Inkohliso yokulala nokuhlasela kokukhangisa kwamaphupho

Inkohliso yokulala nokuhlasela kokukhangisa kwamaphupho
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Inkohliso yokulala nokuhlasela kokukhangisa kwamaphupho

    • Igama lombhali
      Phil Osagie
    • Umbhali we-Twitter Handle
      @drphilosagie

    Indaba egcwele (KUPHELA sebenzisa inkinobho ethi 'Namathisela EZwini' ukuze ukopishe futhi unamathisele ngokuphephile umbhalo kudokhumenti ye-Word)

    Cabanga ngalesi simo. Uhlela ukuthenga imoto entsha, ukwenza ucwaningo lwakho, ukuphequlula amawebhusayithi ezimoto, ukuvakashela amagumbi ombukiso, futhi uhlole nokushayela izimoto ezimbalwa. Ngaso sonke isikhathi uma uvula isiphequluli sakho se-inthanethi, uthola isikhangiso esivela kumthengisi wezimoto noma kwenye yezinhlobo zakho zezimoto eziyintandokazi. Nokho, awukanqumi. Ungacabanga ubona isikhangiso se-TV yemoto noma ibhodi lokukhangisa elikhazimulayo ngokucacile emaphusheni akho njengoba ulele? Ubani owayengabeka ukuthengisa lapho? Isikhangiso noma i-ejensi ye-PR yenye yezimoto ozicabangelayo. Lokhu kungase kuzwakale njengenganekwane yesayensi- kodwa hhayi isikhathi eside. Lesi simo esingesona sangempela singase sisondele kunalokho esikucabangayo.  

     

    Ukuthola iziphakamiso zokuqedela ngokuzenzakalela ezihlobene kubha yethu yokusesha ye-inthanethi ngokusekelwe ekuziphatheni kwethu kokuphequlula kanye nomlando wokusesha sekuvamile manje, nakuba kusamangaza futhi kuyaphazamisa. Ngokusebenzisa ama-algorithms kanye nenani lezinhlelo zobuchwepheshe ezivumelanisiwe, i-Google, iMicrosoft, i-Bing, nezinye izinjini zokusesha ziyakwazi ukuhlaziya ukuziphatha kwethu kokuphequlula futhi zenze ngokwezifiso izikhangiso ezivezwa ngokuphindaphindiwe esipheqululini sakho. Bayakwazi futhi ukubikezela izifiso zakho kanye nezinqumo zokuthenga zesikhathi esizayo usebenzisa ubuchwepheshe obuthuthukisiwe nokuhlaziywa kwedatha.  

     

    Ukungena kokukhangisa ekuphileni kwethu kwansuku zonke kungase kuthathe noma yiliphi ithuba. Ukudlalwa kabusha kwezikhangiso emaphusheni ethu kuyinkomba yesimo esingaba khona sezinto ezizayo emhlabeni wokukhangisa. Inoveli entsha yenganekwane yesayensi enesihloko esithi "Branded Dreams" isivele yenza ukukhangisa kanye nezinhlangano zobudlelwano bomphakathi ziconsa! Isici esisha sesayensi sisifaka emhlabeni wedijithali wesikhathi esizayo futhi sidlala isimo lapho izinkampani zithenga indawo yokukhangisa ephambili endaweni ephumelela kakhulu, amakhanda ethu namaphupho ethu.  

     

    Ukubonakala kwemiyalezo yezentengiso emaphusheni ethu kungase kube umzamo olandelayo wemboni yezokukhangisa emzamweni wayo ongapheli wokuphishekela nokunxenxa abathengi ukuthi bathenge imikhiqizo yabo imini nobusuku. Uhambo lokuthenga lwesifiso, inhloso, kanye nokuthenga okokugcina lungafushaniswa kakhulu uma leli thuluzi lokukhangisa elingajwayelekile liba ngokoqobo. Lesi sinqamuleli sekusasa sokukukhanyisela ezentengiso engqondweni yakho ekulaleni kwakho siyiphupho lokugcina lomkhangisi kanye nokucekelwa phansi kodonga lokugcina lokuvikela lwabathengi.  

     

    Lungela ukulala kwakho nokuphazamiseka kwamaphupho 

     

    Izikhangiso nemilayezo ye-PR iyasilandela nomaphi lapho siya khona. Ezentengiso zisishaya njengoba sivuka kanye nje sivula i-TV noma umsakazo. Njengoba sigibela isitimela noma ibhasi, izikhangiso ziyakulandela nawe, zithunyelwe kuzo zonke iziteshi. Akukho ukubaleka emotweni yakho njengoba imilayezo ethonyayo ikucela ukuthi uthenge lokhu noma lokhu okuxhumene phakathi komculo omnandi noma izindaba ezihamba phambili ojabulela ukuzilalela. Uma ufika emsebenzini futhi uvula ikhompuyutha yakho, lezo zikhangiso ezihlakaniphile zicasha esikrinini sakho sonke. Usuvele uchofoze kude nesithembiso sempilo enhle noma impendulo yazo zonke izinkinga zakho.  

     

    Kuwo wonke usuku lwakho lomsebenzi, izikhangiso aziyeki ukuncintisana futhi zikuyekise ukunaka kwezinye izinto. Ngemva komsebenzi, unquma ukushwiba ejimini ukuze uthole ukujima okusheshayo. Njengoba uzifudumeza ku-treadmill, unesikrini emshinini wakho esikhipha umculo ojabulisayo nezindaba zakamuva...futhi kunjalo, kunezikhangiso ezingapheli. Ufika ekhaya futhi njengoba uphumule ngemva kwesidlo sakusihlwa, ubuka izindaba noma umdlalo omkhulu, izikhangiso zisekhona. Ekugcineni, uyolala. Imahhala ekugcineni ekuhlaselweni okusobala kokukhangisa kanye nokuncenga.  

     

    Ukulala kungabonwa njengomngcele wokugcina ongenabuchwepheshe esintwini sesimanje. Okwamanje, amaphupho ethu yizindawo ezingafinyeleleki nezingenazo ezentengiso esizijwayele. Kodwa ingabe lokhu kuyaphela maduze? I-Branded Dreams science fiction trope igqamise amathuba okuba abakhangisi bangene emaphusheni ethu. Izimboni ze-PR nezokukhangisa sezivele zisebenzisa amasu esayensi ukuze angene ezingqondweni zethu. Ucwaningo lwakamuva nokuthuthuka kobuchwepheshe besayensi yobuchopho kubonisa ngokuqinile ukuthi ukuhlasela kwamaphupho ethu kungenye yezindlela eziningi zobuciko abakhangisi abazobe bezama ngazo ukungena ezingqondweni zethu ngamathuluzi abo okukholisa.   

     

    Ukukhangisa, Isayensi kanye Neuromarketing  

     

    Ukukhangisa nesayensi kuyahlangana ukuze kusungulwe ubuchwepheshe obuxubile obusebenzisa izinsiza zazo zombili lezi zindawo, buxhumene kakhulu kunangaphambili. Omunye wale miphumela i-Neuromarketing. Lo mkhakha omusha wezokuxhumana zokumaketha usebenzisa ubuchwepheshe nesayensi ukucacisa ukusabela kwangaphakathi nokunganakile komthengi emikhiqizweni namagama ebhrendi. Imininingwane ekucabangeni nasekuziphatheni komthengi itholwa ucwaningo lwezinqubo zobuchopho zabathengi. I-Neuromarketing ihlola ubudlelwano obuseduze phakathi kokucabanga kwethu ngokomzwelo nokuhluzekile futhi iveze ukuthi ubuchopho bomuntu busabela kanjani ekushukumiseni ukumaketha. Izikhangiso nemilayezo eyisihluthulelo ingafomethwa ukuze iqalise izingxenye ezithile zobuchopho, ukuze zibe nomthelela esinqumweni sethu sokuthenga ngesekhondi elihlukanisayo. 

     

    I-Frequency illusion kanye ne-"Baader-Meinhof Phenomenon" ingenye ithiyori eyehliselwa emkhakheni wokukhangisa. I-Baader-Meinhof Phenomenon yenzeka ngemva kokubona umkhiqizo noma isikhangiso, noma sihlangabezane nento ethize okokuqala bese siqala ukuyibona cishe yonke indawo lapho sibheka khona. Ekwaziwa nangokuthi "i-frequency illusion," iculwa yizinqubo ezimbili. Uma siqala ukuhlangana negama elisha, umqondo noma ulwazi, ubuchopho bethu buthakaselwa yilo bese buthumela umlayezo ukuze amehlo ethu aqale ukulibheka ngokungazi. Lokhu esikufunayo, sivame ukukuthola.Lokhu kunaka okukhethiwe kulandelwa yisinyathelo esilandelayo ebuchosheni esaziwa ngokuthi “ukuqinisekisa ukuchema,” okuhloswe ukuqinisekisa ukuthi ufinyelela esiphethweni esifanele.  

     

    Abakhangisi bayawuqonda lo mbono, yingakho ukondla nokuphindaphinda kuyisici esibalulekile kukho konke ukukhangisa okuphumelelayo nokumaketha. Uma uchofoza kuwebhusayithi ethile noma uqala ukusesha okuthile, uvele ugcwale izikhangiso ezivelelayo noma imilayezo yesikhumbuzi. Umqondo wonke uwukucupha izinzwa ezenza uzwe ukuthi umkhiqizo noma isevisi ikhona yonke indawo. Ngokwemvelo, lokhu kunikeza isinqumo sokuthenga umuzwa omkhulu wokuphuthuma noma okungenani kuqinisekisa ukuthi isifiso sokuqala somthengi sihlala sifudumele, futhi asisuki ekuhlosweni kuye ekunganakeni.  

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