qeTi jijeiSvili

giorgi CxikviSvili

politikuri piaris
anatomia
 qeTi jijeiSvili
giorgi CxikviSvili

politikuri piaris
anatomia

Tbilisi
2011
 vuZRvniT Cvens sayvarel pirovnebas, mamas da babuas, mecnierebis
damsaxurebul moRvawes, profesor mamia jijeiSvils dabadebidan 80
wlis iubilesTan dakavSiebiT

monografiaSi ganxilulia dResdReobiT politikuri

teqnologiebis erT-erT yvelaze Tanamedrove da swrafad ganviTarebadi
dargis fabliq rileiSenzis (PR) politikuri aspeqtebi. politikuri
fiari naSromSi warmodgenili `qolguri~ teqnologiis saxiT, romelic
Semadgeneli elementebis saxiT moicavs propagandistul, marketingul,
saarCevno, imijmeikerul, spiCraiterul, lobistur da spin
teqnologiebs.
wigni Sedgenilia profesorebis m. macaberiZis, v. SubiTiZis, i.
kveselavas, v. Wiaurelis, a. solovievis, a. degtiarevis, e. heivudisa da
sxva cnobili mecnierebis naSromebis safuZvelze, aseve bolo wlebSi
gamoqveynebuli samecniero da saswavlo _ meTo-dologiuri literaturis
gaTvaliswinebiT.
monografia gankuTvnilia politikosebisa da politikis mecni-erebiT
dainteresebul mkiTxvelTa farTo wrisaTvis.

redaqtori _ politiis mecnierebaTa doqtori

profesori vaJa SubiTiZe

recenzenti _ istoriis doqtori

profesori: zurab kvetenaZe

recenzenti _ istoriis doqtori,

profesori maia yifiani
 Sinaarsi

fablik rileiSenzi da misi politikuri ganzomilebani ---------------------

propagandistuli fiarteqnologia ----------------------------------------------------------
marketinguli fiartqnologia ------------------------------------------------------------------
saarCevno fiarteqnologia ------------------------------------------------------------------------
spin teqnologia -----------------------------------------------------------------------------------------
spiCraiTeruli fiarteqnologia ---------------------------------------------------------------
imijmeikeruli fiarteqnologia ---------------------------------------------------------------
lobisturi fiarteqnologia ---------------------------------------------------------------------
kompoziciebi politikuri fiaris Temaze ----------------------------------------------
sasaubro imijmeikerebisaTvis -------------------------------------------------------------------
sizmrebis axsna imijmeikerebisaTvis --------------------------------------------------------
gamoyenebuli literatura ------------------------------------------------------------------------
 fablik rileiSenzi da misi politikuri
ganzomilebani
fablik rileiSenzi (`sazogadoebasTan urTierToba~
`sazogadoebasTan kavSiri~, Semdgom fiari _ PR~) politikuri
teqnologiebis erT-erTi Tanamedrove da swrafad ganviTarebadi dargia.
aSS-Si gamomavali Jurnalis forCunis monacemebiT fiari Sedis msoflio
ekonomikis 20 yvelaze swrafad ganviTarebad dargSi, xolo fiar _
menejerebis raodenoba mxolod aSS-Si ukanasknel 15 weliwadSi
gaormagda da 200 aTas kacs miaRwia.
dReisaTvis fablik rileiSenzis (fiaris) rogorc calkeuli
avtorebis, aseve institutebis da asociaciebis asobiT gansazRvrebaa
cnobili.
fiaris sakiTxebSi garkvevas aZnelebs is terminologiuri
sxvadasxvaoba, rac arsebobs rogorc politologiur literaturaSi, ise
gansakuTrebiT politikur publicistikasa da JurnalistikaSi, romlebic
mimdinare politikis komentirebiTaa dakavebuli. terminebi `politikuri
marketingi~, `politikuri reklama~, `spindoqtori~, `imijmeikeri~ da a.S.
yoveldRiur leqsikonSi farTodaa damkvidrebuli. amasTan, arcTu
iSviaTad xdeba maTi erTmaneTSi aRreva. esaa, erTi mxriv, ucodinarobis
Sedegi, meore mxriv ki es gangebac keTdeba, imisaTvis, rom SeiniRbos
muSaobis is formebi da meTodebi, romlebic arcTu mimzidvelad
gamoiyureba.
magaliTad, rusul samecniero literaturaSi aRiniSneba, rom
termini PR, romelic dReisaTvis popularulia da figurirebs mravali
saagentos saxelwodebaSi, arcTu iSviaTad mxolod safaris saxiT
gamoiyeneba. sinamdvileSi rigi saagentoebi dakavebulni arian sabWoTa
periodidan kargad cnobili saagitacio _ propagandistuli muSaobiT,
romelic Tanamedrove sainformacio _ sareklamo teqnologiebis
gamoyenebiT xorcieldeba. anda gamoiyeneba sazogadoebasTan da kanonTan
SeuTavsebeli meTodebi, rasac realurad aranairi kavSiri ara aqvs
piarTan, magram sazogadoebisaTvis cnobilia `Savi fiaris~ saxeliT.
amgvar praqtikas ukve mohyva piaris garkveuli diskreditacia.
fablik rileiSenzi ganviTarebul qveynebSi warmoadgens nebismieri
dawesebulebis mmarTvelobis mniSvnelovan nawils, romelic
dakavSirebulia sazogadoebasTan, marTalia isic, rom fablik
rileiSenzis arsebobas azri aqvs mxolod demokratiul sazogadoebaSi,
sadac Zlieria samoqalaqo seqtori. amitom igi mxolod axla ikidebs
fexs posttotalitarul qveynebSi (maT Soris saqarTveloSic), sadac
demokratia faqtiurad Canasaxovan mdgomareobaSi imyofeba da dResac
arc Tu iSviaTad, adgili aqvs avtoritaruli marTvis recidivebs.
fablik rileiSenzs umniSvnelovanesi funqcia aqvs adamianis
cxovrebaSi. misi arseboba vinmes survilze araa damokidebuli. fablik
rileiSenzi asrulebs Semdeg ZiriTad funqciebs: a) azris kontroli da
sazogadoebis moqceva mTeli organizaciis moTxovnebisa da- interesebis
dasakmayofileblad, visi saxeli-Tac tardeba fiar _ aqcia. b) reagireba
sazogadoebaze da sxva moqcevaze maTi momsaxurebis mizniT. g)
urTierTsargebliani urTierTobebis miRweva organizaciasa da
sazogadoebis jgufebs Soris nayofieri urTierTdamokidebulebis
moqmedebiT (maT ricxvSia sawarmoo personali, momsaxureebi,
momxmarebeli, momwodebeli).
 zogierTi Tvlis, rom fablik rileiSenzi (fiari) biznesSi
moRvaweobis axali mimarTulebaa, romelic XX saukuneSi gamoigones.
zogierTi specialisti ki mas amerikelTa gamogonebad miiCnevs. fiaris
cnobili ingliseli specialistebi frenk jefkinsi da deniel iadini
Tvlian,. rom `fablik rileiSenzi~ (cxadia cotaoden gansxvavebuli
saxiT) arsebobda amerikis aRmoCenamdec. SeiZleba amerikelebma
gamoigones da Seqmnes miki-mausi, koka-kola, holivudi, magram fablik
rileiSenzi maTi gamogonebuli ar gaxlavT~.
adamianebi odiTganve cdilobdnen urTierTobas da urTierTgagebis
miRwevas. istorikosTa da arqeologTa mier aRmoCenilia uamravi
dokumenturi masala, sadac es urTierTobaa dafiqsirebuli (Zveli
egvipte, Sumerebi, xeTebi, warwerebi piramidebze, kldeebze,
gamoqvabulebSi Tu pergamentsa da papirusebze da a.S.).
wminda religiebis fuZemdeblebi da winaswarmetyvelebic
(Tavisdauneburad Tu Segnebulad) aseve iyenebdnen piaris elementebs,
raTa sxvebi daejerebinaT am rwmenis safuZvlianobaSi da misdami
dadebiTad ganewyoT.
amrigad, fablik rileiSenzi komunikaciis es umniSvnelovanesi
saSualeba, iseTive Zvelia, rogorc adamianis sazogadoeba da misi
istoria.
piaris Tanamedrove elementebis Camoyalibeba nelnela mimdinareobda.
igi daiwyo Tavdapirvelad inglisSi 200 wlis win da mere gagrZelda da
ganviTarda aSS-sa da evropis ganviTarebul qveynebSi, Semdegom ki mTels
msoflioSi.
Tavdapirvelad piaris elemenetebis gamoyeneba daiwyes sazogadoebis
marTvis sferoSi evropasa da amerikaSi.
1809 wels britaneTis xazinam daniSna presmdivani. 1854 wels
britaneTis fosta _ telegrafis saministrom Tavis yovelwliuri
angariSis wardgenisas momxmareblebs SesTavaza Tavisi momsaxurebis
saxeobaTa nusxa. 1912 wels loid jorjma, romelic maSin xazinis
kancleri iyo, Seqmna leqtorTa jgufi, romelsac evaleboda
sazogadoebisaTvis daxmareba sapensio momsaxurebis pirveli sqemis
axsnaSi. 1948 wels did britaneTSi daarsda fablik rileiSenzis
instituti, romlis pirvel prezidentad airCies cnobili specialisti
stefan tallentsi. misi saxelobis medliT instituti yovelwliurad
ajildovebs adamianebs, romlebmac miaRwies mniSvnelovan warmatebas
fiaris sferoSi. am welsve (1948) Seiqmna amerikis fablik rilei-Senzis
sazogadoebac.
amerikelebma seriozul warmatebebs miaRwies piarkonsaltingis
sferoSic. erT-erTi pirveli saagento am mimarTulebiT daarsa
Jurnalistma aivi lim, romelic muSaobda piaris sakiTxebze qvanaxSiris
mrewvelobasa da sarkinigzo kompaniaSi. 1914 wels is gaxda navTobgamtan
jon rokfeleris mrCeveli. man jer SeZlo daemyarebina kargi
urTierToba saqmian xalxsa da presas Soris, Semdeg ki SeimuSava
presasTan kompaniis urTierTobis ZiriTadi principebi (simarTle da
Riaoba).
marTalia, inglisSi samTavrobo piari ufro adre ganviTarda, vidre
amerikaSi, magram sakonsultacio biznesi aSS-Si ufro adre Camoyalibda.
es gamowveuli iyo ZiriTadad meore msoflio omiT, roca vaWroba
inglisSi faqtobrivad Zalian dabal doneze daeca, radgan ZiriTadad
saqonlis ara gayidva, aramed ganawileba xdeboda sabaraTo sistemiT.
 sazogadoebasTan kavSiris erT-erT formad 150 wlis win Camoyalibda
Sida safirmo gamocemebi. 1875 wels, roca zingerma daiwyo Tavisi
cnobili sakeravi manqanebis gayidva amerikaSi, man gamouSva specialuri
gazeTi, romlis meSveobiT is aswavlida momxmarebels sakeravi manqanis
eqspluataciis wesebs.
droTa ganmavlobaSi kompaniebma SeimuSaves TavianTi logotipebi da
safirmo stili, romlebsac mkveTrad gansxvavebuli saxeebi gaaCniaT, mag:
erTmaneTSi aravis aereva `mersedesis~ da `fordis~ logotipebi,
`yazbegisa~ da `heinekenis~ da a.S. gansakuTrebuli safirmo stili gaaCnia
transportis saxeobebs, mag: aviakompaniebs _ TviTmfrinavebiT dawyebuli
da ekipaJis CacmulobiT damTavrebuli. londonis transportis
departamentis avtobusebis safirmo feri Tavis droze iyo wiTeli, iseve
rogorc Tbilisis meriis transportis departamentis mier 2004 wels
holandiidan da 2005 wels ukrainidan Semoyvanili _ yviTeli feris
avtobusebi da maTi qarTveli halstuxiani mZRolebi. Tumca amasac
fesvebi istoriaSi aqvs gadgmuli. mag: aTasi wlis win erTmaneTTan
meomar mxareebs iseTi tansacmeli ecvaT, rom (dRevandelisagan
gansxvavebiT) advili iyo maTi garCeva, aseve sagangebo CacmulobiT da
aRWurvilobiT ganirCeodnen faraonebi, mefeebi. mag: CrdiloeT egviptis
faraonTa samefo Zalauflebis simbolo _ faraonTa wiTeli feris
papirusis gvirgvini, xolo samxreT egviptis faraonTa TeTri feris
gvirgvins SroSani amSvenebda, bizantiis imperatorebi sxva samefo
insigniebTan erTad atarebdnen wiTel waRebs da a.S.
fablik rileiSenzis ganviTarebasTan erTad viTardeboda
komunikaciis saSualebebic. televiziis da videos gaCenamde sakmaod
mniSvnelovani roli Seasrules presam, radiom da kinom, romlebmac xeli
Seuwyves mosaxleobis ganaTlebas da ganviTarebas. maTi meSveobiT ioli
gaxda bevri movlenis advilad axsna da gageba.
amasTan komunikaciis uaxles saSualebebs gaaCniaT ara marto
upiratesoba, aramed uaryofiTi mxareebic. isini xandaxan spontanuria,
pirdapir gvacnoben rogorc karg, aseve cud ambebs yovelgvari
momzadebis gareSe, roca dro aRar rCeba keTilganwyobili da saTanado
imijis Sesaqmnelad. ase magaliTad, 2001 wlis 11 seq-tembers niu-iorkis
teroristuli aqtebi _ tyupi caTambrjenebis dangreva amerikulma
telekompaniam si-en-enma operatiulad, pirdapir eTerSi aCvena mTels
msoflios. msoflio sazogadoeba gaognebuli darCa rogorc si-en-enis
operatiulobiT, aseve pirdapir eTerSi nanaxiT, (adamianebi sakuTar
Tvalebs ar ujerebdnen) roca xedavdnen, rogor cviodnen
sasowarkveTili adamianebi 300 metris simaRlidan.
ra amocanebs wyvets Tanamedrove fablik rikeiSenzi? 1.
organizaciasa da sazogadoebas Soris keTilganwyobili, harmoniuli
atmosferos Seqmnis xelSewyoba; 2. mizandasaxuli, gegmiuri da mudmivi
muSaobis warmoeba; 3. organizaciasa da sazogadoebas Soris kavSiris
uzrunvelyofa; 4. azrebis, Semecnebis, damokidebulebisa da qcevis
monitoringis (dakvirvebas) warmoeba rogorc organizaciis SigniT, aseve
mis gareT; 5. konsultaciis gaweva organizaciebisaTvis politikis axali
mimarTulebebis gansazRvraSi; 6. zemoqmedebis moxdena organizaciasa da
sazogadoebas Soris ukve arsebul an axal urTierTdamokidebulbaze; 7.
xelmZRvanelobisaTvis axali politikis, procedurebis da muSaobis
rekomendaciebis SeTavazeba organizaciasa da sazogadoebas Soris
urTierTxelsayreli kavSirebis dasamyareblad da a.S.
 fablik rileiSenzis (fiaris) praqtika Zalze mravalferovania. is
SeiZleba gamoixatos saqonlis gasaRebaSic, calkeuli kandidatisaTvis
sasurveli imijis Seqmna, lobizmSi da formis an mTavrobis
yovelwliuri muSaobis da politikis mimarTulebis gansazRvraSi.
yvela am samuSaos asruleben fiaris specialistebi _ e.w.
`fiermenebi~. maTi ZiriTadi saqmianoba informaciuli muSaobaa (marTva).
fiermenebi kargad ganaTlebuli xalxia, romlebic unda erkveodnen
fsiqologiaSi, politikaSi, sociologiaSi, ekonomikaSi, oratorul
xelovnebaSi, marTvis principebsa da eTikaSi. aseve saWiroa
gansazRvruli teqnikuri codna da kvalifikacia azrebis kvlevisaTvis,
video-produqciis, gamosvlebis da prezentaciebis momzadeba.
amrigad, fablik rileiSenzi es aris samarTlebriv safuZvelze da
yovelmxriv informaciaze damyarebuli urTierTobis xelovneba
adamianebsa da organizaciebs Soris urTierTgagebisa da harmoniulobis,
konkretuli Sedegebis misaRwevad.
samecniero literaturaSi arsebobs politikuri fiaris
gafarToebuli gageba. naSromis avtori mxars uWers im mosazrebas,
romlis mixedviTac fiari warmodgenilia `qolguri~ teqnologiis saxiT,
romelic Semadgeneli nawilebis saxiT moicavs propagandistul,
marketingul, saarCevno, imijmeikerul, spiCraiterul, lobistur da spin
teqnologiebs.
igi xorcieldeboda da xorcieldeba sazogadoebis ganviTarebis
yvela etapze, magram daxuruli reJimebis arsebobisas, rodesac ar
funqcionirebs samoqalaqo seqtori da demokratiuli politikuri
kultura, fiarteqnologiebi masStaburad iReben Savi fiaris saxes,
masiurad xdeba iseTi formisa da meTodebis gamoyeneba politikuri
konkurentebis CamosaSoreblad, romelic aSkarad xdeba sazogadoebaSi
miRebul zneobriv-eTikuri formebis da axlosaa sisxlisa da
samoqalaqo samarTlis darRvevis zRvarTan. totalitaruli da
avtoritaruli reJimebis dros fiarteqnologiebi masebis cnobierebisa
da qcevis kontrolis mizniT ZiriTadad mimarTavs dezinformacias,
faqtebis falsifikaciasa da recipientebis cnobierebis manipulacias.
WuWyiani teqnologiebi, samwuxarod, demokratiul qveynebSic
gamoiyeneba, magram xelisuflebis gamWvirvalobisa da samoqalaqo
monitoringis pirobebSi misi masStabebi gacilebiT SezRudulia. am
dros masebis darwmuneba ZiriTadad legitimuri formis _ TeTri
fiaris saxiT xorcieldeba.
`TeTri~ teqnologiebis gamoyenebis dros kandidatebi moqmedeben
arsebuli kanonmdeblobis da sazogadoebaSi miRebuli zneobriv _
eTikuri normebis farglebSi.
am teqnologiis farglebSi kandidati aCaRebs mCqefare moRvaweobas
amomrCevelTa srulmaStabiani `gabruebisaTvis~. amasTan is umtkicebs
ubralo xalxs, rom maT bednierebasa da karg cxovrebas moutans.
demokratiis pirobebSi aravin iTxovs, Tu ramdenad Seesabameba esa Tu is
kandidati misTvis wayenebul moTxovnebs an ra sasargeblo gaukeTebia
mas saerTod cxovrebaSi. miznis misaRwevad kandidatma kargad unda
iswavlos daxvewili xerxebiT xalxis motyueba, unda iswavlos ubralo
xalxis `siyvaruli~ da maTze `zrunva~, Tanac ise, rom TavisTvis rac
SeiZleba meti sikeTe daitovos. samwuxarod arcerT demokratiul
qveyanaSi warmateba ar moaqvs mxolod `TeTr~ saarCevno teqnologiebs
gamarjvebis misaRwevad sul ufro xSirad iyeneben ‘Sav fiars~. bolo
wlebSi sul ufro izrdeba xelisuflebis Careva saarCevno procesebSi,
ris gamoc Rirseul kandidatTa umravlesoba ufulobis gamo uRirsebTan
marcxdeba.
saarCevno kampaniis dros umniSvnelovanesi roli ekisreba presas da
televizias, amitomac maT xSirad masobrivi propagandis saSualebebsac
uwodeben. centraluri presa da televizia, rogorc wesi, magnatebis an
oligarqebis xelSia da ubralo, ufulo adamianebs maTze xeli ar miu-
wvdebaT. presisa da satelevizio reklamis masalebis dabeWdvis Semdeg
guSindeli `moCaliCe~ kandidati eris Tu ara regionis, an raionis
mzrunvel ‘mamad~ mogvevlineba socialuri fsiqologebisa da
imijmeikerebis wyalobiT. maT kandidatis pirovneba Tavidanve dadebiT
aspeqtSi unda warmoadginon, raTa igi amomrCevlebSi uaryofiT emocias
ar iwvevdes, kandidatis wardgenis dros gamoiyeneba mxolod `TeTri~
teqnologiebi _ amisaTvis gamoiyeneba publikaciisaTvis cnobili
adamianebi _ mecnierebi, xelovnebisa da kulturis warmoadgenlebi,
gavleniani figurebi, biznesmenebi. masobrivi informaciis saSualebebiT
kandidatis wardgenis warmoCenis ZiriTadi xerxebi Semdegia: 1.
kandidatis monawileoba satelevizio analitikur programaSi `sakiTxis~
dasmiT da misi gadawyvetis gzebis CvenebiT. 2. mokle interviu axali
ambebis programisaTvis ama Tu im problemis Sesaxeb. 3. preskonferencia
JurnalistebisaTvis, romelic Semdegom farTod gaSuqdeba masmediaSi. 4.
cnobili adamianbis komentari kandidatis am gamosvlaze da sxva
programaze.
rac ufro daujerebeli da Tavxeduria kandidatis tyuili da misi
dapireba, miT ufro ujerebs xalxi mas. tyuili gamiznulia yvela
socialuri wrisa da jgufisaTvis: pensionerebs da studentebs pirdebian
rom moiumateben pensias da stipendias, (Tumca Zvelic ki ar gauciaT
jer), diasaxlisebs atyueben rom Zalze zrunaven maTze da exmarebian mas,
umuSevrebs pirdebian, rom Seqmnian axal samuSao adgilebs da dau
niSnaven umuSevarTa daxmarebas, manqanis mflobelebs pirdebian, rom
Seamcireben benzinis fass, xalxs pirdebian, rom saxelmwifo qonebis
damtaceblebs da korumpirebulebs ukan daabrunebineben moparul fulebs
da cixeSi gamoamwyvdeven, meanabreebs pirdebian, rom nel-nela
daubruneben dakargul Tanxebs, profesor _ maswavlebelbs pirdebian
xelfasis momatebas, policias da armias aseve xelfasis momatebas da
mdgomareobis gaumjobesebas, yvelas pirdebian namdvili, Sedegiani
reformebis gatarebas, ufaso samedicno momsaxurebas da a.S.
amomrCevelTa mosatyueblad efeqtiani saSualebaa mosaxleobis
sociologiuri gamokiTxvis Sedegebis gamoqveyneba presiT da televiziiT.
Sesabamisi Tanxis gadaxdis SemTxvevaSi wamyvani masmediis saSualebebi
umal daarwmuneben xalxs, rom kandidats yovelkvireulad mzardi
maRali reitingi aqvs. saarCevno kampaniis procesSi amomrCevelma
kandidatisagan erTi cudi sityvac ki ar unda gaigos Tavis
konkurentebze _ amas misi gundis wevrebi Cumad anonimurad gaakeTeben.
amomrCevelma unda gaigos da daijeros, rom mxolod konkretuli
kandidati gaxdis mas bedniers da kmayofils. am mizans unda
emsaxurebodes saagitacio plakatebi, furclebi, `bilbordebi~ romelbic
rac SeiZleba TvalsaCino adgilze unda gamoikras. igive meordeba
amomrCevlebTan mowyobil Sexvedrebze, sadac kandidats waradgenen
rogorc karg meojaxes, eriskacs, kompetentur da Tavdadebul pirovnebas,
rCeul adamians.
 `Savi fiaris~ erT-erT mniSvnelovan taqtikas warmoadgens
sasamarTlosa da prokuraturis gamoyeneba dasaxuli miznis misaRwevad,
metoqis gasaneitraleblad (sxvaTaSoris aSS-is bolo prezidentis
vinaoba gairkveva sasamarTlosa da ara eleqtoratis saSualebiT, sadac
jorj buSma (umcrosma) sul ramdenime aTeuli xmiT ajoba metoqes).
aseve Zalze mniSvnelovania `kompromatebis~ Segroveba metoqeeze da
misi xalxSi gavrceleba. xSirad kompromats Tan axlavs SantaJis
gamoyeneba konkurentebze, rom Tu isini ar moxsnian kandidaturebs, es
kompromatebi gamoqveyndeba presaSi.
konkurentebze zegavlenis mosaxdenad xSirad gamoiyeneba finansuri
berketebi. Tu konkurenti saxelmwifo Cinovnikia, SeiZleba is da misi
gundis wevrebi moulodnelad Seamowmos sagadasaxado samsaxurma da
policiam, saxanZro da sanepidsadgurebma da didi jarimebi daakisron, an
sasamarTlos gadascen, rac kandidatis dezorientacias da `gasvras~
iwvevs. zemoqmedebis erT-erTi forma Tavad kandidatis an misi saarCevno
kampaniis Tavmjdomaris mosyidvaa, romelic flobs yvela informacias
Tavis `Sefze~.
Semdegi xerxia Tavad amomrCevlis mosyidva fuliT, produqtebiT,
humanitaruli daxmarebis saqonliT, medikamentebiT, sufrebis mowyobiT,
amomrCevlebze zegavlenis erT-erTi xerxia armiisa da policiis
nawilebis xelmZRvanelTa `gadabireba~ (mosyidva), raTa maT ubrZanon
xelqveiTebs konkretuli kandidatisaTvis xmebis micema.
`Savi fiaris~ erT-erTi Semadgeneli taqtikaa saarCevno komisiis
wevrTa mosyidva, metoqeebisaTvis winaswar mofiqrebuli scenariT mZime
da arakacuri dartymis miyeneba, Worebisa da cru informaciebis
gavrceleba, konkurentebis erTmaneTze wasianeba, maTi yuradRebis
Segnebulad moduneba, konkurentebTan jer SeTanxmeba, mere ki maTi
motyueba (`gadagdeba~), konkurentebis plakatebze daqiravebuli jgufis
mier saRebavis gadasxma an cudi sityvebis dawera, agentebis Segzavna
konkurentebis saarCevno StabSi informaciis misaRebad, yalbi
biuletenebis dabeWdva e.w. `karuselebis~ mowyoba, roca ramdenime aseuli
adamianis sxvadsxva ubnebSi aZlevs xmas ramdenjerme, saarCevno siebis
gayalbeba, saarCevno baraTebis ardarigeba amomrCevlebisaTvis, gataceba,
oqmebis falsificireba centralur saarCevno komisiebSi, Cxubebisa da
deboSebis organizeba ubnebSi, faruli agitacia arCevnebis dRes da a.S.
`Savi fiaris~ erT-erTi taqtikaa aseve amomrCevlebSi arCevnebisadmi
zizRisa da uimedobis Canergva (rom misvlas azri ara aqvs, rom
yvelaferi ukve winaswar cnobilia, rom mainc `is~ gaimajvebs, an
`gadaxazeT yvela~ da xma ar misceT aravis). rac naklebi xalxi miva
arCevnebze, miT metia misi gayalbebis Sansi. xSirad gamoiyeneba
amomrCevelTa daSineba, rom `im~ Zalis gamarjvebis SemTxevaSi daiwyeba
anarqia, dapirispireba, dakargaven samuSaos. `Savi fiaris~ erT-erTi
mniSvnelovani strategiaa `saWiroa Tavi moaCveno da ara _ iyo~, `darCe
xelisuflebaSi nebismeri saSualebiT da a.S. rac amoraluri da
arakanonieria.

propagandistuli fiarteqnologia

propagandistuli fiarteqnologiebi emyareba sazogadoebrivi

cnobierebis manipulirebis aTaswlovan gamocdilebas, dawyebuli
egvipteli qurumebis mistikuri praqtikiT da damTavrebuli zogierTi
politikosis mier masebis hipnozuri STagonebiT XX da XXI saukuneSi.
propagandis mniSvneloba sxvadasxva epoqaSi da sxvadasxva qveyanaSi
gansxvavebulad esmodaT, xSirad kamaTobdnen imaze, Tu ra aris da ra
ar aris propaganda.
yvelaferi XVII saukuneSi dawyo, rodesac es sityva kaTolikuri
eklesiis kardinalebma moifiqres. propaganda kaTolikebisaTvis
misionerTa swavlebas niSnavda, rac miznad isaxavda protestantebs
Soris religiis populiarizacias. Tavidanve sityvam ormagi datvirTva
SeiZina, is rac kaTolikur samyaroSi pozitiur movlenad aRiqmeboda da
RvTis sityvis gavrcelebas niSnavda, protestantebisaTvis Tavsmoxveuli
azri iyo. kaTolikebi mas swavlebas, protestantebi ki demagogias
uwodebdnen. es ormagi datvirTva propagandas dRemde SemorCa,
gamavrcelebeli da mimRebi sazogadoeba mas gansxvavebulad aRiqvams.
Tu istoriul mimoxilvas gavagrZelebT, davinaxavT, rom
religiurma propagandam Seqmna safuZveli politikuri propagandisa da
propagandistuli reJimebisaTvis, romlebmac sakuTari strategia
swored religiisagan miRebul gamocdilebaze daafuZnes. mkvlevarebi
da istorikosebi xSirad aRniSnaven, rom nacistebma da komunistebma
religiis msgavsad, lideris kulti, regularuli TavSeyra tradiciuli
ritualiT da, rac mTavaria, rwmena, rom samyaro ukeTesobisaken unda
Seicvalos.
Tumca, nacistebma teqnika daxvewes da religiuri propagandisagan
aRebul detalebs axali strategia daumates. nacisturi strategiis
fuZemdeblis _ gebelsis iniciativiT Camoyalibda propagandis
saministro, romelsac informaciis koordinireba daevala. masmediaze
mopovebuli monopolia sakmarisi ar iyo, saWiro iyo xelisuflebis
yvela segments erTi mesiji erTad gaexmovanebina, raTa
urTierTgamomricxavi informaciis gavrceleba da Sesabamisad, xalxis
dabneva gamoricxuliyo. gebelsi ambobda, rom `nebismieri tyuili,
xSirad ganmeorebis SemTxvevaSi, bolos simarTled iqceva~.
swored amitom, nacistebi mTavar mesijebs xSirad imeorebdnen.
garda amisa, masebze ufro mZlavri zemoqmedebis mosaxdenad saWiro
iyo kulturuli memkvidreobis gamoyeneba. nacistebma gansazRvres, rom
mTavaria samizne auditoriis SerCeva, Semdeg emociuri (da ara
racionaluri) argumentebiT masis damuSaveba. amisaTvis kinosa da
Teatrs, aseve, xelovnebis sxva formebs iyenebdnen. pirveli msoflio
omis Semdeg TavmoyvareobaSelaxuli da dakninebuli germanelebi
siamovnebiT uyurebdnen filmebs Tavisi qveynis diad warsulze da im
Zlier liderebze, romlebmac germanias saqveynod gauTqves saxeli.
swored nacistebs ukavSirdeba msoflios gadarCenis, mesianisturi
ideebisa da mxsnelis Tematikis moWarbeba im periodis germanul
kulturaSi. imdroindel germaniaSi kino masebTan urTierTobis
damyarebisa da maTTvis mesijebis miwodebis saSualebad iqca.
komunistebic, nacistebis msgavsad, kinosa da Teatrs propagandis
saSualebad iyenebdnen. stalinis mier sakuTari Svilis gadarCenaze
uaris Tqmas qarTvelebSi araerTgvarovani reaqcia mohyva, beladis
saqcieli sazogadoebis nawilisaTvis miuRebeli iyo. rogor SeiZleba
mamam sakuTari Svilis gadarCenaze uari Tqvas? _ am SekiTxvas
imdroindelma mmarTvelma elitam mixeil Wiaurelis filmiT upasuxa.
giorgi saakaZis, qarTvelTa saTayvanebeli gmiris Sexseneba mxatvruli
filmis meSveobiT sakmarisi gaxda imis gasaazreblad, rom rodesac
qveyana msxverpls moiTxovs, paatas sicocxleze ufro mniSvnelovani
samSobloa. am SemTxvevaSi sabWoTa kino propagandis gasavrceleblad
konkretulad iyo gamoyenebuli, Tumca, zogadi mesijebis gavrceleba
kinos meSveobiT mudmivad xdeboda.
aseve, sabWoTa propagandis mTavari safuZveli `saganmanaTleblo
darwmuneba~ (darwmuneba ganaTlebis, aRzrdis meSveobiT) iyo, rac
skolis merxidan moqalaqis `aRzrdas~ iTvaliswinebda. wiTeli
kuTxeebi, razmis sabWoebi propagandis gavrcelebisaTvis saukeTeso
fons qmnida. yvelafer amasTan, mniSvnelovani iyo xalxis darazmva da
maTi saerTo interesiT gaerTianeba, risTvisac komunistebma
kontrrevoluciis safrTxeze daiwyes saubari da xalxis mtrebis
winaaRmdeg gailaSqres. swored am droidan modis `zizRis propaganda~,
romelic propagandis erT-erT yvelaze agresiul da imavdroulad,
efeqtur formad miiCneoda.
mogvianebiT, beWdviTi mediis rolis gaaqtiurebam da Semdeg
televiziis gamogonebam, propagandistuli reJimebisaTvis
sazogadoebasTan urTierToba gaaiola. masobrivi informaciis
saSualebebi propagandis manqanis nawilad moiazreboda da maTze
gansakuTrebuli kontroli myardeboda.
mkvlevarebi dRemde kamaToben imaze, aris Tu ara propaganda
mxolod warsulis kuTvnileba. propagandis mraval ganmartebas Soris
erT-erTi `darwmunebis mcdelobaa~. xalxis farTo masebis darwmuneba,
maTi Sexedulebebisa da damokidebulebis formireba ki, aqtualobas
arasodes kargavs.
ingliseli mkvlevarebi aRniSnaven, rom `yovelTvis, rodesac
televizors, an radios vrTavT, an wignsa da Jurnal-gazeTebs
vkiTxulobT, viRac cdilobs Cvens aRzrdas, cdilobs dagvarwmunos,
rom esa Tu is produqti unda viyidoT an ama Tu im politikoss unda
mivceT xma...~ udidesi Tanxa ixarjeba mxolod Cvens darwmunebasa da
Sexedulebebis formirebaSi.
Tanamedrove propagandis darwmunebis Teoriis mkvlevarebi sias
produqtiT iwyeben da politikosebiT asruleben. maTi TqmiT
politika\biznesi cdilobs imijis Seqmnas, daxvewos, bazars miusadagos,
brendi Camoayalibos. Semdeg mas gamudmebuli populiarizacia gauwios,
rom xalxma is iyidos, an mas misces xma. mis gamo amomrCevlis\myidvelis
mopovebisa da SenarCunebis teqnologia mudmivad ixveweba.
biznesi da politika sakuTari produqtis ukeT gayidvis mizniT
cdiloben gaaumjobeson am produqtis myidvelTa _ sazogadoebasTan
urTierTobis formebi, ris gamoc yalibdeba codna, romlic istoriis,
fsiqologiis masebTan\sazogadoebasTan urTierTobisa da
marketingisagan miRebul gamocdilebas aerTianebs da romelsac
biznes\politikur komunikaciebs uwodeben.
sazogadoebis nawilis azriT, politikuri komunikacia mxolod
Selamazebuli saxelwodebaa da is adamianebTan urTierTobas
\komunikacias ki ara, aramed maT marTvas gulisxmobs. isini acxadeben,
rom sadavoa, sad mTavrdeba propaganda da sad iwyeba komunikacia,
radgan dResdReisobiT ukve daxvewili da Camoyalidebuli komunikacia
yvela im aprobirebul da gamocdil teqnikas aerTianebs, romelic
sxvadasxva dros, sxvadasxva qveyanaSi propagandis saxiT gamoiyenes da
romelic masebis darwmunebis TvalsazrisiT warmatebuli aRmoCnda.
 Rrmad moxucebulma edvard berneisma, Tanamedrove piaris mamad
wodebulma, romlis Seqmnili teqnologiebi dResac warmatebiT
gamoiyeneba politikasa da biznesSi,
XX saukunis bolos BBC-is da me-4 arxTan interviuSi ganacxada,
rom radgan termini `propaganda~ meore msoflio omis Semdeg nacistur
germaniasTan asocirdeboda is axali terminiT PR-iT Secvala. Tumca,
aRiara, rom misi teqnologiebi propagandisagan arafriT
gansxvavdeboda. rom PR anu sazogadoebasTan urTierToba, igive
propagandaa saxeSecvlili da daxvewili saxiT. berneisma aqac ar
uRalata sakuTar profesias da saxelis SecvliT Tavad propaganda
gaafiara.
meore nawili ki politikur komunikacias demokratiis bazisad
miiCnevs. maTi argumenti aseTia: politikuri komunikacia sazogadoebrivi
azris mudmiv kvlevas efuZneba da is xalxisaTvis sasurveli, misaRebi
urTierTobebis modelis Seqmnas cdilobs. ase iqmneba saxelmwifo,
sadac mTavroba mudmivad imteresdeba imiT, Tu ra surs, awuxebs,
moswons an ar moswons mis moqalaqes\amomrCevels. politikuri
komunikaciis meTodebis codna da daxvewa exmareba saxelmwifos
moqalaqisaTvis misaRebi gadawyvetilebebi miiRos, an is saxelmwifos
gadawyvetilebebis sisworeSi daarwmunos.

marketinguli fiarteqnologia

politikiuri marketingi ewodeba adamianTa cnobierebasa da

qcevaze, sxvadasxva gaerTianebebsa da organizaciebze mizanmimarTuli
zemoqmedebis sistemas, rac politikuri da samoqalaqo Tavisuflebebis
pirobebSi, SesaZleblobas iZleva Camoyalibdes politikuri
urTierTobis moqmedi subieqtebisaTvis sasurveli interesebi da
moTxovnilebebi, anu politikuri marketingi _ sazogadoebrivi azris
organizaciisa da marTvis koncefcia.
marketingis saWiroeba gansakuTrebiT maSin igrZnoba, rodesac
mwarmoebeli awydeba problemebs Tavisi produqciis gavrcelebis dros,
xolo momxmarebeli amjobinebs SeiZinos konkurentis saqoneli.
marketingi saboloo Sedegis TvalsazrisiT danaxuli politikaa.
imisaTvis, rom normalurad icxovro, unda gayido rasac awarmoeb da
awarmoo is, risi moTxovnac aris sazogadoebaSi, nebismierma
mwarmoebelma rogorc biznesSi, aseve politikaSi, saxelmwifos
mmarTvelobaSi unda icodes, ra sWirdeba mis momxmarebels, klients,
partniors. swored marketingi exmareba politikosebsa da moxeleebSi
sazogadoebisa da erTmaneTis mosmenis unarisa da moTxovnilebebis
Camoyalibebas. marketingi maT aswavlis komunikaciebs ara marto
imisaTvis, rom mimarTos `sazogadoebrivi azris kudSi miyoliT~, aramed
urTierTgagebis damyarebis mizniT, imisaTvis, rom Seqmnas swraf da
pasuxismgeblur moqmedebaTa sistema mmarTvelebidan marTulebisaken da
piriqiT.
politikuri marketingis samSobloa aSS, Tumca arsebobs azrTa
sxvadasxvaoba imis Taobaze, Tu rodis `daibada~ es gamoyenebiTi
kompleqsuri disciplina: 1936 wels f. ruzveltis Tu 1952 wels d.
einzenhaueris dros.
1936 wlis saprezidento kampaniis dros gamoiyenes amomrCevelTa
gaaqtiurebis marketinguli xerxi, ramac zegavlena moaxdina arCevnebis
Sedegebze da f. ruzvelts rTul socialur-politikur situaciaSi
prezidentis posti SeunarCuna. ruzvelti aqtiurad iyenebda
marketingul xerxebs, rodesac Tavis cnobil `buxarTan saubrebs~
atarebda. aRsaniSnavia, rom 1936 wels helapma pirvelad Caatara
sazogadoebrivi azris farTomasStabiani gamokvleva da f. ruzveltis
prezidentad xelmeored arCeva iwinaswarmetyvela.
Tvalsazrisi mixedviT politikuri marketingi dasabams iRebs aSS
34-e prezidentis, respublikeli d. eizenhaueris (1952-1961) dros,
romelmac 1952w. winasaarCevno kampaniis organizaciisaTvis pirvelma
mimarTa t. beitsis sareklamo saagentos daxmarebas. maSin konsultantma
r. rivzma daamzada dRevandeli gagebiT sakmaod primitiuli klipebi.
TiToeul maTganSi gulubryvilo amerikeli prezidents erT SekiTxvas
aZlevda, razedac aseve primitiul pasuxs Rebulobda.
magaliTad:
_ mister eizenhauer, _ kiTxulobda amomrCeveli, _ Tqven SeZlebT
gadasaxadebis Semcirebas?
_ diax, _ pasuxobda prezidentobis kandidati, _ Cven axla
vmuSaobT, rom miliardobiT dolariT SevamciroT saxelmwifo xarjebi.
sul 49 aseTi klipi momzadda. maT masirebulad uSvebdnen eTerSi
saarCevno kampaniis ukanaskneli sami kviris ganmavlobaSi. siuJetebi
uaRresad ubralo iyo, magram emyareboda helapis institutis
gamokiTxvis Sedegebs da imdroindeli amerikisaTvis yvelaze mtkivneul
Temebs exeboda.
 axali efeqturi teqnologiebiT damarcxebuli eizenhaueris
konkurenti e. stivensoni ganawyenebuli aRniSnavda, rom maTi gamoyeneba
`demokratiul procesSi uwesobis umaRlesi gamovlinebaa~.
`950-ian wlebSi politikuri konsultaciebis roli amerikul
saarCevno kampaniebSi imdenad gaizarda, rom erT-erTma komgresmenma
ganacxada: `arCevnebi kandidatebs Soris Sejibrebidan sul ufro metad
iqceva sareklamo firmebs Soris Sejibrebad~ ra Tqma unda, es
gadaWarbeba iyo, magram miuTiTebda damaxasiaTebel tendenciaze.
politikuri menejmentis pirveli specializirebuli firma jer
kidev 1933 wels Seqmna kaliforniaSi col-qmarma k. uiteikerma
(Jurnalisti) da l. beqsterma (reklamis specialisti). 1933 wlidan 1955
wlamde maT Caatares 75 politikuri kampania da 70 maTganSi gaimarjves.
firmis xelmZRvanelis saxumaro gancxadebiT, kandidatis `gayidva~
manqanis gayidvaze Znelia, radgan `avtomobils laparaki ar SeuZlia,
kandidatma ki SeiZleba iseTi ram Tqvas, riTac amomrCevels Tavis
winaaRmdeg ganawyobs, miuxedavad imisa, rom saarCevno Stab-binaSi
kandidatis gasamarjveblad yvelaferi gakeTda, rac ki SesaZlebeli
iyo~.
1960-ian wlebSi gavrcelda termini `axali politika~. amiT
aRiniSneboda saarCevno kampaniis stili, romelic orientirebuli iyo
ara Sinaarsobriv (saprogramo) uTanxmoebaze, aramed teqnologiur
xerxebze, komunikaciuri siaxleebis gamoyenebasa da kandidatis imijis
formirebaze.
politikuri marketingis ganviTarebaSi axali etapis dadgomis
Tavisebur mijnad miiCneva 1960 wlis saprezidento kampania aSS-Si,
rodesac orive pretendenti _ j. kenedi da r. niqsoni iyenebdnen
profesionali konsultantebis gundebs da maT Soris Sedga msoflioSi
pirveli debatebi. j. kenedis gunds xelmZRvanelobda SemdgomSi
saxelganTqmuli j. napolitani, romelmac aqcenti gadaitana Tavisi
klientis imijze da satelevizio debatebSi gamarjvebaze, rac
arCevnebSi gamarjvebis safuZveli iqneboda. kenedi kargad iyo
momzadebuli swored satelevizio diskusiisaTvis. is mimarTavda ara
oponents, aramed mayurebels, kargad gamoiyureboda ekranze. Tavis
mxriv, niqsoni, romelic gamocdili politikosi da kargi mokamaTec iyo,
sruliad moumzadebeli aRmoCnda satelevizio gamosvlebisaTvis. misi
Cacmulobis, garegnobis zogierTi detali ekranze cudad
gamoiyureboda. niqsonma `imijis sferoSi~ waago arCevnebi. mas Semdeg
imiji iTvleba mZlavr iaraRad saarCevno brZolaSi.
aRsaniSnavia isic, rom swored 1960 wlis saprezidento arCevnebis
Semdeg politikurma marketingma swrafad daiwyo gavrceleba mTel
dasavleTis samyaroSi. 1960-ian wlebSi gavrcelda termini `axali
politika~. amiT aRiniSneboda saarCevno kampaniis stili, rmelic
orientirebuli iyo ara Sinaarsobriv (saprogramo) uTanxmoebaze, aramed
teqnologiur xerxebze, komunikaciuri siaxleebis gamoyenebasa da
kandidatis imijis formirebaze.
eleqtoralur procesSi politikuri konsultirebis dangrevis
erT-erT yvelaze arasasiamovno Sedegs saarCevno kampaniebis mkveTri
gaZvireba warmoadgens. dasavleT evropaSi politikuri marketingis
saarCevno kampaniaSi pirvelad gamoiyenes safrangeTSi 1965 wels. kerZod,
J. lakanius winasaarCevno kampania warmarTa profesionalma reklamistma
miSel bongranma. aRsaniSnavia, rom misi gagebiT politikuri marketingi
aris teqnologiuri xerxebis erToblioba, romelic imisaTvis
gamoiyeneba, rom konkretuli kandidati Tavis potenciur eleqtoratze
gaiyvanos. uzrunvelyos kandidatis mWidro kavSiri masTan; kandidati
cnobili gaxados amomarCevelTa maqsimaluri ricxvisaTvis (rogorc
yvelasaTvis erTad, iseve TiToeulisaTvis cal-calke); aCvenos
gansxvaveba kandidatsa da mis konkurentebs Soris; saarCevno kampaniis
dros minimaluri saSualebebis gamoyenebiT moipovos xmebis optimaluri
raodenoba, rac gamarjvebisTvisaa aucilebeli. politikuri marketingi
warmoadgens politikur bazarze subieqtebis efeqturi moRvaweobis
organizebis sistemas. es sistema politikuri moRvaweobis pirobebis,
politikuri konkursantebis qcevis, mxardaWeris socialuri bazis
yovelmxriv analizs emyareba.
politikuri marketingis mTavari mizania politikuri ideebis
mosaxleobisaTvis miwodeba maTze Sesabamisi moTxovnebis formirebis
gziT da politikur bazarze garkveuli segmentis `dapyroba~. nebismieri
politikuri kampaniis marketingi moicavs ramdenime stadias:
pirveli etapi moicavs marketinguli kvlevebis Catareba _
politikuri situaciis gaanalizebas, rac gulixmobs: mosaxleobis
sxvadasxva jgufis ganwyobisa da molodinis gamovlenas; ganisazRvreba
reaqciis xasiaTi da tipebi, rac SeiZleba mohyves SesaZlo moqmedebebs
aqtualuri problemis gadaswyvetad. gamovlindeba agresiuli jgufebi,
romelTa mxardaWeris imedic SeiZleba hqondes politikuri marketingis
subieqts.
meore: xdeba politikur-mmarTvelobiTi `produqtis~ (ideis,
programis, proeqtis, lideris, organizaciis da a.S.) adaptireba
SerCeuli `momxmareblebis~ moTxovnilebebTan. yalibdeba politikuri
zemoqmedebis strategia da taqtika. mosaxleobis moTxovnebi an
molodini konkretul programad transformirdeba, romelSic
ganisazRvreba miznebi, meTodebi da maTi miRwevis saSualebebi da
gaiTvleba savaraudo Sedegebi.
mesame: kompleqsuri zemoqmedeba (marketing-miqsi) sabazro segmentis
qcevaze, im mizniT, rom isini daarwmunon SeTavazebuli saqonlis
RirsebaSi da misi `yidvisaTvis~ ganawyon. xdeba `saqonlis~ gatana
politikur bazarze. saqonlis rangSi gamodis programa, politikuri
kursi, kandidati, reformebis proeqti. am process Tan axlavs
politikuri propaganda, romlis arsic kampaniis miznebisadmi
politiuri da mdgradi interesis formirebaSi mdgomarebs.
samecniero literaturaSi gamoiyofa politikuri marketingis ori
ZiriTadi saxeoba: eleqtoratis marketingi, romelic gamoiyeneba
saarCevno kampaniebis momzadebas, dagegmvisa da Catarebis dros da
politikuri _ administraciuli marketingi, romlis gamoyenebis sferos
warmoadgens saxelmwifosa da sazogadoebis, mmarTvelebisa da
marTulebis urTierTobis mTeli sivrce.
eleqtoraluri marketingi miznad isaxavs uzrunvelyos
amomrCevelTa maqsimaluri raodenoba romelime partiis, kandidatis,
politikuri gadawyvetilebis (Tu saqme exeba referendums) sasargeblod.
administraciuli marketingi ki axorcielebs romelime mmarTvelobiTi
struqturis, programis, gadawyvetilebis, saxelmwifo samsaxurSi myofi
pirovnebis aqtiuri momxreebis raodenobis optimizaciis amocanas.
administraciuli marketingi aseve asrulebs saWiro finansuri
resursebis mizidvis amocanas politikuri komunikaciis yvela arxis
aqtivizaciisa da keTilganwyobili sazogadoebrivi azris formirebis
gziT.
marketinguli kvlevebi aris eleqtoraluri da
politikur_mmarTvelobiTi marketingis. safuZveli esaa bazris
mdgomareobis zegavlenis faqtorebisa da dinamikis Taobaze informaciis
sistematuri Sekreba, ganzogadeba da analizi.
marketinguli kvlevebi swrafad ganviTarebadi mimarTulebaa
sociologiasa da politikur mecnierebaSi. marketinguli kvlevebi jer
kidev XX saukunis damdegs Caisaxa aSS-Si, magram mxolod meore msoflio
omis Semdeg daikava wamyvani roli aSS-sa da dasavleT evropaSi. XX
saukunis 90-ian wlebSi marketingul kvlevebze daxarjuli Tanxebi mTels
msoflioSi 3-jer da metad gaizarda da 5 miliard dolars miaRwia.
ekonomikuri marketinguli kvlevebis principisa da meTodebis
gadmotana TiTqmis meqanikurad SeiZleba eleqtoraluri kvlevebis
sferoSi. amis gareSe dRes warmoudgenelia saarCevno kampaniis
organizeba da Catareba, miT umetes masSi warmatebis mopoveba. orive
SemTxvevaSi sqema erTnairia: gamokvleva _ dagegmva _ ganxorcieleba _
Sefaseba. magram ar SeiZleba imis daviwyebac, rom eleqtoratis kvleva
garkveuli TaviseburebebiT gamoirCeva momxmarebelTa bazris kvlevisagan.
winasaarCevno situaciis Sesaswavlad gamoiyeneba marketinguli
kvlevebi. marketinguli kvlevebi araa ubralod sociologiuri xerxebisa
da meTodebis gamoyeneba, maga. eleqtoratis moTxovnilebebis, qcevis
motivebis gamosarkvevad. marketinguli kvlevebi emyareba amomrCevlis
`myidvelis~ saxiT, xolo partiis an kandidatis `gasayidi~ saqonlis
saxiT aRqmas. am SemTxvevaSi amomrCeveli aRiqmeba rogorc specifikuri
`saqonlis~ _kandidatis `myidveli~, romlis daxmarebiTac amomrCevels
SeuZlia (misi warmodgeniT) TavisTvis uzrunvelyos socialuri da
materialuri keTildReobis garkveuli odenoba.
marketinguli kvlevebis saarCevno marketingis dros moicavs iseTi
RonisZiebebis ganxorcielebas, rogoricaa miznis operaciuli
formulireba, eleqtoraluri bazris Seswavla da segmentacia, esaa
kampaniis ZiriTadi faqtorebis Seswavla: kandidatisa da misi metoqeebis
Zlieri da susti mxareebis gamovlena, xelsayreli da saxifaTo
faqtorebis Cveneba, kampaniis Sida maxasiaTeblebisa da im gareSe
garemoebaTa gaTvaliswineba, romelTa gakontrolebac kampaniis subieqts
ar SeuZlia da a.S.
yvelaze zogadi mniSvnelobiT, marketingul kvlevebSi esmiT
marketinguli moRvaweobis sruliad sxvadasxva aspeqtTan dakavSirebiT
monacemebis sistematiuri Sekreba, asaxva da analizi. politikuri
marketinguli kvlevebis mizania informaciis miReba politikuri
sivrceze; politikur bazarze; informacia momxmareblebze, anu
amomrCevlebze. eleqtoratis potenciur SesaZleblobebze; saxelmwifos
socialur, ekonomikur, kulturul programebze; politikuri
konkurentebis moRvaweobaze; konkurenti kandidatebisa da partiebis
imijze amomrCevelTa TvalSi; reklamis efeqturobaze; komunikaciis
saSualebebisa da gamocemebis reitingebze da a.S.

saarCevno fiarteqnologia
 masebze zemoqmedebis saSualebaTa erTob-liobas, romelTa
gamoyenebiTac SesaZlebelia gavlena viqonioT maT eleqtoralur
saqcielze da `vaiZuloT~ isini xma miscen garkveul kandi dats Tu
politikur partias ewodeba saarCevno teqnologiebi.
saarCevno teqnologiebis ganxilvisas yura-dReba mimarTulia mTavar
sakiTxze, rogor mivaRwioT sasurvel Sedegs arCevnebSi. amisaTvis
aucilebelia adamianuri resursebis, materialur _ teqnikuri da
sainformacio _ analitikuri uzrunvelyofis mobilizeba.
amasTan unda aRiniSnos, rom saarCevno teqnologiebis yvelaze
efeqturi xerxebis gamoyenebac ki sakmarisi ar iqneba gamarjvebisaTvis,
Tu ar gaviTvaliswinebT arsebuli sazogadoebrivi cxovrebis ZiriTadi
sferoebis konkretul mdgomareobas. aRsaniSnavia, rom adre tradiciuli
saarCevno kampania ar moiTxovda did Zalisxmevasa da mniSvnelovan
finansebs. am TvalsazrisiT xSirad igoneben abraam linkolnis mier
Catarebul saarCevno kampanias, romelmac 1846 wels Tavisi kandidatura
wamoayena aSS-is kongresSi asarCevad. momaval prezidents fuli ar
hqonda da megobrebma saarCevno kampaniisaTvis 200 dolari Seugroves.
gamarjvebis Semdeg linkolnma maT daubruna fulis is nawili, romelic
dauxarjavi darCa _ 199 dolari da 25 centi. daxarjuli 72 centiT ki
linkolnma iyida erTi kasri Rvino, romliTac gamarjveba izeimes. Tumca,
isic unda iTqvas, rom saarCevno kampaniis ganmavlobaSi linkolni Tavisi
mSobliuri qalaqidan ar gasula da erTi sityvac ki ar warmouTqvams
amomrCevelTa winaSe (Debbasch Ch., pointer J. _ M 1986, p 344).
saarCevno kampaniis organizebis tradiciulma `komunikaciurad
aragajerebulma~ modelma TiTqmis XX saukunis Sua xanebamde iarseba,
ZiriTadad gamoiyeneboda adgilobrivi arCevnebis Catarebis dros.
partiebi an politikosebi ZiriTadad Semoifarglebodnen xolme TavianTi
kandidaturebis wamoyenebiT da gansakuTrebul mniSvnelobas ar
aniWebdnen saarCevno programebis momzadebas, anda winasaarCevno
RonisZiebebis organizebas _ amgvar RonisZiebebze, faqtobrivad, arc
aravin midioda.
politikuri kampaniebis organizebisa da Catarebis saqmeSi
dResdReobiT Camoyalibda politikuri cxovrebis axali stili, romlis
damaxasiaTebeli niSnebicaa:
_ kampaniis centrSi politikosis pirov-nebis (ufro sworad ki misi
imijis) gamotana da sakuTriv politikuri debatebis mniSvnelobis
Semcireba Tavad partiebis saprogramo moTxovnebis aSkarad daaxloebis
pirobebSi;
_ politikuri kampaniis Catarebis xelmZRvaneloba
politikosebisagan politikuri konsultantebis xelSi gadavida. Tavisi
konsultantebi hyavs yovel msxvil politikoss, partias, saxelmwifo
dawesebulebas;
_ saarCevno da sxva politikuri kampaniebi tardeba eleqtoratis
socialogiuri kvlevebis ‘bazris~ segmentebis meSveobiT. kampaniis
dawyebis Semdeg tardeba sazogadoebrivi azris monitoringi. es
SesaZleblobas iZleva Tvali miedevnos konkretuli kandidatis
programis, imijis zegavlenis xasiaTsa da xarisxs amomrCevlebze da
droulad moxdes misi koreqtireba;
_ masmediisa da pirvel rigSi televiziis masobrivi gamoyeneba xdeba
politikuri reklamis mizniT. satelevizio gamosvlebis stilistika
Tavis daRs asvams Tanamedrove politikosebis azrTa wyobas da
moqmedebas. dRes masmediis gavlena imdenad didia, rom laparakoben
media-kratiis dadgomaze;
_ politikuri kampaniebis Rirebuleba mkveTrad Zvirdeba. aSS-Si 1960
wels yvela saarCevno kampaniaSi 175 mln. dolari daixarja, xolo 1976
wels ki _ ukve 640 mln. dolari.
Tanamedrove politikur komunikaciebis pirobebSi ar SeiZleba
politikosis brwyinvale oratoruli niWis an literaturuli unaris
imedad iyo.
seriozuli politikosebi didi xniT adre, arCevnebis vadebis
gamocxadebamde da winasaarCevno agitaciis oficialur startamde iwyeben
saarCevno kampaniisaTvis mzadebas. maTi pirveli nabiji olqSi situaciis
analizia. gamokvlevis Catarebis dros, saarCevno kampaniebis
organizatorebi Rebuloben codnis im aucilebel minimums, romelic maT
saSualebas aZlevs SeimuSaon saarCevno strategia ara brmad, mxolod
Tavis intuiciaze dayrdnobiT, aramed racionalurad, obieqturi
maCveneblebis gaTvaliswinebiT, situaciis adeqvaturi teqnologiuri
xerxebis gamoyenebiT. amgvarad, xorcieldeba saarCevno kampaniis e.w.
sainformacio analitikuri uzrunvelyofa.
winasaarCevno gamokvlevebs gamoyenebiTi xasiaTi aqvT, e.i. maTi
mimarTuleba ganisazRvreba saarCevno kampaniis organizatorebis
miznebiT, upirveles yovlisa, imis aucileblobiT, rom Tavis mxares
amomrCevlebis maqsimaluri ricxvi miizidos. magaliTad, kandidatis
pozitiuri imijis formirebisaTvis aucilebelia icode saarCevno ubnis
mcxovreblebis azri imaze, Tu rogori, ra Tvisebebis mqone kandidaturaa
misaRebi. winasaarCevno programis Sesadgenad unda flobdnen
informacias amomrCevlebis yofiT mdgomareobaze; maTi RirebulebiT
orientaciaze, interesebsa da survilebze; agitaciis Casatareblad
mniSvnelovania imis codna, Tu ra saxis stereotipebi arseboben masobriv
azrovnebaSi. muSaoba iwyeba winasaarCevno situaciis gaanalizebiT. unda
gaanalizdes qveynis socialur _ ekonomikuri mdgomareoba, politikuri
speqtri da ZalaTa ganlageba, eleqtoratis ganwyoba, xelisuflebis
imiji. es muSaoba unda daiwyos arCevnebamde 3-6 TviT adre (kampaniis
masStabebis gaTvaliswinebiT). zogierTi specialisti am vadas adidebs
wlamde da am drois manZilze grovdeba yovelnairi informacia (olqSi
mosaxleobis raodenobaze, mis socialur da eTnikur struqturaze;
mTavar religiur Temebze samrewvelo da sasoflo _ sameurneo
warmoebebze; umsxviles warmoebebsa da safinanso dawesebulebebze;
saSualo da wvril biznesze), Segrovili masala gaanalizdeba da mis
safuZvelze saarCevno kampaniis strategiis Sesabamisad SemuSavdeba
rekomendaciebi; Tu es amocana droulad da profesiulad amoixsneba,
maSin saarCevno kampaniis efeqtianoba mkveTrad izrdeba, misi
organizatorebis moqmedebebi konkretuli xalxis realuri ganwyobis
strategiis gaTvaliswinebiT SemuSavdeba. meore mimarTuleba _ es aris
saarCevno kampaniis uzrunvelyofa sainformacio analitikuri daxmarebiT.
yvelanairi mmarTvelobiTi procesis rezultati damokidebulia imaze,
Tu ramdenad srul da utyuar informacias Rebulobs marTvis subieqti
mmarTvelobiTi gadawyvetilebebis realizaciaze. mocemul SemTxvevaSi
laparakia myari ukukavSiris Seqmnaze erTis mxriv saarCevno kampaniis
organizatorebisa da meores mxriv _ amomrCevelTa Soris efeqturi
ukuqceviTi kavSiris damyareba saSualebas aZlevs subieqts gaukeTos
koreqtireba Tavis moqmedebas, droulad SeamCnios warmoWrili
problemebi, mowinaaRmdegeTa gamoxtomebs gaukeTos adekvaturi reagireba.
am amocanis Sesruleba dakavSirebulia monitoruli kvlevis
CatarebasTan, romelic saSualebas qmnis Tvali miadevno sazogadoebrivi
azris ryevas da kandidatis mimarT amomrCevelTa damokidebulebis
Secvlas. aseve dakvirvebis gziT SeiZleba akontrolo konkurentebis
moqmedeba da saarCevno kampaniaSi monawile sxva politikuri aqtorebis
qceva.
saarCevno kampaniis organizatorebisaTvis aucilebeli informacia
SeiZleba miRebuli iqnas sxvadasxva saSualebebiT da meTodebiT:
pirveli _ olqis ekonomikuri ganviTarebis Sesaxeb statistikuri
monacemebis SeswavliT mosaxleobis demografiuli Semadgenlobis,
cxovrebis donis, wina wlebis arCevnebis Sedegebis gaTvaliswinebis
safuZvelze.
meore _ mosaxleobis gamokiTxvis Sedegebis (anketireba, interviu),
romelic saSualebas iZleva gaarkvios xalxis subieqturi ganwyoba: vin
aris misi simpatia. mesame _ fokus_jgufebTan muSaobiT, romlebSic
msjeloben lozungebis variantebze, sareklamo rgolebze, kandidatis
savaraudo nabijebze, misi gamosvlebis teqstebs sakiTxebze. maTi
qvecnobieris done, mJRavndeba adamienebis reaqciiT saarCevno kampaniis
organizatorTa ama Tu im moqmedebaze;
meoTxe _ konkurentebis moqmedebebze meTvalyureobiT, agreTve,
kontent-analizis meTodis gamoyenebiT. e.i. gasaTvaliswinebelia beWdviTi
produqciis raodenobisa da liderebis gamosvlebis analizi.
ar SeiZleba Seudge saarCevno kampanias, Tu ar arsebobs
mizandasaxuli strategiuli xedva. Tu igi qaosuri da winaaRmdegobrivia,
gaweuli Zalisxmevis Sedegic unayofo iqneba.
startegia SeimuSaveba imis gaTvaliswinebiT, rom amomrCeveli
arCevanSi Tavisufalia, magram dauSvebelia iZulebiT xma misces ama Tu
im kandidats, igi unda saTanadod Seaguliano rom saarCevno kampaniaSi
miiRos monawileoba. es ki SesaZlebelia Tu masobrivi informaciis
saSualebiT masobriv cnobierebaze ganxorcieldeba saTanado
zemoqmedeba. adamianebma unda irwmunon, rom kandidati, mis ukan mdgomi
saarCevno gaerTianeba Tu partia swored isaa, visac igi endoba, rogorc
warmomadgenels xelisuflebis organoSi.
saarCevno strategia _ es sainformacio Temebis erTobliobaa,
romlis Sinaarsis gaxsnas eqvembedareba mTeli saarCevno kampania.
gamoimuSao strategia _ niSnavs gansazRvro sakvanZo Temebi.
pirvel yovlisa saWiroa gaeces ramodenime kiTxvaze: rogorc
informacias SeuZlia imoqmedos xalxis motivaciaze da Secvalos maTi
eleqtoraluri qceva; Sesabamisad warmarTos saarCevno kampaniis
organizatorebis moqmedeba; ra unda iyos kandidatis moqmedebaSi,
garegnobaSi, programaSi iseTi, rac aiZulebs amomrCevels ganimsWvalos
misadmi ndobiT da misces mas Tavisi xma? am kiTxvaze Camoyalibebuli
pasuxebi faqtiurad iqcevian saarCevno kampaniis, misi strategiis mTavar
Temebad; arc ise Znelia mixvde, ra Temebi SeiZleba iyos Camoyalibebuli
an amomrCevelTa realuri Sexedulebebis, ganwyobis, msjelobebis an
kidev sakuTari intuiciisa da praqtikuli gamocdilebis safuZvelze.
Tumca, strategiis gansazRvrisas aucilebelia imis gaTvaliswineba, rom
masebis ganwyoba Zalian moZravia, amitom praqtikul gamocdilebas
SezRuduli xasiaTi aqvs. winaswari analizis msvleobis dros saarCevno
olqSi unda gavarkvioT situacia da davafiqsiroT, ra ufro aRelvebT
olqis macxovreblebs, umuSevrobis problema Tu cxovrebis dabali done.
bunebrivia, SeTavazebul kandidatSi isini unda xedavdnen adamians,
romelic aris patiosani, mzrunveli da profesionali, saqmis mcodne,
xalxis Wir _ varamis gamziarebeli. maSasadame, saarCevno kampaniis
strategiaSi am problemebma unda daikavon centraluri adgili.
saarCevno kampaniebSi Cveulebriv xdeba xolme mTavari Temis SerCeva.
magaliTad, politikuri stabilurobis uzrunvelyofa, gareSe
mtrebisagan dacva, ekonomikuri zrda. agreTve mTavaria is pasuxobdes
xalxis moTxovnilebebsa da jerovnad iTvaliswinebdes
damakmayofilebel molodins. aseT SemTxvevaSi sazogadoeba mzad iqneba
gauZlos socialur, ekonomikur siZneleebs da aqtiurad monawileobdes
SeTavazebuli programis realizaciaSi.
saarCevno kampaniis strategiaSi konkretul monawileebs Soris
winasaarCevno brZolaSi gansxvaveba, rogorc wesi, ganisazRvreba imiT, Tu
ra adgili ekavaT am monawileebs politikur sivrceSi, ra roli iTamaSes
sazogadoebis politikur cxovrebaSi da kerZod, romel socialur
fenebs undaT daeyrdnon. mosaxleobis RirebulebiTi orientaciebis
interesebis mravalferovneba saSualebas aZlevs saarCevno brZolis
monawileebs, rom sxvadasxva eleqtoraluri strategiebi wamoayenon.
saarCevno kampaniis msvlelobebis dros strategiulma Temebma
mxardaWera unda miiRon sainformacio saSualebebisagan Sesabamisi
argumentebis, faqtebis gamoqveynebiT. es procesi SeiZleba SevadaroT
mzardi xis ganStoebas, rodesac xis Rerodan (Tema) iwyeba
mravalricxovani totebis aRmoceneba (siuJeti). magaliTad, Tuki
winasaarCevno kampaniis erTerTi Tema _ kandidatis patiosnebaa, maSin
siuJeturi xazis SemuSaveba niSnavs konkretuli magaliTebis Ziebas, rac
SeiZleba iyos: kandidatis uari ukanono privatizaciaSi monawileobaze,
piradi keTildReoba im dros, roca xalxs uWirs; Tu SerCeuli Tema
saTanado da sakmarisi argumentebiT ver gamagrda, aseT SemTxvevaSi
mizanSewonilia Temis Secvla, radganac xelovnurad Seqmnili
magaliTebi, romlebsac realobasTan mxolod umniSvnelo saerTo aqvT,
bolos SeiZleba uyuradRebod darCes. konkurentebi aucileblad
isargebleben am faqtiT mosaxleobis TavlSi kandidatis
diskreditaciisaTvis, misi dadanaSaulebisaTvis imaSi, rom cdilobda
sazogadoebis SecdomaSi Seyvanas da motyuebas. eleqtoratis
segmentirebis kriteriumebi
nebismier saarCevno olqSi amomrCeveli sxva-dasxva saxisaa. es _
realuri xalxia Tavisi in-dividualuri da jgufuri RirebulebiTi
orien-taciiT, interesebiT, socialur sivrceSi ukaviaT sxvadasxva
poziciebi, aqvT sakuTari rwmena, bevri maTgani gaerTianebulia
sxvadasxva socialur da politikur organizaciebSi da jgufebSi. ama Tu
im kandidatis saarCevno gaerTianebasTan damokidebulebiT olqis mTeli
eleqtorati SeiZleba daiyos xuT mTavar jgufad.
1. aqtiuri mxardamWerni xalxi, romelTa RirebulebiTi orientacia,
interesebi, maRali idenTifikacia rigi mizezebis gamo arsebiTad
erTnairia da amis gamo mzad arian Segnebulad da mizanmimarTulad
iTanamSromlon kandidatTan da mis jgufTan, mxari dauWiron maT
moqmedebebs, SeZlebisdagvarad daexmaron dasaxuli miznebis
realizaciaSi. es, ase rom vTqvaT, Zlieri eleqtoratia, romelic
yvelanair mdgomareobaSi xmas miscems Tavis kandidats an Tavis partias
da sxvebsac gauwevs saTanado agitacias.
 2. pasiuri mxardamWerni _ es xalxi kandidatis an saarCevno blokis
mimarT gamoxataven TanagrZnobas, magram maT mxardasaWerad aqtiur,
damoukidebel moqmedebebze Tavs ikaveben. arCevnebze isini albaTobis
didi wiliT xmas miscemen Tavis kandidats, magram, maT qcevaze SeiZleba
gavlena iqonios sxva faqtorebmac, romelsac erTi SexedviT kavSiri
politikasTan ara aqvs (samuSaoze dakavebuloba, ojaxuri mdgomareoba
da sxv.);
3. neitralur poziciebze mdgomni _ e.i. xalxi, romelsac ufro
xSirad ara aqvT gamokveTili politikuri pozicia, ar amJRavneben
garkveul simpaTiebs romelime politikuri lideris an partiebisadmi,
sustad arian informirebulni rogorc TviT politikis subieqtze, aseve
maT miznebze da programebze. isini mTlianad Caflulni arian sakuTar
problemebSi, winasaarCevno brZola metnaklebad ainteresebT; maT myarad
ara aqvT gadawvetili _ vis miscemen xmas, da, saerTod, miiRon Tu ara
arCevnebSi monawileoba;
4. undoblobis ganwyobilebis mqone eleqtorati. saerTod am
kategoriis fena simpaTiiT arian sxva politikur partiebTan da
politikur liderebTan, anu esaa xalxi, romelic sifrTxiles iCens
yvela politikosisadmi; arian gulgatexilebi, ar sjeraT rom
politikur arenaze maTi warmomadgenlebis, saxelmwifo da politikuri
miRvaweebi konstruqciulad gadawyveten qveynisa da regionebis
problemebs. gamomdinare aqedan darwmunebiT SeiZleba iTqvas, isini xmas
ar miscemen mocemul kandidats an saarCevno gaerTianebas, radgan ukve
sxva arCevani gaakeTes da mzad arian miscen TavianTi xmebi sxva
pretendents, an pirincipulad ar miiRon monawileoba arCevnebSi;
5. sawinaaRmdego ganwyobilebebis matarebeli fena am kategorias
miekuTvneba sxva politikuri partiebisa da maTi kandidatebis aqtiuri
momxreebi. isini mzad arian mxarSi daudgnen maT, viszec arCevani
gaakeTes, daupirispirdnen saarCevno procesis sxva monawileebs, sxva
kandidatebs da xeli SeuSalon warmatebis miRwevaSi.
saarCevno kampaniis organizatorTa mcdeloba iqiTken unda iyos
mimarTuli, rom gavlenis qveS moaqcion ori pirveli jgufi, Caaban masSi
mesame da SeZlebisdagvarad gaakontrolon imaTi moqmedebebi, vinc me-4 da
me-5 jgufebs ganekuTnebian. rogorc wesi, xalxi, romlebic ver
garkveulan TavianT eleqtoralur ganwyobaSi, yvelaze mravalricxovan
amomrCevlebs Seadgenen. swored amis gamo CaRdeba gamZvinvarebuli
konkurentuli brZola. am brZolaSi kandidatma da misma razmma angariSi
unda gauwios imas, rom maT winaSe _ erTsaxovani masa ki ar aris, aramed
mravali individi, gansxvavebuli interesebiT, cxovrebiseuli gegmebiT da
maSasadame, yoveli amomrCevlis reaqcia kandidatis programul
gncxadebebze, wamoweul lozungebze, sareklamo plakatebze,
gansxvavebuli an diametraluad sapirispiro SeiZleba iyos.
demokratiuli sistemis pirobebSi amomrCevelTa qcevis yvelaze
mniSvnelovan aspeqts partiuli idenTifikacia warmoadgens. is SeiZleba
sxvadasxva formiT gamovlindes.
magaliTad, aSS-is politikur cxovrebas erTi Tavisebureba aqvs -
garkveuli regionebis myari erTguleba ama Tu im partiisadmi. aseT
regionebSi Taviseburi erTpartiuli sistema yalibdeba. magaliTad,
vermontis StatSi 1854 wlis Semdeg mxolod 5 demokratma gaimarjva
Statis doneze Catarebul arCevnebSi. misisipis StatSi 1880-iani wlebis
Semdeg mxolod erTma respublikelma gaimarjva. amerikel amomrCevelTa
aranakleb 88%-sa amJRavnebs ama Tu im partiisadmi politikur
mxardaWeris garkveul xarisxs. ra Tqma unda, maT mier politikur
upiratesobaTa miniWeba nawildeba or partias _ respublikelebsa da
demokratebs Soris.
partiuli idenTifikacia politikuri socializaciis erT-erT
mniSvnelovan komponents warmoadgens. amerikel bavSvebs is Zalzed
adreul asakSi uyalibdebaT. bavSvebi iTviseben saarCevno qcevis ojaxSi
damkvidrebul tradiciebs.
evropaSi partiuli idenTifikaciis stabiluroba pirvel rigSi
klasobriv kuTvnilebas ukavSirdeba. swored klasobrivi Segneba da
klasobrivi solidarobis grZnoba qmnis partiuli orientaciis umTavres
motivebs. rig qveynebSi arsebiTi mniSvneloba aqvs iseT faqtorebs,
rogoricaa erovnuli da konfesionaluri kuTvnileba.
rogorc amerikaSi, ise dasavleT evropaSi Catarebulma gamokvlevebi
aCvenebs, rom miuxedavad amomrCevelTa qcevis individualuri
`receptebis~ mravalferovnebisa, eleqtoratis garkveuli kategoriebis
partiuli orientacia saocar mdgradobas amJRavnebs.
aSS-s istoriaSi yofila periodebi, rodesac esa Tu is partia
absoluturad dominirebda. samoqalaqo omisa da rekonstruqciis dros
respublikelebi gaxdnen erovnuli umravlesobis partia da am saxiT 60
wlis ganmavlobaSi gamodiodnen. Semdeg dadga demokratebis dominirebis
xangrZlivi periodi. am periods safuZveli Cauyara didi depresiisa da
ruzveltis axali kursis aTwleulma.
Tanamedrove saqarTveloSi Znelia vilaparakoT partiuli
kuTvnilebis stabiluri maCveneblis Sesaxeb. monawileobis partiuli
struqtura Cvens Tvalwin yalibdeba. amomrCevlebs uWirT axali
ideologiuri modelebis daufleba da mxolod axla swavloben
partiuli mSeneblobis mravalferovani formirebis aRqmas. gamonakliss
mxolod kompartiis mcirericxovani momxreebi warmoadgenen. isini mxars
uWeren monawileobis Cveul formebs. am SemTxvevaSi saqme gvaqvs masobriv
monawileobasTan, romelic totalitarul faseulobebzea
orientirebuli, Cven ki vsaubrobT demokratiuli monawileobis
perspeqtivebze.
partiuli idenTifikacia warmoadgens amomrCevlis qcevis
struqturis yvelaze mniSvnelovan, magram ara erTaderT komponents.
meore Zalzed mniSvnelovani komponentia individebis damokidebuleba
socialuri da politikuri cxovrebis mimdinare probleme bisadmi,
romelTa mowesrigebac saxelmwifo an adgilobrivi marTvis sferos
ganekuTvneba. swored es igulisxmeba Tematur orientaciaSi.
Tematuri orientacia amomrCvelis qcevis im aspeqts warmoadgens,
romlis ganzogadebac advili araa qveyanaTaSorisi SedarebiTi kvlevebis
TvalsazrisiT. magram aqac SeiZleba gamoiTqvas zogierTi SeniSvna.
sxvadasxva qveynebSi sxvadasxvaa amomrCevelTa ganwyobis pragmatulobis
xarisxi.
aSS-Si Catarebuli gamokvlevebi aCvenebs, rom am qveyanaSi
politikuri cxovrebis Tematika mTlianobaSi pragmatul xasiaTs
atarebs. problemebi, romlebic amomrCevelTa interess iwvevs,
ukavSirdeba ara ideologiur programebs, aramed garkveul interesebs,
romlebic mkafio reacionalur formulirebas eqvemdebareba. isini
realisturi xasiaTis konfliqtebs exeba, romelTa gadawyvetac savsebiT
SesaZlebelia gonivruli kompromisebis politikis safuZvelze,
mniSvnelovani daZabulobis gareSe, romelic daemuqreboda sistemas, aseve
mmarTvelobis Camoyalibebul sistemas.
aSS saarCevno sistemis erT-erT damaxasiaTebel Taviseburebas isic
warmoadgens, rom aSS-Si politikis saarsebo problemebis sajaro
ganxilva samarTlebrivi formulirebebis enaze, kanonproeqtebis enaze
xdeba. diskusiebi racionalurobis sakmaod maRali xarisxis pirobebSi
mimdinareobs. amomrCevlebi winadadebaTa gadmocemisas elian ara
ganyenebul ideologiur deklaraciebs, aramed informacias, faqtebis
mkafio interpretacias, Tanmimdevrulobas da dasabuTebulobas.
amomrCevelTa Tematuri orientaciis kvlevisas mxedvelobaSi unda
gvqondes, rom politikuri diskusiis Temebi yovelTvis rodi aRmocendeba
`bunebrivi~ gziT. politikuri problematika mraval SemTxvevaSi
`obieqtur~ xasiaTs ar atarebs. is TavisTavad ar ibadeba rigiTi
amomrCevlis cnobierebaSi da TavisTavad ar Rebulobs mkafio
formulirebebs da argumentacias.
politikis sakvanZo problemebis wamoyenebisa da interpretaciis
iniciativa elitur jgufebs ekuTvniT. swored isini ayalibeben
politikur mniSvnelobaTa samyaros, romlebic Semdeg gamoaqvT
sayovelTao samsjavroze rogorc politikuri cxovrebis bunebrivi da
obieqturi problematika. im SemTxvevaSic ki, rodesac problemas
marTlac saarsebo mniSvneloba aqvs, romlis ignorirebac SeuZlebelia,
misi `moSinaureba~ SeiZleba faseulobiT an raime sxvagvari
interpretaciis gziT.
problematika, romelsac amomrCevlebs sTavazoben gansaxilvelad,
yovelTvis rodia maTTvis saTanadod gasagebi. politikuri elita
`saSualo~ amomrCevels ideologiur an pragmatul enaze elaparakeba,
magram orive SemTxvevaSi amomrCevlebis mier am enebis SeTviseba
garkveuli damaxinjebiTa da siZneleebiT xdeba. es garemoeba arTulebs
partiul idenTifikacias. is niuansebi, rac TvalsaCinoa politikuri
diskusiis profesionalur doneze Casatareblad mkafiod aCvenebs
gansxvavebas partiebs Soris, igi rigiTi amomrCevlis doneze SeiZleba
saerTod ar aRiqmebodes, an araarsebiTi xasiaTisad miiCneodes.
siZneleebi warmoiSoba Tavad problemebis arsis gansazRvris
drosac. amasTan yvelaze meti siZneleebi warmoiSoba swored im
partiebis enisa da Tematuri orientaciebis aRqmisas, romlebic
politikaSi misdevs pragmatul, liberalur stils. es stili
ganisazRvreba upiratesi interesiT sazogadoebrivi cxovrebis
praqtikuli amocanebisadmi. faseulobiTi diskusiebi, warmoebuli
liberaluri poziciebidan, _ esaa racionaluri xasiaTis diskusia,
romelic apelirebas axdens amomrCevlis codnasTan da mis unarTan _
Tanmimdevrulad ganixilos sakiTxebi. is moTxovnebi, rasac liberaluri
elita amomrCevels uyenebs, xSirad saTanado gamoZaxils ver poulobs im
qveynebSic ki, romelTac Rrma da mdidari liberaluri tradiciebi aqvT.
aSS-Si Catarebuli gamokvlevebi aCvenebs, rom amomrCevelTa daaxloebiT
naxevars (amasTan laparakia `informirebul amomrCevlebze~, e.i. iseTebze,
romelTac gadawyvites gamoeTqvaT TavianTi pozicia garkveul
sakiTxebze) SeuZlia ama Tu im partiis an kandidatis damokidebulebis
gaigiveba.
kidev ufro Znelad aRiqmeba liberaluri problematikis ena
saqarTvelos da, zogadad, postsabWouri qveynebis amomrCevlebis mier.
imisaTvis, rom adekvaturi Sefaseba mieces Tanamedrove saxelmwifoebrivi
mmarTvelobis ukiduresad rTul sistemas da amasTan, Zalzed rTuli
socialur _ ekonomikuri da politikuri reformebis pirobebSi,
aucilebelia specialuri politikuri cxovrebis movlenebze yuradRebis
gamaxvileba, maTi analizi racionaluri procedurebis safuZvelze.
udides siZneleebs iwvevs faseulobiTi diskusiebis gageba. is
moiTxovs moTminebas, farTo inteleqtualur Tvalsawiers, mzadyofnas
socialur _ kulturuli ZiebebisaTvis da a.S. yovelive amas
postsabWouri amomrCevlebis umravlesoba moklebulia. amitom iseTi
problematika, rogoricaa finansuri stabilizaciis pirobebi, warmoebis
ganviTareba, sakuTrebiTi urTierTobebis, ucxouri inversticiebi,
saxelmwifo da adgilobrivi mmarTvelobis reforma, ganaTlebis reforma
da a.S., amomrCevlebisaTvis Znelad gasagebia. maTTvis gaugebari rCeba am
problemebis arsebiTi aspeqtebi, rac xels ar uSlis maT farTo
gamoyenebas ideologizirebuli politikuri spekulirebis dros.
cvlad sidideebs Soris romlebic Tavis erTobliobaSi ayalibebs
amomrCevlebis qcevis struqturas, unda aRiniSnos garkveuli
kandidatebisadmi rogorc individualuri, ise jgufuri momxreoba.
amomrCevelTa qcevis es mxare iyofa or komponentad.
pirvelia instrumentuli komponenti. is moqmedebs maSin, rodesac
adamiani ganwyobilia xma misces ama Tu im politikoss, gamomdinare im
dadebiTi Sefasebidan, rac am politikosma ukve gaakeTa an apirebs
gaakeTos.
meore komponents simboluri ewodeba da ukavSirdeba politikosis
faseulobiT aRqmas. swored am komponents xSirad politikosis
pirovnebis xarizmas uwodeben. xarizma yalibdeba faseulobiTi _
fsiqologiuri msjelobebisagan, romlebic politikosis biografiis
faqtebs exeba, mis warmoSobas an ojaxur cxovrebas, religiurobas,
ganaTlebas, samecniero an sportul miRwevebs da bolos pirovnul
momxibvlelobas (garegnoba, qcevis manera, laparaki).
am komponentis moqmedebas ukavSirdeba Semdegi saxis argumentacia:
`ukeTesia me xma mivce adamians, romelic didad Zlieri araa sagareo
politikaSi (an finansebSi), samagierod sanimuSo meojaxea, vidre xma
mivce adamians, romelmac kargad icis es sakiTxi, magram cols Ralatobs
da sxv.
simboluri xasiaTis Sefasebebi yovelTvis ise mkafiod araa
gacnobierebuli, rogorc zemoT moyvanil SemTxvevaSi. xSirad isini
qvecnobier doneze moqmedeben. aq saWiro da efeqtiania fsiqoanalitikuri
da sxva specialuri meTodebis gamoyeneba amomrCevelTa qcevis dafaruli
motivebis gamovlenisas.
amomrCevelTa qcevis dafaruli motivebis gamovlenisas mxedvelobaSi
unda gvqondes ormagi faseulobiTi standartebi, rac dafiqsirebulia
adamianis `socialur qvecnobierebaSi~. aq igulisxmeba fsiqologiuri
winaaRmdegobani Tanasworobis principsa da gaTanabrebisaken miswrafebas
Soris, arCeviTi pirisadmi aSkarad deklarirebuli profesionalizmis
moTxovnisa da imavdroulad specialistebisadmi undoblobas Soris da
a.S.
ormagi standartebis warmoSoba da arseboba mniSvnelovanwilad imiT
aixsneba, rom erTmaneTs ejaxeba politikis tradiciuli paternalisturi
gageba da meore mxriv, industriuli sazogadoebis standartebi.
saarCevno teqnologiebSi saarCevno kampaniis Sedegebi amoixsneba
eleqtoratis segmentirebis gziT, e.i. misi segmentebad dayofiT. ama Tu im
segmentisadmi (jgufisadmi) obieqturi mikuTvnebuloba gavlenas axdens
xalxis interesebze, politikuri viTarebis Sefasebaze, kandidatTa da
maTi programisadmi damokidebulebaze.
Tanamedrove saarCevno teqnologiebSi socialuri diferenciaciis
faqtoris gaTvaliswineba aRiarebulia profesionalebis mier.
eleqtoratis jgufebad dayofa mosaxleobis socialuri diferenciaciiT
aris ganpirobebuli.
eleqtoratis segmentirebis yvleaze ufro gavrcelebuli
kriteriumebia: demografiuli (axalgazrdebi, xnierebi, qalebi, kacebi),
socio-profesionaluri (meSaxteebi, maswavleblebi, studentebi da a.S.),
teritoriulad dasaxlebuli (qalaqis, soflis macxovreblebi, didi da
patara qalaqebis macxovreblebi), eTnikuri (gansakuTrebiT mTavaria
mravalerovan olqSi), qonebrivi ganSreveba (mdidrebi, Raribebi, saSualo
klasi) da sxv.
mZafri konkurentuli brZola aiZulebs metoqeebs eZebon Tavisi niSa
socialur sivrceSi da orientireba gaakeTon ara did socialur
jgufebze, aramed ufro maTSi patara segmentebze. magaliTad, Tu erTi
partia iswrafvis orientireba gaakeTos studentebis im nawlze, romelic
savalalo materialur mdogmareobaSia, meore ufro aqcents akeTebs
xanSi Sesuli xalxis nawilze, romlebic dazaraldnen sabWouri
reJimisagan da ar undaT warsulTan dabruneba.
eleqtoratis segmentireba _ saarCevno kampaniis TviTmizani ki ar
aris, aramed erT-erTi xerxi _ mividnen rac SeiZleba ricxobrivad met
xalxTan, Sepirdnen swored im problemebis gadawyvetas romelic maT
aRelvebs, moaxdinon politikur _ reklamuri produqciis adaptacia.
aseTi samisamarTo jgufebis arCeva yovel saarCevno kampanaiSi _ sakmaod
rTuli saqmea. is unda efuZnebodes cxovrebis wesis sxvadasxva niuansis
codnas, sxvadsxva socialuri jgufebis msoflSecnobas. Secdomis
SemTxvevaSi yvela daxarjuli Zala unayofod ikargeba.

spin teqnologia

dReisaTvis ukve cxadia, rom demokratiis Sesaxeb tradiciuli

warmodgenebi ar SeiZleba gadatanili iqnes sazogadoebaze, romelic
globalizaciisa da postindustrializmis pirobebSi yalibdeba. axali
sainformacio teqnologiebis ganviTareba, sxvasTan erTad, demokratiis
politikuri institutebis transformirebas iwvevs.
Tanamedrove sazogadoebaSi axali sainformacio teqnologiebis
rolis Sefaseba winaaRmdegobrivia. erTni mas ganixilaven
sazogadoebrivi azris manipulirebis da gabatonebuli xelisuflebis
ganmtkicebis instrumentad. meoreni amtkiceben, rom axali teqnologiebis
ganviTareba xels uwyobs sazogadoebis politizacias da mosaxleobis
farTo fenebis politikur ganaTlebas, rac aucilebelia nebismieri
demokratiuli sistemis funqcionirebisaTvis.
gamocdileba gviCvenebs, rom masobrivi informaciis saSualebebs,
sainformacio teqnologiebs, TavisTavad arc demokratiis avtomaturi
uzrunvelyofa SeuZliaT da arc misi Sesusteba. Tanamedrove
sainformacio teqnologiebi SeiZleba sruliad sxvadasxva politikur
miznebs emsaxurebodes: man SeiZleba gaanaTlos adamianebi, Caunergos
sakuTari Rirsebis grZnoba, Tavisuflebisa da socialuri
samarTlianobisaken swrafva, xeli Seuwyos mis kompetentur
monawileobas politikaSi, anda piriqiT, _ sulierad daimonos,
dezinformacia moaxdinos da SeaSinos adamiani, danergos undobloba da
SiSi anu mTavrobebsa da sazogadoebebs SeuZliaT informaciuli
teqnologiebis gamoyeneba rogorc maTi wevri individebis
gasaTavisufleblad da demokratiuli mmarTvelobis uzrunvelsayofad,
ise maTi kontrolis mizniT.
Tanamedrove etapze erT-erTi yvelaze popularul da gavrcelebul
sainformacio politikur fiarteqnologias spini ewodeba.
spini _ sityva, romelic inglisurenovanma samyarom didi xania
kargad icis, msoflios bevr enaze ar iTargmneba. amis mizezi albaT is
aris, rom Znelia erTi sityva miusadago gavrcelebul praqtikas,
romelic ukve mediisa da politikis, politikosebisa da sazogadoebis,
mediisa da sazogadoebis urTierTobis qvakuTxedi gaxda.
spini arsebobs imitom, rom faqtebs, cifrebs da movlenebs, iseve
rogorc sityvebs, sxvadasxva adamianisaTvis gansxvavebuli datvirTva
aqvT, mTavaria vin da rogor cdilobs maT interpretirebas.
inglisuri sityva spini `darTvas~ da `datrialebas~ niSnavs. termins
ZiriTadad kriketSi, biliardsa da beisbolSi iyeneben, sadac moTamaSe
burTze dartymiT misTvis mimarTulebis Secvlas da sasurvel kuTxeSi
gagzavnas cdilobs. swored am moTamaSis msgavsad, adamiani ambis
moyolisas spinis, anu sityvebis, maTi wyobis, saxis gamometyvelebis,
intonaciisa da mimikis meSveobiT gamoricxavs Tavis sakuTar
mimarTulebas naTqvams subieqtur damokidebulebas aZlevs.
oponentis mier warmoTqmuli frazis gansxvavebuli interpretireba
da mTqmelis winaaRmdeg Setrialeba politikuri debatebis ganuyofeli
nawilia. debatebis dros mniSvnelovania ara marto braldebebis
mogerieba da sakamaTo sakiTxze kontrargumentebis moyvana, aramed
oponentis naTqvamis ise gaSifvra, rom is xalxisaTvis miuRebeli gaxdes.
Tumca, ar aris aucilebeli rom spini sicrue iyos, ufro metad es aris
kargad gadamRerebuli da saxeSecvlili simarTle.
sityvebisaTvis sasurveli mimarTulebis micema, anu maTze spinis
dadeba presmdivnis erT-erTi umniSvnelovanesi movaleobaa. presmdivans
Tavisi damqiraveblis mier warmoTqmuli sityvis interpretireba,
Secdomebis gasworeba, mesijebis gamoyofa da aqcentebis dasma evaleba.
garda amisa, is cdilobs nebismier axal ambavs iseTi spini daados, anu,
ise gaaxmovanos, rom sazogadoebaSi pozitiuri damokidebuleba Seqmnas.
imis gamo, rom presmdivani spinis meSveobiT sazogadoebriv azrze
zemoqmedebas axdens, dasavleTSi mediasTan urTierTobis specialistebsa
da presmdivnebs `spindoqtoris~ an `spinmasteris~ saxeliT moixsenieben.
spindoqtoris movaleobebi gansakuTrebiT gaizarda gasuli oci
wlis ganmavlobaSi, rodesac axali ambebis gaSuqebis tempi gaizarda da
ambis moxdenidan mis gaSuqebamde uswrafesi reagireba gaxda saWiro.
spindoqtorzea damokidebuli, ramdenad swrafad moifiqrebs da
gaavrcelebs is spins da rogor gaaneitralebs misi damqiraveblis
reputaciisaTvis saziano ambavs. mniSvneloba ara aqvs, ra hqvia adamians,
romelic cdilobs medias da, Sesabamisad, sazogadoebas, misi
damqiraveblis misaRebi Sexeduleba moaxvios Tavs. presmdivania is,
mediamrCeveli Tu sazogadoebasTan urTierTobis specialisti, misi
movaleobaa simarTlis Selamazeba da pozitiuri spinis gatareba.
bevri mkvlevari amtkicebs, rom politikuri komunikaciebi da piari
spinis Semadgeneli nawilia da ara piriqiT. maTi mtkicebiT, spini,
romelic adre mxolod winasaarCevno debatebis dros gamoyenebul
teqnikas ewodeboda, dRes komunikaciis yvela sferos moicavs.
klintonis administraciam da misma komunikaciis specialistma spinis
praqtika mecnierebis doneze aiyvanes. misi mediaStabis xelmZRvaneli
jeims karveli ambobda: `dReSi minimum sami an maqsimum aTi satelefono
zari Semomdis Jurnalistisagan, romelsac spini sWirdeba. me maT
veubnebi, ra kuTxiT Sexedon ambavs, radgan maTi xedva arasworia~. Tumca,
unda aRiniSnos, rom Tavad prezidenti iyo adamiani, romelsac
gamorCeuli inteleqti, manevrirebisa da moqnilobis gansakuTrebuli
niWi hqonda. is sxvis gamonaTqvams advilad uZebnida sust wertils.
sakuTar gamosvlaSi ki pozitiuri spinis gatarebisaTvis bevr saSualebas
tovebda. misi administracia marto imaze ki ar zrunavda, rom
JurnalistebisaTvis mza 20-wamiani sinqronebi da mimzidveli
presrelizebi miewodebina, rom isini ucvlelad misuliyo xalxamde,
aramed, yoveldRiurad ayalibebda TiTo mesijs, romelic prezidentis
imijs kidev ufro amyarebda. ramdenime Jurnalisturi gamoZiebis
miuxedavad, romelic klintonis mier araswori gadawyvetilebebis
miRebas adasturebda, prezidenti maRal reitings inarCunebda da misi
popularuloba, piriqiT, izrdeboda.
arasasurveli informaciis gavrcelebis dayovneba da iseT dros
gaxmovaneba, rodesac is sxva movlenebis fonze daiCrdileba, spinis erT-
erTi teqnikaa. (saqarTveloSi am teqnikas `gadafarvis~saxelwodebiT
ufro icnoben). am taqtikas didi britaneTis mTavrobis presmdivnis
Tanamdeboba Seewira. 2001 wlis 11 seqtembers Semzaravi teraqtis Semdeg,
jo murma eleqtronuli fostiT acnoba TanamSromlebs: dRes kargi dRea
cudi ambebis damarxvisaTvis. mogvianebiT es informacia sajarod
gavrcelda da presmdivanma Tanamdeboba datova.
spinis mkvlevari beli ambobs, rom informacia mravali saxis
zemoqmedebas ganicdis, sanam momxmareblamde miaRwevdes `axali ambebis
40-50% da biznesgamocemebSi mowodebuli informaciis 80%
sazogadoebasTan urTierTobis specialistebis uSualo CareviT iqmneba.
media ormagi standartebiT sargeblobs. erTi mxriv is damokidebulia
piarze da, meore mxriv, amas ar aRiarebs~._ anu pirveli mizezi, ris
gamoc media piaris dakveTil spins avrcelebs, Jurnalistebis sisustes
an sazogadoebasTan urTierTobebis specialistebis maRal
profesionalizms ukavSirdeba. Tumca, amas garda, arsebobs sxva
faqtorebic, maT Soris, mediamflobelebis zegavlena mediasaSualebebze.
arsebobs spinis 5 ZiriTadi mimarTuleba: 1. winaswari spini _ mzadeba
movlenisaTvis; 2. Semdgomi spini _ aqtiur faza; 3. tornadi spini _
mosaxleobis yuradRebis gadatana sxva mimarTulebiT; 4. spinkontroli _
krizisuli situacia, rodesac movlenebis msvleloba ar eqvemdebareba
kontrols, magram muSaoba grZeldeba. 5. spindauni _ mzadeba Semdgomi
dartymisaTvis, aqcenti momavalze, roca momxdar movlenasTan
dakavSirebiT ramis Secvla ukve SeuZlebelia, magram mimdinareobs
muSaoba msgavsi SemTxvevis ganmeorebis an misi gagrZelebis Tavidan
asacileblad.
arsebobs spinis gamoyenebis ramdenime ZiriTadi teqnika: 1. faqtebis
arCeviTi gamoyeneba; 2. citatis perifrazi; 3. frazis morgeba
sayovelTaod miRebul WeSmaritebaze; 4. frTiani fraza _ advilad
dasamaxsovrebeli Sefaseba an Jargoni; 5. evfemizmi _ sityvebis SerCeviT
manipulireba; 6. uaryofa uaryofis gareSe (faqtis uaryofa SeuZlebelia
_ informacia ar dasturdeba an komentariT baTildeba;); 7. tyuili
marTalze _ calcalke yvela sityva simarTles Seesabameba, magram
mTlianobaSi isini tyuils qmnian; 8. xSiri gameoreba.
dasavleTSi, masobrivi informaciis marTva masmediis saSualebiT
ufro daxvewil da inteleqtualur saxes iRebs: masmedia ar krZalavs
arc pirovnebis, da arc siuJetis gaSvebas. igi cdilobs erTi movlenis
meoreTi gamodevnas. spindoqtoris amocanac swored esaa.L man
Jurnalists `unda ajobos~ inteleqtualurad da ara akrZalvebiT, unda
SeZlos sazogadoebriv azrs Tavs moaxvios mimdinare movlenebis
interpretacia da amavdroulad unda moaswros gadawyvetilebis miReba
da ara reagireba manamde, vidre amas gaakeTebs oponenti. unda SeZlos
sazogadoebis mier movlenaTa aRqmis an movlenis ganxorcielebis
molodinis Secvla.
spindoqtori aris didi gamocdilebis mqone profesionali,
media_gundis wevri. is SeiZleba muSaobdes pressamsaxurSi an saarCe vno
imijmeikeruli jgufis SemadgenlobaSi. uaRresad mniSvnelovania
spindoqtoris araformaluri kontaqtebi Jurnalistur wreebTan, vinaidan
es teqnologia ZiriTadad araformalur sferos miekuTvneba.
spindoqtori muSaobisas aqtiurad iyenebs iseT araformalur
saSualebebs, rogorebicaa informaciis gaJonva, araoficialuri axali
ambebi, romlebic ZiriTadad opoziciuri wyaroebidan momdinareoben _
informacia saxelisuflo elitis korumpirebulobis Sesaxeb da sxv.
spindoqtori axorcielebs movlenaTa dagegmvas arCeuli strategiis
Sesabamisad. strategiis SemuSavebis dros man aucileblad unda
gaiTvaliswinos auditoriis moTxovnebi da prioritetebi, rac `filtris~
rols asrulebs masobriv cnobierebaSi. menejments igi axorcielebs
Semdegi sqemiT: movlenaTa SerCeva, molodinis momzadeba, movlenis
Catareba, gaSuqeba presasa da televiziaSi da rezonansuli movlenebi.
uaRresad mniSvnelovania auditoriis molodinis momzadeba da
damuSaveba. sanam bil klintoni moinaniebda levinskisTan dakavSirebiT,
auditoriaSi inergeboda is azri, rom monaniebis SemTxvevaSi mas
momxdari epatieboda. aucilebelia Tavad pirveli piris momzadebac.
skandalebis periodSi klintons preskonferenciebs utarebdnen, raTa
misgan `risxva~ gamoeyvanaT, namdvil preskonferenciaze ki mSvidad
yofiliyo da im adamianis STabeWdileba daetovebina, romelic situacias
flobs. spindoqtori yovelTvis erTi nabijiT win unda iyos
Jurnalistebze. man unda imoqmedos manamde, sanam Jurnalisti statias
dawers da es statia gazeTSi aRmoCndeba. spindoqtorma unda SeZlos
movlenis arasasurveli interpretaciis Tavidan acileba. axali ambebis
WrilSi daamuxruWos an daaCqaros movlena (masmediis sxvadasxva
saSualebebze gasvlis gziT.). SesaZlebelia movlenis `sicocxlis
gaxangrZliveba~ specialurad konstruirebuli ciklis meSveobiT da,
piriqiT, Tuki mas ar `gamovkvebavT~ axali SetyobinebebiT. spindoqtorma
unda gaanalizos skandali viTardeba, Tu piriqiT, mcirdeba. SesaZloa
konkretuli politikosis gamoCeniT moxdes misi gaRrmaveba an piriqiT,
SesaZloa politikosis xelaxalma gamoCenam ekranze waSalos wina
gamoCenis uaryofiTi Sedegebi. spindoqtoris gaCena ganapiroba
demokratiul saxelmwifoSi sazogadoebrivi azris axalma rolma. axali
ambebis menejmenti aris is instrumenti, romelic SesaZleblobas iZleva
marTvis elementebi iqnas Semotanili am sferoSic. spindoqtori, Tumca
mnSvnelovan informaciebs flobs masobrivi cnobierebis marTvisaTvis,
magram misi SesaZleblobebi usazRvro ar aris. mas unda davupirispiroT
Zlieri presa informirebulobisa da xelisuflebis gaxsnilobis maRali
xarisxi da masze permanentuli samoqalaqo monitoringi.

spiCraiTeruli fiarteqnologia

manam sanam gaCndeboda gamokiTxvebi, pirdapiri safosto gzavnilebi

da fokus-jgufebi, manamde sanam daiwyebdnen 30 wamiani sareklamo
satelevizio rgolebis warmoebas da amomrCevelTa miznobrivi jgufebis
gamoyofas, politikosebi warmoTqvamdnen sityvebs da qiraobdnen
eqspertebs maT mosamzadeblad.
pirveli cnobili sfiCraiTerebi iyvnen korkasi da Tiseosi, ori
moxerxebuli aTeneli, romlebic Zveli welTaRricxvis V saukuneSi
cxovrobdnen. am orma pirovnebam kargad gaiazra maT winaSe gaCenili
SesaZleblobebi, radganac oratoruli xelovneba sul ufro did
mniSvnelobas iZenda Zvel saberZneTSi, rodesac adamianebma daiwyes
sityvebiT gamosvla ceremoniebze. sakanonmdeblo krebebze da
sasamarTloebze _ gaCnda sityvebis profesionali Semdgenlebis
saWiroeba. bevrs imaTgan, visac sityvebiT gamosvla uxdebodaT, esmodaT,
rom maT ar hyofniT an dro, an unari imisaTvis, rom mkafiod
Camoayalibon TavianTi azrebi da amitom qiraobdnen gamocdil
praqtikosebsa da maswavleblebs, romlebic maTTvis sityvebs werdnen.
Zvel sfiCraiTerebs `sofistebs~ uwodeben es berZnuli sityva
`sibrZnis matarebels~ niSnavs, Tumca SemdgomSi misi gamoyeneba daiwyo
sruliad gansxvavebuli mniSvnelobiT. sofistebma male daiwyes Tavisin
ostatobis _ ritorikis xelovnebis Sedgena, moqalaqeebisa da sazogado
moRvaweebisaTvis. sityvebis Sedgena da oratoruli xelovneba
mniSvnelovnad ganapirobebda Zveli saberZneTisa da romis
sazogadoebriv cxovrebas.
Cveulebriv politikiur sityvebs warmoTqvamdnen sami saxis
krebebze. sityvebis pirveli fiar _ ceremonialuri sityvebi iyo,
romlebsac warmoTqvamdnen politikosebi dasaflavebis, dajildoebis,
banketebis dros da a.S. sityvaTa meore tipi _ es iyo sityvebi
ganxilvebis dros. mWermetyveleba aucilebelia mosmenebis da
ganxilvebis dros sakanonmdeblo organoebSi da msgavsi saxis
dawesebulebebSi. sityvaTa mesame tipi _ samarTalmcodneTa sityvebi,
romelTac warmosTqvamen sasamarTloebsa da sxva iuridiul
instanciebSi.
Zvel berZnebsa da romaelebs sjerodaT, rom sityvebis SeTxzvas
SeuZlia mniSvnelovnad Seuwyos xeli sazogadoebriv progress, rom
maTi warmoTqma saqmianobis mniSvnelovani saxeobaa. aucilebelia
sazogadoebis arsebobisaTvis garda amisa, maT eSinodaT, rom ritorika
SeiZleba manipulirebisaTvis da, saerTod, aradaniSnulebisamebr
gamoeyvanaT. amis gamo iwyeba softistebis kritika platonis naSromebSi,
romelic maT `mWermetyvel matyuarebs~ uwodebda. Zvel berZnebs
sjerodaT, rom SeiZleba xeli SeuSalo demagogebs da matyuarebs
sazogadoebisaTvis zianis miyenebaSi, Tuki garantirebuli iqneba, rom
sityvis SeTxzviT da warmoTqmiT dakavdebian ganaTlebuli da
maRalzneobrivi adamianebi. es moTxovna dResac ZalaSi rCeba.
aSS-Si spiCraiTerebi droTa ganmavlobaSi Camoyalibebuli
xelovnebisa da mecnierebis erTianobaa, romelzec kvlav didi
moTxovnilebaa Tanamedrove politikur procesSi, sadac sul ufro
metad batonobs televizia da masobrivi informaciis sxva saSualebebi.
sityvebis Sedgena emorCileba ramdenime ZiriTad princips,
romlebic SeiZleba aRebuli iqnas istoriuli precendentebidan da
miesadagos Tanamedrove pirobebs, damoukideblad isa, Tu vin aris
spiCraiTeri, profesionali spiCraiTeri sajaro gamosvlebis
mkvlevarebi arian da detalurad icnoben saukeTeso gamosvlaTa
nimuSebs.
 sajaro sityvis momzadeba bevrad aris damokidebuli im adamianze,
visTvisac mzaddeba gamosvlis teqsti. adamianebi or ZiriTad jgufebad
gavyoT:
improvizatorebi.
adamianebi, romlebisTvisac sakmarisia SeagrovoT aucilebeli
informacia da moamzadoT ramdenime ZiriTadi Tezisi. danarCens
gaakeTebs TviTon gamomsvleli Tavisi bunebrivi gulRiaobiT da
mzadyofniT sajaro gamosvlisTvis.
pedantebi.
adamianebi, visTvisac sajaro gamosvla aris serozuli gamocda
Tavisi bunebrivi gulCaTxrobilobisa da arasakmarisi praqtikis gamo.
aseTi adamianebis momzadeba sajaro gamosavlisaTvis or etapad
mimdinareobs:
 sityvis dawera (ufro gaSlili, Zalian dawvrilebiT, magram ara
sityvasityviT, raTa ar gadavaqcioT gamosvla kiTxvis gakveTilad).
 sityvis momzadeba (gamosvlisTvis momzadeba, repeticia). cnobili
oratorebis umravlesoba araerTxel gadioda Tavisi sityvis
repeticias sarkis win an axloblebisa da naTesaobis viwro wreSi.
karg spiCraiTers esmis Tavisi oratoris. man icis, Tu rogor
laparakobs igi, ra sididis teqstis damaxsovreba SeuZlia: konkretuli
sityvebi, romelTa warmoTqmac uWirs; intonaciebi, romelTac
amjobinebs sityvis daweris dros spiCraiTeri yovelTvis unda
cdilobdes, werdes konkretuli oratorisaTvis ise, rom teqstSi Cados
ara marto am ideebis maqsimumi, romliTac igi iazrebs, aramed am
ideebis gadmocemis manerac. magaliTad, orators romelsac
gamomxatveli intonacia ara aqvs, ar unda miscen warmosaTqmelad
sityva, romelSic bevri gameoreba da paralelizmia. spiCraiTers mudam
unda axsovdes kavSiri sityvis Sedgenis xelovnebisa da auditoriis
winaSe mis warmoTqmas Soris.
amerikeli politologi trevor peri-jilsi axasiaTebs
spiCraiTingis etapebs: nabiji nomeri pirveli: gamomgonebloba. es
etapebi moicavs gzavnilis argumentaciis, dasabuTebis Ziebas _ anu
saqme exeba faqtobrivad sityvis ZiriTad Sinaarss.
pirvel rigSi unda Seikribos yvela SesaZlo informacia Tavad
sityviT gamosvlis garemoebaTa Sesaxeb. sad unda moxdes dRis ra
dros? Tu dagegmilia ramdenime gamosvla, rogor unda moxdes
organizebuli RonisZieba?
meore. saWiroa rac SeiZleba bevris gageba auditoriis Sesaxeb. vin
arian es adamianebi? rogoria maTi demografiuli maxasiaTeblebi?
rogori damokidebuleba aqvT gamomsvlelis mimarT? ras fiqroben isini
gamosvlis TemasTan dakavSirebiT da adrec mousmeniaT Tu ara
mocemuli istoriisaTvis?
sasargeblo iqneba auditoriis faseulobiTi profilis
gansasazRvrad adgilobriv mediabazarTan _ gazeTebidan da
telearxebTan _ gacnobam SeiZleba gvikarnaxos Tu ra aRmoCndeba
mniSvnelovani da mimzidveli mocemuli auditoriisaTvis.
mesame. unda ganisazRvros, rogori iqneba sityvis mTavari Tema,
argumentacia, gzavnili an idea. amis Taobaze saWiroa konsultacia
gamomsvlelTan imis gansazRvra, am ideas xalisiT aRiqvamen Tu ara is
adamianebi, viskenac igi mimarTulia? SeZlebs Tu ara auditoria am
ideis advilad da ubralod gagebas da rTuli xom araa mTavari idea
imisaTvis, rom moxerxdes misi gaSla mokle gamosvlis dros?
meoTxe. sityvisaTvis aucilebeli informaciis Sekreba da
dasabuTeba statistikisa da avtoritetuli kvlevebis moZieba, romlebic
udavod adastureben sityvis mTavar ideas.
mexuTe nabiji: organizacia. auditoriebi Cveulebriv arcTu kargad
usmenen oratorebs _ gansakuTrebiT politikosebis gamosvlebs. erT-
erTi xerxi auditorias maqsimaluri yuradRebis uzrunvelsayofad _
esaa oratoris gzavnili mkafio struqturireba.
sityvis Sesavali nawili unda iyos STambeWdavi da mTliani:
SesavalSi unda gamoiTqvas Sesabamisi madlobebi da gamomsvleli
Seecados yuradRebis mizidvas. aman SeiZleba moiTxovos xumrobebi
auditoriisaTvis mniSvnelovani istoriebi, citatebi, saintereso
statistika. Sesavalma unda moipovos msmenelTa yuradReba _ Tuki es ar
moxdeba. maSin azri aRar aqvs sityvis warmoTqmas.
gamomsvlelma unda gamoiyenos sxvadasxva ritorikuli xerxebi,
romelTa droulad gamoyeneba sityvas sainteresod gaxdis, esenia:
ritorikuli SekiTxva.
ritorikuli SekiTxva gankuTvnilia auditoriisaTvis, magaliTad:
`SeiZleboda Tu ara movlenebis Tavidan acileba?~
sakuTari Tavis gaigiveba auditoriasTan.
magaliTad: `Cven yvelani yoveldRiurad vawydebiT am problemas~.
moulodneloba.
sityvaSi msmenelisaTvis ucnobi informaciis gamoyeneba.
eqspresia.
sityvaSi rac SeiZleba naklebi Stampis gamoyeneba.
hiperbola.
gazviadeba, raTa msmenelis yuradReba gamaxvildes garkveul
problemaze. magaliTad: `es aris urTulesi problema Tavisi
struqturis mixedviT, romlis gadasawyvetad ukve ramdenime Taoba
ibrZvis~.
provocireba.
raRac droiT msmenelis uaryofiTi reaqciis gamowveva raime
problemaze, Semdeg ki sapirispiro gadawyvetilebis SeTavazeba.
da, bolos, SeimuSavebul unda iqnas daskvna, romelic `amTavrebs
garigebas~. ganmeorebuli sityvis ZiriTadi ideebi da moyvanil iqnas
sabuTebi imis sasargeblod, Tu ratom unda miiRos auditoriam
argumentebi da mxari unda dauWiros orators, an xma misces mas.
sityvis dasasrulisaTvis auditoriisaTvis raime mniSvnelovani,
sasacilo dramatuli unda iqnes miwodebuli radgan, rogorc amoboben,
pirveli da ukanaskneli STabeWdileba yvelaze mdgradia.
Zalian mniSvnelovania ena, romelic gamoiyeneba sityvis ideis
gamosaxatad mas gadamwyveti mniSvneloba aqvs. samwuxarod,
spiCraiTerebi xSirad ukeT floben werilobiT sityvas zepir
sityvasTan SedarebiT. zepiri sityva _ mkafio, ufro konkretulia,
vidre praqtikuli, iyenebs kerZo sabuTebs da ara zogad msjelobebs.
Sedgeba mokle frazebisagan da ara grZeli gamonaTqvamebisagan da
gaTvlilia yuriT mosasmenad, vidre TvaliT wasakiTxad, am gansxvavebis
gaTvaliswineba uaRresad mniSvnelovania iseTi sityvebis dasawerad,
romlebic auditorias moewoneba. spiCraiTerebs kargad esmodeT, rom
erTmaneTisgan gansxvavdeba, erTi mxriv, teqsti, romelic unda moisminon
da, meore mxriv, teqsti, romelic dawerilia wasakiTxad.
Tanamedrove msoflioSi spiCraiTerma amomrCevelTa iseT farTo
auditoriazec unda ifiqros, rogoricaa masmedia, sityvis translireba
radioTi an televiziiT. amis gaTvaliswineba Zalian mniSvnelovania,
vinaidan erTi Secdoma _ araswori sityva da kandidati ganwirula, rom
mTeli cxovrebis manZilze uyurebdes satelevizio grolebs, sadac
iyeneben am Secdomas an axali ambebis gadacemebs, sadac am Secdomis
tiraJirebas axdenen. amitomac xarjaven politikuri liderebi da
kandidatebi bevr dros imaze, rom darwmundnen: sityva sworadaa
Sedgenili. niu-iorkis universitetis profesori mitCel stivensi Tvlis,
rom Tanamaedrove etapze imiji jabnis sityvas, amitomac profesionalma
spiCraiTerebma unda uzrunvelyon TavianTi sityvebis Sesabamisoba
kandidatis imijTan. gamosvlis ena ganuyofeli unda iyos kandidatis
saxisagan. mag.: sazogadoebis cnobierebaSi samudamod damkvidrda aSS-s
prezidentis bil klintonis saxe, rodesac igi TiTiT imuqreba da
uaryofs romans levinskisTan, an martin luTer king umcrosis imijs
zustad morgebuli sityvebi: `me maqvs ocneba~.
spiCraiTerebi masobrivi komunikaciebis Tanamedrove epoqaSi mraval
dilemas awydeba, amitom man unda moaxdinos adaptireba Seqmnil
politikur landSaftSi da Secvalos politikuri cxovrebisaTvis
ritorikis arsebuli gageba.

imijmeikeruli fiarteqnologia
 `imijis~ cneba saTaves iRebs z. froidis naSromebSi. XX saukunis
30-ian wlebSi is uSvebda samecniero Jurnals am saTauriT. Tumca,
albaT, verc warmoidgenda, rom es sityva sakvanZo aRmoCndeboda XX
saukunis politikur kulturaSi.
imijis Sesaxeb alaparakdnen, rodesac reklamis Sesaqmnelad
moizides kvlevebi qcevis fsiqologiur motivebTan dakavSirebiT. maSin
fsiqologebma ori mniSvnelovani daskvna gamoitanes: 1. adamianTa
faruli moswrafebebisa da gemovnebis gagebis Semdeg SeiZleba maTi
Segnebuli manipulireba; 2. kargad agebuli reklamiT SeiZleba
adamianTa qvecnobierebaSi movaqcioT sagnebisa da adamianebis saxeebi,
romlebic saWiro momentSi amuSavdebian. froidis Tanaxmad, imiji _ ara
imdenad adamianis an sagnis realuri saxea (Ego), ramdenadac idealuri
saxe (Super Ego), bunebrivia, gansxvavebuli realurisagan. am Segnebulma,
xelovnurad gakeTebulma, konkretuli mizniT mofiqrebulma
Seusabamobam imiji manipulirebis ZiriTad saSualebad aqcia rogorc
komerciul, ise politikur reklamaSi.
Tanamedrove etapze demokratiul qveynebSi imijologia rCeba
mecnierebisa da xelovnebis sazRvarze myof fenomenad. imijmeikeris
arsenalSi arsebobs imijis knstruirebis bevri mecnierulad
dasabuTebli xerxi, magram maTi SerCeva da misadageba konkretul
pirobebTan da auditoriasTan srul SemoqmedebiT Tavisuflebas iZleva
da xelovnebis rangSia ayvanili. miuxedavad zemoTqmulisa, imijmeikeri
ar aris yovlisSemZle jadoqari. j. soross ekuTvnis sityvebi: didi
fuliT SeiZleba iyido saukeTeso ZaRli, magram veranairi fuli ver
aiZulebs mas Tqveni danaxvisas kudis qicini daiwyos. Tu Seqmnili
imijis ukan ar dgas realuri qmedebebi, misi zemoqmedebis Sedegi adre
Tu gvian nuls gautoldeba.
imiji aris politikis warmoebis mxolod erTi nawili, marTalia,
Zalian mniSvnelovani, magram mxolod nawili, romlis ukanac unda
idges realoba da ara mxolod simbolizmi. imijmeikeri axorcielebs
mxolod lideris xatis koreqtirebas masmediaSi, sazogadoebis
cnobierebaSi, radgan amomrCevelTa absolutur umravlesobas uwevs
urTierToba ara uSualod politikosTan an movlenasTan, aramed mis
anareklTan, virtualur saxesTan. amrigad, imijis konsruireba
warmoadgens politikuri cxovrebis uaRresad mniSvnelovan nawils da
moiTxovs did yuradRebas, maRal inteleqtsa da did SemoqmedebiT
unars.
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fhfvtl ofhvfnt,ek imijebs= bcbyb v[jkjl ajhvfkehfl bhxtdty ltgenfnt,c
fy ghtpbltynt,c= fvbc rfhub vfufkbst,b byj cfahfyutsbc- cfmfhsdtkjc-
hectsbcf lf fii_bc ghtpbltynt,bc fhxtdyt,b. gjkbnbrehb acbmjkjubf
uflfbmwf dfzhj,bc acbmjkjubfl- htfkehfl [fk[b `yblekj,c~ bv
`cfhtrkfvj~ itaesdfc- hjvtkibw itf[dbtc tcf se bc rfylblfnb= vfu= vb[tbk
cffrfidbkb- lf ,fhfr j,fvf= fvhbufl- imijis hjkbc phlf ufygbhj,t,ekbf
bvbsfw- hjv bub cek eahj vpfhlb byajhvfwbbc ghjlemnbf= flfvbfyt,c fh
iteZkbfs vstkb fv byajhvfwbbc sfdvjyhf lf lfvf[cjdht,f- fvbnjv [ibhfl
vbvfh sfdty cnthtjnbgt,c= jcnfnehfl vjZt,ybkb cnthtj-nbgb rb rfhufl
vrdblhlt,f lf jlt,f flfvbfysf wyj,btht,fib= itvlujvib rb ydtkf cbnefwbfib
xdty dbytyt,s erdt fv cnthtjnbgt,c fye imijs=
,hbnfytkb vrdktdfhb mfkb tkthb ctvgcjybc fphbs- gbhflb bvbjb fhbc
iblf lf ufht afmnjht,bc it[fvt,f- hjvtkbw njyc fZktdc sdbs bvbjc- fqmvbs
lf cfzbhj bvbjc= sdbs imijb ofhvjlut,f lf ufvjvlbyfhtj,c ofhcekbc
ufvjwlbkt,blfy lf fcf[fdc cfresfhb sfdbc gfnbdbcwtvfc vjwtvek vjvtynib.
vstkb cfvtlbwbyj acbmjsthfgbf fut,ekbf cfresfhb sfdbcflvb ylj,bc
fqlutyfpt= vfu= se ucehs- hjv gfnbdb uwty- uffrtsts hfbvt Zytkb: uflfwehts
kfvfyib- sfdb lffyt,ts cbufhtnc- cvfc fy yfhrjnbrt,c lf f=i=
@fqmvekb imijia~ bc- hjujhw fqudbmdfvty erdt c[dt,b= vfsb sdfkcfphbcb
[ibhfl fh tvs[dtdf xdtycfc= evtntcobkfl ufycfresht,bs gjkbnbrjct,vf fh
bwbfy- htfkehfl hf lfvjrblt,ekt,f fmds maT vbvfhs ufhitvjvyjas= #cfzbhj
imiji~ czbhlt,f pju ghjatcbfc, hfw [fylf[fy lfrfdibht,ekbf
xfwvekj,fcsfy= cfv[tlhj ajhvf lf gjkbwbbc gfnhekbc ajhvf veifrt,c
fdnjhbntnc vfnt,c- tmbvt,c-stshb [fkfsb- vjcfvfhskbc vfynbf ufyfc[dfdt,c
vbc vakj,tkt,c yjdtklqbehj,bcfufy lf vfc w[jdht,bcfufy ufyytyt,ekfl-
vfqkf fytyt,c- bctdt hjujhw cfvtaj udbhudbyb ufyfc[dfdt,c vtatc
mdtitdhljvt,bcfufy=
fvfcsfy eylf udf[cjdltc- hjv bvbjbcfsdbc ithxtekb vf[fcbfst,kt,bc
htfkbpfwbf eylf vj[ltc eknhbht,ekb ajhvbs= tc lfrfdibht,ekbf bvfcsfy-
hjv fcts itvs[dtdfib xdty dveifj,s vfcbc ituyt,fpt, bctdt- hjujhw wbhrib
rkjeyb [fk[bc obyfit ufvjcdkbcfc vskbfyfl bwdkbc sfdbc xfwvekj,fc lf
dfhw[ybkj,fc- hfsf [fk[vf bub c[dfyfbhfl fqbmdfc=
 bvbjsfy vbvfhst,fib itbZkt,f ufvjbyjc cfvbyfbhb vblujvf:
_ aeymwbjyfkehb- hjvkbc lhjcfw ufvjbyjaf c[dflfc[df aeymwbbc vmjyt
bvbjbc nbgt,b;
_ rjyntmcnehb- hjvkbc lhjcfw tc nbgt,b htfkbpbhlt,f c[dflfc[df
rjyntmcnib;
_ itlfht,bsb, hjvkbc lhjc flubkb fmdc f[kj vlujvb bvbjt,bc
itlfht,fc=
sfdbc v[hbd- aeymwbjyfkehb vblujvbcfsdbc lfvf[fcbfst,tkbf bvbjbc
itvltub cf[tj,fyb:
cfhrbct,ehb _ tcff imiji- hjvtkbw xdtyb sdfksf[tldbs ittcf,fvt,f
xdtyc ofhvjlutyfc cfresfh sfdpt, gfhnbfpt- rjvgfybfpt lf f= i= tc itbZkt,f
byjc bkepbf- hfcfw cfaeZdkfl eltdc cehdbkb- udmjyltc ufycfpqdhekb,
[ibhfl bltfkehb imiji= xdty sbsmjc cfhrtib dbyeht,bs lf ufydb[bkfds xdtyc
sfdc bv afynfpbbc cfaeZdtkpt- hjv --vt ydtkfc deydfhdfr~= bvbjbc tc
dfhbfynb eahj lflt,bsbf- hflufy acbmjkjubehfl xdty oby dotds gjpbnbehc=
vbcb yfrkb bcff- hjv vbybvfkehflff ufsdfkbcobyt,ekb c[dbcb fphb xdtyc
itcf[t,- hjvtkbw itbZkt,f chekbfl ufyc[dfdlt,jltc xdtyb
ofhvjlutyt,bcfufy cfresfh sfdpt= fv bvbjvf itbZkt,f ufycfpqdhjc
kbltht,bcf lf jhufybpfwbt,bc htgenfwbf=
vbvlbyfht _ tcff imiji- hjvtkcfw ufycfpqdhfdc c[dbcb it[tlekt,f lf
fphb xdtypt= tcff xdtyb jhufybpfwbbc, gfhnbbc- rjvgfybbc lf f=i= ufhts vlujvb
flfvbfyt,b- hjvtksf it[tlekt,fc xdtypt cfaeZdkfl eltdc gbhflb
ufvjwlbkt,f fy welb byajhvfwbf lf ufeut,hj,f= cojhtl fv cathjib
gjekj,c ufvjytyt,fc cfpjufljt,fcsfy ehsbthsj,f (PR). tc itbZkt,f byjc
fvjvhxtdtksf- rkbtynsf lf ;ehyfkbcnsf gjpbnbehb fy ytufnbehb
it[tlekt,fyb xdtyc vbvfhs= lqtdfyltkb bvbjb lfvjrblt,ekbf bvfpt- se
hfvltyvf lf hjujh bwbc xdtypt- xdtyb jhufybpfwbbc- gfhnbbc- rfylblfnbc
itcf[t,; c[df mdtyyt,ib vw[jdht,kt,vf- xdtyb mdtyybc itcf[t, lf f=i= fv
itvs[dtdfib vsfdfhbf fhf bvltyfl bltfkehb- fhfvtl htfkehb- fltmdfnehb
bvbjb lf byajhvfwbt,b xdtypt=
cfcehdtkb imiji tc nbgb fycf[btht,c bltfkc- hbcrtyfw dbcohfabs xdty-
hjvtkbvt jhufybpfwbf- rjvgfybf fy gfhnbf= fvbc vbqotdfc bub wlbkj,c f[fkb
vtytjvtynbs= tc bvbjb lfrfdibht,ekbf hfqfw f[kbc ufvjxtyfcsfy- hjwf
ufhtit gbht,c fy chekb byajhvfwbf fy cfthsjl ofhvjlutyf fhf fmds
rfylblfnpt- gfhnbfpt- rjvgfybfpt= tc bvbjb ufycfresht,bs cfzbhjf
f[kflitmvybkb cnhemneht,bcfsdbc= jhufybpfwbt,ib f[fkb cf[tt,bc ufvjxtyf
uekbc[vj,c vbc cohfadfc f[fkb- cfcehdtkb bvbjbcfrty=
rjhgjhfwbekb imijis itvs[dtdfib buekbc[vt,f sfdfl jhufybpfwbbc
bvbjb lf fhf vbcb mdtlfyfyjat,bc veifj,bc itltut,b= rjhgjhfwbekb bvbjb
vhfdfkb rjvgjytynbcfufy itlut,f- tcff vfufkbsfl- hjvtkbvt rjvgfybbc
bcnjhbf- vbcb abyfycehb lf cfvtwybthj vbqotdt,b- cnf,bkehj,f- htgenfwbf-
cjwbfkehb gfce[bcvut,kj,f lf mdtkvjmvtlt,f= fcts bvbjc vybidytkj,f fmdc
abyfycehb abfhbc lhjc- dbyfblfy vbcb ghjlemwbbc- fmwbt,bc ufybldbc
vjwekj,f lfvjrblt,ekbf cojhtl rjhgjhfwbek bvbjpt= imijis fctsb nbgb
ufycfresht,bs czbhlt,fs ,fyrt,c- sastarto rjvgfybt,c, hjvtksf vbvfhs
vjcf[ktj,bc ylj,f xdtysfy lf,fkbf vfqfkb cf,fyrj ghjwtynt,bc gamo=
vhfdfkathjdfyb- vhfdfkof[yfujdfyb imiji yfkb,lt,f vhfdfkb
lfvjerblt,tkb cnhemnehbc xfvjyfkb,t,bcfc thsbfyb rjhgjhfwbbc yfwdkfl=
wfkrtek idbkj,bk rjvgfybt,c- abkbfkt,c- ltgenfnj,bc rfylblfnt,c thsb
lf bubdt gfhnbblfy itbZkt,f hmjylts sfdbcb ufycfresht,ekb bvbjb- hjvtkbw
ydtkfathib itbZkt,f fh tvs[dtjltc vstkb jhufybpfwbbc bvbjc= rfhub
thsbfyb bvbjbcfrty vbbcohfabfy cfcnevhjt,b, vfu= vthbjnb- hbknjyb-
rtvgbycrb lf f=i= fdbfrjvgfybt,b fbhptyf- sehmbi tbhkfbyb- fbh ahfycb lf f=i=
thsyfbhb ufajhvt,bc- cbv,jkbrbc- cfvrthlt ybiyt,bc- nhfycgjhnbc-
xfwvekj,bc- ofhotht,bc lf c[dfsf itltufl bmvyt,f thsyfbhb cfabhvj cnbkb=
thsbfyb cnbkbs lf bvbjbs nfhlt,f c[dflfc[df gfhnbekb yhbkj,t,b= vfu=
yfwbjyfkehb vjZhfj,bc- ltvjrhfnbekb vjZhfj,f thsbfyb cfmfhsdtkjc
mhbcnbfy-ltvjrhfnt,bc- htcge,kbrtkt,bc lf f=i= fv itvs[dtdfib wfkrtekb
itvflutytkb rgoli veifj,c thsbfy itltupt= vfuhfv fhbc ereghjwtcbc
vfufkbst,bw- hjwf thsb cathjc ofhevfnt,kj,f ikbc c[df bvbjbc
vf[fcbfst,tkc= vfu= kjyljyib hecekb ubufynb rjywthybc `gfpghjvbs~
ofhevfnt,kfl xfnfht,ekvf ghtptynfwbfv kjyljybc cfajylj ,bh;fpt lfcwf
ufpghjvbs fmwbt,bw lf imijic- hbc fqlutyfc cthbjpekb ihjvf lf okt,b
lfczbhlf- sevwf cfabyfycj rhbpbcvf fv lf c[df hecek lf ew[jeh rjvgfybt,c
rdkfd lblb pfhfkb miayena=
uaryofiTi imijis fv nbgc udbmvybc jgjytynb- vjobyffqvltut- vnthb. bub
cgjynfyehfl rb fh ofhvjbij,f- fhfvtl vbcb rjycnhebht,f [lt,f ituyt,ekfl=
efhyjabsb [fcbfsbc fctsb ntktrkbgt,b gbhdtkfl ufvjbytyf fii-bc
ghtpbltynvf kbyljy jjycjyvf ,fhb ujklejnthbc obyffqvltu= efhyjabsb
[fcbfsbc bvbjb itemvytc [tkbceakt,bc ofhvjvflutykt,vf ghtpbltynj,bc
rfylblfnc- wyj,bk jkbufhmc ,flhb gfnfhrfwbidbkc lf f= i= fcts
itvs[dtdfib lut,f ghj,ktvf vbcb fltrdfnehfl efhyjabc itcf[t,- vfuhfv fvbc
ufrtst,f Zfkpt Zytkbf= vbxytekbf- hjv jj,c lfdythujs f[fkb- gjpbnbehb
cnthtjnbgb- dblht efhdyjs erdt fhct,ekb= fv lhjc eylf dfxdtyjs- hjv
vjobyffqvltut lfbynthtct,ekbf fctsb ajhvbs ofhvjfxbyjc gbhjdyt,f se tcf
se bc vjdktyf= vfu=: sfdbc lhjpt fvthbrtkt,b Zfkpt ufqbpbfyt,ekyb bydyty
ghtpbltyn ,bk mkbynjybc vteqkbc hbkfhb mkbynjybc fmnbehb hjkbs
gjkbnbrfib= ghtcf fvfpt [fpufcvbs vbesbst,lf= hbkfhbw cfvfubthjc e[lblf
ghtcfc --vt vfwjat,ty xtvb veifj,bc tc odhbkvfyb- e,flherb fqothbkj,fyb
stsh cf[kib= fv [fk[c fhfahbc uffyfkbpt,f fh cehc= vfs fbynthtct,s
v[jkjl cfojkb~. fvfib hbkfhb vfhsfkb byj= bvbc yfwdkfl- hjv uftrtst,byfs
cthbjpekb rjvtynfhb vbcb bltt,bcfsdbc cfvtlbwbyj lfpqdtdbcf lf
cfeybdthcbntnj ufyfskt,bc itcf[t,- ghtcf ufvelvt,bs bx[hbrt,jlf vbcb lf
ghtpbltynbc ehsbthsj,fib= se ,bk mkbynjyb cfthsjl fh htfubht,lf
rhbnbrfpt- hbkfhbc itlutybkb hmjylf ljcbt lf fhfdbc fhfathc gfnbj,lf (u=
gjxtywjdb)=
itlfht,bsb itgbhbcgbht,bsb bvbjbc lhjc thsvfytsc dflfht,s bvbjeh
vf[fcbfst,kt,c- vfu= jhb gjkbnbrehb ghtntyltynbc- jhb rjvgfybbc- jhb
ghjlemnbc lf f=i= fctsb pecnb rkfcbabrfwbf cfzbhjf bvbcfsdbc- hjv
lfdcf[js rjyrhtnekb vbpyt,b- hjvtksf vbcfqotdfl eylf ufbifkjc afhsj
bvbjvtbrthekb cfmvbfyj,f=
fv itvs[dtdfib gjkbnbrjct,bc itlfht,bcfsdbc ufvjbytyt,f bctsb
gfhfvtnht,b- hjujhbwff uekohatkj,f- rjvgtntynehj,f- vtehybc ybzb-
vblhtrbkt,f Zfkbcvbthb uflfoydtnbcfrty lf f= i= fctsb itgbhbcgbht,f rfhufl
ufvjbytytc fii-Si cfghtpbltynj rfvgfybbc lhjc hjwf jjhj ,eivf eahjcvf
lffvfhw[f vfbrk lerfrbcb vfc vtht- hfw ffvjmvtltc vbcb ghjatcbjyfkehb
vf[fcbfst,kt,b=
gjkbnbrehb imijis itmvyf [tkc eoyj,c gjkb-nbrjcbc vbvfhs lflt,bsb
ufyoyj,bc xfvjyfkb,t,fc= bub frfdibht,c gjkbnbrfcf lf felbnjhbfc- fcf[fdc
vfs bynthtct,c lf [tkc eoyj,c fv bynthtcsf itsfdct,fc=
cffhxtdyj rfvgfybt,bc lhjc bvbjvtbrtht,b [ibhfl rfylblfnc ofhvjfxtyty
bvudfhfl- hjv fvjvhxtdtkb lffhoveyjy- hjv rfylblfnb --xdtyb ,bzbf~, vfuhfv
[fylf[fy fewbkt,tkbf lbcnfywbht,bc cnhfntubbc ufvj.tyt,f- hfsf [fk[b
lfhoveyltc- hjv cfmvt udfmdc hfqfwbs Zfkpt vybidytkjdfy gbhjdyt,fcsfy=
 gjkbnbreh bvbjib vybidytkjdfybf bltfkehb lf htfkehb bvbjt,bc
ithoyvf= cfghtpbltynj cffhxtdyj rfvgfybbcfsdbc lff[kjt,bs fctsb
cnhfntubf eylf itveifdltc:
f) rfylblfnbc hjujhw fmnbehb gbhjdyt,cf ofhvjxtyf- hjvtkcfw iteZkbf
uffpht,ekb lf cthbjpekb uflfoydtnbkt,bc vbqt,f lf hjvkbc itafct,f
vj[lt,f itltut,bc vb[tldbs;
,) rfylblfnbc ofhlutyf- hjujhw obylf[tlekb lf gthcgtmnbekb [tldbc
flfvbfybcf;
u) rfylblfnbc ofhvjcf[df kblthfl- hjvtkbw [tkbceakt,fib vjlbc
fhtek lf wel cbnefwbfib- hjvkbc ufvjcojht,f v[jkjl vfc lf vbc ueylc
ZfkeZs lf rfylblfnbc ofhvjlutyf gfnhbjn- vfvfw- eyfhbfy- Zkbth lf
sfdlflt,ek gbhjdyt,fl=
kblthbc bvbjb vybidytkjdfy hjkc sfvfij,c fvjvhxtdtksf vjcfpblfl=
bvbjvtbrthvf eylf itmvyfc lf uffZkbthjc tc bvbjb lf fvjvhxtdkfvlt
vbbnfyjc= vfy pecnfl eylf vjf[lbyjc fvjwfybc ajhvekbht,f lf uflfzhfc
bub lf lfcvekb fvjwfyf itecf,fvjc felbnjhbbc vjs[jdyt,c=
gjkbnbrehb bvbjbc itmvyf uflbc itvltu cfat[eht,c:
1. fvjvhxtdkbc anda felbnjhbbc vjs[jdyfsf ufycfpqdhf;
2. bvbjbc itvflutytkb vf[fcbfst,kt,bc ajhvekbht,f;
3. ithxtekb vf[fcbfst,kt,bc uflfydfyf c[dflfc[df rjyntmcnib
dbpefkehb- dth,fkehb- jjf[ehb lf c[df=
felbnjhbbc tcf se bc yfobkb bvbjbcflvb c[dflfc[df vjs[jdyt,c fytyt,c-
fvbnjv vsfdfhbf Zbhbsflb xjyx[bc itmvyf- hjvtkcfw tvfnt,f lfvfnt,bsb
vf[fcbfst,kt,b=
gjkbnbrehb bvbjbc itcfmvytkfl kblthbc ydtkfpt qbht,ekb
vf[fcbfst,tkbf fdnjhbntnb= kblthbc vbth ufdhwtkt,ekb wyj,t,bc
afctekj,f lf qbht,ekt,f ufybcfpqdht,f vbcb fdnjhbntnekj,bs= vfu=
cnfkbyb ufrdbhdt,ekb lfhxf- hjwf yf[f- hjv ktybyb sfs,bhpt lhjekfl-
lfudbfyt,bc ufhtit ufvjw[fllf= kblthsf lhjbc afcb lf [fk[bc lhjbc afcb
thsvfytsc afmnbehfl fh tvs[dtdf= kblthbc lhj eahj Zdbhbf- fvbnjv-
cfzbhjf ydtkf lfyfhxtyb vjthujc vbc ufyhbuc- fvbc ltvjycnhbht,ff kblthsf
vupfdhj,f mfkfmbc mext,ib- hjvkt,bw fv lhjc uflfbrtnt,f [jkvt=
fdnjhbntnekj,bc vybidytkjdfyb tktvtynbf sfdlfjtht,ekj,fw-
hbcsdbcfw kbltht,b cgtwbf keh nhtybyut,c uflbfy- obyfcofh tvpflt,bfy
ghtcrjmathtywbt,bcfsdbc lf f=i=
bvbjvtbrthsf obyfit lufc kblthbc cf[bc ufflfvbfyeht,bcf lf
xdtekt,hbd flfvbfyt,sfy= vbcb lff[kjt,bc amocana. vfufkbsfl- tkwbybc
htbnbyub vfc itvltu eahj fvfqklf- hfw bub jjf[sfy thsfl vbdblf
v[bfheksf lf cfphbfysf rke,bc uflfwtvbc cfyeht,kfl lfh,fpib=
cfyjdtksfjl uf[vfehlf fuhtsdt bc afmnb- hjv wyj,bkvf ht;bcjhvf tklfh
hbfpfyjdvf tkwbybc cf[kib cnevhj,bcfc se hjujh ufb[bf ifhdfkb
cfvpfhtekjc crfvpt= fv byajhvfwbfv lblb ufvj[vfeht,f hgjdf lf rbltd eahj
lff[kjdf cfpjufljt,f ghtpbltync= tc kehcvfyb fk,fs cgtwbfkehfl
obyfcofh xffztltc uflfqt,bc oby- vfuhfv fvfc fqfh hmjylf vybidytkj,f-
hflufy erdt itfchekf lfrbcht,ekb aeymwbf= fvbs bvbjvtbrthvf fxdtyf- hjv
kblthb w[jdhj,c bctsbdt gbhj,t,ib- hjujhSic yt,bcvbthb hecb= [fk[c
cbnydt,pt vtnfl jthf vjmvtlt,t,bc lf sfdbcb sdfkbs yfyf[b vjdktyt,bc=
felbnjhbbc lfbynthtct,f fctsb byajhvfwbt,bs vfmcbvfkehbf=
gjkbnbrjct,bcfsdbc ydtkfpt didi vbqotdff ghtpbltynj,f- rfywkthj,f-
ghtvbthvbybcnhj,f= fii-bc ghtpbltynj,bc rfylblfnbcfsdbc .dtkfpt
vybidytkjdfyb vf[fcbfst,kt,bf: rjvgtntynehj,f- Zfkf lf ghj,ktvbc
uflfoydtnbc eyfhb= hectsbc itvs[dtdfib-e,hfkjt,f- gfnbjcyt,f- gbhlfgbhj,f-
uflfoydtnbkt,bc vbqt,f- [fcbfsbc cbvnrbwt. genbybw lf vtldtltdbw wlbkj,ty
fctsfl vjfxdtyjy sfdb=
cfmfhsdtkjib kblthbcf lf ghtpbltynbc vsfdfhb vf[fcbfst,kt,b, [fk[bc
fphbs, eylf byjc f[fkufphlekj,f- ufyfskt,f- cbvfvfwt- tythubekj,f-
ghj,ktvbc uflfoydtnbc eyfhb= cfcehdtkbf cfcbfvjdyj ufhtuyj,f=
vf[fcbfst,kt,bc bc yfrht,b- hjvtkbw ittcf,fvt,f kblthbc bvbjc-
cfrvfjl ufvjrdtsbkbf lf sbsmvbc fh bwdkt,f= thsb v[hbd- xdty eylf
d[tlfdlts kblthc- hjujhw eahj Zkbthc lf fuhtcbekc xdtekt,hbd
flfvbfysfy itlfht,bs- vtjhtc v[hbd- vfy fh eylf ufvjfv;qfdyjc ythdbekj,f
lf fqtkdt,f cfrbs[t,bc uflfzhbc lhjc= bub eylf f[ltyltc bv
vf[fcbfst,kt,bc rjvgtycbht,fc- hjvtkbw vjwtvekbf [fk[bc- fvjvhxtdkbc
cehdbkt,ib= rhbpbcekb fy cfjvfhb cbnefwbt,bc lhjc kblthc fhf fmdc
eakt,f byjc lf,ytekb lf cecnb= ufdb[ctyjs cnfkbyb jvbc lhjc= vfy eylf
xfeythujc [fk[c cfresfhb sfdbc hovtyf- sfdlfjtht,ekj,f lf cbvidblt- eylf
ufvjlbjltc vidblj,bc ufhfynfl hjujhw fovyjib- fctdt vjvfdfkib, eylf
thbljc nhf,f[c lf ,fmb,emj,fc- [fk[c eylf fxdtyjc vjvfdkbc gthcgtmnbdbc
[tldf=
kblthsfy vbvfhst,fib bvbjvtbrthbc fvjwfyebia:=
1. fhct,ekb lflt,bsb vf[fcbfst,kt,bc ufZkbtht,f- lfvfnt,bsb cbnefwbbc
itmvyisas vfsb ufvjdktyis eahj vrfabjl lf yfskfl vj[ltyf;
2.bv efhyjabsb vf[fcbfst,kt,bc vj[cyf fy xfmhj,f- hjvkt,vfw itbZkt,f
bvjmvtljy cfpjufljt,hbd fphpt ytufnbehb res[bs= kblthbc bvbjbc
fvfqkt,fib lbl hjkc fchekt,c bc afmnb- se hjujhi eyfhbfyj,bs lf
Zfkbc[vtdbs iteZkbf kblthc thbc ghj,ktvt,bc uflfoydtnf=
ybmcjybc lhjc fctsb ghbjhbntnt,b byj dbtnyfvb- byakfwbf lf trjyjvbrf.
j,fvfcfsdbc fctsb ghbjhbntnt,bf thfyb- fdqfytsb- abyfycehb rhbpbcb-
trjyjvbrf= cjwbjkjut,vf fqybiytc- hjv fv ghj,ktvt,bc uflfzhf eahj
ittZkj j,fvfc- dblht vbc rjyrehtync= htbufyvf itZkj bvbc vbqotdf- hjv
cfpjufljt,fv bub vbbqj lf fqbmdf fhf hjujhw --yjdkbc vwjlyt~- fhfvtl
hjujhw Zkbthb gjkbnbrjcb= cfmfhsdtkjib f[kfyltki lf ufycfresht,bs
vjvfdfkb kblthbc obyfit itvltub ghbjhbntnekb cfrbs[t,b bmyt,f
nthbnjhbekb vskbfyj,bc fql-utyf- eveitdhj,bcf lf cbqfnfrbc fqvja[dhf-
trjyjvbrbc ufydbsfht,f=
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hjvtkbw fhct,j,c sdbs kblthib= vfcfc kblthib fvfcsfyfdt stfnhfkehj,f
lf gkfrfnehj,fw vjcojyc=
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fhfvtl eylf byjc xdtekt,hbdb- flfvbfyehb sdbct,t,bc vfnfht,tkbw= ufpts --
vjcrjdcrbt yjdjcnbc~ byajhvfwbbs lblb ,hbnfytsbc yjabk ghtvbth-vbybcnhc
njyb ,kthc itvltub sdbct,t,bs bwyj,ty _ fhbc gfnbjcfyb, vtjjf[t- yjdtk
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pjujth eydfhc ntktdbpjhsfy jljvf lf ntktcthbfkbc yeht,f= eydfhc fctdt
kelbc cvf vtuj,ht,sfy thsfl= vbcb cfydfhtkb obuybf dfknth crjnbc
“fbdtygj~= vecbrfib bub tsfydfyt,f lt,becbc- ,bskpc lf ,hbec cgfhbyunjyc=
eybdthcbntnib cofdkbcfc byj hjrjueabc cjkbcnb= bub sdbsjy bovtylc
at[cfwvtkc lf bwbc cfzvkbc vjvpflt,f=
ptvjsmvekbs d[tlfds- hjv cfmvt udfmdc xdtekt,hbd flfvbfysfy
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fvjvhxtdtksf lblb evhfdktcj,bcfsdbc=
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vfufkbsfl, lfcfdktsib ydtkfpt vtnfl fafct,ty kblthsf bcts vf[fcbf-
st,kt,c- hjujhbwff gbhlfgbhb- lqtlfqfv vihjvtkb- Zkbthb- uekohatkb-
sfdlfjtht,ekb lf f=i=
fv vf[fcbfst,kt,bc uflfnfyf ntkttrhfyt,cf lf yjabs ljytpt
bvbjvtbrthbc vsfdfhb fvjwfyf lf ghj,ktvff= ghjatcbjyfkt,b fcts hxtdfc
bZktdbfy- --byfdbs ,eyt,hbdb- vfuhfv ye uflffzfh,t,s~- bvfc- se hjujh
ufvjbyeht,bs- fhf yfrkt,b [ibhfl eahj vtnb vybidytkj,f fmdc- dblht bvfc-
hfcfw smdty kfgfhfrj,s=
vf[fcbfst,kt,bc thsb lf bvfdt cbblfy cgtwbfkbcnt,c c[dflfc[df cf[bc
bvbjbc itmvyf iteZkbfs= vfu. jjy vtbjjhbc itvs[dtdfib, ,htylfy ,hbecbc
smvbs, [fpb itbZkt,jlf ufcvekbyj vbc bcts sdbct,t,pt- hjujhbwff
f[fkufphlj,f- vbvpbldtkj,f- tythubekj,f- ufv,tlfj,f lf cgjhnbc
cbydfhekb fy rbltd vbcb lf,fkb cjwbfkehb ofhvjij,f- xdtekt,hbdb
utvjdyt,f- e,hfkjt,f- sfdfpbfyj,f- cbvidblt lf sfdvlf,kj,f= gbhdtk
itvs[dtdfib bc vjltkbht,lf hjujhw jjy rtytlbc nbgbc f[fkufphlf-
hjvtkbw ofbydfyc mdtyfyfc hflbrfkehb wdkbkt,t,bcfrty- vtjht itvs[dtdfib
rb hjujhw flfvbfyb- hjvtkbw fhct,ekb vlujvfhtj,bc- cnfnec-mdjc
ityfhxeyt,fc tcohfadbc= jhbdt itvs[dtdfib vtbjjhbc tc vf[fcbfst,kt,b
htfkj,blfy byj fqt,ekb lf cfpjufljt,bc obyfit ofhlutybkb= gjkbnbrjcbc
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vrdtshfl bylb-dblefkehb [fcbfsb eylf vbdfybzjs=
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[lt,f _ lf,flt,bc flubkb- fvf se bv atybcflvb- rkfcbcflvb resdybkt,f-
ufyfskt,f- mjyt,f= lfcfdktsib fuhtsdt vybidytkjdfybf vjhoveytf se fhf
gjkbnbrjcb lf hjvtkb htkbubbc vbvltdfhbf- fctdt rfybc athbw- stshrfybfyb
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jhb obuybc fdnjhb- ctyfnjhb- vfuhfv Zfkbfy ,tdhc tzdb tgfht,jlf fvthbrfibw
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byj= byajhvfwbf- hjv --bc welfl cofdkj,lf~ itbZkt,f ufvjytyt,ekb bmytc
gjkbnbrjcbc obyffqvltu=
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bydyty- lfcfdktsbc kblthsf evhfdktcj,f --hevfybnfht,b~, fvbnjvfw ezbhlfs
vfs cfthsj tybc ufvjyf[df= rjveybcnt,b ofvydfy sfyfvlt,j,t,pt yjdtksdbc
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sbsmjc ntmyjrhfnb mvybc- hevfybnfhb rb_akfyufdc= cf,zjsf [tkbceakt,bc
cfsfdtib gbhdtkb fhfntmyjrhfnt,bc _ ujh,fxjdbc- bfrjdktdbc- itdfhlyfZbc
[tkbceakt,fib vjcdkfv lfcfdktsbc kbltht,sfy ehsbthsj,f cek c[df
htkct,pt lffytyf lf sfyfvihjvkj,fw ufydbsfhlf=
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itbZbyf bctsvf Zkbthvf afmnjhvf- hjujhbwff mjyt,bc cbvlblhbc akj,f= tc
,eyt,hbdbwff. ofhcekc xf,fhlf bc lhj- hjwf tysepbfpvbs itbZkt,jlf
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rfylblfnbcfsdbc v[fhlfvzthsf inf,bc itmvyf- [tkvjotht,bc vjuhjdt,f-
fubnfnjht,bcf lf hoveyt,ekt,bc lfybidyf- vtsdfkyehtsf vbvfuht,f
cffhxtdyj e,yt,pt- it[dtlht,b fvjvhxtdkt,sfy- cfntktdbpbj htrkfvf-
rkbgt,bc- gkfrfnt,bcf lf ,erktnt,bc lfvpflt,f- [fk[bc ufvjrdt,f lf c[d=
elbltc abyfyceh itcfZkt,kj,t,c vjbs[jdc= dRevandel dRes mxolod
zemoCamoTvlili maxasiaTeblebis gaTvaliswineba ganapirobebs lideris
maRal imijs da mis warmatebas arCevnebSi.
rac Seexeba partiis imijis, sazogadoebriv-politikuri moZraoba
(partia) arsebiTad korporaciis saxesxvaobas warmoadgens, amitom,
partiis imiji aris korproraciuli imijis saxesxvaoba. partiis omiji
moicavs Semdeg elementebs: misi liderebis imijs; ideebs, romliTac
gamodis partia: ideologia, faseulobebi, morali; ideologiidan
gamomdinare miznebs, romelTa misaRwevad partia eswrafvis miiRos
xelisufleba (`patara saqmeebis~ Teoriis CaTvliT). deklarirebuli
miznebis miRwevis gzebs (saSualebebi); partiis wevrebis ganmazogadebel
maxasiaTeblebi, mis socialur-demografiuli portrets (romeli
socialuri da demografiuli fenebiT aris warmodgenili _ socialuri
mdgomareoba, asaki, Semosavali da a.S); partiis istorias, mis
reputacias (ra gaakeTa, rogor gamoiCina Tavi); partiis organizaciuli
daxasiaTeba (partiis masobrioba _ wevrebisa da regionuli
organizaciebis raodenoba infrastruqturis ganviTareba, partiuli
masmediis CaTvliT, axalgazrduli organizaciis arseboba dafinansebis
wyaroebi da sxv.); adgili TanafardobaSi `xelisufleba _ opozicia~,
agreTve soaxlove sxva partiebTan, socialur fenebTan, jgufebTan;
monawileobas regionalur procesebSi, saqmeebSi, movlenebSi; partiis
mxardaWeras damoukidebeli avtoritetuli pirebis mier (referentuli
pirebis Sefasebebi); simbolikas _ emblema, logotipi (abreviatura),
safirmo ferebi, saxeebi, droSa.
Catarebuli kvlevebi aCvenebs, rom partiis imijis struqturis
zemoT dasaxelebuli elementebi eleqtoratis qcevaze Tavisi
zemoqmedebis xasiaTis mixedviT SeiZleba daiyos faqtorebis xuT
jgufad: ramdenadaa cnobili partia; misi lideris mimzidveloba;
partiis sazogadoebrivi mniSvneloba, gavlena; partiis emociuri
mimzidveloba (populistoba, prestiJuloba, masobrioba, ramdenad iwvevs
simpaTias); socialur _ jgufuri idenTifikaciis done (warmodgenebi
imis Sesaxeb, Tu ramdenad asaxavs mocemuli partia konkretuli
amomrCevlis da im socialuri jgufis normebs, faseulobebsa da
interesebs, romelsac igi Tavs miakuTvnebs).
 lobisturi fiarteqnologia

interesTa jgufebi _ lobebi _ warmoadgenen konkretuli

politiuri miznebis irgvliv gaerTianebul individTa organizebul
erTobebs, romlebic gavlenas axdenen politikur gadawyvetilebebze.
lobistebi gamoxataven mosaxleobis garkveuli jgufis interesebs da
cdiloben daiTanxmon xelisufleba sxvadasxva fiar RonisZiebaTa
saSualebebiT am jgufisaTvis angariSis gasawevad.
arsebobs lobirebis sami taqtika:
1. uSualo lobireba. igi mimarTulia politikis SemmuSavebelTa
mimarT da xorcieldeba interesTa jgufebis warmomadgenelTa
saSualebiT. personaluri lobireba yoveldRiuri procesia _ mag.: aSS-
is gazis asociaciis lobistebs aqvT xelisuflebis 1200
warmomadgenlis sia, romlebic `xSirad unda moinaxulon, raTa
araoficialurad isaubron maTTan da informacia miawodon asociaciis
Sesaxeb~. lobistebis jgufis xelmZRvanels avs maRali rangis
mTavrobis moxeleebis mokle 140 kaciani sia, raTa Sexvdes TiToeul
maTgans miznis misaRwevad.
2. farTo masebis lobireba. masSi CarTulni arian dainteresebuli
jgufebis rigiTi wevrebi, agreTve is xalxi, romlebic ar Sedian am
organizaciebSi, magram TanaugrZnoben maT politikur miznebs. Tu
xelisuflebis warmomadgenlebi upasuxod toveben lobirebis
konvenciur (Cveul) taqtikas, jgufma SeiZleba mimarTos politikuri
protestis raime formas, gaficvas, gamosvlas da a.S.
3. sainformacio kompaniebi. igi mimarTulia sazogadoebisadmi.
interesTa jgufebi grZnoben, rom sazogadoebrivi mxardaWera maT
moqmedebas lobirebis procesSi kidev ufro met Zalas matebs. am mizniT
interesTa jgufebi mimarTaven sainformacio kampaniebs _ sazogadoebis
mxardaWeris mopovebisaTvis gamiznul organizebul saqmianobas, romlis
saSualebiTac jgufi Tavis Tvalsazriss acnobs sazogadoebas. pablik
rileiSenzi erT-erTi sainformacio taqtikaa. igi moicavs oratorTa
gagzavnas qveynis sxvadasxva regionSi mitingebze an broSurebis da
prospeqtebis Sedgenas da gavrcelebas. am taqtikis Zalze TvalsaCino
formaa gancxadebebis gamoqveyneba gazeTebsa da JurnalebSi, magram es
ZviradRirebuli taqtikaa.
aSS-Si yvelaze cnobil interesTa jgufebs warmaodgenen `amerikis
Sromis organizacia da sawarmoo profkavSirebis kongresi~, `amerikis
fermerTa biuroebis asociacia~ (warmoadgens fermerTa interesebs),
`biznesnemTa mrgvali magida~ (warmoadgens msxvil bizness) da `saerTo
saqme~ (warmoadgens xelisuflebis reformiT dainteresebul
moqalaqeebs).
amerikeli politologi robert d. patnemi Tavis naSromSi
`boulingi marto: sazogadoebrivi kapitalis flangva amerikaSi~
asaxelebs sxva lobistur gaerTianebebsac: garemos dacva (saieros
klubis tipi) nacionaluri organizacia da feministuri jgufebi (qalTa
nacionaluri organizacia), romlebic mniSvnelovnad gaizarda 70-ian 80-
ian wlebSi da dResdReisobiT sakuTar rigebSi asiaTasobiT wevrs
aerTianebs. aseve amerikis pensionerTa asociacia, romlis rigebi Tu
1960 wlisaTvis 400 000 wevrobis bileTis mqone pirs aerTianebda, 1993
wels 33 milionamde gaizarda. amis Semdeg asociacia iqca erT-erT
umsxviles arasaxelmwifo gaerTianebad msoflio masStabiT. am
organizaciaTa xelmZRvanelebi vaSingtonSi yvelaze gavleniani
lobistebis ricxvSi swored momxreTa mravalricxovani siebis
wyalobiT Sedian.
lobistur teqnologiebs xSir SemTxvevaSi manipulatoruli
xasiaTi aqvs, radgan lobebis interesebi yovelTvis ar modis
TanxvedraSi sazogadoebis danarCeni nawilis interesebTan, amitomac
lobistebs, romlebic kargad erkvevian xelisuflebis mier
gadawyvetilebis miRebs biurokratiul teqnologiaSi, sWirdebaT
sxvadasxva fiarteqnologiebis gamoyeneba xelisuflebis
dasarwmuneblad.
lobistebs rig SemTxvevaSi gaaCniaT garkveuli berketebi
xelisuflebaze zegavlenis mosaxdenad. Cveulebriv es aris xalxi,
romlebsac umuSaviaT xelisuflebis sakanonmdeblo da aRmasrulebel
organoebSi. dResdReisobiT aSS-Si mTavrobis uamravi moxele da
kongresis yofil deputatTa 50% lobistia, rac Tavis droze kongresSi
maT moRvaweobazec aisaxa.
umTavresi safrTxe, rac am zRvargadacilebuli lobizmidan
momdinareobs, mdgomareobs mis manipuliatorul xasiaTsa da
politikuri gadawyvetilebis demokratiuli da samarTliani principis
mixedviT miRebis xelisSeSlaSi.
samwuxarod, qarTul Sida politikaSi biznesis lobma
SemaSfoTebeli masStabebi miiRo. masSi biznesmenebis yofna tradiciad
iqca. maJoritari parlamentarobis saxelisuflebo kandidatebi
mniSvnelovan wilad biznesmenebisagan aris dakompleqtebuli.
politikosebi da eqspertebi bevrs saubroben xelisuflebisa da
biznesmenebis interesTa Tanxvedraze. warmatebulma biznesmenebma
gadawyvites parlamentaroba ZiriTadad TavianTi biznesis
lobirebisaTvis da sakuTari saqmianobis dasacavad mTavrobis wevrebTan
piradi urTierTobis awyobisaTvis. amas adasturebs sazogadoebrivi
azris gamokiTxvis Sedegebic. `kviris palitris~ SekiTxvas _
`nacionaluri moZraobis~ mier maJoritarebad wardgenil biznesmenebs
ra aRelvebT yvelaze metad? _ 401 respodentis pasuxebi Semdegnairad
gadanawilda.
 qveynis momavali _ 5.0%
 sakuTari biznesis momavali _ 51.2%
 xelisuflebis keTilganwyobis SenarCuneba _ 32.7%
 miWirs pasuxis gacema _ 11.1%
Tavad xelisuflebisaTvisac biznesmenis xelisuflebaSi yofna
ufro momgebiania, radganac is, jer erTi, politikaSi mosul biznesmens
ufro metad gaakontrolebs, radganac is TavianT bizness
gaufrTxildebia da urCobas veRar gabedaven; meore, xelisuflebas
aRar hyavs reitinguli pozitiuri figurebi, biznesmenebi ki
sazogadoebisaTvis mainc keTildReobasTan asocirdebian da
gamaRizianeblad ar gamoiyurebian. iqmneba iluzia, rom isini
mosaxleobis mdgomareobas gaaumjobeseben; da mesame, biznesmenebi
TavianTi saxsrebiT daafinanseben saarCevno kampanias,rac mmarTveli
partiis saarCevno xarjebs mniSvnelovnad Seamcirebs. aqedan
gamomdinareobs dRes saqarTveloSi mankieri praqtikis Seqmnis
tendencia, roca xelisufleba biznessa da politikas erTmaneTSi
akavSirebs da rasac politikur enaze oligarqia hqvia.
 aSS-Si biznesisa da politikis mimarTeba ufro `konstituciur~
xasiaTs atarebs, vinaidan biznesi politikaSi ZiriTadad arapirdapiri
gziT, iribi saxiT ereva. lobistebi arian yofili kongresmenebi.
deputatobis dros mas biznesTan pirdapiri kavSiri ara aqvT. Tavis
mxriv, biznesmenebic zemoqmedeben politikaze. maTi zemoqmedeba
gamoixateba ZiriTadad Semowirulobebis saxiT. rokfelerebis ojaxma
XX saukuneSi respublikur partias daaxloebiT 300 milioni dolari
Seswira. texasis sanavTobo kompaniebi reguliarulad uricxaven
saxsrebs rogorc respublikelebs, ise demokratebs. es Tanxebi mkveTrad
izrdeba arCevnebis periodSi. arcTu iSviaTad msxvili firmebi
saarCevnod Tanxebs uricxaven orive partias, rom Tavi daizRvion
`Secdomisagan~.
zogadad aSS-Si, personaluri marTvis amerikuli komitetis
monacemebiT yvelaze meti lobistisa da sxva polit-teqnologis
dasaqmebas `fabrik rileiSenzis~ sferoSi federaluri mTavroba
axorcielebs. magram is arasodes miscems Tavs uflebas, daikavos
romelime fiar –saagento, raTa uzrunvelyos `sajaro~ gubernatoris an
senatoris gamarjveba. postsabWoTa sivrceSi ki kerZo piari,
faqtobrivad, gadaejaWva uzomo siZlieris mqone administraciul
resurss, riTac saarCevno procesis diskreditireba moexdina.
qveynis gareT misi interesebis dasacavd lobisturi jgufi an
calkeuli lobisti SeiZleba warmoadgendes mTel qveyanas meore qveynis
xelisuflebis winaSe. mag: saqarTvelos hyavs oficialuri lobisti aSS-
is kongressa da mTavrobaSi, romelic warmoadgens saqarTvelos
interesebs aSS-Si, lobirebas uwevs saqarTvelosaTvis saWiro da
sasargeblo gadawyvetilebaTa miRebas aSS-Si. misi wliuri xelfasi 150
aTasi dolaria da gadaixdeba sakuTari xazinidan. saqarTvelos
xelisufleba fuls uxdis agreTve aSS-Si da evropaSi registrirebul
kompaniebs, magram viTareba sxvadasxvagvaria. evropaSi, aSS-sagan
gansxvavebiT kompaniebTan gaformebul xelSekrulebebsa da Tanxebze
informacia saxelmwifo struqturis arcerT saitze ar qveyndeba,
amitomac ucnobia damatebiT ra odenobis Tanxaa gadaricxuli
saqarTvelo xelisuflebis mxridan evropuli kompaniebisadmi. aSS-Si ki
es monacemebi gamWvirvale da saWiroa.
maTias huTeri, arasamTavrobo organizacia `saerTaSoriso
gamWvirvaloba saqarTvelos~ xelmZRvaneli, analitikosi da programis
menejeri Tvlis, rom `SeuZlebelia aSS-Si lobisturi kompania
saqarTvelos mTavrobisaTvis muSaobdes da amas ar amJRavnebdes, radgan
es jaSuSobad CaeTvleba, rac sisxlis samarTlis danaSaulia. amitom
amerikuli kompaniebi aSS-is iusticiis saministros gadascemen sajaro
informacias TavianTi saqmianobis Taobaze, sadac dawvrilebiT aRweren,
Tu romeli xelSekrulebis safuZvelze gauwies momsaxureba ama Tu im
qveynis xelisuflebas da maTgan ra odenobiT Tanxa miiRes~.
rogorc irkveva `vardebis revoluciis~ Semdeg saqarTvelos
xelisuflebam 2004 wlidan 2010 wlis 31 dekembramde ori milion eqvsasi
aTas dolarze meti Tanxa gadauricxa aSS-Si registrirebul lobistur
kompaniebs, rac bevrad aRemateba `vardebis revoluciamde~ imave mizniT
gadaxdil Tanxebs (iyo TiTo-orola SemTxveva, rodesac SevardnaZisa da
abaSiZis mTavrobebma lobisturi kompaniebi daiqiraves). zemoT
dasaxelebuli Tanxidan milion 306 aTas 800 dolari mxolod gasul
wels daixarja. 2010 wlis ganmavlobaSi saqarTvelos mTavrobam the
Podesta Group-s gadauricxes 600 000 aSS dolari; The iftaca Group-s 270 aTasi
dolari; Gephard Group-s 436 aTasi dolari, e.i. jamSi, rogorc ukve
mogaxseneT, milion 306 aTas 800 dolari daixarja.
saqarTvelos xelisuflebis mier aSS-Si registrirebuli
lobisturi kompania `The Group~-Tan gaformebuli xelSekrulebis
momsaxurebis grafaSi erT-erT punqtad aSS-is mTavrobasTan
urTierToba saxeldeba.
The Podesta Group-is damfuZnebeli da xelmZRvaneli toni podesta
yvelaze gavleniani pirovnebaa aSS-is dedaqalaqSi. misi kompania CineTis
politikur wrebsac uwevs lobistur momsaxurebas. toni podestas Zma
jon podesta TeTri saxlis aparatis ufrosi iyo bil klintonis
prezidentobisas da dResac didi avtoritetiT sargeblobs.
kuluaruli informaciiT, saakaSvili _ obamas Sexvedrebic
`podesta jgufis~ damsaxurebaa. rogorc zemoT avRniSneT, Cvenma
xelisuflebam 2010 wlis pirvel naxevarSi 600 aTasi dolari gadauxada
`podesta jgufs~ barak obamasTan Sexvedris organizebisaTvis, magram
maSin es ver moxerxda, Tumca mogvianebiT, riCard polbrukis
xsovnisadmi miZRvnil RonisZiebaSi saqarTvelos prezidentis
monawileobis dros Sexvedra mixeil saakaSvilsa da TeTri saxlis
administraciis warmomadgenlebs, kongresmenebsa da Tavad aSS-s
prezident barak obamas Soris mainc Sedga.
aseve cnobilia, rom saqarTvelos xelisuflebas xelSekruleba
aqvs gaformebuli amerikul kompania `geppard grupTanac~, sadac
mxolod erTaderTi momsaxrebaa dafiqsirebuli, lobireba da
samTavrobo urTierTobebis kuTxiT momsaxurebis gaweva saqarTvelos
mTavrobisaTvis.
Cvenda samwuxarod afxazeTisa da e.w. samxreT oseTis de faqto
xelisuflebebsac hyavT aSS-Si lobisti _ mark seilori, romelsac
orive de faqto xelisuflebisagan 720 000 dolari (Sesabamisad 360 000
_ 360 000) hqonia aRebuli. xelSekrulebiT gaTvaliswinebuli
momsaxurebis grafaSi gacilebiT meti CamonaTvalia, vidre saqarTvelos
xelisuflebis lobistur kompaniebTan gaformebul xelSekrulebaSi.
mag: afxazeTis de faqto mTavroba lobistebisagan iTovs
fiarmosaxurebasa da konsultaciis gawevas, aRweras presaSi, Tu ra
nabijebi gadadga afxazeTma demokratiis gasaviTareblad da
damoukideblobis gasaZliereblad: `samarTliani arCevnebis Catareba,
samarTlebrivi sistemis Seqmna, ekonomikis ganviTarebam qarTvelebisa da
sxva eTnikuri umciresobebis dacva~, iTxovs imis xazgasmas, Tu
ramdenad mniSvnelovania `ruseTTan kargi urTierToba~, maT Soris,
`ruseTis bazebis datoveba afxazeTSi~.
e.w. samxreT oseTis de faqto mTavroba lobistTan gaformebuli
xelSekrulebiT iTxovs fiarmomsaxurebas, romelic `samxreT oseTis
winaaRmdeg saqarTvelos mTavrobis warmoebul ZviradRirebul da
agresiul politikas~ amxels, aseve xazs gausvams, Tu rogor daicves
ruseTis sajariso formirebebma samxreT oseTis mSvidobiani
moqalaqeebi qarTuli sajariso formirebebisagan da rom saWiroa
ruseTis jarebis datoveba samxreT oseTis respublikis teritoriaze,
raTa Tavidan aicilos saqarTvelos axali Tavdasxma~.
lobirebis procesi Tanamedrove msoflioSi Tavisi struqturiT
sul ufri rTuli da mravalferovani xdeba, rac seriozul kvlevasa da
analizs saWiroebs. lobizms ormagi buneba axasiaTebs erTi mxriv igi,
rogorc teqnologia arsobrivad dadebiTi movlenaa Tanamedrove
politikaSi, vinaidan mas axasiaTebs:
1.warmomadgenloba _ interesTa jgufebi warmoadgenen xalxs
xelisuflebis winaSe.
2. monawileoba _ iZlevian politikuri monawileobis
saSualebas saerTo miznis misaRwevad.
3. ganaTleba _ miznis ganxorcielebis procesSi exmarebian
TavianTi wevrebis, mTlianad sazogadoebis da mTavrobis
moxeleebis ganaTlebas.
4. politikuri dRis wesrigis Camoyalibeba _ maT politikur
arenaze gamoaqvT axali sakiTxebi.
5. programebis monitoringi _ isini Tvalyurs adevneben
amomrCevelTaTvis mniSvnelovan samTarobo programebs da maT
Sesrulebas adgilebze.
magram meore mxriv, interesTa jgufebis sistema safrTxes uqmnis
politikuri Tanasworobis ideas, romelic 200-ze meti wlis winaT
daayena medisonma da romelic dResac gadauWrelia. ideas, romelic
koncentrirdeba principSi: `erTi adamiani erTi xma~.

kompoziciebi politikuri fiaris Temaze

* * *
XX saukunis dasawyisSi PR-is mamas edvard berneiss sabaleto dasis
impresario daukavSirda da soliduri gasamrjelos fasad gastrolebis
organizebaSi daxmareba sTxova. berneisma, rogorc amerikeli kulturis
kargma mcodnem, icoda, rom rusuli baletis gastrolebi
CavardnisaTvis iyo ganwiruli, radgan im periodis amerika baletiT
dainteresebas ar gamoxatavda. berneisi kargad icnobda Tavisi biZis (z.
froidi) fsiqoanalizis Teorias da sakuTari strategiac swored am
Teoriaze daafuZna. is Seecada amerikelTa negatiuri warmodgena
baletis Sesaxeb sagazeTo statiebiT Seecvala. erT-erTma Jurnalma
`Leaders Home Journal~ uari ganacxada balerinebis fotoebis dabeWdvaze,
radgan maTi qvedatani muxlis zemoT iyo. bernaizma brZana qvedatanis
boloebis dagrZeleba, fotoebi ki gamoqveynda aranakleb 20 yvelaze
saxelganTqmul gamomcemlobaSi. popularizacias xels uwyobda agreTve
rusuli wigni baletze. mTavari kiTxva, romelic wignis wakiTxvis
Semdeg ibadeboda, piaristebs ase esmodaT: `ratom eSiniaT amerikelebs,
iyvnen didebulebi~?
edvard berneisis dakveTiT sxvadasxva mimarTulebisa da Janris
Jurnal-gazeTebSi ibeWdeboda, rom baleti maRali xelovnebaa da rom
is mxolod elitaruli sazogadoebisaTvis aris gasagebi. yviTeli presa
sabaleto xelovnebis warmomadgenlebis sasiyvaruli istoriebiTa da
fotoebiT aWrelda. modebis JurnalebSi ki gaCnda statiebi, Tu rogor
iqmneba maTTvis sasceno tansacmeli. ramdenime amerikelma dizainerma
Seqmna iseTi tansacmeli, romelic feriT da dizainiT erwymoda
Semdgomi premieris kostiumebsa da dekoracias. SemoTavazebuli stili
Zalian popiliaruli gaxda da maRaziebic warmatebiT yididnen am
saqonels.
amiT berneisma SeZlo baleTis mimarT interesis mkiTxvelTa
sxvadasxva jgufebSi gaRviveba. xalxis nawils baleTis elitaruloba
izidavs, nawils ki _ bereisis mier varskvlavebad qceuli aqamde ucnobi
rusi balerinebi.
berneisis rCeviT, rusi impresario fuls ixdida, rom amerikel
dizainerebs rusuli ferebi da Strixebi gamoeyenebinaT TavianT
koleqciebSi. male mexuTe avenius maRaziebSi rusuli tradiciuli
samosis STagonebiT Seqmnili perangebiT gamoCnda.
gastrolebis dawyebamde ramdenime TviT adre bereneisma
sazogadoebis msjelobisaTvis Semdegi Tema SesTavaza _ uxdebaT Tu
ara amerikel kacebs daxvewili manerebi. erT-erT JurnalSi
wamowyebuli forumi, erTi SexedviT, baletTan aranair kavSirSi ar iyo.
Tumca, forumis monawileTa nawili amtkicebda, rom amerikel kacebs
rcxveniaT, rodesac galanturobas iCenen. qalebi ki ambobdnen, rogor
eZebdnen daxvewil mamakacebs, romlebic maTTan erTad gaiziarebda
romantikul ideebs da siamovnebiT gayveboda mas operaSi morig
premieraze. berneisma izruna imaze, rom rusi balerinebi elitasTan,
sasiyvaruli istoriebTan, maRal xelovnebasTan da modasTan
yofiliyvnen asocirebulni. damagvirgvinebeli nabiji saguldagulod
organizebuli Sexvedra iyo diagilevis dastan niu iorkis portSi.
mravalricxovani amerikeli da sazRvargareTuli masmediis, agreTve
portSi mowveulebis winaSe wardga aRfrTovanebuli xalxi, isini
aRtacebiT egebebodnen dass da msaxiobebs yvavilebiT avsebdnen. baleti
mravalricxovani publikaciebis ZiriTadi Tema gaxda da elituri
qronikis centrSi moeqca. Sedegad, amerikelebi pirveli turis
dawyebisTanave meoris bileTs iTxovdnen. berneisma imazec izruna, rom
portSi dasis Sesaxvedrad misuli amerikeli qalebis fotoebi
erTdroulad ramdenime gazeTSi dabeWdiliyo. warmodgenamde ramdenime
dRiT adre yvela bileTi gaiyida. 1915 wlis pirveli msoflio omis
fonze rusuli sabaleto dasis gastrolebi sruli anSlagiT Catarda.
qveyanaSi, sadac baleti ar uyvardaT da sadac sakmaod. krizisuli
ekonomikuri viTareba iyo, rusulma dasma turne gaimeora.
* * *
 20-ian wlebSi berneisis miRwevebiT amerikeli biznesmenebic
dainteresdnen. man SekveTa miiRo `proqter end gembelisagan~, romelic
sapnis gayidvas cdilobda. z. foroidis disSvilma sazogadoebaSi
gamokiTxva Caatara imis Sesaxeb, Tu rogori saponi moswonT qalebs da
Semdeg Tavisi statiebiTa da reklamiT daumtkica maT, rom mis mier
miwodebuli produqcia swored iseTi iyo, rogoric maT sWirdebodaT.
edvard berneisma aqcenti bavSvebze gaakeTa. man sayovelTao kampania
wamoiwyo _ skolis moswavleebs `proqter end gembelis~ sapnis Sesaxeb
istoriebis dawera SesTavaza da saukeTeso namuSevrisaTvis prizi
daawesa. maSin media siamovnebiT aRniSnavda, rom bavSvebma, romelTac
saponi ar uyvarT, `proqtor end gembelis~ meSveobiT am aucilebeli
produqtis mimarT damokidebuleba Seicvales. kargad Catarebuli
kampaniis meSveobiT media saerTo mxiarulebaSi Caeba da `proqter end
gembels~ ufaso reklama gauwia.
paralelurad, `proqter end gembelis~ sapnis skulpturebis
konkursi moawyo da monawileebs masalad `proqter end gembeli~ saponi
SesTavaza. mozardebma ki TiTqos TavianTi iniciativiT qalaqSi
skulptoruli Zeglebis dasufTavebaze izrunes da Zeglebi TavianTi
`sayvareli produqtiT~, `proqter end gembelis~ sapnis xsnariT
garecxes.
mas Semdeg, rac `proqter end gembelis~ produqcia sasiamovno
movlenebTan gaxda asocirebuli, gayidva gaizarda.

* * *
yvelaze gaxmaurebuli SekveTa berneisma `amerikan tobako
kompaniisagan~ miiRo. rodesac `lakistraikze~ moTxovna katastrofulad
daeca, misma mepatronem jorj vaSington hilma, berneiss
daxmarebisatvis momarTa. qveyanaSi mweveli mamakacebis raodenoba didi
ar iyo da kompanias gakotreba emuqreboda. berneisma mwevelebis
raodenobis gazrda sigaretiT qalebis dainteresebis gziT gadawyvita.
man kidev erTxel gamoiyena biZa froidis moZRvreba qalebis faruli
survilebis amosacnobad. yvela qals ki, rogorc froidi amtkicebda
mamakacebTan Tanasworoba da Tavisufleba surs. male niu-iorkSi
`lakistraikis~ axali reklamebi gamoCnda, romlebzec quCaSi Tamamad
momavali mweveli qali iyo aRbeWdili. sul mokle xanSi qalebi
sigarets ukve `Tavisuflebis cecxls~ uwodebdnen da demonstraciulad
xalxSi eweodnen. qali sigaretiT xelSi mas Semdeg sazogadoebaSi did
vnebaTaRelvas iwvevda. samagierod, `lakistraikis~ gayidva gaizarda da
berneisma `amerikan tobako kompaniisagan~ didi Tanxa miiRo.
adgilobrivi televizia Sexvedras awyobs mixalkovTan. Sexvedarze
mixalkovi amtkicebs, rom Camovida kandidat N-is mxardasaWerad.
qaRaldze yovelive es damajereblad da gaazrebulad moCans _
soliduri politikuri PR, Tumca sinamdvileSi yvelaferi sxvagvarad
xdeba. dagegmili RonisZiebebidan mxolod kandidatTan xelis
CamorTmeva xerxdeba. furSetze araCveulebrivi mixalkovis fonze
kandidati hamleTis mamis aCrdiliviT Cans. mixalkovi xumrobs, xalxs
uaxlovdeba, kandidati ki, romlis gamoc yovelive es xdeba, scenis ukan
gadis. naklebad efeqturad ar gamoiyureba n. mixalkovi satelevizio
gadacemebSic. momzadebul kiTxvaze gulwrfeli pasuxis Semdeg: `diax,
Cemi Camosvlis erT-erTi mizani N-is mxardaWeraa, man es, mgoni
mTlianad...~, ostati iwyebs Tavis erT-erT ubrwyinvales improvizacias.
is saubrobs kulturaze, Tavis filmze, saerTod kinoze... rogorc wesi,
am improvizaciebs ar aqvs Sinaarsi, Tumca STabeWdileba... eTeris Semdeg
mayureblebs rom hkiTxes, raze iyo gadacema, ubralod getyvian: `nuTu
gaugebaria? mixalkovi Camovida~. ra dros kandidatia! ra dros
arCevnebia! es aravis axsovs. nikita mixalkovis saxe ukve didi xania
politikuri PR-saSualebaa. roca saqme exeba n. mixalkovs,
politikosebis maniakaluri survili, gverdiT daiyenon yvelaze
cnobili saxe, maTTvis Tavzardamcemi kraxiT sruldeba. n. mixalkovis
gverdiT nebismieri rusi politikosi sacodavad da araraobad
gamoiyureba~.
saxe-vampiris ostatebi fokusis mkeTeblebi arian: maT mayureblis
yuradReba gadaaqvT fokusis saidumlodan da mis koncentrirebas
meorexarisxovan detalebze axdenen.
* * *
xSirad ixseneben, Tu rogor gamoiyena vaSingtonma sakuTari
avtoriteti niunbergis embionuli ajanyebis Casaqrobad. CasvlisTanave
man oficerTa korpusSi Sekreba brZana da am Tavyrilobis ganmavlobaSi
im anonimur saCivarTa siebi ganixila, romlebic armiis rigebSi
samoqalaqo pirTa mier iyo gavrcelebuli. vaSingtonma damswreT
mianiSna, rom amgvari dokumentebis arseboba maTi mxedruli
RirsebebisaTvis Seuferebeli iyo. winaswar momzadebul mimarTvaSi man
gamoTqva rwmena, rom SeswevT unari `yvelaze rTul gansacdelze maRla
dgomisa~ da `STamomavlobisaTvis brwyinvale magaliTis micema~.
adamianTa xasiaTisa miseuli codna arasodes yofila ise TvalsaCino,
rogorc maSin, rodesac man warmoTqmuli mimarTvis bolosaTvis
werilis wasakiTxad saTvale moirgo da amiT jariskacebs sakuTari
TvalisCinis Sesustebis Sesaxeb amcno: `Tqvens samsaxurSi gavWaRaravdi,
axla mgoni vbrmavdebi kidec~. Semdeg moixsna saTvale da drbazi
datova. rogorc amboben, msmenelTagan bevri atirda.

* * *
erTi SexedviT gamoucdel mayurebels hgonia, rom teledebatebis
dros yvelaferi spontanurad, improvizirebulad xdeba. sinamdvileSi,
TiToeuli kandidatis gundi SeimuSavebs telescenars da cdilobs
mowinaaRmdege Tavisi gegmiT waiyvanos da Seityuos winaswar dagebul
maxeSi.
Tanamedroveobis erT-erTi cnobili reklamisti Jak segela wers,
rom krivis msgavsad, teledebatebSi xSirad yvelaferi pirvel raundSi
wydeba. miteranma dasawyisSive miayena dartyma Siraks, roca uwoda
`batoni premier-ministri~. Sirakma Tavi ver Seikava da ankesze wamoego:
`neba momeciT SevniSno, rom am saRamos ukve arc me var premier-ministri
da arc Tqven prezidenti. Cven ori Tanabari uflebebis mqone kandidati
varT frangebis samsjavroze gamosuli...
Tqven bolo absoluturad marTali brZandebiT, batono premier-
ministro, - miayola isev miteranma da Siraki nokdaunSi Caagdo.

* * *
 cnobilia Jak segelas 8 mcneba, romelic politikuri reklamis
saqmeSi gamoiyeneba:
1. xmas aZleven pirovnebas da ara mis partias;
2. xmas aZleven ideas da ara ideologias;
3. xmas aZleven momavals da ara warsuls;
4. xmas aZleven socialur motivs da ara politikurs;
5. xmas aZleven adamian-legendas da ara uferul pirovnebas;
6. xmas aZleven saintereso bedis pirovnebas da ara Cveulebrivi
bedisas;
7. xmas aZleven gamarjvebuls da ara xelmocaruls;
8. xmas aZleven WeSmarit da ara yalb Rirebulebebs.

* * *
`Tavisi winasaarCevno kampaniisas, 1980 wels, ronald reigani
xSirad iyenebda frazas: `dacemaa _ roca samsaxurs kargavs Tqveni
mezobeli, depresia _ roca samsaxurs Tqven kargavT, aRmavloba _ roca
samsaxurs jimi karteri kargavs~. aman daarwmuna amerikelebi da jimi
karterma samsaxuri dakarga. xolo aRmavloba `reiganomikidan~ mainc
daiwyo. `rasac hqvia, Sevpirdi da Sevasrule~.

* * *
frangi Jak segala msxvili sareklamo kampaniebis, maT Soris
politikuri Sexedulebebidan gamomdinare, mxolod demokratebTan
muSaobs. man arCevani `gaWianurebis~ gamoyenebiT ase daasabuTa: `ar unda
daviviwyoT, rom ramdenime aTwleulis win Sexvdnen moyvaruli mxatvari
da genialuri sareklamo agenti. erTad maT kinaRam gaanadgures samyaro,
pirveli iyo hitleri, meore _ hebelsi~.

* * *
prezidentma linkolma mas uTxra: `es Tqven xarT omis damwyebi
patara qalbatoni~?
am qals araferi dauwyia. is marTlac, patara iyo, Zalian
religiuri, hyavda ramdenime Svili, hqonda saSineli Tavis tkivilebi da
mcire saxsari sacxovreblad. mas ar dauwyia es omi. man ubralod
dawera `biZia Tomas qoxi~.

* * *
`boris elcinis ukanaskneli oficialuri gamosvla, warmoadgens
spiCraiTerTa maRalxarisxiani muSaobis magaliTs. gverdnaxevrian
teqstSi maT Caties zustad SerCeuli emociebi, v. putinis kandidaturis
aSkara mxardaWera saprezidento arCevnebSi da elcinis gancxadeba
istoriaSi adgilis Taobaze.
am gamosvliT elcinma upirveles yovlisa, ganaiaraRa
mowinaaRmdegeebi, romlebic fiqrobdnen, rom is yvela gziT Seecdeboda
xelisuflebis SenarCunebas da mas ar daTmobda. sinamdvileSi, mTeli
misi mmarTvelobis ganmavlobaSi asec iyo, Tumca bevrs mxolod es
ukanaskneli populisturi Jesti daamaxsovrda, maSin, roca misi
saprezidento uflebamosilebis dasrulebamde 6 TveRa iyo darCenili.
elcinma xazi gausva konstituciisadmi erTgulebas Tavisi mxridan
da rus ers patiebac ki sTxova. ukanasknelis Tqmis arqetipula rusuli
cnobierebisTvis, swored amitomac gamoiyureboda ase efeqturad.
elcinis retingi maSinve, minimum, gaormagda. prezidentma
Tanamoqalaqeebs patieba sTxova imisTvis, rom `bevri Cveni saerTo
ocneba ar ganxorcielda~, `rom ver gavamarTle im xalxis imedebi,
romlebsac sjeroda, rom xelis erTi mosmiT nacrisferi,
totalitaruli warsulidan gadavxtebodiT naTel, mdidar,
civilizebul momavalSi~.

* * *
erT-erTi pirveli warmatebuli PR-kampania amerikaSi iyo aivi lis
naSromi _ profesiuli PR-is damaarsebeli. 1914 wels koloradoSi,
rokfeleris maRaroSi, gaficvam ifeTqa, maT winaaRmdeg ki iaraRi
gamoiyenes. aman aRSfoTeba gamoiwvia sazogadoebaSi. `brZola
ludlouSi~ _ ase daarqves gazeTebma gaficvis Sedegs. programa,
romelic realizebuli iyo aivi lis mier, moicavda kompaniis
xelmZRvanelebisa da muSebis kavSiris Seqmnas, im mizniT, rom ganexilaT
maRaros muSebis Civilebi, gaevrcelebinaT maRaros muSebis Civilebi,
gaevrcelebinaT obieqturi informacia masmediaSi da SeecvalaT
rokfeleris imiji mosaxleobis, sazogadoebisa da masmediis TvalSi. am
programis Sedegad gaqra `mrisxane mefis~ imiji da Camoyalibda azri
rokfeleris Sesaxeb, rogorc patiosan moxuc jentlmenze, romelic
zrunavs ara mxolod Tavis interesebze, aramed sazogadoebis
interesebzec. masalaSi, romelic aivi lim moamzada, rokfeleri
naCvenebi iyo Cveulebriv cxovrebiseul situaciabSi, yvebodnen mis
religiurobaze, mis iumoris grZnobaze da sxvadasxva hobize.
rokfeleris saqvelmoqmedo saqmianoba da mecenatoba, sadac is DdidZal
fuls xarjavda, saqveynod cnobili gaxda, ramac sabolood Secvala
damokidebuleba am magnatis mimarT.

* * *
monika levinskis saqme amerikis erT-erTi eqsprezidentis bil
klinTonis winaaRmdeg uprecendento PR-movlenad gvevlineba. rogorc
cnobilia, prezidentis mowinaaRmdegeebi brals sdebdnen mas
amoralurobasa da znedacemulobaSi da miiswrafvodnen, impiCmentis
procedura daewyoT. TeTri saxlis PR-specialistebis jgufma moaxerxa,
mieRwia am saqmeze muSaobisas dadebiTi SedegebisaTvis, marTlacda,
yvelaze skandalur saqmeze amerikis politikis istoriaSi.
sakmaod mniSvnelovani roli iTamaSa fiaristebis miTiTebebma
sxvadasxva reitingis dros amerikelebis sazogadoebrivi azris
gamokiTxvis safuZvelze. miuxedavad imisa, rom stuacia Zalze saCoTiro
iyo da prezidenti sasamarTloSic ki miiyvanes, misi reitingi mainc
maRali iyo. amas xeli Seuwyo ekonomikurma situaciam qveyanaSi.
`ekonomika upirvelesad~ _ swored am faqtma ganapiroba klintonis
winaaRmdeg iuridiuli koliziis warmatebuli ganviTarebis SeCereba.
reitingebis moxerxebulma gamoyenebam mtkivneuli dartyma miayena
mowinaaRmdegeebis moTxovnebs, moieriSe mxares TiTqos sunTqvas
uxSobda. es bolos da bolos saboloo arCevnebis Sedegebze aisaxa
kongresSi.
rac Seexeba mosaxleobis azrs, skandalis pikis Semdeg yvelaferi
ukeTesobisaken icvleboda. ra Tqma unda, fiaristebis gareSe _ ara.
sanam iuristebi ebrZodnen erTmaneTs axal-axali alibebis ZebnaSi,
gaCnda azri: `prezidentic adamiania da araferi adamianuri misTvis
ucxo ar aris~.
amerikelTa nawili pativs scemda Tavis prezidents, xolo monika
sazogadoebis TvalSi Sarian da cbier pirovnebad gamoCnda.

* * *
antikrizisuli fiari warmoadgenda erT-erT mimarTulebas piarSi.
krizisi, romelic ganicada kompania `esqonma~ 1989 wlis martSi,
yvelaze umZimesi iyo rogorc ekologiis, ise fiaris istoriaSi.
alaskaSi, princ uiliamsis mRvimeSi, korporaciis tankeri CaiZira,
amis Sedegad 260 aTasi gauwmendavi navTobi daiRvara, dabinZurda aTas
kvardatul milze meti wyali, dazianda 600 mili sanapiro zoli,
ekologiuri SedegebiT 4 aTasi zRvis binadari daiRupa.
korporaciis pirveli Secdoma gaxldaT is, rom maTi azriT,
mmarTvelobis pirveli xelmZRvaneli ar unda misuliyo SemTxvevis
adgilas. direqtorTa sabWom gadawyvita, rom danaSaulis aRiareba da
materialuri daxmarebis gaweva sakmarisi iyo.
meore Secdoma dauSva organizaciis mediacenrtma masmediis
informirebisas qalaq valdezSi, avariis adgilas. niu iorkTan
oTxsaaTiani gansxvaveba ar iZleoda reitingul dros pirdapir eTerSi
CarTvisaTvis, xolo preskonferenciebi dilis gazeTebisaTvis gvian
Catarda. alaskas moSorebuli qalaqi telekomunikaciebis datvirTvas
ver umklavdeboda, mediacenrtTad dakavSireba SeuZlebeli iyo. `eqsoni~
dadanaSaulda informaciis dafarvasa da mkacr gakontrolebaSi.
qronologiurad mesame, magram mniSvnelobiT pirveli Secdoma _ iyo
neli reaqcia krizisze. xelmZRvanelis pirveli oficialuri komentari
momxdarTan dakavSirebiT kompaniam mxolod erTi kviris Semdeg gasca.
wesiT, ki katastrofis dRidan ara umetes 48 saaTSi unda momxdariyo.
Semdegi Secdoma _ mcdeloba, ar miepyroT sazogadoebis
yuradReba krizisze da SeemsubuqebinaT avariis arsebuli masStabebi.
kompaniis xelmZRvanelis, lorens roulis windauxedavma mosazrebebma
mxolod gaamwvava situacia. erT-erT teleinterviuSi man ganacxada: `ar
SemiZlia, gauwyoT detalebi gasufTavebis gegmaze, is sakmaod didi da
rTulia, me jerac ar wamikiTxavs igi, radgan uzarmazari kompaniis
xelmZRvanels dro ar aqvs, ikiTxos yvela gegma~.
mexuTe Secdomad SeiZleba CaiTvalos kompaniis udieri muSaoba
krizisis Sedegebze. magaliTad, mas surda alaskas sazogadoebrivi
radiosadgurisaTvis gadaericxa 30 aTasi dolari razec uari miiRo,
radgan es Zalian hgavda mosyidvas.
krizisi gagrZelda 7 weli da kompaniidan 2.5 miliardi dolari
gamowura ubeduri SemTxvevis Sedegebis dasafaravad.
krizisis dros ar SeiZleba SemovifargloT formaluri
moqmedebebiT _ gulwrfel SeSfoTebasa da namdvil TanagrZnobas ver
Secvlis verc milioni dolari da verc _ asobiT sareklamo bloki.
 * * *
policiisadmi arakeTilganwyoba TiTqmis yvela qveynis mosaxleobas
saerTo damaxasiaTebeli Tvisebaa. magram PR-teqnologiebisaTvis
araferia SeuZlebeli. am mxriv sayuradReboa amerikis samarTaldamcav
organoTa gamocdileba.
80-ian wlebSi amerikaSi agorda sazogadoebrivi protestis talRa
policiis Zaladobis winaaRmdeg. movlenis provocireba moaxdina
policielTa mier los anjelesis mkvidris umowyalo cemis faqtma,
romelmac farTo gaSuqeba pova amerikul mediaSi da sazogadoebrivi
msjelobis sagani gaxda. amas mohyva gaxmaurebuli sasamarTlo procesi,
policiis xelmZRvanelobis daTxovna, TanamSromelTa xelaxali
atestacia da sakadro wmenda, asevev sabiujeto asignirebis Semcireba.
gaCnda policiisa da mosaxleobis TanamSromlobis populiarizaciis
aucilebloba.
yuradReba umTavresad maxvildeboda kanonebisa da Sesworebebis
saerTo _ saxalxo ganxilvaze. magaliTad, `mowmeTa dacvis programas~
win uswrebda gamZafrebuli diskusia. presas mohyavda sxvadasxva faqti,
iuristebi kamaTobdnen terminTa ganmartebebze, gadaRebul iqna
mxatvruli filmebi, ToqSouebSi monawileobda aTeulobiT adamiani,
romelTac uSualo Sexeba hqondaT CvenebaTa micemis problemasTan... ra
Tqma unda, mowmis dumilis umTavresi motivia borotmoqmedis mier
SurisZiebis ganxorcielebis safrTxe. magram damnaSavis Tavisufleba
xom aranakleb safrTxes Seicavda?! rodesac sazogadoebam es bolomde
gaacnobiera, programa miRebul iqna.
farTo msjelobis sagani gaxda aseve Sesworeba `sasjelmoxdil
damnaSaveTa Sesaxeb~ kanonisaTvis, e.w. Megan`s law. yvelaferi daiwyo
saSineli ambiT: gogona mokla Tavisma mezobelma _ yofilma
seqsualurma maniakma, romelic sasjelis moxdis Semdeg ramdenime wlis
ganmavlobaSi cxovrobda, rogorc samagaliTo moqalaqe. daiwyo am
faqtis ganxilva masmediaSi. amas mohyva cxare kamaTi ojaxebsa Tu
samsaxurebSi, momxreebsa da mowinaaRmdegeebs TavianTi argumentebi
mohyavdaT. mTavari iyo is, rom amerikelebma saerTo ena monaxes sakuTar
policiasTan, sabolood Sesworeba miiRes.
1996 wels iwyeba masStaburi msjeloba Semdeg sakiTxze: `ra
damokidebuleba gaqvT ~CaSvebis~ mimarT?~ agorda gamokiTxvebisa da
ToqSouebis talRa. erTi SexedviT, policiis interesebTan am
problemis kavSiri arcTu TvalsaCinoa. miuxedavad amisa, swored
diskusiis msvlelobisas `CaSvebas~ Caenacvla `sazogadoebrivad
mniSvnelovani informaciis miwodebis~ cneba.
Semdegi nabiji iyo mosaxleobis CarTva damnaSaveTa Zebnis
procesSi. Seiqmna `policiuri serialebi~, sadac TamaSobdnen
eWvmitanilTa fotorobotebisnairi garegnobis mqone msaxiobebi, xolo
siuJeti viTardeboda SemTxvevis adgilze da emTxveoda danaSaulis
Cadenis savaraudo dros. es aadvilebda mowmeTagan sasargeblo
informaciis miRebas. TviTmxilvelebi policias ukavSirebdnen
damnaSaveTa daWeris aseT `SemoqmedebiT~ procesSi monawileobis Sanss.
sazogadoebam aqtiuri da pozitiuri reagireba moaxdina.
maSasadame, sworad mimarTuli sainformacio nakadebis wyalobiT
amerikelebs meti sababi gauCndaT emsjelaT ara `policiis winaaRmdeg~,
aramed policiasTan erTad.
 * * *
arsebobs sxvadasxva azri imis Sesaxeb, Tu rogor izrdeboda
Taobebi sabWoTa kavSirSi _ propagandiT, ideologiT Tu PR-iT.
dResdReisobiT specialistebi fiqroben, rom sabWour sazogadoebaSi
arsebobda PR-is elementebi. gavixsenoT Tundac sazogadoebrivi
mravalferovneba ama Tu im sawarmoSi, organizaciaSi, skolaSi,
pionerTa banakebSi. Tavisi arsiT sapirvelmaiso paradi es tipiuri PR-
RonisZiebaa, iseve rogorc `Голубой огонёк~ iTvleba yvelaze `gaqaCul~
satelevizio proeqtad, xolo programa `Время~ _ sazogadoebrivi azris
formirebis mZlavr iaraRad.
anda aviRoT magaliTad, radios promouSeni 20-30-ian wlebSi.
televizia jer ar iyo, xolo presa Znelad aRwevda qveynis Soreul
regionebSi. im dros radiomimRebi Zvirad Rirebuli nivTi iyo.
specializebulma Jurnalebma `Радио Фреит~ da `Радио-Всем~
popularizaciis farTo kampania gaSala. mTavari motivi iyo ekonomika _
momxmarebels sTavazobdnen, damoukideblad aewyo radiomimRebi
sxvadasxva detalisagan, vinaidan mza mowyobiloba sakmaod Zviri Rirda.
es savsebiT SesaZlebeli iyo radioteqnikis Seswavlis SemTxvevaSi,
JurnalebSi qveyndeboda am Temisadmi miZRvnili statiebi da rCevebi,
xolo cnobili inJinrebis _ kubarkinisa da SapoSnikovis sqemebi
nebismier msurvels egzavneboda sul raRac oTx kapikad. iyideboda nou-
hau _ deficituri radiomimRebebis awyobis meTodebi. zedmetia imaze
saubari, rom JurnalebSi xdeboda sabWoTa radiowarmoebis siaxleTa
reklamireba. Jurnalebis gamocema sakmaod momgebiani iyo milioniani
tiraJis gaTvaliswinebiT.
Tavis mxriv, radiosadgurebi cdilobda, axalgazrdaTa yuradReba
miepyroT axali gadacemebiT: xorcieldeboda radioeqspediciebi pamirsa
da Sua aziaSi, xdeboda avtomobilis translireba, awarmoebdnen
pirdapir reportaJebs da a.S.
qveynis radioficirebaSi mogvianebiT CaerTvnen radioqarxnebi,
romlebic arigebdnen radiomimRebebs soflebSi, skola _ internatebSi,
aCvenebdnen gaTamaSebebs glexebisaTvis. moxda wiTelarmielTa
mobilizebac. samxedroebs CahqondaT radioebi sxvadasxva adgilas. amiT
xdeboda armiisa da xalxis erTianobis demonstrireba, samxedroTa
prestiJis amaRleba.
paradoqsulia, magram radiomoyvarulebi dRemde amtkiceben, rom
yvelaferi es xorcieldeboda SiSveli enTuziazmiT da xalxis
gulwrfeli interesiT teqnikisadmi.

* * *
winasaarCevno rbolis mosagebad politikuri liderebi ukan
araferze ixeven, maT Soris _ arc saerTaSoriso skandalebis winaSe,
romelTa gaugonar PR-svlebs axorcieleben.
ase, indoeTSi didi skandalis mizezi gaxda jorj buSi ufrosis
kata, saxelad india. indoelebma es faqti Seuracxyofad aRiqves. maT
pirvelsave lekvs aSS-is maSindeli prezidentis saxeli daarqves da
saprotesto aqcia moawyves amerikis sakonsulos win bodiSis moxdis
moTxovliT.
amerikelma diplomatebma mobodiSebaze uari ganacxades,
miuTiTebdnen ra uzustobaze, kerZod imas, rom katas sinamdvileSi
erqva india-inki. magram indoelebs aseTi wvrilmanebi ar ainteresebdaT.
indoeTis partia agrZelebda situaciis daZabvas sazogadoebaSi
antiamerikuli ganwyobis gasaZliereblad da Tavis amomrCevels
mouwodebda yvela ZaRlisatvis jorj buSis saxeli daerqmiaT.
am qmedebam qveyanas simSvide ar moutana, piriqiT, didi aliaqoTi
da indoeTis partiis reitingis zrda gamoiwvia. Sedegad, bevrma
moqalaqem swored am politikur Zalas miando Tavisi momavali.
miuxedavad amisa, skandalebi ar aris popularulobis miRwevis
erTaderTi saSualeba.

* * *
rogorc cnobilia, movlenis Seqmna PR-is erT-erTi mTavari
elementia. istorias axsovs iseTi SemTxvevac, rodesac PR-ma qalaqi
gadaarCina am sityvis pirdapiri mniSvnelobiT. saqme exeba pensilvaniis
qalaq beTlehems. odesRac es iyo metalurgiuli warmoebis centri,
adgilobrivi foladCamomsxmeli kompaniis produqcia mTel msoflioSi
gadioda. mompovebel kombinatSi, metalurgiul qarxanasa da masTan
dakavSirebul sawarmoebSi dasaqmebuli iyo qalaqis mkvidrTa
umravlesoba. magram mas Semdeg, rac mTeli rigi mizezebis gamo daiwyo
warmoebaTa Semcireba, beTlehems mZime dReebi daudga. male
metalurgiuli qarxana saerTod gaCerda, xolo mis saamqroebs boevikis
Janris filmebis gadasaReb pavilionTa saxiT aqiravebdnen. xalxma
dakarga samuSao da nelnela tovebda qalaqs.
swored maSin municipalitetma gadawyvita, rom qalaqs gadaarCenda
super-movlena _ grandiozuli yovelwliuri zeimi (dResaswauli).
specialistebma SeimuSaves dResaswaulis Tematika da aRniSvnis forma,
xolo Semdeg Seudgenen sazogadoebrivi urTierTobebiT
gaTvaliswinebuli RonisZiebebis gatarebas.
pirvel rigSi, adgilobrivi masmediis meSveobiT moxda mosaxleobis
informireba dResaswaulis arsisa da am movlenis mniSvnelobis Sesaxeb.
Semdeg ki gaCnda gancxadebebi vakansiebis SemoTavazebiT. dResaswauli
saWiroebda aTasamde muSaxels: gamyidvelebs, oficiantebs, dacvis
TanamSromlebs, kulinarebs, artistuli niWis mqone moqalaqeebs,
mZRolebs, musikosebs, menejerebs. TanamSromlebs moiTxovdnen
erTjeradi WurWlis, plastikuri avejis, suvenirebisa da poligrafiis
adgilobrivi sawarmoebi. zedmetia imis mtkiceba, rom moqalaqeebi didi
enTuziazmiT, mondomebiTa da mzrunvelobiT Seudgenen saqmis keTebas.
sagulisxmoa, rom adgilobrivi biznesmenebi sakuTari Tavis
promouSens axdendnen ara rogorc sponsorebi, aramed rogorc
patriotebi. sadResaswaulo mzadeba moqalaqeTa saerTo saqme gaxda,
raSic Tavisi roli PR-ma iTamaSa.
dResdReisobiT beTlehemis dResaswaulze adamianebi Cadian
pensilvaniis sxvadasxva kuTxidan, xolo adgilobrivi xelisufleba
imdenad myari da pozitiuri reputaciiT sargeblobs, rom bevri
dedaqalaqis merias SeuerTda.
arasodes dagaviwydeT, rom PR sazogadoebis sasikeTod muSaobs.
mxolod am SemTxvevaSi aqvs Tqvens wamowyebebs warmatebis garantia.

* * *
 nebismieri saxelmwifos xelmZRvaneloba cdilobs, qveyana
maqsimalurad mimzidveli gaxados turistebisaTvis, im SemTxvevaSic ki,
Tu turizmi biujetis Semavsebeli ZiriTadi wyaro ar aris. am wyarodan
miRebuli Semosavali arasodes iqneba zedmeti. zogierTi saxelmwifos
meTauri ki xandaxan eqstremalur nabijebsac dgams turistTa
mosazidad.
ase, magaliTad, britaneTis premier-ministrma toni blerma
monawileoba miiRo popularul multserial `simfsonebis~
gaxmovanebaSi, romelic McDonald`s-sa da Coca-cola-sTan erTad amerikuli
kulturis simbolod iTvleba.
bleri iyo ra `simfsonebis~ Tayvanismcemeli, daTanxmda Tavisi
animaciuri oreulis gaxmovanebaze im epizodisaTvis, romelSic
simfsonebis ojaxoba ardadegebze britaneTSi Cavida. am mxriv bleris
winamorbedebi hyavda bil klintonisa da elizabet teiloris saxiT.
britaneTis mTavrobis pressamsaxurma dadebiTad Seafasa premieris
qmedeba, radgan blerma wvlili Setana turistuli sferos
gamococxlebaSi da zemoqmedeba moaxdina iseT miznobriv auditoriaze,
rogoric amerikelebi arian. gaizarda misi popularoba aSS-ic,
gansakuTrebiT antierayuli kampaniis mxardaWeris fonze. zedmetia imaze
saubari, rom premier-ministris mier multfilmis gaxmovaneba
TavisTavad PR-sababia masmediaSi gaSuqebisaTvis.
miznobrivi auditoriis yuradRebis mizidva mravali saSualebiT
SeiZleba. mTavaria, moirgoT is, romelic zustad TqvenTvis imuSavebs
efeqturad.

* * *
PR-strategiebs SeuZlia qveyanaSi ekonomikis aRorZineba da
msoflios interesis gazrda. magaliTad, libanis mTavroba dRes
turistuli biznesis gaumjobesebaze muSaobs.
wlebis ganmavlobaSi turizmi libanis Semosavlebis ZiriTadi
wyaro iyo _ misi kultura da buneba yovelTvis izidavda turistebs.
magram samoqalaqo omma daamsxvria mSvidobiani libanis imiji da
serozulad Searyia qveynis poziciebi msoflio turistul bazarze.
mimzidveli adgilis reputaciis aRdgena mxolod kargad dagegmili PR-
kampaniis meSveobiT SeiZleba.
dReisaTvis cnobili PR-specialistebi libans sTavazobdnen
turizmis ganviTarebis axal strategias, romelic grZelvadian da
moklevadian miznebs Seicavs.
gadaudebel RonisZiebaTa rigs miekuTvneba erTwliani kampaniis
dawyeba da misi meSveobiT potenciuri turistebis darwmuneba cxovrebis
normalizebaSi. amisaTvis, specialistTa winadadebiT, mTavrobam unda
moiwvios 50 saerTaSoriso turistuli mimomxliveli, romlebic iqnebian
amerikis, kanadis, inglisis, safrangeTis da sxva qveynebis masmediis
warmomadgenelni. Jurnalistebma unda naxon SenarCunebuli istoriuli
centrebi da Tavisufali ekonomika. aseve unda gaRrmavdes
TanamSromloba saerTaSoriso turistul saagentoebTan, saWiroa
Catardes farTo sareklamo kampania libanur masmediaSi. unda gamouSvan
gzamkvlevebi, bukletebi. qveyanam regularulad unda miiRos
monawileoba saerTaSoriso gamofena-gayidvebSi. dagegmilia, aseve
`libanis kvireulis~ Catareba londonsa da parizSi. yvela es
RonisZieba gazrdis msoflios dainteresebasa da, Sesabamisad, turistTa
nakadsac.
rogorc xedavT, imijis Secvlaze zrunva grZelvadiani PR-
strategiis arsebobas moiTxovs.

sasaubro imijmeikerebisaTvis

-axla ki maradiulze vilaparakoT- namdvili reklamisti gadadis

dakveTis safasuris daangariSebaze.
-xolo musikaze Cven TviTon davdebT-es fraza gavrcelebulia
ruseTis CrdiloeTSi, nawilobriv Crdilo-dasavleTSi. Cveulebriv mas
eubnebian damkveTs, romelsac ar Seswevs dasakveTi fiar-sareklamo
statiis Temis formulirebis unari, mxolod imeorebs: ,,magari rom
gamovides,, ZiriTadad ki dums. amitom mocemuli frazis faruli arsi
SemdegSia :,, Tqven oRond nu dumxarT, migvaniSneT, xolo danarCens Cven
TviTon gavakeTebT,,.
-avitaminozi, araviTari kreativi- warmoTqvams uvargisi reklamisti
wlis nebismier dros. gavrcelebulia moskovsa da sankt-peterburgSi.
 -aum senrikie- igivea, rac ,,tkepnia,, an ,,mtvriani fexebi,, anu sareklamo
agenti, romelic ,,karidan karze,, muSaobs.
-baneri- /ingl.banner/ qudi, saTauri,,.
-moxetiale fsiqologi- personaJi, romelsac wakiTxuli aqvs
miwisqveSa gadasasvlelSi nayidi oriod wigni, iSviaT SemTxvevaSi -
daswrebia sxva ,,moxetiale fsiqologis,, kursebs, romelmac pirvels
daaswro gadasasvlelSi wignis yidva. sakuTari naSromebi ar gaaCnia, arc
sakuTari miRwevebi. gaaCnia mxolod sakuTari kompetenciis dacvis
ukanaskneli argumenti: ,,me vicnob metad saintereso kacs, isic
fsiqologia, masac aseve aqvs saintereso ideebi. man werilic miswera
elcins 1996 w. gazafxulze, da amitomac airCies is prezidentad...,,
-sibriyve iqneboda!- pasuxi iSviaTad moridebuli damkveTis kiTxvaze,
batoni reklamisti uars xom ar ityvis anazRaureba xelze miiRos ?
-moulodnelad- savaraudod aseTi ganmarteba warmoiSva frazidan: eh,
Se ubralov!,rasac, Cveulebriv eubnebian mas, vinc raime briyvuli
wamoroSa an moulodneli ram Caidina. mag. fraza: arkadim, Tavis
ubraloebaSi, lursmani gamoZerwa niSnavs: arkadim yvelasaTvis
moulodnelad SesaniSnavi masala akinZa(daakabadona). SeniSvna-
yvelasaTvis moulodnelad sxvaTa Soris ar niSnavs, rom arkadisagan
amas aravin eloda. ubralod, rogorc nebismieri kargi masala, arkadis
morigi masalac kvlav moulodneli aRmoCnda. am
mniSvnelobiTgamonaTqvamebi: ‘iyavi ubraloebaSi~, ‘gaubralovdi~,
ucnauria, magram faqtia, konteqstidan gamomdinare niSnavdes rogorc
rekomendacias - nu originalurob reklamaSi”, aseve piriqiT,
originalurobisaken mowodebas.
-Zerwva- dakabadoneba, akinZva.
-vindousi- WINDOWS 1995 wlamde.
-vindousi pontebiT- WINDOWS-95 -is paketi.
-talRa wavida, agorda- firmaSi axali sareklamo agentebis zarebis
morigi azvirTeba. mag. fraza: arkadim ponti CauSva da talRac wavida
niSnavs, rom arkadim saqmiani instruqtaJi gauwia aRniSnul agentebs da
talRa kidev didxans ar Cacxreba. wignierad pontiT talRebis gaSveba
mxolod namdvil profesionalebs ZaluZT.
-voprekisti- termini ekuTvnis reJisor tovstonogovs)-reklamisti,
romelmac virusi aikida ZiriTadad dizainerebis garemocvaSi. is
yvelafers uciloblad sxvebisagan gansxvavebiT akeTebs. damkveTisa da
klientis damokidebulebasa da grZnobebs arafrad agdebs... Cveulebriv,
voprekisti ubralo saqonlis an momsaxurebis reklamirebisaTvisac ki
gamaognebel personaJebs igonebs.
-gamonabolqvi- reklamis efeqti.
-lursmani- damkvreli masala presaSi.
-hemoroi- reklamistisTvis klientis fuladi vali. roca amboben
klients hemoroi aqvs, arkadi mas mexuTe Tvea mkurnalobs, mxedvelobaSi
aqvT, rom klienti ukve arasdros ar gadauxdis arkadis Sesrulebuli
samuSaos safasurs, miuxedavad am samuSaos Rirsebebis mravaljeradi
mtkicebisa.
-mtredi-leSiWamia-xSirad warmoTqvamen qali-reklamistebi
erTdroulad sarfian da autanel klient mamakacze. isini aseve
amtkiceben, rom mtred-leSiWamiaze rgolis Sebmas mxolod namdvili
profesionalebi axerxeben.
-naleqi- faqtura, piar-reklamis Sinaarsi.
-dezigneri(ingl.designer)-dizaineri.
-deputati-stabili- ar atarebs gansazRvrul (stabilur) politikur
an ekonomikur kurss, magram imijmeikerebis stabilur klienturas
warmoadgens.
-jinsa-(kavSirSia sityva jinTan)-faruli reklama televiziaSi.
-mogudva-vaWroba, damkveTis darwmuneba.
-modreife poluseli(polareli), romelmac Tavisi untebi(bewviani
Ceqmebi) Sesansla-es is personaJia, romlis rigic axla dadga. msaxiobebi,
diqtorebi, cnobili pirovnebebi, gamoZinebuli gogonebi, gaparsuli
mamakacebi, ZaRlebi da katebi ukve datacebulia. ase rom, gavelurebuli
polaruli mkvlevarebis rigi movida. mxolod isRaa mosafiqrebeli, Tu
ris reklamirebas moindomeben isini.
-mxuTavi damkveTi- jiuti, mouridebeli damsaqmebeli.
-gaepsaneba-maketis eqsportireba Encapsulated Post Script(EPS) formatSi.
-lursmnis CaWedeba- garda mniSvnelobisa ”damkvreli masalis Casma”,
anu ”furcelSi lursmnis CaWdeba”, gaaCnia kidev minimum ori, centralur
masalasTan daukavSirebeli mniSvneloba: ”mimifurTxebia mxuTav
damkveTze(anu mombezrda misi darwmuneba da Tavi davanebe, lursmani
CavaWede...) da piriqiT, magrad CaeWido klients da aravin ar gaakaro, e.i.
” SemosazRvro teritoria. gamoTqma ” me iq ukve lursmani CavaWede”
niSnavs kolegebis gafrTxilebas iqaurobas ar gaekaron da damkveTi ar
gadaibiron.
-Setyueba- sareklamo svla, romelic yuradRebas ipyrobs.
-damkveTi ”mWidro xraxniT”- sareklamo damsaqmebeli,romelic ver
igebs genialur ideebs an, piriqiT, ”elementarul sakiTxebs”. mag. fraza
”arkadim Caxraxna” niSnavs an warmatebiT mourigda rTul damkveTs, an
Rirseulad gamovida situaciidan, romelSic aseTma klientma Caagdo.
”Caxraxnvis” unari mxolod namdvil profesionalebs SeswevT.
-gaamJRavno- raime faqti cnobili gaxado, mag. gamoTqma ”gaamJRavno
ziu” niSnavs gaZlierebulad eweode sasaqonle niSnis reklamirebas.
-ziu- sasaqonle niSani.
-ziaba, burZgli- Seusabamo SriftiT dabeWdili simboloebi, romlebic
ar ikiTxeba.
-gluCitis TamaSi (mravalmniSn.)- Seferxebebi(gaWianureba) sxvadasxva
saxis programebTan muSaobisas, keZod Corel Draw-Si. uvargisi
reklamistis tipiuri argumenti droulad Seusrulebeli samuSaos gamo.
 -kegli- SriftebiT uazro ”TamaSi”. seriozuli samuSaoTi dakavebis
drosac SeuZlia STanTqos damwyebi reklamistis mTeli dro, romelic
Tavs ityuebs imaze ocnebiT, rom sakmao TamaSis Semdeg is bolos mainc
gaxdeba namdvili profesionali.
-imitatori-fusfusa- adamiani, romelic qronikuladaa daavadebuli
mogonili saqmianobiT. imitatoris dro wuTebSia gawerili, misi
Canawerebis yoveli gverdi masmediis reestrs waagavs, romelic
daxatulia idealur saxelmZRvaneloSi CvenTvis ”ucxo” cxovrebis
Sesaxeb. rame Tu imitatori drois kargvas daiwyebs, maSin mas namdvilad
muSaobas aiZuleben. swored amis unari ki mas ar Seswevs (uneburi
asociacia: glexebi Tavdapirvelad Tavis Svilebs ar uSvebdnen l. n.
tolstois skolaSi iasnaia polianaSi swored im mizeziT, rom iq
bavSvebs ar scemdnen, Sesabamisad ver aswavlidnen. ”drois fuWi flangva,
ganebivreba”-ambobdnen Wkviani glexebi). fraza ” kavSiri
sazogadoebriobasTan” imitators Zalze zedmiwevniT esmis, amitom mis
kabinetSi uwyvetad mimdinareobs ”kontaqtebis damyarebis”, gacnobis,
nacnobobis gaRrmavebis, xelSewyobisa da ganmtkicebis procesi. Tu
cnobili profi-fiar-reklamistis perefrazs movaxdenT, SeiZleba iTqvas:
am xalxis fena sakmaod farToa . isini saSinlad Sors arian namdvili
saqmisagan.
-sxvagvari moxetiale fsiqologi- is, visac ar uyvars ubralod
moxetiale fsiqologi da Tvlis ”is Cemi moswavlea”-o (anu Cemze gvian
waikiTxa sayovelTaod cnobili wigni da amitom Cems Sesaxeb aTas
sisaZagles avrcelebs...)
-kvercxze winwklebis maZiebeli-misi amocnoba advilia. Tu sareklamo
kompania erT adgilzea gayinuli maSinac ki, roca gamalebuli samuSao
sezonia da konkurentebis maRaziebi savsea klientebiT, xolo reklamis
ganyofilebis ufrosi amave dros mxolod imaze msjelobs, Tu rogori
formis unda iyos sasuvenire niSani-mrgvali Tu ufro ovaluri, an
romeli feriT sjobs patara kalendris dafarva da rogor gavlenas
moaxdens es potenciuri klientis ganwyobaze, maSin ar SemcdarxarT- es
aris klasikuri ”winwklebis maZiebeli”. amboben, rom Tu didxans
miaCerdebiT winwklebs kvercxze(gansakuTrebiT mikroskopis qveS),
darwmundebiT, rom kvercxi Savia. winwklebi reklamaSi uTvalavia, misi
maZieblebi or-sams irCeven da bavSvebiviT dRe da Ram Tavs evlebian.
darwmunebuli iyaviT, winwklebi virtuozulad iqneba Sesrulebuli-gind
ermitaJSi gamofineT. Semdeg maestro ipovis sxva ”sayvarel winwkals” da
masze icodvilebs. mxolod nabiji erTidan meore aseT obieqtisken mTel
maradiulobas Seadgens. klientebi ki ase xangrZlivad ar cocxloben.
mixeil Jvaneckim(cnobili parodisti) Tqva:” nagavSi qeqva sircxvili ar
aris, biWiko. sircxvili is aris, amiT bednieri iyo”.
-rogorc Cveulebriv- damkveTs jibis fulis gadaxda mouwevs.
-kvarkvaxi- programa Quark Xpress-Si muSaoba. ”piJamis gaxda da
aRtacebisagan kvarkvaxi” niSnavs programa Page Maker -dan programa Quark
XPress-ze gadasvla.
 -aguri-didi statia.
-klienti gaTelilia- klienti gaTangulia gareSe winadadebebiT da
sareklamo saagentosaTvis dakargulia.
-Zvali- ”aba, rogori Zvalia?” ”ramdenadaa Zvali?”-ase zogjer
kiTxulobs xolme reklamis ganTavsebis Rirebulebis Taobaze namdvili
profesionali.
-almacera- faruli reklama presaSi.
-lamazad, magram gaugebrad- saqmis codniT, cxrilebiTa da
grafikebiT Sedgenili angariSi an media-gegma, romelic Seicavs mxolod
formulebsa da grafikebs da ar Seicavs araviTar ganmartebebs.
cnobilia fenomeni, roca bevrad ufro iolia damkveTisTvis lamazi da
gaugebari angariSebis Sesruleba, vidre sworis. angariSebis lamazad da
gaugebrad Seqmna mxolod namdvil profesionalebs SeuZliaT.
-wiTelloyeba- momxmarebeli, bazris maRalSemosavliani segmentis
warmomadgeneli. mag. fraza ” arkadim Tqva, rom rielterebs kvlav
loyebi dauwiTldaT” niSnavs, rom SesaZloa elodo uZravi qonebis
reklamis msxvil dakveTebs.
- Sriftebis gadagrexa- gamomcemlobaSi gagzavnis win daxril
Sriftze gadayvana.
-gadagrexili Sriftebi - kursivze( daxrili Srifti) gadayvanili
Sriftebi.
- baneris laminireba-igivea, rac adamianebTan ”TvalebSi nacris Seyra”,
”tvinis areva”, ”yurebiT daWera” da a. S.- ”baneris laminireba” pirdapiri
mniSvnelobiT. Cveulebriv Zvel (bazarze 2 welze meti gamocdilebis)
reklamistebs, romlebic Tavs SecdomiT namdvil profesionalebad
Tvlian, uyvarT damwyebTaTvis davalebebis micema:”gadarek-gadmoreke
cnobaris mixedviT yvela saagentoSi, Tavi warudgine da daadgine, vin
akeTebs CvenTan baneris laminirebas.” es daaxloebiT igivea,rac
mezRvaurebTan ”Ruzis alesva”. amitom mag. fraza ”is iq klientebs
baneris laminirebas ukeTebs” SeiZleba niSnavdes pirdapir
sawinaaRmdegos: an loyawiTel damkveTTan nayofier muSaobas(da maSin
saqme exeba namdvil profesionals), anda piriqiT- damwyebi reklamistis
tradiciuli Cavardna, marcxi.
-mkurnaloba- klientisaTvis saqonlis an momsaxurebis upiratesobis
ubralod, popularulad da sakmaod naTlad ganmarteba.
-lizingi- (-lokva)-lokvingi-konvertebis lokva Direct mail-is
Catarebis dros.
-arifi, loxi- damkveTi, romelic ise iqceva, TiTqos surs moatyuon da
gaabriyvon. mas, Cveulebriv natvra usruldeba. ” Savi fiar-reklama,
rogorc Zalauflebis mopovebis saSualeba”-Si TanaavtorebisTavazoben
swored aseT kategorias saarCevno kandidatebis klasifikaciis dros.
-laquna- patara niSani, piqtograma, ubralod laqa...(ar aurioT ziu-Si).
laquna xSiri SemTxvevaa, isini Cveulebriv ar registrirdeba, xolo ziu-
sasaqonle niSania, romelic unda daregistrirdes. liamzireba-
plagiatoba, mas araviTari saerTo ara aqvs laqunasTan (rogori
ucnauric ar unda iyos.)
-marketingi- konvertze markebis dawebeba Direct mail-is gatarebis
dros. ganasxvaveben ”saqmian marketings”, rodesac am saqmiT dakavebulia
specialurad gamoyofili ”profesionali-marketologi” da ”savele
marketings”, rodesac mTeli saagento erToblivadaa fostaSi. amitom
fraza ”marketologi aiyvanes” Cveulebriv gamoxatavs Surs ufro
ganviTarebuli konkurentis mimarT.
-mediaplaneristi- mediadagegmarebis (mediaplanirebis) specialisti.
-Taflobis Tve- yovelTviuri sareklamo kampania mas-mediis
monawileobiT:presa, radio, televizia(aq ???????-media).
-wvril-marCxad -(ekuTvnis Cinel students li von ians)- uferulad,
uinteresod, araoriginalurad. mag. gamoTqma ”azrovnebs wvril-marCxad”
niSnavs: ar Seswevs unari moipovos originaluri idea.
-stafilo- mTavari idea. stafilos ar miirTmevs- ideas, arss ver
swvdeba, ver poulobs.
-sifaTisti- imijis sferos specialisti, imijmeikeri.
-CaZirva- iseTi masalis gamoqveyneba, romelic konkurenti kompaniis
reputacias Zirs uTxris.
-mulka- (liamziki)-igivea, rac laquna.
-gare Taguna- patara zomis gare abra.
-reitingis gaberva- sinonimuria kandidatis gaberva, anu presis
meSveobiT kandidatis avtoritetis xelovnurad amaRleba saarCevno
kampaniis procesSi.
-sxvis SeSaze- sakuTari reklamis gakeTeba sxvisi warmatebebis
safuZvelze. analogebi:”kudze dacema”, ”nakadze mibneva” da a. S.
-nadavli- msxvili da SeZlebuli damkveTi. fraza: ”nadavli mogudes”
niSnavs: ”mSvidad SeTanxmdnen sarfian damkveTTan”.
-sagareo- gare reklamis obieqtebi.
-Seuferebeli- ar msurs am saqmes movkido xeli(ar Semefereba).
-dautkepnavi- ase amboben, rodesac firmis nebismier sivrceSi:
sainformacio, emociur, sabazro, fizikur da a.S. reklamists ar
umoRvawia.
-arasworad bruis!- sinamdvileSi es fraza ekuTvniT rostovel
narkomanebs , romelTac sZulT alkoholikebi.es faqti Cveulebriv
sakvirvelia moqalaqeebisTvis, romlebic Cveulebriv ar arian Caxeduli
dasaxelebuli kategoriebis adamianebTa fsiqologiis fsiqologiaSi.
umravlesobisTvis erTnic da meorenic erTnairebi arian. miuxedavad
amisa, es kategoriebi erTmaneTs ebrZvian. rac Seexeba aseTi ucnauri
brZolis mizezebs.... legendis mixedviT didi xnis winaT (12w) rostovSi
erT-erT prospeqtze erTma narkomanma wamoiZaxa ”Cven ver vitanT maT imis
gamo, rom isini arasworad bruian”. amis Semdeg fraza praqtikulad dsT-
s teritorias moedo. misi gamoyeba daiwyes sruliad janmrTelma
adamianebmac, riTac Tav-TavianT profesiebs ”miamagres” is. reklamistebTa
es fraza niSnavs; ”damkveTi mTlianobaSi kmayofilia reklamistis
namuSevriT, magram ara im aspeqtSi, romelSic reklamisti moeloda”.
damkveTisTvis imis swavleba, Tu rogor unda bruodes sworad ZaluZT
mxolod namdvil profesionalebs.
-CamoWra- sareklamo biujetis Sekveca. im SemTxvevaSi, rodesac
damkveTi Sekvecavs biujetis SemoqmedebiT nawils reklamis ganTavsebis
sasargeblod. namdvili profesionalebi Cveulebriv iwyeben am
CamonaWrebis ”akrebas”, anu danakliss gafarToebuli ganTavsebiT
miRebuli fasdaklebebiT inazRaureben, da amiT damkveTs uqmnian
ekonomiis srul iluzias.
-gamargvla- damkveTis darwmuneba, motyueba. mag. ”arkadim doylapia
gamargla” arkadis mimarT Semwynarebloba JRers (Tumca simpatiiT), xolo
frazaSi: ”arkadim kvlav gamargla doylapia” JRers Suri, Tan
igulisxmeba rom ”briyvebs mec ki gavmarglavdi, magram ar Semefereba.”
-mdelos gamargvla- sakuTari momsaxurebis marketingis saqmianad,
wignierad gatareba, maT Soris damkveTis Segueba fasebTan. sinamdvileSi
mdelos gamargvla namdvil profesionalebs SeuZliaT(ix. mdelo
gaafuWa).
-gapiareba - fiar-sareklamo kampaniis gatareba.
-gapreseba - reklamis gaSveba presaSi.
-gafarCxva- yvelas gakvirveba. mag. fraza ”arkadim mulka gafarCxa”
niSnavs , rom man erTi mcire Strixis SetaniT uferuli da uintereso
reklama originaluri , xatovani da dasamaxsovrebeli gaxada, rac yvelas
Zalian gaukvirda.
-ukudartyma- reklamiT miRebuli efeqti.
-ukugeba - damkveTisaTvis reklamaSi aRebuli Tanxis nawilis naRdi
fuliT ukan dabruneba.
-motexva- Semosavalma gadaaWarba reklamaze daxarjul Tanxebs.
-garewari - Seuracxadi damkveTi.
-fabliqi- raimes Camoyalibebuli imiji, Public relations aqcia.
”maT iq fabliq morozovi aqvT”- niSnavs rom firmaSi es saqme miSvebulia.
-mayuTis dawva- fulis xarjva. ucxoelebisaTvis aris mcire sxvaoba: ”
maT xom SeuZliaT mayuTis wva”, rac niSnavs raime firmis finansur
warmatebulobas, romelsac SeuZlia Tavs amis ufleba misces. ”Cven ar
SegviZlia mayuTi davwvaT”, rac niSnavs, rom firma am kaprizs ver
aisrulebs.
-herbalaifis mixedviT?- viRac iseTive sareklamo taqtikas mimarTavs,
rogorsac herbalaifi.
-piJamo- programa Page Maker.
-piqtura- (mravalmniSvn.)- saqonlis Cveneba. sareklamo gancxadebaSi
ganTavsebuli patara naxati, romelic sareklamo teqsts daerTvis.
-gabrtyeleba- Zalze wignierad dakabadoneba. Sesabamisad ”gaabrtyelo”
niSnavs warmatebiT daasrulo dakabadoneba. ix. agreTve ”teqstis
SeTiTxvna (gaTiTxvna)”. maT Soris iseTive sxvaobaa, rogorc ”gaakeTo
xarisxianad” da ”gaakeTo uniaTod’.
 -mefarTobe- eqstensiuri reklamis Tavgamodebuli momxre. warsul
cxovrebaSi- inkvizitori. misi ideebi ubralo da misawvdomia: sareklamo
gancxadebis zoma firmis masStaburobis proporciuli unda iyos, rac
sxvaTa Soris zogi damkveTisaTvis sakmaod damajereblad JRers.
damkveTTan kamaTis dros ZiriTad arguments warmoadgens misi Sedareba
romeliRac damkveT-etalonTan, romelsac, ise moxda rom aRmavlobis piki
daemTxva giganturi gancxadebebis ganTavsebis piks da rom aq swored man
pirdapiri kavSiri aRmoaCina maT Soris. mefarTobes farTobi uyvars ori
mizeziT: pirveli-rogorc didi sakomisios Semosavlis wyaro; meore-
rogorc saswavlo poligoni, sadac swavleba Soridanac kargad mosCans.
sxva argumenti uneburad warmoiSveba mag. abanoSi, rodesac gaorTqlil
damkveTs Zmakacebi zurgze xels dahkraven :”Sen ra magari vinme gaxdi,
Zmakac- yvelgan hkidixar!” amis Semdeg ki sareklamo farebi marad idgeba
quCebSi.
-sardafi- sagazeTo gverdis qveda nawili. mag. fraza :”arkadim
sardafi gaabrtyela” niSnavs, rom man kargad daakabadona gazeTis qveda
nawili, xolo ”arkadim teqsti SeTiTxna” - man sul ar moindoma.
- miyvana- televiziaSi gasasvlel siuJetze ”gasvla”.
-misabnevi- siuJetze raimes mimontaJeba, mag. ” elcinis naTeli saxis”
gamoyeneba misi konkurentis saxedabrecil fotoze misabnevad.
-mdelos gafuWeba- dempingi anu momsaxurebis gaweva miuReblad dabal
fasebSi. Cveulebriv mdelos afuWeben isini, visac TviTon ar SeuZlia
liamzikebis, brecilebis da zius keTeba. isini mxolod ”wvril-marCxad”
azrovneben.amis gamo fasebic dabali aqvT.sareklamo samyaroSi uwyvetliv
da mZafrad mimdinareobs brZola maT Soris, vinc mdelos afuWebs da
vinc mas marglavs. brZola romelic arasdros ar dasruldeba, radganac
erTi mxare bolomde meores damarcxebas ver SeZlebs. obieqturad es
sasikeTo movlenaa, radgan progresis wyaros warmoadgens. procesis
mTavari dialeqtika ki imaSi mdgomareobs, rom xSirad orive mxare erTi
da igive xalxia.
-moniSnulaki- furcelze damkveTis CaniSvnebi davalebis
formulirebis dros.
-nauzari (user-momxmarebeli) (monaxmari)- gamoyenebaSi namyofi,
moparuli. mag:”ukve nauzari maketi”, ”ukve nauzari slogani” da sxva.
Seuferxeblad pasuxis gacema kiTxvaze konkretuli maketi ukve nauzaria
Tu originali, SeuZliaT mxolod namdvil profesionalebs.
-sworad- sityvasityviT ”sworad, gasagebad da efeqturad (”lamazad da
gaugebrad” gamoTqmis sapirispirod) Sesrulebuli samuSao, romlis
Cabarebac damkveTisTvis swored amis gamo Wirs. ase, damwyeb
reklamistebis kargi angariSebis wakiTxvisas namdvili profesionalebi
maT afrTxileben: ”sworadaa Sesrulebuli. ai naxav, ver Caabareb da
Raribi darCebi!”
-ziziloebi- Zalian magari liamziki.
 -svelsafeni-raime adre Sesrulebulze gakeTebuli danamati. mag:
”svelsafeniani maketi”.
-fizikos-Teoretikosebi (zizRnarevi) - normaluri adamianebi
janmrTeli fsiqikiT, anu moqalaqeebi, romlebmac ver aRiqves udidesi
sareklamo Canafiqri da ar gamoexmaurnen fizikuri pirebisadmi
gankuTvnil sareklamo mimarTvebs.
-sarkmlebi- sistema Windows. erTi mniSvneloba- raRac
aradamajerebeli, meore mniSvneloba - araswori, daudasturebeli,
magram saxaliso informacia: ”gvasuleleben magram sasiamovnoa”.
-fiSka- warmatebuli imij-sareklamo svla, aRmoCena. mag: ”fiSkas ver
rTavs”niSnavs igives, rac ”wvril-marCxad azrovnebs”. anu unari ar
Seswevs verc Caswvdes udides sareklamo Canafiqrs, verc TviTon
moifiqros raime vargisiani.
-farani- Cveulebriv didi zomis aso sityvaSi.
-fuska- igivea, rac liamziki, laquna.
-qronikulad meore-sakuTari Tavis, stabilurobisa da simSvidis
moyvaruli. is yovelTvis gvevlineba vinmes oficialur warmomadgenlad
saSualo xelfasiT. sakuTar Tavs ver warmogidgenT, Tumca saSualo
donis profesionalizmis garda arc araferi aqvs warmosadgeni. ”meore ”
moTminebiT elodeba sareklamo ganyofilebaSi im moments, rodesac
konkurentis idea bazarze dainergeba da mkvidrad moikidebs fexs da
WeSmariti gadawyvetilebis efeqti yvelasaTvis TvalsaCino gaxdeba. ai,
maSin sityvebiT :” ar varT Cven sxvebze uaresi!” is iwyebs klientze
nadirobas. qronikulad meores xvdeba yvelaze msuye da naRebiani
namcecebi samefo sufridan. ai, qronikulad mesameebs naklebad
umarTlebT: maT mxolod Sxefebi xvdebaT, magram ara Sampaniuris, radgan
vinc ar riskavs, is Sampaniurs ar svams.
-sxveni- sagazeTo gverdis zeda nawili.
- Savi nali (наличные) -naRdi fuli, romelic sabuRaltro aRricxvaSi
ar tardeba.
-Savi fiari- anonimuri RonisZiebebi, romlebic Zirs uTxrian
kandidats an konkurent kompanias.
-Stampi #8- Semdegi tipis gancxadebebi: ” organizacia gTavazobT....”,
”organizaciebisa da kerZo pirebis sayuradRebod...”
-baTqaSi- sagazeTo reklamistebis termini, teqsti ibeWdeba wvrili
”beqgraundis ” fonze.
-iba (namzadi)-i-i-i-warmoTqvams uvargisi reklamisti avitaminozis dros
, an WeSmariti profesionali , rodesac msxvil klients kreativze
”avitaminozi mWidro xraxniT aqvs Caxraxnili”.
-epikebi- ideebi yvelaze sqeltaniani ”Tanamedrove reklamidan”
(sabednierod, ideebi iq yvelasTvis samyofia). araferi, rom ara
brWyalebis daviwyeba. da ai icqireba sindi kroufordi erTi da igive
sagazeTo gverdis ramdenime gancxadebidan da ver xvdeba: ”neta aq ras
vakeTeb?”
 -esTetebi- gamoiyeneba rogorc komplimenti an salanZRavi, (gaaCnia
intonacias) an klientis mier reklamistis misamarTiT, an piriqiT. faqti
faqtad rCeba-nebismieri socialuri an profesiuli jgufi Tavis sakuTar
Jargons imuSavebs. arc reklamistebia gamonaklisi. win uamravi amis
magaliTia moyvanili. ai kidev erTi- ”biznesi reklamis gareSe- rogorc
Cvili udedod”- Sesavali damwyebi damkveTebisaTvis. termini ”esTetebi”
ekuTvnis sareklamo saagento ”saSa”-s (q. moskovi, dauzustebeli
informaciiT). boboqari esTetebi daxvewili, amaRlebuli naturebi arian,
romlebic gaafTrebiT gamoumuSaveben mouqnel da gamoucdel klientebs
saukeTeso(maTi azriT) esTetikur grZnobebs. daxvewil ornamentebiani
CarCoebi, Cawnuli, caxlarTuli asoebi, yvavilebi kuTxeebsa da
SuagulSi- aucilebeli atributebia im maketebisa, romlebic maTi
xelmZRvanelobiT Seiqmna. esTetebis cxovelmyofelobis mTavari
dramaturgiuli relsia (RerZi)-sxvebis namuSevrebis skanireba da maTi
”sasikvdilod gaumjobeseba” (da marTlac, ra saWiroa axali reklamis
Seqmna, Tuki jer Zvelze SeCvevac ver movaswariT?). isini ratomRac
Tvlian, rom fisunia, bavSvi an romantiuli gogona, moduri Jurnalidan
gadmoqaCuli an cnobili mxatvris tilodan skanirebuli, klientSi
uneburad gamoiwveven keTil damokidebulebas da ganwyobas, rac
aucileblad aisaxeba sareklamo firmaze, ris reklamasac ar unda
eweodes is. cxovrebaSi warumatebels, esTets, ar siamovnebs ”sareklamo
prozaze sityvis gagonebac: imaze, rom wnulebiani CarCoebi sayvareli
”mtreduniasTvis” gankuTvnil Ria baraTebs baraTebs ufro Camogavs,
vidre kompiuterebisa da sxva teqnikis reklamas; bavSvebi- pampersebis
reklamas, da ara saofise avejisas; gogonebi -parfiumeriisa da eskort-
momsaxurebisas; fisunebi-mative sakvebisa da sxva. ”miznobriv
auditoriaSi moxvedris” unari esTetebs ar gaaCniaT, ramdenadac isini,
rogorc kulturis sxva ”naxevargamtarebi” mxolod ”Tavis Tavs” agneben.

sizmrebis axsna imijmeikerebisaTvis

(ponidelkos da lukaSevis mixedviT)

winasaarCevno kampanias Tan axlavs Zlieri moraluri daZabuloba,

ris Sedegadac kandidati RamRamobiT mSfoTvare sizmrebs
xedavs.Tanamedrove sizmrebis axsna, samwuxarod ar iTvaliswinebs
dRevandeli politikuri cxovrebis specifikas demokratiisa da sityvis
Tavisuflebis pirobebSi. avtorebma gadawyvites amoevsoT es sicariele.
-sakurTxeveli- p: Tqveni bedi samSoblos ekuTvnis, Tqven politikosis
brwyinvale kariera geliT, amitom swored Tqven moipovebT gamarjvebas
arCevnebSi;
l: Tqven, rogorc mosalodnelia, konkurentebTan brZolaSi
samSoblos sakurTxevelze dadebT Tavs.
 -angelozi- p; Tqveni gegmebi xelisuflebaSi Sebijebis Taobaze
zecaSia kurTxeuli, amitom swored Tqven moipovebT gamarjvebas
arCevnebSi:
l: Tqvens wasayvanad ukve xalxi gamogzavnes, moemzadeT.
-cxvari- p: Tqveni konkurenti Secdomas dauSvebs, riTac dauyonebliv
unda isargeblod winasaarCevno brZolaSi;
l: magnatebma ukve piri Sekres Tqvens zurgs ukan da winasaarCevno
brZolaSi Tqven msxverplad Segwiraven.
-lodi- p: Tqven bolomde ver afasebT muSaTa klasis rols Tqvens
winasaarCevno brZolaSi. yuradReba gaamaxvileT am eleqtoratTan
muSaobaze;
l: frTxilad iyaviT Senobebidan gamosvlis dros. SesaZloa zemodan
TavSi aguri gesrolon.
-vedro, saTli- p: wyliani vedro-warmatebis niSania;
l: carieli vedro- warumateblobis niSania.
-aqlemi- p: aqlemi asocirdeba sulTnis atributebTan, amitom
arCevnebSi gamarjvebas moipovebT swored Tqven, da Tqven mogemsaxurebaT
Zvirfasi limuzini;
l: aqlems nebismier dros SeuZlia miafurTxos adamians saxeSi, amitom
konkurentebis mxridan yovelgvar sisaZagleebs elodeT.
-wyali- p: sufTa wyali bednierebisa da arCevnebSi warmatebis niSani;
l: WuWyiani wyali- Tqveni misamarTiT kompromati gamoqveyneba.
-yvavi- p: yvavi sibrZnisa da eSmakobis simboloa gamoiyeneT Tqveni es
Tvisebebi winasaarCevno brZolaSi;
l: ”beberi yvavi tyuilubralod ar daiCxavlebs”. savaraudod Tqven
gelodebaT infarqti an raime ufro uaresi.
-kubo- p: Tqveni fiar reklama mizans miaRwevs, da Tqven CamoiSorebT
Tqvens konkurents winasaarCevno brZolaSi;
l: SesaZloa, rom swored Tqven CamogiSoron.
-kari- p: kari xelisuflebaSi Sesasvleli karibWis simboloa, amitom
swored Tqven moipovebT gamarjvebas arCevnebSi;
l: kari gamosasvlelis simboloa, amitom SeiZleba Tqven vadamde
gadaxvideT winasaarCevno distanciidan.
-nesvi- naxeT sazamTro, magram Sedegebi SeiZleba ufro Serbilebuli
iyos.
-gombeSo- p: gombeSoebi yiyineben- kargi amindiskenaa, amitom Tqveni
winasaarCevno kampania mSvidad da stresebis gareSe Caivlis;
l: gombeSo gafrTxilebT imis Sesaxeb, rom erTerTma Tqvenma
konkurentma Tavis gundSi vudus qurumi moiwvia, amitom elodeT
gaTvalvas.
-oqro- p: oqro simdidrisa da Zalauflebis simboloa, amitom Tqven
gaimarjvebT arCevnebSi da biujetis marTva Tqvens xelSi iqneba;
l: oqro simdidrisa da Zalauflebis simboloa, amitom gafrTxilebT ,
rom Tqveni Stabi mosyidulia konkurentebis mier.
 -banqo- p: Tu Tqven tuzi an mefe dagesizmraT, maSin sizmari gauwyebT
arCevnebSi Tqvens gamarjvebas;
l: Tu Tqven dagesizmraT oriani an samiani, maSin Tqveni banqo
gaWrilia, da Tqven arevnebSi damarcxebas ganicdiT. Tu dagesizmraT
eqvsiani, maSin Tqven kidev moaswrebT ”Tqveni xmis micemas
konkurentisTvis” ”vice”-s Tanamdebobis sanacvlod ( Tu swored is
gaimarjvebs, amitom jobia sanacvlod fuli aiRoT.
-jvari- p: sizmarSi nanaxi jvari girCevT eklesias ewvioT, raTa
zecaSic miiRoT mxardaWera;
l: Tqvens politikur karieras jvari daesva.
-yinuli- p: Tqveni saarCevno kampania mSvidad da civsisxlianad unda
ataroT da Tqven gaimarjvebT;
l: Tu Tqven sizmarSi yinulis qveS CavardiT, maSin arCevnebSic
CavardebiT.
-niCabi- p: Tqven iseTi perspeqtivebi geliT, rom fulebs niCbebiT
moxvetavT;
l: SesaZloa Tqvenma konkurentebma ”Cagmarxon”.
-mavzoleumi- p: Tqven saukuneeSi gaiTqvamT saxels da mavzoleumSi
leninis adgils daikavebT;
l: Tqvens gegmebs asruleba ar uweria, imitom rom mkvdrad Sobilni
arian.
-Tafli- p: Tqven gaimarjvebT arCevnebSi da tkbili cxovreba geliT;
l: Tqven usiamovno istoriaSi moxvdebiT da WuWyis Camobana
gagiWirdebaT.
-daTvi- p: arCevnebSi damajerebeli gamarjvebisaTvis dagWirdebaT
partia ”edinstvo”-s mxardaWeris mopoveba;
l: magram, Tu erTerTi Tqveni konkurenti am partiis warmomadgenelia,
maSin swored is moipovebs gamarjvebas arCevnebSi.
-fexi- p: fexebi svlis simboloa, amitom sizmari
giwinaswarmetyvelebT xelisuflebaSi Sesvlas daxmarebis gareSe;
l: SesaZloa Tqven panRuri mogxvdeT da brZolidan gamovardeT.
-maimuni- p: mkvdari maimuni giwinaswarmetyvelebT, rom Tqveni
konkurentebis xrikebi mizans ver miaRweven da arCevnebSi Tqven
gaimarjvebT;
l: cocxali maimuni giwinaswarmetyvelebT ro Tqevni konkurentebis
xrikebi mizans miaRweven da Tqven waagebT arCevnebSi.
-arwivi- p: arwivi ruseTis gerbis simboloa, amitom gaimarjvebT
arCevnebSi da Tqven geliT brwyinvale politikuri kariera;
l: Tu Tqvens konkurentebs Soris aris kandidati gvariT orlovi,
maSin gamarjveba swored mas xvdeba wilad.
-farSevangi- p: asocirdeba zRaprul faskunjTan, amitom sizmari
giwinaswarmetyvelebT, rom Tqven daiwerT bednierebis Cits da arCevnebSi
gaimarjvebT;
l: SesaZloa Tqven Cirqi mogecxoT: aratradiciul seqsualur
orientaciaSi dagdeben brals.
 -mamali- p: mamali dilaobiT xalxs samsaxurSi wasasvlelad aRviZebs,
amitom sizmari giwinaswarmetyvelebT, rom iRbali xelisuflebaSi axali
mwvervalebisken geZaxiT;
l: Tqven kvlav dagadanaSauleben homoseqsualizmSi, magram ukve sxva
wyarodan.
-frena- p: sizmari giwinaswarmetyvelebT aRmafrenas Tqvens karieraSi;
l: am arCevnebs Tqven mxolod ”CaufrenT”.
-vardi- p: vardi sasiamovno siurprizis simboloa, romelic bedma
mogimzadaT;
l: Tqveni aratradiciul seqsualur orientaciaSi mxilebiT
gamowveuli skandali gagrZelebas hpovebs.
-xeli- p: banjgvliani xeli moaswavebs uZlevel mfarvels cnobili
oligarqis (magnatis) saxiT, rogorc wesi melotis;
l: viRacis xeli Tqveni ”Savi salarodan” fuls iparavs.
-Rori- p: Rori asocirdeba simdidresTan da keTildReobasTan, amitom
arCevnebSi gamarjvebis Semdeg Tqven Rirseuli cxovreba geliT;
l: gafrTxildiT-konkurentebi emzadebian ormo gagiTxaron!
-marili- p: marili megobrobis simboloa, mitom sizmari moaswavebs
megobrebis daxmarebas Tqveni gamarjvebis sasargeblod;
l: Tqveni konkurentebis xrikebi pirdapir mizanSi moxvdeba, ise
rogorc marili iaraze.
-Tambaqo- p: Tambaqo ”mSvidobis yalionis” simboloa, amitom
konkurentebi Seurigdebian TavianT damarcxebas da Tavisi amomrCevlebis
xmebs Tqvens sasargeblod gaiReben;
l: Tqveni saqme wamxdaria, uimedoa(rusulad ????-????? am mizniT
gamoiyeneba), brZolis gagrZelebas azri ara aqvs.
-yuri- p: Tqvens sityvebs amomrCevlebi usmenen, amitom Tavis xmebs
Tqven mogcemen;
l: Tqvens ofisSi mosasmeni xelsawyoa damontaJebuli.
-vaSlebi- p: vaSlebi siyvarulis simboloa, amitom sizmari gamcnobT,
rom amomrCevlebma Segiyvares da TavianT xmebs swored Tqven mogcemen;
l: vaSlebi cdunebis simboloa, romelic Tqven konkurentebma
mogimzades da romelsac win ver aR?dgebiT.sizmari giwinaswarmetyvelebT
rom xafangs dagigeben da distanciidan CamogiSoreben.
-kvercxebi- p: kvercxebi gvaris gagrZelebis simboloa, amitom sizmari
moaswavebs rom politikosad gaxdomis Semdeg Tqven SeqmniT mZlavr
partias Semdeg arCevnebSi Tqveni kandidaturi mxardasaWerad;
l: sizmari moaswavebs, rom amomrCevlebTan uaxloesi Sexvedris dros
konkurentebis mier mosyidulma pirebma SesaZloa laye kvercxebi
dagiSinon.
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avtorebi:

qeTi jijeiSvili

saqarTvelos teqnikuri universitetis

asocirebuli profesori.

giorgi CxikviSvili

kievis regionTaSoriso personalis marTvis

akademiis asistent profesori

kompiuteruli uzrunvelyofa: lili xarCilava

tiraJi: 200 c.