Uyise wepropaganda yanamhlanje
U-Edward Bernays waziwa njengoyise oseka i ipropaganda yanamhlanje kunye nobudlelwane boluntu. Eli gama lafumana intsingiselo engalunganga, kodwa umbono wakhe wavula ixesha elitsha lonxibelelwano. “Ipropaganda” iphonononga iimbono zoluntu eziphembelela uluvo loluntu, ngumxholo oshushu kumajelo eendaba anamhlanje.
Ngokutsho kukaBernays, ipropaganda ikhuthaza iimveliso, iingcamango okanye indlela yokuziphatha. Ifundisa ngokubumba iminqweno yoluntu. Oku kubandakanya ukufunda inkuthazo yabantu ukuyila imiyalezo enefuthe.
Indlela yakhe yenzelwe ukuba ibe yeyokuqhatha, ingekuko ukukhohlisa kodwa ukukholisa ngeengxoxo ezisengqiqweni nezingokweemvakalelo. Ibhalansi enzima kwintengiso yangoku.
Ukuqonda imithombo yezengqondo
Umgaqo ophambili kaBernays: ukuchaza indlela yokuziphatha ekhokelela kwimithombo yengqondo. Ihlalutya izinto ezikhuthazayo, iinkolelo kunye neempembelelo zentlalo.
Ivavanya ifuthe loloyiko, ikratshi okanye imfuneko yokuba ngowakwizigqibo. Ezi zithintelo zengqondo ziya kwenza kube lula ukukholisa ngcono. Kodwa yibuze imilinganiselo yokuziphatha.
UBernays ukwagxininisa ukubaluleka kweenkokeli zezimvo ekusasazeni izimvo. Ukufumana inkxaso yabo kudala intshukumo kuluntu, iqhinga lobulumko.
Ilifa elinombono kodwa eliphikisanayo
Xa yayipapashwa, umsebenzi kaBernays waba ngumlilo ovela kubagxeki abambiza ngokuba “nguMachiavelli wale mihla”. Nangona kunjalo, iindlela zayo zisetyenziswa kuyo yonke indawo: ukuthengisa kwezopolitiko, ukuthengisa, ukuphembelela.
Igxekwa ngokwenza abantu bachukumiseke xa bejamelene neentetho ezakhiweyo. Kodwa abagxeki bayo bayayibetha ngoyaba injongo yayo yokwenza izinto eziluncedo kuluntu.
Ilifa lakhe lisahleli liyimpikiswano xa kujongwa izinto ezisetyenziswayo ngoku. Ukuqeqesha ingqondo ephangaleleyo kunye neendlela zokuziphatha ezingqongqo kubalulekile.
Umbono ophenjelelwa yi-psychoanalysis
Umtshana kaSigmund Freud odumileyo, u-Edward Bernays wantywiliselwa kwimigaqo ehlaziyiweyo ye-psychoanalysis kwasebuntwaneni. Oku kuntywiliselwa kwangoko kwiithiyori zeFreudian kwahlala kubumba umbono wakhe wengqondo yomntu. Ngokucalula ukusebenza kokungazi, uBernays wayekuqonda ukubaluleka kweminqweno enzulu kunye neentshukumisa eziqhuba abantu.
Oku kuqonda kukhethekileyo ubunzulu bomntu bekuya kungqineka kusengqiqweni. Wandula ke wayichaza ngokubanzi indlela yakhe yokusebenza kwimisebenzi eyimpumelelo efana nethi “Public Relations” ngowe-1923 emva koko “iPropaganda” ngowe-1928. Le misebenzi yabeka iziseko zolu qeqesho lutsha oluyimfuneko kwixesha lanamhlanje.
Sebenzisa iintsomi ezihlangeneyo kunye neengcamango
Embindini womsebenzi kaBernays kunyanzelekile ukucacisa kakuhle iindlela zengqondo yezihlwele. Ucebisa ukuba kuhlalutywe ngocoselelo iintsomi, iintelekelelo, iinkolelo kunye nolunye ulwakhiwo lwengqondo loluntu. Ukuchonga ezi zinto kukuvumela ukuba uyile imiyalezo enefuthe eya kuvakala kakuhle.
Indoda enempembelelo kufuneka iyazi indlela yokujolisa ngokuchanekileyo amanqaku e-narcissistic valorization yabaphulaphuli ekujoliswe kubo. Ukuyicenga ngobuchule imvakalelo yokuba ngoweqela okanye udidi lwentlalo kuvuselela amalungu. Eyona njongo iphambili kukudala unxibelelwano lweemvakalelo oluhlala luhleli nolunzulu kunye nemveliso okanye ingcamango ekhuthazwayo.
Ukuphathwa kakubi kwengqondo
UBernays nangona kunjalo uhlala ecacile malunga nemida yendalo yokucenga kubantu abaninzi. Ngokohlalutyo lwakhe, kuya kuba bubudenge ukufuna ukubumba ngokupheleleyo kunye nokubumba iingqondo. Ezi enyanisweni zigcina isiseko esisisiseko sokucinga okunzulu ekufuneka kuhlonelwe.
Kwakhona, esona siphumo silungileyo esinokusifumana umntu onamava ngokufanelekileyo sisala ukukhokela ngokufihlakeleyo iimbono kunye nempembelelo yezihlwele. Umbono ongenamagingxi-gingxi wokuphathwa kakubi ngokwasengqondweni, nangona kunjalo uhleli unempikiswano ngokubhekiselele kwingqwalasela yokuziphatha.
