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televizia yvelaze masobrivi da informaciis miRebis yvelaze popularuli saSualebaa. amasTan, mZlavri politikuri zemoqmedebis instrumenti, rasac obieqturi teqnikuri xerxebic emateba. teqstis, musikisa da moZravi gamosaxulebis fenomens yuradRebis mobilizebis, gafantvis an gadarTvis, emociebis marTvis, sazogadoebrivi azrisa da ganwyobis formirebaSi mniSvnelovani roli akisria da arc is aris SemTxveviTi, rom masobrivi komunikaciis saSualebebs meoTxe xelisuflebad naTlaven. televiziiT mowodebuli informacia yovelTvis ufro damajerebelia auditoriisaTvis, vidre Teoriuli an ideologiuri xasiaTis argumentebi. saqarTveloSi warmoebuli satelevizio saarCevno politika gansakuTrebuli TaviseburebebiT gamoirCeoda, romelic postsabWouri qveynisaTvis damaxasiaTebel, warsulidan aRorZinebuli tradiciisa da importirebuli, axlad SeZenili maRalprofesiuli teqnologiebis sinTezs warmoadgens. sabWouri tradicia, upirvelasad, satelavizio sivrcis marTvis meTodebis, saarCevno Sedegebis daTvlisa da dadgomis gacxadebaSi , xolo importirebuli, yvela im danarCeni satelevizio teqnologiis gamoyenebaSi gamovlinda, romelic aqtiurad iyo CarTuli winasaarCevno procesebSi. nebismieri Zalaufleba, im resursebis sistemaa, romlis saSualebiTac saerTo mizani miiRweva. saarCevno kompania, Sesabamisad sxva araferia Tu ara, am resursebis SenarCuneba, an gadanawileba an ki dapyroba, rogorc materialuri, aseve Zalovani, inteleqtualuri, adamianuri da rac mTavaria sainformacio resursebis. saxelisuflebo struqturebs kolosaluri sainformacio resursebis mobilizeba SeuZliaT da maTi saSualebiT arCevnebSi yovelTvis mimarTaven im teqnologiebs, rac maT momgebian poziciaSi Caayenebs. mayureblis cnobierebis dacva propagandistuli teqnologiebisgan sakmaod rTulia. winasaarCevnod, rusul internet-saitebze specialuri proeqtic ki gaCnda ,,interneti teleekranis winaaRmdeg” (1), romelic mkiTxvelisaTvis, swored im sqemebis gaxsna-gaSifrvas isaxavda miznad, romelsac rogorc adgilobrivi, aseve ucxoeli piarteqnologiebi manipulirebisaTvis iyeneben. Tumca, nebismieri amgvari calkeuli proeqti am problemas ver gadacyvets, vinaidan tyuili yovelTvis iwyeba iq, sadac wesebis axsnas iwyeben. amasTan, manipulirebis xarisxi pirdapir kavSirSia auditoriis garkveul jgufebad daxarisxebis sakiTxTan. aq, SeiZleba gamovyoT ganaTleba, asaki, profesia, sqesi da a. S. SesaZlebelia YTu ara adamianebis garkveuli jgufi gansazRvruli saxiT moqmedebisaTvis ganawyo, anu daaprogramo maTi qceva?- amisaTvis upirvelesi da aucilebeli principi satelevizio sivrcis mowyobis gansakuTrebuli meTodis SerCevaa. winasaarCevno vnebebis dasacxromad ,,idealuri” garemoa, rodesac politikuri istebliSmenti cdilobs demokratiis Zireul principebis sityvis Tavisuflebisa da informaciis Tavisufali gavrcelebis dacvas. Tumca, qarTul satelevizio sivrceSi calkeuli televiziebis roli iqamde davida, rasac Tavis droze sabWoTa propaganda asrulebda. nebismieri mcdeloba ki oficialuri sainformacio politikisagan gansxvavebuli politika ewarmoebinaT, mkacrad daisaja. amis magaliTia telekompania ,,maestro”-saTvis licenziis modificirebaze uaris Tqma. miuxedavad, mauwyeblobis SezRuduli formisa da teqnikuri saSualebebis simwirisa, qarTul satelevizio sivrceSi ,,maestro Seecada movlenebi komentaris gareSe eCvenebina. amasTan, Toq-Sou ,,Jurnalisti”, romelic analitikuri tipis gadacema iyo eTeridan moixsna (rasac boikotis uprecedento forma moyva klasikuri musikiT respodentebis saubris gadafarva).

dRes ukve naTelia rom arCevnebSi warmateba ara imdenad imazea damokidebuli Tu ramdenad damajerebelia an gamarTulia amaTuim politikuri Zalis ideologiuri programa,
aramed imaze Tu ramdenad kargad aris organizebuli sainformacio saSualebebSi saarCevno Sou, romlis Semadgeneli nawili xdeba satelevizio axali ambebis politika, politikuri Toq-Sous saxesxvaobebi da satelevizio politikuri reklamis industria. mayurebeli televiziisgan garTobas elodeba da amitomac movlenebis SerCeva martivi, ubralo struqturiT xdeba, anu iseTis, romlis centrSic konfliqtia. politikac ekranidan ubralo, iol saqmed aRiqmeba, romlis warmoebac TvalisdaxamxamebaSia SesaZlebeli, amgvari iluzoruli midgomisTvis ki ,,idealuri” garemoa aucilebeli, romelsac qarTulma satelevizio sivrcem ,,warmatebiT” gaarTva Tavi _ adresati mayurebeli izolirebuli unda iyos gare gavlenisagan. idealuri iqneboda totalitaruli zemoqmedebis modeli _ anu sruli ararseboba alternatiuli arakontrolirebadi wyaroebisa(2). Tumca, am wesis dacva dRevandel sainformacio garemoSi SeuZlebelia internetisa da beWduri mediis wyalobiT, romelsac Tavisuflebis xarisxis gacilebiT maRali niSnuli aqvs vidre televizias. amitomac, aucilebeli gaxda mayureblisTvis damoukideblobis iluziis Seqmna mravalarxianobis, mravalferovnebis, Sesabamisad Tavisufali arCevnis SesaZleblobis, mxolod garegnuli niSnebis damkvidrebiT. realurad ki, mTeli es sistema wamyvan ideologias eqvemdebareba, xolo informaciis mowodebis erTaderT, radikalurad opoziciuri wyaros arseboba, rogoric aris telekompania ,,kavkasia”, mauwyeblobis SezRuduli SesaZleblobebiT, am fonze ,,demokratiuli xmauris” elfers iZens. amave mizans emsaxureboda winasaarCevnod ,,rusTavi 2-s” arxze Seqmnili ori Toq-Sou ,,upasuxe xalxs” da ,,samkuTxedi”, sadac Tavisufali diskusiis garegnul formas, mkacrad gansazRvruli, parametrebSi moqceuli politikuri pozicia iyo amofarebuli, sadac gauTavebeli SekiTxva da moulodneli informaciis gaJRereba, rac Toq-SousTvis tradiciulad aris damaxasiaTebeli, SeuZlebeli iyo. politikuri Toq-Sou yvelaze reitingul telegadacemaTa rigs ganekuTvneba, masSi politikuri reklamis ganTavsebis Rirebulebac maRalia, Sesabamisad fasiani reklama ,,rusTavi 2”-is arxze, mxolod xelisuflebas hqonda. saqarTvelos satelevizio bazarze politikuri reklamis amgvari fasic (mag: ,,praimtaimSi” 30 wm-iani reklama 16000 dolari Rirda) blokirebis iribi meTodia, fasebi reitings mieba, reitingi ki propagandistul iaraRad iqca.

rogor Suqdeboda winasaarCevno kampania satelevizio arxebiT, monitoringis erT-erTi umartivesi meTodi _ rodesac iTvleba ama Tu im subieqtisaTvis daTmobili drois jamuri raodenoba, naTlad miuTiTebs disbalansze. mag: arCevnebis bolo kviras ,,nacionalur moZraobas” 3 saaTi, mTel opoziciur speqtrs ki ori saaTi daeTmo. Tumca, monitoringis es meTodi arasrulyofilia da srulad ver asaxavs im obieqtur realobas, romlis demonstrirebac sruli sisavsiT, Tundac 20 maisis 3 saaTiani ,,kurieris” gamoSvebaSi Sedga. 12 siuJeti, rac 40 wuTamde dros moicavda ,,nacionaluri moZraobis” saqmianobas miuZRvna, 3 ki opoziciisas, romlis saerTo dro 4 wuTs ar aRemateboda. is, rom politikuri partiebi araTanabar pirobebSi iyvnen Cayenebulni, arc politikuri liderebi Suqdeboda erTgvarovnad TvalSisacemi realoba iyo. Tumca, esec winasaarCevno mizanmimarTuli strategiis mxolod Semadgeneli nawilia. axali ambebis samsaxuri, reklama _ rogorc fasiani, aseve ufaso, rogorc politikuri aseve socialuri, arapolitikuri gadacemebis saarCevno subieqtebis interesebSi gamoyeneba, mag: ,,Wadrakis dafa”, ,,videopatruli”, ,,pulsi”, ,,mzis dartyma”, opoziciuri arxebis simwirem da maT mierve arasworad SerCeulma sareklamo taqtikam, romelic ZiriTadad negativze iyo agebuli, satelevizio bazris monopoliis pirobebSi, saarCevno teqnologiebidan satelevizio manipulirebis meTodebi ufro efeqturi gaxada da praqtikulad momgebian poziciaSi Caayena. TvalSisacemia, rom Cveni sazogadoebrivi cxovrebidan gandevnilia ideebis Sepirispirebis saSualebiT politikuri arCevanis gakeTebis SesaZlebloba. satelevizio sivrce aRmoCnda is adgili, sadac winasaarCevno programa, problemebis dasma, Tu maTi gadawyvetis alternatiuli gzebis dasaxva Seicvala calkeul politikosTa imijTa konkurenciiT, romelic aseve sareklamo biznesis principiT igeba. rodesac 1960 wels jon kenedim saarCevno kompaniisTvis mTeli sareklamo saagento daiqirava, wamyvani formula iyo ,,Tu Sen ar miReb me aseTs, rogoric var, maSin gavxdebi iseTi, rogoric ginda rom daminaxo”(3). es formula gaxda lozungis ,,saqme laparakis nacvlad” faruli laitmotivi. amomrCeveli unda darwmunebuliyo imaSi, rom xedavs imas risi danaxvac surs, iRebs imas, risi miRebac surs. politikurma figuram, partiam an winasaarCevno gaerTianebam unda moipovos xalxis interesebis gamomxatvelis tituli. am titulis mosapoveblad aucilebelia kandidatisa Tu partiis kritikis praqtikuli SeuZlebloba, kandidatis pozitiuri imiji da sainformacio resursebi. saxelisuflebo partiam am SemTxvevaSic momgebiani satelevizio strategia SeimuSava, rodesac maJoritari kandidatebis sareklamo kampania moculobiT bevrad aRemateboda partiis sareklamo kampanias. politikosisTvis prioritetulia ekranze gamoCenis faqti da ,,saxis” mayureblis cnobierebaSi CabeWdva, rac maTi ekranze Cvenebis sixSiris pirdapirproporciulia. amitomac, ufaso politikur sareklamo rgolebs daemata fasiani sareklamo rgolebic, romelzec rTulad ikiTxeboda an saerTod ar figurirebda partiis saxelwodeba. wina planze wamoiwia saarCevno nomerma 5, romelTanac dakavSirda ,,pozitiuri saxe-simboloebi” warmatebuli mSeneblebis, bankirebis, meRvineebisa Tu eqimebis. cnobierebaSi xdeboda ,,Camagreba” nomeri xuTis, 50 dgis, 50 Tvis, 5 nabiji socialuri stabilurobisaken, 5 nabiji dasaqmebisaken, 5 nabiji mosaxleobis dasasaqmeblad, erT-erTi kandidatis saarCevno Stabis satelefono nomeric ki xuTi xuTianisagan Sedgeboda. analogiuri meTodi, nawilobriv ,,respublikuri partiis” sareklamo rgolSic gamoiyenes: ,,30 kanonproeqti pirvelive 30 dReSi”, romelic ,,respublikuri partiis” 30 wlis iubileze gacxadda, Tumca am Setyobinebis Casamagreblad arc mowodebis sixSire, anu materialuri resursi da arc ,,idealuri garemo”, romelic pirvel SemTxvevaSi arsebobda da maT ar gaaCndaT.

winasaarCevnod gacemuli dapirebebi manipulirebis mniSvnelovani xerxia. miuxedavad Sinaarsobrivi erTferovnebisa, romelic kandidatebis Tu mTlianad partiis sareklamo rgolebSi ikiTxeboda yoveli maTgani mimarTuli iyo amomrCevlis yofiTi problemebis mogvarebaze, xolo Tu ramdenad aris es dapirebebi Sesrulebadi, sakiTxi dRis wesrigidan ixsneboda, vinaidan axali ambebis nebismier SetyobinebaSi formula: problema-momentaluri gadawyveta-efeqturad muSaobda. amgvari iyo skverebis, moednebis, samarSruto xazebis gaxsnis, sadarbazoebis SeRebvisa da sazeimo gaxsnis ceremoniebi. mwvave socialuri problemebisagan yuradRebis gadatanam da ,,ubralo adamianis” anu ,,Cvenianebis” ampluaSi TamaSma, Cvenive yofiTi problemebis mosagvareblad, arsebuli sinamdvile xelovnurad Seqmnili satelevizio realobiT Caanacvla.

, ganxorcielebis taqtika _ faruli, faqti yovelTvis SefuTulia da ise mowodebuli, vinaidan misi gamJRavnebis SemTxvevaSi aqcia CaSlilad iTvleba. amgvari iyo xurCaSi momxdari incidentis satelevizio versia, romelmac arCevnebis dRes bevri SekiTxva Riad datova. magaliTad: megruli teqsti, (4)sazogadoebis cnobierebiT manipulireba teqnologiad iqca da Cvens sinamdvileSic gaCndnen profesionalebi, romlebic misi ganxorcielebis meTodebs srulad an nawilobriv floben. maTi mTavari mizani adamianebze zemoqmedeba da maTi qcevis marTvaaromelic semdgom sainformacio gamoSvebaSi aRar figurirebda (,,didi madloba, rom momkaliT”). saRamos, axali ambebis gamosvebebidan siuJeti saerTod iyo amoRebuli. Tumca mnisvnelovani am SemTxvevaSi ara Sinaarsis namdviloba, aramed auditoriis fsiqologiuri mobilizebis efeqti iyo, rasac saarჩevno ubnebze xelisuflebis mxardamWerTa ricxvis mateba mohyva, rogorc mosalodnel safrTxeze adeqvaturi zomebis mimRebis garantze.

Tanamedrove etapze Cven vuyurebT 008 wlis saparlamento arCevnebis obieqturad gaSuqebis mizniT urTierTgagebis memorandumsac moewera xeli, romelic Tavis mxriv gulisxmobda satelevizio arxebis politikuri Zalebisagan Tavisuflebas da neitralurobas. Tumca gvaviwydeba, rom isini saqmian sawarmoebs warmoadgenen, romlebic Semosavals sakuTari droisa da striqonis gayidviT iReben, es ki
niSnavs, rom maTi mousyidveloba mxolod miTia. erTaderTi arxi sazogadoebrivi mauwyebelia, romlis funqcionirebac sareklamo Semosavalze ar aris mibmuli, Tumca sakmarisia axali ambebis politikas mivadevnoT Tvali, rom savalalo obieqtur suraTad saxelisuflebo komerciuli arxebis ,,axali ambebis” SetyobinebaTa ara mxolod politikuri orientirebi, Sinaarsic da rigiTobac ki identuria. Canacvlebas imisa, rasac politika hqvia, simboluri politikiT. rodesac politikuri procesebi ara racionaluri kriteriumebiT, aramed maTi sanaxaobrivi mimzidvelobiT fasdeba. Setyobinebaze fsiqologiuri operaciis ganxorcielebiT, informaciaze kontrolis dawesebiT, dezinformaciis, faqtebis gadafarvis, SerCevis, sainformacio racionis gansazRvriT, arasaWiro informaciis miCumaTebiT da sinamdvilis obieqturi suraTis sanacvlod virtualuri realobis SeqmniT, Cveni satelevizio sivrce demokratiuli xmauris principebs iyenebs, xolo im Setyobinebas, romlis gaJonvasac Tavs ver daaRwevs mravalricxovani informaciebis dinebaSi SeumCnevel poziciaze gadaisvris. amgvari iyo opoziciuri partiebis mier mowyobili aqciebisadmi damokidebuleba, rodesac ukeTes SemTxvevaSi ,,axali ambebis” struqturaSi Setyobineba mexuTe, meeqvse adgilze inacvlebda. 2

aris Tu ara sazogadoebrivi mauwyebeli sazogadoebis samsaxurSi? akmayofilebs Tu ara is im moTxovnebs, romelsac sazogadoeba uyenebs? am kiTxvaze pasuxi erTmniSvnelovania _ uaryofiTi, (rac calke ganxilvis Temaa). erT-erTi naTeli magaliTi imisa, rom mauwyebeli ,,Rirseulad” agrZelebs sabWour-totalitarul tradicias da is, rom mas aranairi ,,survili” ar gaaCnia sazogadoebis samsaxurSi moRvaweobisa, 26 maiss gaerTianebuli opoziciis mier gamarTul saprotesto aqciisadmi damokidebulebaSic gamJRavnda. saprotesto aqciis translireba pirdapir eTerSi mxolod telekompania ,,kavkasiaze” ganxorcielda. miuxedavad imisa, rom ,,moambis” yovel gamoSvebaSi CarTuli iyo mitingis amsaxveli reportaJi, sazogadoebis ukmayofileba da protesti faqtis gaumnivnelovnebam gamoiwvia. iseve, rogorc damoukideblobis dRisadmi miZRvnili aRlumi, mitingic 26 maisis dRis mnisvnelovani niusi unda yofiliyo. sazogadoebrivi mauwyeblis pirdapiri eTeri ki jgufi ,,molokos” mier gamarTul koncerts daeTmo, am faqtis logikuri gagrZeleba ki sazogadoebis protesti iyo, romelic 27 maiss ,,sazogadoebrivi mauwyeblis” Senobis win gamarTul aqciaze gamoixata.pirobebSi, rodesac mravalmilioniani sazogadoeba, ekonomikuri da teqnologiuri bazrebi, saxelmwifosa da ekonomikis mWidro kavSiri obieqturi realobaa, masobrivi komunikaciebis saSualebebiT sazogadoebis azris kontroli da marTva aranaklebmniSvnelovani faqtoria(5). magram politikis trankvilizatorad gadaqceva, mxolod garkveuli droiT axdens sazogadoebis loialobas xelisuflebis mimarT, Tu problema realurad ar wydeba, situacia adre, Tu gvian mainc Semotrialdeba socio-ekonomikur krizisad da maSin, miuxedavad komunikaciis saSualebaTa Zlevamosilebisa, obieqtur realobasa da virtualur realobas Soris arsebuli napralis Sevseba SeuZlebelia, rac metad aris simboluri politikis meqanizmebi amoqmedebuli, miT ufro mZafria adamianebisaTvis mware sinamdvilesTan Sejaxeba. და bolos, amerikis arasamTavrobo organizaciam ,, Tavisufalma saxlma” 2007 wlis angariSi, saparlamento arCevnebamde, ramodenime TviT adre gamoaqveyna, sadac mediis Tavisuflebis mxriv saqarTvelo 128-e adgilzea da aqcenti mediagaremos politizirebaze, prosamTavrobo arxebze xelisuflebis pozitiur imijze, damoukidebeli satelevizio ambebis gavrcelebisa da gamoxatvis Tavisuflebis SezRudvaze, mediamflobelebis Sesaxeb informaciis gaumWvirvalebaze miuTiTebdnen. situacia arsebiTad ar Secvlila, garda imisa, rom saparlamento arCevnebmac mediaTavisuflebis TvalsazrisiT CamonaTvals ramodenime gamuqebuli Strixi Semata, ramac sabolood Seqmna, swored is ,,idealuri garemo” romelmac sruli gamarjveba garantirebulad gadasca sainformacio resursebis erTmniSvnelovnad makontrolebel Zalas.  

გამოყენებული ლიტერატურის სია:

1. www.patriotica.ru/actual/vahitov_5methods.html
2. Р. Харрис „Психология массовых коммуникаций" , Еврознак, 2001, 128. გვ
3. .www.pr-sp.ru/main/publications/public12.html
4. Шиллер Г. Манипуляторы сознанием. - М.: "Мысль", 1980. გ გვ. 204
5. Кара-Мурза Власть манипуляции С.Г. 2007 г. გვ. 83
6. 20.05-05.06.2008 წლის პერიოდული პრესა. („რეზონანსი", „ალია"), ინტერნეტ რესურსი