Ukulawulwa Ukukhangisa Okwandile
“BABA, inyanga ikhangisa ngani?” Lo mbuzo oyinqaba, owabuzwa ingane ethile, wavela enkondlweni eyalotshwa uCarl Sandburg eminyakeni engaba ngu-50 edlule. Esikhathini esizayo, umbuzo onjalo ungase ungabi neze yisimanga. Ngokukamagazini i-New Scientist, izikhulu ezimbili zezokukhangisa eLondon zihlanganisa icebo lokusebenzisa ukukhanya kwelanga ukuze ziveze izikhangiso enyangeni.
Ake ucabange inyanga isisebenza njengebhodi lezikhangiso! Cabanga sekuthunyelwa isikhangiso kubantu bomhlaba wonke, umyalezo izibukeli ezingeke zikwazi ukuwucisha, ezingeke zikwazi ukuwuntshinga emgqonyeni, noma ziwushintshe ngomshini wokushintsha iziteshi. Lo mqondo ungase ungakukhangi, kodwa kwabanye kungaba ukufezeka kwezifiso zabo.
Nakuba ukukhangisa kungakafinyeleli enyangeni, sekusibekele wonke umhlaba. Omagazini namaphephandaba amaningi aseMelika abekela eceleni amaphesenti angu-60 amakhasi awo ukuze kufakwe izikhangiso. Uhlelo lwangeSonto lwe-New York Times lulodwa lungase lube namakhasi angu-350 anezikhangiso. Ezinye iziteshi zomsakazo zisebenzisa imizuzu engu-40 ehoreni ngalinye ukuze kwenziwe izikhangiso.
Bese kuba khona ithelevishini. Ngokwezibalo ezithile, intsha yaseMelika ibukela izikhangiso zethelevishini ezihlanganisa amahora amathathu isonto ngalinye. Lapho iphothula esikoleni esiphakeme, iyobe isibukele izikhangiso ze-TV ezingaba ngu-360 000. Amathelevishini akhangisa ezikhumulweni zezindiza, emagumbini okulinda esibhedlela nasezikoleni.
Imidlalo emikhulu manje iyizenzakalo ezinkulu ezikhangiswayo. Izimoto zomjaho zisebenza njengamabhodi ezikhangiso agijima kakhulu. Abanye abadlali bathola imali yabo eningi kubakhangisi. Omunye umdlali ophambili webhola lomnqakiswano wathola imali engama-dollar ayizigidi ezingu-3,9 (amaRandi ayizigidi ezingu-19,4) ngokudlala lo mdlalo. Abakhangisi babemkhokhela imali ephinda leyo izikhathi ezingu-9 ukuze akhangise imikhiqizo yabo.
Akunakugwenywa. Izikhangiso zezentengiselwano zitholakala ezindongeni, emabhasini nasemalolini. Zihlobisa emathekisini nasemizileni yezitimela ezihamba ngaphansi komhlaba—ngisho naseminyango yezindlu zomphakathi zangasese. Sizwa izikhangiso ngemibhobho lapho sisezitolo ezinkulu nezincane nasemakheshini—nalapho sisalinde othile ocingweni. Kwamanye amazwe izikhangiso eziningi zifika ngeposi, okuthi lapho abaningi belithola bavele baqonde ngqó emgqonyeni kadoti bayolahla lelo posi elingenamsebenzi.
Ngokwe-Insider’s Report, enyatheliswa i-McCann-Erickson, inkampani yezokukhangisa yembulunga yonke, isilinganiso semali eyachithwa ekukhangiseni emhlabeni wonke ngo-1990 sasingamaRandi ayizigidi eziyizigidi ezingu-1,4. Kusukela ngaleso sikhathi, izibalo ziye zanyukela emaRandini ayizigidi eziyizigidi ezingu-2,1 ngo-1997 kanti kulinganiselwa ukuthi ngo-1998 kuyoba amaRandi ayizigidi eziyizigidi ezingu-2,2. Izindodla zemali!
Uyini umphumela wakho konke lokhu? Omunye umhlaziyi wakubeka ngale ndlela: “Ukukhangisa kungelinye lamathonya anamandla kakhulu empucukweni yomphakathi. . . . Izikhangiso zithonya abantu kakhulu kunemikhiqizo. Zithonya imicabango, izindinganiso, imigomo nemibono yokuthi singobani nokuthi kufanele sibe njani . . . Zilolonga isimo sethu sengqondo kanti sona silolonga indlela esiziphatha ngayo.”
Njengoba ungenakuzigwema izikhangiso, kungani ungatholi ukuthi zisebenza kanjani nokuthi zingase zikuthonye kanjani?