Ubaba wenkulumo-ze yesimanje
U-Edward Bernays waziwa njengoyise ongumsunguli wenhlangano inkulumo-ze yesimanje kanye nobudlelwano bomphakathi. Leli gama lathola incazelo engalungile, kodwa umbono wakhe wavula inkathi entsha yezokuxhumana. I-“Propaganda” ihlola umbono womphakathi othonyayo, isihloko esishisayo enkathini yabezindaba yanamuhla.
NgokukaBernays, inkulumo-ze ikhuthaza imikhiqizo, imibono noma ukuziphatha. Ifundisa ngokubumba izifiso zomphakathi. Lokhu kuhlanganisa ukutadisha izisusa zomuntu zokwakha imilayezo enomthelela.
Indlela yakhe ihloselwe ukwenza izinto eziphambene, hhayi ukukhohlisa kodwa ukukholisa ngokusebenzisa izimpikiswano ezinengqondo nezingokomzwelo. Ibhalansi enzima ekukhangiseni kwesimanje.
Ukuqonda imithombo yezengqondo
Umgomo omkhulu kaBernays: ukucacisa indlela yokuziphatha eqondisayo yemithombo yengqondo. Ihlaziya izisusa eziqulekile, izinkolelo namathonya omphakathi.
Ihlola umthelela wokwesaba, ukuzidla noma isidingo sokuba ngowakho ezinqumweni. Lezi zivivinyo ezingokomzwelo zizokwenza kube nokwenzeka ukuncenga kangcono. Kodwa zibuze izimiso zokuziphatha.
UBernays uphinde agcizelele ukubaluleka kwabaholi bemibono ekusabalaliseni imibono. Ukuthola ukwesekwa kwabo kudala inhlangano yomphakathi, isu elihlakaniphile.
Ifa elinombono kodwa eliyimpikiswano
Lapho ishicilelwa, umsebenzi kaBernays wagxekwa abagxeki abambiza “ngoMachiavelli wesimanje”. Nokho, izindlela zayo zisetshenziswa yonke indawo: ukumaketha kwezombusazwe, ukukhangisa, ukunxenxa.
Igxekwa ngokwenza abantu bathatheke kalula lapho bebhekene nezinkulumo ezakhiwe. Kodwa abagxeki bayo abawunaki umgomo wayo wokwenza izinto ezizuzisa umphakathi.
Ifa lakhe lisalokhu liyimpikiswano uma kubhekwa ukweqisa kwamanje okukhohlisayo. Ukuqeqesha ingqondo ebucayi kanye nezimiso zokuziphatha eziqinile kubalulekile.
Umbono othonywe i-psychoanalysis
Umshana kaSigmund Freud odumile, u-Edward Bernays wagxila emithethweni emisha ye-psychoanalysis kusukela esemncane. Lokhu kucwiliswa kwasekuqaleni emibonweni kaFreudian kwawulolonga unomphela umbono wakhe wengqondo yomuntu. Ngokuhlaziya ukusebenza kokuqulekile, uBernays waqonda ukubaluleka okubalulekile kwezifiso ezijulile nezisusa eziqhuba abantu.
Lokhu kuqonda okuyingqayizivele kokujula kwabantu bekuyobonakala kuwujuqu. Wabe eseyichaza kabanzi indlela yakhe yokusebenza emisebenzini ephumelelayo efana nethi “Public Relations” ngo-1923 kwase kuthi “Inkulumo-ze” ngo-1928. Lezi zincwadi zabeka izisekelo zalesisiyalo esisha esibalulekile enkathini yanamuhla.
Sebenzisa izinganekwane eziyiqoqo namaphupho
Enhliziyweni yomsebenzi kaBernays kubalulekile ukucacisa kahle izindlela ezingokwengqondo zezixuku. Utusa ukuhlaziya ngokucophelela izinganekwane, amaphupho, ama-tabos nokunye ukwakheka kwengqondo okuhlela umphakathi. Ukuhlonza lezi zakhi kukuvumela ukuthi uklame imilayezo enomthelela ezozwakala kahle.
Indoda enethonya kumele yazi ukuthi iwakhomba kanjani ngokunembile amaphuzu e-narcissistic valorization yezethameli eziqondiswe kuye. Ukuthopha ngekhono umuzwa wokuba seqenjini noma wesigaba somphakathi kukhuthaza ubulungu. Umgomo omkhulu uwukudala ukuxhumana okuhlala njalo nokujulile ngokomzwelo nomkhiqizo noma umbono othuthukiswayo.
Ukuxhaphaza izingqondo ezicashile
U-Bernays nokho uhlala ecacile mayelana nemingcele yemvelo yokukholisa kubantu abaningi. Ngokusho kokuhlaziya kwakhe, kungaba ubuqili ukufuna ukubumba nokubumba izingqondo ngokuphelele. Lezi empeleni zigcina isisekelo esiyisisekelo sokucabanga okujulile okufanele kuhlonishwe.
Futhi, umphumela omuhle kakhulu ongawuthola uchwepheshe ongumakadebona uhlala uqondisa imibono nezisusa zezixuku ngobuqili. Umbono oguquguqukayo wokuxhaphaza ngokwengqondo okuseyimpikiswano nokho mayelana nokucatshangelwa kwezimiso zokuziphatha.
