Bambo wa propaganda zamakono
Edward Bernays amadziwika kuti ndiye tate woyambitsa wa zokopa zamakono ndi maubwenzi apagulu. Mawu awa adapeza tanthauzo loyipa, koma masomphenya ake adatsegula nthawi yatsopano yolumikizirana. Nkhani za “propaganda” zimakopa chidwi cha anthu, nkhani yofala kwambiri masiku ano pa zoulutsira nkhani.
Malinga ndi Bernays, mabodza amalimbikitsa malonda, malingaliro kapena machitidwe. Imaphunzitsa mwa kuumba zokhumba za anthu. Izi zimaphatikizapo kuphunzira zolimbikitsa za anthu kuti apange mauthenga okhudza mtima.
Cholinga chake n'chakuti chikhale chongosintha, osati kunyenga koma kutsimikizira mwa mfundo zomveka ndi zamaganizo. Kukhazikika kovuta pakutsatsa kwamakono.
Kumvetsetsa akasupe amalingaliro
Mfundo yayikulu ya Bernays: kuwunikira zomwe zimatsogolera pamakhalidwe. Imasanthula zisonkhezero zosazindikira, zikhulupiriro ndi zisonkhezero za anthu.
Imayang'ana zotsatira za mantha, kunyada kapena kufunikira kokhala nawo pazosankha. Zochita zolimbitsa thupi izi zitha kupangitsa kuti akopeke bwino. Koma funsani za makhalidwe abwino.
Bernays akugogomezeranso kufunikira kwa atsogoleri amalingaliro pakufalitsa malingaliro. Kupeza chithandizo chawo kumapanga kayendetsedwe ka anthu, njira yanzeru.
Cholowa chamasomphenya koma chotsutsana
Pamene idasindikizidwa, ntchito ya Bernays idatsutsidwa ndi otsutsa omwe amamutcha "Machiavelli wamakono". Komabe, njira zake zimagwiritsidwa ntchito kulikonse: kutsatsa ndale, kutsatsa, kukopa anthu.
Imadzudzulidwa chifukwa chopangitsa anthu kukopeka ndi nkhani zomangidwa. Koma otsutsa amanyalanyaza cholinga chake chofuna kuchita zinthu zokomera anthu.
Cholowa chake chikadali chotsutsana chifukwa cha kuchulukirachulukira kwamakono. Kuphunzitsa maganizo otsutsa ndi makhalidwe abwino ndizofunikira.
Wamasomphenya wokhudzidwa ndi psychoanalysis
Mphwake wa Sigmund Freud wotchuka, Edward Bernays anamizidwa mu mfundo zatsopano za psychoanalysis kuyambira ali wamng'ono. Kumizidwa koyambirira kumeneku mu nthanthi za Freudian kwasintha kotheratu masomphenya ake a malingaliro aumunthu. Posanthula magwiridwe antchito a osadziwa, Bernays adamvetsetsa kufunikira kwa zilakolako zakuya ndi zolimbikitsa zomwe zimayendetsa anthu.
Chidziŵitso chapadera chimenechi chokhudza kuzama kwa anthu chingakhale chotsimikizirika. Kenako anafotokoza mozama njira yake m’ntchito zopambana monga “Public Relations” mu 1923 kenako “Propaganda” mu 1928. Ntchito zimenezi zinayala maziko a chilango chatsopanochi chofunika kwambiri m’nthaŵi yamakono.
Gwiritsani ntchito nthano ndi zongopeka
Pamtima pa ntchito ya Bernays ndikofunikira kuti timvetsetse bwino momwe anthu ambiri amakhalira. Amalimbikitsa kupenda mosamalitsa nthano, zongopeka, zoletsedwa ndi zina zomangira malingaliro a anthu. Kuzindikira zinthu izi kumakupatsani mwayi wopanga mauthenga omwe angamveke bwino.
Munthu wamphamvu ayenera kudziwa momwe angalondolere malo omwe amawakonda kwambiri. Kukopa mwaluso kudzimva kukhala wa gulu linalake kapena gulu la anthu kumalimbikitsa umembala. Cholinga chachikulu ndicho kupanga mgwirizano wokhalitsa komanso wozama wamaganizo ndi mankhwala kapena lingaliro lomwe likulimbikitsidwa.
Kuwongolera kochenjera kwa malingaliro
Bernays komabe sakudziwa za malire omwe amakopa anthu ambiri. Malinga ndi kusanthula kwake, zingakhale zonyenga kufuna kupanga ndi kuumba malingaliro. Iwo alidi ndi maziko ofunikira a kulingalira mozama kumene tiyenera kulemekezedwa.
Komanso, zotsatira zabwino kwambiri zomwe sing'anga wodziwa bwino atha kuzipeza ndizowongolera mochenjera malingaliro ndi zolimbikitsa za unyinji. Masomphenya osinthika akusintha m'malingaliro omwe amakhalabe otsutsana pokhudzana ndi malingaliro abwino.
