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#16896680 · 11 Dec 2009, 18:27 · · პროფილი · პირადი მიმოწერა · ჩატი
enis warmoSoba
Tuki adamianebis erTi Taobis savaraudo vadad saSualod ocdaaT wels miviCnevT, daaxloebiT ori aTasi bebiiT ukan daxeva mogviwevs imisaTvis, rom movxvdeT Cven preistoriul winaprebTan, romlebsac, rogorc viciT, ena ar gaaCndaT. adreul adamianebs, kerZod avstralopiTekebs, homo habilissa da homo erektuss, eWvgareSea, metyveleba ar SeeZloT, radgan maTi xmis iogebis agebuleba axlandeli maimunebisa da Simpanzeebisas waagavda. maT SeeZloT TavianTi msgavsi anTropoidebiviT raRac xmebi gamoecaT, magram imdroindeli adamianis anatomia SeuZlebels xdida bgerebis metyvelebis aqtisaTvis saWiro sifaqiziT warmoTqmas. es anatomiuri SezRudvebi axasiaTebda aseve neandertalis xanis arsebas ( homo sapiensi, neandertaleli), romelic 150-dan 125 aTasi wlis winaT saxlobda Cven planetaze. sxvebisagan gansxvavebiT neandertalelebma komunikacia gaaumjobeses, Tumca maT aseve uwevdaT JestebiT, sxeulis moZraobebiTa da im bgeraTa SezRuduli raodenobiT urTierToba, ris warmoTqmasac axerxebdnen. daaxloebiT 935 aTasi wlis winaT neandertaleli adamiani sruliad gansxvavebulma tipma Secvala. es iyo kromanioneli (homo sapiensi, sapiensi), Cveni uSualo winapari; Tanamedrove tansacmeli rom CaecvaT, Cvengan aRaraferi ganasxvavebdaT. imis gamo, rom Tanamedrove adamianis msgavsi xorxi, saxmo simebi, ena da tuCebis agebuleba gaaCnda, kromanionels SeeZlo bgerebis warmoTqma da maTi ufro ostaturad gakontroleba. am faqtma mas metyvelebisa da enis ganviTarebis saSualeba misca. amgvarad, rTuli enebis gamoyeneba daaxloebiT ormoci aTasi wlis winaT daiwyo da ramdenime aTasi wlis manZilze viTardeboda. Cveni saxeobis evoluciis ramdenime milion wlian istoriasTan SedarebiT es arcTu didi xnis winandeli miRweva gaxlavT. es iyo pirveli didi sakomunikacio revolucia. saTqmelis Txrobis, gadmocemisa da gavrcelebis ufro da ufro efeqturi da moqnili sistemebis Semdgomma ganviTarebam sxvadasxva saxis mediis gamoyenebis gziT kidev ramdenime damatebiTi gadatrialeba moaxdina. daviwyoT iqidan, rom TiToeuli safexuris gavlas aTasobiT weli dasWirda. dRes arc ise bevrma adamianma icis, yoveli safexuris gavlas raoden xangrZlivi dro da uzarmazari Zalisxmeva dasWirda _ jer ena, Semdeg damwerloba, anbani, portatiuli media, wignebi, beWdva, gazeTebi, telegrafi, filmi, radio, televiziis sxvadasxva formebi, kompiuteri da sxva. axla mediis zemoTCamoTvlil saxeobebTan erTad adamians SeuZlia gamoiyenos ena da media imisaTvis, rom daimorCilos dro da manZili imgvarad, rom ramdenime Taobis winaT adamianis yvelaze mdidar fantaziasac ki gauWirdeboda warmoedgina.
verbaluri da araverbaluri simboloebi
masobrivi komunikaciis dRevandel epoqaSic ki Cven, rogorc uSualo, aseve mediasTan kontaqtis dros viyenebT verbalur da araverbalur simboloebs. simbolo _ es aris sityva, moqmedeba an sagani, romelic “mniSvnelobas gamoxatavs”, anu aRZravs garkveul Sinagan sazriss adamianebSi, romlebsac mocemuli ena aerTianebT. miRebuli wesebis (kargad SemuSavebuli wesebis) Tanaxmad yoveli simbolo _ mag. “ZaRli”, “bavSvi” aseve rTuli terminebi “karcinogeni” da “biodegradirebadi” unda aRZravdes aseTive azrs yvela im adamianSi, vinc am terminebs iyenebs. miRebuli wesebis Tanaxmad dadgenili mniSvneloba gaaCniaT aseve moqmedebebs, kerZod Jestebsa da saxis gamometyvelebas. igive SeiZleba iTqvas nivTebze: aseTebia jvari, daviTis varskvlavi an saqorwino beWedi. ena aseve moicavs wesebs, romelTa mixedviT simboloebi mocemulia garkveuli sqemis saxiT, rac aseve gamoxatavs azrs. CvenTvis nacnobi gramatikuli wesebis mixedviT xdeba simboloTa klasebis erTmaneTTan dakavSireba da gardaqmna (mag. zmnebi, nacvalsaxelebi da zedsarTavi saxelebi) imisaTvis, rom gaadvildes maTi gamoyeneba rTul gzavnilebSi. wesebis kidev erT saerTo kategorias warmoadgens sintaqsi, romelic Seiswavlis simboloebis imgvarad ganlagebis wesebs, raTa SesaZlebeli gaxdes azris naTlad gamoxatva. magaliTad, sintaqsi gansazRvravs “burTma daartya kacs”, Tu “kacma daartya burTs”. CvenTvis aseve nacnobia gamoTqmis wesebi _ sityvebis warmoTqmis socialurad miRebuli manera.
adamianTa komunikacia: tipiuri sabazo modelebi
miuxedavad imisa, rom sityvaTa mniSvneloba, gramatika, sintaqsi da gamoTqma mniSvnelovan rols asrulebs, isini ver iZlevian zust suraTs imis Sesaxeb, Tu rogor xorcieldeba komunikacia adamianebs Soris. imisaTvis, rom ukeTesad CavwvdeT, Tu ras warmoadgens adamianTa komunikaciis aqti, pirvel rigSi es procesi unda gavaanalizoT qvemoT mocemuli eqvsi etapis mixedviT: 1. adamianTa komunikaciis aqts iwyebs “gamgzavni”. igi gzavnis Setyobinebas, romelSic mocemulia garkveul Camoyalibebul azrTa (dadgenil mniSvnelobaTa) erTianoba. 2. gamgzavni daSifravs saTqmels, anu arCevs garkveul sityvebsa da Jestebs azris Camosayalibeblad, rac, misi varaudiT, saTqmelis miseul interpretacias mimRebisaTvis gasagebs gaxdis. 3. Semdeg xdeba Setyobinebis gadacema zepirad an werilobiT. mTavaria gzavnili, romelic gadakveTs gamgzavnsa da mimRebs Soris arsebul sivrces, warmoadgendes Camoyalibebuli informaciis Semcvel signals. 4. “mimRebi”, anu pirovneba, visTvisac aris gankuTvnili mocemuli gzavnili, iRebs Semomaval Camoyalibebul informacias, rogorc enobriv Setyobinebas. 5. Semdeg mimRebi gaSifravs gzavnils, anu Seecdeba simboloTa Camoyalibebul azrs (dadgenil mniSvnelobas) Cawvdes sakuTari interpretaciis meSveobiT. 6. gzavnilis interpretireba mimRebze garkveul zemoqmedebas axdens. komunikacias axlavs garkveuli Sedegi, zogjer umniSvnelo, zogjer ki sakmaod seriozuli.
zemoT mocemuli sqema warmoadgens adamianTaA komunikaciis procesis tipiur sabazo models, Tumca Tvalis erTi SevlebiTac Cans, rom aseT modelebSi komunikaciis procesi zedmetad gamartivebulia. maTi daniSnulebaa gagviadvilos am procesis yoveli safexuris gageba. komunikaciis aqti, am pirobiTi sqemis mixedviT, iwyeba, saTiTaod gaivlis yvela safexurs da wydeba _ magnitofonis msgavsad, romelsac CarTaven da gamorTaven. sinamdvileSi adamianTa urTierToba im saxiT, ra saxiTac Cven amas Cveulebriv vakeTebT, gacilebiT ufro rTulia. uSualo saubari adamianTa Soris umeteswilad transaqciulia, anu orive mxares erTdroulad SeuZlia daSifros da gaSifros gzavnili, aseve aRiqvas meore adamianisagan miRebuli nebismieri saxis niSani, signali. komunikaciis procesze uamravi faqtori moqmedebs. ufro adre naTqvami momdevnos sakvanZo nawilad gvevlineba. garda amisa, TiToeuli mxaris mier Camoyalibebul mniSvnelobebze moqmedebs gamgzavnisa da mimRebis urTierTdamokidebulebebi ( megobrebi, ufrosi-xelqveiTi, mSobeli-Svili, da sxva). metic, mxareebis mier Camoyalibebul mniSvnelobebze moqmedebs aseve sociokulturuli situaciebi da fizikuri garemoc ki. (mag. erTmaneTs SevadaroT saubari axalmosaxleobis wveulebasa da dakrZalvaze). cxadia, tipiuri sabazo modeli martivi da SezRudulia, magram misi meSveobiT xdeba komunikaciis procesis gaanalizeba da calkeul safexurebad dayofa TiToeuli maTganis moqmedebis Sesaswavlad. es safexurebi warmoadgenen nebismieri saubris rTuli transaqciis birTvs. orive mxares erTdroulad SeuZlia daSifros, gadasces da gaSifros informacia, erTidaimave dros iyos gamgzavnica da mimRebic, gaagzavnos da miiRos Setyobineba. sxva sityvebiT rom vTqvaT, zemoT aRwerili eqvsi etapi warmoadgens rTuli, erTdrouli transaqciuri komunikaciis safuZvels. amgvarad, tipiuri sabazo modeli amartivebs procesis yovel safexurze Tvalis gadevnebis amocanas, raTa zustad CavwvdeT, Tu rogor iyenebs adamiani simboloebsa da mniSvnelobaTa dadgenil wesebs komunikaciis ganxorcielebis procesSi.
komunikacia rTuli gzavnilebiT
amgvarad, Cven SevZeliT Zalze martiv doneze agvexsna, Tu ras warmoadgens adamianTa komunikaciis aqti, Tumca aqve SeiZleba sami xarvezi aRmovaCinoT. pirveli: saRi azri gvkarnaxobs, rom adamianTa Soris komunikaciis etapebis umravlesoba gacilebiT ufro rTulia, vidre amas Cveni tipiuri modeli iTvaliswinebs. meorec, SesaZlebelia mniSvnelobebi erTmaneTs ar Seesabamebodnen, anu pirovnebam ver gaigos, martivi gzavnilis SemTxvevaSic ki, ras ambobs meore pirovneba, radgan arsebobs uzustobis uamravi albaToba da maTi gakontroleba advili ar aris. da bolos, rogorc SemogTavazeT, komunikacia aris erTdrouli, ormxrivi interaqciuri procesi. adamiani ar aris ubralod pasiuri da sworxazovani gamgzavni da mimRebi. adamianebi reagireben sxvaTaA gzavnilebis mniSvnelobaTa arsze, am mniSvnelobebs azusteben da eTanxmebian. amgvarad, aucilebelia CavwvdeT, Tu rogor cvlis TiToeuli adamiani gamgzavnisa da mimRebis rolebs. rogorc zemoT aRvniSneT, Cven viRebT sityvebs da dadgenili gramatikuli wesebis Tanaxmad vadgenT winadadebebs, paragrafebs, sxvadasxva konstruqciebs. garkveuli wesiT dalagebuli sityvebi iZenen iseT mniSvnelobebs, rasac calkeuli an alalbedze Tavmoyrili igive sityvebi ver gamoxataven. magaliTad, sqema “biWma mokla gveli” gulisxmobs azrs, romelic mTlianad gansxvavdeba sqemisagan “gvelma mokla biWi”, miuxedavad imisa, rom orive SemTxvevaSi sityvebi erTidaigivea; TumcaRa, adamianTa komunikaciis gagebis TvalsazrisiT es sqemebi maincdamainc seriozul problebebs ar iwvevs. Cven vswavlobT rogorc sqemebs da maT Sesabamis mniSvnelobebs, aseve calkeuli sityvebis mniSvnelobebs. komunikaciis sizuste
Cven ukve SevTanxmdiT, rom gamgzavnisa da mimRebis mier interpretirebuli mniSvnelobebi SeiZleba erTmaneTs mTlianad ar daemTxves. am SemTxvevaSi saqme gvaqvs arazust komunikaciasTan. ubralo gzavnilebs Tu ar CavTvliT, faqtobrivad gamoricxulia, rom orive mxaris sazrisi erTmaneTs srulyofilad Seesabamebodes. am martivi logikis Tanaxmad, sizustis nakleboba SeiZleba ganvmartoT, rogorc nebismieri Seusabamoba gamgzavnis mier nagulisxmev sazrissa da mimRebis mier interpretirebul sazriss Soris. sizustis principi. gzavnilTa mniSvnelobebs Soris sruli Sesabamisobis naklebobis mizezi SeiZleba iyos susti ganaTeba, cudi akustika, xelisSemSleli xmebi, an nebismieri fizikuri faqtori, romelic aferxebs informaciis gadacemas. sizustis nakleboba SeiZleba gamoiwvios aseve mexsierebis daqveiTebam, aRqmis xarvezebma an enis arajerovanma flobam. es SeiZleba moxdes maSinac, Tu gamgzavnisa da mimRebis enis kultura erTmaneTisagan gansxvavdeba, rac kulturulad mravalferovani sazogadoebis saerTo problemaa. sxva sityvebiT rom vTqvaT, uzustobis mizezi SeiZleba gaxdes nebismieri fizikuri, fsiqologiuri, socialuri an kulturuli faqtori, romelic erTmaneTisagan aSorebs gamgzavnis mier nagulisxmev da mimRebis mier interpretirebul sazrisebs. nebismieri mizeziT gamowveuli uzustoba araefeqturs xdis komunikacias da xels uSlis komunikators Tavisi miznebis miRwevaSi. pirovnebaTa Soris komunikaciis dros uzustoba problemebs iwvevs, magram masobrivi komunikaciis pirobebSi mas SeiZleba damangreveli Sedegi moyves. am daskvnebsa da Sedegebs SeiZleba mivceT ufro Camoyalibebuli, ganzogadebuli forma da sizustis principi vuwodoT:
rac ufro naklebad Seesabameba erTmaneTs gamgzavnis mier nagulisxmevi da mimRebis mier interpretirebuli sazrisi, miT ufro naklebad efeqturi iqneba komunikaciis aqti urTierTgagebisa da sasurveli zemoqmedebis moxdenis TvalsazrisiT.
aqedan gamomdinare, orive mxarisaTvis didi mniSvneloba aqvs swrafvas sizustisaken imisda miuxedavad, Tu ra mizans isaxavs komunikaciis aqti _ urTierTgagebas Tu zemoqmedebas. amisaTvis saWiroa yuradRebiT avarCioT sityvebi da Wkvianurad SevadginoT gzavnili, magram kidev ra SeiZleba viRonoT imisaTvis, rom komunikacia ufro zusti gaxdes? adamianTa Soris komunikaciis SemTxvevaSi arsebobs ori efeqturi saSualeba: ukukavSiri, romliTac mimRebi uzrunvelyofs gamgzavns da rolebis gacvla, romelsac gamgzavni axorcielebs. rogorc Semdeg SevityobT, am or ideas seriozuli mniSvneloba aqvs imisaTvis, rom erTmaneTisagan ganvasxvavoT uSualo da masobrivi komunikaca.
ukukavSiris principi. pirovnebaTaSorisi komunikacia aris dinamiuri procesi, romelic mxareebs Soris mimdinareobs. magaliTad, Tqven raRacas uxsniT megobars, is ki garkveul momentSi warbebs Wmuxnis da mxrebs iCeCavs. Tqven amas xedavT da fiqrobT, rom mas SeiZleba kargad ar esmodes rasac Tqven eubnebiT. Tqven cdilobT igive sxva sityvebiT auxsnaT, an patara magaliTi moiyvanoT. Tqveni megobari Tavs giqnevT da Tqvenc fiqrobT, rom is Tqven saTqmels Cawvda. aseT uSualo situaciaSi gamgzavns SeuZlia pasuxad daiWiros verbaluri da araverbaluri signalebi, romlebsac mas mimRebi ukan ugzavnis. es niSnebi, romlebsac ukukavSiri ewodeba, aris ukukomunikacia, romelsac mimRebi komunikators ubrunebs, riTac gzavnilis miRebis garemoebebze mianiSnebs. uSualo komunikaciis dros mimRebi axorcielebs verbalur da araverbalur ukukavSirs, raTa zemoqmedeba moaxdinos komunikatoris sityvebis, Jestebisa da mniSvnelobebis arCevaze. amgvarad, orive mxare monacvleobiT asrulebs rogorc gamgzavnis, aseve mimRebis rols, radgan TiToeuli maTganis gzavnili iwvevs ukukavSirs. ukukavSiri SeiZleba iyos meyseuli an winaswar gaazrebuli. yvela SemTxvevaSi komunikatori iTvaliswinebs ukukavSirs da cdilobs gazardos komunikaciis sizuste. ubralo sityvebiT rom vTqvaT, ukukavSiri aumjobesebs komunikaciis sizustes da piriqiT, ukukavSiris gareSe sizustec mcirdeba. Tu am mniSvnelovan azrs ganvazogadebT, miviRebT ukukavSiris princips:
mimRebis mier ganxorcielebuli meyseuli an gaazrebuli ukukavSiris SemTxvevaSi sizuste gaizrdeba da amdenad gaizrdeba mimRebis mier aRqmuli mniSvnelobebis Sesabamisoba komunikatoris mier nagulisxmev mniSvnelobebTan.
rolebis cvlis principi. im momentSi, rodesac gamgzavni sworad xsnis mimRebis mier ukan gamogzavnil niSnebs da mas meti sizustis misaRwevad gzavnils Seusabamebs, komunikatori, gadataniTi mniSvnelobiT, mimRebis tyavSi Zvreba. sxvagvarad rom avxsnaT, gamgzavni cdilobs mentalurad gaxdes mimRebi, raTa warmoidginos, mis adgilze rom yofiliyo, gagzavnil Setyobinebas rogor upasuxebda. am procesSi, romelsac rolebis cvla davarqvaT, gamgzavni cdilobs gzavnils sxva adamianis TvaliT Sexedos da sizustis gaumjobesebis mizniT zog adgilebSi Secvalos kidec. amgvarad, rolebis cvla SeiZleba vuwodoT gamgzavnis mier ukukavSiris gamoyenebas imis gamosarkvevad, Tu romeli sityvebi da araverbaluri niSnebi SeZleben yvelaze ukeTesad miitanon saTqmeli mimRebamde. rolebis cvla zog adamians sxvebze ufro metad emarjveba, zogjer erTi situacia meoreze ufro mosaxerxebelia. rolebis cvla yvelaze ukeTesad myudro, piradul da intimur situaciebSi gamodis, sadac mxareebi erTmaneTs kargad icnoben. Zalze SezRuduli da araefeqturia situacia, sadac ucnobi adamianebi cdiloben erTmaneTTan urTierToba gaaban. am azrs mivyavarT mesame ganzogadebamde. es aris rolebis cvlis principi:
sakomunikacio situaciebSi, sadac gamgzavni monawileobas iRebs rolebis cvlaSi, sizuste izrdeba, amdenad gamgzavnis mier nagulisxmevi mniSvnelobebi ufro zustad Seesatyviseba mimRebis mier aRqmul mniSvnelobebs.
Tu am sam princips SevajamebT, miviRebT daskvnas, rom 1) uSualo komunikacia SeiZleba iyos zusti, Tuki is uzrunvelyofilia adekvaturi ukukavSiriT; 2) sizuste damokidebulia imaze, Tu ramdenad kargad flobs komunikatori rolebis ganawilebis xelovnebas da ramdenad sworad SeuZlia Camoayalibos gzavnili, raTa rac SeiZleba ukeTesad miitanos mimRebamde. es principebi marTaven urTierTobebs sizustes, ukukavSirsa da rolebis cvlas Soris. davixsomoT es principebi, radgan isini mniSvnelovnad ganasxvaveben adamianTaSoris komunikacias masobrivi komunikaciisagan, romlis analizsac qvemoT SexvdebiT.
Mmasobrivi komunikaciis procesi
mediasTan komunikacia axali ar aris.Aadamianebi uxsovari droidan iyeneben sxvadasxva teqnologiebs, raTa Soreuli epoqebidan erTmaneTs xma miawvdinon. Tu ar CavTvliT Tanamedrove tempebsa da auditoriis mravalricxovnebas, dRevandeli media zustad igives akeTebs, rasac adre misi martivi winamorbedi akeTebda _ egviptelebi ieroglifebs qvaze kveTdnen, amerikis mkvidri mosaxleoba kocons anTebda, junglebis mcxovrebni tamtamebs ukraven, Tanamedrove media zustad imave mizniT gadascems informacias drosa Tu sivrceSi.
informacia Seicavs gzavnilis Sesatyvis formirebul fizikur signals. aseTi informacia gzavnilis mniSvnelobaSi ar unda agverios. informaciaSi igulisxmeba formirebuli xmis talRebi, romlebic Cven gvesmis, rodesac adamiani gvelaparakeba. aRqmis procesSi xdeba am fizikuri signalebis gardaqmna rogorc mTqmelis, aseve gamgones Taviseburebebis gaTvaliswinebiT. ufro kompleqsuri da Tanamedrove mediis informacia gadaicema ufro daxvewili sqemebis saxiT, rogoricaa radios mosmena, kiTxva, televiziiT gadacemebis an filmis yureba. Mmxolod adamianis tvins SeuZlia azri gardaqmnas amgvar signalad, an miiRos amgvari signali da isev azrad gardaqmnas igi.
Mmediis gamoyeneba imisaTvis, rom met-naklebad erTdroulad movicvaT uzarmazari auditoria, damatebiT sirTuleebs warmoSobs. imisaTvis, rom ganvixiloT masobrivi komunikaciis procesis buneba da CavwvdeT mis Sinaarss, kargi iqneboda masobrivi komunikaciis formaluri definicia Camogveyalibebina. erTi SexedviT es SeiZleba saWiro arc iyos. Bbolosdabolos CvenTvis ukve nacnobia iseTi media, rogoricaa filmebi, gazeTebi da televizia. Tumca viciT ki zustad ra xdeba, rodesac viyenebT films, beWdviT sityvas Tu mauwyeblobas did auditoriasTan komunikaciis dros? Mmoqmedebs Tu ara mTeli media komunikaciis Cvens mier Camoyalibebuli principebis Sesabamisad, Tu komunikaciis yoveli gamovlineba Taviseburad unikaluria? an riTi gansxvavdeba masobrivi komunikaciis principebi or adamians Soris uSualo saubris principebisagan? Aam SekiTxvebze pasuxis gacemas masobrivi komunikaciis bunebis wvdomisaTvis didi mniSvneloba aqvs.
Cven ar vapirebT swrafad da martivad, erTi-ori winadadebiT ganvmartoT masobrivi komunikaciis arsi imitom, rom mediis TiToeul saSualebas Tavisi sakuTari garkveuli tipis komunikatorebi, teqnologiebi, jgufebi, Sinaarsi, mayurebeli da efeqtebi gaaCnia. imisaTvis, rom CamovayaliboT masobrivi komunikaciis kargi ganmarteba, mxedvelobaSi unda miviRoT yvela zemoTCamoTvlili aspeqti, nabij-nabij ganvixiloT isini da vidre Tavs erTad movuyrideT, yoveli maTganis mTavari maxasiaTeblebi Tanmimdevrulad aRvweroT. Cven davakvirdebiT masobrivi komunikaciis TiToeul “safexurs”, vidre yvela maTgans Tavs movuyrideT da erT saerTo ganmartebas CamovayalibebdeT. es aris Cveni ZiriTadi strategia, romlis pirveli safexuria avxsnaT, Tu ratom da rogor aris masobrivi komunikacia tipiuri procesi.
Mmasobrivi komunikaciis tipiuri xasiaTi
Mmasobriv komunikacias SeiZleba mivusadagoT imave tipiuri modelis ufro gavrcobili varianti, romelic uSualo komunikaciis axsnis dros gamoviyeneT. Mmiuxedavad imisa, rom masobrivi komunikacia gacilebiT ufro rTulia, msgavseba ZiriTad safexurebs Soris aSkarad SeiniSneba. 1. masobrivi komunikacia iwyeba gamgzavnebis meSveobiT, romlebic “profesionalur komunikatorebs” warmoadgenen. isini gansazRvraven im gzavnilis bunebasa da amocanebs, romelsac konkretuli media-saSualebiT awvdian mayureblebs. (es gzavnili SeiZleba iyos axali ambebi, sareklamo kampania, filmi, an sxva mediawarmodgena.) 2. nagulisxmev sazriss daSifravs produqciis mwarmoebeli (axali ambebis gundi, kinokompania, Jurnalis personali). daSifrvis procesSi Sedis ara marto verbaluri da araverbaluri simboloebis, aramed mediis konkretuli saSualebisaTvis damaxasiaTebeli specialuri efeqtebis SerCeva ( bgerebi, grafika, feri). 3. gzavnili gadaicema informaciis saxiT. gadacemis procesSi gamoiyeneba beWdviTi sityvis, kinosa da mauwyeblobisaTvis damaxasiaTebeli specialuri teqnologiebi, rac miznad isaxavs informaciis rac SeiZleba farTod gavrcelebas. 4. didi da mravalferovani auditoria, romelic Sedgeba individualuri mimRebebisagan. maT SeuZliaT gadacemuli informacia miiRon da gardaqmnan gzavnilad, romelic Sedgeba SeTanxmebuli verbaluri da araverbaluri simboloebisagan. 5. individualuri mimRebi gzavnilis interpretirebis procesSi arCeviTad moqmedebs, anu gzavnils aniWebs subieqtur mniSvnelobebs, rac garkveulwilad profesionali komunikatorebis mier nagulisxmevi mniSvnelobebis paraleluria. 6. subieqturi mniSvnelobebi, romlebic garkveul gancdebs iwveven, moqmedeben mimRebTa grZnobebze, azrebsa da qcevaze, rac SeiZleba komunikaciis zemoqmedebad CaiTvalos.
es eqvsi safexuri ara marto gviCvenebs imas, Tu ra xdeba masobrivi komunikaciis procesSi, aramed aseve warmoadgens moxerxebul CarCos imisaTvis, rom zustad ganvsazRvroT masobrivi komunikaciis arsi. yoveli safexuris yuradRebiT ganxilvis Semdeg CamovayalibebT masobrivi komunikaciis sakmaod zusti ganmartebas, rac SesaZleblobas mogvcems gamovyoT igi sxva formebisagan.
Ppirveli safexuri: komunikaciis sagani da misi obieqti. masobrivi komunikaciis pirveli safexuri SeiZleba vuwodoT erTi an erTze meti profesionali komunikatoris gadawyvetilebas Seqmnas mis (an maT) mier arCeuli saxisa da miznis, garkveuli media-saSualebis Sesabamisi gzavnili. eseni arian specialistebi, romlebic Tavs irCenen sakomunikacio industriis romelsame nawilSi muSaobiT: reportiorebi, filmis reJisorebi, msaxiobebi, scenaristebi, sareklamo aRmasruleblebi, mqadageblebi, oficialuri oratorebi da mravali sxva _ adamianebi, romlebic moipoveben, gamoscemen, awarmoeben media produqcias _ axal ambebs, gasarTob gadacemebs, speqtaklebs, sareklamo gzavnilebs, sazogadoebasTan urTierTobis gzavnilebs, politikur kampaniebs da a.S.
safexuri meore: media gzavnilebis daSifrva. profesionali komunikatori damokidebulia specialistebis gundze, romelic mas exmareba gzavnilis saxiTY Camoayalibos da gamosces, anu daSifros mis mier nagulisxmevi mniSvnelobebi. SemoqmedebiTi adamianebi _ msaxiobebi, avtorebi, mkvlevarebi, kompozitorebi, gamomcemlebi da reJisorebi eZeben, qmnian da gamudmebiT srulyofen specifiur formebs TavianTi gzavnilebisaTvis. teqnikuri personali muSaobs mediis meqanikur da eleqtronul aspeqtebze. komerciuli sponsorebi cdiloben produqcia gayidon, raTa gaweuli xarjebi aanazRauron. profesionali komunikatorebis sxva damxmare jgufebs, saagentoebis CaTvliT, evаlebaT komerciul reklamis damzadeba, reportaJebis teqnikuri uzrunvelyofa, reitingis jgufebis, romlebic komunikators mayurebelTa raodenobis Sesaxeb atyobineben da mkvlevarebis, romlebic cdiloben gaaumjobeson komunikaciis gzebi, organizeba.
safexuri mesame: media gzavnilebis gadacema. masobrivi komunikaciis erT-erTi ZiriTadi maxasiaTebelia SedarebiT swrafi gavrceleba. Tanamedrove media WeSmaritad gansacvifrebelia Tavisi gavrcelebis masStabebiT. wignic ki _ mediis yvelaze neli produqti _ uwindelTan SedarebiT swrafad vrceldeba. saukuneebis winaT erTi xelnaweris Seqmnas uzarmazari Zalisxmeva, Tveebi da wlebi Wirdeboda, xolo misi daniSnulebis adgilamde mitanas _ kidev ufro meti dro. dRes wignis gamocema imdenad swrafia, rom SesaZlebelia aseul aTasobiT wignis gamocema da gavrceleba drois sul mcire monakveTSi. igive SeiZleba iTqvas mediis sxva saxeebzec: filmis damTavrebisTanave SesaZlebelia erT RameSi misi gavrceleba qveynis yvela kinoTeatrSi, xolo misi naxva ramdenime kviris ganmavlobaSi milionobiT mayurebels SeuZlia. radio, televizia da kompiuteri praqtikulad mediis iseTi saxeebia, romlebic meyseulad ipyroben uzarmazar auditorias. televizia SesaZleblobas aZlevs milionobiT adamians erTdroulad, pirdapir eTerSi naxos erTidaigive gadacema (mag. princesa dianas dakrZalva). G
Tanamedrove masobriv komunikacias, garda siswrafisa, uwyvetoba axasiaTebs. Ees gamowveulia imiT, rom gzavnilebis gadacema xdeba ganrigis da ara vinmes kaprizis mixedviT. gazeTi gamodis yoveldRiurad, Jurnali _ kviraSi an TveSi erTxel, gamomcemlebi da kinoprodiuserebi ganuwyvetliv awodeben sazogadoebas wignebsa da filmebs.
M informaciis gadacema upiratesad mas mediis saSualebiT xdeba. Aamis aRniSvna saWirod migvaCnia imitom, rom aucilebelia zustad vicodeT, Tu ras warmoadgens mediis esa Tu is saSualeba. zemoT moyvanili diskusiis safuZvelze Cven SegviZlia sakmaod martivad CamovayaliboT mediis Nnebismieri saSualebis ganmarteba:
M media-saSualeba aris nebismieri obieqti an teqnikuri saSualeba, romelsac drosa da sivrceSi xatovani fizikuri informaciis gadacemis meSveobiT SeuZlia komunikaciis damyareba.
Ddidi xnis winaT, manam, vidre gaCndeboda beWdviTi sityva, kino, mauwyebloba da kompiuteruli qselebi, adamianebs gaaCndaT mediis sxva saSualebebi. isini axerxebdnen Setyobinebis gagzavnas da Senaxvas drosa da sivrceSi. Ppreistoriuli adamianebi iyenebdnen gamoqvabulis mxatvrobas, ramac Txutmeti aTas welze met xans gaZlo. zogi iyenebda droSebs, kvamlis signalebs, tamtamebs, xelnawerebs, rogorc komunikaciis saSualebas. MzogierTi zemoTCamoTvlili saxeobebi dResac gamoiyeneba. dRes mediis saxeobebad aRiqmeba beWdviTi sityva, kino da mauwyebloba (sakabelo da sxva teqnologiebi), aseve kompiuteruli qselebi. Yyvela es saSualeba damokidebulia daxvewil teqnologiebze. aseTebia: mikrotalRuri transmisia, kompiuterizebuli sabeWdi teqnika, optikuri kabelebi, maRali siCqaris modemebi, sakomunikacio Tanamgzavrebi da sxva.
Mmediis yvela saSualebas Tavisi upiratesobebi da SezRudvebi gaaCnia, rac ganapirobebs informaciisa da gzavnilebis gadacemisa da gavrcelebis Taviseburebebs. beWdviTi sityva, magaliTad, damokidebulia kiTxvisa da weris SeZenil unar-Cvevebze. sisulele iqneboda wera-kiTxvis ucodinar bavSvTan an im adamianTan, romelmac Tqveni ena ar icis, komunikaciisaTvis presa gamogveyenebina. aseve sisulele iqneboda operis translacia gazeTis meSveobiT, radgan televizias, videosa da kinos presaze gacilebiT ukeTesad SeuZlia gadasces iseTi masala, rogoricaa bgerebi da moZravi suraTebi.
safexuri meoTxe: media-gzavnilis aRqma. sityva “mas” (masobrivi) terminSi “masobrivi komunikacia” zustad gamoxatavs mediagzavnilebis didi da mravalferovani auditoriis mier aRqmis xasiaTs. igi ukve didi xania am procesis saxelis nawilia da mayurebelTa socialur maxasiaTeblebs ufro aRniSnavs, vidre maT ricxvobriobas. sityvis “mas” mniSvneloba efuZneba gasuli saukunis daswyisis inteleqtualebs Soris popularul Sexedulebebs Tanamedrove sazogadoebaze. maT miaCndaT, rom urbanul-industriul sazogadoebaSi sul ufro da ufro gaizrdeboda im adamianTa ricxvi, romlebic socialur kavSirebs TandaTan dakargavdnen. es adamianebi xedavdnen, rom soflebidan xalxi qalaqebSi miiswrafoda, irRveoda didi ojaxebi, sadac adre erTad cxovrobdnen bebiebi, papebi, deidebi, biZebi, diswulebi da Zmiswulebi. isini xedavdnen, rom emigraciis Sedegad sxvadasxva kulturuli memkvidreobis, erovnebis, eTnosisa da rasis xalxi erTmaneTSi airia. isini amtkicebdnen, rom aseTi sxvadasxva yaidis adamianTa jgufebis erT qalaqSi Tavmoyra gamoiwvevda iseTi sazogadoebis Camoyalibebas, sadac socialuri kavSirebi adamianebs Soris adrindelTan SedarebiT mniSvnelovnad dasustdeboda. amgvarad, fiqrobdnen isini, adamianTa Soris gaCndeboda fsiqologiuri distancia, rac sagrZnoblad Seamcirebda uSualo komunikaciis moTxovnilebas. swored am Sexedulebebma warmoSva cneba “masobrivi sazogadoeba”_ sazogadoeba, sadac adamianebi iqcevian ufro rogorc socialurad izolirebuli individuumebi, vidre ojaxis wevrebi an sxva tipis jgufebi. amgvarad, isini miiCnevdnen, rom Tanamedrove sazogadoeba es aris “martosulTa brbo” _ Wreli xalxi, romlebic erTmaneTs kargad ar icnoben, ar ician ra aris megobroba, erTguleba, ojaxuri kavSirebi, ar gaaCniaT gaxsnili adamianuri urTierTobebi.
aseTi tipis sazogadoeba, rogorc maSin miaCndaT, gaxdeboda maSindeli mediis mimRebTa auditoria. “mas” ideis mniSvneloba imaSi mdgomareobs, rom aseT did, socialurad Wrel auditoriaSi ufro advilad SeiZleboda zemoqmedeba individuumebze, saTiTaod, propagandisa da masobrivi komunikaciis sxva saSualebebis gamoyenebiT. fiqrobdnen, rom radgan TiToeuli pirovneba izolirebuli iqneboda, mediis zemoqmedebas sxva socialuri wyaroebi, kerZod megobarTa wre an ojaxis wevrebi ver Searbilebda. dRes aRaravin amtkicebs, rom mas mediis auditoriebi warmoadgenen “martosulTa brbos”, romelic izolirebuli individuumebisagan Sedgeba. socialur mecnierebaTa kvlevebma aCvena, rom urbanuli da industriuli sazogadoebis wevrebi dRemde inarCuneben mWidro urTierTobebs TavianT ojaxebTan, megobrebTan da sxva jgufebTan. maT verafriT vuwodebT fsiqologiurad izolirebul individuumebs da mas mediis mier nebismieri formiT miwodebuli propagandis utyv mimRebebs. maT mier interpretirebuli mas mediis gzavnili Zlier zemoqmedebas ganicdis maTi garSemomyofTa mxridan. sxva sityvebiT rom vTqvaT, erT dros sityvasTan “mas” dakavSirebul moZvelebul ideebs araferi aqvT saerTo dRevandel auditoriebTan.
eWvgareSea, rom amerikuli sazogadoeba kulturulad Zalze mravalferovania. masSi Sedis sxvadasxva erovnuli, eTnikuri da rasobrivi warmomavlobis aseulobiT jgufi. yovelma maTganma Tavisi kulturuli wvlili Seitana sazogadoebis ganviTarebaSi. amas garda, mosaxleoba dayofilia fenebad Semosavlebis, ganaTlebis, gavlenisa da prestiJis mixedviT. es maxasiaTeblebi met-naklebad yvela fenas gaaCnia. amas davumatoT asaki, sqesi, regioni, saqmianoba da aSkara gaxdeba, rom mediamimRebi amerikul auditoriaSi warmoadgens uaRresad mravalferovan fenomens.
swored es socialuri, ekonomikuri da kulturuli siWrele ganapirobebs gemovnebisa da interesebis mravalferovnebas mediasTan mimarTebaSi. gansxvavebuli gemovneba da interesebi iwveven ukiduresad seleqciur midgomas media gzavnilebis aRqmisa da misadmi damokidebulebis sakiTxSi. is, rac miizidavs Crdilo-aRmosavleTis qalaqgareT mcxovreb italiuri warmoSobis SeZlebul amerikels, SesaZlebelia srulebiT ar ainteresebdes luizianaSi soflad mcxovreb Rarib kajun glexs (kajuni, Qqeijeni _ luizianaSi mcxovrebi eTnikuri frangebi, laparakoben moZvelebul frangul enaze, mTargmnelis SeniSvna) amgvarad, mediis aRqma da misi moxmareba dakavSirebulia potenciuri auditoriis yoveli individualuri mimRebis socialur, kulturul da fsiqologiur maxasiaTeblebTan.
safexuri mexuTe: mediagzavnilebis daSifrva da interpretireba. Cven gamovarkvieT, rom Tavisi arsiT adamianTa komunikacia aris gamgzavnisa da mimRebis gzavnilebSi mniSvnelobaTa nakrebs Soris met-naklebi Sesabamisobis miRwevis mcdeloba. es vrceldeba rogorc uSualo pirovnebaTaSoris, aseve satelevizio gzavnilebze, romlebic milionobiT mayurebels gadaecema. kargi iqneboda yuradReba gagvemaxvilebina im faqtze, rom pirovnebaTaSorisi komunikaciis procesSi mimRebi gzavnilis interpretirebis dros sargeblobs verbaluri da araverbaluri simboloebis Tavisi sakuTari mniSvnelobebiT. Sedegad mimRebis mier aRqmuli da gamgzavnis mier nagulisxmevi mniSvnelobebi SesaZlebelia erTmaneTs ar daemTxves. igive gvxvdeba masobrivi komunikaciis SemTxvevaSic.
rasakvirvelia, mravalferovan auditoriaSi mimRebTa mravalricxovaneba iwvevs masobrivi komunikaciis gzavnilTa mniSvnelobebis mravalnair aRqmas. swored socialuri, kulturuli da fsiqologiuri maxasiaTeblebi, romlebic ganapirobeben dainteresebisa da aRqmis saxeobebs, aseve gansazRvraven imas, Tu rogor aRiqvamen sxvadasxva adamianebi masobrivi komunikaciis gzavnilebis mniSvnelobas. aqedan gamomdinare, erTsadaimave films zogi mZafrsiuJetians eZaxis, zogi ki mosawyens; axali ambebis erTidaigive gamoSveba zogs aRelvebs, zogs ki uintereso da umniSvnelo eCveneba. zogi reklamis mosmenisTanave produqciis sayidlad gaiqceva, zogis ayolieba ki sruliad SeuZlebelia.
safexuri meeqvse: zemoqmedeba media auditoriaze. masobrivi komunikaciis bolo safexuri wina safexurebidan gamomdinareobs: gzavnilis mniSvnelobis interpretireba mimRebSi garkveul cvlilebebs iwvevs. es SeiZleba iyos sruliad ubralo, uxilavi, zogjer ki aSkarad TvalSisacemi, mniSvnelovani cvlilebebi. xSir SemTxvevaSi saqme mainc umniSvnelo cvlilebebTan gvaqvs. yvela erTad isini qmnian “efeqts”, rasac media namdvilad axdens, yovel SemTxvevaSi, individualur doneze mainc. magaliTad, adamianma radioTi Tavisi sayvareli amindis prognozis mosmenis dros raRac uwyinari axali ambavi gaigo. amgvarad, miawodo adamians informacia, romelic mas ar qonda, ukve aris cvlileba, romelic media saSualebas Seaqvs adamianis cxovrebaSi. anda, meore aseTive trivialuri ambavi: adamiani erToba imiT, rom kviris gazeTSi kiTxulobs komiqsebs. am SemTxvevaSic, adamianisaTvis guneba-ganwyobilebis gaumjobeseba media zemoqmedebis erT-erTi formaa.
masobrivi komunikaciis zemoqmedebas SeuZlia pirovnebaSi gacilebiT ufro seriozuli cvlilebebi Seitanos. garkveul viTarebaSi medias SeuZlia imoqmedos adamianis Sexedulebebze, damokidebulebebsa da mosazrebebze _ miawodos mas gansxvavebuli Sexeduleba sazogadoebriv sakiTxebsa da politikuri partiebis mimarT simpaTiebis Sesaxeb. aseve SesaZlebelia media gzavnilebis mier SeTavazebulma gansxvavebulma mniSvnelobebma zemoqmedeba moaxdinos adamianebis saqcielze _ iyidon, gaiRon Semowiruloba, Caicvan gansxvavebulad, Sewyviton Tambaqos moweva, miscen xma, daiwyon dieta, da a. S.
am saxis mniSvnelovani cvlilebebisaTvis didi droa saWiro da isini mxolod mcire safexurebze iCenen Tavs, Tumca mediis kritikosebs isini mainc SemaSfoTeblad miaCniaT. zogi fiqrobs, rom rok musika axalgazrdebs narkotikebis, seqsisa da satanizmisaken mouwodebs. sxvebi amtkiceben, rom zogierTi satelevizio programa bavSvebSi ufrosebis urCobasa da agresias badebs. am Sexedulebebis arc damtkiceba da arc uaryofa advili ar aris, amitom gamokvlevebi gvTavazoben, rom sazogadoebis Zrwola amgvari zemoqmedebis winaSe gazviadebulad CavTvaloT. rogorc momdevno Tavebidan SevityobT, aseTi gavlena, ra Tqma unda arsebobs, magram es sakmaod rTuli da xangrZlivi procesia.
masobriv komunikacias kulturis Secvla pirovnulze metad socialur an koleqtiur doneze SeuZlia. amis erT-erTi magaliTia ena da misi SeTanxmebuli mniSvnelobebi. medias mudmivad Semoaqvs axali sityvebi da maTi mniSvnelobebi, an cvlis Zveli sityvebis mniSvnelobebs. magaliTad: 1992 wlamde amerikelebs ar gaaCndaT SeTanxmebuli mniSvneloba terminisa “eTnikuri wmenda”, magram serbiisa da bosniis omebis Semdeg (yofili iugoslavia) igi mTel mediaSi damkvidrda. milionobiT adamianma aiTvisa axali termini, misi mniSvneloba da iyenebs mas, rogorc sityva genocidis erT-erTi formas. uaxlesi warsulis magaliTebia aseve nerdi (sl. salanZRavi sityvaa, daaxloebiT igivea, rac qarTulad banZi. mTarg.Sen.) perestroika, AIDS, yuppies, crack (sl. magari, sakaifo. mTarg.Sen.) sound-bite.
masobrivi komunikacia aseve iwvevs cvlilebebs Cvens damokidebulebebSi socaluri sakiTxebis mimarT. amerikuli axali ambebis mediis mier 1989 wels gadacemulma siuJetebma, sadac naCvenebi iyo rogor utevdnen pekinSi, tiananmenis moedanze tankebi da jariskacebi student demonstrantebs didi risxva gamoiwvia CineTis xelmZRvanelobis mimarT. amgvarad, media monawileobas iRebs sazogadoebrivi azris CamoyalibebaSi da am gziT SeuZlia istoriis gezi Secvalos. masobrivi komunikaciis gavlenis saxeobebis Seswavla rTuli sferoa. Semdeg TavebSi Cven maT ufro dawvrilebiT mimovixilavT.
mokle ganmarteba. Cvens mier aRwerili eqvsi safexuridan TiToeuli warmoadgens masobrivi komunikaciis ganmartebas. am safexurebis gaTvaliswinebiT Cven SegviZlia procesi Semdegnairad ganvmartoT:
masobrivi komunikacia aris procesi, rodesac profesionali komunikatorebi qmnian da iyeneben medias imisaTvis, rom swrafad, ganuwyvetliv da sayovelTaod gaavrcelon gzavnilebi, raTa aRZran nagulisxmevi mniSvnelobebi did, mravalferovan da arCeviT auditoriebSi maTze sxvadasxva gziT zemoqmedebis mizniT.
am ganmartebis gaTvaliswinebiT unda davsvaT SekiTxva, sinamdvileSi romeli media aris mas media da romeli ara. es sasxvaTaSoriso kiTxva ar gaxlavT, radganac igi miznad isaxavs masobrivi komunikaciis, rogorc saswavlo disciplinis gansazRvras, anu imis gamorkvevas, Tu risi Seswavla aris saWiro da ra igulisxmeba “masobrivi komunikaciis” qveS.
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It seems in after-dinner talk Across the walnuts and the wine.
უმორჩილესად გთხოვთ, ნუ დავიყვანთ ამ თემას საყოფაცხოვრებო ტუტუცობების განხილვამდე, რაც ტონობით მოიძებნება ორივე მხრიდან; ვინაიდან ადამიანის ბუნება უნივერსალურია და პოლიტიკური პლატფორმის კუთვნილებას არ შეესაბამება. (c) ფირალი
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