from the year 1877 onwards. Test cricket is the oldest and longest form of cricket. It is also considered as the most reliable and challenging form of cricket to measure the worth of any team where 2 innings are played by each team. After the toss the team that bats first piles on as many runs as possible and declares the innings. Then comes the turn of other team and so the match goes on until the final result. The popularity and charm of test cricket is decreasing day by day because of the origination of new more exciting forms of cricket. Hopwood (2005) argues that the game of Cricket has been governed by the rules for more than 250 years. The Marylebone Cricket Club has been an authoritative figure in putting forth the rules of cricket and its subsequent amendme nts. In the year 2000, the MCC revised the rules of Cricket and introduced Spirit of Cricket to the laws of the game to maintain the unique character and enjoyment of the game. One day cricket is the most recognizable and viewed form of cricket in the world. It is being played and watched by the people with great enthusiasm. The most popular event â€Å"World Cup† of cricket is also based on the pattern of one day cricket. Most of the important and popular championships in cricket are based on one day matches. The one- day international cricket is a late twentieth century development. On 5th January 1971, first ODI was played between Australia and England and till now it is very popular among the cricket fans. Cricket matches are played and liked by the people on national and international level (Birley, 2003). There are many types of cricket like country cricket, club cricket, indoor cricket, womens cricket and cricket for blinds, but the most prominent and popular three types of cricket which are recognized by ICC (International Cricket Council) are test cricket, one-day and newly originated form twenty20 cricket. The arrival of Twenty20 on the cri cketing scene has surely divided the cricketing fraternity. Some believe that it is nothing but a travesty and should not be encouraged at any cost. They argue that since Twenty20 encourages far-from-technical cricket youngsters wanting to pick up the game will be misguided into believing that cricket is all about trying to hit 6s and 4s no matter how you do it. Also it will create the misconception that cricket is a batsmans game and that there is very little incentive in bowling since it is the bowlers that are usually the ones at the receiving end. In such a scenario very few youngsters might take up bowling or bother learning the finer points of the craft. Plus there is always the argument that Twenty20 cricket will wean away interest from the traditional formats of the game, especially Test cricket. However, opinion regarding Twenty20 cricket still remains divided as its promoters insist that it will not replace any of the traditional formats but on the contrary will increase i nterest in them by pulling more people towards cricket as a whole. They also argue that the Twenty20 format is a great way of introducing cricket to the non-cricketing world which is used to fast games such as football. There is no doubt that the T20 version of the game has become the most popular and acceptable in the recent times but it cannot be said that other forms of the games have been overlooked. After the commencement of T20 cricket, many thought that the test cricket will be gradually extinguished from the cricket world. It is however wrong to say. All the legends of cricket still firmly believe that test cricket is the toughest and most resilient form of cricket which gets the best of any player. Test cricket judges mental ability and strength, the stamina and resilience factor and various other things of the player which twenty 20 cricket cannot judge. The game of Twenty20 sport involves two teams; each has a single innings, batting for a maximum of 20 overs. Twenty20 game is completed in about three hours, with each innings lasting around 75 minutes, thus bringing the game closer to the time span of other popular team sports such as football (Hopwood, 2005). It was introduced to create a lively form of the game which would be attractive to spectators at the ground and viewers on television. Since its inception the game has spread around the cricket world. The idea of a shortened format of the game at a professional level was discussed by the English and Wales Cricket Boardin 1998 and 2001. When theBenson and Hedges Cupended in 2002, theEnglish and Wales Cricket Board needed another one day competition to fill its place. The cricketing authorities were looking to boost the games image and popularity with the younger generation in response to dwindling crowds and reduced sponsorship. It was intended to deliver fast paced, exciting c ricket accessible to thousands of fans who were put off by the longer versions of the game (test cricket and one-day international cricket). Stuart Robertson, the marketing manager of the English and Wales Cricket Board, proposed a 20 over per innings game to county chairmen in 2001 and they voted 11-7 in favor of adopting the new format. More than 30 focus groups were mobilized. 4,000, 15-minute, face-to-face interviews were set up to gauge the public appetite for the game. The image of Cricket in England had always been that of a sport which is slow-paced, sedate and boring. The audiences identified the length of the matches to be very long, albeit Test Match Cricket (5 days) of One-Day Cricket (8 hours). Easton (1996) argues that the general perception and image in the minds of the public was that Cricket is a sort of sport which more often than not results in boring draws (Test Cricket). Even in one-day cricket (50 overs), the batsmen would score their runs at a pretty slow rate resulting in a dull spectacle for the crowds attending to watch matches at the various cricket grounds. Hopwood (2005) maintains that the England and Wales Cricket Board had initially introducedTwenty20 cricket as a way to get the crowds back in domestic cricket. The first Twenty20 Cup in 2003 (now known as the Friends Provident T20) was marketed with the sloganâ€Å"I dont like cricket, I love it†and it was aimed especially at the youth rather than the cricket connoisseur. It was meant to be a game that would bring the entire family together for an evening of fun and carnival like atmosphere. The finals of the 2003 Twenty20 Cup (in 2003) saw performances by pop stars and rock bands and the party like atmosphere made it an evening to remember. It was a huge success as the crowds were pleasantly taken by surprise. More than the cricket on field the idea was to have fun; cricket just provided the means. This was the ‘fast food of cricket and the people just loved every s ingle bite. Since then Twenty20 has slowly risen in popularity. The first official Twenty20 matches were played on 13 June 2003 between the English counties in theTwenty20 Cup (now known as the Friends Provident T20). The first season of Twenty20 in England was a relative success, with theSurrey Lionsdefeating theWarwickshire Bearsby 9 wickets in the final to claim theTwenty20 Cup 1.3 Problem Statement This study focuses on crickets problem of enduring a severe and long held image problem which is proving difficult for the game to turn around and which is without doubt affecting the potential of cricket to draw vital media and monetary support. Critics have been leveled against introduction of twenty20 cricket. Public Relations activities being critical to the future of the game have not been implemented to the level that it should be or many in the game would like it to be. Many have argued that since Twenty20 encourages far-from-technical cricket, youngsters wanting to pick up the game will be misguided into believing that cricket is all about trying to hit 6s and 4s no matter how you do it. Besides, test cricket which is considered the ‘pinnacle of the game may soon suffer the absence of quality international players as cricketers such as Andrew Flintoff of England have retired from Test Cricket to accommodate themselves in Twenty20 Cricket amongst other international cric keters such as Paul Collingwood and Kevin Pietersen skipping the Domestic County Cricket season in the United Kingdom to play for the cash lucrative Indian Premier League. The implications of such incidents may only result in English Domestic Cricket losing out on valuable players and as a result failing to attract audiences and generating revenues for the English Domestic game. English and Wales Cricket Board has played a critical role in the introduction of twenty 20 cricket to the world but there has always been a lingering feeling that the English International cricket team has been inconsistent in their performances at the one-day international level (50 over cricket). Some experts in the game have linked the inconsistency of the international side to the structural problems in county cricket. Other people argue that twenty 20 cricket will create the misconception that cricket is a batsmans game and that there is very little incentive in bowling since it is the bowlers that are usually the ones at the receiving end. In twenty 20 cricket, at most times the pitches prepared are tailor made for batsmen to go for their strokes and put up big totals on the board. In such a scenario very few youngsters might take up bowling or bother learning the finer points of the craft. The sport of twenty 20 cricket faces another problem of lack of five test match series except for the Ashes. What could be better suited to sustain the interest of the cricket fan than have England tour India or vice-versa for a five test match series. Instead, we have two-Test series arranged at the last minute by the English and Wales Cricket Board. Nobody can anticipate or attend; nobody is satisfied except perhaps the broadcasters whose contracts are fulfilled. There is need for English and Wales Cricket Board to understand that there is no requirement for saturation and committing overkill by scheduling cricket all year around. Instead, just stage and promote the icon series properly, a nd Test crickets unique qualities will take care of the rest. 1.4 Research Questions This research responds to the problems associated with this study by attempting to evaluate the influence of twenty 20 cricket in accordance with the perception of different stakeholders. Hence the research questions that this studied tried to answer is listed as indicated below: What is the impact of Twenty20 cricket on the image of English Cricket Board To what extent has public relations and social media activities have an impact on the domestic (county) first class Twenty20 Cricket Which is the most preferable type of cricket sport between Test cricket, One Day Internationals or Twenty20 Have public relation activities been put in practice by the English and Wales Cricket Board in promoting the Twenty20 game to the audiences What measures have the English and Wales Cricket Board put in place for all the three formats i.e. Test, One Day Internationals and T20 Cricket to survive and co-exist at the international level. 1.5 Research Aim and Objectives In order to obtain the goal of the study, the main aim of the study as well as specific objectives in relation to the impact of twenty 20 cricket on international cricket were formulated with research problems and research questions in mind. The aim of the study was to determine the impact of twenty 20 cricket on international cricket. To be able o obtain the mentioned main objective of the study, five specific research objects were formulated. The specific research objectives are stated as indicated below: To determine the impact of Twenty20 cricket on the image of English Cricket Board To find out whether public relations and social media activities have an impact on the domestic (county) first class Twenty20 Cricket To establish the most preferable type of cricket sport between Test cricket, One Day Internationals or Twenty20 To investigate whether public relation activities have been put in practice by the English and Wales Cricket Board in promoting the Twenty20 game to the audiences To find out the measures that the English and Wales Cricket Board have put in place for all the three formats i.e. Test, One Day Internationals and T20 Cricket to survive and co-exist at the international level. 1.6 Significance of the study Sport industry contribute quite considerably to the development of different nations across the globe; hence this study is going to play a very important role in demystifying the implication of the introduction of twenty 20 cricket in the world of sport. Such information can be used by different stakeholder such as nations, industry players, players, spectators and the general public as well as students. Industry managers can use this study to gauge the implication of twenty 20 cricket and the impact it has on the world of sport. This is quite critical because it can be used by different stakeholders to make appropriate strategies that will be for their good and the good of the public. Perception of different stakeholders especially spectators of twenty 20 cricket will be very significant in making decisions in relation with the twenty 20 cricket sport. This research will also contribute to the pool of knowledge where students will be able to gain necessary knowledge to help them not only be informed but to also acquire relevant information necessary for the completion of their studies. CHAPTER TWO 2.0 LITERATURE REVIEW2.1 The Business of Sportianment Standard Bank of South Africa is a financial services provider, which is a subcomponent of the Standard Bank Group. According to Standard Bank Pro20 Cricket (n.d.), since 1997, the bank began providing sponsorship to cricket in South Africa. This initiative rejuvenated the back the playing of cricket at local level. The game had dwindling spectator s watching the matches. This was also coupled with declining interest. The Bank alongside the Cricket South Africa came up with the model of the 20-A-sidec cricket. According to Standard Bank Pro20 Cricket (n.d.), this was in the Year 2004. This involved lessening the one-day game of cricket. The concept of the 20-over was meant to last for only three hours. This had reduced number of overs. This made the game more interesting, faster than before and furious. This new version of the game of cricket was later to be named the Standard Bank Pro20 series. The objective of the Bank venturing in Pro20 cricket was to build on their existing high levels of association with cricket in South Africa and demonstrate to their chosen audience (Randall, 2004). According to Standard Bank Pro20 Cricket (n.d.), this was in order to show their brand was among those, which was ahead and was able to undergo changes to a better brand. The move by the Bank to place the brand closer to the youth that is through sponsoring the local sport of the cricket game in South Africa. Since the Bank had grassroots involvement with the local play of the sport of the cricket, they also wanted to collaborate with Cricket South Africa so that to repackage the local experience of the game (Suite 101, n.d.). According to Standard Bank Pro20 Cricket (n.d.), this is so that to bring vibrancy in the game making it more vibrant and lively. According to Standard Bank Pro20 Cricket (n.d.), the company opted for internal marketing campaigns as well as sports hospitality; through this, it viewed the strategy of additional opportunity to interact one on one with interested parties of the game on how it is play. The drive for having a new version or revised version of the ga me was because it meant to bring a renewed feeling among the traditional perception of the game. This is not for the sake of those who play the games alone but also for those who the sport as a way of entertainment. Off the pitch activities were brought as a form extra play and entertainment. This meant to act as an additional treat for excitement viewers were getting on the field. The composite of what resulted made the game more exciting and unique. The best phrase used to recognize the resultant product of this was sportainment. According to Standard Bank Pro20 Cricket (n.d.), this was a composite of both sports and entertainment. The phrase developed meant to give priority to the essence of Standard Bank Pro20 cricket. According to standard Bank Pro 20 cricket (n.d.) the game took the design that features three pillar experiences. According to Standard Bank Pro20 Cricket (n.d.), these are mainly cricket, stadium and broadcast. The nexus between the three pillars gave the stakeholders the integrated treat of sportainment. The innovation into the sport of cricket thought out and imported courtesy of the collaborated effort of Standard Bank South Africa jointly with Cricket South Africa (Cricket Web, 2010). The effort involved the bringing in of new dugouts for players at the ides of the field. According to Standard Bank Pro20 Cricket (n.d.), this meant to enhance game watching by the audience seated on the bench with clarity. The game increased he speed at which the players played the game (BBC, 2006). This saw the facilitation of faster changes in the batsmen. The new type of the dropped some of the old team t actics and umpire kit designs; this meant to improve the appeal while watching the game. According to Standard Bank Pro20 Cricket (n.d.), they took the measure to move the umpires into the field carried by vehicles that bore the name of the brands on the side. There was notable change on the play of the game. This was especially on the batting style. According to Standard Bank Pro20 Cricket (n.d.), there was the introduction of a free hit for a no ball. In the stadium there, standard Bank tailored the Hard Hats for fans. There was distribution to fans of headgear for protection against the significant number of fours and sixes expected in the new boundary-bashing version. There was improvement done that came with additional cameras for broadcast purpose. According to Standard Bank Pro20 Cricket (n.d.), these are non-fixed and could be moveable that is from one place to another. When there are international matches in the Pro20 cricket series, more pomp and color were in addition to the stadium. Professional dancers would be ushered into the podium. A DJ booth will come in handy, which are in position placed at an elevated level. The common horizontal digital boards for advertising were removable and in their place put enhanced ones. These new ones have more features. According to Standard Bank Pro20 Cricket (n.d.), these are wider vertical Power Towers. They used to communicate messages. In addition, they have images that parallel the action that is taking place in the field. When SuperSport came on board, this came with untested initiatives to support. These provided with the cricket and stadium an experience. The experience is for live ball-by-ball viewers. The commentators trans-located: newly to the grandstands, as it was not like before. Previously, these were host at the media suite as well as the commentary boxes. In this new position, they are able to interact with spectators. According to Standard Bank Pro20 Cricket (n.d.), this is especially at the b reaks of the games. The new facelift accompanied with providing the fielding captain with an earpiece together with a lapel microphone. According to Standard Bank Pro20 Cricket (n.d.), the commentators capacitated so that they can link directly link in perception and mind with the players. This is at opportunity moments of the game. According to Standard Bank Pro20 Cricket (n.d.), live interviews conducted with the outgoing batsmen after each wicket. Heart-rate monitors attached to some of players on the field. This meant to provide those watching via television broadcast with additional action from the field (Hubbard and Thomas, 2007). 2.2 The Business Side of Cricket According to Easton (1996) the communication to influence peoples ideas, theories as well as feelings used through analogies. This is a common practice in the field of business. A clear analogy occurs between the battlefield of sports and business occurrences. In order to win a game of cricket ones needs a well thought out strategy (Savicca, 2011). This is a similar case as in the business fraternity. There is need to think about how the situation will be in the field. This is like an objective visioning the business venture that is, accompanied with an analysis of the strengths as well as weaknesses. There is a lookout for threats as well as opportunities lingering around the business. The cricket strategy for having the vision is to develop a new product. According to Easton (1996), this has bases on a crop of new players. There is need to prepare for strong wickets which will assure the goes back home after a game with the victory. This is like a market strategy. This is where cha nces for success are vital. Like a business scenario there is need to know what kind of product one is offering to the market. This followed by a winning formula, which is the marketing mix. According to Easton (1996), the same applies to the game of cricket. There is need to know the kind of players one has and how to formulate a workable strategy to win based on their skills. In describing what kind of product that is needed in the sport of cricket; there is need to screen the kind of players one has at his disposal. According to Easton (1996), just like determining the price of the product; the analogy in the game of cricket is the level which to depend on players that you field during the playing of the game, that is, what role best fit each player when on the field of cricket. This resembles how to distribute resources in the case of a business set up. The thought one has to have is about the strength that will promote the possibility for a victory, that is, how one ensures that, the other team has been defeated. According to Easton (1996), this thought out done even before the game begins. Just like the way one thinks out how the marketing mix is going to be done; one has to formulate a strategy that enables to understand the game w hen playing at home as well as when playing at the opponents home turfs. As it happens elsewhere, one has to keep watch on the ongoing in the marketing front. One has to compare business performance with the occurrences in the market sales and profit as well as the market share. According to Easton (1996), in the case of the game of cricket one has to compare their performance within the league and find out how to improve play. That is at the team level. At member level, one can assess their capacity in the bowling and batting. The opportune to sell in business is just as important as the way it may be in a game of cricket. Any skipper who has had to sell to a seasoned opening batsman that he should bat further down the order will need the very best selling skills. A skipper ought to know how the team would move in to their victory. These are the success factors of the game. According to Easton (1996), skipper must ensure that the score is at five an over or endeavor to make sure th e opposing teams best batsman remains always off the strike throughout the game. The rest of other team members should have already known the game plan that the skipper has in mind. This enables the team to launch their tactics without any ado. Because the opponent has opinion that is always to be on toes to know the tactics on application by the opponent by reviewing what has done throughout the past games played, then the team has to deliver a good product. These make the defeats inevitable. According to Easton (1996), in order to make good out of a game through a win then these success has been register through understanding how to cohere as a team. There is need to understand capabilities of each member in the team so that to get the best out of them. These same applies to a business deal there is need to know the capacities of different dealers in the chain to make good out of them. According to Easton (1996), it is true that the business is for the people by the people. Thus, those participating in a transaction are the ones who make up the business. Leadership in a game of cricket is held to create an authority that will drive the team to a common purpose. The common for the team during a game is to win. The team just like a business will for the human communities that have brought together for a common purpose. That is why some underdogs have surprised the big names of the game. According to Easton (1996), understanding the team members, how they react, their skill levels and how best to utilize them, and aligning them to achieve a common goal is vital to the leaders success. During the headingly test, Mike Brearly the skipper demonstrated this brilliantly. According to Easton (1996), in the game of cricket just as in the business front there is need to understand each such that role are set out clearly for every player. This can be on bases of what one is best base on what to do. It should also matter on placing people based on how they consider themselves during a win or loss. According to Easton (1996), this can be likened t o LIFO terms; this is in the way they to assess he behavior when the going is well and how their behavior when they are under pressure. The team may design in a way these factors well taken care of. According to Easton (1996), for instance, who comes in handy to be supporting the captain? Who is suited to do the try as well as serve as the captain of the side? Who will give their place up as a substitute in the batting in order to save the team from a loss? There exit several types of mixes and types that make up the world of cultures in business. These could include the power, people, task as well as role. Just like in business the game of cricket, this is the same (Fischer, n.d.). 2.3 Actuating a Sport as a Business According to Goldman and Johns (2009), any game at the level of business of sport must show how it is economically significant at all the levels of the society. This makes it an important component both as an economic activity as well as wealth creation. Market research has shown those willing to invest in sports sponsorship; this has risen since 2003 by a twenty-nine percent proportion, which best estimated to be US$2.4 billion. This makes part of a proportion of the larger global sponsorship industry. This best estimated to be about US$28 billion in 2004. In the case of South Africa, the amount of money put into the sport as a direct expenditure in terms of sports sponsorship has increased. In 1991, the amount spent in terms of sponsorship was R 207 million but this rose such that in 2000 the amount was R 1billion. Recent case studies show that the amount spent in the sport has risen to 2.6 billion Rand. These studies have further shown that another R 2.2 Billion has spent on lever aging sponsorship. A case in point to identify with is the 1984 when the Los Angeles hosted the Olympics. The Olympics significantly boosted sports marketing. According to Goldman and Johns (2009), this event turned athletics into a sponsored business. This became the first to be operational on revenues generated by private sponsor revenues. The other Olympics operated on a bid to generate profit. In addition to the competition that is experience on the field, sports teams also compete for favor from spectators, media coverage, brand sponsors, product consumers as well as bidding investors. From this perspective, this is making sporting action become a business entity. This is with professional management. Those in management will rather perceive those in their sport team as a brand and are important to sell in the sport club. Thus, the sports icons are rather making sure every sports event is a value addition. This makes them important in the public eye. According to Goldman and Johns (2009), these makes them become valuable and can attract and influence the perception and attitude of other stakeholders the game. Sports Clubs like Manchester United, Real Madrid as well as the New York Yankees have set pace in showing the value of product branding in games is all about? This act makes the sports seem rather to act independently when displayed. The venture is such that the bran d can sell independently of the athlete success. Take for instance the case of Real Madrid. In the football season of 2003/2004, they made up to â‚ ¬64.3 million in the form of merchandising sales. Out of the revenue generated, the brand sold 1.5 million shirts mostly to other countries. The clubs at the helm of football action, mainly based in Europe collectively grew by a margin of 11%, which is equivalent to â‚ ¬ 3.7 billion in 2006/2007. During this time Real Madrid was rated as the first club to make up revenue of â‚ ¬360 million. Research has classified the art of sports marketing in to two versions. According to Goldman and Johns (2009), there is marketing of sports as well as marketing with sports. The marketing of sports involves marketing strategies of sports events as well as sports kits to a target audience of the players, athletes as w

Pool Personalities :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  After a hard days work, nothing satisfies me like going out to play a few friendly games of pool. Pool itself is supposed to be a gentleman’s game, but many of the people I play against taint the image of the game.   Ã‚  Ã‚  Ã‚  Ã‚  The average person I play is just out looking for a good time. It could be someone trying to free his or her mind after a stressful day at work, or a group of friends hanging out for a while. These are the people who normally come in, have a couple drinks, and enjoy a few games of pool before going home for the evening. Although some do clown around a little, they rarely get out of hand.   Ã‚  Ã‚  Ã‚  Ã‚  If you look towards the back of a bar or pool hall, this is where you will often find the better skilled pool players. These people tend to take the game very seriously. Good pool players are generally some of the most nice and courteous people I have ever met. Most of these players play the game in the utmost gentleman-like fashion and cherish their moments at the table, but there are some who try to take advantage of others. These â€Å"hustlers† or â€Å"sharks† as they are commonly known will act as if they do not know much about the game, but in all actuality are some of the better players around town. I have learned to keep an eye out for certain things, but other people should be aware of who they are playing when money is involved.   Ã‚  Ã‚  Ã‚  Ã‚  One of the most annoying opponents on a pool table is someone who always whines and complains. Every time someone like this misses a shot they have to make some excuse to take the blame off of their own self. I have heard nearly every excuse there is to hear: from the table not being level and someone’s stick being warped to pocket gnomes and earthquakes. One or two remarks here and there is okay, but making an excuse after every shot gets old very quick.   Ã‚  Ã‚  Ã‚  Ã‚  The next category is one you should expect to find quite often: drunks. Just like everywhere else, drunks are by far the loudest and most obnoxious people in the pool hall. I have played many games against them. The thing that really bothers me is when it is their turn to shoot; they are always talking to someone else and will keep talking until you remind them that they are in the middle of a game.

Capitalism vs. Art :: Sociology Sociological Essays

Capitalism vs. Art Works Cited Missing When an unpopular Irish playwright for the British stage said that art imitates life, no one really cared. Farquhar, a failed-actor-turned writer/director didn't really begin writing his most famous works until he was close to death, but most of his quotable notions and wit were recorded early in his life. He said this particular phrase after he killed a friend of his, and fellow actor by stabbing him with a rapier on the stage after mistaking it for a blunt foil. The late 19th century applies to Farquar's school of thought because it marks the beginning of a three-stage approach to a comparison between capitalism and art. Frederic Jameson describes these stages as realism, modernism, and postmodernism . Each of these three stages is associated with the specific type of capitalism that was popular at that time: realism is associated with market capitalism, modernism with monopoly capitalism, and postmodernism with consumer capitalism. Cornel West, like Jameson, identifies further similarities between capitalist movements and artistic movements in the past century on two levels. On the broader spectrum, West says that civil crisis leads to social change , and that recent social crisis has been the undulating economy. On a narrower spectrum, he discusses the "existential challenge" to the New Politics of Difference, that is, "how does one acquire the resources to survive†¦ as a critic or artist?" (West 617). There is, perhaps, an alternate view that can be considered when approaching a comparison between capitalism and art. Since 1880, a strict equation between economic movement and social change could be formulated, but it does not necessarily hold true for the late 20th century and postmodernism. Postmodernism was affected by economic crisis, but because the United States has not faced economic crisis in two decades, the postmodern movement has suffered greatly. Two of the first realist writers were Honore de Balzac and George Eliot. Balzac's Le Comedie Humaine (1830) "contains none of the baser instincts of man that are glorified in romanticism," (Alter 201). In this 20-year compilation work, Balzac covered many topics, but according to Robert Alter, president of the Association of Literary Scholars and Critics (1997), the most important one is that of social and economic ambition. Eliot's Middlemarch (1871) "viewed human life grimly, with close attention to the squalor and penury of rural life" (Alter 8). Alter says that she is one of the first writers whose work was entirely saturated with pessimism.

The Blood Disorder Of Diabetes Health And Social Care Essay

You need glucose for respiration. For illustration when you exercise your musculuss need a batch of glucose. Glucose is a signifier of sugar and a chief beginning of energy hence the ground you need it to contract your musculuss etc. Glucose is composed of Hydrogen, Oxygen, and Carbon. Hence it can be called organic because it contains C. Glucose is transported by the cells in the organic structure ; every cell in the organic structure contains it. Ways you can take it in can change but usually and of course you can take it in through the nutrient you eat. Foods which contain saccharides will incorporate high degrees of glucose. After the organic structure has the saccharides, it breaks down the nutrient into energy. Energy as mentioned before is needed to make mundane things such as raising weaponries, legs, pess etc Low sums of glucose in the blood stream is called hyperglycemia. This can take to Diabetes. If you have a high degrees of glucose in your blood nevertheless, this may take to shots. To forestall these, your weight should be kept a close oculus on every bit good as what you eat. Glucose is processed, as mentioned below, in the liver. Hormones tell the liver to treat glucose, ( stored glucagon is turned into glucose to be released into the blood stream ) the glucose is so distributed to the organic structure depending on where you need it most.http: //www.geneticsrus.org/DNA/diabetes-glucose-regulation.gifIntroductionThe organic structure controls blood sugar degrees by let go ofing insulin to state the liver to change over glucagon into glucose which so is subsequently released into the blood. If the blood sugar degrees are excessively low so the pancreas release the endocrine animal starch which so tells the liver to change over surplus glucagon which is non needed back into glucagon for storage. Diabetess is the upset in which many people suffer from. There are two types of diabetes type cubic decimeter and type ll. Type cubic decimeter diabetes is when your organic structure is n't doing adequate insulin. Type ll diabetes is when your organic structure is n't utilizing the insulin decently in your organic structure. hypertext transfer protocol: //www.google.co.uk/imgres? imgurl=http: //static.howstuffworks.com/gif/diabetes-glucose-regulation.gif & A ; imgrefurl=http: //health.howstuffworks.com/diseases-conditions/diabetes/diabetes1.htm & A ; usg=__v8HDmmIwlesvzvJOeip_tbiaJWc= & A ; h=457 & A ; w=359 & A ; sz=29 & A ; hl=en & A ; start=0 & A ; zoom=1 & A ; tbnid=Yq3fJyAYITe9pM: & A ; tbnh=151 & A ; tbnw=119 & A ; ei=FTRBTcHbIoKwhAehoI3LAQ & A ; prev=/images % 3Fq % 3Dglucose % 2Bdiabetes % 26um % 3D1 % 26hl % 3Den % 26biw % 3D1259 % 26bih % 3D599 % 26tbs % 3Disch:1 & A ; um=1 & A ; itbs=1 & A ; iact=rc & A ; dur=281 & A ; oei=FTRBTcHbIoKwhAehoI3LAQ & A ; esq=1 & A ; page=1 & A ; ndsp=18 & A ; ved=1t:429, r:3, s:0 & A ; tx=38 & A ; ty=56Normally diabetes type cubic decimeter is an familial disease, but you can besides acquire it because of jobs in your immune system ( the ability of your organic structure to turn up, onslaught, and destruct sources ) , and environmental factors. hypertext transfer protocol: //diabeticremediesguide.com/wp-content/uploads/2009/10/Type_1.jpg For type 1 diabetes the hazard factors are ; get down ill in early babyhood ( at birth, at yearling age. Etc ) , early exposure to overawe ‘s milk in babyhood and non being breast Federal every bit good as an older female parent will give person a high opportunity of type 1 diabetes. Other hazard factors for type 1 diabetes are as follows ; fleshiness, sedentary life style ( non making adequate exercising will increase the hazards of fleshiness which so will take onto diabetes. ) Unhealthy eating wonts, household history and genetic sciences, increased age. If you are exposed to these hazard factors so you need to see your GP for a general diagnosings. hypertext transfer protocol: //www.clarian.org/ADAM/doc/graphics/images/en/9273.jpg Diabetes has symptoms but these symptoms are at that place if diabetes is n't treated for a long clip.The symptoms of type 1 diabetes are ;Excessive thirst – Because your kidneys are a filter, they take out the glucose in your blood watercourse and recycle it for your organic structure to utilize, but if there is excessively much glucose in your blood so your kidneys can non take out all the glucose in your blood so the glucose that is left over it out in to your urine by your kidneys. For glucose to be â€Å" dumped † into your piss, more H2O demands to be taken out of your kidneys in order to bring forth piss, which consequences in desiccating. ( http: //www.ehow.com/about_5340904_diabetes-make-thirsty.html # ixzz15chIQ5Wn ) Blurred vision – Some people have glucose constructing up in the lenses of their eyes, this can ensue in bleary vision if the individual is undiagnosed. Tiredness – If glucose is n't modulating around your organic structure so you may experience tired because you need glucose to bring forth simple undertakings such as raising up your arm or speaking. If left for excessively long so even respiration would be had to treat, this will ensue in decease. Infections such as thrush and annoyance of the venereal countries, and skin annoyances caused by over growing of barm on the tegument. Increased appetite – If glucose is low in the organic structure so the organic structure feels a demand to eat more for more energy, this consequences in increased appetency over a long period of clip. Increased production of piss during the twenty-four hours and dark – Besides explained above, the extra glucose demands to be taken out of your organic structure and this is done through your piss, because your organic structure needs to maintain acquiring rid or glucose, urine demands to be produced therefore the ground why your urinating so frequently. Loss of weigh- if glucose is n't used decently so the organic structure is n't hive awaying any glucose either ; this will ensue in the loss of weight as glucagon is besides known as fat. Another ground will be because insulin is n't working decently so that ‘s why animal starch is used to state the liver to change over glucagon which is stored glucose back t glucose so that the organic structure can work decently. Other infections of the tegument ( yeast infections and furuncles etc )Diagnosiss of Type 1 diabetes.There are many types of ways that diabetes type 1 can be diagnosed. The preferable trial is the Fasting plasma glucose trial. The fasting plasma glucose trial is a trial which measures blood glucose degrees after a fast. Fasting stimulated the release of the endocrine glucagon. Glucagon tells the liver to change over animal starch back into glucose to let go of it back into the blood. When person does n't eat anything for a long clip so the organic structure needs something to do certain it has energy to travel about so the occupation is done by glucose. In people who do n't hold diabetes, the pancreas will observe the extra glucose in the blood and will let go of the endocrine insulin. Insulin does the antonym to glucagon, it tell the liver to change over the extra glucose back into animal starch for storage. In person that does hold diabetes type 1 ; the pancreas will non let go of insulin in order to state the liver to change over glucose back into animal starch for storage and as a consequence, the blood will still hold extra sums of glucose.http: //www.handsonhealth-sc.org/images/A/fasting_diabetes.gifBring arounding and Treating DiabetesDiabetess can non be cured. It can merely be controlled to an extent which allows your organic structure to map as if you did n't hold diabetes. Obviously there are some limitations that a diabetic should follow, but in the average clip there are possible interventions such as insulin shootings. First of all the purpose of physicians should be to be able to maintain the blood glucose degree near normal. This is done by insulin shootings which usually after a piece of cognizing that you have diabetes should be done at place. The patient injects it self with insulin as a tablet can non be taken because the organic structure does n't absorb insulin via the backbones. Most people have 2-4 injections of insulin a day.http: //www .mediject.com/images/photo_how_products.jpg What is Insulin? hypertext transfer protocol: //www.3dchem.com/imagesofmolecules/Insulin.jpg Insulin is a endocrine which is released by the pancreas for when the blood glucose degrees are detected to be excessively high. Insulin is sent to the liver to state the liver to change over the extra sum of glucose in the blood back into animal starch for storage.On the top,insulin in the organic structureHow is Human Insulin made?The utile cistron is cut from a human Deoxyribonucleic acid. ( In this instance insulin. ) This is preceded utilizing enzymes. Particular enzymes cut peculiar spots of DNA.http: //www.bbc.co.uk/scotland/education/bitesize/standard/img/biology/genetic-eng.gif Enzymes are so used to cut the Deoxyribonucleic acid or a bacteria and so the human cistron is inserted The bacteri um is so adult and looked after until they are all bring forthing human insulin. This is a speedy manner of bring forthing human insulin besides this type of insulin can be produced on a big scale.http: //www.littletree.com.au/images/dna19.jpg hypertext transfer protocol: //www.google.co.uk/imgres? imgurl=http: //static.howstuffworks.com/gif/diabetes-glucose-regulation.gif & A ; imgrefurl=http: //health.howstuffworks.com/diseases-conditions/diabetes/diabetes1.htm & A ; usg=__v8HDmmIwlesvzvJOeip_tbiaJWc= & A ; h=457 & A ; w=359 & A ; sz=29 & A ; hl=en & A ; start=0 & A ; zoom=1 & A ; tbnid=Yq3fJyAYITe9pM: & A ; tbnh=151 & A ; tbnw=119 & A ; ei=FTRBTcHbIoKwhAehoI3LAQ & A ; prev=/images % 3Fq % 3Dglucose % 2Bdiabetes % 26um % 3D1 % 26hl % 3Den % 26biw % 3D1259 % 26bih % 3D599 % 26tbs % 3Disch:1 & A ; um=1 & A ; itbs=1 & A ; iact=rc & A ; dur=281 & A ; oei=FTRBTcHbIoKwhAehoI3LAQ & A ; esq=1 & A ; page=1 & A ; ndsp=18 & A ; ved=1t:429, r:3, s:0 & A ; tx=38 & A ; ty=56 Above, the image is demoing how familial technology of bacterium occurs.How is Human Insulin taken by Patients?As insulin is non collected from the backbones, the signifier it has to be in can non be a pill. This is why the lone manner the insulin can be inserted into the organic structure has to be through an injection so that it goes straight into the blood.Ethical IssuesThere are many ethical issues that people are concerned with.Using insulin from hogs ;Doctors used to utilize insulin made from hogs because the insulin was similar to human insulin. Soon utilizing insulin from hogs was non a good thought as vegetarians and vegans could non be treated with insulin that came from animate beings. Religion ; Religion as we know it today poses a batch of jobs with all kinds of societal issues in this instance Muslims. Islam does non let any signifier of consumption of â€Å" hogs † so utilizing insulin from hogs was ne'er traveling to work. Animal inhuman treatment ; There were a batch of studies proposing that whilst a batch of people were seeking to factory farm hogs because there was a large demand for insulin. This would ensue in animate being inhuman treatment and the carnal rights militants to get down protesting. Immune system ; the immune system can really reject insulin made from hogs this would be truly bad for the patient and they will finally decease of diabetes.Familial technology:Producing insulin by bacteriums can truly intend there could be complications. Doctors do n't hold an first-class apprehension of how the organic structure works so there could be something that goes incorrect. Besides, there may be long term effects that we have n't seen yet so we should hold a clear apprehension of what the best possible intervention for diabetes is.Grafts:A individual about to decease can donate their pancreas to person who is diabetic ; this may ensue in many complication ‘s and people are scared that organ Mafias will get down to howl once more. Other than that faiths may be against surgery or some faiths may non O.K. of the thought of holding other variety meats â€Å" set † in them. hypertext transfer protocol: //www.dailymail.co.uk/news/article-1338766/Kosovos-PM-Hashim-Tha-mafia-boss-stole-human-organs-Serbs.htmlAlternate TreatmentsA common medicine that is used alongside a healthy life manner is metformin. It lowers blood glucose by diminishing the sum of glucose your liver releases into the blood watercourse. For type 2 diabetes, by utilizing up the glucose that your liver releases into your blood watercourse you wo n't necessitate every bit much insulin in your organic structure as you would hold needed if you had a higher blood sugar degree. This is a truly good manner to command your blood sugar degree when your organic structure does n't do insulin to state the liver to change over the extra glucose.Genetically Engineering Human DNA ; Ethical IssuesThere are no uncertainty many pros of genetically technology human Deoxyribonucleic acid to bring forth human insulin but in fact there are some cons to it every bit good. For illustration, if scientist can mo dify DNA ‘s to alter a manner a organic structure works or modify a Deoxyribonucleic acid to alter a manner something looks so people are traveling to desire to utilize this techniques to modify other people DNA ‘s for things like, oculus coloring material, hair coloring materials, tallness, illnesses etc. This may ensue in interior decorator babes. This can take to hone ‘children ‘ but besides favoritism and struggle amongst people which have possibly non been genetically modified to alter the manner they look.Experiment:Method: First we had to make full in a beaker with poached H2O. Then we had to put the trial tubing which contained the urine sample inside the beaker. We so had to add the Benedict solution to the trial tubing and delay for the reaction to take topographic point. For sample 1 the urine trial sample changed coloring material after adding the Benedict solution. This shows us that the Cu sulfate has reacted with the glucose to organize Cu oxide. This is when the urine samples change from yellow to orange. This occurred in all the samples from 1 boulder clay 3. For the clinix sticks, if they started out as pink so in order for them to hold sugar in the piss they have to be changed to purple. Again the samples which made the clinix sticks change coloring materials were samples 1, 2 and 3. For samples 3 and 4 the colors, ( after we added the Benedict solution ) did alter coloring material and stayed the same. It was easier to utilize the clinix sticks as all we had to make was to do certain the colored piece of the sticks touched the urine sample. For the Benedict solution we had to do certain the H2O in the beaker was the same temperature as the remainder of the times we used the beaker and in order for this to work we had to do certain we would heat up new H2O every individual clip in order to hold a just trial and do certain it was the same temperature without holding to utilize a thermometer. This method was both non environmental friendly ( as we had to regenerate the H2O 5 times ) and it was inconvenient, nevertheless it was necessary to make the experiment utilizing two different methods to see which one was more effectual. It was more likely for Mr A, Mrs Y, and Mr X to hold been diagnosed with diabetes because Mr a had a sample to prove for diabetes and he was shown to hold diabetes this can be true as he is over the age of 40 in which after a certain age ( for type two diabetes ) in this instance is 40, the symptoms of type 2 diabetes occur. As Mr A has passed this age so it more likely for him to of been diagnosed with diabetes type 2 alongside the fact that he has a brother who has type 2 diabetes. Mr A has besides fasted before the trial which makes the trial reliable. Mrs Y besides has a high opportunity of being diagnosed with diabetes type2 because she has a BMI of 40 which is really high which may intend she is corpulent and she is 45 which is over the age that symptoms usually develop. She besides did fast before the trial which makes it much more dependable than person who has n't fasted. She besides has a high hazard or holding diabetes because her pa had type 2 diabetes. Mr X is another patient which we think may hold been diagnosed with diabetes because ethnicity and BMI. He has a BMI of 33 which is rather high and he ethnicity is black Nigerian which are all hazard factors of holding type 2 diabetes. Both Ms B and Miss Z have a opportunity of developing diabetes when they are approximately over 40.As both of them did n't fast before the trial, we can non be certain of the consequence and hence count it as undependable. The ethnicity of Miss Z means that she has a hazard of developing type 2 diabetes and the fact that Ms B has polycystic ovaries besides gives a opportunity that diabetes type 2 can be developed at a ulterior age in this instance 40 or over. Introduction: hypertext transfer protocol: //savvyhealthfitness.com/wp-content/uploads/2009/01/diabetes_type2.jpg Diabetess type II is a bit different to type I. The Same variety meats and endocrines are included but the jobs are different. In type I diabetes, your organic structure does n't do any insulin at all there Gore in type II your organic structure does do insulin but it is n't used decently. You can develop diabetes type II because ; Your organic structure does non do adequate insulin or The cells in your organic structure do non utilize insulin decently and consequences in your organic structure necessitating more insulin than normal. Diabetess type II, usually develops in grownups over the age of 40. It can besides develop in people if they are corpulent or fleshy, triping over wellness jobs on the manner.Symptoms of Type II diabetes are:There are four common symptoms and they are: -Being thirsty frequently – Being tired -Urinating frequently -losing weight Urinating and being thirsty nexus because if your glucose degrees are excessively high so the glucose leaks into your urine and takes excess H2O though your kidneys which so consequences in your organic structure non holding adequate H2O and you finally get down experiencing thirsty.Hazard factors for Type II diabetes:-Obesity ; as we mentioned before, type I diabetes can develop based on environmental factors. The more fat you have in your organic structure the more opportunity you have of your organic structure developing insulin opposition. Fat cells are non able to have bids and be accepting to insulin whereas musculus cells are. So the more fat the more fat cells, the more fat cells there are the more opportunity you have of developing insulin opposition. -Genetics and household history of diabetes ; if one or more of your household members have diabetes type II, so you are in a greater hazard to develop it. If you are African American, Alaskan indigen, Alaskan or Native American, you have an higher opportunity to develop it.http: //medicalimages.allrefer.com/large/glucose-in-blood.jpg -Increased age ; will higher your opportunity of developing Type II diabetes. Scientists argue that the pancreas age with us and does n't work every bit good and in order as it used to. It does n't pump insulin every bit good as it used to. Another ground why age may lend to type II diabetes may be that the cells age and they are more insulin resistant. Gestational diabetes develop in pregnant adult females and the bulk of the adult females who develop Gestational diabetes during gestation besides develop type II diabetes subsequently on. Diagnosiss of Type II diabetes: hypertext transfer protocol: https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhZt3lzqTDC4vuHwAVBBhE4Pz7X262VAHl-sTPepCXOHNvgNFzDSSaI6htiBOx1DradRbSZrT1Vh_QZu9wDuLy29ZUyisz7xWOALifANIHUgdMLPaDpuJ-CFIcfL1rUyaMJ4v4XwjxWKFK_/s400/insulin+test.jpg Type II diabetes can be diagnosed by utilizing the fasting plasma glucose trial. Often, urinanalysis can be performed on samples of piss. The fasting glucose trial will be taken after you ‘ve non eaten for at least eight hours. There is besides a random glucose trial hence the name is indiscriminately taken at anytime though out the twenty-four hours. If a definite diagnosings can non be made, so you will hold a glucose tolerance trial to mensurate how your blood degrees change. This is after you swallow a sugary drink. Before holding this trial, it is barbarous that you fast nightlong.Treating Type II diabetes:As mentioned before, diabetes can non be cured. Alternatively it can be treated. Normally purposes of handling type I or type II would be to convey blood glucose degrees back to normal once more. Treating diabetes will intend that your symptoms will ease which will do you experience better but you would still hold to be careful about what you take ( eat or drink ) and long term complication in your organic structure. Doctors have proven that blood glucose degrees id irregular ( excessively high or excessively low ) have an consequence on the possibility that you will develop complications such as bosom disease. Blood glucose degrees are monitored by trials. You usually have a blood trial that is repeated over 2-6 months. This trial looks are your ruddy blood cells as glucose attaches to them to be circulated around the blood watercourse. By this trial you can acquire an mean degree of glucose in your organic structure over 2 months. Obviously the glucose in your blood. The intervention is so designed to take to take down your blood glucose degree by medicine ( which may alter and differ as your blood glucose degrees is higher or lower. ) hypertext transfer protocol: //www.diabeteshealth.com/media/images/article_images/6240.jpg Alongside medicine, the most of import intervention is lifestyle, commanding your weight, dieting and most important- physical activity. Diabetes type II is a life style caused disease largely of the clip which means you can command it by the manner you live your life. Fat, sugar and salt are cardinal things you should non eat as a diabetic, as ever eating fruit, veggies and nutrient high in fiber will non merely profit you in being a diabetic but it will besides profit you in cardiovascular diseases, malignant neoplastic disease and many more jobs you may confront if your eating wonts will take on to fleshiness, or being overweight. If nevertheless you are already overweight, so you need to desperately speak to your dietician which will give you more information on this. Last regular physical activity will profit you in many easy. 30 infinitesimal day-to-day exercising at least 5 times a twenty-four hours is highly of import and if vigorous plenty, will be effectual plenty every bit good. Cycling, dance, swimming, and jogging will all be adequate. If after altering your lifestyle, your blood glucose degrees are still high so medicine is required. Firstly insulin injections are normally the most common type of medicine used. As mentioned in type I, insulin can non be taken by oral cavity as juices in the tummy which are used for digestive intents are destroyed by the juices in the tummy. A medicine type besides tries to cut down the sum of the endocrine glucagon to be releases in to your blood watercourse to halt insulin from working. Both type of diabetes can be highly unsafe and it is of import that it gets treated every bit shortly as possible.Glossary:– Glucose: besides known as sugar, is needed for all types of procedures such as respiration. No populating being can populate without it. It is strictly energy. -Glycogen: is the endocrine that tells the liver to change over extra glucose into glucagon. – Glucagon: is the substance that is stored glucose ( fat ) -Insulin: is the endocrine that tells the liver to change over glucagon into glucose to be released into the blood watercourse. – Diabetes type I: is when you body does non do adequate insulin in your organic structure hence why the blood glucose degree is usually low. -Diabetes type II: is when your organic structure does do insulin but does n't utilize it decently and becomes insulin resistant which means that the organic structure does non react to insulin no more. – Hyperglycemia: Large sums of glucose in the blood stream.

Foundation and Empire 25. Death Of A Psychologist

After that there were only two weeks left to the life of Ebling Mis. And in those two weeks, Bayta was with him three times. The first time was on the night after the evening upon which they saw Colonel Pritcher. The second was one week later. And the third was again a week later – on the last day – the day Mis died. First, there was the night of Colonel Pritcher's evening, the first hour of which was spent by a stricken pair in a brooding, unmerry merry-go-round. Bayta said, â€Å"Torie, let's tell Ebling.† Toran said dully, â€Å"Think he can help?† â€Å"We're only two. We've got to take some of the weight off. Maybe he can help.† Toran said, â€Å"He's changed. He's lost weight. He's a little feathery; a little woolly.† His fingers groped in air, metaphorically. â€Å"Sometimes, I don't think he'll help us muchever. Sometimes, I don't think anything will help.† â€Å"Don't!† Bayta's voice caught and escaped a break, â€Å"Torie, don't! When you say that, I think the Mule's getting us. Let's tell Ebling, Torie – now!† Ebling Mis raised his head from the long desk, and bleared at them as they approached. His thinning hair was scuffed up, his lips made sleepy, smacking sounds. â€Å"Eh?† he said. â€Å"Someone want me?† Bayta bent to her knees, â€Å"Did we wake you? Shall we leave?† â€Å"Leave? Who is it? Bayta? No, no, stay! Aren't there chairs? I saw them-† His finger pointed vaguely. Toran pushed two ahead of him. Bayta sat down and took one of the psychologist's flaccid hands in hers. â€Å"May we talk to you, Doctor?† She rarely used the title. â€Å"Is something wrong?† A little sparkle returned to his abstracted eyes. His sagging cheeks regained a touch of color. â€Å"Is something wrong?† Bayta said, â€Å"Captain Pritcher has been here. Let me talk, Torie. You remember Captain Pritcher, Doctor?† â€Å"Yes- Yes-† His fingers pinched his lips and released them. â€Å"Tall man. Democrat.† â€Å"Yes, he. He's discovered the Mule's mutation. He was here, Doctor, and told us.† â€Å"But that is nothing new. The Mule's mutation is straightened out.† In honest astonishment, â€Å"Haven't I told you? Have I forgotten to tell you?† â€Å"Forgotten to tell us what?† put in Toran, quickly. â€Å"About the Mule's mutation, of course. He tampers with emotions. Emotional control! I haven't told you? Now what made me forget?† Slowly, he sucked in his under lip and considered. Then, slowly, life crept into his voice and his eyelids lifted wide, as though his sluggish brain had slid onto a well-greased single track. He spoke in a dream, looking between the two listeners rather than at them. â€Å"It is really so simple. It requires no specialized knowledge. In the mathematics of psychohistory, of course, it works out promptly, in a third-level equation involving no more – Never mind that. It can be put into ordinary words – roughly – and have it make sense, which isn't usual with psychohistorical phenomena. â€Å"Ask yourselves – What can upset Hari Seldon's careful scheme of history, eh?† He peered from one to the other with a mild, questioning anxiety. â€Å"What were Seldon's original assumptions? First, that there would be no fundamental change in human society over the next thousand years. â€Å"For instance, suppose there were a major change in the Galaxy's technology, such as finding a new principle for the utilization of energy, or perfecting the study of electronic neurobiology. Social changes would render Seldon's original equations obsolete. But that hasn't happened, has it now?† â€Å"Or suppose that a new weapon were to be invented by forces outside the Foundation, capable of withstanding all the Foundation's armaments. That might cause a ruinous deviation, though less certainly. But even that hasn't happened. The Mule's Nuclear Field-Depressor was a clumsy weapon and could be countered. And that was the only novelty he presented, poor as it was. â€Å"But there was a second assumption, a more subtle one! Seldon assumed that human reaction to stimuli would remain constant. Granted that the first assumption held true, then the second must have broken down! Some factor must be twisting and distorting the emotional responses of human beings or Seldon couldn't have failed and the Foundation couldn't have fallen. And what factor but the Mule? â€Å"Am I right? Is there a flaw in the reasoning?† Bayta's plump hand patted his gently. â€Å"No flaw, Ebling.† Mis was joyful, like a child. â€Å"This and more comes so easily. I tell you I wonder sometimes what is going on inside me. I seem to recall the time when so much was a mystery to me and now things are so clear. Problems are absent. I come across what might be one, and somehow, inside me, I see and understand. And my guesses, my theories seem always to be borne out. There's a drive in me†¦ always onward†¦ so that I can't stop†¦ and I don't want to eat or sleep†¦ but always go on†¦ and on†¦ and on-â€Å" His voice was a whisper; his wasted, blue-veined hand rested tremblingly upon his forehead. There was a frenzy in his eyes that faded and went out. He said more quietly, â€Å"Then I never told you about the Mule's mutant powers, did I? But then†¦ did you say you knew about it?† â€Å"It was Captain Pritcher, Ebling,† said Bayta. â€Å"Remember?† â€Å"He told you?† There was a tinge of outrage in his tone. â€Å"But how did he find out?† â€Å"He's been conditioned by the Mule. He's a colonel now, a Mule's man. He came to advise us to surrender to the Mule, and he told us – what you told us.† â€Å"Then the Mule knows we're here? I must hurry – Where's Magnifico? Isn't he with you?† â€Å"Magnifico's sleeping,† said Toran, impatiently. â€Å"It's past midnight, you know.† â€Å"It is? Then – Was I sleeping when you came in?† â€Å"You were,† said Bayta decisively, â€Å"and you're not going back to work, either. You're getting into bed. Come on, Torie, help me. And you stop pushing at me, Ebling, because it's just your luck I don't shove you under a shower first. Pull off his shoes, Torie, and tomorrow you come down here and drag him out into the open air before he fades completely away. Look at you, Ebling, you'll be growing cobwebs. Are you hungry?† Ebling Mis shook his head and looked up from his cot in a peevish confusion. â€Å"I want you to send Magnifico down tomorrow,† he muttered. Bayta tucked the sheet around his neck. â€Å"You'll have me down tomorrow, with washed clothes. You're going to take a good bath, and then get out and visit the farm and feel a little sun on you.† â€Å"I won't do it,† said Mis weakly. â€Å"You hear me? I'm too busy.† His sparse hair spread out on the pillow like a silver fringe about his head. His voice was a confidential whisper. â€Å"You want that Second Foundation, don't you?† Toran turned quickly and squatted down on the cot beside him. â€Å"What about the Second Foundation, Ebling?† The psychologist freed an arm from beneath the sheet and his tired fingers clutched at Toran's sleeve. â€Å"The Foundations were established at a great Psychological Convention presided over by Hari Seldon. Toran, I have located the published minutes of that Convention. Twenty-five fat films. I have already looked through various summaries.† â€Å"Well?† â€Å"Well, do you know that it is very easy to find from them the exact location of the First Foundation, if you know anything at all about psychohistory. It is frequently referred to, when you understand the equations. But Toran, nobody mentions the Second Foundation, There has been no reference to it anywhere.† Toran's eyebrows pulled into a frown. â€Å"It doesn't exist?† â€Å"Of course it exists,† cried Mis, angrily, â€Å"who said it didn't? But there's less talk of it. Its significance – and all about it – are better hidden, better obscured. Don't you see? It's the more important of the two. It's the critical one; the one that counts! And I've got the minutes of the Seldon Convention. The Mule hasn't won yet-â€Å" Quietly, Bayta turned the lights down. â€Å"Go to sleep!† Without speaking, Toran and Bayta made their way up to their own quarters. The next day, Ebling Mis bathed and dressed himself, saw the sun of Trantor and felt the wind of Trantor for the last time. At the end of the day he was once again submerged in the gigantic recesses of the library, and never emerged thereafter. In the week that followed, life settled again into its groove. The sun of Neotrantor was a calm, bright star in Trantor's night sky. The farm was busy with its spring planting. The University grounds were silent in their desertion. The Galaxy seemed empty. The Mule might never have existed. Bayta was thinking that as she watched Toran light his cigar carefully and look up at the sections of blue sky visible between the swarming metal spires that encircled the horizon. â€Å"It's a nice day,† he said. â€Å"Yes, it is. Have you everything mentioned on the list, Torie?† â€Å"Sure. Half pound butter, dozen eggs, string beans – Got it all down here, Bay. I'll have it right.† â€Å"Good. And make sure the vegetables are of the last harvest and not museum relics. Did you see Magnifico anywhere, by the way?† â€Å"Not since breakfast. Guess he's down with Ebling, watching a book-film.† â€Å"All right. Don't waste any time, because I'll need the eggs for dinner.† Toran left with a backward smile and a wave of the hand. Bayta turned away as Toran slid out of sight among the maze of metal. She hesitated before the kitchen door, about-faced slowly, and entered the colonnade leading to the elevator that burrowed down into the recesses. Ebling Mis was there, head bent down over the eyepieces of the projector, motionless, a frozen, questing body. Near him sat Magnifico, screwed up into a chair, eyes sharp and watching – a bundle of slatty limbs with a nose emphasizing his scrawny face. Bayta said softly, â€Å"Magnifico-â€Å" Magnifico scrambled to his feet. His voice was an eager whisper. â€Å"My lady!† â€Å"Magnifico,† said Bayta, â€Å"Toran has left for the farm and won't be back for a while. Would you be a good boy and go out after him with a message that I'll write for you?† â€Å"Gladly, my lady. My small services are but too eagerly yours, for the tiny uses you can put them to.† She was alone with Ebling Mis, who had not moved. Firmly, she placed her hand upon his shoulder. â€Å"Ebling-â€Å" The psychologist started, with a peevish cry, â€Å"What is it?† He wrinkled his eyes. â€Å"Is it you, Bayta? Where's Magnifico?† â€Å"I sent him away. I want to be alone with you for a while.† She enunciated her words with exaggerated distinctness. â€Å"I want to talk to you, Ebling.† The psychologist made a move to return to his projector, but her hand on his shoulder was firm. She felt the bone under the sleeve clearly. The flesh seemed to have fairly melted away since their arrival on Trantor. His face was thin, yellowish, and bore a half-week stubble. His shoulders were visibly stooped, even in a sitting position. Bayta said, â€Å"Magnifico isn't bothering you, is he, Ebling? He seems to be down here night and day.† â€Å"No, no, no! Not at all. Why, I don't mind him. He is silent and never disturbs me. Sometimes he carries the films back and forth for me; seems to know what I want without my speaking. Just let him be.† â€Å"Very well – but, Ebling, doesn't he make you wonder? Do you hear me, Ebling? Doesn't he make you wonder?† She jerked a chair close to his and stared at him as though to pull the answer out of his eyes. Ebling Mis shook his head. â€Å"No. What do you mean?† â€Å"I mean that Colonel Pritcher and you both say the Mule can condition the emotions of human beings. But are you sure of it? Isn't Magnifico himself a flaw in the theory?† There was silence. Bayta repressed a strong desire to shake the psychologist. â€Å"What's wrong with you, Ebling? Magnifico was the Mule's clown. Why wasn't he conditioned to love and faith? Why should he, of all those in contact with the Mule, hate him so. â€Å"But†¦ but he was conditioned. Certainly, Bay!† He seemed to gather certainty as he spoke. â€Å"Do you suppose that the Mule treats his clown the way he treats his generals? He needs faith and loyalty in the latter, but in his clown he needs only fear. Didn't you ever notice that Magnifico's continual state of panic is pathological in nature? Do you suppose it is natural for a human being to be as frightened as that all the time? Fear to such an extent becomes comic. It was probably comic to the Mule – and helpful, too, since it obscured what help we might have gotten earlier from Magnifico.† Bayta said, â€Å"You mean Magnifico's information about the Mule was false?† â€Å"it was misleading. It was colored by pathological fear. The Mule is not the physical giant Magnifico thinks. He is more probably an ordinary man outside his mental powers. But if it amused him to appear a superman to poor Magnifico-† The psychologist shrugged. â€Å"In any case, Magnifico's information is no longer of importance.† â€Å"What is, then?† But Mis shook himself loose and returned to his projector. â€Å"What is, then?† she repeated. â€Å"The Second Foundation?† The psychologist's eyes jerked towards her. â€Å"Have I told you anything about that? I don't remember telling you anything. I'm not ready yet. What have I told you?† â€Å"Nothing,† said Bayta, intensely. â€Å"Oh, Galaxy, you've told me nothing, but I wish you would because I'm deathly tired. When will it be over?† Ebling Mis peered at her, vaguely rueful, â€Å"Well, now, my†¦ my dear, I did not mean to hurt you. I forget sometimes†¦ who my friends are. Sometimes it seems to me that I must not talk of all this. There's a need for secrecy – but from the Mule, not from you, my dear.† He patted her shoulder with a weak amiability. She said, â€Å"What about the Second Foundation?† His voice was automatically a whisper, thin and sibilant. â€Å"Do you know the thoroughness with which Seldon covered his traces? The proceedings of the Seldon Convention would have been of no use to me at a as little as a month ago, before this strange insight came. Even now, it seems – tenuous. The papers put out by the Convention are often apparently unrelated; always obscure. More than once I wondered if the members of the Convention, themselves, knew all that was in Seldon's mind. Sometimes I think he used the Convention only as a gigantic front, and single-handed erected the structure-â€Å" â€Å"Of the Foundations?† urged Bayta. â€Å"Of the Second Foundation! Our Foundation was simple. But the Second Foundation was only a name. It was mentioned, but if there was any elaboration, it was hidden deep in the mathematics. There is still much I don't even begin to understand, but for seven days, the bits have been clumping together into a vague picture. â€Å"Foundation Number One was a world of physical scientists. It represented a concentration of the dying science of the Galaxy under the conditions necessary to make it live again. No psychologists were included. It was a peculiar distortion, and must have had a purpose. The usual explanation was that Seldon's psychohistory worked best where the individual working units – human beings – had no knowledge of what was coming, and could therefore react naturally to all situations. Do you follow me, my dear-â€Å" â€Å"Yes, doctor.† â€Å"Then listen carefully. Foundation Number Two was a world of mental scientists. It was the mirror image of our world. Psychology, not physics, was king.† Triumphantly. â€Å"You see?† â€Å"I don't.† â€Å"But think, Bayta, use your head. Hari Seldon knew that his psychohistory could predict only probabilities, and not certainties. There was always a margin of error, and as time passed that margin increases in geometric progression. Seldon would naturally guard as well as he could against it. Our Foundation was scientifically vigorous. It could conquer armies and weapons. It could pit force against force. But what of the mental attack of a mutant such as the Mule?† â€Å"That would be for the psychologists of the Second Foundation!† Bayta felt excitement rising within her. â€Å"Yes, yes, yes! Certainly!† â€Å"But they have done nothing so far.† â€Å"How do you know they haven't?† Bayta considered that, â€Å"I don't. Do you have evidence that they have?† â€Å"No. There are many factors I know nothing of. The Second Foundation could not have been established full-grown, any more than we were. We developed slowly and grew in strength; they must have also. The stars know at what stage their strength is now. Are they strong enough to fight the Mule? Are they aware of the danger in the first place? Have they capable leaders?† â€Å"But if they follow Seldon's plan, then the Mule must be beaten by the Second Foundation.† â€Å"Ah,† and Ebling Mis's thin face wrinkled thoughtfully, â€Å"is it that again? But the Second Foundation was a more difficult job than the First. Its complexity is hugely greater; and consequently so is its possibility of error. And if the Second Foundation should not beat the Mule, it is bad – ultimately bad. It is the end, may be, of the human race as we know it.† â€Å"No. â€Å"Yes. If the Mule's descendants inherit his mental powers – You see? Homo sapiens could not compete. There would be a new dominant race – a new aristocracy – with homo sapiens demoted to slave labor as an inferior race. Isn't that so?† â€Å"Yes, that is so.† â€Å"And even if by some chance the Mule did not establish a dynasty, he would still establish a distorted new Empire upheld by his personal power only. It would die with his death; the Galaxy would be left where it was before he came, except that there would no longer be Foundations around which a real and healthy Second Empire could coalesce. It would mean thousands of years of barbarism. It would mean no end in sight.† â€Å"What can we do? Can we warn the Second Foundation?† â€Å"We must, or they may go under through ignorance, which we can not risk. But there is no way of warning them.† â€Å"No way?† â€Å"I don't know where they are located. They are ‘at the other end of the Galaxy' but that is all, and there are millions of worlds to choose from.† â€Å"But, Ebling, don't they say?† She pointed vaguely at the films that covered the table. â€Å"No, they don't. Not where I can find it – yet. The secrecy must mean something. There must be a reason-† A puzzled expression returned to his eyes. â€Å"But I wish you'd leave. I have wasted enough time, and it's growing short – it's growing short.† He tore away, petulant and frowning. Magnifico's soft step approached. â€Å"Your husband is home, my lady.† Ebling Mis did not greet the clown. He was back at his projector. That evening Toran, having listened, spoke, â€Å"And you think he's really right, Bay? You think he isn't-† He hesitated. â€Å"He is right, Torie. He's sick, I know that. The change that's come over him, the loss in weight, the way he speaks – he's sick. But as soon as the subject of the Mule or the Second Foundation, or anything he is working on, comes up, listen to him. He is lucid and clear as the sky of outer space. He knows what he's talking about. I believe him.† â€Å"Then there's hope.† It was half a question. â€Å"I†¦ I haven't worked it out. Maybe! Maybe not! I'm carrying a blaster from now on.† The shiny-barreled weapon was in her hand as she spoke. â€Å"Just in case, Torie, just in case.† â€Å"In case what?† Bayta laughed with a touch of hysteria, â€Å"Never mind. Maybe I'm a little crazy, too – like Ebling Mis.† Ebling Mis at that time had seven days to live, and the seven days slipped by, one after the other, quietly. To Toran, there was a quality of stupor about them. The warming days and the dull silence covered him with lethargy. All life seemed to have lost its quality of action, and changed into an infinite sea of hibernation. Mis was a hidden entity whose burrowing work produced nothing and did not make itself known. He had barricaded himself. Neither Toran nor Bayta could see him. Only Magnifico's go-between characteristics were evidence of his existence. Magnifico, grown silent and thoughtful, with his tiptoed trays of food and his still, watchful witness in the gloom. Bayta was more and more a creature of herself. The vivacity died, the self-assured competence wavered. She, too, sought her own worried, absorbed company, and once Toran bad come upon her, fingering her blaster. She had put it away quickly, forced a smile. â€Å"What are you doing with it, Bay?† â€Å"Holding it. Is that a crime?† â€Å"You'll blow your fool head off.† â€Å"Then I'll blow it off. Small loss!† Married life had taught Toran the futility of arguing with a female in a dark-brown mood. He shrugged, and left her. On the last day, Magnifico scampered breathless into their presence. He clutched at them, frightened. â€Å"The learned doctor calls for you. He is not well.† And he wasn't well. He was in bed, his eyes unnaturally large, unnaturally bright. He was dirty, unrecognizable. â€Å"Ebling!† cried Bayta. â€Å"Let me speak,† croaked the psychologist, lifting his weight to a thin elbow with an effort. â€Å"Let me speak. I am finished; the work I pass on to you. I have kept no notes; the scrap-figures I have destroyed. No other must know. All must remain in your minds.† â€Å"Magnifico,† said Bayta, with rough directness. â€Å"Go upstairs!† Reluctantly, the clown rose and took a backward step. His sad eyes were on Mis. Mis gestured weakly, â€Å"He won't matter; let him stay. Stay, Magnifico.† The clown sat down quickly. Bayta gazed at the floor. Slowly, slowly, her lower lip caught in her teeth. Mis said, in a hoarse whisper, â€Å"I am convinced the Second Foundation can win, if it is not caught prematurely by the Mule. It has kept itself secret; the secrecy must be upheld; it has a purpose. You must go there; your information is vital†¦ may make all the difference. Do you hear me?† Toran cried in near-agony, â€Å"Yes, yes! Tell us how to get there, Ebling? Where is it?† â€Å"I can tell you,† said the faint voice. He never did. Bayta, face frozen white, lifted her blaster and shot, with an echoing clap of noise. From the waist upward, Mis was not, and a ragged hole was in the wall behind. From numb fingers, Bayta's blaster dropped to the floor.