Indlela iThelevishini, Umsakazo kanye ne-Inthanethi Yashintsha Ukubhekana Nezikhangiso Zombusazwe
Noma ubani oye e-United States ngenkathi eqhutshwa ukhetho lomongameli uzokwazi konke ngokukhangisa kwezombangazwe. Ukusho ukuthi ibhomu ibheka izibukeli ze-TV, izilaleli zomsakazo, nanoma ubani obona ibhodi lebhodibhodi, kungaba ngcono kakhulu. Ukukhangisa kwezombangazwe kukhula kakhulu ngonyaka, ukukhuluma ngezikhathi ezithile, okulinganiselwa ku-$ 4 billion asetshenziswe ngonyaka ka-2012 wokhetho. Futhi ngonyaka ka-2016, ukulwa phakathi kukaDonald Trump noHillary Clinton kwakulindeleke ukuthi umhlaba wonke ubheke kakhulu.
Kodwa ivela kuphi, futhi ishintshile kanjani?
Ekuqaleni, Izikhangiso Zezombusazwe zazingumkhawulo.
Kwakuyisikhathi sokuqala kwethelevishini esashintsha indlela izombangazwe ezazithola ngayo izithameli zabo. Ngaphambi kwalokho, kwakungenxa yokuphuma nokungena, ukuhlangana nabavoti, ukuphikisana izingxabano zedolobhana-nehholo nokubamba izandla. Eqinisweni, ngo-1948 uHarry S. Truman wahlanganisa amamayela angaphezu kuka-31 000 eMelika, ethuthumela ngezandla ezingaphezu kwesigamu sezigidi! Yilokho okwenzekile emuva ngaleso sikhathi, kodwa kuyomangalisa namuhla. Akekho ozofaka isicelo sokuzibophezela ekuhlangabezaneni nokubingelela lapho ukukhangisa kungenza umsebenzi ophumelela kakhulu.
Ukhetho lukaMengameli uDwight D. Eisenhower wayengumholi wezombangazwe wokuqala ukusebenzisa kahle lo mkhakha omusha, okwenza ama-TV angama-40 amabili nesithupha. Zibhalwe ngosuku olulodwa kuRadio City Music Hall, futhi okuqukethwe kwakulula - u-Eisenhower uthathe imibuzo ezilalelini, futhi wabaphendula ngendlela yakhe ethi "ayikho inkunzi".
Le mibuzo yahlukaniswa ngezikhangiso, futhi umkhankaso onesihloko esithi "Eisenhower Answers America" wagijima, futhi ekugcineni waba nomthwalo wemfanelo wokuwina ukhetho.
Ukusuka kuNixon noKennedy kuya kuJohnson - Ukunyuka Kwamabomu Okubi.
Ngemuva kwe-Eisenhower, amandla wethelevishini awakungabazeki. Amathelevishini kaNixon emkhankasweni wakhe wongameli, ehlanganisa i-Cold War kanye nenkohlakalo kahulumeni, yayinamandla kakhulu.
Noma kunjalo, uJohn F. Kennedy wayengumuntu ozalelwe ukuba abe ngekhamera, futhi wadala izikhangiso ezingaphezu kuka-200 ku-White House. Wayenomusa, wayehlala ekhululekile futhi ebukeka ehle futhi eqiniseka. U-Nixon, ngakolunye uhlangothi, wayefake ama-fidgety ngekhamera, wayekhukhumezekile ebusweni bakhe, futhi wabheka ukhathazekile. Kuyathakazelisa ukuthi lapho izingxabano zithathwa ngethelevishini, abantu bacabanga ukuthi uKennedy uyinqobe ecacile, kanti labo abalalele emsakazweni bacabanga ngokuphambene nalokho.
Ngemva kokufa kukaKennedy, uLyndon B. Johnson wenza esinye sezikhangiso ezinamandla kakhulu emlandweni wokukhangisa kwezombangazwe. Inesihloko esithi "I-Girl Daisy," yabonisa intombazane encane idlala "uyangithanda, angithandi" futhi lapho i-petal yokugcina ixoshiwe, izwi lihlelwe ukuqhuma kwezikhali zenuzi. Kwakuyi-propaganda, kodwa kwasebenza. I-tagline "ngoba izigxobo ziphakeme kakhulu ukuba uhlale ekhaya" kwakuyisipikili sokugcina ebhokisini lomncintiswano okhululekile kaJohnson, uBarry Goldwater. Umdlalo wokugcina wezingu-44 uthi u-6 uqinisekisile ukuthi ukusebenza komkhankaso omubi nokufinyeleleka kwe-TV.
Emashumini eminyaka alandela, kuze kube namuhla, izikhangiso eziningi zezombangazwe ziye zahlasela. Isikhangiso sezombusazwe sibonakala sinamandla kakhulu uma sithi "ungavoteli lo mbuzo" kunokuba "ungivotele ngoba ..." UMcGovern uzame ukuyeka lezi ziqhinga, kodwa ekugcineni, kwadingeka agijime izikhangiso zokuhlasela thola kancane.
Izikhangiso ezihlasela ezisetshenziselwa ukuhlasela ngokumelene neCarter, noGeorge HW Bush bahleka usulu umphikisi wakhe. Lesi sitayela sesivele sijwayelekile.
I-Clinton yokuqala, bese-ke u-Obama - Ukukhangisa Kwezombangazwe Kufika Emisha Yezindaba
Kuyafaneleka ukuthi uWilliam J. Clinton ube ngowokuqala ukhetho lomongameli ukusebenzisa kahle izinhlobo ezingezona zendabuko zeskhangiso sezombangazwe. Esikhundleni sokugijima umkhankaso ogcwele kuphela amabala we-TV, izikhangiso zomsakazo, namabhodi amabhodi, wandisa kabanzi ukufinyelela kwakhe. Uzovela emibonweni yezinkulumo ze-TV emini futhi athole indlela yakhe emigwaqweni efana ne-MTV. Lokhu kubambe iqhaza kulabo abasha abavotelayo, futhi kwakuxhuma nabantu abasha abamnqobe ukhetho ngo -92, futhi baphinde bahlelwe ngo -96.
Kodwa uma kuziwa ezokukhangisa kwezombangazwe zanamuhla, uBarack Obama washintsha lo mdlalo. Nakuba ayesebenzisa iziteshi zemidiya yendabuko futhi ahamba nezindawo ezimbi, umkhankaso wakhe wawusekelwe emlayezo omuhle - Ithemba.
Futhi, wasebenzisa i-intanethi kanye nokukhangisa kwamakhompila kahle. Umculi uSheard Fairey (ovezwe kule dokhumenti ) wadala iphosta yesithonjana esabonakala emigwaqweni yaseMelika.
Amabhulogi we-intanethi namabhulogi womlayezo athatha isigijimi seThemba kulo lonke izwe. Ukusetshenziswa kuka-Obama kwezindlela zanamuhla, kuhlanganise nentsha yakhe nenhle, ephakamisa ngokuphelele umdala wakhe omdala, umphikisi waseRepublican, uJohn McCain. I-One Show, phakathi kwamanye umklomelo, ikhombise amandla alo mkhankaso njengengqubekela phambili ekukhangiseni kwezombusazwe zanamuhla. Ngokungangabazeki kuyokwakhiwa ikusasa lokukhangisa kwezombangazwe eMelika, nasemhlabeni jikelele. Kodwa ngokudabukisayo ... hhayi umjikelezo wokhetho we-2016 owalandela.
UDonald Trump noHillary Clinton - iMpi Yomlando Ka-2016
Ngesikhathi lesi sihloko sishicilelwa, umncintiswano womncintiswano we-2016 wezomengameli wawungakaqunyiwe. Kodwa, into eyodwa iqinisekile. U-2016 wayengumshintshi wegeyimu, ne-rhetoric kaDonald Trump enikeza umkhankaso wakhe izigidi nezigidi zamaRandi emithonjeni eyitholile ngaphandle kokuchitha imali. U-2016 ubuye wabona umkhankaso wokuhlukana kakhulu emlandweni wezokukhangisa kwezombangazwe zanamuhla, futhi wadala amaqembu enzondo, ukungathembeki, nomzwelo jikelele wokungafuni ukukhetha ukhetho.
Ingabe ukhetho lokukhetha ukhetho luzoshintsha ngenxa yemikhankaso ka-2016? Kufanele. Kodwa noma yini eyenzekayo, impi ka-2016 izokwehla emlandweni njengempi eyinqaba kunazo zonke zanamuhla.