50 wigni, romelic unda waikiTxo, sanam cocxali xar

wigni 11

gamomcemloba palitra L

Tbilisi, 2011

UDC (uak) 821.133.1-31

b-44

`50 wigni, romelic unda waikiTxo, sanam cocxali xar~

es proeqti msoflios araerT qveyanaSia popularuli.

sxvadasxva gamokiTxvis saSualebiT, mkiTxveli irCevs 50

saukeTeso wigns msoflio literaturis saganZuridan. saqa-

rTveloSi `kviris palitris~ am proeqts mravali aTasi ada-

miani gamoexmaura. swored maTi dadgenilia im rCeuli wignebis

nusxa, romelic ̀ palitramediam~ realur biblioTekad aqcia.

es wigni msoflio literaturis am unikaluri biblioTe-

kis nawilia.

wigni gamoica Tbilisis aleqsandre diumas saxelobis

franguli kulturis centris, kulturfransis/safrangeTis

sagareo da evropul saqmeTa saministros da wignis erovnuli

centris (CNL) xelSewyobiT merab mamardaSvilis saxelobis

sagamomcemlo daxmarebis programis farglebSi.

Cet ouvrage publié dans le cadre du Programme d’Aide a la Publication Mérab Mamardachvili a bénéfi cié du soutien du Centre culturel français Alexandre Dumas de Tbilissi, de Culturesfrance/ministère français des af-faires ètrangères et europèennes et du Centre National du Livre.

© gamomcemloba palitra L, 2011

yvela saavtoro ufleba daculia.

© Éditions Grasset & Fasquelle, 2000Originally published as `99 Francs~, Frédéric BeigbederTous droits réservés

ISSN 1987-9628

ISBN 978-9941-422-73-7

99 frankiTinaTin RaribaSvilis Targmani

frederik begbederi

5

es wigni bruno le musTvis

iwereboda; is ki im qveynad gaemgzavra;

amitomac axla wigns qloes vuZRvni,

romelic am qveyanas axlaxan moevlina.

`ra Tqma unda, ar arsebobs araviTari mizezi imisaTvis, rom

axali totalitaruli reJimebi TavianTi winamorbedebis msgavsi

iyos, miuxedavad maT xelT arsebuli xelketebisa da specrazmisa,

xelovnurad gamowveuli SimSilobebis, dapatimrebebisa da maso-

brivi deportaciebisa. mTavroba da xelisufleba ara mxolod

arahumanuri (Tumca, es ukanaskneli arc aravis adardebs Taname-

drove epoqaSi), aramed uefeqtoa, risi damtkicebac sul advilad

SeiZleba: TviTon gansajeT _ ganviTarebuli teqnologiebis eraSi

araefeqtianoba xom pirdapir suliwmidis winaSe Cadenili cod-

vaa. WeSmaritad `qmediTi“ totalitaruli saxelmwifo iqneboda

is, romelSic politikur xelmZRvanelTa yovlisSemZle aRmas-

rulebeli komitetisa da maT direqtorTa armias sruli ufleba

eqneboda nebismieri ramis gakeTeba aeZulebinaT damonebuli mosax-

leobisaTvis, Tumca Zaldataneba arc iqneboda saWiro, radgan

mosaxleobas ukve Rrmad eyvareboda Tavisi monuri mdgomareoba.

Tanamedrove totalitaruli saxelmwifoebi erT amocanasa da

mizans usaxaven propagandis ministrebs, gazeTebis mTavar redaq-

torebsa da skolis maswavleblebs _ xalxs Seayvaron is realoba,

romelSic cxovroben!~

oldos haqsli*, axali winasityvaoba wignisa

`samyaroTa Soris saukeTeso~, 1946

`Cven iseT survilebs gvaxveven Tavs,

romlebsac tanjvis meti araferi moaqvs~.

alen suSoni*,

`sentimentaluri brbo~, 1993

`kapitalizmi komunizms gadaurCa. ra gaewyoba, isRa

darCenia, sakuTari Tavi TviTonve amoiWamos~.

`kapitani sasadilod gavida da

mezRvaurebi gems daepatronnen~.

Carlz bukovski*

6

I

me`risi Secvlac ar SegiZlia, unda aRwero mainc~.

rainer verner fasbinderi*

1.

yvelaferi warmavalia: siyvaruli, xelovneba, dedamiwa,

Tqven, me. sikvdili imdenad gardauvalia, rom ratomRac yve-

las moulodnelad atydeba Tavs. aba, rogor unda mixvde, rom

maincdamainc dRevandeli dRea Seni cxovrebis ukanaskneli

dRe? arada, sul ggonia, rom dro kidev gaqvs! mere, uceb, erT

mSvenier dRes _ brax! da gadatrialdebi, reglamenti amowur-

ulia. sikvdili erTaderTi paemania, romelic Tqvens organaiz-

erSi winaswar ver CainiSneba.

yvelaferi iyideba: siyvaruli, xelovneba, dedamiwa, Tqven,

me. am wigns imisTvis vwer, rom iqneb rogorme samsaxuridan

gamomapanRuron. TviTonve rom wamovide, kompensacias ar mom-

cemen. im totis moWra mWirdeba, romelzec Cemi komfortia

mokalaTebuli. Cems Tavisuflebas umuSevrobis dazRveva hqvia.

mirCevnia samsaxurs gamoveTxovo da ara sicocxles. amisi Tavi-

daTavi ki isaa, rom meSinia. Cem garSemo kolegebi buzebiviT ix-

ocebian: zogs auzSi curvisas uskdeba guli, zogs miokardiu-

mis infarqtad wodebuli kokainis gadaWarbebuli doza klavs,

gaixedav da ager viRac sakuTari TviTmfrinaviT daaskda miwas,

viRac ki kabrioletiT xtunva-navardma mokla. hoda, erTi si-

tyviT, wuxel damesizmra, rom vixrCobodi. vxedavdi, rogor

viZirebodi, vgrZnobdi mosriale Tevzebis Sexebas. veRar vsun-

Tqavdi, filtvebi wyliT mevseboda. Sors, plaJze lamazi qal-

batoni idga da meZaxda. me ki pasuxis gacema ar SemeZlo, radgan

piri mariliani wyliT mqonda savse. vixrCobodi, magram saSve-

lad aravis vuxmobdi. Cem garSemo yvela ase iqceoda. mocuravee-

bi iZirebodnen, magram aravin yviroda, miSveleTo. vfiqrob, yve-

lafers unda SeveSva, radgan zedapirze tivtivi aRar SemiZlia.

7

yvelaferi warmavalia da yvelaferi iyideba. adamianic ise-

Tive produqtia, rogoric sxva danarCeni. masac gaaCnia vargi-

sianobis gansazRvruli vada. amitomac gadavwyvite, 33 wlis

asakSi samsaxurisaTvis Tavi gamenebebina. Tanac, rogorc mogex-

senebaT, saukeTeso asakia aRdgomisaTvis.

2.

me oqtavi mqvia, tansacmels APC-Si vicvam. sareklamo mene-

jeri gaxlavarT: diax, marTali xarT, me samyaros vabinZureb.

me var is tipi, romelmac nagavi unda SemogasaRoT; romelmac

iseT raRacebze unda gaocneboT, rasac verasodes eRirsebiT.

xom iciT, rogor keTdeba: fotoSopSi retuSirebuli mudam

lurji ca, lamazi naSebi da sruli bedniereba. mere ki, roca

didi vai-vaglaxiTa da Tavganwiruli ekonomiiT moaxerxebT da

saocnebo manqanas iyidiT, swored im manqanas, romelic bolo

sareklamo kampaniis dros davatriale da ganvadide, avdgebi da

kvlav Zirs davcem, metic _ ukve modidan gadasulad gamovacx-

adeb. winaswar samnairi saxis modas vigoneb da ise gadavdivar

erTidan meoreze da Semdeg mesameze, rom Tqven yovelTvis mo-

tyuebuli da imedgacruebuli dagtovoT. glamuri is qveyanaa,

sadac verasodes SeaRwevT. me Tqven siaxliT gabruebT; siax-

lis upiratesoba ki is aris, rom mudmivad icvleba. yovelTvis

gamoCndeba iseTi siaxle, romelic winamorbeds daaZvelebs.

Cemi mowodeba imaSia, rom gamudmebiT gaylapoT nerwyvi. Cems

profesiaSi Tqveni bedniereba aravis sWirdeba, radgan bednieri

kaci momxmarebeli veRar iqneba.

Tqveni tanjva savaWro bizness sasicocxlo ZalebiT aR-

avsebs. Cveni JargoniT mas `yidvis Semdgomi imedgacrueba“

vuwodeT. vTqvaT, romelime produqti gesaWiroebaT, magram

rogorc ki mas xelSi CaigdebT, aRmoCndeba, rom axla sxva gin-

daT. hedonizmi1 humanizmi rodia. igi fulis dinebaa. misi devi-

zi gainteresebT? ki, batono! `vxarjav, e.i. varsebob~. magram

1 hedonizmi (berZn.) _ eTikis idealisturi mimdinareoba, romlis mixedvi-

Tac cxovrebis mizans warmoadgens udidesi siamovneba, sitkboeba.

8

saWiroebaTa Sesaqmnelad aucilebelia kacs gavuRvivoT Suris

grZnoba, gavaxeloT maTi gaumaZRroba, ufro meti tanjva mivay-

enoT. es yvelaferi Cemi sabrZolo maragia, samizne ki, ra Tqma

unda, Tqven xarT.

cxovrebas Tqvens motyuebaSi vatareb da amisaTvis kargadac

mixdian. 13.000 evro maqvs xelfasi (garda amisa, minazRaureben

momsaxurebis xarjebs, matarebs manqana, aqciebis mewilec var

da goldenparaSutic ki maqvs). evro imitom gamoigones, rom

mdidrebis xelfasi eqvsjer naklebad aRmaSfoTleblad gamo-

Ceniliyo. kidev bevr tips icnobT Cems asakSi, 13.000 evro rom

hqondes xelfasi? me Tqven Cems Wkuaze gaTamaSebT, risTvisac

cincxal `SLK mersedess~ damiadeben (saxuravi rom avtomatu-

rad ekeceba kabinaSi) an sulac BMW Z3-s an ̀ porSe boqsters~

an kidev ̀ mazda MX5~-s (Cemi sisuste Ria BMW Z3-ia, romelic

didi Zalisa da Zaris aerodinamikuri esTetizmis erTianobis

TvalsaCino nimuSia. simZlavres ki 321-cxenisZaliani 6-cili-

ndriani Zrava ganapirobebs, rac manqanas saSualebas aZlevs

5,4 wamSi nulidan 100 km/sT akrifos. sxvaTa Soris, es manqana

ukanalSi SesarWob uzarmazar sanTels hgavs, romliTac mTeli

dedamiwis wamokidebac ki ar iqneba SeuZlebeli).

rodesac televizors uyurebT, me Tqvens sayvarel films

yvelaze magar adgilze vwyvet da Cemi sareklamo logoebiT

giSliT nervebs. aqedan aRebuli fuliT ki Svebulebas xan sen-

bartSi vatareb, xan lamuSi, xan fukeSi, xan ki sulac lekabanSi

(kersi). Tqveni sayvareli Jurnalis furclebs Cemi sloganebiT

vaWreleb. ra Tqma unda, verc am SemTxvevaSi iqnebiT kmayofili.

magram Tqveni buzRuni sul fexze mkidia: imden mayuTs aviReb,

rom rac momeprianeba, imas viyidi. magaliTad, provansSi saxls

an cixesimagres perigorSi an sulac erTi kargi korsikuli vila

mawyens? SemiZlia ardeSSi viyido saxli an sasaxle marokoSi,

ho, kidev, sul damaviwyda, SemiZlia koxta katamarani1 mivayeno

antiliis romelime kunZuls an iaxta davagdo sen-tropes sana-

pirosTan. xedavT, ra ambavSi var? versad gameqceviT. me yvelgan

1 katamarani _ satvirTo gemi. Sedgeba saerTo gembaniT dakavSirebuli ori

korpusisgan.

9

var. saiTac unda gaixedoT, yvelgan reklamis samflobeloa.

arc mowyenis saSualebas gaZlevT da arc fiqrisaTvis gitovebT

dros. siaxlis terorizmi Cems wisqvilze asxams wyals da mec

sicarieles vyidi. serfingiT gatacebuli nebismieri adamiani

getyviT, rom ficarze Tavis Sesakaveblad da wonasworobis Ses-

anarCuneblad saWiroa mowyobiloba qvemodan Rru iyos. serf-

ingi zustadac rom pirRia naxvretze srialia da meti araferi

(es WeSmariteba iseve cnobilia internetis moyvarulTaTvis,

rogorc lakanos CempionebisaTvis). es me vadgen, ra aris nam-

dvili, ra aris lamazi da ra aris kargi. manekenic is gaxdeba,

visac me avirCev da merwmuneT, eqvsTviani jojoxeTis gavlis

Semdeg am gogonebis danaxvaze nebismier Tqvengans aucileblad

audgeba. maT fotoebsa da klipebs versad daemalebiT. Tqvenc

meti ra gza geqnebaT: adgebiT da topmodelebad monaTlavT.

Cemi gogucunebis Semxedvare nebismier qals, romelmac 14 wels

gadaabija, sakuTar Tavze yovelgvari warmodgena daekargeba da

sicocxle moewamleba. Tqven Cems arCeulebs gaaRmerTebT. oho,

am zamTars mxrebis simaRlemde aweuli ZuZuebi da slikina fu-

Cunebi yofila modaSi! rac ufro metad veTamaSebi Tqvens qvec-

nobiers, miT ufro advilad memorCilebiT. Tu Tqveni qalaqis

Senobebis kedlebs romelime rigiTi iogurtis qeba-didebis

amsaxveli qaRaldebiT avaWreleb, pirobas gaZlevT, rom mas

aucileblad iyidiT. Tqven ki ggoniaT, rom arCevanSi Tavisu-

fali xarT, magram dRes Tu xval xom waxvalT supermarketSi

da gadaZeZgil Taroebze Cems naqeb iogurts rom dainaxavT, ai,

swored maSin gamixsenebT da aucileblad iyidiT. Tanac ise,

ubralod, gemos gasasinjad. merwmuneT, icis biWma Tavisi saqme.

ooh, rom icodeT ra siamovnebaa Tqvens tvinSi SeRweva. Sev-

divar da Tqvens marjvena hemisferoSi vaTaveb. Tqveni survilebi

Tqven aRar gekuTvniT. rasac me gibrZanebT, Tqvenc imas isur-

vebT. gikrZalavT alalbedze moisurvoT rame. Tqveni survili

im investiciis Sedegia, romelic Tanxobrivad ramdenimemil-

iardiani evros saxiT warmogvidgeba. es me unda gadavwyvito

dRes, Tu ra mogindebaT Tqven xval.

es yvelaferi Cems personas maincdamainc sasiamovnod ar

10

warmoaCens Tqvens TvalSi. saerTod, rodesac wignis weras iw-

yeb, unda ecado sakuTari Tavi Zalian mimzidvel da kai tipad

gamoiyvano, magram simarTles ver davamaxinjeb da rac ar aris,

imas ver vityvi: axlave icodeT _ me Tavaziani da sasiamovno

mTxrobeli ara var. metic, im sazizRar, gaTaxsirebul adami-

anebs mivekuTvnebi, romelTa ubralo Sexebac ki yvelafers bil-

wavs da alpobs. Zalian kargi iqneboda, jer Tu me SemiZulebdiT

da mere im epoqas, romelmac mSva da gamomzarda.

Tavad gansajeT: gana gasaSterebeli ar aris, rodesac xedav,

rom yvelas, uklebliv, es realoba savsebiT normalurad miaC-

nia?! sacodavo monebo! kacma rom gkiTxoT, gezizRebiT, Tumca

ki, Cems sul umniSvnelo kaprizebsac uyoymanod emorCilebiT.

vin gexvewebodaT, ratom gamxadeT samyaros mefed? Zalian minda,

erT saidumlos Cavwvde: rogor moxda, rom epoqaSi, romelSic

cinizmma Tavisi ayvavebis mwvervals miaRwia, reklama msoflios

mbrZanebelis taxtzea wamoskupebuli?! bolo ori aTasi wlis

ganmavlobaSi Cemnairi upasuxismgeblo kretini arasodes yo-

fila iseTi Zlieri, rogoric axla.

minda yvelafers SevafurTxo, movkido xeli Cems dagrovil

fuls, narkotiks, meZavebs da sadme miyruebul, ukacriel kun-

Zulze gadavikargo (dRis ganmavlobaSi xis qveS wamovgorde-

bodi da davtkbebodi soraiasa da Tamaras yurebiT, romlebic

oqros monetebs gaaprialebdnen), magram samsaxuridan wasvlis

traki ar maqvs. amitomac vwer am wigns. iqneb gamomagdon da

Tavi davaRwio am mooqrul sapyrobiles. icodeT, saSiSi da

yvelaferze wamsvleli kaci var. SemibraleT, gamaCereT, sanam

gviani ar aris. CamomkideT damsaxurebis Cin-medlebi da ukan-

mouxedavad movtydebi. gpirdebiT, geficebiT, meti ra vqna?! gana

Cemi bralia, kacobriobam RmerTi rom farTo moxmarebis sag-

nebs anacvala?

meRimeba, radgan es rom vinmem waikiTxos, wignis gamosv-

lisTanave panRurs ki ar amomartyamen, piriqiT, xelfass mo-

mimateben. im samyaroSi, romlis aRwerasac vapireb, kritikis

simwvave didi xania monelebulia, Tavxedoba _ waxalisebuli,

dabezReba _ uxvad dasaCuqrebuli, xolo pamfleti SekveTili

11

da organizebulia. male albaT provokaciis dargSic daiwye-

ben nobelis premiis miniWebas da ara mgonia, am sferoSi vinmem

metoqeoba gamiwios. ajanyeba am TamaSis Semadgeneli nawilia.

gardasuli drois diqtatorebs sityvisa da azris Tavisuf-

leba aSinebdaT. krZalavdnen yvelafers, rac TvalSi ar mos-

diodaT da WkuaSi ar ujdebodaT, cixeSi yridnen mwerlebs,

wvavdnen miuRebel wignebs. sazizRari autodafeebis tkbilad

mosagonari dro saSualebas iZleoda avi da kargi erTmaneTis-

gan gagerCia. ai, sareklamo totalitarizmis epoqaSi ki egeTi

advili aRar aris Tqva, _ me ki xelebi damibaniao. faSizmis am

saxeobam kargad daimaxsovra warsulis mware gakveTilebi (ber-

lini, 1945 da berlini, 1989! _ ho, marTla, sainteresoa, yve-

lanairi barbarosoba erTsa da imave qalaqSi ratom poulobs

aRsasruls?).

kacobrioba rom monebis brbod eqcia, reklamam airCia mokr-

Zaleba, moqniloba da damajerebloba. Cven vcxovrobT ada-

mianis adamianze batonobis pirvel sistemaSi, romlis winaSe

TviT Tavisuflebac ki uZluria. is ki arada, es sistema yvela

fsons Tavisuflebaze debs. swored es aris misi yvelaze didi

migneba. rac unda mwvaved gaakritikon, saukeTeso roli mainc

mas rCeba, nebismieri pamfleti misi motkbo Semwynareblobis

iluzias kidev ufro aZlierebs. igi Tqven momxiblavad gimor-

CilebT, yvelaferi nebadarTulia. sul rom Caaqaqo yvelafer-

Si, kaciSvili xmas ar gagcems. sistemam Tavis mizans miaRwia:

daumorCileblobac ki morCilebis gansazRvruli forma gaxda.

Cveni damsxvreuli bed-iRbali lamazadaa dakabadonebuli.

ai, Tavad Tqven, rodesac am wigns kiTxulobT, darwmunebuli

var, erTxel mainc gaifiqrebT: `ra sayvarelia es patara sarek-

lamo menejeri, romelic yvelafers augemurebs da bilwavs!

kargi, biWuna, geyofa, bevrs nu xtunaob! Senc CvensaviT kedel-

Tan xar ayudebuli, Senc CvensaviT iZulebuli xar, gadasax-

adebi ixado~. am yvelafridan Tavis daRwevis aranairi Sansi

ar arsebobs. yvela WuWrutana dagmanulia da yvela kari Cara-

zuli. Tanac, xom iciT, rogor ketaven? sul sicil-siciliTa

da lamazi RimiliT. xel-fexi Sekruli gaqvT aTasnairi kredi-

12

tiT, yovelTviuri gadasaxadebiTa da qiriT. rao, amas garda

sulieri mdgomareobebic gaqvT? ras melaparakebiT?! ra prob-

lemaa! aba, erTi gaixedeT: milionobiT umuSevari gareT dgas da

moTminebiT elodeba, rodis gauTavisuflebT adgils. iCxubeT

da iyvireT, ramdenic geneboT. xom gaxsovT, CerCilma ra upas-

uxa Tqvennairebs: `Tu ar CavTvliT sxva sistemebs, es yvelaze

uaresia~. ras erCi, araferi mikibul-mokibuli ar uTqvams da

arc aravis dagoimeba ucdia. Tqva kacma, yvelaze uaresiao. xom

ar uTqvams, saukeTesoao.

3.

am diliT, 9 saaTze, Madone-s axali produqtebis ganyo-

filebis marketingis direqtorTan erTad visauzme. Madone msoflioSi soflis meurneobis produqciis mwarmoebelTa So-

ris erT-erTi wamyvania (1998 wels misma savaWro brunvam 84.848

mlrd franki anu 12.935 mlrd evro Seadgina). sasauzmod al-

ber spiris dizainis mixedviT dekoratiuli miniTa da fola-

diT Sesrulebul bunkerSi unda mivsuliyavi. iq SemTxveviT ve-

ravin moxvdeba: iogurtis imperias gaZlierebuli dacva hyavs.

rZis produqtebs arasodes hqonia Senaxvis aseTi pirobebi.

isRa darCeniaT, produqtis Senaxvis vada waaweron avtomatur

karze. liftebTan misasvlelad magnituri karta momces, mere

tamburis msgavsi, metalis turniketebiT Caxergili sivrce ga-

davWeri, TiTqos metroSi varo da uceb Cemi Tavi umniSvnelovanes

personad warmovidgine, gegonebaT, zolian perangSi gamowyo-

bili umaRlesi komerciuli skolis kursdamTavrebulebTan ki

ara, respublikis prezidentTan mivdiodi Sesaxvedrad. liftSi

miSel uelbekis* sityvebi gamaxsenda:

momsaxure personali nikelis liftebiT

TavianTi golgoTisken misrialebs,

mdivnebi ki midi-modian da

wamwamebze tuSs isvamen.

Zalian sasacilod meCveneboda, roca Tavi am civi, mSrali

leqsis garemocvaSi warmovidgine.

13

ise, Tu kargad daufiqrdebi kaci, imdilandeli Sekreba

ufro mniSvnelovani iyo, vidre saxelmwifos meTaurTan Sexve-

dra iqneboda. es iyo Cemi cxovrebis yvelaze mniSvnelovani kre-

ba, romelmac gansazRvra yvelaferi, rac Semdeg moxda.

merve sarTulze Madone-s warmoebis yvela ufross zoliani

perangi acvia da halstuxze romelime patara cxovelis figu-

ra ukeTia. marketingis direqtors srul terorSi hyavs msuqani

asistenti qalebi, romlebsac SiSisgan piri uSrebaT da Sardis

Sekaveba emarTebaT. marketingis direqtors alfred diuleri

hqvia. igi yovel krebas erTi da imave fraziT iwyebs: `Cven aq

imitom ki ara varT, rom sakuTari Tavi vasiamovnoT, aramed imi-

saTvis, rom momxmarebeli vasiamovnoT~. TiTqos momxmarebeli

gansakuTrebuli rasis warmomadgeneli iyos _ erTgvari unter-mensch1. mis danaxvaze Rebineba mindeba: rogoria, kaci kvebis

mrewvelobaSi muSaobdes da mis Semxedvares guli gereodes?

warmomidgenia, dilaobiT rogor iparsavs wvers, halstuxs in-

askvavs, Tavisi usiamovno amonasunTqiT moralur da fizikur

travmas ayenebs Svilebs, France-Info-s xmamaRla aRrialebs, Les Echos-s Tvals gadaavlebs da samzareuloSi zezeulad miirT-

mevs yavas. 1975 wlis Semdeg cols ar gahkarebia, Tumca arc

Ralatobs (coli ki, icocxle, ar iklebs!), weliwadSi erT

wigns kiTxulobs, Tanac maincdamainc alen duamelisas*. yo-

velTvis kostiumSi gamowyobils, gulwrfelad sjera, rom

Tavisi holdingis masStabiT gadamwyveti sityva mas ekuTvnis.

mis uzarmazar `mersedess~ sul erTi guguni gaudis saco-

bebSi. `motorolas~ telefoni budeSi udevs da avtoradio

`pioneris~ qvemoT ukidia. `motorola~ wikvinebs, `pioneri~

mesijebs gadmoscems kasto-kasto-kastoramasTvis, `mamuTma~

fasebi dabla dasca. airCieT, kargad airCieT mizani. direqtori

darwmunebulia, rom warmoebis zrdis aRmavloba sasixarulo

ambavia. arada, zrda mxolod da mxolod usargeblo produ-

qciis momatebas niSnavs, `saqonlis uzarmazar masas~ (karl

marqsi), damatebiTi sagnebis mTas, romelic Tavze dagvemxoba

da Cagvmarxavs samudamod. magram direqtors ras daajereb?!

1 Untermensch (germ.) _ qveadamiani.

14

mas xom rwmena aqvs! es rwmena ki umaRles skolaSi Caunerges

da uTxres: Sen irwmuneb zrdas. vawarmooT milionobiT tona

dagrovebisTvis ganwiruli produqcia da bednierebi viqnebiT.

dideba warmoebis ganviTarebas, romelic amuSavebs qarxnebs.

qarxnebi ki warmoebas aviTarebs. Tumca yvelaze mniSvnelovani

is aris, rom ar gavCerdeT, raTa fiqrisTvis dro ar dagvrCes.

kreba momwvano-molurjo feris saaqto darbazSi tardeba.

msgavsi oTaxi msoflios yvela saqmian dawesebulebaSi arse-

bobs. did, ovalur magidas vusxedvarT. win forToxlis wveniT

savse Wiqebi gviwyvia. monamdivans TermosiT yava Semoaqvs da

Tvalebs xris dagvianebuli Sekrebebis iRliebis sunSi.

diuleri krebas xsnis da azustebs: `rac aq iTqmeba, am dar-

bazs iqiT ar gava. araviTari ganawesi ar iqneba, radgan Tqveni

moulodneli mowveva sagangebo situaciiTaa ganpirobebuli.

gayidvebis axal partias unda gadavxedoT, magram rotaciis

sakiTxic aranakleb mniSvnelovania. erTma Tavxedma konkurent-

ma firmam gabeda da Ria brZola gamogvicxada. farTomasStabi-

ani kampania wamouwyia da rogorc sarwmuno, am saqmisTvis Ses-

aferisi wyaroebi gvamcnoben, Cveni bazris mozrdili wilebis

Sewerac gadauwyvetia. rogorc xedavT, mowinaaRmdege Tavs

dagvesxa~. am sityvebis gagonebisTanave magidis garSemo Sekre-

bilma sazogadoebam sinqronulad kopebi Seikra. erTi xakis-

feri CaCqani da genStabis rukebiRa gvaklda da sufTa is iyo

ra, xom gaxsovT `yvelaze grZeli dRe~*.

rogorc saerTod miRebulia, Cveni saagentos klienturis

ganyofilebis direqtorma Jan-fransuam gamosvla meteorolo-

giuri mimoxilviT daiwyo. Semdeg gadawyvita mokle reziume

gaekeTebina da yvelaferi rom ufro TvalsaCino yofiliyo,

retroproeqtoriT kedelze prezentaciis Cvenebas Seudga:

_ axla gvsurs gaCvenoT 30-wamiani prezentacia, raTa ukeT

davicvaT `megreleti~1 produqciis gamyalbebeli da Cveni

safirmo niSnis mimbaZvel distributorTa Setevisgan. minda

SegaxsenoT is strategiuli amocana, romelic wina Sekrebaze

davisaxeT: `daSlis procesSi myof sabazro pirobebSi `megre-

1 `megreleti~ _ iogurtis saxelwodeba.

15

leti~ sasiamovno siaxlis Semomtania da surs SemogTavazoT

sabWos sruliad axali xedva, rac aqamde ucnobi ergonomiuli

SefuTviT miiRweva~.

Semdeg Jan-fransua qaRaldebs Tvals swyvets da slaids

cvlis. ganaTebul kedelze msxvili asoebiT weria:

oqmi niuansebSi (gagrZeleba):

emociuri

gurmanebisTvis / macdunebeli

siamovneba / feSen `m e g r e l e t i~ sasiamovnod dneba

pirSi / lamazia

jansaRi / noyieri

racionaluri

vinaidan kaciSvili xmas ar iRebs, direqtorma WORD-6-dan

asistentis mier amobeWdili teqstis parafrazireba ganagrZo

(sxvaTa Soris, am asistentis Svili iyo, municipalur baga-baR-

Si otiti1 rom aikida):

_ rogorc 23-Si lukTan da alfredTan erTad gadavwyviteT,

Cveni mosazreba momxmareblis sargeblianobas unda emyare-

bodes. igi ase unda fiqrobdes: `am `megrelets~ vWam, vWam da

ar vsuqdebi. Tanac, Zalian sasargebloa misi Semadgeneli vi-

taminebisa da kalciumis gamo~. bazris am gadatvirTuli se-

qtoris Seswavlis Sedegebma TvalnaTliv dagvanaxva, rom ori

mimarTulebiT unda vibrZoloT: Cveni produqti unda iyos

lamazi da sasargeblo, momxmareblis rogorc garegnobis, aseve

janmrTelobisaTvis. ̀ megreleti~ argebs Cems sxeulsa da gone-

bas. raRac gagebiT, Tavsa da fexebsac. hm, hm... ha, ha.

direqtoris es gamosvla strategiuli dagegmarebis de-

partamentisa (ori depresiuli oTxmoci wlis bexrekis sam-

flobelo) da sareklamo dargSi maTi moadgileebis (diJonis

komerciis umaRlesi skolis kursdamTavrebulebi) naazrevisa

da msjelobis nayofia. es moxseneba emsaxureba momxmareblis

survilsa da gemovnebas da apriori Seqmnilia imisaTvis, rom

gamarTleba mouZebnos im prezentacias, romelzec mTeli guSin-

1 otiti _ yuris anTeba.

16

deli saRamo vijaxire. am dros Jefma Tavi martosulad igrZno

da sicili Sewyvita. magram muclis TamaSi mainc ganagrZo:

_ Cven mivageniT am yvelafris gamaerTianebel koncefcias,

romelsac, Cemi azriT, strategiul egzemplars Tu davurTavT,

saSualeba gveqneba konkurentTa Sepirebul produqts rac Sei-

Zleba meti dartyma mivayenoT. yovel SemTxvevaSi, garegnuli

Strixkodis doneze mainc. erTi sityviT, yvelaferi giTxariT.

axla ki sityvas oqtavs gadavcem.

imis gaTvaliswinebiT, rom oqtavi me var, iZulebuli gavxdi,

avmdgariyavi da samarisebur siCumeSi filmis proeqtis Sesaxeb

momeTxro. ambavs superanazRaurebadi mxatvris mier Seqmnili

Tormeti feradi suraTis mixedviT vyvebodi.

_ maS ase, daviwyoT: Cven vimyofebiT kaliforniaSi, malibus

plaJze. saucxoo amindia. wiTel sabanao kostiumSi gamowyo-

bili ori qeraTmiani RvTaebrivi gogona qviSaze darbis. uceb

erTi eubneba meores: `onomastikuri* egzegetika* hermenev-

tuli* gamauqmeblis samiznea~. meore ki pasuxobs: `mainc si-

frTxile gmarTebs, rom ontologiur* paronomaziaSi* ar ga-

davvarde~. am dros, okeaneSi ori serferi erTmaneTs uyviris:

`ici, rom nicSe aSkara hedonistur xotbas asxams curvas

Ecce Homo-Si?~ meore ki, brazdeba da gulmosuli epasuxeba:

`sulac ara! igi mxolod `didi janmrTelobis~, rogorc

alegoriuli solifsizmis* koncefcias icavs!~. isev plaJze

vbrundebiT, sadac Cveni mzeTunaxavebi qviSaze maTematikuri

gantolebebis weriT arian garTulebi. erTi maTgani msjelobs:

`Tu hipoTezad davuSvebT imas, rom x-is kuburi fesvi usazRv-

roebis Sesabamisad icvleba...~ megobaric eTanxmeba: `marTali

xar, axla ki isRa dagrCenia dayo mTeli, romelic asomptoti-

saken miiswrafvis~.

filmi mTavrdeba patara navis msxvili planiT, romelsac

aweria: `megreleti~ – sigamxdre Wkuas matebs~.

buzis gafrenis xma ismis. marketingis direqtori war-

moebis ufrosebs misCerebia. isini mzeras grZnoben da azris

gamoTqmisagan Tavis dasaZvrenad win dalagebul furclebze

TavianTi WkuiT raRacas gamalebiT iniSnaven. Tavis sityvebSi

17

mTlad bolomde verdajerebuli Jan-fransua cdilobs klipi

moiwonos:

_ ra Tqma unda, boloSi mm Madone-s maxasiaTeblebi min-

iSnebulia da es asec unda iyos, rasakvirvelia! hoda... Cven

vifiqreT, rom kargi iqneboda Tu aqcents sigamxdris simbo-

loebze gadavitandiT da mere, gaqanebuli inteleqtualuri

saubrebis dros warmovaCendiT... amas garda, ar unda dagvaviw-

ydes, rom sportis saxeobebi Ria cis qveS (anu mindoda meTqva,

iseTi saxeobebi, romlebsac moedani da specialuri darbazi

ar sWirdeba) TandaTan Zalas ikrebs da modaSi Semodis. mere

kidev, siuJeti manevrirebis saSualebasac gvaZlevs: magaliTad,

warmovidginoT mis safrangeTebi, romlebic geopolitikur

sakiTxebze, kerZod ki brest-litovskis zavze (1918 w.) kamaTo-

ben. an kidev rogori sanaxavi iqneba titlikana Cipendeilsebi1,

romlebic Tan budizms lanZRaven, rogorc sxeulebriv Tavisu-

flebasa da postmodernistuli alienaciis2 uaryofas da amave

dros TavianTi muskulaturis demonstrirebiT iwoneben Tavs

da a.S. sasaciloa, ara? ras ityvi?

moadgileebi rigrigobiT iReben sityvas da komentars akeT-

eben: `ise ra, ara uSavs~, `ufro veTanxmebi~, `idea gasagebia,

magram Sesaswavli da dasazustebeli~... isic aRsaniSnavia, rom

yoveli gamomsvleli TuTiyuSiviT zustad imas imeorebda, rac

misma xelqveiTma Tqva. ase grZeldeboda iqamde, sanam diulerma

ar aiRo sityva. didi Sefi aSkarad ar iziarebda qveSevrdomTa

mosazrebas:

_ ki, magram, iumori ra saWiroa?

simarTle rom vTqva, alfred diuleri marTalia. mis adgi-

las rom viyo, arc me gamecineboda. pirRebinebis SegrZneba dav-

ioke da Sevecade argumentirebuli pasuxi gameca:

_ iumori sasargebloa Tqveni brendisaTvis. igi ufro

simpaTiurs gagxdiT. Tan damaxsovrebasac uwyobs xels. momx-

marebeli imas ufro Rrmad ibeWdavs gonebaSi, ramac gaacina.

mere am xumrobebs erTmaneTs uyvebian wveulebaze, samsaxurSi,

1 Cipendeilsi (ingl.) _ striptiziori mamakacebi. 2 alienacia (fr.) _ sulieri daavadeba, sigiJe; gasxviseba.

18

Sesvenebaze. aba, gaixseneT, ra gasavali aqvs axla komediur

filmebs. xalxi kinoSi imitom dadis, rom cota gaerTos.

alfred diulerma zustad am momentSi wamoisrola es ukv-

davi fraza:

_ mere es xalxi filmis Semdeg kinofirs xom ar Wams.

bodiSi movixade da tualetSi gavedi. derefanSi mivdiodi da

vfiqrobdi: `Sen, Cemo dido mZRnero, ukve moipove adgili Cems

wignSi. iq karg adgils migiCen. mesame TavSi ukve gamoCndebi.

alfred diuleri aris didi mZRneri!~

yvela mwerali CamSvebia. yvela literatura dambezRebelia.

veranair interess ver vxedav wignis weraSi Tu yvelaferi ar

avamtute, ar wavbilwe. moxda ise, rom raRac ambebis mowme gavx-

di da sxvaTa Soris, vicnob erT gamomcemels, romelsac sakmaod

urikinebs saimisod, rom am ambebis moyolis ufleba momces.

wasvlisas araferi momiTxovia. me aRmovCndi im maqinaciis epi-

centrSi, romelic Tavis gzaze yvelafers nacartutad aqcevs.

arasodes mqonia imis pretenzia, rom movaxerxebdi da am saqmidan

sufTa da uvnebeli gamovidodi. sul vcdilobdi gamego, vis See-

Zlo samyaros Secvla. es grZeldeboda im dRemde, sanam mivxvde-

bodi, rom is, visac veZebdi, SesaZloa Tavadve vyofiliyavi.

4.

zogadad rom giTxraT, maT undodaT tyeebi gaeCexaT da yve-

laferi manqanebiT moefinaT. es ar iyo arc Segnebuli da arc

gaazrebuli proeqti. es bevrad uaresi iyo. warmodgena ar hqon-

daT, saiTken mieqanebodnen, magram stvena-stveniT da RiRin-

RiRiniT rom miiCqarodnen, es aSkara iyo. maT Semdeg ginda war-

Rvnas (an gogirdovan wvimebs) waeRo yvelaferi, maTTvis ukve

sulerTi iyo. pirvelad planeta dedamiwis istoriaSi, mTel

mis mosaxleobas erTi mizani amoZravebda: eSovaT sakmarisi

fuli, raTa moexerxebinaT da reklamas damsgavsebodnen. dan-

arCeni yvelaferi ukve meorexarisxovani iyo. TavianTi namoqm-

edaris savalalo Sedegebs egeni xom veRar moeswrebodnen da

sxvas raRas inaRvlebdnen.

19

erTi patara ganmarteba minda gavakeTo. ar gegonoT, rom

TviTkritikas vapirebde an sazogadoebis fsiqologiuri por-

tretis daxatva mitacebdes. me aTaswleulis Svilis aRsarebas*

vwer. sityva `aRsarebas~ vxmarob im gagebiT, rasac kaTolicizmi

gulisxmobs. sanam aqedan movtydebode, minda sakuTari suli ga-

davarCino. minda SegaxsenoT, rom ̀ zecaTa sasufevelSi ufro meti

sixaruli elis erT codvils, romelic moinaniebs, vidre oTx-

mocdacamet marTals, romlebsac monanieba ar sWirdebaT~ (wmin-

da lukas saxarebidan). amieridan erTaderTi pirovneba, romelT-

anac Tanaxma var uvado kontraqti davdo, RmerTia.

minda arc is daiviwyoT, rom winaaRmdegobis gaweva vcade.

miuxedavad imisa, rom krebebs ar veswrebodi, yvelaferi ukve

SeTanxmebuli da gadawyvetili iyo. sakmarisia maT pirquS,

kondicirebul marmarilos darbazebSi erTxel mainc miujde

magidas, rom verafers veRar izam: es niSnavs, rom sayovelTao

gamoSterebisa da gamotvinebis procesis Tanamonawile xar. la-

parakisas iseT samxedro terminebs xmaroben, rom egreve yve-

laferi misaxvedria: kampaniao, samizneo, strategiao, darty-

mao da sxva kidev amaze uaresebi. saxaven gegmebs, laparakia

Setevis pirvel talRaze, mere meore talRaze. eSiniaT kani-

balizaciis, uars amboben vampirebad qcevaze. is ki arada, Turme

`marsTan~ (Sokoladis Cxirebis mwarmoebelia da omis RmerTis

saxeli hqvia) weliwadi dayofili aqvT 4-kvirian 12 periodad.

pirveli aprili rom unda Tqvan, iciT rogor amboben? `P4 k1~ (periodi 4 kvira 1)! amas bevri laparaki aRar unda. eseni sufTa

militaristebi arian da mesame msoflio oms awarmoeben. neba

momeciT SegaxsenoT, rom reklama, rogorc cerebraluri in-

toqsikaciis teqnika, amerikelma alber devis laskerma gamoig-

ona 1899 wels, magram Semdeg didi warmatebiT ganaviTara vinme

iozef gebelsma* 1930-ian wlebSi, raTa germaneli xalxi daer-

wmunebina, rom aucilebeli iyo yvela ebraelis dawva. gebel-

si damsaxurebuli redaqtor-Semoqmedi iyo: DEUTSCHLAND ÜBER ALLES1, EIN VOLK, EIN REICH, EIN FÜHRER2, ARBEIT

1 germania yvelaze maRla (germ.).2 erTi xalxi, erTi saxelmwifo, erTi fiureri (germ.).

20

MACHT FREI1... kargad daimaxsovreT da arasodes daiviwyoT: am

reklamasTan xumroba ar SeiZleba.

arc moxmarebasa da ganadgurebas Sorisaa didi gansxvaveba.

erTi periodi imasac ki vfiqrobdi, rom SeiZleba safqvavis

kbilanebs Soris Cavardnili qviSis marcvali vyofiliyavi an

mxecis jer kidev ganayofierebul wiaRSi meamboxe; an sulac

global marketplace-s infanteriis2 pirveli klasis jariska-

ci. vambobdi: `TviTmfrinavs rogor gaitaceb, Sig Tu ar axval.

sagnebi da sistemebi Signidan unda Secvalo~. yovel SemTxveva-

Si, gramSim* ase dagvibara (ise, gramSi ufro magari iyo, vidre

trocki, Tumca isic mavneblobasa da mamaZaRlobas qadagebda.

aseTive warmatebiT SemeZlo am konteqstSi toni blerisa da

daniel kon benditis* citireba). es yvelaferi Cemi sazizRari

samuSaos SesrulebaSi miwyobda xels. ar dagvaviwydes, rom

parizis 1968 wlis cnobili gamosvlebis momwyobebma revolu-

ciiT daiwyes da mere reklamaSi gadainacvles _ me rom ukuRma

moviqce, ra daSavdeba?!

Cemi Tavi liberali Ce gevaras ambavSi warmomedgina; xo azrze

xarT, guCis kostiumSi gamowyobili meamboxe. aba, rogoria

TiTqmis komandante guCe! viva el guCe! magari marka iqneboda,

verafers ityvi. dasamaxsovrebladac Zalian sakaifoa. magram

koncefciis ambavSi ori problemaa:

erTi, rom, `guCe~ `duCesaviT“ JRers da meore, rom XX

saukunis yvelaze didi revolucioneri Ce gevara ki ara, mixail

gorbaCovi iyo.

saRamos Cems uzarmazar saxlSi rom vbrundebodi, usax-

lkaroebze fiqri zogjer Zils mifrTxobda. es ise, vRadaob.

sinamdvileSi ki, kokaini mafxizlebda. sanam `stilnoqss~ ga-

davylapavdi, gavdiodi da pirsabanSi vanZrevdi. meore dRes 12

saaTze viRviZebdi da qali ukve wasuli mxvdeboda.

mainc mgonia, rom gulSi yovelTvis mindoda xalxisTvis

kargi gamekeTebina. magram es ori mizezis gamo ver movaxerxe:

jer erTi, rom xeli SemiSales da meorec, Cemi adgili davTme

1 samuSao aTavisuflebs (germ.).2 infanteria _ jaris saxeoba.

21

da ukan davixie. ise, saerTod, monstrebi yofili keTili adami-

anebi arian. dRes ki ukve vici, rom araferi Seicvleba, ar aris

SesaZlebeli da morCa! ukve gvianaa. aba, rogor ginda ebrZolo

iseT mowinaaRmdeges, romelic yvelganaa, Tanac virtualuria

da Zalianac rom moindomo, verc verafers atken da verc ve-

rafers dauSaveb. erTi sityviT, fexebsac ver mosWam. pier de

kubertenisgan* gansxvavebiT vityodi, rom dRes mTavaria mon-

awileobis armiReba. unda gaajva, rogorc gogenma, rembom an

sulac kastanedam*. daegdo sadme ukacriel kunZulze anJe-

likasTan erTad, romelic julianas ZuZuebze zeTs wausvams,

roca es ukanaskneli minets gamikeTebs. iqve marixuanas mSven-

ieri plantacia meqneba, romelsac civ niavs ar mivakareb da

guls daviarxeineb imaze fiqriT, rom samyaros aRsasruls ar

moveswrebi. produqciis markebma mesame msoflio omSi xalxi

daamarcxes. mesame msoflio omis Tavisebureba is aris, rom es

omi yvela qveyanam erTdroulad waago. erTi eqskluziuri ax-

ali ambavi minda gamcnoT: daviTi goliaTs verasodes daamarcx-

ebs. es ambavi sul siafandobaa. me ki ra gulubryvilod mjer-

oda! gulwrfeloba da sialale am korporaciaSi ar mosula.

uyleod mixmares ra, egre gamodis. sxvaTa Soris, es aris is,

rac me da Tqven gvaerTianebs.

5.

Tormetive finjani yava Madone internasional-is tualetSi vaRe-

bine da cota ar iyos, Tavdajerebuloba momemata. saxeze yinuliviT

civi wyali Sevisxi da krebaze Sevbrundi. amitomac ar aris gasak-

viri, rom arc erT kreatiul menejers Madone -sTvis muSaoba ar

unda: mTeli dRe yaviT gWyipaven, rZes aravin gamoimetebs. kidev

sxva scenebi mqonda momzadebuli: pirvelad ̀ sasacilo pranWia

qalebis~ parodia SevTavaze. warmoidgineT, sami Zalian lamazi

qali SeiaraRebuli darbis, yiraze gadadian, pistoletebi kam-

eraze aqvT damiznebuli; ismis 70-iani wlebis souli; qalebi

borotmoqmedebs Seipyroben da bodleris leqsebs ukiTxaven

(Tan am dros midis erTi ambavi, Ziudos ileTebi, kung-fus wix-

`kviris palitris~ biblioTeka

wigni 11

redaqtori elene salariZe

koreqtorebi: lika TavarTqilaZe

nino abesaZe

natalia CimakaZe

kompiuteruli uzrunvelyofa daTo mosiaSvili

ydis dizaini eTer gziriSvili

proeqtis menejeri TinaTin asaTiani

gamomcemloba palitra L, 2011

misamarTi: iosebiZis q. 49, tel.: 38-38-71

E-mail: book@palitra.gewww.50.kvirispalitra.ge

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wigni 8

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