1

ivane javaxiSvilis saxelobis

Tbilisis saxelmwifo universiteti

flora esebua

pier burdies socioanalizi:

energoseqtori - politikis velisa da Jurnalistikis velis

gadakveTis wertili qarTul presaSi

disertacia Sesrulebulia sociologiis doqtoris akademiuri xarisxis

mosapoveblad

samecniero xelmZRvaneli

(Tsu) asocirebuli profesori amiran berZeniSvili

2011 weli

2

sarCevi

Sesavali ---------------------------------------------------------------------------------- 4

Tavi 1. pier burdies socioanalizis ZiriTadi kategoriebi

1.1. struqturuli konstruqtivizmi ------------------------------------------------------------ 6

1.2 habitusi --------------------------------------------------------------------------------------------------- 14

1.3. veli --------------------------------------------------------------------------------------------------------- 17

1.4. kapitali -------------------------------------------------------------------------------------------------- 19

Tavi 2. masobrivi komunikaciis gaazrebisTvis -------------------------------- 22

2.1. masobrivi komunikacia rogorc informaciis mauwyebeli ------------------ 24

2.2. masobrivi komunikacia rogorc garTobis saSualeba ------------------------ 28

2.3. masobrivi komunikacia rogorc biznesi ---------------------------------------------- 30

2.4. masobrivi komunikacia rogorc politikuri gancxadebebis mauwyebeli

------------------------------------------------------------------------------------------------------------------------ 32

2.5. informaciuli era ---------------------------------------------------------------------------------- 35

Tavi 3. veli

3.1. politikis veli ------------------------------------------------------------------------------------ 42

3.2. Jurnalistikis veli ----------------------------------------------------------------------------- 51

3.3. politikis velisa da Jurnalistikis velis gadakveTa---------------------- 55

3.4. velis avtonomiurobis sakiTxi ----------------------------------------------------------- 58

3.5. presa da televizia - Jurnalistikis velis agentebi ---------------------- 60

3.6. mediatizirebuli inteleqtualebi ----------------------------------------------------- 67

3

Tavi 4. damokidebuleba mediisadmi da kvlevis Sedegebi

4.1. saqarTveloSi mediisadmi damokidebulebis Sesaxeb------------------------- 86

4.2. qarTuli presis kvleva da daskvnebi------------------------------------------------- 92

gamoyenebuli literatura -------------------------------------------------------------------- 118

4

Sesavali

dro, romelSic Cven vcxovrobT, bevrma ukve informaciulad, bevrma ki

konkretulad satelevizio epoqad monaTla. am droSi mediis

gansakuTrebul mniSvnelobaze da misi gavlenis did diapazonze aRaravin

davobs. am epoaqaSi politikac axal Tvisebebs iZens; mas uwevs moqmedeba

axal sibrtyeSi, sadac Tavad gvevlineba erTdroulad rogorc

determinatoris, aseve determinirebulis rolSi. marTalia, bevrs

saubroben avtonomiur politikur velze, romelic qmnis aminds

saxelmwifoSi. Tumca, avtonomiuroba masze sxva velebis gavlenas,

zogjer ki Zalian seriozul gavlenas sulac ar gamoricxavs. im

realobis gaTvaliswinebiT, rom TiTqmis yvela velze dRes gavlenas

axdens masobrivi komunikaciis saSualebebi, arc politikis velis am

zegavlenis gareSe Seswavlaa logikuri. miTumetes, rom bevri socialuri

mecnieri ukve saubrobs mediis gansakuTrebul zegavlenaze Tanamedrove

politikis velze.

Tavad media politikisa da biznesis interesebis gavlenis qveSaa da

mudmivad am gavlenebisagan gaTavisuflebas cdilobs erTi mxriv. meore

mxriv ki, is imdenad karnaxobs yvela sferos, maT Soris, politikasac da

biznessac TamaSis sakuTar wesebs, rom xSirad mkafio sazRvrebis

dadgena sferoebs, velebs Soris rTul amocanas warmoadgens.

im pirobebSi, rodesac saubaria axali tipis sazogadoebaze, sadac

informacia, misi gavrcelebis gzebi da tendenciebi gansakuTrebul rols

TamaSobs, rodesac xazs usvamen qseluri sazogadoebis Camoyalibebas da

misi gavrcelebis gansakuTrebul tempebs, romelic sul ufro metadaa

mijaWvuli sxvadasxva mediasaSualebebs da srulad Tu ara, metwilad

mainc virtualur, qselur realobaSi cxovrobs, rTulia gaarkvio, ra

ufro axdens gavlenas erTmaneTze - politika mediaze Tu piriqiT.

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mediatizaciis pirobebSi, politikas ufro metad uwevs Tanamedrove

medialogikas daemorCilos Tu mainc media ufro ganicdis politikis

velis gavlenas.

swored am ori velis - politikis velisa da Jurnalistikis velis

gadakveTis wertilebis Ziebaa kvlevis mTavari sagani. frangi

sociologis pier burdies struqturuli konstruqtivizmi da velebis

Teoria, sakmaod sainteresod xsnis zogadad velis funqcionirebis,

sazogadoebis konstruirebis sakiTxs, da Tavad CemTvis saintereso ori

velis gadakveTis sakiTxsac.

swored burdies Teoriaa is xaraCo, romlis daxmarebiTac me Sevecdebi

gaviazro Tu ra mimarTebaa politikis velsa da Jurnalistikis vels

Soris. ra logikiT muSaobs es ori veli; romeli politikuri Temebia

aqtualuri Jurnalistikis velisTvis; vin arian ZiriTadi politikuri

diskursebis gamxmovaneblebi da ramdenad mravalferovania

Jurnalistikis velis mier reprezentirebuli Temebi.

am kiTxvebze pasuxis gacemas garda burdies Teoriisa, konkretuli

kvlevis SedegebiT Sevecdebi, romelic am, Cemi azriT, sakmaod saintereso

da aqtualuri sakiTxebis Sesaxeb argumentebs met damajereblobas

Sematebs.

6

Tavi 1

Ppier burdies socioanalizis ZiriTadi kategoriebi

1.1. struqturuli konstruqtivizmi

frangi sociologi pier burdie sakuTar Teorias konstruqtivistul

struqturalizms an struqturalistur konstruqtivizms uwodebs.

“struqturalizmis daxmarebiT minda vTqva, rom Tavad socialur

samyaroSi arsebobs obieqturi struqturebi, agentebis nebisa da

cnobierebisgan damoukidebeli, romelTac ZaluZT agentTa

praqtikebisTvis an warmodgenebisTvis mimarTulebis micema an maTi

CaxSoba. konstruqtivizmis daxmarebiT ki, minda vTqva, rom arsebobs

socialuri genezisi, erTi mxriv, azrovnebis, aRqmisa da moqmedebis

sqemebis, es ukanasknelni ki aris habitusis Semadgeneli nawili, meore

mxriv ki, socialuri struqturebisa, kerZod ki imisa, rasac me vels an

jgufebs, zogadad ki socialur klass vuwodeb” (Шматко, 1998, gv. 64).

socialuri mecniereba erTi SexedviT sruliad araTavsebad or

Tvalsazriss Soris meryeobs – obieqtivizmsa da subieqtivizms Soris.

erTi mxriv, is amtkicebs, rom socialuri realoba Sedgeba socialuri

faqtebisgan, obieqtebisgan. meore mxirv ki, realoba Sedgeba agentebis

mier subieqturad konstruirebuli warmodgenebisgan. burdie am ori

poziciis erTgvar Sejerebas cdilobs da gvTavazobs sakuTar e.w.

struqturalistur konstruqtivizms.

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burdies ganmartebiT, socialur mecnierebaSi arsebobs obieqturi

struqturebi, romelTac akonstruirebs sociologi obieqtivizmis

farglebSi, agentebis subieqtur warmodgenaTa ugulebelyofiT; magram,

meore mxriv, es warmodgenebi unda iyos aTvisebuli individualur Tu

koleqtiur doneze yoveldRiur brZolaSi. Tavad yoveldRiuri brZola

obieqtur struqturaTa SenarCunebaze an Secvlazea orientirebuli.

orive midgoma – obieqturi da subieqturi – dialeqtikur kavSirSi

imyofeba erTmaneTTan.

burdies mcdeloba, daZlios es dialeqtika, struqturalisturi

konstruqtivizmis koncefciis saxiT Camoyalibda. man socialuri

realobis aRsawerad termini socialuri sivrce Semoitana.

socialuri sivrce isea konstruirebuli, rom masSi ganTavsebuli

agentebi, jgufebi Tu instituciebi miT met saerTo Tvisebas floben, rac

ufro axlos arian am sivrceSi. es aris sivrce qaRaldze, sadac

distanciuroba emTxeva socialur distancias. geografiulad adamianebi

SeiZleba Zalianac axlos imyofebodnen erTmaneTTan, Tumca socialurad

distancia maT Soris iyos didi (Социоанализ Пьера Бурдьё, 2001, gv. 66).

socialur sivrceSi agentebi ganawilebulebi arian ori sazomis mixedviT

– erTi, sxvadasxva tipis kapitalis flobis mixedviT da, meore, Tavad

kapitalis struqturis mixedviT. kapitalis struqtura gulisxmobs mis

wonas, anu mniSvnelobas yvela kapitalis saerTo moculobaSi.

socialuri sivrce imgvarad aris konstruirebuli, rom agentebi,

romelTac aqvT msgavsi pirobebi, eqvemdebarebian msgavs garemoebebs da

aqvT Sansi daeuflon msgavs dispoziciebs, da Sesabamisad, awarmoon

msgavsi praqtikebi. dispoziciebi, romelTac adamiani iZens konkretuli

poziciis dakavebisas, gulisxmobs am poziciasTan Seguebas, anu

gofmaniseul sence of one’s place-s (СПБ, 2001). Sence of one’s place gulisxmobs

sakuTari adgilis SegrZnebas, rodesac agenti grZnobs sakuTar adgils,

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imavdroulad grZnobs sxvebis adgilsac da sakuTari adgilis

dakavebasTan erTad sxvebs konkretul distanciaze tovebs.

socialuri realoba, romelzec obieqtivistebi saubroben, aris aRqmis

obieqtic. amdenad, socialurma mecnierebam kvlevis obieqtad es

realobac unda aiRos da es aRqmac, romelic agentebs obieqtur

socialur sivrceSi konkretuli poziciis Sesabamisad uyalibdebaT.

burdies azriT, sociologiam unda mocvas socialuri samyaros aRqmis

sociologiac, anu samyaroze warmodgenis konstruirebac, rac Tavis

mxriv, samyaros konstruirebis procesSia CarTuli. rasakvirvelia,

agentebi axdenen samyaros sakuTari xedvis konstruirebas, magram es

konstruireba struqturuli zewoliT xdeba; aRqmul samyaros aqvs

tendencia, is aRqmul iqnas rogorc raRac TavisTavadi.

bergerTan da lukmanTan ”realoba” aris fenomenebis maxasiaTebeli,

romelic adamianTa nebis gareSe arsebobs, Tumca Cven gvaqvs ”codna” am

realobis Sesaxeb, rac imas niSnavs, rom adamianebi darwmunebulebi varT

am fenomenebis realurad arsebobaSi.

es socialuri sivce, anu realoba gansxvavebulia swored imitom, rom

socialuradaa konstruirebuli; imis gaTvaliswinebiT ki, rom

socialuri sivrce yvela sazogadoebaSi gansxvavebulia, realobac

gansxvavebulad yalibdeba.

socialuri realobis konstruirebis kvleva, pier burdiesTan, Semdeg

rames gulisxmobs: pirveli, konstruireba ar xdeba socialur vakuumSi,

aramed xdeba socialuri zewolis pirobebSi;

meore, struqturirebuli struqturebi Tavad aris socialurad

struqturirebuli, radganac aqvT socialuri genezisi;

da mesame, socialuri realobis konstruireba ara mxolod

individualuri saqmea, is SeiZleba koleqtiur saqmedac iqces (СПБ, 2001).

9

piter bergerisa da Tomas lukmanisTvisac realoba socialuradaa

struqturirebuli ara vakuumSi, aramed konkretuli mniSvnelobis

matarebel socialur sivceSi (Бергер & Лукман, 2001, gv. 23).

socialuri sivrcis aRweras bergeri da lukmani ”umaRlesi realobiT”,

cdiloben. am ukanasknels isini par excellence, anu yoveldRiuri cxovrebis

realobas uwodeben. sazogadoebis rigiTi wevrebisTvis yoveldRiuri

cxovreba aris aRqmuli, rogorc TavisTavad nagulisxmevi; es aris

samyaro, romelic subieqturad yvelas cnobierebaSi da qmedebebSi

arsebobs da ganicdeba adamianebis mier, rogorc realuri.

yoveldRiuri cxovreba aris mowesrigebuli realoba, sadac fenomenebi

garkveuli niSnebiTaa sistematizirebuli. es sistematizirebuli

fenomenebi aRiqmeba rogorc adaminuri aRqmisagan damoukidebeli ram.

yoveldRiuri cxovrebis realoba aris obieqtivirebuli, anu

konstruirebuli obieqtTa garkveuli wesrigiT, romlebic ”Cemamdec

arsebobda da Cems merec iarsebebs”. is, rac am obieqtivaciebs da Tavad

yoveldRiur cxovrebasac mniSvnelobas aniWebs aris ena.

yoveldRiuri cxovrebis realobas aqvs TavisTavad naguslixmevi xasiaTi,

romelic, garda imisa, rom arsebobs, sxva damatebiT Semowmebas ar

saWiroebs. is arsebobs rogorc TavisTavad cxadi faqti. da, radganac

yoveldRiuri cxovrebis wesi ar wydeba, is aRqmulia, rogorc

araproblematuri ram. yoveldRiuri cxovreba manam aris

araproblematuri, sanam ar Sewydeba misi Tanmimdevurli funqcionireba.

yoveldRiuri cxovrebis realobas aqvs sivrciTi da droiTi struqtura

(Бергер & Лукман, 2001, gv. 49). sivrciTi struqtura niSnavs imas, rom

yoveldRiuri cxovrebis realobas aqvs socialuri sazomi, rac imas

niSnavs, rom Cemi manipulaciebis sistema mudmivad kveTs sxva adamianebis

manipulaciaTa zonebs.

10

rac Seexeba yoveldRiuri cxovrebis realobis droiT struqturas, anu

temporalurobas, rogorc mas bergeri da lukmani uwodeben, es aris

Tviseba, romelic axasiaTebs cnobierebas. cnobierebis nakadi yovelTvis

droSia mowesrigebuli. magaliTad, Tu Zalian ginda monawileobis miReba

konkretul sportul SejibrebaSi, magram jerjerobiT amis kvalifikacia

ar gaqvs, mogiwevs manamde mocda, sanam am kvalifikacias moganiWeben.

yoveldRiuri cxovrebis temporalur struqturasTan adamians uwevs

Sexeba, rogorc faqtTan, romelsac angariSi unda gauwios; yvela misi

proeqti aucilebelia droSi iyos adeqvaturi. yoveldRiurobaSi dro

aRqmulia rogorc uwyveti da saboloo, Tavad adamianis cxovreba ki

aris epizodi drois uwyvet nakadSi, xolo sikvdilis gardauvalobis

codna am dros saboloos xdis ”CemTvis”.

yoveldRiuri cxovrebis realobas adamiani inawilebs sxva adamianebTan.

viRacasTan adamians aqvs pirispir urTierToba, viRacasTan ara. es

urTierTobebi sakmaod rTulia mkacrad dadgenili xatebis struqturaSi

moaqcio, radganac TiToeuli adamianis aRqma subieqturia. marTalia,

pirispir urTierTobebi dadgenili xatebisadmi winaaRmdegobas naklebad

gulisxmobs, vidre sxvebTan gaSualebuli urTierToba, magram yovelTvis

da yvelas mier erTi da igive situaciis zustad erTnairi aRqma ar xdeba.

viRacasTan adamians aqvs pirispiri, viRacasTan ki anonimuri tipis

urTierToba da es urTierTobebi msgavsi ar aris. marTalia, SesaZloa

yoveldRe xvdebode gazeTis gamyidvels, magram masTan da sakuTari

ojaxis wevrTan urTierToba msgavsi ver iqneba. interesebisa da

intimurobis xarisxis mixedviT ki anonimuroba mcirdeba an izrdeba

(Бергер & Лукман, 2001, gv. 59).

bergerisa da lukmanis azriT, yoveldRiuri cxovrebis realoba SeiZleba

gavigoT tipizaciis kontinuumSi, romlis anonimurobac imis mixedviT

izrdeba, Tu ramdenad Sordeba ”aq da axla” pirispir urTierTobas. erT

polusze imyofebian isini, visTanac adamians aqvs intensiuri, pirispir

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urTierToba da ”mis wres” warmoadgnen, xolo meore polusze isini

arian, visTanac pirispir urTierToba ar aqvs. socialuri struqtura

tipizaciebisa da misi saSualebiT urTierTobaTa ganmeorebadi xatebis

nakrebs, jams warmoadgens.

yoveldRiuri cxovreba aris cxovreba, romelsac adamiani iziarebs

sxvebTan enis saSualebiT. niSanTa sistemebiT adamians SeuZlia gadasces

informacia, romelic ”aq da axla” subieqtur realobas ar gamoxatavs.

ena iZleva uwyveti obieqtivaciis SesaZleblobas da maTi tipizacia xdeba

kategoriebSi, romlebic gasagebia rogorc CemTvis, aseve sxvebisTvisac.

magaliTad, Cemi problemebi Cemsave kolegasTan SeiZleba moeqces

kategoriaSi - problema kolegasTan. marTalia, es aris ”Cemi” problema,

”Cemi kolega” da ”Cemi aRqma”, magram problema, mxolod sakuTari,

SeiZleba qondes nebismier sxvas. Sesabamisad, es kategoria CemTvisac da

sxvisTvisac gasagebia, xolo mniSvnelobaTa organizebis wesebiT

klasificirebuli Cemi biografiuli gamocdileba aris obieqturad da

subieqturad realuri. ”aq da axla” sistemidan gasvlis unaris gamo,

realobis sxdavasxva zona axerxebs gaerTianebas da integrirebas erT

azrobriv mTlianobaSi (Бергер & Лукман, 2001, gv. 69).

burdiesTvis socialuri realoba orjer aris struqturirebuli.

pirvel rigSi, arsebobs pirveladi anu obieqturi struqturireba

socialuri urTierTobebiT. es urTierTobebi CarTulia sxvadasxva -

materialuri Tu aramaterialuri resursis ganawilebaSi. meorec,

socialuri realoba struqturirebulia agentTa warmodgenebiT am

urTierTobebze, sxvadasxva sazogadoebriv institutze da saerTod

socialur samyaroze, rac gavlenas axdens pirvelad struqturirebaze.

orjeraa struqturirebuli realoba bergerisa da lukmanisTvisac.

maTTan yoveldRiuri cxovrebis realoba organziebulia ori polusis -

Cemi sxeulis ”aq” da Cemi amJamindeli drois ”axla”-s Soris.

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bergeri-lukmaniseuli ”aq da axla”, burdies mier gaziarebul

hofmaniseul sence of one’s place’s Zalian gavs. swored es ”aq da axla”

SeiZleba gavigoT yoveldRiuro cxovrebis realobisadmi individis

yuradRebis fokusad.

marTalia, yoveldRiuri cxovrebis realoba mxolod am ori polusiT ar

amoiwureba, magram aq yvelaze mniSvnelovani is aris, rom adamini

yoveldRiur cxovrebas aRiqvams sivrciTi da droiTi miaxloebis an

moSorebis xarisxis mixedviT. ”CemTan uaxloesia cxovrebis is zona,

romelic Cemi fizikuri manipulaciebisTvis aris uSualod misawvdomi,

anu Cemi moRvaweobis zona, zona, romelSic vsaqmianob da vapireb viyo.

swored es aris individis par excellence” (Бергер & Лукман, 2001, gv. 43).

imavdroulad, adamiani acnobierebs, rom am zonis miRma sxva

zonac/zonebic arsebobs, magram isini misi uSaulo interesis sferoSi ar

Sedis. ”Cemi ”aq” aris sxvebis ”iq”, xolo Cemi ”axla” sxvebis ”axlas”

SesaZloa sulac ar emTxveodes. Tumca, me zustad vici, rom maTTan

erTad vcxovrob da, rac mTavaria, Cven yvelas gvakavSirebs am realobis

saerTo aRqma. ”yoveldRiuri codna - es aris codna, romelsac me viyof

sxva adamianebTan”.

es dialeqtika asaxavs interiorizacia/eqsteriorizaciis process,

romelic akavSirebs obieqtur da subieqtur (inkorpotariul)

struqturebs. ”socialuri struqturebi, interiorizirdebian ra

praqtikebis ganxorcielebis procesSi, iqcevian praqtikul sqemebad -

praqtikebis warmoebis sqemebad. amgvari inkorporatiuli struqturebi

gansazRvraven eqsteriorizacias, anu agentTa praqtikebis saSualebiT

kvlavwarmoebas”, - acxadebs burdie (СПБ, 2001, gv. 69).

burdiesTan am dialeqtikis daZleva moxda habitusis kategoriis

SemoRebiT. masTan agentebi floben unars spontanurad orientirdnen

socialur sivrceSi. unari met-naklebad adeqvaturad upasuxon movlenebs

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da Seesabamebodnen situacias, aris unari, romelic socializaciis

procesSi yalibdeba da kristalizirdeba habitusis tipad.

socialuri samyaro SeiZleba warmovidginoT mravalwaxnagovan sivrced,

romelSic agentebi da jgufebi ganisazRvreba am sivrceSi maTi

poziciebis mixedviT. burdiesTvis, agentTa pozicia sivrceSi ar

ganixileba calke socialur da calke fizikur sivrced. masTan

socialuri dayofa aris rogorc mentaluri struqtura, aseve fizikuri

struqturac.

erTi mxriv, socialur sivrceSi poziciaTa erToblioba konstruirdeba

praqtikebiT, meore mxirv ki, Tavad praqtikebia is, rac arsebobs agentebs

Soris. amdenad, praqtikaTa sivrce isevea obieqturi, rogorc agentTa

sivrce. socialuri sivrce axdens am orive sivrcis - agentTa da

praqtikaTa gaerTianebas mudmivi da aqtiuri urTierTqmedebiT.

socialuri sivrce burdiesTvis aris ara mxolod ”socialuri dayofis

realizacia”, aramed ”am dayofis xedvis” sevrcec, aseve, ara mxolod

konkretuli poziciis dakaveba, aramed am poziciis SemuSavebac.

amdenad, socialuri sivrce aris erTdroulad, obieqturi sivrciTi

struqturac da subieqturi struqturac, romelic nawilobriv obieqtur

struqturaTa inkorporaciis produqts warmoadgens.

14

1.2 habitusi

rogorc ukve aRiniSna, burdies socioanalizis erT-erT ZiriTad

kategorias habitusi warmoadgens. is aris fenomeni, romliTac burdiem

scada obieqtivizmi-subieqtivizmis dialeqtika daeZlia.

buvresis gancxadebiT, burdie mimarTavs habitusis kategorias, raTa

ipovos Sualeduri gza ”obieqtivizmsa da spontaneizms Soris” (Бувресс,

2001, gv. 226). struqturalizmis tendencia, gaiazros socialuri realoba,

rogorc obieqtur urTierTobaTa sivrce, romelic transcendenturia

agentebTan mimarTebaSi da ar daiyvaneba individebs Soris

urTierTobebze, ar aris gaziarebuli burdies mier. is cdilobs agentebi

gaiazros im swrafvaTa mixdeviT, romelic individebs aqvT im mizezTa

damoukideblad, romlebic gavlenas axdenen masze da gansazRvraven mis

qmedebebs.

habitusi aris regulirebuli dispozicia, romelic warmoSobs

regulirebad da regularul pirobebs wesebisgan damoukideblad.

agentebis moqmedeba aris habitusis produqti, Tumca es faqti qmedebebis

spontanurobas xels ar uSlis im SemTxvevaSi, Tu is qmedeba namdvilad

Tavad agentis dispoziciidan modis da ar atarebs iZulebiT xasiaTs.

metic, habitusidan momdinare qmedebebi xSirad ufro spontanuria, vidre

sakuTriv Tavisufali, Tumca es ukanaskneli mtkiceba imas ar niSnavs,

rom es qmedebebi iZulebiT xasiaTs atarebs.

burdie amtkicebs, rom agentebs axasiaTebT ”TamaSis praqtikuli

SegrZneba”, romelic miiReba mxolod TamaSis praqtikis dros. habitusi

iZleva SesaZleblobas gavigoT, Tu rogor SeiZleba qceva iyos

orientirebuli mizanze ise, rom cnobierad arc iyos masze (mizanze)

mimarTuli (Бувресс, 2001).

15

swored ”TamaSis SegrZneba” aris piroba usazRvro raodenobis qcevebis

warmoqmnisa, romlebic pasuxobs konkretul situaciebs da romelTa

winaswari gansazRvra SeuZlebelia konkretuli wesebis mier.

”habitusi aris obieqturi aucileblobis inkorporaciis produqti; es

aris aucilebloba, romelic iqca nebad, romelic warmoSobs situacias

morgebul strategiebs; es aris qmedeba, romelic imarTeba ”TamaSis

SegrZnebiT”, flobs racionaluri qmedebis yvela niSans, magram mas

safuZvlad ar udevs goneba” (Бувресс, 2001, gv. 28).

habitusi badebs qcevas, romelic flobs instinqturi qcevis yvela niSans,

magram warmoSobs Sedegebs, romelic emTxveva Sedegebs, romelsac

miviRebdiT wminda racionaluri gaTvlebis dros. is aris SesaZlo

praqtikaTa aucilebeli piroba, agentTa praqtikebis mizezi. amis

miuxedavad, habitusis uSaulo sociologiuri gazomva rTulia da is

SeiZleba gaizomos gaSualebulad, anu im praqtikebis safuZvelze,

romlebic misgan warmoiSoba.

burdies postulatis Tanaxmad, habitusi funqcionirebs, rogorc

struqturizebuli struqtura, romelic badebs praqtikebs. is aris

praqtikul sqemaTa struqturizebuli sistema, romelic funqcionirebs

rogorc struqtura, romelic axdens agentis praqtikebis formirebas ise,

rom praqtikebi adaptirebulia socialur urTierTobaTa im sistemasTan,

romlis produqtsac Tavad warmoadgens.

erTi mxriv, rogorc praqtikuli sqemebis erToblioba, habitusi aris

”socialuri grZnoba”, anu raRac spontanuri da araracionaluri. meore

mxriv ki, rogorc praqtikebis interiorizebuli modeli, is

uzrunvelyofs agentTa improvizaciis struqturizebas, da aris

konkretuli ”formulis” erTguli.

16

habitusi aris unari, Tavisuflad awarmoo praqtikebi da imavdroulad,

is Tavad aris xaraCo, romelic am warmoebas gansazRvravs. is ar iZleva

absoluturad axlis Seqmnis SesaZleblobas, magram arc ukve arsebulis

meqanikuri gameorebaa.

samyaros xedva konkretuli poziciidan yalibdeba, amitomac agentebis

poziciebisa da habitusebis cvlileba samyaros maTeuli xedvis

cvlilebasac iwvevs. habitusi aris Sefasebisa da aRqmis sistema,

romelsac agentebi iReben konkretul poziciaSi garkveuli periodis

manZilze yofnis Sedegad. habitusi aris ara mxolod aRqmisa da

Sefasebis sqemebis sistema, aramed am sqemebis warmoebis sqemis sistemac.

habitusi awarmoebs praqtikebs, romelTa aRqmac im agentebs SeuZliaT,

romlebic floben socialuri samyaros gasagebad aucilebel kods,

sqemebs. H

habitusi gulisxmobs ara mxolod sakuTari adgilis SegrZnebas, aramed

sxvebis adgilis SegrZnebasac. habitusis wyalobiT, Cven viRebT

socialur samyaros, romelic gveCveneba rogorc cxadi, utyuari.

17

1.3. veli

burdies socioanalizis kidev erT ZiriTad kategorias velis cneba

warmoadgens. ar arsebobs velis calmxrivi da erTmniSvnelovani

ganmarteba. Tumca, SeiZleba iTqvas, rom es aris ZalTa adgilsamyofeli,

opoziciebiT struqturirebuli met-naklebad damoukidebeli sivrce.

”veli aris gansakuTrebuli adgili, sadac adgili aqvs sruliad

mravalferovan brZolas”.

burdiesTan veli warmoadgens ZalTa koncentraciis adgili, romlis

farglebSic agentebi floben garkveul poziciebs, rac statistikurad

gansazRvravs maT Sexedulebas am velze da maT praqtikebze, romlebic

orientirebulia im ZalTa urTierTobis struqturis SenarCunebaze an

Secvlaze, romlebic qmnian am vels (Бурдьё, 1). veli aris TamaSis

istoriulad Camoyalibebuli sivrce specifikuri, mxolod misTvis

damaxasiaTebeli interesebiT, miznebiTa da fsonebiT, funqcionirebis

mxolod sakuTari kanonebiT.

veli SeiZleba gavigoT, rogorc socialuri sinamdvilis erTgvari

modusi. es aris ZalTa urTierToba da brZolis sivrce, sadac brZola

da ZalTa gadanawileba xorcieldeba am ZalTa erTobliobis

transformaciisTvis. velis SigniT adgili aqvs konkurencias da brZolas

imis legitimirebisaTvis, risTvisac mimdinareobs brZola am konkretul

velSi. agentebi, imyofebian ra garkveuli velis farglebSi, reagireben

ZalTa gadanawilebaze, struqturebze, axdenen maT konstruirebas, da

miuxedavad imisa, rom ganicdian garkveul zewolas, maT mainc aqvT unari

zemoqmedeba moaxdinon velze; isini moqmedeben velSi winaswar dadgenili

wesebis Sesabamisad, magram, imavdroulad, gaaCniaT Tavisuflebis

garkveuli xarisxi.

18

praqtikebis progresirebadi gadanawilebis Sedegad Cndeba veli, romlis

erT-erT umniSvnelovanes funqcias avtonomia, anu gare zewolisagan

SedarebiTi damoukideblobis mopoveba da SenarCuneba warmoadgens. veli

axdens gare zemoqmedebis sakuTar ”logikaSi” moqcevas. am Tvisebas

burdie refraqciis unars uwodebs, rac niSnavs unars gardaqmna gare

moTxovnebi Tavad velisaTvis maxasiaTebel specifikur moTxovnebad.

agentebis gansazRvra xdeba velSi maT mier dakavebuli poziciebis

mixedviT. TiToeuli pozicia warmodgenaTa, dispoziciaTa, interesTa

konkretul sistemasTan da velis struqturis gansakuTrebul

xedvasTanaa dakavSirebuli. agentTa brZola velSi sakuTari poziciis

SenarCunebis an SecvlisTvis, imavdroulad aris brZola amave velis

produqciis struqturisa da warmoebis institutebis SenarCunebisaTvis

an SecvlisTvis.

19

1.4. kapitali

“kapitali aris sikeTe, romlis warmoebisa da flobis

legitimaciisTvisac warmoebs brZola velSi”.

burdie mivida daskvnamde, rom velSi sakuTari poziciis dasakaveblad

gaCaRebul brZolaSi individebi ibrZvian sami kategoriis kapitalisTvis.

esenia: ekonomikuri kapitali - materialuri sikeTeebis floba;

kulturuli kapitali - ganaTleba da Sesabamisi diplomi; aseve,

individis is kulturuli done, romlis gamoyenebac SeuZlebelia im

jgufis gareSe, romelic flobs Zalauflebas (ojaxi, eklesia, klubi da

a.S); da simboluri kapitali - avtoritetis, reputaciis floba.

kapitalebis gadanawileba agentebs Soris vlindeba rogorc

Zalauflebis ganawileba da zegavlena am sivrceSi. agentebis pozicia

socialur sirvceSi maTi kapitalebis moculobiTa da struqturiT

ganisazRvreba. ekonomikuri da kulturuli kapitali aris Zalauflebis

wyaro maTTvis, vinc maT flobs personalurad, rac aZlevs agentebs

Zalauflebas maTze, vinc am kapitalebs naklebad flobs an ar flobs

saerTod. es kapitalebi aris ara mxolod fsoni TamaSSi an mogeba,

aramed Tavad TamaSSi CarTvis aucilebeli pirobac (Шматко, 1998, gv. 72).

socialuri sivce warmoadgens agentTa Tavmoyris adgils, romelTac

gansxvavebuli, magram sistematurad urTierTdakavSirebuli Tvisebebi

aqvT. es aris erTgvari simboluri sistema, sxvadasxva statusis mqone

agentebis, socialuri jgufebis cxovrebis sivrce, sadac TiToeul

maTgans sakuTari adgili aqvs.

socialuri samyaros aRsaqmelad simbolur brZolas sxvadasxva forma

SeiZleba qondes. obieqturi TvalsazrisiT, brZola SesaZloa mimarTuli

iyos imisken, rom aiZulos agenti dainaxos da aRiqvas konkretuli

20

realiebi. subieqturi TvalsazrisiT ki, SeiZleba moqmedeba socialuri

samyaros aRqmisa da Sefasebis kategoriebis SecvliT.

nebismier velSi adgili aqvs brZolas, erTi mxriv, damwyebebs Soris,

romlebic cdiloben gaarRvion yvela barieri, romelic konkretul

velSi moxvedraSi uSliT xels da, meore mxriv, dominantebs Soris,

romlebic cdiloben daicvan monopolia da gamoricxon konkurencia.

vels axasiaTebs TamaSis da specifikuri interesebis gansazRvra,

romlebic ar daiyvaneba sxva velisTvis maxasiaTebel TamaSsa da

interesebze. velis struqtura gulisxmobs brZolaSi CarTul agentebs an

institutebs Soris ZalTa Tanafardobas, an specifikuri kapitalis

ganawilebas, rac gansazRvravs brZolisTvis saWiro strategias. Ees

struqtura mudam CarTulia brZolaSi. brZolis adgilia veli, romelSic

mTavaria monopolia legitimur Zaladobaze (specifikur Zalauflebaze),

romelic am konkretuli velis ganmasxvavebel Tvisebas warmoadgens.

saboloo jamSi, brZola warmoebs specifikuri kapitalisTvis.

specifikur kapitalze saubari niSnavs imis aRiarebas, rom kapitals

Rirebuleba aqvs konkretul velTan mimarTebaSi, konkretuli velis

farglebSi. rogorc ki kapitali gadadis sxva velis farglebSi,

kapitali sxva tipad gardaiqmneba.

isini, vinc axdenen specifikuri kapitalis monopolizirebas,

orientirebulni arian SenarCunebis strategiaze – stragetiaze, romelic

iswrafvis orTodoqsiis SenarCunebisken. mflobelebi ki, romlebic

nakleb kapitals floben da ZiriTadad arian damwyebni, orientirebulni

arian ngrevis, anu eresis strategiaze. swored eresi aiZulebs

dominantebs daarRvion siCume da daicvan orTodoqsia.

velis naklebad SesamCnevi, magram mniSvnelovani Tvisebaa isic, rom

velSi CarTul yvela individs aerTianebs fundamentur interesTa saerTo

krebuli, romlebic (interesebi) Tavad velis arsebobasTan aris

21

dakavSirebuli. brZola velSi mudmiv xasiaTs atarebs, ramdenadac yvela,

vinc brZolaSia CarTuli xels uwyobs brZolis kvlavwarmoebas, da aseve

xels uwyobs TamaSis Rirebulebis rwmenis gaCenas.

damwyebni velSi Sesvlis uflebis mosapoveblad konkretul safasurs

ixdian – isini aRiareben TavisTavad TamaSis Rirebulebas da velis

funqcionirebis principebis praqtikul codnas iZenen.

22

Tavi 2.

masobrivi komunikaciis gaazrebisTvis

melvin deflori da everet denisi pirdapir acxadeben, rom Tanamedrove

adaminis cxovrebis gaazreba, gaanalizeba mediis faqtoris

gaTvsliwinebis gareSe praqtikulad SeuZlebelia, radganac ”dRes Cven

Zalian varT damokidebulni mediis arsebobasa da mis Sinaarsze”. isini

saubroben rogorc socialur, aseve pirovnul mediadamokidebulebaze

(deflori& denisi, 2009, gv. 5). pirovnul doneze mediadamokidebulebis

gaazreba Cveni interesis sfero naklebadaa, Tumca es TavisTavad

saintereso sakiTxia.

CvenTvis sainteresoa socialuri mediadamokidebuleba, anu sxavadasxva

institutisTvis mediis mniSvneloba, gansakuTrebiT ki politikisTvis.

ukve didi xania media politikis ganuyofel nawilad iqca. dRes

politikis aqtorebi sakuTar kampaniebs swored medialogikis Sesabamisad

adgenen. isini cdiloben gamoiyurebodnen Sesabamisad, gamoCndnen iq da

ise, rogorc mediis kanonebi iTxovs, isaubron ise, rom mediam es naTqvami

auditoriamde miitanos da a.S.

maskomunikaciis mkvlevrebi bevri mimarTulebiT muSaoben da sxvadasxva

aspeqtebis kvleviT arian dakavebulni. denis maqqueili acxadebs, rom

masmediis ”sawyis wlebad” me-20 saukune unda miviCnioT. cxadia, mediis

formebi manamde gaCnda, magram swored me-20 saukuneSi qonda adgili

media institutebis Camoyalibebas, teqnologiur cvlilebebs, am

yvelafris gavlena sazogadoebaze swored am epoqaSi gaizarda, aseve

Camoyalibda specialuri disciplinebi, romlebic swavloben

23

komunikacias da gaCnda sivrce, romelic marTavda sajaro debatebs

komunikaciis masaze zegavlenasa da mis mniSvnelobaze.

maqqueilis azriT, mniSvnelovania mediasTan dakavSirebiT sakiTxTa sami

tipis gaazreba: pirveli, komunikaciis axali saSualebebis Zalauflebis

sakiTxi; meore, socialuri integraciis an deintegraciis sakiTxi,

romlis mizezic media SeiZleba gaxdes; da mesame, ganmanaTleblobis

sakiTxi. (McQuail, Sage, gv. 50).

Cven SevecdebiT gavizaroT masobrivi komunikacia ramdenime sididis

mixedviT. kerZod, media, rogorc informaciis mauwyebeli, rogorc

garToba, rogorc politikuri gancxadebebis reprezentaciis saSualeba,

rogorc ekonomika. aseve SevecdebiT, mokled mimovixiloT axali epoqis

Taviseburebebi, romelsac informaciuls uwodeben.

24

2.1. masobrivi komunikacia rogorc informaciis

mauwyebeli

mediis erT-erT umTavres funqcias auditoriisTvis informaciis miwodeba

warmoadgens. socialur garemoze dakvirvebis gziT media axali ambebis

Segrovebas, damuSavebasa da gavrcelebas emsaxureba. rasakvirvelia,

auditoriisTvis miwodebuli ambebi SerCeulia konkretuli

jgufis/jgufebis mier, magram am ambebis saSualebiT sazogadoeba mis

garSemo ganviTarebuli movlenebis saqmis kursSi yofnas mainc axerxebs.

deflorisa da denisis gancxadebiT, rTulia axali ambebis arsis

ganmarteba. Tumca, isini Tvlian, rom arsebobs oTxi etapi, romelic

konkretulma ambavma unda gaiaros imisaTvis raTa mas axali ambavi

ewodos (deflori&denisi., 2009, gv. 189).

kerZod, es etapebia:

1. mniSvnelovani faqtebisa da detalebis SerCeva;

2. maTTvis axali ambebisa da konkretuli mediasaSualebis

formatis morgeba;

3. masmediis saSualebiT maTi auditoriisTvis gadacema;

4. auditoriis mier miRebuli ambis naxva da gaanalizeba.

Tanamedrove axali ambebis industriaSi erTdroulad ori tendencia

arsebobs. erTi mxriv, axali ambebi, romlebic mediasaSualebebiT

25

vrceldeba aris trivialuri da gansakuTrebuli datvirTvis armqone;

meore mxriv ki, axali ambebi SesaZloa iyos seriozuli da sasacicxlod

mniSvnelovani sazogadoebisTvis. mediasaSualebebiT iseTi ambebis mosmena

SeiZleba, romelTac Cven cxovrebaze mniSvnelovani gavlenis moxdena

SeuZliaT. metic, axali ambebis industria dRes isea daxvewili, rom

movlenebi detalurad Suqdeba msoflios sxvadasvxa wertilidan da

maqsimalurad operatiulad.

metic, dRes ukve erTmaneTs upirispireben cxel axal ambebsa da Tematur

axal ambebs. cxel ambebSi swored is igulisxmeba, rasac Cveulebrivi

mayurebeli moiazrebs axal ambad, anu drois TvalsazrisiT sruliad

axali ambavi, romlis miwodebac auditoriisTvis maqsimalurad

operatiulad da sasurvelia cxeli wertilidan moxdes (magaliTad,

Zarcva, mkvleloba, katastrofa).

rac Seexeba Tematur axal ambavs, is drois TvalsazrisiT, momentalur

gaSuqebas ar saWiroebs, Tumca interess sazogadoebis mxridan

SesaZlebelia iwvevdes. magaliTad, arc Tu uinteresoa auditoriisTvis

mecnierebis an medicinis axali miRwevebi sxvadasxva daavadebaTa

mkurnalobis TvalsazrisiT, an modis samyaros tendenciebi. es aris

Tematuri axali ambebis magaliTebi, romlebic axalicaa, interessac

iwvevs, magram drois TvalsazrisiT, uswrafes miwodebas ar iTxovs.

Jurnalistikis velma axali ambebis ganmsazRvreli mosaxerxebeli

kriteriumebi SeimuSaves, romelTac axali ambebis Rirebulebebi ewodeba.

manam sanam ambavi auditoriamde miva, man garkveuli etapebi unda gaiaros

da imis mixedviT, Tu ramdenad akmayofilebs ambavi RirebulebaTa

sistemas, is moxvdeba an ar moxvdeba axali ambebis ricxvSi

(deflori&denisi., 2009, gv. 198).

26

axali ambebis Rirebulebebi:

- gavlena. saubaria imaze, ramdenad SeiZleba, rom movlenam gavlena

moaxdinos adamianTa konkretul jgufebze, ramdenad didi SeiZleba iyos

es gavlena da ramdenad did masebs moicavs is;

- operatiuloba. ambavi sazogadoebas droulad unda miewodos,

radganac ”cxel” ambebs meti Rirebuleba aqvT, vidre Cavlil ambebs;

- cnobili adamianebi. imis miuxedavad, rom xSirad rCeba

STabeWdileba, TiTqos media gacveTil saxeebze gviyveba, auditoriisTvis

cnobili adaminebis Sesaxeb informaciis miReba ufro sainteresoa, vidre

rigiT moqalaqeebze;

- lokacia. axlos, Cven garSemo momxdari ambavi met Rirebulebas

atarebs, vidre Cvengan Sors momxdari ambavi, amitomac axali ambebis

rigiTobis dadgenisas, es faqti yovelTvis gaTvaliswinebulia;

- ucnauri SemTxvevebi, romelTa mosmena auditoriaze yovelTvis

axdens STabeWdilebas;

- konfliqti. am kategoriisTvis principi - areuloba ufro

sainteresoa, vidre harmonia - kargad muSaobs;

- Tanadrouloba. axali ambebi elvis siwrafiT icvlba, magram icode,

rodis ra Temaze ilaparako, mniSvnelovania. aucilebelia, axali ambebis

industriaSi CarTulma adamianma Tanadroulobis princips adeqvaturad

upasuxos.

amrigad, axali ambebis auditoriamde mitana masobrivi komunikaciis erT-

erT umTavres funqcias warmoadgens. am funqciis axsnas ori sapirispiro

midgoma cdilobs, romelTagan erT-erTi - sabazro midgoma amtkicebs,

27

rom axali ambebi gasayidi produqtia. meore midgomis Tanaxmad ki, axali

ambebi sazogadoebrivi interesebis sadarajoze dgas da sazogadoebis

winaSe valdebulebebs mudmivad axsenebs rogorc mTavrobas, aseve

opoziciur banaks, kerZo seqtors da sazogadoebis sruliad

gansxvavebul institutebs.

orive midgomas sakuTari argumentebi da sakmarisi mizezi aqvs arsebobis.

CvenTvis mTavari mainc is aris, rom arc erTi midgoma ar akninebs mediis,

rogorc informaciis mimwodeblis funqcias da mis mniSvnelobas usvams

xazs.

28

2.2. masobrivi komunikacia rogorc garTobis saSualeba

rac Seexeba masobrivi komunikaciis kidev erT - rekreatiul funqcias,

unda iTqvas, rom es funqcia aranakleb mniSvnelovania, vidre sxva

danarCeni. rogorc deflori da denisi SeniSnaven, mas Semdeg, rac me-19

saukunis industriulma revoluciam samuSao dRis cneba daamkvidra, amis

paralelurad gaCnda dasvenebis dReebis cnebac. popularuli kulturis

warmoSoba, swored maSin gaCenil seirnobisa da garTobis faqtebs

ukavSirdeba da ara masmediis gaCenas, Tumca popularuli kulturis

Tanamedrove gageba swored mediasTanaa gadajaWvuli (deflori&denisi.,

2009).

Tavdapirvelad garToba sakmaod efemerul xasiaTs atarebda, Tumca

mogvianebiT aSS-sa da evropaSi industriuli warmoebis tempebi gaizarda

da farTo momxmarebelze gasvlas cdilobda. gaCnda reklamirebis

organizebul formebamde miyvanis aucilebloba, media ki produqtis

reklamirebis saukeTeso saSualeba iyo. swored ase gadaejaWva masmedia

da popularuli kultura erTmaneTs da, Tamamad SeiZleba iTqvas, rom

samudamod. istorikos riCard martbis lakonuri ganmartebiT,

popularuli kulturaa is ”raRac, rac SeiZleba iyido, gansxvavebT

folklorisgan, romelsac vqmniT” (deflori&denisi., 2009, gv. 229).

popularuli kulturis mTavari funqcia, romlis prezentaciac mediis

saSualebiT xdeba, aris garToba. maqsimalurad did auditoriaze gasvla

da umravlesobis moTxovnilebebis dakmayofileba popkulturis

arsebobisTvis aucilebeli pirobaa. dRes bevrs davoben imasTan

dakavSirebiT, rom media, romelic auditoriis gemovnebis konstruirebas

axdens, am funqcias negatiurad asrulebs. kerZod, ”maRali gemovnebis”

nacvlad media ayalibebs ”saSualoze dabali gemovnebis” mqone

auditorias.

29

igive deflori da denisi weren, rom masmediis ganviTarebade arsebuli

xelovnebis ori tipi - folkloruli xelovneba, romelic dabali fenis,

magram niWieri adamianebis mier spontanurad Seqmnili xelovnebaa,

romelic sakuTari fenis yoveldRiur cxovrebas asaxvs da elituri

xelovneba, romelic niWieri Semoqmedis mier iqmneba, individualur

xasiaTs atarebs da gamoxatvisa da interpretaciis axali gzebis Ziebas

warmoadgens, masmediam xelovnebis axali mimarTulebiT - kiCiT

Caanacvla.

kiCi aris iaffasiani, trivialuri kultura, romelic sinamdvilesa da

ubralo, spontanur siamovnebas aufasurebs, wers duaiT makdonaldsi da

miiCnevs, rom kiCi ryvnis Taobebs da droTa ganmavlobaSi maT am tipis

kulturis miRebis moTxovnileba Tavad uCndebaT.

denis maqqueili saubrobs masauditoriaze (mass audience), romelic arc

jgufia, arc brbo da arc ubralod sazogadoeba. es aris didi,

heterogenuli da disperisuli erToba adamianebisa, romlebic ar icnoben

erTmaneTs, magram aerTianebT masobrivi komunikaciis mier gavrcelebul

news-Ta da garTobaTa momxmareblis rolSi yofna (McQuail, Sage, gv. 398).

masauditoria im produqtis moxmarebazea orientirebuli, romelsac

media mas sTavazobs. mediamflobelebi da yvela is adamiani, romelic am

did biznesSia CarTuli, auditorias ganixilavs, rogorc momxmarebels,

bazars da maqsimalurad cdilobs iseTi produqtis SeTavazebas,

romelic gaiyideba. amitomac, garTobis axali formebi, romelsac media

sTavazobs auditorias martivi, yvelasTvis gasagebi da, Sesabamisad,

kargad gayidvadia. da radganac es kargi biznesia, warmoudgenelia, rom

mediidan popularuli kultura gaqres da adgili, iSviaTi gamonaklisis

garda, elitur, e.w. ”maRal xelovnebas” daeTmos. garda amisa, maqqueils

Tu vendobiT, mediis aseTi popularobis mizezi swored mis gasarTob

xasiaTSi unda veZeboT.

30

2.3. masobrivi komunikacia rogorc biznesi

mediis kvlevisas misi, rogorc ekonomikuri sididis Seswavla iseTive

mniSvnelovania, rogorc yoveldRiur cxovrebaze mediis gavlenisa Tu

politikuri sididis Seswavla. mediamkvlevrebisTvis saintereso sakiTxia

mediis, rogorc biznes-kategoriis Seswavla.

auditoriaze orientireba da misi moTxovnilebebis adeqvaturi

produqtis Seqmna mediis mier calsaxad ekonomikis velis logikaSi

jdeba. media komerciul xasiaTs atarebs; is mogebazea orientirebuli.

mediis komerciuli xasiaTi gulisxmobs bazris Sesabamisi produqtis

Seqmnas, am produqtis reklamirebas da auditoriisTvis kargad gayidvadi

produqtisa da cxovrebis konkretuli stilis SeTavazebas (Fairclough,

1995; gv. 42).

robert pikardi mediis komerciul xasiaTs usvams xazs da aRniSnavs, rom

mediis konkretuli formebis muSaobis wesi da strategia imazea

damokidebuli, Tu vis mflobelobaSia is. mkvlevari mediaSi

Zalauflebis mflobelTa oTx kategorias gamoyofs - mesakuTreni,

prodiuserebi, reklamis SemkveTni da auditoria (Nordenstrang, Sage, gv.

336).

alTiuseri pirdapir mianiSnebs mediaze ekonomikuri velis zewolaze da

ambobs, rom ”presis Sinaarsi pirdapir korelaciaSia mis

damfinansebelTa interesebTan”.

cxadia, mediaproduqtis SeqmnaSi TiToeuli jgufi monawileobs, Tumca

prioritetebi da strategia swored mflobelis mier ganisazRvreba. es

ukanaskneli ki, Tu pikards vendobiT, ”mefis”, anu auditoriis

moTxovnilebebidan amodis. aqcenti swored imaze keTdeba, rac kargad

31

gaiyideba. rasakvirvelia, SeuZlebelia visaubroT mxolod Zalauflebis

mflobelTa erTi jgufis mniSvnelobaze da sxvebis ignorirebaze. media

biznesia da mogebis miReba ainteresebs, magram Zalauflebis yvela

mflobelma icis, rom zustad iseve, rogorc mas SeuZlia moTxovnileba

gaaCinos auditoriaSi, aseve SeiZleba arsebobdes ukve Camoyalibebuli

moTxovnileba, romelsac adeqvaturi pasuxi unda gaeces, an sxva jgufi,

romelsac sxva tipis produqtze SeuZlia moTxovna gaaCinos. amdenad,

auditoriis interesebis codna yovelTvis mniSvnelovania.

32

2.4. masobrivi komunikacia rogorc politikuri

gancxadebebis mauwyebeli

Cven epoqaSi ZiriTadi politikuri diskursi Riaa imisaTvis, rom igi

warmodgenil iqnas mediaSi. es aris ara mxolod survili, aramed

aucilebloba; politikis mediatizaciis pirobebSi, politikosebi

nebismier gancxadebas, nebismier Temaze saubarsa Tu gamoCenas

sainformacio velSi, politikuri sityvis Tqmis JanrSi aqceven da

cdiloben xSirad moxvdnen am velSi, radganac esmiT mediatizaciis

mniSvneloba. es movlena zogjer aRiqmeba politikis kolonizaciad

mediis mier, zogjer ki piriqiT, mediis kolonizaciad politikis mier.

Tumca, unda iTqvas, rom politika-mediis urTierTobisas met “daTmobaze

politika midis da ara media. politikosebis mier mediis wesebis

ignorireba aqcevs maT marginalebad, romlebic kargaven

sazogadoebisTvis saintereso saxes” (Fairclough, 1995; gv. 200).

politikuri velis arsebobas komunikaciis garaSe azri ar eqneboda;

velis amocana imaSi mdgomareobs, rom sakuTari principebi Tavs moaxvios

sxva velebs, amitomac axorcielebs politikur komunikacias, socailur

sistemasTan komunikaciis saukeTeso saSualebas media, misi formebidan ki

televizia warmoadgens. igi, rogorc mks-is yvelaze gavrcelebuli forma

flobs gansakuTrebul Zalauflebas politikuri velisaTvis. talevizia

aris mediis yvelaze gavrcelebuli forma da prioritetuli imijebis

“gasayidadac”. amis mTavari mizezi is aris, rom mosaxleobis

umravlesoba informacias mimdinare politikuri movlenebis Sesaxeb

iRebs televiziis saSualebiT. televiziis aseTi mniSvneloba

politikuri velisaTvis ganisazRvreba, erTi mxriv, komunikaciis am

formis xelmisawvdomobiT mosaxleobis umravlesobisTvis (wigniers Tu

uwignurs, mdidars Tu Raribs da a.S. Tanabari SesaZleblobebi gaaCniaT

mediis am formis momsaxurebiT sargeblobisaTvis); meore mxriv, ki Tavad

politikis TaviseburebiT, ufro zustad ki eleqtoraluri moqmedebis

33

Taviseburi emocionalur-kognituri struqturiT, rasac kargad iyenebs

politikuri garemo sakuTari miznebis misaRwevad.

eleqtoratis mcire nawili Tu axdens miRebuli informaciis

racionalur gaanalizebas; umravlesoba ubralod iRebs garkveul

impulsebs, romelTac mas cnobierad da gegmazomierad awvdian da

reagirebs maTze gansakuTrebuli racionaluri gaanalizebis gareSe.

rogorc riCard niqsonis gundis wevri rei praisi ambobs, “politika

ufro emocionaluria, vidre racionaluri da es gansakuTrebiT

TvalsaCinod Cans saprezidento arCevnebisas. xalxi axdens sakuTari

Tavis identificirebas prezidentTan ufro metad, vidre sxva

sazogadoebriv figurasTan...” (Почепцов, 1, 2002, gv. 311).

aq yvelaze mniSvnelovania politikis emociuri xasiaTis dafiqsireba. es

aris informacia, romelsac amomrCevels awvdian mediis saSualebiT, rac

uqmnis mas STabeWdilebas, uyalibebs garkveul pozicias ise, rom igi

sulac ar axdens miRebuli informaciis analizs, ubralod, iRebs mas

rogorc mocemulobas. nebismieri politikuri gancxadeba, romelic

televiziiT (da ara mxolod) keTdeba, aris politikuri gzanili,

romelsac aRiqvams auditoria. es gzavnilebi gansxvavebulia Tavisi

SinaarsiT, Tumca amocana erTi aqvs _ gamoiwvios sasurveli reaqcia.

jemisonis azriT, “politikuri gancxadebebi rom ar arsebobdes, Cven

isini unda SevqmnaT, radganac es axdens politikuri institutebis

legitimizacias da amtkicebs imas, rom cvlileba politikur sistemaSi

SesaZlebelia; rom Cvens xmas SeuZlia Seqmnas raRac gansxvavebuli.

politikuri gancxadebebis arseboba niSnavs imas, rom qveyanas aqvs

momavali” (TSCV, 1997, gv. 178).

politikuri gancxadebebis prezentireba mediis saSualebiT aris

garantia imisa, rom is mravalricxovan auditoriaze gavrceldeba, xolo

mediis SesaZlebloba Targmnos gancxadebebi verbalur, vizualur da

situaciur konteqstSi, iZleva garantias, rom konkretulma politikurma

gancxadebam sapasuxo, xSirad sasurveli reaqcia gamoiwvios.

34

Tamamad SeiZleba imis Tqma, rom Tanamedrove samyaroSi televizia aris

saukeTeso forma mediisa politikur sivrceSi warmatebis misaRwevad,

radganac politikis veli cdilobs eleqtoratis maqsimaluri raodenoba

moicvas, amis realizebis saukeTeso saSualebas ki televizia

warmoadgens; televiziis saSualebiT aris SesaZlebeli politikur

ierarqiaSi garkveuli adgilis dakaveba. axali drois politika,

sarCinelis TqmiT, “ar aris kompetenturi, Tu is ar aris kompetenturi

mks-is sferoSi. politikuri lideris reitingis zrdac didwiladaa

damokidebuli mis “telegenurobasa” da unarze, imuSaos sazogadoebasTan,

radganac tradiciuli politika, romelic mxolod saorganizacio

unarebis qonaSi gamoixateboda, dRes ukve araefeqturia. axal droSi

moxda politikis personalizacia; swored amitom aris mniSvnelovani

lideris faqtori da misi unarebi” (Сарчинелли, 2002, gv. 41).

politikuri Zalaufleba ar aris “materialuri sidide” da igi mudmivad

saWiroebs ganaxlebas komunikaciis gziT. “mediis logika”, anu

orientacia siaxleze, sainteresosa da mimzidvelze, udides gavlenas

axdens eleqtoratis mier politikuri gadawyvetilebebis miRebaze.

Sesabamisad, politikis velic am logikas maqsimalurad emorCileba.

35

2.5. informaciuli era

axali realobis dasaxasiaTeblad sxvadasxva skolis warmomadgenlebi

gansxvavebul terminebs iyeneben da aqcentebsac gansxvavebulad svamen. me-

20 saukunis bolosaTvis sakmaod farTod gavrcelda axali sazogadoebis

rogorc informaciulis, komunikaciebis sazogadoebis Sesaxeb saubari.

aRaravin davobs imaze, rom ukanaskneli aTeuli wlebis manZilze

samyaroSi radikalur cvlilebebs hqonda adgili da rom amis mizezi

masobrivi komunikaciis saSualebebis swrafi gavrcelebaa. SeiZleba

iTqvas, rom axali sainformacio teqnologiebis gavrceleba ufro

produqtiuli warmoebisaTvis, racionaluri organizebisa Tu

informaciis efeqturi gamoyenebis procesisaTvis xelSemwyobi faqtoria.

swored am process SeiZleba ewodos "informaciuli revolucia".

denis maqqueili miiCnevs, rom termini ”informaciuli sazogadoeba” aris

obieqturi aRwera droisa, romelSic Cven vcxovrobT (McQuail, Sage).

manuel kastelsi, romelic axali "informaciuli eris" dadgomaze

saubrobs, sadac axali socialuri struqtura asocirdeba warmoebis

axali wesis - informaciis warmoqmnasTan, upiratesobas termin ”qseluri

sazogadoebis” gamoyenebas aniWebs. Tumca, principulia ara terminebis

simravle, aramed is, rac axasiaTebs axal eras. kerZod is, rom aq

ganviTarebas aqvs sakuTari wesi, romelsac informaciuli wesi SeiZleba

ewodos da romlisTvisac specifikuria codnis zemoqmedeba Tavad

codnaze, rogorc warmoebis mTavar wyaroze. axal droSi TiTqmis

yvelaferi koncentrirebulia komunikaciis, informaciis axali

saSualebebis, teqnologiebis irgvliv.

informaciis axali Tu Zveli teqnologiebis gavrceleba gansxvavebuli

intensivobiT, magram TiTqmis mTels msoflioSi SeimCneva. axalma

teqnologiebma, komunikaciis eleqtronulma saSualebebma xeli Seuwyo

36

informaciis globalur gavrcelebas da mTeli msoflios gaerTianebas

erT did ojaxSi, romelsac pirobiTad "informaciuls" uwodeben.

TumcaRa, kastelsi acxadebs, rom miuxedavad mks-is globaluri

urTierTkavSirisa, "Cven vcxovrobT ara globalur sofelSi, aramed

SekveTiT aSenebul kotejebSi, romlebic globalurad iwarmoeba, magram

nawildeba lokalurad" (Castells, 1996, gv. 327).

mark posteri Tvlis, rom informaciuli teqnologiebis gavrcelebam

gansakuTrebuli zegavlena moaxdina Cveni cxovrebis wesze, Cveni

“socialuri kavSirebis qselze”, imaze, Tu ras vfiqrobT Cven sakuTar

Tavze. is gvTavazobs sazogadoebaSi mimdinare cvlilebebis sakuTar

models, romelic “simboloTa gacvlis” gansxvavebul tipebzea

(modusebze) dafuZnebuli (Уэбстер, 2004, gv. 343).

posteri saubrobs Semdeg sam etapze:

1. etapi, roca urTierToba xorcieldeba zepirad, pirispir. igi

Seesabameboda myar, ucvlel socialur kavSirebs, roca pirovneba

mWidro kavSirSi iyo jgufebTan, xolo simboloebis cvlileba

daiyvaneboda imis aSkara gamoxatvaze, rac isedac cnobili iyo

da dadebiTad fasdeboda sazogadoebis mier;

2. werilobiTi urTierTobis etapi, roca niSnebi warmoadgendnen

garkveul koncefciebs, xolo individi am tipis sazogadoebaSi

iqceoda racionalurad;

3. eleqtronuli gacvlis etapi, roca niSnebi mxolod raRacis

simulacias axdenen, ayalibeben sinamdviles da kargaven TavianT

reprezentaciul xasiaTs. am tipis sazogadoebaSi pirovneba aris

decentralizebuli da mudmivad cvalebadi.

37

informacia, rogorc codnis gadacemis saSualeba mniSvnelovani iyo

yvela sazogadoebaSi; axali sazogadoebis ganmasxvavebel niSans is

warmoadgens, rom axali teqnologiuri pirobebis wyalobiT informaciis

generireba, damuSaveba da gadacema iqca Zalauflebisa da warmoebis

wyarod. aq informaciis damuSaveba mimarTulia informaciis damuSavebis

teqnologiebis gaumjobesebaze. informacionalizmi orientirebulia

teqnologiur ganviTarebaze; informaciis mopoveba, misi damuSaveba,

Senaxva da gadacema aris is ZiriTadi amocanebi, romelic am epoqis

winaSe dgas.

informacia aris axali epoqis mTavari mamoZravebeli Zala; is aris

warmoebis ZiriTadi forma da produqti. sxva materialur produqtebTan

SedarebiT informacias, rogorc produqts, mravali upiratesoba aqvs:

informacia ar cvdeba; misi mravaljeradi gamoyeneba avtomaturad ar

iwvevs mis gaqrobas. informaciis swrafi tiraJireba martivad aris

SesaZlebeli. misi koreqtuli gadacemis SemTxvevaSi is ar kargavs

sakuTar arss; igi ekonomiuria.

Tanamedroveobis erT-erT yvelaze popularul Teorias - postmodernizms

aqvs axali xedva informaciaze da mis mniSvnelobaze am epoqaSi.

ganmanaTlebeli epoqis filosofosebisaTvis cxadi iyo, rom ena

warmoadgenda obieqturi sinamdvilis aRweris saSualebas, sityvebi ver

daCrdilaven sinamdviles. magram postmodernistebi amtkiceben, rom es

sxva araferia, Tu ara “miTi enis gamWvirvalobis Sesaxeb”, ubralod,

Zveli filosofosebi Tvals xuWavdnen imaze, rom simboloebi da saxeebi

(anu, informacia) warmoadgenen erTaderT realobas, romelTanac Cven

gvaqvs saqme. miSel fuko am ideas ase ayalibebs: “sinamdvile saerTod ar

arsebobs; yvelaferi rac aris, aris ena, da, maSinac ki, roca vsaubrobT

enaze, Cven iZulebulni varT isve gamoviyenoT” (Уэбстер, 2004, gv. 331).

38

informaciis postmodernuli analizi imaSi mdgomareobs, rom Cven

vcxovrobT ara samyaroSi, romlis Sesaxebac Cven gvaqvs informacia,

aramed piriqiT, Cven vcxovrobT samyaroSi, SeqmnilSi informaciis mier.

Jan bodriari miiCnevs, rom Tanamedrove kultura aris niSnebis

kultura. yvelaferi, rasTanac Cven gvaqvs urTierToba, ase Tu ise, exeba

mniSvnelobebs; bevri ram dakavSirebulia mks-is swraf ganviTarebasTan.

cxadia, adamianebi yvela droSi iyenebdnen niSnebs, magram, bodriaris

azriT, arc erTi sazogadoeba aqamde ar CaZirula niSanTa morevSi ise,

rogorc es emarTeba axal sazogadoebas.

“dRes Cveni cxovreba aris uwyveti cirkulacia niSnebisa imis Sesaxeb, Tu

ra moxda msoflioSi (axali ambebis niSnebi), rogori STabeWdileba

gindaT rom datovoT adamianebze (sakuTari Tavis amsaxveli niSnebi), ra

pozicia gikaviaT sazogadoebaSi (statusisa da pativiscemis niSnebi) da

a.S. niSnebis simravle aris erT-erTi yvelaze mniSvnelovani, rac axali

drois sazogadoebas ganasxvavebs sxva drois sazogadoebebisagan”, -

acxadebs bodriari (Уэбстер, 2004, gv. 334).

Tumca, bevri Tvlis, rom niSanTa simravle iwvevs am niSnebis

damaxinjebul gamoyenebas. am midgomis momxreebs amis magaliTad

satelevizio sivrceSi “sapnis operebis” simravle mohyavT da miiCneven,

rom isini axdenen adamianTa yoveldRiuri cxovrebis falsificirebas.

magram, niSans aqvs is Tvisebac, rom mas SeuZlia aRadginos raRac

suraTi da dagvixatos samyaro ufro naTel ferebSi. Jan bodriari ar

cdilobs “damaxinjebuli komunikaciis gamosworebas”. misi azriT,

imdenad ramdenadac yvelaferi daiyvaneba mniSvnelobebze, xelovnuroba

gardauvalia swored niSnebis bunebis gamo. misTvis “sinamdvile” iwyeba

da sruldeba niSnebiT satelevizio ekranze; am niSnebis nebismieri

analizi migviyvans ara sinamdvilis versiamde, aramed niSanTa kidev erT

39

jgufamde, romlebic TiTqos asaxaven niSnebis miRma damalul realobas.

metic, bodriari acxadebs, rom odesRac Tu Tvlidnen, rom niSnebi

raRacis reprezentacias axdenen, dRes yvelas esmis, rom niSnebi mxolod

simulireben da sxva araferi. es yvelaferi ki Zalzed kargad aris

cnobili Tanamedrove adamianisaTvis. misTvis realoba sxva araferia Tu

ara simulaciebi da am viTarebaSi araviTari aucilebloba realuris

Ziebisa ar arsebobs.

bodriars aseve Semoaqvs termini “simulakri” (xilvadoba) im niSanTa

aRsaniSnavad, romlebic warmoadgenen aslebs, romelTac ar gaaCniaT

originali. es faqti cnobilia da amis gamo naklebad nerviuloben

(Уэбстер, 2004, gv. 340). auditoria, realurad, arafers xedavs da araferi

esmis, is ubralod tkbeba speqtakliT, romelsac misTvis Tanamedrove

sazogadoeba aTamaSebs.

fsiqologi nana CaCua yuradRebas Tanamedrove epoqaSi informaciis

simravlesTan erTad, am informaciis realobasTan Seusabamobasa da

informaciis simravlisadmi damokidebulebis SeuTavseblobaze. misi

TqmiT, adamianebi informacias iReben pirdapir, gaanalizebis,

gacnobierebis gareSe. isini pasiurebi arian da ar mimarTaven kritikul

cnobierebas. იnformaciis pirdapir miRebis wesi da apelireba imaze, rom

raRac “daiwera presaSi, “Tqves televiziiT”, dacvis meqanizmis funqcias

asrulebs, romelsac adamianebi imis gamo mimarTaven, rom ar surT

aRmoCndnen Sinagan konfliqtSi, romlis daregulirebasac dro, energia

da kritikuli azrovneba sWirdeba (CaCua, n. (2011)).

italieli filosofosi jani vatimoc saubrobs masobrivi komunikaciis

saSualebaTa gansakuTrebul rolze. igi miiCnevs, rom maTi raodenobrivi

zrda da farTo gavrceleba iqca postmodernizmis epoqaSi gadasasvlel

gansakuTrebiT mniSvnelovan faqtorad. swored mediis sferos

40

gafarToebas ukavSirebs igi axali drois sazogadoebaSi WeSmaritebisa

da realobis rwmenis dakargvas. mks-is eqspansiam sazogadoeba aiZula

uari eTqva Cvevaze, romelic gulisxmobda yvela movlenis erTi da igive

TvalsazrisiT ganxilvas yvelas mier. imavdroulad, mks-is eqspansiam

gamoiwvia is, rom mediis saSualebebisadmi xeli miuwvdebaT

absoluturad gansxvavebul jgufebs, regionebs da qveynebs. amdenad,

yvela auditoriisaTvis SeuZlebelia arsebobdes erTi da igive realoba

an perspeqtiva; isini gansxvavebul azrebs iziareben da aqvT

gansxvavebuli damokidebuleba faqtebisadmi. vatimos TqmiT axal droSi

“mikrofonTan sxedan yvela tipis umciresobani”, aman ki gamoiwvia

yvelasaTvis saerTo “simarTlis” kolapsi, da swored es aris

Tavisuflebis piroba.

eTeridan pirvel planze iwevs gansxvavebebi. niSnebis mravalferovneba

aocebs adamians; is Tavs grZnobs dakargulad da araferSi ar aris

darwmunebuli. Sedegad ki Cndeba postmodernuli situacia misTvis

damaxasiaTebeli “cvalebadobiT, dezorientaciiTa da TamaSiT”. niSanTa

mravalferovneba Sedegad iwvevs niSnis mier raime mniSvnelobis

matareblis funqciis (unaris) dakargvas da adamianebi speqtaklis Semdeg

iSlebian ise, rom ar ganixilaven mis arss, magram Tavisufalni

WeSmaritebis Ziebis aucileblobis valdebulebisagan.

axal droSi bevri kategoriis gadafaseba xdeba. magaliTad, moxda

ganaTlebis miznebis gadafeseba da imis dadgena, rom is, rac erTxel

iqna miRebuli, SeiZleba Seicvalos. da saerTodac, WeSmariteba

(simarTle) aRar aris xelSeuxebeli. universitetebi aRar cdiloben igi

ipovon, aramed cdiloben mis interpretacias sazogadoebrivi

institutebis moTxovnebis Sesabamisad. Sedegad, Cndeba

postmodernizmisaTvis damaxasiaTebeli niSani: WeSmaritebis adgils

ikavebs mravali WeSmariteba, da ukve aRar arsebobs zogadad miRebuli

wesi am elementebs Soris arCevanis gakeTebisa (Уэбстер, 2004, gv. 347). ukve

41

WeSmariteba aris arCevanis sfero; rCeba mxolod is, rac am konteqstSi

miRebulia rom iTvlebodes WeSmaritebad.

marTalia, am process dezorientacia axlavs Tan, magram mas dadebiTi

mxarec aqvs; liotari Tvlis, rom WeSmaritebis totalitaruli

koncefciis rRvevas SeuZlia migviyvanos “sazogadoebisa da azrovnebis

ufro met Tavisuflebamde. saerTo pasuxismgeblobis zrdiT,

sazogadoebis wevrebis urTierTdamokidebulebis gamZafrebiT (da maTi

unaris gaumjobesebiT, monaxon saerTo ena), isini, vinc aiRo garkveuli

valdebulebebi an aiRebs maT momavalSi, iqnebian gamorCeulni TavianTi

moqnilobiT da iqnebian metad tolerantulni” (AQWP, 1999, gv. 82).

imis miuxedavad, ras vuwodebT epoqas, romelSic Cven vcxovrobT, cxadia

erTi ram - am droSi sazogadoebis cxovrebis yvela sferoze TiTqmis

gansakuTrebul gavlenas axdens informacia, misi mopovebisa da miRebis

gzebi. Tavad informaciaTa, aseve misi gavrcelebis saSualebaTa simravle

marTlac SeiZleba rTul viTarebaSi gvayenebdes da adamianebs

gagviWirdes ”swori”, ”zusti” informaciis garCeva ”araswori”, ”arazusti”

informaciisgan. magram, meore mxriv, informaciis didi nakadi erTi,

yvelasaTvis misaRebi an zusti informaciis kolafss iwvevs; dRes

mikrofonTan sxvadasxva tipis umciresobebi sxedan, prezentirebas

absoluturad gansxvavebuli ideebis matarebelni axerxeben, auditoria

ki azrovnebis met Tavisuflebas iZens. moaxdens Tu ara is miRebuli

informaciis gaanalizebas, daeTanxmeba Tu ara sxvebis daskvnebs Tu

Tavad gamoitans daskvnebs, esec auditoriis gadasawyvetia da swored es

SeiZleba miviCnioT am drois mTavar pozitivad.

42

Tavi 3. veli

3.1. politikis veli

“politikuri veli aris adgili, sadac agentebs Soris konkurentul

brZolaSi ibadeba politikuri produqti, problema, programa, analizi,

komentari, koncefcia, movlena, romelTanaganc Cveulebrivma moqalaqem,

anu “momxmarebelma” unda gaakeTos arCevani”.

politikuri velis ganxilva moTxovnisa da miwodebis logikaSi SeiZleba;

is konkretul produqts qmnis. burdies azriT, produqti, romelsac

politikis veli gvTavazobs, aris socialuri samyaros gamoxatvisa da

aRqmis instrumentebi. mosaxleobaSi azrTa gadanawileba konkretuli

jgufebis mier am instrumentebis flobasa da maTdami

xelmisawvdomobazea damokidebuli. politikis veli aris erTgvari

cenzori, romelic adgens, ra SeiZleba iyos gamoxatuli da ra ara; amas

ki, Tavis mxriv, gansazRvravs konkretuli jgufis interesi. aq muSaobs

Semdegi principi – rom ar arsebobdes Wadrakis TamaSis teqnika, arc misi

TamaSis ganzraxva iarsebebda (Бурдье, 3, 2001, gv. 119).

gadasvla implicituridan eqspliciturze, subieqturi STabeWdilebidan

obieqtur gamoxatvaze aris institucionalizacia da warmoadgens

oficialuri aRiarebis, legitimaciis formas. aRqmisa da gamoxatvis

politikurad moqmedi da legitimuri formebis warmoeba aris

profesionalTa monopoliis sfero. swored mcire ricxvi

profesionalebisa da didi ricxvi momxmareblebisa, romlebic ar arian

kompetenturni politikaSi da amis gamo axdenen sakuTari uflebebis

43

delegirebas monopolist profesionalebisTvis, xdis politikis bazars

erT-erT yvelaze Tavisufal bazrad.

nebismier TamaSSi monawile adamianebs aqvT sakuTari specifikuri

interesi. magaliTad, politikur sivrceSi arsebobs ori ZiriTadi -

memarcxene da memarjvene mxareebi, dominantebi da daqvemdebarebulni. maT

Soris arsebobs homolgia, rac imas niSnavs, rom is, vinc TamaSSi ikavebs

pozicias ”a” ”b”-s mimarT, am ukanasknelis poziciidan, Tavad ikavebs ”b”-s

pozicias, radganac sxva rakursidan, ”b” aris dominanti (Бурдьё, 4, 1993,

gv. 36).

politikuri delegirebac am homologiis logikaSi unda ganvixiloT,

acxadebs burdie. jgufebi, romlebic sakuTari uflebebis delegirebas

axdenen konkretuli pirisTvis, misdeven sakuTar interesebs, iseve

rogorc is piri, romlis gafetiSebac da romlisTvisac uflebebis

delegireba ganxorcielda.

Tavad amomrCevlis interesSia uflebebis gadacema konkretuli

pirisTvis, raTa am ukanasknelma, saWiro sivrceSi es interesebi gaataros

da daicvas. Tavis mxriv ki, delegirebulis interesSia daicvas

amomrCevelTa interesebi, raTa ar dakargos xmebi da maTi ndoba.

politikaSi warmatebis miRweva specifikur kompetenturobazea

damokidebuli, rac imas niSnavs, rom politikosis habitusma unda

gaiaros specialuri momzadeba. es ukanaskneli gulisxmobs specialur

Teoriul codnas da Sesabamis gamocdilebas. politikis velSi TamaSi

isea awyobili, rom politikosi unda iyos praqtikosi, qondes TamaSis

SegrZneba, misma “praqtikulma unarma” unda SeaZlebinos mas

mowinaaRmdegis Semdegi nabijebis gaTvla. igive unaris gamo, Tavad

44

politikosis samomavlo poziciebis gaTvlac aris SesaZlebeli, Tumca am

TamaSSi yvelaze mTavari is aris, rom politikosi unda iyos mzad

”awarmoos kompetenturi, seriozuli, saimedo da stabiluri TamaSi”.

swored es erTguleba Tavad TamaSisadmi aris politikuri TamaSis

absoluturi moTxovna; investireba TamaSSi, aris TamaSis funqcionirebis

rogorc Sedegi, aseve piroba. ra aris ufro Rirebuli – Tavad TamaSSi

monawileoba Tu privilegiebi, konkretuli materialuri mogeba,

romelsac iReb am TamaSiT, rTuli gasarkvevia. Tavad TamaSSi

monawileoba SeiZleba monawileebis mier aRiqmebodes ukve rogorc

Rirebuleba.

brZola profesionalebs Soris aris sobmoluri brZolis par excellence; es

aris brZola socialuri samyaros SenarCunebisa an transformaciisTvis

socialuri samyaros Sesaxeb xedvis Secvlis an SenerCunebis gziT.

brZolisTvis saWiro socialuri pirobebi unda veZeboT specifikur

logikaSi, romlis mixedviTac xdeba politikuri TamaSis organizeba.

politikur TamaSSi adgili aqvs, erTi mxriv, socialuri samyaros

legitimuri danawilebis principis Seqmnasa da gavrcelebas da,

Sesabamisad, jgufebis mobilizacias; da meore mxriv, xelisuflebis

obieqtivirebuli instrumentebis gamoyenebis monopolias.

demokratiul saxelmwifoebSi am brZolis agentebad gvevlinebian

partiebi, anu sabrZolo organizaciebi, romlebic awarmoeben samoqalaqo

omis sumblimirebul formas. isini maqsimalurad cdiloben gazardon

sakuTari wevrebis ricxvi. erTi mxriv, partiebi cdiloben samyaroze

sakuTari xedva Tavs moaxvion moqalaqeebis maqsimalur raodenobas,

meore mxriv ki, cdiloben konkretuli postebis dakavebas, raTa

uzrunvelyon Zalauflebis gavrceleba.

45

amdenad, socialur samyaroze ideebis warmoeba yovelTvis eqvemdebareba

Zalauflebis mopovebis logikas. politikosebi ar emsaxurebian mxolod

sakuTari momxreebis interesebs; metic isini swored sakuTari

interesebisTvis ibrZvian. isini sxvebis interesebs imdenad emsaxurebian,

ramdenadac sxvebis interesebi emTxveva maT sakuTar interesebs.

politikosTa nebismieri sajaro gamosvla ormagad determinirebulia,

radganac politikuri veli moiTxovs SesabamisobaSi yofnas ara mxolod

velis Sida logikasTan, aramed sxva velebis logikasTanac.

veli SeiZleba ganisazRvros rogorc sxvadasxva donis gansxvavebul

gadaxraTa sistema da yvelaferi masSi azrs iZens gansxvavebaTa da

sawinaaRmdegoTa erTmaneTTan dapirispirebis da Sejerebis Semdeg.

magaliTad, “memarcxeneTa” arseboba azrs kargavs “memarjveneTa”

arsebobis, maTi poziciebis dapirispirebis da simboluri brZolis

gareSe.

TiTqmis yvela vels aerTianebs pretenzia sxvebs Tavs moaxvion

socialuri samyaros legitimuri xedva da TiToeuli maTgani awarmoebs

brZolas “xedvisa” da “dayofis” gabatonebuli principis sxvebisaTvis

Tavsmosaxvevad.

martivi “ideuri dinebebi” politikur moZraobad iqceva mxolod maSin,

rodesac es ideebi aRiarebas poulobs profesonlTa wris miRma.

strategiebi, romelsac velis logika Tavs axvevs profesionalebs

warmatebulia mxolod maSin, rodesac isini TanxvedraSi modis velis

miRma arsebuli jgufebis strategiebTan.

gansxvavebiT mecnierebis velisgan, acxadebs burdie, politikis velSi

warmoTqmuli ideebis Zala ar izomeba misi WeSmaritebiT. politikis

46

velis ideebis Zala izomeba im jgufis siZlieriT, romelic am ideas

aRiarebs. politikaSi “ilaparako” niSnavs “imoqmedo”, da piriqiT; anu, es

aris undari daarwmuno, rom SegiZlia gaakeTo is, razec saubrob.

politikosma unda SeZlos moqalaqeTa darwmuneba samyaros sakuTari

xedvis upiratesobaSi. politikuri sityva axdens misi avtoris

angaJirebas, radganac is aris valdebuleba, romelic unda Seasrulo da

romelic WeSmaritad politikurad iqceva imdenad, ramdenadac mas ambobs

pasuxismgebeli agenti an jgufi, romelsac ZaluZs jgufebis angaJireba.

dapirebis utyuaroba damokidebulia mis realobasTan Sesabamisobaze da

dapirebis warmomTqmelis avtoritetze. am ukanasknels unda SeeZlos

jgufebis sakuTari dapirebis utyuarobaSi darwmuneba.

politikuri winadadebebis, dapirebebis, prognozebis Semowmeba an

uaryofa SeuZlebelia logikurad. isini utyuaria imdenad, ramdenadac

mis warmomTqmels SeuZlia gaxados dapireba istoriulad samarTliani,

anu SeZlos misi istoriaSi ganxorcieleba.

politikuri kapitali warmoadgens simboluri kapitalis formas; is aris

krediti, romelic efuZneba rwmenasa da aRiarebas. simboluri

Zalaufleba aris Zalaufleba, romelsac is, vinc emorCileba gadascems

mas, vinc axorcielebs am Zalauflebas. es ukanaskneli arsebobs

imdendad, ramdenadac maT, vinc Zalauflebas emorCileba, am ukanasknelis

arsebobisa sjeraT.

burdiesTan arsebobs politikuri kapitalis ori ZiriTadi saxe – piradi

kapitali da delegirebuli kapitali. piradi kapitali aris politikuri

kapitali, romelic pirovnebam politikur TamaSebSi monawileobiT,

47

sakuTari warsuli gamocdilebiT daagrova. piradi politikuri kapitali

Tavad pirovnebasTan erTad qreba.

gansxvavebiT piradisgan, delegirebuli kapitali aris funqcioneris

kapitali, romelic ekuTvnis struqturas, institucias. delegirebul

kapitals akontrolebs Tavad instituti. am tipis kapitalis mopoveba

erT specifikur logikas eqvemdebareba. kerZod, instituirebis aqts,

rodesac partia axdens konkretuli piris oficialuri kandidaturis

wardgenas arCevnebze, rac misTvis politikuri kapitalis gadacemas

niSnavs.

kanoni, romelic agentebsa da instituciebs Soris urTierTobebs

aregulirebs, aseTia - institucia yvelafers aZlevs mas, vinc Tavad

institucias misca yvelaferi. anu, instituciisgan delegirebuli

kapitalis miRebis imedi SeiZleba qondes mxolod mas, vinc Tavis droze

yvelaferi gaiRo Tavad insitutisTvis.

Tumca, aris erTi saintereso momenti – delegirebuli kapitalis mqones

aqvs Sansi piradi kapitalis SeZenis da amas is, Tavad instituciisgan

maqsimaluri distancirebiT axerxebs.

politikuri kapitalis delegireba gulisxmobs am tipis kapitalis

obieqtivacias mudmiv institutebSi, mis materializacias politikur

“manqanaSi”, postebsa da mobilizaciis saSualebebSi, aseve mis mudmiv

kvlavwarmoebas meqanizmebisa da strategiebis daxmarebiT. rac ufro

metad xdeba politikuri kapitalis institucionalizacia konkretuli

postebis saxiT, miT ufro momgebiani xdeba aparatis wevrad yofna,

gansxvavebiT krizisul periodSi politikur TamaSSi monawileobisa,

48

rodesac riski maRalia, mogebis Sansi ki naklebi, magaliTad revoluciis

dros.

politikuri kapitalis institucionalizaciis zrdisas brZola

“niWisTvis” adgils uTmobs brZolas “postebisTvis”. miT ufro izrdeba

aparatisa da mis mier SemoTavazebuli postebis raodenobis zrdis

tendenciebi. es tendenciebi Zalian mniSvnelovania aparatis wevrebisTvis.

am ukanasknelTaTvis materialuri da simboluri interesebi gacilebiT

mniSvnelovani xdeba, vidre swrafva im miznis miRwevisken, romelic

sakuTar miznad aparatma daasaxela. amdenad, bunebrivad iqmneba

mdgomareoba, rodesac partiebi msxverplad swiraven sakuTar programas

Zalauflebis SenarCunebis an ubralod arsebobis sanacvlod.

patrik Sampanis gancxadebiT, politika, pirvel rigSi, aris simboluri

brZola, romelSic TiToeuli politikuri aqtori sajaro sityvis

monopolizirebas cdilobs; is cdilobs sakuTari xedva samyaroze Tavs

moaxvios maqsimalurad didi raodenobis adamianebs. politikuri wesrigi

aris mentaluri wesrigi, rodesac politikuri struqturebi ZiriTadad

socialuri warmdgenebis saxiT arsebobs da inkorporirebulia TiToeul

socialur agentSi (Шампань).

politikuri ”demokratizaciis” procesi politikuri velis

avtonomizaciasTan da mis mzard Sinagan diferenciaciasTanaa

dakavSirebuli, rac, Sampanis gancxadebiT, imas niSnavs, rom veli qve-

velebad iyofa, romlebSic pirobiTad avtonomiuri socialuri agentebi

moRvaweoben - politikuri Jurnalistebi, politologebi, sazogadoebrivi

azris mkvlevrebi, komunikaciis specialistebi da a.S., romelTac

politikis velSi sakuTari interesebi aqvT da specifikuri fsonebis

dadebiT met-naklebad aqtiurad monawileoben velis TamaSSi.

49

politikis veli aris erTgvari mikrokosmi. burdie ganmartavs, rom

sityva mikrokosmi miuTiTebs imaze, rom politikuri universumi yvela

institutTan da partiasTan, funqcionirebis wesTan da agentTan erTad,

warmoadgens avtonomiur samyaros, mikrokosmoss, romelic socialur

mikrokosmSia moTavsebili (Бурдье, 3, 2001, gv. 112).

“politikuri mikrokosmi aris erTgvari universumi, romelic CarTulia

didi universumis funqcionirebis kanonebSi da, miuxedavad amisa, flobs

SedarebiT avtonomias am universumis SigniT da emorCileba sakuTar

nomos-s, anu, sakuTar avtonomiur kanons”.

politikis veli ar arsebobs sxva velebTan urTierTobis gareSe. is

mudmiv interaqciaSia sxva velebTan; velis amocana imaSi mdgomareobs,

rom sakuTari principebi Tavs moaxvios sxva velebs, amitomac

axorcielebs politikur komunikacias, rac gulisxmobs politikuri

informaciis gadacemis process, romlis wyalobiTac igi moZraobs

politikuri sistemis erTi nawilidan meoreSi da brunavs politikur

sistemasa da socialur sistemas Soris (berZeniSvili, 2000.). socialur

sistemasTan komunikaciis erT-erT saukeTeso saSualebas swored media

warmoadgens. marTalia, mediis sxvadasxva formebi auditoriis sxvadasxva

raodenobazea gaTvlili, magram TiToeuli maTgani sazogadoebaSi

mniSvnelovan rols asrulebs. rac ufro farTo auditoriaze gasvlaa

politikuri Zalis mizani, miT ufro xSirad iyenebs politikuri veli

mediis yvelaze gavrcelebul formas – televizias. Tumca, auditoriaze

gasasvlelad politikis velis agentebi da “azrTa liderebi” iyeneben

mediis rogorc beWdur, aseve radio, tele da internet formas.

nebismieri politikuri jgufis Tu calkeuli figuris mizans sakuTari

auditoriis gazrda da saWiro an saWiroze meti xmis miReba warmoadgens.

informacia, romelsac amomrCevels Tu potenciur amomrCevels awvdian

50

mediis saSualebiT, uqmnis auditorias STabeWdilebas da uyalibebs

garkveul pozicias.

Tamamad SeiZleba imis Tqma, rom Tanamedrove samyaroSi politikur

sivrceSi warmatebis misaRwevad mediis saukeTeso formas televizia

warmoadgens, radganac politikis veli cdilobs eleqtoratis

maqsimaluri raodenoba moicvas; Tumca politikur TamaSSi mxolod

televizia rodi monawileobs. beWduri media, miuxedavad imisa, rom misi

auditoria SedarebiT mcirericxovania, CarTulia axali drois “media-

logikaSi”, rac siaxleze, sainteresosa da mimzidvelze orientacias

gulisxmobs. sworedac mediis gansakuTrebuli mniSvnelobis gamo

politikis velisTvis, misi Jurnalistikis velTan urTierToba

burdiesTan kvlevisa da gaazrebis erT-erT umTavres sakiTxs

warmoadgens.

51

3.2. Jurnalistikis veli

vels, romlis gavlenasac, SeiZleba iTqvas, rom yvelaze metad ganicdis

Tanamderove epoqaSi politikis veli, Jurnalistikis veli warmoadgens.

Tavad Jurnalistikis veli, burdies azriT, ori saxis zewolas ganicdis:

erTia zewola mkiTxvelis mxridan da meorea reklamis damkveTTa

zewola. anu, zewola auditoriisa da ekonomikis mxridan.

mediis sxvadasxva saSualebebis damoukideblobis xarisxi ganisazRvreba

Semosavlis odenobiT, romelsac isini reklamisgan da saxelmwifo

subsidiebisgan iReben. rac Seexeba calkeuli Jurnalistebis

damoukideblobis xarisxs, es damokidebulia mediis koncentraciis

xarisxze, rac imas niSnavs, rom rac ufro mcirea potenciur damkveTTa

raodenoba, miT metia samsaxuris dakargvis SiSi; meorec, Tavad im

gazeTis adgiliT mTel media-sivrceSi, anu, rasTanaa gazeTi SedarebiT

axlos - ”inteleqtualur” presasTan Tu ”komerciulTan”; mesame, Tavad

misi poziciiT gazeTSi - Jurnalisti speckorespondentia, kontraqtiTaa

gazeTSi da a.S; dabolos, Jurnalistis unarze, Seqmnas, moiZios

damoukidebeli informacia. Sesabamisad, cxadia, rom Jurnalistebze

zewolis sxvadasxva meqanizmi SeiZleba iyos gamoyenebuli da pirdapiri

ekonomikuri iZuleba sulac ar iyos saWiro.

yvelaze sainteresoa iseTi berketis gamoyenebis SesaZlebloba,

rogoricaa legitimur informaciaze monopoliis gavrceleba - anu,

oficialuri wyaroebidan informaciis mopoveba. saxelmwifo

struqturebisTvis da administraciisTvis swored es monopoliaa

Jurnalistze zewolis mTavari meqanizmi. Tumca, Tavad presasac SeuZlia

eqskluziuri informaciis mflobelebze zewolis moxdena, manipulireba

da sasurveli informaciis mopoveba.

52

komunikaciis formebis arseboba mniSvnelovania sazogadoebisTvis. metic,

sazogadoeba Tavadaa komunikaciis forma, romlis meSveobiTac xdeba

gamocdilebis aRwera, modificireba Tu gacvla. is, rasac Cven

sazogadoebas vuwodebT ar aris mxolod politikuri an ekonomikuri

qseli, aramed aris komunikaciisa da swavlis procesi. komunikacia iwyeba

brZoliT swavlasa da aRweras Soris; “viwyebT ra am process gonebaSi

da gadavcemT ra mis Sedegebs sxvebs, Cven damokidebulni varT

komunikaciis garkveul modelebze, romelTa meSveobiTac SesaZlebelia

kontaqti saerTod. Cven SegviZlia SevcvaloT es modelebi, roca isini

araadeqvaturia arsebuli situaciisaTvis. mTeli Cveni cxovreba,

saboloo jamSi, aris am modelebis cvla, razedac Cveni energiis udidesi

nawili ixarjeba. igi cvlis politikur da ekonomikur institutebs.

metic, komunikaciuri modelebis umravlesoba socialur institutad

iqceva. swored maT unda uzrunvelyon sxvadasxva sferos arseboba da

funqcionireba” (Nordenstrang, Sage, gv. 45).

Tavis droze, komunikaciis formebis gavrceleba swored ganaTlebis

sistemas ukavSirdeboda; me-18 saukunidan, mas Semdeg, rac adamianebma

gaacnobieres, rom wera-kiTxvis codna aucilebelia ara mxolod

elitaruli wris warmomadgenelTaTvis, aramed nebismieri mokvdavisaTvis,

Seiqmna Sesabamisi pirobebi, romlebic xels uwyobda adamianebis swavla-

ganaTlebas; adamianebma miiRes meti informacia am samyarosa da masSi

mimdinare movlenebze. es procesi uSualod iyo dakavSirebuli skolaTa

qselis SeqmnasTan da sabeWdi saSualebebis gavrcelebasTan. komunikaciis

Tanamedrove formebidan, Tavdapirvelad, me-18 saukuneSi, gaCnda gazeTi,

romelic informaciis gadacemis ZiriTad saSualebas warmoadgenda; me-19

saukuneSi Cndeba gazeTis yoveldRiuri gamocemebi aSS-Si, romelTa

Rirebulebac erT cents ar aRemateboda da xelmisawvdomi iyo

yvelasTvis (Гидденс, 1999).

53

Jurnalistikis velis Camoyalibeba XIX saukuneSi ori tipis gazeTis

opoziciis safuZvelze moxda; kerZod, arsebobda gazeTebi, romlebic

sTavazobdnen sensaciuri xasiaTis axal ambebs da arsebobda gazeTebi,

romlebic orientirebulni iyvnen analitikuri masalis miwodebaze. es

ukanasknelni aqtiurad usvamdnen xazs sakuTar gansxvavebulobas

pirvelisagan da ”obieqturobaze” qondaT pretenzia. amdenad, arsebobs

gazeTebis legitimaciis ori logika - erTia aRiareba msgavsTa,

TanasworTa mxridan da meore, aRiareba masis mier, rac

materializebulia gayidvebis raodenobaSi.

Jurnalistikis veli mudmivad ganicdis bazris zewolas an uSualod

klientTa mxridan pirdapiri sanqciis saxiT, an reitingis meqanizmiT, imis

miuxedavad, uzrunvelyofs Tu ara saxelwmifo met-nakleb

damoukideblobas uSualod bazris zegavlenisgan.

Jurnalistikis veli orientirebulia iseTi produqtis warmoebaze,

romelic malfuWebadia, amitomac brZola am velSi prioritetisTvis, anu

ufro axali ambisTvis brZolis xasiaTs iRebs. swored ufro axali

ambisTvis brZolaSi, sensaciebze gamokideba aris prioritetuli da rac

ufro komerciul poluszea presa, miT metia sensaciuri ambisTvis

brZolis Jini. realurad ki, am sensaciuri masalebis didi niwili, rac

auditoriisTvis brZolaSi mTavar kozirad iTvleba, acxadebs burdie,

ganwirulia imisTvis, rom ar iyos SemCneuli mkiTxvelis mxridan da

iqneba SemCneuli mxolod konkurentebis mier. misi mtkicebiT, swored

Jurnalistebi arian erTaderTni, vinc kiTxuloben yvela gazeTs.

Jurnalistikis velis logika erTi dRiT cxovrebasa da azrovnebas

moiTxovs. es veli mudmivad daZabuli adevnebs Tvalyurs konkurentebs

da maqsimalurad iyenebs sxvebis Secdmobes. gaaSuqon Temebi, romlebic

”ar SeiZleba ar axseno” mxolod imitom, rom amaze sxvebma ukve isaubres,

54

gadmoibiro sxvebis Jurnalistebi mxolod imitom, rom xeli SeuSalo

konkurents, aris Jurnalistikis velis maxasiaTebeli. konkurencia,

romelmac unda Svas raRac sruliad originaluri da sxvebisgan

gansxvavebulia, am velSi ar aris aRiarebuli. burdies mtkicebiT, am

velSi konkurencia erTferovnebas Sobs.

patrik Sampani iziarebs burdies pozicias da acxadebs, rom

Jurnalistikis veli ormagadaa damokidebuli. misi mtkicebiT,

Jurnalistikis veli politikis velisa da ekonomikis velis gadakveTaze

imyofeba.

erTi mxriv, Jurnalistikis veli sul ufro aqtiurad cdilobs

gaTavisufldes politikuri gavlenisagan da iyos Tavisufali, meore

mxriv ki, aseve aqtiurad, is iZulebulia daemorCilos ekonomikur

moTxovnebs da iyos bazris kanonebis adeqvaturi. es orobiToba aris

mizezi Jurnalistis profesiisadmi sruliad gansxvavebuli, polarulad

sawinaaRmdego Sefasebisa. erTi mxriv, es aris pativsacemi profesia,

romelic sazogadoebisTvis mniSvnelovan funqcias - informirebas

emsaxureba, meore mxriv ki, mxolod skandalebze da Worebze, sxvebis

ubedurebaze xelis moTbobis surviliT SepyrobilTa saqme, romelic

pativsacemi sulac ar aris.

informaciis warmoeba Jurnalistikis velis erT logikas - mZafr

konkurenciasa da informaciis Seqmnis siswrafis zrdas emorCileba. am

velis Taviseburebis ukeT gasagebad zogadad maskomunikaciis gaazreba

logikuria, rasac Semdeg TavSi SevecdebiT.

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3.3. politikis velisa da Jurnalistikis velis

gadakveTa

Jurnalistebi politikis demagogiur gaubraloebaze arian

orientirebulni; imis SiSiT, rom ar iyvnen mosawyenni, Jurnalistikis

velis agentebi debatebsa da polemikas, argumentebis dapirispirebas

mosaubreTa konfrontacias amjobineben. am demagogiur gaubraloebaSi ki

Jurnalistebi panelistebs aqtiurad iyeneben.

burdie amtkicebs, rom politikaze momuSave Jurnalistebi, romelTa

kompetenciaSi Sedis politikuri samyaros codna, floben codnas ara

dakvirvebaze an kvlevaze dayrdnobiT, aramed pirad kontaqtebsa da

Worebze dayrdnobiT. maT ainteresebT Tavad TamaSi da moTamaSeebi da

ara TamaSis fsoni, uSualod politikuri taqtika, debatebis arsi; maTi

interesis sferoa politikuri velis agentis gamosvlis efeqti da ara

Tavad gamosvlis Sinaarsi.

swored amgvari damokidebulebebi aiZulebs Jurnalistikis velis

agentebs warmoadginon politikis velis sakuTari cinikuri xedva

politikuri komentarebisa Tu interviuebis saxiT.

amgvari realoba, burdies azriT, arc Tavad politikis velisTvisaa

miuRebeli. am realobis SenarCuneba e.w. politikuri marketingis

interesebSic Sedis. amgvari marketingi sul ufro aucilebeli xdeba

politikuri warmatebis misaRwevas.

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Jurnalistikis velis orientireba sensaciebis gacxarebuli Ziebisaken,

informaciebisTvis paradoqsuli da ucnauri Seferilobis micema iwvevs

situaciebis cinikur interpretirebas. rogorc wesi, burdies TqmiT,

Jurnalistikis velis mier gakeTebuli prognozi Tu diagnozi srulebiT

araprofesionaluria, Tumca is swrafad eZleva daviwyebas, radganac

arsebul informacias elvis siswrafiT cvlis axali da informaciaTa

didi nakadi gansakuTrebul gaazrebas TiTqos arc moiTxovs.

es yvelaferi ki, burdies azriT, iwvevs depolitizacias, ufro zustad

ki, imedgacruebas politikiT. ZiriTadi fsonis gakeTeba gasarTob

aspeqtebze TavisTavad iwvevs mayurebelTa yuradRebis gadatanas raime

sanaxaobaze an skandalze yovel jerze, rodesac Cndeba raime

mniSvnelovani, Tumca erTi SexedviT mosawyeni politikuri sakiTxi.

swored amitom xdeba gaxmaurebul sasamarTlo procesebTan erTad

romelime qveyanaSi miwsZvris an raime stiqiuri ubedurebis gaSuqeba. es

ukanaskneli, anu skandali, sensacia, mowyenis saSualebas ar aZlevs

mayurebels da Jurnalistikis velis SiSi, ar iyos mosawyeni, daZleulia.

auditoria politikur TamaSs aRiqvams rogorc profesionalTa saqmes,

rac iwvevs fatalur CaurTvelobas politikaSi, gansakuTrebiT naklebad

politizirebuli auditoriisa da arsebuli wesrigis SenarCunebas.

politikas auditoria Tvals swored Jurnalistikis velis saSualebiT

adevnebs.

informaciis politikuri mniSvneloba, Sampanis mtkicebiT, imazea

damokidebuli, Tu ramdenad xdeba erTi da igive informaciis

kvlavwarmoeba mediis sxvadasxva saSualebebSi. rac ufro metad xdeba

informaciis kvlavwarmoeba, miT metia misi simboluri Rirebuleba.

presaSi gavrcelebuli informacia xSirad aris telesiuJetebis mTavari

Tema da swored es aris presis warmateba, Tumca, arc Tavad presa axdens

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satelevizio siuJetebis ignorirebas da SesaZloa, presaSic daiweros im

movlenebze, romlebic televiziam gaaSuqa.

miuxedavad burdies mtkicebisa, rom Jurnalistikis veli seriozuli

politikuri diskursis gatarebis nacvlad, banalur da sensaciur

Temebzea orientirebuli, is iqve SeniSnavs, rom am poziciiT arc Tavad