I-Memes ne-propaganda: Ukwenza inkulumo-ze ijabulise

• About the Author:
• Igama lomlobi

  I-Quantumrun Foresight
• September 19, 2022

Isifinyezo sokuqonda

Inkulumo-ze isishintshile isuka emapheshaneni yaya kuma-meme ezinkundleni zokuxhumana, isuka ehlayeni lakuqala elingenacala yaya kumathuluzi ayinkimbinkimbi, acashile okunyakazisa imibono ngezihloko ezifana nezombusazwe kanye nezindaba zomphakathi. Ama-Meme axhumana ngempumelelo nemibono nemizwa, amahlaya asebenzayo nezifanekiso ezibonakalayo eziphindaphindwayo. Ukusetshenziswa kwabo kungaholela emiphumeleni ebalulekile, okuhlanganisa ukuthuthukiswa kokuqukethwe okukhiqizwa yi-AI, ukwanda kwezifundo ze-meme propaganda, nokusebenzisana phakathi kohulumeni kanye nezokuxhumana ukuze kulawuleke ukusabalala nomthelela wabo.

Memes kanye nenkulumo-ze umongo

Imibhalo yenkulumo-ze yake yagcwala imigwaqo ngamapheshana, kodwa manje isigcwala ezinkundleni zokuxhumana. Ama-meme e-inthanethi manje asephenduke inkulumo-ze entsha "yepheshana". Bayachuma ngokwabelana, abakuthandayo, namazwana futhi basebenzisa amahlaya ukuze badlulise imilayezo yabo. 

Ama-Meme aguquke kakhulu kusukela ekuqaleni kwawo-2000. Amahlaya amaningi e-meme okuqala ayengenacala futhi engenampikiswano. Ngenkathi omakhalekhukhwini bengakabi yinkimbinkimbi ngokwanele ukuthi bangadlala amavidiyo e-YouTube, izinkundla ezifana ne-Reddit ne-9GAG zivumela abasebenzisi ukuthi baphequlule amakhasi okuzijabulisa okungenangqondo njengama-meme. Kwaze kwaba ngasekupheleni kwawo-2000 lapho ama-meme aqala ukuvelela. 

Ama-memes athatha izinhlobo ezahlukene; ngokuvamile amafomethi we-Graphics Interchange Formats (ama-GIF), amavidiyo (okuhlanganisa nalawo atholakala ku-Reddit, TikTok, Instagram, Facebook, kanye ne-YouTube), izithombe (ikakhulukazi lezo ezibonwa kumawebhusayithi afana ne-4chan ne-Reddit), namamakhro ezithombe. Lolu hlobo lokuxhumana luvamise ukuba isifanekiso esibonakalayo esenziwe ngokwezifiso esinomusho owodwa noma emibili ukudlulisa umbono noma umuzwa. Ziyaphindaphindeka, ziyakhanga, futhi zivame ukwenza abantu bahleke.

Ngokuhamba kwesikhathi, izifanekiso ziye zabonakala kakhudlwana, futhi ama-meme aphenduka into ejule futhi ecashile. Amandla abo okuxhumana nemiqondo eyinkimbinkimbi ngokushesha nangokuzikhandla manje asesetshenziswa ukushintsha imibono, imibono, nemibono yababukeli. I-Artificial intelligence (AI) namanethiwekhi e-neural manje angadala okuqukethwe kwe-meme kuye ngedatha aphakelwayo. Lawa ma-meme ngokuvamile aklanyelwe ukwenza abantu baphikisane neqembu lezombusazwe, umuntu, umbono, uhlelo lwenkolelo, ngisho namaqiniso ayisisekelo.

Umthelela ophazamisayo

Ithimba labacwaningi abavela emanyuvesi, okuhlanganisa iKing's College London kanye neSapienza University Rome, bafunde ama-meme angu-950 aqoqwe kuma-akhawunti e-Facebook ukuze baqonde ukuthi ama-memes asetshenziswa kanjani njengenkulumo-ze. Abaphenyi bathole ukuthi ama-meme ayegxile kakhulu ngezindikimba zezepolitiki ezinjengobhubhane lwe-COVID-19 kanye nokulingana kobulili, okubili okuyizingqinamba eziyinhloko ze-alt-right. Ucwaningo oluqhubekayo lugqamise amasu avela kaningi ababhali be-meme abawathole eyimpumelelo: 

• Enye yezindlela ezivamile ze-propaganda ezisetshenziswa kuma-memes iheha ukwesaba noma ukucwasa, okuzama ukusekela umqondo ngokudala ukukhathazeka nokwethuka phakathi komphakathi mayelana nombono ophikisayo. 
• Enye indlela esetshenzisiwe iwukwenza lula ngokweqile okuyimbangela, okugqamisa isizathu esisodwa nje sokuthi kungani inkinga noma isigameko senzeka lapho lezi zihloko ngokuvamile ziyinkimbinkimbi kakhulu. 
• Indlela engaziwa kakhulu ama-cliches aqeda umcabango noma imishwana eqeda umcabango obucayi nengxoxo eqotho ngesihloko esithile. 
• I-Whataboutism ihlanganisa isenzo sokuphendula icala ngokusho ukuthi icala elihlukile elenziwe omunye umuntu liyafana noma libi kakhulu; le ndlela ifana nesitayela sokudelela ophikisana naye ngokumsola ngobuzenzisi esikhundleni sokuphikisa ingxabano yabo. 
• Okokugcina, kukhona ukukhohlisa okumnyama nokumhlophe noma inkolelo yokuthi inkinga inezixazululo ezimbili kuphela. 

Ngokusho kwabacwaningi, izindlela ezivame kakhulu ze-propaganda ezisetshenziswa echibini lama-memes ama-smears noma ulimi olulayishiwe (amaphesenti angu-63 namaphesenti angu-51, ngokulandelana) kanye nokubiza amagama noma ukulebula (amaphesenti angu-36). 

Imithelela ye-memes ne-propaganda

Imithelela ebanzi yama-meme nenkulumo-ze ingase ihlanganise: 

• Ukwandisa izifundo ze-meme propaganda kanye nendlela yokulwa nazo, ikakhulukazi phakathi kwamanyuvesi nezinhlangano zezindaba ezimelene nenkohliso, ukusiza ukufundisa umphakathi.
• Ukusebenzisa ubuchwepheshe be-deepfake ukudala izinguqulo eziningi zama-meme.
• Izinkundla zokuxhumana ezitshala imali kuma-algorithms angathola okuqukethwe kwezindaba ezingamanga, okuhlanganisa ama-meme, futhi azisuse ngokuzenzakalelayo. Nokho, lesi sici sizodala ukuhlehla phakathi kwabasebenzisi. 
• Imikhankaso eminingi ye-meme ye-propaganda exhaswe nguhulumeni.
• Ukwandisa amathuba omsebenzi kubadali be-meme.
• Ukuthuthukiswa okusheshisiwe kwamamojula ezemfundo ezikoleni agxile ekufundeni kwabezindaba kanye namakhono okucabanga okujulile, okwenza abantu abasha babone kangcono ukuba yiqiniso kokuqukethwe ku-inthanethi, okuhlanganisa nama-meme.
• Ukugxila okuthuthukisiwe kumazinga okuziphatha ekuthuthukisweni kwe-AI, okuholela kuma-algorithms akwazi ukuhlukanisa phakathi kokubhuqa nolwazi olungaqondile, kuncishiswe ukusabalala kokuqukethwe okuyingozi kuyilapho kugcinwa inkululeko yokukhuluma.
• Ukubambisana okwengeziwe phakathi kohulumeni nezinkundla zokuxhumana ukuze kwenziwe izinqubomgomo ezifinyelela ukulingana phakathi kokucwaninga nenkululeko yokukhuluma, okunomthelela endleleni ama-meme abiwa ngayo futhi alawulwa ngayo.

Imibuzo okufanele icatshangelwe

• Ama-meme angasetshenziswa kanjani ukwakha imiphakathi?
• Uzihlomisa kanjani ukuhlonza kangcono inkulumo-ze ye-meme?