media daarCevnebisaxelmZRvanelo

iaSa langi

COUNCIL OF EUROPE

CONSEILDE L'EUROPE

Sesavali

1. beWdviTi media

kanonmdebloba

`sania rom es gaimarjva~

beWdviTi mediis maregulirebeli

normatiuli aqtebi

eTikis kodeqsebi

2. samauwyeblo media

samarTlianoba da balansi

rogor gavawonasworoT Tanamdebobis

pirTa upiratesoba?

informacia ◆ infogarToba ◆ garToba?

debatebi

ufaso politikuri reklama

fasiani politikuri reklama

- fasiani politikuri reklamis

sawinaaRmdego argumentebi

- argumentebi fasiani politikuri

reklamis sasargeblod

- argumentebis Sefaseba

maregulirebeli organoebi

sapasuxo mimarTvis ufleba

3

inglisuri gamocema

Media and elections - HandbookISBN 92-871-3952-0

franguli gamocema

Médias et élections - Vade-mecumISBN 92-871-3951-2

dizaini da gaformeba:

goga davTiani. `studia mediatori“

teqstis momzadebisas gaweuli

daxmarebisaTvis madlobas vuxdiT

qalbaton naTia forCxiZes

Targmani qveyndeba evropis sabWosTan

SeTanxmebiT da masze pasuxs agebs mTargmneli

evropis sabWos sainformacio biuro saqarTveloSi

erekle II-s Sesaxvevi # 7, Tbilisi 380005tel: 988977/989560 faqsi: 989657el-fosta: information.office@coe.ge veb-gverdi: www.coe.ge

© evropis sabWo 2003 wlis maisi

gamomcemloba `regtaimi ~ Tbilisi

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sarCevi

4 5

Sesavali

gacveTili azria, magram mediis roli saarCevno kampa-

niis mimdinareobisas marTlac Zalze mniSvnelovania. sa-

redaqcio damoukidebloba, patiosneba da profesionaliz-

mi arCevnebis saTanado gaSuqebis safuZvelia. Jurnalis-

turi damoukideblobisa Tu pasuxismgeblobis naklebobam,

erTgvarovani mediis pirobebSi, SeiZleba uaryofiTad

imoqmedos arCevnebis Sedegebze.

aqedan gamomdinare, saWiroa arsebobdes sainformacio

saSualebebis farTo speqtri, romelic gansxvavebul in-

teresebs daakmayofilebs da isargeblebs sxvadasxva

struqturebis mxardaWeriT. Tumca, es konkurenciasac

warmoSobs da satelevizio arxebis momravlebisa da sama-

uwyeblo bazarze mzardi konkurenciis fonze, garkveul

problemasac hqmnis. xom ar axdens mayureblisaTvis brZo-

la arasasurvel gavlenas arCevnebis gaSuqebaze?

qvemoT mocemul TavebSi saubari iqneba samauwyeblo

da beWdviT mediaSi fasiani Tu ufaso politikuri

reklamisa da saredaqcio gaSuqebis SesaZlo regu-

lirebis meqanizmebze. kerZod, ganxilulia iseTi sa-

kiTxebi, rogoricaa:

● unda SeizRudos Tu ara beWdviT saSualebebSi aSkara

tendenciuroba? rogor axdenen sxvadasxva qveynebi pre-

saSi arCevnebis gaSuqebis procesis regulirebas? un-

da aqveynebdnen Tu ara gazeTebi fasian Tu ufaso po-

litikur reklamas?

● unda daicvan Tu ara kerZo satelevizio arxebma arCev-

nebis samarTliani da Tanabari gaSuqebis principi, Tu

aseTi valdebuleba mxolod sazogadoebriv arxebze un-

da vrceldebodes? rogor SeiZleba es ganxorcieldes:

TviTregulirebisa da mediis pasuxismgeblobisa Tu sa-

kanonmdeblo mowesrigebisa da Sesabamisi kontrolis

gziT?

`negativizmSi gadavardna ~

sazogadoebrivi azris gamokiTxva

- ra profesiul standartebs unda akmayofilebdnen

sazogadoebrivi azris gamokiTxvis organizaciebi?

- rogor unda gaSuqdes gamokiTxvis Sedegebi?

- unda Sewydes Tu ara kenWisyramde garkveuli xniT

adre gamokiTxvis Sedegebis gamoqveyneba?

- rogor unda gaSuqdes egzitpolebi da

arCevnebis winaswari Sedegebi?

rodis unda Sewydes saarCevno kampania?

3. daskvna

4. bibliografia

60

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70

73

74

moTxovnebia. amave dros, sazogadod aRiarebulia, rom

presis Tavisuflebasac unda hqondes garkveuli sazRv-

rebi. aseTi SezRudvebi moicavs ara mxolod iseT sazo-

gado akrZalvebs, rogoricaa samoqalaqo da sisxlis sa-

marTlis normebi rasistuli, ciliswamebluri Tu sxva

ukanono publikaciebis gamo, aramed uSualod arCevnebis

gaSuqebasTan dakavSirebul debulebebsac. magaliTad,

aSS-s konstituciis pirveli Sesworebis mqadageblebi eg-

zitpolebis Sedegebis gamoqveynebas kenWisyris procesis

dasrulebamde arasasurvelad miiCnevdnen.

erTi ram cxadia, samarTlianobis uzrunvelyofa mxo-

lod kanons ar ZaluZs. sxvadasxva qveynebisa da mediis ga-

mocdileba warmoaCens TviTregulirebis, Sidaorganizaci-

uli debulebebisa da saredaqcio wesdebis mniSvnelobas

(romlebic erTmaneTisgan mijnaven mmarTvelobiT da sare-

daqcio movaleobebs). zogierT qveyanaSi (sazogadoebriv)

samauwyeblo medias garkveuli (sakanonmdeblo) valdebu-

lebebi akisria. marTalia, beWdviTi da eleqtronuli me-

diisadmi gansxvavebul damokidebulebas SeiZleba ar hqon-

des filosofiuri safuZveli, Tumca magaliTebi gviCve-

nebs, rom amgvari dualisturi midgoma sazogadod damk-

vidrebulia.

rac Seexeba TviTregulirebas, araerTxel aRniSnula,

rom saarCevno kampaniis eTikis kodeqsisa da saredaqcio

normebis SemuSaveba Jurnalistebisa da sainformacio sa-

Sualebebis monawileobiTa da TanxmobiT unda moxdes. aba

ra azri aqvs iseTi eTikis kodeqss, Tu is ar aRiara iman,

visac is exeba? aseve, arCevnebis gaSuqebis Taobaze saar-

Cevno kanonmdeblobisa da normatiuli aqtebis Sesabamisi

debulebebi SeiZleba Camoyalibdes medias, maregulirebel

organosa da mTavrobas Soris konsultaciebis Sedegad.

Jurnalistebs imis saSualeba mainc unda hqondeT, rom

maT saqmianobasTan dakavSirebuli wesebis SemuSavebaSi mi-

iRon monawileoba.

6 7

● aris Tu ara saWiro infogarTobisa da debatebis regu-

lireba samarTlianobis uzrunvelyofis mizniT?

● rogor unda ganawildes saeTero dro ufaso politi-

kuri reklamisaTvis?

● unda iyos Tu ara nebadarTuli fasiani politikuri

reklama? Tu ki, maSin, unda dawesdes Tu ara SezRud-

vebi fasian reklamaze, raTa Tavidan aviciloT saarCev-

no fondebis zRvargadasuli mozidva da sqeljibiani

kandidatebis upiratesoba sxvebTan SedarebiT?

● romelma organom unda gauwios zedamxedveloba am pro-

cess? rogor unda iqnes uzrunvelyofili misi damou-

kidebloba?

● da bolos, ganixileba zogierTi sxva sakiTxic, rogo-

ricaa saarCevno kampaniis dros sapasuxo mimarTvis uf-

leba, partiebisa Tu kandidatebis mimarT negatiuri

kampaniis warmoeba, sazogadoebrivi azris gamokiTxvasa

da `doRis~ principiT gaSuqebaze (vin liderobs, vin

CamorCeba da a.S.) yuradRebis gamaxvileba da saarCevno

kampaniis periodSi gamokiTxvis Sedegebis gauxmaureb-

lobis principebi.

winamdebare publikaciaSi aRwerilia sxvadasxva qveynis

rogorc pozitiuri, ise negatiuri gamocdileba. aRniSnu-

li magaliTebi, garda imisa, rom karg sailustracio ma-

salas gvawvdian, aseve warmoaCenen, rom zogierTi wesi Tu

saxelmZRvanelo principi saerToa, xolo zogi aSkarad

damokidebulia calkeuli qveynis mediis, konstituciuri

sistemisa da sakanonmdeblo normatiuli bazis Tavisebu-

rebebze.

kanonmdebloba arCevnebis gaSuqebis Sesaxeb ar unda

iyos dausrulebeli davis sagani sityvis SeuzRudavi Ta-

visuflebis momxreebsa da samarTlianobis principisaTvis

mebrZolebs Soris. pluralizmi, saredaqcio damoukideb-

loba da Jurnalisturi profesionalizmi sayovelTao

kanonmdebloba

sakanonmdeblo normatiuli wesebi beWdviTi mediis

mier arCevnebis gaSuqebasaTan dakavSirebiT sagangebod ar

ganisazRvreba. is eqvemdebareba zogadi Tavisuflebebisa

da am TavisuflebaTa SezRudvis kanoniT dadgenil

moTxovnebs. arCevnebis gaSuqebasTan dakavSirebuli wesebi,

Tu aseTi arsebobs, mxolod saxelmwifo gazeTebs exeba.

ZiriTadi Tavisuflebebi presis Tavisuflebasac moi-

cavs. sityvis Tavisufleba garantirebulia qveynis kons-

tituciiTa da saerTaSoriso SeTanxmebebiT (adamianis uf-

lebaTa sayovelTao deklaracia, gaerTianebuli erebis sa-

erTaSoriso paqti samoqalaqo da politikuri uflebebis

Sesaxeb, adamianis uflebaTa evropuli konvencia). presis

Tavisufleba, Cveulebriv, presis Sesaxeb qveynis Sida ka-

nonmdeblobiT regulirdeba. rac Seexeba informaciis Ta-

visuflebas, es ukanaskneli ara mxolod informaciis gav-

rcelebis, aramed moqalaqeTa mier informaciis miRebis

uflebasac gulisxmobs. zogierT qveynebSi arsebobs cal-

ke kanoni informaciisa da informaciis xelmisawvdomobis

Sesaxeb.

es uflebebi ar aris SeuzRudavi. yvela qveyanas aqvs

kanonmdebloba, romelic icavs pirovnebis uflebebs da

krZalavs sityvis Tavisuflebis borotad gamoyenebas. ase-

Ti SezRudvebi Cveulebriv exeba ciliswamebas, piradi

cxovrebis xelSeuxeblobis darRvevas, rasobriv diskri-

minacias, erovnuli uSiSroebis interesebs da sxva. Sesa-

bamisi debulebebi Setanilia kanonebSi presis Sesaxeb, ci-

liswamebisa da piradi cxovrebis xelSeuxeblobis Sesa-

xeb an sxva kanonebSi, magaliTad, sisxlis samarTlis an

samoqalaqo kodeqsebSi. sityvis Tavisuflebis SezRudvis

Sesaxeb debulebebi mocemulia aseve saerTaSoriso SeTan-

xmebebSi. magaliTad, adamianis uflebaTa evropul konven-

ciaSi naTqvamia, rom azris gamoxatvis Tavisufleba [...]

1. beWdviTi media

Tvalis erTi gadavlebiTac ki kargad Cans, Tu raoden

mravalferovania beWdviTi saSualebebi evropis qveynebSi.

zogierT qveyanas Zlieri centraluri presa aqvs (gaerTi-

anebuli samefo, niderlandebi), sxvebSi ki centraluri

gazeTebis bazari SedarebiT sustia, samagierod iq regio-

naluri presaa Zlieri (safrangeTi, germania). zogierT

qveyanaSi popularuli Sinaarsis, myvirala yoveldRiuri

centraluri gazeTebi ar arsebobs (niderlandebi, safran-

geTi, italia) maSin, roca sxvagan aseTi gazeTebi Zalze

didi tiraJiT gamodis (SvedeTi, gaerTianebuli samefo,

germania). mniSvnelovnad gansxvavebulia aseve qveynebis mi-

xedviT yovel 1000 mcxovrebze gayiduli gazeTebis rao-

denoba: SvedeTSi 472, gaerTianebul samefosa da germani-

aSi 320, safrangeTSi 156 da italiaSi 113. zogierT qve-

yanas TviTmaregulirebeli organoebis arsebobis xangrZ-

livi tradicia aqvs (magaliTad, SvedeTs), xolo sxva

qveynebSi aseTi organoebi an SedarebiT axali movlenaa, an

saerTod ar arsebobs. beWdviTi mediis bazari dasavleT

evropis qveynebSi bolo aTi wlis ganmavlobaSi SedarebiT

stabiluria. centraluri da aRmosavleT evropis qveyneb-

Si ki am periodSi uzarmazari Zvrebi moxda. aq tradici-

ulma didtiraJianma yoveldRiurma gazeTebma an Sewyvites

arseboba, an Secvales saredaqcio kursi. amave dros aso-

biT axali gamocema gaCnda.

yvela es gansxvaveba aucileblad gasaTvaliswinebelia

regulirebis SesaZlo variantebis ganxilvisas. xSirad

qveynebi regulirebis ganxorcielebis swored im models

arCeven, romelic ukeT miesadageba adgilobrivi mediis

moTxovnebs.

8 9

● gaerTianebuli samefo gansakuTrebul SemTxvevas war-

moadgens im TvalsazrisiT, rom aq, konstituciis

ararsebobis gamo, azris gamoxatvis Tavisufleba ar

aris konstituciurad garantirebuli. amasTan, gaer-

Tianebul samefos ar gaaCnia calke kanoni presis Se-

saxeb, romelic gansazRvravda presis uflebebsa da

SezRudvebs da arc kanoni piradi cxovrebis xelSeu-

xeblobis Sesaxeb (presis saCivrebis komisiis saqmiano-

ba sakmarisad efeqturad iyo miCneuli, Tumca, misi mi-

samarTiT zogjer seriozuli kritikac gaismis). saCiv-

rebis komisiam presis sabWo 1991 wels Secvala.

● SvedeTs presis TviTregulirebis sakmaod xangrZlivi

tradicia aqvs da TiTqmis mTlianad eyrdnoba mas (am

mxriv, is Zlier gansxvavdeba safrangeTisgan). SvedeTis

presis sabWo erT-erTi pirvelTagania msoflioSi.

bevr qveyanaSi presis regulirebis uflebamosileba

TviTregulirebis organoebs aqvT gadacemuli. aseT orga-

noebs (romlebsac presis sabWos uwodeben) presis regu-

lirebis an zedamxedvelobis da Sesabamisi sanqciebis da-

wesebis funqcia akisriaT.

maTi efeqturi saqmianoba or mizans emsaxureba. erTi

mxriv, saTanado avtoritetis mqone da qmediTi TviTregu-

lirebis organo amcirebs da zogjer zedmetadac ki xdis

specialuri sakanonmdeblo aqtis miRebis saWiroebas. Sve-

deTisa da gaerTianebuli samefos gamocdileba amas adas-

turebs, Tumca, germaniis presis sabWo (preserati) am

TvalsazrisiT naklebad warmatebuli aRmoCnda. meore

mxriv, presis sabWos SeuZlia mniSvnelovani roli Seas-

rulos Jurnalisturi eTikis dacvis saqmeSi (rac aseve

gulisxmobs arCevnebis samarTlian gaSuqebasac) da uzrun-

velyos saTanado reagirebis sistema sazogadoebis, poli-

tikuri partiebisa Tu kandidatebisaTvis miyenebuli zia-

nis gamosasworeblad. Tumca, germaniis presis sabWos ga-

mocdileba kidev erTxel aCvenebs, rom warmateba garan-

`[...] SeiZleba daeqvemdebaros iseT formalobebs, pi-

robebs, SezRudvebs an sanqciebs, romlebic gaTvalis-

winebulia kanoniT da aucilebelia demokratiul sa-

zogadoebaSi erovnuli uSiSroebis, teritoriuli

mTlianobis an sazogadoebrivi usafrTxoebis intere-

sebisaTvis, uwesrigobis an danaSaulis Tavidan aci-

lebisaTvis, janmrTelobis an zneobis, sxvaTa reputa-

ciis an uflebaTa dacvisaTvis, saidumlod gandobili

informaciis gamJRavnebis Tavidan acilebis an sasa-

marTlo xelisuflebis uflebamosilebisa da miuker-

Zoeblobis SenarCunebisaTvis.”*1

azris gamoxatvis Tavisufleba yvelaze xSirad sxvaTa

reputaciisa da uflebebis dacvis aucileblobiT izRude-

ba, rac upirveles yovlisa xorcieldeba kerZo interese-

bis, pirovnebis uflebebis, ciliswamebis, Seuracxyofis,

difamaciis da piradi cxovrebis xelSeuxeblobis Taoba-

ze arsebuli wesebis saSualebiT.

Tumca, kanonaRsrulebis meqanizmebi ar aris erTgvaro-

vani, magaliTad:

● safrangeTSi moqmedebs presis Sesaxeb kanoni da presis

regulirebis kanoniT dadgenili sistema. TviTreguli-

rebis organo (presis sabWo) aq ar arsebobs.

● italiaSi sagangebo kanoni presis Sesaxeb ar arsebobs,

magram arsebobs profesiuli organo, romelic garkve-

uli samarTlebrivi berketebiT aris aRWurvili.

● germaniaSi TiToeul federalur miwas sakuTari presis

kanoni aqvs. arsebobs agreTve presis sabWo, Tumca mas

ar gaaCnia Tavisi gadawyvetilebebis aRsrulebis iuri-

diuli meqanizmebi. es sabWo arc ise cnobilia germa-

niaSi da mas iSviaTad mimarTaven saCivrebiT, romlebic,

rogorc wesi, arCevnebis gaSuqebas ar exeba.

10 11

*1adamianis uflebaTa evropuli konvencia, muxli 10.2.

ECHR, Article 10.2.

gansxvavebuli midgomebi, romlebic, magaliTad, arsebobs

SvedeTsa da safrangeTSi, miuTiTebs tradiciis gavlenis

siZliereze.*2

`sania rom es gaimarjva~

beWdviTi media zogjer ama Tu im politikuri orien-

taciis gamomxatvelia, Tumca, es TavisTavad problemas ar

unda warmoadgendes.

1992 wlis 9 aprils, arCevnebamde erTi dRiT adre, ga-

zeTma The Sun pirvel gverdze gamoaqveyna SemdgomSi gax-

maurebuli karikatura. karikaturaze gamosaxuli iyo

leiboristTa lideris nil kinokis Tavi eleqtronaTura-

Si, romelsac aseTi teqsti erTvoda: `Tu dRes kinoki ga-

imarjvebs, vTxovT im adamians, romelic ukanaskneli da-

tovebs britaneTs, Caaqros Suqi~. es iyo uaRresad pro-

konservatoruli galaSqrebis mwvervali, romlis drosac

britaneTis es yvelaze didtiraJiani popularuli gazeTi

mudmivad eweoda propagandas Temaze `koSmari kinokis qu-

Caze~. rodesac Sedegebi Sejamda da cxadi gaxda, rom jon

meijoris konservatorebma erTob mcire umravlesoba mo-

ipoves, The Sun-ma ar daayovna da gangeb damaxinjebuli

gramatikuli formiT sixarulis yiJina dascxo: `sania

rom es gaimarjva~ (“It was The Sun wot won it”).

gamobrZmedili mimomxilvelebi eWvis TvaliT uyureben

presis mier amgvari mxardaWeris realur efeqts. jer er-

Ti, The Sun-is mkiTxvelebis TiTqmis naxevarma maSin xma

swored leiboristebs misca. rodesac konservatoruli

tirebuli ar aris: zogierTma gazeTma uari ganacxada sa-

jaro sayvedurebis dabeWdvaze, rac presis sabWos mimarT

aSkara upativcemulobaze metyvelebda.

cxadia, presis sabWos efeqturobisaTvis aucilebelia,

rom mas aRiarebdes da angariSs uwevdes yvela gazeTi. av-

striaSi preserati cdilobs SeinarCunos presis Tavisuf-

leba da reputacia, adevnebs Tvals presis Tavisuflebis

borotad gamoyenebis SemTxvevebs da Rebulobs zomebs maT

aRmosafxvrelad. igi agreTve warmoadgens presas maregu-

lirebel da administraciul organoebsa da sazogadoebas-

Tan urTierTobebSi. miuxedavad imisa, rom preserats ar

gaaCnia sanqciebis dawesebis uflebamosileba, rac mas Ta-

visi gadawyvetilebebis aRsrulebis SesaZleblobas mis-

cemda, praqtika adasturebs, rom mis miTiTebebs yvela sa-

informacio saSualeba (msxvili yoveldRiuri gazeTebis

garda) pativs scems.

italiaSi presaze zedamxedveloba da presis eTikis

kodeqsis SemuSaveba JurnalistTa erovnuli sabWos or-

dens akisria. Tumca, rogorc politikosebi, ise presis

warmomadgenlebi eWvoben, rom ordens ZaluZs warmatebiT

Seasrulos es funqcia. ordeni da misi movaleobaTa qar-

tia Jurnalistebs Soris pativiscemiT ar sargeblobs,

risi mizezic albaT is aris, rom eTikis kodeqsebi, rom-

lebsac ordeni Tavidan did mniSvnelobas ar aniWebda,

mxolod ramdenime wlis win iqna miRebuli. amasTan, or-

deni yuradRebiT ar ekideba darRvevebsa da pasuxismgeb-

lobis ganawilebas.

safrangeTSi xSirad gaismis, rom presis regulireba

(eTikisa da pasuxismgeblobis sakiTxebi) TiToeuli gaze-

Tisa da Tavad Jurnalistebis mier unda xdebodes da ara

mTeli sferos TviTregulirebis gziT. italiasa da saf-

rangeTSi aseve miaCniaT, rom TviTregulireba ver imuSa-

vebs Sesabamisi kanonmdeblobisa da sanqciebis gareSe.

12 13

*2gustav fon devali (1997), presis eTika: regulireba da

saredaqcio praqtika, diuseldorfi, mediis evropuli insti-

tuti (EIM), EIM-is media monografia 21.Von Dewall, Gustaf (1997), Press Ethics: Regulation and EditorialPractice, Düsseldorf, European Institute for the Media, EIM MediaMonograph 21.

xSirad gvevlinebian yvelaze mkacr kritikosebad im par-

tiisa, romlebsac wesiT mxars unda uWerdnen. magaliTad,

The Guardian (proleiboristuli gazeTi) utevda toni

blears konservatorebis damarcxebis mizniT misi gancxa-

debebis metismeti bundovanebisa da gadasaxadebTan dakav-

Sirebuli dapirebebis gamo. The Daily Telegraph (prokon-

servatoruli) ki jon meijors evropis gaerTianebis pro-

cesebis mimarT arasakmarisi skepticizmisaTvis akritikeb-

da.* 4

centralur da aRmosavleT evropaSic partiebTan aSka-

rad asocirebuli gazeTebi swrafad kargaven Tavis mkiTx-

vels. magaliTad, bulgaruli gazeTebi Duma (prosocia-

listuri) da Demokratija (romelic reformatorul UDF-Tan aris dakavSirebuli) sul ufro mcire tiraJiT gamo-

dian (1990-1997 wlebSi maTi tiraJi Sesabamisad 660 000

da 420 000-dan 34 000 da 26 000-mde Semcirda) da maT uk-

ve `damoukidebelma~ gazeTebma gauswres. igive moxda am

regionis TiTqmis yvela sxva qveyanaSi (ruseTis CaTvliT).

partiuli presis daRmasvla arc ideologiiT aris gan-

pirobebuli da arc samTavrobo dadgenilebebiT, aramed

bazris moTxovnebis Sedegia. imisaTvis, rom dRes gazeTs

hqondes mniSvnelovani tiraJi, is aRar unda eweodes wmin-

da partiul propagandas, ramdenadac mkiTxveli upirate-

sobas aniWebs politikuri partiebisagan mkveTrad gamij-

nul medias. beWdviTi mediis dRevandel konkurentul ba-

zarze saWiro gaxda farTo politikuri speqtris warmo-

madgenelTa daintereseba da zomieri Sexedulebebis eleq-

toratis SenarCuneba.

arsebobs kidev erTi mizezi, Tu ratom ar warmoadgens

problemas gazeTis politikuri orientacia. Cveulebriv,

presa sakmaod mravalferovania da Tu amomrCevels sapi-

partiis lideri margaret tetCeri xelmeored iyrida

kenWs, The Sun-ma mTeli pirveli gverdi dauTmo amomrCev-

lebisadmi mowodebas mxari daeWiraT misTvis. SemdgomSi

Catarebulma gamokiTxvam aCvena, rom mkiTxvelTa erT mesa-

meds miaCnda, rom The Sun-i tetCers uWerda mxars, erTimesamedi Tvlida, rom gazeTi leiboristebis mxareze iyo,

xolo erTi mesamedis azriT ki, is arcerT partias ar em-

xroboda. meorec, bolo arCevnebisas The Sun-ma radikalu-

rad Seicvala pozicia da toni blearis leiboristul

partias dauWira mxari. da bolos, rac yvelaze mTavaria,

mkiTxvelebi sul ufro metad aqceven zurgs `partiul

presas~, radgan mas propagandad miiCneven.

dasavleT evropaSi partiuli presa sul ufro metad

kargavs poziciebs. magaliTad, niderlandebSi 60-70-ian

wlebSi politikurad angaJirebuli gazeTebis tiraJma

kleba iwyo, rac imiT dasrulda, rom maTi umravlesoba an

daixura, an partias CamoSorda da ufro zomieri pozicia

arCia. amJamad, niderlandebis arcerTi wamyvani yoveldRi-

uri gazeTi romelime politikuri partiisaken mkveTrad

ar ixreba. Sveduri presa tradiciulad politikur par-

tiebTan iyo dakavSirebuli, Tumca es kavSirebi bolo xans

Sesustda. bevrma gazeTma Tavfurcelic ki Secvala damo-

ukideblobis xazgasmis mizniT.

gaerTianebul samefoSi presis politikuri partiebis-

gan CamoSorebis Taobaze erTi mimomxilveli aRniSnavda:

`Tu erT dros gazeTebi partiebis klientebi iyvnen, maT

sakuTrebaSi imyofebodnen an maT mier finansdebodnen,

1960-ian wlebSi presis klientebi ukve politikosebi xde-

bian~.*3miuxedavad imisa, rom britanuli gazeTebis umrav-

lesobas jer kidev aqvT politikuri simpaTiebi da arc

cdiloben sruli obieqturobis dacvas, isini amave dros

14 15

*4d. manasiani (1997), 1997 wlis britaneTis saarCevno kampania

da media (gamouqveynebeli).

Manasian, D. (1997), The 1997 British election campaign and themedia (unpublished).

*3k. seimur-ure (1991), britaneTis presa da mauwyebloba 1945

wlidan, oqsfordi, bleqveli.

Seymour-Ure, C. (1991), The British press and broadcasting since1945, Oxford, Blackwell.

dac imitom, rom maTi fasi SedarebiT dabalia). Tumca,

nacvlad imisa, rom es gazeTebi garkveul `sazogadoebriv

funqcias~ asrulebdnen da inarCunebdnen `samarTlianobasa

da miukerZoeblobas~, xSirad saqme sapirispirodaa. sa-

xelmwifo gazeTebi mTavrobis sayviris rols asruleben.

`ratom unda davafinansoT iseTi gazeTi, romelic Cvenve

gvakritikebs?~, kiTxulobs erTi ukraineli maRalCinosa-

ni.

tendenciuri saxelmwifo presis magaliTebi uxvad mo-

ipoveba. magaliTad, ruseTSi saxelmwifo gazeTebi rosi-

iskaia gazeta da rosiiskie vesti (ruseTis mTavrobisa da

prezidentis beWdviTi organoebi) aqtiurad uWerdnen

mxars prezident boris elcins 1996 wlis kampaniis

dros. am garemoebam avno ara mxolod am gazeTebis repu-

tacias, aramed eWvqveS daayena Tavad kanonis efeqturoba,

radgan centraluri saarCevno komisiis valdebulebis Ta-

naxmad, presas `Tavi unda Seekavebina upiratesobis mini-

Webisagan~. Tumca, es gazeTebi ufro obieqturnic rom yo-

filiyvnen, mainc mouwevdaT maTi saredaqcio damoukideb-

lobis mimarT sazogadoebaSi damkvidrebuli skepticizmis

daZleva.

centraluri da aRmosavleT evropisa da yofili sab-

WoTa kavSiris zogierT qveyanaSi partiebs saxelmwifo ga-

zeTebSi ufaso politikuri reklamis ganTavseba SeuZli-

aT, daaxloebiT iseTive wesiT, rogorc ufaso sareklamo

droiT sargebloba sazogadoebrivi televiziis arxebze

mraval qveyanaSi. Tu qveyana gadawyvets dauSvas ufaso

reklamis gazeTebSi ganTavseba, mizanSewonili iqneboda,

rom partiebi Tavad ki ar gansazRvravdnen, Tu rogor ga-

moiyeneben isini am saSualebas, aramed icavdnen dadgenil

standarts maTi saarCevno programis reziumirebuli sa-

xiT warmosadgenad. sareklamo adgili Tanabrad unda iyos

ganawilebuli (radgan gazeTebs SeuZliaT ufro vrclad

warmoadginon esa Tu is saarCevno Tema, xolo aradainte-

resebuli amomrCeveli ki ubralod sxva gverdze gadaS-

rispiro azri ainteresebs, mas SeuZlia ubralod sxva ga-

zeTi iyidos. amdenad, sulac ar aris aucilebeli, rom

gazeTebi mTlianad neitraluri iyvnen. mxolod maSin, ro-

desac gansxvavebuli Sexedulebebi ar qveyndeba, an tira-

Ji da gavrceleba dedaqalaqis miRma SezRudulia, zo-

gierTi beWdviTi mediis politikuri tendenciuroba SeiZ-

leba problemad iqces.

beWdviTi mediis maregulirebeli

normatiuli aqtebi

qveynebi aRiareben sabazro principebs, beWdviTi mediis

pluralizmsa da damoukideblobas da amdenad, aucileb-

lad aRar miiCneven presaSi arCvenebis gaSuqebasTan dakav-

SirebiT calke normatiuli aqtebis miRebas.

Tumca, gamonaklisic arsebobs. saxelmwifo gazeTebs

saarCevno kampaniis gaSuqebisas moeTxovebaT Tanasworobis

principis dacva. marTlac, Tu dafinansebis wyaros biuje-

ti warmoadgens, is valdebuleba, rom gazeTma gaiTvalis-

winos sazogadoebis sruli speqtris Sexedulebebi, sav-

sebiT gamarTlebulia. amasTanave, es moTxovna metismetad

mkacrad ar unda iyos formulirebuli, ramac SeiZleba

sruliad sawinaaRmdego Sedegi gamoiwvios im Tvalsazri-

siT, rom aRniSnulma gazeTebma saerTod xeli aiRon ar-

CevenebTan dakavSirebuli movlenebis gaSuqebaze. faqtia,

rom yovelTvis ver iqneba SesaZlebeli kampaniis amsaxve-

li masalisa da analizis sruliad miukerZoebeli gadmo-

cema. amdenad, es valdebuleba unda gulisxmobdes mTlia-

nobaSi samarTlian da gawonasworebul midgomas da ara

xist moTxovnas, rom yoveli statia `obieqturi~ iyos.

Tumca, yovelive es ase martivi srulebiTac ar aris.

dasavleT evropaSi saxelmwifo gazeTebi an daixura, an

CrdilSi moeqca. centralur da aRmosavleT evropis qvey-

nebsa da yofili sabWoTa kavSiris respublikebSi ki zo-

gierTi maTgani jer kidev didi tiraJiT vrceldeba (Tun-

16 17

samauwyeblo mediisadmi miZRvnil TavSi. savsebiT mosa-

lodnelia, rom aseT gadawyvetilebas gamomcemlebi

winaaRmdegobas gauweven im motiviT, rom es sityvis Ta-

visuflebis Selaxva iqneboda. magram es srul simarTles

ar Seesabameba, radganac aseTi SezRudva ar Seexeba sare-

daqcio saqmianobas. Tu satelevizio reklama ar aris daS-

vebuli, an dawesebulia limiti saarCevno kampaniis xar-

jebze, ar arsebobs raime principuli argumenti, Tu ra-

tom ar SeiZleba aseve SeizRudos reklamebis presaSi gan-

Tavseba.

SesaZloa ganxilul iqnes presaSi fasiani reklamis

regulirebis kidev erTi varianti, saxeldobr, ganTavse-

bis aradiskriminaciuli da gamWvirvale wesebis SemoReba.

sayovelTaod aRiarebuli principia, rom Tu erTi kandi-

dati an partia sargeblobs raime upiratesobiT, igive pi-

robebi unda vrceldebodes yvela danarCenzec. italiaSi

es moTxovna kanoniTaa mowesrigebuli. kampaniis dawyebam-

de gazeTebma unda: 1) gamoaqveynon maTSi reklamis ganTav-

sebis pirobebi; 2) gansazRvron fasebi; marTalia, safa-

surs Tavad gazeTebi adgenen, magram im farglebSi, rom-

lebic garantoris*5

mieraa dawesebuli da 3) SeimuSaon

sagazeTo sivrcis `gadamalvis~ sawinaaRmdego meqanizmebi.

garda amisa, italiis kanonmdebloba moiTxovs, rekla-

maSi miTiTebuli iyos is pirovneba an jgufi, vinc rekla-

mis safasuri gadaixada. arsebobs reklamis SinaarsTan da-

kavSirebuli wesebic: akrZalulia iseTi reklama, rome-

lic Seicavs ukiduresad uaryofiT an dadebiT lozungebs,

sxva kandidatebis uxeS kritikas, aris metismetad drama-

tizebuli, an pirdapir mouwodebs xmis micemisken. ita-

liur presaSi reklama aucileblad informaciuli xasia-

Tisa unda iyos da kandidatis an partiis politikur

programas Seexebodes.

lis gazeTs; samauwyeblo mediaSi aseTi ram ar aris Se-

saZlebeli) da cxadia, mxolod saxelmwifo presaze unda

vrceldebodes.

saTanado yuradReba unda mieqces imas, rom gazeTebi me-

tismetad ar gadaitvirTos ufaso politikuri reklamiT,

rac moxda rosiiskaia gazeta-s SemTxvevaSi 1995 wlis de-

kemberSi (ruseTis saparlamento arCevnebis dros). gazeTs

mouwia ufasod gamoeqveynebina yvela partiisa Tu blokis

saarCevno masalebi. radganac sagazeTo sivrce SezRuduli

iyo, gazeTs sirTule Seeqmna kidev erTi oficialuri mo-

valebis – saarCevno blokebis siebis gamoqveynebis – Ses-

rulebasTan dakavSirebiT. sabolood, es sakiTxi saarCev-

no siebis sasargeblod gadawyda. siebma mTlianad daikava

sagazeTo gverdebi saarCevno kampaniis ganmavlobaSi, Tum-

ca mainc ver moxerxda arCevnebis dRemde yvela siis ga-

moqveyneba.

samauwyeblo mediisagan gansxvavebiT, fasiani politi-

kuri reklama beWdviT mediaSi Cveulebriv daSvebulia (ix.

Sesabamisi Tavi). marTalia, beWdviT da samauwyeblo medi-

as Soris aseT gamijvnas arsebiTi safuZveli SeiZleba ar

hqondes, magram is mainc arsebobs Semdegi garemoebebis ga-

mo: 1) rogorc wesi, presa, samauwyeblo mediasTan Seda-

rebiT, naklebad regulirdeba; 2) tradiciulad, satele-

vizio reklama SesaZloa ufro gavlenianad iTvleboda da

3) arsebobda SiSi, rom ZviradRirebul satelevizio rek-

lamas SeeZlo araTanabar pirobebSi Caeyenebina saarCevno

subieqtebi.

im qveynebSi, sadac fasiani satelevizio reklama ar

aris daSvebuli, saarCevno kampaniis pikis moaxloebasTan

erTad, msxvili partiebi presaSi reklamis ganTavsebisaT-

vis Zalian did Tanxebs xarjaven. Tu ramdenad aris sazo-

gadoebis interesebSi aseTi praqtikis SezRudva, es saka-

maTo Temaa. Tumca, dasaSvebia amgvari SesaZleblobis gan-

xilva im mizezTa gaTvaliswinebiT, romlebzec saubaria

18 19

*5 `garantori~ aris organo, romelic pasuxismgebelia kerZo

eleqtronul da beWdviT mediaze da maT saqmianobaze saar-

Cevno kampaniis ganmavlobaSi.

romelic yvela JurnalistisTvis kargad aris cnobili),

rasac emateba konkretuli gadawyvetilebebi sxvadasxva

partiebisa da kandidatebis gaSuqebis Sesaxeb (magaliTad,

yvela ZiriTadi partiis lideris intervius gamoqveyneba,

saarCevno programebis ganxilva, calkeuli sakiTxebisa da

partiebis poziciebis warmoCena).

2. samauwyeblo media

samauwyeblo mediisadmi erTgvarovani midgoma, cota ar

iyos, moZvelebulia. eleqtronuli media sul ufro mra-

valferovani da konkurentuli, misi auditoria ki sul

ufro danawevrebuli xdeba. evropaSi sazogadoebriv tele-

vizias uwindeliviT wamyvani pozicia (Tu monopolia) aRar

uWiravs da sul ufro xSirad adgils uTmobs komerciul

telekompaniebs. garda amisa, saeTero mauwyeblobebi Zlier

konkurencias ganicdian im saabonento arxebis mxridan,

romlebic konkretul da SezRudul auditorias emsaxure-

bian satelitis an kabelis saSualebiT.

partiebi da kandidatebi televizias saarCevno kampani-

is warmarTvis saukeTeso saSualebad miiCneven. isini spe-

cialur RonisZiebebsac marTaven eTerSi mosaxvedrad: me-

diasTan Sexvedrebi, xalxSi siaruli, preskonferenciebi

da saarCevno mitingebi (batoni bleari qarxanaSi, batoni

bleari xalxSi, batoni bleari Cveulebriv adamianebs esa-

ubreba, batoni bleari gancxadebas akeTebs an dRis wesrigs

adgens da a.S.). politikosebi sul ufro metad iyeneben

e.w. sound bite-ebs, anu sagangebo frazebs, romlebic mere

xSirad ismis axali ambebis saRamos gamoSvebebSi. isini

sul ufro met drosa da Tanxebs xarjaven auditoriis az-

ris kvlevaze, marketingze, prezentaciebsa da eTerSi gas-

vlisTvis saWiro momzadebaze.

swored am orma siaxlem – arxebis momravlebam da par-

tiebisa da kandidatebis daostatebam saarCevno kampaniis

warmarTvaSi – saxe ucvala arCevnebis televiziiT gaSuqe-

bas dasavleT evropaSi.

eTikis kodeqsebi

evropis sul cota 29 qveyanaSi JurnalistTa organi-

zaciebsa da kavSirebs sakuTari eTikis kodeqsi aqvT miRe-

buli, Tumca isini konkretulad arCevnebis gaSuqebas ar

exeba.*6

eTikis kodeqsebis yvelaze gavrcelebuli princi-

pebi ukavSirdeba iseT sakiTxebs, rogoricaa faqtebis WeS-

mariteba, sizuste da Semowmeba; pasuxismgebloba da Jur-

nalisturi patiosneba; udanaSaulobis prezumfcia da pi-

rovnebis dacva; informaciis Tavisufleba da misi mopo-

vebis ufleba, konfidencialuri wyaroebi da profesiuli

saidumloeba.*7

am TvalsazrisiT, erT-erTi saukeTeso bo-

lodroindeli magaliTia `JurnalistTa movaleobebis qar-

tia~, romelic 1993 wlis 8 ivliss, romSi, italiuri

presis erovnulma federaciam da JurnalistTa erovnuli

sabWos ordenma miiRes*8.

garda amisa, zogierT gazeTs miRebuli aqvs Sidauwyeb-

rivi ganawesi, romelic SeiZleba uSualod exebodes ar-

Cevnebis gaSuqebas, an ufro zogadi xasiaTisa iyos. maga-

liTad, safrangeTSi iseT centralur gazeTebs, rogore-

bicaa Libération, Le Monde da La Croix, aqvT sakuTari eTi-kis kodeqsebi, romelTa mizania sagamomcemlo damoukideb-

lobis, informaciis obieqturobisa da sizustis dacva.

amasTanave, arCevnebis gaSuqebis sakiTxi, rogorc Cans,

yvelaze xSirad saredaqcio sabWoebis mier konsensusis

wesiT wydeba (gazeTis dauwereli ZiriTadi mimarTuleba,

20 21

*6 t. laitela (1995).

Laitela, T (1995).*7

p. iusela (1991) JurnalistTa kodeqsi evroTaTbiris (amJamad

euTo) monawile qveynebSi, tamperes universiteti, Jurnalis-

tikisa da masobriv komunikaciaTa fakulteti, seriidan

B 41/1991.

Juusela, P (1991) Journalistic codes of ethics in the CSCE countries,University of Tampere, Department of Journalism and MassCommunication, Series B 41/1991.

*8 http://www.uta.fi/ethicnet/

samarTlianoba da balansi

saxelmwifo saxsrebiT (nawilobriv) dafinansebul sa-

mauwyeblo saSualebebs, sxva funqciebis garda, aseve mTe-

li politikuri speqtris warmoCena moeTxovebaT. es sa-

kamaTo arc aris. kamaTis sagani SeiZleba iyos mxolod Tu

rogor unda iqnes uzrunvelyofili an ganxorcielebuli

sazogadoebrivi mauwyeblobis saSualebaTa miukerZoeblo-

ba da am saSualebebiT Tanabari sargebloba: samarTlebri-

vi regulirebiTa da Sesabamisi kontroliT, Tu zogadi

principebis gansazRvriT saredaqcio damoukideblobasa da

pasuxismgeblobasTan erTad? sxvadasxva qveyanaSi gansxva-

vebuli praqtika arsebobs.

magaliTad, daniaSi, norvegiasa da niderlandebSi ar

arsebobs oficialurad dadgenili normebi arCevnebis ga-

SuqebasTan dakavSirebiT. sazogadoebriv mauwyeblobas zo-

gadad moeTxoveba obieqturoba da miukerZoebloba da sa-

arCevno kampaniis ganmavlobaSi igi xelmZRvanelobs (dawe-

rili Tu dauwereli) Sida debulebebiT. kanonmdeblobiT

gansazRvruli normebis ararseboba ar datyobia programe-

bis xarisxs, romelTac, rogorc politikosebi, ise sazo-

gadoeba profesionalurad da obieqturad miiCnevs.*10

germaniaSi metnaklebad msgavsi sistemaa, Tumca, regu-

lirebis xarisxi odnav maRalia. `Tanabari SesaZleblobe-

bis~ principi konstituciiTaa aRiarebuli da gamtkice-

buli politikuri partiebis Sesaxeb kanoniT, romelic

sazogadoebrivi samauwyeblo kompaniebisagan moiTxovs

`yvela partiisaTvis Tanabari pirobebis Seqmnas”. aRsaniS-

navia, rom es oficialuri norma exeba ara saredaqcio ga-

centralur da aRmosavleT evropaSi da yofil sabWo-

Ta kavSirSi viTareba gansxvavebulia da araerTgvarovani.*9

mowinave qveynebSi (rogorebicaa CexeTis respublika, po-

loneTi, ungreTi, slovenia, rumineTi) kerZo mauwyeblo-

bam ukve daimkvidra adgili da misi regulirebis meqaniz-

mebi metnaklebad damoukidebelia saxelmwifos gavlenisa-

gan. sxva qveynebSi ki kerZo samauwyeblo kompaniebi TiT-

qmis ar arsebobs (xorvatia, belarusi), an maTTvis jerac

ar aris Seqmnili saTanado sakanonmdeblo normatiuli ga-

remo (bulgareTi, ruseTi). am qveynebis umravlesobaSi sa-

zogadoebrivi an saxelmwifo telearxebi kvlavac inarCu-

neben yvelaze farTo dafarvis teqnikur saSualebebs da

amdenad, auditoriis udidesi wili maTze modis. amis mi-

uxedavad, mosalodnelia, rom viTareba Seicvalos da ze-

moT aRweril dasavlur sistemas daemsgavsos. amitomac,

momdevno TavebSi ZiriTadad dasavleT evropis gamocdile-

baze iqneba yuradReba gamaxvilebuli.

22 23

*9 miuxedavad imisa, rom es wigni evropis sabWos yvela wevri-

qveynisaTvis aris gankuTvnili, unda aRiniSnos, rom centraluri

da aRmosavleT evropisa da yofili sabWoTa kavSiris zogierT

qveyanaSi aq mocemuli rekomendaciebis nawilis ganxorcielebas

Zalze mniSvnelovani politikuri cvlilebebi da swrafi

ekonomikuri ganviTarebisaTvis aucilebeli pirobebis Seqmna

esaWiroeba. aucilebelia kanonis uzenaesobis damkvidreba da

Sesabamisi kanonmdeblobis SemuSaveba da aRsruleba. unda Seiqmnas

saTanado samarTlebriv-normatiuli baza da politikuri da

ekonomikuri gavlenisagan Tavisufali iseTi organoebi, romlebic

aamoqmedeben mas. damoukidebeli sasamarTlo xelisufleba sazo-

gadoebis ganuyofeli nawili unda iyos. aucilebelia Seiqmnas

pluralisturi media, romelic gansxvavebul interesebs daakmay-

ofilebs da isargeblebs sxvadasxva struqturebis mxardaWeriT.

zogierT qveyanaSi mediis sfero jer kidev ar aris Tavisufali

struqturuli monopoliebisagan eleqtronul mediaSi, poli-

tikuri da finansuri gavlenisagan, xelisuflebis mxridan

Carevisagan im garemoSi, sadac tendenciuroba kvlav rCeba

Jurnalisturi kulturisaTvis savsebiT misaReb movlenad. am

qveynebSi jer kidev saWiroa mniSvnelovani Zalisxmeva Zlieri

sazogadoebrivi da kerZo mauwyeblobisa da damoukidebeli

beWdviTi mediis gasaviTareblad, rasac unda erTvodes

JurnalistTa profesiuli momzadebis uwyveti procesi.

*10evromediis kvleviTi jgufi, ostergardi, B.S. (ed), (1992),media dasavleT evropaSi –- evromediis saxelmZRvanelo,

londoni, seijis gamocemebi.

Euromedia Research Group, Ostergaard, B.S. (ed), (1992), TheMedia in Western Europe – The Euromedia handbook, London, SagePublications.

yramde Svidi TviT adre, CSA-m gamoaqveyna mis mier Semu-Savebuli moTxovnebi. arCevnebamde darCenili dro sam pe-

riodad daiyo, romelTa ganmavlobaSic saeTero droiT

Tanabari sargeblobis wesebi etapobrivad mkacrdeboda.

e.w. `sami mesamedis wesi~ 1994 wlis 20 seqtembers Se-

vida ZalaSi. am wesis Tanaxmad, saeTero dro Semdegnai-

rad ganawilda: mTavrobis warmomadgenlebs – 1/3, sapar-

lamento umravlesobas – 1/3, saparlamento opozicias –

1/3. garda amisa, arasaparlamento partiebic unda gaSuqe-

buliyo. samauwyeblo kompaniebs (sazogadoebrivsa da ker-

Zos) moeTxovebodaT pluralizmis zogadi principis dac-

va. 1995 wlis 1 ianvridan amoqmedda dabalansebuli sar-

geblobis principi, romlis mizani iyo pluralisturi

midgomis uzrunvelyofa. amasTan, samauwyeblo kompaniebi

ar izRudebodnen wesebiT mkacrad gansazRvruli Tanabari

drois Sesaxeb. gaTvaliswinebuli unda yofiliyo kandida-

tis warsuli, kandidatis warmdgeni partiis warmomad-

genloba parlamentSi, agreTve kandidatis reitingi wina-

saarCevno kampaniis procesSi. garda amisa, CSA-s rekomen-daciis Tanaxmad, politikosebi aRar unda yofiliyvnen

mowveuli arasainformacio programebSi monawileobis mi-

saRebad. bolos, 1995 wlis 7 aprilidan 7 maisamde (ar-

Cevnebis dRemde), ZalaSi Sevida Tanasworobisa da masme-

diiT Tanabari sargeblobis mkacri principi.

CSA ara mxolod gamoscemda rekomendaciebs, aramed

zedmiwevniT akontrolebda maT Sesrulebasac. 15 damkvir-

veblisa da 5 analitikosisgan Semdgari jgufi Tvalyurs

adevnebda yoveldRiuri axali ambebis 30 programas da 40

gazeTisa da Jurnalis saqmianobas. amasTan erTad, specia-

luri jgufebi miavlines regionebSi adgilobriv mediaze

dakvirvebis mizniT. monitoringi xorcieldeboda, rogorc

raodenobrivi (eTerSi gasvlis dro, saredaqcio gaSuqeba

da kandidatis mxardamWeri gadacemebi), ise xarisxobrivi

(damokidebuleba kandidatisadmi) kriteriumebiT. Svidi

Suqebas, aramed ufaso politikur reklamas, razec Semd-

gomSi iqneba saubari. politikur partiebs ara aqvT maT

mimarT samarTliani mopyrobisa Tu saredaqcio programeb-

Si monawileobis konstituciiT an kanoniT garantirebu-

li ufleba. am sakiTxebTan dakavSirebul gadawyvetile-

bebs samauwyeblo kompaniebi damoukideblad iReben. praq-

tikulad, Tanabari SesaZleblobebis principma samauwyeb-

lo kompaniebis mier politikuri balansis dacvis

moTxovnasTan erTad, germaniis sazogadoebrivi samauwyeb-

lo kompaniebis axali ambebisa da mimdinare movlenebis am-

saxvel programebSi samarTlianoba da balansi daamkvidra

da ar misca gasaqani TviTnebobas.

zogierT qveyanaSi arCevnebis gaSuqeba sagangebo wesebiT

regulirdeba. es wesebi, Cveulebriv, mocemulia mauwyeb-

lobis da arCevnebis Sesaxeb kanonebSi, an, centraluri da

aRmosavleT evropisa da yofili sabWoTa kavSiris qveyne-

bis SemTxvevaSi, centraluri saarCevno komisiis mier ga-

mocemul specialur miTiTebebSi (Tumca am moTxovnebs ka-

nonis Zala ara aqvT da Sesabamisad, arc sanqciebis dakis-

rebaa SesaZlebeli). kanonis am debulebebSi, rogorc we-

si, naTqvamia: `sazogadoebrivi mauwyebeli xels uwyobs

Tavisufali azris formirebas, Tanabar sawyisebze asaxavs

sazogadoebisa da politikuri speqtris mravalferovne-

bas, icavs Tanaswori mopyrobis, miukerZoeblobisa da

obieqturobis principebs da sxva~.

zogierT qveyanaSi damoukidebel maregulirebel orga-

nos, romelsac samauwyeblo mediaze zedamxedvelobis

funqcia akisria, aseve arCevnebis gaSuqebis sakiTxebTan

dakavSirebuli uflebamosilebac aqvs, rasac, zog SemTx-

vevaSi, ufaso politikuri reklamis regulirebis garda,

saredaqcio sferoc moucavs. amis erT-erTi magaliTia

safrangeTis telemauwyeblobis umaRlesi sabWos (ConseilSupérieur de l’Audiovisuel – CSA) saqmianoba 1995 wlis sap-

rezidento arCevnebis win. 1994 wlis seqtemberSi, kenWis-

24 25

sabWo. 1994 wlis martis arCevnebSi berluskonim gaimar-

jva, rasac zafxulSi RAI-is mmarTveli sabWos Semadgen-

lobis Secvla mohyva. 1996 wlis aprilis arCevnebSi pro-

dim gaimarjva da amave wlis zafxulSi sabWoc kvlav ga-

moicvala. politikuri cvlilebebis Sedegad direqtorTa

Secvlis SemTxvevebi safrangeTSic yofila, Tumca dRes

CSA (romelic 1988 wels Seiqmna) asrulebs mediasa da

politikur xelmZRvanelobas Soris buferis rols. ro-

gorc ukve aRiniSna, safrangeTi da italia is qveynebia,

sadac regulirebis gziT samarTlianobis miRwevis mcde-

loba yvelaze aSkaraa.

maTgan gansxvavebiT, daniasa da niderlandebSi specia-

luri wesebi ar arsebobs, magram sazogadoebrivi sama-

uwyeblo kompaniebis damoukideblobis xarisxi Zalian ma-

Ralia. direqtoris daniSvna garkveulwilad politikuri

gadawyvetilebaa, romelic, Cveulebriv, parlaments, mTav-

robasa da TviT samauwyeblo kompaniis sabWos Soris Se-

TanxmebiT miiRweva. magram direqtori xangrZlivi vadiT

iniSneba da xelisuflebis Secvlis SemTxvevaSic, is am

Tanamdebobaze rCeba.

Cveulebriv, miCneulia, rom samarTlianobis dacvis re-

gulirebis saWiroeba sazogadoebrivi samauwyeblo kompa-

niebis saredaqcio avtonomiis xarisxis ukuproporciu-

lia. martivad rom vTqvaT, rac ufro metia xelisufle-

bis gavlena sazogadoebriv kompaniaze an misi xelmZRvane-

lis daniSvnis gadawyvetilebaze, miT ufro saWirod miiC-

neva sagangebo wesebis SemoReba samarTlianobisa da Tanas-

worobis uzrunvelsayofad. marTlac, metnaklebad msgav-

si suraTia centralur da aRmosavleT evropasa da yo-

fil sabWoTa kavSirSi, sadac opoziciuri partiebi daJi-

nebiT moiTxoven mkacri moTxovnebis dawesebas samarTlian

gaSuqebasTan dakavSirebiT. aseTi zomebi ar iqneboda saWi-

ro, mmarTveli partia saxelmwifo mauwyeblobaze Zlier

kontrols rom ar axorcielebdes.

Tvis ganmavlobaSi CSA telekompaniebs periodulad wese-

bis dacvisken mouwodebda da axal rekomendaciebs awvdi-

da. arCevnebis Semdeg CSA-s mier gamoqveynebul daskvnaSi

aRniSnulia, rom mTlianobaSi Tanasworobis principi wi-

na arCevnebTan SedarebiT ukeT iyo daculi, Tumca, wamy-

van partiebs ufro meti saeTero dro daeTmoT. Jospensa

da Siraks Soris arCevnebis meore raundis gaSuqeba Zal-

ze Tanabrad warimarTa.

italiaSi politikosTa monawileoba sazogadoebrivi

mauwyeblebis saqmianobaSi kidev ufro TvalsaCino iyo.

1994 wels Seqmnilma komisiam, romelic senatorTa da

parlamentarebisgan Sedgeboda, SeimuSava wesebi da saar-

Cevno periodSi uSualod kurirebda programebs im miz-

niT, rom daculi yofiliyo miukerZoebloba da Tanabari

mopyroba arCevnebSi monawile partiebis mimarT. gamoica

saxelmZRvanelo miTiTebebi `yvela partiisa da moZraobi-

saTvis Tanabari SesaZleblobebis~*11

uzrunvelyofis

moTxovniT da Seiqmna sazedamxedvelo centri, romelic

mTeli winasaarCevno kampaniis periodSi funqcionirebda.

rogorc ukve iTqva, sazogadoebrivi samauwyeblo kom-

paniebis mier samarTlianobisa da wonasworobis principe-

bis dacvis aucilebloba sayovelTaodaa aRiarebuli. mag-

ram, rogorc vnaxeT, dasavleT evropaSic ki am miznis

miRwevis gzebi erTmaneTisgan mkveTrad gansxvavdeba. zogi-

erT qveyanas sagangebo wesebi saerTod ara aqvs, zogs ki

mkacri wesebi da kontroli aqvs SemoRebuli. es yoveli-

ve albaT ukavSirdeba xelisuflebasa da sazogadoebriv

mauwyeblobas Soris Camoyalibebul urTierTobebs, rac

TiToeul qveyanaSi sxvadasxvanairia.

magaliTad, ganvixiloT italia. 1993 wlis ivlisSi Se-

icvala RAI-is (sazogadoebrivi telekompania) mmarTveli

26 27

*111994 wlis 19 ianvari, saparlamento komisiis

saxelmZRvanelo wesebi.

19 January 1994, Parliamentary Commission Guidelines.

uwyeblo kompaniebis programebis principebi. am dokumen-

tis Tanaxmad, mimdinare movlenebis amsaxveli programebi

unda icavdnen aRiarebul Jurnalistur principebs, rogo-

ricaa damoukidebloba, obieqturoba da gansxvavebuli sa-

zogadoebrivi azris srulad warmoCena. gansakuTrebuli

mniSvneloba eniWeba pasuxismgeblobas, sizustes da komen-

taris reportaJisagan gamijvnas. SveicariaSi aRniSnuli

wesebi kidev ufro detaluria. Jurnalistebi valdebuli

arian emsaxuron simarTles da asaxon azrTa sxvadasxvao-

ba ara maincdamainc erTi gadacemis saSualebiT, aramed

garkveuli drois ganmavlobaSi. arCevnebi, am mxriv, gamo-

nakliss warmoadgens: rac ufro axlovdeba kenWisyris

dRe, miT ufro meti zomiereba marTebT samauwyeblo kom-

paniebs. romelime erTi partiis mudmivi ugulvebelyofa

arakanonierad miiCneva. Tu sadao sakiTxi ar gadaiWra, sa-

Civrebis ganmxilvel damoukidebel organos, garkveuli

drois Semdeg, SeuZlia samauwyeblo kompaniis licenziis

gauqmebis sakiTxi daayenos.

safrangeTSi CSA kerZo telekompaniebisagan Cvens mi-

er ukve ganxiluli Tanasworobis principis dacvas iseve

moiTxovs, rogorc sazogadoebrivi mauwyeblebisgan. CSAguldasmiT adevnebda Tvals kerZo arxebis mier arCevne-

bis gaSuqebis process. britaneTSi kerZo saeTero ma-

uwyeblebs moeTxovebaT ufaso saeTero drois gamoyofa

politikuri reklamisaTvis, rac sxva qveynebSi mxolod

sazogadoebrivi arxebis movaleobas warmoadgens. amasTana-

ve, kerZo samauwyeblo kompaniebma winasaarCevno kampaniis

procesSi gansakuTrebuli yuradReba unda dauTmon parti-

ebis gaSuqebas sainformacio programebSi, miukerZoeblo-

bisa da samarTlianobis zogadi principebis gaTvaliswine-

biT.

italiaSi moqmedi sakanonmdeblo aqtebi adgens, rom

kerZo samauwyeblo kompaniebma `unda uzrunvelyon Tanaba-

ri mopyroba winasaarCevno sainformacio programebsa da

daskvnis saxiT SeiZleba iTqvas, rom miukerZoeblobi-

sa da Tanasworobis moTxovnis samarTlebrivi regulire-

ba, ra Tqma unda, misasalmebelia. Tumca, aseve unda aRi-

niSnos, rom arCevnebis gaSuqebis xarisxs udaod gansazR-

vravs Jurnalistebisa da kompaniis xelmZRvanelobis pro-

fesionalizmi da gansakuTrebiT ki, maTi damoukidebloba.

sazogadoebrivi mauwyeblebis statusi da avtonomia kano-

niT unda iyos ganmtkicebuli da realurad ganxorciele-

buli. gamocdileba gviCvenebs, rom aseT SemTxvevaSi ar-

Cevnebis gaSuqebis procesi mkacr regulirebas aRar saWi-

roebs.

ukve iTqva, rom eleqtronuli media sul ufro mra-

valferovani xdeba. telearxebis momravlebasTan erTad,

dRis wesrigSi dgeba sakiTxi kerZo samauwyeblo kompani-

ebis mier arCevnebis miukerZoebel da samarTlian gaSuqe-

basTan dakavSirebiT. centralur da aRmosavleT evropasa

da yofil sabWoTa kavSirSi telekompaniaTa sul ufro

mzardi ricxvi badebs SekiTxvas, Tu ramdenad aris kvlav

aucilebeli sxvadasxva miTiTebebi da valdebulebebi. ra-

odenobrivi argumenti (radgan isini mcirericxovania, sa-

Wiroa maTi dabalanseba) safuZvelsmoklebuli xdeba, xo-

lo presis regulirebis sawinaaRmdego erT-erTi mosazre-

ba (Tu xalxs ar moswons gazeTi, iyidis sxvas) sul uf-

ro met aqtualobas iZens samauwyeblo mediis konteqst-

Sic. garda amisa, sakamaToa, Tu ramdenad konstituciu-

ria xelisuflebis mier iseTi kanonebis miReba, romlebic

exeba kerZo kompaniebis saredaqcio saqmianobas. xom ar

laxavs es mediis Tavisuflebas da Tavad telekompania

xom ar unda gansazRvravdes saredaqcio politikas?

praqtika am sakiTxSic gansxvavebulia. daniaSi, fineT-

sa da niderlandebSi kerZo samauwyeblo kompaniebs poli-

tikuri procesebis gaSuqebasTan dakavSirebiT araviTari

valdebuleba ar ekisrebaT. germaniaSi moqmedebs samauwyeb-

lo SeTanxmeba, romelSic Camoyalibebulia kerZo sama-

28 29

gaTvaliswinebuli? sxvadasxva qveynebis praqtika mowmobs,

rom arsebiTad amas gadamwyveti mniSvneloba ara aqvs. ise-

ve, rogorc presis SemTxvevaSi, kerZo mauwyeblebis miu-

kerZoebloba da pasuxismgebloba samTavrobo dadgenilebe-

biT ar miiRweva, aramed bazris moTxovnebis Sedegia. kon-

kurentul garemoSi aucilebelia farTo politikuri

speqtris warmomadgenelTa daintereseba da zomieri Sexe-

dulebebis eleqtoratis SenarCuneba. amasTan, ra Tqma un-

da, mediis diversifikaciisa da damoukideblobis mizniT,

saWiroa arsebobdes mediaze kontrolis gamWvirvalobisa

da monopoliuri sakuTrebis maregulirebeli aqtebi.

kerZo samauwyeblo kompaniebisaTvis dadgenili wesebi

metismetad xisti ar unda iyos ori garemoebis gamo: jer

erTi, amgvari wesebis aRsrulebisas sityvis Tavisufleba

SeiZleba Seilaxos. meorec, centraluri da aRmosavleT

evropisa da yofili sabWoTa kavSiris zogierT qveyanaSi

kerZo samauwyeblo kompaniebs gansakuTrebiT mniSvnelova-

ni gamawonasworebeli funqcia akisriaT. am qveynebSi sa-

xelmwifo medias didwilad jer kidev mTavroba da mmar-

Tveli partiebi akontroleben da komerciuli televizia

xSirad amis Sedegebs aneitralebs. obieqturi gaSuqebis

Sesaxeb wesebma kritikuli azris CaxSoba ar unda gamo-

iwvios.

rogor gavawonasworoT Tanamdebobis

pirTa upiratesoba?

mokled SevexebiT samarTliani saarCevno gaSuqebis ki-

dev erT aspeqts. es aris Tanamdebobis pirTa upirateso-

ba sxva kandidatebTan SedarebiT. es problema gansakuT-

rebiT TvalsaCinoa centraluri da aRmosavleT evropisa

da yofili sabWoTa kavSiris zogierT qveyanaSi, sadac ama

Tu im Tanamdebobaze myofi kandidatebi mniSvnelovnad me-

ti saeTero droiT sargebloben `samsaxureobrivi movale-

obebis” amsaxveli siuJetebis wyalobiT.

gadacemebSi”. am mizniT, garantori specialur debulebebs

gamoscems da maT Sesrulebas akontrolebs. garda amisa,

yvela telemauwyebeli valdebulia miiRos da gamoaqveynos

TviTregulirebis kodeqsi. 1994 wlis arCevnebisaTvis sa-

zogadoebrivma telekompaniam RAI-m da im dros wamyvan-ma kerZo koncesionerma Fininvest-ma (romelic sami sate-

levizio arxis mflobelia da dRes Mediaset-is saxeli-

Taa cnobili) erToblivi kodeqsi SeimuSaves. es dokumen-

ti yvela kandidatis mimarT Tanabar mopyrobas, xolo te-

lewamyvanebisagan ki samarTlianobasa da tendenciuri Se-

kiTxvebisgan TavSekavebas moiTxovda. Tumca, pavias univer-

sitetis mier Catarebuli gamokvlevis*12

Tanaxmad, kodeqs-

ma ar gaamarTla: Tu RAI-m (sazogadoebrivma samauwyeblo

kompaniam) metnaklebad SeinarCuna balansi, Fininvest-is ar-xebma (romlebsac maSin berluskoni flobda) bevrad uf-

ro meti dro dauTmo berluskonisa da mis partias

Forza Italia.

sazogadoebrivi samauwyeblo kompaniebis msgavsad miu-

kerZoeblobis, balansisa da Jurnalisturi profesiona-

lizmis principebis dacva kerZo telekompaniebsac mo-

eTxovebaT. es gansakuTrebiT saeTero Tu sakabelo sate-

levizio arxebze vrceldeba, romelTac didi auditoria

hyavT maTi sainformacio da gasarTobi programebis wya-

lobiT. rac Seexeba saabonento, Tematur an komerciul

arxebs, romlebic kabelis an satelitis saSualebiT

vrceldeba, maTi valdebulebebi ar aris mkafiod gansazR-

vruli, Tumca britaneTSi garkveuli wesebis dacva kodi-

rebul arxebsac moeTxovebaT.

unda iyos Tu ara samarTlianobis moTxovna kanoniT

*12sociologiis profesori franko roziti; politikur mecni-

erebaTa profesori jakomo sani; socialuri statistikis

profesori paskuale skaramocino.

Franco Rositi, Professor of Sociology; Giacomo Sani, Professor ofPolitical Science; Pasquale Scaramozzino, Professor of SocialStatistics.

30 31

belgiis frangulenovan nawilSi moqmedebs sakmaod mkacri

kanoni, romelic arCevnebamde ori Tvis ganmavlobaSi krZa-

lavs samTavrobo mimarTvebis gakeTebas, rac dasaSvebia

mxolod sagangebo SemTxvevebSi im pirobiT, Tu aseTi gan-

cxadeba sainformacio Sinaarsisaa da ar Seicavs mTavro-

bis romelime wevris saxelsa da suraTs. maltaSi de faq-

to moqmedebs samTavrobo mimarTvebis droebiTi akrZalva

arCevnebis win da amasTan, SemoRebulia specialuri wese-

bi am sakiTxTan dakavSirebiT. oponentebs eniWebaT sapasu-

xo mimarTvis ufleba, rodesac xelisuflebis warmomad-

genlebi borotad iyeneben sazogadoebisTvis informaciis

miwodebis uflebas da politikur gancxadebebs akeTeben.

ruseTis saarCevno kanonSi aRniSnulia, rom Tanamdebobri-

vi upiratesobebiT sargebloba dauSvebelia.

cnobili faqtia, rom Tanamdebobaze myof kandidatebs

garkveuli upiratesoba aqvT masobrivi informaciis

saSualebebSi saarCevno procesis gaSuqebisas. Tu qveyana-

Si ar moqmedebs specialuri wesebi am sakiTxis mosawes-

rigeblad, Jurnalistebs gansakuTrebuli sifrTxile mar-

TebT, raTa zedmeti mniSvneloba ar mianiWon naklebad aq-

tualur masalas. poloneTis sazogadoebrivi mauwyeblo-

bis SemTxvevaSi am problemis mogvarebas cdilobs am

uwyebis Sinaganawesi, romelSic naTqvamia: `gansakuTrebu-

li yuradReba unda mieqces imas, rom erTmaneTisagan gai-

mijnos saarCevno kampaniisa da oficialuri ambebis gaSu-

qeba, raTa ar moxdes kandidatebis reklama im saqmianobis

xarjze, rac maTi oficialuri movaleobaa~.

informacia ● infogarToba ● garToba?

zogierTi mkvlevarisa da politikosis azriT, tele-

arxebis simravlem da mzardma konkurenciam politikuri

Sinaarsis gadacemaTa Semcireba gamoiwvia da isini sul

ufro sxarti, sound bite-ze agebuli da naklebad anali-

upirveles yovlisa, unda ganisazRvros, Tu zustad ra

igulisxmeba `samarTlian da Tanabar~ gaSuqebaSi. moeTxo-

vebaT Tu ara Jurnalistebs dogmaturad daicvan aRniSnu-

li principi uklebliv yvelas, maT Soris naklebad cno-

bili kandidatebis mimarT, Tu samauwyeblo dro da saga-

zeTo adgili partiebsa da kandidatebs Soris proporci-

ulad unda ganawildes? BBC-is saxelmZRvanelo miTiTe-

bebSi programebis redaqtorebisaTvis aRniSnulia:

`Cven vaRiarebT, rom dResdReobiT arCevnebSi

bevri iseTi kandidatic iRebs monawileobas,

romlebsac mxolod umniSvnelo mxardaWeris

mopovebis imedi SeiZleba hqondeT. dasaSvebia,

rom gaSuqebisas gaTvaliswinebuli iyos gans-

xvaveba ZiriTad pretendentebsa da amgvar kan-

didatebs Soris... isini saeTero drois pari-

tetul ganawilebas ar unda moelodnen.~*13

sxva sityvebiT rom vTqvaT, yvela pretendentis abso-

luturad Tanabrad gaSuqeba arasasurvelia, Tu amis gamo

ufro mniSvnelovan partiebsa da kandidatebs yuradReba

moakldebaT. mTavari partiebi an kandidatebi Tanabrad da

sakmarisad unda Suqdebodnen winasaarCevno periodSi ma-

Sin, roca naklebad mniSvnelovani partiebis aseTi vrce-

li gaSuqeba araa aucilebeli (Tumca, maT sakuTari Tavis

wardgena da poziciis gamoxatvis sakmarisi saSualeba un-

da hqondeT).

Tanamdebobaze myofi kandidatebi ar unda sargeblobd-

nen teleekranze xSiri gamoCenis upiratesobiT imis xar-

jze, rom xdeba maTi oficialuri movaleobebis gaSuqeba.

am mxriv, cota qveyanas Tu aqvs saTanado wesebi SemoRe-

buli. Tumca, SeiZleba davasaxeloT sami gamonaklisi:

32 33

*13britaneTis samauwyeblo korporaciis (BBC) prodiuserTasaxelmZRvanelo miTiTebebi (1993), BBC, londoni.

BBC Producers’ Guidelines (1993), BBC, London.

samauwyeblo kompaniebi. es wesi ar vrceldeba kerZo ma-

uwyeblebze.

meore sakiTxi gasarTob da infogasarTob programebSi

samarTlianobis princips exeba. mkacri wesebi am mxriv,

rogorc Cans, ar arsebobs da arc unda iyos mizanSewoni-

li Tundac imitom, rom presis Tavisufleba ar Seilaxos.

amis sailustraciod ruseTis magaliTs moviyvanT. BBC-isSpitting Image-isa da Canal+-is Les Guignols-is analogiiT,

damoukidebelma telekompania çíÇ-m daaarsa satiruli

programa äÛÍÎ˚. 1995 wlis ivlisSi prokuraturam çíÇ-swinaaRmdeg saqme aRZra xelisuflebis umaRlesi moxelee-

bis pativisa da Rirsebis Selaxvis motiviT. garda amisa,

prokuraturam gadacemis redaqtors gadasaxadebisgan Ta-

vis aridebis da ukanono savaluto operaciebis warmoebis

braldebebi wauyena. çíÇ-m braldeba ar aRiara da am qme-

debas cenzuris dawesebis mcdeloba uwoda. yvelaferi

imiT damTavrda, rom äÛÍÎ˚ eTerSi darCa.

safrangeTs, rogorc ukve aRiniSna, aqvs wesi, romlis

Tanaxmadac politikosebma arCevnebamde ramodenime Tvis

ganmavlobaSi Toq SouSi ar unda miiRon monawileoba.

amasTanave, cnobilia, rom mosaxleobis garkveul nawils

saerTod ar surs uyuros politikuri ambebiT datvir-

Tul sainformacio gadacemebs da mas ufro izidavs msu-

buqi sainformacio gasarTobi programebi, romlebmac Ta-

visi adgili daimkvidres da avseben kidec axali ambebisa

da sainformacio gadacemebs. magaliTad, romelime kandi-

datis monawileobam Toq SouSi an televiqtorinaSi mayu-

rebels SesaZloa mis Sesaxeb Rirebuli informacia mis-

ces. teleekranze amgvari gamosvlebis akrZalviT, mayureb-

lebs SeiZleba moakldeT mniSvnelovani informacia. ra

Tqma unda, samarTlianobis, pasuxismgeblobisa da profe-

sionalizmis zogadi principebis dacva moeTxovebaT ma-

uwyeblebs, rac SesaZlebelia Sinaganawesis nawilic ki

iyos.

tikuri gaxada. maTi SefasebiT, axali ambebis gaSuqeba uf-

ro zedapiruli da ufro farTo auditoriazea gaTvlili.

amitomac, gasarTobi da infogasarTobi (informacia+gar-

Toba) gadacemebis raodenobac Sesabamisad izrdeba.

am (SesaZlo) cvlilebasTan dakavSirebiT ori kiTxva

ibadeba. pirveli, unda SeizRudos Tu ara kanoniT garTo-

bisa da infogarTobis gadacemebis raodenoba? meore, saWi-

roa Tu ara SemuSavdes raime wesebi, romlebic am prog-

ramebSi samarTlianobis dacvas uzrunvelyofs? rac See-

xeba pirvel SekiTxvas, mniSvnelovania vicodeT, marTebu-

lia Tu ara is azri, rom gasarTobi gadacemebis raode-

noba axal ambebsa da sainformacio programebs namdvilad

aWarbebs. Znelia amis garkveva, Tumca am sakiTxis irgvliv

araerTi kvleva Catarebula. germaniaSi, 1989-1997 wleb-

Si, sazogadoebriv arxebze gaizarda rogorc sainforma-

cio, ise gasarTobi programebis raodenoba. kerZo arxeb-

ze sagrZnoblad moimata gasarTobma programebma, xolo

sainformacio programebis raodenoba igive darCa. gansxva-

veba sazogadoebriv da kerZo arxebs Soris sakmaod mniS-

vnelovania. kerZo televizia gasarTob gadacemebs gacile-

biT met dros uTmobs, rac 20%-iT metia sazogadoebriv

arxebTan SedarebiT.*14

zogierT qveyanaSi moqmedebs sagangebo wesebi, romelTa

mixedviT, sazogadoebriv arxebs moeTxovebaT saeTero

drois gansazRvruli minimumi sainformacio programebs

dauTmon. magaliTad, niderlandebSi sazogadoebrivma sama-

uwyeblo kompaniebma saeTero drois sul cota 30% in-

formaciisa da ganaTlebisaTvis unda gamoyon, xolo kidev

20% - kulturisaTvis. auditoriis azris kvlevis samsa-

xuri (Dienst kijk-en luisteronderzoek) yovelTviur angariSs

wesebis Sesrulebis Taobaze abarebs damoukidebel mare-

gulirebel organos, romelic uflebamosilia daajarimos

34 35

*14barbara pfetCi, socialur kvlevaTa centri, berlini.

Barbara Pfetsch, Wissenschaftszentrum for Social Research, Berlin.

kandidatis reitingi, mxardamWerTa xelmowerebis raode-

noba an winasaarCevno gamokiTxvis Sedegebi. Cveulebriv,

debatebze aseve vrceldeba obieqturi saredaqcio gaSuqe-

bis principebi, kerZod, ZiriTadi kandidatebisa da par-

tiebis Tanabari gaSuqeba da imis aRiareba, rom naklebad

cnobili pretendentebi ar unda moelodnen paritetul pi-

robebSi Cayenebas. arCevnebSi monawile 25 partiidan, mxo-

lod 4-5 partia Tu gamoirCeva xolme.

yvela monawilis erTad Tavmoyras xSirad e.w. `dawina-

urebuli pretendentis~ faqtori uSlis xels. kandidati,

romelic winasaarCevno gamokiTxvis SedegebiT sxvebs usw-

rebs, uars acxadebs debatebSi monawileobaze, radgan mi-

iCnevs, rom amiT ufro mets dakargavs, vidre moigebs. de-

batebSi savaldebulo monawileoba am problemis gadaWris

gzas ar warmoadgens – politikosebs ufleba aqvT sakuTa-

ri survilisamebr warmarTon winasaarCevno kampania. deba-

tebis gauqmeba dawinaurebul pretendents arafers daak-

lebs, magram meore mxriv, garkveulwilad avnebs sazoga-

doebriv interess. amitomac, umjobesia, mainc Catardes de-

batebi, maSinac ki, roca romelime kandidati monawileo-

baze uars ambobs. am SemTxvevaSi liderebs imis SiSi mainc

eqnebaT, rom uarma SeiZleba uaryofiTad imoqmedos maT po-

ziciebze.

rac Seexeba saarCevno kampaniis procesSi debatebis ra-

odenobas, movixmobT erT saintereso azrs wignidan tele-

vizia da arCevnebi:

`debatebis sami raundi saSualebas aZlevs kandidats

gamoasworos daSvebuli Secdoma da ufro vrclad isa-

ubros Tavis saarCevno programaze. aseve SesaZlebelia

sakiTxTa ufro farTo speqtris warmoCena. SemTxvevi-

Tobis da iRblis faqtori mcirdeba da yuradRebis

centrSi kandidatebis realuri pozicia eqceva.~*17

debatebi

debatebs Tavisi dadebiTi da uaryofiTi mxareebi aqvs,

Tumca saerTo jamSi mainc pozitiuri movlenaa. rac See-

xeba debatebis naklovanebas, arsebobs mosazreba, rom sa-

valdebulo debatebi zRudavs kandidatebis SesaZleblobas

Tavisi Sexedulebisamebr warmarTon saarCevno kampania*15,

rom yvela partiis lideris monawileoba yovelTvis ar

xerxdeba da debatebis dros partiis liderebis pirovnu-

li faqtori Warbobs (es argumenti saparlamento arCevnebs

exeba). dadebiTi mxare ki is aris, rom debatebi saSuale-

bas aZlevs kandidatebs uSualod warsdgnen sazogadoebis

winaSe. debatebis meSveobiT izrdeba arCevnebisadmi xalxis

interesi da informirebuloba*16, sazogadoebas kandidate-

bis erTmaneTTan Sedarebis saSualeba eZleva da amdenad,

debatebi axali ambebis programebTan erTad sasargeblo sa-

informacio wyaros warmoadgens.

samarTlianobis uzrunvelsayofad debatebis procesSi

aucilebelia saTanadod ganisazRvros formati, xangrZli-

voba, monawileebi, maTi raodenoba da sxva.

rac Seexeba debatebSi monawileTa raodenobas, faqtia,

rom zogierT qveyanaSi yvela kandidatis mowveva srul

qaoss gamoiwvevda da, informirebis nacvlad, mayurebels

sagonebelSi ufro Caagdebda. magaliTad, centraluri da

aRmosavleT evropisa da yofil sabWoTa kavSirSi zogierT

telegadacemaSi Zalian bevr adamians miuRia monawileoba

(30 an 40-mdec ki), rac auditorias abnevda da aviwyebda,

vin ra Tqva. aqedan gamomdinare, rodesac debatebSi po-

tenciur monawileTa ricxvi imdenad didia, rom SeiZleba

gaurkvevlobaSi Caagdos mayureblebi, saWiroa ganisazRv-

ros kandidatTa SerCevis garkveuli kriteriumebi. amisaT-

vis SeiZleba gamoyenebul iqnes wina arCevnebis Sedegebi,

36 37

*15elen mickeviCi da Carlz faiarsTouni (1992), televizia

da arCevnebi, aspenis instituti.

Ellen Mickiewicz and Charles Firestone (1992), Television and Elections,Aspen Institute.

*16iqve

*17elen mickeviCi da Carlz faiarsTouni (1992),

televizia da arCevnebi, aspenis instituti.

Ellen Mickiewicz and Charles Firestone (1992), Television and Elections, Aspen Institute.

dasavleT evropis qveynebSi umetesad proporciulobis

principi moqmedebs. sareklamo dro nawildeba parlamen-

tSi mandatebis raodenobis mixedviT, rasac arasaparla-

mento partiebis gansazRvruli minimumic emateba. centra-

lur da aRmosavleT evropasa da yofil sabWoTa kavSir-

Si Tavdapirvelad TiToeul partiasa an kandidats Tana-

bar dros aZlevdnen. es logikuri iyo, radgan ar arse-

bobda kriteriumi, romelsac proporciuli ganawileba

daefuZneboda. am viTarebaSi ufaso politikuri reklamis

Tanabari ganawilebis principi samarTlianad miiCneoda. am-

Jamad, centraluri da aRmosavleT evropis zogierT qve-

yanaSi ukve proporciuli sargeblobis wesi moqmedebs (ma-

galiTad, bulgareTi, poloneTi).

aRniSnul sakiTxTan dakavSirebiT gadawyvetilebis mi-

Rebisas, ganmsazRvreli faqtoria qveynis konstituciuri

mowyoba da saarCevno sistema. gamarjvebis rac ufro met

Sansi aqvT mcire da axlad Seqmnil partiebsa da kandi-

datebs, miT ufro gamarTlebulia Tanabari droiT sargeb-

lobis principi da piriqiT.

maJoritaruli saarCevno sistemis SemTxvevaSi, im par-

tiaTa ricxvi, romlebic savaraudod parlamentSi moxvde-

bian, sagrZnoblad mcire iqneba, vidre proporciuli sis-

temis pirobebSi. magaliTad, gaerTianebul samefoSi moq-

medebs e.w. `gamarjvebuli iRebs yvelafers~ saarCevno ol-

qebis sistema. amdenad, mxolod sami ZiriTadi da ori

regionaluri partia moipovebs xolme adgilebs parlamen-

tSi. reklamis proporciuli ganawileba imis saSualebaa,

rom warumatebelma partiebma metismetad xangrZlivi sa-

eTero droiT ar isargeblon (magaliTad, gaxmaurebuli

Raving Loony Party an Natural Law Party). niderlandebSi, me-

ore mxriv, moqmedebs proporciuli warmomadgenlobis

sistema parlamentSi mosaxvedri Zalze dabali barieriT.

deputatobis mandatis mosapoveblad xmebis mxolod 0.67

procentia sakmarisi. amitom, sareklamo drois Tanabari

ganawileba ufro mizanSewonilia. 1994 wlis niderlande-

garda amisa, debatebis seria sxvadasxva formatiT Se-

iZleba warimarTos, iqneba es pasuxebi auditoriis mier

dasmul SekiTxvebze (studiaSi an telefoniT), Jurnalis-

tTa jgufisa Tu erTi wamyvanis monawileobiT.

debatebis dros ar aris aucilebeli, rom kandidatebs

erTsa da imave kiTxvaze pasuxis gasacemad Tanabari dro

hqondeT miniWebuli. mTavaria, TiToeul maTgans mieces

SesaZlebloba gamoTqvas sakuTari azri ZiriTad sakiTxeb-

Tan dakavSirebiT. debatebis mTavari mizania Seqmnas iseTi

Tavisufali (da amdenad ufro saintereso) sadiskusio ga-

remo, sadac kandidatebi SeZleben Tanaswor paeqrobaSi

Cabmas. kargi iqneboda, Tu aRniSnul wesebs yvela poli-

tikuri partia gaiziarebda, rac kampaniis procesSi bo-

los mouRebda kandidatebs, maT imijmeikerebsa da mauwyeb-

lebs Soris dausrulebel kinklaobas. samwuxarod, aseT

diskusiebs SeuZliaT mTeli RonisZieba CaSalon, rogorc

es arcTu didi xnis win britaneTSi moxda.

ufaso politikuri reklama

unda mieceT Tu ara saeTero dro politikosebs imi-

saTvis, rom maT uSualod mimarTon amomrCevels? amomr-

Cevlebi amas did mniSvnelobas arc aniWeben, razec ufa-

so politikuri reklamis mayurebelTa dabali procenti

metyvelebs. Tumca, pasuxi am kiTxvaze Semdegia: `diax, es

saWiroa~. ufaso politikur reklamas tendenciuri Jur-

nalizmis safrTxe ar emuqreba da imis aRiarebas warmo-

adgens, rom arCevnebi uSualod amomrCevlebsa da poli-

tikosebs Soris dadebuli `kontraqtia~.

rogor unda moxdes drois samarTliani ganawileba ise,

rom auditoriisaTvis reklama mosabezrebeli ar gaxdes?

gadasawyvetia, Tanabari iqneba drois ganawileba Tu pro-

porciuli, rogori unda iyos reklamis xangrZlivoba da

saWiroa Tu ara masze maqsimaluri zRvaris daweseba.

38 39

ufaso politikuri reklamis erT-erTi safrTxe isaa,

rom samarTlianobis keTilSobiluri mizniT yvelas da

yvelafris gaSuqebam SeiZleba gamoiwvios auditoriis apa-

Tia. mayureblis arc dro da arc interesi usazRvro

araa. centraluri da aRmosavleT evropisa da yofili

sabWoTa kavSiris bevri qveyana swored am problemas

waawyda. demokratizaciis procesSi uamravi axali poli-

tikuri moZraoba, partia da kandidati gamoCnda. maT Ta-

nabari da xSirad metismetad xangrZlivi sareklamo dro

eTmobodaT, magaliTad, TiToeul partias – erTi saaTi

da maJoritar kandidats – 30 wuTi. ase, rom amomrCev-

lebs sami kviris ganmavlobaSi yoveldRiurad samsaaTian

ufaso politikur reklamas sTavazobdnen. garda amisa,

Tavad reklama erTob momabezrebeli iyo. pretendentebis

umetesobas ar hqonda saSualeba video masala TviTon mo-

emzadebina. amitomac, Zalian xSirad Cawera saxelmwifo

televiziis erTsa da imave studiaSi, erTsa da imave ma-

gidasTan da yvavilebis Taigulis fonze xdeboda. kandi-

datebi kameris win ocwuTiani monologiT gamodiodnen. ra

gasakviria, rom yvelaze dauRalavi da erTguli mayurebe-

lic ki bolomde ver uZlebda sanaxaobas.

es yvelaferi warsul droSia moTxrobili da imedia,

rom amgvari praqtika male Seicvleba. kidev mravali ma-

galiTis moyvana SeiZleba am regionis qveynebidan. serbia-

Si 1997 wlis seqtembris arCevnebisas saxelmwifo sama-

uwyeblo kompania RTS-2-ma 14 dRis ganmavlobaSi 82 spe-

cialuri saarCevno gadacema dagegma, sadac monawileoba

235 adamians unda mieRo. amisaTvis gamoyofili iyo 48 sa-

aTi, rac yoveldRiurad mayureblisaTvis arcTu iolad

gadasatan 3 saaTsa da 20 wuTs gulisxmobda. marTalia,

am xelsayreli pirobebis kritika, erTi SexedviT, umar-

Tebuloa, magram Tavad cifrebi adasturebs, rom Sedegi,

nebsiT Tu uneblieT, uxeiro gamodga.

bis arCevnebis Sedegad parlamentSi adgilebi moipova ram-

denime axalma an manamde naklebad cnobilma partiam (Partyfor Elderly People). niderlandebi erT-erTia im mcire-

ricxovan evropul qveyanas Soris, sadac TiToeul pre-

tendents ufaso politikuri reklamisaTvis Tanabari dro

eniWeba.

sareklamo drois proporciuli ganawilebis mTavari

kontrargumenti is aris, rom igi xels uwyobs isedac

warmatebuli partiebis sasargeblod status qvos Senar-

Cunebas. Tanabari ganawilebis principis sawinaaRmdegod ki

is SeiZleba iTqvas, rom am SemTxvevaSi zedmetad didi

dro eTmoba umniSvnelo partiebsa da kandidatebs. magram

cxadia, rom am sakiTxis regulireba unda iTvaliswineb-

des qveynis konstituciur mowyobasa da politikur rea-

liebs.

40 41

konstituciuri sistema

maJoritaruli sistema

Sereuli an proporciuli sistema maRali barieriT

proporciuli sistemadabali barieriT

saprezidento arCevnebi (Tu kandidatebis ricxviZalian didi ar aris)

sareklamo drois proporciuli ganawilebis SemTxve-

vaSi, kriteriumad SeiZleba gamoyenebul iqnas wina arCev-

nebSi miRweuli Sedegebi da/an mosapovebeli adgilebis

raodenoba. amasTan erTad, ufaso sareklamo drois gark-

veuli minimumi axal politikur partiebsac unda daeT-

mos.

drois ganawileba ufaso politikuri reklamisaTvis

proporciuli

proporciuli

Tanabari

Tanabari

arsebobs ramdenime saSualeba mediis (da agreTve sazo-

gadoebis) am mdgomareobidan gamosayvanad:

● ufaso politikuri reklamisaTvis gamoyofili dro-

is SezRudva. germaniaSi partiebis reklama orwuTnaxe-

vari grZeldeba. am SemTxvevaSi gamoricxulia Zalian

mokle primitiuli da emociuri mimarTvebis gakeTeba

da partiis warmomadgeneli an kandidati ar Semoifar-

gleba mxolod saarCevno lozungebiT. amasTanave, arc

droa mayureblisTvis gamaRizianeblad xangrZlivi.

● ZiriTadi partiebisaTvis kviraSi xuTi-aTi wuTi sak-

marisad unda iqnes miCneuli.

● ufaso reklamisaTvis gamoyofil droze SeiZleba

zeda zRvari dawesdes, xolo sareklamo dro ubralod

ganawildes (Tanabrad an proporciulad) saarCevno su-

bieqtebs Soris. rogorc alternativa, SesaZloa arse-

bobdes ufro moqnili sistemac, romelic SeTanxmebu-

li iqneba saarCevno kampaniis dawyebamde mas Semdeg,

rac cnobili gaxdeba pretendentebis vinaoba.

● winasaarCevno kampaniis periodi SeiZleba gaxangrZ-

livdes.

qvemoT aRwerilia germanuli sistema, romelic erT-

erT saukeTeso models warmoadgens. am qveyanaSi moqmedebs

arCevnebis proporciuli sistema xuTprocentiani barie-

riT. amdenad, ar arsebobs ufaso politikuri reklamis

Tanabrad ganawilebis gansakuTrebuli saWiroeba da gamo-

iyeneba proporciuli ganawilebis principi, romelic Sem-

degnairad moqmedebs: arCevnebSi monawile yvela partias

SeuZlia ufasod ganaTavsos ori orwuTnaxevriani rekla-

ma. garda amisa, saparlamento partiebs damatebiTi dro

eZlevaT maTi mandatebis raodenobis Sesabamisad. 1994

wels ufaso sareklamo dro ase ganawilda:

● orma mTavarma partiam (CDU-m da SPD-m) rva-rva

reklama ganaTavsa;

42 43

● FDP-m, mwvaneTa da kidev samma partiam – 4;

● respublikelTa partiam – 3;

● danarCenma partiebma (sul 15-ma) – or-ori.

miuxedavad imisa, rom arCevnebSi 21 partia monawile-

obda, sul ufaso reklamaze gamoiyo mxolod 65 orwuT-

naxevriani reklama, ramac 162 wuTnaxevari Seadgina.

ufaso politikur reklamasTan dakavSirebuli kidev

sxva wesebis Tanaxmad:

● ufaso reklamis dro da adgili mkafiod unda gae-

mijnos saredaqcio masalas Semdegi saxis CarTvebiT:

`es iyo ama da am partiis ufaso saarCevno prezenta-

cia~, an `am gancxadebis Sinaarsze pasuxs agebs mxolod

esa da es partia~.

● im SemTxvevaSi, Tu partiebsa da kandidatebs video-

masalebis momzadebis saxsrebi ar gaaCniaT, maT saSua-

leba unda mieceT isargeblon studiis aparaturiT.

● radiosa da televiziaSi sxvadasxva partiebis rek-

lamebisa Tu saarCevno gancxadebebis Tanmimdevroba

presaSi Tavisufali SerCevis princips unda efuZnebo-

des.

bevr qveyanaSi politikuri partiebi Tavad arian pasu-

xismgebeli (rogorc praqtikaSi, ise iuridiulad) rekla-

mis Sinaarsze. amasTanave, zogan specialuri wesebic ar-

sebobs. magaliTad, belgiaSi politikuri reklama `pozi-

tiuri Sinaarsis unda iyos, ar axdendes sxva partiis

diskreditacias da ar utevdes maT mier wamoyenebul kan-

didatebs~. amgvari midgoma sxva qveynebmac SeiZleba gamo-

iyenon, Tu arsebuli praqtika maT ar akmayofilebT.

fasiani politikuri reklama

fasian politikur reklamasTan dakavSirebiT kamaTi

zogjer dausrulebel davaSi gadaizrdeba xolme, erTi

mxriv, sityvis Tavisuflebis mxardamWerTa da meore

mxriv, im adamianebs Soris, vinc icavs drois samarTlia-

ni ganawilebis princips sqeljibiani politikosebisagan.

es sakiTxi, upirveles yovlisa, moiTxovs erTmaneTisa-

gan gaimijnos sazogadoebrivi interesi da dogmaturi

midgoma da amdenad, msjeloba ara mxolod Teoriul prin-

cipebs, aramed arsebul praqtikasac unda daeyrdnos. mar-

Talia, es publikacia evropaSi arsebul kanonmdeblobas

ganixilavs, am konkretul SemTxvevaSi amerikis SeerTebu-

li Statebis gamocdilebis ugulvebelyofa ar SeiZleba,

gansakuTrebiT, saarCevno kampaniis dafinansebisa da poli-

tikuri reklamis sakiTxebTan dakavSirebiT mimdinare de-

batebis gaTvaliswinebiT.

amerikeli analitikosebis, politikosebisa da Jurna-

listebis pozicia am sakiTxis irgvliv gansxvavebulia. na-

wili amtkicebs, rom fasiani politikuri reklama eleq-

toratTan uSualo urTierTobis saSualebas iZleva, exma-

reba ucnob kandidats gaxdes cnobili da rom SezRudve-

bi sityvis Tavisuflebas Selaxavs. am pozicias aSS-s kon-

stitucia umagrebs zurgs: 1976 wels, rodesac kongres-

ma saarCevno kampaniis xarjebis SezRudva moindoma, sakon-

stitucio sasamarTlom daadgina, rom es konstituciis

pirveli Sesworebis darRveva iqneboda. am debatebSi mo-

nawile meore mxare amtkicebs, rom ZviradRirebuli sate-

levizio reklama saarCevno fondebis zRvargadasul mo-

zidvas iwvevs da fasiani reklamis daSveba uTanasworobis

dakanonebaa (vinc ufro mdidaria, ufro meti saeTero

drois yidvis saSualeba aqvs). maTi azriT, umjobesi iq-

neboda fasiani reklamis ufro samarTliani, ufaso rek-

lamiT Secvla. Cans, sakmaod didia im adamianTa ricxvi,

arsad, maT Soris im qveynebSic, sadac SinaarsTan da-

kavSirebuli moTxovnebi ar arsebobs, politikuri rekla-

ma ar unda Seicavdes arakoreqtul braldebebs an ar un-

da arRvevdes iseT kanonebs, romlebic mimarTulia rasob-

rivi, nacionalisturi da sxva danaSaulebrivi ganwyobi-

lebebis gaRvivebis winaaRmdeg. amasTan dakavSirebiT iba-

deba SekiTxva: unda hqondes Tu ara mauwyebels ufleba-

mosileba winaswar Seamowmos ufaso sareklamo masala?

germania erT-erTi is qveyanaa, sadac aRniSnuli sakiTxi

sakmaod detaluradaa regulirebuli. satelevizio arxe-

bi SiSobdnen, rom ukiduresi memarjvene politikuri par-

tiis reklamis eTerSi gaSvebiT, danaSaulis de faqto Ta-

namonawile ar gamxdariyvnen. amitom, maT moindomes dae-

tovebinaT reklamis SeCerebis ufleba, Tu igi aSkarad ar-

Rvevda kanons. magram am partiebma sasamarTlos gziT

miaRwies imas, rom satelevizio arxebs maTi reklamebi ga-

eSvaT eTerSi. germanuli kanonmdeblobis Tanaxmad:

`satelevizio arxs ara aqvs uflebamosileba

uari ganacxados saarCevno reklamis gaSvebaze Si-

naarsis arakonstituciurobis argumentis moSve-

liebiT. mxolod federaluri sakonstitucio

sasamarTlos kompetenciaa scnos partiisa an mi-

si gancxadebis arakonstituciuroba.~

ufaso politikuri reklamis winaswar Semowmebis sa-

kiTxi Semdgom analizs moiTxovs, Tumca albaT SeiZleba

iTqvas, rom reklamis eTerSi gaSvebaze uaris Tqma sasa-

marTlos gadasawyveti unda iyos. cxadia, rom unda arse-

bobdes saarCevno reklamis eTerSi gasvlis (an, beWdviTi

mediis SemTxvevaSi, gamoqveynebis) Semdeg misi gasaCivrebis

meqanizmebi (daSvebuli darRvevebis dauyovnebeli gamoswo-

reba, sanqciebi).

44 45

fasiani politikuri reklamis

sawinaaRmdego argumentebi

● izRudeba Tanabari SesaZleblobebis principi. poli-

tikosebs, romlebsac mniSvnelovani finansuri mxarda-

Wera aqvT, SesaZlebloba eZlevaT sxvebze ufro meti

dro da adgili iyidon. isini ufro metad gamoCndebi-

an da saarCevno kampanias meti dafinansebiT warmarTa-

ven. fuliani politikosebis amgvari upiratesoba ara-

demokratiulia.

● im qveynebis gamocdileba, sadac fasiani politiku-

ri reklama daSvebulia, miuTiTebs, rom telereklamis

gaZvirebis da politikuri reklamis mudmivi zrdis ga-

mo, saarCevno fondebis saWiroebac matulobs. politi-

ka sul ufro emsgavseba finansur maraTons.

● sponsorebisgan miRebuli dafinanseba aCens eWvs im

SesaZlo valze (rogorc pirdapiri, ise gadataniTi

mniSvnelobiT), romelic politikosebs uCndebaT maTi

sponsorebis mimarT. mdidari pirebsa da jgufebs SeuZ-

liaT iyidon aRmasrulebeli xelisuflebis mfarvelo-

ba.

● saarCevno kampaniisas gamoyenebuli politikuri rek-

lama regulirebis gareSe SeiZleba pirovnebebis rek-

lamad gadaiqces; kandidatebi cdiloben sawadels me-

diis manipulirebiT miaRwion da ara Sinaarsiani saar-

Cevno platformis wyalobiT.

● centraluri da aRmosavleT evropisa da yofili

sabWoTa kavSiris zogierT qveyanaSi kontrolis meqa-

nizmebi (magaliTad, xarjebze maqsimaluri limiti) ar

aris efeqturi da seriozuli braldebebi gaismis sa-

xelisuflebo Zalebis reklamis dafinansebasTan dakav-

SirebiT (saxelmwifo biujetis gamoyeneba).

vinc ukmayofilebas gamoTqvams imis Taobaze, rom saarCev-

no kampaniis fondebis mozidva da fasiani politikuri

reklama zedmet mniSvnelobas iZens. Sexvedrebi preziden-

tTan gasayidadaa gamotanili, politikosebi (prezidentis

CaTvliT) mudmivad dakavebuli arian fulis ZiebiT, saar-

Cevno kampaniebi sul ufro ZviradRirebuli xdeba, poli-

tikuri reklama televiziaSi geometriuli progresiiT

izrdeba da kerZo Semowirulobebi politikaze gavlenas

axdenen, rac aRmasrulebeli xelisuflebis damoukideb-

lobas emuqreba. is mosazreba, rom politika finansur ma-

raTonSia CaTreuli, seroizulad dagvafiqrebs reformis

aucileblobaze.

am da qvemoT aRweril mizezTa gamo, fasiani politi-

kuri reklama dasavleT evropaSi farTod gavrcelebul

praqtikas ar warmoadgens (gamonaklisia italia da por-

tugalia). centraluri da aRmosavleT evropisa da yofi-

li sabWoTa kavSiris qveynebSi ki, es praqtika, Cveuleb-

riv, daSvebulia, rasac ramdenime mizezi ganapirobebs. Te-

oriulad, im garemoSi, sadac mravali axali partia Cnde-

ba, fasian reklamas saredaqcio gaSuqebis Sevseba SeuZlia

da amomrCevelsac saSualeba eZleva ukeT ganasxvaos es

partiebi erTmaneTisagan. amasTan, roca saxelmwifos kon-

troli mediaze jer kidev sagrZnobia da media xSirad

tendenciuria, gansakuTrebuli mniSvneloba eniWeba imas,

rom politikosebma sakuTari poziciis gamoxatva SeZlon.

praqtikaSi ki, fasiani reklamis daSveba centraluri da

aRmosavleT evropisa da yofili sabWoTa kavSiris qveyneb-

Si orma mizezma ganapiroba: 1) fasianma reklamam arsebo-

bisaTvis mebrZol sainformacio saSualebebs sareklamo

Semosavali moutana; 2) akrZalvis SemTxvevaSi reklama

albaT farulad mainc gavidoda eTerSi saredaqcio masa-

lis niRbiT.

qvemoT moyvanilia argumentebi fasiani politikuri

reklamis sasargeblod da mis sawinaaRmdegod.

46 47

deba. saCivari ar gamoTqmula imasTan dakavSirebiT, rom

ufaso sareklamo droisa da misi ganawilebis Sesaxeb ar-

sebuli kanonmdebloba mediis saqmianobaSi Carevis safuZ-

veli gaxda (am kanonmdeblobis aRsruleba, Cveulebriv,

damoukidebeli organoebisa an centraluri saarCevno ko-

misiis mier xorcieldeba).

sawinaaRmdego argumentebis gabaTileba SedarebiT uf-

ro rTulia. amis TvalsaCino magaliTia is ukmayofile-

ba, romelic amerikis SeerTebul StatebSi arsebobs. sa-

arCevno fondebisa da politikuri reklamis sul ufro

mzardi mniSvneloba da saWiroeba seriozuli SeSfoTe-

bis sagani xdeba. sxva qveynebis gamocdileba aseve gviC-

venebs, rom zogierT partias SeuZlia sxvebze gacilebiT

meti daxarjos saarCevno kampaniaze. Tumca, es viTareba

ufro fasiani reklamis ukeT regulirebis aucilebloba-

ze miuTiTebs, vidre misi sruli gauqmebis saWiroebaze.

ZiriTadi argumenti fasiani politikuri reklamis sa-

winaaRmdegod - `politikosebi ar unda eweodnen TviT-

reklamas~ - ufro emociuria, vidre racionaluri da

Tanmimdevruli. reklama gazeTebisa Tu saarCevno pla-

katebis meSveobiT mowodebuli, Cveulebriv, daSvebulia

da SedarebiT naklebadaa SezRuduli.

am publikaciis mizani ar aris poziciis gamoxatva

imasTan dakavSirebiT, aucilebelia Tu ara fasiani rek-

lama. magram Tu fasiani reklama daSvebulia, igi auci-

leblad Sesabamisi wesebiT unda regulirdebodes. ro-

gorc mickeviCi da faiarsTouni weren: `fasiani politi-

kuri reklamis daSveba ar gulisxmobs pasiurobasa da

ususurobas sazogadoebisaTvis sasikeTo normebis Seqm-

nis saqmeSi.~* 18

argumentebi fasiani politikuri

reklamis sasargeblod

● fasiani politikuri reklamis SezRudva ewinaaRmde-

geba sakuTari azris Tavisuflad gamoxatvis uflebas.

● saeTero drois yidvis SesaZlebloba axal kandida-

tebs saxelisa da sazogadoebis yuradRebis mopovebis

saSualebas aZlevs, rac sxva SemTxvevaSi SeuZlebeli

iqneboda. es maT exmareba Tanamdebobaze myofi kandida-

tebisaTvis konkurenciis gawevaSi.

● politikosebs unda hqondeT mediiT sargeblobis sa-

Sualeba ganurCevlad imisa, fasiani iqneba es Tu ufaso.

raki ufaso saarCevno reklama SeiZleba gulisxmobdes

mediis saqmianobaSi xelisuflebis Carevas, rac mis da-

moukideblobas daemuqreba, amdenad fasiani reklama uf-

ro sasurvelia.

● axalgazrda demokratiis qveynebSi fasian politikur

reklamas SeuZlia gandevnos faruli reklama da Seav-

sos (zogjer usamarTlo) saredaqcio gaSuqeba.

argumentebis Sefaseba

Tu ufaso politikuri reklama sworadaa regulirebu-

li, fasiani politikuri reklamis sasargeblod gamoTqmu-

li zogierTi argumenti naklebad aqtualuri xdeba. jer

erTi, Tu kandidatebi isedac iReben saeTero dros ufasod,

fasiani reklamis, rogorc amomrCevlebTan uSualo urTi-

erTobis saSualebis, saWiroeba naklebia. meorec, ufaso

reklama exmareba ucnob kandidats Tavi gaacnos sazogado-

ebas da am SemTxvevaSi misi jibis zomas mniSvneloba ara

aqvs. dResdReobiT, axal kandidatebs saxelis mosapoveb-

lad didi Tanxa WirdebaT, rac Sorsaa demokratiulobisa-

gan da bevr karg politikoss gasaqans ar aZlevs.

is argumenti, rom ufaso sareklamo dro mediis damo-

ukideblobis safrTxes warmoadgens, praqtikiT ar dastur-

48 49

*18elen mickeviCi da Carlz faiarsTouni (1992),

televizia da arCevnebi, aspenis instituti.

Ellen Mickiewicz and Charles Firestone (1992), Television andElections, Aspen Institute.

namdebobis pirTa upiratesobis Semcireba, SedarebiT

ucnobi kandidatebis warmoCena). Tumca Teoriulad,

xarjebis SezRudvas SeuZlia gamoiwvios sityvis Tavi-

suflebis Selaxva da garda amisa, sakmaod rTuli iq-

neboda misi gakontroleba da aRsruleba.

litvasa da ruseTSi fasiani politikuri reklamis

SezRudva saarCevno kampaniis xarjebze zeda zRvaris da-

wesebiT xorcieldeba. miuxedavad imisa, rom aseTi midgo-

ma albaT yvelaze marTebulia (registrirebul partiebsa

da kandidatebs SeuZliaT garkveul sazRvrebSi moizidon

da gankargon Tanxebi Tavisi Sexedulebisamebr), saarCevno

xarjebze limitis dacvac Zalze rTuli gasakontrolebe-

lia, rac ruseTis 1995 wlis dekembris arCevnebma daadas-

tura.

ruseTis centraluri saarCevno komisiis gankargule-

biT, yvela saarCevno fondis saxsrebi `sberbankSi~ gaxs-

nil specialur droebiT angariSebze unda ganTavsebuli-

yo. politikur partiebs ara umetes 2.4 milioni aSS do-

laris daxarjvis ufleba hqondaT. mediis evropulma in-

stitutma ruseTis federalur samauwyeblo arxebze Caa-

tara fasiani saeTero drois raodenobrivi analizi. aR-

niSnul arxebze yoveli sareklamo wuTis fasis gaTvalis-

winebiT gairkva, rom zogierTi partiis mxolod sarekla-

mo xarjebma mniSvnelovnad gadaaWarba kampaniisTvis dad-

genil limits.*19

centraluri saarCevno komisiis sarevi-

zio samsaxurs xarjebis monitoringi unda gaewia, Tumca

amgvari meqanizmis arsebobisda miuxedavad, es samsaxuri

metad araqmediTunariani aRmoCnda. finansebTan dakavSire-

buli wesebis bundovaneba, aRuricxavi Semowirulobebi

● amerikis SeerTebul StatebSi, sadac fasiani sarek-

lamo sistema yvelaze naklebad regulirebulia,

mediiT Tanabari sargeblobis dasacavad mainc moqmedebs

Tanabari SesaZleblobebis wesi. magaliTad, Tu rome-

lime telearxi mihyidis saeTero dros erT kandidats,

maSin igi valdebulia sxva kandidatebsac igive piro-

bebi SesTavazos. samauwyeblo kompaniebs ara aqvT uf-

leba gansxvavebuli tarifebi daaweson sxvadasxva kan-

didatebisaTvis. msgavsi wesi moqmedebs italiaSi, ra-

zec beWdviTi mediis TavSi iyo saubari. aq kerZo ar-

xebs evalebaT saarCevno kampaniis dawyebamde saeTero

droiT sargeblobis fasisa da pirobebis gamocxadeba.

am SemTxvevaSic amosavali principi isaa, rom Tu er-

Ti kandidati an partia sargeblobs raime upirateso-

biT, igive pirobebi unda vrceldebodes yvela danar-

Cenzec.

● garda amisa, amerikis SeerTebul Statebs aqvs e.w.

umciresi tarifis wesi, romlis Tanaxmadac, pirvelad

arCevnebamde 45 dRisa da sayovelTao arCevnebamde 60

dRis ganmavlobaSi registrirebuli kandidatebisTvis

reklamaze umciresi tarifi unda iyos dawesebuli,

sxva sityvebiT rom vTqvaT, Tu romelime kandidats

surs SeiZinos dro 30 wamiani politikuri reklami-

saTvis saRamos 8 saaTze, telearxma mas iseTive piro-

bebi (fasdakleba) unda SesTavazos, rogoriTac msxvi-

li komerciuli reklamis damkveTi (magaliTad, `koka-

kola~) isargeblebda. am wesis mizania saarCevno kampa-

niis xarjebis Semcireba da amave dros, telekompanie-

bisTvis saTanado anazRaurebis uzrunvelyofa.

● damatebiT, SeiZleba dawesdes xarjebze zeda zRva-

ric, rac nawilobriv gaaneitralebda fasiani reklamis

zemoT aRweril uaryofiT argumentebs (gadaWarbebuli

moTxovnileba saxsrebis mozidvaze, konkurenciis ara-

Tanabari pirobebi da sxva) da amave dros, SeinarCuneb-

da mis pozitiur mxareebsac (saarCevno kampaniisas Ta-

50 51

*191995 wlis ruseTis saparlamento arCevnebis gaSuqebis moni-

toringi, saboloo angariSi, mediis evropuli instituti,

1996 wlis 15 Tebervali.

Monitoring the media coverage of the 1995 Russian parliamentaryelections, final report, European Institute for the Media, 15 February1996.

yvelaze mizanSewonili iqneboda, rom yvela partiasa

da kandidats Tanabari drois yidvis saSualeba miscemo-

da. es axal partiebs status qvos Secvlis pirobebs Se-

uqmnida, Seamcirebda saarCevno fondebze mzard moTxovni-

lebas da fasiani reklamis saerTo moculobasac.

● saarCevno kampaniis demokratiulobaze fasiani po-

litikuri reklamis mosalodneli uaryofiTi zemoqme-

debis Semcireba SesaZlebelia aseve Sinaarsis reguli-

rebiT, romlis ori varianti aRwerilia wignSi `tele-

vizia da arCevnebi~. jer erTi, fasiani reklamis mi-

nimaluri orwuTiani xangrZlivobis daweseba Tavidan

agvacilebda primitiul, metismetad emociur da zog-

jer tyuilze agebuli Sinaarsis sareklamo gancxade-

bebs (ix. zemoT ganxiluli magaliTi orwuTnaxevrian

ufaso reklamasTan dakavSirebiT). meorec, moTxovna,

rom kandidatebi Tavis reklamebSi udides dros saku-

Tar Tavs uTmobdnen, SezRudavda fasian politikur

reklamaSi manipulirebisa da emociuri gamosvlebis Se-

saZleblobas.*20

daskvnis saxiT vityviT, rom ufaso politikur rekla-

masTan dakavSirebuli zogierTi wesi aseve vrceldeba fa-

sian politikur reklamaze. magaliTad, saWiroa arsebob-

des darRvevebis dauyovnebeli gamosworebis, sajaro uar-

yofis an sapasuxo mimarTvis SesaZlebloba, rac aseve gu-

lisxmobs, rom saarCevno satelevizio gamosvlebi albaT

ar unda daiSvebodes mas Semdeg, rac sapasuxo mimarTvis

uflebis ganxorcieleba aRar xerxdeba. es ki imas niSnavs,

rom fasiani reklamiT sargebloba kenWisyramde erTi

dRiT adre unda Sewydes.

(romelTac `sberbankis~ angariSamde arasodes miuRweviaT)

da centraluri saarCevno komisiis uunaroba gaekontro-

lebina Tanxebis moZraoba, is ZiriTadi mizezebia, ramac

zogierT partias gadaxarjvis saSualeba misca.

yovelive es adasturebs, rom saarCevno xarjebze li-

mitis arsebobisas aucilebelia politikuri kampaniebis

dafinansebis procesis gamWvirvalobisa da efeqturi kon-

trolis meqanizmebis uzrunvelyofa.

● alternatiul saSualebad SeiZleba ganvixiloT li-

mitis daweseba im saeTero droze, romelic partiebs

an kandidatebs SeuZliaT iyidon. aseT midgomas iseTi-

ve upiratesobebi aqvs, rogorc zogadad xarjebis

SezRudvas da amasTan, kontrolic gacilebiT advilia.

Tuki satelevizio reklamebis raodenobis daTvla Zne-

li araa, kampaniis mTliani xarjebis Semowmeba sakmaod

rTulia (partiis saarCevno mitingebis mowyobis Rire-

buleba; SeiZleba Tu ara sazogadoebrivi azris gamo-

kiTxva saarCevno kampaniis nawilad CaiTvalos da sxva).

am tipis regulireba bevr qveyanaSi arsebobs. magali-

Tad, kanadaSi sareklamo dro, romlis yidvis uflebac

aqvs ama Tu im partias, damokidebulia mis warmomadgen-

lobaze parlamentSi. amasTan, garkveuli drois yidva par-

lamentis gareT darCenil partiebsac SeuZliaT. es sis-

tema Zlier partiebs ufro xelsayrel pirobebs uqmnis

da status qvos SenarCunebas emsaxureba, Tumca fasianma

reklamam unda SeZlos gamawonasworebeli roli Seasru-

los. poloneTSi fasiani reklamis dro ufaso reklami-

saTvis gamoyofili drois raodenobazea damokidebuli

(ufro zustad, am ukanasknelis 15%-ia). aseTive wesis Se-

moRebas sxva qveynebic ganixilaven. Tumca, Tu ufaso dro,

Tavis mxriv, proporciuladaa ganawilebuli da ara Tanab-

rad, es wesi agreTve imuSavebs saparlamento Tu Zlieri

partiebis sasargeblod.

52 53

*20elen mickeviCi da Carlz faiarsTouni (1992), televizia da

arCevnebi, aspenis instituti.

Ellen Mickiewicz and Charles Firestone (1992), Television andElections, Aspen Institute.

● fasian reklamasTan dakavSirebuli sakanonmdeblo

aqtebis (Tanabari SesaZleblobebis uzrunvelyofa,

limitis dadgena, reklamis Sinaarsi) Sesrulebaze ze-

damxedveloba da am wesebis dacvis uzrunvelyofa.

● partiebisa da kandidatebisagan aRniSnuli sakiTxe-

bis Taobaze Semosul saCivrebze reagireba.

● ufaso da fasian reklamasTan Tu saredaqcio gaSu-

qebasTan dakavSirebiT sapasuxo mimarTvis uflebis

dacvaze zedamxedveloba. Tu telekompania uars ity-

vis sapasuxo mimarTvis gavrcelebaze, maregulirebe-

li organo uflebamosilia gaakeTos saTanado gancxa-

deba.

● mediis mxridan saarCevno kanonmdeblobis darRve-

vis faqtebis gamovlena da centraluri saarCevno ko-

misiisTvis maT Sesaxeb informaciis miwodeba.

● arCevnebis saredaqcio gaSuqebis monitoringi da

partiebisa da kandidatebis mimarT aSkara subieqtu-

robis gamovlena.

am movaleobaTa warmatebiT Sesruleba moiTxovs mTe-

li saarCevno procesis gaSuqebaze mudmiv dakvirvebas.

safrangeTis telemauwyeblobis umaRlesi sabWos (CSA)erT-erT wliur angariSSi vkiTxulobT: `monitoringis

funqcia regulirebis erT-erT RerZs warmoadgens. kanon-

mdebloba, wesebi, valdebulebebi da movaleobebi [...] ver

iqneba efeqturi, Tu ar iarsebebs maTi ganuxreli dacvis

meqanizmebi.~* 22

ukve visaubreT imis Sesaxeb, Tu ramdenad

intensiurad adevnebs Tvals CSA arCevnebis gaSuqebis

process. Tumca aRsaniSnavia, rom yvela maregulirebel

organoze ar SeiZleba igive iTqvas.

maregulirebeli organoebi

evropis yvela qveyanaSi (iSviaTi gamonaklisis garda)

satelevizio mauwyeblobis mTavari sakiTxebis regulire-

bis uflebamosileba e.w. damoukidebel maregulirebel

organoebs aqvT miniWebuli.* 21

am organoebs Semdegi movaleobebi aqvT: samauwyeblo

licenziis gacema; mauwyeblebis saqmianobaze zedamxedve-

loba; sxvadasxva normatiuli aqtebis miReba; sanqciebis

daweseba; zogjer, maT kvazi-sasamarTlo organoebis fun-

qciac akisriaT, rogoricaa, magaliTad, telemayurebelTa

saCivrebis ganxilva. sxva sityvebiT rom vTqvaT, maregu-

lirebeli organoebi Zalian mniSvnelovan rols asrule-

ben zemoaRniSnuli maregulirebeli wesebis aRsrulebaSi.

maTi kompetencia qveynebis mixedviT gansxvavebulia,

Tumca yvelaze xSirad maT evalebaT:

● konsultaciebis gaweva (arCevnebamde) fasiani da

ufaso sareklamo drois ganawilebis normebis Semu-

Savebis mizniT.

● muSaoba JurnalistebTan da masobrivi informaciis

saSualebebTan (arCevnebamde) saarCevno qcevis kodeq-

sis Sesaqmnelad.

● ufaso sareklamo drois ganawilebis procesze ze-

damxedveloba.

54 55

*21serJ robiari (1996). televizia evropaSi: maregulirebeli

organoebi –- statusi, funqciebi da berketebi evropis 35

qveyanaSi. mediis evropuli instituti; jon libi, londoni

[wignis es Tavi, umeteswilad, aRniSnuli gamocemis

daskvnebzea agebuli]

Serge Robillard (1996). Television in Europe: Regulatory Bodies –status, functions and powers in 35 European Countries. EuropeanInstitute for the Media; John Libbey, London.

*22 CSA, me-3 wliuri angariSi,

1991 w. 1 ianvari - 31 dekemberi, gv. 195

CSA, 3rd Annual Report, 1 Jan – 31 Dec 1991, p. 195.

luri avtonomia sakanonmdeblo da aRmasrulebeli xeli-

suflebis mxridan pasuxismgeblur da patiosan damoki-

debulebas moiTxovs. amas adasturebs xelisuflebis am

ori Stos monawileoba maregulirebeli organos dakomp-

leqtebaSi. xSirad mis wevrebi iniSnebian mTavrobis, mi-

nistrebis an prezidentis mier, erTpirovnulad an parla-

mentTan SeTanxmebis safuZvelze (safrangeTi, rumineTi da

poloneTi). zogjer, es mxolod parlamentis prerogati-

vaa (CexeTis respublika, estoneTi, islandia, litva,

slovenia). gamonaklis SemTxvevebSi am procesSi sasamar-

Tlo xelisuflebac monawileobs (italiaSi garantori

yofili mosamarTle unda iyos). Zalian iSviaTad konsul-

taciebSi samoqalaqo sazogadoebac aris CarTuli (ger-

mania).

gaerTianebul samefoSi damoukidebeli satelevizio

komisiisa da mediis saCivrebis komisiis Tavmjdomareebs

uSualod aRmasrulebeli xelisufleba niSnavs, rac Ta-

visTavad ar gulisxmobs, rom es organoebi an damokide-

buli arian mTavrobaze an misi gavlenis qveS eqcevian. wev-

rebi gansazRvruli vadiT iniSnebian, xolo maregulirebe-

li organos avtonomia kanoniTaa garantirebuli. amJamad,

centraluri da aRmosavleT evropisa da yofili sabWoTa

kavSiris zogierT qveyanaSi cdiloben Camoayalibon iseTi

sakanonmdeblo baza, romelic uzrunvelyofs maregulire-

beli organos damoukideblobas. misi wevrebis daniSvnaSi

monawileobs parlamenti, mTavroba da (zogjer) sxva

struqturebic; kandidatebis SerCeva SeiZleba xdebodes

politikurad damoukidebeli adamianebis siidan, an ufro

farTo konsensusis safuZvelze. yovelive es imisTvis

xdeba, rom gamoiricxos maregulirebel organoze poli-

tikuri gavlenis safrTxe.

monitoringis efeqturoba maregulirebeli organos

kompetenciaSi Semaval sanqciebsa da finansur uzrunvel-

yofazea damokidebuli (amas zemoT ganxiluli ruseTis ma-

galiTic adasturebs). evropis qveynebis praqtikas Tu gan-

vixilavT, davinaxavT, rom umetes SemTxvevaSi sxvadasxva

simkacris sanqciebi erTnairia da moicaven: pirdapir an

sajaro gafrTxilebas, rasac SesaZloa mohyves Seswore-

bis an bodiSis moxdis moTxovna. amis Semdeg, mareguli-

rebel organos jarimis dakisrebac SeuZlia da bolos,

satelevizio programa SeiZleba SeCerdes an, ukidures

SemTxvevaSi, samauwyeblo kompanias SeiZleba licenziac

CamoerTvas.* 23

rodesac saqme yvelaze mkacr sanqciebs – programis an

licenziis SeCerebas – exeba, maregulirebeli organoebis

damoukideblobasa da avtonomias gansakuTrebuli mniSvne-

loba eniWeba, raTa ar moxdes maTi uflebamosilebis bo-

rotad gamoyeneba. maregulirebeli organoebisaTvis amgva-

ri farTo uflebebis miniWeba safrTxiloa iseT qveynebSi,

sadac ar arsebobs damoukidebeli sasamarTlo xelisuf-

leba da mediis maregulirebeli sakanonmdeblo baza. maTi

saqmianobis efeqturobisaTvis aucilebelia, rom maregu-

lirebeli organoebis uflebamosileba aRiaron mediis

warmomadgenlebma da mTelma sazogadoebam: sazogadoebriv-

ma (an saxelmwifo) da kerZo mauwyeblebma, mTavrobam, par-

lamentma da sasamarTlo xelisuflebam. Tavisi ZiriTadi

movaleobebis ganxorcielebisa da sayovelTao ndobis mo-

sapoveblad am organoebis gadawyvetilebebi avtonomiuri

unda iyos da politikur sarCuls moklebuli.

maregulirebeli organos damoukideblobis uzrunvel-

yofa mxolod kanonis saSualebiT SeuZlebelia. misi rea-

56 57

*23serJ robiari (1996). televizia evropaSi: maregulirebeli

organoebi - statusi, funqciebi da berketebi evropis 35

qveyanaSi.

Serge Robillard (1996). Television in Europe: Regulatory Bodies –status, functions and powers in 35 European Countries.

vel sxvadasxva instancias. es SeiZleba iyos JurnalistTa

TviTmaregulirebeli organo, Tuki misi uflebamosileba

masobrivi informaciis yvela saSualebis mieraa aRiarebu-

li. aseTia, magaliTad, norvegiis presis saCivrebis komi-

sia. rigi qveynebis umetesobaSi saCivrebi SesaZloa aseve

gadaeces sasamarTlos. zogierT qveyanaSi saarCevno kampa-

niis procesSi am kompetenciiT aRWurvilia agreTve saar-

Cevno komisia an specialuri sabWo, romelic mediaSi sa-

marTliani gaSuqebis sakiTxebze agebs pasuxs. aseT SemTx-

vevaSi aucilebelia, rom aseT organoebs hqondeT gadawyve-

tilebebis drouli aRsrulebis samarTlebrivi berketebi.

sapasuxo mimarTva unda gavrceldes ufasod ara marto

imave sainformacio saSualebiT, aramed igive arxze an

programaSi, imave dros, imave gverdze, iseTive SriftiTa

da moculobiT. garda amisa, xazgasmiT unda iyos miTiTe-

buli, rom esaa dausabuTebel braldebaze pasuxi. saarCev-

no kampaniis SezRuduli vadis gaTvaliswinebiT, iseT gan-

cxadebebTan dakavSirebiT, romlebic Seicavs umarTebulo

braldebebs an arRvevs rasobrivi an erovnuli SeuRlis

gaRvivebis sawinaaRmdego kanonmdeblobas, an aqezebs danaSa-

ulebriv qmedebas, unda arsebobdes samarTlebrivi meqaniz-

mebi, romlebic maT dauyovnebel gabaTilebasa da Sesabamis

dasjas uzrunvelyofs. aseTi moTxovnebi SeiZleba saarCev-

no kanonSi iyos gansazRvruli.

amerikis SeerTebul StatebSi e.w. pirovnuli Seuracx-

yofis wesi adgens: Tu sazogadoebrivi mniSvnelobis sadao

sakiTxebze gamarTuli teledebatebisas romelime pirs an

jgufs ayeneben Seuracxyofas, samauwyeblo kompania val-

debulia Seatyobinos maT amis Sesaxeb da misces pasuxis

gacemis saSualeba. es ar vrceldeba im SemTxvevebze, ro-

desac Seuracxmyofeli gancxadebebi gaismis axal ambebSi,

gansakuTrebuli movlenebis amsaxvel pirdapir reportaJeb-

Si, an kandidatebisa da maTi warmomadgenlebis gamosvleb-

Si. es wesi exeba mxolod saredaqcio da analitikur prog-

ramebs.

sapasuxo mimarTvis ufleba

mcdari informaciisa gasworeba da yalbi braldebebis

uaryofa uSualod saarCevno kampaniis periodSi unda mox-

des, rac aZlierebs im arguments, rom saWiroa arsebob-

des dauyovneblivi sapasuxo mimarTvis ufleba.

bevr qveyanaSi miaCniaT, rom am uflebis ganxorciele-

bisaTvis sakmarisia is procedurebi, romlebic, Cveuleb-

riv, presis an informaciis Sesaxeb kanonebSia mocemuli.

meore mxriv, bulgareTsa da sloveniaSi, gaTvaliswinebu-

lia ra saarCevno kampaniis xanmokleoba, dauyovnebeli pa-

suxis ufleba kanoniT aris gansazRvruli (bulgareTSi

moqmedebs 24 saaTiani vada, xolo sloveniaSi gadawyveti-

lebas sasamarTlo sami dRis ganmavlobaSi iRebs). Tu yo-

velkvireuli gazeTi litvaSi arCevnebis win bolo gamoS-

vebaSi araswor informacias dabeWdavs, igi valdebulia

sxva gazeTs gadauxados sapasuxo mimarTvis kenWisyris

dRemde gamoqveynebis safasuri. ruseTSi, piriqiT, saTana-

do yuradReba ar eqceva pasuxis uflebis ganxorcielebas

kampaniis periodSive, radgan oficialuri vada erTi Tvi-

Taa gansazRvruli.

mcdari informaciis gasworeba da sapasuxo mimarTvis

ufleba erTmaneTisgan unda ganvasxvavoT. Cveulebriv, ara-

zusti informaciis gamoqveynebis an televiziiT gadacemis

SemTxvevaSi (nebsiT Tu uneblied) Secdomis gasworebis pa-

suxismgebloba Sesabamis sainformacio saSualebas ekisre-

ba. martivad Tu vityviT, faqtobriv uzustobas Tavad sa-

informacio saSualebebi asworeben, rac SeiZleba aseve

moxdes sxva partiebis miTiTebiTac. sapasuxo mimarTvis

ufleba ki moqmedebs im SemTxvevaSi, roca romelime par-

tia an kandidati sadavod xdis mis winaaRmdeg gamoqveyne-

bul an televiziiT gadacemul dausabuTebel braldebas.

Tu mTavari redaqtori uars acxadebs mcdari informa-

ciis gasworebaze an sapasuxo mimarTvis uflebis ganxor-

cielebaze, saqme unda gadaeces sadao sakiTxebis ganmxil-

58 59

specialuri kanonmdebloba am problemis winaaRmdeg, ro-

melsac imijmeikerebi `negativizmSi gadavardnas~ uwode-

ben. negatiur kampanias Znelia konkretuli gansazRvreba

mounaxo. zedmetad mkacr wesebs SeuZlia daarRvios sity-

vis Tavisuleba, rac arakonstituciuri iqneboda; Zalian

liberaluri wesebi ki araefeqturia.

Tumca, am problemis daZlevis sami SesaZlo saSuale-

ba mainc arsebobs. pirveli gaxlavT arsebuli kanonmdeb-

lobisa (difamacia, ciliswameba) da sapasuxo mimarTvis

uflebis moqmedebis ares gadasinjva. magaliTad, SesaZle-

belia zemoaRwerili pirovnuli Seuracxyofis wesis Se-

moReba da misi ganvrcoba saarCevno kampaniis procesSi

kandidatebis mier erTmaneTis pirovnuli Seuracxyofis

faqtebze da sapasuxo mimarTvis Sesabamisi wesebiT gavr-

celebaze.

meore saSualebas Tavad sazogadoeba warmoadgens. ne-

gatiuri kampania Sewydeba, Tu xalxisTvis is miuRebelia.

cnobilia, rom naTqvami mTqmels SeiZleba Semoubrundes,

rac warsulSi araerTxel momxdara. amis yvelaze Tval-

saCino magaliTi albaT 1994 wlis italiis arCevnebia.

Tveebis ganmavlobaSi memarcxene partiebi daJinebiT cdi-

lobdnen forca italiis lideris, silvio berluskonis

diskreditirebas, risTvisac isini maT xelT arsebul yve-

la saSualebas iyenebdnen: presas, televizias, kinos, uni-

versitetis tribunas. raRas ar uwodebdnen mas: `bnel Ra-

mes~, `patara samxreT amerikel diqtators~, `robin huds

brWyalebSi~, `Sarlatans~ da ra Tqma unda, `mafiozos~. me-

marcxene filosofosi, luCo koleti, kampaniis dros

werda: `arasdros ahyveT cdunebas da nu SeqmniT Tqveni

metoqisgan xalxis mters. ciliswameba SeiZleba bumeran-

giviT SemogibrundeT~. marTlac, politikuri cvlilebe-

biT savse italiaSi berluskoni premier-ministri gaxda

(marTalia, mcire xniT, magram es xom italiaa).

isic unda iTqvas, rom imijmeikerebi negatiur kampani-

aSi sargebelsac xedaven, Tundac im martivi mizezis ga-

difamacia da ciliswameba, Cveulebriv, ar eqvemdebare-

ba sapasuxo mimarTvis uflebis dacvis meqanizmebs. Segne-

buli diskreditacia, rogorc wesi, (moraluri an mate-

rialuri) zianis miyenebis muxliT kvalificirdeba. aseTi

saqme, Cveulebriv, ar wydeba sainformacio saSualebasa da

momCivans Soris (damoukidebeli TviTmaregulirebeli or-

ganos monawileobiT an mis gareSe), aramed Sesabamis sasa-

marTlos gadaecema mosagvareblad.

`negativizmSi gadavardna~

negatiuri kampania gavrcelebuli senia, romlis wama-

lic samarTlebriv praqtikaSi jerjerobiT ar arsebobs.

uamravi magaliTis moyvana SeiZleba, rodesac xdeba

oponentebis diskreditacia, maTi arakompetentur da ara-

sando pirovnebebad monaTvla (`maT ar Seasrules dapire-

ba~) da dakavSireba SecdomebiT savse warsulTan da momav-

lis saTuo perspeqtivebTan. gavixsenoT boris elcinis

1996 wlis winasaarCevno gancxadebebi, an amave wels ru-

mineTis prezidentobis kandidatis, ion ilieskus gaxmau-

rebuli saarCevno reklama, romelSic misi monarqisti me-

toqis, emil konstantineskus saxe mefe mixais saxesTan

iyo Serwymuli Semdegi komentariT: `gnebavT airCioT ise-

Ti prezidenti, romelsac surs mefem Secvalos?~

unda aRiniSnos, rom negatiuri kampania orpartiuli

maJoritaruli sistemis qveynebSia ufro metad gavrcele-

buli, vidre proporciuli saarCevno sistemis saxelmwi-

foebSi, sadac dRevandeli oponentebi SeiZleba xval

mTavrobaSi erTad aRmoCndnen. am TvalsazrisiT, propor-

ciuli sistema erTgvarad Semamsubuqebel rols asru-

lebs.

miuxedavad imisa, rom analitikosebs, politikosebsa

da kanonmdeblebs mravalgzis ucdiaT gamoenaxaT negatiu-

ri kampaniis moTokvis gzebi, es arc ise ioli aRmoCnda.

evropis sabWos arc erT wevr-qveyanas ara aqvs miRebuli

60 61

Taven. partiebi maT iyeneben strategiis gansazRvris, ma-

Ti liderebis saqmianobis Sefasebisa da sxva miznebisT-

vis. Tavis mxriv, media gamokiTxvis Sedegebze komentars

sTxovs partiebis liderebsa da maT oponentebs. kampani-

is gaSuqeba sul ufro emsgavseba maraTons pretendentebs

Soris: vin aris win, vis aqvs gamarjvebis saukeTeso San-

si? da amdenad, gamokiTxvis Sedegebi ufro da ufro did

gavlenas axdens arCevnebis kampaniis gaSuqebaze.

sazogadoebrivi azrisa da gansakuTrebiT amomrCevelTa

gamokiTxvis Sedegebis gaSuqeba zogjer gare regulirebas

(kanonebi, maregulirebeli organoebis mier dadgenili we-

sebi) an Sida kodeqsebs eqvemdebareba. aseTi normebis mi-

Rebis ZiriTadi mizezi isaa, rom moqalaqeTa poziciisa da

arCevnebis Sedegebis Sesaxeb prognozis gamoqveynebam SeiZ-

leba kenWisyraze zemoqmedeba moaxdinos. magaliTad, moqa-

laqeebma SeiZleba Tavi Seikavon iseTi kandidatebisaTvis

xmis micemisagan, romlebsac gamarjvebis Sansi ara aqvT.

amas garda, gamokiTxvis Sedegebs SeuZliaT uSualod ar-

Cevnebis gaSuqebis proceszec moaxdinon gavlena (ix. Tavi

`rogor unda gaSuqdes gamokiTxvis Sedegebi?~).

winaswari Sedegebis gamoqveynebasTan dakavSirebiT

oTxi ZiriTadi sakiTxi imsaxurebs gansakuTrebul yu-

radRebas. zogierT qveyanaSi maTi regulireba sakanonmdeb-

lo aqtebiT, sxvagan ki, mediis organizaciebis mier dam-

tkicebuli Sidasauwyebo miTiTebebis safuZvelze xorci-

eldeba.

ra profesiul standartebs unda akmayofilebdes sa-zogadoebrivi azris gamokiTxvis organizaciebi?

sando gamokiTxvis Catareba sakmaod rTuli saqmea da

misi Sedegebi SeiZleba Zlier gansxvavdebodes arCevnebis

saboloo Sedegebisgan. Tu dasavleT evropaSi sazogadoeb-

rivi azris kvlevis organizaciebi axerxeben cdomilebis

koeficientis Zalian dabali procentis SenarCunebas, cen-

mo, rom igi partias an kandidats axal ambebSi moaxved-

rebs. `media sixaruliT aitacebs aseT masalas da CvenT-

vis ki, es kidev erTxel gamoCenis saSualebaa~, ganacxada

kampaniis erTma britanelma organizatorma. yovelive es

mediis gansjis sagani unda iyos, radganac swored medias

marTebs Sida wesebis miReba uxeSi pirovnuli Tavdasxme-

bis winaaRmdeg.

sazogadoebrivi azris gamokiTxva

sazogadoebrivi azris gamokiTxva politikis ganuyofe-

li nawilia maSinac ki, roca arCevnebi jer kidev Sorsaa.

gamokiTxvis Sedegebis gaSuqeba aucilebelia, Tumca saTa-

nado sifrTxiliT.

meti sicxadisTvis erTmaneTisagan unda ganvasxvavoT

uSualod `amomrCevlis gamokiTxva~ (arCevnebis Sedegebis

prognozireba) da ufro farTo termini `sazogadoebrivi

azris gamokiTxva~ (ama Tu im sakiTxTan mimarTebaSi moqa-

laqeebis damokidebulebisa Tu poziciis garkveva; Tumca,

es termini amomrCevelTa gamokiTxvis aRsaniSnavadac gamo-

iyeneba). sazogadoebrivi azris gamokiTxvis damkveTni

arian masobrivi informaciis saSualebebi, politikuri

partiebi, sociologiuri institutebi, arasamTavrobo

organizaciebi, lobisturi jgufebi da sxva. media gamo-

kiTxvebs sxvadasxva sakiTxebisadmi sazogadoebis damoki-

debulebis gasaSuqeblad iyenebs, xolo partiebi – poli-

tikuri ganwyobilebebis dasadgenad. amdenad, sazogadoeb-

rivi azris gamokiTxva araoficialur referendumadac Se-

iZleba CaiTvalos.

amomrCevelTa gamokiTxvebi wlis ganmavlobaSi politi-

kuri barometris funqcias asruleben. isini mianiSneben

politikuri partiis an kandidatis popularobaze, aCve-

neben maT reitings da arCevnebis Sedegebis prognozs iZ-

levian. amomrCevelTa gamokiTxvebs ZiriTadad masobrivi

informaciis saSualebebi da politikuri partiebi ukve-

62 63

gamokiTxvis Sedegebis gavrcelebisas. jer erTi, amomrCe-

velTa gamokiTxvis gamoqveyneba arCevnebis gaSuqebis pro-

cess uneblied tendenciurs xdis. gamokiTxvis Sedegebi

gvkarnaxobs, vin aris mediis yuradRebis Rirsi da vin ara.

is partiebi da kandidatebi, romlebsac, gamokiTxvis mi-

xedviT, gamarjvebis meti Sansi aqvT an, romlebsac SeuZ-

liaT arCevnebSi mniSvnelovan warmatebas miaRwion, sain-

formacio gadacemebis `gmirebi~ xdebian, xolo sxvebi me-

diis umniSvnelo yuradRebas imsaxureben an saerTod mis

miRma rCebian. meorec, gamokiTxvis Sedegebma SesaZloa

kandidatebisadmi ndoba gazardos da Tavisdauneburad,

eleqtoratzec moaxdinos gavlena. darwmunebiT naTqvam

iseT gancxadebas, rogoricaa `gamokiTxvis Sedegebi aCve-

nebs, rom batoni miterani gaimarjvebs~, SeuZlia gavlena

iqonios amomrCevelTa gadawyvetilebaze. amitomac sasur-

velia jerovani sifrTxilis gamoCena.

saarCevno maraTonidan aqcentis gadatana arsebiT sa-

kiTxebze keTilSobiluri mizania, magram auditoriis dro

SezRudulia da sainformacio programebi ki sul ufro

SekumSuli da mimzidveli xdeba. amomrCevlebis gamokiTx-

vebic am sqemaSi Tavsdeba. saWiroa Tu ara sakanonmdeblo

regulireba am viTarebis Sesacvlelad? kanonmdeblebi,

rogorc Cans, ase ar fiqroben. ar arsebobs iuridiulad

savaldebulo wesebi, romelic gamokiTxvis Sedegebs krZa-

lavs da arc kanoni, romelic masobrivi informaciis sa-

Sualebebs sifrTxiles moTxovs an aiZulebs gamokiTxvis

Sedegebis Taobaze damajerebel gancxadebebs moeridon.

yovelive es Tavad mediis gadasawyveti rCeba.

gamokiTxvis gaSuqebis Taobaze bevr sainformacio sa-

Sualebas Sidasaredaqcio wesebi aqvs miRebuli. magali-

Tad, BBC-is SemTxvevaSi es wesebi iTxovs Semdegs: a) ga-mokiTxvis Sedegebi ar unda iyos moxseniebuli axali am-

bebis anonsSi; b) gamokiTxvis Sedegebze komentari Tavad

BBC-im unda gaakeTos da ar gaimeoros gamokiTxvis sam-saxurebis Sefasebebi; g) BBC unda moeridos iseT formu-

traluri da aRmosavleT evropis, aseve yofili sabWoTa

kavSiris qveynebSi amomrCevelTa gamokiTxvebi xSirad

mniSvnelovnad gansxvavebul suraTs iZleva. magaliTad,

ruseTSi 1996 wlis saprezidento arCevnebis win sxvadas-

xva gamokiTxvebis Sedegebs Soris sxvaoba 15 procentsac

ki aRwevda. amomrCevelTa gamokiTxvis Sedegebis kenWisy-

raze SesaZlo gavlenis gaTvaliswinebiT, Cndeba kiTxva,

xom ar unda arsebobdes sagangebo wesebi, romlebic ara-

zusti prognozebis albaTobas Seamcirebda?

portugaliaSi sazogadoebrivi azris gamokiTxvis Cata-

reba mxolod specialurad akreditebul organizaciebs

SeuZliaT. Tumca, saTanado standartebi zogjer mainc

araa daculi da gamokiTxvas SeiZleba iseTi organizacie-

bic atarebdnen, romelTac saTanado saSualebebi ar gaaC-

niaT. sxva qveynebSi aseTi moTxovna ar arsebobs. garda

amisa, dadgenili araa gamokiTxvasTan dakavSirebuli ise-

Ti mniSvnelovani sakiTxebi, rogoricaa respondentebis

raodenoba, cdomilebis minimaluri koeficienti da sxva.

savaraudoa, rom sazogadoebrivi azris kvlevis araprofe-

sionali organizaciebi bunebrivad Sewyveten arsebobas.

gaerTianebul samefoSi iseTma cnobilma da gamocdilma

kvlevis centrebma, rogorebicaa Gallup, Harris, ICM da

sxvebi, profesiuli standartebis erTiani kodeqsi Seimu-

Saves. ndobis faqtori uaRresad mniSvnelovania, rogorc

sazogadoebrivi azris gamokiTxvis organizaciebisaTvis,

ise masobrivi informaciis saSualebebisTvisac. magali-

Tad, BBC mxolod iseTi gamokiTxvis Sedegebs gadascems,

romlebsac saTanado profesiul doneze Catarebulad mi-

iCnevs. BBC iTvaliswinebs gamokiTxulTa raodenobas,

respondentTa SerCevis wess da cdomilebis xarisxs (ro-

melic sam procentze dabali unda iyos).

rogor unda gaSuqdes gamokiTxvis Sedegebi?

ramdenime mizezi arsebobs imisa, Tu ratom marTebT me-

diis saSualebebs gansakuTrebuli sifrTxile gamoiCinon

64 65

berSi Tqva: `Tavidan yvela miloSeviCs aZlevda xmas da

mec miloSeviCs miveci xma. axla yvela seSels aZlevs

xmas da mec amasve vapireb~. ase, rom gamokiTxvas marTlac

SeuZlia winaswar gansazRvros arCevnebis Sedegebi. Tu ga-

mokiTxvis mixedviT kandidatis reitingi dabalia, zogi

amjobinebs xma ar misces mas.

am mosazrebam zogierT qveyanaSi ganapiroba gamokiTx-

vis Sedegebis gamoqveynebaze garkveuli SezRudvebis dawe-

seba. am qveynebSi medias ara aqvs ufleba gaaxmauros amom-

rCevelTa gamokiTxvis Sedegebi kenWisyramde garkveuli

xnis ganmavlobaSi im argumentiT, rom amomrCevels mieces

dro da saSualeba Tavad miiRos gadawyvetileba da ar mo-

eqces winasawari varaudis gavlenis qveS.

Tumca, am sakiTxTan dakavSirebiT evropaSi gansxvavebu-

li azri arsebobs. dasavleT evropis qveynebs, Cveulebriv,

regulirebis wesebi ara aqvT maSin, rodesac aRmosavleT

evropis qveynebis umravlesobas gansazRvruli aqvs wina-

saarCevno gamokiTxvis gauxmaureblobis vada, romlis xan-

grZlivoba sxvadasxvaa: ori dRe, sami dRe, erTi kvira.

litva da luqsemburgi gamonakliss warmoadgenen. litva-

Si mTeli saarCevno kampaniis ganmavlobaSi, xolo luqsem-

burgSi arCevnebamde erTi TviT adre wydeba gamokiTxvis

Sedegebis gamoqveyneba.

1997 wlis 11 Tebervlamde bulgareTSi ikrZaleboda

sazogadoebrivi azris gamokiTxvis Sedegebis gaxmaureba

saparlamento arCevnebamde 14 dRiT adre. Tumca sakons-

titucio sasamarTlom daadgina, rom es wesi ewinaaRmde-

geboda bulgareTis konstituciis 41-e muxls (informaci-

is miRebisa da gavrcelebis Tavisufleba), amitomac amJa-

mad arCevnebis gauxmaureblobis wesi mxolod arCevnebis

dRes moqmedebs.

lirebebs, romlebic varauds gamoricxavs, magaliTad: `Se-

iZleba iTqvas~ nacvlad `gviCvenebs~; d) unda mieTiTos

cdomilebis koeficienti da rodesac gansxvaveba or pre-

tendents Soris am koeficientis farglebSia, es aucileb-

lad unda aRiniSnos. niderlandebis ramdenime msxvil ga-

zeTs aqvs amis msgavsi, Tumca dauwereli wesi, romlis

Tanaxmadac, gamokiTxvis Sedegebi gazeTis pirvel gverdze

ar ibeWdeba.

garda amisa, BBC sasurvelad miiCnevs iseTi damatebi-

Ti informaciis miwodebasac, rogorsac moiTxovda ruse-

Tis centraluri saarCevno komisia 1996 wlis arCevnebi-

sas: gamokiTxvis samsaxuris saxelwodeba, gamokiTxvis Ta-

riRi, respondentebis raodenoba da gamokiTxvis geogra-

fia, teqnologia da dasmuli SekiTxvebis formulireba.

amomrCevelTa gamokiTxvis Sedegebis gamoqveynebis akr-

ZalviT sazogadoeba ver miiRebda mniSvnelovan informa-

cias saarCevno kampaniis Sesaxeb. sruliad marTebulad, es

varianti seriozulad arc ganixileba. imis gaTvaliswine-

biT, rom sazogadoebrivi azris gamokiTxvis xarisxi um-

jobesdeba, Sesabamisi samsaxurebi dainteresebuli arian

reputaciis SenarCunebiT da cnobili mauwyeblebi sifr-

TxiliT ekidebian gamokiTxvis Sedegebis gaSuqebas, am sfe-

roSi regulirebis SemoReba saWirod ar aris miCneuli.

amasTan, misasalmebelia Sidasaredaqcio wesebis miReba.

erT-erTi mniSvnelovani moTxovna, romelic SeiZleba ka-

noniT ganisazRvros, aris sapasuxo mimarTvis ufleba

iseT SemTxvevebSi, rodesac xdeba gamokiTxvis Segnebulad

manipulireba.

unda Sewydes Tu ara kenWisyramde garkveuli xniT

adre gamokiTxvis Sedegebis gamoqveyneba?

saerTod adamianebs urCevniaT ar aRmoCndnen damarcxe-

bulTa mxares. amis saukeTeso ilustracias warmoadgens

erTi serbis sityvebi, romlebic man 1997 wlis seqtem-

66 67

Zneli saTqmelia, saWiroa Tu ara saerTod regulire-

bis arseboba. amomrCevlis nebaze gamokiTxvis Sedegebis

realuri gavlenis dasabuTeba SeuZlebelia. Tumca, Tu

qveyana gadawyvets SemoiRos gamokiTxvis gauxmaureblobis

wesi, erTi dRis vada albaT sakmarisi ar iqneba. Tu ar-

Cevnebi, magaliTad, kviras unda gaimarTos, paraskevs ga-

moqveynebuli gamokiTxvis Sedegebi SabaTs jer kidev aq-

tualuria. 3-5 dRe SesaZloa sakmarisia imisaTvis, rom am

sakiTxma ukana planze gadainacvlos, Tumca cota droa

darRvevebis Tavidan asacileblad (magaliTad, gamokiTxvis

Sedegebis internetiT Tu ucxouri sainformacio saSua-

lebebiT gavrceleba).

rogor unda gaSuqdes egzitpolebi

da arCevnebis winaswari Sedegebi?

egzitpoli aris gamokiTxva, romelic arCevnebis dRes,

kenWisyris Senobis gareT tardeba. igi imis garkvevas ki

ar cdilobs, Tu visTvis apirebs xalxi xmis micemas, ara-

med imis, Tu vis misca man ukve xma. yvela qveyanaSi sain-

formacio saSualebebi Tavs ikaveben egzitpolebis Sede-

gebis gamoqveynebisagan saarCevno ubnebis daxurvamde. mi-

zezi martivi da gasagebia. miuxedavad imisa, rom egzit-

polebi mxolod savaraudo Sedegebs gvawvdian, mainc ar

aris sasurveli maTi SesaZlo gavlenis moxdena eleqto-

ratze. ramdenime qveyanaSi (magaliTad, norvegia, portu-

galia, rumineTi) egzitpolebi kanoniT regulirdeba. sxva

qveynebSi Sesabamisi wesebi xSirad saarCevno kanonSia mo-

cemuli (magaliTad, germania).

safrangeTSi CSA-m mkacrad gaakritika telearxi

France 2 1995 wlis saprezidento arCevnebis pirveli

turis dros egzitpolebis Sedegebis gavrcelebisTvis sa-

Ramos 8 saaTamde, anu saarCevno ubnebis daxurvamde. bul-

gareTSi centralurma saarCevno komisiam 1997 wlis ap-

rilSi daadgina, rom egzitpolebis Catareba mxolod ken-

69

wesebi ar arsebobs; arsebobs rekomendacia

gauxmaureblobasTan dakavSirebiT kenWis-

yramde Svidi dRis ganmavlobaSi

wesebi ar arsebobs

wesebi ar arsebobs (1997 w. 11 Tebervals, ak-

rZalva 14 dRis ganmavlobaSi gauxmaureb-

lobasTan dakavSirebiT arakonstituciu-

rad iqna cnobili)

wesebi ar arsebobs

wesebi ar arsebobs

wesebi ar arsebobs

ikrZaleba erTi kviriT adre

wesebi ar arsebobs

wesebi ar arsebobs

ikrZaleba ori dRiT adre

akrZalulia mTeli oficialuri saarCevno

kampaniis ganmavlobaSi

ikrZaleba erTi TviT adre ikrZaleba

ikrZaleba ori dRiT adre

wesebi ar arsebobs

wesebi ar arsebobs

ikrZaleba Tormeti dRiT adre

wesebi ar arsebobs

ikrZaleba ori dRiT adre

ikrZaleba sami dRiT adre

ikrZaleba Svidi dRiT adre

ikrZaleba Svidi dRiT adre

wesebi ar arsebobs

wesebi ar arsebobs

68

avstria

belgia

bulgareTi

kviprosi

dania

fineTi

safrangeTi

germania

islandia

latvia

litva

luqsemburgi

malta

niderlandebi

norvegia

poloneTi

portugalia

rumineTi

ruseTis federacia

slovakeTi

slovenia

Sveicaria

gaerTianebuli samefo

qveyanakenWisyramde gamokiTxvis Sedegebis

gamoqveynebis wesebi

Wisyris Senobis gareT SeiZleba da isic mxolod mas Sem-

deg, rac xalxma arCevani ukve gaakeTa. amasTan, akrZalu-

lia Sedegebis gamoqveyneba saarCevno yuTebis daxurvamde.

igive wesi exeba arCevnebis winaswari Sedegebis gamoq-

veynebasac, gansakuTrebiT im qveynebSi, romlebic ramdeni-

me saaTobriv sartyelzea gadaWimuli (magaliTad, ruse-

Ti). xmis daTvlis winaswari Sedegebi vladivostokSi ar

unda gamoqveyndes manamde, sanam saarCevno ubnebi moskov-

Sic ar daixureba.

rodis unda Sewydes

saarCevno kampania?

arsebobs ori periodi, romlis drosac SeiZleba akr-

Zaluli iyos saarCevno kampaniis warmoeba: a) arCevnebis

daniSvnis dRidan kampaniis oficialurad dawyebamde (wi-

nasaarCevno periodi); b) kenWisyramde erTi an ori dRiT

adre.

saarCevno kampaniis periodi sul ufro met dros mo-

icavs. evropaSi gaumarTleblad miiCneven aSS-Si miRebul

praqtikas, sadac erTi kampaniis dasasruli xSirad Semde-

gis dasawyiss niSnavs. Tumca, SedarebiT xangrZlivi, ga-

mudmebuli kampaniebis tendencia evropaSic SeimCneva. es

gauTavebeli kampaniebi, romlis drosac partiebi da kan-

didatebi drois mniSvnelovan nawils saarCevno agitacia-

sa da sazogadoebaSi gamoCenas uTmoben, sajaro diskusie-

bisTvis SesaZloa srulebiTac ar iyos sasurveli. da ma-

inc, arsebobs ramdenime argumenti saimisod, rom ar mox-

des amgvari praqtikis SezRudva.

jer erTi, aseTi moTxovnis aRsruleba rTulia. saWi-

ro iqneba ganisazRvros, Tu zustad ra igulisxmeba `sa-

arCevno saqmianobaSi~, radgan Cveulebrivi politikuri

gancxadebebisa da saarCevno mowodebebis erTmaneTisagan

mkacri gamijvna Zalian Znelia. garda amisa, SeiZleba iT-

qvas, rom politikur partias aqvs kanonieri ufleba ga-

70 71

avrcelos Tavisi gancxadebebi, Tundac arCevnebs Soris

periodSi. arc mediis dadanaSauleba iqneboda swori te-

leekranze moxvedrisa da sakuTari popularobis gazrdis

mizniT romelime partiis mcdelobiT Seqmnili axali am-

bebis siuJetebis gaSvebaSi.

meore, `saarCevno periodi~ sxvadasxva qveyanaSi gansx-

vavebulia. maT umravlesobas am terminis mkafio gansazR-

vreba ara aqvs (magaliTad, germania, fineTi, islandia, ni-

derlandebi, rumineTi, poloneTi, Sveicaria) da saarCevno

kampania faqtiurad arCevnebis dRis gamocxadebisTanave

iwyeba. am qveynebSi ar arsebobs oficialurad dadgenili

gansxvaveba `winasaarCevno periodsa~ (romelic arCevnebis

daniSvnis Semdeg iwyeba) da `oficialuri kampaniis peri-

ods~ Soris (romelic zogierT qveyanaSi kenWisyramde da-

axloebiT oTxi kviriT adre iwyeba). saarCevno agitacia

yvelaze intensiurad kenWisyris wina ramdenime kviris

ganmavlobaSi mimdinareobs.

aseTi wesebi SeiZleba borotad iqnas gamoyenebuli, an

sulac sawinaaRmdego Sedegi mohyves, gansakuTrebiT cent-

raluri da aRmosavleT evropis zogierT qveyanaSi. mar-

tivad rom avxsnaT, Tu kandidatebi ver moxvdebian sain-

formacio programebSi, televiziiT mxolod Tanamdebobis

pirebis `oficialuri saqmianoba~ gaSuqdeba.

bevr qveyanaSi (gansakuTrebiT centraluri da aRmosav-

leT evropis da yofili sabWoTa kavSiris qveynebSi) sa-

arCevno kampania unda Sewydes kenWisyramde erTi an ori

dRiT adre, rodesac informacia arCevnebze saerTod ar

gadaicema. kandidatebi aRar marTaven saarCevno Sexved-

rebs, aRar iZlevian dapirebebs, televiziiT aRar Cndebi-

an partiis liderebi (yovel SemTxvevaSi ar unda Cndebod-

nen). es ki imas niSnavs, rom amomrCevlebs eZlevaT `mosa-

fiqrebeli dro~ da isini erTi dRis ganmavlobaSi mainc

ar ismenen saarCevno agitacias.

3. daskvna

wina TavebSi warmodgenili iyo saarCevno kampaniis ga-

Suqebis regulirebis sxvadasxva formebi: wesebis ararse-

boba, mxolod zogadi wesebis arseboba, TviTregulireba

da Sesabamisi kanonmdebloba. sxvadasxva qveyanas gansxva-

vebuli midgomebi aqvs SerCeuli, rac umeteswilad damo-

kidebulia masobrivi informaciis saSualebebis statussa

da maTi profesionalizmis xarisxze, qveynis konstituci-

ur mowyobaze, politikur viTarebaze da samarTlebriv

tradiciebze.

am publikaciis mizans ar warmoadgens garkveuli das-

kvnebis gakeTeba `saukeTeso praqtikis~ Sesaxeb, arc rCe-

vis micema ama Tu im strategiasTan dakavSirebiT. Tavad

mkiTxvelma unda Seafasos da gansazRvros Tu ra SeiZle-

ba viswavloT sxvadasxva qveynebis gamocdilebis erTmaneT-

Tan SejerebiT.

7372

centraluri da aRmosavleT evropisa da yofili sab-

WoTa kavSiris qveynebSi saarCevno gaSuqebis monitoring-

ma aCvena, rom daculi iyo mxolod kampaniis Sewyvetis

moTxovnis formaluri mxare. amis yvelaze TvalsaCino ma-

galiTs ruseTis 1996 wlis saprezidento arCevnebi war-

moadgens. liderobda komunisturi partiis kandidati, ge-

nadi ziuganovi da prezidenti, boris elcini. preziden-

tis saarCevno strategia xalxSi komunizmis dabrunebis

SiSis danergvaze iyo agebuli. arCevnebis wina saRamos te-

lekompania OPT-m, romlis aqciebis 51% saxelmwifos

ekuTvnis, eTerSi gauSva 1995 wlis oskaris mflobeli,

stalinuri teroris amsaxveli filmi `mziT gaTangulni~.

amave dros, kerZo telekompania HTB-m aCvena 1992 wels

gadaRebuli Trileri organizebul danaSaulTan komunis-

turi partiis faruli kavSiris Sesaxeb. xolo mTlianad

saxelmwifo sakuTrebaSi myofma telearxma PTP-ma eTer-Si gauSva bulgakovis romanebis mixedviT gadaRebuli

mxatvruli filmi, revoluciis dros Cadenili sisasti-

keebisa da samoqalaqo omis Sesaxeb. amgvarad, im dros,

roca televizors yvelaze mravalricxovani mayurebeli

hyavs, samive ZiriTadma arxma aCvena filmebi bneli da sas-

tiki komunisturi warsulis Sesaxeb.

es yovelive miuTiTebs imaze, rom kanonis moTxovnis

gverdis avla iolad aris SesaZlebeli `arasaarCevno

programebis~ CvenebiT an samTavrobo moxeleebis ekranze

gamoCeniT maTi `oficialuri movaleobebis Sesrulebis~

dros (magaliTad, SabaT saRamos eTerSi gadis gadacema

qveynis ekonomikuri aRmavlobis Sesaxeb). aseT SemTxveveb-

Si kampaniis SezRudvas mxolod formaluri xasiaTi aqvs.

Tumca, Tu mauwyeblebi namdvilad damoukidebelni arian,

maSin kanonis dacvis garantias maTi pasuxismgebloba war-

moadgens. amomrCevlebs maSin marTlac eqnebaT erTi dRe

gansjisaTvis.

4. bibliografia

Jay Blumler and Michael Guzewitch (1991), Politicians and thepress – An essay in role relationships.

Gustaf von Dewall (1997), Press Ethics : Regulation and EditorialPractice, European Institute for the Media, EIM Media Monograph21, Düsseldorf.

Nicolas Jones (1995), Spindoctors and soundbites – How politicians manipulate the media, and vice-versa, London, Cassell.

Yasha Lange and Andrew Palmer (1995), Media and elections,European Institute for the Media, Düsseldorf.

Mary Matalin and James Carville (1994), All’s fair – love, war, andrunning for president, New York, Random House.

Ellen Mickiewicz and Charles Firestone (1992), Television andElections, Aspen Institute.

Richard Morris (1997), Behind the oval office, New York, RandomHouse.

Serge Robillard (1996), Television in Europe : Regulatory bodies –status, functions and powers in 35 European countries, London,John Libbey.

D.L. Swanson and D. Nimmo (eds) (1990), New directions in political communication. A resource book,London, Sage. Out of print.

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