5.2. kulturuli difuzia.5.2.1. kulturebis urTierTgavlena (da konkurencia) spontanuri procesia, romelicavtomaturad xdeba nebismieri ori gansxvavebuli eTnosis Sexebis arealSi. faqtiuradnebismieri eTnosis sicocxlisunarianoba da warmateba, rigorc aseTi, SeiZlebaganisazRvros imis Sesabamisad, ramdenad SeuZlia mas ucxo kulturis elementebisasimilacia da amis xarjze sakuTari kulturis gamdidreba. meoce saukunis meorenaxevridan es procesi uaRresad intensiuri gaxda imasTan dakavSirebiT, rom kulturulmafaseulobebma (m.S. yofiTi kulturis) - a/uaRresad swrafi, maRalefeqturi materialuri“gadamtani” SeiZines teqnologiebis saxiT. ufro metic, teqnologia ara marto kulturulifaseulobebis gadamtani, aramed maTi damoukidebeli matarebeli gaxda, TviTongadaiqca kulturis elementad;Dda b/kultura (pirvel rigSi misi is nawili, romelicmaskulturis saxeliTaa cnobili) saqonlad gadaiqca da misi udidesi nawilis <strong>for</strong>mirebada gavrceleba sabazro urTierTobis kanonebiT regulirdeba.kulturis universaluri, sayovelTaod aRiarebuli ganmarteba bunebrivia ar arsebobs,Tumca aseTTan yvelaze axlos dgas etyoba gaeros ganaTlebis, mecnierebisa da kulturisorganizaciis (iunesko) Semdegi <strong>for</strong>mulireba — [kultura] warmoadgens sazogadoebisa Tusocialuri jgufisaTvis damaxasiaTebel gamokveTil sulier, materialur, inteleqtualurda emociul Taviseburebebs, romelic xelovnebasa da literaturasTan erTadmoicavs cxovrebis wesebs, Tanacxovrebis saSualebebs, faseulobaTa sistemebs,tradiciebsa da rwmenas. 184yvelaze did STabeWdilebas, am TvalsazrisiT, tovebs procesi, romelic daiwyo gasulisaukunis 1930-ian wlebSi dasawyisSi amerikis SeerTebul StatebSi. am dros msoflios erTerTmayvelaze didma da warmatebulma kompaniam, jeneral motorsma (General Motors) -navTobis, metalurgiuli da avtosaburavebis warmoebis dargebis sxva wamyvanmoTamaSeebTan erTad, xelSi Caigdo asze meti tramvais qseli aSS-s 45 wamyvan qalaqSi damoSala isini. 1950-iani bolosaTvis tramvais sistemis daaxloebiT 9/10 da Sida saqalaqosazogadoebrivi transportis sxva saxeebis didi nawili gauqmda. imave dros saxelmwifomdaabanda saavtomobilo gzebis mSeneblobaSi iqamde arnaxuli Tanxebi (ZiriTadad, rogorcCans imisaTvis, rom didi raodenobiT im droisaTvis dausaqmebeli muSaxeli Caebasaxelmwifo dasaqmebis programebSi). jamSi, amas mohyva qveyanaSi miwiszeda sazogadoebrivitransportis (rkinigzis CaTvliT) Canacvleba avtomanqaniT.yvelaferTan erTad, aman gamoiwvia, sruliad axali cxovrebis wesis <strong>for</strong>mireba,romelic faqtiurad gulisxmobs, rom mxolod avtomanqanis mflobelia sazogadoebissrulfasovani wevri. aSS-Si, sadac es cxovrebis wesi Camoyalibda, saqme iqamdea misuli,rom adamiani, romelsac manqana ara hyavs, calsaxad rogorc warumatebeli ganixileba, racam qveyanaSi miutevebeli codvaa. faqtiurad avtomanqana ara imdenad samomxmarebloRirebulebis matareblis, Tu satransporto saSualebis funqcias asrulebs, ramdenadackulturul stasus simbolod (status-symbol) gadaiqca.ormocdaaTiani wlebisaTvis piradi msubuqi avtomanqana iyo dasavluri kulturisyvelaze xiluli, da amave dros, yvelaze momxibvleli nawili (grZel, did frTebianamerikul manqanaze mTeli msoflios mamakacebs abodebda). dReisaTvis aseTi midgomaavtomanqanisadmi globalizebulia. avtomanqana universaluri status simboloa nebismiersazogadoebaSi, miuxedavad misi ganviTarebis donisa Tu kulturis tipisa.faqtiurad, 1950-1960-ian wlebSi msoflioSi adgili hqonda teqnologiis transferisada Sesabamisi kulturuli difuziis praqtikulad spontanur process, romelsac Tavisigamovlenis masStabebiTa da dedamiwaze warmatebis universaluri kriteriumebisCamoyalibebis TvalsazrisiT, dReisaTvis badali ara hyavs.am process meore, aranakleb mniSvnelovani mxarec aqvs. saavtomobilo transportidedamiwaze navTobisa da foladis yvelaze did momxmarebelia, Sesabamisad, haeris yvelazedidi damabinZurebelia, m.S. naxSirorJangidac. 185 avtomanqanebis dizaini, warmoeba,realizacia, teqnikuri momsaxureba, iseve rogorc misi sawvaviT uzrunvelyofa (navTobismopoveba, transportireba, gadamuSaveba, realizacia), gzebis mSenebloba da momsaxureba,moZraobis marTva, dazRveva, plus amasTan dakavSirebuli finansuri nakadebi — erTadetyoba warmoadgenen yvelaze did, unificirebul, warmatebul globalur sistemas(miuxedavad imisa, romel qveyanaSi, gzis romel mxares, dadian avtomanqanebi).garda amisa, swored avtomanqanebis sawvaviT uzrunvelyofis aucilebloba gaxdaglobaluri politikuri procesebisa da praqtikulad nebismieri qveynis erovnuli104
usafrTxoebis erT-erTi ZiriTadi elementi.sainteresoa, rom es erT-erTi yvelaze warmatebuli da msxvilmasStabiani globaluriprocesi ganviTarda faqtiurad mTlianad kerZo biznesis iniciativiT, saxelmwifosminimaluri mxardaWeriT. is, agreTve, aris imis klasikuri magaliTi, rom globaluriprocesebi winaswar ar igegmeba da lokaluri movlenebis globaluri gamovlinebaa. 186Tanamedroveobis erT-erTi yvelaze gamoCenili filosofosi, poloneli stanislavlemi werda 2006 wlis martSi gardacvalebamde cota xniT adre micemul interviuSi: is, racdaemarTa Cems futurologiur azrTwyobas sinamdvilesTan Sexebisas, cotaTi mogvagonebssaavtomobilo katastrofas. is, rac Cven dRes gvaqvs, araa is, razec odesRac vocnebobdi.ganxorcielda mxolod is, rac momgebiani gamodga, risi kargad gayidvac moxerxda. Cvenmomavlidan aviReT ara yvelaze lamazi, yvelaze amaRlebuli, ara is, rac yovel CvenTagansukeTess gagvxdida, aramed is, rac, komerciuli TvalsazrisiT, yvelaze perspeqtuiligamodga, rasTanac dakavSirebuli iyo didi sareklamo saagentoebis axalgazrdaspecialistebis saukeTeso merketinguli gegmebi. 1875.2.2. individualuri saavtomobilo transportis globaluri gavrceleba amave dros araRiqveba rogorc dasavluri (pirvel rigSi amerikuli) eqspansia, gansxvavebiT e.w.masobrivi kulturis gavrcelebisa, romelic Zalian xSirad “kulturuli kolonializmis(imperializmis)” saxeliT moixsenieba.am process ZiriTadad ukavSireben masobrivi kulturis iseTi elementebis warmoebasada gavrcelebas, rogoricaa kinofilmebi, satelevizio gadacemebi, musika, kompiuteruliTamaSebi - e.i. yvelaferi is, risi “moxmareba” mnaxvelisa Tu msmenelis kulturuli Tuinteleqtualuri ganviTarebis dones absoluturad minimalur moTxovnilebebs uyenebs. 188igive WrilSi ganixileba yofiTi kulturis unifikaciac msoflio masStabiT (magaliTad,masobrivi kvebis stereotipebis danergva — fast-food).am procesis Sefaseba rogorc kolonializmis (Tu imperializmis), upirvelesad yovlisa,metyvelebs mis uaRres efeqturobasa da gavlenaze msoflio mosaxleobis kulturuli daqceviTi stereotipebis Camoyalibebaze. gansakuTrebiT internetis, satelituriteleviziis, in<strong>for</strong>maciis kompaqturi matareblebis (CD) epoqaSi, praqtikulad aRararsebobs adgili dedamiwaze, romelsac is ar faravdes — e.i. es procesi mainc teqnologiistransferzea damokidebuli da mis gareSe SeuZlebelia. dRes Zalian Znelia imis Tqma,romelia aq “kvercxi” da romelia “qaTami” — axali teqnologiebis gamogoneba iwvevskulturuli difuziis procesis intensifikacias, Tu kulturis difuziis intensifikaciismoTxovnebi iwvevs Sesabamisi teqnologiebis damuSavebas.am procesis aSkara xiluli Sedegia misi gavlenis qveS moxvedrili praqtikuladnebismieri kulturis trans<strong>for</strong>macia. faqtiurad adgili aqvs msoflio kulturebisunificirebis tendencias garedan mosuli kulturuli stereotipebis gavleniT. 189principulad es procesi arafer axals ar warmoadgens — isev da isev nebismieri orikulturis Sexebis arealSi xdeba maT urTierTgavlena. am dros xdeba arsebulitradiciebis, faseulobaTa sistemebis, qcevis stereotipebis, yoveldRiuri cxovrebiswesis trans<strong>for</strong>macia, an saerTod axliT Canacvleba, TaobaTa Soris urTierTobisgamwvaveba. gansakuTrebiT mtkivneulia aseTi trans<strong>for</strong>maciebi spontanuri, “revoluciuri”procesebis Sedegad, romlebic axali ideologiebis danergvas mosdevs (mniSvnelobaara aqvs, is religiuria Tu saero). vTqvaT qristianobisa Tu islamis gavrceleba,komunisturi ideologiis danergva yofil ruseTis imperiaSi, anda misi ngreviTgamowveuli “kulturuli vakuumi”.dRevandeli [masobrivi] kulturuli difuziis globaluri procesi saukuneebismanZilze mimdinare procesisagan rigi mniSvnelovani parametrebiT gansxvavdeba:• gasuli saukunis ormocdaaTiani wlebidan moyolebuli is faqtobrivad erTicentridan momdinareobs (aSS) da mis stereotipebzea damyarebuli. faqtiurad saqmegvaqvs erTgvar kulturul monopoliasTan;• misi intensivoba da “masa” (igive kinofilmebis, musikaluri klipebis da a.S.) imdenaddidia, rom msoflio masStabiT Trgunavs nebismier konkurencias (85% imkinofilmebisa, romlebsac uCveneben dedamiwaze — amerikulia);• warmatebuli konkurencia (Tanac adgilobriv Tu regionul doneze, zogierT seqto-105
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socialur mecnierebaTa seriamsofliop
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situaciis arseboba, Tavis mxriv, am
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globalizacia — ori antagonisturi
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(informacia), vidre ramdenime aTeul
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TanamSromlobas. faqtiurad SesaZlebe
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1.3. msoflio politikis Teoriebi1.3.
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TanamSromlobaze uaris Tqma sul ufro
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danarCeni msofliosagan gansxvavebiT
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meqanizmebi ubralod ar arsebobs;•
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idga zemoT daxasiaTebul “piramidu
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amocanebis gadasaWrelad. 37es ar ni
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dacema, pirvel rigSi, materialuri d
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ealurad globaluri iyo. isini, isevd
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mSeneblobis procesSi klasobrivi brZ
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dolaris daxmareba miiRo.sainteresoa
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sistemas da gamoiwvia britaneTis im
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miekuTvneboda (ix. danarTi 3.1 da 3
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TiTqmis mTlianad ugulvebelyos is pr
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gakeTeba (iaponia). meore mxriv, er
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laparakia imaze, rom romelime calke
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matareblebi arian. ukve es faqti aq
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