Sicabanga ukuthi siyazi ukuthi izitha zingobani: amabhange, amabhizinisi amakhulu, abagqugquzeli, osopolitiki abakhona ukuze bashweleze. Kodwa ngandlela thize umkhakha ohlanganisa lolu hlelo lwe-hypercapitalism ndawonye awunakwa. Lokho kubonakala kuyinqaba uma ucabanga ukuthi kugcwele kangakanani. Eqinisweni ungayibona manje. Ikhona yonke indawo, nokho sibona ngaphandle kokubona, ngaphandle kokuqonda indima eyidlalayo ezimpilweni zethu.
Ngikhuluma ngemboni okuphuma kwayo kuzimele kule kholomu futhi kuyikhokhele: ukukhangisa. Ngenxa yezizathu ezisobala, akuvamisile ukubhekana namaphephandaba noma abasakazi.
Inkinga yabekwa uRory Sutherland, lapho engumongameli we-Institute of Practitioners in Advertising. Uveze ukuthi ukumaketha akusebenzi noma โkuphakamisa imibuzo emikhulu yesimilo nsuku zonkeโ. Ngokutusekayo uma ngokungagunci okuphazamisayo waphetha ngokuthi โngincamela ukubhekwa njengomubi kunokuba ngingento yalutho.โ(1) Umbiko omusha we-Public Interest Research Center kanye ne-WWF uvula ingxoxo abonakala eyimema. Cabanga Ngami Njengomubi? ubuza imibuzo yokuziphatha engashayi mkhuba iningi labezindaba (2).
Ukukhangisa kuthi kuthuthukisa ukukhetha kwethu, kodwa kusinikeza ukukhetha okuncane mayelana nokuthi siyakubona futhi sikuzwe yini, futhi kunciphe kancane ukukhetha ukuthi siyasabela yini kukho. Kusukela u-Edward Bernays eqala ukusebenzisa lokho okutholwe ngumalume wakhe uSigmund Freud, abakhangisi bebelokhu bethuthukisa izindlela eziyinkimbinkimbi zokunqoba ukuzivikela kwethu (3). Emphakathini bayakugcizelela ukuthi uma siba ngabathengi abanolwazi futhi sifundise izingane zethu ekufundeni kwabezindaba akumele sesabe emizamweni yazo yokuncenga. Bengasese baqasha izazi ze-neurobiology ukuze zithole izindlela ezihlakaniphe kakhulu zokudlula ingqondo ephaphile.
Ukusabalala nokuphindaphinda kusebenza njengenqama eshaya emiqondweni yethu. Uma siqala ukubona isikhangiso, cishe siyobe sikuqaphela esisitshela kona nalokho esisikhuthaza ukuba sikuthenge. Kusukela lapho, siyayicubungula ngokuthula, sithatha izithombe zayo nemiyalezo ngaphandle kokuyiphikisa, njengoba singasakhanyiswa ngokugcwele. Amabhrendi nama-meme abe esexhunyaniswa ngezindlela izingqondo zethu ezikwaziyo ezihlulekayo ukuzibona. Njengoba umbiko wenhlangano ecabangayo eqhubekayo i-Compass ichaza, imilayezo esetshenziswa abakhangisi iklanyelwe ukuvusa imizwa kunezimpendulo ezinengqondo(4). Imodeli yokucubungula ukunakwa okuphansi eyakhiwe nguRobert Heath eNyuvesi yaseBath ikhombisa ukuthi, emakethe yokukhangisa egcwele abantu, ukufunda okungenzi lutho nokufunda okungasho lutho kuba yizisusa eziyinhloko zokusondelana ngokomzwelo(5). Zinamandla ikakhulukazi phakathi kwezingane, njengoba i-pre-frontal cortex - esisiza ukuba sihumushe futhi sihlaziye esikubonayo - ayikakhuli ngokugcwele.
Ama-ejensi wokukhangisa akhela phezu kwalolu lwazi ukuze anciphise amathuba okuthi ingqondo ehluzekile ingenele ekukhetheni. Inkampani yocwaningo i-TwoMinds, esebenzele i-Betfair, inkampani yeziphuzo i-Diageo, i-Mars, i-Nationwide ne-Waitrose, isebenzela "ukwembula ungqimba lwabashayeli abaziphatha ngendlela engakaze ibonakale ngaphambili"(6). Intuthuko entsha ku-neurobiology ikuvumele ukuthi ingene โezinqubweni ezinengqondoโ โezenziwe ngokushesha futhi ngomzamo omncane noma ongekho osobala owenziwa ngabathengi - lapho bethenga khonaโ(7).
Amandla nokusabalala kokukhangisa kusiza ukuchaza, ngikholwa ukuthi, inani elimangalisayo engihlangabezane nalo ngesonto eledlule ngenkathi ngifunda ispredishithi sikahulumeni sakamuva mayelana nokusetshenziswa kwendlu. Imindeni yase-UK ibeka isilinganiso esingu-ยฃ5.70 nje ngesonto, noma u-ยฃ296 ngonyaka, ekongeni nasekutshalweni kwezimali (8). Ucwaningo lwezemfundo luphakamisa ukuxhumana phakathi kokukhangisa kanye nesikweletu somthengi kanye nenani lamahora esiwasebenzayo(9,10,11). Abantu ababuka izikhangiso eziningi babonakala bonga kancane, bachitha isikhathi esiningi futhi basebenzisa isikhathi sabo esiningi besebenza ukuze bahlangabezane nezifiso zabo zezinto ezibonakalayo ezikhulayo. Yomithathu imiphumela ingaba nomthelela omubi empilweni yomndeni. Baphinde baguqule isimilo sesizwe. Sithwele kanzima ngenxa yezikweletu, ngaphandle kokulondoloza imali, asikhululeki, asiqiniseki, asikwazi ukumelana nalabo abasihlukumezayo.
Ukusungulwa ngumama wesidingo. Ukugcina izimakethe zabo zikhula, izinkampani kufanele ziqhubeke nokusincenga ngokuthi sinezidingo ezingakafinyeleli. Ngamanye amazwi, kumelwe basikhuthaze ukuba singaneliseki ngalokho esinakho. Ukuze sibe sexy, sihle, sijabule, sikhululekile, kumelwe sithenge imikhiqizo yabo. Basiqhubela kumshini wokunyathelisa we-hedonic, okufanele sigijime kuwo ngokushesha ukuze sibalekele umuzwa okhulayo wokungafaneleki. Inkinga yale nkinga yabonakala eminyakeni ecishe ibe ngu-300 edlule. Encwadini ethi Robinson Crusoe, eyanyatheliswa ngo-1719, leli qhawe liyaphawula, โkwangenza ngicabange, ukuthi bekuyoba kuncane kangakanani ukuphindaphinda phakathi kwesintu, kunoma yisiphi isimo sokuphila, uma abantu bengathanda ukuqhathanisa isimo sabo naleso esibi kakhulu, ukuze sibonge, kunokuba ngaso sonke isikhathi sibaqhathanise nalabo abangcono, ukuze sisize ukukhononda nokukhononda kwabo.โ (12) Ukukhangisa kusikhuthaza ukuba siziqhathanise nalabo esibabheka njengabangcono kunabo. Kusishukumisela ukuba silahle injabulo yethu futhi silahle i-biosphere ukuze siphendule isifiso esikhona ukuze siqhubeke.
Kodwa mhlawumbe umthelela obaluleke kakhulu ohlolwe yi- Think of Me As Evil? yiyona esixoxa ngayo kancane: umthelela enawo kumagugu ethu. Ubunikazi bethu bomphakathi bulolongwa amanani izazi zokusebenza kwengqondo eziwalebula ngokuthi angaphandle noma angaphakathi. Abantu abanesethi eqinile yamagugu angaphakathi babeka isisindo esikhulu ebudlelwaneni babo nomndeni, abangani nomphakathi. Banomuzwa wokuzamukela nokukhathalela abanye abantu nendawo ezungezile. Abantu abanezindinganiso zangaphandle kakhulu baqhutshwa isifiso sesikhundla, ingcebo namandla phezu kwabanye. Bavame ukuqaphela izithombe, ukuba nesifiso esinamandla sokuvumelana nezinkambiso zomphakathi kanye nokuba nokukhathazeka okuncane ngabanye abantu noma iplanethi. Kungenzeka futhi ukuthi bahlupheke ngenxa yokukhathazeka nokucindezeleka futhi babike amazinga aphansi okwaneliseka ngezimpilo zabo(13).
Asizalwa sinamagugu ethu: agxiliswa futhi ajwayezwe yimiyalezo esiyithola endaweni yethu yezenhlalo. Ukukhangisa okuningi kukhanga futhi kuqinisa amanani angaphandle. Akunandaba ukuthi umkhiqizo uyini: ngokugubha isithombe, ubuhle, ingcebo, amandla kanye nesimo, kusiza ukudala indawo eshintsha uhlelo lwethu lwenani. Ezinye izikhangiso zibonakala zikhuthaza izindinganiso eziyisisekelo, zihlobanisa imikhiqizo yazo nokuphila komkhaya nemiphakathi eqinile. Kodwa futhi zakha umbono wokuthi la magugu angathengwa, okuwehlisayo futhi kuwalulaza. Ngisho nothando luhlanganiswa nokulangazelela izinto ezibonakalayo, futhi labo abalufanelekela lolu thando ngokuvamile bavumelana nombono omncane wobuhle, okunikeza isisindo esikhulu ekubalulekeni kwesithombe.
Ngiyawuzonda lo ushevu, kodwa futhi ngiyabona ukuthi sengithembele kakhulu kuwo. Njengoba ukuthengiswa kwezinhlelo eziphrintiwe kuncipha, amaphephandaba ancike kakhulu ekukhangiseni. Futhi inkinga ayigcini kwabezindaba zezohwebo. Ngisho nalabo ababhalela amawebhusayithi abo kuphela bathembele ezinjinini zokusesha, ezisekelweni nasezinhlelweni ekugcineni ezixhaswa ukukhangisa. Sibanjwe yisidakamizwa esicekela phansi umphakathi. Njengazo zonke izinto eziluthayo, isinyathelo sokuqala ukuvuma kukho.
References:
1. Rory Sutherland, 2010. Asikwazi ukubalekela izimpikiswano zesimilo kwezokumaketha. Market Leader, Q1, ikhasi 59, ecashunwe kuJon Alexander, Tom Crompton kanye noGuy Shrubsole, October 2011. Think Of Me As Evil? Ukuvula Izinkulumo-mpikiswano Zokuziphatha Kwezokukhangisa. Isikhungo Sokucwaninga Ngentshisekelo Yomphakathi kanye ne-WWF-UK.
2. U-Jon Alexander, u-Tom Crompton no-Guy Shrubsole, Okthoba 2011. Cabanga Ngami Njengomubi?
Ukuvula Izinkulumo-mpikiswano Zokuziphatha Kwezokukhangisa. Isikhungo Sokucwaninga Ngentshisekelo Yomphakathi kanye ne-WWF-UK.http://valuesandframes.org/download/reports/Think%20Of%20Me%20As%20Evil%20-%20PIRC-WWF%20Oct%202011.pdf
3. Bheka uchungechunge luka-Adam Curtis lwango-2002 oluthi The Century of the Self.http://www.bbc.co.uk/bbcfour/documentaries/features/century_of_the_self.shtml
4. U-Zoe Gannon no-Neal Lawson, 2010. Umphumela Wokukhangisa: Siyithola kanjani ibhalansi
wokukhangisa kwesokudla? Ikhampasi.
5. Bheka isibonelo u-Robert Heath no-Agnes Nairn, 2005. Ukulinganisa ukukhangisa okuthinta inhliziyo: Imithelela yokucutshungulwa kokunaka okuphansi ekukhumbuleni. Ijenali Yocwaningo Lokukhangisa, 45 (2), amakhasi 269-281.http://www.bath.ac.uk/management/research/pdf/2005-04.pdf
6. http://www.twomindsresearch.co.uk/index.asp?page=page&page_id=1&category_id=1
7. http://www.twomindsresearch.co.uk/index.asp?page=page&page_id=24&category_id=2
8. Ngithunyelelwe ispredishithi yiHhovisi Lezibalo Zikazwelonke. Ithebula A1 lokushicilelwe kokusetshenziswa kwemali komndeni: Izingxenye zezindleko zasendlini, 2009. Kubonakala sengathi kungemuva kwe-paywall ku-inthanethi: http://www.palgrave-journals.com/fsp/journal/v2010/n1/pdf/fsp20107a.pdf#page=2 This is government data โ whatโs going on?
9. Isb u-Matthew J. Baker no-Lisa M. George, 2010. Iqhaza Lethelevishini Esikweletini Sasekhaya: Ubufakazi
kusukela ngawo-1950. I-BE Journal of Economic Analysis & Policy: Vol. 10:Is. 1 (Okuthuthukile), Isigaba 41.
http://www.bepress.com/bejeap/vol10/iss1/art41
10. UStuart Fraser NoDavid Paton. Ingabe ukukhangisa kuyakwandisa ukutholakala kwabasebenzi? Ubufakazi bochungechunge lwesikhathi oluvela e-UK. I-Applied Economics, 2003, 35, 1357โ1368.
11. L. Golden, 'Umlando Omfishane Wesikhathi Eside Sesikhathi Sokusebenza kanye Nemithombo Yamanje Yokusebenza Ngokudlulele', I-Journal of Business Ethics, 84, 2009, pp. 217โ227, ecashunwe ngu-Jon Alexander, Tom Crompton kanye no-Guy Shrubsole, njengenhla .
12. Anginayo ikhophi yami esandleni futhi angikhumbuli ukuthi iluphi uhlobo, kodwa amanothi engawathatha lapho ngiyifunda angitshela ukuthi lesi siqephu sisekhasini 132, ukuze lokho kubaluleke ngani.
13. UZoe Gannon noNeal Lawson, njengenhla, becaphuna umsebenzi wezazi zokusebenza kwengqondo uRichard Ryan noTim Kasser.
I-ZNetwork ixhaswa kuphela ngokuphana kwabafundi bayo.
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