Uma uvakashela i-barackobama.com kuwebhu, inkinobho ekhoneni elingezansi kwesokunxele ithi “joyina umnyakazo”. Umkhankaso ka-Obama usho ngokungananazi ukuthi ungumlandeli oqondile kanye nokuvela kwamanje kwenhlangano yobulungisa namalungelo abantu eyazuza amalungelo okuvota kwabaNsundu kanye nesiphetho sikaJim Crow. Izibalo zabantu abasha seziqalile ukusebenza, abezindaba bebhizinisi basitshela ngokungananazi, “ngenhlangano ka-Obama” kanye nabasebenzi baka-Hillary Clinton baveze izandla zabo esidlangalaleni bejabhiswa ubuze bokuphikisana, hhayi nomkhankaso oyimbangi, kodwa ngokumelene neqembu. “umnyakazo.”
Nakuba kunokufana okuningi phakathi komkhankaso kamongameli wase-US owenziwe kahle wekhulunyaka lamashumi amabili nanye, kanye nomkhankaso oyimpumelelo we-multimedia kanye nomkhankaso wokumaketha ngegciwane, kunomehluko omningi obalulekile phakathi kwakho kokubili kwalokhu kanye nomnyakazo oguqulayo woshintsho kumphakathi.
Bobathathu, ukuze baphumelele, kumele bangene ezinkolelweni ezisabalele, ezibambeke ngokujulile kuzithameli abazihlosile, futhi basebenzise ngokugcwele ukuxhumana okuvundlile, komuntu nomuntu ngaphakathi kwalezo zethameli ukuze baphushe umlayezo wabo, inqubo abathengisi abayibiza ngokuthi “i-viral marketing.” Kepha okuqukethwe kokumaketha kanye nemiyalezo yomkhankaso wezepolitiki kuyalelwa phezulu. Yize uquqaba lungabathengi abangenzi lutho futhi kwesinye isikhathi bengabasabalalisi bemiyalezo yezokukhangisa kanye neqembu lezepolitiki, abavamisile noma abakaze bangabasunguli bayo.
Ngokuphikisana nezinhloso, imiyalezo, amacebo, namaqhinga emnyakazo yaphakathi nekhulunyaka lamashumi amabili yamalungelo abantu kanye namalungelo abantu akuveli phezulu kuya phansi, kwavela phansi kuya phezulu. Bebephuma emahholo eminyunyana, ezindlini zokulala zabafundi nasezindlini ezingaphansi zesonto. Babevela emihlanganweni emagunjini angemuva ezitolo zokudlela nasematafuleni asekhishini aseNingizimu nezwe lonke.
Umehluko omkhulu kakhulu phakathi kwemiyalezo ephuma phezulu eya phezulu yokumaketha kanye nemikhankaso yezepolitiki kanye nemiyalezo yokunyakaza kwabantu abaningi ukuze kube noshintsho kusesigabeni salokho abakufunayo, nokuthi bafuna kubani, nokuthi lezo zimfuno zisekelwa kanjani.
Inhloso yemikhankaso yokumaketha ukuthola inani elikhulu labantu ukuthi bashintshe noma baqinisekise imikhuba yokusebenzisa. Imikhankaso yezombangazwe idinga ukukhipha ivoti layo futhi iwine ukhetho lwabazongenela ukhetho. Izinjongo zokumaketha kanye nemikhankaso yezepolitiki zinqunyelwe isikhathi, zihlonipha igunya futhi zingaphakathi kwemingcele yomthetho kanye nokuziphatha, noma ngabe uyothenga, ubhalisa abavoti, ukhankasa, ubiza imihlangano yezindlu, noma ukuphuma ngevoti.
Izinhlangano eziningi zomphakathi zihlose ukuguqula ubudlelwano bamandla. Abananhlonipho futhi ngezinye izikhathi basebenza ngaphandle noma ngokwephula umthetho. Benza izimfuno ezingenakwenzeka, ezibudedengu, ezingenamthwalo wemfanelo, njengenhlonipho, amalungelo abantu kanye nevoti kubantu ababengenazo - njengokumisa impi engenabulungisa, ukumisa ukudalulwa nokuqiniswa, njengokuqinisekisa ilungelo eliphelele lokuhlela inyunyana, ukuteleka kanye ukuzuza iholo eliphilayo. Kodwa “umbutho” ka-Obama awufuni lutho kulowo ozongenela ukhetho ngaphandle kokuthi aqokwe. Azikho izinti, azikho izimfuno ezibekwe u-Obama ngabakhe, azikho izinjongo eziqhamuke emihlanganweni ehlelwe ngokuzimela noma kwezinye izinqubo e-Black America.
Izishoshovu zithi u-Obama angakwazi futhi uzoziphendulela ekugcineni - ngemuva kokukhethwa kwakhe. Kodwa kuyiqiniso kangakanani lokho?
Ngaphandle uma izishoshovu ngaphakathi nangaphandle komkhankaso ka-Obama zihlela eyazo imihlangano, ziphakamisa izimfuno zazo, futhi zakha amanethiwekhi azo ngaphandle kwalawo omkhankaso ngeke zize zibe namagama, noma izinombolo zocingo noma amakheli e-imeyili izinkulungwane zabantu abasha nabadala abalangazelele uguquko abaphumele obala bazosebenza kulo mkhankaso. Ngosuku olulandela ukhetho “inhlangano ka-Obama” izofana ncamashi naleyo “mibutho” eyakhetha izimeya eziMnyama emadolobheni ezweni lonke. Kuphelile. Futhi elinye ithuba eliyigugu lokuhlela liyobe seligejiwe.
Kwi-Black Agenda Radio, nginguBruce Dixon.
Umhleli Ophethe IBHA uBruce Dixon angathintwa kwaBruce.Dixon(@)BlackAgendaReport.com.