Intsapho yasebukhosini yaseBritane ibisoloko imi njengentsika yomanyano lwesizwe nesithethe, kodwa indlela yayo yokunxibelelana noluntu iguquke kakhulu ngexesha lamanani. Ukusuka kwi-mistle yokuqala yeKrismesi esasazwa nguKumkani uGeorge V ngo1932 ukuya kwiSussexes yamabali akhawulezileyo, ulawulo lobukumkani luye lwaqhubeka lusebenzisa iindlela zalo zokuzilungiselela ukuhlangabezana nolindelo lwesizukulwana ngasinye. Eli nqaku libonisa ukuba indaleko, lihlolisisa indlela izixhobo zobugcisa zamanani eziye zabuguqula ngayo ulwalamano phakathi kwesithsaba namalungu alo, ngoxa likwabalase imingeni kunye namathuba angaphambili kwihlabathi elinxulumeneyo.

Ukuhlolisisa Imbali Yobudlelane Bobukumkani

Kangangeenkulungwane, ulawulo lolawulo lobukumkani baseBritane lwagcina ubukho boluntu ngononophelo. Ngaphambi kokuba isizukulwana sobundaba-ndaba sifike, ukunxibelelana kwentsapho yasebukhosini noluntu kwakupheleliselwe kwimithendeleko yesithethe, utyelelo olusemthethweni, kunye nedilesi yolawulo lobukhosi ngamaxesha athile. Ezi ziganeko zazicwangciswe kakuhle ukusungula uzinzo, igunya, kunye nokuqhubeka. Iindaba-ndaba ezishicilelweyo , iingcambu, kwaye kamva, amaphephancwadi abonisa umjelo oyintloko wokusasaza ngemisebenzi yasebukhosini. Ibhotwe yayingumphathi omnye: ibhotwe yayilawula umyalezo, kwaye uwonke wamkeleka.

Indima Kanomathotholo Nomabonwakude

Ukufika kukanomathotholo ngoo1920 kwanika umlawuli ithuba lokuqala lokuthetha ngqo nesizwe. Ukuqalisa kukaKumkani uGeorge V usasazo lweKrismesi ngo 1932 yayilixesha eliphawulekayo, izisa ilizwi lomlawuli kwizigidi zamakhaya. Ukumkanikazi uElizabeth II wamkela umabonwakude ngempembelelo efanayo, ukususela ngokubekwa kwakhe etroneni ngo1959, qha,a kwasasaza okuthelekelelwayo kwababukeli abazizigidi ezingama-7 kwi-UK kuphela. Aba bapapashi bemi bezondaba bavumela intsapho yasebukhosini ukuba ivelise umfanekiso wobuqu ongaphezulu, nangona isakhiwo sobuqu sahlala sisemthethweni kwaye sibhalwe. Ibhotwe yebhotwe yagcina ulawulo oluqinileyo kwingxelo, ngegumbi elincinane lokubonisa ukubonakala kwamapolisa okanye ukuthethela ngqo kwabantu ngokubanziswa kwabantu.

Utshintsho lwamanani lwe-Monarchy

Utshintsho lwe-Intanethi lwasekupheleni konyaka ka-1990 kunye nasekuqaleni kowama- 2000 lwavelisa ithuba kunye nemfuneko yokuba ulawulo lolawulo lwelizwe lusebenzise indlela yalo yonxibelelwano. Iwebhsayithi yeNtsapho esemthethweni ye-Royal [ yaveliswa ngo1997, ibonelela umnqongo wenkcazelo ecacileyo ngembali yesiko, ukhenketho, nemisebenzi esemthethweni. Noko ke, utshintsho lokwenziwa kwenyani lwaqala ekuvelisweni kwamaqonga entla entla entlangala-luni ekupheleni kowa- 2000.

Ukusetyenziswa Kwamanani Kwabantwana Besibini

Ukumkanikazi uElizabeth II wathumela i-imeyile yakhe yokuqala ngo-1976, kodwa kwada kwaba ngoweminyaka yama 2000 apho ibhotwe laqalisa ukuphatha imijelo yamanani njengesixhobo esinzulu. Umjelo osemthethweni onguYouTube wandululwa ngo- 2007, kwaye i- @Royal Family Twitter akhawunti yalandelwa ngo- 2009. Le migudu yangaphambili yayilumkile ````ibhengeza izibhengezo ezisemthethweni kunye nonyawo lwe-arlival'. Kodwa babonisa ukuba umlawuli we-money akasaxhomekeka ngokupheleleyo kubagcini bamasango besithethe abafana namaphephandaba nabasandisi ukubumba umfanekiso walo.

Imvukelo Yamajelo Orhwebo

Isantya sokwenyaniso seza ngo-2010. Ngonyaka ka-2012, iNdlu yeeNtloko zeDaiamond, iNtsapho yasebukhosini yayamkela i-media yoluntu ngehlombe elikhulu. Ii-akhawunti ze-Instagram zaveliswa, kwaye i-website yoMkhosi weNtsapho yamiselwa ukuba isebenzisene ngakumbi. Isizukulwana esitsha sekumkani William, Kate Mobacton, kunye nePrince Harry·epyh_eyeyona ndima engundoqo kulo mnyaka, ukusebenzisa amajelo eendaba oluntu ukwabelana ngokukhululekile, emva-ixesha lobukhoma. @ Ktoyalton.[FLT], umzekelo, yaba ngumzekelo, oonolwazi olubalaseleyo kwibali elithelekisayo, ukuxubana kwemibutho loburhulumente, ukudibanisa iifoto zobuqu.

Ubandakanyeko lwamajelo eendaba: Uhlobo olutsha lobukho bobukumkani

Ijelo leendaba elingurhulumente liye lalutshintsha ulwalamano lwentsapho yasebukhosini nabantu. Kunokuba lithembele kumajelo oshicilelo acwangcisiweyo okanye kwiidilesi ezikumabonwakude, ibhotwe linokunxibelelana ngoko nangoko, ngqo nangokuvakala ngokucwangcisiweyo. Oku kuye kwanyusa ubuninzi nokusetyenziswa komsebenzi wokuthumela imiyalezo yasebukhosini.

Umgaqo-nkqubo kunye nomqondiso obonakalayo

I-instagram, ngokukodwa, iye yaba yiqonga eliphambili lolawulo lolawulo lolawulo lwamatyala. Igosa eliphethe i-athom lifaka umxube wemifanekiso esemthethweni, ukudutyulwa okunyanisekileyo okuvela ekugananeni, nasemva kwamalungiselelo. Iingxelo zePrince kunye nePrincess of Wales (@Princeralsancessofwales) kunye neDucard of Sussex (ngoku@ archwell) ziye zatsala izigidi zabalandeli, zinikela imiboniso ecacileyo kumsebenzi wazo kunye nobomi babucala. Ukusetyenziswa kwe-hathtags, indawo, izigqeqe, kunye nemirhu yomsebenzi oqulukileyo (njenge #Ryo-Gaylasssmalls) ivumele inkqubo yokukhulisa ingqiqo yebutho kunye nokuthabatha inxaxheba.

Ukubhengeza Okusemthethweni

U-Twitter usebenza indima esebenzayo nesemthethweni. Ingxelo yeRoyal Family isoloko ingumthombo wokuqala wezaziso ezisemthethweni: ukuganana, ukuzalwa, ukuthuthuzelwa, kunye neengxelo ezivela kwibhotwe. Ngexesha lesifo seCHOVAD-19, intsapho yasebukhosini isebenzisa i-Twitter ukwabelana ngemiyalezo yempilo kawonke-wonke, ivakalisa umanyano nabasebenzi abangundoqo, kwaye ihlaziya impilo kakumkanikazi. Ubufutshane kunye nexesha lokwenene lendalo yeqonga lenza kulunge ukuqwalasela uluvo lukawonke-wonke nokusabela ngokukhawuleza kumabali aphumayo. Noko ke, ikwabhenca ulawulo lokumkanikazi ukuze lugxekwe ngokukhawuleza kwaye ludibane, njengoko kuboniwe ngexesha lodliwano-ndlebe no-ndlebe ka-Oprrhorberg noMeghan Marko.

Ukhuphiwe kwaye Ngasemva- Kokuqulathiweyo

Umjelo weRoyal Family’s YouTube usuka kwindawo egcina iziganeko zoburhulumente ekwahluka-hlukeneyo. Amaxwebhu, udliwano-ndlebe, kunye nongcelele olufana nothi “Ikumkanikazi's Commonwealth” lunika umongo onzulu kwaye luvumela ababukeli ukuba babandakanye kwimbali yakumkani namaxabiso. Ngo-2020, ijelo lafikelela kwizigidi ezibini zababhalisa, kunye neevidiyo rhoqo zingamakhulu amawaka eembono. Ubuchule bokufaka iividiyo ngapha nakwamanye amaqonga [1] njengewebhsayithi yebhotwe kunye nesixhobo sokugcina ulwazi lwentlalo-media.

IiWebhsayithi Ezisemthethweni Neencwadi Ezihlalayo

Nangona i-website ilawulwa yinkqubo yezentlalo, i-website esemthethweni iseyi-ankile yesizwe yale nkampani. Isebenza njengomthombo onegunya weendaba, iziganeko zobukumkani, kunye noovimba bembali. Le webhsayithi iye yatshintsha yaba ngumhlobo ohambayo kwaye ithelekisa, kunye namacandelo anikezelwe kwindima ye-modeli, iindawo zokuhlala zobukhosi, kunye ne-Commonwealth. Phila usasazo lweziganeko ezingundoqo zeSizwe sokuVula kwePalamente, iTrooping i-Coloping, nemitshato yasebukhosini, kwaye ibophelele ngqo ngqo kule ndawo, ivumela abantu behlabathi lonke ukuba balinde ngexesha elililo ngaphandle kokunikwa komgunyaziso okanye ukukhuthulwa kwe-TV.

I-Elizabeth II xa wanika idilesi yakhe ekuqaleni kwesifo, yathontelana kwi-webhsayithi yentsapho yasebukhosini nakuwo onke amajelo onxibelelwano asemthethweni. Lo sasazo lwafikelela kubantu abaqikelelwa kwizigidi ezingama-24 ehlabathini lonke, bebonisa amandla okusasazwa kwamanani ukuze kuvakaliswe umyalezo omnye. Ngokufanayo, umngcwabo wePrince Philip wawuphila ngaphandle kokuphazamisa, usenza sifikelele kwizigidi zabantu abangakwaziyo ukuya kuleyo ndawo.

Impembelelo yeematshini zamanani

Ukusebenzisa unxibelelwano ngomatshini wokunxibelelana kuye kwanegalelo elikhulu kwindlela abantu abacinga ngayo nolawulo lokumkani nolusebenza ngayo.

Ukubonelela okuthe ngqo nokufikeleleka

Izixhobo zamanani zivumele intsapho yasebukhosini ukuba yabelane ngolwazi oluninzi malunga nomsebenzi wayo kunye neenkqubo zangaphakathi kunangaphambili. Ngasemva- kwenyawo zabasebenzi basebukhosini, iingcaciso zemithetho elandelwayo, kunye nexesha elinyanisekileyo eBalcalial okanye eSandringham zincedile ekupheliseni iziko. Ukusetyenziswa kwebhotwe eliphilayo le Q&A (umz., kwi-Twitter Sounds okanye i-Instagram Live) kuvule ngqo, ukukhutshelwa kokubhaliweyo kwemithetho esemthethweni eBalkholisiweyo , kwaye kusuka kude kukhutshwe umatshini osetyenziswa ngobuchule wokushicilela odlulileyo.

Oku kufumaneka okunyuliweyo kukhokelela kulwazi oluphangaleleyo lukawonke- wonke. Umzekelo, i akhawunti ye Royal Family Instagram isoloko inenkcazelo yenkcazelo yenkcazelo- yendlela yesizathu sokuba ezinye izithethe ziqwalaselwe, ukusuka kukhetho lwesiqinisekiso sobukumkani ukuya kukubaluleka kweemendlela ezithile kunye neyunifomu. Umxholo onjalo ufundisa ngexesha ubandakanyeka, ukunceda ukulondoloza isithethe kwixesha lotshintsho olukhawulezileyo lwenkcubeko.

Ukufikelela Abaselula

Izizukulwana ezitsha, ingakumbi iMinyaka eliwaka ne-Gen Z, zidume kakubi ukufikelela kwimithombo yezosasazo. Ukuxhathisa kweNtsapho yasebukhosini iinstagram enjenge-Instagram, iTikTok (nangona ingekangeni ngxelo esemthethweni), kunye neSnapechat iye yanceda ekuzaliseni loo msantsa. Phakathi konyaka wama-2019 no-2023, i-@Kenston Intoyal Instagram ithe isiseko sayo phakathi konyaka we-18-24 ubudala nge-40%. Eli qela lidla ngokutya iindaba ngoondyezo zoluntu kwaye lingenamathuba okufunda iphephandaba okanye ukubukela umabonwakude. Ngokudibana kwazo apho sele zichitha ixesha lazo, ibhotwe liyakwazi ukugcina ixesha elisisikhungo lisebenza kwimibango eliqhelekileyo kwimibango-hredia.

Ingxaki yonxibelelwano nolawulo lotyumbo

Kwixesha leendaba ezinentsholongwane kunye nemijikelo yama-24 yeeyure zolwazi, iRoyal Family family isebenzise imijelo yamanani ukusingatha iingxaki ngesantya esiphezulu nangendlela engaqhelekanga. Owona mzekelo ubalaseleyo yimpendulo yebhotwe kwisaziso se- “Megxit” ngo-2020, esingathwa ngothotho lweentetho ezithe gqolo kwi-Twittertter kunye newebhsayithi esemthethweni. Kutshanje, ukuphendula kwimiba yobuhlanga entsatsheni (ulandela udliwano lwe-Oprah) kwakhutshwa ngamazwi amafutshane kodwa agqunywe kakhulu kwiwebhsayithi yebho nezixhobo zentlalo. Ngexesha elingeso soluntu ezi zisoloko zingapheliseli ingxenge indlela ezivumela ngayo ulawulo lwezicwangciso lwezicwangciso, kunokuba zixhomekeke kwingqungquthela okanye kwingquthela.

Iingxaki Nokugxekwa Ngexesha Lamanani

Nakubeni zininzi iingenelo zayo, utshintsho lwamanani okuganana kokumkani aluzange lube neengxaki. Ulawulo lookumkani lujongene nocelomngeni olukhethekileyo olusuka kwimeko yayo entlu - mbini: zombini ziziko lePR-drive langoku kunye nenkqubo yemfuza elinamakhulu eminyaka.

Ukulawula uLwimi

Izixhobo zonxibelelwano lwentlalo zisebenza ngokuphindwe kabini. Ngeli xesha ivumela intsapho yasebukhosini ukuba inxibelelane ngqo noluntu, ikwayichaphazele ekugxekeni okukhawulezileyo, ukujoliseka kwemiqathango, kunye nenkcazelo ephosakeleyo. Amagqabaza agxekayo ngolawulo lookumkani, ingakumbi malunga nenkcitho, ilifa le-romane, kunye namahlazo obuqu, iqhele ukutyekela kwiTwitter kunye neReddit. Ibhotwe linokusilela ekulawuleni iingxelo eziphumayo kwezi migangatho. Iingxelo zalo ezisemthethweni zisoloko zidityaniswa nothotho lwezimpiko zokuphendula ezigxekayo, kwaye isakhiwo siye sacotha ukwamkela ubungcazelo okanye ubuchule bokuphendula. Oku kuye kwakhokelela ekumangalelweni ukuba ulawulo lokumkani lungachukuchukuchaphaze ngezo zentetho kawonke.

Ukulungelelanisa Isithethe Nesikhoyo Namhlanje

Enye yezona zinto zicekethekileyo zenkqubo ye-minute-geometry kukubeka ulungelelwano olulungileyo phakathi kokuganana ngokuphandle nokulondolozwa kolawulo. Amandla olawulo lwenkosi abonakala enyanisweni ngenxa yemfihlelo yayo kunye nomgama wayo wesithethe. Xa ibhotwe linenxaxheba kakhulu. Ngokungathi ziiholide zobuqu, ixesha lokukhulisa abantwana, okanye iimbono zezopolitiko, zibeka ingxanduva ebonakalisa igunya lesithsaba. Ngokuchasene noko, ukuba lihlala likude kakhulu, libonakala likhutshwe. Oku kubonakala ekusabeleni kukawonke wonke i-Kate Mother’s Mother’s Fathoney ngo-2024, apho umfanekiso owenziwe ngomhleli onenjongo yokubonakala ngathi uqalisa izityholo-lu. Iqela lenkqubo lebhotwe kufuneka lisoloko linxibe incoko yobuhlobo phakathi kobuhlobo kunye nokulawula umfanekiso.

Inkxalabo Yobucala Neyokhuseleko

Ukuganana kwamanani kuphakamisa imibuzo enzulu yokhuseleko. Iziganeko ezinjalo zingenza umonakalo odumileyo kwaye zifuna ukuphendulwa ngokukhawuleza. Ngaphezu koko, umnqweno wokwabelana ngexesha lobuqu uchasene nemfuneko yokhuseleko; ngo-2023, ukungqubana kwengxelo yokhuseleko kwiRoyal Family Twitter esemthethweni yakhokelela kwimiqolo ehlaselayo ebekweyo. Ibhotwe lizama ngamandla ukuqinisekisa ukuba imigaqo egqwethekileyo yokhuseleko ikwingxelo ezininzi zentsapho nezixhobo.

Ulwalathiso Lwexesha Elizayo: Yintoni Ezayo?

Njengoko ubugcisa buqhubeka buguquka, amacebo entsapho yaseRoyal Family asenokuqhubeka exhathisa.

Iiplatform ezidityanisiweyo: ITikTok nenyani

Ngeli xesha intsapho yasebukhosini ingekagcini ngoku ityala elisemthethweni likaTik Tok, iintsapho ezininzi zobukumkani `kuquka ama-Danish kunye nama-monarchy ase-Sweden'amkele iqonga. Kukho uluvo olukhulayo lokuba intsapho yobukumkani baseBritani iza kulandela iyunithi, ingakumbi ukuqhuba abaphulaphuli abaselula. Ividiyo encinci inika ithuba lokubonisa icala elilula lobomi bokumkani, ukusuka ekuphekeni izicwangciso kwigumbi lobukhosi ukupheka ii-skishidic nge corgis. Noko ke, intetho yeplatifomu engacwangciswanga kunye nokukwazi ukuvelisa iprojekthi ye-parody yenza ime ime iyingozi yesi si sicwangciso esinesithethe esinesithethe.

Inyaniso yokwenene (VR) kunye nento eyenzekayo (AR) ikwaselundini. Ibhotwe linganika ukhenketho olukhawulezileyo lweendawo zobukumkani, luvumele iindwendwe zomhlaba wonke ukuba zikhangele amagumbi eSizwe eBuckingham Palace okanye imiyezo eWindsor Castle ingakhange iphumele kwikhaya. Amava anjalo angenza ingeniso aze anyuse ukufumaneka kwayo ngoxa eqhubeka elawula ukuveliswa kwelifa lobukumkani.

Ubandakanyeko logcino-lwazi-loMphicothi

Ubuchule bexesha elizayo bemivo buzakuba yi-data-driven. Iqela leRoyal Family yothungelwano sele lisebenzisa i-alytics ukulandelela isantya sokuganana, inani labemi, kunye neemeko zokuvakalelwa. Le data ingazisa ukuba yintoni equlethweyo eveziweyo, xa ibekwe, nendlela efakwe ngayo. Ibhotwe lingazama noko kuqulethweyo okuzenzelwe izilangazelelo zobuqu. Eli lisenokuzama njengokufaka amaphepha-maphepha-zincwadi alungiselelwe izilangazelelo zabantu ngabanye, okanye ukusebenzisa A/B ukuvavanya ukuvelisa i-metatom eyahlukeneyo. Noko ke, i-midraftware kufuneka inyathe ngononophelo ukuze iphephe ukuvela korhwebo okanye ukusetyenziswa kwayo kugcino-lwazi lobuqu.

Ukuzigcina Kwesithethe Kwihlabathi Elisebenzisa Amanani

Phakathi kolu phuhliso, ucelomngeni olungundoqo lusasala: indlela yokwenza ukuganana okuziinjongo zale mihla ngaphandle kokulahlekelwa zizinto ezenza ukuba ulawulo lobukumkani lwahluke. Iphepha lombuso livulekile, ukukhutshwa kwemingcwabo, namandla omfuziselo wesithsaba kuxhomekeke kumgama othile kunye nomthetho oqhelekileyo. Iminyaka yamanani ifuna ubunyani kunye nokufumaneka, kodwa ukunyaniseka kokumkani kuxhomekeke ekuqhubekeni kwakhe. Ezona zicwangciso zempumelelo zemipu ziyakuba zezo zinyusa isithethe kunokuba zisihlalise, ngokusebenzisa inyani ebanzi ukuchaza ii-actenfactal zembali, okanye iziganeko ezikhoyo ezidityaniswe kwimfundo engakumbi ngentsingiselo yazo.

Unxulumano lwangaphandle lungabumba ikamva. Izixhobo ezidityanisiweyo namaziko afana ne BBC ukwenzela usasazo oluphilayo, okanye nemibutho yelifa lemveli yoovimba bamanani, zinganceda ukwabelana ngebali lobukumkani ngaphandle kokulifaka kwi-commercissing. Ibhotwe sele libonise ukuvuma ukulayisela okuqulethwe yile proteyini njenge Netflix (inkqubo iSinyuso sinokuba yindawo efihlakeleyo, kodwa likhuthaza umdla omkhulu kwimbali yobukumkani yakudala) kunye neAmazobukhosi (Ugcino-mali ye-ofisi ye-intanethi inothethothotho lwezobugcisa neyalulo). La macawa avumela ulawulo lokumkani ukuba lugcine ulawulo ngexa kufikelelwa ukufikelela kwezobugcisa bobugcisa bomhlaba wonke.

Isiphelo

Indaleko yenkqubo yokuganana yamakhaya asebukhosini eBritane ukusuka kwimibhiyozo yesithethe ukuya kuthungelwano lwamanani kuqala ibonisa ukutshintsha okubanzi. Oku kwaqala njengendlela enye yokusasaza iidilesi ezisisigxina kuye kwaba yingxoxo eninzi, kunye nebhotwe elidibeneyo elisuka kwindlu kaWilliam neWales, imfuno engapheliyo yendlu yolawulo, isisongelo sokugqibela sekumkanikazi kwiTroopper, kwana notshintsho lwamaxesha athile. Olu tshintsho luye lwandisa ukubonakala kokumkanikazi, ufikelelo, kunye nobuchule, ingakumbi kubantu abaselula. Kodwa luye lwazisa amavayo amatsha amavalneralities: imfuneko esoloko ikho yokuba nodumo, isisongelo sokuchasana kumbutho, kunye nobunzima bam bokulinganisela kunye nolwalamano lwam.

Njengokuba ujongo lwamanani luqhubeka luguquka ngezantsi, lune-AI-generated okuqulethweyo, i-metadved, kunye nezithethe ezintsha zentlalo-ntlalo-------------yamasko nentsapho yobukumkani izakufuna ukuhlala isebenza ngokulula. Ezona ndlela zisebenzayo zexesha elizayo zizakuba zezo ezisebenzisa ubugcisa ukungenzi siko, kodwa ukulwandisa nokucacisa. Ngokwenjenjalo, ulawulo lwe-monal lungaqhubeka lusebenza indima yalo lomgaqo-siseko ngexa luhlala luhleli, ucwangciso olunento ethetha ngabantu ngenkulungwane yama-21.