Isingeniso: Amandla Ezwi Elihlanganyelwayo

Umbono womphakathi ungaphezu nje kombono olula walokho abantu abakucabangayo − kungamandla anamandla ashukumisa ushintsho, izimiso, futhi afuna ukuba abaholi balandise. Kusukela edokodweni lokuvota ukuya egumbini lebhodi, izimo zengqondo zezakhamuzi ezivamile zithonya izinqumo ezithinta zonke izici zomphakathi. Ukuqonda ukubaluleka kombono womphakathi akuyona nje indlela yokufunda; kubalulekile ekulawuleni ukubusa kwanamuhla, inqubo yezebhizinisi, nokuphila komphakathi. Lesi sihloko sihlola isimo sombono womphakathi, izimpande zawo ezingokomlando, izindlela ezithonya ngazo, nezinselele ezibangela ukuba kube nzima ukuthatha kwayo izinqumo.

Uyini Umbono Womphakathi?

Isisekelo sawo, umbono womphakathi ubhekisela esimisweni semibono, izinkolelo, kanye nokukhetha okuhlangane okunabantu ezindabeni zomphakathi. Akuyona into edinga unkulunkulu oyedwa kodwa ukuhlukana okuyinkimbinkimbi kwemibono yomuntu ngamunye okungashintsha ngokuhamba kwesikhathi futhi kuhlukahlukahluka phakathi kwezindawo zokuzalana kwabantu. Umbono womphakathi uhlolwa ngokuhlola kwezesayensi, ukuhlola, nangokwandayo ngokuhlaziya imizwelo yezezinombolo. Nokho, uveza futhi ngokwezimo ezingahleliwe, njengokubhikisha, izimo zezenhlalakahle, nezincwadi eziqondiswe izikhulu ezikhethiwe.

Izazi zihlukanisa phakathi kombono womphakathi [[FLT: 0] ophambili nowenza impikiswano. Ngokwesibonelo, nakuba izakhamuzi eziningi zingaba nemibono efinyelelwe ngenani elingokwezomnotho, lemibono ivele ibonakale uma kubekwa inqubo noma inhlekelele. Lokhu kuhlukanisa kuyagxeka isinqumo - abenzi okumelwe bahlole ukuthi abantu bacabangani kodwa futhi baphikisane ngakho.

"Umbono we-Public awuyona inkanyezi emisiwe; uyingxoxo ephilayo elolongwa izenzakalo, imithombo yezindaba, nokusebenzelana komphakathi" — ethathwe kuWalter Lippmann, uPublic Evision [ [1922])

Ukuziphendukela Okungokomlando Kombono Womphakathi

Umqondo wombono womphakathi awukho neze kwanamuhla. Izimpande zawo zibuyela emuva edemokrasi yasendulo, lapho ukuhlanganyela ngokuqondile emihlanganweni emikhulu nasezimpikiswaneni zomphakathi kwakha khona isisekelo sokwenza izinqumo. E-Athens, izakhamuzi zabesilisa zahlangana ukuze zivote umthetho nempi, ziveza uhlobo oluthile lombono, nakuba lulinganiselwe, lubeka isibonelo sokungenela komphakathi wonke.

Ukusuka Emthonjeni Wokunyathelisa Kuya Emfucumfucweni

Ukusungulwa komshini wokunyathelisa ngekhulu le-15 kwaguqula ukusakazeka kokwaziswa, kwenza amapheshana, amaphephandaba, nezincwadi ukuba zisakazeke kabanzi. Lokhu kwanda kwezincwadi kwavumela imibono ukuba ihambe inqamule izifunda nezigaba, kancane kancane kwadala "indawo ebanzi" lapho impikiswano ingadlula khona imingcele yendawo. Ngekhulu le-18, izazi zokukhanyiselwa njengoJohn Locke noJean-Jacques Rousseau zagcizelela indima yokuvunyelwa umphakathi ngokusemthethweni ekubuseni, ziveze isisekelo sefilosofi sedemokrame.

Ikhulu Lama - 20: Ukwanda Kwezinhlaka Zesayensi

Ikhulu lama-20 leminyaka laletha izinguquko eziguqulayo. Ukufika kwemithombo yezindaba yeningi .radio, ithelevishini, futhi ekugcineni i-Internet (imibono yomphakathi evunyelwe ukuba ilolongwe futhi ilinganiswe ngokwesilinganiso esingakaze sibonwe ngaphambili). UGeorge Gallup waqala ukuphenya isayensi kuma-1930, izindlela zokuphayona ezingaveza ngokunembile umuzwa wesizwe. Impumelelo yakhe ekubikezeleni umongameli wase-19363, ibonise ukuthi ukuhlola kungaba amathuluzi anokwethenjelwa, hhayi nje izihloko zezintatheli. Kusukela ngalesosikhathi, ukuhlola izinhlangano ezinjengePew Research Center ne-Gallup kuye kwaba yizilinganiso zokuphila kwezombangazwe, kunikeza ukwaziswa okuxhomeke ekufuneni ivoti ethandwayo.

  • Izibonelo zasendulo: idemocription eqondile e-Athene nasemihlanganweni yamaRoma.
  • Ishifu yanamuhla edlulile: Umshini wokunyathelisa nokuvela komphakathi ofundayo (Habemas, 1962).
  • Inkathi ye-Modeln's: i-scientific kuhlola, amaqoqo agxilayo, kanye ne-analytics yohlelo lwezinombolo.

Indlela Umbono Womphakathi Ozithonya Ngayo Isinqumo Esenziwa

Abenzi bezinqumo kuzo zonke izingxenye − uhulumeni, ibhizinisi, nomphakathi . "uzwelana ngokomzwelo womphakathi" umehluko wendlela eqondile yokusebenza. Nakuba inqubo ecacile ihlukile, isimiso esiyisisekelo sivumelana: ukwethembeka nempumelelo ngokuvamile ixhomeke ekuhlelekeni kwezinto ezilindelwe umphakathi. Ngezansi sihlola izindawo ezintathu lapho leli thonya libonakala kakhulu khona.

Izinqumo Zezombangazwe Nezokwenqabela Imithetho

Ezimisweni zentando yeningi, izikhulu ezikhethiwe kumelwe zisabele ekukhetheni kwabo ukuze zinqobe futhi zilondoloze isikhundla. Umbono womphakathi uhlela yonke into kusukela kukubaluleka kwemithetho kuya kumkhankaso wokukhuluma. Ngokwesibonelo, ummeleli obhekene nesifunda esinezinkinga ezinkulu zendawo ezungezile cishe uyakwazi ukuxhasa umthetho wesimo sezulu. Ukucwaninga kwe-Pew Research Center kubonise ukuvumelana okunamandla phakathi kombono womphakathi oshintshiwenguquko nezinguquko ezisezinhlelweni zokuvota ezisemfaza ngezindaba ezifana nezokuvota.

Ngaphandle kokusabela ngokuqondile kwezimiso, umbono womphakathi uthonya izinhlelo ezihleliwe. Omongameli nondunankulu bavame ukusebenzisa izimpawu zokuvuma ukuze baqhubekele phambili izingxoxo eziphikiswayo. Ukuvunyelwa okukhulu kungakhuthaza abaholi ukuba baqhube izinguquko; ukuvunyelwa okuphansi kungaphoqeleleka ukuba bahlele noma bahlehlise. Ngisho nemibuso yempoqo ibheke umbono womphakathi, nakuba ingawucindezela noma iwusebenzise ukuze ikwazi ukulawula.

Amabhizinisi Nokuziphatha Kwabathengi

Ezweni lenkampani, umbono womphakathi uguqukela emzwelweni wabathengi. Izinkampani zifaka kakhulu ekucwaningeni ukuze ziqonde ukuthi yini efunwa abathengi, ukwesaba, kanye nenani. Ukwanda kwezenhlala-khaya kuye kwenza lokhu kwashesha kakhulu: ukuthambekela kwe-hashtag kungashintsha indlela yokuthenga phakathi namahora. Ngokwesibonelo, ukulwela ukuthengwa kwempahla egciniwe kubonisa ukushintshwa okuqhubekayo kombono owezentengiselwano oye waqhubekisela izinkampani ezinjengo Unilever noPatagonia ukuqeda amaketanga azo.

Umbono womphakathi futhi uthinta idumela lenkampani nokubaluleka kwamasheya. isenzakalo somphakathi somzwelo , njengehlazo elihilela ukuziphatha okubi kwabaqondisi, linganciphisa ukuhweba ngezimali. Ngokuphambene, izikhangiso ezihambisana nezimbangela eziqhubekayo ngokuvamile zijabulela ukwethembeka ezigabeni eziyinhloko zamanani abantu. Ngokwe-2023 [[FLT]], cishe 70% yabantu baseMelika balindele ukuma ezindabeni zezenhlalakahle, kufaka amandla omphakathi ezigcawini.

Izinhlangano Zomphakathi Nezisusa Ezinkulu Zokuthatha Icala

Umbono womphakathi uyisibonelo esivelele: izinyunyana zotshani nomkhiqizo wezinhlangano zezenhlalo. Uma isixuku esigxekayo sabantu sithatha umbono omusha endabeni ye-Cuvil Rights Act ka-1964. Ngokufana, i-compul Rights, ukulingana kwabobulili obufanayo, noma isenzo sezulu (inqubo) idala indawo yezombangazwe yokushintsha. I-Civil Rights Movement iyisibonelo esivelele: izinyuko zotshani kanye nokuveza okushintshashintshayo kancane kancane kancane kwaguqula umbono womphakathi ngokumelene nomthetho womthetho we-Cunic Rights ka-19649. Ngokufanayo, ukulingana kwemishado eUnited States kwabona ukusekelwa komphakathi umshado owengeziwe kusuka cishe ku-30% ekupheleni kuka-1990 kuya kumashumi ama-60 ekhulu, kunyuswa indlela yeNkakhulu yeNkantolo yeNkantolo yeNkantolo Ephakeme [FL:0].[Fod]

Muva nje, izinhlangano ezinjenge iMe Too kanye ne[FLT] Live Matter zibonise indlela imikhankaso yezembutho yezembuyiselo yezembuyiselo yamagciwane engawuguqula ngayo ngokushesha umbono womphakathi nokusabela komphakathi ngempoqo, kusukela ekushintsheni kwenkambiso yenhlangano kuya ekutheni i-impela i-'imibuzo. Lendlela yokusebenza''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''

Ukuhlanganyela Enqubweni Yomphakathi Nezokuhlanganyela Emsebenzini

Ngaphandle kwezombangazwe nezinhlangano eziphezulu, umbono womphakathi uthonya ukulawulwa kwezimiso zomphakathi zokwakha amahholo amadolobha, ukukhulumela komphakathi, ne-testance. Ohulumeni bendawo bavame ukuvumelana nezindawo noma amapulani okuhamba asekelwe ekuvunyelani kwezakhamuzi. Ezizweni, izinhlangano njenge-U.S. i-Evironmental Provice Agency icela ukufakwa umphakathi ngaphambi kokuqeda iziqondiso [1] inqubo enquma ukuthi imibono yeqembu kufanele yazise izinqumo zobuchwepheshe.

Ukucabangela Umbono Womphakathi: Izindlela Nokulinganiselwa

Kunezindlela eziningana ezikhona, ngayinye enezinzuzo nezingibe ezihlukile.

Ukusakaza Izinkolelo - ze Nezinhlolo - vo Ezingokwesayensi

Indinganiso yegolide isalokhu ikhona isayensi yokuhlola, lapho isampula elimele labantu libuzwa imibuzo ehleliwe. Ukuhlola okuhlelwe kahle kunciphisa ubandlululo ngesibonelo esingahleliwe, amagama ombuzo ocophelelayo, kanye nobunzima bokubonisa inani labantu. Izinhlangano ezinjenge-Roper Center for Public Opinion Research[ iqopha amashumi eminyaka emininingwane yokuhlola, inikeza abacwaningi umthombo obalulekile.

Amaqembu Agxilayo Nocwaningo Olubalulekile

Ukuze baqonde ngokujulile abantu baphethe imibono ethile, amaqembu agxile nezingxoxo ezibhekiswe phezulu. Lezizindlela zivumela abaqondisi ukuba bahlole ukusabela, imizwelo yokuhlola, futhi bavulule ukucabanga okusemibonweni. Nakuba bengaqondisi imibono, banikeza ukuqonda okucebile komongo okungakholeki.

Imishini Yezobuchwepheshe Neyezokuxhumana

Kuyi-Internet, ama-computer anikeza isikhathi sangempela, umthamo ophezulu wemibono. Ukuhlelwa kolimi lwemvelo (NLP) kungahlaziya i-tweet, iziphakamiso, kanye nezigqebhezana ukuze kuhlolwe umuzwa wazo zonke kusukela kumacala kamongameli kuya kumkhiqizo omusha. Nokho, le mininingwane iphakamisa ukukhathazeka ngokumela: akuwona wonke umuntu ohlanganyela imibono kuyi-inthanethi, futhi izibheki noma imikhankani ehleliwe engahlanekezela izimpawu. Ukuhlolwa Isikole se-Harvard Kennedy [ sathola ukuthi i-mediomssssss mevay yezokuxhumana ngokuvamile kumele ukuchaza okukhulu kwephimbo, kudinga ukucutshulwa ngokucophelela.

  • I-status zokuhlolwa: I-statistical, ukuthambekela okulandelana ngokuhamba kwesikhathi.
  • Ushintsho lokuhlola: ubandlululo, imiphumela yokubuza amagama, izinga lokusabela eliphansi.
  • Ijubane lokuhlola imithombo yezokuxhumana:, umthamo, izindleko eziphansi.
  • Imibono yokuhlola imithombo yezokuxhumana: i-Sampling ubandlululo, ukuntuleka kokulawula inani labantu, ukukwazi ukuthonya.

Indima Yemithombo Yezindaba Ekulolongeni Umbono Womphakathi

Imedia //omabili amajwanda angokwesiko nawamanani — amajwayela njengelens okubhekwa ngayo izindaba zomphakathi. Ukuhlelwa kwezindaba, ukukhethwa kwezindaba, kanye nephimbo lokuxoxa konke kuthonya lokho abantu abakucabangayo nendlela abacabanga ngayo ngakho.

Ithonya Elihlala Njalo Lemithombo Yezindaba

Naphezu kokukhula kwezenhlalo, amaphephandaba, izindaba zethelevishini, nomsakazo kuhlala kunezimo eziphawulekayo zokuhlela imibono, ikakhulukazi phakathi kwenani labantu abadala. Inkolelo-mbono "agenda-seating", eyaqanjwa okokuqala uMaxwell McCombs noDonald Shaw ngo 1972, iveza ukuthi abezindaba batshela umphakathi [ ukuthi kufanele bacabange ngani kunokuba bacabange. Ngokunikeza ukunakekela okuqhubekayo ezihlokweni ezithile mayelana nobugebengu, izinhlekelele zempilo, noma ukusebenza kwezomnotho, /izezindaba ezivamile ziphakamisa lezo mpikiswano ezisezingeni eliphezulu zomphakathi.

Imithombo Yezindaba Nezikhungo Zokuhlobisa Abantu

Ama-communst communist profession ashintshe isimo sokwaziswa ngokuvumela ukutusa kokwaziswa okungokomuntu siqu. Lokhu kuqamba umkhuba "amagumbi e-echo" lapho abasebenzisi bechayeke khona emibonweni eqinisa izinkolelo zabo ezikhona kuphela. Nakuba imithombo yezokuxhumana ingakhulisa amazwi ahlukene, ingajulisa futhi ukuhlukahlukahluka. Ukucwaninga kusikisela ukuthi imithetho eklanyelwe ukuveza ukuthembisana ngokuvamile ifaka umbono ovusa inkanuko noma ohlukanisayo, okungaveza umbono womphakathi ezindabeni zengxabano.

Ngaphezu kwalokho, ukusakazeka kwe- misformation emapulatifomu anjenge Facebook ne-Twitter kuphakamisa inselele enkulu. Izindaba ezingamanga noma ezidukisayo zingahamba phambi kokuba abasheshi beqiniso baphendule, bephazamisa umbono womphakathi okwesikhashana. Ngokwesibonelo, ukhetho lwama 2020 e-U.S. lwabona ukusakazeka okukhulu mayelana nokuvota ngeposi, kuholela ezinye izingxenye zomphakathi ekungabazeni ubuqotho benqubo yentando yeningi.

Izinselele Zokuqonda Nokusebenzisa Umbono Womphakathi

Nakuba umbono womphakathi unamandla, ukuchaza kwawo kugcwele ukuyinkimbinkimbi.

Ukungaqondi Nokungaqondi

Ukwenaba kwangamabomu kokwaziswa okungamanga kungadala ukubonakala kweningi lokusekela izikhundla ezithathelwanayo. Uma izakhamuzi zithonywe ukwaziswa okuqanjiwe, umphumela "umbono womphakathi" awusabonisi ukwahlulela okuyiqiniso kweqembu. Lokhu kululaza ukusabela kobudemokhrasi.

Ukwenezelwa Kwezombangazwe

Emiphakathini ehlukene kakhulu, umbono womphakathi uvame ukuhlukaniswa kakhulu ngenxa yezimo zokukhetha noma zemibono. Lokhu kungaholela esimweni lapho kungekho ukuvumelana, kuphoqelele abenzi besinqumo ukuba bakhethe uhlangothi kunokuba bafune isisekelo esifanayo. Inqubo ewumphumela iyashintsha-shintsha", uma ingxenye eyodwa ithatha indawo yenye futhi iphazamisa ukuhlelwa kwesikhathi eside.

Ukushintsha Kwezindawo Nezindawo Zendawo

Umbono womphakathi awufani. Umehluko ngeminyaka, imfundo, iholo, uhlanga, kanye nezwe ungavezwa. Inqubo esekelwa abavoti abasebasha basedolobheni ingalahlwa abantu abadala abasemaphandleni. Abenzi besinqumo kumelwe bahlaziye lokhu kungafani ngokucophelela; ukuhlola kwesizwe okubonisa ukusekela okukhulu kwenqubo kungase kubhekane nokuphikiswa okunzima kwephimbo le-odoli elincane ngokwesifunda.

Ukuqondiswa Abantu Neqembu Elinesithakazelo

Umbono womphakathi ungasungulwa noma ukhuliswe ngemikhankaso ekhangiswe kakhulu. Ukukhangisa, ukudlulisa izimpande, nokufaka intuthu (ukusungula izimpande zotshani zomgunyathi) kungalingisa ukusekela okukhulu kwezinhlelo zezenkampani noma zezombangazwe. Lokhu kuphazamisa izwi eliqinisekile labantu futhi kubeka inselele engokokuziphatha ekubusweni kwentando yeningi.

Ukuhlola Icala: Umbono Womphakathi Uyasebenza

Ukuhlola umlando oqondile nowesikhathi samanje kwembula indlela umbono womphakathi oshintsha ngayo imiphumela.

Inhlangano Yamalungelo Omphakathi (1950s1660)

Umbono womphakathi ngokuhlukaniswa ngokohlanga washintsha ngokuphawulekayo eminyakeni engaphezu kweshumi. Izithombe ezivezwe phansi zababhikishi abanokuthula abahlaselwa amaphoyisa, kanye nomholi wokuziphatha kwabantu abanjengoMartin Luther King Jr., washukumisela abamhlophe ukuba basekele izinguquko. Izimpondo zangenkathi zibonisa ukuthi ukusekela imithetho yamalungelo omphakathi kwasuka kwabambalwa kuya kwabaningi phakathi kuka-1965. Lokhu kushintsha kwakuyisimo esidingekile sokudluliswa kwe-Civil Rights Act (1964) kanye ne-Voting Rights Act (1965).

Ukushintsha Kwesimo Sezulu Nesivumelwano SaseParis

Umbono womphakathi emhlabeni wonke ngenguquko yesimo sezulu uye wabonakala ngokuphuthumayo, uqhutshwa izenzakalo zesimo sezulu ezibonakala kakhulu nemibiko yezesayensi. Ngokwe- Pew Research Center, umdabuli wabantu abangu-70% emazweni angu-17 manje usekela imithetho eqinile yokulwa nokushintsha kwesimo sezulu. Lezi zindawo zombono ziye zacindezela ohulumeni ukuba bamukele izimiso ezinjengekharbon expectal futhi bajoyine izisekelo zezizwe zonke njengesivumelwano saseParis. Lapho iUnited States ihlehlela kafushane esivumelwaneni, umbono womphakathi wakhona wathatha indima ethile kumazwe alandelayo ngaphansi kwe-Biden.

Ukulingana Komshado Nokwamukelwa Kwezenhlalo

Inkulumo egunyaza ukulingana komshado e-United States ibonisa indlela umbono womphakathi ongaqala ngayo futhi unikeze amandla ezinqumo zokwahlulela. Kusukela ngo-1996 kuya ku-2015, ukusekela umshado ongokwabantu abafanayo kwaphindeka kabili. Lo shintsho alwenzekanga endaweni engenalutho; lwathonywa abameleli bezindaba, izindaba zabantu abahlanganyelwa emithonjeni yezezentengiselwano, nemikhankaso yokushaya umthetho. Umbono womphakathi waze wadlula, kokubili iziqu zomthetho nezinkantolo wazizwa ukhululekile. Inkantolo ePhakathi ka 2015 yaveza ukuqondwa komshado, ukuqaphela ukuthi umuzwa womphakathi ushintshile.

Isiphetho: Ukubaluleka Okuhlala Njalo Kombono Womphakathi

Umbono womphakathi awusona isibonakaliso somphakathi nje; unamandla asebenzayo, ajikelezayo alawula izinqumo kuzo zonke izinga. Kusukela kuyi-Agora yasendulo kuya ekudleni kukaTwitter, iphiko lezakhamuzi linamandla okubekela igunya inselele, ukuthuthukisa ubulungisa, nokuqondisa inkambo yomlando. Kodwa lawo mandla aletha umthwalo wemfanelo: ukuwalinganisa ngokunembile, ukuqapha ekuxhaphazeni, nokuqinisekisa ukuthi ufundiswa ukwaziswa okunembile.

Kubafundi, othisha, nezakhamuzi eziboshelwe ukugada, ukuqonda amandla ombono womphakathi kubalulekile. Kusenza sikwazi ukuthuthukisa amasu ezombangazwe acacile, ukubikezela ukuthambekela kwezentengiselwano, nokuhlanganyela ngokunenjongo enqubweni yentando yeningi. Njengoba indawo yokwaziswa iqhubeka iguquka, ukuhlanganisa phakathi kokuhlelwa kombono nokwenza izinqumo kuzoba yinkimbinkimbi kakhulu kuphela.

Ngokuqaphela ukubaluleka kombono womphakathi, singahlanganyela hhayi nje njengezibukeli ezingenzi lutho kodwa njengabahlanganyeli abakhuthele engxoxweni eqhubekayo echaza imiphakathi yethu nezwe lethu.