Giorgi baRaTuria

meTvalyureoba (mediis funqciaa informaciis moZieba, gafiltvra, gaanalizeba, interpretireba da Semdgom misi gavrceleba yvelasaTvis gasageb enaze. kerZod, mediam arCevnebs Soris drois intervalSi Tvalyuri unda adevnos sami politikuri saxelisuflo Stos (aRmasrulebeli, sakanonmdeblo da sasamarTlo) saqmianobas);

sazogadoebrivi komunikaciis uzrunvelyofa (media warmoadgens sajaro forums debatebisTvis);

msoflios axali ambebiT uzrunvelyofa;

kulturis gavrceleba;

garToba;

gayidva (media reklamis gavrcelebis mTavari saSualebaa). [15]

amerikeli politologebi, wignis _ “amerikuli demokratiis” avtorebi (qeneT janda, jefri m. beri, jeri goldmeni) miiCneven, rom “masobrivi saSualebebis mTavari funqcia garTobaa. Tumca, isini, aseve, asruleben politikur funqciebs: gadmoscemen axal ambebs, ukeTeben maT komentars, gavlenas axdenen moqalaqeTa Sexedulebebze, politikur dRis wesrigze da mosaxleobis politikur socializaciaze.” [16]
rac Seexeba masmediis rols samTavrobo komunikaciaSi; “aRmasrulebeli xelisuflebis sazogadoebasTan urTierTobis germanul modelSi” erT-erTi qveTavi asea dasaTaurebuli _ “marTva Tanamedrove masmediis pirobebSi”, rac TavisTavad mianiSnebs imaze, rom media ganixileba ara samTavrobo komunikaciis konteqstSi, aramed piriqiT _ samTavrobo komunikacia ganixileba mediis konteqstSi: “msoflioSi mimdinare yvela sajaro movlena mediis mier muSavdeba, amitom politikis monawileni cdiloben politikuri sinamdvilis medialur konstruqciasa da misi TamaSis wesebs miesadagon.” aqve gansazRvrulia mediis funqcia sajaro azris CamoyalibebaSi: “... media politikuri monawileebisa da komunikaciis simbolur garemos qmnis: agebs politikur realobas, romelic Tanabrad TvalsaCinoa, rogorc moqalaqeebis, ise politikuri monawileebisTvis da yoveldRiur kontaqts amyarebs politikasTan. politikosebi, biurokratebi, interesTa gamomxatvelebi, erTmaneTs mediis saSualebiT swavloben... media adgens standarts, romlis mixedviTac moqalaqeebi politikur monawileebs afaseben.” [17]
saxelmZRvaneloSi _ “saparlamento kontroli usafrTxoebis seqtorze: principebi, meqanizmebi da praqtika” (parlamentTaSorisi kavSirisa (IPU) da SeiaraRebul Zalebze demokratiuli kontrolis Jenevis centris (DCAF) mier gamocemuli) ganxilulia mediis damokidebuleba usafrTxoebis seqtoris mimarT da parlamentis mier mediis faqtoris gamoyenebis mniSvneloba; aRniSnulia mediis wvlili xelisuflebis sami Stos gakontrolebaSi, misi gavlena sajaro debatebis Sinaarsisa da sakiTxebis prioritetulobis gansazRvraSi da a.S. movixmobT citatas, romelic gansakuTrebiT sayuradReboa saqarTvelos realobisTvis: “im qveynebSi, sadac media damokidebulia samTavrobo institutebze, igi gacilebiT ufro xSirad xdeba mmarTvelTa propagandistuli miznebis msxverpli. amgvar viTarebaSi media ar warmoadgens usafrTxoebis seqtorze demokratiuli kontrolis da gamWvirvalobis uzrunvelmyof erT-erT instruments.” [18]
Segnebulad ar SevexeT masmediis funqciebis gansazRvrisas mis propagandistul funqcias, ara “gardamavali demokratiis” koniunqturisadmi pativis migebisa da TiTqosda am funqciis yavlgasulobis gamo. es CvenTvis kargad nacnobi da komunistur epoqaSi Cems Taobaze aprobirebuli funqciaa; Tumca, rogorc Cans, postsabWoTa inerciiT isev Segvaxsenebs Tavs. “vardebis revoluciis” Semdeg presaSi gaCnda terminebi “satelevizio mmarTveloba”, “telexelisufleba”, rac pirdapir mianiSnebs imaze, rom postSevardnaZistuli, anu, postkomunisturi xelisuflebac ar ambobs uars televiziis SesaZleblobebis gamoyenebaze ara mxolod piaris, aramed, garkveulwilad, propagandisTvisac.
gavixsenoT rogor akritikebda cnobili frangi moazrovne, “postmodernis gurud” wodebuli Jan bodriari, marqsist sociologs enzenbergers masmediis propagandistul konteqstSi ganxilvisTvis (naSromSi “reqviemi mediisTvis”); rac Seexeba medias, rogorc sazogadoebrivi azris formirebis instruments, bodriaris postmodernistul xedvaSi igi ase yalibdeba: swored masobrivi informaciis saSualebebi qmnian adamianTa SegnebaSi samyaros suraTs, magram amasTan, es suraTi SeiZleba gansxvavdebodes realobisagan. “Cven viZirebiT “hiperrealobis” samyaroSi, sadac saxeebi, warmodgenebi, niSanTa TamaSi aviwroeben, gandevnian realur gamocdilebas”, _ ambobda bodriari. [19]
cnobili germaneli sociologi niklas lumani aRniSnavda masmediis rols koleqtiuri cnobierebis CamoyalibebaSi. erTi SexedviT, TavisTavad ibadeba paraleli sazogadoebriv azrze masmediis propagandistul zemoqmedebasTan, magram, am SemTxvevaSi masmediis lumaniseuli xedva exmianeba bodriariseul xedvas. naSromSi “masmediis realoba”, lumani wers, rom masmedia “mosazrebebs movlenebze ganixilavs da aSuqebs, rogorc sakuTriv movlenas” [20]; dauzustebel, an mcdar faqtebs masmedia avrcelebs rogorc namdvil cnobebs, romlebic mudmivad unda ganaxldes, raTa siyalbe SeumCneveli darCes. axali ambebis saxiT gadmocemuli informacia ki eWvmiutanel WeSmaritebad iTvleba. lumani CamoTvlis kriteriumebs, romelsac iyeneben informaciis axal ambad/niusad qcevisTvis: informacia axali unda iyos; upiratesoba eniWeba konfliqtebs; uaRresad mniSvnelovania normebis darRveva, romelic masmediis interperetaciiT xSirad skandalis saxes iRebs da a.S.
qarTuli masmediis interpretaciul xasiaTze yuradRebas amaxvilebs sociologi iago kaWkaWiSvili; igi ambobs, rom sainformacio gadacemebis erTmaneTTan Sedareba postmodernuli paradigmis legitimurobaSi arwmunebs _ “ar arsebobs realoba TavisTavad. igi iseTia, rogoradac misi interpretacia xdeba. xolo ramdenadac interpretacia bevria, realobac sxvadasxvanairia... sinamdvile gawovilia interpretaciaSi.” [21] magram raxan sociologia emyareba daSvebas rom obieqturi realoba (Tundac empiriuli, anu dro-sivrculi) arsebobs, iago kaWkaWiSvili msjelobas ase aviTarebas: “e.i. SesaZlebelia visaubroT realobis adekvatur da araadekvatur interpretaciaze.”
Tundac, 2000-2003 wlebis presis _ erTi mxriv, gazeT “saqarTvelos respublikisa” da, meore mxriv, danarCeni gazeTebis (“alia”, “axali versia”, “rezonansi”, “axali Taoba”, “jorjian Tamsi” da sxv.) zedapiruli Sedarebac ki adasturebs am Tvalsazriss. “saqarTvelos respublikiT” Seqmnili suraTi ise diametralurad gansxvavdeba sxva gazeTebisagan, rom Znelia daijero rom es erTi da igive qveynis realobis asaxvaa. “saqarTvelos respublikis” mediasuraTi, sabWouri inerciiT, stabilurobisa da uZraobis ganwyobas gviqmnis, daaxloebiT aseTi sqemiT _ “yvelaferi rigzea!”, mTavaria “bunti ar iyos”; danarCeni gazeTebis mediasuraTi, siWrelis miuxedavad, mudmivi destabilizaciisa da nihilizmis ganwyobas amZafrebs. xolo imis dadgena, romeli mediasaSualebis interpretaciaa realobis adekvaturi, an araadekvaturi, praqtikulad SeuZlebelia.
aseTive mimarTeba iyo am periodSi telekompania “I arxisa” da t/k “rusTavi 2”-is mier Seqmnil “interpretaciul realobebs” Soris.
masmediis arsis zogadi mimoxilvis am mcdelobas davasrulebT misi zemoqmedebis fenomenis axsnis kidev erTi rakursiT. Jan bodriari, pirvelive wignSi “saganTa sistema” (pirvelad gamoica 1968 wels), mTlianad masmediis zemoqmedebis “specifiur logikas” reklamis zemoqmedebis identurad miiCnevs da mas “Tovlis papis” logikas/fenomens uwodebs: Cven gvwams ara reklamirebuli saqonlis Rirseba, aramed gvwams reklama, romelic Cvens darwmunebas cdilobs. momxmarebelze gadamwyvet zemoqmedebas axdens ara reklamis ritorikuli an informaciuli diskursi saqonlis RirsebaTa Sesaxeb; individi mgrZnobiarea im naboZebi mzrunvelobisa da daculobis faruli motivebis mimarT, romelsac “sxvebi” iCenen misi darwmunebisa da gadabirebisTvis. aqedan momdinareobs reklamis/masmediis savsebiT realuri qmediToba _ misi logika ara mxolod STagonebis da refleqsis logikaa, aramed aranakleb mkacri logika rwmenisa da regresiis. [22]
Cveni azriT, “regresia” am konteqstSi moxmobilia ara “ukusvlis”, aramed im mniSvnelobiT, romliTac igi stilistikaSi aRniSnavs sityvaTa ukuwyobas: anu, reklamirebul saqonels vyidulobT ara imitom, rom reklamam dagvarwmuna mis RirsebebSi, aramed, imitom rom “gvwams reklama, romelic Cvens darwmunebas cdilobs”. igive exeba masmediis zemoqmedebasac; mis produqcias _ informacias, movixmarT da vendobiT ara imitom, rom eWvmiutanlad gvjera yvela informaciis, aramed imitom, rom gvwams masmediis, “romelic Cvens darwmunebas cdilobs”.
TiTqos paradoqsia, rom im viTarebaSi, roca momxmarebels ar sjera reklamis, icis misi mzakvruli xasiaTi, is mainc yidulobs reklamirebul saqonels; ufro metic, reklama mas uCens moTxovnilebas (Sesabamisad, moTxovnasac) iseT saqonelze, romelic xSirad arc saWiroa misTvis, arc aucilebeli da arc xelmisawvdomi. Tvisobrivi gansxvaveba marTlac ar aris masmediasTan mimarTebaSi _ mas akritikeben, ar endobian, ician, rom umeteswilad misi informacia emyareba subieqtur intrepretaciebs da ara ambis/movlenis amsaxvel faqtebs, magram, miuxedavad amisa, araTu moixmaren masmediis produqts, aramed, cnobierad Tu qvecnobierad, emorCilebian kidec sainformacio inJineriiT modelirebul “realobas” da Tavadac aqtiurad monawileoben mis SeqmnaSi.
erTi mxriv, usafrTxoebis, daculobis SegrZneba [22], romelsac badebs informaciis floba da, meore mxriv, avtoritetuli azris gavlenis, sxvaTa azris damowmebis faqtori [23], saTanado vels qmnis individsa Tu masebSi masmediisadmi rwmenis ganwyobis Sesaqmnelad. e.w. avtoritetuli, gavleniani mediis cnebac amas adasturebs: adamianebs sWirdebaT avtoritetuli dadastureba/uaryofa/koreqcia TavianTi azrebisa da Sexedulebebisa, an, sxvaTa azrisa da Sexedulebebis gaTvaliswineba. rogorc Cans, am faqtorebs emyareba momxmareblis moTxovna iseT specifiur biznesze, rogoricaa masmedia. sxvaTaSoris, iuneskos monacemebiT, ryevebi, romelsac periodulad ganicdis biznesis tradiciuli seqtorebi, ganviTarebul da dawinaurebul qveynebSi ar exeba media bazars; am sferoSi Cadebuli investiciebi rekorduli tempebiT izrdeba. es aris msoflio ekonomikur krizisamde arsebuli viTarebis maxasiaTebeli; Tumc davZenT, rom saqarTvelos ganuviTarebeli mediabazris pirobebSic, krizisis fonze, ramdenime axali mediasaSualeba gaCnda da, arsebuli mediasaSualebebic, rTulad, magram ganagrZoben funqcionirebas.