Ukumemezela—Umvumisi Onamandla

UKUMEMEZELA kugcwalisa isidingo esitholakala kusukela lapho abantu beqala ukuthenga nokuthengisa. Kuwubuciko obuye baqala eminyakeni eminingi edlule.

Ukumemezela kwanamuhla kwaqala ngempela ngemva kweMpi Yezwe II. Ukwanda nokuchuma kwezemisebenzi kwawo-1950 kwawelela ko-1960. Amazwi kaHarold Macmillan, undunankulu waseBrithani wangalesosikhathi, athi, ‘Akukaze nanini kunihambele kahle kangaka!’ abonakala eyiqiniso.

Ingcebo yasho amandla okuthenga amakhulu ngokwengeziwe, okwaholela ekukhiqizeni okwengeziwe nesidingo sokuthengisa kakhudlwana. Isiyingi sezidingo nokugcwalisa sasiphelele, konke kuyingiliza kulomsuka—ukumemezela.

Namuhla, ukuthengisa kuwubuciko obuthathwe ekuchumeni kwamakhadi okuthenga—ayizigidi ezingama-22,6 asetshenziswa nsuku zonke eBrithani, izwe elinamaningi kakhulu eYurophu.

Cishe ekuqaleni kwalelikhulu leminyaka, isikhala emaphephandabeni nakomagazini sasithengiselwa abathengi ababemane basigcwalise ngesaziso sokuthi babenokuthile abakuthengisayo. Amazwi athi “amakhamera ka-Eastman Kodak” ayisibonelo salokhu. Eminyakeni eyikhulu edlule, izindleko zaminyaka yonke zakwaKodak zokumemezela komagazini eUnited States zazifinyelela kumaRandi angama-700! Kodwa manje eUnited States, kuchithwa imali engaphezu kwalena ekukhangiseni kwezentengiselwano ngomuntu ngamunye, ngonyaka!

IUnited States iyikhaya elingenakuphikwa lokumemezela kwanamuhla. Kusukela empini yezwe yesibili, amazwe amaningi aseNtshonalanga aye alandela ukuhola kwayo, futhi manje, amazwe asathuthuka alandela okufanayo. Izinhlangano ezinabantu bezizwe ezihlukene ziyasiza njengoba zisakaza ithonya lazo.

Ukumemezela akulona ibhizinisi elikhulu nje kuphela kodwa futhi kuyimboni enamandla amakhulu—abanye bakubiza ngisho nangokuthi isayensi. Kuya kuba nzima ngokwengeziwe ukugwema ukugaxela kwakho ekuphileni kwethu. Noma sibhekaphi noma senzani, ukumemezela kungaphambi kwethu, kulapho ukuba kusibingelele. Kuyancenga, kucele, kubonise, futhi kumemeze. Kungakhathaliseki ukuthi siyakuqaphela noma asikuqapheli, sonke sithintekile, kahle noma kabi.

Ngubani umnikazi noqhuba lomshini wezentengiselwano onamandla nonxenxayo? Usebenza kanjani?

Usifaka Kanjani Isimemezelo?

Uma ufuna ukufaka isimemezelo sokukhangisa ephephandabeni lakini, kulula kakhulu ukushayela ihhovisi lalelophephandaba ucingo. Kodwa ukufaka isimemezelo sokukhangisa kuyithelevishini noma ezweni lonke emabhodini amakhulu kungenye indaba. Ukuze wenze lokho, udinga usizo lwenhlangano yokukhangisa. Emhlabeni wonke seziziningi ongakhetha kuzo, kodwa kumelwe sibheke kuqala eMadison Avenue yaseNew York, ebizwa ngokuvamile ngokuthi Ad Alley, lapho lezinhlangano zokuqala zavela khona.

Ngo-1954, cishe eminyakeni eyishumi ngemva kokuba eye wasiza ekumiseni nasekuthuthukiseni iTed Bates & Company eAd Alley, uRosser Reeves washintsha ubuchwepheshe bezemisebenzi yezimemezelo zokukhangisa. Kusukela esiqalweni esincane, wakha inhlangano ezungeza imbulunga yonke emazweni angama-50, eyayibiza amaRandi ayizigidi eziyizi-6 000 ngo-1984. Abanye abaphathi bamabhizinisi benza okufanayo, ukuze babuthele izinhlanhla njengoba ezemisebenzi zifinyelela ekuchumeni kwazo kwangemva kwempi.

Kuze kube seminyakeni emihlanu edlule, izimboni eziningi zokukhangisa eBrithani zazisekelwa yiUnited States, kodwa lokho akusenjalo. Lapho iSaatchi & Saatchi yaseBrithani ithenga iTed Bates & Company ngo-1986, yaba yinhlangano yokukhangisa enkulu kunazo zonke emhlabeni. Nakuba kunjalo, iUnited States isachitha ngaphezu kwengxenye yengqikithi yemali echithwa unyaka ngamunye ngumhlaba ekumemezeleni.

Sikhuluma ngemali engakanani? Engengaphansi kwamaRandi ayizigidi eziyizi-300 000 unyaka ngamunye, leyo, ngokweThe Economist, inhlangano yokukhangisa ezuza kuyo umhlomulo osondela emaRandini ayizigidi eziyizi-46 000.

Kodwa amandla angempela okumemezela awekho emalini. Njengoba uBill Bernbach, omunye wabakhangisa ngezinto ezintsha abakhulu kakhulu eMadison Avenue, ekubeka: “Thina sonke esisebenzisa izinto zokuxhumana nomphakathi singabalolongi bawo. Singawuhlambalaza lowomphakathi. Singawuphatha ngonya. Noma singase siwuphakamise.” Nokho-ke lapho kukhona amandla asabekayo okumemezela kokukhangisa. Kusingathwa kanjani?

“Ukuthengisa Ngokucindezela”

“Ukuthengisa ngokucindezela,” ngokweNhlangano-Yokumemezela yaseBrithani, “kuwukumemezela okuphoqayo, okunxenxayo, nokunomfutho onamandla.” Kodwa incazelo yaseMelika ethi, “ukuthengisa ngokukhuthala nangomfutho onamandla,” ingase ibe ngeqonde ngokwengeziwe. Kungokuphambene ngokuphelele “nokunxenxa okumnene“ “kokuthengisa ngokuncenga.” Yini ehilelekile, futhi isithinta kanjani?

Lapho imakethe inezimpahla ezanele zokuthengiswa, ukuthengisa ngokucindezela kuyaqala njengoba izimboni zilwela ukugcina noma ukwandisa ingxenye yazo kuyo. Emazweni amaningi aseNtshonalanga, izimoto, amathelevishini, nezinto ezifana nalezo manje zithengiswa ngokucindezela ngenxa yokwesaba ukunqwabelana kwazo.

EUnited States kunesimo sezokwelapha esithakazelisayo esibonisa isisusa sokumemezela okunamandla. Umagazini iTime wawunesihloko esithi, “Izibhedlela Zifunda Ukuthengisa Ngokucindezela.” Njengoba izibhedlela zibhekene nokwanda kwemibhede yazo engenabantu nomncintiswano ophakathi kwazo nemitholampilo, ukumemezela ngenkuthalo kwaqala. Okunye ukumemezela esikhungweni sezokwelapha eCalifornia kuyabuza: “Unamadunguza ezinso? Kumelwe ubize . . . Abachoba amadunguza.”

Nokho, enye yezinkinga zokuthengisa ngokucindezela iwukuthi ngokuvamile kunzima ukulwisana nakho. Amandla okunxenxa angaba makhulu kangangokuthi singase siphoqeleke ukuba sithenge okuthile esingakudingi noma ekwenzeni okuthile okungasisizi ngalutho. Make sithathe izibonelo ezimbili ezaziwa kahle.

Ukuncelisa-Ngebhodlela Kuqhathaniswa Nokuncelisa Ngebele

Umthetho-sisekelo weNhlangano Yomhlaba Yezempilo manje wenqabela ukusakazwa kwamasampula amahhala obisi olomisiwe komama. Injongo yawo iwukuvikela ukuncelisa-ngebele ngoba ubisi lwalo lunezakhi ezisiza ekuvimbeleni izifo. Kuvimbela futhi ukukhiqizwa kwamaqanda esizalweni, okusebenza njengendlela yokuvimbela inzalo, futhi lokho kuwusizo emazweni lapho ezinye izindlela zokuvimbela inzalo zingekho khona.

Ukusakazwa kwamuva kwamasampula anjalo kwezinye izibhedlela zeMpilo Yesizwe eBrithani kwaletha izinkumbulo eziningi nokwesaba. Umphumela wokuhlola kweminyaka eyisihlanu eLiverpool, eNgilandi, wembula ukuthi “omama abaziqondi iziyalezo ezisemapheshaneni [okudla kobisi lokuzenzela] futhi amabhodlela namadamu abekwa ezimweni ezingahlanzekile ngokwempilo.” Umcwaningi uDr. A. J. H. Stephens wanezela ngobuqotho wathi: “Okuthatha isikhundla sobisi lwebele kuphephe ngokwanele kuphela nje uma kuxutshwa ngokufanelekile nangokwezempilo.” [Omalukeke sizenzele.] Kodwa izinkinga ziyanda uma kungenjalo.

Ngo-1983 umbiko oshaqisayo kuyiAfrica Now wembula ukuthi iziguli ezilinganiselwa kweziyizigidi eziyishumi zezifo ezithathelwanayo nezokungondleki kahle kwezinsana unyaka ngamunye zazingenxa yokuncelisa ngebhodlela. Ngaphambili, ngo-1974, umkhankaso wokuLwisana Nokuswela wathi emazweni asathuthuka izingane eziyisigidi zafa unyaka ngamunye ngenxa yokuthengiswa kobisi oluyimpuphu. Siyini isizathu? “Ukuthengisa ngokucindezelayo nokukhuthaza ukuthengwa kobisi oluthatha isikhundla solwebele,“ kubika iAfrica Now.

IThe Observer yachaza usizi lwalabo ababentula amandla okubhekana nezimfuneko ezidingekile zezempilo ekulungiseleleni ukudla okunjalo: “Ubufakazi obuningi obuvela emazweni ampofu [bu]wukuthi ukumemezela kokukhangisa bekunxenxa omama abangafundile kangako ngokuthi lolubisi oluyimpuphu luyafana nobisi lwebele, nokuthi izingane zazifa ngenxa yokungavikelwa kwamabhodlela emagciwaneni.” Kwezinye izimo ngemva kokuthola amasampula amahhala, omama babengenamali yokuthenga lowomkhiqizo. Ngalesosikhathi ubisi lwabo lwebele lwase luphelile. Lokho kuthengisa ngokucindezela kwaba nomphumela odumazayo.

Isivuno Sikagwayi

Ngawo-1980, ukumemezela ngogwayi kuphumelela kakhulu kwabesifazane eBrithani kangangokuthi naphezu kwemibandela eyaziwayo yokufaka impilo engozini, ukubhema phakathi kwabesifazane kuye kwehla ngengxenye eyodwa kweziyisihlanu kuphela eminyakeni eyi-15 edlule, uma kuqhathaniswa nokwehla ngengxenye eyodwa kwezintathu emadodeni.a Ngenxa yalokho, “umdlavuza wamaphaphu usubulala cishe abesifazane abaningi njengoba kunjalo ngomdlavuza wamabele, futhi abesifazane abandayo baphathwa yizifo ‘zabesilisa’ zenhliziyo nesifuba,” kubika iThe Sunday Times yaseLondon.

UMkhandlu Wemfundo Yezempilo eBrithani ukhathazekile, kodwa yini ongayenza uma unemali yokumemezela engamaRandi ayizigidi uma kuqhathaniswa namaRandi ayizigidi emboni kagwayi?

Omunye umqondo uwukunciphisa ukumemezela ngogwayi. Amanye amazwe kakade asekunqabele ngokuphelele—ngokwesibonelo, iNorway ngo-1975, iFinland umakhelwane wayo eminyakeni emithathu ngemva kwalokho, futhi iSudan ngo-1983. Kwamanye amazwe amaningi, anjengeNtshonalanga Jalimane, iUnited States, neRepublic yaseNingizimu Afrika, amaqembu anethonya kuhulumeni amnxusa ngokuphikelelayo ukuba enze imingcele eyengeziwe ekumemezeleni ngogwayi.

Kodwa eBrithani, lapho izimboni zikagwayi zihweba “emakethe yokuncintisana,” ukuthengisa ngokucindezela kusaqhubeka kunyatheliswa, ikakhulukazi komagazini babesifazane. Kungani kukubo? Ngenxa nje yokuthi “abesifazane bawumthombo wemali ozuzisa kakhulu,” kuphawula iThe Sunday Times. Lapho umkhangisi eqashwa ukuba athengise impahla ethile, ngokuvamile ukuziphatha okubi akungeneli lapho.

Ukusetshenziswa Kwezemidlalo Ezokumemezela?

Kunengqondo ukuba izimboni zixhase imidlalo ezithintene nayo—ngokwesibonelo, amathayi nophethiloli emjahweni wezimoto. Kodwa izinkampane zikagwayi zihileleka kanjani ekukhuthazeni ukuthengwa komkhiqizo, kuze kufinyelele kumaRandi ayizigidi eBrithani ngo-1985? “Umdlalo kufanele wenze abantu babe nempilo futhi ukubhema kuyabagulisa” kuphawula iLungu LePalamende, “ukuxhasa kukagwayi akuvumelani nakancane nomqondo wokukhuthaza impilo enhle ngokusebenzisa umdlalo.” Nakuba kunjalo ukukhuthaza okunjalo kunenzuzo yemali. Cabangela ukuthi kungani?

Okokuqala, kunokuhlangana okuqondile kwesenzakalo esiphathelene nezemidlalo negama lalokho okukhangiswayo, kodwa lokho kumane nje kuyisiqalo. Ngezimpawu ezinkulu, zibekwe ngokuhlakanipha endaweni lapho izenzakalo zisakazwa khona ngethelevishini, ukukhangisa ngogwayi kungavela kumathelevishini ayizigidi futhi izinkampani zikagwayi azilikhokheli ngisho nendibilishi lelolungelo. Ngalendlela zigwema futhi ukwenqatshelwa kweminyaka engama-20 kwakho konke ukukhangisa ngogwayi kuyithelevishini eUnited Kingdom.

Ngo-1982 kucatshangelwa ukuthi izibukeli eziyizigidi ezingama-350 emazweni angama-90 zabona uMartina Navratilova enqoba iWimbledon Lawn Tennis Championship egqoke izingubo zethenisi ezinemibala efana neyephakethe likagwayi odumile. “Akuhlangene nogwayi. Nokho ubani okhathazekayo? “ kusabela omunye wabakhangisi, ebhekene nokuphikiswa kuyiThelevishini iBBC. Kuye kwenziwa imingcele eqine ngokwengeziwe ukuze kuhlangatshezwane naloluhlobo lwenselele yezemidlalo, kodwa akulula ukubona ukunxenxa okunjalo okunobuqili kusengaphambili.

Ukunxenxa Okuqondile

Ukukhangisa kungavusa umsebenzi futhi kushukumise umnotho—kulethe iminikelo emphakathini. Ukukhangisa kungenza ngisho nemakethe lapho ingekho khona. Cabangela ithonya lamadayimane eJapane.

Ngokungafani namazwe aseNtshonalanga lapho indandatho yokuthembisa yedayimane iyisiphetho esivamile sokuqomisana okuphumelele, umphakathi waseJapane wakhelwe emasikweni ahlukile. Ngo-1968 amaphesenti angaphansi kwama-5 abesifazane baseJapane bathola indandatho yokuthembisa. Kodwa umkhankaso wokukhuthaza ukuthengwa kwedayimane waqala ngalowonyaka, futhi ngenxa yawo, ngo-1981 amaphesenti angaphezu kwama-60 abalobokazi baseJapane ayefaka amadayimane. Encwadini yakhe ethi The Diamond Invention, uE. J. Epstein uthi: “Eminyakeni nje eyi-13 isiko laseJapane leminyaka eyi-1 500 lashintshwa kakhulu.” Anjalo-ke amandla anxenxayo ezimemezelo zokukhangisa.

Ukukhangisa kungasetshenziselwa futhi ukuxwayisa abantu ngengozi. Ngo-1986 uhulumeni waseBrithani wamisa inhlangano yezimemezelo zokukhangisa eLondon ukuba ixwayise izwe ngokusongela okungathi sina kwengculaza. Ikhaya ngalinye lakhona lathola ipheshana lamahhala, kwanezelwa ngokumemezela emsakazweni nakuyithelevishini, nasemaphephandabeni nakomagazini.

Kodwa irekhodi elikhulu kakhulu lokumemezela ngokuphumelelayo lihlehlela emuva cishe eminyakeni eyizinkulungwane ezimbili, kulabo balandeli bakaJesu Kristu ababenesibindi. Ingabe uyazi ukuthi ayenekhono kanjani lawomaKristu okuqala ekumemezeleni? Kuyindaba ethakazelisayo.

[Umbhalo waphansi]

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Yini Ethuthukisa Ukumemezela?

UKUMEMEZELA kwesimanje kuyabiza. Ezentengiselwano zethelevishini zingabiza amashumi ezinkulungwane zamaRandi, njengoba nokusakaza kabanzi ngephephandaba nomagazini kungenza. Ingabe abantu bazowafunda? Ingabe bazowakhumbula? Ingabe bazokwenza ngokuvumelana nawo? Ukuze iqiniseke ukuthi bayakwenza, isayensi manje ifeza ingxenye ebaluleke ngokwandayo ekulungiseleleni ezokumemezela. Ithuluzi elifunana neso, lilandelela amehlo ezibukeli ngemisebe esithibeziwe, ngokushesha lembula ukuthi iyiphi ingxenye yalokho okulungiselwe edonsa ukunakekela okukhulu. Kodwa noma kunjalo, okuthengiswayo kumelwe kuthambekele ekuvuseni isifiso sokuthenga. Izazi zokusebenza kwengqondo zithi zinayo impendulo njengoba zihlola ukusabela kwengqondo. Kodwa iqiniso elilula lisamile: “Lapho ithandwa kakhulu intengiso yeTV, kulapho izoba nethonya ngokwengeziwe,“ kubika iOgilvy Center for Research & Development.

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Ukumemezela kokukhangisa kwenza umehluko omkhulu ekuthengisweni kwezindandatho zedayimane eJapane