Pankhani zapamwamba za ndale zadziko, njira zochepa zozigwiritsira ntchito sizikumvedwa bwino kapena zimabisidwa dala monga kufunsira. Mosiyana ndi kufufuza kwa anthu kwamwambo kolinganizidwira kupima malingaliro, kusonkhezera kufufuza kumapangidwa ndi zinthu zokopa, zolinganizidwa kusonkhezera ovota kumapeto a nkhani zoikidwiratu mmalo mwa kusonkhanitsa chidziŵitso chowona mtima. Akatswiri a kampeni amene amawagwiritsira ntchito kugulitsa malondawo m’machenjera a maganizo: iwo amapanga mafunso, kusankha chinenero, ndi kusankha mfundo zopezeka ndi kuchitidwa opaleshoni. Chotulukapo chake ndicho chida cholankhulira chimene chimalingalira ngati kupenda koma chintchito. Kumvetsa mmene mapendedwe ameneŵa samasonyezera osati kokha akatswiri a kuyendetsa zinthu zandale komanso mapulogalamu a mavota.

Nkhani ino ikutulutsa njira zofufuzira zothandizira anthu pa kampeni, kupenda malamulo amene amayendera, ndi kupereka malangizo othandiza kwa osankha amene akufuna kuzindikira pamene akufunsidwa. Ngati mukugwira ntchito m’makampani, kuphunzira za ndale, kapena kungofuna kukhala nzika yodziŵa bwino, kudziŵa mmene ntchito yofufuza iliri mbali yofunika kwambiri yomvetsa masankho amakono.

Ntchito Yanzeru ya Kupotoza Mabomba m’Ntchito Zamakono

Kusiyana kwa Zinthu Zowononga

Kufufuza kowona mtima kumalinganiza bwino malingaliro a anthu pogwiritsira ntchito mawu ofunsa mafunso, zitsanzo zongopeka, ndi miyezo yokhwima ya kachitidwe. Magulu onga American Association for Public Opinion Research (]] APOR [FLT]]] ]) amakhazikitsa malangizo a akatswiri ofufuza kuti atsimikizire maganizo olondola. Kufufuza kovomerezeka, poyerekezera ndi, sikunalinganiziridwe kuti kuyese. Amakopana mokopa mokopa. Olandira mafunso angayankhe kuti akhulupirire kuti ndi nkhani yosagwirizana, koma funsolo ndilokhalo ndilo lakuti amaimba mlandu. Kusiyanitsako: kupenda koyenera kuteteza umphumphu kwa chidziŵitso; kukopa kuteteza umphumphu kwa pepala.

Zolinga Zachibadwa

Akatswiri a kampeni anatumiza mayeso ofufuza kuti akwaniritse zolinga zingapo:

  • Pezani mbiri ya wopikisana naye – mwa kuyambitsa chidziŵitso choipa kapena kugwirizanitsa iwo ku malo osatchuka (mt., “Kodi mudziŵa kuti X anavotera ndalama kwa akaidiwo katatu?).
  • Kukakamiza chithunzi chabwino – mwa kujambula wofunsirayo monga chosankha chokha choyenera pa nkhani (m’ lekuatiso, “Kodi mumachirikiza zoyesayesa za Y za kuchepetsa misonkho ya katundu?”
  • Kutsendereza kutulukira [1] mwa kuchititsa ochirikiza a mdani kumva kugwiritsidwa mwala kapena kuti mpikisano wagamulidwa kale (mlinga., “akatswiri ambiri amakhulupirira kuti Candidate Z alibe mwaŵi [1] Kodi mukukonzekerabe kuvota? [1]
  • Akupanga chiyambukiro cha mphamvu [ ] – mwa kupereka lingaliro lakuti ambiri akonda kale wosankha wina (m., “Oposa 60% a ovota m'chigawo chanu tsopano akuchirikiza Candidate A [1] imasintha maganizo anu?”
  • Kuyesa – ngakhale kuti zimenezi zimatsekereza, makampani ena amasonkhezera kufufuza kuti aone ngati mizere ya kuukira imamveka kwambiri asanaike ndalama pa kusatsa malonda.

Chofanana nchakuti “chipangizo cha poizoni” sichili chipangizo chothandizira anthu kutsutsa nawo koma chimakhala chongofuna kusintha maganizo awo, osati kuwapima.

Njira Zopangira Makhoterero Zosonyeza Zimene Anayankha

Akatswiri a zankhondo aluso apeza njira zofufuzira zamaphunziro, za zinenero, ndi za chikhalidwe cha anthu kwa zaka zambiri kuti afufuze mafunso amene anthu amafunsa kuti apeze njira yokhayikitsira zinthu koma yotsogolera anthu amene anafunsidwa.

Mafunso Otsogolera ndi Chinenero Chovuta

Mafunso otsogolera ali njira yosavuta kwambiri yopangira kafukufuku. Mmalo mofunsa kuti “Kodi maganizo anu ndi otani a Candidate Smith?” Kufufuza kungakufunseni kuti“ Kodi mukuvomereza kuti malamulo a wofunsira Smith avulaza mabizinesi akumeneko ndi ntchito zamtengo? Funsolo limayerekezera ndi mfundo yakuti (malamulo a Smith avulaza mabizinesi) ndipo kenaka amafunsa kuti agwirizane. Mawuwo amakakamizidwa mwachinyengo kutsimikizira mfundo kapena kuoneka ngati akuonekera ndi anthu ambiri. Kuika chilankhulo chooneka ngati “corpt,”“ kulephera,” “kukana, "kukhudza," kapena kukhudza mtima kwambiri. Pamene aŵiriwo apanga chigwirizano cha dzina la otchuka.

Chidziŵitso Chosankha ndi Mabodza

Kufufuza kochitidwa ndi makampani kumagwira ntchito mobwerezabwereza pa lamulo la kusankha kuwonekera kwake ? "Kuimira mbali imodzi yokha ya nkhani. Mwachitsanzo, kufufuza kokakamiza kunganene kuti: “M'nthaŵi yake yomaliza, woimira Jones anavotera lamulo limene limawonjezera ndalama zimene boma limawononga. Kodi zimenezi zimakuchititsani kukhala wothekera kwambiri kumuchirikiza? Chifunsicho chimasiya kuti malamulowo azikhala ovuta kwambiri. Mwakuchotsa tsatanetsatane wotsutsa, maferemu ake monga kuwononga. Mofananamo, madichotomenti okakamiza kuyankha pakati pa zosankha ziŵiri zimene sizili zogwirizana kotheratu. Chitsanzo chapadera: “Kodi mungakonde munthu amene amachirikiza msonkho wa m'kalasi kapena wowononga ndalama za boma? Chigawo chachiŵiri chigamutso chachi? Chigaŵenga chachimodzi chachimodzi? Chigaŵere chachimodzi, chigawa chachimwini chimene chimakhala choyambirira.

Kupanga Chiyambukiro Chonama Kapena Chotsatirapo Chake

Anthu ali nyama, ndipo malingaliro athu amasonkhezeredwa ndi zimene timalingalira kukhala lingaliro la ambiri. Kufufuza kwa makampani kumagwiritsira ntchito zimenezi mwa njira yosagwirizana ndi malamulo. Funso lina likhoza kuyamba: “Kufufuza kwaposachedwapa kunapeza kuti 7 mwa 10 ovota m’chigawo chanu amakhulupirira kuti X ali wosadziŵa kwenikweni kuti asatha kusamalira vuto. Kodi mukuvomereza? Ngakhale ngati “kufufuza kwapapitapo” kumapekedwa kapena kupotozedwa, wotsutsayo angasinthe malingaliro awo kuti agwirizane ndi anthu ambiri otchulidwa. Chiyambukirocho chimawonjezeka pamene mafunso ambiri abwerezanso mfundo zofananazo. Njira imeneyi imakhala yolimba kwambiri makamaka chifukwa cha kusagwirizana ndi mfundo kapena yotsika ya omvera.

Kuphana Kobisika ndi Kumiza

Kufufuza kokakamiza kungachititse maluso amaganizo apadera asanapange chosankha. Kufufuza kungafunse mafunso ambiri onena za mlingo wa upandu, zigaŵenga, kapena kusakhazikika kwa zachuma musanafunse za kukhoza kwa wofunsira. Nkhani za malingaliro oipa zimapitiriza, kupangitsa ofunsidwawo kuwona mothekera kwambiri. Kukhoma, njira yofananayo, kubweretsa chiŵerengero chopambanitsa kapena chonyansa pofufuza. Mwachitsanzo: “Ngati mudaphunzira kuti Candidate Smith analandira $50,000 m'zopereka zochokera ku makampani a mafuta, kodi zimenezo zingayambukire kuvota kwanu? Chithunzi chapamwamba cha ndalama za kachiphuphu ngakhale ngati zopereka za wofunsirayo zinali zotsika kwambiri. Chiwonongeko chachitika m’kamphindi chango chakumera.

Madera Okalamba ndi Ololedwa

Malamulo okakamiza kufunsira akutsutsana kwambiri. Otsutsa amanena kuti chifukwa chakuti kukakamiza kuchititsa kusokoneze cholinga chawo chokopa, iwo amanyenga ovota ndi kuipitsa malo okhala zinthu. Ochirikiza (kaŵirikaŵiri ogwira ntchito mkupiti) amanena kuti iwo ali mtundu wa “kuyesa uthenga” kapena“ maphunziro a anthu” otetezeredwa ndi mawu aufulu. Choonadi chimamveketsedwa bwino, ndipo uyang’aniro wa malo amodzi nchodetsedwa.

Kupala Malo Ozungulira

Mu United States, kukakamiza kumaikidwa mopepuka pa mlingo wa boma. Federal Evolution Commission (FEC) samalingalira kufunsira kwakukulu kukhala “kutsendereza kugwiritsa ntchito ndalama ,” choncho amalephera panja pa ziletso za ndawala. Komabe, maboma ena ali ndi malamulo ofuna kuvumbula wopereka ndalama zofufuzira. Mwachitsanzo, [[FL: 0]] Khalinia ndi [FLT:] New York [FLT] [FLT:] [3] lamulo limene limadziŵitsa kachitidwe kafufuzidwe. Mawu ena akusintha [FFFF], monga [FLT] [FFUT] [FFULT] [F], amaletsedwa ndi kugawa kwa chisankhomo cha chisankhomo cha chiwirimo cha . [Flame .NUM.]

Kuona Zinthu Moyenera ndi Chinyengo

Ngakhale kumene kuli kovomerezeka, kukakamiza kufunsa n’kokayikitsa chifukwa amasocheretsa anthu ponena za cholinga cha kufufuzako. Wofufuza wovomerezeka ayenera kuulula kuti pakufunika kufufuza ndi kuti mayankho ake sadziŵika. Ofufuza ambiri amasiya nkhani zimenezi kapena amanena kuti akuchita “zolimbikitsa pa maphunziro a pa yunivesite. Pamene akufufuzako kwenikweni. American Association of Political Consuntstutions [1] Malamulo a makhalidwe amaletsa kusanthula konyenga, koma lamulo nlaufulu. Khoka ndilo lakuti anthu ofufuzako ali osatsimikizira ngati kufufuza kulikonse kwa pa telefoni kuli kowonadi, kumene kumawononga kupenda kolondola koyenera.

Kuyesa Mmene Malonda Amakhudzira Khalidwe Lathu

Kudziŵa bwino mmene kufufuza kokakamiza anthu kumakhudzira anthu n’kovuta chifukwa chakuti m’kampeni sizimavumbula kuti akugwiritsa ntchito, ndipo kufufuza kolamuliridwa sikuchitika m’masankho enieni. Komabe, kufufuza kumene kulipo ndi zochitika kumasonyeza kuti kukakamiza anthu kufufuza kuti afufuze m’mafuko apafupi.

Kufufuza kochititsa chidwi kofalitsidwa mu American Journal of Political Science kunapeza kuti chidziŵitso chosakondweretsa choperekedwa m'makonzedwe ofufuza chinali ndi chiyambukiro chokhalitsa pa kupenda kwa ofuna kubatizidwa, makamaka pamene ovota anali ndi chidziŵitso chochepa. M’mawu ena, kukakamiza kufunsira nkothandiza kwambiri m'mafuko a mpikisano kapena malo amene dzina la munthu nlotsika. Mwachitsanzo, mkati mwa 2016 Republican primitary, gulu losafuna phindu lochitidwa mu Iowaowa likulingalira kuti Senator Ted Cruz anachirikiza kusamuka kwa anthu osagaŵiridwa [1] Amanena kuti adakangana komatu kuti angakhale ndi oimba a kagulu kagulu ka sukulu kapena mpikisano wa m'maseŵero, kamodzi kanga kanga kalongosole kamodzi kotsatira kamodzi kamodzi kachitidwe kapo.

Kufufuza Nkhani ndi Umboni

Zitsanzo za mbiri yakale zikuchuluka. Mu 1992 New Hampshire Democratic zinenezo zazikulu za kukakamiza kufunsira Bill Clinton ndi zochitika panthaŵiyo, ndi mapempho osonyeza kuti iye anapeŵa ntchito yankhondo. Mu 2004, Swift Boat Veterans for Truth adagwiritsa ntchito njira zofufuzira zothandizira kuukira mbiri ya John Kerry ya nkhondo, ngakhale kuti zikalatazo zinachitidwa mopambanitsa mwa kutsatsa malonda ndi zochitika. Posachedwapa, m'chosankha cha pulezidenti 2020, makampani a gulu la asilikali ku Michigan ndi Pennsylvania anagwiritsira ntchito kufalitsa mafunso ofufuza kuti anene zachinyengo ponena za kusanthula. Pamene kuli kovuta kutsimikizira, kuwonjezera chiyambukiro chobwereza cha kuvumbula kukopa kapena kukopa ndi zikondwerero ziŵiri kusintha ndi kutsatsatsatsa malonda kwapamwamba kwa pepala lapamwamba ku Michigan ndi ku pepala lapamwamba.

Kuchitira chitsanzo njira ya maganizo, talingalirani za Center yofufuza ya Pew Research [[FLT: 1] kufufuza kwa wovota kupanga zosankha. Kunapeza kuti ovota amene anasimba za chidziŵitso choipa ponena za wobatizidwa ali othekera kwambiri kukhala ndi lingaliro loipa, ngakhale pamene chidziŵitsocho chinachokera kwa munthu wosadziŵika. Kufufuza kochititsa chidwi kumagwiritsira ntchito zimenezi mwa kupanga chinyengo cha kufufuza kosaloŵerera pamene akugaŵira uthenga woipa mobwerezabwereza kwa zikwi zambiri za mabanja.

Mmene Njinga Zingadziŵire Zoipitsa Zokopa

Akatswiri a kampeni angadalire mfundo yakuti osankha ambiri samadziŵa mmene kuŵerengera koyenera kumaonekera. Maphunziro ndiwo chitetezo chabwino koposa. Pano pali mbendera zofiira:

  • Chilengezocho chimagwiritsira ntchito mawu a malingaliro kapena opotoka kwambiri. Ofufuza enieni amapeŵa mawu onga “umbombo,” kapena“ umbombo” chifukwa chakuti amapanga chidziŵitso cha zinthu. Ngati funsolo likutsogolera bwino, ndilo kusanthula kokakamiza.
  • Woitanayo amakana kudziŵa amene akulipira kaamba ka kusanthulako. Makampani ofufuza a Malamulo adzapereka dzina la gululo kapena la wofunsira. Ngati woitanayo ali wothaŵa kapena wonena kuti ali “kagulu ka kufufuza, khala wokayikira.
  • Mafunso kapena kutetezera wofunsira wina mobwerezabwereza. Kufufuza kovomerezeka kungafunse za oyembekezera kubatizidwa ndi nkhani zambiri. Kufufuza kokakamiza kaŵirikaŵiri kumathera mphindi zingapo kutchula mutu kapena munthu mmodzi.
  • Kufufuzako kumaphatikizapo mawu onama kapena osatsimikizirika. Ngati mumva mawu amene mumadziŵa kuti ndi onama, kufufuzako kumakhala kolinganizidwa kufalitsa zonama mmalo mwa kusonkhanitsa malingaliro.
  • Kufunsa kwenikweni sikuli mafunso a kuchuluka kwa anthu. Kufufuza kwenikweni kumafunsa ponena za msinkhu, maphunziro, mayanjano, ndi anthu ena olingana ndi kulemera. Kufufuza kokakamiza kumaleka chifukwa chakuti kumakusonkhezerani, osati kukuyezani.

Kuitana loya wamkulu wa boma lanu kapena bungwe la masankho kungathandize oyendetsa njira za nkhanzazo.

Kumaliza

Kufufuza kopototola kumasonyeza umisiri wakuda m'ndale, [1] chida chimene chimapanga maluso a kafukufuku kuti afalitse uthenga popanda uthenga wooneka ngati ukubwera kuchokera ku ndawala. Mwakumvetsa njira zopangira zinthu . Kutsogolera mafunso, chilankhulo, chidziŵitso chosankha, kuvomerezana konyenga, ndi priming , zingayambe kuzindikira pamene akugwiritsidwa ntchito mmalo mwa kuyesedwa. Akatswiri a kampeni adzapitiriza kukonza njira zimenezi malinga ngati akhalabebe alamulo ndi ogwira ntchito. Anthu akakhala ndi cholinga chawo, ayenera kusiyanitsa pakati pa kuyesa kumvetsetsa kwa anthu ndi kuyesa kukonza. Nthaŵi yotsatira imene mumayankha kufufuza kwandale, mvetserani mosamalitsa. Ngati mafunso onga akukusonkhezerani kuyankha, iwo mwinamwake amadziŵa kuti akudziŵa bwino.