I-Dreamvertising: Uma izikhangiso ziza zizohlupha amaphupho ethu

• About the Author:
• Igama lomlobi

  I-Quantumrun Foresight
• June 26, 2023

Amaphuzu avelele okuqonda

I-Targeted Dream Incubation (TDI), inkambu esebenzisa izindlela zemizwa ukuthonya amaphupho, isetshenziswa kakhulu ekukhangiseni ukuze kugqugquzelwe ukwethembeka komkhiqizo. Lo mkhuba, obizwa nge-'dreamvertising,' kulindeleke ukuthi wamukelwe ama-77% wabakhangisi base-US ngo-2025. Nokho, kuphakanyiswe ukukhathazeka mayelana nokuphazamiseka okungaba khona kokucubungula inkumbulo yemvelo yasebusuku. Abacwaningi be-MIT baye baqhubekisela phambili inkambu ngokwakha i-Dormio, isistimu egqokekayo eqondisa okuqukethwe kwamaphupho kuzo zonke izigaba zokulala. Bathole ukuthi i-TDI ingakwazi ukuqinisa ukusebenza kahle kobuciko, okubonisa amandla ayo okuthonya inkumbulo, imizwa, ukuzulazula kwengqondo, nokudala phakathi nosuku.

Umongo we-Dreamvertising

I-Incubating dreams, noma i-target incubation (TDI), inkambu yesayensi yesimanje esebenzisa izindlela zezinzwa ezifana nomsindo ukuthonya amaphupho abantu. Ukufukamela amaphupho okuhlosiwe kungasetshenziswa esimweni somtholampilo ukushintsha imikhuba engemihle njengokulutheka. Kodwa-ke, iyasetshenziswa futhi ekukhangiseni ukudala ukwethembeka komkhiqizo. Ngokusho kwedatha evela enkampanini yezokuxhumana yezokumaketha i-Wunderman Thompson, amaphesenti angu-77 wabakhangisi base-US bahlela ukusebenzisa ubuchwepheshe bamaphupho ngo-2025 ngezinjongo zokukhangisa.

Abanye abagxeki, njengososayensi we-neuroscient waseMassachusetts Institute of Technology (MIT) u-Adam Haar, bazwakalise ukwesaba kwabo ngalo mkhuba okhulayo. I-Dream tech iphazamisa ukucubungula inkumbulo yemvelo yasebusuku futhi ingaholela emiphumeleni ephazamisayo kakhulu. Isibonelo, ngo-2018, i-Burger King's "nightmare" burger ye-Halloween "yafakazelwa ngokomtholampilo" ukuthi idala amaphupho amabi. 

Ngo-2021, u-Haar wabhala ucezu lwemibono olwalucela ukuthi kubekwe imithetho ukuze kuvinjelwe abakhangisi ekuhlaseleni enye yezindawo ezingcwele kakhulu: amaphupho abantu. Lesi sihloko sasekelwa abasayini abangochwepheshe abangu-40 emikhakheni ehlukahlukene yesayensi.

Umthelela ophazamisayo

Ezinye izinkampani nezinhlangano bezicwaninga ngenkuthalo ukuthi abantu bangayengelwa kanjani ukuba baphuphe ngezindikimba ezithile. Ngo-2020, inkampani ye-game console i-Xbox yahlangana nososayensi, ubuchwepheshe bokuqopha amaphupho i-Hypnodyne, kanye ne-ejensi yokukhangisa i-McCann ukwethula umkhankaso we-Made From Dreams. Lolu chungechunge luhlanganisa amafilimu amafushane abonisa lokho abadlali abaphupha ngakho ngemuva kokudlala i-Xbox Series X okokuqala ngqa. Amafilimu aqukethe izithombe zocwaningo lokuqoshwa okucatshangwa ukuthi lwangempela. Kwelinye lamafilimu, i-Xbox yathwebula amaphupho omdlali ongaboni kahle ngomsindo wendawo.

Ngaleso sikhathi, ngo-2021, inkampani ephuza utshwala neyokwenza utshwala i-Molson Coors yasebenzisana nodokotela wezengqondo wamaphupho wase-Harvard University u-Deirdre Barrett ukuze bakhe isikhangiso sokulandelana kwamaphupho se-Super Bowl. Imisindo yesikhangiso nezigcawu zezintaba kuthiwa zingakhuthaza ababukeli ukuthi babe namaphupho amnandi.

Ngo-2022, abacwaningi abavela ku-MIT Media Lab bakha isistimu ye-elekthronikhi egqokekayo (i-Dormio) ukuze iqondise okuqukethwe kwamaphupho kuzo zonke izigaba zokulala ezihlukene. Ngokuhlanganyela nephrothokholi ye-TDI, ithimba lenze ababambiqhaza bokuhlola ukuthi baphuphe ngesihloko esithile ngokwethula izinto ezikhuthazayo phakathi nokuvuka ngaphambi kokulala kanye ne-N1 (isiteji sokuqala nesilula kakhulu) sokulala. Ngesikhathi sokuhlolwa kokuqala, abacwaningi bathola ukuthi le ndlela iyawadala amaphupho ahlobene nezinkomba ze-N1 futhi ingasetshenziswa ukuthuthukisa ubuhlakani kuyo yonke imisebenzi ehlukahlukene yamaphupho. 

Ukuhlaziya okwengeziwe kubonise ukuthi iphrothokholi yabo ye-TDI ingase futhi isetshenziselwe ukuqinisa ukusebenza kahle kokusungula noma inkolelo yokuthi othile angaveza imiphumela yokudala. Abacwaningi bakholelwa ukuthi le miphumela ikhombisa amandla amakhulu okufukamela amaphupho okuthonya inkumbulo yomuntu, imizwa, ukuzulazula kwengqondo, nezinqubo zokucabanga zokudala phakathi namahora angama-24.

Imithelela ye-dreamvertising

Imithelela ebanzi ye-dreamvertising ingase ihlanganise: 

• Iziqalo ezigxile kubuchwepheshe bamaphupho, ikakhulukazi amageyimu nokulingisa izindawo zangempela zangempela.
• Amabhrendi asebenzisana nabakhiqizi bezobuchwepheshe bamaphupho ukuze bakhe okuqukethwe okwenziwe ngendlela oyifisayo.
• Ubuchwepheshe be-Brain-computer interface (BCI) busetshenziswa ukuthumela ngokuqondile izithombe nedatha ebuchosheni bomuntu, okuhlanganisa nezikhangiso.
• Abathengi abamelana nabakhangisi abahlela ukusebenzisa i-dream tech ukuze baphromothe imikhiqizo namasevisi abo.
• Odokotela bengqondo abasebenzisa ubuchwepheshe be-TDI ukusiza iziguli ezine-PTSD nezinye izinkinga zempilo yengqondo.
• Ohulumeni bacindezelwa ukuba balawule ukuthengiswa kwamaphupho ukuze bavimbele abakhangisi ekusebenziseni ucwaningo lobuchwepheshe bamaphupho ngezinjongo zabo.

Imibuzo ongaphawula ngayo

• Kungenzeka kube yini imithelela yesimilo yohulumeni noma abamele ezombangazwe abasebenzisa i-dreamvertising?
• Yiziphi ezinye izimo ezingase zisetshenziswe ekufukameleni kwamaphupho?