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saerTaSoriso respublikuri instituti
saarCevno kampaniebis momzadeba da Catareba
aSS-s respublikuri partiis damxmare saswavlo saxelmZRvaneloebis daijesti
Tbilisi 2000
Sinaarsi
Sesavali sityva
kariI. sainformacio-analitikuri muSaoba saarCevno kampaniis momzadebisas
1. demografiuli gamokvlevebi
2. olqSi Ctarebuli arCevnebis istoria
3. adgilobrivi politikis ZiriTadi sakiTxebi
4. kandidatebisa da metoqeebis yovelmxrivi Seswavla
5. sociologiuri kamokiTxvebi
6. agitaciis Casatareblad aucilebeli monacemebi
7. gamokvlevis Casatareblad kiTxvebis sakontrolo sia
kariII. arCeviT Tanamdebobebze Sesaferisi kandidatebis gamovlena, SerCeva da
momzadeba
1. ZiriTadi moTxovnebi kandidatisadmi
2. saarCevno olqis TaviseburebaTa analizi
3. potenciur kandidatTa siis Sedgena
4. partiuli organizaciebis urTierTobebi partiul kandidatebTan
5. potenciur kandidatebTan gansaxilveli sakiTxebi
6. kandidatebis momzadeba
kariIII. winasaarCevno kampaniis saorganizacio uzrunvelyofa
1. winasaarCevno kampaniis Catarebis komitetis/Stabis
saorganizacio struqtura.
2. nebayoflobiT TanaSemweebTan urTierTobis organizeba
3. komitetis funqciebi nebayoflobiTi TanaSemweebis mimarT
kariIV. winasaarCevno kampaniis strategiisa da taqtikis SemuSaveba
1. winasaarCevno kampaniis strategiis SemuSaveba
2
2. winasaarCevno kampaniis taqtikis SemuSaveba
3. amomrCevlebTan muSaobis formebi
4. sazogadoebrivi organizaciebis mxardaWeris mopoveba
5. winasaarCevno blic-kampania
kariV. saarCevno kampaniis dafinanseba
1. saxsrebis Segrovebis strategiis SemuSaveba
2. finansuri gegmis Sedgena
3. finansuri saxsrebis Segrovebis taqtika
4. saarCevno kampaniis Casatereblad saWiro saxsrebis Segrovebis
Tormeti oqros wesi
5. praqtikuli rCevebi saxsrebis Segrovebis Sesaxeb
kariVI. saarCevno kampaniis dagegmva
1. winasaarCevno kampaniis Catarebis gegmis Camoyalibeba
2. dagegmvis ganxorcieleba
3. efeqturi dagegmvis wesebi
4. dagegmvis teqnologia
5. ra SeiZleba da ra ara dagegmvis dros
6. kalendaruli gegma
7. kampaniis gegmis xarisxobrivi Sefaseba
kariVII. agitacia da propaganda saarCevno kampaniaSi
1. politikuri agitacia winasaarCevno kampaniis Catarebisas
2. politikuri agitaciis Catarebis ZiriTadi principebi
3. politikuri agitaciis miznebi
4. winasaarCevno kampaniis mTavari lozungi (leitmotivi)
5. winasaarCevno RonisZiebaTa tipebi
6. kandidatis zepir gamosvlaTa momzadeba
7. winasaarCevno agitacia fostis meSveobiT
8. politikuri agitaciisa da reklamis yvelaze Zlieri saSualebebi
3
kariVIII. muSaoba masobrivi informaciis saSualebebTan
1. politikuri reklama masobrivi informaciis saSualebebSi
2. masobrivi informaciis saSualebebis siis Sedgena
3. masobrivi informaciis saSualebebisaTvis winasaarCevno kampaniis Sesaxeb
informaciis miwodebis gzebi da saSualebebi.
4. politikuri reklama radios meSveobiT
5. politikuri reklama televiziiT
6. politikuri reklama gazeTebSi
7. sainformacio dainteresebis sababis Seqmna
8. rogor mivaRwioT kampaniis ufasod gaSuqebas masobriv sainformacio
saSualebebSi
kariIX. muSaoba arCevnebis dRes
1. arCevnebis dRisaTvis mosamzadebeli RonisZiebebi
2. kanonierebis dacvis kontroli saarCevno ubnebSi.
3. muSaoba arCevnebis dRes
4. arCevnebze amomrCevelTa gamocxadebis uzrunvelyofa
danarTebi
danarTi 1. kiTxvari winasaarCevno RonisZiebaTa Sesaxeb
danarTi 2. samadlobelo werili
danarTi 3. mowvevaze uaris werili
danarTi 4. mokle cnoba RonisZiebis Sesaxeb
danarTi 5. winasaarCevno kampaniis Catarebis mokle gegma
danarTi 6. kampaniis organizaciuli struqtura
danarTi 7. sazogadoebrivi jgufis saaRricxvo baraTi
danarTi 8. sazogadoebrivi jgufis saaRricxvo baraTis
Sevsebis magaliTi
danarTi 9. ubnebSi amomrCevelis gamocxadebis uzrunvelyofis programa
danarTi 10. satelefono centris muSaoba arCevnebis dRes
danarTi 11. RonisZiebebi arCevnebis dRes
danarTi 12. kandidatis biografiis TxrobiTi formis magaliTi
danarTi 13. finansuri saxsrebis mozidvasTan dakavSirebuli RonisZiebis
(sadilis) Catarebis gegma
4
danarTi 14. aSS-s respublikuri partiisaTvis finansuri daxmarebis Txovnis
werilis nimuSi
danarTi 15. finansuri mxardaWerisaTvis madlobis werilis nimuSi
danarTi 16. fuladi saxsrebis Segrovebis RonisZiebaTa gegma
danarTi 17. kampaniis biujeti: Semosvlis wyaroebi
gamoyenebuli literatura
5
kariI. sainformacio-analitikuri muSaoba saarCevno kampaniis momzadebisas
sainformacio-analitikuri muSaobis Catareba erT-erTi ZiriTadi amocanaa
arCevnebis momzadebaSi. igi nebismieri sicocxlisunariani gegmis safuZvels
warmoadgens da SesaZleblobas iZleva ganisazRvros amocanebi, sworad ganawildes
Zalebi, saxsrebi da miRebul iqnas swori gadawyvetilebebi sakvanZo sakiTxebze.
mocemuli raionisa da misi amomrCevlebis Taviseburebebis Sesaxeb
informaciis floba, im problemebis codna, romlebic mocemuli olqis
macxovreblebs aRelvebs, agreTve sxva kandidatebis Zlieri da susti mxareebis
codna, nebismier situaciaSi adgilobriv politikur arenaze mimdinare procesebze
mkafio suraTs iZleva. amgvari informacia agreTve solidur safuZvels
warmoadgens SemowirulobaTa Segrovebis kampaniis Catarebis, amomrCevlebTan
muSaobis, kandidatebis SerCevisa da maTi moxsenebebis SedgenisaTvis.
safuZvliani kvleviTi programis SemuSaveba da Catareba bevr drosa da
Zalisxmevas moiTxovs. Samagierod arc Tu ise rTulia informaciis Segroveba da
sistematizireba: ZiriTadi sirTuleebi warmoiqmneba maSin, rodesac saWiro xdeba
Segrovili monacemebis gamoyeneba gamosvlebis teqstebis dasawerad, gegmebis
mosamzadeblad da krebebis Casatareblad. SemuSavebuli sainformacio-analitikuri
sistema gamosayeneblad xelmisawvdomi da moxerxebuli unda iyos, amasTan erTad,
sakmaod daculi, raTa Tavidan iqnas acilebuli masSi arasanqcionirebuli SeRweva.
sruli saxiT, sainformacio-analitikuri muSaoba moicavs Semdeg
mimarTulebebs:
1. demografiuli gamokvlevebi
2. olqSi Catarebuli arCevnebis istoria
3. adgilobrivi politikis ZiriTadi sakiTxebi
4. kandidatebisa da metoqeebis yovelmxrivi Seswavla
4. sociologiuri kamokiTxvebi
5. aucilebeli monacemebi agitaciis Casatareblad
dawvrilebiT ganvixiloT sainformacio-analitikuri saqmianobis yoveli
mimarTuleba, misi Catarebis xerxebi da saSualebebi, da agreTve moviyvanoT
zogierTi praqtikuli rCeva, romelic SeiZleba sasargeblo aRmoCndes.
gadawyvetileba imis Taobaze, Tu ra unda iqnas CarTuli sainformacio-analitikur
programaSi, damokidebulia Tqven realur moTxovnebsa da arsebul resursebze.
6
1. demografiuli gamokvlevebi.
demografiuli gamokvlevebi – pirveli nabijia saarCevno olqis ZiriTadi
Taviseburebebis gansazRvrisaTvis, radganac gamocdil adgilobriv politikossac ki ar
SeuZlia flobdes mTel informacias sruli saxiT. ar unda vifiqroT, rom saarCevno
olqis Sesaxeb isedac yvelaferi cnobilia. aucilebelia Segrovdes faqtebi, gaanalizdes
cifrebi, Sedarebul iqnas miRebuli informacia statistikur monacemebTan. mas Semdeg,
rac mogrovil iqneba yvela saWiro demografiuli informacia, SeiZleba SeudgeT olqis
detaluri daxasiaTebis Sedgenas. Tumca mocemuli informaciis umetesi nawili SeiZleba
trivialurad mogveCvenos, igi mainc zedmiwevniT sasargeblo iqneba kandidatisTvis,
romelic kenWs iyris mocemul olqSi, miTumetes, Tu is pirvelad monawileobs arCevnebSi.
geografiuli informacia
pirvel nabijs adgilobrivi politikis yvela peripetiis gasagebad warmoadgens
sazRvrebis Seswavla saarCevno ubnebsa da olqebs Soris, agreTve im arCeviT
TanamdebobaTa siebis dazusteba, romlebzec tardeba arCevnebi regionSi.
aucilebelia Segrovdes adgilmdebareobis rukebi, romlebzec moniSnulia
saarCevno ubnebisa da olqebis, administraciuli raionebis sazRvrebi.
dgeba saarCevno olqSi Seqmnili saarCevno ubnebis sia danawilebuli qalaqebisa da
soflis raionebis mixedviT. ganisazRvreba, amomrCevelTa ramdeni procenti cxovrobs
romelime gancalkevebul teritoriaze an ubanze, agreTve ra wvlili Seaqvs olqs
saxelmwifo dumaSi, federaciis sabWoSi da saolqo sakanonmdeblo krebaSi arCevnebSi
kenWisyris procesSi.
monacemebi mosaxleobis Sesaxeb
statistikuri monacemebi mosaxleobis Sesaxeb SesaZleblobas iZleva gagebul iqnas
yoveli konkretuli regionis, raionis Taviseburebani da ganisazRvros, riT gansxvavdeba
erTi raioni sxva raionebisgan, olqisgan an mxarisgan. im monacemebis gareSe, Tu saarCevno
ubanSi sad da rogor cxovroben Rrmad moxucebulebi, qalebi, bavSvebi da a.S.,
SeuZlebelia maTi gasaWiris bolomde gageba da winasaarCevno kampaniaze maTi zegavlenis
prognozireba mTlianobaSi.
xSirad aseTi informaciis miReba SeiZleba saxelmwifo organizaciebSi.
gansakuTrebul interess warmoadgens monacemebis miReba Semdeg sakiTxebze:
• mosaxleoba
• erovneba
• asaki
• sqesi
• Semosavali
• Sefardeba binis mflobelebsa da binis damqiraveblebs Soris
7
• Sefardeba daojaxebulebsa da martoxelebs Soris
• ganaTlebis done
• dasaqmeba
ekonomikuri monacemebi
gansakuTrebiT saintereso SeiZleba iyos informacia raionSi da olqSi
ekonomikuri situaciisa da saqmiani aqtiurobis Sesaxeb. CamorCenilia Tu ara mocemuli
olqis raioni? ramdenad warmatebulad misdiT saqmeebi mcire biznesis sawarmoebs?
izrdeba Tu ara mosaxleobis Semosavlebi?
pasuxebi am SekiTxvebze SeiZleba moviZioT sxvadasxva sainformacio wyaroebSi:
wignebSi, monacemTa bazebSi da a.S. dasaqmebisa da ekonomikis saolqo sammarTveloebSi an
dagegmvis sammarTveloebSi SeiZleba informaciis miReba Semdeg sakiTxebze:
• dasaqmeba/umuSevroba
• gadasaxadebi: saerTo federaluri, regionaluri, adgilobrivi
• ganaTlebis, sagzao mSeneblobis da a.S. xarjebi federaluri da adgilobrivi
biujetebidan
• axlad Seqmnili da gakotrebuli firmebis raodenoba
statistikuri monacemebi ganaTlebis Sesaxeb
usaTuod saWiro iqneba Semdegi statistikuri monacemebi:
• Sefardeba pedagogTa da moswavleTa raodenobebs Soris da profesor-maswavlebelTa
xelfasebis done
• xarjebi ganaTlebaze da misi dafinansebis wyaroebi
• ramdeni skola iqna daxuruli?
• skolamdeli dawesebulebebiT uzrunvelyofa
• umaRles saswavleblebSi moswavleTa raodenoba
saolqo arCevnebis istoria
ramdenadac mniSvnelovania imis codna, Tu vin cxovrobs olqSi an raionSi, amdenadve
mniSvnelovania imis codnac, Tanac ufro darwmunebiT, rogor aZleven isini xmas. aseTi
informaciis floba xels uwyobs Zalebisa da saxsrebis sworad gadanawilebasa da
mizandasaxul muSaobas amomrCevelTan.
8
amomrCevelTa kategoriebis gansazRvra
upirveles yovlisa, saWiroa Segrovdes Semdegi monacemebi wina arCevnebis Sesaxeb:
1. registrirebul amomrCevelTa raodenoba. aucilebelia yvelaze axali
monacemebis, agreTve wina wlebis cifrebis miReba.
2. arCevnebis Sedegebi olqis yvela saarCevno ubanze xelisuflebis federalur da
adgilobriv organoebSi bolo ramodenime arCevnebis mixedviT.
meore rigSi, monacemTa gadamuSavebis dawyebamde saWiroa Semowmdes rukaze,
Secvlilia Tu ara ubnebis sazRvrebi, raTa Secdoma ar iqnas daSvebuli. Tu ubnebis
sazRvrebi Secvlilia, maSin im monacemebis misaRebad, romelTa Sepirispireba SeiZleba,
saWiro iqneba arCevnebis Sedegebis Sejameba ramodenime ubnis mixedviT.
a) formula sxvadasxva saarCevno ubnis SedarebiTi analizisaTvis
upirveles yovlisa, unda ganisazRvros arCevnebSi gasamarjveblad aucilebel xmaTa
raodenoba. MmagaliTad, gasamarjveblad Tqveni kandidatebisaTvis saWiroa 50%+1 xmaTa
raodenoba. magram, imasTan dakavSirebiT, rom xmebi SeiZleba TiTqmis Tanatolad
ganawildes da gamarjveba xelidan iqnas gaSvebuli Tu gind sul mcire Secdomis gamo
xmebis daTvlisas, amosaval cifrad unda iqnas aRebuli amomrCevelTa xmebis mosalodneli
raodenobis 52%. (wina arCevnebis Sedegebi saSualebas iZleva miaxloebiT ganisazRvros,
Tu ramdeni amomrCeveli mova saarCevno ubanSi.) erTis mxriv, zedmeti ori procenti
niSnavs udavo gamarjvebas, xolo meores mxriv – is amcirebs Secdomis risks im
SemTxvevaSi, Tu navaraudevi prognozi arazusti aRmoCndeba.
ZiriTadad saarCevno ubnebis klasificirebis ori meTodi arsebobs erTi sxvadasxva
politikuri orientaciis kandidatTa wina Sedegebis mixedviT, xolo meore imis mixedviT,
Tu ramdenad eqcevian winasaarCevno agitaciis gavlenis qveS amomrCevlebi. wina arCevnebze
politikuri partiebis kandidatTa mier miRebuli Sedegebi imis indikators warmoadgenen,
Tu ramdenad popularulia es partiebi mocemuli saarCevno ubnis amomrCevelTa Soris.
amomrCevelze agitaciis zegavlenis xarisxze miuTiTebs maT Soris garkveuli politikuri
midrekilebis armqone meryevi azris mqone amomrCevlebis arsebobac.
garkveuli politikuri midrekilebis armqone amomrCevlebad iTvlebian iseTi
amomrCevlebi, romlebic erTi saarCevno periodis ganmavlobaSi xmas aZleven sxvadasxva
partiebis kandidatebs. meryevi azris mqone amomrCevlebi TavianT erTgulebas erTi an
meore kandidatisadmi cvlian arCevnebidan arCevnebamde.
amomrCevelTa Soris arian agreTve romelime partiis an ideologiis mtkice
momxreebi, romlebic nebismier pirobebSi xmas aZleven mxolod Tavisi partiis
kandidatebs. radganac umetes winasaarCevno kampaniebSi, rogorc wesi, arCevnebis Sedegebs
wyveten meryevi azris mqone an garkveuli politikuri midrekilebis armqone
amomrCevlebi, metad mniSvnelovania gamomJRavnebul iqnas iseTi raionebi, romlebsac ufro
meti potenciali gaaCnia saagitacio kampaniis Catarebis TvalsazrisiT.
9
b) amomrCevelTa aqtiurobis Sefaseba
amomrCevelTa aqtiurobis Sesafaseblad arsebobs ori martivi xerxi:
1. Sefasebul iqnas amomrCevelTa aqtiurobis mosalodneli procenti da miRebuli
ricxvi gadamravldes registrirebul amomrCevelTa saerTo raodenobaze.
pirvel rigSi aucilebelia garkveul iqnas wina analogiur arCevnebze mosul
amomrCevelTa procenti. magaliTad, imisaTvis, rom ganisazRvros amomrCevelTa
mosalodneli aqtiuroba 1999 wlis saparlamento arCevnebSi, saWiroa vicodeT, ramdeni
amomrCeveli iyo misuli saarCevno ubnebze 1995 wels.
Semdeg unda ganisazRvros, ramdeni amomrCevelia registrirebuli olqSi. Tu 1995
wlis arCevnebSi monawile amomrCevelTa procents gadavamravlebT registrirebul
amomrCevelTa raodenobaze, miviRebT saWiro cifrs.
magaliTad, 10 aTas registrirebul amomrCevelTagan 1995wlis arCEvnebSi
monawileoba miiRo 5 aTasma amomrCevelma
10000:5000=50%-an daswrebas
dauSvaT, rom exla registrirebulia 12 aTasi amomrCeveli
50%X12000=6000
amgvarad, unda vivaraudoT, rom 1999 wlis arCevnebSi monawileobas miiRebs 6000
amomrCeveli.
2. zogjer monacemebi registrirebuli amomrCevlebis Sesaxeb SeiZleba
xelmiuwvdomeli iyos saarCevno komisiebis muSakTa dauyolieblobis gamo, an am
monacemebis utyuaroba SeiZleba eWvs iwvevdes. aseT SemTxvevaSi saWiroa wina wlebis
monacemebs mivmarToT.
Tu aSkaraa amomrCevelTa aqtiurobis zrdis an Semcirebis tendencia, da arsebobs
mtkice rwmena imisa, rom es tendencia SenarCundeba, maSin SeiZleba misi eqstrapolireba
momaval arCevnebSi.
gamovarkvioT, ramdenma amomrCevelma miiRo monawileoba kenWisyraSi bolo sam an
oTx arCevnebSi.
magaliTad: 1991 – 2900, 1993 – 2500, 1995 – 2600
1995 wels arCevnebSi monawileoba miiRo 100 adamianiT metma, vidre 1993 wels.
aqedan SeiZleba gakeTdes daskvna, rom 1999 wels kenWisyraSi agreTve monawileobas
miiRebs 100 adamianiT meti, vidre 1995 wels. amasTan, unda gvaxsovdes, rom amomrCevelTa
aqtiurobis procenti saprezidento arCevnebze da adgilobriv arCevnebze, rogorc wesi,
gansxvavdeba.
10
olqSi prioritetuli saarCevno ubnebis gansazRvra
etapi 1 – sabazo saarCevno kampaniis amorCeva (e1)
Cveulebriv – es saarCevno kampaniaa olqSi, romelic damarcxebiT damTavrda da
romelSic kandidatma xmaTa minimaluri raodenoba miiRo, isic mxolod misi politikuri
partiis momxreTagan. magram, safuZvlad ar unda aviRoT iseTi arCevnebi, romlebSic
kandidati TamaSobda metismetad mniSvnelovan rols. ufro zusti Sedegebis misaRebad
SeiZleba SeirCes ramdenime sabazo saarCevno kampania, romelic damTavrda minimalur xmaTa
raodenobiT da gaSualeddes miRebuli Sedegebi.
etapi 2 – xmaTa maqsimumis gansazRvra, romlebic SeiZleba miRebul iqnas (e2)
yvelaze warmatebulad SeiZleba CaiTvalos is saarCevno kampania, romlis Sedegad
msgavsi politikuri orientaciis mqone kandidatma xmaTa yvelaze meti raodenoba miiRo.
SesaZleblobisamebr saWiroa SeirCes iseTi warmatebuli kampania, romelic imave wels
Catarda, roca wagebuli sabazo kampania. bevri eqsperti Tvlis, rom umjobesia
gamoyenebul iqnas mTeli rigi mogebuli kampaniebis Sedegebi imisaTvis, rom
gaSualedebuli maCvenebeli miviRoT.
etapi 3 – saSualo saarCevno kampaniis arCeva (e3)
saSualo saarCevno kampaniad SeiZleba CaiTvalos iseTi, romelSic maxlobeli
politikuri orientaciis mqone kandidatma minimaluri upiratesobiT moigo. Tu amgvari
ar aRmoCndeba, SeiZleba aviRoT kampania, romelSic msgavsma kandidatma sul mcirediT
dauTmo gamarjvebuls. Tu aseTi magaliTic ar aRmoCnda – SeiZleba aviRoT nebismieri
arCevnebis Sedegebi erT-erTi kandidatis umniSvnelo upiratesobiT.
etapi 4 – arCeuli saarCevno kampaniebis Sedegebis gaSualedeba (e4)
imisaTvis, rom miviRoT SesaZlo warmatebis gaSualedebuli maCvenebeli yovel
saarCevno ubanze, unda SevajamoT xmaTa procentebi, romlebic miiRo msgavsi politikuri
orientaciis mqone kandidatma yovel ubanSi sam saarCevno kampaniaTagan TiToeulSi, da
miRebuli jami gavyoT samze.
Semdegi nabijia – saarCevno ubnebis ranJireba Sedegebis mixedviT saukeTesodan
uaresisaken, anu umaRlesi saSualo procentidan umciresisaken. mizanSewonilia muSaoba
aqtivizirebul iqnas yvelaze perspeqtiul saarCevno ubnebze da ar daixarjos dro
araperspeqtiul ubnebze. xelT arsebuli resursebi migviTiTeben, sad unda iyos gamyofi
xazi yvelaze ufro perspeqtiul da araperspeqtiul saarCevno ybnebs Soris.
etapi 5 – im amomrCevelTa raodenobis gansazRvra, romlebic xmas aZleven
ramodenime partias (e5)
yovel saarCevno ubanze saWiroa Catardes Semdegi moqmedebebi. monaTesave
politikuri orientaciis mqone kandidatis mier yvelaze warmatebul saarCevno kampaniaSi
(e2) mocemul ubanze miRebul xmaTa raodenobas unda gamoakldes xmaTa faqtiuri
raodenoba saarCevno kampaniaSi, romelic arCeul iqna rogorc sabazo (e1). sxvaoba
11
gamoxatavs garkveuli partiuli midrekilebis armqone amomrCevelTa miaxloebiT
raodenobas.
garkveuli partiuli midrekilebis armqone amomrCevelTa procentis
gamosaangariSeblad yoveli saarCevno ubnis mixedviT, miRebuli ricxvi unda gaiyos
amomrCevelTa im ricxvze, romlebmac monawileoba miiRes kenWisyraSi.
es meTodika agreTve SeiZleba gamoyenebul iqnas meryevi azris mqone amomrCevelTa
ricxvis gamosaangariSeblad. magram, aq meti sifrTxile dagvWirdeba.
etapi 6 – saarCevno ubnebis ranJireba garkveuli partiuli midrekilebis armqone
amomrCevelTa potenciuri ricxvis mixedviT (e6)
moaxdineT saarCevno ubnebis ranJireba umaRlesidan umciresisaken im amomrCevelTa
procentis mixedviT, romlebic kenWs uyrian sxvadasxva politikur partiebs.
analizis msvlelobaSi miRebul monacemebze dayrdnobiT Tqveni Zalisxmeva SeiZleba
mimarToT:
- saarCevno ubnebze, sadac partias, romliskenac miiswrafvis kandidati, Zlieri
mxardaWera gaaCnia;
- saarCevno ubnebze garkveuli partiuli midrekilebis armqone amomrCevelTa
didi raodenobiT.
prioritetuli saarCevno ubnebis gansazRvras praqtikuli gamoyeneba aqvs agreTve
amomrCevlebTan muSaobis Semdeg aspeqtebSi:
partiis momxreTa gamovlenis programebi. partiis momxreTa gamovlenis moqmedebaTa
efeqturi programa gamiznulia im saarCevno ubnebze, sadac kandidati mniSvnelovani
mxardaWeriT sargeblobs, agreTve ubnebze, sadac aris im amomrCevelTa didi raodenoba,
romelTac ar gaaCniaT aSkarad gamoxatuli partiuli midrekileba.
saagitacio-sapropagando RonisZiebebi kandidatis mxardasaWerad koncentrirebuli
iqneba im saarCevno ubnebze, romlebzec is mniSvnelovani mxardaWeriT sargeblobs an
sadac garkveuli partiuli midrekilebis armqone amomrCevelTa didi raodenoba aris.
3. adgilobrivi politikis ZiriTadi sakiTxebi
olqis politikur klimatze gavlenas axdens mravali faqtori. xalxs uamravi
problema awuxebs: dawyebuli ekonomikuri promlemebidan da damTavrebuli dedamiwaze
globaluri daTbobiT. imisaTvis, rom dasaxul miznebs mivaRwioT, aucilebelia vicodeT
arCeuli olqis sakvanZo problemebi.
swored am problemur sferoebze saWiroa SemuSavdes masalebi winasaarCevno
debatebisaTvis da ganxorcieldes kandidatis TvalTaxedvis propaganda masobrivi
informaciis saSualebebSi.
sakavanZo problemebis gamosavlenad saWiroa yuradReba mieqces Semdegze:
1. adgilobrivi gazeTebi, jurnalebi, gancxadebebi, tele-da radioprogramebi. Tu
masobrivi informaciis adgilobriv saSualebebSi mudmivad erTi da igive Tema meordeba,
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yvelaze ufro mosalodnelia, rom swored is iqneba sakvanZo momaval winasaarCEvno
kampaniaSi.
2. werilebi gazeTis redaqciebSi. kargi gazeTi yoveldRiurad an kviraobiT
aTavsebs Tavis gverdebze mkiTxvelTa sxvadasxva azrs sxvadasxva problemebze.
darwmunebuli iyaviT, rom Tu adamianma gamonaxa dro, imisaTvis rom misweros gazeTs, e.i.
mas namdvilad awuxebs problema.
3. marTvis municipaluri da regionaluri organoebis TaTbirebi.
4. adgilobriv macxovrebelTa Sexeduleba da azri. adamianebTan saubrisas imis
Sesaxeb, rac maT yvelaze metad awuxebT, Zalian swrafad SeiZleba ganisazRvros olqis
yvelaze ufro aqtualuri problemebi.
sakvanZo problemebs unda miekuTvnos agreTve regionaluri da saerTo erovnuli
problemebi, romlebsac didi rezonansi aqvT mocemul konkretul olqSi. magaliTad,
socialurma uzrunvelyofam da axalma sagadasaxado kodeqsma SeiZleba iseTive Zlieri
zegavlena moaxdinon olqze, rogorc axali saavadmyofos an axali saqmiani centris
aSenebam.
saTanado resursebis arsebobisas SeiZleba Catardes sociologiuri gamokvleva
ufro zusti informaciis misaRebad xalxis damokidebulebis Sesaxeb sxvadasxva
problemebis mimarT. mas Semdeg, rodesac gairkveva, Tu romeli problemaa yvelaze
mniSvnelovani, unda gafarTovdes da Seivsos damatebiTi monacemebiT saiinformacio
kartoTeka am Temebis mixedviT.
raime problemaze informaciis Segrovebisas saWiroa mimarToT Tqveni Zalisxmeva
Semdeg sakiTxebze:
1. rogoria problemis istoria?
2. ra mdgomareobaa problemasTan dakavSirebiT amJamad?
3. ra gadawyvetilebebia mosalodneli (Tu aris mosalodneli) problemasTan
dakavSirebiT?
4. vin uWers mxars problemis gadawyvetas da vin aris winaaRmdegi?
5. ra azrebia gamoTqmuli Tanamdebobis pirTa da kandidatTa mier mocemul
problemasTan dakavSirebiT?
amocanas, romlis davalebac Sesazlebelia sxebisaTvis, warmoadgens mokle
informaciis momzadeba sxvadasxva Temaze. mokle informacia jamdeba werilobiT
dokumentSi, rpmelic unda pasuxobdes zemoT dasmul SekiTxvebs. yoveli dokumenti unda
Seicavdes saqmesTan dakavSirebul yvela monacems, magram igi unda iyos mokle, raTa
mkiTxveli ar Caeflos misTvis usargeblo informaciaSi.
gamokvlevis Catarebisas yvelaze umjobesia informaciis ramodenime wyaros
gamoyeneba, da araviTar SemTxvevaSi ar unda miviRoT Worebi realobad. mokle jamuri
dokumentebi unda darCes dokumentebad Sida sargeblobisaTvis.
ama Tu im problemis gamokvlevis organizebisas mniSvnelovan amocanas warmoadgens
muSaobis Seuferxebloba da operatiuloba. kandidati maqsimalur sargeblobas miiRebs
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problemasTan dakavSirebiT gafarToebuli informaciisgan mxolod im SemTxvevaSi, Tu es
informacia iqneba utyuari da operatiuli. manam, sanam kandidati sityviT gamova an
gamoTqvams Tavis azrs konkretuli sakiTxis Taobaze, is Seswavlil unda iqnas mTeli
gulmodginebiT.
4. kandidatebisa da metoqeebis yovelmxrivi Seswavla
demografiis, arCevnebis istoriisa da sakvanZo problemebis safuZvliani SeswavliT
miRebuli informacia SeiZleba gamoyenebul iqnas opoziciuri kandidatTa Seswavlis
programebis SemuSavebisa da yvela kandidatis susti mxareebis gamovlenisaTvis.
opoziciis Seswavla gansakuTrebiT mniSvnelovania sakuTari kandidatebis efeqturi
gamovlenisa da SerCevisaTvis. didi mniSvneloba aqvs uCvenoT potenciur kandidats, Tu
rogor SeiZleba man mougos oponents, romelsac im momentSi oficialuri posti ukavia,
da agreTve opoziciis kandidats. opoziciis Seswavla agreTve metad mniSvnelovania
arCevnebis Catarebisas, sadac pirvelxarisxovan mizans warmoadgens amomrCevlisTvis im
mizezebis axsna, Tu ratom ar unda uyaros kenWi Tqven oponents da ratom unda misces
xma Tqven kandidats.
mniSvnelovania agreTve sworad iqnas Sefasebuli oponentis Zalebi da
SesaZleblobebi. Kkandidatma unda icodes, vis winaaRmdeg gamodis is.
saraiono an adgilobriv doneze xSirad SeiZleba SexvdeT kandidatebs, romlebsac
ara aqvT `oficialuri warsuli~, anu iseTebs, romlebsac arasdros ar warudgeniaT
TavianTi kandidatura arCevnebSi. kandidatebi, romlebic pirvelad iReben monawileobas
arCevnebSi, agreTve unda iyvnen Seswavlilni.
winasaarCevno kampaniebis organizatorebs, romlebic cota yuradRebas uTmoben
gamokvlevebsa da sazogadoebrivi azris gamokiTxvas, bolos metad Zvirad ujdebad amgvari
uyuradReboba. aucilebelia, minimum, ori kandidatis Seswavla – Tavisi ZiriTadi
metoqisa da Tavisi kandidatis. im aqtualuri kiTxvebis gamovlenisaTvis, romlebic
amomrCevels aRelvebs, ar SeiZleba mxolod gamokiTxvebze dayrdnoba, gamoyenebul unda
iqnas informaciis yvela SesaZlo wyaro.
opoziciis Seswavla
SeadgineT Tqveni oponentis Zlieri da susti mxareebis sia.
SeavsebineT yovel kandidats, romelTanac Tqven muSaobT, qvemoT moyvanili anketa.
`Zlieri da susti mxareebi~ da `vin da ratom unda mogceT xma?~. es dagexmarebaT imaSi,
raTa gansazRvroT rogor awarmooT gamokvleva rogorc potenciuri oponentebisa,
agreTve Tqveni kandidatebisac.
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Tqveni oponentis Zlieri da susti mxareebi
Zlieri mxareebi
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susti mxareebi
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Tu oponents oficialuri arCeviTi posti ukavia, gaagrZeleT gamokvlevis procesi
misi an misi saqmianobis SeswavliT am postze:
1. gadaxedeT misi kenWisyris Sedegebs sakvanZo sakiTxebze. SeafaseT misi
sakanonmdeblo saqmianoba Tanamdebobaze yofnis periodSi, Semdegis CaTvliT:
a) kenWisyra im proeqtebze, romlebmac negatiuri gavlena iqonia Tqven raionze an
rigiT macxovreblebze;
b) kenWisyra im proeqtebze, romlebSic is piradad iyo dainteresebuli, iseTi,
rogoricaa piradi xelfasis momateba, Senatanebi winasaarCevno kampaniis dafinansebaSi;
g) kenWisyra, romelic SeiZleba mowmobdes, rom oponentma dakarga kavSiri Tavis
amomrCevlebTan, anu misi azri Tqven raionSi gabatonebul azrisagan gansxvavdeba;
d) kenWisyra, romelic ewinaaRmdegeboda mis sazogadoebriv an winasaarCevno
pozicias;
e) gamotovebuli kenWisyrebi;
v) araTanmimdevruloba konkretul sakiTxebze kenWisyrisas, moqmedebebis ybedobiT
Secvla.
2. SeiswavleT kanonproeqtebi, romelTa gatanas is cdilobs. xom ar aris es
kanonproeqtebi trivialuri? Seesabameba Tu ara kanonproeqtebSi warmodgenili
prioritetebi amomrCevelTa prioritetebs?
3. SeagroveT da SeamowmeT winandeli winasaarCevno kampaniis monacemebi. Seasrula
Tu ara oponentma im winasaarCevno kampaniis dros mocemuli dapirebebi? gaakeTa Tu ara
raime im problemebis gadasaWrelad, romelTa gadawyvetas Sepirda amomrCevlebs?
4. SeamowmeT, rogor eswreba oponenti komisiaTa sxdomebs, rogor axorcielebs
xelmZRvanel funqciebs, rogor iqceva sakvanZo problemebze kenWisyrisas? gamoiCina Tu
ara man umoqmedoba, romelime mniSvnelovani da amaRelvebeli Temis mimarT? gaswia Tu ara
man gansakuTrebuli daxmareba gansakuTrebiT mniSvnelovani sakiTxebis gadaWraSi?
5. SeiswavleT monacemebi oponentis wina saarCevno kampaniis dafinansebis Sesaxeb.
6. gaarkvieT dumis wevrTa reitingi dainteresebul jgufebTa an (organizaciebTan)
TvalSi, gansakuTrebiT iseT mgZnobiare problemebis mimarT, rogorc garemos dacvis
problema.
7. SeadgineT honorarebis sia, romlebic oponentma miiRo sityviT an sajaro
gamosv;ebisaTvis.
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SeamowmeT Semdegi monacemebi Tqven oponentebze, miuxedavad imisa, ukaviaT maT
oficialuri arCeviTi posti Tu pirvelad iyrian kenWs:
1. swrafad SeamowmeT misi ZiriTadi avtobiografiuli monacemebi. namdvilad
xelmZRvanelobda Tu ara is adgilobriv sazogadoebas `xsovna~? Nnamdvilad aris Tu ara
is moskovis saxelmwifo universitetis kursdamTavrebuli?
2. SeamowmeT yvela sajaro gancxadeba. gaxseniT da awarmoeT yvela kandidatze
misi gamosvlebisa da gamosvlebis amonawerTa kartoTeka. Tvalyuri adevneT
winaaRmdegobebsa da uzustobebs.
3. SeiswavleT oponentis sacxovrebeli adgilebi, misi mTeli sicocxlis manZilze.
Tu kandidati, miTumetes iseTi, romelsac oficialuri arCeviTi posti ukavia, Tavisi
sacxovrebeli adgiliT ar aris dakavSirebuli Tavis saarCevno olqTan, metad Znelia
gaeqce aseT mZime iarliys.
4. gulmodgoned SeafaseT mimdinare finansuri saqmianobis amsaxveli dokumentebi.
moiZieT mis Tanamdebobriv valdebulebebTan, interesTa konfliqtebis wamoWris SesaZlo
an potenciuri magaliTebi. garda amisa, yuradReba miaqcieT imas, xom ar gaaCnia kandidats
Senatanebi da sxva sakuTreba olqis farglebs gareT.
5. SeafaseT danaxarjTa monacemebi axlandel an winandel winasaarCevno kampaniaze.
6. gulmodgined gamoikvlieT Senatanebis kartoTeka. vin afinansebs Tqven oponents?
SeafaseT Tqveni oponentis winasaarCevno kampaniis warmatebaSi sponsorebis dainteresebis
TaviseburebaTa mizezebi.
7. Tu Tqveni oponenti profesionalia (eqimi, xuro, iuristi da a.S.) da aqvs
saxelmwifo licenzia, SeamowmeT misi uflebamosilebaTa kanoniereba. aq Sedis ganaTlebisa
da kvalifikaciis donis Semowmeba, romlebic miTiTebul unda iyos licenziis miRebisas.
8. Tu Tqveni oponenti flobs kompanias, muSaobs iq da aris direqtorTa sabWos
wevri an kompaniis aqciaTa ZiriTadi mflobeli, moipoveT maqsimaluri informacia Tavad
firmis, misi klientebis, saqmiani praqtikisa da maTi sakanonmdeblo interesebis Sesaxeb.
SeagroveT kompaniis wliuri an kvartaluri angariSebi, literatura saqmianobis
Sesabamisi dargis Sesaxeb.
opoziciis Sesaswavlad saWiroa amoiwios wina karebSi miTiTebuli mravali
wyaro. mxedvelobaSi unda viqonioT, rom presis gankargulebaSi bevri masala iqneba Tqvens
raionze, romelic winasaarCevno kampanias exeba, xolo perioduli gamocemebi samrewvelo
saqmianobis Sesaxeb SeiZleba naxoT biblioTekebSi an miiRoT specialuri kvleviTi
jgufebis meSveobiT, romlebic am sakiTxebze muSaoben.
da bolos, kidev ra unda iTqvas opoziciis Seswavlis Taobaze. presa imitom
uTmobs Zalian did yuradRebas negatiur reklamas, rom amas kargi Sedegi aqvs. magram, nu
ifiqrebT, rom opoziciis Seswavla negatiuri reklamis tolmniSvnelovania. araferi
negatiuri ar aris Tqveni oponentis saqmianobis zust asaxvaSi. maTi ganiaraRebis imaze
ukeTesi gza ar arsebobs, rom ufro meti icodeT maTi saqmianobis Sesaxeb, vidre TviTon
ician.
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meore mizezi imisa ratom aris aucilebeli opoziciis Seswavla, Zalian martivia:
opozicia zustad aseve moiqceva Tqven mimarT!
Tqveni kandidatis susti adgilebis gansazRvra
AiZuleTYkandidats rom mudam axsovdes sakuTari sisusteebi – ai pirveli
mniSvnelovani nabiji winasaarCevno kampaniis SemuSavebasa da CatarebaSi.
gamokvlevebi Tqveni kandidatebis susti mxareebis gamosavlenad unda Catardes
kandidatebTan SeTanxmebiT da individualurad. radgan informacias SeiZleba hqondes
uaRresad kerZo xasiaTi, gamokvlevebi unda Catardes mkacrad konfidencialurad.
potenciuri problemebi saWiroa amoiwios da ganixilos winasaarCveno kampaniis
dasawyisSive, iseTnairad, rom kanidadtma kenWisyris Sesaxeb gadawyvetilebis miRebisTanave
ganixilos Tavisi saqmianobis yvela mxare oponentis TvalsazrisiT. saWiroa kandidatma
Seavsos anketa `Zlieri da susti mxareebi~, romelic moyvanilia am karis boloSi.
pasuxebi unda gairCes kandidatTan erTad. amis Sedegad, kandidatis mtkice rwmena Tavis
SesaZleblobebSi mniSvnelovnad gaizrdeba.
kargad moemzadoT brZolisaTvis – niSnavs sanaxevrod moigoT is.
gamoricxuli ar aris, rom gamokvlevis Sedegebma wamoayenon sakiTxi sxva
kandidatis SerCevis Sesaxeb.
amgvari gamokvlevis Catarebis erT-erTi saukeTeso xerxia – SeagrovoT magidasTan
kandidatis uaxloes megobarTa jgufi da misceT maT saSualeba mogiyvnen yvelaferi, rac
mis Sesaxeb ician. yovelTvis gakvirvebas iwvevs, ra bevri ician maT. amave dros, araviTar
SemTxvevaSi ar unda moiwvioT Sexvedraze TviTon kandidati.
Tqveni kandidatis Zlieri da susti mxareebi
ganixileT Tqveni kandidatis biografiuli monacemebi, misi muSaobis gamocdileba,
sazogadoebrivi da politikuri saqmianobis gamocdileba, cxovrebis stili, mrwamsi,
Cvevebi, rogor axasiaTeben mas, mis ojaxs, ra uyvars da ra ar uyvars mas, da SeafaseT
misi yvela dadebiTi da uaryofiTi maCvenebeli. Zlieri mxareebi miuTiTeT marcxena mxares,
susti mxareebi – marjvena mxares.
Tqveni kandidatis Zlieri da susti mxareebi
Zlieri mxareebi
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susti mxareebi
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______________________
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vin aZlevs xmas Tqven kandidats da ratom?
im SemTxvevaSi, Tu Tqven moaxerxeT efeqturi kavSiris damyareba Tqveni saarCevno
olqis amomrcevelTan, maSin vin uyris kenWs Tqven kandidats da ratom? vin uyris kenWs
Tqven oponentebs? vin micems xmas Tqven winaaRmdeg?
jgufebi, romlebic xmas mogcemen Tqven
_______________________________
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_______________________________
ratom?
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___________________________
jgufebi, romlebic xmas miscemen Tqven
winaaRmdeg
_______________________________
_______________________________
_______________________________
ratom?
___________________________
___________________________
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jgufebi, romlebmac SeiZleba xma miscen Tqven
oponents
________________________________
________________________________
________________________________
ratom?
___________________________
_________________________
_________________________
jgufebi, romlebmac SeiZleba xma miscen
Tgveni oponentis winaaRmdeg
________________________________
________________________________
________________________________
ratom?
_________________________
_________________________
_________________________
5. sociologiuri gamokiTxvebi
profesionaluri politikis arsenalSi arsebuli arc erTi instrumenti ar iZleva
mosaxleobis damaxasiaTebeli Taviseburebebisa da Sexedulebebis amsaxveli realuri
monacemebis miRebis iseT SesaZleblobas, rogorc sazogadoebrivi azris gamokiTxvaa.
aseTi gamokvlevebi savaldebulo ar aris yoveli kampaniisaTvis, miTumetes, rom
profesiuli gamokvlevebi ZviradRirebulia.
da mainc, saWiro saxsrebis arsebobisa da sazogadoebis ganwyobilebis Sesaxeb
saimedo monacemebis miRebis aucileblobisas unda ganixilos sazogadoebrivi azris
gamokiTxvis Catarebis SesaZlebloba.
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arsebobs mTeli rigi mizezi, romelic olqSi sazogadoebrivi azris gamokiTxvis
Catarebis mizanSewonilobas amarTlebs:
1. Semowmdes oponentis Zlieri da susti mxareebi, raTa miiRoT argumentacia
sakuTar kandidatTa SesarCevad da oponentTa safuZvliani Sesawavlis
dasawyebad.
2. uzrunvelyofil iqnas amosavali punqti SemuSavebuli programebis realizebaze
mimarTuli, Tqveni Zalisxmevis qmediTianobis gasazomad. sazogadoebrivi azris
sawyisi gamokiTxva SesaZleblobas iZleva Sefasebul iqnas sakuTari
warmatebebi sxvadasxva dargSi.
3. moisinjos winasaarCevno programebSi dasaxuli centraluri debulebebi,
amomrCevlebTan da masobrivi informaciis saSualebebTan muSaobis programebSi
CarTuli Temebi da sakiTxebi, Semowmebul iqnas saarCevno fondebis mogrovebis
SemuSavebuli strategia.
sazogadoebrivi azris gamokiTxvis sakvanZo elementebia:
a) amonakrebi
amonakrebi xorcieldeba TviTneburad im jgufs Soris, romelic yvelaze ufro
srulad warmoadgens mosaxleobis (amomrCevelTa) demografiul Wrils.
b) anketebi
anketebis Sevsebam SeiZleba warmatebamde migviyvanos an CaSalos gamokvlevebi. Tu
Tqven ar iciT rogor CamoayaliboT SekiTxvebi mkafiod SemWidrovebuli da
miukerZoebeli saxiT, nu ecdebiT SeimuSaoT amgvari anketa. anketis dawera – es mTeli
mecnierebaa da es saqme sjobs dauTmoT profesionalebs an SeiZleba isargebloT wina
gamokvlevebis SekiTxvebiT. magram ar unda dagaviwydeT mimdinare kampaniis konkretuli
pirobebis gaTvaliswineba.
g) gamokiTxvis Catareba
saTanado kontroli gamokiTxvis Catarebaze – gamasavaTebeli samuSaoa, romelic
Zalian did dros moiTxovs. garda amisa, anketebis Sevseba da Segroveba unda moxdes
drois mokle SualedSi, Torem informacia dakargavs Tavis faseulobas. SeiZleba
Catardes zepiri gamokiTxvebi bazrebze, TeatrebSi, parkebSi, yvelgan, sadac xvdebian an
ikribebian adamianebi. mTavari moTxovnaa – im adamianTa momzadebuloba da miukerZoebloba,
romlebic gamokiTxvas atareben.
d) analizi
gamokiTxvis dasrulebis Semdeg miRebul monacemebs gamoyenebisTvis moxerxebuli
saxe unda mieces. miRebuli informaciis dastis gadamuSavebidan im Sedegebamde, romlebic
uCvenebs, Tu ras fiqroben amomrCevlebi ama Tu im problemaze, arc Tu iseTi patara gzaa.
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SPSS kompiuteruli programa, an sxva misi msgavsi, mTeli informaciis
gadamuSavebisa da mowesrigebis saSualebas iZleva.
sazogadoebrivi azris gamokiTxva – mZime samuSaoa. amitom, am sferos
specialistebs didi anazRaureba eZlevaT.
gamokvlevebi fokus-jgufis daxmarebiT
reprezentatiuli an fokus-jgufi saSualebas iZleva Rrmad iqnas Seswavlili
sazogadoebrivi azri. is warmoadgens erTi an ori aTeuli adamianisagan Semdgar krebuls,
romlebic erTobliobaSi warmoadgenen Tqven saarCevno olqs an raions.
am `tipiur~ amomrCevlebs Cveulebriv qiraoben anazRaurebiT erTi saRamosTvis,
sadac isini zepirad gascemen pasuxebs aseTi jgufis xelmZRvanelis SekiTxvebze. maTi
gamonaTqvamebi Caiwereba da Seiswavleba amomrCevelTa `WeSmariti~ Sexedulebebis
gamomJRavnebis TvalsazrisiT.
fokusuri jgufebi Cveulebriv yalibdeba profesiuli kvleviTi organizaciebis
mier da sakmaod ZviradRirebulia. gamocdilma mkvlevarebma unda Seagrovon xalxi da
gamoarkvion ras fiqroben isini. aseTi krebebis umravlesoba Caiwereba video-firze, xolo
Semdeg xdeba misi gaSifvra da gardaqmna im saxiT, romelic mosaxerxebelia gamokvlevaTa
Casatareblad.
ai zogierTi mizezi, romelTa gamo araformaluri jgufebis Sekreba SeiZleba
mizanSewonilad CaiTvlos:
1. dadgindes Temebi da kiTxvebi amomrCevelTa gamokiTxvis Casatareblad.
2. miapyariT yuradReba kandidatis Semowmebisa da Seswavlis yvela sakiTxs.
magaliTad, SeiZleba saWiro gaxdes imis gageba, uaryofiTad arian ganwyobili Tu ara
Tqveni raionis amomrCevlebi konkretuli politikuri poziciis an kandidatis pirovnebis
damaxasiaTebeli niSan-Tvisebebis mimarT.
3. SeimuSavoT presasTan urTierTobaTa strategia. manam, sanam daxarjavT fuls
saarCevno platformis romelime punqtis damuSavebaze, mizanSewonilia gamoscadoT misi
qmediToba aseTi jgufis krebaze.
jgufuri ganxilvisas (principSi, nebismier krebaze) Zalian mniSvnelovania
SeekiTxo Sens Tavs: ris miRweva msurs? ris miReba minda am krebisgan? Tu es
gemaxsovrebaT krebamde, krebaze da krebis Semdeg, miRebuli Sedegi Tqven namdvilad
dagakmayofilebT.A
qvemoT moyvanilia ramodenime miTiTeba araformalur jgufSi diskusiis
Casatareblad:
a) ar misceT vinmes saubarSi dominirebis ufleba. gaxsovdeT, rom Tqven gsurT
mravali adamianis azris mosmena. mieciT yvelas gamoTqmis SesaZlebloba.
b) diskusiis Casatareblad jgufSi xalxis miRebisas gamoricxeT masobrivi
informaciis saSualebaTa warmomadgenlebi, mewarmeebi, politikuri partiebis liderebi.
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kamaTisas isini iSviaTad midian daTmobaze, xolo presis warmomadgenlebs SeuZliaT
Setyobineba gamoaqveynon presaSi krebis Sesaxeb. saukeTeso jgufi is aris, romelic
Sedgeba Tqven mxareSi mcxovrebi mosaxleobis yvela fenis warmomadgenlebisgan.
g) mkacrad gaakontroleT SemoTavazebuli dRis wesrigis dacva, marTeT diskusia.
daimaxsovreT, rom azrTa Tavisufal gacvlasa da qaoss Soris metad mkafio zRvari
gadis. SeecadeT, rom monawileebma ar gadauxvion ganxilvis Temas.
d) nu daeyrdnobiT mxolod jgufSi gamoTqmul Tvalsazriss. es informacia unda
ganixiloT mxolod, rogorc danamati Tqven xelT arsebul wyaroebze.
Tqven SegiZliaT moisminoT swored is, rac Tqven gWirdebaT, magram am dros
miRebuli informacia SeiZleba asi procentiT araswori aRmoCndes.
e) aseTi jgufebi metad mniSvnelovania saarCevno olqSi masobrivi informaciis
saSualebaTa efeqturobis Sesamowmeblad. Tu mTeli jgufi erTxmad acxadebs negatiuri
damokidebulebis Sesaxeb, Tqveni sareklamo radiorgolis mimarT, es ukve bevris mTqmelia.
6. aucilebeli monacemebi agitaciis Casatareblad
liderebi – Sedgenil unda iqnas mocemuli olqisa da axlo mdebare raionebis
sazogadoebriv da politikur liderTa sia. es sia unda Seicavdes sazogadoebrivi,
samoqalaqo, religiuri, politikuri organizaciebis liderebi, agreTve saqmiani wreebis,
ganaTlebis sistemis gamoCenil warmomadgenlebs, adgilobrivi xelisuflebis organoebis
xelmZRvanelebs, adgilobrivi Temebis pativsacem warmomadgenlebs, veteranTa da eTnikur
jgufTa xelmZRvanelebs. aucileblad moniSneT is liderebi, romlebic icnoben kandidats
da mxars uWeren mas.
organizaciebi - saWiroa Sedges olqSi da mis farglebs gareT arsebuli
gavleniani organizaciebis, klubebisa da specialur interesTa mqone jgufebis sia.
aucileblad miuTiTeT yoveli organizaciis aqtiurobis done da wevrTa raodenoba.
gamoarkvieT miscemen Tu ara isini uflebas kandidatebs sityviT gamovidnen TavianTi
jgufebis winaSe. agreTve, miuTiTeT maTi RonisZiebebis Catarebis adgili da TariRi.
kontaqtebi – saWiroa Sedges im pirTa sia olqis teritoriaze da mis farglebs
gareT, romlebsac SeiZleba mimarToT TxovniT daxmareba gauwion kandidats da/an
saarCevno kampanias.
specialuri RonisZiebebi – SeadgineTGoqlisTvis mniSvnelovani specialuri
RonisZiebebis CamonaTvali. maT miekuTvneba bazrobebi, eTnikuri jgufebis dResaswaulebi,
RonisZiebebi, romlebic tardeba mocemul mxareSi erovnuli dResaswaulebis dReebSi,
sanivTe bazrebis muSaobis dReebSi da sxva samoqalaqo programebis Catarebis dReebSi
iseTebis, rogoricaa sisxlis Segrovebis kampaniebi, fermeruli organizaciebis auqcionebi
da piknikebi. yuradReba miaqcieT im RonisZiebebs, romlebzec Cveulebriv ikribeba
adgilobrivi mosaxleobis didi raodenoba.
yvelaze ufro xSiri TavSeyris adgilebi – SeadgineT yvelaze ufro xSiri
sazogadoebrivi TavSeyris adgilebis nusxa, iseTebis, rogoricaa savaWro centrebi,
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bazrebi, metros da avtobusebis gaCerebebi, xalxmravali gzajvaredinebi da a.S. aRniSneT
dro da dRe, roca am adgilebSi ikribeba mosaxleobis yvelaze didi raodenoba.
7. gamokvlevis Casatareblad saWiro kiTxvebis sakontrolo sia
1. vin arian Tqven raionSi oficialurad arCeuli xeilsuflebis warmomadgenlebi?
vin arian merebi?
2. rogoria politikuri Zalebis ganawileba saqalaqo da raionul komitetebSi?
3. arsebobs Tu ara politikuri fraqciebi? gaerTianebebi? seriozuli
ukmayofilobani?
4. vin aris `simSvdis aRmSfoTveli~ Tqven saarCevno olqSi?
5. Tqveni raionis mosaxleobis ra procenti muSaobs saxelmwifo dawesebulebebSi?
6. ramdeni adamiania dasaqmebuli Tqveni raionis farglebs gareT?
7. rogoria Tqveni raionis istoria? arian Tu ara Tqven raionSi cnobili
pirovnebebi?
8. ramdeni adamiania profkavSiris wevri? vin arian profkavSiruli organizaciebis
xelmZRvanelebi?
9. ra procents Seadgenen Tqveni raionis xanSi Sesuli macxovreblebi?
10. ramdenad Zlierni arian veteranTa organizaciebi Tqven raionSi?
11. rogoria eTnikuri jgufebis Sefardeba raionSi?
12. riT aris dasaqmebuli mosaxleobis ZiriTadi nawili?
13. rogoria saSualo Semosavali?
14. daasaxeleT Tqven raionSi aTi yvelaze SeZlebuli ojaxi.
15. adgilobriv macxovrebelTa Soris vin sargeblobs yvelaze didi avtoritetiT?
16. Tqveni raionis macxovrebelTa Soris vis axasiaTebs tendencia gamovides
yvelas saxeliT? vin aris parikmaxeri, romelic yvelas icnobs? ra adgilas an romel
klubSi SeiZleba yvelaze meti Woris mosmena politikur Temebze?
17. rogoria moTxovnileba masobrivi informaciis adgilobriv saSualebebze?
televizia? radio? gazeTebi?
18. vin aris informaciis adgilobrivi saSualebebis mflobeli? vin awvdis
informacias?
19. vin usmens radiosadgurebs - romels? rodis?
20. vin wers mowinave statiebs gazeTebSi? vin wyvets sakiTxebs gazeTebis
finansuri mxardaWeris Sesaxeb?
21. vin aris samuSaos ZiriTadi mimcemi olqSi? vin flobs am sawarmos?
22. hyavT Tu ara ZiriTad partiebs Tavisi adgilobrivi warmomadgenlebi?
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23. vin xelmZRvanelobs adgilobriv sazogadoebriv organizaciebs?
24. ras warmoadgenen adgilobrivi sazogadoebrivi organizaciebi? sponsoroben Tu
ara isini kandidatebs?
25. rogoria umuSevrobis done?
26. daasaxeleT aTi saukeTeso saarCevno ubani Tqveni kampaniisTvis?
27. daasaxeleT aTi yvelaze uaresi saarCevno ubani Tqveni kampaniisTvis?
28. danaSaulis yvelaze gavrcelebuli saxeoba Tqven raionSi? rogoria
danaSaulTa gaxsnis done?
29. sad aris gzebisa da gzajvaredinebis yvelaze saSiSi ubnebi?
30. aris Tu ara olqSi raime saswavlo dawesebuleba? ra iciT maT Sesaxeb?
31. daasaxeleT yvelaze msxvili federaluri proeqti? saolqo proeqti?
adgilobrivi proeqti?
32. aris Tu ara samxedro obieqtebi? ramdeni adamiania dasaqmebuli am obieqtebze?
33. sad mdebareobs olqSi Rrmad moxucebulTa centrebi? ra saxis programebia
SemuSavebuli maTTvis?
34. sad ikribeba xalxi saRamos rva saaTis Semdeg?
35. sad moewyoba Tqveni raionis bazroba? raime aRlumi? festivali?
36. rogori warmatebebi aqvs adgilobriv sportul gundebs? mosalodnelia Tu
ara raime msxvili TamaSebi?
37. sad mdebareobs ZiriTadi komunaluri nagebobebi, sawarmoebi?
38. aris Tu ara Tqven raionSi cixeebi? rogoria patimarTa Semadgenloba?
gadavsebulia Tu ara cixe? iyo Tu ara ukanaskneli ori wlis ganmavlobaSi seriozuli
incidentebi?
39. rogoria adgilobrivi gadasaxadebis done? rogoria isini olqis danarCen
nawilTan da saxelmwifosTan SedarebiT?
40. ra Rirs saSualod axali saxli?
41. dominirebs Tu ara Tqven raionSi mrewvelobis romelime erT-erTi dargi Tu
mrewveloba mravalferovania? stabiluria Tu cikluria ekonomikuri saqmianoba?
42. imoqmeda Tu ara olqze raime sakanonmdeblo aqtma (federalurma an
regionalurma)?
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kariII. arCeviT Tanamdebobebze kandidatebis gamovlena, SerCeva da
momzadeba
1. ZiriTadi moTxovnebi kandidatisadmi
kandidati kampaniis centraluri figuraa. amitom kampaniis ZiriTadi ideis
mimzidveloba Tavad kandidatis mimzidvelobis pirdapir proporciulia.
Tumca yovel winasaarCevno kampanias Tavisi Taviseburebani axasiaTebs, mainc
arsebobs rigi universaluri principi, romelic gamoiyeneba nebismieri kandidatis
Sesafaseblad.
saqmisadmi erTguleba - kandidati konkretuli ideis, saqmisa da politikuri
organizaciis mtkice momxre unda iyos. is mzad unda iyos imisaTvis, rom mTeli
Zalisxmeva gamoiyenos, raTa arCevnebSi gamarjvebas miaRwios, da Tu saWiro gaxdeba Tavisi
piradi dro Seswiros amas. kandidats unda axasiaTebdes Seupovari mebrZolis Tvisebebi,
romelsac unari Seswevs sazogadoebriobis daJinebul da kritikul yuradRebas gauZlos,
romelic gardauvalad Tan sdevs sazogadoebriv moRvaweebs.
xelmZRvanelobis unari – kandidats unda Seswevdes xelmZRvanelobis unari da
SeeZlos adamianTa didi raodenobis saqmianobis marTva erTi saerTo miznis misaRwevad.
xelmZRvanelobis unari es ubralo Tviseba ki ar aris, romelic aucilebelia arCeviTi
Tanamdebobis pirisaTvis, aramed es winasaarCevno kampaniis Casatareblad Zlieri da
moqnili organizaciis Seqmnis umniSvnelovanesi winapirobaa. kandidatma monawileoba unda
miiRos winaasarCevno kampaniis xelmZRvanelobaSi da uflebamosilebaTa ganawilebaSi.
piradi Rirsebebi – pirad RirsebebSi igulisxmeba is zneobrivi Tvisebebi,
romlebic ayalibeben pirovnebis moralur saxes. kandidati warmoadgens winasaarCevno
kampaniis pirs, mis ZiriTad warmomadgenels saxogadoebriobasTan kavSirisaTvis da mTavar
rols TamaSobs kampaniis Casatareblad saWiro finansuri saxsrebis SegrovebaSi. amitom
man momavali amomrCevlebis mxridan pativiscemisa da ndobis mopoveba unda SeZlos.
kandidatTa SerCevisa da wardginebis warmatebuli muSaobis yvelaze mniSvnelovani
elementebi Seicavs Semdeg sakmaod martiv qmedebebs:
1. daarwmuneT mocemuli saarCevno ubnis politikuri sazogadoebrioba arCeviTi
Tanamdebobis mopovebis SesaZleblobaSi da SeipireT^is, rom mxars dagiWerT, raTa
daarwmunoT Rirseuli kandidati monawileoba miiRos kenWisyraSi.
2. gamoiyeneT partiisa da sazogadoebriobis resursebi potenciuri kandidatebis
gamosavlenad.
3. CaatareT gamokvlevebi mocemuli arCevnebisTvis idealuri kandidatis
Tvisebebisa da daxasiaTebis mqone kandidatis gamosavlenad.
4. daumtkiceT potencur kandidatebs arCeviTi Tanamdebobis mopovebis realoba, an
arCevnebSi monawileobis aucilebloba im SemTxvevaSic ki, rodesac ar arsebobs
gamarjvebis sruli garantia.
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5. daarwmuneT potenciuri kandidati, rom Segrovebuli materialuri saxsrebi
sruliad sakmarisi iqneba arCevnebSi gamarjvebisaTvis.
6. daumtkiceT kandidats, rom arCeviTi Tanamdebobis dakaveba aunazRaurebs mas
danakargebs, romlebsac is gaswevs piradi cxovrebis, ojaxisa da karieris TvalsazrisiT.
7. partiam unda mices kandidats mxolod iseTi dapirebebi, romelTa
ganxorcieleba mas SeuZlia.
saarCevno olqis TaviseburebaTa analizi
upirveles yovlisa kandidatTa SerCevisas unda gaverkvioT mocemuli saarCevno
olqis TaviseburebebSi. rogorc minimumi, es Seicavs eleqtoratis analizs, olqSi
demografiuli situaciis TaviseburebaTa da masSi mcxovreb xalxTa cxovrebis donis
Seswavlas.
risTvis aris saWiro saarCevno olqis TaviseburebaTa analizi?
1. olqSi demografiuli situaciisa da mosaxleobis cxovrebis donis codna
dagexmarebaT Sesaferisi kandidatebis moZebnaSi.
2. olqis Seswavlisas irkveva adgilobriv sazogadoebriv moRvaweTa gvarebi,
romlebic SeiZleba Rirseuli kandidatebi gaxdnen arCevnebze. SeiZleba aRmoCndes, rom
zogierTi maTgani politikaSi CarTulni ar arian, ar arian deputatebi, magram
adgilobrivi mosaxleobis didi pativiscemiT sargrbloben. xSirad, maT arasdros ar
ufiqriaT monawileoba mieRoT arCeviT Tanamdebobaze kenWis yraSi, magram, Tu aseT
adamianebs SeeTavazebaT TavianTi Zalebis mosinjva, isini zogjer siamovnebiT Tanxmdebian.
3. saarCevno olqis Seswavlis Sedegebi saSualebas iZleva ganisazRvros olqis
romeli nawilidan unda iyos gamosuli `idealuri~ kandidati.
4. amis garda, Zalian mniSvnelovania daarwmunoT potenciuri kandidati imaSi, rom
mas SeuZlia arCevnebSi gamarjvebis mopoveba. am mizniT, SeZlebisdagvarad, magaliTis
saxiT gamoyenemul unda iqnas Tqveni partiis kandidatTa warmateba wina arCevnebSi
swored mocemul saarCevno olqSi.
politikur metoqeTa Sefaseba
sxva politikuri partiebis kandidatTa Sesaxeb sazogadoebrivi gamokiTxvis
analizi SeiZleba mZlavri saSualeba aRmoCndes Sesaferis kandidatTa moZiebaSi, da imis
gansazRvraSi, Tu ra lozungebi da Temebia saWiro gamarjvebis misaRwevad.
Tqveni politikuri metoqeebis mokle Seswavla mainc Tu ar CaatareT, Zneli iqneba
pasuxi gaceT Tqveni potenciuri kandidatis ZiriTad kiTxvas imis Sesaxeb, Tu rogor
SeiZleba gamarjvebis mopoveba arCevnebSi. Tqveni politikuri metoqeebis susti mxareebis
gaanalizebisas, SeamowmeT isini e.w. `eqvsi momakvdinebeli codvis~ mimarT.
gaarkvieT, xom ar Caudenia oponents Semdegi qmedebani:
1. kenWi uyara ufro maRal gadasaxadebs.
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2. miaRwia piradi xelfasis momatebas, gadaaWarba Tavisi uflebamosilebebs.
3. dakarga Zalian bevri xma wina arCevnebSi, dauSva sxva elementaruli Secdoma..
4. axlad gadmosaxlebulia mocemul olqSi karieris gamo (Cveulebriv es
mosazreba ar gamoiyeneba imaT mimarT, visac ukve ukavia arCeviTi Tanamdeboba).
5. araferi ar imoqmeda iseTi sakiTxebis gadawyvetisas, romlebic Zalian
mniSvnelovania yvelasTvis.
6. araerTxel Caidina nebismieri qmedeba zemoT CamoTvlilTagan.
Tu Tqveni ZiriTadi metoqe deputatia, gaanalizeT misi bolo ori saarCevno
kampania, agreTve pirveli arCevnebi, romelTa Sedegad is arCeul iqna arCeviT
Tanamdebobaze. gamoarkvieT, rogor Sepirebebs iZlevoda is arCevnebze da rogor
Catarda saarCevno kampaniebi.
idealuri kandidatis damaxasiaTebeli niSnebis gansazRvra
termini `idealuri kandidati~ SeiZleba gamoyenebul iqnas mxolod pirobiTad –
arc erTi kandidati idealuri ar aris. Tqveni partiis siZliere imaSia, rom mas mravali
kandidati hyavdes, romlebic cdiloben arCeviTi Tanamdebobis dakavebas. `idealuri~
kandidatis damaxasiaTebeli niSnebis gasazRvra saSualebas iZleva vicodeT, Tu rogori
Tvisebebi unda hqondes kandidats warmatebis misaRwevad.
`idealuri~ kandidati TvisebaTa or jgufs unda flobdes:
1. garkveuli zogadi unar-Cvevebs, romlebic aucilebelia arCevnebSi monawile
kandidatisaTvis;
2. konkretuli mocemuli olqis pirobebiTa da saarCevno kampaniis TaviseburebebiT
nakarnaxev niSan-Tvisebebs.
pirveli jgufis niSan-Tvisebebs miekuTvneba kandidatis unari gauZlos fizikur da
emociur datvirTvebs kampaniis dros, darazmos Tavis garSemo erTgul momxreTa jgufi,
daarwmunos Tavisi msmenelebi fuladi Semowirulobebis SegrovebaSi, agreTve imaSi, rom
yvela Zala gamoyenos kampaniis interesebisTvis.
sociologiur gamokiTxvaTa Sedegebis Seswavla da oponentTa SesaZleblobebis
analizi, saSualebas iZleva zogadi saxiT ganisazRvros niSan-Tvisebebi, romlebic
aucilebelia `idealuri~ kandidatisaTvis mocemul olqSi gasamarjveblad. adgilobrivi
warmoSoba da profesiuli gamocdileba daexmareba Tqven kandidats `Cajdes~ olqis
specifikaSi da SesaZloa warmoaCinos Tqveni kandidati ukeTesi kuTxiT oponentebTan
SedarebiT.
magaliTad, Tu Tqven olqSi muSebis Warbi raodenobaa da ZiriTad politikur
oponents warmoadgens bankiri an `TeTri sayeloebis~ warmomadgeneli mizanSewonilia
kandidatis SerCeva muSaTa wridan. Tu Tqveni oponenti olqis naklebad dasaxlebuli
nawilidan aris warmoSobiT, ufro xelsayrelia SearCioT kandidati im raionis
macxovrebelTa Soris, sadac cxovrobs amomrCevelTa ZiriTadi raodenoba.
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kandidatisaTvis aucilebeli niSan-Tvisebebi
kargi kandidati unda pasuxobdes Semdeg moTxovnebs:
1. Zlieri xasiaTi. kandidatma unda SeZlos winasaarCevno kampaniis emociuri da
fizikuri datvirTvis atana. kandidatma unda uCvenos, rom misTvis kargad aris gasagebi
amomrCevelTa gasaWiri da sjera, rom sxvebze ukeTesad SeZlebs maTi interesebis dacvas.
kandidatma unda daimsaxuros olqis mosaxleobis farTo fenebis pativiscema.
2. organizatoruli niSan-Tvisebebi. kandidats unda hyavdes erTgul momxreTa
jgufi 6-10 kacis odenobiT (msxvili saarCevno kampaniisaTvis – gacilebiT meti),
romlebic ara mxolod daexmarebian kampaniis CatarebaSi, aramed obieqtur rCevebsac
miawvdian kandidats. kandidats unda SeeZlos xalxis darazmva nebayoflobiT da uangaro
monawileobaze mis winasaarCevno kampaniaSi.
3. dafinanseba. kandidats unda SeeZlos mimarTva fuladi daxmarebisaTvis (an Tavad
unda gaaCndes sakmarisi sakuTari saxsrebi), agreTve olqis SeZlebul adamianebTan da
macxovreblebTan kontaqtebis damyareba da gaZliereba, romlebic mzad arian Semoitanon
Semowirulobebi.
4. dayrdnoba eleqtoratis garkveul nawilze.
kandidati unda sargeblobdes eleqtoratis garkveuli nawilis udavo
mxardaWeriT politikuri, geografiuli, finansuri an ideologiuri mizezebis gamo.
3. potenciur kandidatTa siis Sedgena
siis Sedgena xdeba sam etapad:
pirvel rigSi, SeiZleba Tqveni partiis yvela kandidatis siis Sedgena, romelTac
adre ukve ekavaT arCeviTi Tanamdebobebi.
meore rigSi, saWiroa miqceul iqnas yuradReba maTze, vinc adre ukve miiRo
monawileoba arCevnebSi da waago. Tu aseT pirovnebas jer kidev gaaCnia politikuri wona
da is piradi avtoritetiT sargeblobs olqSi, mas SeiZleba meti Sansi hqondes, vidre
axalbedas. xSirad Zalian Rirseul kandidats Tavad miuZRvis brali arCevnebze
damarcxebaSi imis gamo, rom mTelma partiulma siam ar miiRo amomrCevelTa mxardaWera
kampaniis Casatareblad an sxva moulodneli garemoebani warmoiqmna.
mesame rigSi, saWiroa davakvirdeT adgilobriv sazogadoebriv moRvaweebs,
romlebic olqis cxovrebaSi aqtiur monawiloebas Rebuloben. saqvelmoqmedo
organizaciebis wevrebi, cnobili profesorebi, mwvrTnelebi da yofili sportsmenebi, an
ubralod olqSi cnobili pirovnebebi, magaliTad, Jurnalisti an redaqtori, SeiZleba
gaxdnen SesaniSnavi kandidatebi.
saWiroa gvaxsovdes, rom kandidatTa SerCeva unda warmoebdes aramxolod Tqveni
partiuli organizaciis wevrTa Soris, aramed mis farglebs gareTac. maT ricxvSi
SeiZleba aRmoCndes Tqveni olqis mravali cnobili adamiani, romlebic aseve SeiZleba
gaxndnen brwyinvale kandidatebi. adamiani, romelic adre ar iyo politikiT aqtiurad
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dasaqmebuli, SeiZleba Tqveni olqisaTvis yvelaze saWiro kandidati aRmoCndes. rac ufro
farToa kandidatTa wre, miT ukeTesia.
adgilobrivi politikuri sazogadoebriobis mxardaWera kandidatTa SerCevis procesSi. im
SemTxvevaSic ki, rodesac gamarjvebis Sansebi moCvenebiTia, mainc arsebobs mizezTa mTeli
rigi, romelTa gamo saWiroa Tqveni kandidatis wardgena.
1. arCevnebSi gamarjvebam SeiZleba moiTxovos mravaljeradi monawileoba saarCevno
kampaniebSi. zogjer kandidatma monawileoba unda miiRos arCevnebSi Tundac imisaTvis, rom
gaimagros Tavisi politikuri avtoriteti organizaciuli da finansuri bazis SeqmniT
sakvanZo sakiTxebze oponentTa poziciebisagan gansxvavebuli sakuTari poziciebis
gadmocemis gziT, aimaRlos Tavisi popularoba amomrCevelTa Soris.
2. zogjer sasargebloa kandidatis wardgena imisaTvis, rom man SezRudos Tqveni
politikuri metoqis resursebi, romelsac arCeviTi Tanamdeboba ukavia. konkurenciis
ararsebobis SemTxvevaSi Tqveni metoqe SeZlebs im resursebiT sargeblobas, romlebic man
am Tanamdebobaze yofnisas daagrova, raTa mxari dauWiros Tavisi partiis sxva
kandidatebs, romlebic monawileoben winasaarCevno brZolaSi sxva olqebSi.
3. Tqveni partiuli organizacia unda Seecados waradginos Tavisi kandidatebi
yvela arCeviT Tanamdebobaze, romelzec kenWisyra tardeba. am SemTxvevaSi partia miiRebs
amomrCevelTa yvelaze met xmas.
4. arCevnebSi monawileoba metad sasargebloa axalgazrda politikur
moRvaweTaTvis. kandidats gaaCnia farTo SesaZleblobebi partiul wreebTan da
adgilobriv sazogadoebriobasTan Sesaxvedrad. am kontaqtebis Sedegad myardeba nacnoboba,
saqmiani urTierTobani, Cndeba olqis ganviTarebis programebSi monawileobis SesaZlebloba
da a.S.
5. zogjer xdeba, rom amomrCevlebi imed gacruebulni rCebian TavianTi rCeulis
mimarT da mzad arian Caagdon is arCevnebSi, an partiul siaSi figurirebs Zalian
popularuli kandidati, romelsac SeuZlia TavisTan erTad amoqaCos Tqveni partiis yvela
danarCeni kandidatic.
4. urTierTobebi partiul organizaciasa da partiul kandidatebs Soris
adgilobrivma partiulma organizaciam saarCevno kampaniis Catarebis mTel
periodSi unda gadasces Tavisi resursebi TavianTi kandidatebis gankargulebaSi. maT
miekuTvneba, agreTve zemdgomi partiuli organizaciis resursebic. kandidatebi xSirad
axsnian arCevnebSi Tavisi monawileobis Tanxmobas adamianuri da fuladi resursebis
arsebobiT, romlebsac isini SeiZleba daeyrdnon. partia valdebulia saWiro adamianuri da
materialuri resursebis mobilizeba moaxdinos kandidatis SerCevis da misi winasaarCevno
kampaniis Catarebis drois mTel periodze.
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partiis adgilobrivi ganyofilebis mTavar amocanas warmoadgens axali kandidatis
momzadeba warmatebuli winasaarCevno kampaniis Casatareblad.
Sexvedrebi momaval kandidatebTan
mTavar mizans, kandidatTan pirveli Sexvedrisas, warmoadgens gadawyvetilebis
miReba Semdgomi qmedebebis Sesaxeb.
SeiZleba SemoifargloT SeTanxmebiT imis Sesaxeb, rom kandidati gaecnoba misTvis
warmodgenil masalebs, SeadginoT Semdgomi Sexvedrebis grafiki an dagegmoT Sexvedra
Tqveni partiis deputatebTan. unda SeecadoT iseTnairad daasrulod Sexvedra, rom
adamianma kategoriuli uari ar gamogicxadoT Tqven winadadebaze, rom man kenWi iyaros
arCevnebSi.
pirveli Sexvedris meore mizania – piradi kontaqtis damyareba, agreTve imis axsna,
Tu ratom xarT darwmunebuli gamarjvebaSi an ratom aris dainteresebuli Tqveni partia
swored am adamianis kandidatad wardgenaSi. mniSvnelovania, moisminoT yvela `dadebiTi~
da `uaryofiTi~ momavali kampaniis mimarT potenciuri kandidatis mxridan. Sexvedris
dasawyisSi warudgineT mas Tqveni Tavi da auxseniT Tqveni vizitis mizani. kandidatisTvis
ufro ioli iqneba saubari Tavis Sesaxeb, Tu Tqven pirveli gaacnobT mas Tqven Tavs.
ganmarteT, Tqveni azriT, ratom SeiZleba iyos dainteresebuli Tqveni mosaubre
arCevnebSi monawileobiT. Znelia winaswar ganisazRvros, ram SeiZleba aRuZras adamians
arCevnebSi monawileobis survili. zogs izidavs momavalSi ufro sapasuxismgeblo
arCeviTi Tanamdebobis dakavebis perspeqtiva, zogs TavianTi partiis daxmarebis survili
amoZravebT, zogisTvis ki aucilebelia tribuna, maTi TvalsazrisiT, mniSvnelovan
sakiTxebze da problemebze msjelobisaTvis. xolo sxvebi miiswrafvian dautovon TavianT
Svilebs ufro keTili da usafrTxo momavali.
CamoTvaleT arCevnebSi monawileobis yvela SesaZlo pliusi, da naxeT, maTgan
romelia yvelaze ufro qmediTi. Segdgomi Sexvedris dros SeatyobineT damatebiTi
informacia am sakiTxze.
rogor ubiZgoT potenciur kandidats saboloo gadawyvetilebis miRebisken
zogjer Znelia aiZulo adamiani ar ifiqros safrTxeze ojaxisa da samuSaos
mimarT, romelic dakavSirebulia arCevnebze kenWisyraSi monawileobasTan. sinjeT Semdegi
xerxebis gamoyeneba:
1. daaewmuneT Tqveni kandidati arCeviTi Tanamdebobis mniSvnelobasa da
upiratesobaSi.
2. uCveneT, rogori sasikeTo gavlena SeiZleba moaxdinos arCevnebSi monawileobam
mis karieraze mTlianobaSi.
3. Tu Tqveni mosaubre partiis wevria, auxseniT, Tu ramdenad mniSvnelovania
Tqveni partiuli organizaciisaTvis arCevnebze Rirseuli kandidatis wardgena.
4. xazi gausviT kandidatis unars moipovos gamarjveba arCevnebSi.
5. uCveneT, rom olqis politikuri aqtivi mxars uWers mis kandidaturas.
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CaatareT mini-kampania, raTa kenWisyraSi monawileobis miRebis survili aRuZraT
Tqven kandidats. masTan mudmivi kontaqtis meSveobiT SeipireT misi megobrebisa da
nacnobebis mxardaWera. gaarkvieT, maTgan romels mosTxovs rCevas Tqveni kandidati, da
CamouyalibeT maT Tqveni pozicia.
adgilobrivma partiulma organizaciam daxmareba unda gauwios kandidats sawyis
etapze imisaTvis, rom maqsimalurad gauadvilos axalbedas profesiul politikaSi
CarTva.
ar unda daiviwyoT, rom arsebobs ori umniSvnelovanesi faqtori, romlis Sesaxeb
Tqven yvelaze ufro naklebad xarT informorebuli – es aris ojaxi da samuSao. amitom,
sasowarkveTilebaSi nu CavardebiT, Tu, miuxedavad imisa, rom Tqven yvelaferi swored
gaakeTeT, mainc dakargavT Tqven kandidats zemoT aRniSnuli ori mizezidan erT-erTis
gamo.
kiTxvebi adgilobrivi sazogadoebrivi liderebis mimarT potenciuri kandidatebis
gamosavlenad.
1. olqis romel macxovrebels aqvs Tavisi sakuTari fuladi saxsrebi da romeli
iRwvoda yovelTvis arCevnebSi monawileobis misaRebad?
2. Tu samsaxurSi mosvlisas, Tqven SeityobT, rom dagirekaT olqis sxvadasxva
gavlenianma adamianma, pirvel rigSi vis gadaurekavdiT?
3. adgilobrivi sazogadoebriobis romeli warmomadgenelia cnobili, sul cota,
yoveli aTi macxovreblidan orisTvis mainc, romelic sazogadoebriv saqmianobaSi
CarTulia, gavleniani ojaxuri klanisadmi mikuTvnebis wyalobiT an raime sxva mizeziT?
4. vin aris gamoCenili mrewveli an mewarme olqSi (msxvili damqiravebeli)?
5. daasaxeleT ori-sami adamiani, romelic adgilobrivi sazogadoebriobis didi
pativiscemiT sargeblobs.
6. daasaxeleT ori-sami qali, romelic yvelaze aqtiur monawiloebas Rebulobs
sazogadoebiv, religiur, saqvelmoqmedo da sxva nebayoflobiT saqmianobaSi.
7. vin agebda pasuxs saxsrebis Segrovebaze Tqveni partiis kandidatebis fondSi
wina arCevnebis dros da Tavad SeiZleba yofiliyo kargi kandidati?
8. arian Tu ara arCeviTi Tanamdebobis pirTa aparatSi Tqveni partiis
warmomadgenlebi, romlebic TavisTavad sargebloben adgilobrivi mosaxleobis
pativiscemiT?
9. arian Tu ara olqis mudmivi macxovreblebi didi politikuri ojaxuri
tradiciebiT, romlebic olqis damfuZnebelTa STamomavlebs warmoadgenen da a.S.?
10. arian Tu ara gamoCenili pirovnebebi olqSi (yofili disidentebi, yofili
sportsmenebi, msaxiobebi, mxatvrebi da a.S.)?
11. zemoaRniSnul pirTagan, romelic SeiZleba warmoadgendes did safrTxes Tqveni
oponentebisaTvis arCevnebSi?
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kandidatisTvis daxmarebis gaweva partiuli organizaciis mxridan
1. daexmareT kandidats iuridiulad sworad gaaformos Tavisi monawileoba
arCevnebSi. kandidats dasWirdeba daxmareba xelmoweriTi kampaniis CatarebaSi.
2. aRmouCineT iuristis ufaso momsaxureba, romlisTvisac cnobilia saarCevno
kanonmdebloba da SeuZlia kvalificirebuli ganmartebebi misces finansuri angariSgebisa
da saarCevno kampaniasTan dakavSirebul sxva sakiTxebze.
3. daxmareba gauwieT kandidats presisaTvis gancxadebis SedgenaSi arCevnebSi
Tqveni monawileobis da arCeviT Tanamdebobaze kandidatis savaraudo saqmianobis Sesaxeb.
mocemuli teqsti safuZvlad daedeba pirvel pres-relizsa da kandidatis pirvel sajaro
gamosvlas.
4. Tu kandidati adgilobriv partiul aqtivs ar icnobs, moawyveT misTvis
ramodenime Sexvedra adgilobriv partiul xelmZRvanelobasTan da, SesaZleblobisamebr,
Tqvenc daeswariT am Sexvedrebs.
5. SeadgineT im pirTa sia, romlebic mzad arian Semowirulobebi Semoitanon
kandidatis saarCevno kampaniis fondSi imisaTvis, rom man SeZlos muSaoba saxsrebis
SegrovebisTvis.
riT SeiZleba kidev daexmaros Tavis kandidats partiuli organizacia
1. kandidatebisTvis saswavlo seminarebis CatarebiT
2. TamaSebis CatarebiT, romlis dros xdeba rolebis gaTamaSeba videokameris
gamoyenebiT, sajaro debatebis gamarTvis Cvevebis ganviTarebisTvis.
3. winasaarCevno kampaniis strategiis SemuSavebisaTvis aucilebeli gamokvlevebis
CatarebiT.
4. Tqveni kandidatis oponentis politikuri biografiis SeswavliT, 20-40
umniSvnelovanes kanonproeqtze misi kenWisyris Sedegebis specialuri analizis CaTvliT.
(monacemebi SeiZleba warmodgenil iqnas partiis erovnuli Stab-binis an saparlamento
fraqciis mier).
5. monacemebis miwodebiT saarCevno olqis demografiuli Semadgenlobis Sesaxeb
(monacemebi mosaxleobis aRweris Sesaxeb da a.S.).
6. SeRavaTiani fasebiT an ufasodDsociologiuri gamokiTxvebis/gamokvlevebis
CatarebiT, kampaniis fondSi Senatanis saxiT.
7. kampaniis Catarebis gegmis Sesadgenad, mis Catarebaze kontrolisa da saWiro
daxmarebis gasawevad partiis aparatisa da moxaliseebis mowveviT.
8. `saSefo daxmarebis~ programis CatarebiT, romlis CarCoebSi partiis mier
wardgenili deputati `meurveobas~ uwevs Tqven kandidats da exmareba mas saarCevno
kampaniis CatarebaSi.
9. pirdapiri finansuri da teqnikuri daxmarebiT.
10. amomrCevelTa gvarebisa da telefonebis siebis SedgeniT, safosto konvertebis
gaformebiT, da a.S.
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11. amomrCevelTa ganwyobis gamokvlevis CatarebiT.
12. amomrCevelTa aqtiurobis zrdaze mimarTuli programebis CatarebiT.
13. StatSi momuSave muSakebis gamoyofiT (Tu Tqven aseTi muSakebi kyavT),
arCevnebis win bolo ramodenime kviraSi winasaarCevno kampaniis CatarebaSi monawileobis
misaRebad.
5. potenciur kandidatebTan gansaxilveli sakiTxebi
saWirboroto problemebi, kandidatis Zlieri da susti mxareebi xSirad naTeli
xdeba masTan pirveli SexvedrisTanave. SeecadeT, SesaZleblobisamebr, upasuxoT yvela im
SekiTxvas, romelic Tqven kandidats aRelvebs.
1. auxseniT kandidats, ratom TvliT, rom arCevnebi SeiZleba mogebul iqnas, da
ratom uRirs mas am Sansis gamoyeneba.
2. auxseniT kandidats, rotom TvliT, rom gamarjvebisaTvis aucilebeli fuladi
saxsrebis Segroveba realuria.
3. uCveneT kandidats, Tu romeli misi Zlieri mxareebi yvelaze ufro kargi
mxridan ganasxvavebs mas danarCeni kandidatebisagan arCevnebze.
4. Tqven sakmaod Rrmad unda icodeT mocemul arCeviT TanamdebobasTan
dakavSirebuli movaleobebi, raTa uCvenoT Tqven kandidats, riT SeiZleba is daexmaros
amomrCevlebs.
5. ganixileT Tqven kandidatTan erTad momavali winasaarCevno kampaniis SesaZlo
xasiaTi da msvleloba.
6. gamoarkvieT, rogor afasebs kandidati Tqven SesaZleblobebs. misi pirovnebis
romeli Zlieri mxareebi daexmarebian mas arCevnebSi gamarjvebis miRwevaSi?
7. maSinac ki, rodesac kandidats jer ara aqvs miRebuli saboloo gadawyvetileba,
ganixileT masTan erTad motivebi, romlebze dayrdnobiTac is ganixilavs arCevnebSi
kenWisyris SesaZleblobas.
8. Tu es sasargrblo iqneba, ganumarteT kandidats, ramdenad mniSvnelovania
mocemuli kampania Tqveni partiis momavlisaTvis.
9. imsjeleT kandidatTan erTad misi Sefiqrianebis Sesaxeb misi ojaxisa da
samuSaos mimarT winasaarCevno kampaniaSi mis monawileobasTan dakavSirebiT.
10. moamzadeT Semdgomi moqmedebebis realuri variantebi kandidatTan muSaobis
gasagrZeleblad.
11. pirveli Sexvedra gankuTvnili ar aris kandidatis warsulis, misi biografiis
sxvadasxva mxaris gansaxilvelad. amisaTvis, upirveles yovlisa, unda damyardes ndobiT
aRsavse kontaqti. mxolod amis Semdeg SeiZleba SeekiTxoT kandidats, xom ar aris mis
warsulSi raime iseTi momenti, romelic SeZleba gamoyenebul iqnas saarCevno kampaniaSi
mis winaaRmdeg. Semdeg, aucilebelia Catardes kandidatis niSan-TvisebaTa gulmodgine
32
analizi, mis biografiaSi erTmaneTis sawinaaRmdego momentebis gamovlenis mizniT,
imisaTvis, rom momzaddes argumentebi oponentTa mosalodneli Tavdasxmebis winaaRmdeg.
zedmiwevniT mniSvnelovania, rom partiul xelmZRvanelebs esmodeT, Tu ra didi
mniSvneloba eniWeba kandidatTa SerCevisadmi keTilsindisier da mofiqrebul midgomas.
zedmiwevniT mniSvnelovania, rom partiulma xelmZRvanelobam uzrunvelyos Tqveni
partiidan Rirseuli kandidatis wardgena nebismier arCeviT Tanamdebobaze. arasodes ar
unda dauSvaT, rom vinmes daudevrobis gamo arCeviTi Tanamdeboba xelSi Cauvardes sxva
partias. Tu siaSi figurirebs Tqveni partiis kandidati, maSin saarCevno kampaniis
Casatareblad meore partias didi Zalebisa da resursebis daxarjva dasWirdeba.
konkurenciis ar arsebobisas, es saxsrebi gamoyenebul iqneboda partiis kandidatis
sasargeblod sxva olqSi da gaaZlierebda misi gamarjvebis SesaZleblobebs.
dauSvebelia ifiqroT, rom Tqven partias ar Seswevs unari gaiyvanos Tavisi
kadidati romelime arCeviT Tanamdebobaze. es ara mxolod Tqveni partiis interesebis
Ralatia, aramed yvela amomrCevelis, romlebmac daiimsaxures ufleba TavianTi arCevani
gaakeTon ramodenime kandidats Soris saxelmwifo xelisuflebis nebismier organoSi
kenWisyrisas.
6. kandidatis momzadeba
kenWisyraSi monawileobis miRebaze partiis kandidatis mier Tanxmobis micemis
momentidan misi kandidaturis oficialur wardgenamde garkveuli dro gadis, romlis
ganmavlobaSi mas SeuZlia bevri sasargeblo gaakeTos momavali kampaniisTvis. rogorc ki
is winasaarCevno kampaniis morevSi CaTreuli aRmoCndeba, ukve gviani iqneba arsebuli
xarvezebis gamosworeba. moviyvanoT zogierTi ZiriTadi momenti, romelsac yuradReba unda
mieqces saarCevno kampaniis momzadebisas.
piradi cxovreba. winasaarCevno kampaniis dawyebisTanave, yvela danarCeni sakiTxi,
romelic kandidatis yuradRebasa da dros moiTxivs, meorexarisxovani xdeba. kandidati
darwmunebuli unda iyos, rom misi ojaxi da xelmZRvaneloba iwoneben mis gegmebs da mzad
arian mxari dauWiron mas.
mosmenisa da swavlis unari. winasaarCevno kampaniis dros kandidats bevrjer eqneba
sityviT gamosvlis SesaZlebloba. mosamzadebeli periodi – is droa, rodesac saWiroa
mousminoT sxvebs. xalxTan uSualo saubrisas an sadiskusio klubebSi araformalur
krebebze daswrebisas, kandidati unda ecados gaerkves im problemebSi, romlebsac
adamianebi awydebian Tavis yoveldRiur cxovrebaSi. manam, sanam kandidati xalxs Tavis
mosazrebebs gaacnobdes, umjobesia mousminos, ras fiqroben isini ama Tu im sakiTxze.
kampaniis gegmis SemuSaveba. kandidatma arsebiTad mniSvnelovani monawileoba unda
miiRos winasaarCevno kampaniis gegmis SemuSavebaSi. maSinac ki, rodesac mTeli Tavisi
sicocxle cxovrobs mocemul raionSi, man unda Caataros safuZvliani analitikuri
samuSao imisaTvis, rom gaigos raime axali mis Sesaxeb.
Sexvedrebi avtoritetul xalxTan. saWiroa dagegmil iqnas kandidatis Sexvedrebi
adgilobriv avtoritetul xalxTan, raTa gairkves maTi azri sxvadasxva sakiTxze. isini
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usaTuod dadebiTadDSeafaseben kandidatis Zalisxmevas, romelic vizitiT ewvia maT
imisaTvis, rom maTi azri gaego. drom da Zalisxmevam, romelic kandidatma daxarja,
adgilobrivi sazogadoebis gamoCenil warmomadgenlebTan keTlganwyobili adamianuri
urTierTobebis dasamyareblad, SeiZleba momavalSi didi sargebloba moutanon mas,
rodesac winasaarCevno kampaniis dros romelime maTgani oficialurad gamova misi
mxardaWeris mizniT.
adgilobrivi sazogadoebrivi organizaciebi. kandidati adglobrivi sazogadoebrivi
organizacebis wevri unda gaxdes, raTa adgilobriv sazogadoebriv cxovrebaSi ufro
aqtiuri monawileoba miiRos da sxvadasxva adamianebTan ufro mWidro urTierToba
daamyaros. amomrCevlebi ufro siamovnebiT miscemen xmas imas, visac isini icnoben
erToblivi sazogadoebrivi saqmianobiT.
xelmZRvaneli Semadgenlobis SerCeva. kandidati gulmodgined unda miudges im
adamianebis SerCevis sakiTxs, romlebsac unari SeswevT TavianT Tavze aiRon
saorganizacio sakiTxebi, da romlebic miscemen mas SesaZleblobas mTlianad gaamaxvilos
yuradReba Tavad saarCevno kampaniaze. komitetis xelmZvaneli wevrebi kandidatis
madlierni iqnebian imisaTvis, rom is utovebs maT dros winasaarCevno maraTonis
oficialur startamde mosamzadeblad.
adgilobrivi partiuli organizacia. adgilobrivi partiuli organizaciis
kandidatma da Tavmjdomarem unda ganixilon da SeaTanxmon is roli, romelsac iTamaSebs
organizacia momaval winasaarCevno kampaniaSi.
kariIII. winasaarCevno kampaniis saorganizacio uzrunvelyofa
4. winasaarCevno kampaniis Catarebis komitetis/Stabis saorganizacio struqtura.
• kandidati
• winasaarCevno kampaniis Catarebis komitetis Tavmjdomare
• winasaarCevno kampaniis menejeri
• xazinadari
• pasuxismgebeli fuladi saxsrebis Segrovebaze
• pasuxismgebeli dagegmvaze
• aRmasrulebeli direqtori
• pasuxismgebeli saagitacio masalebsa da politikur reklamaze
• pasuxismgebeli plakatebsa da stendebze
• pasuxismgebeli sainformacio-analitikur saqmianobaze
• pasuxismgebeli amomrCevlebis winasaarCevno Semovlis Catarebaze
• pasuxismgebeli amomrCevelTa ganwyobilebis gansazRvraze da maTi daswrebis
uzrunvelyofaze
34
• pasuxismgebeli sazogadoebriobasTan kavSirze
• nebayoflobiTi TanaSemweebi
winasaarCevno kampaniis menejeri. sxvadasxva donis winasaarCevno kapaniebi
sxvadasxva sakadro uzrunvelyofas moiTxovs. magram, yvela kampaniaSi, gamonaklisis
gareSe, aucilebelia winasaarCevno kampaniis menejeri. kargi menejeri Tavis Tavze iRebs
yvela saorganizacio funqcias, da amiT saSualebas aZlevs kandidats mTlianad iyos
dasaqmebuli Tavisi ZiriTadi saqmiT – sityviT gamovides, moawyos Sexvedrebi
amomrCevlebTan, misces interviu da Seecados mokle vadebSi gaacnos amomrCevelTa
maqsimalur ricxvs kampaniis ZiriTadi idea. winasaarCevno kampaniis menejeri kandidatis
sruli ndobiT unda sargeblobdes. garda amisa, winasaarCevno kampaniis Catarebis
komitetSi SeiZleba iyos sxva Tanamdebobebic.
analitikuri seqtoris xelmZRvaneli. analitikuri seqtoris xelmZRvaneli
pasuxismgebelia kandidatis platformis yvela ZiriTadi debulebis dasabuTebul da
gulmodgine momzadebaze. kandidatis Sexedulebebi naTlad da logikurad unda iqnas
gadmocemuli da saR varaudebs, sando wyaroebsa da zust faqtebs eyrdnobodes.
analitikuri seqtoris xelmZRvaneli momzadebuli unda iyos imisaTvis, rom acnobos
masobrivi informaciis saSualebebsa da sazogadoebriobis farTo wreebs kandidatis
platformis Sesaxeb.
agitacia-propagandis seqtoris xelmZRvaneli. agitacia-propagandis seqtoris
xelmZRvaneli pasuxismgebelia winasaarCevno kampaniisaTvis lozungebisa da mowodebebis
SemuSavebaze, romlebic sxvadasxvanairad gamoxataven kampaniis generalur ideas,
amomrCevelTa sxvadasxva jgufis Taviseburebebis gaTvaliswinebiT. agitacia-propagandis
seqtoris xelmZRvanelis movaleobebSi Cveulebriv Sedis gamosvlebis teqstebis dawera,
plakatebis Seqmna, broSurebis gamocema da sxva propaganduri masalebis gavrceleba.
pres-mdivani. pres-mdivani pasuxismgebelia kandidatis yoveldRiur kontaqtebze
masobrivi informaciis saSualebebis warmomadgenlebTan. garda amisa, is pasuxobs
SekiTxvebze, romlebic moiTxovs vrcel axsna-ganmartebebs da romlebzec kandidati ver
aswrebs pasuxis gacemas piradad.
dagegmvis seqtoris xelmZRvaneli. dagegmvis seqtoris xelmZRvaneli
pasuxismgebelia kandidatis samuSao grafikis Sedgenasa da mTel RonisZiebaTa dagegmvaze.
dagegmvis seqtoris xelmZRvaneli erTaderTi adamiania kandidatis gundSi, romelsac
ufleba aqvs miiRos mowvevebi da Tanxmoba gasces sxvadasxva RonisZiebebSi monawileobaze
kandidatis saxeliT.
materialur-teqnikuri uzrunvelyofis seqtoris xelmZRvaneli. materialur-
teqnikuri uzrunvelyofis seqtoris xelmZRvaneli pasuxismgebelia winasaarCevno kampaniis
materialur-teqnikur uzrunvelyofaze, gadazidvebis organizebis, sastumroSi ganTavsebis,
sazogadoebrivi RonisZiebebis, mitingebisa da pres-konferenciis Catarebis CaTvliT.
piradi TanaSemwe. piradi TanaSemwe pasuxismgebelia imaze, rom kandidati
uzrunvelyofili iyos yvelafriT, rac mas esaWiroeba muSaobisTvis. magaliTad, is
Tvalyurs adevnebs, rom kandidats ar aerios gamosvlebis teqstebi, miawodebs kandidats
35
saWiro informacias im pirebis an sazogadoebrivi jgufebis Sesaxeb, romlebsac is unda
Sexvdes, uzrunvelyofs kandidats saWiro wamlebiT da sufTa perangiTac ki, Tu mas
dasWirdeba saswrafod perangis gamocvla.
aqtivistTa koordinatori. aqtivistTa koordinatori pasuxismgebelia im
nebayoflobiTi TanaSemweebis SerCevaze, xelmZRvanelobaze da maT moralur
ganwyobilebaze, romlebic mzad arian kandidatis winasaarCevno kampaniaSi monawileobas
Seswiron TavianTi dro.
ofis-menejeri. ofis-menejeri pasuxismgebelia winasaarCevno kampaniis Stab-binis
muSaobaze. zogierT SemTxvevaSi mas SeuZlia daxmarebis gaweva Sida urTierTobebis
organizebaSi gundis sxvadasxva wevrebs Soris informaciis gadacemis gziT.
finansuri direqtori. finansuri direqtori an winasaarCevno kampaniis
CatarebisaTvis saxsrebis Segrovebis xelmZRvaneli pasuxismgebelia materialuri da
finansuri saxsrebis mozidvaze, romlebic aucilebelia kampaniis RonisZiebaTa
dafinansebisTvis.
xazinadari. xazinadari kampaniis mTavar buRalters warmoadgens, is
pasuxismgebelia finansuri saxsrebis Semosvlis, angariSebis ganaRdebis sisworeze da
Tvalyurs adevnebs biujetis dacvas. xazinadarma drois nebismier momentSi unda icodes
Semosavlisa da gasavlis muxlebis balansis mdgomareoba im SemTxvevisaTvis, roca
situaciis moulodneli Secvla moiTxovs finansuri resursebis mimarTulebis Secvlas.
iuriskonsulti. kampaniis iuriskonsultis rolSi Cveulebriv gamodis gamocdili
iuristi an specialisti saarCevno kanonmdeblobis dargSi, romelic Tvalyurs adevnebs,
raTa kampaniis yvela RonisZieba da misi monawileebis yvela qmedeba ar gascdes kanonis
farglebs. iuriskonsultma SeiZleba oficialuri protesti ganacxados baTili
biuletenebisa an winasaarCevno kampaniebSi SemCneuli sxva darRvevebis gamo.
konkretuli winasaarCevno kampaniis masStabebisa da moTxovnebidan gamomdinare, is
Tanamdebobebi kampaniis Catarebis komitetSi, romlebic msgavs movaleobebs iTvaliswineben,
xSir SemTxvevebSi an erTiandeba, an SemcirebaSi moxvdebian. magaliTad, ofis-menejerma
SeiZleba erTdroulad Seasrulos aqtivistebTan muSaobaze pasuxismgeblis movaleoba,
xolo analitikuri seqtoris xelmZRvanelma kampaniis msvlelobaSi SeiZleba Tavis Tavze
aiRos agitacia-propagandis seqtoris xelmZRvanelisa da pres-mdivnis movaleobebi.
2. nebayoflobiT TanaSemweebTan urTierTobaTa organizeba
arsebobs saerTo erovnuli politikuri organizaciebis rTul centralizebul
struqturebad gardaqmnis tendencia, romlebic Zalian xSirad araviTar mniSvnelobas ar
aniWeben adgilobrivi organizaciebis muSaobas da aqtivistebis muSaobaSi CarTvas.
warmatebis misaRwevad didi mniSvneloba aqvs adgilobrivi organizaciis unars SearCios,
moizidos da waaxalisos saqmisadmi erTguli aqtivist-moxaliseebi, romlebic
monawileobas Rebuloben adgilobrivi partiuli organizaciis TiTqmis yvela
RonisZiebaSi,.
ratom xdebian adamianebi aqtivistebi?
36
politikur partiebSi Sedis adamianTa sxvadasxva jgufi, romlebic erT azrs da
ideologiur mrwamss iziareben. aqtivistebi nebayoflobiT monawileoben politikuri
partiis muSaobaSi mTeli rigi mizezebis gamo: isini cnoben kandidats, mxars uWeren
partiis politikur platformas an ufro metis gageba surT politikuri procesis
Sesaxeb. maT yvelas aerTianebs cvlilebebis survili. aqtivistebad politikur brZolaSi
adamianebi SeiZleba gaxdnen bevri mizezis gamo, romlebic Tavisi arsiT pirobiTad
SeiZleba sam kategoriad ganawildes:
1) socialuri urTierToba. zogierT adamians siamovnebs sxvadasxva xalxis gacnoba
da maTTan urTierToba, aseT SesaZleblobas politikur kampaniaSi monawileba iZleva.
magaliTad, xandazmuli adamianebi, romlebic xSirad martod grZnoben Tavs, aseT
kategorias miekuTvnebian.
2) mizanTa erToba. bevri adamiani nebayoflobiT muSaobs imitom, rom iziarebs
politikuri partiis pozicias mTeli rigi problemebis mimarT, magaliTad, iseTis,
rogoricaa imedis damyareba sabazro ekonomikaze, skolis sistemis gaumjobeseba an
garemos dacva. adamianebs siamovnebT imis SegZneba, rom isini ekuTvnian organizacias,
romelic umniSvnelovanesi sakiTxebis gadasawyvetad ibrZvis: es sakuTari mniSvnelobis
grZnobiT avsebs maT.
3) mizandasaxuloba da waxaliseba. adamianebi aqtivistebi xdebian da nebayoflobiT
muSaoben, rodesac xedaven, rom TavianTi miznis miRweva SeuZliaT, da rom maTma
Seupovarma muSaobam partiuli xelmZRvanelobis aRiareba da mowoneba daimsaxura.
adamianebi agreTve aqtivistebi xdebian karieristuli mosazrebebiT: kandidati, romelic
saarCevno kampaniis msvlelobaSi maTi mxardaWeris wyalobiT arCeul iqna Tanamdebobaze,
SeiZleba madlierebis grZnobis gamoxatvis mizniT daniSnos isini saxelmwifo samsaxurSi.
aqtivistebis SerCeva da maTi muSaobis organizeba
aqtivistebis SerCevisa da swavlebisaTvis saWiroa mkafio programis SemuSaveba.
pirveli etapia – aqtivistebTan muSaobaze pasuxismgeblis daniSvna, romlis movaleobaSi
Sedis aqtivistebis SerCeva da swavleba, maTi saqmianobis xelmZRvaneloba da dasaxuli
proeqtebis Sesrulebis uzrunvelyofa.
warmatebis misaRwevad aqtivistebis samuSaoSi Cabmisas mniSvnelovania gvaxsovdes,
rom aucilebelia mudmivad mivmarToT xalxs daxmarebisaTvis. nu ifiqrebT, rom adamianebi,
romlebsac surT nebayoflobiT Seswiron TavianTi dro Tqvens organizacias da wvlili
Seitanon mis saqmianobaSi, TviTon gamoiCenen iniciativas. bevr adamians, romlebic
winaaRmdeg ar arian nebayoflobiT sawyisebze imuSaon, saWiroa sTxovoT amis Sesaxeb.
aqtivistebTan muSaobaze pasuxismgebelma Tavisi muSaoba unda daiwyos yvelaze
ufro cnobil da pativsacem adamianebTan, magaliTad, religiuri organizaciebis
moRvaweebTan, universitetis profesorebTan an gazeTebis redaqtorebTan. aseTi cnobili
pirovnebebi Tqveni organizaciis prestiJsa da avtoritets aamaRleben, dagexmarebian
37
mravali aqtivistis mozidvaSi da, SesaZlebelia, romelime komitets an komisias Tavad
Caudgnen saTaveSi, an romelime sxva xelmZRvaneli Tanamdeboba daikaon.
mas Semdeg, rac moxdeba aqtivistebis SerCeva, maTTan muSaobaze pasuxismgebelma
unda gaarkvios yoveli maTganis SesaZleblobebi, raTa gansazRvros samuSao ubani, sadac
aqtivistebi SeZlebebn yvelaze ufro srulad da efeqturad gamoiCinon Tavi partiuli
organizaciis sasargeblod. aqtivistebTan muSaobaze pasuxismgebelma unda SeimuSaos
aqtivistebis swavlebis erTiani programa, romelSic usaTuod gaTvaliswinebul da
axsnili unda iqnas partiis saorganizacio struqtura, misi miznebi, agreTve informacia
xelmZRvanelobaze da uSualod im amocanebis Sesaxeb, romlebic unda ganaxorcielon
aqtivistebma. AgreTve informacia partiis saStato struqturaSi maTi adgilis Sesaxeb.
zogierTi rCeva aqtivistebTan muSaobis organizebis mimarT
1) aqtivistis baraTi. baraTSi Seitaneba aucilebeli informacia: magaliTad,
misamarTi da telefonis nomeri, gansakuTrebuli niWi da interesebi, rodis SeuZlia
aqtivists samuSaos Sesruleba. aqtivistebis baraTebi gadaecema maTTan muSaobaze
pasuxismgebel pirs, raTa mas SesaZlebloba hqondes nebismier dros daukavSirdes
aqtivistebs.
2) aqtivistis piradi saqme. aqtivistis baraTi SeiZleba gamoyenebul iqnas rogorc
misi piradi saqme, ris safuZvelzec Tqven miiRebT informacias imis Taobaze, Tu ramdeni
dro daxarja yovelma aqtivistma am samuSaos Sesasruleblad. aqtivistis piradi saqme
SeiZleba informaciis ubadlo wyarod iqces Sromismoyvare da saimedo momxreebis
muSaobaSi Cabmisas, romlebic SeiZleba daxmarebis gasawevad moviwvioT momavali
RonisZiebebis Casatareblad.
3) aqtivistebis samuSao adgili. adgilobrivi partiuli organizaciis Stab-binaSi
gamoyofil unda iqnas samuSao adgili aqtivistebisaTvis, sadac maT SeuZliaTSeinaxon
masalebi da imuSaon proeqtebze. aseTi organizebis SemTxvevaSi aqtivistebs ar
dasWirdebaT Stab-binaSi samuSao adgilis Zebna da personalis samuSaodan mocdena, da,
amgvarad, maT ar SeeqmnebaT imis SegrZneba, rom isini xels uSlian ufro mniSvnelovani
RonisZiebebis ganxorcielebas.
4) aqtivistebTan muSaobaze pasuxismgebeli niSnavs koordinatorebs raionebis
mixedviT, teritoriuli niSniT aqtivistebis muSaobis organizebisaTvis. koordinatorebi
daxmarebas uweven aqtivistebs muSaobis organizebaSi saarCevno ubnebze, da SeiZleba
Seucvlelni aRmoCdnen amomrCevlebTan kontaqtebis damyarebis programebis
ganxorcielebaSi.
5) jildoebi da waxaliseba. rodesac dasaxuli amocana warmatebiT Sesruldeba,
metad mniSvnelovania madloba gamoucxadoT aqtivistebs Sesrulebuli samuSaosaTvis.
maSin isini SemdgomSi aucileblad gamoexmianebian Tqven Txovnas daxmarebis aRmoCenaze.
madlierebis gamoxatvis formas, romelic dagexmarebaT partiuli organizaciis wevrTa
maRali aqtiuroba SeinarCunoT, warmoadgens jildoebi, prizebi an mowvevebi
sazogadoebriv RonisZiebebze.
38
garda amisa, mkveTrad gansazRvruli da gonivruli miznebis dasaxva SesaZleblobas
miscems aqtivistebs igrZnon, rom maT fuWad ar daukargavT dro da didi sargebloba
moutanes saerTo saqmes. nu dagaviwydebaT, rom aqtivistebs surT daxmareba gagiwion, da
partiuli organizaciis xelmZRvanelobisgan damokidebulia, Tu rogor moxdes maTi
muSaobis stimulireba da rogor CaunergoT maT sakuTari mniSvnelobis grZnoba.
me-XX aswleulis bolo aTi wlis cxovrebis tempi sul ufro da ufro nakleb
Tavisufal dros utovebs adamianebs. komitetis arseboba droisa da fulis ubralo
xarjva iqneba, Tu aravin ar Seecdeba, rom misi muSaoba produqtiuli gaxados.
3. komitetis funqciebi nebayoflobiTi TanaSemweebis mimarT
1. nebayoflobiT TanaSemweebisTvis daxmarebis uzrunvelyofa, romlebic komitetis
SenobaSi ar muSaoben, da modian iq mxolod krebebze dasaswrebad an saWiro masalebis
misaRebad.
2. komitetis SenobaSi momuSave nebayoflobiTi TanaSemweebisTvis daxmarebis
uzrunvelyofa.
3. mxolod im nebayoflobiTi TanaSemweebis oTaxSi daswrebis uzrunvelyofa,
romlebic namdvilad saWiro arian winasaarCevno kampaniis an partiuli organizaciis
warmatebisaTvis.
4. SemoqmedebiTi aRmavlobis garemos Seqmna.
xSirad Zalian bevri komiteti yuradRebas amaxvilebs CamoTvlilTagan mxolod
erT romelime amocanas da danarCen amocanebs yuradRebas ar aqcevs. aseTi uyuradRebobis
Sedegad bevri adamiani usiamovno situaciaSi xvdeba, rodesac isini TavianT daxmarebas
sTavazoben winasaarCevno kampaniis CatarebaSi. ra Tqma unda, qveynis saukeTeso komitetebi
(maT Soris Tqvenic) oTxive amocanis Sesrulebas aRweven.
3. mkveTri da gonivruli amocanebis dasaxva.
yvelaze gamarTlebuli xerxia Tqven nebayoflobiT TanaSemweebs TqvenTvis
daxmarebis gawevis survili daakarginoT – maTTvis uazro samuSaos Sesrulebis
davalebaa. imisaTvis, rom Tavidan airidoT msgavsi, daicaviT Semdegi rekomendaciebi:
• gaanawileT samuSaos moculoba droisa da kviris dReebis mixedviT;
• gansazRvreT samuSao, romelic SeiZleba Seasrulon dabali kvalifikaciis
adamianebma;
• datoveT dawvrilebiTi miTiTebebi imis Sesaxeb, Tu ra da rogor unda
gakeTdes, imisaTvis, rom nebayoflobiT TanaSemweebs SeeZloT muSaobis dawyeba
Tqveni aryofnis SemTxvevaSic;
• yoveldRiurad imsjeleT winasaarCevno kampaniis xelmZRvanelTan
nebayoflobiTi TanaSemweebis mozidvis sakiTxebze;
• ganumarteT Tqven nebayoflobiT TanaSemweebs dasaxuli amocanis mniSvneloba
da misi zegavlena winasaarCevno kampaniis mTel msvlelobaze;
39
• daadgineT samuSaos Sesrulebis vadebi, imisaTvis, rom adamianebs ar gauCndeT
grZnoba, rom isini vakuumSi muSaoben;
• Cvens nebayoflobiT TanaSemweebs yovelTvis mniSvnelovani da saWiro samuSao
eqnebaT.
4. samuSao adgili.
adamianebs esaWiroeba keTilmowyobili da moxerxebuli samuSao adgili. waikiTxeT
qvemoT CamoTvlili rekomendaciebi da naxeT, maTgan romels gamoiyenebdiT Tqven:
• dadgiT oTaxSi didi magida, romelTanac SeiZleba ramodenime adamianma erTad
imuSaos;
• uzrunvelyaviT skamebis saWiro raodenoba;
• moawyveT myudro adgili satelefono molaparakebebisaTvis;
• uzrunvelyaviT samuSao adgilebiTa da samuSao xelsawyobebis Sesanaxi
saTavsoebiT is nebayoflobiTi TanaSemweebi, romlebic mudmivad muSaoben
TqvenTan.
E Tqven komitetSi momuSave nebayoflobiTi TanaSemweebi uzrunvelyofilni arian
moxerxebuli samuSao adgilebiT.
5. madlobis gamocxadeba muSaobisaTvis.
umetesi winasaarCevno kampaniis Catarebisas misi monawileni ismenen madlierebis
sityvebs, ukeTes SemTxvevaSi, kampaniis damTavrebis Semdeg. qvemoT moyvanil rekomendaciebs
Soris romels gamoiyenebdiT praqtikaSi?
• axali nebayoflobiTi TanaSemwis TqvenTan vizitis Semdeg gaugzavneT mas
fostiT madlierebis werili;
• sTxoveT kandidats an komitetis Tavmjdomares yoveldRiurad piradad
daurekos ramodenime nebayoflobiT TanaSemwes;
• Sejibreba moawyveT kviris saukeTeso nebayoflobiTi TanaSemwis wodebis
mosapoveblad, amasTan gancxadebebis dafaze gamoakariT gamarjvebulis saxeli
da gvari;
• periodulad daurigeT Tqven nebayoflobiT TanaSemweebs winasaarCevno
kampaniis sxvadasaxva samaxsovro suvenirebi, magaliTad, amonaWeri gazeTidan
Tqveni komitetis gamarTuli muSaobis Sesaxeb, kandidatis xelmoweriT;
• saukeTeso nebayoflobiTi TanaSemweebisaTvis gamoyaviT bileTebi koncertebze
an sxva RonisZiebebze, romlebic eZRvneba kampaniis fondSi fuladi saxsrebis
Segrovebas;
• amgvari RonisZiebebis Catarebisas nu dagaviwydebaT sajarod madloba
gadauxadoT nebayoflobiT TanaSemweebs Sesrulebuli samuSaosaTvis.
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6. rTuli da saintereso amocanebis dasaxva.
bevr Tqven nebayoflobiT TanaSemwes survili eqneba ufro rTuli da saintereso
davaleba miiRos. amasTan dakavSirebiT Tqven SegiZliaT gaakeToT Semdegi:
• CaataroT savarjiSo mecadineobebi da msurvelTa registracia;
• gamoavlinoT dainteresebuli pirebi da dausaxoT maT axali amocanebi.
Cven mzad varT, ufro rTuli amocanebi dausaxoT Tqven nebayoflobiT
TanaSemweebs, Tu isini amas isurveben.
rogor vuzrunvelyoT komitetis SenobaSi momuSave nebayoflobiTi TanaSemweebis
efeqturi muSaoba?
saWiroa ganaxorcieloT Semdegi sami rCeva:
1. SeadgineT nebayoflobiTi TanaSemweebis samuSao grafiki
2. nebayoflobiTi TanaSemweebis momzadeba da instruqtaJi
rogor unda daaadginoT, rom Tqven nebayoflobiT TanaSemweebs esmiT, ra unda
gaakeTon?
• CaatareT praqtikuli mecadineobebi muSaobis garkveul saxeobebSi;
• SeadgineT samaxsovro-instruqciebi muSaobis ZiriTadi mimarTulebebze
winasaarCevno kampaniis msvlelobaSi;
• daniSneT gamocdili adamianebi axalbedaTa dasaxmareblad
3. nebayoflobiT TanaSemweTa muSaobis kontroli.
araferi ar SeiZleba iyos iseTi Tavgzis amrevi, rogorc dakarguli
SesaZleblobebi imis gamo, rom Tqveni TanaSemweebi imas ar akeTebdnen, rac saWiro iyo.
rogor vuzrunvelyoT, rom yvelam akeTos is, rac aucilebelia?
• mokiTxeT Tqven nebayoflobiT TanaSemweebs imis Sesaxeb, Tu rogor midis
muSaoba da SesTavazeT daxmareba;
• auxseniT dasaxuli amocana da SesTavazeT, rom SegekiTxon Tu maTTvis raime
gaugebaria.
Tqven TviTon monawileoba miiReT samuSaos SesrulebaSi.
winasaarCevno kampaniis monawileTa muSaobis optimizireba.
yoveli, romelic ewveva Tqvens komitets, unda wavides Tqvengan `damuxtuli~.
imisaTvis, rom gaamxnevoT adamianebi, SeqmeniT sadResaswaulo, sazeimo atmosfero da
gamoiyeneTYsainformacio uzrunvelyofa.
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1. sadResaswaulo, sazeimo atmosfero
Tqvenma komitetma unda Seuqmnas momsvlelebs iseTi aRmavlobisa da aRtacebis
ganwyobileba, rogorc holivudis kinofilmebma. amisaTvis gamoiyeneT:
- wiTeli, TeTri da lurji lentebi;
- saqarTvelos droSa;
- haerburTebi;
- kampaniis plakatebi;
- sxva qmedebebi.
2. sainformacio uzrunvelyofa
komiteti – is adgilia, sadac adamianebi movlenaTa SuagulSi imyofebian.
komitetSi mimsvlelma informacia unda miiRos `pirveli xelidan~. (ra Tqma unda es unda
iyos is informacia, romlis gavrcelebac Tqven gsurT. am mizniT SegiZliaT gamoiyenoT
Semdegi:
- rukebi;
- sxvadasxva monacemebis amsaxveli grafikebi, magaliTad, xmaTa raodenoba,
romlis miRebasac Tqven gegmavT arCevnebze, amomrCevelTa Semovlis Sedegebi da
a.S.;
- sazogadoebrivi azris gamokiTxvis Sedegebi;
- analitikuri masalebi, politikur metoqeTa Sesaxeb;
- sxva qmedebebi.
Tqvens komitetSi mosvlisas, adamianebma yovelTvis raime axali unda gaigon.
ra SeuZliaT nebayoflobiT TanaSemweebs?
zogierT winasaarCevno kampaniaSi nebayoflobiTi TanaSemweebi TiTqmis ar imyofebian
komitetis SenobaSi, radgan kampaniis xelmZRvanelobam ar icis, rogor moeqces maT. sxva
SemTxvevebSi, nebyaflobiTi TanaSemweebi gamoiyeneba mxolod korespondenciis
gadasamuSaveblad. es aSkarad ar aris sakmarisi. qvemoT moyvanilia im amocanaTa nusxa,
romelTa dakisreba SeiZleba nebayoflobiT TanaSemweebze dumaSi an xelisuflebis
adgilobriv organoebSi winasaarCevno kampaniebis Catarebis komitetebSi.
1. kampaniis agitacia-propaganduli masalebis dakompleqteba da aRricxva.
2. telefoniT Setyobineba kandidatis momavali gamosvlis Sesaxeb. savaraudo
auditoriis ramodenime tipiur warmomadgenelTan gadarekva im mizniT, rom gamovlenil
iqnas maTi STabeWdilebebi winasaarCevno kampaniis msvlelobaze da masze wamoweuli
sakiTxebis Sesaxeb. da bolos, kandidatisaTvis cnobis Sedgena miRebuli Sedegebis Sesaxeb.
3. adgilobriv sazogadoebriv organizaciebsa da jgufebSi gadarekva im mizniT,
rom gaarkvioT, romel adgilobriv RonisZiebaze kandidats da/an mis nebayoflobiT
TanaSemweebs SeuZliaT kampaniis agitacia-propaganduli masalebis gavrceleba.
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4. gazeTebidan amonaWrebis Segroveba winasaarCevno kampaniis msvlelobaze da im
problemebze, romelTa Sesaxeb kandidatma unda icodes.
5. kampaniis kandidatisa da organizatorebisaTvis cnobis momzadeba, romelic
adgilobrivi problemebis mimoxilvas Seicavs.
6. analitikuri programebis momzadeba politikuri metoqeebis Sesaxeb.
7. im pirebTan gadarekva, romelic kandidatis nebayoflobiT TanaSemweebad
Caewernen, im mizniT, rom gaarkvioT, konkretulad riT daexmarebian isini kampanias.
8. komitetis Senobis mmarTvelis movaleobaTa Sesruleba, romelic
pasuxismgebelia nebayoflobiTi TanaSemweebis muSaobis organizebasa da uzrunvelyofaze
da winamdebare programis damxmare saxelmZRvaneloSi gadmocemuli punqtebis cxovrebaSi
Tanmimdevrul gatarebaze.
9. ubnebze momuSave nebayoflobiT TanaSemweebTan gadarekva im mizniT, rom madloba
gamoucxadoT maT muSaobisaTvis da miiRoT angariSi maTi saqmianobis Sesaxeb.
10. kampaniis sainformacio furclebis Sedgena.
11. im pirebTan gadarekva, romlebic sTavazoben kandidats sxvadasxva daxmarebas,
magaliTad, masalebis amobeWdvas, gancxadebaTa stendis organizebas, iuridiul
momsaxurebas da a.S.
kariIV. winasaarCevno kampaniis strategiisa da taqtikis SemuSaveba
1. winasaarCevno kampaniis strategiis SemuSaveba.
kampaniis swori strategia SesaZleblobas aZlevs kandidats srulad gamoiyenos
iseTi SezRuduli resursebi, rogoricaa dro, finansuri saxsrebi, adamianebi da
SemoqmedebiTi potenciali. is, Tu rogor iqneba gamoyenebuli es resursebi, gansazRvravs
arCevnebis dagvirgvinebas. nebismieri strategia olqis analizzea dafuZnebuli. es pirveli
nabijia kampaniis Catarebis strategiis SemuSavebisas. didi mniSvneloba aqvs kandidatis
Zlieri da susti mxareebis, misi oponentis Zlieri da susti mxareebis, da agreTve,
konkretuli raionis ZiriTadi socialur-politikuri problemebis codnas.
garemos Seswavlisas miRebuli arsebiTi informaciis gulmodgine analizis
safuZvelze kampaniis xelmZRvanelebi SeimuSaveben strategias, romelSic ganisazRvreba
mTeli kampaniis ganxorcielebis ZiriTadi mimarTulebebi. kampaniis strategia agreTve
gansazRvravs amomrCevelTa sxvadasxva jgufebs, romelTa xmebi aucilebelia arCevnebze
gasamarjveblad, am amomrCevelTa jgufebze orientirebul ZiriTad lozungebs, maTi
mxardaWeris mopovebisaTvis aucilebel konkretul RonisZiebebs da agreTve, damajerebel
safuZvlebs, romlebmac SeiZleba ubiZgon amomrCevlebs airCion mocemuli kandidati.
strategiis SemuSaveba warmoadgens gegmis Sedgenis dasawyiss. am dokumentSi
moyvanilia ZiriTadi mosazrebebi Tqveni saarCevno kampaniis amomrCevelTa mxardasaWerad
da dasabuTebulia arCevnebSi Tqveni kandidatis savaraudo warmatebis mizezebi.
mniSvnelovani Semadgeneli strategiis SemuSavebisas misi ZiriTadi mimarTulebebis
gansazRvraa, romelic warmoadgens Semoklebul mimarTvas amomrCevlebisadmi da mianiSnebs
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maszed, rom Tqven gesmiT maTi problemebi da imedebi, riTic mxardaWeras moipovebT
arCevnebSi.
politikuri strategiis SemuSaveba Cveulebriv Seicavs Semdeg debulebebs:
• mkveTri sxvaobis dadgena Tqvensa da Tqvens politikur metoqes Soris;
• Tqven momxreTa gansazRvra ideologiuri niSnis mixedviT;
• liderobis xelSi Cagdeba romelime calkeul sakiTxSi;
• sxvadasxva jgufebis gaerTianeba saerTo politikuri metoqis winaaRmdeg
brZolisTvis koaliciis Sesaqmnelad.
kampaniis strategia, garda amisa, miuTiTebs imaze, sworad rogor unda
gankargoT iseTi SezRuduli resursebi, rogoricaa, dro, finansuri saxsrebi,
adamianebi da SemoqmedebiTi potenciali, rom gaimarjvoT arCevnebSi.
dro. mravalTviani momzadebisa da arCevnebis dRes mZime Sromis Semdeg,
amomrCevlebs gamoaqvT TavianTi saboloo verdiqti, romelic an adasturebs
kandidatisa da misi gundis gegmisa da Zalisxmevis siswores, an sawinaaRmdegos
mowmobs. yoveli dakarguli dRe winasaarCevno kampaniis dros – samudamod
dakarguli SesaZleblobaa. amitom, warmatebul saarCevno kampaniebSi arCevnebis
dReze ZiriTadi Zalisxmevis mipyrobis garda, organizatorebma unda gansazRvron
agreTve, konkretuli, Sualeduri amocanebi da vadebi maTi SesrulebisaTvis.
fuli. Tu winasaarCevno kampania tardeba mokrZalebuli finansuri
resursebis gamoyenebiT, TiToeuli maneTi unda daixarjos gonivrulad da
gaangariSebulad, kampaniis gegmis Sesabamisad.Y
adamianebi. vercerTi saarCevno kampania ver Catardeba kandidatis, kampaniis
Catarebis Stabisa da nebayoflobiTi TanaSemweebis gareSe. adamianebis Zala da
energia, romlebic mzad arian mTeli Zalisxmeva gamoiyenon raime saqmis
Sesasruleblad – is Zalaa, romelsac unari Seswevs aanazRauros sxva resursebis
ukmarisoba. garda amisa, warmatebiTG Catarebuli kampaniebi adgilobrivi
mosaxleobis sxvadasxva socialuri fenis adamianebs izidaven. farTe socialuri
mxardaWeris demonstracia Tavis mxriv, xels uwyobs kandidatis pozitiuri imijis
gamagrebas.
SemoqmedebiTi potenciali. jgufSi yoveli adamiani unda fasdebodes Tavisi
gansakuTrebuli niWis gamo da unda Rebulobdes iseT amocanebs, romlebic
savsebiT iTvaliswineben mis individualur monacemebs.
mowodebebi da lozungebi. kandidatis mowodebebi da lozungebi unda iyos
mkveTri da naTlad formulirebuli. arCevnebamde ramodenime TviT adre,
kandidatis mxardamWeri komitetis aqtivistebma unda gansazRvron problemebi,
romlebic aRelvebs amomrCevlebs – es saWiro gaxdeba Semdgomi efeqturi
winasaarCevno agitaciis Casatareblad. am drois ganmavlobaSi koreqtirebul unda
iqnas midgoma problemebisadmi, gamomJRavndes sakiTxebi da Temebi adamianebTan
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muSaobisaTvis. is problemebi, romlebic kanadidatma airCia winasaarCevno
agitaciis ZiriTadi Temebis saxiT, unda gaerTiandes mis winasaarCevno
plaTformaSi da formulirebul iqnas mkveTr da naTel lozungSi.
gansakuTrebuli yuradReba unda mieqces kandidatis mxardamWer
amomrCevelTa gamovlenas, raTa uzrunvelyofil iqnas maTi daswreba saarCevno
ubnebze arCevnebis dRes. imisaTvis, rom warmatebiT Sesruldes amomrCevelTa –
kandidatis momxreTa gamovlenis problema da arCevnebze amomrCevelTa daswrebis
uzrunvelyofis programa kandidati da misi momxreebi, sul cota, erTxel mainc
vizitiT unda ewvion raionis yovel amomrCevels. agreTve, aucilebelia
satelefono centris muSaobis organizeba.
finansuri saxsrebis Segrovebis komitetma am droisaTvis unda Seagrovos
sakmarisi fuladi saxsrebi imisaTvis, rom moamzados saagitacio furclebi
mowodebiT xma miscen kandidats, plakatebi, saagitacio masalebi, romlebic
daigzavneba fostiT, gadaixadon radio da televiziiT gadacemuli reklamis
Rirebuleba, da agreTve Stab-binis gadasaxadi.
cotaTi mogvianebiT amomrCevlebi seriozulad ifiqreben imis Sesaxeb, Tu
vis miscen Tavisi xma arCevnebSi. yvela RonisZieba, romelic tardeba winasaarCevno
kampaniis CarCoebSi, ase Tu ise mimarTulia amomrCevlebisadmi da misi mizania,
moizidos rac SeiZleba meti xalxi.
strategiis roli winasaarCevno kampaniaSi.
• strategia – is gzaa, romelmac unda migviyvanos gamarjvebisken.
• mudmivad unda xdebodes kargi strategiis srulyofa. winasaarCevno kampaniis
xelmZRvaneloba – igivea, rac Tavdayira ifrino TviTmfrinaviT.
• arCevnebSi gamarjvebisTvis brZolaSi SeiZleba yovelTvis ver mivaRwioT
sasurvel Sedegs maSinac ki, rodesac visargeblebT nebayoflobiTi
TanaSemweebis daxmarebiT, magram saeWvoa gamarjvebas miaRwioT maTi daxmarebis
gareSe.
• aucilebelia Tqveni muSaoba aagoT amomrCevelTa konkretul jgufebze
orientirebiT. ixvebze nadirobisas, iqiTken unda waxvideT, sadac isini budoben.
• winasaarCevno kampaniis uwyvetoba da efeqturobis Sefaseba.
• daiwyebT ra winasaarCevno kampanias, ar unda gaCerdeT. arCeviT Tanamdebobaze
myof Tqven metoqes, yvelaze savaraudoa, ar Seuwyvetia Tavisi kampania.
• amomrCevelTa daaxloebiT ormoci procenti interess ar iCens winasaarCevno
brZolisadmi manam, sanam arCevnebamde ori kvira ar darCeba. Tqven mzadyofnaSi
unda iyoT arCevnebamde bolo or kviraSi gaimeoroT Tqveni winasaarCevno
kampaniis yvelaze momgebiani RonisZiebebi.
• winasaarCevno kampaniis dasasruli unda iyos efeqturi da damarwmunebeli.
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• ar unda aurioT erTmaneTSi moZraoba da progresi.
• kandidats unari unda Seswevdes warmoidginos Tavisi Tavi momavalSi da
gaanalizos winasaarCevno kampaniis msvleloba.
• erTaderTi kriteriumi kandidatis qmedebaTa SefasebisaTvis – yvelafers
akeTebs Tu ara is, rac mis ZalaSia.
winasaarCevno kampaniis taqtikis SemuSaveba
kampaniis strategia detalizirebulia dasaxuli miznebis miRwevis
konkretul saSualebebSi, konkretul RonisZiebebSi, e.i. kampaniis taqtikaSi.
taqtikis qveSA igulisxmeba konkretuli qmedebebi, romlebic xorcieldeba
winasaarCevno kampaniis msvlelobaSi ZiriTadi resursebis swori ganawilebisa da
kampaniis strategiuli amocanebis ganxorcielebisaTvis.
taqtika gansazRvravs da awesebs gegmis ganmxorcielebeli da dasaxuli
miznebis misaRwevi saSualebebis marTvis yvelaze ufro efeqtur ZiriTad xerxebsa
da meTodebs. SeiZleba gamoyofil iqnas winasaarCevno kampaniis oTxi ZiriTadi
taqtikuri elementi:
• samuSao grafikis Sedgena (samuSaos dagegmva drois mixedviT).
• finansuri resursebis gamoyeneba.
• saorganizacio struqtura.
• agitacia-propaganduli samuSao.
samuSao grafikis Sedgena. samuSao grafiki, romelic drodadro SeiZleba
gadaisinjos garemoebidan gamomdinare, drois ganawilebis yvelaze ufro efeqtur
SesaZleblobas iZleva. samuSao grafikis Sedgena gamoyenebul unda iqnas yvela
RonisZiebis dasagegmad kampaniis dawyebidan arCevnebis Catarebis dRemde, amasTan
gansakuTrebuli yuradReba unda mieqces drois SerCevas aRniSnul RonisZiebaTagan
yvelaze mniSvnelovanis Casatareblad, da agreTve RonisZiebebis dasagegmad uqme da
sadResaswaulo dReebSi. Sesrulebis vadis gansazRvra, SezRuduli resursebis
saukeTeso da ufro efeqturi gamoyenebis mizniT dagegmvis yvelaze mniSvnelovan
saSualebas warmoadgens. unda ganisazRvros saboloo vada dasaxuli miznis
misaRwevad da Sedges Sualeduri kalendari, romelSic ganisazRvreba amisaTvis
saWiro RonisZiebani.
finansuri resursebis gamoyeneba. mocemuli taqtikuri elementi fuladi
saxsrebis yvelaze ufro efeqturi gankargvis SesaZleblobas iZleva. finansuri
resursebi aucilebelia winasaarCevno kampaniis xarjebis dasafarad. RonisZiebaTa
dafinansebis saSualebebi SeiZleba miRebul iqnas sxvadasxva wyaroebidan, iseTi
rogorc: momxreTa Semowirulobani, saqvelmoqmedo sadilebi, latareis Catareba.
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biujeti asaxavs RonisZiebaTa Catarebis Tanmimdevrobas da saSualebas
iZleva racionalurad iqnas gamoyenebuli kandidatis SezRuduli saxsrebi. garda
amisa, kampaniis biujeti unda Sedges mosalodneli Semosavlebis da xarjebis
gaTvaliswinebiT, da uzrunvelyos winasaarCevno kampaniis ZiriTadi moTxovnebis
dafinanseba. imisaTvis, rom dazRveuli iyoT SesaZlo moulodnelobebisgan,
biujetis SemuSavebisas odnav unda gazardoT xarjebis muxlebi da SeamciroT
Semosavlis muxlebi.
biujeti qaRaldis naglejad darCeba, Tu ar iqneba sakmarisi saxsrebi
imisaTvis, rom proeqtis ganxorcielebaze gaweuli xarjebi daifaros. saxsrebis
Segrovebis taqtikaSi saWiroa aisaxos is RonisZiebebi, romlebic SeiZleba
Catardes saxsrebis Sesagroveblad, SeZlebuli pirebis dasadgenad, romlebsac
SeuZliaT didi saxsrebis gamoyofa, da agreTve materialuri daxmarebis miRebis
sxva wyaroebi, iseTi rogoricaa, magaliTad, saerTo erovnuli politikuri
organizaciebi. garda amisa, Senatanebi SeiZleba Semovides ara mxolod fuladi
saxiT, aramed, magaliTad, SeiZleba daxmareba aRmogiCinon iseTi saxiT, rogoricaa
benzinis, sakancelario nivTebis an kvebis produqtebis mowodeba aqtivistebis
muSaobis uzrunvelyofisTvis ama Tu im RonisZiebis Catarebis dros.
ruseTSi Tanamedrove ekonomikuri situaciidan gamomdinare, Zalian Zneli
iqneba saxsrebis Segroveba. gaxsovdeT, rom kerZo mewarmeebs an erTobliv
komerciul sawarmoebs, Tavisi interesebidan gamomdinare, SeuZliaT mxari
dauWiron Tqvens politikur programas imitom, rom is SesaZleblobas iZleva
ekonomikaSi ufro jansaRi klimati Seiqmnas, rac xelsayrelia TavianTi biznesis
ganviTarebisaTvis. garda amisa, yovelTvis mizanSewonilia daarwmunoT adamianebi
SeZlebisdagvarad, Tundac mcire, Senatanis SemotanaSi. Semowirulobani, fuladi
da nivTis saxiT, momsaxurebis gaweva izidavs adamianebs TviT procesSi
monawileobisTvis. Tqveni politikuri organizaciisTvis materialuri daxmarebis
gaweviT adamianebi Tqvens warmatebaSi dainteresebuli pirebi xdebian.
saorganizacio struqtura. kidev erT taqtikur elements saarCevno
kampaniis Catarebisas warmoadgens iseTi saorganizacio struqtura, romelic
kampaniis yvelaze mniSvnelovani resursis – adamianTa xelmZRvanelobis
SesaZleblobas iZleva. gansazRvravs ra muSaobis ubnebsa da moculobas,
saorganizacio struqtura axorcielebs Sromis mkveTr dayofas, awesebs
`daqvemdebarebis jaWvs~, gansazRvravs yoveli piris movaleobebs da ayalibebs Sida
kavSiris arxebs, rac mTeli kampaniis optimalur funqcionirebas uwyobs xels.
saWiroa davadginoT iseTi saorganizacio struqtura, romelic asaxavs
ZiriTad Tanamdebobebs da awesebs Tanamdebobis pirTa movaleobebs.
agitacia-propaganduli samuSao. kampaniis ZiriTadi ideis propagandisTvis
da amomrCevelTa mxardaWeris mopovebisTvis SeiZleba gamoyenebul iqnas
auditoriaze gavlenis sxvadasxva meTodi. amas miekuTvneba gamosvlebis teqstebis
Sedgena, pres-relizebis, kandidatis poziciis amsaxveli saagitacio baraTebis da
47
sxva beWdviTi produqciis momzadeba, masobrivi informaciis saSualebebSi reklamis
ganTavseba.
winasaarCevno kampaniis arsi.
• nebismieri kampania eyrdnoba unars daarwmuno amomrCevlebi Sens simarTleSi.
• winasaarCevno kampania iyenebs oTx ZiriTad instruments: dro, finansuri
saxsrebi, adamianuri resursebi da ideebi.
• winasaarCevno kampaniis Catarebisas mxolod erTi ramis ufleba ar unda misceT
Tavs – uari TqvaT riskze.
• adamianTa umravlesoba ar misdevs raime konkretul ideologias. umetes
SemTxvevaSi isini xmas aZleven Tavisi ojaxis, Tavisi usafrToxebisa da jibis
interesebidan gamomdinare.
3. amomrCevlebTan muSaobis formebi
Tumca arCevnebSi monawileobis miReba milion amomrCevels SeuZlia, saboloo
jamSi saarCevno kampaniebi imarjveben swored iq, sadac brZola midis yoveli konkretuli
amomrCevlis xmisTvis.
siebis Sedgena
arsebobs siebis oTxi saxeoba.
1. siebi, romlebic asaxaven mosaxleobis profesiul, religiur da asakobriv
Semadgenlobas;
2. siebi, romlebic ajgufeben amomrCevlebs partiuli kuTvnilebis mixedviT;
3. garkveul adgilze mcxovrebTa saerTo siebi;
4. amomrCevelTa siebi, romlebSic moyvanilia mocemul raionSi arCevnebSi
monawileobis misaRebad oficialurad registrirebuli yvela piri.
amomrCevelTa siebis utyuaroba da siswore damokidebulia aRmasrulebeli
xelisuflebis im organos keTilsindisierebaze, romelic pasuxs agebs maT Sedgenaze.
amomrCevlebTan muSaobis nebismieri programis pirvel nabiji unda gaxdes
`miznobrivi~ siis Sedgena. aseTi sia sasargeblo iqneba imisaTvis, rom ganisazRvros
romel raionebSi gaqvT Zlieri poziciebi da amomrCevelTagan vis unda SexvdeT pirvel
rigSi. amosavali wertili am samuSaoSi SeiZleba iyos amomrCevelTa saerTo siebi.
Semdeg nabijs unda warmoadgendes siaSi TiToeuli amomrCevelis Sesaxeb
aucilebeli sasargeblo informaciis damatebiT Setana, iseTis, rogoricaa, magaliTad,
telefonis nomeri, misamarTi, romel politikur partias ekuTvnis, profesia da a.S.
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amomrCevelTa kartoTekis Sedgena
registraciis arsebul formebs Soris yvelaze ufro efeqturia – amomrCevelTa
kartoTeka. amomrCevelTa kartoTekasTan muSaobisas, aucilebelia mxedVelobaSi iqonioT
misi Semdegi sami ZiriTadi funqcia:
1. kartoTeka warmoadgens instruments, romelic gamoyenebul iqneba meTvalyureTa
mier saarCevno ubnebze arCevnebis dRes. amitom, siaSi Seyvanil yovel amomrCevels Tavisi
baraTi unda hqondes.
2. kartoTeka im amomrCevelTa sias mogcemT, romlebic mxars dauWeren Tqvens
partias.
kartoTeka Seicavs mniSvnelovan informacias, romelic gamoiyeneba:
• muSaobaSi amomrCevelTa registraciisTvis;
• TanaSemwe-moxaliseebisa da adgilobrivi agitatorebis saqmianobaSi;
• kandidatTa warsadgenad partiuli krebebis CatarebaSi;
• meTvalyureTa saqmianobaSi;
• arCevnebze amomrCevelTa daswrebis uzrunvelyofaSi;
• SemowirulobaTa SegrovebaSi.
aucilebeli damxmare saSualebebi
• saarCevno ubnis sqema;
• registrirebul amomrCevelTa yvelaze ufro axali sia;
• sufTa registrirebuli baraTebi
amomrCevelTa kartoTekis Sedgena
• CamoiareT Tqveni saarCevno ubnis yoveli sacxovlebeli saxli da saarCevno
ubnis sqemaze aRniSneT TiToeuli maTganis misamarTi. metad mniSvnelovania
gaakeToT es pirvel rigSi. Tu Tqven SeudgebiT kartoTekaSi informaciis
Setanas amomrCevelTa siidan, SeiZleba gamogrCeT yvelaze mniSvnelovani mizani
– Tqveni mxardamWer pirTa gamovlena;
• CawereT misamarTi yoveli calkeuli baraTis zeda nawilSi;
• aRniSneT saarCevno ubnis nomeri baraTis zeda marjvena kuTxeSi;
• baraTze miuTiTeT amomrCevelTa siaSi Setanili yoveli piris saxeli, gvari da
misamarTi;
• yoveli saxelisa da gvaris Semdeg yovel baraTze miuTiTeT `registrirebulia~
da aRniSneT misi partiuli kuTvnileba, Tu is cnobilia;
• yoveli baraTis zeda marjvena kuTxeSi miuTiTeT nebismieri im satelefono
nomrebidan, romlebic daasaxela amomrCevelma saarCevno ubanze registraciis
dros;
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• SeitaneT baraTSi telefonis nomrebi, romlebic miTiTebuli ar aris
amomrCevelTa siaSi;
• gamoiyeneT satelefono cnobari;
• Semdeg gadaaxarisxeT baraTebis jgufebi alfavitiT quCebis dasaxelebis
mixedviT;
• alfavitiT Calagebuli baraTebis meore kompleqti SeiZleba sasargeblo
aRmoCndessaarCevno ubanze myof meTvalyureebisTvis an saarCevno ubanze
amomrCevelTa gamocxadebis uzrunvelsayofad.
damatebiTi kartoTekebi
Cveulebriv, partiis mxridan kandidatebis wardgenis an uSualod arCevnebis dRis
win unda miiRoT amomrCevelTa axali siebi adgilobriv saarCevno komisiidan.
amomrCevelTa axali siebis miRebis Semdeg maSinve SeitaneT cvlilebebi da
damatebebi Tqvens kartoTekaSi.
amomrCevelTa ganwyobilebis dadgena
amomrCevelTa ganwyobilebis dadgena mdgomareobs maTi ganzraxvebis garkvevaSi da
maT Soris potenciuri momxreebis gamovlenaSi yovel konkretul raionSi. amgvari
samuSao xSirad saagitacio samuSaosTan, sainformacio-propaganduli literaturis
gavrcelebasTan da amomrCevlebTan individualur gasaubrebasTan erTad tardeba, romelTa
msvlelobaSi maT ganemartebaT partiis an kandidatis poziciebi sxvadasxva sakiTxze.
aRniSnuli saqmis warmateba mniSvnelovnad aris damokidebuli amomrCevelTa sruli da
zusti siis arsebobaze. amomrCevelTa ganwyobilebis dadgena unda xdebodes arCevnebis
dRemde sul cotaTi adre, amave dros saarCevno kampaniis organizatorebs unda hqondeT
drois garkveuli maragi, raTa SeeZloT miRebuli informaciis gamoyeneba.
amomrCevelTa ganwyobilebis gamovlenis tradiciul meTods warmoadgens
amomrCevelTa Semovla maTi sacxovrebeli adgilis mixedviT. aseT samuSaos yvelaze
saukeTeso Sedegebi aqvs, Tu mas atareben adgilobrivi macxovreblebis ricxvidan
gamosuli aqtivistebi.
nebayoflobiTi TanaSemweebi winasaarCevno kampaniis dros gaivlian yvela quCas,
Sedian yvela saxlSi da gamokiTxaven macxovreblebs. bunebrivia, rom adamianebi ufro
gulisxmierni iqnebian, rodesac maT daxmarebisaTvis mimarTavs adamiani, romelsac isini
icnoben da pativs scemen, vidre ucnobi. amomrCevelTa kargad gaazrebuli da
organizebuli Semovla gamoiyureba rogorc mezoblebis an kargi nacnobebis saubari,
romlis drosac isini msjeloben maTTvis axlo sakiTxebze.
amomrCevelTa zogierTi tipiuri sakiTxi, romelzec pasuxis gasacemad Tqven mzad unda
iyoT
sad vaZlev xmas?
50
ra nomeria Cemi saarCevno ubani?
rodis Sedgeba arCevnebi? yvelas SeuZlia Tu ara xmis micema?
rogoria Tqveni partiis programa? (Tqven SegiZliaT uzrunvelyoT amomrCeveli
Tqveni partiis mier mowodebuli literaturiT).
vin arian kandidatebi da ras warmoadgens maTi platforma? (damatebiTi
informaciis misaRebad mimarTeT kandidats an organizacias, romelmac is waradgina).
ra SemiZlia gavakeTo, rom daxmareba gauwio Cems partias?
aris Tu ara maxloblad raime klubebi, romlebsac mxars uWers Tqveni partia?
rogor SemiZlia gavxde maTi wevri?
sad SeiZleba miviRo etiketi da samkerde niSani Tqveni partiis simbolikiT,
agreTve sxva saagitacio masalebi?
vin aris partiis Tavmjdomare, Tavjdomaris moadgile, partiis mdivani?
vin aris partiaSi pasuxismgebeli Cvens saarCevno ubanze?
rogor unda gavigo, registrirebuli var Tu ara xmis misacemad?
rogor gaviaro xmis misacemad registracia?
sad gaviaro xmis misacemad registracia?
rogor unda moiqceT amomrCevelTa Semovlis dros
• mokled gamoTqviT Tqveni mosazrebani, yuradRebiT mousmineT mosaubres.
• iyaviT megobrulni: Tqveni mosaubre – Tqveni megobaria, miuxedavad partiuli
kuTvnilebisa.
• Tu SesaZlebelia, ecadeT upasuxoT yvela SekiTxvas. Tu Tqven ar SegiZliaT
pasuxi gasceT romelime SekiTxvaze, gulaxdilad aRiareT es, SepirdiT, rom
gaigebT pasuxs da mogvianebiT SeatyobinebT. amgvarad, Tqven sababi geqnebaT,
kidev erTxel ewvioT amomrCevels.
• Tu SesaZlebelia, dautoveT saagitacio masalebi.
• saubrisas SeexeT mxolod ZiriTad partiul principebs, da nu SeiWrebiT
konkretul problemebSi.
• dautoveT amomrCevels adgilobrivi partiuli xelmZRvanelobis saxelebi da
gvarebi, da agreTve telefonis nomrebi.
ras unda moeridoT amomrCevlebTan muSaobisas
• nu SeexebiT sakamaTo sakiTxebs.
• nu gamarTavT debatebs.
• nu ikamaTebT.
51
• nu gamoTqvamT agdebul SeniSvnebs nebismieri kandidatis, organizaciis an
Tanamdebobrivi pirebis misamarTiT, romlebic dakavSirebuli arian Tqvens
partiasTan.
• nu ityviT sxva partiebis kandidatebis Sesaxeb nurafers, risi damtkicebac ar
SegiZliaT.
• nu gamoiwvevT Tqvendami mtrul damokidebulebas.
kargi da saimedo satelefono qselis arsebobisas, amomrCevelTa ganwyobilebis
gamovlena SeiZleba telefonis saSualebiTac. aRniSnuli meTodis upiratesoba imaSi
mdgomareobs, rom is amomrCevelTa meti raodenobis mocvis saSualebas iZleva garkveuli
drois ganmavlobaSi. mis naklovanebad iTvleba piradi kontaqtis ararseboba, romelic
damaxasiaTebelia amomrCevelTa SemovlisaTvis maTi sacxovrebeli adgilis mixedviT.
amomrCevelTa Semovla sacxovrebeli adgilis mixedviTEmaTi ganwyobilebis
gamosavlenad SeiZleba Catardes xangrZlivi drois ganmavlobaSi, an Semoifarglos erTi-
ori dRiT. igi moiTxovs didi raodenobiT adamianebis mozidvas da amitom yvelaze ufro
efeqturia aqtivistTa farTo qselis arsebobisas.
kandidatis an partiis Sesaxeb propaganduli literaturis gasavrceleblad
arsebobs sami ZiriTadi xerxi.
gavrceleba partiuli organizaciis meSveobiT. masalebi miewodeba partiuli
organizaciis Tavmjdomares, romelic Tavis Tavze iRebs maT gavrcelebas.
magaliTad, propaganduli masalebi miewoda adgilobrivi partiuli organizaciis
Tavmjdomares seqtemberSi miTiTebiT, rom man daasrulos maTi gavrceleba arCevnebis
dRisaTvis (radganac arCevnebis damTavrebis Semdeg isini aravis aRar dasWirdeba). xolo
arCevnebamde bolo sami kviris ganmavlobaSi Tavmjdomare Caabavs am muSaobaSi
nebayoflobiTi TanaSemweebis mTel qsels, raTa miawodon propaganduli literatura
yovel amomrCevels.
elviseburi gavrceleba. masalebi vrceldeba erToblivi masirebuli ZalisxmeviT
erT dReSi. es xerxi yvelaze ufro efeqturia uSualod arCevnebis win, rodesac
masalebSi moyvanili informacia yvelaze ufro aqtualuria, da aris imis SesaZlebloba,
rom Seikribos aqtivistebis sakmao raodenoba aseTi farTomasStabiani kampaniis
Casatareblad.
gavrceleba fostiT. saimedo safosto samsaxuris arsebobisas propaganduli
literatura SeiZleba gavrceldes fostiTac. es gansakuTrebiT moxerxebulia
mosaxleobis yvelaze didi simWidrovis mqone adgilebSi, sadac aqtivistTa raodenoba
SeiZleba sakmarisi ar aRmoCndes. magram fostiT masalebis dagzavnisas ikargeba piradi
urTierTobis elementi.
52
RonisZiebebi arCevnebis dRes
saarCevno kampaniebi, romlebSic vercerTma metoqem ver miiRo gadamwyveti
upiratesoba, SeiZleba mogebul an wagebul iqnas arCevnebis dRes.
RonisZiebebi, romlebic tardeba arCevnebis dRes, amomrCevlebTan muSaobis
programis mniSvnelovan nawils warmoadgenen. amomrCevelTa ganwyobilebis dasadgenad,
Tqvens mier Catarebulma samuSaom SesaZlebeli gaxada gamovlenil iqnas is moqalaqeebi,
romlebic upiratesobas aniWeben Tqvens kandidats. arCevnebis dRes sasargeblo iqneba
SeaxsenoT maT, rom xma miscen Tqvens kandidats. partiis momxreebisadmi mxardaWeris
Sesaxeb TxovniT mimarTva agrZnobinebs maT, rom Tqven Zalian afasebT maT mxardaWeras da
ar aRiqvavT amas, rogorc Cveulebriv ambavs. garda amisa, Tqveni mimarTva SeiZleba iyos
maTTvis kidev erTi damatebiTi stimuli, imisTvis rom xma miscen Tqvens kandidats.
yovelTvis, roca es SesaZlebelia agitatori arCevnebis dRes kidev unda ewvios im
raions, sadac man amomrCevelTa gamokiTxva Caatara. gaanawileT da gaagzavneT Tqveni
xalxi raionebSi maTi sacxovrebeli adgilis mixedviT. Tu arCevnebis dRes, amomrCevlebi
Sexvdebian agitators, romelic adre arasodes ar unaxavT, SeiZleba ifiqron, rom maT
azrs araviTar did yuradRebas ar aqceven. piriqiT, mezoblis viziti, romelsac igive
problemebi aRelvebs, rac mTeli raionis macxovreblebs, yvelaze saukeTesod moaxdens
amomrCevelTa aqtiurobis stimulirebas.
4. sazogadoebrivi organizaciebis mxardaWeris mopoveba
Tu winasaarCevno kampaniis msvlelobaSi yvelaze organizebuli da gavleniani
adgilobrivi sazogadoebrivi organizaciebisa da jgufebis mxardaWeris Sepirebas
moaxerxebT, maSin aseTi kampania, rogorc wesi, gamarjvebisken migiyvanT. winasaarCevno
kampaniis organizatorebis winaSe mdgom amocanaTa Soris erT-erTi ZiriTadi imaSi
mdgomareobs, rom miaRwioT kandidatis sajaro mxardaWeras damoukidebeli da romelime
partias miukuTvnebeli sazogadoebrivi jgufebis xelmZRvanelTa mxridan, romlebic
Camoayalibeben karg Sexedulebas kandidatis Sesaxeb TavianT wevrTa Soris.
nu daviviwyebT erT ubralo WeSmaritebas: `is, rasac Cven TviTon Cvens Tavze
vityviT, undoblobas iwvevs. is, rasac Cvenze amboben sxvebi, aRiqveba, rogorc simarTle.
(`adamianebs axasiaTebT midrekileba eWvi SeeparoT imis WeSmaritebaSi, rasac Cven TviTon
vambobT Cvens Tavze, magram advilad daijereben imas, rasac sxvebi amboben Cvenze~).
Cveni midgoma, usaTuod, upiratesobas aniWebs amomrCevlebTan uSualo kontaqts da
Zalisxmevis koncentrirebas im sazogadoebriv jgufebze da amomrCevelTa blokebze,
romlebsac realurad SeuZliaT arCevnebze gamarjvebas Seuwyon xeli.
metad mniSvnelovania, rom kandidatis sazogadoebrivi mxardaWeris formirebis
samuSao daevalos avtoritetul da politikaSi gamocdilebis mqone muSaks. mas unda
SeeZlos, rom amomrCevlebTan muSaoba warmarTos ara sxvadasxva politikuri partiebis
ubralo metoqeobis farglebSi, aramed konkretul saarCevno olqSi mcxovreb pirTa
ideologiuri, profesionaluri, eTnikuri, religiuri da sxva maxasiaTebeli niSnebis
53
gaTvaliswinebiT. rac ufro adre daiwyeba aseTi samuSao, warmatebis miT ufro meti Sansi
geqnebaT.
kandidatisaTvis sazogadoebrivi mxardaWeris uzrunvelyofis RonisZiebaTa
ganxorcielebis momzadebisas, aucileblad unda gadaiWra sami mTavari amocana:
1. im sazogadoebrivi jgufebisa da organizaciebis gamovlena, romlebsac
SeeZlebaT xeli Seuwyon Tqvens winasaarCevno kampanias amomrCevelTa xmebis mozidviT,
masobrivi sainformacio saSualebebis yuradRebiT da fuladi SemowirulobebiT.
2. zemoaRniSnulTagan iseTi jgufebis an organizaciebis dadgena, romlebsac
yvelaze meti mniSvneloba aqvT arCevnebSi gamarjvebisaTvis.
3. samuSao gegmis Sedgena, romelic mimarTulia arCeuli jgufebis mxardaWeris
mopovebaze.
risTvis aris saWiro samuSao gegma, sazogadoebrivi organizaciebis mxardaWeris
mosapoveblad?
1. kandidatis mxardamWeri jgufebis formirebis kargad SemuSavebulma da
energiulma programam SeiZleba gadamwyveti roli iTamaSos misi gamarjvebisTvis. kargad
gaazrebul programas unari Seswevs uzrunvelyos TqvenTvis warmatebuli winasaarCevno
kampaniis sami ZiriTadi Semadgeneli:
• amomrCevelTa xmebi;
• gaSuqeba masobrivi informaciis saSualebebSi;
• fuladi Semowirulobani.
2. amgvari programa saSualebas iZleva maqsimalurad gamoiyenoT Tqveni
mokavSireebis SesaZleblobebi da gaaRvivoT adre pasiuri amomrCevlebis aqtiuroba.
arsebobs oTxi kriteriumi imisaTvis, rom ganisazRvros, romel sazogadoebriv
jgufebze umjobesia moaxdinoTYZiriTadi Zalisxmevis koncentrireba:
1. Seswevs Tu ara unari mocemul jgufs xeli Seuwyos Tqvens gamarjvebas?
SeiZleba Tu ara misma mxardaWeram mogitanoT amomrCevelTa xmebi, masobrivi informaciis
saSualebebis yuradReba da fuladi Semowirulobani?
2. sakmarisad mravalricxovania Tu ara is, rom tyuilad ar daxarjoT masze dro?
3. SegwevT Tu ara unari monaxoT Sexebis wertilebi, romlebzec SeiZleba
dafuZndes Tqveni TanamSromloba?
4. arsebobs Tu ara am jgufebTan efeqturi urTierTobis saSualeba?
saWiroa upiratesoba mianiWoT im sazogadoebriv jgufebTan muSaobas, romlebic,
tradiciulad sxva politikuri partiebis momxreebs warmoadgenen, magram mzad arian
iTanamSromlon TqvenTan.
54
sapaeqro winasaarCevno kampaniis msvlelobaSi kandidatis mxardamWeri jgufebis
formirebis kargad SemuSavebulma da energiulma programam SeiZleba gadamwyveti roli
iTamaSos. Tqveni programa iseTnairad unda SeadginoT, rom maqsimalurad gamoiyenoT
Tqveni mokavSireebis SesaZleblobebi da gaaRvivoT adre pasiuri amomrCevlebis aqtiuroba.
qvemoT mogyvavs im mniSvnelovani SeRavaTebis nusxa, romelTa miRebas Tqven
SeZlebTGsazogadoebriv jgufebTan muSaobis amgvari programis efeqturi ganxorcielebis
Sedegad. sazogadoebriv jgufebTan muSaobisas Tqven SegiZliaT miiRoT:
1. sajaro gancxadebebi kandidatis mxardaWeris Sesaxeb avtoritetul pirTa
mxridan;
2. fuladi Semowirulobebis modena winasaarCevno kampaniis fondSi;
3. amomrCevelTa ricxvis gazrda, romlebic mzad arian xma miscen Tqven kandidats;
4. kontaqti (fostiT, telefoniT, masobrivi informaciis dainteresebuli
saSualebebis meSveobiT) avtoritetuli, romelime partiisgan damoukidebeli adgilobrivi
sazogadoebrivi jgufebis amomrCevlebTan yovelgvari materialuri danaxarjebis gareSe
Tqveni mxridan.
5. sazogadoebrivi organizaciebis wevrTa nusxebis miReba amomrCevlebTan pirdapiri
urTierTobisTvis winasaarCevno kampaniis msvlelobisas.
6. adgilobrivi sazogadoebrivi organizaciebis sakuTari sainformacio
saSualebebis, anu beWdviTi gamocemebis, krebulebis, agreTve satelefono da safosto
kavSiris xelmisawvdomoba.
7. damatebiTi Zalebis mozidva winasaarCevno kampaniaSi monawileobis misaRebad an
nebayoflobiT TanaSemweTa rigebis Sevseba.
8. sarezervo gamomsvleTa momzadeba kampaniis RonisZiebebisaTvis.
9. mocemuli jgufebis mier Tqveni metoqis mimarT sazogadoebrivi ukmayofilebis
generireba.
im sazogadoebrivi jgufebisa da organizaciebis gamovlena, romlebsac unari
SeswevT xeli Seuwyon winasaarCevno kampaniis warmatebas.
SeuZlebelia miviRoT swori gadawyvetilebebi imis Sesaxeb, Tu amomrCevelTa
romel blokebsa da jgufebze unda movaxdinoT Cveni muSaobis koncentrireba maSin,
rodesac ar aris cnobili maTi namdvili raodenoba, problemebi, romlebic maT
ainteresebT da maTi SesaZleblobebi mxardaWera gagiwion winasaarCevno kampaniis
warmatebiT damTavrebSi.
moviyvanoT baraTis formularis nimuSi, romelic SeiZleba iqnasYgamoyenebuli
saarCevno olqis sazogadoebrivi Zalebis analizisa da aRricxvisaTvis, da agreTve baraTi
erT-erTi sazogadoebrivi organizaciis monacemebiT, romlebic Sevsebul iqna wina
saarCevno kampaniis dros.
55
jgufebis gansazRvra, romlebTanac saWiroa samuSaos Catareba
mas Semdeg, roca Tqven daamTavreT muSaoba arsebuli sazogadoebrivi jgufebisa da
moZraobebis gamosavlenad, SegiZliaT gadawyvetileba miiRoT, maTTgan romelTan unda
daiwyoT muSaoba.
mocemuli gadawyvetilebis miRebisas unda gaiTvaliswinoT, agreTve Semdegi
momentebi:
• ra wvlili SeiZleba Seitanos Tqvens gamarjvebaSi mocemulma jgufma? –
SeZlebs Tu ara is moizidos TqvenTvis amomrCevelTa damatebiTi xmebi? –
SeZlebs Tu ara is fuladi Semowirulobis gakeTebas an kampaniis fondSi
saxsrebis Segrovebis mxardaWeras? – Seswevs Tu ara mas unari, moizidos
masobrivi informaciis saSualebebi?
• aris Tu ara is sakmaod didi, raTa gamarTlebul iqnas masze daxarjuli dro?
• gaqvT Tu ara Sexebis wertilebi, romlebic TqvenTan TanamSromlobaSi
daaintereseben mas?
• arsebobs Tu ara am jgufze efeqturi gavlenis saSualeba?
• yvelaze xSirad ufro mizanSewonilia ZiriTadi Zalisxmevis koncentrireba
moaxdinoT iseT jgufebze, romelTa wevrebi simpaTias gamoxataven Tqveni
kandidatis mimarT, magram tradiciulad mxars uWeren romelime sxva partias.
amomrCevelTa garkveuli jgufisadmi mimarTvis unari maTTvis saintereso
sakiTxebTan dakavSirebuli programiT, usaTuod, mniSvnelovan instruments warmoadgens
sazogadoebriv jgufebTan muSaobaSi.
maSin, rodesac masobrivi informaciis saSualebebSi Tavisi programuli
Sexedulebebis gadmocemisas kandidati im sakiTxebs unda Seexos, romlebic farTo
sazogadoebas ainteresebs, amomrCevelTa viwro jgufebisadmi mimarTvebSi mas SeuZlia iyos
ufro konkretuli da specifiur problemebze isaubros, da amasTan, imis SiSi ar hqondes,
rom sxva amomrCevelTa interesebs Seexeba.
sajaro gancxadebebi kandidatis mxardaWeris Sesaxeb
iSviaTia, rom vinme gamovides gancxadebiT kandidatis mxardaWeris Sesaxeb,
rodesac misTvis es ar uTxovniaT. bevri sazogadoebrivi jgufi, gansakuTrebiT adgilebze,
arasodes ar gamosula kandidatis sajaro mxardaWeriT imitom, rom maTTvis amis Sesaxeb
arasodes ar uTxoviaT.
1990 wlis yvelaze warmatebuli winasaarCevno kampaniaTagan zogierTi am mxriv
gansakuTrebiT aqtiuri iyo. am kampaniebis msvlelobisas specialurad iniSnebodnen
adamianebi, romlebic pasuxismgebelni iyvnen amomrCevelTa met-naklebad organizebuli
jgufebisagan sajaro mxardaWeris miRebaze TavianTi kandidatisaTvis. am mxriv, aseTi
mxardaWeris miReba yvelaze iolia im kandidatebisaTvis, romlebic moqmedebdnen ama Tu im
jgufis interesebidan gamomdinare.
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sajaro gancxadebebi kandidatis mxardaWeris Sesaxeb amomrCevelTa sxvadasxva
jgufis mxridan SeiZleba aqtiurad iqnas gamoyenebuli.
isini gansakuTrebiT sasargebloa, rodesac maTi raodenoba didia. zogierT
SemTxvevaSi ama Tu im jgufs SeuZlia gamoxatos Tavisi mxardaWera, magram arasodes ar
gamoacxados amis Sesaxeb sajarod. xolo Tqven ubralo gancxadeba ki ar gWirdebaT
mxardaWeris Sesaxeb, aramed aucilebelia, rom jgufis xelmZRvanelobam gamudmebiT
Seaxsenos amis Sesaxeb Tavis wevrebs fostis, Tavisi beWdviTi organos da a.S. meSveobiT.
Tu Tqven avtoritetuli sazogadoebrivi jgufebis mxardaWera miiReT, magaliTad,
im jgufebis, romlebic xelisuflebis struqturebSi TaRliTobis, gaflangvis da Tavisi
uflebebis borotad gamoyenebis winaaRmdeg ibrZvian, Tqven SegiZliaT CarToT es
informacia Tqvens agitacia-propagandul literaturaSi, amomrCevlebisadmi werilebSi,
pres-relizebSi da masobrivi informaciis saSualebebSi ganTavsebul fasian reklamaSic ki.
sajaro gancxadebebi mxardaWeris Sesaxeb SeiZleba agreTve aRmoCndes dacvis
efeqturi saSualeba. Tu TqvenTvis cnobili gaxda, rom Tqveni metoqe apirebs Tqvens
dadanaSaulebas metismetad rbil poziciaSi damnaSaveobasTan brZolis mimarT, TqvenTvis
metad mniSvnelovani iqneba iseTi jgufebis mxardaWeris Sepireba, romlebic cnobilia
Tavisi Seupovari poziciiT mocemuli sakiTxisadmi.
TqvenTvis sakvanZo mniSvnelobis mqone jgufebis dainteresebis gazrda.
bevri sazogadoebrivi jgufis daintereseba SeiZleba gaizardos, Tu uyuradRebod
ar datovebT or rames – poziciaTa erToblioba da kontaqtebis uwyvetoba.
1. poziciaTa erToblioba
sazogadoebrivi jgufebis umravlesoba, bunebrivia, im politikuri moRvaweebisaken
miiRwvis, romlebic mzad arian gadawyviton am jgufebisTvis mniSvnelovani sakiTxebi.
im SemTxvevebis garda, rodesac romelime jgufis da Tqveni kandidatis poziciebi
diametrulad erTmaneTis sawinaaRmdegoa TiTqmis yvela sakiTxis mimarT, yovelTvis
SeiZleba moinaxos iseTi sakiTxebi, romlebzec Tqveni poziciebi erTmaneTs daemTxveva.
magaliTad, aSS-s senatSi erT-erTi winasaarCevno kampaniis dros, erT-erTi
kandidatisaTvis aucilebeli iyo protestant amomrCevelTa mxardaWeris Sepireba,
amisaTvis misi winasaarCevno kampaniis organizatorebma gaanalizes 20 sxvadasxva
sakiTxebis Semcveli nusxa da daadgines 5 maTgani, romlebzec kandidatisa da
protestantTa Temis poziciebi daemTxva erTmaneTs. swored, es 5 sakiTxi arCeul iqna,
rogorc sakvanZo, mocemuli kategoriis amomrCevlebTan muSaobisas.
im SemTxvevebSi, rodesac Tqven saqme gaqvT garkveuli ideologiuri poziciebis
mqone jgufebTan, metismetad mniSvnelovania iseTnairad aagoTETqveni muSaoba maTTan, rom
SeexoT mxolod im sakiTxebs, romlebic interess warmoadgenen maTTvis, da nuraviTar
SemTxvevaSi nu SeecdebiT CamoayaliboT qveynis momavlis Tqveneuli xedva an nu isaubrebT
imaze, rac mniSvnelovania mxolod TqvenTvis.
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2. kontaqtebis uwyvetoba
bevri sazogadoebrivi jgufi kontaqtSi Sedis kandidatis warmomadgenlebTan an
winasaarCevno kampaniis Catarebis StabTan da amasTan, mikerZoebuli azri gaaCnia imis
Sesaxeb, rom aravin ar apirebs seriozulad mis aRqmas an xelmZRvanelobidan aravis ar
eqneba masTan Sexvedris survili. amitom, metad mniSvnelovania uzrunvelyoT TqvenTan
regularuli urTierTobis SesaZlebloba im jgufebisaTvis, romlebsac didi mniSvneloba
aqvT Tqveni winasaarCevno kampaniis warmatebisTvis.
aucilebelia agrZnobinoT sazogadoebriv jgufebs, romlebic Tqvens winasaarCevno
kampaniaSi mniSvnelovan rols TamaSoben, rom isini mTeli kampaniis ganuyofel nawils
warmoadgenen. nu afiqrebineT, rom maT angariSs ar uweven an aRiqvaven, rogorc meore
sortis adamianebs. aseTi jgufebis xelmZRvanelebs kandidatTan da kampaniis menejerTan
perioduli Sexvedris SesaZlebloba unda hqondeT, xolo maT Txovnebs Sexvedris Sesaxeb
Zalian seriozulad unda miudgeT.
winasaarCevno kampaniebi, rogorc wesi, ramodenime kargad organizebuli
sazogadoebrivi jgufis mxardaWeras eyrdnobian. im SemTxvevebSi, rodesac winasaarCevno
kampaniis Casatareblad adamianTa raodenoba sakmarisi ar aris, amis mizezi, upirveles
yovlisa, imaSi mdgomareobs, rom organizatorebma saerTod ar mimarTes daxmarebis
TxovniT, an mimarTes, magram ara imaT, visTvisac unda miemarTaT.
momzadeba arCevnebis dRisaTvis
amomrCevelTa registraciis damTavrebis Semdeg adgilobrivi partiuli
organizaciis xelmZRvaneli unda Seudges uSualo momzadebas arCevnebis dRisaTvis. es
mcire drois periodi unda mieZRvnas saarCevno kampaniebis Catarebasa da agitacias
kandidatis sasargeblod. Tqven SeiZleba dagavalon samuSao, romelic mdgomareobs
amomrCevelTa damokidebulebis dadgenaSi garkveuli kandidatebis mimarT.
adgilobrivi partiuli organizaciis krebebi
arCevnebis karibWesTan adgilobrivi partiuli organizaciis xelmZRvanelma unda
Caataros, sul cota, erTi kreba mainc adgilobrivi partiuli organizaciis aqtivTan.
krebaSi monawileoba unda miiRon:
• saarCevno komisiis wevrebma;
• moxaliseebma, romlebic imuSaveben arCevnebis dRes;
• meTvalyureebma saarCevno ubnebze.
am droisaTvis, yoveli muSakisTvis dasaxul unda iqnas garkveuli amocanebi. garda
amisa, unda Catardes maTi momzadeba arCevnebis dRisaTvis.
CaatareT aqtivistebis instruqtaJi Semdeg sakiTxebze:
• amomrCevelTa siebis momzadeba;
• satelefono saubrebis wesi;
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• meTvalyuris muSaoba saarCevno punqtSi;
gaanawileT movaloebebi aqtivistTa Soris:
• kurierebi;
• mZRolebi;
• isini, vinc amomrCevelTa bavSvebs mixedaven arCevnebis dRes.
5. winasaarCevno blic-kampania
winasaarCevno blic-kampania – msxvilmasStabiani, brwyinvaled organizebuli,
erTdRiani an ordRiani (uqme dReebSi) kampaniaa, romelic nebayoflobiTi TanaSemweebis
mniSvnelovnad aqtiur monawileobas iTvaliswinebs da amomrCevelTa Semovlis meTodiT
tardeba.
blic-kampaniis upiratesobani:
1. iTvaliswinebs didi raodenobis nebayoflobiTi TanaSemweebis monawileobas, rac
niSnavs muSaobaSi mravali xalxis Cabmas, romlebic dainteresebulni arian Tqveni
winasaarCevno kampaniis warmatebaSi.
2. kargad organizebuli blic-kampania warmoadgens maRalefeqtur, sayovelTao
yuradRebis mimpyrob kampanias. imisda mixedviT, rac nebayoflobiTi TanaSemweebi, xolo
zogierT SemTxvevaSi TviTon kandidatic, piradad axorcieleben amomrCevelTa Semovlas,
winasaarCevno kampania sul ufro da ufro Zlieri xdeba.
3. blic-kampania amomrCevlebTan kavSiris swrafad damyarebis saSualebas iZleva.
moxerxebulad organizebuli blic-kampania imis SesaZleblobas iZleva, rom Tqvenma
mimarTvebma, mowodebebma da lozungebma drois mcire vadebSi miaRwios amomrCevelTa did
raodenobamde umciresi materialuri danaxarjebiT, winasaarCevno kampaniis Catarebis
nebismier sxva xelmisawvdom meTodTan SedarebiT. igi, agreTve kandidatis avtoritetis
gamagrebis SesaZleblobas iZleva, risTvisac misi mravalricxovan momxreTa
demonstrirebas axdens.
blic-kampaniis Casatareblad aucilebelia detaluri gegmis SemuSaveba da mravali
nebayoflobiTi TanaSemwis mozidva.
amomrCevelTa Semovlisas nebayoflobiTi TanaSemweebi gaavrceleben saagitacio
masalebs kandidatis Sesaxeb, TxovniT mimarTaven amomrCevlebs mxari dauWiron kandidats
da daafiqsireben amomrCevelTa pasuxebs.
blic-kampania SeiZleba ufro efeqturi gaxdes, Tu masTan erTdroulad
ganxorcieldeba plakatebis dayeneba sacxovrebeli saxlebis ezoebSi, didi plakatebisa da
afiSebis dayeneba quCebSi da agreTve, etiketebis gakvra fanjrebze da vitrinebze. es
moaxdens gansacvifrebel STabeWdilebas. quCaSi gamvleli amomrCeveli gaocebuli
warmoTqvams: `daujerebelia, SexedeT, ramdeni adamiania CarTuli winasaarCevno kampaniaSi,
SeuZlebelia, rom yvela isini cdebodnen an SecdomaSi iyvnen Seyvanilni, @albaT mec unda
dauWiro mxari~.
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Sexvedrebi warmoebaSi.
Sexvedrebi warmoebaSi – saukeTeso saSualebaa drois umokles SualedSi naxoT da
molaparakeba awarmooT adamianebis did raodenobasTan, romlebic saerTo saqmes
emsaxurebian. aseT RonisZiebebs SeiZleba sxvadasxva forma hqondes, SexvedriT da
gasasvlelSi xelis CamorTmeviT dawyebuli, organizebuli krebebiT, da samuSao saaTebSi
SromiT kolqtivebTan SexvedriT damTavrebuli. winaswar dagegmeT aseTi moqmedebebi. amaSi
SeiZleba daxmareba gagiwios Tqvenma erTerTma momxrem, romelic muSaobs SromiT
koleqtivSi.
aseTi Sexvedrebi sasurvelia moawyoT samuSao dRis dawyebamde da ara cvlis
damTavrebis Semdeg. gaxsovdeT, rom rac ufro naklebi dro darCeba samuSaos dawyebamde,
miT ufro naklebi xalisiT gaCerdebian muSebi da Caebmebian saubarSi.
saagitacio muSaoba quCaSi.
yvelaze moxerxebuli dro quCaSi saagitacio kampaniis Casatareblad – samuSao
dReebia dilis saaTebSi, rodesac xalxi samuSaoze midis, an sadilis saaTebSi. kandidati
da ori nebayoflobiTi TanaSemwe mainc, axorcieleben amgvar agitacias saqmiani da
savaWro kvartlebis yvelaze xalxmraval quCebSi. nebayoflobiTi TanaSemweebi avrceleben
saagitacio literaturas, mimarTaven gamvlelebs kandidatTan da sxva saorganizacio
daxmarebas uweven kandidats. kandidati xvdeba da esalmeba adamianebs.
satelefono centri.
rodesac politikasTan dakavSirebul adamianebs surT amomrCevelTa ganwyobileba
gaarkvion da Seityon, movlen Tu ara isini saarCevno ubanze, maSin mimarTaven satelefono
centrs. sinamdvileSi bevri politikuri moRvawe darwmunebulia, rom amomrCevelTa
ganwyobilebis dadgenis programis efeqturi CatarebisTvis satelefono centri
warmoadgens erTaderT misaReb saSualebas.
arCevnebamde ori TviT adre, winasaarCevno kampaniis satelefono centris muSaoba
kargad unda iyos awyobili. amisaTvis, unda SeirCes nebayoflobiTi TanaSemweebi,
romlebmac ukve gaarkvies, romeli amomrCeveli miscems xmas Tqvens kandidats da
moamzades aseT pirTa siebi. satelefono centri ukve iyo gamoyenebuli nebayoflobiTi
TanaSemweebis mosazidad sazogadoebrivi azris gamokiTxvis CatarebisTvis. mocemul etapze
mizanSewonilia satelefono centris gamoyeneba saagitacio zarebisTvis, xolo bolo
etapze ubnebze xmis misacemad amomrCevelTa gamocxadebis uzrunvelsayofad.
efeqturobis uzrunvelyofisaTvis satelefono centrebis muSaoba centralizebul
unda iqnas, muSaoba unda Catardes konkretul sistemaze pasuxismgebeli koordinatoris
xelmZRvanelobiT. telefonistebma unda gaiaron momzadeba da Seiswavlon amomrCevlebTan
saubris wesebi. satelefono centris muSaobis saaTebi mkveTrad unda iyos gansazRvruli,
arcerTi satelefono aparati ar unda mocdes.
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saagitacio zarebi Cveulebriv xorcieldeba im amomrCevlebTan, romlebsac
gadawyvetili ara aqvT, vis miscen xma, raTa daarwmunoT isini kenWi uyaron Tqvens
kandidats. mas Semdeg, rac amomrCevlebi ukve gamovlenilia, maT isev urekaven da
agitacias uweven kandidatis sasargeblod. aseTi samuSao gacilebiT efeqturia, rodesac
gamovlenilia im amomrCevelTa didi raodenoba, romlebsac gadawyvetili ara aqvT, vis
miscen xma.
saagitacio zarebis sxva maRalefeqtur formas warmoadgens e.w. `winasaarCevno
saagitacio zarebi~. amgvari zarebi arCevnebis dRemde xuTi dRiT adre keTdeba, raTa
Seaxsenon kandidatis mxardamWer amomrCevlebs kenWisyris aucileblobis Sesaxeb.
Cveulebriv, amomrCevlebs atyobineben informacias imis Sesaxeb, rodis iReba ubnebi xmis
misacemad da sad mdebareoben isini. aseve Seaxseneben imis Sesaxeb, rom maTi xmebi SeiZleba
iyos gadamwyveti arCevnebSi gamarjvebisaTvis.
winasaarCevno saagitacio zarebi keTdeba yvela amomrCevlebisTvis, rolebic
ganisazRvrnen, rogorc kandidatis momxreebi. Cveulebriv, satelefono centrebis
telefonistebi Camorekvas iwyeben, upirveles yovlisa, partiis mtkice momxreebTan,
magaliTad, partiis wevrebTan, xolo Semdeg sxva amomrCevlebTan – kandidatis
momxreebTan.
kariV. saarCevno kampaniis dafinanseba
sanam iarsebebs saarCevno kampaniebi, maTi dafinansebis aucileblobac iqneba. arc
erT partiul organizacias saSualeba ara aqvs Seasrulos Tavisi valdebulebebi
sazogadoebis winaSe Sesabamisi finansuri mxardaWeris gareSe.
fuladi saxsrebis SegrovebasTan dakavSirebuli mravali problema saarCevno
kampaniis cudi dagegmvis an daudevari organizebis Sedegs warmoadgens. sazogadoebrivi
azris gamokiTxvam uCvena, rom ruseTis bevr moqalaqes survili aqvs finansuri daxmareba
aRmouCinos garkveul politikur partias, magram maTTvis aravis da arasodes amis Sesaxeb
ar uTxovia. amgvari Txovna Sesabamisi Tanxis gamoyofis Sesaxeb unda modiodes Sesabamisi
pirisgan da Sesabamis momentSi. mxolod kargi finansuri gegmis arsebobisas da saTanado
organizebis SemTxvevaSi Tqven SeZlebT saWiro Tanxis Segrovebas.
1. saxsrebis Segrovebis strategiis SemuSaveba
fuladi saxsrebis Segrovebaze mimarTuli samuSao politikuri partiis yoveli
adgilobrivi ganyofilebis an kandidatis Stabis saqmianobis nawili unda gaxdes. ar unda
iqnes gaSvebuli xelidan arc erTi SesaZlebloba imisa, rom vinmes mimarToT TxovniT
finansuri mxardaWeris Sesaxeb.
magram, sanam sTxovdeT vinmes fuladi Senatanis Sesaxeb, mkveTrad unda
warmoidginoT mizezebi, romelTa gamo is moimoqmedebs amas. Tqven unda SeimuSavoT
saxsrebis akrefis iseTi strategia, romelic Tqveni politikuri kampaniis gegmiT an
biujetiT aris nakarnaxevi. jer kidev maSin, rodesac Tqven finansuri gegmis Sedgenas
SeudgebiT, warmodgenili unda gqondeT, Tu ramdeni fuladi saxsrebis Segroveba
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gWirdebaT da rodis unda daxarjoT es saxsrebi,. anu, Tqveni kampaniis miznebi da vadebi
saxsrebis Segrovebis mimarT unda ganisazRvros Tqveni politikuri kampaniis gegmiT.
jer kidev gadawyvetilebis miRebamde fuladi saxsrebis Segrovebis taqtikis
amorCevis Sesaxeb, Tqven sworad unda ganawyoT Tqveni Tavi da Tqveni organizacia am
procesis aucileblobisadmi. aq yvela saSualeba misaRebia, da rac ufro male daiwyebT,
miT ufro swrafad moimkiT Tqveni Zalisxmevis politikur nayofs.
politikaSi aris adamianebi, romlebic Tvlian, rom fulis Segroveba – sruliad
ucxo problemaa, romelTanac maT araviTari Sexeba ara aqvT. sinamdvileSi ki, yvelaferi
piriqiT aris. Tu Tqvens mier SemuSavebuli finansuri saxsrebis Segrovebis gegma moqmedi
ar aris, laparakic ar SeiZleba Tqveni politikuri kampaniis warmatebaze.
Tu Tqven gaqvT imis gegma, Tu rogor apirebT fulis daxarjvas (es ki
gansazRvrulia Tqveni politikuri kampaniis gegmiT) da Tqven gagaCniaT kargi saqoneli
(kandidati an partiuli platforma), romelic SegiZliaT gayidoT, CaTvaleT, rom xelT
gaqvT yvela instrumenti imisaTvis, rom moipovoT saxsrebi Tqveni operaciis warmatebis
uzrunvelsayofad.
ratom iZlevian fuls adamianebi
finansuri saxsrebis gegmis SemuSavebisas metad mniSvnelovania gaiazroT mizezebi,
romelTa gamo adamianebi akeTeben (an ar akeTeben) fulad Senatanebs politikuri
organizaciebis fondebSi.
politikuri kampaniis an partiuli organizaciis fondSi Setanili Tanxebi im
xarjTa nawils warmoadgenen, romlebic SeuZlia gaiRos garkveulma adamianma. naklebad
mosalodnelia, rom vinme gaimetebs saxsrebs, romlebic gaTvaliswinebulia ojaxis
mkurnalobisTvis an kvebisTvis. amitom, aq Tqven SejibrebaSi erTvebiT mxolod im
Tanxebis miRebaze, romlebis daxarjva did zians ar miayenebs adamianebs. da Tu, Tqven
pirvel rigSi SeecdebiT gaiazroT mizezebi, romelTa gamo isini gadawyvetilebas iReben
Semoitanon TavianTi Senatanebi, imis albaToba, rom Tqven ufro damarwmunebeli
aRmoCndebiT Tqvens sasargeblod agitirebis dros, gacilebiT gaizrdeba.
finansuri saxsrebis Segrovebis yvela RonisZiebis warmatebis safuZvels
warmoadgens saqmisadmi Tqveni piradi midgoma. iqneba es msxvili Semowirulobebis
mozidvis kampania, Tu calkeuli werili finansuri mxardaWeris gawevis TxovniT,
potenciurma sponsorma unda igrZnos Tavisi mniSvneloba da sjerodes, rom swored misi
Senatani gansakuTrebiT saWiroa Tqveni organizaciisaTvis.
ai, zogierTi im ZiriTad mizezTa Soris, romelTa gamo adamianebi finansur
daxmarebas uweven politikur organizaciebs:
piradi nacnoboba. isini piradad icnoben adgilobriv partiul liderebs,
adgilobriv kandidatebs an administraciis warmomadgenlebs, an finansuri komitetis
wevrebs.
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madlierebis grZnoba. maT surT aCvenon, Tu ramdenad afaseben garkveuli partiis
Zalisxmevas an politikas.
Cveva. isini regularulad uweven finansur daxmarebas politikur RonisZiebebs an
organizaciebs.
TviTgamoxatvis SesaZlebloba. maT surT Tavisi azris gamoTqmis SesaZlebloba
miiRon da iyvnen mosmenilni.
politikuri mosazrebani. maT surT garkveuli politikis cxovrebaSi gatareba,
romelic maT uSualod Seexeba.
filosofuri mosazrebani. isini eTanxmebian Tqveni partiis filosofias.
damokidebuleba sxva partiebis mimarT. isini ar eTanxmebian imas, rasac sxva
partiebi akeTeben (an SeiZleba gaakeTon arCevnebSi gamarjvebis SemTxvevaSi).
axla ki ganvixiloT zogierTi ZiriTad mizezTaSoris, romelTa gamo adamianebi ar
uweven finansur daxmarebas politikur organizaciebs:
maTTvis ar uTxovniaT amis Sesaxeb. maTTvis ubralod ar uTxovniaT. es nomer
pirvel mizezad rCeba, romlis gamo adamianebi ar uweven finansur daxmarebas politikur
organizaciebs.
maT gamocdileba ar gaaCniaT. isini miCveulni ar arian fulis micemas da ar
gamoimuSaves aseTi Cveva.
maT ar ician SemowirulobaTa zusti Tanxis Sesaxeb. maT aravin ar uTxra ra Tanxa
unda Semoitanon. maT ar ician ra Tanxas elian maTgan.
aradamarwmunebeli an uxaliso agitacia. maT ar gamoumuSavdaT motivacia, radgan
agitacia iyo arakoreqtuli da aradamarwmunebeli.
2. finansuri gegmis Sedgena
finansuri gegma im RonisZiebebs Seicavs, romelTa ganxorcieleba aucilebelia
imisaTvis, rom Segrovdes Tqveni organizaciis finansuri xarjebis dasafari Tanxa.
imisaTvis, rom SeimuSaoT finansuri gegma Tqven unda flobdeT or fuZemdebel dokuments:
politikuri kampaniis gegma da misi biujeti. gegmis SemuSavebis procesi sami etapisgan
Sedgeba:
1. gansazRvreT ras, rogor da rodis gsurT miaRwioT Tqven politikur kampaniaSi.
Tqveni politikuri kampaniis gegma unda Seicavdes yvela aucilebel RonisZiebas
warmatebis misaRwevad.
2. SeadgineT biujeti, romelic asaxavs yvela Tqven xarjs da Seicavs fuladi
saxsrebis Semosvlis droiT CarCoebs an vadebs, romlebic uzrunvelyofen Tqveni
politikuri miznebis Sesrulebas. biujeti giCvenebT, ra Tanxa dagWirdebaT gegmis
Sesasruleblad.
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3. SeimuSaveT im meTodebis ganmsazRvreli finansuri gegma, romlebsac Tqven
gamoiyenebT Tqveni biujetis dafarvisaTvis aucilebeli saxsrebis mosagroveblad.
finansuri gegma giCvenebT rogor SeZlebT Tqven fuladi saxsrebis Segrovebas saWiro
vadebSi.
Tu finansuri gegmis Sedgena, romelic aucilebeli saxsrebis Segrovebis
SesaZleblobas gaZlevT, ver moxerxdeba, SesaZloa, mTeli politikuri kampaniis gegmis
gadasinjva mogiwioT. finansuri gegma unda iyos agresiuli, magram, amave dros,
realisturi.
kargi finansuri gegma warmoadgens detalur da kargad gaazrebul dokuments,
romelic Sedgenilia konkretuli kampaniis gaTvaliswinebiT. kargi finansuri gegma unda
Seicavdes saxsrebis mogrovebis programebis idealur kombinacias, romlebic, maTi
Sesrulebis SemTxvevaSi, uzrunvelyofen aucilebeli saxsrebis Semosvlas dadgenil
vadebSi.
aucilebelia Tqveni SesaZleblobebis Sefaseba saxsrebis Segrovebis mimarT
erT-erT sakvanZo moments, romelic saSualebas iZleva SeafasoT im fuladi
saxsrebis moculoba, romelTa miRebas Tqven varaudobT da agreTve, fulis Segrovebis
yvelaze warmatebuli meTodebi, warmoadgens Tqveni organizaciis wina wlebis finansuri
wyaroebis gulmodgine analizis Catareba. aseTma analizma kargi warmodgena unda mogceT
imis Sesaxeb, Tu saidan SeiZleba Semovides Semowirulobebi, da agreTve saukeTeso gzebi,
romelTa saSualebiT SeiZleba am Semowirulobebis miReba.
am sakiTxebis gamokvlevisas SeiZleba gairkves, romeli meTodebi iyo ufro
warmatebuli warsulSi, da ratom.
amgvari gamokvlevebis Catarebisas aucilebeli iqneba pasuxi gasceT Semdeg
SekiTxvebs:
1. ra raodenobis fuladi saxsrebi iyo Segrovebuli warsulSi? rogoria
umciresi Tanxa, romelic Segrovda drois garkveuli periodis ganmavlobaSi? rogoria
udidesi? am kiTxvebze pasuxebi warmodgenas mogcemT imis Sesaxeb, ramdenad realuria
Tqveni miznebi, da agreTve imis Sesaxeb rogori Zalisxmeve dagWirdebaT maT realizaciaze.
2. rogori meTodebi iqna gamoyenebuli SarSan? ratom aRmoCnda zogierTi maTgani
ufro ukeTesi? gaesaubreT wina kampaniebis monawileebs maTgan gamocdilebis gadmoRebis
mizniT. SeiZleba Tqven wina wlebis Secdomebis Tavidan acileba SeZloT da gamoiyenoT
maTi warmatebebi.
3. vin gaakeTa fuladi Semowirulobebi warsulSi? SeiZleba Tqven xelidan
gauSviT oqros madani? TqvenTvis aseve zemdeti ar iqneba icodeT, romeli organizaciebi
Rebuloben Semowirulobebs qvelmoqmedebis adgilobriv programebze da adgilobrivi
saswavlo dawesebulebebisaTvis, raTa mimarToT maT rCevisaTvis da finansuri mxardaWeris
SesaZlo wyaroebisaTvis.
4. rogor xdeboda winandeli programebis ageba? Tqven dazogavT Tqvens dros da
aicilebT Tavis tkivils, Tu gadaiRebT warmatebiT wamowyebebs. amavdroulad, Tqven unda
moifiqroT axali midgomebic imisaTvis, rom momavalSi Tavidan aiciloT gacbunebuli
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kiTxvebi imis Taobaze, Tu ratom aRar muSaobs is meTodebi, romlebmac adre brwyinavle
rekomendaciebi moixveWes.
5. romeli kanonebi vrceldeba Tqvens mier SemuSavebul finansuri saxsrebis
Segrovebis programebze? gulmodgineT SeiswavleT yvela kanoni, romelsac Sexeba aqvs
Tqvens saqmianobasTan.
6. SemomwirvelTa romeli siebiT isargeblebT? hqonda Tu ara warsulSi
warmateba ama Tu im sias? ras warmoadgens Tqveni siebis Semosvlis wyaro?
qvemoT moyvanilia nebismieri kargi finansuri gegmis ganuyofeli komponentebi:
reziumes gverdi. Tqveni gegmis Sedgena daiwyeT erT gverdiani reziumeTi,
romelSic cal-calkea aRwerili finansuri saxsrebis Segrovebis yvela programa.
miuTiTeT saerTo Tanxa, romlis Segrovebas Tqven varaudobT, zednadebi xarjebi zemoT
aRniSnuli Tanxis Sesagroveblad, da agreTve mTeli programis saerTo Tanxa.
TxrobiTi nawili. aq aRwerili unda iyos programis arsi. saWiroa uCvenoT,
rogor aris dakavSirebuli erTamaneTTan kampaniis finansuri da politikuri gegmebi.
aRwereT zogadi finansuri strategia da agreTve is, Tu ranairad unda uzrunvelyos man
politikuri kampaniis strategia da politika. saWiroa CarToTYyoveli programis
detaluri aRwera (finansuri komitetis Semadgenloba, muSaoba msxvil donorebTan,
fostiT dagzavnis programa, sazogadoebrivi RonisZiebebi da a.S.).
informacia yoveli programis Sesaxeb unda Seicavdes: TariRs, organizacias, Temas,
dagzavnis moculoba, dagegmili saerTo da sufTa Semosavlebi, adamianebis saWiro
raodenoba da savaraudo xarjebis daaxloebiTi Tanxa.
gegma-grafiki. daxazeT gegma-grafiki yoveli TavisaTvis, romelic unda Seicavdes
finansuri komitetis TaTbirebis, piradi mimarTvebis dagzavnis da sazogadoebrivi
RonisZiebebis TariRebs, agreTve kampaniis pikebs da miznobriv vadebs. gegmis es nawili
SesaZlebels xdis gamoyofil iqnas yvelaze kritikuli periodebi da mTeli programis
realizebis Tvalyuris devnebis SesaniSnav saSualebas iZleva.
funqcionaluri movaleobebi. SeadgineT mokle funqcionaluri movaleobebi
finansuri saxsrebis SegrovebiT dasaqmebuli Tqveni gundis yoveli wevrisaTvis –
Tavmjdomarisa da finansuri komitetis wevrebisTvis.
masalebis nimuSebi. Tumca Tqven, SesaZloa, ver moaxerxebT Tqveni gundis
uzrunvelyofas masalebis sakmarisi raodenobiT saxsrebis Sesagroveblad, Tqven mainc
unda iqonioT SesaZlo SemomwirvelTa kartoTeka, iuridiuli aqtebis nusxebi da
konvertebi, romlebzec winaswar aris dabeWdili Tqveni organizaciis misamarTi, maSinac
ki, Tu Tqven ar geqnebaT mosawvevebisa da safosto gzavnilebis nimuSebi.
saSemosavlo uwyisi. es – 12-Tvian periodze Sedgenili samuSao dokumentia,
romelic giCvenebT, gadaWarbebiT asrulebT Tqven fulis Segrovebis gegmas, Tu, piriqiT,
CamorCebiT. CawereT navaraudevi sufTa da navaraudevi saerTo Semosavlebi or ganapira
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marcxena svetSi. Semdeg, yoveli Tvis bolos SeitaneT faqtiuri sufTa da faqtiuri
saerTi Semosavali marjvena svetebSi.
finansuri gegma – es qvaze amotvifruli warwera ki ar aris, aramed,
aucileblobis SemTxvevaSi, is unda Seswordes xarjebis an politikuri situaciis
cvlilebebis mixedviT.
3. finansuri saxsrebis Segrovebis taqtika
finansuri saxsrebis Segrovebis strategia unda Seicavdes, rac SeiZleba met
taqtikur gadawyvetilebas. finansuri programis warmateba ganisazRvreba adamianTa im
raodenobiT, rolebsac Tqven SegiZliaT ama Tu im xerxiT mimarToT finansuri
daxmarebisTvis. rac ufro met adamians gamokiTxavT, miT ufro meti Tanxis miRebas
SeZlebT.
finansuri komiteti
kargi adamianebi karg fuls agroveben. magram am ubralo winapirobis realizeba
metismetad Znelia. finansur komitetSi samuSaod saWiro adamianebis SerCeva uamrav dros
da did Zalisxmevas moiTxovs, magram es Zalisxmeva Tqvens kampanias Tavis nayofs moutans:
Tqven SeZlebT ufro meti adamianebis mozidvas, romlebic mzad arian gagiwion finansuri
daxmareba. saukeTeso warmatebebs Tanxebis SegrovebaSi is adamianebi aRweven, romlebsac
kontaqtebis farTo qseli gaaCniaT cxovrebis sxvadasxva sferos warmomadgenlebTan.
Zlieri safinanso komiteti iwyeba kargi Tavmjdomaridan. is unda iyos agresiuli da
dinamiuri natura, romelic uxerxulobas ar ganicdis xalxTan fuladi mxardaWeris
Sesaxeb TxovniT mimarTvisas. Tavmjdomare unda:
• iyos organizebuli;
• raionSi sargeblobdes popularobiT;
• iyos partiis an kandidatis erTguli;
• iqonios sakmarisi Tavisufali dro Tavisi samuSaos Sesasruleblad;
• iqonios, SeZlebisamebr, politikuri kampaniebis interesebSi saxsrebis
Segrovebis gamocdileba;
• hqondes survili iyos erT-erTi pirveli Semomwirveli an yvelaze msxvil
SemomwirvelTa rigSi.
finansuri komitetis mTavari valdebulebaa saarCevno kampaniis fondebis ZiriTadi
nawilis Segroveba. amis miRweva SeiZleba uSualod moqalaqeebTan, SemomwirvelTa
klubebSi mimarTvis gziT, da agreTve sazogadoebrivi RonisZiebebis organizebis
daxmarebiT. finansuri komitetis yoveli wevri mzad unda iyos gauwios kampanias piradi
finansuri mxardaWera da igive gaakeTebinos Tavis naTesavebsa da axloblebs.
finansur komitetSi, SesaZleblobisamebr, wardmodgenil unda iqnas adgilobrivi
sazogadoebis yvela fena. kriteriumebi, romelTa mixedviT xdeba kandidatebis SerCeva,
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unda Seicavdes iseT damaxasiaTebel niSnebs, rogoricaa, kandidatebis sqesi, maTi
kuTvnileba garkveul eTnikur, profesiul, rasobriv da religiur dajgufebebTan, da
agreTve sacxovrebeli adgilis geografiuli monacemebi.
potenciuri kandidatebis TvalnaTliv wyaros warmoadgens wina wlebis kampaniebis
ZiriTad SemomwirvelTa nusxa. adamianebs, romlebsac unari SeswevT didi Tanxebi
Semoswiron kampaniebs, zogjer didi fuladi saxsrebis Segrovebis unaric gaaCniaT.
saolqo an saerTo erovnuli politikuri kampaniebis fondebSi Semowirulobebis Semtani
msxvili Semomwirvelebi SeiZleba sasargebloni aRmoCndnen Tqvens mier organizebul
kampaniisTvisac.
politikuri kampaniebis gegma da amocanebi ganxilul unda iqnas komitetis
wevrebTan erTad. Tqven winaswar unda ganumartoT maT, ras eliT maTgan. metad
mniSvnelovania, rom es adamianebi CarTulni iyvnen zogad partiul saqmianobaSi imisaTvis,
rom maT gauCndeT Tqveni programebis cxovrebaSi gatarebis Sesabamisi motivacia da
survili, da amiT am programebis dafinansebaSi monawileobis miRebis survili.
saWiroa agreTve, sTxovoT maT Tavisi wvlili Semoitanon politikuri programis
SemuSavebaSi. bevr adgilobriv politikur organizaciaSi finansur komitets politikuri
kampaniis gegmis damtkicebis prerogativa gaaCnia. cxadia, rom finansuri komiteti ufro
aqtiurad imuSavebs saxsrebis Segrovebis im gegmis realizebaze, romlisac mis wevrebs
sjeraT.
finansuri komitetis TaTbirebi organizebul unda iqnas regularul safuZvelze.
komitetis pirveli TaTbiris dRis wesrigs unda warmoadgendes misi funqcionirebis wesis
ganxilva da yoveli misi wevris winaSe saxsrebis Segrovebis amocanis dasaxva. Semdgom
TaTbirebze mosmenil unda iqnas angariSebi dasaxuli amocanebis realizebis msvlelobis
Sesaxeb da ganixilos sxvadasxva specialuri proeqtebi da vadebi.
komitetis TanamSromelTa damsaxurebis aRiareba, maTi samuSaos Sefaseba da
informaciis gacvla maTi saqmianobis Sesaxeb, metad mniSvnelovania komitetis
funqcionirebisaTvis. warudgineT Tqveni TanamSromlebi adgilobriv politikur
liderebs da CarTeT isini Tqven politikur kontaqtebsa da saqmianobaSi.
moawyveT Tqveni partiis arCeul kandidatTa xSiri Sexvedrebi finansuri
komitetis wevrebTan. yovelTvis gaxsovdeT waxalisebis iseTi ubralo formebis,
rogoricaa sityvebi `gmadlobT~ da `Tqven SesaniSnavad SeasruleT Tqveni samuSao~,
qmediTobis Sesaxeb.
nurasdros gauSvebT xelidan SesaZleblobas Tqveni madliereba gamoxatoT
TqvenTvis esoden saWiro adamianTa jgufis mimarT. finansuri komitetis gareSe
SeuZlebeli iqneba kampaniis warmateba.
piradi urTierToba
finansuri saxsrebis Segrovebis yvelaze ufro efeqturi xerxi agebulia piradi
urTierTobebis safuZvelze. swori midgomis SemTxvevaSi piradi urTierToba saukeTeso
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xerxs warmoadgens, romelic umokles vadebSi mniSvnelovnad didi Tanxebis Segrovebis
saSualebas iZleva.
rogorc Tavad cnebidan gamomdinareobs, piradi urTierToba iTvaliswinebs
pirdapir mimarTvas potenciuri Semomwirvelisadmi TxovniT finansuri daxmarebis Sesaxeb.
ai, ramodenime wesi, romelic saWiroa daicvaT, rodesac TxovniT mimarTavT adamianebs:
1. auxseniT pirs, romelsac mimarTavT, rom misi Semowiruloba – Senatania ukeTesi
momavlisaTvis, romelic Seesabameba mis idealebs.
2. iyaviT optimisturi da gulwrfeli. SeecadeT Tqveni partiis gamarjvebis
perspeqtiviT moxibloT potenciuri donori.
3. iyaviT damarwmunebeli. SeecadeT aCvenoT, rom programebs, romelTa dafinansebas
Tqven apirebT, namdvilad SeuZlia gamarjvebis motana.
4. gulisxmierni iyaviT mosaubrisadmi. ar gauSvaT xelidan Sansi, rogorc ki piri
daTanxmdeba Tavisi Semowirulobis Semotanaze.
5. SeecadeT warmoidginoT Tqveni Tavi potenciuri donoris adgilze.
6. TxovniT Semowirulobis Sesaxeb pirma unda mimarTos Tavis tol pirs.
magaliTad, msxvili kampaniis xelmZRvanels unda mimarTos rangiT mis tolma
xelmZRvanelma.
7. aucileblaT ganmarteT,konkretulad raze daixarjeba Semowiruli saxsrebi.
8. xazi gausviT, rom proeqti da partiuli organizaciis monawileoba masSi
sazogadoebriv xasiaTs atarebs.
9. nu SeecdebiT Tavi SeacodoT potenciur donors. saubari ar unda daiwyoT
sityvebiT: `mesmis, rom ar unda gTxovoT aseTi didi Tanxa, magram . . .~
10. ar waxvideT manam, sanam ar miiRebT Ceks an fulis gadmoricxvis myar pirobas
mainc.
11. ikiTxeT sxva adamianTa gvarebi, romlebsac, Tqveni donoris azriT, SeuZliaT
Semowirulobebis Semotana.
msxvili donorebi
msxvili donorebis SerCeva – delikaturi saqmea, romelic dros da mniSvnelovan
xarjebs moiTxovs. unda Seiqmnas e.w. elitaruli klubi, romelic msxvil donorebze
iqneba orientirebuli da SesTavazebs sxvadasxva donis wevrobas Semowirulobis odenobis
mixedviT. mocemuli programa grZelvadiani unda iyos da klubis wevrobis yovelwliur
ganaxlebas iTvaliswinebdes.
erTerTi ZiriTadi mizani, romlis gamoc aseTi klubebi unda Seiqmnas, imaSi
mdgomareobs, rom Tqveni partiis momxreTa umetesma nawilma regularulad unda gagiwios
finansuri mxardaWera. klubi amartivebs Senatanis Setanis proceduras da uviTarebs
adamianebs Cvevas sistematurad gaakeTon es. gacilebiT advilia orive mxarisaTvis
sTxovon adamians ganaaxlos klubSi Tavisi wevroba, vidre eZebon axali potenciuri
Semomwirvelebi.
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Tqven seriozuli yuradReba unda dauTmoT `privilegiebis~ sistemis SemuSavebas,
romelsac iZleva klubSi gawevrianeba. isini SeiZleba Seicavdnen zeimis gamarTvas klubis
wevrebis pativsacemad sazogadoebrivi RonisZiebebis msvlelobaSi, specialuri stumrebisa
da oratorebis pativsacemad gamarTul miRebebze eqskluziur monawileobas,
gansakuTrebul sakinZebsa da momWerebs haltuxebisTvis an sakanonmdeblo krebebze
daswrebasac ki Tqveni partiis arCeul politikur moRvaweebTan Sesaxvedrad. Tqven
momxreTa klubis wevrebs iseTi privilegiebi an upiratesobebi mianiWeT, romlebsac ver
miiReben isini, vinc ar aris klubis wevri. aseTi privilegiebi eqskluziuri unda iyos.
bevri partiuli organizacia or- an samdonian klubis wevrobas adgens TavianT
momxreebisaTvis. magaliTad, respublikuri partiebis zogierT organizacias aSS-Si gaaCnia
wevrobis Semdegi doneebi TavianT klubebisTvis:
`loialuri spiloebi~ - 50 aSS dolari weliwadSi
`oqros spiloebi~ - 100 aSS dolari weliwadSi
`briliantis spiloebi~ - 1000 aSS dolari weliwadSi
Tqven garkveuli masalebi unda SeimuSavoT Tqvens momxreebTan muSaobisaTvis. aseTi
masalebi organizebul unda iyos erT paketSi. es paketi Seicavs yvelafers, rac
aucilebelia warmatebiT muSaobisTvis fuladi saxsrebis mosazidad.
ai ras unda Seicavdes sruli paketi:
• politikuri kampaniis gegmis mokle Sinaarss;
• finansuri gegmis aRweras;
• biujetsa da gegma-grafiks;
• dosies momxreTa yvela ZiriTadi klubis da yovel klubSi arsebuli
privilegiebis Sesaxeb;
• finansuri komitetis wevrTa sias maTi telefonebis nomrebiT;
• mokle cnobas im pirTa Sesaxeb, romlebsac arCeviTi Tanamdebobebi ukaviaT
Tqveni partiidan;
• sakanonmdeblo aqtebis mokle krebss, romlebic gansazRvraven politikuri
kampaniebisTvis SemowirulobaTa Segrovebis wess;
• ramodenime konverts, romlebzec dabeWdilia Tqveni organizaciis misamarTiT;
• Semomwirvelis baraTebs;
• madlobis werilebs
Tumca momxreTa klubebi gacilebiT efeqturia, rodesac maTSi msxvili Semomwirvelebia
gaerTianebuli, klubebma, romlebSic mcire SeZlebis mqone adamianebia gaerTianebuli,
SeiZleba agreTve mogceT kargi Sedegebi.
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sazogadoebrivi RonisZiebebi
sazogadoebriv RonisZiebebma SeiZleba xeli Seuwyon mniSvnelovani fuladi
saxsrebis Segrovebas. radgan aseT RonisZiebaTa amocanas warmoadgens fuladi saxsrebis
Segroveba Tqvens sasargeblod, yovelTvis unda gaxsovdeT amis Sesaxeb prioritetebis
gansazRvrisas.
SeiZleba arsebobdes amgvar RonisZiebebaTa uamravi varianti – yvelaferi Tqvens
warmosaxvazea damokidebuli. manam, sanam Tqven gadawyvetilebas miiRebT, rogor
RonisZiebas CaatarebT, SeekiTxeT Tqvens Tavs:
• ramdeni fuladi saxsrebis Segrobis imedi gaqvT?
• vis SeiZleba hqondes daswrebis an bileTis SeZenis survili?
• sad fiqrobT RonisZiebis Catarebas?
• vin dagexmarebaT bileTebis gavrcelebaSi?
• vin dagexmarebaT RonisZiebaTa detalebis dagegmvisa da daxvewis dros?
• rogoria Tqvens RonisZiebaze gaweuli xarjebi?
imisaTvis, rom daadginoT bileTebis fasebi, jer TqvenTvis gaarkvieT, ra saxsrebis
miReba gindaT Catarebuli RonisZiebis Sedegad. amis gadawyveta SeiZleba, Tqveni saerTo
finansuri gemidan da biujetidan gamomdinare.
bileTebis Rirebuleba gansazRvravs Tavad RonisZiebis tons, fasis SecvlasTan
erTad icvleba potenciur SemomwirvelTa kontingentic. zogierT RonisZiebaze ufro
advili iqneba bevri bileTis gayidva dabal fasebSi, im dros, roca sxva RonisZiebebma,
romlebic ufro mcirea TavianT masStabiT, magram bileTebze ufro maRali fasebiT,
SeiZleba ufro ukeTesi Sedegi mogvcen. Cveulebriv, adamianTa mcire raodenoba ufro
advili Sesamowmebelia, da Tqven SeiZleba iseTive Semosavali miiRoT. G G
magram Tqven unda gaiTvaliswinoT sxva faqtorebic. maT miekuTvneba farTo
sazogadoebis SesaZlo uaryofiTi reaqcia eqskluziuri RonisZiebis Catarebaze mxolod
Zalian SeZlebul SemomwirvelTaTvis, metismeti finansuri datvirTva Tqvens politikur
momxreebze da sxva SesaZlo negatiuri Sedegebi, romlebic unda gaiTvaliswinos
finansurma komitetma Sesasvlel bileTebze fasis dadgenamde.
imisgan damoukideblad, Tu rogori tipis RonisZiebas airCevT, misi momzadebis
msvlelobaSi yovelTvis warmoiqmneba sakiTxebi, romlebic vinmem unda gadawyvitos.
• RonisZiebis reklama;
• saTavsos aRWurva;
• programisa da dRis wesrigis Sedgena;
• gasarTobi programis Sedgena;
• specialur stumrebTan muSaobis Catareba;
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• stumrebis ganTavseba;
• gamagrilebeli sasmelebi;
• dekoraciebi;
• transporti da manqanebis gasaCerebeli adgilis mowyoba.
SeimuSaveT biujeti yoveli zemoaRniSnuli poziciisaTvis da CaunergeT
nebayoflobiT TanaSemweebs an komitets, rom isini ar unda gascildnen mis CarCoebs.
agitacia fostiT
agitacia fostiT potenciur SemomwirvelTa farTo wris mocvis SesaZleblobas
iZleva. sworad Catarebis SemTxvevaSi mas biujetis didi nawilis Sevseba SeuZlia.
fostiT agitaciis obieqtebi
fostiT agitaciis obieqtebs moqalaqeTa sami kategoria warmoadgens: potenciuri
Semomwirvelebi, `ucxo~ Semomwirvelebi da `Tavisi~ Semomwirvelebi, vis misamarTzec
igzavneba werilebi. potenciuri da `ucxo~ Semomwirvelebis misamarTze gagzavnili
werilebi SesaZlebels xdian Camoyalibdes Tqveni momxreebis Taviseburi baza, xolo
`Tqveni~ Semwirvelebi – is adamianebia, romlebmac ukve adre finansuri daxmareba gauwies
Tqvens partias.
Sesabamisad formirdeba moqalaqeTa safosto misamarTebis sami tipis sia:
1. potenciuri Semwirvelebi – is adamianebia, romlebsac swori midgomis
SemTxvevaSi SeiZleba Semoitanon TavianTi fuli. amave kategorias miekuTvnebian Tqveni
partiis wevrebic. am nusxasTan muSaobis mizans axal SemomwirvelTa saxelebis gamovlena
warmoadgens. aSS-Si fenomenalur warmatebad iTvleba, Tu Tqven werilebze reagireba
moaxdina adamianTa 2% am nusxidan.
2. `ucxo~ Semomwirvelebi – is adamianebia, romlebmac finansuri daxmareba gauwies
sxva kandidatebs an sxva politikur organizaciebs. amerikaSi saxsrebis Segrovebis
kampaniis organizatorebi varaudoben 3-5% dadebiTi pasuxebis miRebas am kategoriis
adamianebisgan.
3. `Tqveni~ Semwirvelebi – is adamianebia, romlebsac ukve SeutaniaT Tavisi fuli
Tqveni partiis adgilobrivi ganyofilebis fondSi. am nusxam warmateba unda mogitanoT
asidan 5-10 SemTxvevaSi.
potenciuri Semwirvelebis misamarTze dagzavnili werilebi.
werilebis dagzavniT Tqveni potenciuri momxreebis misamarTze, Tqven afarTovebT
finansuri saxsrebis Semosvlis bazas.
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potenciur SemwirvelebTan muSaobisas mTavar amocanas fulis miReba ki ar
warmoadgens, aramed axali momxreebis gamovlena, romlebic SeZleben finansuri
mxardaWeris gawevas.
ZiriTad sawinaaRmdego azrs amgvari kampaniis Catarebis winaaRmdeg aSS-Si misi
siZvire warmoadgens. mizezi martivia: rogorc wesi, nusxaSi Sesul asi adamianidan
mxolod erTi gamogigzavniT fuls. xolo, rodesac saSualo Senatani Seadgens 20 aSS
dolars, es 1 procenti niSnavs, rom Tqven moaxerxeT safosto danaxarjebis dafarva.
xSirad isec SeiZleba moxdes, rom Tqven dakargavT Tqvens fuls.
`ucxo~ Semomwirvelebis misamarTze dagzavnili werilebi.
ZiriTadi sxvaoba potenciur da `ucxo~ Semomwirvelebis misamarTze dagzavnili
werilebs Soris imaSi mdgomareobs, rom ukanasknelebs ukeTesi Sedegi unda hqondes.
`ucxo~ Semomwirvelebi – is adamianebia, romlebsac adre ukve miuciaT fuli sxva
politikur kampaniebze an SeutaniaT sxva politikuri organizaciebis fondebSi. es imas
niSnavs, rom isini ukve SeCveulni arian TavianT fulis Setanas sxvadasxva politikuri
motiviT.
yvelaze martivia gamoiyenoT is Tavdadebuloba, romelic maT ukve gaaCnia.
magaliTad, Tu Tqvens mier Sedgenil `ucxo~ momxreTa sia Sedgeba im adamianebisagan,
romlebsac adre miuciaT Tavisi fuli gosdumaSi arCevnevnebze Tqveni partiis kandidatis
saarCevno kampaniaze, sTxoveT am kandidats, xeli moaweros Tqvens werils. radganac mas
ukve Camouyalibda garkveuli urTierTobani am adamianebTan, isini reagirebas moaxdenen mis
mowodebaze im SemTxvevaSic ki, Tu gamarjvebul mxares am SemTxvevaSi warmoadgenT Tqven.
meore safrTxes, romelsac SeiZleba Tqven waawydeT, warmoadgens siaTa sizuzte.
rac ufro moZvelebulia es siebi, miT naklebia imis albaToba, rom isini raime Sedegs
moitanen.
`Tqveni~ Semomwirvelebis misamarTze dagzavnili werilebi
`Tqveni~ Semomwirvelebis qveS igulisxmeba is adamiani, romelsac adre ukve
Seutania Tavisi fuli Tqveni partiis fondSi.
fuladi saxsrebis Setanis meSveobiT Semomwirveli gamoxatavs Tqvendami Tavis
erTgulebas. igi Tqvens saqmeSi debs fuls. es ki imas niSnavs, rom mas mizezi gaaCnia
daicvas Tqveni Senatani. amitom, drodadro is ganmeorebiT Semoitans Tavis Senatans.
cxadia, rom `Tqveni~ Semomwirvelebis nusxis gafarToebasTan erTad gaizrdeba
Tqveni Semosavlebic. da Tu, Tqven dasaxuli gaqvT maTTan regularuli muSaoba, SeiZleba
SeagrovoT mniSvnelovani Tanxebi ganmeorebiTi Senatanebis xarjze.
zogierTi eqsperti aSS-Si sTvlis, rom gonivruli iqneba werilebis dagzavna
Tqveni momxreebisaTvis weliwadis 70-90 dReSi erTxel, rodesac arCevnebi ar tardeba.
arCevnebis Catarebis wels aseTi gzavnilebi SeiZleba ufro xSiri iyos.
`Tqveni~ Semomwirvelebis misamarTze dagzavnil werilebs SesaZleblobisamebr
ufro piradi xasiaTi unda hqondes.
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SemomwirvelebisaTvis werilebis Sedgena
qvemoT moyvanilia finansuri mxardaWeris TxovniT mimarTvis Semcveli werilebis
daweris ramodenime wesi:
• miipyariT mkiTxvelis yuradReba! werilis pirvelive abzacma unda gaitacos
igi. Tu mkiTxveli interess dakargavs Tqveni werilis mimarT pirvelive
winadadebis wakiTxvis Semdeg, Tqven verasodes ver miiRebT misgan fuls.
• mkveTrad CamoayalibeT problema an finansuri daxmarebis konkretuli
saWiroeba.
• uCveneT mkiTxvels am problemis gadawyvetis gza. SemomwirvelisaTvis
`problemis gadawyvetis gza~ Senatanis SemotanaSi mdgomareobs.
• aucileblad miuTiTeT werilze TariRi. maSinac ki, rodesac raime mizezis
gamo Tqven SegiZliaT daweroT mxolod `1990 wlis agvisto~, es mainc sjobia,
vidre saerTod ar miuTiToT TariRi.
• SeecadeT, rom abzacebi iyos mokle, xolo winadadebebi – martivi.
gamoiyeneTYmsxvili Srifti da xazgasma imisaTvis, rom gamoyoT werilis
gansakuTrebiT mniSvnelovani nawilebi.
• werili unda iyos dasrulebuli. Tqveni Txovna finansuri mxardaWeris Sesaxeb
naTlad unda iyos formulirebuli. miuTiTeT Senatanis zusti odenoba an misi
sazRvrebi.
• gamoiyeneT `post skriptumi~ (P.S). werilis zemoqmedebis efeqtis
gasaZliereblad. adamianebi instiqturad kiTxuloben werilebSi P.S. nawils.
werilis struqtura
werilis struqturas unda hqondes piradi mimoweris forma da TxrobiTi
xasiaTi. werili unda iyos dabeWdili da xelmowerili mxolod erTi piris mier.
cxadia, rom xelmowera warmoadgens finansuri mxardaWeris Sesaxeb Txovnis
Semcveli werilis kidev erT umniSvnelovanes komponents. Zalian xSirad saukeTeso
xelmomweri partiis adgilobrivi ganyofilebis Tavmjdomare iqneba. yovel SemTxvevisaTvis
igi im organizaciis lideri unda iyos, sadac adresati Seitans fuls.
adgilobrivi ganyofilebis Tavmjdomarem SeiZleba gamoxatos Tavisi mimarTva
piradi Txovnis formiT, magaliTad: `me mWirdeba Tqveni daxmareba . . .~
magram Tavmjdomarem ar unda moaweros xeli yovel werils. Tavmjdomaris
nacvlad, Tqven SegiZliaT moZebnoT sxva kargad cnobili figurac (SesaZlebelia yvelaze
msxvil SemwirvelTa Soris), romelic SeZlebs xeli moaweros werils. xelmomwerebi
SeiZleba, agreTve iyvnen adgilobrivi arCeviTi xeliusflebis warmomadgenlebi, finansuri
komitetis Tavmjdomare, partiis vice-Tavmjdomare.
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fuladi saxsrebis Segrovebis warmatebuli safosto kampaniis erT-erT
umniSvnelovanes faqtors warmoadgens SemwirvelisaTvis madlierebis gamoxatva. es
keTdeba madlobis werilebis formiT. isini unda igzavnebodes Tavmjdomaris saxeliT (an
Tqveni partiis sxva maRalCinosani wevris saxeliT) da unda iyos mokle Sinaarsis.
radganac partiis saqmianoba SesaZlebelia mxolod mis momxreTa wyalobiT, Sesabamisi
pativiscemiT miudeqiT maT. isini warmoadgenen organizaciis `guls~ da amitom, Tqven
madliereba unda gamouTqvaT maT.
agitacia telefoniT
saxsrebis Sesagroveblad saagitacio samuSaos CatarebisTvis satelefono
mimarTvebis meSveobiT gamoiyeneba potenciur SemomwirvelTa satelefono nomrebis banki.
agitacias telefoniT bevri upiratesoba aqvs. yvelaze ufro adekvaturad Semomwirvelebi
reagireben pirad mimarTvaze. satelefono saubari warmoadgens Tqvens SemomwirvelebTan
piradi urTierTobis dinamiur formas. aseTi saubrisas Tqven maSinve miiRebT mosaubris
reagirebas da saubris dasasruls ukve gecodinebaT, miiRebT Tu ara finansur
mxardaWeras am adamianisagan.
zarebi TqvenTvis ukve cnobil momxreebTan – fulis miRebis saimedo gza aris.
satelefono agitacia SeiZleba, aseve efeqturi iyos potenciuri Semomwirvelebis
zondirebisas. potenciuri Semomwirvelebis siis gasasinjad satelefono nomrebis bankis
gamoyenebiT Tqven dauyovnebliv miiRebT warmodgenas imis Sesaxeb, rogori Sedegebi
SeiZleba mogitanoT Tqvenma siam. iseve, rogorc agitacia fostiT satelefono agitaciac
ZviradRirebulia da bevr dros moiTxovs. satelefono nomrebis efeqturi bankis Seqmna
bevr fulsa da dros moiTxovs. saxsrebis Segroveba satelefono agitaciis meSveobiT
grZelvadian dabandebas warmoadgens.
yvelaze ufro xSirad partiuli organizaciebi iyeneben satelefono agitacias
saxsrebis Segrovebis sxva meTodebTan SeTavsebiT. igi gamoiyeneba, rogorc damatebiTi
instrumenti finansur mxardaWeraze, sazogadoebrivi RonisZiebebis Catarebaze da fostiT
agitaciaze personaluri mimarTvebis dros. ar ifiqroT, rom Tqven Tqveni fondis
ZiriTad nawils SeagrovebT telefonis meSveobiT. igi ufro SeiZleba warmoadgendes
sxva programebze damatebas.
zogadad Tu vityviT, satelefono agitaciis gamoyenebis ZiriTad sferoebs
warmoadgenen:
• potencialur SemomwirvelTa zondireba;
• sazogadoebrivi RonisZiebebis CatarebiT miRebuli efeqtis gaZliereba;
• ganmeorebiTi zarebi da dazustebebi;
• zarebi gagzavnili werilebis kvaldakval.
iseve, rogorc fostiT agitaciisas, ZiriTadi mizani fulis miReba ki ar aris,
aramed axali momxreebis mopovebaa.
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telefoniT saxsrebis efeqturi Segrovebis gasaRebs warmoadgens satelefono
saubrebis aRricxvis sistemis SemuSaveba, maTi Sedegebis SenaxviT werilis an baraTis
formiT Tavmjdomarisgan an Tavad im pirisgan, romelic rekavs. Tqven SegiZliaT did
warmatebebs miaRwioT, Tu sazrianobas gamoiCenT, sworad aawyobT samuSaos da
Tanmimdevrulni iqnebiT.
zemoaRniSnulis Sejamebisas, xazi unda gaesvas imas, rom finansuri saxsrebis
Segroveba Tqvens mxardasaWerad organizaciis muSaobis mniSvnelovan da gardauval nawils
daikavebs. yovel adamians, romelic amgvari saqmianobiT aris dakavebuli, gaaCnia Tavisi
`oqros wesebi~, romlebsac is icavs. ai zogierTi maTgani:
1. gabedulad mimarTeT TxovniT. yvelaze saukeTeso Sedegs iZleva pirdapiri
mimarTva. sTxoveT finansuri mxardaWera. rac ufro met adamians mimarTavT amgvari
TxovniT, miT ufro meti fuladi saxsrebis Segrovebas moaxerxebT.
2. dagegmeT Tqveni saqmianoba. nu dazogavT dros kampaniis werilobiTi gegmis
SesamuSaveblad, misi miznebisa da vadebis miTiTebiT.
3. gamoiCineT moqniloba. finansuri saxsrebis Segrovebis kampaniis Catarebisas nu
daamyarebT imeds wlis ganmavlobaSi mxolod erTi romelime RonisZiebis, magaliTad,
oficialuri wveulebis, Catarebaze. mxolod farTo finansur bazaze dayrdnobam SeiZleba
mogitanoT didi warmateba.
4. gamoiyeneT gamocdili meTodebi. finansuri saxsrebis Segrovebis programebis
SemuSavebisas CarTeT masSi mxolod gamocdili meTodebi (rogoricaa, magaliTad,
Semomwirvelis Semonatanis konkretuli odenobis miTiTeba), romlebmac warsulSi ukve
daamtkices TavianTi efeqturoba.
5. yuradRebiT mousmineT adamianTa rCevebs. Tu gaqvT amis SesaZlebloba, moiwvieT
profesionali finansuri saxsrebis Segrovebis sakiTxebSi Tqveni organizaciisaTvis
efeqturi programis SesamuSaveblad. CaatareT winaswari gamokvlevebi da SeimuSaveT
programa, politikuri kampaniis gegmasa da strategiaze dayrdnobiT.
6. icodeT kanonebi. waikiTxeT da gaerkvieT arCevenebis Sesaxeb kanonebis
moTxovnebSi, romlebic exeba saarCevno kampaniis finansuri uzrunvelyofis sakiTxebs.
7. yovelTvis TqviT `gmadlobT~. momxreebisadmi Tqveni madlierebis dauyovnebliv
gamoxatva ganuviTarebs maT Cvevas regularulad gagiwion finansuri mxardaWera.
8. pirveli Senatani Tqveni kampaniis fondSi unda gaakeToT Tqven TviTon. Tqveni
magaliTi ubiZgebs danarCenebs igive gaakeTon.
4. saxsrebis Segrovebis Tormeti oqros wesi saarCevno kampaniis Casatareblad
wesi 1. imisaTvis, rom miiRoT fuli, Tqven unda sTxovoT amis Sesaxeb. adamianTa
umetesoba fuls ar mogcems, Tu ar sTxovT amas.
wesi 2. Tqven miiRebT mxolod imdens, ramdensac moiTxovT, an ufro naklebs,
magram araviTar SemTxvevaSi imaze mets.
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wesi 3. kandidati saukeTeso figuras warmoadgens fuladi saxsrebis Segrovebis
RonisZiebaTa Casatareblad. kandidati, romelic ar sTxovs fuls, Cveulebriv agebs
kampanias.
wesi 4. imaze orjer meti Tanxa moiTxoveT, vidre is, romlis miRebasac
varaudobT. am SemTxvevaSi Tqven miiRebT savaraudo Tanxas an ufro metsac.
wesi 5. fuladi saxsrebis Segroveba – igivea, rac manqanis tareba, rodesac ar
SeiZleba mwkrividan gamosvla da moduneba. fuli arasodes ar aris Warbi.
wesi 6. saxsrebis Segrovebis meTodebi efeqturobis klebis mixedviT:
- fuladi saxsrebis Segroveba uSualod kandidatis mier;
- fuladi saxsrebis Segroveba megobrebsa da nacnobebs Soris;
- RonisZiebebi, romlebzec daswreba fasiania;
- agitacia fostiT telereklamis TanxlebiT;
- imis molodini, roca adamianebi TviTon SemogTavazeben TavianT daxmarebas.
wesi 7. adamianebs moswonT, rodesac maT mimarTaven fulisaTvis. es maT
pativmoyvareobas eameba.
wesi 8. Tqven kenWs iyriT an monawileobT winasaarCevno kampaniaSi da amiT ukve
did samsaxurs uwevT TiToeuls. adamianebi ukve valSi arian Tqvens winaSe. SeagroveT
valebi, romlebic Tqven gergebaT.
wesi 9. im kandidatTa politikur kampaniaSi Cadebuli fuli, romlebsac
sagadasaxado politikis dargSi konservatuli Sexedulebebi aqvT, dagexmarebaT
gadasaxadebze dazogoT aTasobiT fuladi saxsrebi. garda amisa, saubaria politikur
xelisuflebaze, romelic Seufasebelia.
wesi 10. araferi dasaZraxi ar aris imaSi, rom gansakuTrebuli interesebis mqone
jgufebisgan, romelTa poziciebs Tqven iziarebT, `tomrebiT aiRoT fuli~. gadawyviteT,
ra gziT unda iaroT, da ar gadauxvioT am gzas.
wesi 11. adamianebi siamovnebiT iZlevian fuls popularul saqmeze. daiwyeT Tqveni
kampania fuladi saxsrebis mozidviT yvelaze ufro cnobili pirebisgan, xolo Semdgom
miaRwieT imas, rom maT moizidon sxva Semomwirvelebi TanamoazreTa rigebidan.
wesi 12. yovelTvis, yovelTvis da yovelTvis moiTxoveT, rom Semomwirvelma
rekomendacia gauwios 2 an 3 kandidaturas, romlebsac kidev SeiZleba mimarToT TxovniT.
yovelTvis gamoTqviT madloba, rogorc zepiri formiT, aseve madlobis weriliT.
adgilebze saxsrebis Segrovebis kampania warmoadgens programas, romlis
CarCoebSic Tqvens kampanias SeuZlia arCevnebamde gaecnos faqtiurad yovel ojaxs,
romelic mxars uWers Tqvens partias, da mosTxovos finansuri mxardaWeris Sesaxeb.
finansur daxmarebas agroveben nebayoflobiTi TanaSemweebi yovel ojaxSi vizitisas. Tu
amomrCeveli 100 maneTsac ki Semowiravs, es imis albaTobas gazrdis, rom am maneTebis
kvaldakval is Tavis xmasac miscems Tqvens partias da mis mier wardgenil kandidatebs.
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daniSneT finansebze pasuxismgebeli piri. es amocana SeiZleba saarCevno kampaniis
Catarebis komitetis wevrsac daavaloT, magram umbjobesia kampaniaSi meti xalxi
moizidoT.
muSaobaSi im pirTa siebi gamoiyeneT, romlebmac adre ukve gaakeTes
Semowirulobebi.
gamoiyeneT amomrCevelTa Semovlis dros miRebuli informacia imisaTvis, rom
mimarToT imaT, visac surs Tqveni partiis wevri gaxdes.
nebismieri Semowiruloba, misi odenobis miuxedavad, madlierebis grZnobiT unda
miiRoT da madloba gadauxadoT kandidatis saxeliT. nurasodes dagaviwydebaT amis
Sesaxeb.
5. praqtikuli rCevebi saxsrebis SegrovebasTan dakavSirebiT:
• mTavar rols TamaSobs piradi kontaqtebi;
• amomrCevlebTan vizitis yvelaze saukeTeso saaTebia – saRamos 19.00-dan 21.00-
mde, da agreTve dRis meore naxevarSi SabaTs da kviras;
• iyaviT Tbili da gulRia. es ormagi amocanis gadawyvetis saSualebas mogcemT:
• miiRoT Semowirulobani Tqveni partiisaTvis;
• SeiZinoT mudmivi megobrebi axal amomrCevelTa Soris.
saubrisas ZiriTadi yuradReba dauTmeT Tqvens kandidats da imas, Tu ra
raodenobis saxsrebi esaWiroeba mas. yovelTvis xazi gausviT imas, rom yoveli
Semowiruli maneTi dagexmarebaT CamoayaliboT warmomadgenlobiTi xelisuflebis iseTi
organoebi, romlebic xalxisTvis imuSaveben yvela doneze. Tqveni pirveli saubris
dawyebamde aucileblad warmoudgineT Tqveni Tavi, daasaxeleT Tqveni gvari da uTxariT,
rom Tqven mezoblad cxovrobT, xarT kandidatis nebayoflobiTi TanaSemwe da saxsrebs
agrovebT misi saarCevno kampaniis fondisTvis.
kariVI. saarCevno kampaniis dagegmva
1. winasaarCevno kampaniis Catarebis gegmis Sedgena
kampaniis swori dagegmva saSualebas aZlevs kandidats mTlianad gamoiyenos
SezRuduli resursebi. imaze, Tu ranairad gamoiyeneba es resursebi, bevrad aris
damokidebuli arCevnebis dagvirgvineba.
dagegmva politikuri kampaniebis CatarebasTan dakavSirebuli saqmianobis sruliad
gardauval sferos warmoadgens. kandidats ufleba aqvs Tavad gadawyvitos, hqondes Tu
ara organizacia, gamosces Tu ara gancxadebebi presisTvis da organizeba gauwios Tu ara
SemowirulobaTa Segrovebas. magram, radgan is moqmedebs konkretul drosa da sivrceSi,
arsebobs politikuri kampaniis gegma.
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politikuri kampaniis efeqturi dagegmva SesaZleblobas iZleva maqsimalurad
iqnas gamoyenebuli SezRuduli resursebi misi Catarebisas da aqezebs kampaniis
gamarjvebisken. ar arsebobs kampaniebi SeuzRudavi SesaZleblobebiT. yovel politikur
kampanias aqvs resursebis SezRuduli raodenoba, iseTebis, rogoricaa dro, fuli,
adamianebi da niWi. dro - umniSvnelovanesi aunazRaurebeli resursia. politikuri
kampaniis gegmam unda uzrunvelyos kandidatis drois ganawileba RonisZiebaTa mixedviT,
romlebic ganmiznulia arCevnebis dRes gamarjvebis misaRwevad.
xSirad Statebis sakanonmdeblo krebebSi da xelisuflebis adgilobriv organoebSi
arCevnebis kampaniebi profesiuli an organizebuli dagegmvis uqonlobis gamo ganicdian
zarals. kandidatebi cdiloben TviTon dagegmon Tavisi saqmianoba an, rac ufro uaresia,
maT magivrad amas akeTebs nakrebi gundi, romelic sxvadasxva adamianebisagan Sedgeba.
isini, ubralod seriozulad ar aRiqvamen kampaniis dagegmvas. yvelaze mcire
araformalurad Catarebul saarCevno kampaniebSic ki organizebulma dagegmvam SeiZleba
gadamwyveti mniSvneloba iTamaSos gamarjvebis an wagebisaTvis.
kandidatis saqmianobis ganrigi kampaniis strategiiT da gegmiT unda
isazRvrebodes. es gegma gansazRvravs dagegmis strategias.
arsebobs saarCevno kampaniis dagegmvis ori saxe – reaqtiuri da aqtiuri.
reaqtiuri dagegmva warmoadgens kandidatis drois ganawilebas Semosul ganacxadTa
mixedviT.
aqtiuri dagegmva, piriqiT, gansazRvravs, rogor unda gamoiyenon dro kampaniam da
kandidatma strategiuli miznebis misaRwevad. Tumca, saWiroa orive saxe, radganac
saarCevno kampaniaSi gamarjveba Cveulebriv miiRweva aqtiuri dagegmviT.
dagegmvis efeqturi strategiis arCeva pirdapir damokidebulia saarCevno kampaniis
gegmiT dasaxul amocanebze. es gegma gansazRvravs kampaniis generalur strategias,
romelic mimarTulia kandidatis upiratesobaTa maqsimalur gazrdaze, misi susti
mxareebis Semcirebaze, da amasTan erTdroulad metoqis susti mxareebis maqsimalur
gamoyenebasa da mis upiratesobaTa Semcirebaze. es strategia dasaxavs amocanebs,
politikuri garemos gulmodgine analizze dayrdnobiT. kampaniis gegma gansazRvravs
saarCevno kampaniis miznebsa da amocanebs, romlebic unda Sesruldes gamarjvebis
misaRwevad.
saarCevno kampaniis gegma dagegmvis prioritetebs adgens. dagegmvis strategia icavs
am prioritetebs, raTa kandidati momgebian situaciaSi aRmoCndes gamarjvebisaTvis misi
Sansebis maqsimalurad gazrdisTvis. gegma konkretulad gansazRvravs prioritetebs
drois, geografiuli raionebisa da adamianebis mimarT.
dro. dagegmvis strategia eyrdnoba saarCevno kampaniis gegmas sxvadasxva saxis
saqmianobaze drois ganawilebaSi. dagegmvis strategia atarebs cxovrebaSi
gadawyvetilebebs, romlebic kampaniis gegmaSia miRebuli, da gansazRvravs Tu ra dro
unda daxarjos kandidatma sarCevno kampaniaSi aqtiur monawileobaze, dasvenebaze, pirad
saqmebiis warmarTvaze da Tavis ojaxTan urTierTobaze.
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dadgemvis strategia anawilebs kandidatis ganrigs drois garkveul monakveTebze.
Cveulebriv, aseTi `drois monakveTebia~ dila, SuadRe da saRamo. radgan mocemuli
momenti daSorebulia arCevnebis dRisgan drois amgvari monakveTebis SezRuduli
odenobiT, dagegmvis strategia safuZvels warmoadgens kandidatis drois gasawanileblad
saarCevno kampaniis strategiis Sesabamisad.
geografiuli raionebi. saarCevno kampaniis Catarebis gegma gulisxmobs olqebis
prioritetebis gansazRvris sistemas, amomrCevelTa ganwyobilebis mixedviT. kampaniis
strategia SeimuSavebs kampaniis resusrebis ganawilebis rekomendaciebs prioritetul
geografiul raionebs Soris. Semdgom, dagegmvis strategiam unda gaanawilos kandidatis
dro, romelic man unda daxarjos gansakuTrebiT mniSvnelovani raionebis monaxulebaSi.
geografiuli raionebis amgvari danawileba maTi prioritetebis mixedviT
warmoadgens drois ganawilebis safuZvels dagegmvis dros. sasargebloa agreTve,
SevadginoT ganrigi saarCevno ubnebis gradaciis safuZvelze maTi mniSvnelovnobis
mixedviT. magaliTad, saWiroa meti mowveva miiRoT da meti RonisZieba moawyoT
gansakuTrebiT mniSvnelovan raionebSi. Tumca, praqtikaSi SeiZleba ver moxerxdes am wesis
zusti dacva. da mianc, Tu SeuTanxmeblobebi saarCevno kampaniis gegmasa da strategiaSi
mniSvnelovani iqneba, SeiZleba warmoiqmnas usiamovnebani. aucilebelia ganuwyvetliv,
yovelTviurad da yovel kvirasac ki SevajamoT Sedegebi imis Taobaze, ra dro daixarja
mocemul raionebze.
adamianebi. saarCevno kampaniis gegmaSi ganisazRvreba romel amomrCevelTa xmebs
aqvsGyvelaze meti mniSvneloba gamarjvebis misaRwevad. adamianTa gaerTianebebis,
adgilobrivi Temis, organizaciis gamoCenili warmomadgenlebis da amomrCevelTa tipebis
gamovlena da ganawileba xorcieldeba kampaniis strategiis safuZvelze. dagegmvis
strategia kampaniis gegmiT dadgenil prioritetebis Sesabamisad anawilebs kampaniis
resursebsa da kandidatis dros am sxvadasxva socialur jgufTa Soris.
dagegmvis strategiiT uzrunvelyofili iqneba is, rom kandidati Tavis dros
atarebs umTavresad im adamianebTan, romlebic yvelaze metad daexmarebian mas moipovos
gamarjveba. es niSnavs, magaliTad, rom kandidatma partiis mtkice momxreebs ar unda
`sdios kvaldakval~. metad mniSvnelovania, im adamianTa aRricxvis warmoeba, romlebsac
kandidati winasaarCveno kampaniis msvlelobisas xvdeboda imisaTvis, rom namdvilad
daicvas kampaniis strategia.
amgvarad, dagegmvis strategia safuZvels warmoadgens kandidatis saqmianobis gegmis
Sesadgenad. dagegmvis strategia, kampaniis gegmis Sesabamisad iZleva ganrigs, romelic
anawilebs kandidatis dros saqminobis sxvadasxva saxeobebs, geografiul raionebsa da
socialur jgufebs Soris. naTlad ganisazRvreba kandidatis gegmis mizani.
2. dagegmvis ganxorcieleba
warmateba an damarcxeba saarCevno kampaniaSi damokidebulia dagegmvis
ganxorcielebaze. umetes SemTxvevaSi, kandidati da sazogadoebrioba zedmiwevniT grZnoben
misi dagegmvis ganxorcielebis xarisxs. Tu kandidatis saqmianoba yovelTvis
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warumateblad igegmeba, maSin misi moraluri mdgomareoba dabal doneze iqneba. dagegmvis
ganxorcielebam SeiZleba aamaRlos an gaanadguros kandidatisadmi ndoba
sazogadoebriobis TvalSi, ramdenadac, swored kandidatis gegma gansazRvravs mis
kontaqtebs amomrCevlebTan saarCevno kampaniis msvlelobisas.
kandidatis dro erT-erT yvelaze Zvirfas resurss warmoadgens nebismier saarCevno
kampaniaSi. Statis sakanonmdeblo krebaSi da adgilobrivi xelisuflebis organoebSi
arCevnebis kampaniis Catarebisas, sadac fuli, adamianebi da SesaZleblobebi Cveulebriv
SezRudulia, kandidatis dro iZens gansakuTrebul mniSvnelobas. Tu kandidati iqneba
ukmayofilo imiT, Tu rogor aris Sedgenili misi gegmebi, savsebiT SesaZlebelia, rom is
Tavad Seecdeba amis gakeTebas, da dakargavs misTvis Zvirfas dros saarCevno kampaniaSi
monawileobisTvis.
kandidatis saqmianobis dagegmvas xelmZRvanelobs erTi adamiani. garemoebisgan
damoukideblad, es pasuxismgebloba erT pirs unda daekisros. profesiuli
xelmZRvaneloba sistemur midgomas moiTxovs kandidatis drois yvelaze didi
efeqturobiT organizebisadmi. erTi adamiani unda adevnebdes Tvalyurs imas, Tu rogor
nawildeba kandidatis dro saqmianobis mraval saxeobebs Soris. swori ganxorcielebis
SemTxvevaSi dagegmva mudmiv yuradRebas moiTxovs.
mcire masStabis saarCevno kampaniebSi, kampaniis xelmZRvaneli erTdroulad pasuxs
agebs mis dagegmvazec. es SesaZlebelia, Tu gaazrebuli gaqvT, rom dagegmvas metad didi
mniSvneloba aqvs. vinaidan, yvela aRniSnuli amocana mniSvnelovania da mudmiv yuradRebas
moiTxovs, saarCevno kampaniis xelmZRvanels daxmareba dasWirdeba maTi
ganxorcielebisaTvis.
moviyvanoT ramodenime damaxasiTebeli niSani, romelsac yuradReba unda mieqces
dagegmvaze pasuxismgebeli piris SerCevisas. es unda iyos adamiani, romelic kandidatis
ndobiT sargeblobs da romelsac saarCevno kampaniisaTvis sakmarisi dro gaaCnia. is unda
iyos organizebuli, komunikabeluri da erkveodes detalebSi. yvelaze ukeTesia iseTi
adamiani moiZioT, romelic kargad icnobs raions da farTo kontaqtebi akavSirebs
adgilobriv mosaxleobasTan.
dagegmvis efeqturi xelmZRvaneloba moiTxovs gadawyvetilebis miRebis
realisturi proceduris Seqmnas. Cveulebriv, saarCevno kampaniis Catarebis Stabis
xelmZRvanelobis yovelkvireuli Sexvedrebi kandidatis daswrebiT an mis gareSe dagegmvis
Taobaze gadawyvetilebebis miRebis saukeTeso xerxs warmoadgens.
garda amisa, gadawyvetilebis miRebis procesi mudmivad unda asaxavdes
Sesabamisobas strategiis dagegmvisa da gegmebs Soris. saarCevno kampaniis dagegmvaze
pasuxismgebelma unda SeZlos kandidatis wina gegmebis politikuri mniSvnelobis axsna da
agreTve, strategiis SemuSaveba samomavlo gegmebis Sesadgenad. dagegmva iTvaliswinebs
olqis TaviseburebaTa analizis SeTavsebas dagegmvis strategiasTan. am samuSaos Sedegad
dagegmvaze pasuxismgebelma unda Seqmnas damxmare masalebi dagegmvis Taobaze
gadawyvetilebebis misaRebad. am masalebs miekuTvneba:
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organizaciebis reitingi. es CamonaTvali gansazRvravs adgilobrivi organizaciebis
prioritetulobas saarCveno kampaniis strategiisaTvis, maT xelmisawvdomobas,
raodenobriv Semadgenlobas da maT gavlenas sazogadoebriv cxovrebaze, agareTve
SesaZleblobebs, romlebic maT gaaCniaT amomrCevelTa calkeul jgufebze gasasvlelad.
magaliTad, savaWro palata am siaSi pirvel aTeulSi Sedis, radgan es Zlieri
organizacia wevrTa didi raodenobiT, romlebic sazogadoebaSi avtoritetiT
sargebloben, da Tavis krebebze gamosvlis SesaZleblobas aZlevs kandidatebs.
dagegmvaze pasuxismgebeli usaTuod dagegmavs kandidatis gamoCenas yvelaze ufro
mniSvnelovani organizaciebis krebebze.
olqis sazogadoebriv-politikuri cxovrebis kalendari. xSirad aseTs warmoadgens
kalendari feradi aRniSvnebiT, romelSic moyvanilia informacia prioritetuli raionebis
Sesaxeb, sxvadasxva organizaciebis saorganizacio krebebis Catarebis TariRebi,
specialuri RonisZiebebi da yvelaze ufro xalxmravali sazogadoebrivi adgilebi,
romlebmac SeiZleba sasargebloba moutanon dagegmvaze pasuxismgebls. yvelaze ufro
mniSvnelovani RonisZiebebi SeiZleba iyos aRniSnuli, magaliTad, wiTeli feriT, imitom,
rom maTi daswreba am RonisZiebebze savaldebuloa. mocemul kalendarSi unda aRiniSnos
yvela is RonisZieba, romelic Catarda arCevnebisaTvis mzadebis ori wlis manZilze, da
romlebsac kandidati unda daeswros maqsimaluri politikuri ukucemis misaRebad.
RonisZiebaTa nusxa. kalendris garda, dagegmvaze pasuxismgebelma SeiZleba
gamoiyenos olqis TaviseburebaTa analizi saarCevno kampaniis CarCoebSi SesaZlo
RonisZiebaTa gamosayofad maTi mniSvnelobis mixedviT, romlebic Catarebul iqneba
arCevnebis mTeli wlis ganmavlobaSi. damtkicebis Semdeg es nusxa konkretulad
gansazRvravs im moqmedebebs, romelTaTvisac winaswar momzadebaa saWiro. igi, agreTve
uzrunvelyofs dagegmvaze pasuxismgeblisaTvis variantTa farTo arCevans, romlebic
CairTveba kandidatis samuSao gegmaSi, mis mier ama Tu im raionis monaxulebis dros,
sadac Catarebul iqneba sxva RonisZiebebi.
dro gadaadgilebisTvis. saarCevno olqis TaviseburebaTa analizze dayrdnobiT
dagegmvaze pasuxismgebels SeuZlia gaarkvios saSualo dro rac saWiroa olqis
teritoriaze da mis farglebs gareT arsebul ZiriTad punqtebamde gadaadgilebisaTvis.
rekomendirebulia masSi CarTul iqnas dro cnobil orientirebamde gadaadgilebisTvis,
rogoricaa didi savaWro centrebi, restornebi da sastumroebi, imisaTvis, rom
SeiZlebodes misi gamoyeneba marSrutebis miTiTebisas.
telefonebis/misamarTebis CamonaTvali. dagegmvaze pasuxismgebelma unda Seadginos
im adamianebisa da adgilebis, telefonebisa da misamarTebis CamonaTvali, romlebic
SeiZleba dasWirdes mas kampaniis Catarebisas. olqis TaviseburebaTa analizis gamoyenebiT
mas dasWirdeba adgilobriv xelmZRvanelTa da organizaciaTa, im pirTa, romlebTanac mas
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kontaqtebi aqvs, agreTve olqSi da mis farglebs gareT arsebuli ZiriTadi
sazogadoebrivi obieqtebis telefonebisa da misamarTebis aRniSvna. es CamonaTvali
sistematizirebul unda iqnas imisaTvis, rom Semdgenelma SeZlos misi gamoyeneba jibis
sacnobaro masalis saxiT.
es damxmare masalebi mxolod magaliTia imisa, Tu ra SeiZleba winaswar momzaddes
dagegmvis ganxorcielebaSi daxmarebis gasawevad.
3. efeqturi dagegmvis wesebi
efeqturi dagegmva imaze odnav mets moiTxovs, vidre kandidatis ubralo Tanxmoba
miiRos mowveva Tu uari Tqvas masze. Tumca, yoveli saarCevno kampania SeiZleba
unikalurad CaiTvalos, SevecadoT TxuTmeti `oqros~ wesi CamovayaliboT dagegmvis ufro
profesiul organizebaSi daxmarebis gasawevad.
wesi 1: dagegmvas awarmoebs mxolod dagegmveze pasuxismgebeli
es punqti, romelic adre ukve vaxseneT, mogvyavs gameorebis mizniT. dagegmvaze
pasuxismgebeli adgens saarCevno kampaniis temps. im garemoebaSi, rodesac saarCevno
kampaniaSi monawile an monawileobis ar mimRebi adamianebi sTxoven kandidats dro gamoyos
maTTan Sesaxvedrad, aucilebelia erTi adamiani daniSnoT, romelic naTels mohfens am
gaugebrobas. saqme imaSia, rom adamianebi, romlebsac xSirad uwevT saarCevno kampaniebSi
monawileoba, Tvlian, rom kampania ufro profesiulad iqneboda organizebuli, masSi rom
iseTi piri monawileobdes, romelic mudmivad muSaobs dagegmvaze.
ai fraza, romelic kandidatma unda daimaxsovros da yovelTvis gamoiyenos, roca
mas vinme Sexvedraze TxovniT mimarTavs: `me zustad ar maxsovs Cemi gegmebi. mimarTeT, Tu
SeiZleba dagegmvaze Cems pasuxismgebel pirs.~
amiT gamoxatuli morali Semdegia: kandidatma ar unda warmoTqvas saSineli sityva
`ara~. yovelTvis, roca mowveva ar SeiZleba iyos miRebuli, werilobiT uars xeli unda
moaweros dagegmvaze pasuxismgebelma. Amgvarad, kandidats verasdros daadanaSauleben
romelime jgufis an RonisZiebis ugulvelyofaSi.
Ymiwvevaze uaris Tqmis yvelaze gavrcelebuli mizezi ase JRers: `samwuxarod, es
dro kandidats dakavebuli aqvs~. zogjer SeiZleba `guli mougoT~ jgufs masTan
Sexvedraze kandidatis magivrad gamomsvlelis gagzavniT. mowvevis Sesaxeb yvela werils
xeli unda moaweros piradad kandidatma.
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wesi 2: gaarkvieT rogor surs kandidats kampaniis Catareba
saWiroa kargad grZnobdeT kandidatis Zlier da sust mxareebs. magaliTad, Tu mas
mcire auditoriebis winaSe gamosvlebi ufro exerxeba, SeuqmeniT iseTi situaciebi,
romlebic xazs gausvamen am upiratesobas.
SeecadeT gaarkvioT kampaniis dasawyisSive, rogor surs kandidats Tavisi drois
ganawileba. SeqmeniT sistema, romelic akmayofilebs kandidats da erTdroulad kampaniis
gegmis strategiul amocanebs asrulebs.
gansazRvreT kandidatis fizikuri gamZleoba saarCevno kampaniis dasawyisSi
imisaTvis, rom Tqven SeZloT misi saqmianobis dagegmva im periodebze, rodesac is
saukeTeso formaSi iqneba. Nnu aiZulebT mas, dRe-RameSi Teqvsmeti saaTi imuSaos da nu
gamowuravT misgan `mTel Zalas~, Tu mas fizikurad ar SeuZlia amis gakeTeba.
Tqveni kandidatis SesaZleblobebis gageba sinjebisa da Secdomebis meTodiT
SeiZleba. SeecadeT, pativiscemiT miudgeT kandidatis survilebs, da iseT situaciebSi nu
CaayenebT, rodesac is uxerxulad igrZnobs Tavs. da mainc, Tqven SegiZliaT CaunergoT
kandidats axali qmedebebis gamoyeneba imisaTvis, rom man iswavlos Tavisi saarCevno
kampaniis ufro efeqturad Catareba.
wesi 3: gaigeT yvela detalebi RonisZiebis Sesaxeb, romelsac kandidati unda eswrebodes
dagegmvaze pasuxismgebeli valdebulia icodes kandidatis gegmis yvela detalebi.
yoveldRe an yovelkvira dagegmvaze pasuxismgebelma unda warudginos kandidats da
saarCevno kampaniis xelmZRvanel Semadgenlobas detaluri gegma – dokumenti, romelSic
aRwerilia kandidatis dRis wesrigi. imisaTvis, rom aseTi gegma moamzados da unari
Seswevdes pasuxi gasces kandidatisa da saarCevno kampaniaSi monawile sxva pirTa
SekiTxvebze, mas kargad unda axsovdes dagegmil RonisZiebaTa yvela detalebi.
gamoiyeneT anketireba detalebis gamosarkvevad yoveli RonisZiebis Sesaxeb,
romelSic kandidati monawileobas miiRebs.
Tqven SegiZliaT SeadginoT Tqveni sakuTari anketa, romelic Seesabameba dagegmvis
Tqven stils. girCevT, CarToT masSi Semdegi ZiriTadi punqtebi:
• RonisZiebis Catarebis TariRi, dro da adgili;
• RonisZiebis saxeoba (magaliTad, wveuleba, sadili an mitingi);
• damswreTa mosalodneli raodenoba;
• moTxovnebi kandidatisamdi (magaliTad, xangrZlivi gamosvla an mokle Tezisebi,
Sesavali an samadlobelo sityva);
• kandidatis Cacmulobis forma;
• kandidatis meuRlis daswreba;
• masobrivi informaciis saSualebebSi gaSuqeba;
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• romeli korespondentebi daeswrebian, rogorc presis, radiosa da televiziis
warmomadgenlebi?
• mowvevis miRebis TariRi.
wesi 4: gaeciT marSrutis zusti da detaluri miTiTebebi
dagegmvaze pasuxismgebelma unda icodes raionis geografia da erTi gaCerebidan
meore gaCerebamde gadaadgilebis drois xangrZlivoba. es umniSvnelovanesi faqtoria
kandidatis drois gamosayeneblad maqsimaluri efeqturobiT da, rac SeiZleba meti
saWiro RonisZiebebis dasagegmad.
metad sawyeni da arafeqturi iqneba, Tu kandidati gzaSi daikargeba. agreTve,
kandidatebs, romlebic RonisZiebebze igvianeben, didi sirTuleebi uCndebaT reputaciis
aRdgenasTan dakavSirebiT. dagegmvaze pasuxismgebelma orjer unda Seamowmos marSruti,
xolo metismetad mniSvnelovan SemTxvevebSi piradad unda moinaxulos RonisZiebaTa
Catarebis adgili. nu datovebT dauzustebel marSrutebs.
rekomendirebulia, kandidati saWesTan ar ijdes, raTa man SeZlos mTeli Tavisi
yuradRebis koncentrireba saarCevno kampaniis Catarebaze. miuxedavad amisa, dagegmvaze
pasuxismgebeli unda darwmundes imaSi, rom kandidats an mZRols zusti da detaluri
miTiTebebi gaaCniaT marSrutis mimarT.
wesi 5: nu dagegmvaT RonisZiebebs grZelvadian periodisaTvis
kampaniis gegmebi unda iyos moqnili, radgan saarCevno kampaniis periodi yovelTvis
savsea moulodnelobebiT. nebismieri, zedmetad dacilebul pesrpeqtivaSi myofi
RonisZiebis dagegmva iwvevs arasasurvel albaTobas imisa, rom is SeiZleba gauqmdes. ori
kviris vada RonisZiebis Catarebamde, mowvevebis miRebis an maTze uaris Tqmis
rekomendirebuli zRvaria.
amave dros, SeecadeT ar gaaCeroT adamianebi `Camokidebul mdgomareobaSi~ maTi
RonisZiebebi yvelaze mniSvnelovania maTTvis da zogierTisTvis sawyenia mtkice `ki~ an
`ara~-s ararseboba kandidatisaTvis. aucilebelia balansireba dagegmvis moqnilobasa da
sazogadoebriobasTan kargi kavSirebis SenarCunebas Soris.
am wess gamonaklisebic gaaCnia, iseTi rogoricaa, winasaarCevno debatebis,
SemowirulobaTa Segrovebis da saarCevno kampaniis mier presisaTvis organizebuli
RonisZiebebis Catareba, romlebic unda daigegmos drois sakmarisi maragiT. agreTve,
kompaniebis mier organizebuli RonisZiebebi winaswar unda iqnas gamoyofili gegmaSi,
kandidatis monawileobis uzrunvelsayofad.
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wesi 6: yoveli mowveva miwodebul unda iqnas werilobiTi saxiT
es wesi icavs kandidats iseve, rogorc pirs, romelmac mowveva gamogzavna. im
SemTxvevaSic ki, rodesac Tqven ar SegiZliaT yvela mowvevis miReba werilobiTi formiT,
SeimuSaveT maTi registraciis meTodi detalebis miTiTebiT, rodis movida mowveva da
visgan.
ganixileT yvela mowveva yovelkvireul Sekrebaze, romelic agreTve unda CarToT
kandidatis gegmaSi erTi kviriT adre xuTSabaTisTvis.
wesi 7: nu SegeSindebaT sityvis `detalebi~
dagegmvaze pasuxismgebelis leqsikonSi ar arsebobs sityva `gadatvirTva~. rogorc
ki miiRebT mowvevas SeecadeT moipovoT am RonisZiebis Sesaxeb rac SeiZleba meti
informacia. Tu RonisZiebis Catarebis zusti dro ucnobia, gaarkvieT monacemebi
marSrutis Sesaxeb da CarTeT isini detalur gegmaSi.
gaarkvieT agreTve, telefonis nomrebi da saqmesTan dakavSirebuli mTeli
informacia Casatarebeli kampaniis yoveli gaCerebisaTvis.
saarCevno kampaniis CatarebaSi mravali sfero arsebobs, sadac misasalmebelia
SemoqmedebiTi sawyisi. dagegmvis xelmZRvaneloba ar warmoadgens amdagvar sferos.
dagegmvaze pasuxismgebelma gansakuTrebuli yuradReba unda dauTmos detalebs.
wesi 8: moamzadeT kandidatisaTvis mokle cnoba yoveli RonisZiebis Sesaxeb
detaluri mokle cnoba yoveli RonisZiebis Sesaxeb, saSualebas aZlevs kandidats
gzaSi gaecnos mis masalebs. igi, agreTve uzrunvelyofs informaciis aqtualobas.
gansazRvreT, sxvadasxva mokle cnobis Sesadgenad aucilebeli informaciis miRebaze
pasuxismgebeli pirebi. yvelaze ukeTesi iqneba daawesoT mokle cnobebis momzadeba
paraskevisTvis, RonisZiebis dawyebamde erTi kviriT adre.
gamoimuSaveT Tqven kandidatTan erTad drois CarCoebi, misTvis gegmebisa da
cnobebis warsadgenad. dasawyisSi kandidats dasWirdeba es masala RonisZiebamde, sul
cota, ormcdarva saaTiT adre. rodesac es Cvevad gadaiqceva, Tqven SeZlebT muSaobas
ocdaoTxsaaTiani maragiT. mniSvnelovani RonisZiebebisaTvis kandidats meti dro unda
misceT mosamzadeblad.
mokle cnoba unda Seicavdes Semdeg monacemebs: mowvevis gamomgzavneli piris gvari;
RonisZiebis dro, adgili da saxeoba; monawileTa mosalodneli raodenoba da sxva
damswre saxelganTqmuli pirebi; mocemul raionSi kandidatis bolo vizitis dros.
aucileblad CarTeT cnobaSi: ras elian kandidatisgan, gamosvlis xangrZlivoba, SesaZlo
kiTxvebi, romelic SeiZleba dausvan kandidats, da agreTve is, mosalodnelia Tu ara
kandidatisagan mxolod `muSaoba publikasTan~. agreTve, CarTeT cnobaSi im adamianis
gvari, romelic waradgens kandidats, Tu es saWiro iqneba.
sxva monacemebi, romlebic xels Seuwyobs kandidatis ufro xarisxian momzadebas,
unda Seicavdes informacias arCeviT Tanamdebobebze myof pirebze, partiuli Tanamdebobis
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pirebze, sxva sapatio stumrebze, romlebic SeiZleba eswrebodnen RonisZiebas, agreTve
informacia ZiriTad gansaxilvel sakiTxebze da raime monacemebs im araerTgvarovani
garemos Sesaxeb, romelic SeiZleba iyos mocemul RonisZiebaze.
SeinaxeT yvela es mokle cnoba imisaTvis, rom gamoiyenoT momavalSi.
wesi 9: yoveli RonisZiebis Semdeg, CaatareT kandidatis an misi Tanmxlebi TanaSemwis
gamokiTxva
dagegmvaze pasuxismgebeli unda Seecados, yoveli RonisZiebis Semdeg Sesabamisi
informaciis miRebas, momavalSi cnobis mosamzadeblad. es informacia SeiZleba exebodes
imas, Tu ramdeni adamiani monawileobda mocemul RonisZiebaSi da rogori reagireba
hqondaT maT kandidatis mimarT; presis ramdeni warmomadgeneli eswreboda da warmatebiT
Caiara Tu ara kandidatis voiaJma.
am ukukavSirs didi mniSvneloba aqvs dagegmvaze pasuxismgebelisTvis, imisaTvis,
rom mas SesaZlebloba hqondes gansazRvros, aqvs Tu ara azri garkveul raionebSi
xelmeore vizits.
wesi 10: daukavSirdiT yoveli RonisZiebis organizators, misi damTavrebis Semdeg da
SeagroveT informacia gamoZaxilis Sesaxeb
wesad miiReT, daukavSirdeT yoveli RonisZiebis organizators misi damTavrebis
Semdeg da SeagrovoT informacia masze gamoZaxilis Sesaxeb. es unda Seicavdes madlobis
werilebis dagzavnas, fotosuraTebis, sagazeTo amonaWrebis da masalebis Segrovebas
yoveli RonisZiebis irgvliv.
gansakuTrebuli mniSvneloba aqvs madlobis werilebs. garda imisa, rom isini kargi
tonis maCveneblebia, es werilebi – amomrCevlebTan kavSiris damyarebis kidev erTi
saSualebaa. pirma, romelic gadarCevisTvis ibrZvis, amomrCevlebs unda Seatyobinos, rom
maT SeuZliaT daukavSirdnen mis ofiss nebismieri daxmarebisTvis, romelic maT
dasWirdebaT. pretendentma unda Seuqmnas sabrZolo ganwyobileba iseTi frazebis
gamoyenebiT, rogoricaa: `iseTi xalxis daxmarebiT, rogoric Tqven xarT, Cven gamarjvebas
movipovebT noembris arCevnebSi~.
wesi 11: dagegmvaze pasuxismgebelma daxmareba unda gauwios masobrivi informaciis
saSualebebSi saarCevno kampaniis gaSuqebas
dagegmvaze pasuxismgebeli warmoadgens mniSvnelovani informaciis
mflobelsYkandidatis drois Sesaxeb, romelic interess warmoadgens masobrivi
informaciis saSualebebisTvis. man unda imuSaos saarCevno kampaniis xelmZRvanelTan da
pirTan, romelic pasuxismgebelia sazogadoebriobasTan kavSirze, raTa darwmundes, rom
masobrivi informaciis saSualebaTa interesebi daculia. im pirebma, romlebic
gadawyvetilebas Rebuloben unda gamoimuSaon masobrivi informaciis saSualebebTan
urTierTobis strategia.
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kandidatis gegmebis Sesaxeb JurnalistTa informirebis procesi damokidebulia
karg urTierTobebze saarCevno kampaniis organizatorebsa da masobrivi informaciis
saSualebebs Soris. kandidatis ukanaskneli gegmebis wardgena da RonisZiebaze misi
drouli Camosvlis uzrunvelyofa warmoadgens umniSvnelovanes faqtors, presaSi
kampaniis gasaSuqeblad, rac sasurvelia nebismieri saarCevno kampaniisaTvis. Tqveni
kandidatis gamosvlebi dRis erTaderT movlena ar aris, romelmac SeiZleba presis
yuradReba miipyros. rac ufro Tavisuflad igrZnoben Tavs masobrivi informaciis
saSualebaTa warmomadgenlebi, miT ufro gaizrdeba Tqveni Sansi Tqveni RonisZiebis
yovelmxriv gaSuqebaze.
daugzavneTY masobrivi informaciis saSualebebs kandidatis saqmianobis kviris
gegma. amas ewodeba samaxsovro masobrivi informaciis saSualebebisTvis, da or funqcias
asrulebs. erTis mxriv, is atyobinebs masobrivi informaciis saSualebebs kandidatis
adgilmdebareobis Sesaxeb, im SemTxvevisaTvis, Tu is maT dasWirdebaT, da, meores mxriv,
reklamas uwevs kandidatis kampaniis aqtiuri warmarTvis gegmas, rac zrdis ndobas
saarCevno kampaniisadmi.
saWiro ar aris masobrivi informaciis saSualebaTa warmomadgenlebma icodnen
yvela Sexvedris Sesaxeb, romelsac atarebs kandidati, magram maT unda icodnen sad da
rodis aris dagegmili mniSvnelovani masStabis RonisZieba.
kampaniis strategiis SemmuSavebeli gundi erTsulovani unda iyos im mTavari
sakiTxis mimarT, romelsac yoveldRiurad an yovelkvireulad ganixilaven saarCevno
kampaniis monawileebi. gegmam SeiZleba daxmareba gagiwioT politikuri dRis wesrigis
SemuSavebaSi. nu daabnevT masobrivi informaciis saSualebebis warmomadgenlebs
erTdroulad bevri sakiTxis Sesaxeb saubriT. mTavari sakiTxi propagandas unda uwevdes
saarCevno kampaniis Temas, rogorc es Cafiqrebulia misi gegmiT.
wesi 12: warmodgena gqondeT amomrCevelTa yvelaze ufro mniSvnelovani gaerTianebebis
Sesaxeb da daamyareT kargi urTierTobani maT wevrebTan
Tqveni saarCevno kampaniis gegmaSi gamomJRavnebul unda iqnas Tqveni raionis
amomrCevelTa calkeuli jgufebi, romlebsac gansakuTrebiT didi mniSvneloba aqvT Tqveni
kandidatis gamarjvebisaTvis. es amomrCevlebi SeiZleba warmodgenil iqnan samRvdeloebis
warmomadgenlebiT, maswavleblebiT, veteranebiT da eTnikuri jgufebiT.
amave jgufebs unda miakuTvnoT Tqveni partiis xelmZRvanelebi, arCeviT
Tanamdebobebze myofi pirebi da sxva sazogadoebriobis TvalsazrisiT liderebad
CaTvlili pirebi.
aucilebelia SeatyobinoTY yvela mniSvnelovani gaerTianebebis liderebs imis
Taobaze, Tu rodis ewveva kandidati maT raions. Tqven SesaZloa moisurvebT Sexvedras am
liderebTan, Tu amisaTvis geqnebaT dro. SeecadeT efeqturad gamoiyenoT kandidatis dro,
roca is romelime geografiul raionSi imyofeba. garemoebis mixedviT, SeatyobineT am
liderebs telefoniT an werilobiT fostis meSveobiT.
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wesi 13. upiratesoba mianiWeT daggemvis aqtiur da ara reaqtiur formas
praqtikulad yoveli kandidati mowvevas Rebulobs sxvadasxva RonisZiebaSi
monawileobis miRebaze, magram arsebobs usargeblo drois mTeli monakveTebi. arsebobs
agreTve sxva SesaZleblobebic, Tu dagegmvaze pasuxismgebeli iqneba ufro daJinebuli,
Seasrulebs `saSinao davalebas~ olqis TaviseburebaTa analizis Catarebis Taobaze da
yovelTvis moZebnis damatebiT SesaZleblobebs kandidatis sajaro gamosvlebisaTvis.
saWiroa saarCevno kampaniis sxva xelmZRvanelebTan muSaoba, raTa darwmunebuli
iyoT, rom Tqveni aqtiuri dagegmva kampaniis strategiis Sesrulebas exmareba. saarCevno
kampaniis xelmZRvanels, saorganizacio direqtors, nebayoflobiTi TanaSemwebiis muSaobaze
pasuxismgebels, da agreTve sazogadoebriobasTan kavSirze pasuxismgebel pirs SeiZleba
gaaCndeT kandidatis drois Sevsebis sxva gzebic.
wesi 14: organizeba gauwieT sxva saarCevno kampaniebTan urTierTobas
dagegmvisas sxva saarCevno kampaniebTan kontaqtebis damyarebam SeiZleba saSualebas
misces Tqvens kandidats monawileoba miiRos RonisZiebaSi, romelic Tavdapirvelad
dagegmili iyo Tqveni partiis sxva kandidatisaTvis. aseTi TanamSromloba mxolod
gaaxarebs Tqveni partiis momxreebs, radgan am SemTxvevaSi maTi Sansebi mousminon partiis
kandidatis gamosvlas mniSvnelovnad gaizrdeba. garda amisa, amgvari TanamSromloba
dagexmarebaT ar gamogeparoT is RonisZiebebi, romlebic SeiZleba Tqven gamotoveT Tqvens
analizSi da, romlebsac didi mniSvneloba aqvT Tqveni kandidatis daswrebis
TvalsazrisiT.
daicaviT Tqveni kampaniis gegmaSi Cadebuli principebi sxva saarCevno kampaniebis
kandidatTa gansazRvrisaTvis, romlebsac Tqveni kandidati TavisTavs ukavSirebs.
wesi 15: nu CamokidebT kedelze Tqveni saqmianobis gegmas, raTa sxvebs ar SeeZloT misi
naxva
es yvelaze martivi xerxia imisaTvis, rom Tqvenma metoqem SeZlos informaciis
miReba Tqveni moqmedebebis Sesaxeb. misi xelmisawvdomobis SezRudviT Tqven SeamcirebT
imis SesaZleblobas, rom Tqveni kandidati uxerxul mdgomareobaSi aRmoCndes. karg
meTods warmoadgens im pirTa wris SezRudva, romelTaTvisac kargad aris cnobili Tqven
moqmedebaTa generaluri gegma, romelic yvelaze saukeTesod saarCevno kampaniis gegmiT
aris warmodgenili.
zemoaRniSnulTan erTad saWiroa SezRudoT im pirTa raodenoba, romlebic
Rebuloben Tqveni kandidatis moqmedebaTa yovelkvireuli an yoveldRiuri sruli gegmis
aslebs. kampaniis strategiis gamomuSavebaze dasaqmebulma Tqvenma gundma Tavidanve unda
gansazRvros, vin unda iyos aseTi dokumentis mimRebi. saarCevno kampaniis xelmZRvaneli
da sazogadoebriobasTan kavSirze pasuxismgebeli piri, albaT, saarCevno kampaniis im
xelmZRvanelebs warmoadgenen, romlebsac dasWirdebaT sruli gegma.
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4. dagegmvis teqnologia
dagegmvis marTva metad mravalferovania, yoveli konkretuli saarCevno kampaniis
mixedviT. yovel kampanias specifiuri moTxovnebi gaaCnia, romlebsac gansazRvravs
kandidati, politikuri garemoeba, personali, romelic SeiZleba mowveul iqnas kampaniaSi
samuSaod, da agreTve kampaniis gegma.
qvemoT im meTodebis aRwera mogyvavs, romlebic ufro efeqturs gaxdian Tqvens
dagegmvas. es meTodebi araviTar SemTxvevaSi ar warmoadgenen yovlismomcvel sistemas,
romelic gamoiyeneba yvela kampaniis mier. isini warmoadgenen sistemis safuZvels,
romelic SemuSavda da Tavisi efeqturoba daamtkica mraval warsul saarCevno kampaniaSi.
gadawyvetilebis miReba
kidev erTxel gavimeoroT: aris mxolod erTi adamiani, romelsac ufleba aqvs
RonisZiebebSi kandidatis monawileoba dagegmos. es adamiania – dagegmvaze pasuxismgebeli.
Tu is ar moiwonebs mas, es RonisZieba SeiZleba saerTod ar iqnas Setanili gegmaSi.
dadgenil unda iqnas TaTbirebis, gadawyvetilebis miRebis an sxva RonisZiebaTa
Catarebis tradicia imisTvis rom dagegmvaze pasuxismgebels SeeZlos konkretuli Txovnis
mniSvnelobis awon-dawona dagegmvis strategiis TvalsazrisiT. saarCevno kampaniis
xelmZRvaneli da, SesaZloa, kampaniis Catarebis Stabis sxva wevrebi CarTulni unda iyvnen
am procesSi.
perspeqtiuli gegma kandidatis saqmianobis moqnil ganrigs unda warmoadgendes.
ganrigi imdenad moqnili unda iyos, rom kandidatma unda SeZlos saarCevno kampaniis
cvladi politikuri situaciis Segueba. amave dros, igi kampaniis ZiriTad strategias
unda Seesabamebodes.
yoveldRiurad da/an yovelkvireulad dagegmvaze pasuxismgebeli unda amzadebdes
kandidatis ganrigs. masSi ganawilebuli unda iyos kandidatis saqmianoba yoveli wuTis
mixedviT, marSrutebis, krebebisa da im pirTa Sesaxeb informaciis miTiTebiT, romlebTanac
man kavSiri unda daamyaros. msxvilmasStabiani RonisZiebebisTvis dagegmvaze
pasuxismgebelma unda agreTve SeimuSaos mokle cnoba. am dokumentebis nimuSebi moyvanilia
danarTSi.
pasuxi mowvevaze
arsebobs ori saxis mowveva: miTiTebuli TariRiT da Ria TariRiT. miTiTebuli
TariRis mqone mowvevaSi moyvanilia kandidatis savaraudo monawileobis konkretuli dro
da konkretuli TariRi, xolo Ria TariRian mowvevaSi gamoxatulia survili kandidatis
monawileobis Taobaze romelime dRes garkveuli drois CarCoebSi.
pirvel etaps warmoadgens pasuxi im RonisZiebebze romelTa monawileobaSic Tqven
calsaxad uars ambobT. aseTebs miekuTvneba RonisZiebebi, romlebic interess ar
warmoadgenen kandidatisTvisa da saarCevno kampaniisTvis da ar moaqvT politikuri
sargebloba. amgvar Txovnebs agreTve miekuTvneba is Txovnebi, romlebic ewinaaRmdegeba
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winaswar dagegmil RonisZiebebs. gaagzavneT werili uariT, romelsac xels aweren
dagegmvaze pasuxismgebeli an kampaniis mmarTveli, magram ara kandidati.
amis Semdeg moqmedebas iwyebs Tqveni saarCevno kampaniis gadawyvetilebaTa miRebis
sistema. konsultacia sTxoveT saarCevno kampaniis zemoT aRniSnul xelmZRvanelebs
mowvevaTa Taobaze, romlebzec SeiZleba dadebiTi pasuxi gasceT. rekomendirebulia,
gaarkvioT yvelaferi RonisZiebis sponsorebis Sesaxeb, daukavSirdeT pirs, romelic
mocemul raionSi politikur kontaqtebs amyarebs TqvenTan, daazustoT, ra aris
mosalodneli kandidatisgan, damswreTa raodenoba da ZiriTadad damswreTa gvarebi.
mowvevis miRebis Sesaxeb gadawyvetilebis miRebis SemTxvevaSi, gaagzavneT madlobis
werili kandidatis xelmoweriT. daaregistrireT mowveva miRebul mowvevaTa specialur
reestrSi.
Tu gadawyvetileba ar SeiZleba iqnas miRebuli, gaagzavneT werili dagegmvaze
pasuxismgeblis an kampaniis mmarTvelis xelmoweriT, romliTac atyobinebT, rom mowveva
ganixileba. gansaxilveli mowvevebi SeinaxeT qronologiis mixedviT da daafiqsireT, ra
gadawyvetilebebi iqna miRebuli am mowvevebze.
SeecadeT, ar gasceT valdebulebebi metismetad Soreul perspeqtivaze. jgufTa
umetesobisaTvis ar iqneba tragedia, Tu konkretuli gadawyvetileba ar iqneba miRebuli
RonisZiebis Catarebis savaraudo TariRamde or kviraze adre. Tu raime valdebulebas
aiRebT Tqvens Tavze, uars nu ityviT masze SemdgomSi, Tu amis mizezs sagangebo garemoeba
ar warmoadgens.
dokumentebis Senaxva
dagegmvaze pasuxismgebeli imdenad kargia, ramdenadac kargia misi dokumentacia.
dagegmvis dokumentebi – yvelaze aucilebeli dokumentebia saarCevno kampaniaSi. isini
unda iyos mowesrigebuli, rom maTi moZebna SesaZlebeli iyos pirvelive saWiroebisaTvis.
dagegmvis masalebis Senaxvis ramodenime xerxi arsebobs. Cven migvaCnia, rom rac
ufro martivia sistema, miT ukeTesia. umetes SemTxvevaSi Tqven dagWirdebaT dokumentTa
or-ori egzemplari, romlebic daxarisxebulia TariRebisa da geografiuli raionebis
mixedviT. Tqven agreTve dagWirdebaT dokumentebis cal-calke Senaxva, ganxiluli,
miRebuli da uaryofili mowvevebis mixedviT.
aucileblad SeinaxeT yvela gansaxilveli mowveva erT adgilas, maTi Semosvlisa
da TariRebis mixedviT. rogorc ki gadawyvetileba miRebuli iqneba, maSinve gadaitaneT es
dokumenti saqaRaldeSi uaryofiTi an dadebiTi pasuxiT. SeinaxeT uaryofili dokumentebi
da daafiqsireT, ra moqmedeba iqna miRebuli maT mimarT. swored ukanasknelni, rogorc
sCans, mosvenebas ar mogcemen momavalSi.
aRricxvis ormagi sistema miRebis, uaryofis da mowvevis ganxilvis Sesaxeb
informaciis Senaxvis saSualebas iZleva TariRisa da geografiuli raionis mixedviT.
zogierTi yovel Tves calke feriT aRniSnavs. Ria TariRis mqone yvela mowveva saerTo
saqaRaldeSi moaTavseT, yoveli konkretuli Tvis mixedviT. dokumentebis klasificirebis
meore meTodia – geografiuli raionebis mixedviT. isini unda Seesabamebodes Tqveni
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kampaniis gegmaSi aRniSnul raionebs. dokumentebis Senaxvis es sistema mogcemT monacemebs,
romlebic aucilebelia im raionebis analizis Casatareblad, romlebSic kandidati
atarebs an gaatarebs Tavis dros.
SeinaxeT monacemebi yoveli RonisZiebis Sesaxeb Sekruli saxiT. yoveli axali
damatebiTi informaciis gamoCenis Tanave uzrunvelyaviT misi moTavseba ukve arsebul
informaciasTan RonisZiebis Sesaxeb.
perspeqtiuli dagegmva
es nawili asaxavs mTeli kviris RonisZiebaTa gegmas. RonisZiebaTa damtkicebisas,
igi siaSi Seitaneba. daafiqsireT RonisZiebis dro, dRe, TariRi, Catarebis adgili, piri,
romlis meSveobiT amyarebT kontaqts, da telefonis nomeri. perspeqtiuli dagegmva
Seicavs agreTve oficialur politikur TariRebs, dResaswaulebs, istoriul TariRebs
da aRniSnavs mniSvnelovan sazogadoebriv RonisZiebebs cnobis simartivisaTvis. es
gvexmareba kandidatis informirebaSi.
ganrigi
ganrigi dagegmvis ukanasknel etaps warmoadgens. sruli ganrigi iwereba erTi dRis
an mTeli kvirisaTvis. is Seicavs mniSvnelovan informacias RonisZiebebis, marSrutebis,
drois, adgilmdebareobis, pirebis Sesaxeb,romelTa meSveobiT myardeba kontaqtebi da a.S.
yovekvireuli
dagegmvaze pasuxismgeblis yvelaze mniSvnelovan instruments yovelkvireuli
warmoadgens. Cveulebriv, es swrafCamweria, romelic yovelTvis misi patronis
mxedvelobis areSi imyofeba. yovelTvis Tan gqondeT Tqveni yovelkvireuli, nurasdros
datovebT mas magidaze yuradRebis gareSe da nuravis miscemT. rodesac Tqven sadilad
midixarT, CaketeT is CanTaSi. nu waiRebT mas Tan sazogadoebriv adgilebSi.
moviyvanoT ramodenime ZiriTadi nawili, romlebic CarTuli unda iyos dRiurSi.
Tqven, SesaZloa, damatebiT nawilebs gamoiyenebT, magram Cvens mier moyvanili nawilebi
safuZvels warmoadgens:
saxelebis siebi
CarTeT dRiurSi olqis TaviseburebaTa analizis dros Sedgenili siebi da,
agreTve, telefonebis nomrebisa da misamarTebis siebi.
prioritetuli raionebi
geografiuli raionebis CamonaTvali, romlebSic tardeba Tqveni saarCevno kampania.
werilebis Sablonebi
sxvadasaxva werilebis nimuSebi, romlebic igzavneba mowvevebis sapasuxod. CarTeT
maTi aRniSvnebi, Tu Tqven kompiuteriT sargeblobT.
Tqveni gegma mxolod qaRaldze rCeba, sanam Tqven ar moiwvevT am samuSaos
Sesasruleblad Tqvens saukeTeso adamianebs. gegma kargia imdenad, ramdenadac realuria
misi Sesruleba. xolo Tqveni movaleobaa, uzrunvelyoT, rom Tqveni organizaciis
ZiriTadi Semsruleblebis mier miRebuli da mowonebuli es gegma Sesrulebul iqnas.
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5. risi gakeTebaa saWiro da ris ara dagegmvis dros
daskvnis saxiT moviyvanT ramodenime zogad wess imis Sesaxeb, Tu ra unda gakeTdes
da ra ara Statis sakanonmdeblo krebaSi da adgilobrivi marTvis organoebSi Tqveni
kandidatis saqmianobis dagegmvisas. Cveni rekomendaciaa daicvaT es wesebi.
risi gakeTebaa saWiro
• werilobiTi formiT daadastureT yvela Sexvedra, miRebuli mowveva da
RonisZiebebSi monawileoba rac SeiZleba adre.
• Tvalyuri adevneT, rom kandidati yvelgan Tavisdroze gamocxaddes.
• iqonieT erTi adgili dagegmvaze informaciis Sesagroveblad da iyolieT erTi
adamiani, romelic amiT aris dasaqmebuli.
• SeecadeT gamoiwvioT Tqvens kandidatSi madlierebis grZnoba yoveli mowvevis
mimarT da mzadyofna miiRos es mowveva. dagegmvaze pasuxismgebelma unda
Seatyobinos mowvevis miRebis an uaryofis Sesaxevb yovel calkeul SemTxvevaSi.
• gaeciT werilobiTi miTiTebebi. orjer SeamowmeT marSrutebi.gaigeT oTaxebis
nomrebi, telefonis nomrebi da sxva momentebi, raTa kandidati Camovides daniSnul
adgilze.
• mieciT kandidats dro dasvenebisTvis.
• gamounaxeT kandidats saTanado Tanxleba.
• informacia miawodeT kandidats yoveli RonisZiebis win da awarmoeT kandidatis
gamokiTxva yoveli RonisZiebis Semdeg.
ris gakeTeba ar SeiZleba
• nu miiRebT mowvevebs dabali prioritetis adgilebSi mxolod imitom, rom yvela
is, visac adre gaumarjvia arCevnebSi, iq namyofia.
• nu dagaviwydebaT xelmZRvanelobisa da organizatorebis informoreba kandidatis
raionSi yofnis Sesaxeb.
• nurasodes daarRvevT gegmas.
• nu gaauqmebT RonisZiebebs.
• nu dakargavT dros imaTze, vinc xmas miscems Tqvens winaaRmdeg.
• ar miiRoT aranairi mowveva, sanam ar daasrulebT Tqvens werilobiT gegmas.
• nu gadasdebT mowvevaze pasuxis gacemas, Tu mis ganxilvas dro dasWirdeba.
madloba mouxadeT mowvevisaTvis da auxseniT, rom gadawyvetilebis miReba jer ar
SegiZliaT.
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gegmebis SemuSaveba warmatebis misaRwevad
gegmebis gulmodgine SemuSaveba – warmatebis sawindaria nebismieri seriozuli
miznis misaRwevad. es exeba bizness, ojaxur cxovrebas, sazogadoebriv saqmianobas da,
gansakuTrebiT, politikur muSaobas. Tqveni mTavari amocanaa – uzrunvelyoT Tqveni
partiis kandidatis mxardamWeri yoveli amomrCevlis daswreba sarCevno punqtze
arCevnebis dRes. mocemuli miznis misaRwevad pirvel rigSi SeasruleT zemoaRniSnuli
amocanebi.
am amocanebis Sesruleba gacilebiT advili iqneba, Tu Tqven SeadgenT kalendars da
Tqveni muSaobis ganrigs.
6. kalendaruli gegma
kalendaruli gegma yoveli winasaarCevno kampaniis Semadgenel nawils warmoadgens.
es yvela RonisZiebis grafikia, romelic winasarCevno kampaniis CarCoebSi tardeba. aseTi
kalendaruli gegma fasdaudebel daxmarebas gagiwevT yvela dasaxuli nabijis
Sesasruleblad da giCvenebT, rogor warmatebas miaRwieT Tqven yovel etapze.
kalendaruli gegma Taviseburad Tqveni saarCevno kampaniis saerTo gegmis rukas
warmoadgens. masSi TvalsaCinod SeiZleba dainaxoT, rom winasaarCevno kampaniis CarCoebSi
Casatarebeli yvela RonisZieba da moqmedeba, da agreTve Tqvens gankargulebaSi arsebuli
yvela saxsrebi emsaxureba erT saboloo mizans – arCevnebSi gamarjvebas.
kalendaruli gegmis Sedgenisas aTvlis wertilad aiReT arCevnebis dRe da iareT
ukan, amasTan aRniSneT yoveli RonisZieba sufTa ujredebSi. miuTiTeT RonisZiebis
Catarebis vada da dro, romelic saWiroa mis momzadebaze.
gegmaze muSaobis dasawyisSi gaakeTeT Canawerebi fanqriT, radgan usaTuad saWiro
iqneba koreqtireba da Sesworebebis Setana. mas Semdeg, rac gegma Sedgenili iqneba,
mizanSewonilia garkveuli feriT aRniSnoT RonisZiebaTa yoveli tipi. magaliTad,
saorganizacio RonisZiebebi SeiZleba SeReboT wiTeli feriT, politikur agitaciasTan
dakavSirebuli RonisZiebebi – cisferad, fuladi saxsrebis Segrovebis RonisZiebebi –
mwvane feriT da a.S.
mas Semdeg, rac Tqven sabolood SeadgineT kalendaruli gegma, Tqvens winaSe
warmodgeba winasaarCevno kampaniis gaSlili saerTo suraTi. es dagexmarebaT Zalebisa da
saxsrebis efeqtur ganawilebaSi. magaliTad, Tqven winaswar SeZlebT imis gansazRvras,
ramdeni nebayoflobiTi TanaSemwis mowveva dagWirdebaT dasaxuli miznebis misaRwevad.
Tqven agreTve SeZlebT drois gaangariSebas, romelic ama Tu im RonisZiebis Casatareblad
dagWirdebaT.
gamoiyeneT kalendaruli gegma mTeli winasaarCevno kampaniis ganmavlobaSi
imisaTvis, rom uzrunvelyoT grZelvadiani programebis momzadeba da Catareba, efeqturad
gamoiyenoT fuladi saxsrebi da nebayoflobiT TanaSemweTa daxmareba. Tvalyuri adevneT
imas, rom winasaarCevno kampaniis mxolod xelmZRvanel muSakebisaTvis iyos xelmisawvdomi
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Tqveni kalendaruli gegma. ar aris saWiro Sedgenili kalendaruli gegmis gamoaSkaraveba
yvelas dasanaxavad.
7. kampaniis gegmis xarisxobrivi Sefaseba
qvemoT moviyvanT aT niSan-Tvisebas da aT kiTxvas, romelTa daxmarebiT Tqven
SegiZliaT saarCevno kampaniis Catarebis gegma SeafasoT, misi Sedgenis Semdeg.
gegmis sisrule. moicavs Tu ara gegma kampaniis yvela ZiriTad mxares, da iZleva
Tu ara srul da naTel suraTs momavali arCevnebisTvis mosamzadeblad?
obieqturoba. ra udevs safuZvlad miRebul gadawyvetilebebs – obieqturi faqtebi
da zusti gaangariSeba Tu subieqturi azri da crurwmena?
koreqtuloba. Seicavs Tu ara gegma naTel da mkafio amocanebs? awesebs Tu ara
gegma drois CarCoebs mis Sesrulebaze kontrolisaTvis? konkretulad vin agebs pasuxs
gegmis ganxorcielebaze da vin akontrolebs misi realizebis msvlelobas? dadgenilia Tu
ara ZiriTadi samuSao ubnebi?
Sesrulebis SesaZlebloba. realuria Tu ara dasaxuli amocanebis Sesruleba, Tu
maT gansaxorcieleblad meti droa saWiro?
dasrulebuloba. dasrulebulia Tu ara gegmis dawera? mowonebulia Tu ara gegma
kandidatis mier, Tu mas aqvs raime SeniSvnebi?
movaleobebis ganawileba da angariSgeba. uzrunvelyofs Tu ara gegma movaleobebisa
da pasuxismgeblobis ganawilebas? gansazRvravs Tu ara samuSaoebis Sesrulebis
konkretul vadebs? sakmaris xalxs aqvs Tu ara gaazrebuli is imdenad, rom
damoukideblad imuSavon mis calkeul nawilebze, Tu aucilebelia maTze mudmivi
kontroli zemodan?
moqniloba. sakmarisad moqnilia Tu ara gegma imisaTvis, rom reagireba SeiZlebodes
amomrCevelTa ganwyobilebis moulodnel cvlilebebze?
mizandasaxuloba. Seicavs Tu ara gegma yvela im nabijs, romelic aucilebelia
gamarjvebis misaRwevad? gaTvaliswinebulia Tu ara metoqis SesaZlo moqmedebani?
funqcionaluroba. radganac gegmis warmatebuloba imazea damokidebuli, Tu
ramdenad advilia misi praqtikaSi gamoyeneba, SeZlebs Tu ara Tqveni xalxi muSaobas
swored am gegmis gansaxorcieleblad?
optimaluroma. warmoadgens Tu ara mocemuli gegma optimalur dokuments,
romelic dawvrilebiT iTvaliswinebs momavali kampaniis yvela Taviseburebas? gaZlevT Tu
ara is saSualebas srulad gamoiyenoT Tqveni kandidatis Zlieri mxareebi da misi metoqis
susti mxareebi?
arCevnebSi gamarjvebisTvis saWiroa drois mcire monakveTis ganmavlobaSi Tqveni
Zalisxmevis koncentrireba moaxdinoT imaze, rom organizeba gauwioT rac SeiZleba met
xalxs, SeagrovoT aucilebeli saxsrebi, ganumartoT amomrCevlebs kandidatis programa
da umetesi maTgani daarwmunoT miscen mas Tavisi xmebi. winasaarCevno kampaniis Catarebis
gegma gansazRvravs amocanebs da miuTiTebs saxsrebsa da meTodebs, romlebic kandidatma
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unda gamoiyenos gamarjvebis misaRwevad. kargad dagegmilma winasaarCevno kampaniamac ar
SeiZleba arCevnebSi gamarjvebis garantia mogceT, magram arasaTanadod dagegmili da
sustad Catarebuli kampania usaTuod damarcxebisken migiyvanT.
kari VII. agitacia da propaganda saarCevno kampaniaSi
politikuri propaganda Seicavs masebze ideuri zegavlenis yvela saxeobas im
mizniT, rom daarwmunoT adamianebi mxari dauWiron Tqvens kandidats an Tqven adgilobriv
partiul organizacias. miaRwioT karg organizebas winasaarCevno kampaniis Catarebisas, es
jer kidev cotaa. aucilebelia, rom Tqveni lozungebi da mowodebebi amomrCevelTa
gulebs Seexos da survili aRuZras maT xma miscen Tqvens kandidats. politikuri
propagandis mizani maSin CaiTvleba miRweulad, rodesac Tqveni ideebi gaziarebul iqneba
adamianTa mier. qvemoT moyvanili terminebi saWiroa politikuri propagandis sxvadasxva
aspeqtebis gasaazreblad.
sulieri faseulobani. sulieri faseulobani orientirs warmoadgenen zneobis
sakiTxebSi. saerTo sulieri faseulobani mimarTulebas iZleva aqtualuri sakiTxebis
analizisas da politikuri poziciebis gamomuSavebisas am sakiTxebTan mimarTebaSi.
aqtualuri problemebi. aqtualuri problemebi – sazogadoebrivi politikis is
sakiTxebi da winaaRmdegobebia, romlebic yuradRebis centrSi iqnebian winasaarCevno
kampaniis msvlelobisas.
politikuri poziciebi. politikuri pozicia erTi da imave sakiTxis ZiriTad
mxareebs gansazRvravs, kandidatis Tvalsazriss da wamoyenebuli problemebis gadawyvetis
xerxebs gamoxatavs. politikuri poziciebi ar unda ewinaaRmdegebodes partiis
ideologiur mizandasaxulobas.
kampaniis leitmotivi. kampaniis leitmotivi – misi ZiriTadi ideaa. es mosazrebaa,
romelsac Tqven sTavazobT adamianebs, raTa mxari dauWiron Tqvens organizacias an xma
miscen Tqvens kandidats. kampaniis leitmotivi konkretul sakiTxebze arsebuli
poziciebis CarCoebs scildeba, da fundamentalur mrwamssa da miswrafebas gamoxatavs.
lozungebi da mowodebebi. lozungebi da mowodebebi kampaniis leitmotivis
gadmocemis formas warmoadgenen. lozungebis sozusteze da simarTleze damokidebulia
kandidatis poziciis mimzidveloba.
1. politikuri agitacia winasaarCevno kampaniis dros
politikur agitacias winasaarCevno kampaniis dros miekuTvneba yvela mimarTva,
romelic gadaicema masobrivi informaciis sxvadasxva saSualebebiT wimasaarCevno kapaniis
mTeli drois ganmavlobaSi.
saWiro mimarTva, romliTac Tqven mimarTavT saWiro auditorias saWiro dros, –
ai riT gamoirCeva Tqveni kampania, romelic gamarjvebisken migiyvanT, Cveulebrivi
kampaniisgan.
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xSirad winasaarCevno kampaniis Catarebisas gamoiyeneba reklama radioTi,
televiziiT da beWvdiT masalebSi, daigzavneba pres-relizebi, kandidatebi sityviT
gamodian, da amasTan maT mimarTvebSi darRveulia Tanmimdevroba.
amgvari koordinirebis ararseboba iwvevs drois da fuladi saxsrebis dakargvas.
efeqturi winasaarCevno kampaniis Casatareblad aucilebelia gegma. kandidatis poziciebis
maqsimaluri gaZlierebisaTvis aucilebelia, rom politikuri agitacia winasaarCevno
kampaniis Catarebisas, kampaniis saerTo strategiasTan harmoniul urTierTkavSirSi iyos.
winasaarCevno platformis SemuSaveba
radganac adamianTa umetesobas politika ar ainteresebs an isini Tvlian, rom
politikosebs arafris gakeTeba ar surT imisaTvis, rom maT daxmareba aRmouCinon,
politikuri agitacia winasaarCevno kampaniis Catarebisas unda `ukavSirdebodes~
amomrCevlis interesebs. man unda daarwmunos amomrCevlebi, rom Tqven igive sakiTxebi
gaRelvebT, rac maT. Tqven aucileblad maTive kuTxiT unda miudgeT amomrCevelTa
problemebs.
amitom, winasaarCevno kampaniis Catarebisas politikuri agitaciis fuZemdebeli
principi unda iyos:
`adamianebi xmas aZleven imas, visac, maTi azriT, igive sakiTxebi aRelvebs,
rac maT, da agreTve imas, vinc, maTi azriT, erTaderTia, romelsac unari
Seswevs maTi cxovreba ukeTesobisaken Secvalos~.
amgvari midgomiT moqmedebisas, Tqven unda gadasinjoT Tqveni warmodgenebi sxva
adamianebTan urTierTobis Sesaxeb. amasTan, Tqven uari unda TqvaT imaze, risic gjerodaT,
an gadasinjoT Tqveni Sexedulebebi zogierT sakiTxze. aucilebelia SecvaloT
amomrCevlebisTvis Tqveni Sexedulebebis miwodebis xerxi.
arsebobs droiT gamocdili meTodebi, romlebic dagexmarebian garkveuli forma
mianiWoT Tqvens gamosvlas da uCvenoT adamianebs, rom Tqven igive problemebi gaRelvebT,
rac maT, da am problemebis gadawyvetis unikaluri SesaZleblobebi gagaCniaT. visaubroT
yvela winasaarCevno politikuri mimarTvis safuZvlis Sesaxeb, romelsac ewodeba: `aTi
fuZemdebeluri faseuloba~.
aTi ZiriTadi zogadsakacobrio faseuloba
imisaTvis, rom daarwmunoT sxvebi imaSi, rom Tqven igive sakiTxebi gaRelvebT, rac
maT, Tqveni politikuri agitaciis safuZvlad unda idos fuZemdebluri faseuloba an
mcneba.
Rrma samecniero gamokvlevebma da maTma praqtikulma gamoyenebam uCvena, rom
arsebobs aTi ZiriTadi faseuloba, romelic Zalian mniSvnelovania mTeli msoflios
adamianebisTvis. es fuZemdebluri faseulobebi gamoiyeneba rogorc samSeneblo agurebi
efeqturi agitaciis Catarebisas. maTi gamoyenebiT Tqven SegiZliaT naTlad uCvenoT
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amomrCevlebs, rom Tqven igive sakiTxebi gaRelvebT, rac maT. ai am faseulobaTa
CamonaTvali:
janmrTeloba – imis rwmena, rom Tqven da Tqveni ojaxi janmrTelebi iqnebiT.
finansuri uzrunvelyofa – survili iyoT finansurad uzrunvelyofilni amJamad
da momavalSi.
ufro mWidro kavSiri RmerTTan – simSvidis grZnoba Tqveni sarwmunoebis,
sakulto wesebis Sesrulebis Seuferxeblobis mimarT.
ufro harmoniuli damokidebuleba Tqvens ojaxTan – survili iqoniT ufro
srulyofili urTierTobebi Tqvens ojaxSi.
uxrunvelyofili sibere – yvelas gvinda, rom Cveni sicocxle pensiaze gasvlis
Semdeg iyos mSvidi da iseTive kargi, rogorc amJamad.
dasveneba – yvelas gvsurs, rom gvqondes meti Tavisufali dro da rom es dro
met siamovnebas gvaniWebdes.
kargi samuSao – SesaZlebloba viSovoT samuSao, romelic met siamovnebas
gvaniWebs da ukeTesad agvinazRaurdeba.
ukeTesi cxovreba Cveni SvilebisTvis – yvelas gvsurs, rom Cvenma Svilebma Cvenze
ukeTesad icxovron.
kargi sacxovrebeli – SesaZlebloba gvqondes kargi sacxovrebeli.
mogzauroba – survili vinaxuloT axali adgilebi, SevxvdeT axal xalxs.
es ZiriTadi principebia, romlebsac iziarebs yvela adamiani, da swored isini unda
gamoiyenoT safuZvlad amomrCevelTa Soris politikuri agitaciis Catarebisas. isini
gaiZuleben mimarToT amomrCevlebs maTTvis gasagebi eniT.
nebismieri kiTxvis ZirSi SeiZleba aRmoaCinoT, sul cota, erTi mainc aTi
ZiriTadi faseulobidan.xSirad erTi da igive sakiTxi SeiZleba dakavSirebuli iyos
ramodenime faseulobasTan. gulmodgineT SeiswavleT sakiTxi, airCieT mxolod is
faseuloba, romelic yvelaze metad gamogadgebaT da romelic, Tqvenis azriT,
dagexmarebaT yvelaze ufro kargad miitanoT Tqvens auditoriamde amgvari sakiTxi.
faseuloba-idea-problema. aTi fuZemdebeli faseuloba udevs fuZed sqemas `faseuloba-
idea-problema~. gamoiyeneT mocemuli sqema imisaTvis, rom garkveuli forma miaRebinoT
Tqvens gamosvlas. amomrCevlebi xmas mogcemen, Tu Tqvens mimarTvaSi daeyrdnobiT maTTvis
yvelaze ufro misaReb cnebebs.
sakiTxi, koncefciebi da lozungebi politikuri agitaciis Catarebisas SeiZleba
ganixilebodes sam doneze:
faseulobaTa done – rodesac saZirkveli edeba saerTo safuZvels an princips
ideuri done – rodesac auditorias ganemarteba Tqveni poziciis konceptualuri
safuZveli
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problemuri done – rodesac detalurad gadmoicema problemis sxvadasxva
mxareebi, da agreTve mieTiTeba Tqveni pozicia mocemuli problemis mimarT.
metad mniSvnelovania, daiwyoT faseulobaTa doneebiT, Semdeg gadaxvideT ideur
doneze, da, bolos, problemur doneze. daiwyebT ra zogad faseulobebze an mrwamsze
msjelobiT, Tqven mimarTavT Tqvens auditorias misTvis mniSvnelovani sakiTxiT da
msjelobT misTvis gasageb enaze. amgvari kavSiri darwmunebis efeqtur saSualebas
warmoadgens.
auditoriasTan urTierTgagebis damyarebis Semdeg Tqven SegiZliaT Tqveni ideis
ganviTarebasa da ganmartebas SeudgeT. idea im problemis an koncefciis fuZea, romlis
momxresac Tqven warmoadgenT. TqvenTvis aucilebelia Tqvens koncefciaSi daarwmunoT
auditoria manamde, sanam is SeZlebs misi calkeuli nawilebis aRqmas.
da bolos, mas Semdeg, rac Tqven daumtkiceT auditorias, rom iziarebT mis
faseulobebs da daarwmuneT is Tqveni ideis mxardaWeris aucileblobaSi, SegiZliaT
problemis detalur ganxilvas SeudgeT. xSirad kandidatebi msjelobas iwyeben problemis
detalebis axsniT manam, sanam misi arsebobis mizezebs axsnidnen.
gaxsovdeT: adamianebi xmas aZleven imas, visac, maTi azriT, igive sakiTxebi
aRelvebs, rac maT.
ai sqemis `faseuloba-idea-problema~ magaliTi. Cveni kandidati ganixilavs
ganaTlebis sakiTxebs:
`Cven aRar SegviZlia davxuWoT Tvalebi im problemebze, romlebic Cveni bavSvebis
ganaTlebasTan aris dakavsirebuli. maT ganaTlebasTan dakavSirebuli sakiTxebis
ugulvelyofiT, Cven iseTi sicocxlisaTvis vwiravT Cvens bavSvebs, romelic
gadarCenisTvis brZoliT aRsavse iqneba. (saerTo faseuloba: kargi cxovreba Cveni
bavSvebisaTvis)
sasworzea Cveni sazogadoebis momavali. Cven unda gamoviyenoT yvela SesaZlo
saxsrebi, raTa gadavarCinoT Cveni Svilebi aseTi xvedrisgan. mzrunveloba unda
gamoviCinoT yvela bavSvis, da ara mxolod cveni sakuTari Svilebis mimarT. muSaoba unda
CavataroT skolebSi da monawileoba miviRoT Cveni bavSvebis ganaTlebaSi. (ideis Semotana)
Cven, mSoblebma, pedagogebma da sazogadoebis dainteresebulma pirebma, mxardaWera
unda gauwioT programebs, romlebic Camouyalibeben Cvens bavSvebs konkurentuli
brZolisTvis aucilebel unar-Cvevebs Cveni maRalkonkurentuli ekonomikis pirobebSi.
aucilebelia finansuri mxardaWera aRmouCinoT programebs, romlebic uzrunvelyofen
Cveni bavSvebis saWiro momzadebas. (problemis aRwera)~
GganvixileT ra sakiTxi imis Sesaxeb, Tu rogori forma unda hqondes Cvens
mimarTvas, ganvixiloT am fuZemdebluri principis sxva nawili. adamianebi xmas aZleven
imas, visac, maTi azriT, unari Seswevs miaRwios dadebiT cvlilebebs.
amomrCevlebTan emociuri urTierTkavSiris dasamyareblad metad mniSvnelovania
jer daanaxoT Tqveni Sefiqrianeba zogadsakacobrio faseulobaTa safuzvelze, xolo mere
uCvenoT, rom Tqven unikaluri SesaZleblobebi gagaCniaT am problemis gadasawyvetad.
kandidatis ganmasxvavebeli niSan-Tvisebebia – is, Tu ras warmoadgens igi da rogor
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apirebs ukeTesobisaken cvlilebebs. adamianebs raime mizezi sWierdebaT imisaTvis, rom
CaTvalon, rom Tqven gesmiT maTi problemebi da Tqveni mxardaWeris SemTxvevaSi maT
cxovrebaSi marTlac mniSvnelovani cvlilebebi moxdeba ukeTesobisaken.
yovel kandidats unikalur politikuri da cxovrebiseuli gamocdileba gaaCnia.
magaliTad, kandidati xangrZlivi drois ganmavlobaSi cxovrobda mocemul raionSi,
kargad gaegeba aq mcxovreb adamianTa problemebi. an, magaliTad, kandidati flobs
problemas Tavisi saganmanaTleblo da profesiuli, an piradi gamocdilebis wyalobiT.
saWiroa auxsnaT, rarig gexmarebaT Tqveni gamocdileba da gagebiT miudgeT
arsebuli problemebis ganxilvas.
magaliTi: `me mesmis, Tu ra didi mniSvneloba aqvs ganaTlebas imitom, rom ukve aT
weliwadze metia pedagogad vmuSaob~.
politikuri agitacia Tqveni winasaarCevno kampaniis Catarebisas iseTnairad unda
iyos agebuli, rom ZiriTadi aqcenti im faqtze keTdebodes, rom Tqveno kandidati
iziarebs amomrCevelTa SeSefoTebas sxvadasxva sakiTxebze da agreTve im unikalur niSan-
Tvisebebze, romlebic axasiaTebs Tqvens kandidats. gamoiyeneT es formula pres-pelizebis
dawerisas, broSurebis Sedgenisas, politikuri reklamebis gadacemisas televiziiTa da
radioTi, an amomrCevelTa winaSe nebismieri mimarTvebiT gamosvlisas.
SeSfoTebis gaziareba + unikaluri niSan-Tvisebebi = emociuri urTierTkavSiri
xSirad kandidatebi laparakoben imaze, Tu ratom ar unda misceT Tqven xma maT
oponents da ara imaze, Tu ratom unda misceT xma maT. kandidatTa mosazrebani, romlebic
oponentTa kritikazea agebuli, sakmarisad damajerebeli ar aris amomrCevlebisaTvis
imisaTvis, rom maT xma miscen aseT kandidats. Tqveni winasaarCevno kampaniis ZiriTadi
mimarTuleba arasodes ar unda iqnas dayvanili mxolod oponentis kritikamde. da,
TumcaRa saWiroa oponentisagan Tqvens gansxvavebebs xazi gausvaT, saWiroa agreTve
warudginoT amomrCevlebs motivi, risTvisac maT xma unda mogcen. maT unda sjerodeT,
rom Tqven imis Rirseul alternativas warmoadgenT, rac maT ukve aqvT.
darwmuneba ufro efeqturad moqmedebs, Tu mas safuZvlad emociuri argumentacia
udevs. winasaarCevno kampaniis msvlelobaSi kandidatebma unda daarwmunon amomrCevlebi,
da ara maTi ganaTlebis donis amaRlebas Seecadon. problemis yvela mxaris
gansaxilvelad, romelTa Sesaxeb amomrCevlebs warmodgenac ara aqvT, ubralod dro ar
geyofaT. politikuri agitaciis ZiriTadi mizania – daarwmunoT amomrCevlebi xma miscen
konkretul kandidats.
Tu Tqveni emociuri agitacia amomrCevelTa gulebs Caswvdeba, maT imis motivacia
gauCndebaT, rom Tqven mogcen TavianT xmebi.
gaxsovdeT, Tqven SegiZliaT daarwmunoT amomrCevlebi imaSi, rom Tqven mogcen
TavianT xmebi winasaarCevno politikuri agitaciis iseTi meTodebisa da saSualebebis
gamoyenebiT, romlebic amomrCevlebTan emociur urTierTkavSirs qmnian.
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imiT, rom iziarebT amomrCevelTa Sefiqrianebas da uCvenebT maT, rom Tqven
arsebuli problemebis gadawyveta SegiZliaT, Tqven emociur kavSirs amyarebT kandidatis
amomrCevlebTan, romelic Tavisi winasaarCevno kampaniis msvlelobaSi am martiv formulas
iyenebs da yvelaze ufro did warmatebas aRwevs agitaciis Catarebisas.
2. politikuri agitaciis Catarebis ZiriTadi principebi
winasaarCevno kampaniis msvlelobaSi politikuri agitaciis dagegmvisa da
Catarebisas saWiroa gaiTvaliswinoT Semdegi postulatebi:
`simarTle – is aris, risic adamianebs sjeraT~
winasaarCevno kampaniis msvlelobaSi agitaciisas simarTle yovelTvis Wemariteba
ar aris. Tqven SegiZliaT Tqveni naTqvami WeSmaritebaT CaTvaloT, magram Tu amomrCevlebi
ar daijereben amas, Tqven didi Sroma dagWirdebaT imisaTvis, rom sawinaaRmdegoSi
daarwmunoT isini. magaliTad, ukanasknel SetyobinebebSi naTqvamia, rom iwyeba ruseTis
ekonomikis aRmavloba. SeiZleba es WeSmaritebasTan axlosac iyos, da Tqveni kandidatic am
Tvalsazriss iziarebdes, magram Zalian rTuli iqneba daarwmunoT am faqtis sinamdvileSi
ruseTis mosaxleoba.
agitaciis ageba winasaarCevno kampaniis msvlelobaSi saWiroa daiwyoT im ZiriTadi
winapirobebis SeswavliT, romlebic sxva adamianebis warmodgenaSi utyuaria. Tqven unda
SearCioT sakiTxebi, romlebic uSualod aRelvebs amomrCevlebs. gamonaxeT saerTo
Sexedulebebi amomrCevlebTan raime sakiTxebis mimarT da gaiziareT maTi SeSfoTeba an
mrwamsi. gansazRvreT problemebi, romlebsac yvelaze didi mniSvneloba aqvT
amomrCevlebisaTvis; Tu politikuri agitaciis Catarebisas Tqven ukve daiwyeT raime
problemebis ganxilva, CaatareT sazogadoebrivi azris gamokiTxva im zegavlenis
gasarkvevad, romelsac Tqveni pozicia axdens mosaxleobaze.
`adamianebi advilad eqcevian pirSi qebis gavlenis qveS~
rogorc Zvel andazaSia naTqvami: `buzebs Tafli izidavs, da ara nakbeni~. yvela
adamiani advilad eqceva pirSi qebis gavlenis qveS. Tqven advilad moigebT auditoriis
gulebs, Tu ityviT, rom maTi sazrunavi TqvenTvis yvelaze mniSvnelovania.
gamoiyeneT Seqeba Tqven momaval TanamdebobasTan dakavSirebuli sakiTxebis
ganxilvisas. magaliTad, Tu Tqven pensionerebs ugzavniT sareklamo masalebs, miuTiTeT,
Tu raoden mniSvnelovnad TvliT maT wvlils ruseTis sazogadoebis mSeneblobaSi da
rogor apirebT maTi siberis uzrunvelyofas.
`adamianebi Zunwebi arian~
adamianebi Tavis siRrmeSi Zunwebi arian. es zneobriobac aris da biwierebac. am
faqts Tu SeignebT, Tqven imis gagebasac SeZlebT, ratom miiCneven isini, rom
dainteresebulni arian Tqvens kampaniaSi. maT motivi unda hqondeT, xma mogcen Tqven.
winasaarCevno kampaniis msvlelobaSi politikuri agitaciis Catarebisas Tqven unda
uCvenoT, ra cvlilebebi moxdeba maT cxovrebaSi, Tu isini Tanamdebobaze agirCeven.
`iwinaswarmetyveloT da daaswroT~
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winasaarCevno kampania vakuumSi ar tardeba. saWiroa yovelTvis gaxsovdeT Tqveni
oponentis Tvalsazrisi sxvadasxva problemaze. politikuri agitaciis dagegmvisas
SeecadeT winaswar gamoicnoT Tqveni oponentis reaqcia Tqveni programebis mimarT da
daaswroT mas.
Tu TqvenTvis cnobilia, rom Tqveni oponenti apirebs ieriSze gadmovides raime
problemasTan dakavSirebiT, moamzadeT amisaTvis sazogadoebrioba. mouyeviT, ratom apirebs
amis gakeTebas Tqveni oponenti da auxseniT, ratom ar uWerT mxars mis mosazrebas.
zogjer saWiroa Tqven TviTon daaswroT mas da ieriSze gadaxvideT, amasTan pirvelma
gaacaniT Tqveni mosazreba da SeiqmeniT Zlieri imiji am problemasTan an analogiur
problemasTan mimarTebaSi.
`gameoreba + gulSi Cawvdoma = zegavlena~
rac ufro xSirad gaimeorebT Tqvens mimarTvas Tqvens mier dasaxuli jqufis
winaSe, miT ukeTesad iqneba aRqmuli da aTvisebuli is. swored am mizezis gamo aseTi
didi mniSvneloba aqvs Tqveni mimarTvebis koordinirebas masobrivi informaciis
saSualebebSi fasiani da ufaso reklamebis ganTavsebisas, da agreTve rac SeiZleba xSir
gamosvlebs. amitom, saWiroa mTeli Tqveni Zalisxmevis koncentrireba moaxdinoT
amomrCevlebamde ori an sami ZiriTadi azris miwodebaze winasaarCevno kampaniis mTeli
drois ganmavlobaSi.
Cveulebriv iTvleba, rom amomrCevlebma unda moisminon lozungi aranakleb
Svidjer mainc, manam Cawvdebian mis azrs. winasaarCevno kampaniis msvlelobaSi xSirad
gamoiyeneba erTmaneTis sawinaaRmdego mimarTvebi, romlebiTac kandidati amomrCevelTa
winaSe gamodis, amsTan yoveli calkeuli mimarTvis zegavlena kargavs Tavis Zalas.
saarCevno kampaniis dasasruls amomrCevlebi darwmunebulni ar arian, ras sTavazobs maT
kandidati da amitom maT ar gaaCniaT motivi, ratom miscen xma am kandidats.
ris gakeTebaa saWiro da ris ara politikuri agitaciis Catarebisas
qvemoT moyvanilia zogierTi rCeva winasaarCevno kampaniis msvlelobaSi
politikuri agitaciis Casatareblad.
risi gakeTebaa saWiro
SearCieT sakiTxi, romelic aRelvebs amomrCevlebs
waukiTxeT Tqveni mimarTva yvelasaTvis gasagebi eniT
politikuri agitaciis yvela RonisZiebis Catarebisas dasmul unda iqnas
konkretuli mizani, romelic Seesabameba winasaarCevno kampaniis saerTo gegmas.
saagitacio masalebic yvelasTvis advilad gasagebi unda iyos
ris gakeTeba ar aris saWiro
nu gamoiyenebT profesiul da rTul enas
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nu moaxdenT problemebis dramatizirebas, SesTavazeT maTi gadawyvetis gzebi
nurasodes SeuracxyofT amomrCevlebs
3. politikuri agitaciis miznebi
yoveli mimarTva amomrCevlebTan, romliTac Tqven gamodixarT winasaarCevno
kampaniis msvlelobisas, konkretul mizans isaxavs. politikuri agitaciis Catarebis
RonisZiebaTa gegma unda Seesabamebodes Tqven politikur gegmas da mis strategiul
mimarTulebas. Tqveni gegma unda uzrunvelyofdes mizanTa Tanmimdevrul miRwevas
politikuri agitaciis Catarebisas.
Cveulebriv politikuri agitaciis yvela etaps Tavisi amocanebi aqvs dasaxuli.
magaliTad, kampaniis pirvel etapze yvela Zaliasxmeva koncentrirebulia imaze, rom
kandidatis saxeli nacnobi iyos yvela amomrCevlisTvis. es niSnavs imas, rom yovelma
amomrCevelma unda icodes garkveuli piris saxeli da Tanamdeboba, romelzedac is kenWs
iyris. yoveli kampaniisaTvis arsebobs sxvadasxva xerxebi da vadebi am miznebis misaRwevad.
qvemoT moyvanilia politikuri agitaciis eqvsi mizani
`saxelis cnoba~ - es noSnavs, rom amomrCevlebma unda icodnen Tqveni saxeli, da
is Tanamdeboba, romelzedac Tqven kenWs iyriT. amomrCevelTa umetesoba ise midis
saarCevno ubanSi, rom arc icis, vis misces xma. xSirad isini xmas aZleven imas, visi
saxelic maTTvis cnobilia. amitom aris amdenad mniSvnelovani, rom amomrCevlebma icodnen
Tqveni saxeli da Tanamdeboba, romelzedac Tqven kenWs iyriT.
imiji – imis Semdeg, rodesac amomrCevlebisaTvis cnobili gaxda kandidatis
arsebobis Sesaxeb, politikurma agitaciam unda imuSavos misi imijis Seqmnaze.
kandidatis imiji – is STabeWdilebaa, romelsac is tovebs amomrCevelTa Soris.
mniSvnelovania, amomrCevlebma CaTvalon, rom isini icnoben kandidats. kandidati – is
piria, romelTanac maT saubari SeuZliaT, romelsac SeiZleba endon, romelsac SeiZleba
daeyrdnon. saboloo jamSi aucilebelia, amomrCevlebs sjerodeT, rom maTi problemebi
namdvilad gaRelvebT Tqven, da Tqven namdvilad gaxasiaTebT is niSan-Tvisebebi, romlebic
aucilebelia pozitiuri cvlilebebis gansaxorcieleblad.
problemebi – problemebi politikuri kampaniis ganuyofel nawils warmoadgens.
yvelaze mniSvnelovan rols problemebi TamaSoben im TvalsazrisiT, rom kandidatma
SeZlos sxvaobis demonstrireba Tavisa da Tavis oponents Soris, da agreTve Seiqmnas
imiji.
problemebi mniSvnelovan saSualebas warmoadgenen kandidatis cnobadobis
asamaRleblad, magram, miuxedavad amisa, problemebze aqtiuri msjeloba winasaarCevno
kampaniis msvlelobaSi sakmaod iSviaTia. problemebze msjelobisTvis SeiZleba gamoyenebul
iqnas politikuri agitaciis sxvadasxva xerxebi da saSualebebi. efeqtur saSualebebs,
romlebic SeiZleba gamoiyenos kandidatma problemebze Tavisi Tvalsazrisis gamosaxatad,
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warmoadgenen gamosvlebi, debatebi, masalebis dagzavna fostiT, saagitacio furclebi, da
agreTve reklama radioTi da televiziiT.
nu daiviwyebT, rom Tqveni winasaarCevno kampaniis ZiriTadi Zalisxmeva
koncentrirebul unda iqnas maqsimum or an sam problemaze, amasTan aucilebelia
gamudmebiT imeoroT Tqveni mosazrebani am problemebze. magram, yoveli konkretuli
gamosvlis dros unda gaaSuqoT mxolod erTi problema. reklama, romelSic gaSuqebulia
erTdroulad ramodenime problema, abnevs amomrCevels, xolo Tu Tqveni reklama
winaaRmdegobebis Semcvelad moeCvenebaT maT an gauWirdebaT misTvis Tvalyuris midevneba,
isini naklebad miaqceven mas yuradRebas.
`pirispir dgoma~ - am saxis politikuri agitaciiT Tqven SeZlebT sxvaobaTa
demonstrirebas Tqvensa da Tqvens oponents Soris. Tu Tqven sxvaobas ar uCvenebT Tqvensa
da mas Soris, amomrCevlebi gaagrZeleben xmis micemas ise, rogorc adre akeTebdnen amas,
anu xelaxla airCeven deputats.
imisaTvis, rom oponentze efeqturi ieriSi moaxdinos an imisaTvis, rom aCvenos
sxvaoba massa da mis oponents Soris, kandidati pativiscemiT unda sargeblobdes. manam,
sanam Tqven SeZlebT am sxvaobis Cvenebas, amomrCevlebma unda icodnen Tqveni saxeli,
dadebiTi azri unda gaaCndeT Tqvens mimarT da gaazrebuli hqondeT Tqveni Tvalsazrisi
problemis Taobaze.
`dacva~ - ieriSis dagegmvisas saWiroa dacvisaTvis moemzadoT. im dros, rodesac
Tqvensa da Tqvens oponents Soris sxvaobis saCveneblad emzadebiT, is, SesaZloa igives
gakeTebas apirebs. saukeTeso dacva metoqis ieriSisgan – ieriSisTvis winwswar mzadyofnaa.
nu dagaviwydebaT Tqveni ara mxolod Zlieri mxareebis, aramed susti mxareebis
gaanalizebac. es pirveli nabiji iqneba Tqveni SesaZlo susti adgilebis dacvisaTvis
momzadebaSi, romlebzec Tqveni metoqe ieriSs apirebs.
manam, sanam ierSs upasuxebT, SeecadeT, SeafasoT misi mniSvneloba, da agreTve is,
Tu ra zegavlenas moaxdens is amomrCevlebze. reagireba ar unda moaxdinoT oponentis
ieriSze, Tu is umniSvnelo zegavlenas moaxdens an saerTod ar moaxdens zegavlenas
winasaarCevno kampaniaze. amgvari qmedebebi mxolod amomrCevelTa yuradRebas miipyrobs am
problemisadmi. SeafaseT ieriSis efeqturoba, Zalze xSirad ieriSi imisaTvis iwyeba, rom
winasaarCevno kampaniis normaluri msvleloba dairRves da dasaxul gegmas gadauxvios.
xSirad ieriSebi kandidatze gamoiyeneba winasaarCevno kampaniis bolo dReebSi. mzad
unda iyoT amisaTvis, CaatareT gamokvlevebi da moamzadeT saimedo dacvis gegma. ai dacvis
oTxi samagaliTo saSualeba:
`me es ar gamikeTebia~ - uaryaviT braldeba
`me gavakeTe es, magram is ar aris, rac Tqven ggoniaT~ - auxseniT, ratom ar aris
braldeba imdenad saSiSi, Tumca teqnikurad sworia
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`me es gavakeTe, bodiSs mogixdiT. es arasodes gameordeba~ - aRiareT, rom es
simarTlea, da TqviT, rom arasdros gameordeba
`adamiani, romelmac es Tqva, - TaRliTia~ - ieriSi miitaneT Tavdasxmis wyaroze.
nu dagaviwydebaT, rom ar unda gadauxvioT Tqvens gegmas ieriSis gamo. ieriSze upasuxeT
adekvaturad, xolo, Tu Tqven mtkicebani gagaCniaT Tavis dasacavad, darwmunebuli unda
iyoT, rom is zusti da naTelia. da bolos, yvelaze mniSvnelovani wesia – nurasodes
moityuebiT.
areCvnebis dRes amomrCevelTa aqtiurobis gazrdisaken mimarTuli RonisZiebebi-
winasaarCevno kampaniis uakansknel Strixs warmoadgenen arCevnebis dRes
amomrCevelTa aqtiurobis gazrdisaken mimarTuli RonisZiebebi. Tu winasaarCevno kampaniis
msvlelobisas Tqven swored CaatareT politikuri agitacia, maSin Tqven moaxerxeT
amomrCevelTa darwmuneba, Tqven mogcen xma. axla ki, saWiroa gaakeToT ise, rom isini
movidnen saarCevno ubnebze. momxreTa erTnairi raodenobis SemTxvevaSi imarjvebs is, vinc
Seaguliana amomrCevlebi saarCevno ubnebze misasvlelad.
4. winasaarCevno kampaniis lozungi (leitmotivi)
Tqveni winasaarCevno kampaniis yvelaze mniSvnelovan komponents warmoadgens misi
ZiriTadi lozungi. ZiriTadi lozungi – es gamoTqmaa, romelic warmodgenas iZleva
kandidatze da imaze, Tu ras mouwodebs is. es mimarTvaa, romliTac Tqven mudmivad
gamodixarT winasaarCevno kampaniis msvlelobaSi imisaTvis, rom daarwmunoT amomrCevlebi
xma miscen Tqvens kandidats.
winasaarCevno kampaniis mTavari lozungi – politikuri agitaciis yvela
RonisZiebis yvelaze mTavari nawilia. is wiTel xazad unda misdevdes Tqveni winasaarCevno
kampaniis yvela aspeqts, dawyebuli Tqveni politikuri gegmiTa da strategiiT da
saorganizacio RonisZiebebiTa da fuladi saxsrebis mozidvis RonisZiebebiT damTavrebuli.
is konceptualurad mainc unda axldes winasaarCevno kampaniis msvlelobaSi politikuri
agitaciis yvela RonisZiebas. amomrCevlebisadmi nebismieri mimarTva mxars unda uWerdes
da aZlierebdes winasaarCevno kampaniis mTavar lozungs.
mTavari lozungis formulireba xorcieldeba Tqveni winsaarCevno kampaniis
Taviseburebebidan gamomdinare, masSi gaTvaliswinebul unda iqnas Tqveni kandidatis
Zlieri mxareebi da misi oponentis susti mxareebi. is unda JRerdes damajereblad da
amomrCevelTa ndobas imsaxurebdes.
rogorc ukve iyo naTqvami, imisaTvis, rom sareklamo mimarTvebma mTlianad
daipyros amomrCevelTa goneba saWiroa sistematurad gaimereoT isini. winsaarCevno
kampaniis mTavari lozungi erTaderTi yvelaze mniSvnelovani elementia, romelic
gamudmebiT unda umeoroT amomrCevlebs. ai, ra azri unda mouvideT pirvel rigSi
amomrCevlebs, rodesac fiqroben Tqvens kandidatze.
lozungi normaluri adamianuri eniT unda iyos formulirebuli. is ar unda iqces
fuWe devizad. masSi unda Candes, rom Tqven igive problemebi gaRelvebT, rac
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amomrCevlebs, da rom Tqven kandidats unikaluri niSan-Tvisebebi gaaCnia am problemebis
gadasawyvetad.
winasaarCevno kampaniis lozungi unda iyos martivi. rac ufro martivi iqneba is,
miT ufro advili iqneba misi damaxsovreba. amave dros, masSi Cadebuli unda iqnas
garkveuli azri. gaanalizeT Tqveni kandidatis da Tqveni oponentis mimarTvebi,
CamoacileT yovelive zedmeti da gamoyaviT maTi ZiriTadi arsi. gulmodgineT imuSaveT
TiToeul sityvaze, sanam ar gamonaxavT yvelaze moxerxebul frazas. lozungis SerCevis
Semdeg, gamoiyeneT is mTeli winasaarCevno kampaniis ganmavlobaSi. winasaarCevno kampaniis
ganviTarebis mixedviT, yoveli Semdgomi mimarTva lozungis axali xedvis SesaZleblobas
uqmnis amomrCevlebs. lozungis gameoreba da Semdgomi mimarTvebi uqmnian amomrCevlebs
naTel STabeWdilebas imis Sesaxeb, Tu ras mouwodebs Tqveni kandidati da ratom aris
aucilebeli swored mas miscen xma.
5. winasaarCevno RonisZiebaTa tipebi
RonisZiebaTa CamonaTvali, romelSic kandidats monawileoba SeuZlia Tqveni
iniciativiT, WeSmaritad ganusazRvrelia. sul cota warmosaxvis unari, organizatoruli
Cvevebi, jgufuri Zalisxmeva – da Tqven SeZlebT iseTi winasaarCevno RonisZiebebis
Catarebas, romlebic politikur dividendebs mogitanen.
RonisZiebaT sruli siis Sedgenis mcdeloba, albaT SeuZlebelia, da arc
mizanSewonilia. qvemoT moyvanili ideaTa CamonaTvali yovlismomcveli ar aris. magram is
karg saxelmZRvanelos warmoadgens kampaniis saagitacio SesaZleblobaTa gamosakvlevad.
politikuri mitingebi da sadilebi
eleqtronikis saukuneSi mitingebi moZvelebul movlenad gveCveneba. miuxedavad
amisa, isini jer kidev metad efeqturia kargi organizebis SemTxvevaSi. rekomendirebulia
Tavidan aiciloT iseTi SemTxvevebi, rodesac Tqveni kandidati erT-erT mTavar
gamomsvlels ar warmoadgens.
politikuri mitingebi moiTxovs daucxromel organizatorul saqmianobas da
detalebisadmi maqsimalur yuradRebas. isini yvelaze ufro efeqturia arCevnebis
karibWeze, rodesac, yvelaze savaraudoa, rom maT gaaSuqeben masobrivi informaciis
saSualebebi. isini, agreTve sasargebloa Tqveni saarCevno kampaniis monawileTa mebrZoli
sulis asamaRleblad. mitingis waramtebiT Catarebis gadamwyvet winapirobas warmoadgens
monawileTa didi raodenoba.
adgilobrivi forumebi
olqis TaviseburebaTa analizis Catarebisas pirvel rigSi gaarkvieT adgilobriv
jgufTa Soris, romelia yvelaze Zlieri da romlebs SeuZliaT adgilobrivi krebis
sponsoroba.
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Tu Tqven, SeZlebT am jgufTagan erT-erTis monawileobis uzrunvelyofas krebis
organizatoris saxiT, SeecadeT gaakeToT ise, rom Tqveni kandidati yuradRebis centrSi
iyos.
sarCevno kampaniis strategidan gamomdinare Tqven unda gadawyvitoT, xelsayreli
iqneba Tu ara TqvenTvis erTobliv RonisZiebebSi monawileoba Tqvens metoqesTan erTad.
AgreTve Tu Tqven gegmavT politikuri debatebis, krebebis Catarebas masobrivi
informaciis saSualebebSi mcire gaSuqebiT, es SeiZleba kargi gavarjiSeba iyos Tqveni
kandidatisaTvis.
saarCevno agitacia quCaSi
Tu Tqven ar SegiZliaT moawyoT ise, rom adamianebi modiodnen da xvdebodnen
Tqvens kandidats, Tqven SegiZliaT ise gaakeToT, rom kandidati TviTon mivides maTTan.
arsebobs uamravi xerxi amomrCevlebTan kandidatis Sexvedris organizebisaTvis. sajaro
gamosvlebi yovelTvis ar aris aucilebeli. moviyvanoT quCaSi kampaniis warmarTvis
ramodenime varianti.
SeniSvna: SeecadeT acnoboT mosaxleobas amomrCevlebTan kandidatis dasaxuli Sexvedris
Sesaxeb. amisaTvis, saWiroa safuZvliani momzadeba. agreTve, uzrunvelyaviT kandidati
raime saagitacio masaliT, rogoricaa baraTebi, broSurebi an saagitacio furclebi.
savaWro centrebis monaxuleba – kandidati ewveva maRaziebs da sawarmoebs, xels
CamoarTmevs myidvelebsa da vaWrobis sferos muSakebs. rekomendirebulia vaWrobis
adgilobriv warmomadgenlebTan kontaqtSi Sesvla da maTTvis winaswar Setyobineba
kandidatis vizitis Sesaxeb. im SemTxvevaSic ki, Tu viziti moklea, kandidatma garkveuli
dro unda dauTmos maRaziebis mflobelebTan urTierTobas.
SeecadeT, rom kandidats Tan axldnen misi nebayoflobiTi TanaSemweebi saagitacio
masalebis darigebis mizniT.
transportis gaCerebebi – es kargi meTodia qalaqsa da qalaqgare raionebSi
gamosayeneblad. umjobesia imuSaoT avtobusebis da sagareubno matareblebis gaCerebebze
dilis pikis saaTebSi, vidre saRamos saaTebSi. diliT mgzavrebi transports elodebian,
maSin rodesac saRamoobiT mgzavrebi saxlSi miiCqarian. gamoarkvieT matareblebisa da
avtobusebis moZraobebis ganrigi. SeecadeT maqsimalurad gazardoT Tqveni moqmedebebis
efeqturoba, risTvisac moawyeT kandidatis mgzavroba matarebliT da mis mier agitaciis
Catareba sxvadasxva gaCerebebze.
fabrikebisa da qarxnebis monaxuleba - es SeiZleba saarCevno kampaniis Catarebis Zalian
efeqturi forma iyos. SeecadeT Tavidan aiciloT kompaniis prezidentis an qarxnis
direqtoris Tanxlebas, romelic muSebs Soris pativiscemiT ar sargeblobs. gaakeTeT ise,
rom kandidats Tan axldes adgilobrivi profkavSiris lideri an mocemul sawarmoSi
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momuSave Tqveni momxre. aucileblad aiReT nebarTva mocemul sawarmos monaxulebaze.
SeecadeT SexvdeT, rac SeiZleba bevr adamians. wadiT iq, sadac naklebi xmauria da
agreTve iq, sadac Ria adgilebia, imisaTvis, rom adamianebs SeeZloT kandidatis danaxva.
amomrCevelTa Semovla saxlebSi – winasaarCevno agitaciis Catarebis es forma, agreTve
SeiZleba efeqturi iyos, Tu Tqvens mier mikroraionis arCeva damyarebulia prioritetTa
sistemaze. kandidati ar unda Sevides yovel saxlSi, magram mas erTi misvliT SeuZlia
moinaxulos ori an sami kvartali. gamoiyeneT nebayoflobiTi TanaSemweebi kandidatis
Tanmxlebad. daarigeT saagitacio masalebi. ar aris saWiro saxlebSi Sesvla – Tqven
mxolod tyuilad dakargavT dros. raionis mixedviT rekomendirebulia, saRamos naTel
saaTebSi da gamosasvlel dReebSi aseTi saxis saagitacio saqmianobis Catareba.
studenturi qalaqebisa da skolebis monaxuleba – es bevr amomrCevelTan da potenciur
nebayoflobiT TanaSemwesTan Sexvedris kargi xerxia. SeecadeT, rom kandidats axldnen
Tanmxlebi pirebi. moawyveT Sexvedrebi kafeSi, interviuebi studenturi gazeTisa da
adgilobrivi radiosadgurisaTvis. moawyveT mecadineobebze daswreba da Sesvenebaze yavaze
miipatiJeT moswavleebi, romlebsac SesaZlebloba eqnebaT Sexvdnen kandidats. umjobesia
saswavlo dawesebulebebs ewvioT dRisiT, vidre saRamos, radgan kolejebis studentebi
saRamos SeiZleba dakavebulni iyvnen sxva saqmiT.
Skolis, gamosaSvebi da saSualo klasebis monaxuleba agreTve SeiZleba iyos
sasargeblo, gansakuTrebiT, Tu ganaTleba Tqveni saarCevno kampaniis erT-erT sakiTxs
warmoadgens. Tumca auditoria, romlis winaSec Tqven gamodixarT, SeiZleba metismetad
axalgazrda iyos kenWisyraSi monawileobisTvis, magram man SeiZleba gavlena moaxdinos
Tavis mSoblebsa da megobrebze, romlebmac ukve miaRwies kenWisyraSi monawileobis asaks.
xandazmulTa saxlebi, saavadmyofoebi da sxva dawesebulebebi – arsebobs amgvari
adgilebis monaxulebis ori mizani: Sexvedra amomrCevlebTan da Semowmeba. pacientebi da
xandazmulTa saxlebis macxovreblebi gulisxmierad reagireben maT mimarT yuradRebaze da
xSirad monawileoben kenWisyraSi.
saRamo dasvenebis adgilebi – kegelbanebi, restornebi da adgilobrivi barebi -
SesaniSnavi adgilebia, sadac saRamoobiT bevr adamians SeiZleba SexvdeT. Tumca, aseT
dawesebulebebSi maTTvis uCveuloa kandidatis gamoCena, isini aq ufro Tavisuflad
grZnoben Tavs da amitom, ufro gulisxmierni arian. uzrunvelyaviT kandidatisTvis iseTi
piris Tanxleba, romelic kargad icnobs raions da konkretul dawesebulebebs.
eklesiebis monaxuleba – bevr kandidats ar surs religiisa da politikis erTmaneTSi
areva. magram martivi principi `Sexvda da miesalma~ SeiZleba efeqturi aRmoCndes raionis
eklesiebSi. yvelaze ukeTesia Tu kandidats miiwvevs mRvdeli. Tqvens kandidats SeuZlia
mecadineobebi Caataros sakvirao skolis klasTan, daeswros wirvas an ubralod isaubros
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adamianebTan finjan yavaze, wirvis Semdeg. frTxilad iyaviT, rom ar awyeninoT am
eklesiis wevrebs kampaniis metismetad aqtiuri CatarebiT.
bazrobebi da seirnobebi
quCebSi agitaciis Catareba mWidrod aris dakavSirebuli bazrobebsa da
adgilobriv seirnobebSi monawileobasTan. dagegmvaze pasuxismgebelma unda airCios is
RonisZiebebi, romlebzec monawileTa maqsimaluri raodenoba ikrifeba. amis mizans
warmoadgens kandidatis urTierTobis organizeba rac SeiZleba met adamianTan. yvelam
unda dainaxos, rom kandidati gulwrfelad aris dainteresebuli aRniSnul RonisZiebebSi,
magram ar Rirs formalurad romelimes mxareze iyoT – magaliTad, nu aiRebT Tqvens
Tavze msajis funqciebs (ramac SeiZleba mxolod gaaRizianos wagebuli mxare).
eTnikuri jgufebis krebebi
es krebebi – SesaniSnavi adgilia koaliciuri mxardaWeris gasamagreblad.
ixelmZRvaneleT Semdegi martivi wesebiT: darwmundiT, rom Tqven miwveulni xarT. ar
Rirs RonisZiebaze `daupatiJeblad gamocxadeba~. darwmundiT, rom kandidati flobs
informacias mocemuli jgufis Sesaxeb.
SeecadeT daarwmunoT kandidati ivarjiSos rTuli saxelebis gamoTqmaSi – es mas
aswilad aunazRaurdeba.
sportuli RonisZiebebi
im SemTxvevebSi, rodesac kandidati unda daeswros sportul RonisZiebebs,
SeecadeT `daamuSaoT publika~ RonisZiebis dawyebamde, amisTvis mimarTeT gulSematkivrebs,
romlebic RonisZiebis dawyebamde isveneben stadionis gareT. am SemTxvevaSi nebayoflobiTi
TanaSemweebis gundis gamoyeneba ufro efeqturi iqneba, vidre Tavad kandidatis saqmianoba.
garkveuli sakiTxis ganxilvisadmi miZRvnili sazogadoebrivi organizaciebis kreba
aseT krebebze Cveulebriv, saWiroa sityviT gamosvla. Miuxedavad amisa, kandidati
kargad unda iyos informirebuli im sakiTxebisa da organizaciebis Sesaxeb, romlebic
sponsoris rolSi gamodan. darwmundiT, rom es organizacia ar warmoadgens Tqveni
metoqis `mxardaWeris jgufs~. im SemTxvevaSi ki, rodesac kandidats sawinaaRmdego azri
aqvs raime sakiTxis mimarT, man SeiZleba udides warmatebebs miaRwios metoqis
neitralizebiT, Tu SeZlebs uCvenos amomrCevlebs mzrunveloba, TanagrZnoba da gageba.
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gamosvlebi publikis winaSe da politikuri debatebis Catareba
wesebis didi raodenoba arsebobs, romliTac SeiZleba ixelmZRvaneloT amgvari
saxis RonisZiebebSi. yvelaze mniSvnelovani is aris, rom Tqvens saarCevno kampanias
SemuSavebuli unda hqondes politika am dargSi. debatebSi erToblivi monawileobisaTvis
saWiroa gulmodgine dagegmva. gaakeTeT ise, rom Tqveni kandidati kargad dasvenebuli da
momzadebuli iyos. winaswar SeamowmeT mocemuli RonisZiebis Catarebis adgili da
sponsori. SeecadeT moilaparakoT, rom Tqveni kandidati gamovides bolos, miuxedavad
imisa, Tu vin gamova Sesavali sityviT. Tu or kandidats Soris pirdapiri polemika
warmoiqmneba, moamzadeT Tqveni kandidati imisaTvis, rom man TavSekavebuloba da simSvide
ar dakargos.
saagitacio laSqrobebi an mogzauroba
imisda miuxedavad, gamoiyeneba Tu ara transporti, aseTi laSqrobebi an
mogzauroba yuradRebis mipyrobis efeqtur saSualebas warmoadgens.
yvelaze efeqturia maTi gamoyeneba saarCevno kampaniis bolo kvirebSi. saagitacio
matareblebi SesaZleblobas aZleven kandidats `gaSlil sivrceSi SeiWras~ da
amavdroulad ar aZleven mas gasaqans `Caeflos~ amomrCevlebTan. organizeba gauwioeT
masiur Tanxlebas. winaswar SeamowmeT marSruti. unda flobdeT `xalxis ZiriTad
birTvs~, romelic, sul cota, ocdaaTi adamianisgan unda Sedgebodes aTi manqaniT an
fexiT. didi raodenobiT xalxis Segrovebas didi mniSvneloba aqvs. saagitacio
matareblebis organizebis bevri varianti arsebobs, maTze mgzavrobisas kandidats
SesaZlebloba aqvs gaCerdes mitingebis gasamarTad, saxlebSi ewvios amomrCevlebs, an
monawileoba miiRos sxva RonisZiebebSi.
yava da wveulebebi
es RonisZieba xSirad saxlSi an dilis saaTebSi tardeba. saWiroa daniSnoT
pasuxismgebeli piri adamianTa didi raodenobis mosapatiJeblad. am RonisZiebaTa mizani,
romlebic kandidatisaTvis sakvanZo mniSvnelobis raionebSi tardeba, SeiZleba iyos
SemowirulobaTa Segroveba, kandidatTan Sexvedra da nebayoflobiTi TanaSemweebis
mozidva. sinjeT meti dro misceT kandidats adamianebTan Sesaxvedrad ise, rom ar
awyeninoT maspinZels. magram nu darCebiT metismetad didxans.
dagegmili Sexvedrebi da sia telefoniT kontaqtebisTvis
kampaniis xelmZRvanelobam unda Seadginos adgilobrivi Temis gamoCenil
warmomadgenelTa sia, romlebsac kandidatma unda daurekos da Sexvdes saxsrebisa da
mxardaWeris misaRebad. rekomendirebulia daigegmos maTi kerZo Sexvedrebi kandidatTan.
magaliTad, gazeTebis redaqtorebs, merebs da SeZlebul potenciur Semomwirvelebs
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piradad dasWirdebaT Sexvedra kandidatTan. darwmundiT, rom igi kargad aris
informirebuli da momzadebuli am Sexvedrebisa da satelefono zarebisaTvis.
SemowirolobaTa SegrovebasTan dakavSirebuli saqmianoba
Tqvens saarCevno kampaniaSi dagegmili iqneba ramodenime RonisZieba kandidatisaTvis
SemowirulobaTa mosagroveblad. Cveulebriv SemowirulobaTa SegrovebasTan
dakavSirebuli RonisZiebebze daswreba sxva kandidatebisaTvis rekomendirebuli ar aris.
magram, Tqven SegiZliaT saqvelmoqmedo organizaciebis SemowirulobaTa Segrovebis
RonisZiebebs ewvioT.
urTierTobani masobrivi informaciis saSualebebTan
saarCevno kampaniam unda Camoayalibos masobrivi informaciis saSualebebTan
urTierTobaTa politika kampaniis dawyebisTanave. es urTierTobebi SeiZleba Seicavdes
yvelafers – intervius Sesaxeb TxovniT dawyebuli da im RonisZiebebiT damTavrebuli,
romelTa Catarebis iniciativa saarCevno kampanias ekuTvnis. saarCevno kampaniis
xelmZRvanelobam erToblivad unda dagegmos es RonisZiebebi, amasTan wamyvani roli unda
ekuTvnodes pirs, romelic pasuxs agebs sazogadoebriobasTan kavSirze.
yuradRebas masobrivi informaciis saSualebaTa mxridan didi mniSvneloba aqvs
saarCevno kampaniisTvis. rodesac kandidati sityviT gamova masobrivi informaciis
saSualebaTa warmomadgenlis win, is kargad informirebuli da momzadebuli unda iyos.
masobrivi informaciis saSualebaTa meSveobiT amomrCevlamde kandidatis SexedulebaTa
mitana
• imisaTvis, rom zegavlena moaxdinoT winasaarCevno brZolis msvlelobaze,
saWiroa aiZuloT masobrivi informaciis saSualebebi da Tqveni oponentebi
imsjelon sakiTxebze, romlebic amomrCEvlebs aRelvebs.
• televizia da masobrivi informaciis saSualebebi zustad imdenad moaxdenen
gavlenas amomrCevelze, ramdenadac misTvis mimzidveli iqneba maTSi gaSuqebuli
kandidatis ideebi.
• kandidatis saxe imiT ki ar unda Sefasdes, Tu Seni azriT ris danaxva surT
masSi adamianebs, aramed imiT, ras warmoadgens is sinamdvileSi.
• winasaarCevno brZolis msvlelobaSi aqtiurobisa da Seupovrobis gamoCena
iwvevs adamianebSi interess, xolo gaubedaoba da meryeoba aravis ar
daainteresebs.
• yvela reportiori gulgrili ar aris erTiramisadmi – is gulgrili ar aris
nebismieri siaxlisadmi.
• studentebis msgavsad kandidatma sistematurad unda ikiTxos, radgan mas
yoveldRiurad uwevs gamocdis Cabareba.
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• arCeviT Tanamdebobaze arCevis misaRwevad saWiroa aTasjer gaimeoroT erTi da
igive.
• politikuri reklamisaTvis politikuri efeqti da komerciuli Rirebuleba –
erTi da igive araa.
• politikurma reklamam masobrivi informaciis ramodenime saSualeba
erTdroulad unda gamoiyenos – amomrCevelma unda moisminos Tqvens Sesaxeb
ramodenime wyarodan.
Sexvedrebi amomrCevlebTan da sazogadoebrivi mosmena
winasaarCevno kampaniisadmi interesis gamowvevis efeqtur xerxs warmoadgens
amomrCevlebTan Sexvedrebis dagegmva an sazogadoebrivi mosmena im konkretuli
sakiTxebisa, romlebic exeba mTel olqs. es meTodi gansakuTrebiT efeqturia, rodesac
Tqveni `miuwvdomeli~ metoqe ibrZvis gadarCevisaTvis. nebismier SemTxvevaSi es meTodi
iseT saxes uqmnis Tqvens saarCevno kampanias, viTom es Tqven ibrZviT gadarCevisaTvis. nu
daisaxavT amocanebs, Tu ar SegiZliaT warmatebis winasawremtyveleba.
jgufis Sekreba specifiuri amocanebis gadasawyvetad
aq kandidati irCevs olqis yvelaze metad pativsacem macxovreblebs, gamokvlevis
da/an rekomendaciebis SemuSavebisTvis mniSvnelovani problemis gadasawyvetad. es agreTve,
qmnis imis STabeWdilebas, rom is ibrZvis gadarCevisaTvis. aucileblad CarTeT aseT
jgufSi pasuxisgebis grZnobis mqone adamianebi. dagegmeT regularuli Sekrebebi.
gansazRvreT dRis wesrigi. warmoadgineT gonivruli gadawyvetilebebi. es meTodebi
gansakuTrebiT efeqturia saarCevno kampaniebSi, romelTa yuradRebis centrSia esa Tu is
problema. yuradReba: nu SepirdebiT imas, risi gakeTebac ar SegiZliaT. nu daiwyebT imas,
risi dasrulebac ar SegiZliaT.
plakatebi
plakatebi da transparantebi kandidatis Sesaxeb vizualuri informaciis miwodebis
SesaZleblobas iZleva. maTi darigeba SeiZleba mitingebisa da sxva politikuri
RonisZiebebis monawileTa Soris sadResaswaulo atmosferos da kargi ganwyobilebis
Sesaqmnelad.
samkerde niSnebi
samkerde niSnebs didi mniSvneloba aqvs imitom, rom maTi daxmarebiT adamiani Riad
acxadebs garkveuli kandidatis an organizaciisadmi Tavisi erTgulebis Sesaxeb.
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saagitacio furclebi
saagitacio furclebi warmoadgens beWdviT gamocemebs, romlebSic detalurad
ganixileba aqtualuri politikuri sakiTxebi da kandidatis mier SemoTavazebuli maTi
gadawyvetis variantebi. aseTi saxis beWdviTi masalebi rTuli sakiTxebis gadmocemis
efeqtur saSualebas warmoadgenen. axdenen ra, kandidatis an partiis mier rTul
sakiTxebze SeTavazebul gadawyvetilebaTa gulmodgine damuSavebis demonstrirebas,
saagitacio furclebi xels uwyobs maTi avtoritetis amaRlebas.
ilustrirebuli bukleti
warmoadgens saagitacio furclis formatis mqone mini gazeTs. es fotosuraTebis
gamoyenebis, ZiriTad faseulobebze, da sakvanZo momentebze yuradRebis gamaxvilebis
meSveobiT, amomrCevelTa azris formirebis yvelaze ufro efeqturi saSualebaa. masSi
miTiTebulia yvelaze mniSvnelovani moRvaweebis an sazogadoebrivi organizaciebis
dasaxelebebi, romlebic Riad gamoxataven kandidatis mxardaWeras, da agreTve gazeTSi
moTxrobilia kandidatis biografiisa da misi profesiuli momzadebis Sesaxeb. aseTi
masalebis gamocema ar saWiroebs did danaxarjebs, ufro mizanSewonilia maTi gavrceleba
uSualod amomrCevelTa Soris kampaniis daskvniT etapze an fostiT dagzavna.
mizanSewonilia maTi cal-calke gagzavna, magram SeiZleba maTi gazeTebSic Cadeba.
TvalsaCino agitacia
`TvalsaCino agitacia~ - terminia, romelic plakatebis gamoyenebas niSnavs. mis
yvelaze ufro gavrcelebul saxeobebs warmoadgens: sareklamo transparantebi; plakatebi
zomiT 140X270 da 70X140sm; gadasatani sareklamo dafebi, bamperuli etiketebi,
fanjrebze gasakravi plakatebi; agreTve samkerde niSnebi, etiketebi, emblemebi. Tqveni
saxeli da agreTve Tanamdeboba, romlisTvisac Tqven ibrZviT, unda iyos gamoyenebuli
`logotipis~ saxiT saarCevno kampaniis yvela masalaze, da agreTve TvalsaCino agitaciis
saSualebebSi.
rogori wesebiT unda ixelmZRvaneloT emblemebis SemuSavebisas?
1. is advilad unda ikiTxebodes. ubralo, gabeduli dizaini amomrCevlebis
yuradRebas ipyrobs. gadasatani sareklamo dafebis gamoyenebisas dizainma unda gaiaros
Semowmeba testiT siCqariT 30km./sT~ - SeZleben Tu ara mZRolebi Tqveni emblemis
advilad wakiTxvas, roca isini im quCebs gaivlian, sadac gadatvirTuli moZraobaa?
2. gamoiyeneTY ndobis gamomwvevi ferebi. saarCevno kampaniis tradiciuli ferebi,
iseTebi, rogoricaa lurji, wiTeli, mwvane da bordo, ndobas iwveven.
3. moerideT Tqveni fotosuraTis gamoyenebas dizainis elementis saxiT. emblema
saxelis popularizaciis miznebs emsaxureba. Tqven gsurT, rom xalxs swored saxeli
axsovdes, roca isini Sevlen kabinaSi xmis misacemad. Tqven ar gWirdebaT, rom Tqveni
emblema gamoiyurebodes gancxadebis msgavsad: `iZebneba damnaSave~.
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4. moerideT mravalsityvaobas. SemoifargleT Tqveni saxeliTa da Tanamdebobis
dasaxelebiT, romlisTvisac Tqven ibrZviT. Tqveni ideebisa da saarCevno kampaniis Temebis
yvelaze ukeTesi propagandas sxva sareklamo saSualebebis meSveobiT xdeba.
dausviT Tqvens Tavs Semdegi kiTxvebi:
1. myavs Tu ara me nebayoflobiT TanaSemweTa sakmarisi raodenoba asobiT
transparantebis dasayeneblad, didi dafebis dasamzadeblad da olqis teritoriaze
gasavrceleblad?
2. ramdenad jdeba TvalsaCino agitacia saarCevno kampaniis saerTo biujetsa da
startegiaSi?
3. vapireb Tu ara sareklamo dafebis, transfarantebis (zomiT 140X270,
70X140sm) da gadasatani dafebis SeTavsebas Cems saarCevno kampaniaSi? (Tu es asea,
gadasatani dafebis ufro mcire raodenobaa saWiro).
4. aqvs Tu ara azri, am saxis politikuri reklamebis gamoyenebas Cems olqSi?
moutania Tu ara mis gamoyenebas warmateba adrindel saarCevno kampaniebSi?
sareklamo dafebi
ramdenadac sareklamo dafebis zomebi Zalzed didia da Znelia maTi SeumCnevloba,
isini Zalian moxerxebulia Tqveni saxelis popularizacisaTvis. amasTan, ramdenadac
mZRolebi ramdenime wamis ganmavlobaSi miapyroben mzeras dafebs, Tqveni simbolo unda
iyos mativi da advilad wasakiTxi.
sareklamo dafebis Rirebuleba Zalian gansxvavdeba raionebis mixedviT, magram
saerTo wesi ganmartavs, rom rac meti adamiani xedavs sareklamo dafas yoveldRiurad,
miT ufro Zviri eRireba is.
sareklamo dafis SeZenamde darwmundiT, rom Tqven iciT, kerZod sad iqneba
ganTavsebuli yovelive maTgani, da agreTve, rom am gzebze mZRolTa umetesoba –
adgilobrivi macxovreblebia. zogierTi kompania SemogTavazebT SeRavaTian fass, Tu Tqven
SeiZenT ramodenime sareklamo dafas, magram am SemTxvevaSi Tqven misi ganTavsebis
gakontrolebis SesaZlebloba ar geqnebaT. frTxilad iyaviT da daJinebiT moiTxoveT, rom
Tqven aucileblad unda icodeT yoveli dafis ganTavseba manam, sanam kontraqts
moawerdeT xels.
plakatebi zomiT 140X270 da 70X140sm
es plakatebi sareklamo dafebis dapataravebuli aslebia da faneraze gakeTebul
naxatebs an etiketebs warmoadgenen. isini SeiZleba iyos erTmxrivi an ormxrivi, imasTan
dakavSirebiT, Tu sad unda iqnas dayenebuli.
yvelaze ukeTesad transfarantebi muSaobs ZiriTadi satransporto arteriebisa da
gzebis maxloblad.
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gadasatani dafebi
saWiroa Tu ara gadasatani dafebis gamoyeneba? is kandidatebic ki, visi saxelic
sakmaod popularulia, mainc iyeneben gadasatan dafebs.
veraferi ise Zlierad ver STaagonebs Tqvens amomrCevlebs an Tavad Tqven, vidre
Tqveni kandidaturis mxardasaWerad yvela quCaze dayenebuli gadasatani dafis Sexedva –
Tqven geCvenebaT, rom am quCebze uamravi xma gaqvT.
mas Semdeg, rac yvela gadasatani dafa mzad iqneba, organizeba gaukeTeT gadasatani
dafebis blic-dayenebis dRes. SabaTs, diliT SekribeT Tqveni nebayoflobiTi TanaSemweebi
erTad, moawyveT maTTvis patara sauzme yaviTa da funTuSebiT, instruqcia mieciT da
gaagzavneT misamarTebze siis Tanaxmad, sadac saWiroa dafebis dayeneba (nu dagaviwydebaT
madlobis gadaxada yovelive maTganisTvis).
araferi iseT STabeWdilebas ar moaxdens Tqvenze (da araferi ise imeds ar
gaucruebs Tqvens mowinaaRmdeges), rogorc uecrad gaCenili asobiT sareklamo dafa.
bamperuli etiketebi
bamperuli etiketebis gavrcelebis kargad gaazrebuli programa xels uwyobs
Tqveni saxelis popularizacias, da agreTve Tqveni kandidaturis mxardaWeris xarisxs
uCvenebs.
amomrCevelTa Semovlisas iqonieT manqanaSi etiketebis garkveuli maragi. gadaeciT
Tqveni partiis saolqo komitetis TanamSromlebs/Tavmjdomares etiketebis garkveuli
raodenoba gasavrceleblad.
imisaTvis, rom ufro organizebulad CaataroT es, gaakeTeT Semdegi:
daavaleT nebayoflobiT TanaSemweebs (mSvenieri dasaqmebaa mozardebisTvis)
mimarTon partiis wevrebs, romlebic eswrebian saarCevno kampaniis RonisZiebebs, TxovniT,
ganaTavson TavianT avtomobilis bamperze Tqvens mier SeTavazebuli etiketi. Tumca,
bamperuli etiketebis xarisxi bolo wlebSi mniSvnelovnad gaumjobesda, zogierTi
adamiani SiSobs, rom isini mere ver SeZleben TavianT avtomobilebis bamperebidan amis
waSlas. maSin, SeiZleba SesTavazoT moaTavson etiketi ukana SuSis qveda marjvena
kuTxeSi.
CaatareT `bamperuli etiketebis blic-dayenebis~ ramodenime dRe, gansakuTrebiT es
mizanSewonilia SabaTobiT. es kargi saqmea mozardTagan SerCeul nebayoflobiTi
TanaSemweebisaTvis, romlebsac acviaT maisurebi saarCevno kampaniis emblemiT.
moZebneT adgilebi, sadac Cveulebriv kviraobiT ikribebian olqis amomrCevlebi –
sasursaTo maRaziebi, mTavari quCebi, supermarketebi da daavaleT nebayoflobiT
TanaSemweebs TxovniT mimarTon mflobelebs, maT avtomobilebze bamperuli etiktebis
mosaTavseblad.
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6. kandidatis zepiri gamosvlebis momzadeba
politikuri propagandis tradiciul meTods warmoadgens sajaro gamosvlebi.
qvemoT moyvanil rekomendaciebs SeuZliaT kargi gamosvlis momzadebaSi daxmarebis gaweva.
rogorc kandidatma, Tqven sworad unda SeafasoT Tqveni oratoruli SesaZleblobebi. Tu
raime RonisZiebis dros Tqven ufro damajereblad grZnobT Tavs, rodesac Tavisuflad
esaubrebiT RonisZiebaze damswre adamianebs, da ar gamodixarT sityviT, maSin sTxoveT,
rom wargadginon da saubari daiwyeT msmenelebTan pirdapir darbazSi. nu SeecdebiT erT
RameSi Zirfesvianad SecvaloT Tqveni gamosvlis manera. oratoruli xelobis srulyofa
amomrCevelTa xmebis mopovebaSi dagexmarebaT.
rogor gavaRviZoT amomrCevelTa grZnobebi
politika – es emociebia. politikur Temebze mosaubre oratori lideris niSan-
Tvisebebs iZens, auditoriis sul ufro da ufro emociuri damuxtviT.
imis Seswavla, Tu rogor gamoviwvioT amomrCevelTa emociebi – politikuri
agitaciis Catarebis meore Semadgenelia.
ra unda movimoqmedoT, rom STambeWdavi gamosvla movamzadoT?
yovel sazogadoebas garkveuli faseulobani da mrwamsi gaaCnia, romelsac udidesi
mniSvneloba eniWeba. agreTve, arsebobs gansakuTrebuli problemebi, romlebic interess
warmoadgens adamianebisTvis. Tqven unda gadawyvitoT, romeli Tema gamoiwvevs yvelaze did
interess amomrCevlebSi.
gamokvlevebma gviCvenes, rom adamianebi xmas miscemen im liders, romelsac igive
problemebi aRelvebs, rac mas.
rogor avsaxoT saerTo faseulobani Cvens cxovrebaSi?
imisaTvis, rom efeqturad gamoiyenoT saerTo faseulobani Tqvens gamosvlaSi,
Tqven unda SecvaloT gamosvlis stili. Tu Tqven profesiuli politikosi xarT, maSin
laparakobT da swerT im stilis gamoyenebiT, romelic damaxasiaTebelia Tqveni
profesiisaTvis. aRiniSnulia, rom politikuri agitaciis Catarebisas amomrCevlebi ufro
ukeT aRiqvaven im enas, romelic asaxavs maTi faseulobebis sistemas.
sityviT gamosvlis momzadebisas ixelmZRvaneleT Semdegi rCevebiT:
1. daamyareT kontaqti auditoriasTan, uCveneT, rom Tqven saerTo faseulobebi
gaqvT. kmayofilni iyaviT, rom imyofebiT mocemuli auditoriis winaSe. daipyariT
msmenelTa yuradReba. pirvel STabeWdilebas didi mniSvneloba aqvs. politikuri sityviT
gamosvlisas, saWiroa Tavidanve daipyroT auditoriis yuradReba. gamosvlis dawyebamde,
gaakeTeT pauza, daamyareT 40 wamiani mxedvelobiTi kontaqti auditoriis romelime
warmomadgenelTan da ise isaubreT, viTom maTi problmebi Tqveni problemebi yofiliyos.
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aucilebelia daamyaroT emociuri kavSiri darbazTan. adamianebTan urTierTgagebis
damyarebis saukeTeso xerxia – daiwyoT ZiriTad faseulobebze msjelobiT, da amiT
aCvenoT, rom Tqven igive gawuxebT, rac maT.
daiwyeT gamosvlebi raime piradis Sesaxeb moTxrobiT. gaixseneT istoriebi Tqveni
cxovrebidan, Tqveni biografiis faqtebi, romlebic uCveneben, rom bevri saerTo
gakavSirebT Tqvens auditoriasTan.
2. sakiTxze msjelobisas, auditoriisTvis gasagebi gamoTqmebi da terminebi
gamoiyeneT. gamosvlis dros, moerideT abstraqtuli an teqnikuri terminebis gamoyenebas,
romlebic auditoriisTvis gaugebari iqneba. piriqiT, enobrivi saSualebebi iseTnairad
unda SearCioT, rom Sexvedris monawileebs martivad auxsnaT, Tu ra zegavlena aqvs
Tqvens cxovrebaze gansaxilvel problemas. isaubreT Tqvens auditoriaze. TqvenTvis
aucilebelia icodeT, riT amayoben es adamianebi. isaubreT sakiTxebze, romlebic `Cven
yvelas~ gvaRelvebs. gamoiyeneT iseTi sityvebi, rogorc `mSoblebi da bavSvebi~, `quCebi~,
`fermebi~ anu martivi, konkretuli, yoveldRiuri ena.
3. moiyvaneT mxolod is mtkicebulebani, romelTa gageba auditoriisaTvis
xelmisawvdomia. mzad iyaviT moiyvanoT mtkicebulebani, romlebic aZliereben Tqvens
mosazrebaTa dasabuTebulobas da imsaxureben auditoriis ndobas. moxsenebis Tezisebis
ilustrirebisaTvis SeiZleba gamoiyenoT istoriebi Tqveni sakuTari cxovrebidan.
mtkicebulebani piradi gamocdilebidan, faqtebi da statistikuri monacemebi. Tu
moyvanili mtkicebulebani metismetad rTulia aRqmisaTvis an Tqveni gamosvla
gadatvirTulia magaliTebiT, auditoriam SeiZleba dakargos Tqveni gamosvlis ZiriTadi
azri.
4. pirdapir daasaxeleT Tqveni metoqe, Tqven unda agrZnobinoT auditorias, rom
problemis gadawyveta, romelsac Tqvens gamosvlaSi SeexeT, Tqvens politikur oponentTa
winaaRmdegobas awydeba, Tqven dagWirdebaT eWvis qveS daayenoT da mocemuli problemis
Tqveni oponentis mier SemoTavazebuli gadawyvetilebis variantis usafuZvloba uCvenoT.
amisaTvis, upirveles yovlisa, Tqvens mowinaaRmdegeTa politikur poziciebs, da agreTve
am poziciebis safuZvelSi Cadebuli mrwamsisa da faseulobebs unda gaecnoT. Tu Tqven
mocemul sakiTxSi kargad gaerkvieT, SegiZliaT eWvis qveS daayenoT argumentacia,
romelic safuZvlad udevs Tqveni oponentis Sexedulebebs. Q
5. daarwmunebT ra auditorias Tqveni metoqis uunarobaSi gansaxilveli problema
gadawyvitos, SesTavazeT gadawyvetilebis Tqveni varianti da auxseniT, ratom aris is
optimaluri. gaatareT Tqveni xazi. magram gaxsovdeT, rom Tqven auditoriis winaSe
gamodixarT. Tqvenma msmenelebma unda icodnen, rom Tqven igive gawuxebT, rac maT, da
yvela SesaZlebloba gagaCniaT am problemebis gadasawyvetad.
6. daamTavreT gamosvla Tqveni programuli miznis wardgeniT. mas Semdeg, rac
Tqven gulmodgineT daasabuTeT Tqveni pozicia, daamTavreT saubari gamoTqmiT, romliTac
SeajamemT Tqvens gamosvlas da naTlad gamoxatavs Tqvens programul mizans. kargad
momzadebuli gamosvlis konteqstSi programuli mizani unda warmoadgendes mTeli Tqveni
gamosvlis bunebriv da gardauval Sejamebas. Tu Tqven Tqveni sityviT gamosvlis emociur
piks miaRwieT, SeCerdiT.
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rogor SeiZleba maqsimalurad efeqturad gamoiyurebodeT tribunaze?
daimaxsovreT, gamokvlevebma uCvena, rom auditoriis damokidebuleba oratorisadmi
dafuZnebulia:
• oratoris mxedvelobiT aRqmaze – 55%;
• oratoris laparakis maneraze – 38%;
• gamosvlis Sinaarsze – 7%.
gamosvlis araverbaluri komunikaciuri saSualebebi
adamianTa Soris urTierTobebSi informaciis gacvla xorcieldeba erTdroulad
or doneze – verbalurze da araverbalurze. verbaluri Setyobinebis aRqma
damokidebulia imaze, Tu ramdenad eTanxmeba metyvelebiTi gamonaTqvami araenobrivi
saSualebebiT gadacemul informacias. araverbaluri komunikacia SeiZleba sxvadasxva
xasiaTs atarebdes gamosaxvis gamoyenebuli saSualebebis mixedviT. magaliTad, esteturi,
rodesac gamosaxvis araverbaluri mxatvruli saSualebebi gamoiyeneba, simboluri –
xatebisa da religiuri qandakebebis gamoyenebiT, meqanikuri – sasignalo sayvirebis,
sirenebis, sasignalo droSebisa da cecxlis gamoyenebiT.
magram kanditatisTvis, romelic amomrCevlebs mimarTavs, yvelaze didi mniSvneloba
aqvs araverbaluri komunikaciis kinesur, proqsemur da kulturul elementebs, anu
sxeulis moZraobebis enas, sivrcesTan moqceva, Cacmis manera. isini SeiZleba daiyos or
jgufad: statistikuri da dinamiuri.
statistikuri elementebi
adgili sivrceSi sxva pirebis mimarT. urTierTobaTa xasiaTis mixedviT mosaubreni
Tavsdebian erTmaneTis mimarT sxvadasxva xerxis meSveobiT. metoqeni xSirad usxdebian
magidas erTmaneTis pirispir, Mmegobruli urTierTobis mqone kolegebi erTmaneTis
gverdiT sxdebian. rac ufro maRali Tanamdeboba gikaviaT organizaciaSi, miT ufro
sapatio adgili unda daikavoT.
mosaubrisgan daSoreba. manZili, romlis moSorebiTac adamianebi erTmaneTisagan Tavsdebian,
xSirad SeiZleba gamoxatavdes maTi erTmaneTisadmi pativiscemas an siaxloves.
poza. sxvadasxva poza sxvadasxva xarisxis guldajerebulobas, oficialurobasa da
simSvides gamoxatavs. mkerdze gadajvaredinebuli giWiravT xelebi, Tu pirdapir dgexarT
an moxrili? ganicdiT Tu ara Tqven usiamovno SegrZnebas, rodesac auditoriis winaSe
gamodixarT da ar iciT, sad waiRoT xelebi?
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fizikuri kontaqti. xelis CamorTmeva fizikuri kontaqtis yvelaze gavrcelebuli formaa.
formalurad xelis CamorTmevis CarCoebs gacilebuli fizikuri kontaqti SeiZleba
niSnavdes uadgilo guliTadobasa da familarobas.
garegnuli Sesaxedaoba. Tqveni Cacmuloba unda asaxavdes im profesionalizmsa da
kompetenturobas, romelic damaxasiaTebelia kargi xelmZRvanelisaTvis. magram ar unda
CaicvaT ise, rom Tqvens garSemo myofma adamianebma uxerxuloba ganicadon amis gamo.
winaaRmdeg SemTxvevaSi, Tqveni metismetad eqscentriuli garegnobis gamo adamianebma
SeiZleba ifiqron, rom es Tavis TavSi daujereblobas niSnavs.
dinamiuri elementebi
saxis gamometyveleba. Rimili, dabRverili an aweuli warbebi, Cacineba – es yvelaferi
garkveuli informaciis matarebelia. xSirad saxis gamometyvelebam SeiZleba arafrad
aqcios mTeli Tqveni mcdeloba damaloT Tqveni WeSmariti grZnobebi.
mxedvelobiTi kontaqti. pirdapiri mzera gamoxatavs gulwrfelobas da ndobis grZnobas
aRZravs. daxrili Tvalebi Cveulebriv mokrZalebis an pativiscemis asociacias badebs.
zemoT amarTuli mzera daRlilobis an Tavis TavSi daujereblobis asociacias badebs.
xelebis moZraoba. zogierT Jests sayovelTaod miRebuli mniSvneloba aqvs. magaliTad,
muSti gamoxatavs brazsa da meomrul ganwyobilebas. Tumca sxva ufro rTuli da
damaxasiaTebeli Jestebi SeiZleba ase erTmniSvnelovnad ar aRiqmebodes, isini mainc
warmoadgenen mosaubris sulieri da emociuri mdgomareobis aRmniSvnel mniSvnelovan
niSnebs..
xma. xma mniSvnelovania ara mxolod rogorc Setyobinebis gadacemis saSualeba, aramed
rogorc Setyobinebis Semadgeneli nawilic. xmis tembri da metyvelebis intonacia
zegavlenas axdenen Setyobinebis aRqmaze. dumilma agreTve SeiZleba xeli Seuwyos azris
gadacemas. magaliTad, dumils SeuZlia, rogorc gaaZlieros Seqmnili daZabuloba,
gamoTqmis simkacris xazgasmiT, agreTve Seamciros kidec is, Tanxmobasa da mowonebaze
miniSnebiT.
gamoiyeneT Semdegi pasuxebi imisaTvis, rom Tqvenma gamosvlam didi STabeWdileba
moaxdinos:
1. winaswar daagzavneT Tqveni avtobiografiuli monacemebi.
2. moamzadeT scena. moaSoreT yvelaferi, rac yuradRebas miiqcevs, raTa
msmenelebma mTeli TavianTi yuradReba Tqvenze gadmoitanon.
3. vizualurad TvalSi sacemad miesalmeT auditorias. xeli dauqnieT, rogorc
ronald reiganma. gaiareT scenaze, rogorc sporcmenma-olimpielma.
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4. CaicviT ise, rom yuradReba miipyroT. SeecadeT, cota ufro solidurad
gamoiyurebodeT, vidre Cveulebriv.
5. yuradReba miaqcieT xmas. Tqveni xmis Jreradoba iseve mniSvnelovania, rogorc
garegnoba.
ris gakeTeba SeiZleba kidev politikuri agitaciis Catarebis Cvevebis srulyofisaTvis?
1. xazi gausviT sam moments, romlebic, Tqvenis azriT, msmenelebma unda
daimaxsovron.
2. gadmoeciT Tqveni gamosvlis ZiriTadi azri 30 wamSi, erTi fraziT imis
msgavsad, rogorc amas akeTebT televiziiT an radioTi reklamisaTvis, an citatisaTvis,
romlis danaxvac Tqven gsurT gazeTSi.
3. SeadgineT da daxveweT gamokveTili frazebi, romlebmac unda aplodismentebi
daimsaxuros. briliantis magvari frazebi. isini iqmneba zedawolis qveS, da manamde
ixveweba da ileseba, sanam bzinvas ar daiwyebs.
4. SeiswavleT Tqveni bolo gamosvlis Canaweri.
5. ikiTxeT gazeTebi. moismineT axali ambebi. adamianebi varaudoben, rom Tqven meti
iciT maTi problemebis Sesaxeb, vidre TviTon ician.
6. gamoiyeneT gavrcelebuli kliSe. icodeT, rodis sjobs SeekiTxoT: `raSi
mdgomareobs problemis arsi?~.
7. SeagroveT cxovrebiseuli SemTxvevebi da istoriebi. adamianebs uyvarT cocxali
magaliTebi, romlebic exmareba maT problemisa da misi gamomwvevi mizezebis gagebaSi.
rogor wavmarToT politikuri debatebi?
politikuri debatebi – demokratiis arsebobis erT-erTi pirobaa. adamianebi rom
yovelTvis yvelaferSi geTanxmebodnen, imis saWiroeba aRar iqneboda, rom
gadawyvetilebebis misaRebad, daxmarebisTvis saarCevno urnisaTvis migvemarTa. adamianebi,
romlebic politikur liders xvdebian, arasodes ar daeTanxmebian mas yvelaferSi. magram
usaTuod SexvdebiT iseT adamianebsac, romlebic TiTqmis arafers ar eTanxmebian.
politikuri debatebis warmarTva – politikuri agitaciis Catarebis mesame
Semadgenelia.
mizandasaxul da mtrul SekiTxvebze pasuxis gacemisas, ori wesi unda gaxsovdeT.
wesi pirveli. miuxedavad imisa, Tu rogor iqneba gaformebuli SekiTxva, Tqveni
pasuxi erTi da igive unda iyos.
wesi meore. pasuxi iseTive maneriT gaeciT, ranairadac kiTxva iyo dasmuli.
is, vinc dagisvamT mizandasaxul an mtrul kiTxvas, SesaZloa Zalian aris
Sewuxebuli 10 fuZemdebel faseulobaTagan erT-erTiT. mTavaria TqvenTvis – miuxvdeT, am
faseulobaTagan Tu romeli awuxebs. Tqven Tu Tqveni pasuxis gacemisas am faseulobaTagan
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erT-erTs maiinc SeexebiT, auditoria simpatias gamoxatavs Tqvens mimarT. xolo, Tu Tqven
ar SeexebiT saerTod arcerT faseulobas, riskavT qedmaRli da gulgrili gamoCndeT
sxvaTa azris mimarT.
7. winasaarCevno agitacia fostis meSveobiT
ra upiratesobebi aqvs fostis meSveobiT Catarebul winasaarCevno agitacias?
adgilobriv doneebze winasaarCevno kampaniebis umetesobaSi, uSualo safosto gzavnilebi
amomrCevelTa agitaciis yvelaze gavrcelebul da ekonomiur saSualebas warmoadgenen.
warsulSi, pirdapiri safosto gzavnilebi, ZiriTadad werilebs iTvaliswinebda. amJamad ki
arsebobs maT gamravalferovnebis tendencia:broSurebi, bukletebi, sivrciTi suraTebi, Ria
baraTebi da a.S., rac ki SeiZleba fostiT gaigzavnos. safosto mimarTvebi mkafio,
suraTebiani, dasamaxsovrebeli fotoebiTa da yuradRebis mimpyrobi CanarTebiT, aZliereben
amomrCevelTa Soris yofnis efeqts.
radio-, tele- da sagazeTo reklamisagan gansxvavebiT, romlebic erTnairi xarisxiTaa
gamiznuli rogorc amomrCevelze, ise sxva, ara-amomrCevel pirebze, fostis meSveobiT
ganxorcielebuli winasaarCevno agitacia saSualebas mogcemT uSualod daukavSirdeT
registrirebul amomrCevlebs. saarCevno kampaniisaTvis gamoyofili saxsrebi ixarjeba
mxolod im adamianebze, romlebsac ufleba aqvT, rom Tqven mogcen xma.
fostis meSveobiT winasaarCevno kampania SeiZleba warimarTos partiuli mikuTvnebis,
asakis, sqesis, sacxovrebeli adgilisa da sxva faqtorebis gaTvaliswinebiT, romelTa
mixedviTac Tqven gegmavT xarjebs saarCevno kampaniis biujetidan. konkretuli
winadadebebiT amomrCevelTa konkretuli jgufisadmi mimarTva saxsrebs dagizogavT.
pirdapiri safosto mimarTvebi, uSualo kontaqtebTan da satelefono monacemTa bankTan
erTad, saarCevno kampaniebis personalizaciis erT-erT saukeTeso saSualebas
warmoadgens. magaliTad, kompiuterze dabeWdili werilebi SeiZleba konkretul
amomrCevels gaugzavnoT. Tqvens mxardamWerebs da pirebs, romlebic nebayoflobiT
gexmarebian saarCevno kampaniaSi, SeuZliaT piradad gaavrcelon werilebi da Ria baraTebi
TavianT megobrebs, mezoblebsa da TanamSromlebs Soris.
rac ar unda dagegmoT, yovelTvis gaxsovdeT, rom udides STabeWdilebas moaxdenT
amomrCevelze, Tu koordinacias gauwevT Tqvens Zalisxmevas. Tu amomrCeveli iRebs
mimarTvas uSualod fostiT, ismens reklamas radioTi, kiTxulobs mas gazeTebSi da
amavdroulad, piradad gxvdebaT Tqven, da es yvelaferi xdeba erTsa da imave dRes, es
aucileblad aamaRlebs Tqvens popularobas.
da bolos, ar dagaviwydeT, rom gaecnoT politikuri agitaciis mareglamentirebeli
kanonebis moTxovnebs, raTa Tavidan aiciloT usiamovnebebi da fostiT dagzavnil
masalebSi SeitanoT kanoniT moTxovnili yvela Setyobineba.
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ra miznebis miRwevas uwyobs xels pirdapiri safosto mimarTvebi?
1. popularoba: Seqmna da gaZliereba.
amomrCevlisaTvbis sareklamo nakrebis an broSuris fostiT gagzavnis TiToeul
SemTxvevaSi, Tqven ufro da ufro popularuls xdiT sakuTar Tavs amomrCevelTa Soris.
ramdenadac saarCevno kampania xels uwyobs adgilobrivi mowinave beWdviTi gamocemebis
mxridan qvendami ndobis amaRlebas, presis yuradReba uzrunvelyofili geqnebaT.
popularobis zrdis kvaldakval, amomrCevelTa yuradReba saarCevno kampaniis sxva
elementebze, magaliTad, mis ZiriTad problemebze, gadaitaneba.
2. imijis Seqmna.
rogori STabeWdilebis moxdena gsurT? safosto mimarTvebis meSveobiT SegiZliaT SeqmnaT
simSvidis, kompetenturobis, pasuxismgebluri, saqmis keTebis mosurnis, ojaxuri
faseulobebis momxris imiji.
fotosurTebis gamoyeneba iseve mniSvnelovania, rogorc mimarTvis teqstisa. SesaniSnavad
dawerili teqstic ki SeiZleba ar iqnas yvela amomrCevlis mier wakiTxuli, magram
TiTqmis yvela maTgani Seavlebs Tvals fotosuraTs.
mesame mxareebis an masobrivi sainformacio saSualebebis mier werilebis gagzavna aseve
Seuwyobs xels Tqvens popularobas. olqebidan gamogzavnili werilebi, rogoc xelnaweri,
ise nabeWdi, SeiZleba efeqturad iqnas gamoyenebuli saarCevno kampaniaSi.
3. saaCevno kampaniis ZiriTadi sakiTxebis SemuSaveba
pirdapiri safosto mimarTvebis gamoyenebisas SeiZleba moixazos saarCevno kampaniis
ZiriTadi problemebi da maTdami Tqveni pozicia. romeli problemebia olqisaTvis yvelaze
mniSvnelovani: ganaTlebis, transportis, saxelmwifo gadasaxadebis, Tu danaSaulobebis?
aRniSneT problema da miuTiTeT Tqveni pozicia, gaamagreT igi efeqturi fotoebiTa da
minimaluri moculobis teqstiT.
amomrCevlisadmi mimarTva konkretuli problebis Sesaxeb - masTan urTieTobis
efeqtur saSualebas warmoadgens, Tuki gyavT nebayoflobiT TqvenTan momuSave
TanaSemweebi an gaqvT fuladi saxsrebi. es forma iTvaliswinebs satelefono saubrebs,
romelTa drosac vlindeba is problemebi, romlebic yvelaze metad awuxebs amomrCevels,
da agreTve am problemebisadmi miZRvnili daskvniTi werili. magaliTad, Tqveni
TanamSromeli telefoniT urekavs margaret jonss da arkvevs, rom mas jer ar
gadauwyvetia, Tu vis misces xma, xolo ZiriTadi problema, rac ma awuxebs, aris
ganTleba. amis Semdeg, Tqveni saarCevno kampaniis TanamSromlebi mas gaugzavnian sareklamo
masalebis kompleqts, romelic eZRvneba Tqvens gegmebs mxolod da mxolod ganaTlebis
gaumjobesebis Sesaxeb.
rigi saarCevno kampaniebis dros, amomrCevels eZleva saSualeba, rom upasuxos pirdapir
SekiTxvebs; sxva SemTxvevebSi, amomrCevels eZleva arCevanis saSualeba, magaliTad,
gadasaxadebis, jandacvis, samuSao adgilebis, ganaTlebis problemebze dasmuli SekiTxvebis
sapasuxod.
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4. kontrastis Seqmna
xazi gausviT ganmasxvavebel niSnebs Tqvensa da Tqvens oponents Soris. ra upiratesobebi
gaqvT im postis dasakaveblad, romelzedac pretenzias acxadebT? ra susti adgilebi aqvs
Tqvens politikur metoqes? pirveli sareklamo paketis dagzavnis Semdeg, ar iqneba cudi,
Tu gagzavniT masalaTa kompleqts, sadac xazgasmuli neba arsebuli xelmZRvanelobis
Secvlis aucileblobis idea. amis Semdeg, Tqven unda gaavrceloT pozitiuri informacia,
sadac dasabuTebuli iqneba zemoaRniSnuli aucilebloba.
kontrastuli safosto Setyobinebebi moicavs SedarebiTi xasiaTis broSurebs, romlebSic
mieTiTeba gansxvavebebi Tqvensa da Tqveni politikuri mowinaaRmdegis poziciebs Soris,
mTeli rigi umniSvnelovanesi problemebis mimarT.
Tu Tqveni politikuri mowinaaRmdege meore vadiT yris kenWs, ambobs erTs, xolo Statis
sakanonmdeblo organoSi xmas aZlevs meores, yvelaze efeqturi iqneba safosto
kompleqti, sadac xazgasmulia misi orsaxovneba. Tu Tqveni politikuri mowinaaRmdege
iSviaTad eswreba sakanonmdeblo organos krebebs, es Temac unda gamoyenoT.
5. daicaviT sakuTari Tavi.
moigerieT mowinaaRmdegeebis mier Tqvenze Tavdasxmebi da negatiuri gamonaTqvamebi
pirdapiri safosto gzavnilebis meSveobiT. gaxsovdeT, bevrs miaCnia, rom Tu raimes
waikiTxaven gazeTSi an moismenen axal ambebSi, es simarTles Seefereba. Tavdasxmebi
upasuxod ar datovoT. rac male gascemT maTze pasuxs, miT ukeTesi iqneba. fostiT
gasagzavni masalebis momzadeba da gavrceleba did dros moiTxovs, magram Tu Tqvenze
Tavdasxmebi masirebul xasiaTs atarebs, am variants nu gamoricxavT.
magaliTad, TqvenTvis cnobilia, rom mowinaaRmdege apirebs werilis gavrcelebas
adgilobrivi samarTaldamcavi organizaciis mxardasaWerad. Tqven mzad unda iyoT am
werilis efeqtis gasaneitraleblad sakuTari werilis meSveobiT, imis miuxedavad, rom es
ar iyo gaTvaliswinebuli safosto gzavnilebis Tqveneuli gegmiT da SesaZloa zarali
miadges safosto gzavnilis sxva dagegmil pakets.
Tqven SeiZleba aRmoaCinoT, rom Tqveni oponentis werilebis mxardaWera, realurad,
gamomdinareobs saxelmwifo moxeleebis kavSiridan, romlebic mxrs uWeren Tqvens
oponents imis gamo, rom igi cdilobs gaitanos kanonproeqti saxelmwifo moxeleTa
daxmarebebis, da ara danaSaulobaTa winaRmdeg brZolis Sesaxeb. Tu Tqveni saarCevno
kampaniis erT-erT ZiriTad Temas kanoniereba da marTlwesrigi warmoadgens, gaavrceleT
`namdvili~ policielebis mier xelmowerili werili, sadac `gaSavebuli~ iqneba Tqven
oponenti, rogorc saxelmwifo moxeleTa kavSiris marioneti, xolo Tu SesaZlebelia,
xazgasmulic iyos misi susti pozicia danaSaulobasTan brZolis sakiTxSi.
6. mowodeba xmis micemis Sesaxeb
pirdapiri safosto gzavnilebi SeiZleba gamoyenebuli iqnas amomrCevlisadmi mowodebis
mizniT, rom gamocxades saarCevno ubanSi TqvenTvis xmis mosacemad. saarCevno kampaniis
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dros safosto gzavnilebi SeiZleba gamoiyenoT agreTve sacxovrebeli adgilebis mixedviT
kenWisyris an sxva iniciativebisTvis.
ra saSualebebi unda gamoviyenoT mimarTvebis gagzavnisas?
Tqvens mier SerCeuli strategiisa da arsebuli biujetis gaTvaliswinebiT SeusabameT
erTmaneTs amomrCevlisadmi mimarTvebis gagzavnis sxvadasxva saSualeba.
1. piradi baraTi.. piradi baraTi aris patara suraTi, romelsac winaswar gadascemT
amomrCevels Tqveni personis popularizaciis mizniT. masSi unda Sevides kandidatis
mokle biografia (imijis Seqmna) da misi Sexedulebebi (mokled) ama Tu im problemis
Sesaxeb.
2. broSura. broSura Seicavs ufro detalur, TumcaRa zogadi xasiaTis informacias
kandidatis Sesaxeb. ramdenadac Tqveni auditoria sakmaod farToa, broSura xSirad
iZleva ufro dawvrilebiT biografiul monacemebs da wina planze swevs kandidatis
pirad damsaxurebasa da olqisaTvis gakeTebul sasargeblo saqmeebs. broSura xSirad
gamoiyeneba amomrCevelTan uSualo kontaqtis dros gamofena-gayidvebze da sxva
RonisZiebebze, romlebsac amomrCevelTa didi raodenoba eswreba.
3. mza blankebi. mza blankebi SeiZleba gamoyenebuli iyos yvela formis - miznobriv
Tu Cveulebriv mimarTvaSi: popularizaciis, imijis Seqmnis, problemis wamowevis,
kontrastis Seqmnis, Tavdasxmebis mogeriebis, xmis micemis Sesaxeb mowodebebis dros.
4. werilebis miznobrivi paketi. werilebis paketi gamoiyeneba zustad iseve, rogorc mza
blankebi - amomrCevelTa konkretul jgufTan urTierTobebis dros. magaliTad, Tu
gsurT, rom gansakuTrebulad mimarToT ufrosi Taobis moqalaqeebs, moifiqreT
SesaZlebloba, rom werilebi gaugzavnoT 65 welze meti asakis yvela amomrCevels.
5. werili meuRlisagan. meuRles SeuZlia sul sxvagvarad ilaparakos Tqveni
kandidaturisa da piradi Tvisebebis Sesaxeb, vidre Tqven TviTon. meuRleebis, rogorc
mamakacebis, ise qalebis, werilebi, SeiZleba efeqturad iqnes gamoyenebuli Semdegi
miznebisaTvis: imiji, problemebi, kontrasti, dacva da mowodeba, rom Tqven mogcen
xma.
6. CanarTebi. CanarTebi, rogorc wesi, ibeWdeba ofsetis furcelze da gamoiyeneba
mravali mimarTvis erTdroulad gasagzavnad. ramdenadac maTi warmoeba iafia, isini
xSirad gamoyeneba amomrCevelTan uSualo kontaqtebis dros an gazeTebSi damatebebis
saxiT.
7. safosto Ria baraTebi. safosto Setyobinebebis yvela sxva saxeobis msgavsad, Ria
baraTebi gamoiyeneba kandidatis personis popularizaciis, imijis Seqmnis, saarCevno
kampaniis axali amocanebis dasaxvis, kontrastis Seqmnis, Tavdasxmebis mogeriebis
miznebiT. isini gansakuTrebiT sasargebloa, rogorc saboloo Sexseneba, rom
amomrCevelma Tqven mogceT xma.
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ra zomebi unda miviRoT pirdapiri safosto mimarTvebis programis gansaxorcieleblad?
am nawilSi ganxilulia ramdenime saSualeba, romelic unda gamoiyenoT pirdapiri
safosto mimarTvebis programis sarealizaciod. damatebiTi informaciisaTvis, ixileT
qvemoT moyvanili konkretuli nawilebi. aRniSnuli saSualebebia:
1. miznobrivi mimarTuleba. amomrCevelTa romel jgufebs unda mivmarToT warmatebis
mosapoveblad?
2. siis Sedgena. rogor unda SevadginoT mimarTva?
3. teqstis Sedgena. raze unda visaubroT mimarTvaSi?
4. foto. rogori fotoebis gamoyeneba sjobs politikuri reklamisaTvis?
5. mxatvruli nawarmoebebi da suraTebi. rogori saxe unda hqondes safosto mimarTvas?
6. dabeWdva da gawyoba. vis unda SevukveToT safosto mimarTvebis dabeWdva?
7. gagzavna fostiT. ra unda movimoqmedoT imisaTvis, rom registrirebulma amomrCevelma
droulad miiRos safosto mimarTvebi? (damatebiTi informaciisaTvis ix. nawili
`safosto wesebi~).
miznobrivi mimarTuleba.
miznobrivi mimarTuleba adgens olqis amomrCevlebisadmi mimarTvis prioritetulobas
amomrCevelTa jgufuri mikuTvnebis an sacxovrebeli agilis mixedviT, imgvarad, rom Tqven
SeZloT safosto mimarTvebis programis realizeba im raionebSi, sadac es gansakuTrebul
efeqts moaxdens. miznobrivi mimarTuleba gansazRvravs amomrCevelTa im jgufebs,
romlebic gadamwyvet rols asruleben arCevnebis warmatebaSi.
amomrCevelTa romel jgufebs unda mivmarToT?
ramdenadac erT saarCevno kampaniaSi arsebuli situacia gansxvsvdeba meorisagan, SeiZleba
SemogTavazoT mxolod saerTo strategia yvela kampaniisaTvis. xSirad gaigonebT, rom
`saWiroa muSaoba Zlier mxareze~, anu Zalisxmeva unda mimarToT safosto mimarTvebze,
pirvel rigSi ki Tqveni mtkice mxardamWerebisadmi. aseve xSirad gaigonebT, rom
Zalisxmeva unda mimarToT im raionebze, sadac cxovrobs `siidan amogdebulTa~, anu im
pirTa didi raodenoba, romlebic arCevnebSi monawileoben partiuli simpatiebis
miuxedavad.
Tqven unda awon-dawonoT gansxvavebuli politikuri situaciebi da upasuxoT Semdeg
kiTxvebze:
1. ra Zlieri da susti mxareebi gaqvT Tqven da Tqvens metoqes? SeiswavleT Tu ara
mowinaaRmdge iseTive xarisxiT, rogorc gaaanalizeT sakuTari kandidatura?
2. rogori politikuri garemoa Statsa da olqSi? ra aris `nomeri pirveli siaxle~
adgilobriv gazeTSi?
3. amomrCevelTa romel jgufebs unda mimarToT warmatebis mosapoveblad? gamokvleuli
gaqvT Tu ara bolo arCevnebis Sedegebi mxardamWeri potenciuri raionebis gamovlenis
mizniT?
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4. sakuTari biujetis gaTvaliswinebiT, ra raodenobis safosto mimarTvebis dagzavnis
ufleba SegiZliaT misceT sakuTar Tavs? Tu biujeti ar gaZlevT didi raodenobis
safosto mimarTvebis dagzavnis saSualebas, ra meTodis gamoyenebas gegmavT amis nacvlad?
teqstis Sedgena
safosto gzavnilis kompleqtis egzemplarma adresati imdenad unda daainteresos, rom man
bolomde CaikiTxos teqsti da Sesabamisad moiqces. amisTvis, safosto gzavnilis
kompleqti unda iyos ubralo, naTeli da konkretuli, Sinaarsi ki Seesabamebodes
mimarTvis mizans. safosto mimarTvis teqstis Sinaarsis mimarT saerTo rekomendaciebi
Semdegia:
1. gamoiyeneT naTeli, mkafio da araorazrovani formulirebebi, wereT ubralo
sityvebiani mokle winadadebebiT. winadadebebis rTuli struqtura mkiTxvels abnevs.
2. Tu Tqveni problemis/mimarTvis mokle martivi winadadebebiT gadmocema ver xerxdeba,
es niSnavs, rom igi ar Seesabameba safosto gzavnilis daniSnulebas.
3. teqsti advilad unda ikiTxebodes da is unda iyos gaformebuli, rom miiqcios
yuradReba.
4. mimarTeT uSualod amomrCevels, isaubreT mis saWiroebebze, interesebze,
Sexedulebebze. mimarTva personificirebuli unda iyos.
5. teqstSi unda aisaxos mimarTvis saerTo arsi da amomrCevelTan kontaqtis programis
Tematika. mis mizans sulac ar warmoadgens axali mimarTulebis Seqmna. mimarTva
Sesabamisi unda iyos radioreklamisa da agreTve, unda Seicavdes pasuxebs satelefono
saubrebis dros dasmul kiTxvebze.
6. iyaviT yuradRebiani mimarTvis avtoris SerCevisas. kargi werilis dawera yvelas ar
SeuZlia. aq ufro sxvagvari unaria saWiro, vidre agitaciis sxva saxeobebSi.
7. pozitiuri mimarTvisas gamoiyeneT iseTi sityvebi, romlebic Tbil, adamianur
grZnobebs aRZraven. magaliTad, `me~, Cven~, `vzrunavT ra...~, `ojaxi~,
`sazogadoebrioba~, `mezoblebi~, `tradiciebi~.
8. Sinaarsi gadmoeciT aqtiur, da ara pasiur formaSi
9. negatiuri da kontrastuli gzavnilebis SemTxvevaSi, gamoiyeneT ufro mSrali
sityvebi, rogoricaa `isini~, `ignorireba~, `Tavdajerebuli~, `moufiqrebeli~,
`upasuxismgeblo~.
10. negatiuri da kontrastuli gzavnilebis SemTxvevaSi, Tavi aarideT muqaris an uxeS
tons. iyaviT TavSekavebuli, gonieri da racionaluri.
11. nu ixmarT politikur slengs an Semoklebebs.
12. saTaurebi gamoiyeneT sakvanZo debulebebze yuradRebis gamaxvilebis mizniT.
13. gamoiyeneT `gamRizianeblebi~ mkiTxvelis yuradRebis mosapyrobad. aseT
gamRizianeblebad SeiZleba iqces mokle saTaurebi an naxatebi, romlebic mkiTxvelis
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gonebaSi rCeba. gamRizianeblebs xSirad garekanze aTavseben, riTac mkiTxvels uRviveben
interess, rom gadafurclos gazeTi da waikiTxos mimarTva.
14. wamoweuli problemebis asaxvis mizniT gamoiyeneT yvelasaTvis misaRebi
formulirebebi. Tu Tqven konkretuli kanonebis Sesaxeb werT, ar gamoiyenoT maTi
nomrebi. maT nacvlad, perifrazi gaukeTeT sakanonmdeblo aqtis dasaxelebas an zogad
mizans. kanonis nomeri SeiZleba mieTiTos sqolioSi, informaciis gadamowmebis mizniT.
15. werilebi maqsimalurad personificirebuli unda iyos. Tu SesaZlebelia, werilebs ar
daaweboT gadasaRebi qaRaldebi. plastikur-iarliyiani konverti ufro kargia, vidre
dawebebuli.
16. konkretuli Temisadmi miZRvnilma werilma unda dagarwmunoT da ara gaswavloT.
17. moculobiTi safosto gzavnilebi da konvertebi ufro ukeT pasuxoben mimarTvis
mizans, magram aq gasaTvaliswinebelia zedmeti xarjebis problema.
18. darwmundiT, rom TiToeuli kritikuli gancxadeba an braldeba dasturdebodes
dokumenturad. arasodes ar SeTiTxno da ar gadaasworoT faqtebi.
19. piradad gadaamowmeT gasagzavni egzemplari.
dizaini da mxatvruli gaformeba.
iseve rogorc TviTon egzemplari, gzavnilis dizaini da gaformeba unda iyos mkafio,
gasagebi, ubralo da mimzidveli. dizainma adresats unda aRuZras paketis gaxsnisa da
wakiTxvis survili. gaiTvaliswineT Semdgi SeniSvnebi:
1. maketis Seqmnisas, SeZlebidagvarad isargebleT mxatvar-dizaineris momsaxurebiT.
gaugebrobis Tavidan asacileblad, unda gqondeT mkafio eskizi imisa, risi Seqmnac
gsurT.
2. moiZieT mxatvari, romelsac SegiZliaT endoT, anu adamiani, romelic Tqvens
politikur Sexedulebebs iziarebs da TqvenTvis saWiro vadebSi daasrulebs samuSaos.
rekomendaciebisaTvis SegiZliaT mimarToT sxva kandidatebs an Statis partiul
komitets.
3. sareklamo paketis teqsti da dizaini xels unda uwyobdes mimarTvis `realurobis~
warmoCenas.
4. dizaini unda iyos mkafio, sufTa da naTeli. kompleqti waikiTxeT da daaTvaliereT
ramdenimejer, raTa darwmundeT rom mkiTxveli miiRebs TqvenTvis saWiro informacias.
5. dizainis elementebi da ferebi unda Seesabamebodes kontaqtebis programis sxva
elementebs.
amomrCevlebisaTvis gankuTvnili safosto saagitacio masalebis gagzavnis kalendaruli
gegmis magaliTi
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arCevnebamde 5 kviriT adre. qveni kandidatis potenciur momxreTaTvis sareklamo
masalebis gagzavnis mizans warmoadgens kandidatis wardgena. masalebi egzavneba yvela
amomrCevels, garda Tqveni kandidatis aSkara mowinaaRmdegisa.
arCevnebamde 4 kviriT adre. Tematuri masalebis gagzavna Tqveni kandidatis
mxardamWerebisaTvis: masalebi saarCevno olqis saWirboroto problemebis Sesaxeb,
egzavneba yvela amomrCevels, garda Tqveni kandidatis aSkara mowinaaRmdegisa.
rCevnebame 3,5 kviriT adre. Tematuri masalebis gagzavna Tqveni kandidatis
mxardamWerebisaTvis:masalebi ama Tu im konkretuli sakiTxebis Sesaxeb Tqveni kandidatisa
da im piris poziciebis SedarebiT, romlis postis mosapovebladac ibrZvis kandidati
(Tuki aseTi Tanamdebobis pirs warmoadgens Tqveni kandidatis politikuri mowinaaRmdege,
romelic meore vadiT iyris kenWs). xolo, Tu Tqveni kandidati meore vadiT iyris kenWs,
miuTiTeT misi pozicia. masalebi egzavneba yvela amomrCevels, garda Tqveni kandidatis
aSkara mowinaaRmdegisa.
arCevnebamde 3 kviriT adre. safosto baraTebis gagzavna romelime im problemasTan
dakavSirebiT, romlis gadaWrasac gvTavazobs kandidati. es masala egzavneba im
amomrCevlebs, romlebic SeiZleba dainteresdnen mocemuli problemiT magaliTad, Tu
problema ukavSirdeba jandacvas, safosto baraTebi gaegzavneba 55 welze meti asakis
yvela amomrCevels.
arCevnebamde 2,5 kviriT adre. safosto baraTebis gagzavna amomrCevelTa mier gansazRvrul
problemebTan dakavSirebiT.
arCevnebamde 1-2 kviriT adre. saarCevno ubnebSi amomrCevelTa gamocxadebis
uzrunvelyofis samuSaoebi. yvela amomrCevels egzavneba baraTebi mowodebiT, rom
arCevnebis dRes gamocxaddnen saarCevno ubnebSi, Tqveni kandidatisaTvis xmis misacemad es
masala egzavneba im amomrCevlebs, vinc mxars uWers Tvens kandidats, da imaTac visac jer
ara aqvs gadawyvetili, Tu vis miscems xmas arCevnebSi.
8. politikuri reklamisa da agitaciis yvelaze Zlieri saSualebebi
1. amomrCevelTa dadebiTi azri kandidatis mimarT.
2. saredaqcio kolegiis sajaro gancxadeba kandidatis mxardaWeris Sesaxeb.
3. xelsayreli ufaso politikuri reklama masobriv sainformacio saSualebebSi.
4. kargi gamosvlebi sxvadasxva forumebze da politikur debatebSi.
5. saagitacio masalebis gavrceleba kandidatis mier.
6. mimarTva amomrCevlebisadmi, mowodebiT, rom mxari dauWiron kandidats.
7. saagitacio masalebis gavrceleba amomrCevelTa binebSi, kandidatis mxardamWer
agitaciasTan erTad.
8. saagitacio literaturis gavrceleba safosto yuTebis meSveobiT, nebayoflobiTi
mxardamWerebis mier.
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9. fostis meSveobiT ganxorcielebuli sagitacio kampania, romelic mimarTuli ineba
amomrCevelTa konkretuli jgufebisadmi.
10. saerTo saagitacio kampania fostis meSveobiT - saukeTeso meTodi -
ilustrirebuli saagitacio masala.
11. radioreklama
12. politikuri reklama televiziiT
13. sareklamo farebis dayeneba sacxovrebeli saxlebis ezoebSi da 1X1X2m zomebis
sareklamo farebis dayeneba.
14. politikuri reklama gazeTebSi.
15. avtomobilis bamperze dasakravi furclebis momzadeba.
16. sagitacio stendebi.
17. samkerde niSnebi da patara suvenirebi.
kariVIII. muSaoba masobrivi informaciis saSualebebTan
1. politikuri reklama masobrivi informaciis saSualebebSi
saagitacio-propagandistuli masalebis ganTavseba masobriv sainformacio saSualebebSi,
aris politikuri reklama, da ara sxva ram.
politikur reklamas mravali forma gaaCnia, dawyebuli broSurebiT da damTavrebuli
satelevizio sareklamo rgolebiT. adgilobriv sakanonmdeblo an xelisuflebis
organoebis saarCevno kampaniebis umetesobaSi, rogorc wesi, iyeneben masobriv
sainformacio saSualebebSi fasiani politikuri reklamis sxvadasxva formebis
erTobliobas, rogoricaa magaliTad agitacia fostiT, radioreklama, didi plakatebis
ganTavseba quCebSi da sxv. adgilobrivi xelisuflebis organoebis arCevis dros
politikuri reklama televiziiT, SeiZleba Zalzed ZviradRirebul saqmed aRmoCndes.
masobriv sainformacio saSualebebSi fasiani politikuri reklama ise unda SemuSavdes,
rom igi pasuxobdes winasaarCevno kampaniis procesSi saagitacio muSaobis TiToeuli
etapis ZiriTad miznebs. winasaarCevno kampaniis warmarTvisas politikur reklamas eqvsi
ZiriTadi mizani aqvs, saxeldobr:
• kandidatis vinaobis cnobis uzrunveelyofa;
• kandidatis imijis Seqmna;
• problemebis gadaWris gzebis miTiTeba;
• Sedareba politikur mowinaaRmdegeebTan;
• kontrzomebis miReba kritikis sapasuxod;
• arCevnebze eleqoratis gamocxadebis uzrunvelyofa.
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2. masobrivi informaciis saSualebebis siis Sedgena
politikuri agitaciis warmatebiT warmarTvis mizniT, Tqven aucileblad unda SeagrovoT
monacemebi mocemuli momentisaTvis Tqvens saaarCevno olqSi arsebuli TiToeuli
yoveldRiuri Tu yovelkvireuli gazeTis, radio- da satelevizio sadguris Sesaxeb.
aseTi CamonaTvali unda moicavdes Semdeg monacemebs:
I. yoveldRiuri gazeTebi:
• gazeTebis dasaxelebebi da misamarTebi (dilis, saRamos gazeTebi) da tiraJi;
• pasuxismgebeli pirebis gvari, saxeli, mamis saxeli, telefonisa da faqsis
nomrebi:
1. politikuri/politikuri rubrikebis mimomxilvelebis;
2. redaqtorebis;
3. redaqtorebis/redaqtorebis TanaSemweeebis
4. sakvirao nomrebze pasuxismgebeli sxvadasxva ganyofilebebis redaqtorebis;
5. specialuri korespondentebis (msxvil gazeTebs xSirad hyavT korespondentebi,
romlebc pasuxismgebelni arian calkeul rubbrikebze: bunebis dacvaze, biznesze,
ganaTlebaze da a.S.)
6. fotokorespondentebis ganyofilebebis;
7. sareklamo ganyofilebebis menejerebis.
• dasabeWdad nomris gaSvebis xelmoweris vadebi (umetes SemTxvevebSi, dilis
gazeTebisaTvis, es vadaa 9.00 sT., saRamos gazeTebisaTvis ki - 12.00 sT.);
• gazeTis politika statiebis ganTavsebisas Semdeg rubrikebSi:saredaqcio
statiebSi, svetebSi, redaqtorisadmi gagzavnil werilebSi - arsebobs Tu ara
raime SezRudva arCevnebamde ramdenime dRiT adre statiebis ganTavsebis mxriv?
• gazeTis politika fotoebis ganTavsebasTan dakavSirebiT - SeuZlia Tu ara
gazeTs, rom gansaTavseblad miiRos Tqveni saarCevno kampaniis amsaxveli fotoebi?
• politika, romelsac emxroba redaqtori - iReben Tu ara redaqtorebi
interviuebs kandidatebisagan politikuri kampaniis warmarTvisas da gamovlen Tu
ara maT mxardasaWerad?
• gazeTis politika politikuri reklamis gaTavsebasTan dakavSirebiT,
moTxovnebi aseTi reklamis zomebisa da fasis mimarT.
II. radiosadgurebi
• sasignalo niSnebi, mauwyeblobis dro, studiebis pirdapiri sakontaqto
telefonebi;
• qvemoT CamoTvlili pirebis gvari, saxeli, telefonisa da faqsis nomrebi:
1. axali ambebis ganyofilebis direqtori;
2. politikuri mimomxilveli;
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3. reklamis ganyofilebis menejeri;
4. reportaJebis ganyofilebis direqtori.
• misamarTi;
• sadguris gadacemebi (hit-paradebi, klasikuri musika, axali ambebi, Toq-Sou,
rok-musika qanTris stilSi, gasarTobi programebi da a.S.);
• specialuri programebi -- Suqdeba Tu ara sazogadoebriv cxovrebaSi momxdari
movlenebi, imarTeba Tu ara Toq-Souebi, rogori xasiTisaa es gadacemebi, vin aris
wamyvani, ra kriteriumebiT xdeba stumrebis SerCeva?
• reitingi: vin usmens mocemul radiosadgurs? moiZieT informacia msmenelebis
Sesaxeb maTi sqesis, asakobrivi niSnebisa da sxva demografiuli parametrebis
mixedviT;
• radiosadguris politika politikuri reklamis ganTavsebis mimarT da aseTi
reklamis Rirebuleba;
• radiosadguris politika movlenaTa adgilebidan pirdapiri reportaJebis mimarT.
III. telesadgurebi
• romel arxs an qsels ekuTvnis telesadguri, axali ambebis (adgilobrivi da
saxelmwifo) eTerSi gaSvebis dro;
• qvemoT CamoTvlili pirebis gvari, saxeli, telefonisa da faqsis nomrebi:
1. pilitikuri mimomxilvelebi;
2. sxvadasxva programebis redaqtorebi;
3. axali ambebis ganyofilebebis direqtorebi;
4. reklamis ganyofilebebis menejerebi
• misamarTi;
• specialuri programebi - arsebobs Tu ara dilis sakvirao programebi,
romlebSic Suqdeba sazogadoebriv cxovrebaSi mimidinare movlenebi? arsebobs Tu
ara sxva Tematuri programebi, magaliTad, programa fermerebisaTvis da sxv.? ra
Sinaarsisaa aseTi programebi, vin aris wamyvani, ra kriteriumebis mixedviT xdeba
stumrebis mowveva studiaSi?
• reitingi: vin uyurebs mocemul satelevizio sadgurs? moiZieT informacia
msmenelebis Sesaxeb maTi sqesis, asakobrivi niSnebisa da sxva demografiuli
parametrebis mixedviT;
• sadguris politika politikuri reklamis ganTavsebis mimarT da aseTi
reklamis Rirebuleba;
IV. satelegrafo saagentoebi
• korespondentebis gvari, saxeli, telefonisa da faqsis nomrebi;
• saagentos abonenti adgilobrivi gazeTebis CamonaTvali.
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3. masobrivi informaciis saSualebebisaTvis winasaarCevno kampaniis Sesaxeb informaciis
miwodebis gzebi. masalaTa kompleqtebi masobrivi informaciis saSualebebisaTvis
ra aris `masalaTa kompleqti masobrivi sainformacio saSualebebisaTvis~ da ratom
mWirdeba me igi?
masalaTa kompleqti masobrivi sainformacio saSualebebisaTvis warmoadgens informaciul
dosies Tqvensa da Tqveni winasaarCevno kampaniis Sesaxeb, rac vrceldeba Tqvens olqSi
moqmedi gazeTebis, radio- da telesadgurebis meSveobiT.
xSir SemTxvevebSi, masalaTa kompleqti warmoadgens masobriv sainformacio saSualebebSi
Tqvens Sesaxeb informaciis gavrcelebis ZiriTad arxs, xolo masobrivi sainformacio
saSualebebis meSveobiT Tqveni winasaarCevno kampaniis Sesaxeb informaciis SemdgomSi
gavrcelebasa da pirveli STabeWdilebis Seqmnas - uzarmazari roli eniWeba.
ra informacias moicavs masalaTa kompleqti masobrivi sainormacio saSualebebisaTvis?
1. fotoebi
• Sav-TeTri foto zomiT 24X30sm an 40X50sm (ferebis araswori aRqmis gamo,
gazeTebi ferad fotoebs ar anTavseben);
• miuxedavad imisa, rom radio da televizia fotoebs ar iyenebs, sasargeblo
iqneba, Tu maT SevitanT masalaTa kompleqtSi, raTa korespondentebma SeZlon
Tqveni cnoba;
• araoficialur garemoSi gadaRebuli Sav-TeTri fotoebi zomiT 24X30sm an
40X50sm;
• feradi slaidi satelevizio sadgurebisaTvis.
2. biografia
• mokle biografia - erT gverdze, Tqvens Sesaxeb ZiriTadi monacemebis
miTiTebiT;
• biografia TxrobiT formaSi -- masSi aisaxeba Tqveni saqmianoba, miRwevebi,
informacia Tqveni cxovrebis Sesaxeb.
3. informacia winasaarCevno kampaniis warmarTvis Sesaxeb
• Tqveni saarCevno kampaniis warmmarTveli komitetis xelmZRvaneli
Semadgenlobis (anu saarCevno kampaniis xelmZRvaneli, pres-mdivani, dagegmvis
jgufis ufrosi, winasaarCevno kampaniis warmmarTveli komitetis Tavmjdomare)
gvarebi, saxelebi, telefonebis nomrebi;
• winasaarCevno kampaniis warmmarTveli komitetis Stab-binis misamarTi da
telefonebi;
4. winasaarCevno kampaniis warmarTvisas gamoyenebuli masalebi
• broSurebis, avtomobilebis bamperebze dasakravi furclebis, savizito baraTebis
da a.S. aslebi
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5. kandidatis gancxadebebi sxvadasxva problemebTan dakavSirebiT
• Tqveni kandidaturis wamoyenebisas gakeTebuli gancxadebis teqstis asli, Tu
Tqven mxolod axlaxans wamoayeneT Tqveni kandidatura, an bolos gakeTebuli
gancxadebis asli, sadac dawvrilebiTaa gadmocemuli Tqveni Tvalsazrisi
sxvadasxva problemebis mimarT.
6. informacia Tqveni ojaxis Sesaxeb (kandidatis survilisamebr)
• Tu Tqveni ojaxi aqtiur monawileobas miiRebs winasaarCevno kampaniaSi,
SegiZliaT, rom masobrvi sainformacio saSualebebisaTvis gadasacem masalaTa
kompleqtSi SeitanoT Tqveni ojaxis wevrTa fotoebi da agreTve araoficialur
garemoSi gadaRebuli suraTebi.
• Tu Tqveni meuRle aqtiur monawileobas miiRebs winasaarCevno kampaniaSi,
ganixileT masobrivi sainforacio saSualebebisaTvis calke masalaTa kompleqtis
momzadebis SesaZlebloba.
rodis unda gavrceles masalaTa kompleqtebi masobrivi sainformacio saSualebebisaTvis?
Tu Tqven jer kidev ar wamogiyenebiaT sakuTari kandidatura, SegiZliaT:
1. masobriv sainformacio saSualebebs daugzavnoT masalaTa kompleqti im
RonisZiebaTa miTiTebiT, romlebic gatardeba Tqveni kandidaturis gamocxadebis
dRes, an
2. daarigoT masalaTa kompleqti Tqveni kandidaturis dasaxelebis mizniT gamarTuli
pres-konferenciis dros (Tu masalaTa kompleqts daarigebT am RonisZiebis
mimdinareobisas, Tqven, agreTve, kurieris meSveobiT unda uzrunvelyoT misi
dagzavna yvela im masobriv sainformacio saSualebaSi, romelTa warmomadgenlebic
ar eswrebian am RonisZiebas)
3. Tu gamoacxadeT sakuTari kandidaturis wamoyenebis Sesaxeb, SegiZliaT piradad
gadasceT masalaTa kompleqti calkeul Jurnalistebs, maTTan Sexvedris dros.
biografiis dawera
biografiis dawerisas, iseve rogorc winasaarCevno kampaniis dros nebismieri sxva
RonisZiebis Catarebisas, gaTvaliswinebuli unda iyos misi daniSnuleba, anu is, Tu sad
gaigzavneba igi: masobriv sinformacio saSualebebSi, im pirebisadmi, romlebmac SesaZloa
damatebiTi Semowirulobebi gadmogcen saarCevno kampaniis mxardasaWerad, im pirebisadmi,
romlebic nebayoflobiT gexmarebian saarCevno kampaniis warmarTvaSi, yvela
amomrCevlisadmi, Tu zemoTCamoTvlilTagan zogierTi jgufisadmi.
Tqven unda gaiTvaliswinoT agreTve sakuTari imiji. Tqveni biografia unda avsebdes
winasaarCevno kampaniis ZiriTad Temas da daxmarebas unda giwevdeT Tqvens mier Seqmnili
imijis wardgenaSi amomrCevlisadmi.
winasaarCevno kampaniis mizniT boigrafiis Sedgenisas unda daicvaT mxolod erTi wesi:
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biografiaSi Setanili TiToeuli sityva unda Seicavdes simarTles, mxolod simarTles
da arafers simarTlis garda.
es fuZemdebluri wesi umniSvnelovanes rols TamaSobs. misi daucveloba ki, aucileblad
gamoiwvevs Tqvens damarcxebas arCevnebSi.
riT unda daiwyoT Tqveni biografiis gadmocema?
dawereT sruli avtobiografia TxrobiTi formiT, romelSic aisxeba Tqveni miRwevebi,
amocanebi da cxovrebiseuli faseulobebi.
miuxedavad imisa, rom zogierT kandidats SeuZlia sakuTari biografiis dawera ise, rom
saxelmZRvanelod sakuTari rezume gamoiyenos, kandidatTa umetesobas ufro uadvildeba
sakuTari naazrevis Cawera magnitofonze, Semdeg ki misi furcelze gadatana. aseTi
informaciis Segroveba dagexmarebaT sityviT gamosvlisas, Tqveni kandidaturis wamoyenebis
Sesaxeb gancxadebis gakeTebis dros.
TxrobiT formaSi avtobiografiis dawera garkveul dros moiTxovs. sasargeblo iqneba,
Tu biografiaSi SeitanT rac SeiZleba bevr detals, da mxolod amis Semdeg amoSliT
arasaWiro informacias. SeagroveT agreTve saredaqcio statiebis nakrebi sxvadasxva
gazeTebidan, romlebSic TqvenTvis xelsayreli formiTaa gaSuqebuli Tqveni saqmianoba
sazogadoebriv proeqtebze muSaobisas, sakanonmdelo iniciativebiT gamosvlisas,
kandidaturis wamoyenebisas da a.S.
sxva wyaroebidan amonabeWdebi gazrdian sazogadoebriobis mxridan ndobas Tqveni
kandidaturis mimarT.
qvemoT moyvanilia magaliTi erT-erTi Statis senatoris biografiidan:
aZlevda ra maRal Sefasebas baakis moulodnel gamarjvebas, gazeTi `sidnei telegrafi~
werda: `. . . bevrma amomrCevelma mokle xanSi aRmoaCina, rom maTi axalgazrda
warmomadgeneli sakmarisi enTuziazmiT, gawonasworebuli xasiaTiTa da energiT gamoirCeva
da SesaniSnavad arTmevs Tavs Statis sakanonmdeblo organoSi penthendlis samxreT
nawilis wardgenis movaleobebs~.
romeli formaa yvelaze metad Sesaferisi biografiis dawerisas?
TxrobiTi formiT dawerili biografia ufro efeqturia, vidre rezume, radgan TxrobiTi
formiT gadmocemul biografiaSi Tqven erTmaneTTan akavSirebT sakuTar gamocdilebasa da
ama Tu im Tanamdebobaze yofnisas Sesrulebul movaleobebs.
saWiroa Tu ara, rom biografiis dawerisas gaTvaliswinebuli iqnas sxvadasxva
auditoriebi?
idealur variantad miiCneva biografia, sadac gamoyofilia abzacebi ama Tu im konkretuli
auditoriisadmi mimarTvis mizniT. magaliTad, biografiis erTi varianti, romelSic
aqcenti gadatanili iqneba Tqvens gamocdilebaze, SeiZleba momzaddes biznesmenebis winaSe
gamosvlis mizniT, meore varianti ki, romelSic ZiriTadi yuradReba gamaxvildeba Tqvens
saqmianobaze, SeiZleba momzaddes partiis wevrTa winaSe Tqveni gamosvlisaTvis.
da bolos, erTi gafrTxileba:im SemTxvevaSic ki, rodesac Tqveni biografia momzadebulia
konkretuli auditoriis winaSe gamosvlisaTvis, masSi mocemuli ZiriTadi informacia
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ucvleli unda darCes. winaaRmdeg SemTxvevaSi Tqven SeiZleba dagadanaSaulon, rom erTi
jgufis winaSe gamosvlisas ambobT erTs, meore jgufis winaSe ki - absoluturad sxvas.
pres-relizebis Sedgena
pres-relizebi warmoadgens masobriv sainformacio saSualebebSi ufaso saagitacio
kampaniis warmarTvis ZiriTad formas. magram, pres-relizebi araefeqturi xdeba, Tu isini
arasworad iqneba gamoyenebuli. pres-relizebis gamoSvebisas darwmundiT, rom, rom isini
marTlac Seicaven siaxleebs.
rogor SevimuSaoT pres-relizebis gamoSvebis efeqturi sistema?
pres-relizebis gamoSvebisas warmatebis misaRwevad, isargebleT qvemoT CamoTvlili
rCevebiT:
• pres-relizis `saTaurSi~ miuTiTeT Tqveni organizaciis dasaxeleba, simbolika,
misamarTi da telefonis nomeri;
• isargebleT TeTri da ara feradi qaRaldiT. es Tqvens pres-relizs profesionalur
xasiaTs miscems.
• ar gamoiyenoT fotoebi. es aseve Sematebs masalas oficialur da profesionalur
xasiaTs.
• ar dagaviwydeT, konvertebis SekveTa Tqveni winasaarCevno kampaniis simbolikiT.
• TiToeul dawesebulebaSi, sadac pres-relizebis gagzavnas apirebT, daazusteT, Tu ra
formiT surT iq maTi miReba. pres-relizi fostiT gagzavneT mxolod ukidures
SemTxvevaSi. misi gagzavna yvelaze ukeTesia faqsiT an telefoniT (Tu pres-relizi
faqsiT igzavneba, misi gagzavnis Semdeg aucileblad acnobeT korespondents gagzavnis
Sesaxeb).
• daadgineT masalaTa wardgenis vadebi yvela sinformacio saSualebebSi. pres-relizebi
daagzavneT dadgenil vadebSi.
rogori saxe aqvs Cveulebriv pres-relizs?
1. ar scildeba erTi gverdis farglebs. Tu pres-relizs erT gverdze meti ukavia, es
niSnavs, rom Tqven cdilobT zedmeti informaciis wardgenas. Tu mainc aucileblad
TvliT pres-relizis or gverdze wardgenas, maSin pirveli gverdis boloSi miawereT
`ix. gagrZeleba~. arasodes ar gamoiyenoT furclis meore gverdi.
2. teqsti ibeWdeba ormagi sabeWdi intervaliT. aucileblobis SemTxvevaSi, erT gverdze
teqstis datevis mizniT, SegiZliaT bolo abzaci dabeWdoT erTmagi intervaliT.
3. furclis zeda marjvena kuTxeSi mieTiTeba presasTan urTirTobebze pasuxismgebeli
piris gvari da telefonis nomeri.
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rogor unda daiweros pres-relizi?
1. saTaurs Tqveni pres-relizis warmatebisaTvis ZiriTadi mniSvneloba eniWeba. saTaurSi
unda aisaxos pres-relizis arsi. amasTan, igi SeZlebisdagvarad mcire raodenobis
sityvebs unda Seicavdes. saTauri, rogorc wesi, furclis centrSi, mTavruli asoebiT
ibeWdeba da msxvili SriftiT gamoiyofa.
daixsomeT, rom 10-dan 9 SemTxvevaSi, Tqvens pres-relizebs bolomde aravin ar
CaikiTxavs. amitom, cudad Sedgenili saTauri praqtikulad warumateblobisaTvis
ganwiravs Tqvens pres-relizs.
2. `wamyvani~ (pirveli) abzaci SeZlebisdagvarad Sinaarsobrivi, advilad aRsaqmneli da
mokle unda iyos. am abzacSi miuTiTeT `vin, ra, sad, rodis da ratom~, ise rom ar
gamoxvideT 23-sityviani farglebidan. teqstis danarCeni nawili unda Seicavdes
araumetes 17-sityvian winadadebebs, romlebSic warmodgenili unda iyos dawvrilebiTi
informacia da citatebi.
3. gamoiyeneT e.w. `piramidis~ meTodi. yvelaze ufro mniSvnelovani informacia moaqcieT
abzacis TavSi, naklebad mniSvnelovani ki - boloSi. Tqveni pres-reliziT
sargeblobis SemTxvevaSi saredaqcio Sesworebebs pirvel rigSi bolo abzacebi
daeqvemdebareba.
4. yovelTvis gamoiyeneT moqmedebiTi, da ara vnebiTi gvari. magaliTad, nacvlad frazisa:
`dRes, `n~ kandidatis mier gamocxadebuli iqna danaSaulobasTan brZolis gegma,
romelic 5 mimarTulebisagan Sedgeba~, ixmareT fraza:`dRes, `n~ kandidatma gamoacxada
danaSaulobasTan brZolis gegma, romelic 5 mimarTulebisagan Sedgeba~.
5. moiyvaneT magaliTebi kandidatis gamosvlebidan, citatebi CasviT `brWyalebSi~.
6. Tqveni gancxadebis gasamtkiceblad gamoiyeneT faqtebi da statistikuri masalebi.
amasTanave, ecadeT ar mimarToT ganazogadebul msjelobebs da sxva pirTa
gamonaTqvamebs, garda citatebisa.
7. yuradRebiT gadaamowmeT yvela faqti da cifri. darwmundiT, rom TqvenTvis cnobilia
informaciis wyaro.
rogor SevZloT, rom ukeT davweroT pres-relizebi da sxva gancxadebebi?
arsebobs eqvsi ZiriTadi wesi, rac gaaumjobesebs Tqvens stils:
1. azri gamoTqviT mokled. gadaxazeT yvela sityva, romlebsac ara aqvT pirdapiri
kavSiri Tqvens TemasTan. magram, es ar niSnavs, rom unda weroT mSrali,
arafrismTqmeli sityvebiT.
2. miaRwieT gamonTqvamebis sizustes. ecadeT gadmosceT azri, da ara Tqveni
STabeWdileba. Tu migaCniaT, rom abzaci arc Tu sruliad naTelia, gadawereT igi.
SeamcireT winadadebebis sigrZe. CaxlarTuli mniSvnelobis sityvebi SecvaleT
ubralo da gasagebi sityvebiT. gamoiyeneT konkretuli magaliTebi.
3. yuradReba miaqcieT wignierebas. orTografiul Secdomebsa da gadasworebebs aranairi
gamarTleba ara aqvT. TxoveT vinmes, vinc komitetidan gamodis sityviT winasaarCevno
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kampaniis Sesaxeb, rom waikiTxos teqsti. daixsomeT, rom Secdomebi uaryofiT gavlenas
axdens Tqvens teqstze.
4. daicaviT sizuste faqtebis gadmocemisas. Tu ara xarT darwmunebuli, rom Tqvens mier
gadmocemuli masala faqtologiuri TvalsazrisiT zustia, nu SeitanT mas teqstSi.
ndobis dakargva adgilia, misi aRdgena ki - Zneli.
5. iyaviT Tanmimdevruli. arc erT abzacSi ar gadauxvioT oficialuri stilidan
sasaubrosaken. wereT pirvel pirSi. Tqvens mier Sesrulebul nabeWd masalebSi
saTanado punqtuaciiT da mTavruli asoebiT gamoyaviT Tanamdebobebi.
6. martivad gadmoeciT teqsti. aucilebelia, rom xalxis masam gaigos Tqveni mimarTva.
winasaarCevno kompaniisaTvis saagitacio masalebis Sedgena sulac ar gaxlavT
disertaciis dawera.
Setyobinebis gagzavna presaSi
presisaTvis Setyobinebis gagzavna niSnavs sainformacio saagentoebisaTvis gadacemul
mokle masalas winasaarCevno kampaniis farglebSi Casatarebeli RonisZiebebis Sesaxeb.
Setyobinebis Sedgenis ZiriTadi principebi iseTivea, rogoric pre-relizis SemTxvevaSi:
Tqveni `sawyisi~ abzaci unda pasuxobdes kiTxvebze: `vin, ra, sad, rodis da ratom~.
yuradReba miaqcieT, rom Tqveni winadadebebi iyos mokle da Sinaarsobrivad datvirTuli.
ZiriTadi gansxvavebebi vlindeba teqstis moculobaSi. presisadmi gagzavnili Setyobineba
ar unda iyos or abzacze didi.
Setyobinebebi gamoiyeneT Semdegi miznebisaTvis:
1. winasaarCevno kampaniis farglebSi Casatarebeli mitingis an sxva RonisZiebis
Sesaxeb detalebis gasacnobad. magaliTad, `Jurnalistebi, romlebsac aqvT survili
daeswron prezident elcinis pativsacemad gamarul sadils, aucileblad unda
daukavSirdnen prezidentis pres-samsaxurs telefoniT, samSabaTs, 15 maiss, 17 sT-
mde, daswrebis nebarTvis misaRebad~.
2. momavali pres-konferenciis Sesaxeb gamocxadeba, gansaxilveli Temebis miTiTebiT.
magaliTad: `kandidati `n~ unda gamoxatos Tavis pozicia Statis gubernatoris
gancxadebaze ganaTlebis sistemaSi arsebul mdgomareobaze, warmomadgenelTa
palatis darbazSi, sityvis damTavrebisTanave gamarTul pres-konferenciaze ~.
pres-konferenciebis organizeba
pres-konferencia aris RonisZieba Tqveni saarCevno kampaniis farglebSi, romelic imarTeba
maSin, rodesac Tqven mzad xarT, rom presas warudginoT iseTi informacia, romelic
imsaxurebs gaSuqebas axal ambebSi. meores mxriv, pres-konferencia Jurnalistebs
saSualebas aZlevs, rom pirdapir dagisvan maTTvis saintereso SekiTxvebi.
nebismier SemTxvevaSi, Tqven winaswar, Zalian kargad unda moemzadoT, radgan pres-
konferenciaze Jurnalistebs SeuZliaT dasvan yvelaze uxerxuli kiTxvebi.
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pres-konferencias arasodes ar moepyroT araseriozulad. manam, sanam gadawyvetdeT pres-
konferenciis Catarebas, sakuTar Tavs dausviT aseTi kiTxvebi:
1. aqtualuria Tu ara pres-konferenciis Tema saimisod, rom igi axal ambebad iqces?
2. kargad var Tu ara informirebuli pres-konferenciis Temis Sesaxeb da mzad var Tu
ara, rom vupasuxo yvela SekiTxvas, imis miuxedavad, exeba Tu ara isini pres-
konferenciis Temas?
3. mosaxerxebelia Tu ara presisaTvis pres-konferenciis Casatareblad dagegmili dro?
4. maqvs Tu ara sakmarisi sacnobaro inormacia pres-konferenciis Temis Sesaxeb, romlis
gavrcelebac SemeZleba masobrivi sainormacio saSualebebiT?
5. xelsayrelia Tu ara presisaTvis pres-konferenciis Casatareblad SerCeuli adgili?
Tu Tqven dadebiTad ver pasuxobT zemoT CamoTvlil yvela kiTxvas, maSin gadaWeriT
warmoqmnili problema, an gadaxedeT Tqvens gadawyvetilebas pres-konferenciis gamarTvis
Sesaxeb.
gaxsovdeT, rom Tqvens gankargulebaSi yovelTvis moiZebneba sxva saSualebebi, raTa
presamde miitanoT Tqveni informacia:SegiZliaT gamouSvaT pres-relizi da/an
sainformacio biuleteni radiosaTvis, moawyoT Sexdedrebi erTi erTze, misceT interviu
telefoniT, misweroT werili mTavar redaqtors an moamzadoT masala Tematuri
qronikisaTvis.
ra zomebi unda miviRo, Tu gadavwyvet pres-konferenciis dagegmvas?
1. dagegmeT pres-konferenciis gamarTvis dro beWdviTi gamocemebis xelmowerisa da
gadacemis montaJis zRvruli vadebis gaTvaliswinebiT.
rogorc wesi, pres-konferenciis CatarebisaTvis saukeTeso droa periodi dilis 10.00
sT-dan dRis 15.00 sT-mde. magram, aucileblad daadgineT zRvruli vadebi, romlebzedac
orientirebulia masobrivi informaciis TiToeuli saSualeba im raionSi, sadac Tqven
gegmavT saarCevno kampanias. es gaakeTeT im momentSi, rosdesac SeadgenT masobrivi
sainformacio saSualebebis CamonaTvals.
aseve, aucileblad SeamowmeT, xom araa dagegmili sxva mniSvnelovani RonisZiebebi im
dRes, rodesac Tqven apirebT pres-konferenciis Catarebas. magaliTad, Tu Tqveni qalaqis
meri yovel orSabaTs dilis 10.0 sT-ze marTavs pres-konferenciebs, Tqvens RonisZiebas am
droisaTvis nu dagegmavT.
2. RonisZiebisaTvis SearCieT iseTi adgili, romelic adgilmdebareobis mixedviT
mosaxerxebeli da iolad misagnebi iqneba.
eWvs gareSea, rom Zalzed efeqturia pres-konferencia, romelic eZRvneba Tqvens
platformas ekologiis sakiTxebTan dakavSirebiT da imarTeba mTis wverze. magram, aseT
adgilamde miRweva albaT SesaZlebeli iqneba mxolod orxidiani avtomobiliT da amitom,
Tqven dafiqreba mogiwevT, sanam aseT gadawyvetilebas miiRebdeT. Tu gadawyvetT pres-
konfernciis gamarTvas aseT adgilze, winaswar izruneT nebarTvis misaRebad. ra Tqma
unda, SeuZlebelia ufro ukeTesi ukana xedis moZebna, vidre es samSeneblo moedania, Tuki
pres-konferencia eZRvneba xuTi punqtisagan Semdgar Tqvens gegmas im pirTa dasaxmareblad,
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romlebic TavianT sicocxleSi pirvel saxls aSeneben, magram amisaTvis, Tqven mogiwevT
nebarTvis miReba samSeneblo kompaniisagan.
pres-konferenciisaTvis sastumros darbazis gamoyeneba bevrad ufro mosaxerxebelia,
TumcaRa - naklebad gamomgonebluri. Tu Tqven mainc gadawyvetT sastumros darbaziT
sargeblobas, arsebobs ramdenime wesi, Tu rogor iqneba ukeTesi amis gakeTeba: tribuna
moawyveT darbazis wina nawilSi; darbazSi moaTavseT sakmarisi raodenobis skamebi;
gamoaTavisufleT adgili telekamerebis, mikrofonebisa da magnitofonebisaTvis;
ramdenimejer SeamowmeT, sakmarisia Tu ara eleqtroCamrTvelebi da telefonebi.
transparanti Tqveni saarCevno lozungiT CamokideT uSualod trubunis ukan, xolo
tribunaze daamagreT plakati an niSani, raTa Tqven adgilad amogicnon.
3. pres-konfernciis Catarebis Sesaxeb masobriv sainformacio saSualebebs acnobeT
minimum 24 saaTiT adre, an, Tu SesaZlebelia, ufro meti droiT adrec.
fostiT an faqsiT gaugavneT Sesabamisi Setyobineba yvela masobriv sainformacio
saSualebas, xolo Semdeg, pres-konferenciamde erTi dRiT adre da uSualod Catarebis
dRes, telefoniT acnobeT maT am RonisZiebis Catarebis Sesaxeb.
CainiSneT, Tu vin eswreba pres-konferncias, xolo Semdeg darekeT radiosadgurSi da
kurieris an faqsis meSveobiT miawodeT mas Tqveni gancxadeba da pres-relizebi im
gazeTebsa da telesadgurebs, romelTa warmomadgenlebic ar eswrebodnen pres-
konferencias.
4. kidev erTxel mofiqreT Tqveni gamosvlis Temebi da winaswar moamzadeT gancxadeba
presisaTvis.
Tqven srulad unda icodeT sakiTxi, romlis Sesaxebac gamodixarT sityviT da unda iyoT
mzad, rom upasuxoT iseT kiTxvebsac, romlebsac SesaZloa aranairi Sexeba ar hqondeT
pres-konfernciis TemasTan.
Zalian mniSvnelovani wesia, rom jer ifiqroT da mxolod Semdeg ilaprakoT. nu CaTvliT
Tavs valdebulad, rom zustad upasuxoT reportioris mier dasmul SekiTxas:Tqveni
yvela pasuxi daukavSireT saarCevno kampaniis ZiriTad lozungebs. gaxsovdeT:
reportiorma SeiZleba mogceT nebismieri SekiTxva, rasac igi isurvebs, Tqven ki
SegiZliaT upasuxoT nebismier SekiTxas, romlebzedac isurvebT pasuxis gacemas.
5. Tqveni sityvis/pres-relizis dabeWdili teqstebi daarigeT pres-konferenciis
dawyebamde ramdenime wuTiT adre.
pres-konferencia daiwyeT wuTnaxevriani Sesavali sityviT moxsenebis Temis Sesaxeb. es
sityva unda iyos mkafio da sakmaod sruli saimisod, rom tele- da radio-Jurnalistebma
SeZlon 30-wamiani monakveTis CarTva axal ambebSi.
pres-konferenciis dawyebamde reportiorebisaTvis Tqveni sityvis teqstis aslebis
darigebiT, Tqven maT saSualebas miscemT, rom Camoayalibon TavianTi SekiTxvebi. Sesavali
sityvis Semdeg darCenili dro dauTmeT maT SekiTxvebze pasuxebs.
6. yovelTvis unda icodeT, Tu rodis dgeba pre-konferenciis dasrulebis dro. rogorc
wesi, amisTvis 20 wuTia sakmarisi.
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sinamdvileSi, Zalian kargi iqneba, Tu Tqveni kampaniis organizebiT dakavebul romelime
pirTan SeaTanxmebT SeimuSavebT specialur niSans (signals) Tu rodis unda daasruloT
pres-konferencia, Tu igi Wianurdeba an scildeba ZiriTad Temas.
7. iyaviT mzad, rom pres-konferenciis dasrulebis Semdeg, Jurnalistebs damatebiTi
masalebi warudginoT.
piradad gaesaubreT reportiors, romelsac, SesaZloa, gauWirda kiTxvaze Tqveni pasuxis
gageba, an Tu saWirod TvliT, rom damatebiT ganumartoT mas Tqveni pozicia.
8. pres-konferenciis mimdinareoba srulad CaiwereT magnitofonze, raTa iqonioT
informacia, Tu konkretulad ra iTqva masze.
amis Semdeg, SegiZliaT konkretuli masala citirebis mizniT gadasceT im reportiorebs,
romlebmac ver SeZles pres-konferenciaze piradad daswreba, xolo, aseTi masala ki,
SesaZloa, radiogadacemis ZiriTadi nawili gaxdes.
4. politikuri reklama radios meSveobiT
radioreklama warmoadgens erT-erT yvelaze ekonomiur da mZlavr fasian politikur
agitacias. radios `saarCevno SesaZleoblobebi~ Zalzed didia. radios meSveobiT
Tqven SeZlebT gamoavlinoT sakuTari auditoria da uSualod gaacnoT mas Tqveni
masalebi. arsebobs specialuri radioprogramebis usazRvro raodenoba, romlebic
gaTvlilia msmenelTa gansazRvrul kategoriebze, da romelTa meSveobiTac Tqven
SegiZliaT airCioT nebismieri auditoria da programa:magaliTad, soflis saaTi,
religiuri programa, musikaluri programa, saubrebi elitaruli cxovrebis temebze,
da a.S. airCieT iseTi radioprograma, romelic gaTvlilia amomrCevelTa TqvenTvis
sasurvel kategoriaze.
radioreklamaSi warmatebis sawindaria ubraloeba da masalis ganmeorebadoba. mokle,
advilad aRsaqmnelma mimarTvam, romelic xSirad meordeba radoTi, SesaZloa
garkveuli zemoqmedeba iqonios msmenel-amomrCevlebze.
radioSi politikuri reklama SeiZleba mimarTuli iyos amomrCevelTa konkretuli
asakobrivi jgufebisadmi, magram, unda gaxsovdeT, rom radios usmens TiTqmis yvela,
maT Soris araregistrirebuli amomrCevelic, da isinic, vinc Tqveni sarCevno olqis
macxovreblebi ar arian.
radioprogramebis miznobrivi mimarTulebebi ganisazRvreba sadguris mauwyeblobis
formatiT. gamomdinare iqidan, rom sxvadasxva sadgurebs sxvadasxva xasiaTisa da
asakis admianebi usmenen, sakmaod iolia Tqveni poziciis gacnoba amomrCevelTa
konkretuli jgufisaTvis.
dagvexmareba Tu ara radioreklama saarCevno kampaniaSi?
upasuxeT Semdeg SekiTxvebs, raTa gadawyvitoT, Rirs Tu ara radioreklamaze fulis
daxarjva Tqveni saarCevno kampaniis warmarTvis procesSi:
Tqveni saarCevno olqi ZiriTadad soflis, qalaqgare Tu qalaqis tipisaa?
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Tu Tqveni saarCevno olqi warmoadgens sofels an qalaqgare raions, sadac
mcxovrebTa umetesoba usmens adgilobriv an saqalaqo radiosadgurs, maSin azri aqvs
radios saeTero drois SeZenas miuxedavad sadguris mauwyeblobis formatisa.
Tu olqi ZiriTadad qalaqis tipisaa, maSin, aTasobiT msmenelisadmi mimarTva,
romelTagan mxolod 10% cxovrobs Tqvens saarCevno olqSi, fulis xarjvis arc Tu
mizanSewonili forma iqneba da umjobesia, Tu am SemTxvevaSi mxolod mcired
saxsrebs gamoyofT saarCevno kampaniis mizniT radios saeTero drois SesaZenad.
auditoriis romel jgufebs unda mivmarTo?
upirveles yovlisa, radioreklama mimarTulia ufrosi asakobrivi jgufebis
amomrCevlisa da kerZo avtosatransporto saSualebebis mflobelebisadmi. daazusteT,
romel gadacemebs usmenen isini ufro xSirad. didad savaraudoa, rom isini usmendnen
axal ambebs, sainformacio, da sxva, advilad aRsaqmnel programebs. saerTod, Zalzed
arapraqtikulia saeTero drois SeZena im sadgurSi, romelic rok-musikas gadmoscems,
vinaidan yvelaze naklebia albaToba rom, 25 wlamde asakis amomrCevlebi monawileobas
miiReben arCevnebSi. magram, am asakobrivi jgufis sruli ignorirebac ar iqneba
gamarTlebuli.
ra uwyobs xels radioreklamis warmatebas?
SeadgineT mokle da naTeli teqsti.
arsebiTad, aucilebelia mxolod 50 sityva 30-wamian sareklamo gadacemaSi. teqsti
gadawereT imdenjer, sanam ar miaRwevT, rom igi martivi eniT iqnas gadmocemuli.
ar gamoxvideT erTi Temis farglebidan.
Tu ecdebiT, rom erT sareklamo gadacemaSi mraval Temas SeexoT, Tqven daabnevT
msmenelebs. xalxi ukeT iTvisebs iseT informacias, romelic erT Temas exeba.
ilaparakeT mxolod im sakiTxze, romelic kargad esmiT amomrCevlebs.
radioreklamis 30-wamiani an 60-wamiani gadacema Zalzed moklea saimisod, rom axali
problema gaacnoT amomrCevels. Tqven win unda wamoswioT problebma da gansazRvroT misi
gadawyvetis gzebi.
4. kandidatis gvari daasaxeleT 3-4-jer.
radios meSveobiT Tqven miaRwevT popularobas. amitom, gameoreba Zalian mniSvnelovani
faqtoria. 60-wamian radioreklamaSi kandidatis gvari kidev ufro xSirad unda
gaimeoroT.
5. iyaviT gamomgonebluri
radios Zala - esaa warmodgenis Zala. radios SeuZlia Seqmnas sagzao moZraobis,
sabavSvo TamaSis, quCis da a.S. saxeebi an sxvagvarad Seuwyos xeli Tqveni reklamis
popularobas. radioreklamaze daxarjuli ramdenime aseuli dolars SeuZlia Seqmnas
STabeWdileba, romelic telereklamis SemTxvevaSi SesaZloa aTasobiT dolari dagijdeT.
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6. SeaTanxmeT radio-sareklamo kampania sxva masobriv sainformacio saSualebebSi
ganTavsebul sareklamo kampaniasTan.
saukeTeso Sedegs miiRebT, Tu amomrCeveli radioTi moismens reklamas, miiRebs Tqven
mimarTvas uSualod fostiT da amavdroulad, waikiTxavs Tqvens gancxadebas gazeTSi, imave
Temaze.
rogor movamzadoT sareklamo gamoSveba?
radiosadgurebis umetesobas aqvs studiebi, sadac SesaZlebelia reklamis momzadeba.
adgilobriv radiosadgurebs da studiebs SeuZliaT profesionalur doneze
ganaxorcielon xmovani da bgeriTi efeqtebi, magaliTad - musikaluri TanxlebiT.
ramdenadac radioSi saeTero dro SedarebiT iafia, namdvilad Rirs zedmti fulis
daxarjva xarisxian reklamaze.
ufaso reklama radioSi
rogor mivaRwioT ufaso reklamas radoSi?
1. olqis teritoriaze mogzaurobisas moinaxuleT radiomauwyeblobis sadgurebi.
darwmundiT, rom gaqvT Tqvens olqSi momuSave yvela radiosadguris zusti sia,
romelSic miTiTebuli unda iyos wamyvani reportiorebis gvarebi.
saarCevno kampaniis dasawyisSi gulTbili urTierTobebis damyarebas SeuZlia
mniSvnelovnad gaaumjobesos Tqvendami miZRvnili sainformacio gadacemebis Sinaarsi.
zogjer, gansakuTrebiT ki soflis patara radiosadgurebSi, reportiors SeuZlia
pirdapir eTerSi aiRos Tqvengan interviu. Tqveni wasvlis Semdeg reportiori xSirad
gadascems `xmovan fragmentebs~ axali ambebis pirdapir eTerSi. (`xmovani fragmenti~
warmoadgens 30-wamian citatas Tqveni pasuxebidan).
windawin darekeT radiosadgurSi, raTa acnoboT maT Tqveni Camosvlis dRe da SeaTanxmoT
Sexvedris urTierTxelsayreli dro. amas garda, Tu Tqven jer kidev ar gagigzavniT
maTTvis sainformacio maaslebis kompleqti, SegiZliT piradad gadasceT es kompleqti
Sexvedrisas.
2. moiZieT sadgurebi, romlebic gadascemen `Toq-Sou~ radioprogramebs da SeTanxmdiT
maTTan, rom mogiwvion am programis stumris saxiT.
winaswar gaimeoreT SesaZlo kiTxvebi da pasuxebi eTerSi gasvlamde. ecadeT, rom pasuxebi
CamoayaliboT mokled da arsebiTad - gaxsovdeT 30-wamiani `xmovani fragmentebis~
Sesaxeb.
SegiZliaT Tqvens TanamSromlebs TxovoT, rom darekon studiaSi da SesTavazon mas
sakiTxebi, romlebic saukeTeso kuTxiT warmoaCenen Tqvens kandidaturas. magaliTad, Tu
Tqveni winasaarCevno kampaniis qvakuTxeds warmoadgens ganaTlebis sakiTxi, Tqvens
mxardamWers SeuZlia dagirekoT da gkiTxoT bavSvTa ganaTlebis gaumjobesebis Tqveneuli
gegmebis Sesaxeb. amgvarad, Tqven SesaZlebloba mogecemaT xeli SeuwyoT Tqvensave
programis win wamowevas.
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3. daurekeT reportiorebs.
reportiorebTan megobruli urTierTobebis Camoyalibeba dagexmarebaT Tqveni saarCevno
kampaniis ukeT gaSuqebaSi. Tu Tqven radiosadgurSi darekavT, mzad iyaviT, rom SesaZloa
mogiwioT pirdapir eTerSi gamosvla Tqveni komentarebiT.
amas garda, Tqven SegiZliaT ufro meti gaigoT politikuri metoqis saarCevno kampaniis
Sesaxeb, vidre reportiori gaigebs Tqvens Sesaxeb.
4. moamzadeT audio masalebi radiosaTvis
audio masalebi radiosaTvis, es aris amokrefili da magnitur lentaze Cawerili
nawilebi Tqveni gamosvlidan, konkretul saWirboroto sakiTxTan dakavSirebiT, romelic
telefoniT gadaeca adgilobriv radiosadgurs.
audio masalebi radiosaTvis, warmoadgens audio pres-relizebs da SeiZleba gaSvebul
iqnas eTerSi winasaarCevno kampaniis Sesaxeb kiTxva-pasuxebis Semdeg an mimdinare
sakiTxebze komentarebis saxiT.
aSkaraa, rom Tu Tqvens olqSi ramdenime radiosadguri muSaobs da Tqven gaqvT dro,
SegiZliaT daurekoT axali ambebis programebis redaqtorebs da uSualod gaesaubroT maT.
amasTan, Tu Tqvens olqSi xuTze meti radiosadguri muSaobs, audio masalebis wardgenis
sistema did dros dagizogavT.
rogor uzrunvelvyoT masalebis efeqturoba?
audio masalebi unda akmayofilebdnen Semdeg moTxovnebs:
a. unda iyvnen mokle. gaxsovdeT, rom axali ambebis programebis umetesoba grZeldeba
xuTi wuTiT an ufro naklebi droiT. amitom, Tqvens mier wardgenilma masalam ar
unda daikavos 30 wamze meti dro.
b. miaRwieT sakiTxis aqtualobas. nu waradgenT `myvirala~ da `ampartavnuli~ xasiaTis
masalebs, radgan es ar Tavsdeba politikuri reklamis farglebSi. sityvebi:`Tu me
amirCeven . . . ~ arasodes ar unda figurirebdes axali ambebisaTvis gankuTvnil
masalebSi.
g. Tqven unda piradad miiRoT monawileoba masalebis CaweraSi. Cawerili sityvebi unda
iyos uSualod Tqveni naTqvami. ErTaderT gamonaklisad SeiZleba CaiTvalos SemTxveva,
rodesac kargad cnobili politikosi an wamyvani gamoaqveynebs masalas Tqveni saxeliT.
d. masalebi waradgineT droulad. ambebi, romlebic siaxles warmoadgenda diliT, ukve
moZvelebulia saRamosaTvis. dro - uaRresad mniSvnelovani faqtoria.
e. nu gadaamlaSebT. masalebi, romlebic yoveldRiurad mzaddeba, metad Sromatevadia da
swrafad dakargavT radiosadguris keTilganwyobas Tqvendami. masalaTa wardgenis erT-
kviriani intervali sruliad sakmarisia, Tu am periodSi raime gansakuTrebuli
mniSvnelobis movlenas ar eqneba adgili.
ar gadasceT magnitur lentaze Cawerili masala yvela radiosdadgurs. gamoiyeneT
rotaciis sistema, anu, magaliTad, 20 radiosadguris arsebobis SemTxvevSi, SegiZliaT
daurekoT 3-4 maTgans da waukiTxoT masala. gamoZebneT dro araarsebiT Temebze
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reportiorebTan sasaubrod. radios TanamSromlebi iseTive xalxia, rogoric me da Tqven.
amitom, Tu Tqven gamonaxavT dros, da iseve moepyrobiT maT, rogorc Cveulebriv xalxs,
da ara rogorc Tqveni winasaarCevno kampaniis Camtarebel instrumentebs, aRmoaCenT, rom
isini upasuxod ar datoveben maT mimarT gamoCenil yuradRebas.
mas Semdeg, rodesac gaesaubrebiT sami-oTxi radosadguris warmomadgenlebs, Tqveni
saarCevno kampaniis TanamSromlebs SeuZliaT gadaurekon sxva sadgurebsac da gadascen
Tqveni masalebis Canawerebi. Semdgom, Tqven unda darekoT sxva sam-oTx radosadgurSi,
piradi kontaqtebis damyarebis mizniT. aseTi sistemis meSveobiT Tqven uSualod
gaesaubrebiT yvela radosadgurs.
5. politikuri reklama televiziiT
rogor mivaRwioT ufaso politikur reklamas teleiziiT? ufaso politikuri reklamis
miReba televiziis meSveobiT, sakmaod rTuli amocanaa.
magram, Tu qvemoT CamoTvlili wesebiT ixelmZRvanelebT, SesaZloa ufro warmatebiT
warmarToT winasaarCevno agitacia televiziis meSveobiT:
1. saarCevno RonisZiebis droisa da adgilis dagegmvisas gaiTvaliswineT, Tu ra aris
saWiro televiziisTvis.
dro: - yvelaze mniSvnelovani faqtoria telereportiorebisaTvis. maTi umetesoba
yuradRebas ar miaqcevs Tqvens mier dagegmil RonisZiebas, Tu igi tardeba Zalian adre an
an Zalian gvian. optimaluri drois monakveTia dilis 10.00 sT-dan dRis 15.00 sT-mde.
Tu Tqveni RonosZieba ar iTvaliswinebs cnobili oratoris gamosvlas, im SemTxvevaSic ki
saWiroa, rom RonisZiebis Catarebis Sesaxeb droulad ecnobos televizias.
adgili:- asev umniSvnelovanesi faqtoria RonisZiebis Catarebis mxriv. RonisZieba unda
gaimarTos mosaxerxebel adgilze, raTa telegadamReb jgufs sakmarisi dro hqondes
sadgurSi dasabruneblad, teqstis mosamzadeblad da gadacemis dasamontaJeblad.
2. SeecadeT, rom ifiqroT ise, TiTqos gadacemis mayurebeli brZandebiT.
imisaTvis, rom televiziam Tqveni RonisZieba gaaSuqos, aucilebeli pirobaa, rom igi
saintereso iyos mayureblisaTvis. miuxedavad imisa, rom sastumroebis darbazebSi pres-
konferenciebis mowyoba mosaxerxebelia, es ar uzrunvelyofs cocxal fons. televiziaSi
ki, Tqveni politikuri reklamisaTvis umTavresia efeqturi cocxali fonis Seqmna.
magaliTad, Tu Tqveni saarCevno kampaniis qvakuTxeds warmoadgens ganaTlebis problema,
winasaarCevno kampania CaatareT skolebSi.
3. olqSi mogzaurobis dros estumreT telesadgurebs.
televiziaSi darekeT droulad, raTa saqmis kursSi CaayenoT misi xelmZRvaneloba da
SeaTanxmoT stumrobisaTvis xelsayreli dro. amas garda, Tu Tqven ver moaswariT
televiziisaTvis masalaTa kompleqtis gagzavna, SegiZliaT es kompleqti gadasceT
piradad, stumrobis dros.
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rogor movemzadoT teleinterviusaTvis?
adgilobriv doneebze asarCevi kandidatebisaTvis, teleinterviu SesaZloa erTaderTi
Sansi aRmoCndes warmatebis misaRwevad. amitom, guldasmiT moemzadeT gamosvlisTvis.
televiziaSi miwvevamde:
1. SeafaseT Tqveni Zlieri da susti adgilebi publikis winaSe gamosvlis mxriv;
2. hkiTxeT sakuTar Tavs, ra mizniT gagiCndaT Tanamebobaze arCevis pretenzia, rogor
apirebT warmatebis mopovebas da ratom fiqrobT, rom sjobixarT Tqvens politikur
mowinaaRmdeges.
3. gaecaniT adgilobriv reportiorebs da iyaviT saqmis kursSi, Tu ra mniSvnelovani
moTxovnebi aqvT maT;
4. Tvalyuri adevneT RonisZiebis Catarebas Statisa da adgilobriv doneebze, ramac
SesaZloa reportiors ukarnaxos TqvenTan Sexvedris aucilebloba;
televiziaSi Tqveni miwvevis Semdeg:
1. iyaviT Tavaziani. Tu pasuxSi darwmunebuli ara xarT, TqviT, rom gadaurekavT
uaxloes droSi.
2. hkiTxeT sakuTar Tavs, Tu raze midixarT. Tqven gaqvT SesaZlebloba, rom winaswar
miiRoT pasuxebi Semdeg kiTxvebze:
a) rogoria gadacemis Tema da ra formiT gava igi eTerSi?
b) rogori urTierTsawinaaRmdego Sexedulebebi iqneba warmodgenili da konkretulad
vis mier? Tqvens garda, kidev vin miiRebs monawileobas gadacemaSi?
g) ra dokumetebi, masalebi da statistikuri monacemebi iqneba gamoyenebuli
gadacemaSi?
3. SeadgineT kiTxvebis sami sia: a) rogori kiTxvebis mosmena gsurT? b) rogori
kiTxvebis mosmena ar gsuT? g) ra kiTxvebs dagisvamen aucileblad?
4. gadacemis dawyebisTanave uaryaviT araswori Sexedulebebi da siyalbe.
reportiorebisa da gadamRebi jgufis mosvlis Semdeg:
1. es Tqveni interviu gaxlavT. SeinarCuneT kontroli situaciaze.
2. intervius dawyebamde, mosamzadebeli dro gamoiyeneT yvelaze metad saintereso
Temebis gasarkvevad, TavSesaqcevi SemTxvevebis mosayolad da reportiorisaTvis sxva
daxmarebebis gasawevad muSaobaSi.
3. Zalzed mniSvnelovania grimi:qalebis umravlesoba iyenebs kosmetikas gamomsaxvelobis
mizniT; mamakacebma ki unda isargeblon mciredi TeTri pudriT an specialuri
makiaJiT, romlis feri msgavsi iqneba kanis ferisa, da dafaravs saxis Suq-Crdilebs.
4. Tavi aarideT myvirala ferebis, yuradRebis mimpyrob tansacmels. mamakacebma uari unda
Tqvan wvril-zolebian xalaTebze, qalebma ki - zedmet morTulobaze, rac ar tovebs
adgils mikrofonis dasamagreblad.
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intervius dawyebisas:
1. moewyeT moxerxebulad, magram ecadeT gamoiyurebodeT Tavdajerebulad. ijeqiT
wynarad, sworad da savarZlis SuaSi.
2. saubrisas ucqireT wamyvans, da ara kameras.
3. yuradReba mimarTeT umniSvnelovanes sakiTxebze. Tqven SeiZleba mogeceT mxolod erTi
Sansi.
4. Tu reportiorma sxva formiT dagisvaT igive SekiTxva, gaimeoreT Tqveni pasuxi.
gaxsovdeT, rom reportiors ufleba aqvT dagisvaT nebismieri kiTxva, rasac igi
isurvebs, Tqven ki SegiZliaT upasuxoT nebismier kiTxvas, romelsac isurvebT.
5. Tavi aarideT politikur Jargons, arafrismTqmel frazebs, cifrebis dasaxelebasa da
TqvenTvis arasasurvel formulirebebs.
6. arasodes ar daeyrdnoT im garemoebas, rom Tqveni Secdomebi da aradamajerebeli
gancxadebebi amoiWreba montaJis dros.
7. dauyovnebliv gamoasworeT reportioris mier daSvebuli Secdomebi da arakoreqtuli
gancxadebebi.
8. ar miaqcioT yuradReba reportioris ZiriTad SekiTxvas, Tu aseTi SekiTxva ar
emsaxureba Tqvens miznebs. upasuxeT Semdegnairad: ar vici, marTebuli iqneba Tu ara es
mocemuli SemTxvevisaTvis, magram vfiqrob, rom kargi iqneba Semdegi sakiTxis
ganxilva:. . . ~
9. arasodes ar TqvaT tyuili.
intervius dasrulebisas, operators aucileblad moundeba ramdenime suraTis gadaReba
sxvadasxva rakursSi, romlebSic iqnebiT Tqven da reportiori. es keTdeba montaJis
mizniT. xandaxan, SeiZleba gTxovon raimis Tqma. gaxsovdeT, rom bevr adamians SeuZlia
naTqvamis gageba tuCebis moZraobiT. amitom, yuradReba miaqcieT ras ambobT, maSinac ki,
rodesac kamerebi da mikrofonebi gamorTulia.
fasiani politikuri reklama televiziiT
adgilobrivi saarCevno kampaniebis biujeti xSirad SezRudulia da ar iZleva saSualebas,
rom moemzadoT telereklamisaTvis da iyidoT saeTero drois TqvenTvis saWiro
raodenoba.
es imiT aixsneba, rom sareklamo rgolis gaSveba, Cveulebrivi `molaparake Tavis~ saxiTac
ki, SeiZleba ori aTas dolarze meti Rirdes. saeTero dro, romlis Rirebulebac
umTavresad bazris moculobazea damokidebuli, Rirs 500-dan 2000 dolaramde, 30-wamiani
reklamisaTvis.
satelevizio reklamis dro, Cveulebriv, iyideba 30-wamiani monakveTebiT, Tumca zogierTi
piri 10- an 60-wamian sareklamo rgolebsac iyenebs. maT fasebs Soris sxvaoba
mniSvnelovania: 60-wamiani sareklamo rgoli erovnuli televiziiT, superTasis matCis
Sesvenebis dros, 600000 dolari Rirs, xolo 30-wamiani rgoli, romelic adgilobrivi
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telesadguris sakabelo arxiT an misi filialis mier gaiSveba, SeiZleba Rirdes
araumetes 1000 dolarisa.
ZiriTadad, Tu ar gaqvT kampaniis warmarTvisaTvis sakmarisi saxsrebi, adgilobrivi
saarCevno kampaniis organizatorebi albaT radios, gazeTebs, uSualo safosto
gzavnilebsa da fasiani reklamis sxva formebs unda daeyrdnon, vidre telereklamas.
ra Rirs telereklamis momzadeba?
reklamis momzadebis Rirebuleba sxvadasxvaa da erTmaneTisagan gansxvavdeba im qalaqis
sididis gaTvaliswinebiT, sadac Tqven cxovrobT.
saSualod, videolentaze Cawerili 30-wamiani rgoli 2500-dan 5000 dolaramde Rirs. aq
Sedis scenaris dawera, gadamRebi jgufis Sromis anazRaureba da aucilebeli
aRWurvilobis daqiraveba, videolentis SeZena da martivi montaji. (gadamRebi jgufis
SemadgenlobaSi Sedian operatori, xmis operatori da zogjer damdgmeli reJisori).
aris Tu ara saWiro sakuTari sareklamo rgolebis Seqmna?
ra aris `sareklamo kampaniis gegma~?
manam, sanam Tundac erT dolars daxarjavdeT reklamisaTvis, darwmundiT, rom Suamavalma
ukve mogamaragaT sareklamo kampaniis werilobiTi gegmiT. miuxedavad imisa, rom sareklamo
kampaniis gegmebi erTmaneTisagan gansxvavdeba, isini mainc Seicaven qvemoT moyvanil sam
moments: monacemebs im auditoriis Sesaxeb, romelic uyurebs konkretul
telemauwyeblobas; fasTa CamonaTvali; da sareklamo saSualebebis kombinacia.
1. monacemebi auditoriis Sesaxeb. Tqveni sareklamo kampaniis gegmaSi Setanili unda iqnas
pasuxi kiTxvaze: vin uyurebs konkretul programas dRis mocemul monakveTSi; romel
telesadgurebs uyureben telemayureblebi Tqvens olqSi; sad cxovroben isini, vinc am
programebs uyureben.
2. fasTa CamonaTvali. ra dagijdebaT 30-wamiani rgoli, rom mas yuradReba miaqcion
amomrCevelTa TqvenTvis saWiro jgufebma; reklama, romelic gaiSveba yvelaze
popularuli Sous dros, bevrad ufro Zviria, vidre reklama, romelic eTerSi gadis
gadacemis `Teatri da SuaRamis mayureblebi~ dros.
3. sareklamo saSualebebis kombinacia. sareklamo saSualebebis rogori kombinaciaa
aucilebeli Cemi kampaniisaTvis, raTa mivipyro amomrCevelTa CemTvis saWiro jgufebis
yuradReba? swored vuTavseb Tu ara erTmaneTs iseT saSualebebs, rogoricaa
televizia, radio, pirdapiri safosto gzavnilebi, gazeTebi da TvalsaCino saagitacio
masalebi? Suamavals SeuZlia rCevebi misces Tqveni sareklamo kampaniis xelmZRvanels
saukeTeso `kombinaciis~ SerCevasTan dakavSirebiT.
4. amas garda, daadgineT, saarCevno kampaniaSi monawile kandidatebidan, romelma SeiZina
telesaeTero dro. Tu Tqvens saarCevno olqSi samze metma kandidatma SeiZina
telesaeTero dro, TqvenTvis aucilebeli iqneba SeZenili saeTero drois gazrda.
ratom? imitom, rom Tqveni sareklamo rgolebi ar Caikargos sxva kandidatTa
reklamis nakadSi.
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5. politikuri reklama gazeTebSi
fasiani politikuri reklama gazeTebSi.
gazeTebi ar warmoadgens politikuri reklamis yvelaze efeqtur formas masobriv
sainformacio saSualebaTa Soris. mkiTxvelze danaxarjebis mixedviT, yoveldRiur
gazeTebSi dabeWdili politikuri reklama yvelaze ZviradRirebuli, da xSirad
ignorirebulia im auditoriis mier, romlisTvisac igi iyo gankuTvnili.
amave dros, gazeTebSi, gansakuTrebiT ki adgilobriv yovelkvireul gazeTebSi,
politikuri reklamis swori formiT gamoyeneba dagexmarebaT, rom amomrCevlebamde
daiyvanoT kandidatis platformis ZiriTadi debulebebi. iSviaTi SemTxvevebis
gamoklebiT, rodesac garemoebebi ar iZleva imis SesaZleblobas, rom gamoiyenoT sxva
saSualebebi, gazeTebSi politikur reklamaze saWiroa daixarjos saarCevno kampaniis
mxolod is umniSvnelo nawili, romelic politikuri agitaciis mizniTaa gamoyofili.
gazeTebSi politikuri reklamis saxeebi
1. gancxadebebi, romlebic uzrunvelyofen kandidatis gvaris cnobas.
aseTi masalebi unda iyos ubralo formisa, da pirvel rigSi, unda
uzrunvelyofdes, rom mkiTxvelma daimaxsovros kandidatis gvari.
2. kandidatis biografia/imiji
es masalebi warmoadgenen politikuri reklamis safuZvels. rogorc wesi, maT
zedmetad xSirad iyeneben da zogjer isini metad cudi xarisxisaa. magram, maT
SesaZloa kargi samsaxuric gagiwion, Tu SeecdebiT kandidats `iseTi adamianis imiji
SeuqmnaT, romelic zrunavs ubralo xalxze~.
3. problemebis gadaWris gzebis miTiTeba
aseTi masalebi miuTiTeben or an sam ZiriTad problemaze, romelTa gadaWris
pirobasac iZleva kandidati misi arCevis SemTxvevaSi. aseTi reklama saSualebas
iZleva, rom ukana planze gadaiwios winasaarCevno kampaniis ZiriTadma lozungma da
kandidatma SeZlos politikuri davebisa da debatebis procesebis marTva aseTi
problemebis irgvliv.
4. `kontrastuli~ politikuri reklama
aseTi reklama mkafiod da aSkarad hyofs erTmaneTisagan Tqveni kandidatisa da misi
politikuri mowinaaRmdegis poziciebs erTi an ramdenime problemis mimarT. es
reklama unda iyos ubralo, lakonuri da mizanmimarTuli.
5. reklama, romlic miouTiTebs kandidatis sazogadoebriv aRiarebaze
rom amaRldes kandidatis avtoriteti, saWiroa im cnobil moRvaweTa da
sazogadoebriobis warmomadgenelTa gvarebis miTiTeba, romlebic kandidats uWeren mxars.
reklama gazeTebSi, sulac ar iZleva SezRuduli finansuri saxsrebiT winasaarCevno
kampaniis warmatebiT ganxorielebis garantias, radgan sakmaod rTulia mimarTva
konkretuli amomrCevlisadmi maTTvis gankuTvnili konkretuli miznebis mqone
gancxadebebiT.
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rogor avamaRlo Cemi sareklamo gancxadebebis efeqturoba?
ixelmZRvaneleT Semdegi wesebiT:
1. miaRwieT, rom Tqveni gancxadebebi TvalsaCinod ganTavsdes gazeTebSi. iyideT sagazeTo
formatis adgili iseTi gancxadebebisaTvis, romelTa zomebic sakmarisi sididisa
iqneba saimisod, rom mkiTxvelma waukiTxavad ar datovos isini, an iyideT sagazeTo
adgili 4 an naklebi gancxadebis seriisaTvis, romlebic SeniSnuli iqneba mkiTxvelis
mier gazeTis gadafurcvlisas. ganmeorebadobas am SemTxvevaSi metad didi mniSvneloba
eniWeba.
2. SeadgineT mokle da ubralo teqstebi. fraza furclis sufTa mindorze, yvelaze ukeT
aRiTqmeba. gamoiyeneT msxvil-Sriftiani saTaurebi, da nu ecdebiT, rom Zalzed
gadatvirToT informaciiT erTi gancxadeba. yvelaze mniSvnelovani monacemebia Tqveni
gvari da Tanamdeboba, romelzedac pretenzias acxadebT.
3. gaakontroleT sareklamo gancxadebis SemuSavebis procesi. Tqven gancxadebis
gamoqveynebamde unda daamtkicoT misi saboloo eskizi da maketi.
4. moipoveT aucilebeli informacia gazeTSi gancxadebis wardgenis vadebisa da zomebis
Sesaxeb. Tqvens olqSi cirkulirebadi beWdviTi sityvis saSualebaTa CamonaTvalis
Sedgenisas, moipoveT informacia maTSi gancxadebebis wardgenis vadebisa da reklamis
Rirebulebis Sesaxeb. Tqven SegiZliaT SeukveToT sagazeTo gverdis 1/4, 1/2 da a.S.
gaiTvaliswineT, rom sxvadasxva gazeTebSi 1/4 gverdze dabeWdili gancxadeba sididiT
gansxvavdeba erTmaneTisagan. beWdviTi gamocemebis siis Sedgenisas, moipoveT informacia
politikuri reklamisadmi ama Tu im gazeTis damokidebulebis Sesaxeb. zogierTi
gazeTi ar cnobs aranair politikur reklamas. Tqveni ganacxadi gazeTs droulad
warudgineT.
5. gamoiyeneT mkafio da xarisxiani fotosuraTebi. Tqvens sareklamo gancxadebaSi
fotosuraTebis gamoyenebisas gaxsovdeT, rom Sav-TeTri firi gamosaxulebas bevrad
ukeT afiqsirebs, vidre feradi. SeZlebisdagvarad gamoiyeneT fotoebi saerTo xediT,
da ara ama Tu im pirTa portretebi.
6. sagazeTo reklama SeaTanxmeT sxva sainformacio saSualebebSi sareklamo kampaniasTan.
Tqven saukeTeso Sedegs miaRwevT, Tu amomrCeeli waikiTxavs gancxadebas gazeTSi,
miiRebs mimarTvas fostiT da moismens specialur gamoSvebas radioTi, da Tu yovelive
es miZRvnili iqneba erTi da imave sagnisadmi. gamoiyeneT erTi da igive Srifti da ar
dagaviwydeT, rom ganaTavsoT Tqveni emblema yvela nabeWd masalaSi.
sagazeTo sareklamo gancxadebebis ra saxeobebis gamoyenebaa umjobesi?
1. gancxadebebi sajaro gamosvlebis/ saqmiani mogzaurobebis Sesaxeb. aseT
gancxadebaSi SeiZleba mieTiTos ama Tu im qalaqSi Tqveni stumrobis dagegmili
TariRi, agreTve vizitis programa - Wiqa yava romelime amomrCevlis saxlSi,
sauzme adgilobriv kafeSi, gaseirneba qalaqis centralur quCaze da a.S. Tqven
unda SeqmnaT STabeWdileba, rom SegiZliT mTeli qalaqis monaxuleba vizitis
dros.
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2. adgilobrivi problemebi. romeli problemebi iwvevs interess, da ra
problemebis Sesaxeb SegiZliT esaubroT ama Tu im raionis mosaxleobas?
iwvevs Tu ara interess axali avtomagistralis mSeneblobis proeqti an axali
samuSao adglebis Seqmnis gegma mocemul raonSi? gaiTvaliswineT Zveli rCeva,
rom `politika adgilebze keTdeba~.
3. SedarebiTi reklama. gaavleT mkveTri mijna Tqvensa da Tqvens politikur
mowinaaRmdeges Soris cxovrebiseuli gamocdilebis, ZiriTad sakiTxebTan
dakavSirebuli poziciebisa da a.S. urTierTSedarebiT. nu SegaSinebT
SesaZleloba, rom eleqtorats calsaxa arCevani SesTavazoT.
4. mxardaWera. yvelaze efeqturia mxardaWera adgilobrivi organizaciebis an
mocemuli raionis mosaxleobis mxridan, gansakuTrebiT patara qalaqebsa da
soflebSi. amasTanave, iyaviT frTxilad:SesaZloa Tqven stimuli mogeceT im
faqtiT, rom Tqvens kandidaturas mxars uWers qalaqis yvelaze msxvili
bankiri, magram unda SeicvaloT es azri, Tu konkretul saarCevno raionSi
cxovrobs fermerebis didi raodenoba, romlebmac TavianTi miwebi swored am
bankirs miagiraves.
5. mowodeba, rom amomrCevelma Tqven mogceT xma. olqebSi bevri partiuli
komiteti adgens erTobliv saagitacio masalas, mouwodeben ra amomrCevels,
rom xma miscen partiis adgilobriv kandidatebs.
6. CanarTebi/danarTebi. soflis da qalaqgare yovelkvireul da mciretiraJian
yoveldRiur gazeTebs ara aqvT sareklamo danarTebi, romlebic, Cveulebriv,
qalaqebSi gamomaval kviris gazeTebSi gvxvdeba. imis miuxedavad, rom es meTodi
ara ise efeqturi, rogorc pirdapiri safosto gzavnilebi, zogierTi kandidati
mainc iyenebs amgvar danarTebs mciretiraJian gazeTebSi.
gaxsovdeT: sareklamo gancxadeba yuradRebas unda amaxvilebdes konkretul
problemaze an saganze. nu ecdebiT, rom erT gancxadebaSi datioT yvelaferi.
7. umjobesia, Tu reklamas ganaTavsebT mowinave statiis gverdiT. didia albaToba,
rom is, vinc mowinave statiebs da saredaqcio werilebs kiTxulobs,
monawileobas miiRebs arCevnebSi.
7. sainformacio sababis Seqmna
sainformacio sababis Seqmna aris SesaZlebloba, rom farTo auditoriamde daiyvanoT
Tqveni gancxadeba, an misi yuradReba miapyroT Tqvens saarCevno kampanias ise, rom ar
daxarjoT fuladi saxsrebi. rasakvirvelia, ar SeiZleba Tqma, rom sainformacio sababi
araferi ar Rirs. imisaTvis, rom fuli ar gadaixadoT, saWiroa gamomgonebloba,
daJinebiTi da muyaiTi muSaoba.
imisaTvis, rom kandidati an partiis lideri `dRis adamiani~ gaxdes, man ara marto unda
aRiaros problemis arseboba, aramed sajarodac unda gaacnos amomrCevels misi gadaWris
gzebi. ar ifiqroT, rom Tqveni nebismieri gancxadeba sensaciad iqneba aRqmuli mxolod
imis gamo, rom es Tqven ganacxadeT. amisaTvis aucilebelia safuZvliani dasabuTeba, rom
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mxolod Tqven SegiZliaT ama Tu im konkretuli problemis gadaWra. Tqvens Sesaxeb
mxolod amis Semdeg ilaparakeben yvelgan.
yvelaze momgebiani meTodi, rom xalxi aalaparakoT Tqvens, rogorc im adamianis Sesaxeb,
romelsac ZaluZs problemis gadaWra, gaxlavT gamosvla im oficialuri piris rolSi,
romlis Tanamdebobazec tardeba arCevnebi. Tqven unda SeZloT, rom masa gamogyveT!
gaerkvieT situaciaSi da wamoayeneT axali ideebi. gamoavlineT aqtiuroba, daamtkiceT,
rom Tqveni programa, ideebi da iniciativebi realurad uzrunvelyofen problemis
gadawyvetas.
winasaarCevno kampaniis daskvniT etapze - arCevnebamde ramdenime TviT adre - masobriv
sainformacio saSualebebSi Tqveni kampaniis ufasod gaSuqebis SesaniSnavi saSualebaa pres-
konfernciebis mowyoba. ar unda daiviwyoT, rom pres-konferenciis gamarTvisas Tqveni
kandidati sayovelTao yuradRebis centrSi eqceva. amitom, uaRresad mniSvnelovania, rom
kandidati momzadebuli iyos aseTi RonisZiebisaTvis.
zogjer, calkeuli interviuebis organizebam ramdenime korespondentTan, rogorc piradi
Sexvedrebis, ise satelefono saubrebis formiT, SesaZloa uzrunvelyos Tqveni masalebis
gaSuqeba pres-konfernciis Catarebis gareSe.
winasaarCevno kampaniis gaSuqebaze pasuxismgebel fotokorespondents daavaleT, rom
gadaiRos kandidatis ramdenime fotosuraTi (calke da jgufuri), romlebic momgebianad
warmoaCens mas. aseTi fotoebi SeiZleba daigzavnos pres-relizebTan erTad an
gamoqveyndes saagitacio-propagandistuli masalebis kompleqtTan erTad.
SeaTanxmeT da erTmaneTs SeusabameT masobriv sainformacio saSualebebSi politikuri
reklamis ganTavsebisa da winasaarCevno kampaniis sxva RonisZiebebis sakiTxebi. magaliTad,
Tu amomrCevlebTan winasaarCevno Sexvedrebi, romlebSic piradad monawileobs kandidati,
warmoadgens saarCevno kampaniis warmarTvis ZiriTad taqtikas, maSin, fostiT dagzavnil
saagitacio masalebSi da radioreklamaSi ar dagaviwydeT aRniSvna, rom kandidati
piradad xvdeba olqis amomrCevlebs. Tu awyobT pres-konferncias, romelzedac apirebT
Tqveni programis wardgenas didi raodenobiT samuSao adgilebis Seqmnis
uzrunvelyofasTan dakavSirebiT, ris Sesaxebac ufasod iqneba miTiTebuli sainformacio
saSualebebSi, aseTi RonisZiebis Sesaxeb gazeTebSi moaTavseT fasiani gancxadeba.
telereklama
telereklama fasiani politikuri agitaciis yvelaze ZviradRirebuli saxeobaa. warmadgens
ra politikuri agitaciis yvelaze mZlavr da efeqtur formas, igi zemoqmedebs bevrad
ufro did auditoriaze, vidre mas Tqveni olqis amomrCevlebi qmnian (Tuki kenWs iyriT
adgilobrivi TviTmmarTvelobis organoSi) aseT SemTxvevaSi, Tqven fuls ixdiT imaSi, rom
Tqveni mowodeba davides im adamianebamde, romlebic ar cxovroben Tqvens raionSi da
amdenad, ver SeZleben Tqvens mxardaWeras.
imis miuxedavad, rom telereklama federalur doneze warmarTuli saarCevno kampaniebis
umetesobis ganuyofeli nawili gaxda, igi mxolod iSviaT SemTxvevebSi warmoadgens
efeqtur saSualebas amomrCevlebisadmi mimarTvisas maSin, rodesac tardeba arCevnebi
adgilobriv sakanonmdeblo da TviTmmarTvelobis organoebSi.
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masobriv sainformacio saSualebebSi ufaso da fasiani politikuri reklamebis
ganTavsebis koordinacia
efeqturi saagitacio programis SemuSavebis gasaRebs warmoadgens masobriv sainformacio
saSualebebSi ufaso da fasiani politikuri reklamebis ganTavsebis koordinacia. ufaso
reklama aZlierebs fasiani reklamis zemoqmedebis xarisxs, da piriqiT. aseTi koordnacia
saSualebas iZleva Tavidan iqnas acilebuli is gaugebroba da dabneuloba, rasac iwvevs
urTierTsawinaaRmdego informaciis miwodeba amomrCevlisaTvis.
efeqturi agitaciis mizniT gamoiyeneT Tqvens xelT arsebuli yvela saSualeba da
saxsrebi. gaaanalizeT fasiani da ufaso reklamebis yvela sainformacio saSualebebSi
ganTavsebis, sajaro gamosvlebisa da im RonisZiebebis Zlieri da susti mxareebi,
romlebzec mogiwevT gamosvla winasaarCevno kampaniis umniSvnelovanesi miznebis
misaRwevad. magaliTad, Tu Tqvens mizans warmoadgens is, rom kandidatis gvari
sayovelTaod cnobili gaxdes, dawereT statia, sadac mkiTxvels mouTxrobT kandidatis
Sesaxeb da gaacnobT mis platformas. Tqveni mizania iseTi situaciis Seqmna, rodesac
kandidatis Sesaxeb dadebiTi statiis wakiTxvis Semdeg amomrCevels SeeZleba moisminos
radioreklama an moxvdes masobriv sainformacio saSualebebSi gaSvebuli sxva fasiani
reklamis zemoqmedebis qveS, imave Temaze.
magaliTi: gazeTSi gamoqveynda statia, romelSic momgebiani formiTY Suqdeba Tqveni
kandidatis Tvalsazrisi gadasaxadebis sakiTxTan dakavSirebiT. am statiis gamoqveynebis
Semdeg Tqven ukveTavT reklamas radioSi, sadac saubarioa kandidatis Tvalsazrisis
Sesaxeb, da agreTve iwyebT furclebis gavrcelebas, sadac moTxrobilia kandidatis
Tvalsazrisi gadasaxadebis sakiTxTan dakavSirebiT.
mocemuli magaliTi gviCvenebs informaciis ganmeorebis meTods, romelic yvelaze metad
efeqturia amomrCevelze zemoqmedebis TvalsazrisiT. ra Tqma unda, yovelive es unda
daigegmos droulad. miuxedavad im faqtisa, rom Tqven ar iciT, Tu rodis gamoqveynda esa
Tu is statia, SegiZliaT dagegmoT RonisZiebebi, romlebic gaSuqdeba fasian sainformacio
saSualebebSi da rac uzrunvelyofs, rom maTi Catarebis dro daaxloebiT emTxveodes
statiis gamoqveynebis dros. Tqven agitaciis yvela saSualeba da saxsrebi unda
gamoiyenoT winasaarCevno kampaniis ZiriTadi xazis gasaZliereblad. amisaTvis aucilebelia,
rom droulad daiwyoT mosamzadebeli samuSaoebi, da rom yvela sainformacio saSualebas
gaegzavnos erTi da igive sareklamo informacia. Tqven, winasaarCevno kampaniis mTel
periodSi unda iyoT koncentrirebuli erT Temaze da mkafiod formulirebuli da
mizanmimarTuli sareklamo gancxadebebiT unda warmoaCinoT misi mniSvneloba. fasiani da
ufaso reklamebi sainformacio saSualebebSi gamoiyeneT imisaTvis, rom mizanmimarTuli
gancxadebebis meSveobiT asaxoT Tqvens TemasTan dakavSirebuli sakiTxebis wre.
8. rogor mivaRwioT kampaniis ufasod gaSuqebas masobriv sainformacio saSualebebSi?
rodesac vlaparakobT `ufaso~ politikur reklamaze masobriv sainformacio
saSualebebSi, Cven, pirvel rigSi, mxedvelobaSi gvaqvs is axali ambebi, romlebic
wamoiSveba saarCevno kampaniis procesSi Tqveni gamosvlebis, pres-relizebis gamoSvebis,
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pres-konferenciebis Catarebisa da sxva sajaro gancxadebebis meSveobiT, romlebic
SemdgomSi Suqdeba radioTi, televiziiT da gazeTebSi.
`ufaso~ politikuri reklama masobriv sainformacio saSualebebSi, rogorc wesi, ufro
efeqturia, vidre politikuri reklama. es ganpirobebulia ori mizeziT:
1. aseTi gancxadebebis mimarT ndobis faqtori ufro maRalia, radgan maTi wyaro araa
damokidebuli Tqvens sareklamo kampaniaze; da
2. mocemul SemTxvevaSi, Tqven xarjavT drosa da Zalisxmevas da ara mniSvnelovan
finansur resursebs Tqveni saarCevno kampaniis fondebidan.
ra mosazrebebiT unda vixelmZRvaneloT, raTa davadginoT, iqceva Tu ara siaxled esa Tu
is gancxadeba?
imis miuxedavad, rom ar arsebobs zusti wesebi imis dasadgenad, Tu ra aris siaxle,
faqtiurad, yvela reportaJi Seicavs qvemoT CamoTvlil erT-erT an ramdenime aspeqts:
1. aris Tu ara esa Tu is movlena an gancxadeba araCveulebrivi ram?
rac ufro uCveuloa momxdari faqti, miT ufro metia albaToba, rom igi siaxled iqces.
1984 wels, rodesac arlen violetma ganacxada rod ailendis StatSi generaluri
prokuroris postze sakuTari kandidaturis wamoyenebis Sesaxeb, presis didma nawilma
aitaca es gancxadeba. ratom? imitom, rom arlen violeti mowyalebis debis kaTolikuri
ordenis monazoni iyo da SeeZlo ebrZla am postis mosapoveblad mxolod mas Semdeg, Tu
ordens datovebda. an, martivad rom vTqvaT, is, rom ZaRlma adamians ukbina, siaxle ar
aris, magram, Tu adamianma ukbina ZaRls, es ukve siaxlea.
2. ramdenad droulia es?
nebismieri movlena SeiZleba iqces siaxled an warsulad. rac ufro aqtualuria sakiTxi,
miT ufro metia Sansi, rom man presis yuradReba miipyros. magaliTad, Tu Tqven ibrZviT
meris postis mosapoveblad, da am dros xanZari naxevar qalaqs anadgurebs,
xanZarsawinaaRmdego sistemis mdgomareobis gaumjobesebis mowodebiT gamosvla saWiroa
manam, sanam kvamli kvlav bolavs, da ara sami kviris Semdeg. is, rom adamianma ZaRls
ukbina ori wlis win, siaxles aRar warmoadgens.
3. ramdenad araerTgvarovania movlena?
1980 wels, senatSi arCevnebis kampaniis dros, respublikuri partiis kandidatma, senatSi
demokratiuli partiis warmomadgeneli daadanaSaula imaSi, rom man Tavisi Statis
senatorTa interesebis sawinaaRmdegod misca xma, rodesac mxari dauWira im pirTa
amnistiis programas, romlebmac Tavi aarides jarSi gawvevas vietnamis kampaniis dros. am
braldebis uaryofis mizniT senatorma daxmarebisaTvis mimarTa Statis vietnamis omis
veteranTa organizaciis Tavmjdomares. rogorc braldeba, ise misi uaryofa, sakmaod
winaaRmdegobrivi iyo, da swored amis gamo gaxdnen isini nomer pirveli siaxleebi.
vfiqrob, sityvaze mendobiT, Tu vityvi, rom saTauri: `respublikelebis kandidatma
alfred londonma brali dasdo demokrat senator smits masSi, rom man finias ukbina~,
yvela gazeTis pirvel gverdze gamoqveyndeba.
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4. ramdenad aqtualuria movlena adgilobrivi mosaxleobisaTvis?
rac ufro aqtualuria esa Tu is movlena adgilobrivi mosaxleobisaTvis, miT ufro
metia albaToba, rom igi siaxled iqceva. es gansakuTrebiT damaxasiaTebelia
yovelkvireuli gazeTebisaTvis, romlebic, ZiriTadad, adgilobriv movlenebs aSuqeben.
yvelgan, sadac ki SesaZlebeli iqneba, moixsenieT adgilobrivi macxovreblebi an
nebismieri sxva saSualebiT SeuTavseT Tqveni siaxleebi adgilobrivi mkiTxvelebis,
msmenelebisa da mayureblebis interesebs. gancxadebebi gaakeTeT konkretuli sainformacio
bazris gaTvaliswinebiT, raTa masalas meti adgilobrivi mimarTuleba SesZinoT. Tu
ZaRlma adamians Tqvens quCaze ukbina, Tqven am ambavs aucileblad SeityobT, radgan es
uSualod im raions exeba, sadac Tqven cxovrobT.
5. rogori emociuri Seferiloba aqvs movlenas?
masobriv sainformacio saSualebebs moswonT emociurad datvirTuli istoriebi. emociuri
movlenebi sainteresod ikiTxeba, da Jurnalistebic specialurad eZeben aseT istoriebs.
magram, masalisaTvis emociuri datvirTvis SeZenisas, joxs nu gadaRunavT; Tu masalis
Sinaarsi Zalzed emociuri xasiaTisa iqneba, aman SeiZleba ukuefeqti gamoiwvios da presa,
ubralod, uars ityvis mis gamoqveynebaze. cnoba, rom ZaRlma obol bavSvs ukbina, ufro
emociuria, vidre is, rom ZaRlma mamakacs ukbina.
6. ramdenad masStaburia movlena?
movlenis masStaburoba SeiZleba axal ambad iqces. Tu Tqven SeZlebT, rom bevri adamiani
moizidoT RoniZiebaze, an asobiT adamiani daasaqmoT proeqtze muSaobaSi, es ambavi presaSi
bevrad ufro srulad gaSuqdeba. is, rom adamians asma ZaRlma ukbina, ukve siaxlea.
7. Seicavs Tu ara movlena konfliqtis elements?
yvelasaTvis cnobilia, rom reportiorebi da mkiTxvelebi konfliqtebs `aRmerTeben~. Tu
Tqven SeZlebT konfliqtis Seqmnas, CaTvaleT, rom Tqven SeqmeniT siaxle. amasTan, aq
sifrTxile gmarTebT: konfliqti unda Seiqmnas sakiTxis, da ara personaliebis mimarT. is,
rom pretendentis ZaRlma ukbina realuri kandidatis ZaRls, ukve Seicavs konliqtis
elements.
8. gareulni arian Tu ara movlenaSi cnobili pirovnebebi?
cnobili saxelebi movlenas met simkveTres matebs. sazogadoeba yovelTvis aRtacebulia
mdidari da cnobili pirovnebebis saqmianobiT. swored amitom, adgilobrivi kandidatebi
yovelTvis cdiloben, rom sajarod moipovon cnobili politikosebis mxardaWera.
9. moixseniebian Tu ara movlenaSi adgilobrivi sazogadoebis warmomadgenlebi?
axal ambebs saxelebi qmnian. redaqtorebma ician, rom adamianebs moswonT TavianTi
gvarebis xilva gazeTebSi. imisaTvis, rom sakonsultacio komitetis Seqmnis Sesaxeb
gancxadebas xangrZlivi efeqti hqondes, SeeecadeT, rom gazeTs erTbaSad ar miawodoT
aseTi komitetis wevrTa sruli sia. reportaJs imis Sesaxeb, rom ZaRlma ukbina
fostalion sem mimbergs, misi ojaxis wevrebi da megobrebi udidesi interesiT gaecnobian.
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10. miwodebuli informacia swored isaa Tu ara, razedac xalxi laparakobs?
Tu adgilobriv kafeSi xalxi ar laparakobs imaze, rasac Tqven ambobT, maSin Tqveni
sityva SeiZleba arc ki moxvdes gazeTebSi. redaqtorebsa da axali ambebis ganyofilebebis
direqtorebs gansakuTrebuli `ynosva~ aqvT imaze, Tu ras ambobs xalxi. gaesaubreT
profesionalebs masobrivi sainformacio saSualebebidan, an Tavad SebrZandiT adgilobriv
kafeSi da piradad gaigeT adgilobrivi axali, Tavbrudamxvevi ambebi: `gaigeT im ZaRlis
ambvi, henri glikmansa da doris jonsons rom ukbina pigli viglis quCaze?~
gaxsovdeT:zemoT CamoTvlili xerxebi erTmaneTs ar gamoricxaven. yvela am elements
mxolod reportaJebis mcire ricxvi Seicavs. rac ufro met maTgans aamoqmedebT, miT
ufro meti geqnebaT Sansi, rom Tqveni RonisZieba an gancxadeba axal ambad iqces da
presis furclebze moxvdes.
muSaoba reportiorebTan
reportiorebi iseTive adamianebi arian, rogorc yvela sxva. maTi umetesoba, ubralod,
cdilobs patiosnad Seasrulos Tavisi saqme - miawodos axali ambebi sazogadoebas.
reportioprebs Zalian rTuli, zogjer ki metad winaaRmdegobrivi urTierTobebi aqvT
maTTan, vinc axal ambebs qmnis. es gansakuTrebiT politikas exeba. reportiorebTan Tqveni
urTierTobebis gasaumjobeseblad, daicaviT qvemoT CamoTvlili rCevebi:
1. ar moeqceT reportiors ise, TiTqos igi Tqveni mteri iyos.
gansakuTrebiT mniSvnelovania TvalTaxedvis masStabebi. imis miuxedavad, Tu warsulSi
ramdenad usamarTlo iyo reportiori Tqvens mimarT, masobriv sainformacio saSualebebSi
ufaso politikuri reklamis programis SemuSavebis dros daiviwyeT Zveli wyenebi. Tu
saqmianobas daiwyebT masmediasTan mtruli damokidebulebiT, isinic analogiurad
mogeqcevian.
nacvlad imisa, rom presisagan mtrul damokidebulebas elodeT, SeecadeT mokavSiris
saxiT warmoidginoT reportiori da amgvarad miitanoT sazogadoebis yuramde Tqveni
informacia. presasTan daamyareT profesionaluri urTierTobebi. winaaRmdeg SemTxvevaSi
Tqven SeiZleba aRmoCndeT situaciaSi, rodesac reportiorTan gatarebuli TqvenTvis
Zvirfasi drois Semdeg, meore dRes, gazeTebSi veraferi ver waikiTxoT Tqvens Sesaxeb.
bolos da bolos, nebismieri investicia SeiZleba anazRaurdes.
2. iyaviT profesionali.
Tu gsurT, rom reportiorebi pativiscemiT gepyrobodnen Tqven da Tqvens kampanias, unda
imoqmedoT profesionalurad. arasodes ar moitanoT mizezad pres-relizebSi daSvebuli
orTografiuli Secdomebi. presas mkafio Setyobinebebi gaugzavneT im RonisZiebaTa
Sesaxeb, romelTa gaSuqebac Tqven presaSi gsurT. Tu am mizniT reportiorebi gewvevian,
daixsomeT, rom isini Tqveni stumrebi arian da maT Sesabamisad moeqeciT. uzrunvelyaviT
sakmarisi moculobis damatebiTi informaciis miwodeba pres-konferencis Temis Sesaxeb.
Tu Tqven reportiors SepirdiT, rom daukavSirdebiT mis SekiTxvaze pasuxis gacemis
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mizniT, es gaakeTeT manam, sanam dadgeba masalis Cabarebis bolo vada, im SemTxvevaSic ki,
rodesac Tqven mxolod imis Tqma SegiZliaT, rom kiTxvaze pasuxi jer mzad ara gaqvT.
da rac yvelaze mniSvnelovania: ar ecadoT, rom presas miawodoT iseTi masala, romelsac,
winaswarve aSkaraa, rom isini ar gamoiyeneben. Tu Tqven Zalze xSirad daiZaxebT sityvas
`gangaSia!~ ise, rom ar geqnebaT saamiso mizezi, Tqven, ubralod, arc ki SegamCneven.
3. iyaviT patiosani da zusti
Zalzed iolia presasTan profesionaluri saqmiani urTierTobebis gafuWeba, Tu ecdebiT
simarTlis dafarvas an tyuilis Tqmas. Tu Tqven mogces SekiTxva iseT sakiTxze,
romelzec warmodgenac ki ar gaqvT, an Temaze, romelzdeac mza pasuxi jer ar gagaCniaT,
umjobesia TqvaT, rom jer ar xarT mzad sapasuxod, vidre is, rom raime sisulele
wamoroSoT. Tqvengan aravin ar elis, rom SegeZlebaT yvela im kiTxvaze gasceT pasuxi,
rasac reportiori dagisvamT. blefobas nu SeecdebiT.
tyuilma SeiZleba Zalian didi problemebi SegiqmnaT. TiToeuli politikosos cxovrebaSi,
iSviaTad, magram mainc, aris momentebi, rodesac kiTxvaze marTalma pasuxma SesaZloa
politikuri zarali miayenos mas. aseTi situaciis warmoSobis SemTxvevaSi, SeecadeT
TqvaT mxolod imdeni simarTle, ramdensac SeZlebT. xolo, Tu es SeuZlebelia,
SemoifargleT ubralo fraziT:`komentarebis gareSe~. swored amave mizezebiT, Zalzed
mcire warmatebas miaRwevT, Tu sazogadoebas daumalavT im informacias, romelic, bolos
da bolos, aucileblad gaxdeba cnobili. ukidures SemTxvevaSi, rodesac swored Tqven
xdebiT informaciis wyaro, yovelTvis unda SegeZloT, rom Tqveneuli Tvalsazrisi
gamoxatoT informaciis sagnis mimarT.
4. aqtiurad iTanamSromleT presasTan
informacia waradgineT droulad da iseTi formiT, rom misi gamoyeneba momavalSic iyos
SesaZlebeli. iyaviT patiosani da zusti, da reportioris SekiTxvebs upasuxeT swrafad.
Tu gaqvT iseTi informacia, romelic saintereso iqneba reportiorisaTvis, acnobeT mas
amis Sesaxeb im SemTxvevaSic ki, Tu igi uSualod ar exeba Tqveni saqmianobis sferos. Tu
reportiori SeZlebs aseTi informaciisagan masalis Seqmnis, es Tqven qulebs mogitanT.
5. nurasodes dauwyebT Widils mas, vinc melans kasrebiT yidulobs, furclebs ki -
tonobiT.
imis miuxedavad, mogwonT Tu ara esa Tu is statia, yovelTvis gaxsovdeT, rom bolo
sityva yovelTvis presas ekuTvnis. Tu presaSi gaipara faqtobrivi uzustoba, Tqven
sruli ufleba gaqvT moiTxovoT misi gasworeba, da saamisod mTel Zalisxmevas mimarTeT.
magram, Tu reportiori, romelic RonisZiebas aSuqebs, dawers, rom Tqvens mier
wamoTqmuli sityva srulebiTac ar iyo STamagonebeli, arc ki ifiqroT, rom igi Seicvlis
Tavis azrs mxolod imitom, rom Tqven statia ar mogewonaT.
6. gauadvileT reportiorebs muSaoba.
reportiorebi yovelTvis Zalian dakavebulni arian. movlenebi, romlebSic Tqven
monawileobT, SeiZleba iyos erT-erTi im movlenaTa Soris, romlebsac isini dRis
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ganmavlobaSi aSuqeben. Tqven gazrdiT sakuTar Sanss, rom gamoCndeT presis furclebze,
Tu ise imoqmedebT, rom Tqveni RonisZiebis gaSuqeba reportiorisaTvis ioli aRmoCndes.
magaliTad, Tu pres-relizSi ar migiTiTebiaT sakontaqto telefonis nomeri, xolo
reportiors gauCnda SekiTxvebi, nu geqnebaT imedi, rom igi dros daxarjavs Tqveni
telefonis nomris mosaZieblad. reportiori ufro sxva iseTi movlenis Sesaxeb dawers,
romlis gaSuqebac misTvis ufro xelmisawvdomi iqneba, da nagvis yuTSi moisvris Tqvens
pres-relizs.
Tqven SegiZliaT daxmareba gauwioT reportiorebs, Tu moamaragebT axal ambebSi gaSuqebis
Rirsi informaciiT da SeZlebisdagvarad gauadvilebT maT Tqveni RonisZiebis gaSuqebas.
hkiTxeT Jurnalistebs, Tu ris Sesaxeb surT maT statiis dawera, da mieciT maT is, risi
miRebac undaT. amasTan, yovelTvis gaxsovdeT, rom efeqturi masalis ZiebaSi,
reportiorebi sruli mzadyofniT gamoiyeneben informacias Tqveni kampaniis Sesaxeb, imis
miuxedavad, xelsayreli iqneba Tu ara es TqvenTvis.
7. daamyareT kargi urTierTobebi adgilobriv JurnalistebTan
urTierTobaTa srulyofa mudmivi procesia. adgilobriv presasTan urTierTobebis
gansamtkiceblad, SeecadeT SeasruloT Semdegi:
• estumreT reportiorebs samuSao adgilze. Tu Tqven adgilobrivi presis ofisis
maxloblad imyofebiT, ubralod SeiareT iq, Tundac misalmebis mizniT.
• pirveli Sexvedris dros, yovelTvis gadaeciT reportiorebs masalaTa kompleqti
presisaTvis, Tu es jer kidev ar gagikeTebiT.
• moiqeciT ise, rom reportiorTan pirveli viziti ar iqces ukanasknelad.
daukavSirdiT xolme mas telefoniT, raTa SeinarCunoT kontaqti.
• aucileblad acnobeT reportiors, Tu Tqveni azriT, rodis moamzada man Zalian kargi
masala. Cven yovelTvis xalisianad vakritikebT masalebs, romlebic Cveni azriT,
susti gamovida, magram Zalzed iSviaTad vpoulobT dros, rom SevaqoT namdvilad
kargi masalebi.
ra unda movimoqmedoT, rodesac presis mxridan reagireba negatiuria?
SesaZloa, periodulad SegeqmnaT STabeWdileba, rom presa araa samarTliani Tqvens mimarT.
aseT SemTxvevebSi, pirvel yovlisa, SeCerdiT da mSvidad gaaanalizeT, es namdvilad asea
Tu Tqven ubralod, Zalzed emociurad reagirebT am ambavze? rogori xangrZlivad moqmedi
Sedegebi SeiZleba moitanos ama Tu im masalam? SesaZlebelia Tu ara ise moxdes, rom
Sedegebi ufro naklebad seriozuli aRmoCndes imasTan SedarebiT, rasac presasTan Tqveni
konfliqti gamoiwvevs, da rogori iqneba JurnalistTa mxridan Tqvendami gamovlenili
mtruli damokidebulebis Sedegebi aseT SemTxvevaSi?
Tu TqvenTvis cxadi gaxdeba, rom presis midgoma arasamarTliania, SeecadeT miiRoT erT-
erTi qvemoT CamoTvlili zoma:
1. daurekeT Jurnalists da auxseniT Tqveni pozicia. SesaZloa, rom igi Seecados am
sakiTxis gadaWras.
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2. miswereT mkafio, gamomsaxveli formis werili reportiors an axali ambebis
ganyofilebis redaqtors masalaSi arsebuli uzustobebis miiTebiT. werils daurTeT
sinamdvileSi arsebuli faqtebis mokle anotacia. araa sasurveli, rom erT-dRian
masalas sicocxle gauxangrZlivoT~, da amiT mas Zalzed didi mniSvneloba mivaniWoT
an Zalze emociuri reagirebiT vupasuxoT.
3. arasodes ar moiTxovoT uaryofa, ubralod, iTxoveT, rom masalaSi Setanili iqnas
Sesworebebi.
4. Tu Tqven pasuxs werT redaqtoris svetSi gamoqveynebul masalaze, iTxoveT, rom
mogcen sapasuxo statiis gamoqveynebis saSualeba.
Tu cxadi xdeba, rom romelime Jurnalisti aSkarad Tqvens winaaRmdegaa ganwyobili,
nu SeecdebiT masTan urTierTobis garkvevas pirvelive masalis gamoqveynebisTanave.
yovelnairad SeecadeT, rom moamzadoT sakmarisi raodenobis faqtebi da mxolod amis
Semdeg iTxoveT, rom mogcen aseT JurnalistTan pirispir gasaubrebis saSualeba.
mxolod mas Semdeg, rodesac mimarTavT yvela zemoCamoTvlil zomas, sakiTxi daayeneT
gazeTis redaqtorTan.
daixsomeT: JurnalistebTan Tqveni muSaobis efeqtianoba arasodes ar efuZneba presis
mxridan Tavdasxmebis brwyinvaled mogeriebas. piriqiT, muSaobis efeqturoba izomeba
Tqveni unariT, rom daimsaxuroT presis pativiscema da iseTi Tvisebebis gamovleniT,
rogoricaa patiosneba da samarTlianoba. am miznebis miRweva met dividendebs mogitanT
presaSi Tqveni saarCevno kampaniis dadebiTad gaSuqebis kuTxiT.
rogor uzrunvelvyoT RonisZiebis gaSuqeba gazeTebSi?
adgilobrivi movlenebis Sesaxeb Tqveni poziciis gamoxatvis mizniT, pres-relizebis
momzadebasa da pres-konferenciebis gamarTvasTan erTad, SeecadeT, rom SeasruloT
Semdegi:
1. konkretul sarCevno olqSi mogzaurobisas, ewvieT adgilobriv gazeTebs.
darwmundiT, rom gaqvT yvela im gazeTis zusti da sruli CamonTvali redaqtorebis
gvarebisa da TioToeuli sakorespondento punqtis reportiorebis miTiTebiT, romlebic
aSuqeben movlenebs mocemul saarCevno olqSi.
Tqveni kampaniis gaSuqebas mniSvnelovnad gaaumjobesebs masmediis warmomadgenlebTan
piradi kontaqtebis damyareba kampaniis sawyis etapebze. xSiria SemTxvevebi, rodesac
mciretiraJiani yoveldRiuri gazeTebi soflad an qalaqgare raionebSi gamomavali
yovelkvireuli gazeTebis reportiorebi an redaqtorebi Tqvens vizits imave dRes
aSuqeben.
TqvenTvis sasurveli olqis gazeTis redaqciaSi winaswar darekeT, raTa gansazRvroT
maTTvis xelsayreli dro Tqveni vizitisaTvis.
amasTanave, Tu Tqven jer ar gadagiciaT maTTvis masalaTa kompleqti, SegiZliaT es
gakeToT vizitis dros.
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2. daurekeT reportiorebs da iyaviT maTTan kontaqtSi.
reportiorebTan megobruli urTierTobebis ganviTareba mniSvnelovnad gaaumjobesebs
Tqveni kampaniis presaSi gaSuqebas. ufro metic, politikur sakiTxebSi Caxeduli
Jurnalistebi SesaZloa Rirebul sainormacio wyaros warmoadgendnen TqvenTvis imis
Sesaxeb, Tu riTaa dasaqmebuli Tqveni oponenti.
3. axali pres-relizi moamzadeT Tqveni yoveli mniSvnelovani gamoslis an sajaro
gancxadebis Semdeg
farTod cnobili klubis (magaliTad, `rotari-klubis~) an sxva cnobili sazogadoebrivi
organizaciis 25 wevris winaSe warmoTqmuli Tqveni sityva SeiZleba im siaxled iqces,
romelsac 10000 adamiani gaecnoba.
ecadeT, rom Tqveni gamosvla maqsimalurad iyos orientirebuli im auditoriaze,
romelsac mimarTavT:Tu Tqven sityviT gamodixarT moxucebulTa saxlSi mcxovrebTa
winaSe, isaubreT ufrosi Taobis problemebze.
4. daniSneT sakonsultacio komitetebi.
organizeba gauwieT iseTi komitetebis Seqmnas, romlebic kvalificiur konsultaciebs
gagiweven Tqvens olqTan dakavSirebul mniSvnelovan sakiTxebze, rogoricaa magaliTad
mcire biznesis ganviTarebis, veteranTa, jandacvis, dasaqmebis, ekonomikuri ganviTarebis,
maswavleblebis, fermerebis problemebi da a.S.
gamouSviT pres-relizebi, sainformacio cnobebi sakonsultacio komitetebis Seqmnis
Sesaxeb. mas Semdeg, rodesac TiToeuli jgufi moamzadebs sakuTar rekomendaciebs im
politikis Sesaxeb, romlis gatarebac Tqven aucileblad gindaT, saswrafod moamzadeT
pres-relizi, sadac unda aRiniSnos, Tu rogor apirebT miRebuli rekomendaciebis
xorcSesxmas cxovrebaSi.
5. miuTiTeT TiToeul olqSi saarCevno kampaniis xelmZRvanelisa da kandidatis
mxardamWeri komitetebis Tavmjdomareebis gvarebi
gaavrceleT pres-relizi, romelSic miTiTebuli iqneba TiToeul olqSi saarCevno
kampaniis xelmZRvanelisa da kandidatis mxardamWeri komitetebis Tavmjdomareebis gvarebi.
amasTanave, aucilebelia, rom specialuri relizebi daegzavnoT adgilobriv gazeTebs
zemoaRniSnul pirTa sacxovrebeli adglebis mixedviT. kvlav gavimeorebT, rom
adgilobrivi gazeTebi praqtikulad, yovelTvis aqveyneben aseT gancxadebebs.
6. gaavrceleT Tqveni kampaniis farglebSi dagegmili RonisZiebebis yovelkvireuli
ganrigi
fostiT an faqsiT yovelkvireuli ganrigebis gavrceleba or mizans emsaxureba:1)
miuTiTebs, rom Tqveni saarCevno kampaniis farglebSi mravali RonisZieba tardeba; da 2)
exmareba reportiorebs, rom erTi kviriT adre dagegmon TavianTi samuSao. amasTan,
ganrigSi unda SeitanoT mxolod is RonisZiebebi, romelTa gaSuqebac gsurT: sityviT
gamosvlebi, mimarTva moxucebulTa saxlis mcxovrebTaTvis, skolebSi da a.S. aseT
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ganrigSi ar SeitanoT piradi Sexvedrebi Tqveni kampaniisaTvis dasaqmebul xalxTan,
ZiriTad sponsorebTan, da sxv.
Tu Tqveni kampania iTvaliswinebs gansakuTrebuli mniSvnelobis RonisZiebis mowyobas,
maSin daagzavneT specialuri Setyobinebebi, Semdeg ki, RonisZiebamde erTi dRiT adre,
telefoniT daadastureT misi Catarebis Sesaxeb.
7. dagegmeT Sexvedrebi saredaqcio kolegiebTan
masobrivi sainformacio saSualebebis siis Sedgenisas gaarkvieT, mxars uWers Tu ara esa
Tu is gazeTi romelime kandidats im donis postze, romelzedac Tqven acxadebT
pretenzias. Tu es asea, dagegmeT am gazeTis saredaqcio kolegiasTan Sexvedra piradad,
saerTo arCevnebamde ramdenime kviriT adre.
iyaviT mzad, raTa upasuxoT rTul SekiTxvebs Tqveni poziciis Sesaxeb rig aqtualur
TemebTan dakavSirebiT da agreTve imis Sesaxeb, Tu ratom SegiZliaT winasarCevno
kampaniaSi gamarjvebis mopoveba. saredaqcio kolegiebTan Sexvedrebma SesaZloa saskolo
gamocdebic ki mogagonoT.
gazeTis politikuri orientaciidan gamomdinare, is kandidatebi, romlebic meored iyrian
kenWs arCevnebSi, xSirad avtomaturadac iReben mis mxardaWeras, Tuki aseTma kandidatebma
ar gamoavlines uunaroba Tanamdebaze yofnisas. magram, zogierTi gazeTi albaT daiwyebs
Tqveni kampaniis Rirsebebis ganxilvas. Tqven SegiZliaT sakuTari sareklamo miznebisaTvis
gamoiyenoT saredaqcio statiis is ori an sami abzaci, romlebSic dadebiTadaa
daxasiaTebuli Tqveni kandidatura, radgan tradiciulad, saredaqcio statiebi, mravali
amomrCevlisaTvis informaciis saimedo wyaros warmoadgens.
8. Tqveni fotosuraTebi daagzavneT ubralo da mokle ganmartebebiT: vinaa masze
gamosaxuli, sad da ra mizniTaa isini gadaRebuli.
yovelkvireuli da mciretiraJiani yoveldRiuri gazeTebi xSirad beWdaven fotoebs,
romlebzedac aRbeWdili xarT Tqveni saarCevno kampaniis xelmZRvanelTan, olqebSi
komitetebis TavmjdomareebTan, sakonsultacio komitetebis wevrebTan da sxva pirebTan
erTad. ramdenadac es SesaZlebelia, fotoebi daagzavneT pres-relizebTan erTad,
romlebSic miTiTebuli unda iyos maTi daniSnuleba.
waradgineT fotoebi, sadac aRbeWdili xarT Tqveni kampaniis mxardamWer politikur
liderebTan erTad.
Zalze mniSvnelovania drois faqtori:erTi kviris win gadaRebuli fotosuraTi,
dReisaTvis ukve kargavs siaxles da mniSvnelobas. gamoiyeneT Sav-TeTri fotoebi, radgan
gazeTebSi feradi fotoebis reproduqciis xarisxi Zalian dabalia. aravis ar SeuZlia ise
swrafad aTqmevnos redaqtors uari Tqveni masalis gamoqveynebaze, rogorc cudi xarisxis
fotosuraTs.
9. mza masalebi gamosaqveyneblad gaagzavneT yovelkvireul rubrikebSi da `saredaqcio
werilebis~ ganyofilebebSi.
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yovelkvireuli Tematuri rubrikebi da saredaqco statiebi SesaniSnavi instrumentia
amomrCevelTa didi jgufebis yuradRebis misaqcevad, radgan, rogorc wesi, is adamianebi,
romlebic arCevnebze xmis misacemad midian, kiTxuloben saredaqcio werilebs.
didad savaraudoa, rom gazeTebis umetesoba gamoaqveynebs Tqvens saredaqcio statias, uki
igi aqtualur Temas eZRvneba, miuxedavad imisa, Tqveni metoqe kandidatis mieraa igi
gagzavnili Tu im piris mier, visac saarCevno posti ukavia.
aqvs Tu ara azri redaqciaSi werilebis gagzavnis programis SemuSavebas?
mTavari redaqtorisaTvis gasagzavni werilebis koordinaciis programa, romelsac am
mizniT specialurad daniSnuli piri uxelmZRvanelebs, SesaZloa kidev erT efeqtur
saSualebad iqces Tqveni Tvalsazrisis sazogadoebamde dasayvanad.
daicaviT Semdegi ZiriTadi wesebi:
1. TiToeuli werili mxolod erT Temas unda mieZRvnas.
mTavari redaqtorisadmi gagzavnili werilebi, rogorc wesi, eqvemdebareba saredaqco
Casworebebs. daiwyeT mokle, martivi salaparako eniT dawerili weriliT, raTa
maqsimalurad Semcirdes saredaqcio Casworebebis raodenoba.
2. gamoiyeneT faqtobrivi masala
Tqven aamaRlebT sakuTari masalebisadmi ndobas, Tu gancxadebebs gaamagrebT faqtebiT.
magaliTad: kandidatma salma xeli Seuwyo Cvens raionSi 235 axali samuSao adgilis
Seqmnas SarSan, rodesac senatSi mxari dauWira kanonproeqts `axali adgilebi Cveni
mSobliuri qalaqisaTvis~. swored amitom vapireb, rom xma mivce mas, radgan igi Cvenze
zrunavs.
3. Tqveni sawinaaRmdego arc erTi masala, saredaqcio statia an sxva gamosvla ar
datovoT reagirebis gareSe.
Tqvenma momxreebma gazeTSi unda dabeWdon Tqveni mxardasaWeri masala, da ganmarton an
Seasworon TqvenTvis potenciurad wamgebiani informacia. gaxsovdeT, arsebobs odiTganve
Camoyalibebuli Tvalsazrisi, rom gazeTSi gamoqveynebuli masalebi sinamdviles Seefereba.
am mxriv, Zalzed mniSvnelovania Tqveni momxreebis piradi dasturebi.
4. arasodes ar gaxadoT dacinvis sagnad Tqveni mowinaaRmdegis piradi Tvisebebi.
araferi ise ar uwyobs xels ndobis dakargvas, rogorc emociuri Seuracxyofa.
ra unda vakeToT . . .
1. naTlad warmoidgineT, ratom eswrafviT arCevas im Tanamdebobaze, romlisTvisac
ibrZviT, rogor apirebT gamarjvebas da ratom unda mogcen xmebi amomrCevlebma. Tu
ver miiRebT garkveul pasuxs am ZiriTad kiTxvebze, Tqvens kampanias didi problemebi
Seeqmneba.
2. moamzadeT istoria Tqveni cxovrebiseuli gzis Sesaxeb.
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(es unda iyos TxrobiT formaSi dawerili vrceli biografia, romelSic gaSuqdeba
Tqveni namoqmedari da miRwevebi, miznebi da cxovrebiseuli faseulobani). es masala
gamoiyeneT Tqveni mokle biografiis safuZvlad, sajaro gancxadebrebisa da Tqveni
kampaniis masalebSi Sesatanad.
3. kargad unda erkveodeT mimdinare ambebis nakadSi.
gaarkvieT, ra surT redaqtorebs da mieciT maT is, rac undaT. iyaviT zusti,
operatiuli, da azrebi gamoxateT ise, rom SesaZlebeli iyos maTi citireba.
4. msjelobisas daeyrdeniT faqtebs. arafrismTqmeli gancxadebebi presisTvis saintereso
ar aris.
5. Tqveni pres-relizebi profesionalurad unda iyos Sedgenili.
pres-relizebisTvis gamoiyeneT ubralo, TeTr sabeWd qaRaldze Sesrulebuli,
informaciulad datvirTuli blankebi. pres-relizebis moculoba ar unda
aRematebodes erT nabeWd gverds. masalaTa miwodeba aqtiurad unda ganxorcieldes.
6. Tqveni gancxadebebi da kiTxvebze pasuxebi unda iyos mokle da sagnis arsis Sesaxeb.
radio- da telesadgurebis umetesoba iyenebs 30-wamiani xmovani rgolebis sistemas.
winaswar moamzadeT pasuxebi iseT kiTxvebze, romlebsac yvelaze xSirad iZlevian.
7. iazrovneT warmosaxviTad. Tqven SeZlebT presaSi farTod gaSuqebis uzrunvelyofas,
Tu ifiqrebT saintereso ukana xedis Seqmnis Sesaxeb. sabinao mSeneblobis
problemebisadmi miZRvnili pres-konferencia sanaxaobrivad ufro mimzidveli iqneba,
Tu igi Catardeba samSeneblo moednis fonze, da ara sastumros podiumze.
8. nu gadauxvevT Tqveni saarCevno kampaniis ZiriTadi lozungebidan. Tu reportiori
dagisvamT SekiTxvas sxva Temaze, SeecadeT ise upasuxoT, rom daubrundeT im Temas,
romelic Tqvens leitmotivs warmoadgens.
9. pres-relizebi da radio-gamosvlebi moamzadeT TiToeuli iseTi RonisZiebis Semdeg,
romelic imsaxurebs axal ambebSi moxvedras. popularuli sazogadoebrivi
organizaciis `laionz qlab~-is 30 wevris winaSe warmoTqmuli sityva SeiZleba iseT
gamosvlad iqces, romelsac 10000 adamiani mousmens.
10. erTmaneTTan daakavSireT presaSi fasiani da ufaso reklamebis SesaZleblobebi.
gaaZliereT Tqveni kampaniis lozungebis propagandistuli zemoqmedeba pres-relizebSi,
gamosvlebsa da gagzavnil masalebSi maTi ganmeorebis meSveobiT. Tqven amomrCevelTa
ufro met xmebs miiRebT, rodesac isini waikiTxaven statias Tqveni programis -
`danaSaulTan brZolis xuTi nabiji~ - Sesaxeb, moismenen mis Sesaxeb radioTi,
naxaven televiziiT axali ambebis eqvs-saaTian gadacemaSi da fostiT miiReben werils
am programis Sesaxeb detaluri ganmartebebiT.
. . . da ra ar unda gavakeToT
1. ar isaubroT reportiorTan imaze, ris Sesaxebac ar gsurT, rom gazeTSi waikiTxoT.
Tu faqti sakmarisad `cxel-cxelia~, Tqvens SeniSvnas, rom masala ar gaxlavT
presisaTvis gankuTvnili, aravin gaixsenebs.
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2. biografiis dawerisas nu gaazviadebT Tqvens warmatebebs. saarCevno kampaniis mizniT
dawerili Tqveni biografiis teqstis yoveli striqoni unda Seicavdes simarTles,
simarTles da arafers simarTlis garda. Tu es ase ar aris, Tqven didi problemebis
winaSe aRmoCndebiT.
3. nu gaukeTebT ignorirebas masobriv sainformacio saSualebebs. gaatareT dro
reportiorebTan, gansakuTrebiT ki maTTan, romlebic yovelkvirul gamocemebSi
muSaoben. (Tqveni kampania mimarTuli unda iyos iqiT, rom reportiorebs Sroma
Seumsubuqdes). gamoCndiT `Toq-Sou~ radio-programebSi, gamodiT sityviT pirdapir
eTerSi. yovelTvis gaxsovdeT, rom siCume sulac ar aris oqro, Tu Tqven kandidati
brZandebiT.
4. nu CaTvliT Tavs valdebulad, rom upasuxoT Junalistis mier dasmul nebismier
SekiTxvas. gaxsovdeT, rom pasuxebi dakavSirebuli unda iyos Tqveni kampaniis ZiriTad
lozungTan. mTavari wesi aseTia: Jurnalists SeuZlia mogceT nebismieri SekiTxva,
rasac igi moisurvebs; Tqven ki SegiZliaT upasuxoT nebismier Sekixvas, romelzedac
isurvebT pasuxis gacemas.
5. arasodes ar TqvaT cudi presis warmomadgenlebis Sesaxeb. Tu Jurnalisti mudmivad
avlens negatiur damokidebulebas Tqvens mimarT, nu mosTxovT mas pasuxs da nu
daadanaSaulebT. iTxoveT, rom mogeceT sakiTxis garkvevis SesaZlebloba masTan an
redaqtorTan. daixsomeT mkacri wesi: nu SeedavebiT maT, vinc qaRalds tonobiT
yidulobs, melans ki - kasrebiT.
6. nu ecdebiT blefobas pasuxis gacemisas. Tu kiTxvaze pasuxi ar gagaCniaT, reportiors
dapirdiT, rom daukavSirdebiT mogvianebiT, rodesac geqnebaT misTvis saintereso
informacia.
7. arasodes ar CaicvaT naxatebiani, zolebiani an ujredebiani pijaki televiziiT
gamosvlisas. isargebleT muqi tonebiT, magaliTad muqi-lurjiT an nacrisferiT.
mamakacebs ar SeSveniT myvirala feris halstuxebi, qalebisaTvis ki rekomendirebuli
ar aris zedmeti kosmetika.
8. nu dagegmavT jgufuri pres-konferenciebis Catarebas. Tqven ver SeZlebT Zlieri
STabeWdilebis moxdenas, mogiwevT sxvas gaunawiloT sofitebis sinaTle. Tu apirebT
eqspertebis an cnobili personebis mowvevas pres-konferenciaze, Tqvens mxardasaWerad,
winaswar gaafrTxileT reportiorebi, rom maT SeeZlebaT SekiTxvebi dausvan aseT
pirebs pres-konferenciis dasrulebis Semdeg.
9. nu geqnebaT `iqneb gamimarTlos~ imedi pres-konferenciaze an sityviT gamosvlisas.
moemzadeT winaswar da yovelTvis Tan iqonieT gancxadebis teqsti JurnalistebisaTvis
dasarigeblad.
10. nu ecdebiT, rom presas miawodoT iseTi masala, romelic, imTaviTve cxadia, rom ar
iqneba gamoyenebuli. Tu Zalze xSirad daiyvirebT `gangaSia!~ da ar geqnebaT saamiso
mizezi, Tqven ubralod, arc ki SegamCneven.
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RonisZiebebi, romlebic xels uwyoben winasaarCevno kampaniis ufasod gaSuqebas masobrivi
informaciis saSualebebSi
1. yovelkvireulad gaugzavneT Tqveni olqis masobriv sainformacio saSualebebs
Setyobinebebi im RonisZiebebis Sesaxeb, romlebsac kviris ganmavlobaSi Caatarebs
kandidati. amasTan, aucileblad daixsomeT, rom kandidatis monawileobiT gamarTuli
RonisZiebebi namdvilad saintereso unda iyos presisaTvis.
2. winasaarCevno kampaniis daskvniTi periodis dResaswaulebi da sxva sazogadoebrivi
movlenebi gamoiyeneT imisaTvis, rom maT daamTxvioT Tqveni pres-konferenciebi da
presisaTvis gakeTebuli gancxadebebi.
3. presis warmomadgenlebi moiwvieT yvela RonisZiebaze, romlebzec dagegmilia
kandidatis monawileoba.
4. SeiswavleT amomrCevelTa azri im problemebis Sesaxeb, romlebic Tqveni kampaniis
safuZvels warmoadgens. aseTi gamokvlvebis Catareba mizanSewonilia sazogadoebrivi
azris araoficialuri gamokiTxvis formiT, fostis meSveobiT an amomrCevelTa binebSi
stumrobis gziT. gamoaqveyneT am gamokvlevebis Sedegebi, Tuki es pasuxobs Tqveni
winasaarCevno kampaniis interesebs.
5. moawyeT sazogadoebrivi forumebi an saqalaqo Sekrebebi. aseTi RonisZiebebi miZRvnili
unda iyos erTi konkretuli Temisadmi da unda Catardes winaswar dadgenil raionSi.
6. organizeba gauwieT maRalCinosan pirTa stumrobas kandidatis mxardaWerisa da im
problemaTa gacnobis mizniT, romelTa winaSec imyofeba Tqveni olqi. gamouSviT pres-
relizebi aseTi vizitebis win, maT procesSi da dasrulebis Semdeg.
7. audiomasalebi radioprogramebisaTvis. gamomdinare iqidan, rom radioSi axal ambebs
mxolod ramdenime wuTi eTmoba, audiomasalebis xangrZlivobam ar unda gadaametos 30
wams.
adgilobrivi radiokompaniebi xSirad iCenen did interess raionSi mimdinare
movlenebis mimarT da amdenad, SesaZloa, rom isini dainteresdnen zemoaRniSnuli
formiT miwodebuli masalebiTac.
arCevnebis moaxloebasTan erTad, audiomasalebi sul ufro da ufro aqtiurad unda
iqnes gamoyenebuli, radgan masobrivi sainformacio saSualebebi cdiloben meti
informacia gadascen drois sagrZnobi deficitis pirobebSi. audiomasalebi mzaddeba
dauyovnebliv, pres-konferenciaze gakeTebuli mniSvnelovani gancxadebis kvaldakval.
es masalebi SesaZloa Catarebuli pres-konferenciis Sesaxeb SetyobinebasTan erTad
gaegzavnos im radiokompaniebs, romelTa warmomadgenlebic ar Rebulobdnen
monawileobas RonisZiebaSi.
kariIX. muSaoba arCevnebis dRes
1. arCevnebis dRis momzadebis RonisZiebebi
arCevnebis dRe - aris kandidatisa da misi gundis muSaobis Sedegebis Sejamebis dRe.
ar unda dagaviwydeT, rom arCevnebi mTavrdeba saarCevno ubnebis daxurvisas, da ara
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gaxsnisas. arCevnebSi, rodesac orive kandidats gamarjvebis daaxloebiT erTnairi
Sansebi aqvT, imarjvebs is, romelic met aqtiurobas gamoiCens arCevnebis dRes.
arCevnebis Sesaxeb kanoni krZalavs saagitacio RonisZiebebis gamarTvas uSualod
arCevnebis wina dRes. kanonmdeblobaSi Setanili bolo cvlilebebi aseve krZalaven
arCevnebSi monawileobis mowodebebs arCevnebis dRes. amitom, ruseTis kanonmdeblobaSi
Setanili cvlilebebis Tanaxmad, eleqtoratis mobilizaciis yvela programa unda
dasruldes arCevnebamde sami dRiT adre.
aseT situaciaSi kampaniis iuristi-mrCeveli valdebulia, arCevnebis Sesaxeb kanonis
safuZvelze gadawyvitos, Tu romeli qmedebebi ewinaaRmdegeba kanons. qvemoT
moyvanilia magaliTebi ramdenime RonisZiebis Sesaxeb, romelTa Catarebac nebadarTulia
arCevnebis dRes.
kanonierebis dacvis kontroli saarCevno ubnebSi. aseTi RonisZieba saSualebas iZleva
gamovavlinoT nebismieri kanondarRveva. amave dros, es RonisZieba warmoadgens
Semakavebel faqtors aseTi maqinaciebis moyvarulTa mimarT. politikuri partiebis
wevrebs SeuZliaT damkvirveblebis an saarCevno komisiis wevrTa saxiT imyofebodnen
saarCevno ubnebSi. uSualod akvirdebian ra xmis micemis process, maT SeuZliaT
saarCevno kampaniis xelmZRvnelebs gaugzavnon cnobebi arCevnebis Sedegebis Sesaxeb.
saarCevno kampaniebSi, romlebSic verc erTi kandidati ver moipovebs gadamwyvet
upiratesobas, gamarjvebuli da damarcxebuli vlindeba arCevnebis dRes. arCevnebis
dRes Catarebuli RonisZiebebi amomrCevelTan muSaobis programis umniSvnelovanes
nawils warmoadgens.
arCevnebis dRis RonisZiebebis momzadebisas, unda gadaiWras mTeli rigi amocanebi:
1. saarCevno kampaniis dros Catarebul amomrCevelTa gamokiTxvis Sedegebze
dayrdnobiT, gaanawileT Tqveni olqis yvela saarCevno ubani maTi mniSvnelobis
xarisxis mixedviT. ZiriTadi Zalisxmeva mimarTeT im raionebisaken, sadac bevri
mxardamWeri gyavT. mniSvnelobis xarisxiT momdevno adgilzea is raionebi, sadac
Tqveni kandidati popularulia, magram gamokiTxvisas bevrma amomrCevelma
calsaxad ver upasuxa, Tu romel kandidats mianiWebs upiratesobas.
saarCevno ubnebis prioritetulobis gansazRvris Semdeg, gadawyviteT, Tu rogori
materialur-teqnikuri uzrunvelyofa gWirdebaT. SeiZleba ise moxdes, rom
materialur-teqnikuri resursebis naklebobam prioritetuli mimarTulebebis
raodenoba Secvalos. Tu Tqven gyavT ramdenime kandidati, maSin garda saarCevno
olqebis prioritetulobisa, mogiwevT, rom SeafasoT TiToeuli kandidatis
warmatebis Sansebi, raTa Tqveni mwiri resursebi mimarToT im kandidatis
mxardasaWerad, romelsac realurad SeuZlia gamarjvebis mopoveba.
2. mas Semdeg, rodesac ganisazRvreba is saarCevno ubnebi da raionebi, romelTa
mimarTac apirebT Zalisxmevis mimarTvas, Tqven unda gaTvaloT, ramdeni adamiani
dagWirdebaT imisaTvis, rom warmarToT saqmianobebi yvela ubansa da raionSi.
3. amomrCevelTa gamokiTxvis Sedegad mopovebuli informaciis safuZvelze moamzadeT
`Semovlis furclebi~ TiToeuli raionisaTvis. SegaxsenebT, rom `moqalaqeTa
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saarCevno uflebebis garantiebis~ Sesaxeb kanonSi Setanili cvlilebebis Tanaxmad,
aRniSnuli Semovla raionebSi unda dasruldes arCevnebamde sami dRiT adre.
4. aucilebeli informacia dabeWdeT da daurigeT im xalxs, vinc amomrCevlebs
Sexvdeba. Tqveni aqtivistebi ufro energiulad daiwyeben saqmianobas, Tu
dainaxaven, rom Tqven yvelaferi mofiqrebuli gaqvT da maTTvis yvelaferi mzadaa.
winaaRmdeg SemTxvevaSi maT SeeqmnebaT STabeWdileba, rom uqmad kargaven dros, da
SeiZleba aRarc SemogTavazon daxmareba, rodesac is dagWirdebaT.
mizanSewonilia, rom agitatoris kompleqtSi Sevides Semdegi sagnebi:
• Semosavleli raionis ruqa;
• samkerde niSani an sxva ganmasxvavebeli niSani, romelic daadasturebs
mflobelis mikuTvnebas konkretuli politikuri partiisadmi;
• mokle scenari an sasaubro kiTxvebis CamonaTvali, agreTve CamonaTvali, Tu
risi gakeTeba an Tqma ar SeiZleba;
• gasavrcelebeli propagandistuli masalebi kandidatisa da partiis Sesaxeb.
Tu gasavrcelebeli masalebi sakmarisi raodenobiT ar gaqvT, maSin, ukidures
SemTxvevaSi, aucilebelia, rom TiTo egzemplari mainc misceT TiToeul
agitators, raTa maT SeZlon informaciis miReba kandidatis Sesaxeb da kiTxvebze
pasuxebis gacema. Tvalyuri adevneT, rom arCevnebs dRes partiis Stab-binaSi ar
darCes propagandistuli literatura, radgan igi aq ukve aRaravis gamoadgeba;
agreTve informacia xmis micemis adgilisa da proceduris Sesaxeb.
5. CaatareT mosamzadebeli mecadineoba aqtivistebTan da daurigeT maT zemoT
CamoTvlili masalebi. imisaTvis, rom aqtivistebma ukeT gaigon TavianTi amocana,
SeiZleba moawyoT TamaSi, romlisc drosac gamocdiT SemoTavazebul scenars.
SeecadeT, rom kandidati ewvios mosamzadebel mecadineobas da piradad uTxras
nebayoflobiT mxardamWerebs, Tu raoden mniSvnelovania maTi Zalisxmeva mTeli
kampanisaTvis.
aqtivistebs unda auxsnaT, rom arCevnebis dRes, ZiriTadad, kandidatis
mxardamWerTa aqtivizacia da mobilizaciaa saWiro, da ara amomrCevelTa Segonebebi
da darwmuneba, rac periodulad, amomrCevelTa ganwyobilebis gaTvaliswinebiT
unda ganxorcieldes.
2. kanonierebis dacvis kontroli saarCevno ubnebSi.
saarCevno ubnebSi kanonierebis dacvis kontroli aucilebelia imisaTvis, rom
realurad gamarjvebul kandidats gamarjveba sxvam ar `moparos~. aseTi kontrolis
arsebobis pirobebSi, amomrCeveli darwmunebuli iqneba arCevnebis samarTlianobaSi da
igrZnobs masi monawileobis mniSvnelobas. aucileblad SeaswavleT nebayoflobiT
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damkvirveblebs, rom amoicnon is darRvevebi, romlebic yvelaze xSiria saarCevno
ubnebSi.
ukanono daxmareba. brma, invalidi an uwignuri amomrCevlisaTvis daxmarebis gawevis
sababiT, saarCevno komisiis wevri aseT amomrCevels acilebs saarCevno kabinaSi da
faqtiurad, aseTi amomrCevlis nacvlad iRebs gadawyvetilebas, Tu romel kaandidats
unda dauWiros mxari.
xmis micema sxvisi dokumentebiT. amomrCeveli modis Tavisi naTesavebisa da nacnobebis
pasportebiT da cdilobs, rom maT magivrad misces xma.
arakanonieri agitacia. saarCevno kanonmdebloba krZalavs agitaciis Catarebas
arCevnebis dRes da saarCevno ubnebis teritoriaze. aseT qmedebas miekuTvneba
arCevnebisadmi miZRvnili niSnebis tareba, propagandistuli literaturis gavrceleba,
plakatebis gamokvra, amomrCevlis darwmuneba an gadarwmuneba.
siyalbe xmebis daTvlisas. saarCevno komisiis wevrebi arasworad warmarTaven xmebis
dTvlis process, baTilad acxadeben namdvil biuletenebs, daTvlisas amateben yalb
biuletenebs, an centralur saarCevno komisias ugzavnian gayalbebul monacemebs.
ukanono monawileoba arCevnebSi. xmis misacemad daSveba pirovnebis Semowmebis gareSe,
Tu igi saTanadod araa registrirebuli.
mosyidva. amomrCevlis mosyidva politikuri moRvaweebis mier, fuliT an proteqciis
da sxva samsaxuris gawevis dapirebiT.
daSineba. amomrCevlis daSineba pensiis, samuSaos dakargviT, fizikuri SeuracxyofiT an
saxlis darbeviT, Tu igi uars ganacxadebs, rom misces xma konkretul kandidats.
xmis micema jaWvurad. saarCevno ubnis gaxsnisas amomrCeveli ubanSi Sedis ukve
gamzadebuli biuleteniT. CauSvebs ra urnaSi mza biuletens, mas saarCevno ubnidan
gareT gamoaqvs sufTa biuleteni, romelsac Sesavsebad gadascems sxva amomrCevels.
efeqturobis miRwevis mizniT, aucilebelia SemuSavdes saarCevno ubnebSi kanonierebis
dacvis kontrolis programa arCevnebis Sesaxeb moqmedi kanonmdeblobisa da dadgenili
procedurebis gaTvaliswinebiT. amaTanave, arsebobs rigi universaluri
rekomendaciebisa, romlebic miesadageba nebismier arCevnebs.
1. aucileblad unda daigegmos da gatardes kanonierebis dacvis kontrolis
RonisZiebebi arCevnebis dawyebamde. kanoni politikur partiebs uflebas aniWebs,
rom TiToul saarCevn ubanSi hyavdes erTi an meti warmomadgeneli kanonierebis
dacvis kontrolis mizniT. kanoniT daSvebulia agreTve damoukidebeli
damkvirveblebis yofna saarCevno ubnebSi.
2. damkvirveblebi aucileblad unda iyvnen garkveulni sxvadasxva darRvevebis
amocnobaSi. damkvirveblebma unda miiRon arCevnebis Sesaxeb kanonis aslebi, unda
icnobdnen mis debulebebs da am kanonidan gamomdinare TavianT ufleba-movaleobebs.
3. msgavsad imisa, Tu rogor ganisazRvreba prioritetuli saarCevno ubnebi
SezRuduli resursebis efeqturad gamoyenebis mizniT, tardeba im saarCevno
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ubnebis gamovlenac, sadac yvelaze maRalia gayalbebis SemTxvevebis arsebobis
albaToba.
4. saWiroa yuradRebis miqceva, rom Tqvens damkvirveblebs hqondeT aucilebeli
dokumentebi da daicvan gadacemuli instruqciebi. sawyeni iqneba, Tu Tqvens
warmomadgenlebs ar auSveben sarCevno ubnebSi teqnikuri formalobebis
daucvelobis an daudevrobis gamo.
5. saarCevno ubnebSi myofma damkvirveblebma periodulad, telefoniT unda
Seatyobinon arCevnebis mimdinareobis Sedegebi kandidatis Stabs, sadac SesaZloa
Catardes xmebis paraleluri daTvla. amgvarad, SesaZlebeli gaxdeba centralur
saarCevno komisiaSi gadacemuli Sedegebis sizustis gakontroleba.
amomrCevelTa gamocxadeba. kandidatis mxardamWerebis dadgenis Semdeg, aucilebelia
maTi gamocxadebis uzrunvelyofa saarCevno ubnebSi, arCevnebis dRes. Tu satelefono
centrze amomrCevelTa Zalian didi raodenoba modis, romlebTanac saWiroa
dakavSireba uSualod arCevnebis dRes, maSin aucilebeli iqneba damatebiTi
telefonebis aparatebis dadgma da operatorebis ricxvis gazrda. uSualod arCevnebis
dRes satelefono centris muSaobis swor organizaciaze, xSirad damokidebulia xmis
micemis mTeli procesis Sedegebi.
3. muSaoba arCevnebis dRes.
SearCieT adgili, sadac ganTavsdeba Tqveni Stab-bina arCevnebis dRes. Cveulebriv, es
gaxlavT komitetis erT-erTi wevris bina. dRis ganmavlobaSi iq aucileblad vinme unda
imyofebodes, xolo Tqveni ubnis agitatorebma unda icodnen Stab-binis adgilmdebareoba
da Tqveni gegmebi arCevnebis dRisaTvis.
daavaleT vinmes, rom dRis ganmavlobaSi, periodulad mivides saarCevno ubanSi da aiRos
amomrCevelTa baraTebis an siebis qseroaslebi maTi gvarebis aRniSvniT, vinc ukve misca, an
visac jer kidev ar moiucia xma drois gansazRvruli momentisaTvis. dRis 14.00 sT-dan
saRamos 19.00 sT-mde periodSi daurekeT yvela pirs, romelic mxars uWers Tqvens
kandidats an partias, maagram jer kidev ar miuciaT xma; gansakuTrebiT ki im pirebs, vinc
apirebs, rom xma misces Tqvens kandidats an partias. zemoT miTiTebuli drois
monakveTSi saWiro satelefono zarebis gasakeTeblad, Cveulebriv, araumetes sami
adamiania saWiro.
muSaobis wesi
arCevnebamde darCenili bolo xuTi dRis ganmavlobaSi, amomrCevlebTan telefoniT
dakavSirebaze pasuxismgebelma jgufma unda gadaurekos Tqvens saarCevno ubanSi
registrirebul Tqvens mxardamWer da TanamgrZnob yvela amomrCevls. am jgufis wevrebi
amomrCevlebs unda gaecnon agitatorebis saxiT da miscen Semdegi SekiTxvebi:
`gesaWiroebaT Tu ara saarCevno ubanSi gacileba?~
Tu pasuxi dadebiTia, aucilebelia dadgindes dro, rodesac jgufis wevrebma, an sxva
pirebma maTi davalebiT, saxlSi unda Seuaron amomrCevels;
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`iciT Tu ara saarCevno ubnis misamarTi?~
darwmundiT, rom amomrCevelma icis saarCevno ubnis zusti misamarTi.
`xom ar SegiZliaT, rom dagvexmaroT saarCevno ubanSi arCevnebis dRes?~
Tanxmobis SemTxvevaSi, organizeba gauwieT amomrCevlebs saarCevno ubanSi Tqveni
daxmarebis mizniT. xolo, Tu Tqven sakmarisi raodenobis TanamSromlebi gyavT, acnobeT
Stabs maTi saxelebi da gvarebi. maTi daxmareba SesaZloa sxva sakiTxebSi gaxdes
saWiro.
`xom ver SeZlebdiT, rom adrianad, dRis dasawyisSi migecaT xma?~
auxseniT amomrCevlebs, rom ukeTesia saarCevno ubanSi adre misvla, raTa Semdeg rigSi
dgoma ar mouwioT.
damkvirveblebis SerCeva da momzadeba
xmis micemis procesze damkvirvebeli pirebi iniSnebian arCevnebis dRemde sul mcire erTi
TviT adre. Zalze mniSvnelovania, rom damkvirveblebad SeirCnen saimedo adamianebi. am
mxriv, yvelaze metad gamodgebian adgilobrivi macxovreblebi. sruli Statis
dasakompleqteblad aucileblad unda ganisazRvros, xalxis ra raodenoba iqneba saWiro
ramdenime cvlaSi samuSaod, dawyebuli dilis 7.30 sT-dan, imis gaTvaliswinebiT, rom
TiToeul damkvirvebels ori-oTxi saaTiT mouwevs muSaoba.
damkvirveblebs CautareT daaxloebiT orkviriani instruqtaJi Tqvens saarCevno ubanSi.
aseT Sekrebebze ganixileT maTi ufleba-movaleobani, mieciT saTanado miTiTebebi da
miuTiTeT mizezebi, Tu ris safuZvelze da rogor SeuZliaT maT amomrCevelTa
gakontroleba; mokled auxseniT, Tu rogori daxmarebis gaweva SeuZlia damkvirvebelTa
kargad organizebul muSaobas amomrCevelTa gamocxadebis uzrunvelyofis mxriv, riTac
saSualeba mogecemaT, rom kontaqtebi daamyaroT Tqveni partiis TiToeul potenciur
mxardamWerTan.
damkvirveblis movaleobebi
• kenWisyris mimdinareobasa da xmebis daTvlis proceduraze meTvalyureobis
ganxorcieleba; sadao sakiTxebis warmoSobis SemTxvevaSi, Sesabamisi Setyobinebebis
gadacema saarCevno komisiis wevrebisaTvis da sakuTari partiis saarCevno kampaniis
StabSi.
• kartoTekaSi (an amomrCevelTa siaSi) im pirTa aRniSvna, romlebmac ukve misces xma, da
romlebsac xma jer kidev ar miuciaT;
• xmis misacemad im pirTa ardaSveba, visac kanonis safuZvelze ara aqvT arCevnebSi
monawileobis ufleba, an saarCevno komisiis wevrebisadmi Sesabamisi moTxovniT
mimarTva.
damkvirveblis uflebebi
• damkvirvebels ufleba aqvs imyofebodes saarCevno punqtis SenobaSi mTeli dRis
ganmavlobaSi. igi saarCevno ubanSi midis gaxsnamde minimum 15 wuTiT adre da ufleba
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aqvs darCes iq xmebis daTvlisa da xmis micemis Sedegebis gaformebis mTeli drois
ganmavlobaSi.
• damkvirvebels ufleba aqvs imyofebodes im adgilis maxloblad, sadac Tavsdeba
amomrCevelTa registraciis wignebi, magram arauaxloes 2 m manZilisa saarCevno
kabinidan an biuletenebis Casayreli yuTidan.
TiToeul amkvvirvebels unda hqondes:
• damkvirveblis mowmoba an uflebamosilebaTa damadasturebeli sxva dokumenti,
instruqciebi misi ufleba-movaleobebisa da muSaobis wesis Sesaxeb;
• registrirebuli amomrCevlebis kartoteka;
• ebis carieli kolofi im amomrCevelTa baraTebisaTvis, romlebmac misces xma;
• Tqveni partiis raionuli, saqalaqo da saolqo Stab-binebis misamarTebi da
telefonebi.
damkvirveblis instruqcia
asrulebT ra damkvirveblis movaleobebs, Tqven xarT Tqveni kandidatis an partiis
warmomadgeneli. moiqeciT Sesabamisad mTeli drois ganmavlobaSi. ar dauSvaT, rom
muSaobaSi an kenWisyris procesSi xels giSlidnen an darkolebebs giqmnidnen piradi
momentebi.
iyaviT Semsrulebeli. aucilebelia, rom zustad daniSnul dros mixvideT saarCevno
ubanSi. ar datovoT Senoba manam, sanam Tqven ar Segcvlian. vinme aucileblad unda
imyofebodes saarCevno ubanSi mTeli drois ganmavlobaSi, rodesac igi Riaa.
ar dagaviwydeT, rom Tqvenc unda misceT xma. damkvirvebelma, romelic pirvel cvlaSi
iwyebs muSaobas, xma unda misces mas Semdeg, rodesac Secvlian. yvela sxva damkvirveblebi
xmas aZleven manam, sanam isini Secvlian momuSave damkvirveblebs.
specialuri instruqciebi pirvel cvlaSi momuSave damkvirveblisaTvis saarCevno komisiis
wevrebs aqvT amomrCevelTa sia, romlebmac miiRes biuletenebi vadaze adre xmis
micemisaTvis. moiTxoveT, rom giCvenon es sia. dauyovnebliv daiwyeT am amomrCevelTa
baraTebis amoReba da aRniSneT, rom isini xmas aZleven vadamde. SesaZlebelia, rom Tqven
ver SeZloT am samuSaos dasruleba diliT, amomrCevelTa didi nakadis pirobebSi. Tu
Tqven ver moaswariT yvela baraTis amoReba Tqveni cvlis dasrulebamde, TxoveT Tqvens
Semcvlel damkvirvebels, rom ganagrZos es samuSao im adgilidan sadac Tqven SeCerdiT.
vis aqvs ufleba, rom ar dauSvas amomrCeveli xmis misacemad?
saarCevno komisiis nebismier wevrs, damkvirvebels an amomrCevelTa kolegiis wevrs
ufleba aqvT ar dauSvan potenciuri amomrCeveli xmis misacemad, Tuki aqvT safuZveli
ivaraudon, rom amomrCevels kanoniT ara aqvs xmis micemis ufleba.
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4. arCevnebze amomrCevelTa gamocxadebis uzrunvelyofa
saarCevno kampaniis umniSvnelovanes aspeqts warmoadgens arCevnebis dRes saarCevno ubanSi
amomrCevelTa gamocxadebis uzrunvelyofa. Tu amomrCevlebi, romlebsac SeeZloT
TqvenTvis moecaT xma, ar gamocxaddnen saarCevno ubanSi, maTTan satelefono zarebi da
sxva kontaqtebi unayofo iqneba. amomrCevelTa gamocxadebis uzrunvelyofa aris
RonisZieba, romelic tardeba arCevnebis dRis dadgomamde.
saarCevno kampaniis Stabma unda SeimuSaos sistema, romelSic Seva Semdegi sakiTxebi:
• satelefono monacemebis baza arCevnebis dRes amomrCevlebTan dakavSirebis mizniT;
• nebayoflobiT momuSave pirebi, romlebic upasuxeben telefoniT dasmul SekiTxvebs
xmis micemis adgilis Sesaxeb;
• informacia kandidatis adgilisa da dRis ganrigis Sesaxeb arCevnebis dRisaTvis da
saarCevno punqtebis daxurvis Semdeg;
• amomrCevelTa transportiT uzrunvelyofisa da ZiZebiT daxmarebis sistema, rodesac
aucilebelia, rom maT daitovon da yuradReba miaqcion amomrCevelTa bavSvebs.
adgilobrivi partiuli organizaciebis warmomadgenlebma unda miiRon dawvrilebiTi
instruqciebi saarCevno kampaniis komitetebisagan da partiis raionuli komitetebis
Tavmjdomareebisagan. maT unda icodnen TavianTi amocanebi da Sesrulebis gzebi. uSualod
arCevnebis wina dRes, pirveladi teritoriuli organizaciebis xelmZRvanelebma unda
waradaginon amomrCevelTa registraciis sruli informacia partiis raionul komitetebSi
da kenWisyraSi partiis siiT monawile kandidatebis saarCevno kampaniis StabSi, raTa maT
SeZlon ufro organizebulad warmarTon saqmianoba amomrCevlebTan.
adgilobrivi organizaciebis xelmZRvanelebma agitatorebs arCevnebis wina dRes unda
Cautaron saboloo instruqtaJi.
arCevnebamde xuTi dRiT adre, adgilobrivi organizaciis xelmZRvaneli da ubnis
agitatorebi ukavSirdebian im amomrCevlebs, romlebic, savaraudod maT partias miscemen
xmas, da azusteben, xom ar dasWirdebaT maT saarCevno ubanSi micileba, ZiZa
bavSvebisaTvis, daxmareba vadze adre xmis micemaSi da sxv. amis Semdeg saWiroa
dakavSireba im amomrCevlebTan, romlebmac moiTxoves daxmareba, da darwmuneba, rom maT
namdvilad gaewiaT aseTi daxmareba.
dokumenturad daadastureT arCevnebis dRes Tqvens mier gakeTebuli satelefono zarebi
arCevnebamde sami dRis ganmavlobaSi Tqven ramdenjerme daurekavT Tqveni ubnis
amomrCevlebs. awarmoeT zusti Canawerebi TiToeuli zaris Semdeg, da aRniSneT im
amomrCevelTa gvarebi, romlebmac SesaZloa xma miscen Tqvens partias. CanawerebSi
SeitaneT Semdegi aRniSvnebi:
`I~ - pirveli zari - arCevnebamde xuT dRis ganmavlobaSi
`II~ - meore zari - pirveli zari arCevnebis dRes.
`III~ - mesame zari - zari arCevnebis dRes
`x~ - misca xma - amomrCevelma xma ukve misca. darekva saWiro aRar aris.
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sxva RonisZiebebi arCevnebis dRes.
1. uzrunvelyaviT, rom saarCevno punqtebSi adgilze iyos damkvirvebelTa mowmobebi an
maTi uflebamosilebebis damadasturebeli sxva dokumentebi da amomrCevelTa siebi.
2. Tqvens ubanSi xmis micemis saboloo Sedegebi raionuli partiuli organizaciis
xelmZRvanelis instruqciebis Sesabamisad acnobeT am ukanasknels.
3. moiwvieT nebayoflobiT damxmare pirebi saRamoze, romelic gaimarTeba Tqveni
kandidatis gamarjvebis aRsaniSnavad. es iqneba jildo maT mier kargad Sesrulebuli
samuSaosaTvis.
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danarTebi
danarTi 1. kiTxvari winasaarCevno RonisZiebaTa SesaxebA
RonisZieba ______ Catarebis TariRi ---- miRebis dro ______
sponsori _______________________________
misamarTi _______________________________
__________ (telefoni) (binis) _____ ofisis _______
RonisZiebis tipi: sauzme, sadili, vaxSami, miReba, Sexvedra, paradi,
mitingi, pikniki
sxva (miuTiTeT) _____________
Catarebis adgili ____________________________
__________________ telefoni ____________
organizacis xelmZRvaneli _____________________
misamarTi ________________ telefoni (binis) ______
telefoni (ofisis) _____
ZiriTadi sakontaqto piri
(Tu aris sxva, da ara zemo aRniSnuli) ______________
misamarTi ________________ telefoni (binis) _______
telfoni (ofisis) _______
tansacmlis forma _______ mowveulia Tu ara meuRle ___
dasawyisi ________ dasasruli _________
sxva sapatio stumrebi, maT Soris _________________
oficialuri pirebi _______ masmediidan ____________
Txovna kandidatisadmi _________________________
wardgena ________________________________
Sevsebulia 19__ wlis ~__~ _______ .
danarTi 2. samadlobeli werili
gulwrfel madlobas mogaxsenebT (TariRi) (dro) _____ -ze mowvevisaTvis.
mowvevas viRebT guliTadad, da sixaruliT gestumrebiT.
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Tan vurTav biografias da ZiriTad monacemebs Cems Sesaxeb.
me agreTve vTxove ________ -s (RonisZiebis dagegmvaze pasuxismgebeli piri), rom
moemarTa TqvenTvis detalebis gasarkvevad.
kidev erTxel mogaxsenebT did madlobas. momaval Sexvedramde.
pativiscemiT,
kandidati ______
SeniSvna:RonisZiebis tipis miuxedavad, Tqvens werilSi miuiTiTeT misi dasaxeleba,
organizaciis dasaxeleba TariRi da dro. aseve mkafiod miuTiTeT, Tuki kandidati
apirebs, rom daeswros RonisZiebis mxolod garkveul nawils. dagegmvaze pasuxismgebeli
piri namdvilad unda daukavSirdes RonisZiebis organizators.
danarTi 3. werili mowvevaze uaris SemTxvevaSi.
________ -is (kandidati) saxeliT
did madlobas mogaxsenebT mowvevaze da Txovnaze ____ (sityviT gamosvla da sxv.)
_______________ -ze (organizaciis/RonisZiebis dasaxeleba).
magram,
a) mas ar SeuZlia, rom gewvioT am dRisaTvis winaswar gansazRvruli gegmebis gamo;
b) igi am dros iqneba ________ -Si, sakanonmdeblo krebis sesiaze;
g) imis gamo, rom am dRisaTvis mas dagegmili aqvs viziti
____________________________ -Si (Stati, sagrafo), man (kandidatis gvari)
damavala gadmogceT saukeTeso survilebi piradad Tqven da Tqvens stumrebs (kolegebs,
organizaciis wevrebs) da kidev erTxel gadagixadoT madloba mowvevisaTvis, moxaruli
iqneba SegxvdeT kidev sxva dros.
pativiscemiT,
sarCevno kampaniis xelmZRvaneli
(dagegmvaze pasuxismgebeli)
danarTi 4. mokle cnoba RonisZiebis Sesaxeb
Sampeinis sagrafos respublikuri partiis yovelwliuri vaxSami miZRvnili linkolnis
dRisadmi.
holid inn-ist/Sampein: 18.00 - koqteili, 19.00 - vaxSami
mowveva miRebuli iqna sagrafos partiuli organizaciis Tavmjdomaris jeki
herSfeldisagan, romelic ukve 15 welia am Tanamdebobaze da warmoadgens partiuli
173
organizacis uxuces Tavmjdomares StatSi. igi dagxvdebaT holSi da SegiZRvebaT
sastumro darbazSi. am tradiciul vaxSams daaxloebiT 800 stumari daeswreba.
TqvenTvis adgili gamoyofilia sufris TavSi, kongresmen smitis, Statis senatorebis tom
evingisa da stenli viveris, agreTve Statis warmomadgenlebis `daTv~ vudiardis, virjil
vikufisa da ed makbrumis gverdiT.
Tqven gamodixarT ocwuTiani sityviT saxalxo politikis Sesaxeb da Tavmjdomare
herSfeldis damsaxurebebis aRiarebiT.
sagrafos Tavmjdomare kolin bruneri RonisZibas ver daeswreba ojaxis erT-erTi wevris
avadmyofobis gamo. stumarTa Soris iqnebian cnobili pirovnebebi:
b-ni fred minniki, Tqveni erT-erTi Zveli mxardamWeri;
q-ni judi raiTi, kompania `raiT menufeqCuring~-is mflobeli;
q-ni lila jonsi, romelsac hqonda Tqveni miRebis pativi.
gasul TveSi Tqven imyofebodiT Sampeinis sagrafoSi da wamoadgineT axali programa
fermerebis Sesaxeb. amas garda, Tqven sityviT gamoxvediT savaWro palataSi gamarTul
sadilze da daeswariT TqvenTvis saxsrebis Segrovebis mizniT gamarTul Sekrebas,
romelic moawyo q-nma jonsma.
danarTi 5. winasaarCevno kampaniis Catarebis mokle gegma
fuladi saxsrebis Segrovebis gegma
1. msxvili Semomwirvelebi ($50-250)
2. saerTo Semomwirvelebi (fostis meSveobiT da pirdapiri mimarTvebis Sedegad miRebuli
Semowirulobebi)
3. RonisZiebebi
4. kandidatis sakuTari saxsrebi
xarjTaRricxva
administraciuli xarjebi (Tu Seitaneba aRricxvis uwyisSi)
mTavari ofisi (arenda, telefonis, kompiuteris, aslgadamRebi teqnikis, damxmare
aRWurvilobebis, TanamSromelTa Statis, avtomopasuxis da a.S. gadasaxadebi)
politikuri agitacia
sareklamo farebi saxlebis ezoebSi
1X1X2 m zomis sareklamo farebi
broSurebi da bukletebi
safosto gzavnilebi
politikuri reklama gazeTebSi
politikuri reklama radioSi
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satelefono da Statis Senaxvis xarjebi amomrCevelTa ganwyobilebis gansazRvris mizniT
ganxorcielebuli saqmianobisaTvis da arCevnebze amomrCevelTa gamocxadebis
uzrunvelyofa
nebayoflobiTi damxmare pirebis mozidva
ojaxis wevrebi, megobrebi, Tqveni politikuri Sexedulebebis mxardamWeri pirebi,
gansakuTrebuli interesis jgufebi, momxreebi.
uSualo muSaoba amomrCevlebTan
• muSaobisaTvis aucilebelia:
• saarCevno olqis ruqebi;
• saagitacio masalebi;
• agitaciis Catarebis adgilebi.
masobrivi RonisZiebebi
festivalebi da paradebi, wirvebi eklesiaSi, piknikebi, sauzmeebi, Tevzaoba paraskeobiT,
klubebSi Catarebuli RonisZiebebi, fuladi saxsrebis mozidvis mizniT gamarTuli
RonisZiebebi, raionuli masStabisa da sxva RonisZiebebi.
kandidatebis debatebi da Sexvedrebi amomrCevlebTan
saagitacio RonisZiebebi masobriv sainformacio saSualebebiT ufaso reklamis farglebSi
(axali ambebis programebi)
RonisZiebebbi winasaarCevno kampaniis mimdinareobisas
• fuladi saxsrebis Segrovebis RonisZiebebi: ix. RonisZiebaTa dagegmva fuladi
saxsrebis Segrovebis mizniT.
• RonisZiebebi nebayoflobiT damxmare pirebTan - kulturul-gasarTobi sanaxaobebi.
• RonisZiebebi nebayoflobiT damxmare pirebTan - samuSao RonisZiebebi
• manifestaciebi;
• Cai da sxva miRebebi
amomrCevelTa ZiriTadi jgufebi
Sexvedrebi amomrCevelTa ZiriTadi jgufebis warmomadgenlebTan, mxardaWeris mopovebisa
da gafarToebis mizniT
saagitacio saqmianoba
1. TvalsaCino agitacia
a. sarekamo farebi saxlebis ezoebSi, kandidatis gvaris aRniSvniT.
b. 1X1X2 m zomis sareklamo farebi
2. uSualo saagitacio kampania fostis meSveobiT
a. saagitacio masalebis kompleqtebis dagzavna
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b. saagitacio masalebis kompleqtebis dagzavna amomrCevelTa gansazRvruli
jgufebisaTvis.
g. saerTo agitacia fostis meSveobiT
c. fuladi saxsrebis Segrovebis agitacia fostiT.
damatebiTi saagitacio masalebi
1. broSurebi
2. Setyobinebebi saarCevno ubanSi gamocxadebis aucileblobis Sesaxeb, romlebic unda
gaikras amomrCevelTa binebis karze.
3. Tematuri saagitacio masalebi
sazogadoebrivi urTierTobebi
werilebi redaqciaSi
propagandistuli xasiaTis RonisZiebebi
1. TvalsaCino agitacia - saxlebis ezoebSi sarekamo farebis gamavrcelebeli jgufi
2. sarekamo farebis damdgmeli jgufi
saorganizacio RonisZiebebi
1. ofisi (Tu saWiroa)
2. kompiuteruli teqnika
3. nebayoflobiT damxmare pirTa dasaqmeba
4. amomrCevlisadmi fostis meSveobi mimarTvis teqstebis SemuSaveba
fuladi saxsrebis Segroveba (safinanso komiteti)
1. fuladi saxsrebs Segroveba fostis meSveobiT
2. pirdapiri mimarTva amomrCevlebisadmi (yvelaze efeqturi saSualeba)
3. fuladi saxsrebis Segrovebis RonisZiebebi
saagitacio masalebis gavrceleba
1. saagitacio masalebis gavrceleba winasaarCevno kampaniis dros amomrCevlebTan
Sexvedrebisas
2. masalebis gavrceleba samrecxaoebSi, saparikmaxeroebSi da a.S.
dagegmvaze pasuxismgebeli piri
TiToeul saarCevno kampanias esaWiroeba dagegmvis `mefe~. misi piradi Tanxmobis gareSe
arc erTi RonisZieba ar unda gatardes.
sainformacio-analitikuri saqmianoba
iniSneba piri, romelic uSualod warmarTavs sainformacio-analitikur muSaobas.
176
danarTi 6. kampaniis organizaciuli struqtura
kandidati ________________________
sakonsultacio komiteti :
Tavmjdomare ________________
wevrebi __________________
winasaarCevno kampaniis warmmarTveli komiteti :
Tavmjdomare _________________
komitetis menejeri ____________________
safinanso komiteti :
xazinadari _______________________
saxsrebis Segrovebis sakiTxebi
koordinatori _______________________
komitetis wevrebi ____________________
fuladi saxsrebis Segrovebis RonisZiebebi
kordinatori __________________
jgufis wevrebi ____________________
operatiuli saqmianoba
dagegmvaze pasuxismgebeli piri _____________
saqmianobis organizebaze pasuxismgebeli piri ________
ofisis muSaoba _______________
direqtori _______________________
nebayoflobiT damxmare pirebi _______________
koordinatori __________________
RonisZiebebi winasaarCevno kampaniis procesSi
direqtori _____________
RonisZiebis Camtarebeli jgufis wevrebi ___________
politikuri reklama da agitacia
masalebis momzadebaze pasuxismgebeli piri _________
sainformacio-analitikur saqmianobaze pasuxismgebeli piri __
nebayoflobiT damxmare pirTa saqmianoba
nebayoflobiT damxmare pirebTan muSaobis komitetis Tavmjdomare
saxlebis ezoebSi sareklamo farebis damzadebaze pasuxismgebeli piri
stendebis ganawilebis jgufi (jgufebi)
177
plakatebi da stendebi
pasuxismgebeli ___________________
jgufi _________________
danarTi 7. sazogadoebrivi jgufis saaRricxvo baraTi
jgufis dasaxeleba ______________
xelmZRvanelis g.s.m. ______________
misamarTi/telefoni ______________
interesTa sfero ________________
yvelaze aqtualuri problemebi _______________
mimdinare proeqtebi _____________________
wevrTa raodenoba _____________________
amomrCevelTa raodenoba __________________
informaciis gacvlis saSualebebi ______________
beWdviTi gamocemebi ____________________
sainformacio arxebi ___________________
regularuli Sekrebebi ___________________
RonisZiebebi ________________________
damokidebuleba kandidatisa da misi gundis mimarT ________
ukanasknel periodSi kontaqtebis xasiaTi _____________
biujeti ____________________
dafinansebis wyaroebi _________________
Seqmnis dro da garemoebebi ________________
jgufis amocanebi _______________________
monawileoba politikur cxovrebaSi ______________ .
danarTi 8. sazogadoebrivi jgufis saaRricxvo baraTis Sevsebis magaliTi
jgufis dasaxeleba:`sicocxlis ufleba~, kentukis Stati
xelmZRvanelis g.s.m.:megi montgomeri - Statis organizacis prezidenti; devid ostini -
nacionaluri komitetis vice-prezidenti
misamarTi da telefonebi:40207 kentukis Stati, q. luisvili, brekenrij leinis q. 134.
tel. (502) 895-59-59; megi montgomeri. (202) 626-88-14; devid ostini
interesTa sfero: abortebi, etanazia, axalSobilTa sikvdilianobis Semcireba, adreuli
mSobiarobis samedicino momsaxureba
178
yvelaze aqtualuri problemebi: muSaoba abortebis amkrZalav kanonproeqtebze Statis
sakanonmdeblo organoSi
mimdinare proeqtebi: Statis mosaxleobaSi xelmowerebis Segroveba moZraobis
mxardamWerTa gamovlenis mizniT.
wevrebis raodenoba
amomrCevelTa raodenoba: 12 aTasi adamiani, romlebic ixdian sawevros. 42 aTasi
mxardamWeri, romelTa gvarebi Setanilia monacemTa bankSi. ZiriTadi koncentraciis
adgilia q. leqsingtoni da soflebi. TviTon luisvilSi, organizaciis wvrTa raodenoba
umniSvneloa.
informacis gacvlis saSualebebi:beWdviTi gamocemebi, sainformacio arxebi.
StatSi gamoicema yovelTviuri gazeTi da sruldeba 12 aTasi wevris Setyobinebebi
mosalodneli sakanonmdeblo gadawyvetilebebis Sesaxeb. prospeqtebi periodulad egzavneba
42 aTas mxardamWers.
regularuli Sekrebebi, RonisZiebebi.
yovelwliuri banketi wels Catarda leqsingtonSi, 9 seqtembers. organizaciis
adgilobrivi ujredebis Sekrebebis perioduloba sxvadasxvaa. SedarebiT xSiria
yovelTviuri Sekrebebi.
damokidebuleba kandidatTan da mis gundTan. kontaqtebi ukanasknel periodSi.
megis yovelTvis kargi urTierTobebi hqonda senatorTan, magram bolo xanebSi es
urTierTobebi daiZaba mas Semdeg, rodesac senatorma Seicvala Tavisi pozicia
gaupatiurebisa da sisxlaRrevis kavSiris Sesaxeb, rogorc abortis misaRebi formisa.
ZiriTadi mizezi isaa, rom megi da Statis organizacia amis Sesaxeb winaswar ar iyvnen
gafrTxilebulni da mxolod gazeTebidan Seityves es ambavi. sabWos zogierTi wevri am
ambis gamo jer kidev ver damSvidebula. Cveni warmomadgenlebi amaswinaT Sexvdnen megis da
nacionaluri organizaciis adgilobriv warmomadgenels. winasaarCevno kampaniis menejers
Sexvedra hqonda megisTan da organizaciis sabWos wevrebTan.
biujeti/dafinansebis wyaroebi
CvenTvis araa cnobili zusti Tanxa, romelsac organizacia agrovebs an xarjavs wlis
ganmavlobaSi. Cveni varaudiT, dafinansebis ZiriTad wyaros warmoadgens fostiT
gamogzavnili Semowirulobebi. miuxedavad imisa, rom organizacias mxolod 4 saStato
TanamSromeli hyavs, mas mudmivad awuxebs ufulobis problema.
Seqmnis dro da miznebi; jgufis amocanebi.
organizacia warmoadgens moZraoba `sicocxlis uflebis~ ZiriTad jgufs StatSi.
amavdroulad, Statis CrdiloeT nawilSi wevrTa raodenoba ufro mcirea, magram aqtiuri.
jgufis ZiriTadi amocanaa kanonmdeblebis lobireba, risTvisac igi kargadaa organizebuli
magram susti uSualo kontaqtebi aqvs amomrCevlebTan. am mxriv, jgufs SesaZloa Cveni
daxmareba dasWirdes.
monawileoba politikur cxovrebaSi.
179
luisvilSi Catarebul kongresis pirvelad arCevnebSi maT mxari dauWires senator-
demokrats, `pnr~ moZraobis momxres da axlac mas uWeren mxars respublikelis,
`moZraoba `arCevanis uflebis~ mxardamWeris winaaRmdeg. maT am senators 1984 wels
misces TavianTi xmebi. jgufi Tavis Zalisxmevas mimarTavs Statis sakanonmdeblo organoSi
kandidatebTan muSaobaze, da didi gamocdileba gaaCnia literaturis efeqturad
gavrcelebis mxriv.
danarTi 9. ubnebSi amomrCevlis gamocxadebis uzrunvelyofis programa
imisaTvis, rom ganisazRvros amomrCevlis ganwyobileba, aucilebelia:
SeadginoT amomrCevelTa siebi, romelTa ganwyobac ukve cnobilia;
miiRoT registrirebul amomrCevlebis siebi;
aRniSnoT im amomrcevelTa gvarebi, romlebic namdvilad Tqvens kandidaturas uWeren
mxars;
gansazRvreT, romeli amomrCevlebi ar arian sabolood garkveulni, Tu vis miscemen xmas,
magram SesaZlebelia, rom Tqveni mxardamWerebi aRmoCndnen;
romeli amomrCevlebis azri araa TqvenTvis cnobili.
amis Semdeg: CaatareT ramdenime winasaarCevno RonisZieba, raTa amomrCeveli gaecnos
Tqvens kandidaturas;
amis Semdeg:daukavSirdiT TiToeul amomrCevls, romlebmac SeiZleba Tqven mogceT xma, an
romelTa azric jer kidev ucnobia.
gaiTvaliswineT Catarebuli samuSaos Sedegebi.
Tu dro saSualebas gaZlevT, daurekeT im amomrCevlebs, romlebic jer kidev ver
garkveulan TavianT arCevanSi.
imisaTvis, rom uzrunvelyoT ubanSi amomrCevelTa gamocxadeba, aucilebelia:
arCevnebis dRes (an SabaTi-orSabaTis intervalSi) daurekoT an pirveli klasis fostiT
orSabaTisaTvis miwodebiT, safosto yuTSi CagdebiT an karze samaxsovro baraTis
datovebiT, specialuri SetyobinebiT acnoboT maT arCevnebis Sesaxeb, an piradad
estumroT.
arCevnebze amomrCevelTa gamocxadebis uzrunvelyofaze pasuxismgebeli jgufi:
nebayoflobiT TanaSemweTa mozidva
kandidatis ojaxi
wevrTa raodenoba __
samuSo saaTebis daaxloebiTi raodenoba ___
kac-saaTebis saerTo raodenoba __
kandidatis megobrebi da nacnobebi
180
megobrebi, partniorebi biznesSi, Tanaskolelebi, nacnobebi, romlebsac kandidati ulocavs
dResaswaulebs, kolegebi samsaxurSi, eklesiis nacnobi mrevli, nacnobebi, romlebsac
saerTo interesebi aqvT kandidatTan.
adamianebis raodenoba __
muSaobis saaTebis daaxloebiTi raodenoba __
kac-saaTebis saerTo raodenoba __
gansakuTrebuli interesis politikuri organizaciebi da jgufebi
jgufi 1 __________
adamianebis raodenoba ___
muSaobis saaTebis daaxloebiTi raodenoba __
kac-saaTebis saerTo raodenoba __
jgufi 2 __________
adamianebis raodenoba ___
muSaobis saaTebis daaxloebiTi raodenoba __
kac-saaTebis saerTo raodenoba __
danarTi 10. satelefono centris muSaoba arCevnebis dRes
satelefono centris muSaoba SeiZleba organizebuli iyos orgvarad:
1. kontroliorebisa da gamgzavnebis gamoyenebiT. gamgzavni drois garkveuli
monakveTebis Semdeg modis saarCevno ubanSi da iRebs Tqveni kandidatis mxardamWer
amomrCevelTa siebs, romlebmac ukve mogces xma. Semdeg es siebi miitaneba
satelefono centrSi da maT safuZvelze telefonistebi ukavSirdebian kandidatis
mxardamWer amomrCevlebs, romlebsac jer kidev ar moiuRiaT monawileoba arCevnebSi.
2. telefonistebi ganuwyvetliv urekaven kandidatis mxardamWer amomrCevlebs da siebSi
aRniSnaven, misces Tu ara maT xma. aseT SemTxvevaSi, samuSao unda daiwyos adre
diliT da dasruldes saarCevno ubnebis daxurvamde 15 wuTiT adre. es meTodi
gulisxmobs, rom erTsa da imave amomrCevels telefonistebi ramdenjerme daurekaven.
amomrCevelTa umetesoba gagebiT ekideba aseT zarebs, Tundac maT mravaljer
mouwioT telefonTan misvla. es niSnavs, rom maTTvis gasagebia Cveni SeSfoTeba Tu
daintereseba arCevnebSi maTi monawileoba-armonawileobiT. miesalmeT amomrCevls,
mouxadeT bodiSi, rom kidev erTxel awuxebT da auxseniT, rom amas akeTebT mxolod
imitom, rom misi xma Zalzed mniSvnelovania kandidatisaTvis. TiToeuli xma
SesaZloa gadamwyveti gaxdes.
imis miuxedavad, Tu muSaobis romel meTods airCevT, amomrCevlebTan satelefono zarebi
unda Sewydes saarCevno ubnebis daxurvamde 15 wuTiT adre. zogjer, yvelaze didi
problema, romlis gadaWrac SeiZleba mogixdeT arCevnebis dRes, mdgomareobs ara
politikur mowinaaRmdegesTan paeqrobaSi, aramed amomrCevelTa gulmaviwyobasa da
181
arCevnebisadmi daudevar damokidebulebaSi. saarCevno ubanSi amomrCevelTa gamocxadebis
uzrunvelyofis mizniT Catarebuli aqtiuri muSaoba gviCvenebs, rom SeiZleba swored
aseTma amomrCevlebma da maTma xmebma Seasrulon gadamwyveti roli arCevnebSi.
Tqven SegiZliaT gaaZlieroT satelefono centris muSaoba telefonistebis meSveobiT,
romlebic amomrCevlebs daukavSirdebian TavianTi binis telefoniT (arCevnebis dRes da
arCevmebamde ramdenime dRiT adre). am SemTxvevaSi samuSaos yvelaze mniSvnelovani
nawilebi satelefono centris telefonistebma unda Seasrulon. Tu am samuSaoze Tqven
mxolod `binis~ telefonistebs daasaqmebT, maSin yvelaze sapasuxismgeblo samuSaoebi
sando adamianebs unda daavaloT.
siebSi aRniSneT is amomrCevlebi, romlebTanac aucileblad unda darekoT. telefonistebs
unda mieceT davaleba, rom daurekon mxolod siaSi aRniSnul amomrCevlebs.
samuSaoSi CarTeT `kontroliorebi~. kontroliorebi SeiZleba iyvnen nebayoflobiT
damxmare pirebi, romelTa amocanas warmoadgens telefonistebTan periodulad
dakavSireba, raTa gaigon, Tu rogor midis saqme, da xom ar aqvs adgili raime
garTulebebs an problemebs. kontroiorebma unda iqonion amomrCevelTa damatebiTi siebi,
romlebsac gadascemen im telefonistebs, vinc ukve daamTavra muSaoba.
qvemoT mocemulia arCevnebis dRis satelefono saubris miaxloebiTi Sinaarsis magaliTi.
yvela zari sruldeba pirvelad.
gamarjobaT, ________ , Tqven gelaparakebaT _______ , nebayoflobiT damxmare piri
________ -is Stab-binidan. Tqven ukve gamonaxeT dro, rom migecaT xma?
Tu pasuxi dadebiTia, upasuxeT:sasiamovnoa, gmadlobT. grafaSi `arCevnebis dRe~, gaakeTeT
Sesabamisi aRniSvna.
Tu pasuxi uaryofiTia, upasuxeT:`Tqveni xma Zalian mniSvnelovania CvenTvis. Cven Tqveni
daxmareba gvWirdeba. vimedovnebT, rom SeZlebT xmis micemas, gmadlobT~. grafaSi
`arCevnebis dRe 1~, gaakeTeT Sesabamisi aRniSvna.
meore zari, mxolod im amomrCevlebTan, romlebic aRniSnulni arian niSniT `1~
`gamarjobaT, ________ , Tqven gelaparakebaT _______ , nebayoflobiT damxmare piri
________ -is Stab-binidan. bodiSs gixdiT, Cven erTxel ukve dagirekeT, magram Tqveni
xma Zalian mniSvnelovania CvenTvis. Tqven ukve gamonaxeT dro, rom migecaT xma?~
Tu pasuxi dadebiTia, upasuxeT: `gmadlobT~ da aRniSneT `arCevnebis dRe +~.
Tu pasuxi uaryofiTia, TqviT:xom ar inebebdiT manqaniT momsaxurebas?
Tu pasuxi uaryofiTia, TqviT: `saarCevno ubani ixureba _ saaTze. am arCevnebze metad
daZabuli brZola mimdinareobs. amitom, CvenTvis aucilebelia Tqveni xma. gTxovT, rac
SeiZleba swrafad mobrZandiT saarCevno ubanSi xmis misacemad. gmadlobT.~ grafaSi
aRniSneT `arCevnebis dRe 2~.
Tu pasuxi dadebiTia, upasuxeT: `Tqven _______ misamarTze cxovrobT? Cveni
satransporto komiteti dagikavSirdebaT da SegiTanxmdebaT Tu rodis gamogizavniT
manqanas. didi madloba.~ (amis Semdg, CaiwereT amomrCevlis gvari, misamarTi, telefonis
nomeri, saarCevno ubnis nomeri da es monacemebi gadaeciT ufros telefonists).
182
danarTi 11. RonisZiebebi arCevnebis dRes
arCevnebis dRe aris qveni winasaarCevno kampaniis piki. arCevnebi dRis Sedegebi - esaa
Tqveni yvvela adrindeli Zalisxmevis jami. rac ar unda kargad CagetarebinaT
winasaarCevno kampania, arCevnebis dRes cudad organizebuli muSaoba SeiZleba Tqveni
kraxis mizezi gaxdes.
1. organizeba gaukeTeT mZRolTa jgufebis Seqmnas, romlebic kandidatis mxardamWer
amomrCevlebs daexmarebian saarCevno ubanSi misvlaSi. daurigeT maT almebi, niSnebi da
Tqveni kampaniis sxva simbolika avtomobilebze dasamagreblad.
2. yvelaze saimedo da sando pirebs mieciT davaleba, rom Seagrovon da Segatyobinon
xmis micemis Sedegebi Tqveni olqis TiToeuli saarCevno ubnidan;
3. kandidatis saqmianoba arCevnebis dRes:
a) xma mieciT adre diliT. am SemTxvevaSi Tqven SeiZleba moxvdeT dilis sainformacio
radio-gamoSvebaSi an teleprogramaSi Tqveni foto ki - dilis gazeTSi.
b) ewvieT saarCevno ubnebs.
g) piradad daurekeT Tqvens mxardamWer yvelaze gavlenian amomrCevlebs, rodesac
dasasruls miuaxlovdeba saarCevno ubnis muSaobis dro.
d) miiReT monawileoba winasaarCevno blic-kampaniaSi.
e) miiReT monawileoba sxva masobriv RonisZiebebSi.
v) ewvieT nebayoflobiT mxardamWerTa yvelaze intensiuri muSaobis adgilebs,
magaliTad - kafe-barebs, Stab-binebs, satelefono centrebs, raTa gaamxnevoT Tqveni
mxardamWeri gundis wevrebi.
z) mieciT interviu masmediis warmomadgenlebs. arCevnebis dRes kandidatis saqmianobis
gegma winaswar unda gaegzavnos masobriv sainformacio saSualebebs. arCevnebis mTeli
dRis ganmavlobaSi kandidats Tan unda axldes TanaSemwe, romelic periodulad
daukavSirdeba Stab-binas da daazustebs, Semovida Tu ara SekiTxvebi masobrivi
sainformacio saSualebebisagan.
T) saarCevno ubnebis daxurvis Semdeg, kandidati unda daeswros biuletenebis daTvlis
process. eWvsgareSea, rom iq masmediis warmomadgenlebic iqnebian, Tu biuletenebis
daTvlisas naTeli gaxdeba, rom Sedegebi male iqneba cnobili, kandidati unda
daelodos am dros.
i) Tu xmebis daTvla gaWianurda, kandidats SeuZlia droebiT wavides Stab-binaSi, saxlSi
an winasaarCevno kampaniis dasrulebisadmi miZRvnil RonisZiebaze, Semdeg ki mibrundes
xmebis daTvlis adgilze. kandidatis warmomadgeneli adgilze unda darCes da saqmis
kursSi Caayenos igi xmis daTvls procesis Sesaxeb.
k) kandidati windawin unda moemzados masobriv sainformacio saSualebaTa winaSe
gamosvlisaTvis, arCevnebis Sedegebis miuxedavad.
183
danarTi 12. kandidatis biografiis magaliTi TxrobiTi formiT
roland langmeieri
biografia
q. huperSi dabadebuli roland langmeieri ukve 35 weliwadia, rac CvenTan cxovrobs, mas
Semdeg, rodesac saxelmwifo sadazRvevo agentad daiwyo muSaoba kolfasisa da kumingis
olqebSi.
nebraskas Sttis unversitetSi soflis meurneobis ekonomistis diplomis miRebis Semdeg,
roland langmeierma Tavisi cxovreba soflis meuneobis biznessa da menejments moiuZRvna.
man daaxloebiT oci weli imuSava soflis meurneobis menejerad kompania `vagner milzSi~,
sadac igi xelmZRvanelobda mravali sainovacio programis ganxorcielebas, maT Soris
msxvilfexa rqosani saqonlis kvebis axali teqnologiebis SemuSavebisa da Sinauri
frinvelebis moSenebis efeqturobis programebs.
1979 wels roland langmeierma q. SuilerSi gaxsna firma `lend mark end rielTi~,
romelic dasaqmebuli iyo soflis meurneobis marTviT da uZravi qonebis operaciebiT.
roland langmeieri daaxloebiT 30 wlis ganmavlobaSi iyo savaWro palatis wevri, 1988
wels ki - misi prezidenti. imave wels, roland langmeiers mieniWa `palatis wlis
saukeTeso wevris~ wodeba. q. Suilersa da mis mimdebare raionebSi biznesis
ganviTarebisaTvis xelsayrli pirobebis Sesaqmnelad gaweuli Zalisxmevis gamo.
roland langmeieri, rva Svilis mama, bevrs muSaobda, rom Svilebs saukeTeso ganaTleba
mieRoT. igi rva wlis ganmavlobaSi iyo q. Suileris centraluri skolis
saganmanaTleblo sabWos wevri, xolo 1984-1985 wlebSi - misi prezidenti. swoded im
periodSi, saskolo sagnebs daemata axali disciplinebi, maT Soris meore ucxo ena.
warmoadgenda ra soflis meurneobis saqmiani sazogadoebis liders, roland langmeieri
iyo agreTve Sinauri cxovelebis kvebis asociaciis prezidenti klfaqsis olqSi, axla ki
igi aris am asociaciis wevri qalaq plat velSi, Roris xorcis mwarmoebelTa asociacia
`plak~-s wevri da saqonlis xorcis mwarmebelTa sabWos wevri, kiTxulobs leqciebs
nebraskas Statis universitetSi q. linkolnSi da aris asociaciis `fermerebi momavalSi~
wevri.
roland langmeieri sxva sazogadoebriv saqmianobebsac eweva, maT Soris, monawileobs
`memorial hospital~-isaTvis saxsrebis Segrovebis komitetSi, warsulSi iyo
luTeranuli eklesia `wminda samebas~ prezidenti. igi asrulebs loidisa da margaret
pospSalis saxelobis stipendiebis fondis Tavmjdomaris movaleobebs, romelic
stipendiebs uxdis kolejis studentebs, raTa stimuli misces maT monawileobas misuris
Statis luTeranuli eklesiis sinodis muSaobaSi.
rolandi da misi meuRle norma 35 welia daqorwinebulni arian. norma xelmZRvanelobs
wm. avgustis kaTolikuri eklesiis gunds. maT 11 SviliSvili hyavT da bevri ram aqvT
saamayo.
184
danarTi 13. finansuri saxsrebis mozidvasTan dakavSirebiT RonisZiebis (sadili)
gamarTvis gegma
60) oficialuri piris vizitis TariRis dadasturebis miReba. miiReT dasturi, rom
RonisZiebis Catarebis adgili miTiTebul TariRSi Tavisufali iqneba.
59) sadilis xelmZRvanelis daniSvna.
58) RonisZiebis sareklamo komitetis Tavmjdomaris daniSvna.
57) SekveTis gagzavna mosawvevi bileTebis an blankebis dabeWdvaze.
56) bileTebis gamavrcelebeli komitetis Tavmjdomaris daniSvna.
55) bileTebis gamavrcelebeli jgufebis xelmZRvanelebis daniSvna
54) jgufebis xelmZRvanelebis TaTbiri biuletenebis gavrcelebis strategiis
SesamuSaveblad. gamavrceleblebis SerCeva.
53) RonisZiebis saorganizacio komitetis Tavmjdomaris daniSvna.
52) xazinadaris daniSvna. pres-relizebis gamoSveba xazinadaris, komitetebis
Tavmjdomarebis, jgufebis xelmZRvanelebisa da bileTebis gamavrceleblebis daniSvnis
Sesaxeb.
51) bileTebis gamavrcelebelTa Sekreba kampaniis dawyebis gamocxadebiT.
50) gare magidebiT bileTebis gayidvis saorganizacio specialuri komitetis Sekreba
49) mimdebare dasaxlebul punqtebSi bileTebis gayidvis sistemis organizeba (komitetis
Tavmjdomaris daniSvna)
48) sagrafos xelmZRvanelebisaTvis safosto Setyobinebebis gagzavna momaval
RonisZiebasTan dakavSirebiT
47) specialuri sabanko angariSebis gaxsna xazinadaris mier
46) bileTebis safasuris ganvadebiT gadaxdis drois grafikis Sedgena
45) gamavrcelebeli jgufebis xelmZRvanelTa angariSebis mosmena, amocanebis ganawileba
axlad moziduli gamavrceleblebisaTvis
44) jgufebis xelmZRvanelebis pres-relizebi da fotoebi
43) potenciuri monawileebis kartoTekis gadaxedva bileTebis realizaciasTan
dakavSirebiT
42) sakoordinacio Sekreba yvela komitetis Tavmjdomareebis monawileobiT
41) sadilis gamarTvis adgilis guldasmiT SerCeva saorganizacio komitetis
Tavmjdomaris mier
40) orkestris daqiraveba saorganizacio komitetis Tavmjdomaris mier
39) potenciuri monawileebis siis Sedgena mimdebare dasaxlebul punqtebSi bileTebis
gamavrcelebeli komitetis Tavmjdomaris mier
38) RonisZiebis Sesaxeb Setyobinebebis gagzavna adgilobrivi saarCevno komisiebis
TavmjdomareebisaTvis; gadaxdis gegmis Sedgena
185
37) Sekreba jgufebis xelmZRvanelebis angariSebis mosmenis mizniT; amocanebis ganawileba
axlad moziduli gamavrceleblebisaTvis
36) saorganizacio komitetis Tavmjdomarisa da kvebis obieqtis xelmZRvanelis Sexvedra
meniusa da sasmelebis ganxilvis mizniT
35) sadilis programis muSa proeqtis momzadeba
34) pres-relizi oficialuri stumris Sesaxeb, mis biografiTa da fotosuraTiT
33) RonisZiebis momzadebis mdgomareobis ganxilva mimdinare TariRisaTvis
32) damatebiTi sareklamo masalebis momzadeba sareklamo komitetis Tavmjdomaris mier
31) xazinadaris mier samadlobeli werilebis gagzavnis dawyeba im pirebisaTvis,
romlebmac SeiZines bileTebi
30) mimdebare dasaxlebul punqtebSi bileTebis gamavrcelebeli komitetis Tavmjdomaris
mier bileTebis gayidvisa da potenciur myidvelebTan piradi Sexvedrebis dawyeba
29) saorganizacio komitetis Tavmjdomaris mier saWiro masalebis, yvavilebis, da a.S.
SeZenis dagegmva, SekveTebis gagzavna
28) jgufebis xelmZRvanelebis mier bileTebis gamavrcelebelTa axali Semadgenlobis
miReba SemomwirvelTa rigebidan
27) gamavrceleblebis axali Semadgenlobis Sekreba
26) potenciuri monawileebis kartotekis gadaxedva bileTebis realizaciasTan
dakavSirebiT
25) presisaTvis monacemTa paketebis Sedgenis dawyeba sareklamo komitetis Tavmjdomaris
mier
24) mocemuli TariRisaTvis Sesrulebuli samuSaoebis ganxilva (pirveli Sefaseba miecema
monawileTa raodenobas, ris Sesaxeb informaciasac waradgens saorganizacio komitetis
Tavmjdomare)
23) yvela komitetis Tavmjdomareebis sakoordinacio Sexvedra
22) sareklamo komitetis Tavmjdomare axorcielebs TvalsaCino saagitacio masalebis
ganTavsebas
21) saorganizacio komitetis Tavmjdomare gegmavs oficialuri da sxva stumrebisavis
gankuTvnili magidebis ganTavsebis wess
20) Sekreba jgufebis xelmZRvanelebis angariSebis mosmenis mizniT; amocanebis ganawileba
axlad moziduli gamavrceleblebisaTvis
19) mosawvevebis gagzavna qalaqgareT mcxovrebi sapatio stumrebisaTvis
18) mosawvevebis gagzavna im pirebisaTvis, romelTa adgilebic dajavSnulia oficialuri
stumrebisaTvis gankuTvnil magidasTan
17) mosawvevebis gagzavna Tqveni partiis wamyvani pirebisaTvis
16) bileTebis gamavrcelebelTa Sekreba daskvniT etapze muSaobis gaZlierebis mizniT
186
15) ganmeorebiTi Setyobinebebis gagzavna im potenciur monawileTaTvis, romlebmac ar
upasuxes pirvel Setyobinebas
14) pres-relizebis gagzavna mowveul pirTa aRniSvniT
13) mowveul oficialur pirTa dasturis miReba, rom daeswrebian RonisZiebas
12) sadilis programis saboloo preqtis damtkiceba
11) ceremonmeisteris daniSvna
10) sadilis programis gagzavna tipografiaSi
9) oficialur stumrisagan vizitis programis damtkicebis miReba
8) uSualod RonisZiebis procesSi bileTebis gayidvis sistemis SemuSaveba
7) Sedegebis Sejameba da bileTebis gamavrcelebelTa Sekreba daskvniT etapze samuSoebis
gaZlierebis mizniT
6) bileTebisa da sainformacio paketebis gadacema masmediis warmomadgenlebisaTvis
5) realizebuli bileTebis Sesaxeb pres-relizis gagzavna
4) mdgomareobis saboloo Semowmeba saorganizacio komitetis Tavmjdomaris mier
3) angariSebis mosmena (telefoniT) jgufebis xelmZRvanelebis mier, gayiduli bileTebis
saerTo raodenobis Sesaxeb
2) monawileTa raodenobis saboloo Sefaseba da magidebis gawyoba darbazSi
1) sadilis dawyeba! bolo samzadisi. dawyebis SesaZlo dayovneba.
RonisZiebebi, romlebic SeiZleba gaimarTos sadilis Semdeg
1) samadlobeli werilebi damxmare personals da bolo wuTs misul stumrebs
2) Semowirulobebis saboloo Segroveba
3) RonisZiebaze gaweuli xarjebis gadaxda
bolo SeniSvna: bevr organizacias miaCnia, rom isini ver SeZleben sazogadoebrivi
RonisZiebis Catarebas saxsrebis Segrovebis mizniT, Tu masSi monawileobas ar miiRebs
maRali rangis oficialuri moxele. es azri safuZvelSive mcdaria. bileTebs oficialuri
stumari ar hyidis! bileTebs hyidian gamavrceleblebi, da Tu Tqven Cafiqrebuli gaqvT
mimzidveli RonisZiebis mowyoba, es aRafrTovanebs stumrebs. Tqveni, rogorc
Tavmjdomaris amocana isaa, rom gamavrceleblebs saTanado motivacia SeuqmnaT imis
miuxedavad, Tu ra saxis RonisZiebas awyobT.
gafrTxilebT! Tvalyuri adevneT, rom `lamazi~ RonisZiebis Catarebis Tqvenma survilma
ar gadawonos TqvenTvis saWiro saxsrebis mozidvisaken swrafva. im adamianebis
umravlesobas, romlebic bileTebs iZenen, surT, rom aseTi RonisZiebiT Tqven saxsrebi
moizidoT. nu gaawbilebT maT, da nu daxarjavT Zalze bevr fuls saWmelze, dekoraciebze
da a.S.
187
danarTi 14. aSS-s respublikuri partiisaTvis finansuri daxmarebis Txovnis werilis
nimuSi
Zvirfaso Tanamemamule,
amJamad, Cveni saarCevno kampaniisaTvis muSaoben:
52 mxardamWeri, romlebic saagitacio mizniT stumroben xolme Cveni raionis
macxovreblebs;
21 adamiani, romlebic avrceleben Cveni partiis bukletebs;
25 piri, romlebic dasaqmebulni arian satelefono saubrebiT da 18 piri, romlebic
asruleben sxva mniSvnelovan samuSaoebs partiis Stab-binaSi.
es 116 adamiani TavianTi piradi drois asobiT saaTs uTmoben Cvens gundSi saqmianobas. maT
ician, Tu rogor SeiZleba ukeTesobisaken Seicvalos maTi cxovreba, Tu mimdinare wlis
noemberSi kongresis arCevnebSi respublikelebi gaimarjveben.
SesaZloa, es Tqvenc icodeT, magram Zalzed dakavebuli iyoT saimisod, rom Tqveni dro
dagviTmoT. Tu es asea, SevecdebiT dagexmaroT.
pirdapir getyviT:Cven fuli gvWirdeba. fuli Cven gvinda axla da didi raodenobiT -
tipografiuli da safosto, satelefono, sareklamo xarjebisaTvis. yovelive aRniSnulis
gareSe Cveni Zalisxmeva nayofs ver gamoitans, da Cven ver SevZlebT rom kongresSi
avirCioT is gamokveTili liderebi, romlebsac TqvenTan erTad vimsaxurebT.
dro fulia. es WeSmariteba zedgamoWrilia Cveni kampaniisaTvis. da Tu Tqven ar
SegiZliaT CvenTvis drois daTmoba, iqneb fuliT SeZloT daxmareba? fuliT, romelsac
Cven didi madlierebiT miviRebT. dadga Tqveni dro! Tqveni 50-dolariani Semowiruloba
Zalian dagvexmareba arCevnebisaTvis aucilebeli masalebis SeZenaSi. gamogvigzavneT fuli
dRes, axla. Tqveni mxardaWera mniSvnelovania mTeli Cveni olqisaTvis.
pativiscemiT,
1990 wlis seqtemberi
aSS-s respublikuri partiisaTvis finansuri daxmarebis Txovnis werilis nimuSi
(me-2 varianti)
Zvirvaso megobaro respublikuri partiidan,
me TqvenTvis cudi ambebi maqvs, magram maaqvs kargi ambebic. daviwyeb SekiTxviT.
iciT Tu ara Tqven, rom bolo 20 wlis manZilze, 30 wlamde asakis sul ufro da ufro
meti axalgazrda Tvlis, rom respublikuri partia swored maTi partiaa?
da es simarTlea. ronald reiganisa da jorj buSis meTaurobiT, respublikuri partia
gaxda Cveni axalgazrda amomrCevlebis partia. es - rac Seexeboda karg ambavs.
188
cudi ambavi ki isaa, rom aq, driping sfringSi, axalgazrdebis mxolod 50%-ma gaiara
registracia saarCevno ubnebSi. ufro uaresi, isinic ki, vinc registracia gaiara, zogjer
arc ki midian arCevnebze xmis misacemad.
Cven valdebulni varT SevcvaloT aseTi mdgomareoba. Tu amas movaxerxebT, gavimarjvebT
kidec Cvens sagrafoSi Catarebul yvela arCevnebSi. xolo. Tu situacias ver SevcvliT,
gavargZelebT saqmianobas umcirsobis partiis saxiT.
swored aq SegiZliaT, rom daxmareba gagviwioT. respublikuri partiis adgilobrivi
ganyofileba amuSavebs Tavis rigebSi axalgazrdebis mozidvis programas. Cven gvinda, rom
SevqmnaT axalgazrda respublikelTa sami klubi da aRvadginoT respublikel bavSvTa
moZraoba. es yvelaferi rodia:M Semodgomaze Cven vgegmavT partiaSi axalgaazrdebis
mozidvis masobriv kampanias.
yvelaferi es finansebTanaa dakavSirebuli. swored amitom gwerT am werils. vici, rom
Tqvenc gaRelvebT respublikuri partiis momavali, iseve, rogorc gaRelvebT saerTod
amerikis momavali.
bevr CvenTagans miaCnia, rom es ori cneba erTmaneTisagan ganuyifelia. xom ver SeZlebdiT
10, 25, 50 an Tundac 100 dolaris gamogzavnas CvenTvis, raTa dagvxmarebodiT propgramis
realizebaSi? vfiqrobT, rom SevZlebT proeqtis amoqmedebas, Tuki movaxerxebT minimum
1,785 mln dolaris Segrovebas.
gaZlevT garantias, rom Tqveni fuli ar iqneba mimarTuli zednadebi xarjebis dafarvaze
an partiul funqcionerTa uazro xelfasebze. gTxovT, gamogvigzavneT is Tanxa, ris
uflebasac dRes Tqven Tavs miscemT. respublikuri partiis momavali Tqvens xelSia.
pativiscemiT,
1990 wlis ivnisi
p.s. gamogvigzavneT fuli dRes. male dadgeba Semodgoma, da studentebi kvlav TavianT
saswavleblebs daubrundebian. gmadlobT.
danarTi 15. madlobis werilis nimuSi finansuri mxardaWerisaTvis
Zvirfaso jek,
didad gavixare, rodesac Cveni sagrafos respublikuri partiis Tavmjdomaris jon
smitisagan Sevityve Cveni partis adgilobrivi ganyofilebis fondisadmi Tqveni guluxvi
Semowirulobis Sesaxeb
ra Tqna unda, Tqveni Semowiruloba Zalze mniSvnelovani iyo CvenTvis, vinaidan Cven
finansebis mudmiv naklebobas ganvicdiT karsmomdgari saarCevno kampaniis Casatareblad. me
Zalzed amaRelva Tqvenma Jestma, radgan es iyo mkafio magaliTi imisa, rom Tqven
warmoadgenT respublikuri partiisa da im ideebis mxardamWers, romlebiTac partia
189
gamodis. mxolod iseTi pirovnebebis mxardaWera, rogoric Tqven brZandebiT, maZlevs
saSualebas, rom gavagrZelo Cemi rTuli saarCevno kampania.
madlobaas gixdiT partiis adgilobriv ganyofilebisa da misi yvela im kandidatis
saxeliT, romlebic agrZeleben mZime Sromas partiis warmomadgenlebis saxiT. kidev
erTxel, didi madloba.
Rrma pativiscemiT,
100 wlis 10 oqtomberi
danarTi 16. fuladi saxsrebs Segrovebis RonisZiebaTa gegma
magaliTi: rogor SevagrovoT 5 aTasi dolari?
1. msxvili Semomwirvelebi
politikuri partiebi, yofili konservatori/centristi kandidatebi Tqvens Tanamdebobaze;
vaWrobis sferoSi dasaqmebuli profesionalebi; fuladi saxsrebis Segrovebis
gamocdilebis mqone adamianebi; saqmiani wreebis warmomadgenlebi; gansakuTrebuli
interesis jgufebi; Tqveni programis Tavgadakluli mxardamWerebi.
msxvili Semomwirvelebis komiteti 20 X $50 = $1000
kandidatis wyaroebi 10 X $50 = $500
saarCevno kampaniis nebayoflobiTi mxardamWerebi 2 X $50 = $100
sxva Semomwirvelebi, fostis meSveobiT ganxorcielebuli saagitacio saqmianobiT
miRebuli saxsrebi 3 X $50 = $150
sul: $1750
2. saSualo donis Semomwirvelebi
saarCevno kampaniis warmmarTveli komiteti; interesTa jgufebi; kandidatis piradi
megobrebi; agitacia fostiT; `ganawyenebuli~ amomrCevlebi, anu is adamianebi, romlebic
ukmayofiloni arian gatarebuli politikuri kursiT
saarCevno kampaniis nebayoflobiTi mxardamWerebi 10 X $25 = $250
interesTa jgufebi, calkeuli pirebi 15 X $25 = $375
fostis meSveobiT agitaciiT miRebuli saxsrebi 15 X $25 = $375
sxva wyaroebi 5 X $25 = $125
sul: $1125
190
3. winasaarCevno kampaniis dros Casatarebeli RonisZiebebi
amomrCevlebis, megobrebis, megobrebis megobrebis, nebayoflobiTi mxardamWerebis safosto
misamarTebis CamonaTvali winasaarCevno kampaniis miznebisaTvis
saRamo kegelbanSi, 25 kacze. sufTa Semosavali $10 X25 = $250
pikniki, sufTa Semosavali $15 X 25 = $450
kandidatis dabadebis dRe, 30 kacze, sufTa Semosavali $10 X 30 = $300
sul $1000
4. sxva Senatanebi
agitacia fostiT, nebayoflobiTi Semowirulobebi
agitacia fostiT 20 X $5 = $100
sxva wyaroebi 25 X $10 = $250
nebayoflobiTi Semowirulobebi $250
kandidatis sakuTari saxsrebi $275
Semowirulobebi sxvadasxva mosaxurebis saxiT, fulad formaSi $250
sul $1125
jami: $5000
mosamzadebeli samuSao
1. winasaarCevno kampaniis gegmis Sedgena (minimaluri, gafarToebuli, maqsimaluri)
2. winasaarCevno kampaniis biujeti (minimaluri, gafarToebuli, maqsimaluri)
3. winasaarCevno kampaniisaTvis saWiro saxsrebis Segrovebis gegmis Sedgena (minimaluri,
maqsimaluri)
4. fuladi saxsrebis Segrovebis komitetis Tavmjdomaris daniSvna
kandidatis saqmianoba
1. kandidati adgens megobrebisa da nacnobebis sias
2. kandidati aqtiurad mouwodebs amomrCevlebs, rom gauwion mas finansuri daxmareba
3. kandidati xvdeba potenciur msxvil Semomwirvelebs
4. kandidati urekavs potenciur msxvil Semomwirvelebs, romlebsac gansazRvravs
msxvili Semomwrvelebis komiteti, da Txovs finansur daxmarebas da mxardaWeras.
msxvili Semomwirvelebis komiteti
1. komitetis Tavmjdomare niSnavs RonisZiebis saorganizacio qve-komitetis
Tavmjdomares, fostiTa da telefonis meSveobiT fuladi saxsrebis Segrovebis
qve-komitetis Tavmjdomares.
191
2. komitetis Tavmjdomare mimarTavs komitetis wevrebs, rom daexmaron muSaobaSi an
gaakeTon fuladi Semowirulobebi
3. komitetsi aucileblad unda Sediodnen interesTa jgufebisa da kavSirze
pasuxismgebeli jgufebis warmomadgenlebi
4. komiteti adgens potenciuri Semomwirvelebis sias, anawilebs funqciebs, adgens
vadebs.
5. Tavmjdomare amyarebs kontaqtebs gansakuTrebuli interesis jgufebTan.
6. aucileblobis SemTxvevaSi, komiteti awyobs kandidatebis Sexvedras msxvil
SemomwirvelebTan
7. komiteti awyobs Semowirulobebis Segrovebas, iTvaliswinebs Sedegebs da
aucileblobis SemTxvevaSi xelmeored ukavSirdeba Semomwirvelebs
8. SemowirulobebTan dakavSirebuli muSaoba grZeldeba gansakuTrebuli interesis
jgufebTan. amasTan, SesaZloa saWiro gaxdes damatebiTi Sexvedra kandidatTan
9. komiteti saqmianobas agrZelebs manam, sanam ar iqneba miRweuli dasaxuli mizani.
10. muSaobis uzrunvelsayofad dasaqmdeba saWiro raodenobis personali.
fostisa da telefonis meSveobiT fuladi saxsrebis Segrovebis komiteti
1. adgens amomrCevelTa siebs safosto Setyobinebebis gagzavnis mizniT.
2. SeimuSavebs safosto mimarTvebis kompleqts, romelSic Sedis konverti, da baraTi
konvertis sawyis misamarTze gamosagzavnad.
3. xorcieldeba safosto Setyobinebebis gagzavna
4. komiteti organizebas uwevs telefoniT dakavSirebas im amomrCevleTan, romlebsac
daegzavnaT safosto Setyobinebebi, aRricxvavs Semosavlebs da aucileblobis
SemTxvevaSi xelmeored ukavSirdeba amomrCevlebs.
5. agrZelebs muSaobas manam, sanam ar iqneba miRweuli dasaxuli mizani.
RonisZiebis Catarebis komiteti
1. RonisZiebis Catarebis komiteti iqmneba da atarebs sxdomebs, adgens RonisZiebasTa
Catarebis TariRebs
2. komiteti iRebs nebayoflobiT mxardamWerebs RonisZiebis bileTebis gasavrceleblad
3. axorcielebs RonisZiebas da bileTebis gayidvas
4. ZiriTadi wesi:xarjebis 100% ifareba nebayoflobiTi SemowirulobebiT
192
danarTi 17. kampaniis biujeti: Semosavlebis wyaroebi
kandidatis Senatanebi
(daadgineT winaswar SeTanxmebuli Tanxa da araviTar SemTxvevaSi ar gazardoT igi.
arasodes, arasodes, arasodes ar gaasesxoT fuli)
kandidatis megobrebi da nacnobebi
megobrebi, partniorebi biznesSi, Tanaskolelebi, nacnobebi, romlebsac dResaswaulebs
ulocavT, Tqveni eklesiis mrevli, Tqveni interesebis msgavsi interesebis mqone pirebi,
da a.S. yvelani mogcemen 10, 15, 20 da 50 dolarsac ki.
politikuri organizaciebi, calkeuli wevrebi
partiuli organizaciebisa da interesTa jgufebis wevrebi fuls Seagroveben TavianT
rigebSi, minimum 15-15 dolars da Sesaloa 25 an 50 dolarsac ki.
politikuri oranizaciebi - fuladi saxsrebis Segrovebis mizniT organizebuli
RonisZiebebi
partiuli organizaciebisa da interesebis jgufebis wevrebi fulad saxsrebs Seagroveben
Tqveni saxeliT, miRebebisa da kandidatTan Sexvedrebis organizebis gziT. romlebzedac
bileTebi eRireba 25, 50 da 100 dolaramde.
RonisZiebebi winasaarCevno kampaniis dros - mciremasStabiani RonisZiebebi
miRebebi, Cai, piknikebi, sportuli Sejibrebebi, nivTebis gayidvebi, Sinaur wreSi miRebebi,
ojaxuri RonisZiebebi mogitanen 100-500 dolars. aseTi RonisZiebebi SeiZleba moewyos
kandidatis mxardamWeri adamianebis garkveuli jgufis, konkretuli raionis
macxovreblebis mier.
RonisZiebebi winasaarCevno kampaniis dros - farTomasStabiani RonisZiebebi
RonisZiebis masStaburobidan gamomdinare, Sesasvleli bileTis fasi SeiZleba iyos 25, 35,
50-60 da 10-250 dolaric ki. meuRlebisaTvis moqmedebs mcire danamati. aseTi
RonisZiebebi ewyoba miRebebis formiT. gaxsovdeT, rom bileTebi SeiZleba gaiyidos
winaswar, ris Sedegadac miiRebT RonisZiebis CatarebisaTvis saWiro Tanxebs.
fuladi saxsrebis Segroveba fostis meSveobiT
fostis meSveobiT fuladi saxsrebis Segroveba xorcieldeba amomrCevelTa siebis
mixedviT, romlebSic ar Sedian zemoT aRniSnuli politikuri partiebi. am gziT
193
TiToeuli adresatisagan SeiZleba miiRoT 10, 20 an 35 dolari. aseTi safosto
gzavnilebze iqneba cnobili pirovnebebis xelmowerebi da miuTiTebs konkretuli
amomrCevlis interesebze.
adgilobrivi winasaarCevno kampaniis biujeti
xarjebi
administraciuli xarjebi
ofisis ijara $0
ofisis muSaobis xarjebi $0
telefonis dadgma
kompiuteruli teqnika gaTxovaT megobarma $0
adgilobrivi satelefono saubrebi $0
avtomopasuxe gaTxovaT megobarma $0
aslgadamRebi manqana $0
sakancelario saqoneli $200
sul $200
ofisis personalis Senaxva
konsultanti $250
winasaarCevno kampaniis komitetis menejeri $0
winasaarCevno kampaniis komitetis asistenti $0
mowveuli TanamSromlebi $0
sul $250
politikuri agitacia
TvalsaCino agitacia
1. sareklamo farebi saxlebis ezoebSi daaxl. $1,25, dadgmiT) $1000
2. 1X1X2 m zomis sareklamo farebi $0
sul $1000
damatebiTi saagitacio masalebi
1. broSurebi (erTmagi, 4-fotosuraTiani bukleti) $400
2. broSura #2 $400
3. broSura #3 $0
194
4. broSura #4 $0
5. ilustrirebuli bukleti (daaxl. $/10000) $600
sul $1400
xarjebi safosto agitaciaze
1. saerTo safosto gzavnili 1 $1000
2. saerTo safosto gzavnili 2 $0
3. miznobrivi safosto gzavnili uZravi qonebis agentebisaTvis $100
4. miznobrivi safosto gzavnili raionuli asociaciisaTvis $350
5. pirdapiri safosto gzavnili $0
sul $1450
politikuri reklama masobriv sainformacio saSualebebSi
1. yovelkvireuli gazeTebi (danarTebis CaTvliT) $700
2. yovelkvireuli gazeTebi (danarTebis CaTvliT) $0
3. savaWro-sareklamo gamocemebi (danarTebis CaTvliT) $0
4. radioreklama $0
5. telereklama $0
6. sxva $0
7. sxva $0
sul $700
ubanSi amomrCevlis gamocxadebis uzrunvelyofis kampania
ramdenime satelefono xazis arenda winasaarCevno kampaniis mizniT
1. gawyoba da yovelTviuri momsaxureba $0
2. amomrCevlebTan dakavSireba telefoniT (TiToeuli $0,9)
3. satelefono Setyobineba arCevnebSi monawileobis aucileblobis Sesaxeb (TiToeuli
$0,9)
4. amomrCevelTan winasaarCevno stumroba $0
5. amomrCevelTan stumrobebi $0
sul $0
adgilobrivi winasaarCevno kampaniis saerTo xarjebi $5000
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gamoyenebuli literatura
1. drois dagegmva politikuri kampaniis Catarebisas. meToduri saxelmZRvanelo.
saerTaSoriso respublikuri instituti, moskovi. 1994
2. pirveladi partiuli ujredis muSaobis organizeba. meToduri saxelmRvanelo.
saerTaSoriso respublikuri instituti, moskovi. 1994
3. d. soleini da sxv. rogor daviyvanoT Cveni azrebi masebamde. (politikSi da ara
marto politikaSi) uorvik pres, 1989
4. mxardamWeri jgufebis formireba winasaarCevno kampaniis dros. meToduri
saxelmZRvanelo. saerTaSoriso respublikuri instituti, moskovi. 1993
5. politmecadineobebis gamarTvis meTodika. meToduri saxelmZRvanelo. saerTaSoriso
respublikuri instituti, moskovi. 1995
6. saxelmZRvanelo Statis sakanonmdeblo organoebis im wevrTaTvis, romlebic meore
vadiT iyrian kenWs. meToduri saxelmZRvanelo. saerTaSoriso respublikuri
instituti, moskovi. 1990
7. saxsrebis Segroveba, rogorc warmatebis gasaRebi. saerTaSoriso respublikuri
instituti, moskovi. 1996
8. politikuri partiis adgilobrivi xelmZRvanelos damxmare saxelmZRvanelo.
saerTaSoriso respublikuri instituti, moskovi. 1990
9. muSaoba masobriv sainformacio saSualebebTan. 1991 wlis seminaris masalebi.
respublkuri erovnuli komiteti, 1991.
10. saarCevno kampaniis warmarTvis gegma. meToduri masalebi, saerTaSoriso
respublikuri instituti, moskovi. 1996
11. politikuri agitacia. politikuri agitaciis saxelmZRvanelo politikuri
saqmianobiT profesiulad dakavebul pirTaTvis. saerTaSoriso respublikuri
instituti, moskovi. 1994
12. politikuri partiebi. meToduri saxelmZRvanelo. saerTaSoriso respublikuri
instituti, moskovi. 1994.
13. s. hildebrandi. winasaarCevno beWdviTi masalebis Sedgena da gaformeba.
saerTaSoriso respublikuri instituti, moskovi. 1996
14. politikuri kampaniebis dagegmva. saxelmZRvanelo. saerTaSoriso respublikuri
instituti, moskovi. 1994
15. politikuri kampaniis meqanizmi. meToduri saxelmZRvanelo. saerTaSoriso
respublikuri instituti, moskovi. 1995
16. d. amrei. saxelmZRvanelo damwyebi kongresmenebisaTvis. erovnuli respublikuri
komiteti, 1991.
196
17. s. koliveri, p. merlou. masmediis mier saarCevno kompaniis gaSuqebis wesi
gardamavali demokratiis qveynebSi. saarCevno sistemebis saerTaSoriso fondi. 1994.
18. drois dagegmva politikuri kampaniis Catarebisas. meToduri saxelmZRvanelo.
saerTaSoriso respublikuri instituti, moskovi. 1997
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