Mashoko Akawandisa

ZANA remakore rechi20 rakave rine kuwandisa kwemashoko kusina kumboitika. Kungave kupfurikidza nemapepa akadhindwa, redhiyo kana kuti terevhizheni, Internet, kana kuti nedzimwe nzira, nyika yakazara nemashoko. David Shenk anonyora mubhuku rake rinonzi Data Smog—Surviving the Information Glut kuti: “Kuwandisa kwemashoko kwava tyisidziro yechokwadi. . . . Zvino tinotarisana nekariro yokuwandirwa nemashoko.”

Rangarira rimwe pepanhau rinozivikanwa zvikuru semuenzaniso mumwe chete bedzi. Kunotaurwa kuti chinyorwa chepakati pevhiki chenguva dzose cheThe New York Times chine mashoko akawanda kupfuura ayo munhuwo zvake aizodai akasangana nawo muupenyu hwake hwose shure muEngland yezana remakore rechi17. Asi mukuwedzera kupepanhau rezuva nezuva, mamagazini uye mabhuku erudzi rwose pamusoro penhau dzakawanda zvinowedzera matutu nematutu emashoko ari kubudiswa. Mabhuku ari kubudiswa mumakumi emazana gore rimwe nerimwe. Uye sezvo mashoko esayenzi achipeteka kaviri makore matanhatu ari ose, hazvishamisi kuti munyika yose, magazini emabasa ekugadzirwa kwezvinhu oga anopfuura 100 000. Uye Internet inoita kuti maraibhurari makuru emashoko awanike kuvanoshandisa makombiyuta.

Zvakadini nemagazini? Mamagazini ebhizimisi, mamagazini evakadzi, mamagazini evachiri kuyaruka, mamagazini emitambo nevaraidzo— zvirokwazvo, mamagazini edzinenge nhau dziri dzose nezvinofarirwa nevanhu—akazadza nyika, ose achida ngwariro yedu. Zvakadini nebasa revashambadzi—“vanoridza hwamanda pasina chiripo,” sezvaakarondedzerwa zvakarurama? Mubhuku rake rinonzi Information Anxiety, munyori Richard S. Wurman anoti: “Vashambadzi vari kurwisa pfungwa dzedu nemirwi yemashoko okushambadza anoda kutariswa, kunzwiwa, kunhuwidzwa, uye kubatwa.” Vanosimbisa kuti unoda chigadzirwa chazvinozvino, chakagadziridzwa, kuitira kuti “uenzane nananhingi.”

Imwe nyanzvi yendangariro yeAustralia uye munzveri wezvemagariro evanhu Dr. Hugh MacKay akataura kuti ‘nyika iri kukurirwa nemashoko uye vanhu vari kukokwa kuti vararame upenyu hwechimbichimbi kupfurikidza nokuwana mashoko nokukurumidza.’ Chinetso, semaonere aDr. MacKay, ndechokuti kubuda kwekamwe kamwe kwenhau uye kubudiswa kwezvirongwa zvenyaya dziri kuitika paredhiyo neterevhizheni, pamwe chete nebutiputi remashoko anowanwa kubva kwese kwese nemakombiyuta, kwaguma nenyika umo vazhinji vanodavidza kumashoko anobudiswa anenge ari chaizvoizvo achimiririra rutivi bedzi rwemaidi nezviitiko, kwete nyaya yacho yakazara.

Mashoko Chii?

Shoko rechiLatin informare kwarakabva rine mufungo wokugadzira chinhu, sokuumba kunoita muumbi munyakwe. Nokudaro, dzimwe rondedzero dza“zivisa” dzinopa revo yokuti “kuumba ndangariro” kana kuti “kugadzira kana kuti kurairidza ndangariro.” Varavi vazhinji vacharangarira zvakajeka nguva, isiri kure zvikuru, apo mashoko akanga achingova ndaza yemaidi kana kuti mashoko aitiudza udzame hwakadai sokuti ndiani, kupi, chii, rini, kana kuti sei. Kwakanga kusina mutauro chaiwo kana kuti dura remashoko. Chataingoita bedzi kuabvunza kana kuti kuzvitsvakira.

Asi kwakazouya ma1990, uye nyika yakapiwa mazwi akawanda matsva ane chokuita nemashoko zvokuti iwaya oga anogona kuparira kuvhiringidzika. Nepo mamwe emazwi aya kana kuti zvitsama zvemazwi akapfava zvikuru uye achinzwisisika, zvakadai sa“informania,” “technophilia,” uye “zera ramashoko,” mamwe anogona kuparira zvinetso chaizvoizvo. Nhasi nyika iri kutsvairwa neinformania—rudaviro rwokuti munhu ane mashoko akawandisa ari nani pane vasingagoni kuawana uye rwokuti mashoko iwayo haachisiri bedzi mutoo wokupedza nawo chimwe chinhu, asi ndiwo ava kungounganidzirwa kuti aungane.

Hosha iyi inokuchidzirwa neboporodzi regadziriro dzenhare nokufambiswa kwemashoko, dzakadai semuchina wefax, foni dzinofambwa nadzo uye kombiyuta, inorangarirwa nevamwe kuva chiratidzo chezera remashoko. Ichokwadi kuti kuva nyore, kukurumidza, uye simba remakombiyuta zvakazarura mukana wokuwana mashoko kupfuura zvati zvamboitika—zvokuti Nicholas Negroponte, weMassachusetts Institute of Technology, anoti: “Kushandisa makombiyuta haichisiri nhau yemakombiyuta. Atova mararamire.” Somugumisiro, mashoko neunyanzvi hunoafambisa zvakasvika pakukosheswa zvinopfuura mwero, pane dzimwe nguva kukudzwa, neboka guru revateveri mumativi ose epasi. Nhau dzeterevhizheni nezvirongwa zvemagariro evanhu zvinodavirwa pasina kupokana uye matutu matutu ezvinhu zvisingakoshi anodirwa muzvirongwa zvokutaura zveTV uye zvichigamuchirwa nevanhu avo kazhinji kazhinji vasingatsoropodzi uye vari nyore kunyengedza.

Imhaka yokuti zera remashoko rakachinja mararamiro nokushanda kwatinoita zvokuti vanhu vazhinji nhasi vanotambura ne“funganyo yemashoko” neimwe nzira yakati. Chii chaizvoizvo chiri funganyo yemashoko? Unogona kuziva sei kana wakatapurwa? Pane chinhu chipi nechipi chaunogona kuita pamusoro payo here?

[Vakatipa Mufananidzo uri papeji 13]

Girobhu riri pamapeji 13, 15, uye 20: Mountain High Maps® Copyright © 1997 Digital Wisdom, Inc.