nino sanadiraZe naTia kopaleiSvili › files › elbooks › kulturis_menejmenti... · 8. kulturis...

nino sanadiraZenaTia kopaleiSvili

Tbilisi 2019

gamomcemloba `kentavri~

© nino sanadiraZe, naTia kopaleiSvili, 2019

© saqarTvelos SoTa rusTavelis Teatrisa da kinos saxelmwifo universiteti, gamomcemloba `kentavri~, 2019

© Shota Rustaveli Theatre and Film Georgian State University Publishing House „Kentavri“, 2019

ISBN 978-9941-9630-2-5

recenzentebi: rezo WiWinaZe

koreqtori:

saqarTvelos SoTa rusTavelis Teatrisa da kinos saxelmwifo universitetis asocirebuli profesori

dodo WumburiZesaqarTvelos SoTa rusTavelis Teatrisa da kinos saxelmwifo universitetis asocirebuli profesori

manana sanadiraZe

3

wignSi ganxilulia kulturis sferos sxvadasxva mimar-

Tulebis dagegmvisa da marTvis Taviseburebebi. kultur-

is sferos organizaciebi erTmaneTisagan gansxvavebuli

uwyebrivi daqvemdebarebiT da organizaciul-samarTle-

brivi formebiT xasiaTdeba, amgvar subieqtebad SeiZleba

mogvevlinos saxelmwifo, municipaluri, sazogadoebrivi

organizaciebi, agreTve kerZo pirebic (kompaniebi, stud-

iebi da sxvadasxva iuridiuli erTeuli), aseve is gansa-

kuTrebuli Taviseburebebi, romlebic gasaTvaliswinebe-

lia kulturis sferoSi muSaobis dros.

wigni daexmareba dargis specialistebs, studentebs da

dainteresebul auditorias, gaaanalizos da gadaWras is

sirTuleebi, romlebic ukavSirdeba kulturis sferos

aqtivobebsa da proeqtebis warmatebiT ganxorcielebas

swrafad cvalebad garemoSi.

wigni gankuTvnilia nebismieri profesiis adamianisaT-

vis da daexmareba maT menejeruli unar-Cvevebis ganvi-

TarebaSi. saxelmZRvanelo sxvadasxva mimarTulebis wa-

r momadgenlebs sTavazobs kulturis sferos marTvis

kompleqsur da integrirebul programas. saxelmZRvane-

loSi ganxilulia dagegmvisa da ganxorcielebis sxva-

dasxva aspeqti, romelic mWidro urTierTobaSia sazoga-

doebis sxva dasxva sferosTan.

4

pirveli nawili . kulturis sferos menejmenti

Tavi I Sesavali kulturis Sesaxeb .............................. 8

kulturis sferos mniSvneloba ....................... 13

kulturis sferos resursebis cneba ............. 21

kultura, rogorc ekonomikuri resursi ....... 33

Tavi II kulturuli industriis funqcionirebis ekonomikuri da sivrcobrivi formebi .......... 42

riskebis tipologiuri daxasiaTeba ................ 49

kulturis produqtis Sesaxeb ......................... 54

kulturis sferos produqtebis warmoebis maxasiaTeblebi ................................................... 64

kulturis produqtis sasicocxlo cikli ... 68

Tavi III kulturis dafinansebis formebi .................... 83

gegmis saxeebi kulturis sferoSi .................. 93

Tavi IV kulturis politika ........................................ 128

saSemsruleblo xelovnebis menejmenti .......... 156

saSemsruleblo xelovnebis produqti _ speqtakli ........................................................... 175

sarCevi

5

meore nawili . vizualuri xelovnebis menejmenti

Tavi I Sesavali .............................................................. 194

vizualuri xelovneba, rogorc kulturis sferos nawili ................................ 195

epoqaluri interesebis gamoyeneba Txrobis elementad ......................................... 201

Tavi II satelevizio struqturebi da maTi ekonomikuri specifika ..................................... 212

mediis ekonomikuri garemo .............................. 219

Tavi III vizualuri xelovneba, rogorc ekonomikis nawili .............................. 226

Tavi IV vizualuri xelovnebis tipebi da saxeebi ............................................... 249

Tavi V vizualuri xelovnebis Taviseburebebi ........... 270

kiTxvebi

pirveli nawili .................................................. 304

meore nawili ...................................................... 306

gamoyenebuli literatura ....................................... 308

pirveli nawili

kulturis sferos

menejmenti

nino sanadiraZe

8 kulturis sferos menejmenti

Tavi I

Sesavali kulturis Sesaxeb

kulturaSi igulisxmeba ara calkeuli SemoqmedebiTi aqti

(mxatvroba, qandakeba, literatura, folklori, iaraRis damza-

deba da sxva), aramed mTlianad Semoqmedeba, rogorc adamianis

universaluri damokidebuleba samyarosadmi, romlis meSveobiT

igi qmnis `axal samyaros~ da sakuTar Tavs. TiToeuli kultu-

ra ganumeorebeli samyaroa, romlis SigniT arsebobs adamianis

(adamianTa) swored amgvari damokidebuleba garemomcveli si-

namdvilisa da sakuTari Tavisadmi.

Tanamedrove samyaroSi kultura sakuTari identobis ganmsa-

zRvrelad SeiZleba miviCnioT. identoba SeiZleba warmoaCinon

erebma, saxelmwifoebma, socialurma da eTnikurma jgufebma da

sxva. realur sivrceSi ki kultura SeTanxmebaTa sistemaa, ro-

melic identobasa da Rirebulebebs gansazRvravs.

Tanamedrove samyaroSi kulturis sferos marTvis sakiTxe-

bis gaanalizeba gansakuTrebul interess warmoadgens Semdeg

mizezTa gamo: pirveli _ kulturis sferos marTvis arsSi zoga-

dad menejmentis sruli speqtri moiazreba, xolo meore _ amg-

vari ganxilvis perspeqtivebi mniSvnelovania kulturis sferos

da saqmiani aqtivobis sxva sferoebis urTierTTanamSromlobis

SesaZleblobisa da aucileblobis garkvevisaTvis.

`kultura~ erT-erTi yvelaze farTod gavrcelebuli sity-

vaa samecniero literaturaSi, mas mravali mniSvneloba aqvs,

rac TviT kulturis fenomenis sirTuliTa da mravalferovne-

biTaa ganpirobebuli.

termini `kultura~ momdinareobs laTinuri sityvidan cultu-

ra, romelsac, Tavis mxriv, safuZvlad edo zmna colere. am ukanas-

knels mravali mniSvneloba hqonda: dasaxeleba, kultivireba,

mfarveloba, Tayvaniscema da sxv. zogierTi maTgani SemdgomSi

damoukidebel terminad Camoyalibda, magaliTad, `dasaxeleba~

_ colonus _ kolonia, `Tayvaniscema~ _ cultus _ kulti. laTinur

9Sesavali kulturis Sesaxeb

enaSi cultura, ZiriTadad, miwis damuSavebis mniSvnelobiT ixmare-

boda, Tumca ukve klasikur laTinurSi gvxvdeba misi gamoyeneba

aRzrdis, gonebis srulyofis, gonebrivi Sromis mniSvnelobi-

Tac.

antikur epoqaSi Camoyalibda warmodgena garemomcveli

samya ros or sferoze: buneba _ natura _ anu is, rac Seiqmna da

viTardeba adamianisagan damoukideblad, da kultura _ meore

buneba, romelic Seqmna an gardaqmna adamianma.

Tanamedrove mniSvnelobiT, termini `kultura~ XVII saukuni-

dan gamoiyeneba, miCneulia, rom damoukidebeli leqsikuri er-

Teulis saxiT igi pirvelad gamoiyena germanelma iuristma da

istorikosma samuel pufendorfma (1632-1694), romelic kultu-

ras adamianis bunebriv mdgomareobas upirispirebda. amerikeli

sociologebis _ alfred kroeberisa da klaid klakhonis mier

1952 wels Catarebuli gamokvlevis Tanaxmad, 1871 wels cno-

bilma ingliselma mecnierma eduard bernet tailorma kultu-

ris cnebis pirveli mecnieruli gansazRvreba Camoayaliba. 1919

wlamde am cnebis sul Svidi definicia iyo SemoTavazebuli;

1920-dan 1950 wlamde ki maT sxvadasxva avtorTan imave cnebis

157 gansazRvreba daTvales. 1963 wels kroeberma da klakhonma

xelaxla gamosces TavianTi naSromi, sadac definiciaTa ricxvi

gacilebiT didi iyo, radgan pirveli gamocemidan aTi wlis

manZilze kulturis cnebis axali gansazRvrebani gaCnda. avto-

rebi (kroebergi da klakhoni), ZiriTadad, britanul-amerikul

literaturaSi arsebuli midgomebiT ifarglebodnen da nakleb

yuradRebas aqcevdnen germanul da frangulenovan literatu-

raSi arsebul koncefciebs.

Tanamedrove kulturologiis fuZemdebelma, amerikelma me-

cnierma lesli uaitma, meoce saukunis meore naxevarSi kul tu-

ris Semdegi ganmarteba SemogvTavaza: kultura _ es aris sag-

nebisa da movlenebis erToblioba, romelic dakavSirebulia

mxo lod adamianisTvis damaxasiaTebel simbolizaciis unarTan.

amrigad, yvelaze farTo mniSvnelobiT, kulturis cneba xazs us-

vams adamianis gansxvavebas yvela sxva biologiuri arsebisagan.

miCneulia, rom kulturis cnebis pirveli mecnieruli gansa-

zRvreba eduard bernet tailors ekuTvnis: ̀ kultura, anu civi-

lizacia, farTo eTnografiuli azriT, Sedgeba codnis, rwme na-


warmodgenebis, xelovnebis, zneobis, kanonebis, zne-Cveulebe-

bisa da zogi sxva unar-Cvevisagan, romlebic SeiZina adamianma,

rogorc sazogadoebis wevrma~. tailori ara mxolod CamoTv-

lis kulturis Semadgenel elementebs, aramed xazs usvams mis

arabiologiur, socialur bunebas. a. kroeberma da k. klakhonma1

daTvales inglisurenovan literaturaSi arsebuli gansazRvre-

bebi da daajgufes Semdeg saxeobebad: aRwerilobiT, istoriul,

normatiul, fsiqologiur da genetikur gansazRvrebebad. Ta-

vad k. klakhonma naSromSi _ `sarke adamianisaTvis~ _ kulturis

12 lakonuri gansazRvreba SemogvTavaza:

1. kultura _ es aris sazogadoebrivi cxovrebis ganzo-

gadebuli wesi;

2. socialuri memkvidreoba, romelsac individi iRebs

Tavisi jgufisagan;

3. azrTa, grZnobaTa da rwmena-warmodgenaTa saxe;

4. abstraqcia;

5. adamianTa jgufis qcevis anTropologTa mier Seqmnili

versia;

6. koleqtiuri codnis saganZuri;

7. ganmeorebad problemebSi orientaciis xerxebis stan-

dartuli nakrebi;

8. Seswavladi qceva;

9. meqanizmi qcevis normatiuli regulirebisaTvis;

10. garemosa da sxva adamianebTan Seguebis xerxebis erTob-

lioba;

11. naleqi, romelsac tovebs istoria;

12. ruka, matrica.

kultura, rogorc SeTanxmebaTa sistema, kulturul-isto-

riuli memkvidreobis dacvisa da gavrcelebis xelSewyobas, xe-

lovnebisa da saganmanaTleblo saqmianobis saSualebiT samo-

qalaqo Rirebulebebis damkvidrebasa da am sferos organize-

ba-marTvas moicavs. kulturis cnebaSi am SemTxvevaSi igulisx-

1 Mirror For Man: The Relation Of The Anthropology To Modern Life - by Clyde Kluckhohn Published January 1st 1959 by McGraw-Hill Inc. Original Title Mirror for Man: The Relation of the Anthropology to Modern Life. ISBN 007035071X (ISBN 13: 9780070350717).

11Sesavali kulturis Sesaxeb

meba ara calkeuli SemoqmedebiTi aqti, aramed Semoqmedeba da

SemoqmedebiTi procesi, Semoqmedebis Sedegi. kultura ganixi-

leba, rogorc sazogadoebis an socialuri jgufisTvis dama-

xasiaTebeli inteleqtualuri da emociur niSan-TvisebaTa er-

Toblioba, romelic, xelovnebasa da literaturasTan erTad,

moicavs cxovrebis stils, cxovrebis unars, faseulobaTa sis-

temebs, tradiciebsa da rwmenebs. warsulSi ZiriTadi yuradReba

mimarTuli iyo xelovnebis calkeuli nimuSebisa da umniSvnelo-

vanesi Zeglebisaken. msoflioSi swrafma industriulma ganviTa-

rebam ganapiroba adamianebis mier Tavis sacxovrebel da samuSao

garemosTan mWidro urTierTkavSiris gacnobiereba, rac adamia-

nebis kulturuli arsebobis safuZvels, cxovrebis dabalanse-

buli xarisxis erTgvar mentalur da sulier aTvlis wertils

warmoadgens. saukuneebis ganmavlobaSi kulturis gavrcelebis

formebi drosa da sivrceSi icvleboda. misi mravalferovneba

vlindeba kacobriobis Semadgeneli jgufebisa da sazogadoebe-

bis unikalurobasa da mravalgvarobaSi.


Tanamedrove mniSvnelobiT, termini kultura XVII sauku-

nidan gamoiyeneba, miCneulia, rom damoukidebeli leqsi-

kuri erTeulis saxiT igi pirvelad gamoiyena germanelma

iuristma da istorikosma samuel pufendorfma (1632-

1694), romelic kulturas adamianis bunebriv mdgomareo-

bas upirispirebda.

amerikeli sociologebis mier 1952 wels Catarebuli ga-

mokvlevis Tanaxmad, 1871 wlidan 1919 wlamde kulturis

cnebis sul 7 definicia iyo SemoTavazebuli. 1920-dan 1950

wlamde ki mkvlevrebma sxvadasxva avtorTan imave cnebis

157 gansazRvreba daTvales. 2000 wlisTvis 900-mde defi-

nicia daTvales, 2010 wlisTvis ki kulturis 1200-ze meti

oficialuri ganmartebaa aRricxuli.

cnobilia kulturis tailoriseuli (edvard bernet

tailori (Sir Edward Burnett Tylor) — 1832-1917) gansazRvreba:

kultura, anu civilizacia, farTo eTnografiuli azriT,

Sedgeba codnis, rwmena-warmodgenebis, xelovnebis, zneo-

bis, kanonebis, zne-CveulebaTa da zogi sxva unar-Cvevisa-

gan, romlebic aiTvisa adamianma, rogorc sazogadoebis

wevrma.

kulturis ganviTarebas e. b. tailori ganixilavda, ro-

gorc adamianis gonebisa da Sromis produqtebis Tanda-

TanobiT ganviTarebas martividan rTulisaken, memkvid-

reobiTobis aucilebeli SenarCunebiT. am gzas gaivlis

rogorc materialuri kulturis elementebi, ise yvela

idea, doqtrina, kanoni, mxatvruli nawarmoebi Tu sulie-

ri kulturis nebismieri sxva gamoxatuleba.

13kulturis sferos mniSvneloba

kulturis sferos mniSvneloba

kacobriobis istoriis ganmavlobaSi kultura stiqiurad,

kanonzomierad, etapobrivad viTardeboda, axasiaTebda Cavard-

nebi da aRmasvla, Serwyma da gavrceleba, cvlileba da trans-

formacia, asimilacia da konservacia. sabolood ki, yovelTvis

axerxebda gavlenis moxdenas sazogadoebebze. kulturis cnebaSi

am SemTxvevaSi igulisxmeba ara calkeuli SemoqmedebiTi aqti,

aramed Semoqmedeba da SemoqmedebiTi procesi, rogorc ada-

mianis universaluri damokidebuleba samyarosadmi. TiToeuli

kultura ganumeorebeli samyaroa, romelic Tavis TavSi moicavs

rogorc adamians, ise adamianTa damokidebulebas garemomcveli

sinamdvilisa da sakuTari Tavisadmi. arsebobs kulturis, ro-

gorc cnebis, meore, gansxvavebuli, ufro `viwro~ gansazRvre-

ba, romelic mniSvnelovania Tanamedrove kulturaze saubrisas:

pirveli, zogadi gagebiT _ kultura es aris adamianis, rogorc

socialuri arsebis ganmsazRvreli, aragenetikuri memkvidreo-

biT miRebuli socialuri gamocdilebis sistema, im materialu-

ri da sulieri garemos warmomqmneli, romelic xels uwyobs ada-

mianis Camoyalibebasa da zneobrivad amaRlebas. meore _ viwro,

`dargobrivi~ gagebiT, kultura es aris _ sazogadoebrivi cxov-

rebis konkretuli sfero (kulturis sfero), romelic moicavs:

kulturul-istoriuli memkvidreobis (samuzeumo, sabiblioTe-

ko da saarqivo masalebi, erovnuli da adgilobrivi tradicie-

bi, dResaswaulebi da sxv.) dacvas da gamoyenebas, mxatvrul ga-

naTlebasa da sabavSvo Semoqmedebas, sakoncerto moRvaweobas,

dasvenebisa da garTobis organizebas, eTnografiul xelovnebas,

xalxur rewvasa Tu xelosnobas, agreTve yovelive zemoT CamoT-

vlilis uzrunvelmyofi saqmianobis organizebasa da marTvas.

dargobrivi gagebiT, kulturis viwro gansazRvreba gulisxmobs

kulturas, rogorc _ kulturis ekonomikis, samarTlis, dafi-

nansebisa da fandraizingis, marTvis, informirebis, profesiuli

kadrebis momzadeba-gadamzadebis, materialur-teqnikuri bazis

ganviTarebisa da sxvaTa erTobliobas.


kultura yvela im SemoqmedebiTi da kulturul-istoriuli

gamoxatvisa da Sedegebis krebiTi saxelia, romlebic sxvadasxva

formiT iwarmoeba, warmogvidgeba an vrceldeba sxvadasxva

sferosa Tu adgilas. am gansazRvrebaSi igulisxmeba ara mxolod

kulturis zogadi ganmarteba, aramed kulturis sxvadasxva mi-

marTulebac: saTeatro xelovneba, vizualuri xelovneba, dizai-

ni, arqiteqtura, musikaluri da saopero xelovneba, kinemato-

grafia, multimedia, kiberxelovneba da kulturuli memkvid-

reoba da sxva kulturuli gamoxatvis formebi da saSualebebi.

warsulSi ZiriTadi yuradReba mimarTuli iyo xelovnebis

calkeuli nimuSebisa da umniSvnelovanesi Zeglebisaken. mso-

flioSi swrafma industriulma ganviTarebam ganapiroba adamia-

nebis mier Tavis sacxovrebel da samuSao garemosTan mWidro

urTierTkavSiris gacnobiereba, rac adamianebis kulturuli

arsebobis safuZvels, cxovrebis dabalansebuli xarisxis erTg-

var mentalur da sulier aTvlis wertils warmoadgens. sauku-

neebis ganmavlobaSi kulturis gavrcelebis formebi drosa da

sivrceSi icvleboda. misi mravalferovneba vlindeba kacobrio-

bis Semadgeneli jgufebisa da sazogadoebebis unikalurobasa

da mravalgvarobaSi.

kultura, rogorc identobis gamomsaxveli forma, kultu-

ra rogorc RirebulebaTa sistema da kultura rogorc bazis-

uri gamomsaxveloba.

kulturis gamomsaxvelobisa da gagebisaTvis SesaZlebelia

warmovidginoT ramdenime Zireuli instrumenti:

Rirebulebebi;

damokidebulebebi da faseulobebi (damokidebule bebi,

rogorc lokaluri da globaluri, aseve koleqtiuri

da individualuri);

adaTebi, wesebi;

ena.

CamoTvlilTagan upirveles sawyiss RirebulebaTa sistema

warmoadgens. sxvadasxva mimarTulebis mkvlevrebi kulturisa

da Rirebulebebis cnebebs sxvadasxvagvarad ganmartaven, magram


verc erTi mimarTuleba ver uaryofs kulturisa da Rirebule-

baTa urTierTkavSirs.

Rirebulebis cneba, Tanamedrove sociologiaSi, ara marto

mravali formiT ganisazRvreba, aramed Tavisi funqcionaluri

interpretaciiTaa da gamoyenebiTac gansxvavebulia, sxvadasxva

avtori Rirebulebis cnebaSic sxvadasxva azrs gulisxmobs, ma-

gram kavSiri Rirebulebebsa da kulturas Soris calsaxadaa

aRiarebuli.

Rirebuleba kulturis Semadgeneli nawilia, kultura ar

arsebobs RirebulebaTa sistemis gareSe da piriqiT. amdenad,

kulturis Teoria RirebulebaTa Teoriis gareSe ar arsebobs.

kulturisa da Rirebulebis ganuyreli kavSiri moiTxovs gairk-

ves, Tu ra adgili ukavia RirebulebaTa sistemas kulturaSi,

raa RirebulebiTi cneba da ra faseulobebs ukavSirdeba kul-

turasa da kulturis sferoze saubrisas.

aRsaniSnavia, rom RirebulebaTa mecnieruli definicia mxo-

lod mecxramete saukunis bolodan arsebobs, romelsac safuZ-

vlad daedo herman rudolf lotces, vilhelm vindelbandis,

maqs veberis, devid kolbisa da sxvaTa naSromebi.

miuxedavad imisa, rom RirebulebaTa filosofiuri mniS-

vneloba epoqebisa da drois mixedviT icvleba, Rirebulebebi

struqturul kavSirSi arian erTmaneTTan da qmnian erT mTlian

sistemas maTi SefardebiTi mniSvnelobis mixedviT. Rirebuleba

gamoxatavs adamianis rwmenas, Sexedulebebs, idealebsa Tu eTi-

kur standartebs, romlebic safuZvlad udevs misi cxovrebis

stils. Rirebulebebi, xSir SemTxvevaSi, gansazRvraven adamianis

qcevas sxvadasxva situaciaSi da gavlenas axdenen mis gadawyve-

tilebebze.

adaTebi saukuneebis manZilze dagrovili gamocdileba da

damokidebulebaTa erTobliobaa, romlis ganmartebac yvelaze

kargadaa asaxuli UNESCO-s 2003 wlis `aramaterialuri kultu-

ruli memkvidreobis dacvis~ konvenciaSi, rac gulisxmobs `war-

mosaxvisa da gamoxatvis formebs, codnasa da unar-Cvevebs, _

aseve maTTan dakavSirebul saSualebebs, sagnebs, artefaqtebs

da kulturul sivrceebs, aRiarebuls gaerTianebebis, jgufebi-

sa da, zogierT SemTxvevaSi, calkeuli pirebis mier maTi kul-

turuli memkvidreobis nawilad, Taobidan TaobaSi gadacemuli


aseTi aramaterialuri kulturuli memkvidreoba gaerTianebe-

bisa da jgufebis mier mudmiv ganaxlebas ganicdis maTi garemo

pirobebis, bunebasTan maTi urTierTmoqmedebisa da istoriis

Sesabamisad da ayalibebs maTSi TviTmyofadobisa da memkvid-

reobis gancdas~,2 kulturuli memkvidreoba, garda aRiarebuli

materialuri da aramaterialuri memkvidreobisa, or Rirebu-

lebiT mimarTulebasac gulisxmobs: imas, rasac awmyo warsuli-

dan aragenetikuri gziT iRebs da imas, rasac Tanamedroveoba

memkvidreobiT miRebuli formebidan qmnis, rac xSir SemTxve-

vaSi saxecvlil an axal, inovaciur ganzomilebebs warmoadgens.

kultura TanamedroveobaSi yovelTvis moicavs siaxleebsa da

aRmoCenebs, romelTac warsulSi ar hqoniaT adgili. amdenad,

inovacia warsulTan SedarebiT mravalsaxovania. erT SemTxve-

vaSi, warsulSi arsebulis ganviTarebaa, misi bazisidan aRebu-

li sixleebis erTobliobaa, meore SemTxvevaSi ki _ warsulSi

miRweulis safuZvelze axali realobis Seqmnaa, romelic axali

kulturis mier motanili gamowvevebis Sedegi SeiZleba iyos.

miuxedavad kulturis cnebis mravalgvari da RirebulebiTi

bunebisa, TviT cnebis universaluroba da yovlismomcveloba

saSualebas iZleva, kultura ganvixiloT mravali sxvadasxva mi-

marTulebiT, kultura rogorc:

sazogadoebrivi cxovrebis sfero;

socialuri instituti;

pirovnebis ganviTarebis donis maxasiaTebeli;

sazogadoebis maregulirebeli normebis sistema;

socialuri gamocdilebis gadacemis meqanizmi;

TviTdeterminaciis fenomeni da a. S.

miuxedavad kulturis cnebis sxvadasxva mimarTulebis sis-

tematizaciis mcdelobisa, kulturis nebismieri gamovlineba

miTisa da narativis gareSe ar arsebobs, radgan miTi gamoxa-

tavs adamianis damokidebulebebs, survilebs, saswaulebs, xSi-

rad SeuZlebeli SesaZleblobebisken swrafvasac, rasac adamiani

2 saerTaSoriso konvencia aramaterialuri kulturuli memkvidreobis dacvis Sesaxeb. parizi, 2003 w. 17 oqtomberi. ratificirebulia saqarTvelos parla-mentis 2007 wlis 4 dekemberis N 5535 _ II s dadgenilebiT.


yoveldRiurobaSi moklebulia da amitom realizebas mis mier

Seqmnil idealur sinamdvileSi eZebs. miTi socialuri fenome-

nia, romlis daniSnulebaa socialuri erTobebis yofierebis ga-

marTleba, maTi interesebisa da survilebis, zogjer, moqmede-

bebis SesaZlebeli SesaZleblobaa. miTi prozauli realobidan

sasurvel sinamdvileSi gadayvanas emsaxureba, Tavisebur vir-

tualur sinamdviles qmnis da amiT siamayisa da TviTdamkvidre-

bis moTxovnilebebs akmayofilebs. miTosuri narativi, rogorc

transformaciis SesaZlebloba, mxolod pirvelyofili kultu-

rebisaTvis araa damaxasiaTebeli, Tanamedrove kulturebSic

iCens Tavs da xSiradac masebis mobilizaciisa da zemoqmedebis

saSualebasac warmoadgens. narativebsa da miTosur teqstebTan

erTad Tanamedrove samyaroSi ufro da ufro mniSvnelovani

xdeba kulturis resursebis sakiTxi.

kulturis resursebis sakiTxi is mimarTulebaa, romelic

kulturisa da xelovnebis menejmentis mkvlevrebsa da samec-

niero jgufebSi bolo aTwleulebia did interess iwvevs da

axal tendenciebs amkvidrebs. kulturis resursebi TavisTa-

vad gulisxmobs, ara marto kulturis sferos mimarTulebebs,

aramed kulturis sferos produqtebsac. unda aRiniSnos, rom

kulturis resursebi gansakuTrebul SesaZleblobas aniWebs

erTdroulad mwarmoebelsac da momxmarebelsac, rogorc ur-

TierTsargeblis momtan urTierTobas, rogorc ekonomikur da

socialur resurss. kulturis resursebi, maTi konteqstidan

gamomdinare, asocirebulia sxvadasxva RirebulebasTan da gana-

pirobebs inovaciurad gamoyenebis SesaZleblobas.


kulturuli memkvidreoba aris adamianis arsebobis da misi samyarosadmi SemoqmedebiTi damokidebulebis gamo-xatuleba Soreul Tu uaxloes warsulsa da awmyoSi. is mogviTxrobs qveynisa da misi xalxis tradiciebis, rwme-na-warmodgenebisa da miRwevebis Sesaxeb.

kulturuli memkvidreoba _ kulturis is nawilia, ro-melmac sazogadoebis ganviTarebis procesSi daimkvidra, SeinarCuna an aRidgina faseulobis mniSvneloba da gadae-cema Taobidan Taobas .3

arsebobs kulturuli memkvidreobis ori saxeoba: mate-rialuri da aramaterialuri. pirveli gulisxmobs fizi-kurad aRqmad, xelSesaxeb memkvidreobas, rogoricaa: na-geboba, qandakeba, mxatvrobis nimuSi, xelnaweri wigni da sxva. xolo meore saxeobas, aramaterialur memkvidreo-bas, miekuTvneba, magaliTad, musika, cekva, literatura, Teatri, enebi, codna, religiuri ceremoniebi, tradi-ciuli warmodgenebi da sxva. materialuri memkvidreo-ba, Tavis mxriv, Sedgeba moZravi (romlis gadaadgilebac SeiZleba erTi adgilidan meoreze. mag.: sagnebi) da uZra-vi memkvidreobis nimuSebisagan (romlis gadaadgilebac SeuZlebelia Tavisi sawyisi adgilidan. mag. Senoba-nage-bobebi). materialuri da aramaterialuri memkvidreoba erTi mTliani kulturuli fenomenia.

kulturuli memkvidreoba Tavisi materialuri Tu arama-

terialuri komponentebiT unda daukavSirdes im sazoga-

doebis kulturul Rirebulebebs, romelmac Seqmna is.

kulturuli memkvidreobis cnebam bolo aTwleulebis

ganmavlobaSi cvlilebebi ganicada. Tuki Tavdapirvelad

is mxolod istoriuli da mxatvruli Rirebulebis mqone

Sedevrebs aRniSnavda, axla is ufro farTo gagebiT ga-

moiyeneba da moicavs yvelafers, rasac xalxi gansakuTre-

bul mniSvnelobas aniWebs.

sityva memkvidreoba gamoiyeneba, rogorc kulturu-li, ise bunebrivi memkvidreobis aRsaniSnavad. Tuki Cven gvsurs msoflioSi arsebuli kulturuli mravalfero-

3 saqarTvelos 1999 wlis 25 ivnisis kanoni kulturuli memkvidreobis dacvis Sesaxeb, muxli 1.


vnebis aRqma, maSin ar unda ganvacalkeoT kultura bu-nebisagan. kultura da buneba erTmaneTisagan ganuyofe-lia. adamianma Secvala garemo, garemom ki gavlena iqonia adamianis Semoqmedebaze. memkvidreobis Zeglebi SeiZle-ba davyoT kulturul da bunebriv memkvidreobad, magram zogi Zegli aerTianebs orives da ganekuTvneba axal kate-gorias.4

1972 wlis 16 noembers, q. parizSi UNESCO-s generaluri konferenciis me-17 sesiaze miRebul iqna `msoflio kul-turuli da bunebrivi memkvidreobis dacvis konvencia~. aRniSnuli konvenciis ratificireba saqarTvelom 1992 wels moaxdina. konvenciis farglebSi msoflio kultu-ruli memkvidreoba Seadgens sam kategorias: Zeglebi _ arqiteqturuli, monumenturi, qandakebebisa da mxatv-ruli nimuSebi, warwerebi, arqeologiuri xasiaTis nage-bobebi an elementebi, gamoqvabuli sacxovrisebi da sxva iseTi elementebi, romelTac aqvT gamorCeuli zogadsa-kacobrio mniSvneloba istoriuli, xelovnebis an mec-nierebis TvalsazrisiT. SenobaTa jgufebi _ calkeul nagebobaTa an erTmaneTTan dakavSirebul nagebobaTa jgufebi, romlebic maTi arqiteqturis, homogenurobis an landSaftSi maTi mdebareobis gamo, warmoadgens ga-morCeul universalur faseulobas istoriis, xelovnebis an mecnierebis TvalsazrisiT. RirsSesaniSnavi adgilebi _ adamianis mier Seqmnili an adamianisa da bunebis erTobli-vi qmnilebebi, agreTve arqeologiuri RirsSesaniSnaobis Semcveli arealebi, romlebic warmoadgens gamorCeul universalur faseulobas istoriis, xelovnebis an mec-nierebis TvalsazrisiT.

aramaterialuri kulturuli memkvidreoba niSnavs adaT-wesebs, warmosaxvisa da gamoxatvis formebs, codna-sa da unar-Cvevebs, _ aseve maTTan dakavSirebul saSu-alebebs, sagnebs, artefaqtebs da kulturul sivrceebs, _ aRiarebuls gaerTianebebis, jgufebisa da, zogierT SemTxvevaSi, calkeuli pirebis mier maTi kulturuli memkvidreobis nawilad, Taobidan TaobaSi gadacemuli aseTi aramaterialuri kulturuli memkvidreoba gaer-Tianebebisa da jgufebis mier mudmiv ganaxlebas ganicdis

4 „Sereuli memkvidreoba“ msoflio kulturul da bunebriv RirebulebaTa dacvis 1972 wlis konferencia. venecia, gv. 73.


maTi garemo pirobebis, bunebasTan maTi urTierTmoqmede-bisa da istoriis Sesabamisad da ayalibebs maTSi TviTmyo-fadobisa da memkvidreobis grZnobas, riTac xels uwyobs kulturaTa mravalferovnebisa da adamianis Semoqmede-bis pativiscemas.

msoflio memkvidreobis nusxa _ msoflio memkvidreobis konvenciis erT-erTi ZiriTadi mizania gansakuTrebuli mniSvnelobis mqone bunebrivi an/da kulturuli Zeglebis gamovlena da maTi msoflio memkvidreobis nusxaSi ward-gena. obieqtis msoflio memkvidreobis nusxaSi Setanis kriteriumia obieqtis gansakuTrebuli zogadsakacobrio mniSvneloba, mTlianoba da avTenturoba. gansakuTre-buli zogadsakacobrio mniSvneloba UNESCO-s msoflio memkvidreobis konvenciis samoqmedo saxelmZRvanelos (2015) muxli 49 Tanaxmad, aris `kulturuli an/da bunebri-vi mniSvneloba, romelic imdenad gamorCeulia, rom scde-ba erovnul sazRvrebs da Tanabrad mniSvnelovania mTeli kacobriobis awmyo da momavali TaobebisaTvis~.

saqarTvelom UNESCO-s aramaterialuri kulturuli memk-vidreobis dacvis konvenciis (miRebul iqna 2003 wels) ratificireba 2008 wels moaxdina da implementirebis procesi 2011 wlidan daiwyo. aramaterialuri kultu-ruli memkvidreoba _ es adamianis, Temis, yofiTi kul-turaa, romelic mWidro kavSirSia rogorc Tavad mis ma-tareblebTan, aseve im kulturul sivrceebsa Tu land-SaftebTan, sadac xdeba misi praqticireba. yovelive es vlindeba sazogadoebis jgufebisa da calkeuli pirebis socialur da kulturul tradiciebSi, yofaSi da gvevli-neba maTi kulturuli identobis erTgvar RerZad.

21kulturis sferos resursebis cneba

kulturis sferos resursebis cneba

Tanamedrove samyaroSi kulturis resursebis mravali gan-marteba arsebobs, erT-erTi mniSvnelovani arasamecniero gan-

marteba amerikel profesor daniel odess ekuTvnis, romelic

aRniSnavs: `kulturuli resursebi kulturebisTvis mniSvnelo-

vani resursebia~.5 kulturuli resursebis mravalgvaroba maT

mravalferovnebasa da SinaarsSia saZiebeli. kulturuli re-

sursis cneba sxvadasxva mniSvnelobiT gamoiyeneba da ZiriTadad

kulturul memkvidreobasTan asocirdeba. kulturis resursi

sxvadasxva kulturasa da sociumSi sxvadasxvanairad aRiqme-

ba, isini SeiZleba ganixilebodes da resursebad jgufdebodes

esTetikis, vizualuri, Sinaarsobrivi, gamoyenebis, mniSvnelo-

bis da sxva niSniT. kulturis obieqtis resursTa ganxilvisas

mniSvnelovania gaviazroT maTi yvelaze Rirebuli atributi:

Tanmimdevruli SesaZleblobebi, raTa gamoikveTos kulturis

identobis matareblebi. istoriis manZilze xelovneba da kul-

tura sargeblis momtani iyo, rogorc individualurad, ase-

ve sazogadoebisTvis, Tanamedrove kvlevebis Sedegad irkveva,

rom sazogadoebis socialuri sargebeli xelovnebisa da kul-

turisagan momdinareobda. kultura yvelgan SeRwevadia, raSic

xels uwyobs socialurad integrirebuli foni, kreatiuloba,

kavSiri da sicocxlisunarianoba. kulturuli memkvidreobis

marTvis dagegmvisas gasaTvaliswinebelia maTi roli mTel mso-

flioSi urbanul ganaxlebaze (ganviTarebaze) saubrisas. mZlav-

ri ekonomikuri ganviTarebis dros, erTi mxriv, SemoqmedebiTi

mniSvneloba Senelebulia xelovnebaSi, tradiciebSi, warsulis

Rirebulebebsa da unarebSi, magram, meore mxriv, aucileblad

gasaTvaliswinebelia is faqti, rom kultura gvexmareba Cveni

gancdebis adaptaciasa da SecvlaSi, is gviCvenebs, rom Cven mo-

vdivarT saidanRac da gvaqvs istoria. kulturuli resursebi

warmoadgens unikalur saSualebas, romlis meSveobiTac yovel

adamians, miuxedavad warmomavlobisa da socialuri garemosi,

SeuZlia monawileoba miiRos mis ganviTarebaSi da Seqmnas axali

5 The Arctic Small Tool Tradition, Publisher: Routledge, Editors: Mark Nuttall, pp. 146-147.


kulturuli sivrce. kulturuli resursebis xelmisawvdomo-

ba TiToeuli adamianis uflebaa, romelsac arc erTi kanoni ar

aregulirebs da warmoadgens, erTi mxriv, memkvidreobasTan Ta-

vsebadobas, meore mxriv ki _ usazRvro inspiraciis, STagonebis

wyaros, romelic garda materialuri obieqtebisa, saganmanaT-

leblo resursebadac gvevlineba.

kulturuli memkvidreobis resursebis Taviseburebebs gan-

sakuTrebuli midgomebi sWirdeba, erTi mxriv, yoveli kultu-

ruli obieqti SeiZleba miviCnioT kulturis resursad, meore

mxriv ki, didi mniSvneloba aqvs TviTon obieqtis ama Tu im kul-

turaSi integracias.

memkvidreobis resursebidan gamoiyofa sami farTo mimarTu-

leba:

1) uZravi memkvidreoba: Senoba-nagebobebi an bunebrivi

resursebi, rogoricaa miwa, an miwaze dafuZnebuli re-

sursebi, an bunebrivi teritoriebi, romlebic `fiqsi-

rebulia~ specialur mdebareobaze (mag: struqturebi,

adgilebi, teritoriebi);

2) moZravi memkvidreoba: resursebi, romelic aris advi-

lad moxsnadi da SesaZlebelia gadatana da transporti-

reba adgilidan adgilze (mag: obieqtebi, dokumentebi);

3) aramaterialuri memkvidreoba _ adamianis mier Seqmni-

li sulieri warmoebis `produqtia~, aramaterialuri

memkvidreoba _ rogorebicaa gamonaTqvamebi, ambebi, si-

m Rerebi da rwmena-warmodgenebi, Rirebulebebi da a.S.

kulturis resursebis gamoyeneba saganmanaTleblo servise-

bis saSualebiT sazogadoebis ganviTarebis winapirobaa. kultu-

ris sferos sicocxlisunarianoba aucilebelia janmrTeli so-

ciumis Sesaqmnelad, rac evropis bevr qveyanaSi ukve saxelmwifo

strategiis nawiladaa qceuli6. mdgradi sazogadoeba aRiarebs

xelovnebasa da kulturul memkvidreobas, rogorc ZiriTad Te-

mas sazogadoebis ganviTarebisTvis, kulturis politikis stra-

6 http://ec.europa.eu/eu2020/pdf/COMPLET%20EN%20BARROSO%20%20%20007%20-%20Euro-pe% 20 2020%20-%20EN%20version.pdf


tegiebi gvTavazoben, rogor SeiZleba ganvaaxloT da ganvavi-

TaroT kulturis sxvadasxva mimarTuleba kulturis resurse-

bis gamoyenebiT. saxelmwifoebi, TviTmmarTveli subieqtebi Tu

municipalitetebi, sakuTar Tavze iReben dagegmvis farglebSi

oTxi mimarTulebis ganviTarebas sazogadoebis mdgradobis gan-

saviTareblad: 1) ekonomikuri keTildReoba; 2) socialuri sa-

marTlianoba; 3) garemo pirobebi da 4) kulturuli sicocxli-

sunarianoba.

kulturuli memkvidreobis marTvis strategiebis farglebSi

gamokveTilia aucilebeli komponentebi, romelTa dacvac auci-

lebelia memkvidreobis, rogorc istoriis, ise memkvidreobis,

rogorc identobis dacvis sakiTxisTvis:

1. identifikacia da aRdgena: kulturuli memkvidreobis

resursebis an SerCeva (gadarCeva) da identifikacia,

misia maxasiaTeblebis mixedviT _ dokumentireba da in-

ventarizacia.7

2. SenarCuneba da ganaxleba: resursebi daculi da movli-

lia. moqmedebebi ganaxleba-SekeTebis, memkvidreobis

obieqtisTvis damaxasiaTebeli Taviseburebebis (Tvise-

bebi) aRdgenisa da SenarCunebis dros moicavs samarT-

leblivi sakiTxebis gaTvaliswinebas (dacvas).8 inter-

pretacia da mdgradi gamoyeneba: `memkvidreobiTi resursebis interpretacia da ga-

moyeneba mniSvnelovani da aucilebelia saganmanaT-

leblo da sareklamo programebis gamoyenebiT, radga-

nac kulturuli memkvidreobis mniSvneloba da mdgra-

doba sazogadoebis sicocxlisunarianobis aucilebe-

li resursia.~

7 Identification and recovery: the selection of heritage resources or features involving documentation and inventories.8 Preservation and renewal: the resource is protected and renewed. Actions include legal protection, repair, restoration and maintenance of heritage features. Interpretation and sustainable use: making the meaning and importance of heritage resources evident through educational and promotional programs and the ongoing management of heritage resources as living parts of the community.


kulturis industriis funqcionirebisa da saqmianobis Sede-

gebis ganxilvisas mkvlevrebi, upirveles yovlisa, raodenobriv

(moculoba fasis mixedviT) da xarisxobriv Sefasebaze amaxvi-

leben yuradRebas da ganixilaven, rogorc sazogadoebrivi in-

dustriis sxvadasxva formis urTierTTanamSromlobas. swored

amis safuZvelze keTdeba daskvna, Tu ramdenad efeqturia ama Tu

im SemoqmedebiTi aqtis Sedegobrivi kavSiri an saqmianoba. aqve

aRsaniSnavia sivrcobrivi aspeqtebis gaTvaliswinebac, romelic

saSualebas iZleva kulturis sferos saqmianoba ganvixiloT, ro-

gorc ganviTarebis, aseve misi im teritoriul-administraciul

kompleqsTan kavSiris mixedviTac, sadac is aris gavrcelebuli.

mewarmeoba kulturaSi adamianuri saqmianobis specifikuri

sferoa, romelic kulturisa da biznesis integraciis Sedegad

warmoiSva. igi damaxasiaTebelia sabazro urTierTobis warmoSo-

bis, ganviTarebisa da transformaciis periodisTvis, romelic

iqmneba da realizdeba sazogadoebrivi ganviTarebis industriu-

li da postindustriuli modelis CarCoebSi. mewarmeobas kul-

turaSi winaaRmdegobrivi xasiaTi aqvs. am saqmianobis specifika

materialuri da sulieri Rirebulebebis Seqmnis zRvarze warmo-

iSoba. mewarmeoba universaluri movlenaa da damaxasiaTebelia

adamianuri saqmianobis gansxvavebuli sferoebisTvis. warmoebis

mimarTuleba kulturaSi imiTac sainteresoa, rom am procesis

mTavari figura xdeba samewarmeo saqmianobis subieqti anu Semo-

qmedi, romelic Tavis TavSi aerTianebs sxvadasxva profesiul

funqcias da socialur rols. mosazreba, rom Tanamedrove sa-

zogadoebaSi Seiqmna kulturis momsaxurebis bazari, Tanamedro-

ve termins warmoadgens da dReisaTvis didi mniSvneloba eniWeba.

TanamedroveobaSi aRiarebuli SemoqmedebiTi industria war-

moadgens kulturis resursebis marTvis swor formas, romelic

SemoqmedebiTobiTi ekonomikis ganviTarebasa da ekonomikuri

sargeblis motanas uwyobs xels. SemoqmedebiTi industriebis

ganviTarebam bevr qveyanasa da Tu socialur jgufSi moaxdina

sakuTari Tavis transformireba gare teritoriisa da sazoga-

doebis mimarT, romelic mxars uWers socialuri (farTo) xelov-

nebisa da kulturis funqciebs. evropisa da did britaneTis bevr

qalaqSi SemoqmedebiTi kulturis seqtori aRiarebulia, rogorc


erT-erTi ZiriTadi gasaRebi qalaqis ekonomikisTvis. evropis masS-

tabiT SemoqmedebiTi industriebis Semosavali utol deba 535 mi-

liards, rac Seadgens evropis mTliani Sida produqtis 4.2%-s.

kreatiuli industriebis seqtori evropis qveynebSi pirvel 3

dam saqmebels Sorisaa mSeneblobisa da sakvebi/sasmelebis bizne-

sis Semdgom. am seqtorSi, evropis masStabiT, dasaqmebulia 7 mi-

lionze meti adamiani, rac warmoadgens evropis Sromisunariani

mosaxleobis 3,3%-s. aRsaniSnavia, rom SemoqmedebiTi industrie-

bis seqtori asaqmebs met axalgazrdas (romelTagan 19,1% aris 30

wlamde adamiani), sxva seqtorebTan SedarebiT (18.6%).9

pirdapir finansur sargebelTan erTad, kulturis sferosa

da resursebis SemoqmedebiT industriaSi integracias mniSvne-

lovani SesaZlebloba aqvs socialuri problemebis mogvarebaSi,

siRaribis daZlevasa da samuSao adgilebis SeqmnaSi. msoflio

bankis prognozis mixedviT, 2030 wlisTvis, kultura mniSvnelo-

van rols Seasrulebs siRatakis zRvars miRma myofi (dReSi 1,25

aSS dolarze an nakleb Tanxaze mcxovrebi) adamianebis cxovre-

baSi (World Bank, 2012). aseve gavlenis mniSvnelobaze SegviZlia vi-

saubroT turizmis, rogorc mniSvnelovani socio-ekonomikuri

seqtoris ganxilvisas.

kulturis anu SemecnebiTi turizmi, ekonomikis amoqmede-

bisa da ganviTarebis mZlavri katalizatoria. is xels uwyobs

qveynis cnobadobis gazrdas da investiciebis mozidvas. mdgradi

turizmis ganviTareba, didwilad, damokidebulia kulturul da

bunebriv memkvidreobasa da SemoqmedebiT industriebze. gaeros

turizmis organizaciis (UNWTO) monacemebiT, kulturis, anu Se-

mecnebiTi turizmi, Seadgens msoflio turizmis 40%-s.

kultura, rogorc socialuri gamocdilebis Sedegad miRe-

buli memkvidreoba, socialuri da ekonomikuri ganviTarebis re-

sursia da TanamedroveobaSi ara kulturis, aramed kulturis

sferos dagegmva-marTvaa mniSvnelovani, radganac kulturis

sfero marto investirebas ki ar iTxovs, aramed TviTon aqvs

investirebis udidesi SesaZlebloba. kulturis sfero aris sa-

9 http://www.ey.com/Publication/vwLUAssets/Measuring_cultural_and_creative_markets_in_the_EU/$FILE/Creating-Growth.pdf


zogadoebrivi cxovrebis erT konkretuli sfero. am sferoSi

moRvawe beneficiarebi qmnian sxvadasxva tipis da funqciis mqo-

ne sawarmoebs, dawesebulebebs da arakomerciul organizaciebs,

kulturis sferos sxvadasxva gansazRvruli produqtis Senaxvi-

sa da warmoebis mizniT. kulturis sfero, iseve rogorc nebis-

mieri sxva saqmianobis sfero garkveuli tipis produqcias awar-

moebs ganviTarebis da sxva raime saxis sargeblis miRebis mizniT.

msgavsi damokidebuleba SesaZloa Semdegnairad ganvixiloT,

rogorc kulturis ekonomikuri SesaZleblobebi:

aseTi midgomebi qmnis winapirobas adamianuri kapita-

lis ganviTarebisaTvis da Tavadve aris kapitalis nawi-

li, misive gavrcobisa da STagonebis erT-erT wyaros

warmoadgens;

ayalibebs da aviTarebs sakomunikacio saadaptacio

un ar-Cvevebs individebSi, xdeba da aris socializa-

cia-adaptaciis faqtori garkveul, konkretul soci-

alur-kulturul pirobebSi.

Tanamedrove samyaro kulturas didi xania aTavisuflebs

sxvadasxva tipis stereotipuli damokidebulebisagan, sagamofe-

no sivrceebsa da sacavebSi karCaketilobisagan, Tumca sazRv-

rebis gaxsniloba aranairad ar gulisxmobs kulturuli memk-

vidreobis obieqtebis dacvis wesebisa da koleqciaTa movlis

instruqciebis ugulebelyofas. kulturis sferos dawesebule-

bebis misia, garda kulturuli memkvidreobis dacvisa, sazoga-

doebasTan urTierTobis rolis dabalansebaa.

sazogadoebaSi kulturis gamovlenis formebi da damokide-

bulebebi xSirad sxvadasxva ganzomilebas warmoadgens. kultu-

ra materialuricaa da sulieric. Tumca, misi suliereba qmna-

dobis an warmoebis SemTxvevaSi iZens materialur xasiaTs, rac

xSirad sazogadoebis anu urTierTobaTa sistemis faseulobaTa

maCvenebelicaa. es kulturisa da sazogadoebis urTierToba er-

Tdroulad SeiZleba iyos materialurica da sulieric, misi ma-

terialuroba im socialur institutebSi gamoixateba, romelTa


gareSe sazogadoeba warmoudgenelia, xolo kulturis materi-

aluroba ideis ganxorcielebis formaa, anu materialur nivTeb-

sa da nawarmoebebSia realizebuli. kulturis SesaZleblobebsa

da realizebis saSualebebs kulturis resursebis arseboba ga-

napirobebs.

kulturis sferos resursebze saubrisas mniSvnelovania ga-

viazroT kulturis sferos resursebis maxasiaTeblebi:

kultura, rogorc Rirebuleba;

kultura, rogorc konkretuli elementebis erTianoba;

kultura, rogorc cxovrebisadmi adaptaciis meTodi;

kultura, rogorc socialuri norma;

kultura, rogorc socialuri mexsiereba;

kultura, rogorc socialuri komunikacia;

kultura, rogorc ena;

kultura, rogorc saqmianoba;

kultura, rogorc Semoqmedeba;

kultura, rogorc socialuri gamocdileba.10

kulturis sferos resursebis kvleva Tanamedrove samyaroSi

axali mimarTulebaa. samecniero literaturaSi sxvadasxva ganmar-

teba ganixileba, vrceli ganmartebiT, kulturis resursebi war-

moadgens istoriul-kulturul SesaZleblobebs, romlebic moi-

cavs istoriuli, arqeologiuri da arqiteqturuli monumenturi

xelovnebis nimuSebs da sxva materialuri kulturis Zeglebs, maT

Soris, aramaterialur nimuSebsa da monapovrebs (tradiciuli

yofa, xalxuri rewvis nimuSebi, adgilobrivi Cveulebebi, samosi),

religiuri kulturis elementebs da adgilebs, sxva eTnografiul

maxasiaTeblebs da kulturis sferos sxvadasxva monawiles.11

kulturis sferos resursi _ es aris istoriul faqtTa,

mxatvrul RirebulebaTa da miTologiaTa erToblioba, rome-

10 nino sanadiraZe, „saxelovnebo mecnierebaTa Ziebani“, saqarTvelos SoTa rus-Tavelis Teatrisa da kinos saxelmwifo universiteti. #4 (57), 2013, gv. 80.11 briuselis me-13 asambleis krebuli _ Royale de Belgique. 13th Assembly of Compendium Experts in Brussels, The Assembly has been held on 4-5 December at the Académie Royale de Belgique in Brussels in the framework of the Belgian Presidency of the Committee of Ministers of the Council of Europe.


lic warmodgenas qmnis ama Tu im obieqtze. kulturis obieq-

tebis maxasiaTeblebisa da SesaZleblobebis sinTezi warmoqmnis

kulturis resurebis subieqtebs, romelTa qmnadobis procesSi

gaazreba TavisTavad kulturis produqtebis warmoebis Sesa-

Zleblobas qmnis. kulturis resursebis subieqturi bunebidan

gamomdinare, Tavis TavSi Seicaven ama Tu im kulturis saerTo

da indvidualur maxasiaTeblebs da rac mniSvnelovania, Rirebu-

lebaTa sistemis erTobliobasac.

bolo aTwleulia UNESCO Tavis dokumentaciaSi praqtiku-

lad srulad gadavida termin `kulturis produqtis~ gamoye-

nebaze, sadac igulisxmeba saqonelic da momsaxurebac. kultu-

ris produqtis definicia, rogorc aseTi, leqsikonSi ar moi-

poveba. „dasavleli mecnierebi, bazarze orientirebis gavleniT

midrekilni arian, Seiswavlon kulturis industria kulturis

produqtis instrumentuli midgomis WrilSi, rac gulisxmobs

mis ganxilvas ekonomikur sibrtyeSic“.12 `kulturis resurse-

bi, rogorc obieqtebi warmoadgens ganwyobaTa erTobliobas,

romelTa emociuri gaTavisebac SesaZlebelia rogorc indivi-

dualur, ise farTo masebis konteqstSi. kulturis resursebis

produqtebad qmnadobisa da warmoebis procesSi mniSvnelovania

gaviTvaliswinoT warmoebis mTavari Taviseburebebi. kultu-

ris produqtebi, garda maTi eqvsi maxasiaTeblisa~13, aseve Tavis

TavSi aerTianebs kulturis RirebulebaTa sistemasa da kul-

turis resursebis TavisTavad bunebasac. kulturis produqtis

Rirebuleba gamoixateba imaSi, rom TiToeuli momxmarebeli

mas sxvadasxvanairad aRiqvams da sxvadasxvagvar interpreta-

cias warmoidgens. es aris produqtebi, romlebsac momxmarebeli

12 nino sanadiraZe, „kulturis resursebis sakiTxebi Tanamedrove sazogadoeba-Si“, baTumis xelovnebis saswavlo universitetis ganaTlebis, humanitarul da socialur mecnierebaTa fakultetis xelovnebis Teoriisa da istoriis depar-tamentis samecniero Sromebis krebuli „xelovnebaTmcodneobiTi etiudebi“, xelovnebis un-is gamomcemloba. t. VI, baTumi, 2015, gv. 101-107. 13 nino sanadiraZe, „kulturis resursebis sakiTxebi Tanamedrove sazogadoeba-Si“, baTumis xelovnebis saswavlo universitetis ganaTlebis, humanitarul da socialur mecnierebaTa fakultetis xelovnebis Teoriisa da istoriis depar-tamentis samecniero Sromebis krebuli `xelovnebaTmcodneobiTi etiudebi~, xelovnebis un-is gamomcemloba. t. VI, baTumi, 2015, gv. 101-107.


moixmars Tavis warmodgenebsa da aRqmebSi da ara sxvadasxva pra-

qtikul mdgomareobebSi, romelime praqtikuli problemis gada-

saWrelad.

kulturis sferos produqtebi Tavisi SinaarsiT aerTianeben

Semdeg Rirebulebebs:

erToba _ erTi kulturis matareblebi momxmareblis-

Tvis kulturis resursebis aRqmis xelmisawvdomoba

da SesaZlebloba. erTi kulturis matareblobis gan-

cda iwvevs gancdebs, romlebic modis garkveuli ti-

pis enis, landSaftis, melodiis, da a. S. erTobliobis

aRqmiT da iZleva garkveuli identobis gancdas, anu

SesaZlebelia Seiqmnas kulturis erToba.

Tavad warmoadgens Rirebulebebs an Seicavs Rirebule-

baTa sistemebsac, romelnic TviTidentifikaciis saSu-

alebebs iZleva.

`kulturis sferos produqtebi~14 moicavs kulturis re-

sursebidan warmoebuli produqtebs, Tumca igi amavdroulad

gulisxmobs sxva kategoriebis produqtebsac (garda produqtis

maxasiaTebeli sami obieqtisa: 1. ZiriTadi produqti an TviT

obieqti, 2. Tanmxlebi (Tanmdevi) momsaxureba da 3. faseulo-

ba _ simboluri, emociuri an raime sxva faseuloba, romelsac

momxmareblebi ama Tu im produqts aniWeben). TviTon produq-

tic Tavisi SinaarsiT gansxvavebulia. kulturis resursebidan

warmoebuli kulturis produqtebi kulturis im Rirebulebebs

aerTianeben, romelTa gamoc esa Tu is resursi kulturis pro-

duqtebis warmoebis SesaZleblobas qmnian. maTi sazogadoebamde

mitana, anu bazarze gamotana gansxvavebul midgomebsa da sa-

qmianobebs gulisxmobs da gansxvavdeba ekonomikuri da Tana-

medrove marketinguli qmedebebisgan. Tumca aqve unda aRiniS-

nos, rom Tanamedrove ekonomika da gansakuTrebiT warmatebuli

14 n. sanadiraZe, „kulturis sferos proeqtebis menejmenti da dagegmareba“, ga mo mcemloba „kentavri“, Tb., 2011, gv. 15-17.


brendingi kulturis produqtebis warmoebis Taviseburebasac

iTvaliswinebs da narativebisa da Rirebulebebis gamoyenebiT

bazarze pozicionirebis upiratesobasac flobs.

kulturis resursebidan warmoebuli produqtebis Tavise-

burebebi isev RirebulebaTa sistemaSia saZiebeli da, Tavis

mxriv, axlebur danaxvas saWiroebs da ara siaxleebis gamogone-

bas. esenia:

aramaterialuri matarebeli, anu mexsierebis fenomeni

_ sazogadoebis/momxmareblis mexsierebaze zemoqmede-

ba, rodesac resursi SesaZleblobas iZleva, obieqtis

win wamosawevad (promouSenisTvis) gamoiyeno xanmokle

mexsierebidan xangrZliv mexsierebamde, anu istoriul

konteqstTan asocirebuli Rirebuleba.

materialuri matarebeli, anu obieqtis fenomeni _ ro-

desac kulturis ama Tu im resurss aqvs sakuTari, in-

dividualuri istoria, qronologia, faqtobrivi masa-

la, emocia da mxatvruli Rirebuleba.

kulturis resursebi idealur versiaSi unda akmayofileb-

des sam mocemulobas:

1. mxatvruli Rirebuleba;

2. faqtobrivi masala (istoria, qronologia da a.S.);

3. miTologia/narativi.

bolo wlebSi Catarebulma kvlevebma aCvena, rom kulturis

resursebis gamoyeneba da kulturis SemoqmedebiTi industrie-

bis gaZliereba dRiTidRe ufro da ufro izrdeba, viTardeba.

am seqtors aqvs SesaZlebloba, iyos wamyvani bazarze, SeuZlia

ekonomikis zrda, SeuZlia xeli Seuwyos SemoqmedebiTobas da

inovaciebs ekonomikis sferoSi.


gaerTianebuli erebis ganaTlebis, mecnierebisa da kultu-ris organizacia (UNESCO) _ gaeros specializirebuli saa-gento. misi mizania mSvidobisa da saerTaSoriso uSiSroe-bis interesebisaTvis xeli Seuwyos ganaTlebisa da kul-turis gavrcelebas, mecnierebis ganviTarebas, adamianis uflebebisa da ZiriTad TavisuflebaTa pativiscemas rasis, sqesis, enisa da religiis miuxedavad. organizacia 1945 wlis 16 noembers daarsda. misi Stab-bina mdebareobs parizSi, safrangeTSi.

UNESCO sakuTar daniSnulebas xuTi ZiriTadi programiT axorcielebs, esenia: ganaTleba, sabunebismetyvelo me-cnierebebi, socialuri da humanuri mecnierebebi, kul-tura da komunikaciebi da informacia. UNESCO afinansebs wera-kiTxvis gavrcelebis, teqnikur, maswavlebelTa daxe-lovnebis programebs; saerTaSoriso mecnierebaTa proe-qtebs; regionaluri da kulturis istoriis proeqtebs; kulturuli mravalferovnebis popularizacias; saerTa-Soriso urTierTdaxmarebis SeTanxmebebs msoflio kul-turuli da bunebrivi memkvidreobis SenarCunebasa da ada-mianTa uflebebis dacvas da a.S.

1992 wlis 7 oqtombers saqarTvelo gaxda UNESCO-s sru-luflebiani wevri. amave wels Seiqmna iuneskos saqmeTa erovnuli komisia da samdivno, romelic saqarTvelos sagareo saqmeTa saministros bazaze funqcionirebs. ko-misias evaleba UNESCO-sa da saqarTvelos Soris TanamS-romlobis koordinacia.

1972 wels UNESCO-m miiRo msoflios kulturuli da bu-nebrivi memkvidreobis dacvis konvencia, romelic ZalaSi Sevida 1975 wels. yovelwliurad msoflio memkvidreobis komiteti ikribeba sesiaze, romelic gansazRvravs, Tu romeli Zegli Seitanon UNESCO-s msoflio memkvidreobis siaSi. pirveli Zegli msoflio memkvidreobis siaSi Seita-nes 1978 wels da es iyo galapagosis kunZulebi.

msoflio memkvidreobis Zeglebis siis mTavari mizania Ti-Toeuli obieqti daicvas da gaxados cnobili, Tu, ra Tqma unda, igi Seesabameba garkveul kriteriumebs. UNESCO-s sul 10 kriteriumi aqvs, romelTagan pirveli eqvsi moqme-debs 1978 wlidan da gansazRvravs kulturul obieqtebs,


xolo danarCeni oTxi moqmedebaSia 2002 wlidan da buneb-riv obieqtebs gansazRvravs. 2005 wlidan aTive krite-riumi gaerTianda erT siad.

UNESCO-s msoflio memkvidreobis Zeglebi dayofilia xuT geografiul zonad: 1. afrika 2. arabuli qveynebi (warmodgenilia CrdiloeT afrika da axlo aRmosavleTi) 3. azia-okeania (warmodgenilia avstralia da okeania) 4. evropa da CrdiloeT amerika 5. laTinuri amerika da karibebi

aramaterialuri kulturuli memkvidreoba _ 2003 wels

UNESCO-m miiRo aramaterialuri kulturuli memkvidreo-

bis dacvis konvencia. aramaterialur kulturul memk-

vidreobad miiCnies zepiri gadmocemebi, tradiciuli mu-

sika, cekva, ritualebi, festivalebi da xalxuri rewva.

programa `msoflios mexsiereba~ Seiqmna 1992 wels, raTa

daicvas dokumenturi memkvidreoba _ maT Soris, isto-

riuli dokumentebi, arqivebi da a. S.

33kultura, rogorc ekonomikuri resursi

kultura, rogorc ekonomikuri resursi

sazogadoebaSi kulturis gamovlenis formebi da damokide-

bulebebi xSirad sxvadasxva ganzomilebas warmoadgens. kultu-

ra materialuricaa da sulieric. Tumca, misi suliereba qmna-

dobis an warmoebis SemTxvevaSi iZens materialur xasiaTs, rac

xSirad sazogadoebis, anu urTierTobaTa sistemis faseulobaTa

maCvenebelicaa. es kulturisa da sazogadoebis urTierToba er-

Tdroulad SeiZleba iyos materialurica da sulieric, misi ma-

terialuroba im socialur institutebSi gamoixateba, romelTa

gareSe sazogadoeba warmoudgenelia, xolo kulturis materia-

loba ideis ganxorcielebis formaa, anu materialur nivTebsa

da nawarmoebebSia realizebuli. kulturis SesaZleblobebsa da

realizebis saSualebebs kulturis resursebis arseboba gana-

pirobebs. kultura, rogorc socialuri sistemis sasicocxlo

funqciebis erTiani ganmsazRvreli reJimi, mTlianad ganapi-

robebs qveynis socialuri Tu ekonomikuri organizmis usafr-

Txoebas, ramdenadac Tavad qmnis sakuTar sasicocxlo velsac

da saWiro sasicocxlo pirobebsac da mxolod kulturis sasi-

cocxlo Zalis arsebobis pirobebSia SesaZlebeli ara mxolod

qveynis politikuri da ekonomikuri usafrTxoeba, aramed yvela

sasicocxlo procesi, romelic ki socialur organizms agebs,

rogorc erTian mTlians.

bolo dros gavrcelebuli kamaTi imis Sesaxeb, SeiZleba Tu

ara kultura ekonomikur resursad mogvevlinos, mravalgvaria.

sadavoa Temebi, ra igulisxmeba ekonomikur SesaZleblobebSi _

kulturis Tu kulturis sferos ekonomikuri SesaZleblobe-

bi. kulturis sferos dagegmva-organizebaze saubrisas gasaT-

valiswineblia Semdegi garemoebebi: kulturis sferos marT-

vis procesebi damokidebulia aramarto socialur-kulturul

konteqstsa da socialur-kulturul garemoze, aramed Tavadac

iZens socialur-kulturul niSan-Tvisebebsac.

kulturis sferos saerTo-ekonomikuri ganviTareba ganapi-

robebs ekonomikuri pirobebis formirebas, romlebic, Tavis mx-

riv, SeZlebs uzrunvelyos kulturis sferoSi moRvawe subieqt-


Ta konkurentunarianoba momsaxurebis bazarze da maRali safi-

nanso-ekonomikuri Sedegebi. kulturisa da ekonomikis urTier-

Toba dReisaTvis gardamtex stadiazea. maTi daaxloeba mxolod

dialogis sagania da problemebisa da sirTuleebis gareSe ar mim-

dinareobs. kultura dRemde paradoqsul mdgomareobaSi imyofe-

ba: erTi mxriv, SeiniSneba kulturis udidesi rolis farTo aRia-

reba ekonomikasa da warmoebasTan mimarTebiT, meore mxriv ki, es

yvelaferi mxolod saubris doneze rCeba da realuri nabijebiT

ar aris ganmtkicebuli. magaliTad, 1992 wlis dekemberSi, gaero-

sa da iuneskos iniciativiT Seiqmna kulturisa da ganviTarebis

msoflio komisia, komisiis daskvnaSi naTqvamia: `kacobriobis

ganviTarebis is saSualebebi, romlebic materialuri moxmarebis

mudmiv eqspansiazea mimarTuli, naklebad sicocxlisunariania

da usasrulod ver ganviTardeba. isini ara marto anadgureben

kulturis qsovils, aramed safrTxes uqmnian biosferos da, Sesa-

bamisad, kacobriobis momavalsac~. kulturuli memkvidreobis is

nimuSebi, romelTa umravlesobasac samuzeumo gaerTianebebi da

koleqciebi aerTianeben, sxvadasxva kriteriumebiT fasdeba, sxva-

dasxva riskebsa da marTvis meqanizmebs gulisxmobs. memkvidreo-

bis Rirebulebebis kriteriumebi, romlebic gansazRvraven, Tu

ris gamo aris daculi esa Tu is kulturuli fenomeni, ZiriTa-

dad, damuSavebulia msoflio memkvidreobis obieqtebis Sesafa-

seblad. isini gamoxataven konkretul informaciul Rirebule-

bebs. Rirebulebebis kriteriumebi gamoxataven dacvis sagnis ama

Tu im Tvisebas, romlis SenarCunebiskenac mimarTuli unda iyos

memkvidreobis marTvis strategia. yoveli sistema unda xasiaTde-

bodes saerTaSoriso normebTan SesabamisobiT. mTel msoflioSi,

gansakuTrebiT ki ganviTarebul qveynebSi, izrdeba kulturul

faqtorTa roli qveynis ekonomikur ganviTarebaSi. gamokvleveb-

ma, romlebic Catarda sxvadasxva qveyanaSi, aCvenes mWidro kavSiri

mTel rig kulturul indikatorebsa da ganviTarebas Soris. sa-

erTaSoriso saagentoebi, rogoricaa, mag., „msoflio banki~, aRia-

reben, rom ganviTarebis iseTi proeqtebi, romlebic saTanado

yuradRebas ar aqceven sazogadoebis kulturul maxasiaTeblebs,

rogorc wesi, xSirad „Cavardnis~ tendenciis safrTxis qveS arian.

saerTaSoriso saagentoebi ganviTarebad qveynebs mouwodeben,

rom „ganviTarebis programis maqsimaluri efeqtis misaRwevad


saTanado yuradReba mieqces kulturul maCveneblebs~. Sesaba-

misad, mmarTvelobiTi sistemis formirebisas saxelmwifos mier

gaTvaliswinebul unda iqnas es faqti. arc erTi mmarTvelobi-

Ti forma, mmarTvelobiTi struqturis mxriv, ar SeiZleba miviC-

nioT absoluturad uzrunvelyofil formad. Tumca zogierTi

mmarTvelobiTi formis pirobebSi xdeba istoriul-kulturuli

memkvidreobis marTvis sakiTxebis ukeTesad regulirdeba. isto-

riul-kulturuli memkvidreobis marTvis qveS igulisxmeba Ro-

nisZiebaTa sistema, romelic mimarTulia am obieqtebis xarisxian

mdgomareobaSi Senaxva-aRdgenisa da miznobrivi ganviTarebisaken.

msoflio praqtika xazs usvams kulturul politikasTan siste-

muri midgomis aucileblobas, romlis drosac wina planze dgas

ara ideologia, aramed kulturuli politikis moqnili kore-

qciis teqnologia. es ki ganpirobebulia socialur-ekonomiku-

ri pirobebis cvlilebebiT. aRniSnuli teqnologia iZleva Sesa-

Zleblobas, problemebi gadawydes konkretul drosa da konk-

retul adgilas. kulturis sferos mmarTvelobiT sistemaSi

krizisis pirobebSi gansakuTrebul mniSvnelobas iZens kulturis

administratorisa da menejeris figura. menejmenti gansazRvru-

lia, rogorc strategiuli, praqtikuli procesi, administracia

ki _ rogorc raodenobrivi, konkretuli, pragmatuli procesi.

sazogadoebrivi ganviTarebis industriuli da postindus-

t riuli modelis CarCoebSi kulturis sferos marTva univer-

saluri movlenaa da damaxasiaTebelia adamianuri saqmianobis

gansxvavebuli sferoebisTvis. misi wyaroebi uSualo kavSirSia

materialur da komerciul saqmianobasTan.15

bolo wlebSi Catarebulma kvlevebma aCvena, rom kulturis

resursebis gamoyeneba da kulturis SemoqmedebiTi industrie-

bis gaZliereba dRiTidRe ufro da ufro izrdeba, viTardeba. am

seqtors aqvs SesaZlebloba, iyos wamyvani bazarze, SeuZlia eko-

nomikis zrda, SeuZlia xeli Seuwyos SemoqmedebiTobas da ino-

vaciebs ekonomikis sferoSi. kulturis sferos industriebze

saubrisas ki gasaTvaliswinebelia sferosa da produqtis spe-

15 nino sanadiraZe. kulturis industriis funqcionirebis ekonomikuri da sivrcobrivi formebi. saqarTvelos SoTa rusTavelis Teatrisa da kinos uni-versiteti, `saxelovnebo mecnierebaTa Ziebani“ #4 (61), 2014, gv.119.


cifikuri Taviseburebebi, dRevandeli Temis mTavar sakiTxs ki

momxmareblisa da produqtebis sivrcobrivi da ekonomikuri ma-

xasiaTeblebi warmoadgens, radganac momxmarebelTa segmentacia

sxvadasxva parametris mixedviT warmoebs da segmentacias konk-

retuli sfero an produqti ganapirobebs.

kulturis sferos sawarmoo bazarze produqti aris sar-

geblisa da faseulobaTa nakrebi, romelsac momxmarebeli sxva-

dasxvanairad aRiqvams. produqti SeiZleba davaxasiaToT misi

teqnikuri an simboluri maxasiaTeblebis mixedviT. rasac momx-

marebeli yidulobs, aris sargeblis nakrebi, realuri iqneba es

Tu warmosaxviTi. momxmarebeli Tanxmdeba, rom gadaixados fuli

da miiRos garkveuli produqti misi survilebis an misi saWiroe-

bebis gaTvaliswinebiT.

gardamavali periodis Zireulma socialur-ekonomikurma

cvlilebebma mniSvnelovani gavlena moaxdina Tanamedroveobis

SemoqmedebiT da kulturul cxovrebaze. me-20 saukunis da-

sasrulsa da 21-e saukunis dasawyisSi Seicvala kulturisadmi

damokidebulebebi, daiwyo barierebis rRveva e. w. elitarul

xelovnebasa da sazogadoebis farTo masebs Soris, kulturis

sferoSi arsebuli Tanamedrove tendenciebi da informacia Ta-

namedrove xelovnebis Sesaxeb xelmisawvdomi xdeba da aRar aris

akrZaluli, Tanamedrove xelovnebaSi waSlilia manamde arsebu-

li sazRvrebi: aRar aris SezRuduli masaliT, meTodologii-

Ta da tradiciuli formebiT da xSirad iyenebs multidiscip-

linarul diskurss. miuxedavad xelmisawvdomobis daSvebisa,

kulturis sferoSi Zireuli cvlilebebi mainc gaZnelebulad

mimdinareobda da msoflio Tanamedrove xelovnebaSi mimdinare

procesebma da tendenciebma saTanado gavlena ver moaxdina qar-

Tul xelovnebasa da kulturaze. `kulturis sfero TavisTavad

unda qmnides moTxovnas, ris Sedegadac sazogadoebas uviTar-

deba rogorc kulturis procesebSi Tanamonawileobis survi-

li, ise xarisxis Sefasebis kriteriumebi~.16

kulturis sferos produqtis Tavisebureba imaSi mdgoma-

reobs, rom igi Tavad qmnis moTxovnas. igi ver daeqvemdebareba

16 nino sanadiraZe. kulturis industriis funqcionirebis ekonomikuri da sivrcobrivi formebi. saqarTvelos SoTa rusTavelis Teatrisa da kinos uni-versiteti, `saxelovnebo mecnierebaTa Ziebani“ #4 (61), 2014, gv. 91.


sazogadoebis umravlesobis moTxovnas da damokidebulebebs da

kulturis sferos faseuli produqtebi Seicaven mas-kulturis

elementebs. SeuZlebelia kulturis sferos faseuli produqte-

bis fasis gansazRvra da TviTRirebulebis standartuli wesiT gaangariSeba. kulturis sferos produqti _ esaa ara marto su-lieri sazrdo, aramed igi Rirebulebebis matarebeli sazoga-doebis CamoyalibebaSic iRebs monawileobas.

gasaTvaliswinebelia isic, rom kulturas ramdenime Tviseba aqvs: kultura adamianebis socialuri daxasiaTebaa da misi miza-nia, sazogadoebis wevrebis moTxovnebs emsaxuros. igi akumula-ciuria (dagrovebis efeqti), radganac Taobidan TaobaSi gadadis da xSirad istoriuli dasabuTeba moepoveba. Tumca es ar niSnavs, rom kultura ucvleli rCeba. kultura adaptirebadia, mxolod misi ramdenime instituti aris ucvleli, xolo danarCeni faseu-

lobebi _ religia, politika, kanonebi da sxv. SeiZleba Seicva-

los sazogadoebis moTxovnebis Sesabamisad17. kulturis sferos

menejmenti, garda sxvadasxva specifikuri maxasiaTeblisa, erTi

gansakuTrebuli niSniTac xasiaTdeba: materialuri warmoebis

produqtebi gamoyenebis procesSi cvdeba, kulturis sferoSi

warmoebisas miRebuli produqtebi gamoyenebisas sul ufro met

Rirebulebas (faseulobas) iZens. biznesisa da kulturis urTierTTanamSromlobas sazoga-

doebis ganviTarebisa da gardaqmnisaTvis gansakuTrebuli mniSv-neloba aqvs da samoqalaqo sazogadoebis realizaciis saSuale-bas warmoadgens, romlis gaTvaliswinebiTac SesaZlebelia gamo-vyoT kulturisa da xelovnebis zegavlenis ramdenime aspeqti Tanamedrove sazogadoebis ganviTarebaze.

kulturis uSualo gavlena ekonomikaze gamoixateba SemdegSi:

kulturisa da xelovnebis sfero qmnis konkretul sa-

muSao adgilebs, aqvs sakuTari avtonomiuri gasaRebis

bazari da sainvesticio potenciali, uSualo wvlili

Seaqvs konkretuli regionis ekonomikis ganviTarebaSi;

kultura da xelovneba ganaTlebis, masmediis, turiz-

mis, garTobis industriis ganviTarebis ZiriTad wya-

ros warmoadgens.18

17 raisi q., _ „SevicnoT momxmarebli (momxmareblis qceva)“, Tb., 2001, gv. 79.18 sanadiraZe n., _ „kulturis sferos proeqtebis menejmenti da dagegmareba“, Tb. 2011, gv. 46.


Tanamedrove samyaroSi kulturis sferos ekonomikuri sar-

geblianobis ganxilva SeuZlebelia marketingisa da marketingu-

li komunikaciebis gareSe. Tanamedrove mkvlevrebi marketingisa

da marketinguls 3.0-s mesame Zalas jer kidev meoce saukunis

bolos asaxelebdnen da mis mTavar mizezad SemoqmedebiTi sazo-

gadoebis warmoqmnas asabuTebdnen. SemoqmedebiTi sazogadoebis

ganviTareba iseT seqtorebSi gamovlinda, rogorebicaa: mecnie-

reba, xelovneba, profesionaluri momsaxurebebi da sxva. daniel

pinkis mixedviT, `aseTi sazogadoeba dgas kacobriobis ganviTa-

rebis yvelaze maRal safexurze da qmnis kulturis resursebis

dagrovebad kapitals~.

21-e saukune kulturis industriisa da kulturis ekono-

mikuri resursebis gamoyenebis saukuned gvevlineba. kulturis

industriis kulturis industriebad `qceva~ adreuli 1980-iani

wlebiT TariRdeba, rodesac kulturis seqtoris saqmianoba

kompleqsur struqturad iyo gaazrebuli da SesaZlebeli iyo

am struqturaSi Semavali sxvadasxva biznesmodelis gamoyofa.

rodesac kulturis industriebis mravalferovan profilebze

vsaubrobT, saWiroa ganvixiloT, Tu ra biznesmodelebiT iyo

SesaZlebeli kulturis ama Tu im resursisa da sazogadoebis

dakavSireba.

kultura aris krebiTi arsebiTi saxeli yvela im Semoqmede-

biTi da kulturul-istoriuli gamoxatvisa da momsaxurebisaT-

vis, romlebic iwarmoeba, waredgineba an vrceldeba. am gansa-

zRvrebaSi igulisxmeba saTeatro xelovneba, vizualuri xelov-

neba, dizaini, arqiteqtura, musikaluri da saopero xelovneba,

kinematografia, multimedia, kiberxelovneba da kulturuli

memkvidreoba da sxva kulturuli gamoxatvis formebi da saSu-

alebebi. am mimarTulebiT gansakuTrebuli yuradReba eTmoba

kreatiulobis da inovaciis rols ganviTarebis stimulirebaSi,

kulturuli memkvidreobis ekonomikuri zrdis potencials, Se-

moqmedebiTi industriebis mniSvnelobas dasaqmebasa da ekonomi-

kur zrdaSi. miuxedavad imisa, rom kulturis seqtoris ekono-

mikuri SesaZlebloba farTod aris aRiarebuli saerTaSoriso

kvlevebsa da praqtikaSi samxreT kavkasiis qveynebisaTvis, maT

Soris, saqarTvelosTvis, `kulturis ekonomikis~ cneba da misi


mniSvneloba jer kidev ar aris sabolood gaazrebuli da daner-

gili, rac, Tavis mxriv, xels uSlis adgilobrivi mdidari kul-

turuli resursis efeqtur gamoyenebas. bolo wlebSi SeimCneva

Zalian maRali interesi kulturuli memkvidreobis mimarT, ma-

Rali socialuri interesidan gamomdinare, Tumca aseve imitom,

rom am mxriv dainteresebuli bevri mxare xedavs kulturul

memkvidreobas, rogorc ekonomikuri sargeblis momtan aqtivo-

bas qalaqebsa da regionebSi.

kulturis sferos warmomadgenlebi yvela seqtoridan _

rogorc sajaro dawesebulebidan Tu socialurad aqtiuri fe-

nebidan, aseve kulturis industriis eqspertebi konservaciis,

restavraciis da kulturis memkvidreobis menejmentis mimarTu-

lebiT erTad muSaoben ZiriTad saerTo SeTanxmebaze kulturis

sferosa da kulturuli memkvidreobis rolTan mimarTebaSi _

ra ekonomikuri sargebeli moaqvs mas qveynebisa da sazogadoebe-

bisTvis. am midgomis SemuSavebis mizani, gamomdinare iqidan, rom

gansazRvrulia misi dadebiTi mxare ebi, aris _ xeli Seuwyos, ga-

zardos kulturuli resursebis roli, romlis monapovari iqne-

ba ufro meti da ukeTesi samuSao adgilebi da didi socialuri

erTianobisa da garemos mimarT pativiscemis Camoyalibeba. es

Sexeduleba, kulturis sferos ekonomikuri sargebeli, evropis

qveynebis didi zrunvis sakiTxs warmoadgens, misi specifikuro-

bidan gamomdinare (rom kulturis produqti, es rTuli produ-

qtia da sxva produqtebisgan gansxvavebiT, uSualod materialu-

ri mogebis miRebaze ar aris orientirebuli).

iuneskos 2005 wlis konvenciaSi kulturuli TviTgamoxatvis

mravalferovnebis dacvis da xelSewyobis Sesaxeb vkiTxulobT:

`...kulturul saqmianobas, kulturis saqonels da momsaxurebas

aqvs rogorc ekonomikuri, aseve kulturuli xasiaTi, vinaidan

isini ganasaxierebs TviTmyofadobas, Rirebulebebs da mniSvne-

lobas, da aqedan gamomdinare, ar unda ganixilebodes, rogorc

mxolod komerciuli faseuloba. aRniSnavs ra, rom globaliza-

ciis procesebi, romlebsac xels uwyobs sainformacio da sa-

komunikacio teqnologiebis swrafi ganviTareba, uprecedento

pirobebs uqmnis kulturebis ufro farTo urTierTqmedebas da

imavdroulad safrTxis qveS ayenebs kulturul mravalferov-


nebas, kerZod, mdidar da Rarib qveynebs Soris disbalansis ris-

kis TvalsazrisisT~.19

kulturis sfero mogebis miRebas ar gamoricxavs da Tum-

ca misi Tvlad formebsa da kalkulaciis erTeulSi gadayvana

SeuZlebelia, devid trosbis mosazrebiT, `kulturaze ekono-

mikuri zemoqmedeba da aseve piriqiT, mniSvnelovani da xSirad

ufro metad farTo mniSvnelobisaa, vidre Cven warmogvidgenia.

aucilebelia, gvesmodes maTi da SeZlebisdagvarad gavzomoT is.

kultura, rogorc cocxali meqanizmi, romelic uwyveti gadace-

mis jaWviT vrceldeba Taobidan TaobaSi~. kulturis sferos

produqts aqvs mTeli rigi materialuri resursebi: muzeumi,

galerea, arqeologiuri Zegli da sxva, aseve aramaterialuri

resursebi _ rwmena-warmodgenebi, sxvadasxva saxis rituali da

sxva; es is elementebia, romlebic sazogadoebis ganuyofeli

nawilia da maT mimarTulebis micema, gamoyeneba da am gamoye-

nebiT sargeblis miRebis didi SesaZlebloba aqvs. erTaderTi

problema aris kulturis sferos specifikuroba da ekonomikis,

mogebis miRebis aucileblobis erTmaneTTan faqizad mibma, rad-

gan kulturis da ekonomikis fundamenturi safuZveli saqmiano-

bis mixedviT ewinaaRmdegeba erTmaneTs.

gasaTvaliswinebelia erTi mniSvnelovani faqtori, kultu-

ris ekonomikuri prioritetebis aRiarebisas aucilebelia fa-

seulobaTa sistemis SenarCuneba, raTa kulturis sferos mwar-

moebeli obieqtebi ar gadaizardon komerciul dawesebulebebSi

da kulturis sferos produqtebma ar dakargon kulturis pro-

duqtebisTvis damaxasiaTebeli faseulobiTi sistema. rogorc

ukve aRvniSneT, kulturis ekonomikasTan kavSiri aramarto

TvalnaTelia, aramed mniSvnelovanicaa. ekonomikasTan kavSiri

araTu akninebs kulturis sferos, aramed piriqiT, mas ufro

interaqtiurs, cocxals xdis da gamoyenebis SesaZleblobas ma-

tebs. xSir SemTxvevaSi saukeTeso SerwymisaTvis erTiandeba ori

mimarTuleba. kultura da kulturis sfero ganixileba, rogorc

kulturis resursebi, rogorc SesaZleblobebi da aqtiurad er-

Tveba ekonomikisa da turizmis mimarTulebaSi.

19 konvencia kulturuli TviTgamoxatvis mravalferovnebis dacvis da xel-Sewyobis Sesaxeb, iuneskos generaluri konferenciis 33-e sesia, parizi, 2005 wlis 3-21 oqtomberi.


yvelasaTvis cnobilia brendis -`chupa-chups~ Seqmnis isto-

ria, romelic 1958 wels barselonelma konditerma enrik

bernatma Seqmna. bernatma warmoebis gafarToebis mizniT

konsaltingur firmas marketinguli kvleva SeukveTa da

Sedegebis gacnobisas erTi Seusabamoba aRmoaCina: misi

produqciis momxmarebelTa absoluturi umravlesoba

16 wlamde asakis bavSvebi iyvnen, kanfetebis damzadebi-

sas ki ratomRac mxolod ufrosebis gemovnebas da azrs

iTvaliswineboda. bernatma gadawyvita, Seeqmna iseTi

tkbi leuli, romelic patarebs moewonebodaT, xolo maT

mSoblebs nugbaris mirTmevisas gamowveuli iseTi `gver-

diTi movlenebisagan~ daicavda, rogoric gaxlavT mod-

Rubnuli saxe da gawebili xelebi, dasvrili tansacmeli,

TeTreuli, aveji, manqanis savarZlebi da a.S. yovelive amis

gaTvaliswinebiT, man martiv xerxs mimarTa: burTis for-

mis kanfeti xis patara joxze wamoacva. Sedegad, miiRo

sawuwni kanfeti, romelic garegnulad originaluri da

lamazi iyo, misarTmevad saxaliso da mosaxmarad _ praq-

tikuli. radgan barseloneli iyo da produqtsac burTis

forma hqonda, `goli~ uwoda, Tumca, mogvianebiT es sa-

xelwodeba ar moewona da `Cupsi~ (sawuwni), Semdeg ki `Cu-

pa-Cupsi~ daarqva. ori wlis ganmavlobaSi axalma nugbarma

bavSvebSi arnaxuli popularoba moipova. brenatma Tavis

firmas saxeli gadaarqva, `Cupa-Cupsi~ uwoda da mxolod

mis warmoebaze gadavida. mas, rogorc gamocdil biznes-

mens, aseve kargad esmoda bavSvebisaTvis Seqmnili produ-

qciisaTvis ra didi mniSvneloba hqonda garegnul saxes.

amitom kanfetis Sesaxvevi qaRaldis gasaformeblad ara

romelime cnobil dizainers, aramed sicocxleSive geniad

monaTlul espanel mxatvars, salvador dalis, mimarTa.

didma mxatvarma savsebiT seriozulad miiRo bernatis,

erTi SexedviT, `araseriozuli~ SekveTa da misi Sesru-

lebisTvis sazRauric moiTxova _ bernats misTvis yo-

veldRiurad, sicocxlis bolomde, 1 kolofi `Cupa-Cup-

siT~ unda moemaragebina. dalim samuSao ramdenime saaTSi

daasrula. ase gaCnda `Cupa-Cupsis~ `Tavze“ yvela patara-

saTvis nacnobi yviTeli feris gvirila. dalim logoti-

pis ganTavsebis manamde arsebuli tradiciac daarRvia da

Tavisi gvirila karamels ara gverdze, aramed zeda mxares

daaxata.


Tavi I I

kulturuli industriis funqcionirebis

ekonomikuri da sivrcobrivi formebi

saxelmwifo kulturis sferos aqtorebTan erTad warmoad-

gens politikis ZiriTad instruments, saxelmwifos kulturis

sferoSi monawileobis Tanamedrove forma _ gamoixateba kul-

turuli moRvaweobis koordinaciasa da regulirebaSi, romelic

TiToeuli moqalaqisTvis kulturaze xelmisawvdomobasTan, xe-

lovnebisa da Semoqmedebis yvela sxva saxeobis mxardaWerasTan,

agreTve sxva qveynebSi sakuTari kulturis gatanasa da gavr-

celebasTan aris dakavSirebuli. kulturis industriis funq-

cionirebisa da saqmianobis Sedegebis ganxilvisas mkvlevrebi,

upirveles yovlisa, raodenobriv (moculoba fasis mixedviT) da

xarisxobriv Sefasebaze amaxvileben yuradRebas (kulturuli

keTildReobis mwarmoebeli kulturuli industriis sxvadasxva

formebis urTierTTanamSromloba) da swored mis safuZvelze

keTdeba daskvna, Tu ramdenad efeqturia maTi saqmianoba. aqve

aRsaniSnavia sivrcobrivi aspeqti, romelic saSualebas iZleva,

kulturis sferos saqmianoba ganxilul iqnas rogorc ganviTa-

rebis, aseve misi im teritoriul-administraciul kompleqsTan

kavSiris mixedviT, sadac is aris gavrcelebuli. es ukanaskneli

gansakuTrebiT aqtualuria administraciuli barierebis gada-

laxvis dros, mocemul sivrceze Sesvlis an Semdgomi operire-

bisTvis. mewarmeoba kulturaSi adamianuri saqmianobis speci-

fikuri sferoa, romelic kulturisa da biznesis integraciis

Sedegad warmoiSva. igi damaxasiaTebelia sabazro urTierTobis

warmoSobis, ganviTarebisa da transformaciis periodisTvis,

romelic iqmneba da realizdeba sazogadoebrivi ganviTarebis

industriuli da postindustriuli modelis CarCoebSi. kul-

turis sferos industriebi sul ufro metad xdebian Tanamed-

rove ekonomikis mniSvnelovani komponentebi. 21-e saukunis pir-

veli aTwleuli miCneulia, rogorc kulturis monawileobiT

43kulturuli industriis funqcionirebis ekonomikuri da sivrcobrivi formebi

ekonomikis ganviTarebaSi cvlilebebis Setanis da ganviTarebis

aTwleulad da gaxda globaluri ekonomikis erT-erTi yvelaze

dinamikuri segmenti. kulturis produqtebis wvlili mTlia-

ni Sida produqtis (mSp) saxiT mudmivad izrdeba. bolo wlebis

manZilze daTvlilia, rom SemoqmedebiTi seqtori warmoadgens

7.3% msoflios ekonomikis mSp-s, saerTaSoriso vaWrobis zr-

dis saSualo maCvenebeli ki 2010-2012 wlebSi iyo, daaxloebiT,

8.3%, uaxloesi kvlebiT ki cnobilia, rom man SesaZloa 10%-sac

miaRwios.20

miuxedavad samecniero wreebSi gavrcelebuli sxvadasxvagva-

ri mosazrebebisa, SesaZloa CamovayaliboT kulturis 2 specifi-

kuri interpretacia:

1. kultura, rogorc Rirebulebebisa da adaTebis er-

Toblioba, romelic axdens adamianTa gaerTianebasa da

identificirebas sxvadasxva jgufebad.

2. kultura, rogorc `Semoqmedebisa da sagnebis sxva-

dasxva saxeobaTa erToblioba~, romelsac qmnian da

sargebloben adamianebi.

kulturaze saubrisas ki mniSvnelovania sferos marTvis sa-

kiTxebis gacnobiereba, kulturis sferos menejmenti _ sferos

marTva-organizebas gulisxmobs da gamoricxavs kulturis, ro-

gorc sistemis organizebis, cnebas. kultura TviTmarTvadi

procesia da garda kulturis sferos marTvis sakiTxebisa, sxva

sferoebisa da sazogadoebriv sakiTxebsac gulisxmobs (rogori-

caa _ ganaTleba, gemovneba, samoqalaqo Rirebulebebi, socialu-

ri konteqsti, ekonomikuri situacia da sxva).

kulturis sferos industriebze saubrisas ki gasaTvaliswi-

nebelia sferosa da produqtis specifikuri Taviseburebebi,

mTavar sakiTxs ki momxmareblisa da produqtebis sivrcobrivi

da ekonomikuri maxasiaTeblebi warmoadgens, radganac momxmare-

belTa segmentacia sxvadasxva parametris mixedviT warmoebs da

segmentacias konkretuli sfero an produqti ganapirobebs.

20 Measuring the economic contribution of cultural industries, UNESCO Institute for Statistics, 2012, p. 12.


kulturis sferos sawarmoo bazarze produqti aris sargeb-

lisa da faseulobaTa nakrebi, romelsac sxvadasxvanairad aRi-

qvams momxmarebeli. produqti SeiZleba davaxasiaToT misi teq-

nikuri an simboluri maxasiaTeblebis mixedviT. rasac momxmare-

beli yidulobs, aris sargeblis nakrebi, realuri iqneba es Tu

warmosaxviTi. momxmarebeli Tanxmdeba, rom gadaixados fuli da

miiRos garkveuli produqti misi survilebis an misi saWiroebe-

bis gaTvaliswinebiT.

`kulturis produqti aris saqoneli an momsaxureba, rome-

lic Rirebulia Tavisi mniSvnelobiT da aqvs sxvadasxva faseu-

loba. kulturis produqtis Rirebuleba gamoixateba imaSi, rom

TiToeuli momxmarebeli mas sxvadasxvanairad aRiqvams da sxva-

dasxvanairi interpretaciiT warmoidgens. es aris produqtebi,

romlebsac momxmarebeli moixmars Tavis warmodgenebsa da aR-

qmebSi da ara sxvadasxva praqtikul mdgomareobebSi romeli-

me praqtikuli problemis gadasaWrelad~.21 kulturis sferos

produqtebis mTavari maxasiaTebeli isaa, rom isini gansakuT-

rebul produqtebad ganixileba da rTuli produqtebis ricxvs

miekuTvnebian. kulturis sferos produqtis sirTule damoki-

debulia Tavad produqtis specifikur Taviseburebebze, momxma-

reblis mier miniWebul maxasiaTeblebze da momxmareblis mier

produqtis aRqmaze. zogi produqti miCneulia rTul produq-

tad maTi teqnikuri specifikis gaTvaliswinebiT, radganac momx-

mareblisgan moiTxovs did Zalisxmevas da codnas, rom aRiqvas

da Seafasos produqti. kulturis produqtebi gansakuTrebiT

maSin ganisazRvreba rTul produqtebad, roca momxmareblis-

gan moiTxovs specifikur codnas da gansakuTrebul Sefasebis

unars. sirTule ufro izrdeba, roca momxmarebeli ar icnobs

produqtis Taviseburebas kargad da naklebi gamocdileba aqvs

masTan mimarTebaSi. kulturis sfero aseve moicavs naklebad

rTul produqtebs, romlebSic gamoyenebulia konkretuli, mar-

tivi ideebi. am produqtebs xSirad popularul produqtebsac

uwodeben.

21 Phillips, Thomas B. Lawrence and Nelson. „Understanding Cultural Industries“. Journal of Management Inquiry, 2002, P. 431.


kulturis produqtebi aseve xasiaTdeba sxvadasxva ganzomile-

bian produqtebad da ganisazRvreba kulturis produqtis mxatv-

ruli Rirebulebis sami ganzomilebis saxeliT, esenia: SedarebiTi,

teqnikuri da araZiriTadi, anu meorexarisxovani ganzomilebebi.

SedarebiTi ganzomileba _ momxmarebels saSualebas aZlevs

sxva dasxva kriteriumze dayrdnobiT (dargi, Janri, isto-

ria da a.S) ganixilos da aRiqvas produqti. SedarebiTi

ganzomilebis zrda an dapataraveba damokidebulia momx-

mareblis individualur codnasa da gamocdilebaze pro-

duqtis Sesaxeb. es ganzomileba gansazRvravs produqts

rogorc amJamad, aseve adre arsebul produqtebTan Se-

darebiT. SedarebaTa sistemis sirTule agreTve xsnis, Tu

ratomaa zogierTi kulturis produqti meoreze popula-

ruli. magram imisaTvis, rom erTmaneTs SevadaroT pro-

duqtebi, saWiroa vicodeT sxvadasxva aTvlis wertili,

swored amitomaa kritikosebis amocanac aseTi rTuli.

teqnikuri ganzomileba Seicavs produqtis teqnikur da mate-

rialur komponentebs im saxiT, ra saxiTac momxmarebeli

iRebs maT. es SeiZleba iyos Tavad produqti an nawarmoe-

bis Sesrulebis komponenti. nebismier SemTxvevaSi teqni-

kuri ganzomileba gavlenas axdens produqtis xarisxze.

araZiriTadi, anu meorexarisxovani ganzomileba dakavSirebu-

lia warmosaxviT garemoebebTan, romlebic axlavs pro-

duqtis aRqmas. xelovnebis nawarmoebis orjer erTnairad

naxva SeuZlebelia _ erTi da imave adamianisTvisac ki.

momxmareblis aRqma kulturis Sefasebis Zireul da gar-

dauval komponentebs warmoadgens. igive SeiZleba iTqvas

im konteqstis aRqmazec, romelSic warmodgenilia pro-

duqti. adamians, romelic aRiqvams produqts, SeiZleba

hqondes sxvadasxva ganwyoba, fizikuri mdgomareoba da a.

S., romlebic gansazRvrul rols TamaSobs produqtis sa-

erTo aRqmaSi da gavlenas axdens momxmareblis Sexedule-

baze. `momxmareblis aRqma kulturis yvela produqtis-

Tvis mniSvnelovania da gansakuTrebul rols TamaSobs

saSemsruleblo xelovnebaSi, sadac msaxiobis ganwyobi-


leba, fizikuri mdgomareoba da mis mier mayureblis Tu

msmenelis reaqciis aRqma, aseve warmoadgens araZiriTad

faqtorebs, romlebic gavlenas axdens produqtis xa-

risxze da adasturebs im faqts, rom kulturis produqti

SeuZlebelia orjer ar metjer iyos erTnairi~.22

kulturis sferos momxmarebelTa segmentacia sxvadasxva

parametris mixedviT warmoebs, romlebic 4 ZiriTad jgufad

SeiZleba daiyos. pirveli ori _ aRweriTi xasiaTisaa (geogra-

fiuli da demografiuli segmentacia), meore ori ki _ qceviTi

(segmentacia samomxmareblo qcevisa da fsiqotipebis mixedviT).

rac ufro srulyofiladaa Seswavlili da daxasiaTebuli seg-

menti, miT ukeT prognozirebadia misi samomxmareblo qceva.

kulturis sferos momxmareblis erTi parametriT daxasia-

Teba, rogorc wesi, sakmarisi ar aris. erTnairi demografiuli

da ekonomikuri monacemebis mqone individebs sruliad gansxva-

vebuli damokidebulebebi SeiZleba hqondeT da sruliad gan-

sxvavebulad iqceodnen: zogi maTgani fufunebis sagnebisaken

iyos midrekili, zogi ki _ praqtikulisaken. amitom mkvlevrebi

produqtebis pozicionirebisas jvaredin segmentacias mimarTa-

ven: erTi parametriT segmentirebul momxmarebelTa jgufebSi

kidev gamoiyofa sxvadasxva segmenti sxva, meoradi parametris

mixedviT. magaliTad, 18-24 wlis momxmareblebi asakiT erT de-

mografiul segments warmoadgenen, Tumca, samomxmareblo ba-

zris mkvlevari (marketeri), SesaZloa, dainteresdes, Tu rogor

iyofa es asakobrivi jgufi iseTi parametrebis mixedviT, rogo-

rebicaa Semosavali, sqesi da sxva.

bazarze brendis swori pozicionirebisa da sareklamo kam-

paniis efeqtianad warmarTvisaTvis aucilebelia momxmareblis

fsiqoprofilis dadgena. brendi momxmareblisaTvis mimzidve-

li rom gaxdes, is iseTi maxasiaTeblebiT unda gamoirCeodes,

romlebic yvelaze axlos iqneba mis Sinagan samyarosTan anu fa-

seulobaTa da RirebulebaTa sistemebTan. swored momxmareble-

bis faseulobaTa sistema migviTiTebs im mimarTulebebsa da Se-

22 Colbert, Francois. Marketing culture and the Arts. Third Edition. Canada, ISBN 978-9808602; 2007, p. 33-35.


tyobinebebze, xSirad sareklamo da sakomunikacio gzavnilebze,

romlebsac momxmareblis misazidad iyeneben.

bazris mravalganzomilebiani _ anu ramdenime parametris

mixedviT _ segmentirebis SemTxvevaSi, fsiqografia ZiriTadi kom-

ponentia. momxmarebeli jer fsiqotipebis mixedviT xasiaTdeba da

Semdgom xdeba meoradi segmentacia _ TiToeuli fsiqotipis de-

mografiuli, geografiuli an qceviTi maxasiaTeblebis gamovlena.

organizaciis urTierToba momxmarebelTan miT ufro war-

matebulia, roca informacia momxmareblis Sesaxeb metnaklebad

cnobilia. momxmareblis qcevis, motivaciebis da damokidebule-

bebis codna gvexmareba maTTvis maqsimalurad mimzidveli pro-

duqtis warmoebaSi. menejerma, romelsac surs kulturis sferos

swori pozicionireba, unda gansazRvros momxmarebelTa zusti

moTxovnilebebi, unda icodes sxvadasxva tipisa da socialuri

fenis warmomadgenlebis saWiroebebi, moTxovnilebebi da aseve

Tvisebebi _ ratom yidulobs esa Tu is momxmarebeli sxvadasxva

tipis kulturis produqts.

momxmarebelTa qcevebis analizi TiTqmis yovelTvis dafuZ-

nebulia produqtis SeTavazebis tipze. momxmareblebi xSirad

TavianT gadawyvetilebebs afuZneben garkveul informaciaze,

es informacia SeiZleba davyoT or kategoriad: Sida anu wina

gamocdileba da gare anu produqtis tipze damokidebuli. ga-

dawyvetilebis miRebasTan dakavSirebul procesebze did gavle-

nas axdens cvladis sami mTavari tipi. isini mniSvnelovan rols

asruleben da gansazRvraven momxmareblis SenaZenTan dakavSire-

bul motivacias. es sami tipia:

dakavSirebuli uSualod momxmarebelTan;

SenaZenis konteqstTan;

situaciasTan.

momxmareblis saqcieli efuZneba garkveuli informaciis mo-

culobas, romelic ukve damuSavebulia gadawyvetilebebis mi-

Rebis konkretul procesebTan SeTavsebiT. es procesebi Tavis

mxriv efuZneba ZiriTad sameuls: `individi_procesi_situacia~.

sameulis analizisas aucilebelad gasaTvaliswinebelia, ro-

gorc bazris dinamika da segmenti, aseve momxmarebeli, Sesyidu-

li produqcia da Sesyidvis situaciac. imisaTvis rom gavigoT,


momxmareblebi ra motiviT iqcevian sxvadasxvanairad, saWiroa,

SeviswavloT gadawyvetilebebis miRebis procesebi da krite-

riumebi, romliTac isini sargebloben. es procesebi Zneli asa-

xsneli iqneboda produqtis individualuri Seswavlis gareSe.

momxmarebelTa qcevebis Seswavlisas aucilebelia gaviTva-

liswinoT, rom maTTvis aucilebelia myari safuZveli. gansakuT-

rebiT mniSvnelovania motivacia, romelic momxmarebelTa qcevis

safuZvelia. dagegmili SeTavazebebiT SesaZlebelia produqtis

promouSenis gazrda, rac TavisTavad gayidvebis gazrdasac gana-

pirobebs. Tumca, didi sifrTxilea saWiro ama Tu im produqtis

promouSenisas~23, radganac arasworma SeTavazebam SeiZleba cudi

Sedegi gamoiRos da saerTod daafrTxos momxamarebeli. SeTava-

zebis dagegmvisa da mzadebisas, yvela unda iyos orientirebu-

li imaze, rom am SeTavazebam arcerTi momxmarebeli ar datovos

gulgrili da TiToeul maTgans aRuZras am produqtis yidvis

survili. produqtis yidvis motivacia xSir SemTxvevaSi dakavSi-

rebulia momxamreblis gamocdilebasTan. CarTulobas da motiva-

cias, rogorc or mniSvnelovan cvlads, didi gavlena aqvs momx-

mareblis gadawyvetilebis miRebis procesze. momxmareblisTvis

aucilebelia mravalferovani informacia, romelic mniSvnelo-

vans xdis gadawyvetilebis process. rac ufro didia informacia

SeTavazebul produqtze, momxmarebeli ukeT xedavs upirateso-

bas konkurent produqtebTan SedarebiT da momxmareblis CarTu-

loba, Tu aseTi arsebobs, realurad upiratesi xdeba.~

termins `CarTuloba~ sxvadasxvagvari ganmarteba aqvs da

SeiZleba gavigoT, rogorc mniSvnelovanis anda piradi dainter-

sebis SegrZneba, rac dakavSirebulia mocemul situaciaSi pro-

duqtis monacemebTan. CarTulobis analizisas gasaTvaliswinebe-

lia riski da misi funqcia. momxmareblebze saubrisas ganixileba

samomxmareblo riskis ramdenime tipi, produqtis yidvisas ga-

vlenis momxdeni riskis mTavar tipebad saxeldeba:

funqciuri

ekonomikuri

fsiqologiuri

socialuri

23 Promotion _ marketingis erT-erTi mTavari instrumentia da brendis warmoCe-nisaTvis mimarTul moqmedebebis erTobliobas aRniSnavs.

49riskebis tipologiuri daxasiaTeba

riskebis tipologiuri daxasiaTeba

funqciuri riski _ kulturul produqtebTan mimarTebaSi

funqciuri riski sakmaod did zegavlenas axdens momxma-rebelTa qcevebze. riskis es tipi SeiZleba ganisazRvros, rogorc imis SesaZlebloba, rom produqti ar amarTlebs momxmarebelTa molodins. es riski Cveulebrivia momsa-xurebis da kulturis sferoSi, sadac, rogorc wesi, momxmarebels ar SeuZlia produqtis testireba/gasinjva SeZenamde. Tumca momxmarebels SeuZlia minimumamde daiy-vanos funqciuri riski, Tu miiRebs rac SeiZleba met in-formacias ama Tu im produqtis, magaliTad, speqtaklis Sesaxeb, romlis naxvasac apirebs, an im wignis Sesaxeb, romlis yidvac surs. megobris rCevasa da mosazrebasac SeuZlia aseve am riskis Semcireba. am riskis Semcirebis sxva meTodi gamiznulia produqtis Semqmnelebis reputa-ciaze. roca ici, rom misi Semqmnelis reputacia mniSvne-lovania, maSin gadawyvetilebis miReba arcTu ise rTulia da funqciuri riskic arc ise maRalia.

gadawyvetilebis miRebis procesebi _ marketingis meneje risTvis sakmaod mniSvnelovania im procesebis garkveva, romliTac xelmZRvaneloben momxmareblebi produqtis Sefa sebisas. rac ufro kargad esmis menejers

es sakiTxebi, miT ukeTesia kompaniis marketinguli stra-

tegia. gadawyvetilebis miRebis procesebi damokidebulia

Semdeg faqtorebze:

damokidebuleba; SemecnebiTi procesi; meorexarisxovani procesi; emociuri procesi; Cveva; impulsuri SenaZeni; ekonomikuri klimati;

adgili;

periodi.24

24 Colbert, Francois. „Marketing culture and the Arts~. Third Edition. canada, 2007, ISBN 978-9808602; p. 103.


damokidebuleba _ gadawyvetilebis miRebis procesi, ro-

melic dafuZnebulia damokidebulebaze, iTxovs mniSvne-

lovan gamocdilebas da mocemul kulturul produqtSi

CarTulobas. momxmareblis damokidebulebaze saubrisas

aRsaniSnavia kulturuli produqtebis mimarT arsebuli

erTiani damokidebuleba da damokidebuleba kulturu-

li produqtis komponentebis mimarT. msgavs ideas kargad

ukeTeben eqspluatacias reklamaSi, gansakuTrebiT maSin,

roca produqtis stimulirebis mizniT gamoiyeneba rome-

lime cnobili saxe. emociuri muxti, romelic asocirdeba

sxvadasxva varskvlavTan, gadadis produqtze da uqmnis

mas garkveul reputacias. produqtebi, romlebic aso-

cirdebian gansakuTrebul movlenebTan _ mSvenieri maga-

liTia damokidebulebis aseTi gamoyenebis, raTa miaRwio

warmatebas an sazogadoebriv keTilganwyobas.

SemecnebiTi procesi _ im SemTxvevaSi, roca produqti

iTxovs CarTulobis maRal dones, momxmarebeli, rogorc

wesi, iyenebs gadawyvetilebis miRebis SemecnebiT proce-

sebs. SemecnebiTi procesis analizisas momxmarebeli ir-

Cevs produqts sxvadasxva monacemTa mixedviT: sanaxaoba,

sanaxaobis gansakuTrebuloba, damokidebuleba xarisxis

mimarT, cnobili produqti an produqtis cnobili kom-

ponentebi, reputacia, fasi, adgili, dro da sxva.

Zalian xSirad kulturis produqtebis da xelovne-

bis SemTxvevaSi, arCevanis gakeTeba xdeba unikaluro-

bis, zogierTi kulturuli produqtis novatorobis an

momxmareblis mxridan kulturis produqtis Semecnebis

Sefasebis gaTvaliswinebiT. am SemTxvevaSi Semoqmedebi-

Tad moazrovne menejers SeuZlia mimarTos inovaciebs

da momxmareblebi amiT moizidos. SemoqmedebiTi samyaro

xom inovaciuria da menejers unda SeeZlos amis Tavis

sasikeTod gamoyeneba. Tumca es sulac ar niSnavs, rom

organizaciebi unda gaxdnen masobrivi kulturis gama-

vrceleblebi da maTi repertuari mdare mxatvruli xa-

risxis matareblad iqces. piriqiT, auditoriis moTxov-

nilebaTa dakmayofilebasTan erTad, unda xdebodes misi

mxatvruli gemovnebis TandaTanobiTi daxvewa. mxolod


am SemTxvevaSi SeZlebs organizacia moipovos popularo-

ba xalxSi, rac, Tavis mxriv, gazrdis mis mier SemoTava-

zebul RonisZiebebze daswrebis sixSires, rac pirdapir

proporciulia wliuri Semosavlebisa. anu organizaciis

Semoqmedeba gaxdeba moTxovnadi da is SeZlebs Semdgom

ganviTarebas. menejerma aucileblad unda gaiTvaliswi-

nos gadawyvetilebis miRebis procesebis damatebiTi me-

qanizmebi, raTa gaigon momxmarebelTa qcevebi. am damate-

biT meqanizmebs meorexarisxovani procesebi da emociuri

procesebi ewodeba.

meorexarisxovani procesi _ kulturis produqtebis momxmareblebi arCevanisa da gadawyvetilebis procesSi xSirad irCeven gadawyvetilebis iseT meorexarisxovan procesebs, rogorebicaa: mibaZva, rekomendacia, daTmoba an sxva. gadawyvetilebis miRebis procesebi am SemTxvevaSi damokidebulia mesame mxareze, da aucilebelia, rom es mesame mxare sargeblobdes momxmareblis ndobiT. kul-turis da xelovnebis produqtebis gayidvebisas msgavsi roli, umetes SemTxvevaSi, Jurnalistebs da kritikosebs ekisrebaT xolme.

emociuri procesi _ gadawyvetilebis miRebis erT-er-Ti mniSvnelovani faqtoria, gansakuTrebiT, kulturis sferos produqtebis momxmareblebSi. aseT dros gadawy-vetilebis miRebis procesebis umetesoba ar aris arc mTlianad SemecnebiTi, arc mTlianad emociuri, piriqiT, isini warmoadgenen orive procesis nazavs. amgvari ga-dawyvetilebis miReba eyrdnoba emociur gamocdilebas, romelic momxmarebels siamovnebas aniWebs. aseT dros momxmareblisTvis mniSvnelovania produqtis Semadgeneli elementebi, magaliTad, momxmarebeli speqtaklze SeiZle-ba imis gamo midiodes, rom sayvareli msaxiobis naxva sur-des da ara imitom, rom misTvis es garkveuli speqtakli warmoadgens interesis sferos.

Cveva _ gadawyvetilebis miRebis kidev erTi meqanizmia, romliTac sargeblobs momxmarebeli. nawilobriv iseve, rogorc damokidebuleba, Cveva saSualebas aZlevs momx-marebels, swrafad miiRos gadawyvetileba produqtTan


dakavSirebiT. damokidebulebisgan gansxvavebiT, Cvevas CarTulobis ufro dabali xarisxi aqvs. Cveva momxmare-bels aZlevs produqtis arCevis msubuq da rutinul Sesa-Zleblobas.

impulsuri SenaZeni _ momxmareblis mier impulsurad miRebuli gadawyvetilebis miRebis procesi xasiaTdeba CarTulobisa da gamocdilebis dabali xarisxiT. aseTi SenaZeni yovelTvis daugegmavad xorcieldeba. impulsu-ri SenaZenisTvis mniSvnelovania iseTi maprovocirebeli detalebi, rogorebicaa: feri, fasi, SefuTva, nacnobi me-lodia, damokidebuleba da sxva.

ekonomikuri klimati _ aseve gansakuTrebul rols asru-lebs gadawyvetilebis miRebis procesSi. Tu momxmarebe-li Semosavlebis naklebobas ganicdis da, martivad rom vTqvaT, ekonomikur krizisSia, is xSirad gadawyvetilebis miRebis SemecnebiTi procesiT isargeblebs, am SemTxveva-Si fasi gadamwyvet rols TamaSobs.

adgili _ kidev erTi elementia, romelic gadawyvetile-bis miRebaze axdens zegavlenas. es faqtori gansakuTre-biT mniSvnelovania, radganac emociuri an SemecnebiTi stimulirebis arseboba an ararseboba gansazRvravs ama Tu im procesebis gamoyenebas.

periodi _ kulturis sferos gayidvebis procesze gansa-kuTrebul zemoqmedebas axdens weliwadis sxvadasxva pe-riodi, romlis ganmavlobaSi keTdeba SenaZeni.

rogorc ukve aRvniSneT, kulturis ekonomikasTan kavSiri aramarto TvalnaTelia, aramed mniSvnelovanicaa. ekonomikas-Tan kavSiri araTu akninebs kulturis sferos, aramed piriqiT, mas ufro interaqtiurs, cocxals da gamoyenebads xdis. xSir SemTxvevaSi saukeTeso SerwymisaTvis erTiandeba ori mimarTu-leba _ kultura da kulturis sfero ganixileba, rogorc kul-turis resursebi, rogorc SesaZleblobebi da aqtiurad erTveba ekonomikisa da turizmis mimarTulebaSi.


90-iani wlebis Sua xanebSi luvris muzeumSi _ am msoflio

kulturis wminda adgilas _ moewyo gamofena, romlis Zi-

riTadi eqspozicia iyo `koka-kola~-s reklamis retros-

peqtiva. gamofenas erqva: `koka-kola: xelovneba Tu

reklama?~. mas farTo sazogadoebrivi rezonansi mohyva.

sareklamo nimuSebis SerCeva gaTvlili iyo sazogadoe-

basTan urTierTobis kuTxiT. `koka-kolam~ Sesvlis neba

miiRo wminda luvris darbazSi, amiT mas ufleba eniWebo-

da, gamxdariyo Tanamedrove msoflio kulturis erT-er-

Ti simbolo.


kulturis produqtis Sesaxeb

farTod gavrcelebulia mosazreba, rom Tanamedrove sazo-

gadoebaSi Seiqmna kulturis momsaxurebis bazari, magram ter-

mini _ kulturis saqoneli _ miuRebelia. kulturis warmoe-

bis axalma formebma da sxvadasxva mimarTulebis samecniero

muSaobam daamkvidra termini _ kulturis produqti. produqti,

garkveuli TvalsazrisiT, ufro farTo cnebaa, romelic Tavis

TavSi moicavs rogorc saqonels, aseve momsaxurebas. UNESCO

Tavis dokumentaciaSi praqtikulad srulad gadavida termin

`kulturis produqtis~ gamoyenebaze, sadac igulisxmeba saqo-

nelic da momsaxurebac. UNESCO-s normatiul dokumentebsa da

ganmartebebSi kulturuli momsaxureba gamoiyeneba, rogorc

`momsaxureba, romelic mimarTulia sazogadoebis an kulturis

interesebis Tu moTxovnilebebis dakmayofilebisken~. Tavis mx-

riv, servisi an momsaxureba kulturaSi ar warmoadgens materi-

alur an raime tipis kulturis produqts, aramed, is amartivebs

aRniSnulis warmoebasa da gavrcelebas. kulturis sferos pro-

duqtebi ganisazRvreba rogorc gadasacemi ideebi, simboloebi

da warmodgenebi, romlebic SemoqmedebiT aqtivobebis Sedegad

miRebuli produqtebia, aseve nabeWdi produqcia, multimedia,

programuli uzrunvelyofa, musikaluri Canawerebi, kino an vi-

deofilmebi, audio-vizualuri programebi, erovnuli da xalxu-

ri rewva da moda da sxva. `kulturis sferos produqtis~, ro-

gorc terminis, gamoyeneba arc Tu ise didi xnis win _ XX sau-

kunis dasasruls daiwyo, rac kulturis industriis warmoSobas

ukavSirdeba da aRiarebul iqna adamianis qmedebis kapitalur-ma-

terialur sferod. kulturis produqtis definicia, rogorc

aseTi, leqsikonSi ar moipoveba. dasavleli mecnierebi, bazarze

orientirebis gavleniT, midrekilni arian Seiswavlon kultu-

ris industria kulturis produqtis instrumentuli midgomis

WrilSi, rac gulisxmobs mis ganxilvas ekonomikur sibrtyeSic.

am SemTxvevaSi unda aRiniSnos damkvidrebuli ganmarteba, ro-

melic kulturas Rirebulebebis eqvsi maxasiaTebliT acalke-

55kulturis produqtis Sesaxeb

vebs: esTetikuri, sulieri an religiuri, socialuri, istoriuli,

simboluri Rirebuleba da namdvilobis, avTenturobis, unikalu-

robis Rirebuleba; yvela CamoTvlili maxasiaTebliT Seqmnili

kulturis produqti aris saqoneli an momsaxureba, romelic

Rirebulia Tavisi mniSvnelobiT da gaaCnia sxvadasxva faseu-

loba. kulturis produqtis Rirebuleba gamoixateba imaSi, rom

TiToeuli momxmarebeli mas sxvadasxvanairad aRiqvams da sxva-

dasxvanairi interpretaciiT warmoidgens. kulturisa da kul-

turis sferos produqtebis momxmareblebi bazarze arsebuli

momxmareblis maxasiaTeblisgan mkveTrad gansxvavdeba. kultu-

ris produqtebis momxmarebelTa segmentacia sxvadasxva para-

metris mixedviT warmoebs da segmentacias konkretuli sfero

an produqti ganapirobebs, miuxedavad imisa, rom momxmarebelTa

qcevis analizi TiTqmis yovelTvis damokidebulia produqtis

SeTavazebis tipze. momxmareblebi xSirad afuZneben TavianT ga-

dawyvetilebebs garkveul informaciaze, es informacia SeiZleba

davyoT or kategoriad: Sida, anu wina gamocdileba, da gare, anu

produqtis tipze damokidebuli codna da gamocdileba. gadawy-

vetilebis miRebasTan dakavSirebul procesebze did gavlenas

axdens cvladis sami mTavari tipi. cvladi SeiZleba iyos uSu-

alod momxmarebelTan dakavSirebuli, dakavSirebuli SenaZenis

konteqstTan da aseve dakavSirebuli situaciasTan. samive gan-

xiluli mimarTuleba SesaZlebelia cal-calke da SesaZlebelia,

erTdrouladac mniSvnelovan rols asrulebdes da gansazRvra-

vdes momxmareblis SenaZenTan dakavSirebul motivacias.

kulturis sferos produqtebi garda kulturis sferos

warmoebis Taviseburebebisa da momxmareblis maxasiaTeblebisa,

riskebis TaviseburebiTac xasiaTdebian.

kulturul produqtebTan mimarTebaSi funqciuri riski

sakmaod did zegavlenas axdens momxmarebelTa qcevebze.

riskis es tipi SeiZleba ganisazRvros, rogorc imis Sesa-

Zlebloba, rom produqti ar amarTlebs momxmarebelTa

molodins. es riski Cveulebrivia momsaxurebis da kul-

turis sferoSi, sadac, rogorc wesi, momxmarebels ar

SeuZlia produqtis testireba/gasinjva SeZenamde. Tumca


momxmarebels SeuZlia minimumamde daiyvanos funqciuri

riski, Tu miiRebs rac SeiZleba met informacias ama Tu im

produqtis, magaliTad, speqtaklis, Sesaxeb, romlis na-

xvasac apirebs an gaiziaros profesionalTa azri an dar-

gobrivad Seiswavlos sfero.

kulturis produqtis moxmarebisas fsiqologiuri riskis

qveS xvdeba nebismieri tipisa da socialuri fenis warmo-

madgeneli. fsiqologiuri riski SeiZleba ganisazRvros,

rogorc riski, dakavSirebuli SenaZenTan an produqtis

moxmarebasTan, rac uTanxmoebaSi modis sakuTar Tavze

momxmareblis sasurvel warmodgenasTan.

socialuri riski _ fsiqologiuri riskis msgavsad, da-

kavSirebulia sakuTar Tavze momxmareblis individualur

warmodgenasTan. socialuri riski kavSirSia imasTan, Tu

rogori warmodgena aqvT sxvebs masze, rogorc individze

da ramdenad arian mgrZnobiareni sazogadoebrivi azri-

sa da garemocvis Sexedulebebis mimarT. aseT SemTxvevaSi,

zogierTi adamiani dadis ama Tu im TeatrSi an kulturis

sxvadasxva dawesebulebaSi, mxolod imitom, rom iyos gark-

veuli socialuri jgufis wevri da, samwuxarod, SeiZleba

es misi interesis sferos sulac ar warmoadgendes.

ekonomikuri riski _ yvelaze martivi gasagebia. rac ufro

Zviria produqti, gadawyvetileba miT ufro rTuli

misaRebia. aseT dros momxmarebeli xSirad alternatiul

variants irCevs, romelsac SedarebiT misaRebi fasi aqvs.

swored amitom xelovnebis sferoSi moRvawe organizacie-

bi aucileblad unda iTvaliswinebdnen sazogadoebis eko-

nomikur SesaZleblobebs, ara produqtebisa da servisebis

TviTRirebulebis TvalsazrisiT, aramed sazogadoebrivi

intersebisa da socialuri sargeblis gaTvaliswinebiT.

kulturis produqtis cneba _ ekonomistebis, marketingi-

sa da bazris kvlevis specialistebis ganmartebiT, pro-

duqti aris _ sargeblis nakrebi myidvelis Tvalsazri-

siT. produqtis aRwera misi teqnikuri parametrebis an

simboluri faseulobis mixedviTaa SesaZlebeli, rac,


sabolood, realuri an warmosaxviTi sargeblis nakrebs

warmoadgens. momxmareblebi iyeneben TavianT finansebs

calkeuli produqtis SesaZenad sakuTari survilebisa da

saWiroebis Sesabamisad.

nebismieri kompaniisaTvis produqti ganisazRvreba, rogorc

teqnikuri maxasiaTeblebis nakrebi, romelsac sxvadasxvanairad

aRiqvams mwarmoebeli kompania. sxvadasxva adamianis TvalTaxe-

dvidan produqti sxvadasxvagvarad xasiaTdeba, Tu erTisTvis

warmoadgens materialuri komponentebis krebuls, meoresaTvis

igive produqti saqonlis (sasaqonlo) xarisxis serias SeiZleba

niSnavdes.

momxmareblis mier produqtebis klasifikacia sxvadasxvagva-

rad xdeba da ganisazRvreba moxmarebis moculobis Sesabamisad,

romelsac iyenebs (xarjavs) momxmarebeli da sabolood jgufde-

ba Semdegnairad:

yoveldRiuri moTxovnis an pirveladi moxmarebis saqo-

neli;

dagegmili sayidlebi;

specialuri asortimentis saqoneli.

yoveldRiuri produqti is produqtia, romelsac momxmare-

beli xSirad yidulobs da TiTqmis ar eZebs gansazRvruli sa-

vaWro niSnis mixedviT. magaliTad, Tu momxmarebels ar surs

Sors mdebare supermarketSi wasvla, Cveuli savaWro niSnis

(markis) rZis, puris an sxva, uqonlobis SemTxvevaSi mas SeuZ-

lia SeiZinos nebismieri sxva savaWro niSnis produqti, romelic

mezobel an axlomdebare maRaziaSi iyideba.

dagegmili produqtebi (SenaZenebi) xSirad dakavSirebulia

gansazRvruli an gamorCeuli savaWro niSnis produqtebTan, ro-

melTa gamoc momxmarebeli mzadaa, gamoiyenos mniSvnelovani Za-

lisxmeva da miiRos specialuri SeTavazeba an ipovos sasurve-

li produqti. dagegmili sayidlebis dros momxmarebeli uars

ambobs SemTxveviT SeTavazebul nebismieri sxva savaWro niSnis

(markis) produqtze, Tu misTvis sasurveli produqti ar iqneba

maRaziaSi. is gamoiyenebs yvela Zalisxmevas da ecdeba SeiZinos

zustad misTvis sasurveli produqti.


specialuri asortimentis saqonlis kategoriaSi sxva dan-

arCen maRali brendebis kategoriebTan erTad kulturis pro-

duqtebic moiazreba: momxmarebels surs gansazRvruli Sous an

filmis naxva, sayvareli Semsruleblis konkretuli Canaweris

SeZena. momxmarebeli ar dauSvebs kompromiss da Zal-Rones ar

iSurebs, raTa winaswar SeiZinos bileTi, idges rigSi an gaem-

gzavros sxvadasxva adgilas, misTvis sasurveli produqtis

misaRebad an sanaxavad. zogierT SemTxvevaSi, kulturis produ-

qti SeiZleba miekuTvnos dagegmili sayidlis kategoriasac. ma-

galiTad, musikaluri Canaweris an kulturis mza produqtebis

SemTxvevaSi, momxmarebeli eZebs sxvadasxva kategoriaSi misTvis

sasurvel Canawersa Tu produqts.

produqtebis umetesoba xasiaTdeba sami ZiriTadi komponen-

tiT:

1. ZiriTadi produqti an TviT obieqti;

2. Tanmxlebi (Tanmdevi) momsaxureba;

3. faseuloba _ simboluri, emociuri an raime sxva fase-

uloba, romelsac momxmareblebi ama Tu im produqts

aniWeben.

kulturis sferos produqtebi gansakuTrebuli produqte-

bis ricxvs miekuTvneba da ganixileba specialuri asortimentis

rigSi. Tanamedrove mkvlevrebi kulturis produqts `rTuli

produqtebis~ kategoriasac akuTvneben.

rTuli produqti _ produqtis sirTule SeiZleba mniSvne-

lovnad Seicvalos misi (produqtis) specifikuri Tavisebure-

bebidan, momxmareblis mier miniWebuli maxasiaTeblebis an TviT

produqtisTvis damaxasiaTebeli Tvisebebidan gamomdinare. zo-

gierTi produqti miiCneva ufro rTulad, maTi teqnikuri spe-

cifikis gaTvaliswinebiT, radganac momxmareblisagan moiTxo-

vs mniSvnelovan Zalisxmevas _ aRiqvas da Seafasos produqtis

Taviseburebani. magaliTad, gamoucdeli myidveli, romelic

pirvelad iZens personalur kompiuters, awydeba teqnikur sir-

Tuleebs, rac iwvevs kompiuteris SeZenasTan dakavSirebul emo-

ciur daZabulobas. axali manqanis SeZenamde momxmarebels SeuZ-

lia rCeva hkiTxos megobrebs, vinaidan maTi azri mniSvnelovania


SerCevis rTul procesSi. igive momxmarebeli sxva `Cveulebriv

an martiv~ produqts avtomaturad SeiZens, rogorc es xdeba

yoveldRiuri moxmarebis saqonlis umravlesobis SeZenis dros,

yvelanairi daZabulobisa da Carevis gareSe.

kulturis produqtebis umravlesoba ganisazRvreba, ro-

gorc rTuli produqti, gansakuTrebiT im SemTxvevaSi, rodesac

moiTxovs specialur codnas an efuZneba abstraqtul cnebebs,

romlebic momxmareblisgan moiTxovs gansakuTrebuli Sefase-

bis unars. sirTule miT ufro izrdeba im SemTxvevaSi, rodesac

momxmarebeli ar icnobs produqtis gansazRvrul tips an Tavi-

seburebas. miuxedavad amisa, kulturis sfero moicavs rogorc

rTul, aseve naklebad rTul produqtebsac, es ukanaskneli ki

gulisxmobs iseTi produqtebis kategorias, romlebSic gamoye-

nebulia Zalze konkretuli, martivi ideebi. aseT produqtebs

xSirad popularuli produqtebi ewodeba. pop-musika da samer-

stok Teatri (`msubuqi~ Teatris nairsaxeoba) SeiZleba miiCneo-

des martiv produqtad klasikur simfoniur repertuarTan an

avangardul speqtaklTan SedarebiT.

produqtze saubrisas mniSvnelovania ganisazRvros termini

_ produqtis xazi, rac gulisxmobs yvela im produqtis jgufs,

romlebic sakmaod mWidrod arian erTmaneTTan dakavSirebuli.

termini `produqtis xazis siRrme~ gamoiyeneba erTi produqtis

xazSi SemoTavazebuli sxvadasxva nimuSis raodenobis aRwerisaT-

vis. wignis maRaziaSi SeZenili romanebi warmoadgens produqtis

xazs. periodika, leqsikonebi da sabavSvo wignebi warmoadgenen

erTi tipis produqtis sam sxvadasxva xazs. produqtis narevi

Sedgeba erTi kompaniis mier SemoTavazebuli yvela xazisagan. ma-

galiTad, Teatraluri dasi, romelic ucxo qveyanaSi gastrolze

uCvenebs mxolod erT warmodgenas, mayureblisaTvis warmoad-

gens erTi mwarmoeblis mxolod erT produqts. am SemTxvevaSi,

xazis an narevis idea ubralod ar arsebobs. Teatraluri dass,

romelsac mudmivi scena aqvs da sezonis manZilze ramdenime war-

modgenas marTavs premieris CaTvliT, hyavs Tavisi mudmivi momx-

marebeli da Tavis mayurebels sTavazobs produqtis xazs. yo-

veli speqtakli, miuxedavad sxvadasxva Teatraluri esTetikisa


da Janrisa, sxvadasxva reJisorisa da msaxiobisa, ekuTvnis pro-

duqtis erT kategorias _ `Teatri~ da warmoadgens erTi mwar-

moeblis mier Seqmnil calkeul produqts. sagamomcemlo saxli

an studia, romelic aseve awarmoebs kulturis produqtebs, Ta-

vianTi warmoebuli produqtebiT momxmarebels sTavazoben war-

moebuli produqtebis narevs, Teatraluri dasi ki warmoadgens

produqtebis xazs, romlis SeTavazeba momxmareblisTvis Tanmim-

devrulad xdeba. produqtebis narevis cneba iolad gamosaye-

nebelia im kompaniebis mimarT, romelTa amocanasac warmoad-

gens sxvadasxva gasarTobi RonisZiebis gavrceleba. prezenteri

an promouteri momxmarebels sTavazobs sxvadasxva produqts

(warmodgena, klasikur musika, qoreografia, Sou), romelTagan

TiToeuli arsebobs, rogorc produqtis xazi, momxmarebeli ki

iRebs, rogorc produqtebis narevs. xelovnebisa da kulturis

msxvil centrebsa da organizaciebs SeuZliaT Teatraluri xa-

zis, sabaleto xazisa da sxvaTa, calkeulad SeTavazeba maSin,

rodesac mcire centrebsa da mciremasStabian organizaciebs

SeuZliaT mxolod SezRuduli narevis SeTavazeba, romelSic iq-

neba mxolod ramdenime produqtis xazi, romelTagan TiToeuli

SeiZleba Seicavdes mxolod erT produqts.

kulturis organizaciebs TavianT ZiriTad produqtebTan

erTad aqvT saSualeba da SesaZlebloba, Seqmnan Tanmxlebi pro-

duqtebis seria, romlebic kavSirSi arian ZiriTad produqteb-

Tan da amavdroulad warmoadgenen damoukidebeli produqtebis

xazs. simfoniur orkestrs SeuZlia momxmareblisaTvis sakon-

certo abonementis SeTavazeba, sakuTari repertuaris kompa-

qt-diskze Cawera da, amave dros, sareklamo sagnebis, magaliTad,

maisurebis, gayidva.

Tanmxlebi produqtebis gayidvebsa da marketingis gamoyene-

bas kulturis sferos sxvadasxva organizaciasTan erTad yvela-

ze warmatebiT muzeumebi mimarTaven.

kulturis sferos organizaciebis marketingi mWidrodaa

dakavSirebuli auditoriis gafarToebisa da, amasTan, mudmivi

momxmareblis cnebis Seqmnisa da momxmarebelTan urTierTobis

ganmtkicebis saqmianobasTan. magaliTad, muzeumebs, mudmivi da

droebiTi gamofenebis CatarebasTan erTad, SeuZliaT SesTavazon


saganmanaTleblo da kulturuli RonisZiebebi, master-klasebis,

eqskursiebisa da konferenciebis CaTvliT. muzeumebis umeteso-

bas aqvs agreTve kafe, restorani da suvenirebis maRazia. muzeu-

mebis mier SemoTavazebuli gafarToebuli produqtis narevisa

da mTavar produqtTan urTierToba saSualebas iZleva, gaizar-

dos damoukidebeli Semosavlebis SesaZlebloba. damoukidebeli

Semosavali dakavSirebulia kulturis sferos organizaciebis

unarTan _ miiRos Semosavali sakuTari Zalisxmevis xarjze, gan-

sxvavebiT saxelmwifo saxsrebis mozidvisa da subsidiebisagan,

Semowirulobebisagan da a. S. gansxvavebiT yvela im danarCeni sa-

xsrebisagan, romelTac moziduli saxsrebi ewodeba. Semosavlebis

damoukideblad miReba gulisxmobs saxsrebis im wyaroebis gamo-

yenebas, romlebic umeteswilad dakavSirebulia momxmarebelTa

momsaxurebasTan. msgavsi tipis saxsrebs miekuTvneba:

Sesvlis safasuri/bileTis fasi;

sacalo vaWroba _ maRazia an sasuvenire vaWroba;

kvebis obieqtebi;

ijaris safasuri;

sxvadasxva RonisZiebis, prezentaciisa da gansakuTre-

buli RonisZiebebis mowyobiT miRebuli Semosavlebi;

saganmanaTleblo programebi;

sagamomcemlo saqmianoba da informaciis saSualebebi;

saxelSekrulebo momsaxureba.

kulturis sferos obieqtebi (filmebi, gamofenebi, wigne-

bi, koncertebi da sxv.) ganixileba koordinirebuli produq-

tis narevis saxiT, romelTa sxvadasxva nawiliT vaWroba unda

iyos urTierTgamaZlierebeli faqtori da damatebiTi saxsrebis

mosazidad Catarebuli RonisZiebebi. Tanamedrove msoflioSi

moqmedi muzeumebis ori mesamedi TavianT momxmarebels sTava-

zobs sxvadasxva tipis momsaxurebas: biblioTekas, arqivs, kino

da sakonferencio darbazs, suvenirebis maRazias da restorans

an kafes da misT.

garda zemoT CamoTvlili maxasiaTeblebisa, kulturis

sferos produqtebi xasiaTdeba Semdegi gansakuTrebuli gan-

sxvavebebiTac:


xarisxi da gansakuTrebuloba _ gansakuTrebuli warmomavloba, istoriuli mniSvneloba da warmoe-bis iSviaTi teqnologia;

niSan-Tvisebebi _ masalis iSviaTi saxeoba da nivTis eqskluziuri warmoeba, nivTis istoriuli mniSvne-loba da a. S.;

produqtis stili da dizaini.

kulturis produqtebis ganzomileba _ damaxasiaTebeli

niSan-Tvisebebis garda, arsebobs kulturis produqtis,

rogorc nawarmoebis ganxilvis sxvadasxva xerxi _ romle-

bic kulturis produqtis mxatvruli Rirebulebis sami

ganzomilebiT xasiaTdeba da SedarebiTi, teqnikuri da

araZiriTadi anu meorexarisxovani ganzomilebebis saxe-

liTaa cnobili.

SedarebiTi ganzomileba _ momxmarebels aZlevs saSuale-

bas, sxvadasxva kriteriumze (dargi, Janri, istoria da a.

S.) dayrdnobiT ganixilos produqti gansazRvrul kon-

teqstSi. SedarebiTi kriteriumebis raodenoba izrdeba

an mcirdeba konkretuli momxmareblis gamocdilebis an

mis mier produqtis codnis Sesabamisad. es ganzomile-

ba gansazRvravs produqts rogorc amJamad, aseve adre

arsebul produqtTan SedarebiT. magaliTad, Tanamedro-

ve qoreografiis nawarmoebi SeiZleba Sefasdes, rogorc

produqti, imave programis sxva nomrebTan SedarebiT,

imave baletmaisteris sxva nawarmoebebTan an cekvis sxva

stilTan (moderni, jazi da sxv.) SedarebiT. fasdeba is,

Tu ra adgili ukavia produqts konkretul bazarze, sad

arsebobs an arsebobda sxva produqti.

urTierTkavSirebis es rTuli sistema ganmartavs, ra-

tomaa amdenad daujereblad rTuli kritikosis amocana:

man unda icodes es yvela sxvadasxva aTvlis wertili. Se-

darebaTa sistemis sirTule agreTve xsnis, Tu ratomaa

zogierTi kulturis produqti sxvaze (meore produqtze)

popularuli. magaliTad, saSualo momxmarebeli adreu-

li asakidan ismens popularul musikas da amgvarad wle-

bis ganmavlobaSi iZens gamocdilebas, romelic axdens


misi gemovnebis formirebas; sabaleto warmodgena ki yo-

veldRiur cxovrebaSi ar aris farTod gavrcelebuli

da amitom xelovnebis es forma saSualo an SemTxveviTi

momxmareblisaTvis naklebad gasagebia.

teqnikuri ganzomileba _ Seicavs produqtis teqnikur

da materialur komponentebs im saxiT, romliTac momx-

marebeli iRebs maT. es SeiZleba iyos TviT produqti

(skulptura), matarebeli (firfita an wigni) an nawarmoe-

bis Sesrulebis komponenti (speqtakli, Sou). momxmarebe-

li, romelic yidulobs kompaqt-disks, iZens mxatvruli

nawarmoebis teqnikur ganzomilebas. magram imave momxma-

rebels mayureblis saxiT SeuZlia naxos (dainaxos) teq-

nikuri ganzomileba, rogorc nawarmoebis nawili, magram

ar SeuZlia flobdes mas. nebismier SemTxvevaSi teqnikuri

ganzomileba gavlenas axdens produqtis xarisxze.

kulturis sferos produqtebis maxasiaTeblebis da sxva-

dasxva ganzomlebaze saubrisas mniSvnelovani da gasaTvaliswi-

nebelia erTi gansakuTrebuli garemoeba, romelsac gansakuTre-

buli, anu cocxali garemoeba SeiZleba vuwodoT da romliTac

xasiaTdeba saSemsruleblo xelovnebis sfero. miuxedavad imi-

sa, rom momxmareblis aRqma kulturis yvela produqtisaTvisaa

mniSvnelovani (kulturis sferos produqtebi maxasiaTeblebisa

da sxvadasxva ganzomilebis mixedviT), gansakuTrebul rols Ta-

maSobs saSemsrulebo xelovnebaSi, sadac msaxiobis ganwyobile-

ba, misi fizikuri mdgomareoba da mis mier mayureblisa Tu msme-

nelis reaqciis aRqma, aseve warmoadgens araZiriTad faqtorebs,

romlebic gavlenas axdens produqtis xarisxze da kidev erTxel

adasturebs im faqts, rom xelovnebis am saxeobaSi aRqmis xaris-

xi ar SeiZleba iyos orjer an metjer absoluturad erTnairi.


kulturis sferos produqtebis

warmoebis maxasiaTeblebi

kulturis sferos produqtebis warmoebisas mniSvnelovani

roli eniWeba ekonomikis ZiriTadi kanonebis codnasac, Tumca

es sfero ar eqvemdebareba mxolod da mxolod ekonomikur ka-

nonebsa da wesebs. kulturis sferos marTvisas mniSvnelovania

kulturis mmarTvelobiTi bunebis codnac, radganac menejmenti

(mmarTvelobiTi funqcia) kulturis sferoSi unda moqmedebdes

ara mxolod momxmareblis moTxovnaTa ganviTarebaze, aramed

menejmentma unda Seqmnas pirobebi ukve arsebuli moTxovnebis

dasakmayofileblad.

kulturis yvela organizacias aqvs brendi an savaWro marka.

cnobili kompaniis dasaxeleba momxmarebels aRuZravs konkre-

tul produqtTan asociacias, badebs gansazRvrul saxeebs. ma-

Tac ki, vinc arasodes yofila la skalaSi, niu-iorkis Tanamed-

rove xelovnebis muzeumsa an luvrSi, Seqmnili aqvT erTgvari

warmodgena imaze, Tu ras warmoadgenen es dawesebulebebi.

TvalsaCino da soliduri brendebi da kompaniebi ara mxo-

lod miaqceven momxmareblis yuradRebas konkretul organiza-

ciasa Tu produqtze, aramed SesaZlebels xdian gafarToebasa da

qselis Seqmnasac ki. magaliTad, hugenxaimis muzeumma sargebeli

moipova soliduri brendiT _ sakuTari saxeliT (dasaxelebiT):

man gaafarTova Tavisi bazari da mTel msoflioSi gaxsna ganyo-

filebebi. axla arsebobs pegi hugenxaimis koleqcia veneciaSi,

germanuli hugenxaimi berlinSi da hugenxaimis muzeumi bilbaoSi.

brendi marketinguli terminia, dakavSirebulia garkveul

produqtTan an momsaxurebasTan. Cveulebriv, TavisTavSi Seicavs

saxelwodebas, logotipsa da sxva vizualur elementebs (Srifti,

ferTa gama, simboloebi da sxv.). brendi aramaterialuri sagania,

momxmareblis fsiqologiis kuTxiT Tu ganvixilavT, brendi aris

informacia, romelic momxmareblebis cnobierebaSia Senaxuli,

ris gamoc brends eniWeba didi mniSvneloba da warmatebis erT-

erT sazoms warmoadgens.

65kulturis sferos produqtebis warmoebis maxasiaTeblebi

Tavdapirvelad es sityva mxolod arsebiTi saxeli iyo, Sem-

deg misgan zmna warmoiSva. brendireba produqtis Rirebulebis

gazrdas niSnavs. brendingis saSualebiT SesaZlebelia produq-

tis, momsaxurebis, kompaniis, movlenis, pirovnebis Rirebulebis

gazrda.

brendi da savaWro niSani sxvadasxva cnebebia. savaWro niS-

nis warmatebuloba, rogorc wesi, misi cnobadobis gazom-

viT dgindeba. magaliTad, yvelasTvis kargad aris cnobi-

li NIKE-is savaWro niSani. amgvari cnobadoba nebismieri

kompaniis ocnebaa. cnobadoba, Tavis mxriv, reklamirebis

sxvadasxva saSualebiT miiRweva. reklama investiciebs

moiTxovs. savaWro niSnis warmatebuloba jer kidev ar

niSnavs brendis Camoyalibebas. ase rom iyos, nebismieri

mdidari kompania SeZlebda brendad Camoyalibebas. bren-

direbas gansakuTrebuli niWi da unari sWirdeba.

Sua saukuneebSi vatikanSi cnobdnen inteleqtualuri

sakuTrebis or formas. pirveli warmoadgenda TviT pro-

duqts da mis dizains, meore ki am produqtis mwarmoeb-

lis reputacias, amitom vatikanSi inteleqtualur sa-

kuTrebasTan dakavSirebuli davebiT ori organo iyo da-

kavebuli. erTi, sasamarTlo, Sedgeboda iuristebisagan,

meore organod ki eklesia gvevlineboda. saqmiT dakave-

buli adamianis reputaciis usamarTlod Selaxva codvad

iTvleboda da vatikani ar cdeboda, rodesac amtkicebda,

rom iseT aramaterialur aqtivebs, rogorebicaa imiji da

reputacia, Tavisi Rirebuleba hqonda. brendis Sefaseba

pirvelad swored evropaSi daiwyo.

brendi ganasxvavebs msgavs produqtebs, axdens produ-

qtis Rirsebebis formulirebas da momxmarebels produ-

qtis mimarT damokidebulebis garkvevaSi exmareba. yove-

live amis gamo brendi saSualebas gaZlevT, kompleqsu-

rad miudgeT Tqvens saqmianobas. brendis Seqmna amosavali

wertili xdeba kompaniis (arxis, qselis, programis) mene-

jmentis da marketingis procesis swori warmarTvisaTvis,

romlis erT-erTi Semadgeneli nawili arxis gaformeba da

promouSenia.


brendi _ saxelis, sityvis, simbolos da dizainis er-

Tobliobaa, romelic axasiaTebs garkveul produqts da

mas sxva produqtebisgan gamoarCevs. brendi _ es aris

savaWro niSans damatebuli Rirebulebebi. brendi aris

individualuri Rirebuleba, romelic axasiaTebs pro-

duqts. brendingi aris marketinguli da mmarTvelobiTi

teqnologia, romelic warmoadgens normaTa sistemas, Tu

rogor iqmneba savaWro niSani.

brendis Seqmnis klasikur mizezs warmoadgens misi

unari, gazardos sxvaoba TviTRirebulebasa da gasayid

fass Soris (magaliTisTvis, dResdReobiT Intel-s SeuZlia

aiZulos myidveli, gadaixados masSi 40%-iT meti, vidre

nebismier sxva procesorSi, miuxedavad imisa, rom xaris-

xiT Intel-s arafriT Camouvardeba, zog SemTxvevaSi sjobs

kidec, sxva procesorebi). brendisTvis damaxasiaTebelia

momxmarebelTan `megobruli urTierTobebis~ damyareba,

adamianebi ki megobrebis erTgulebi arian da xSirad pa-

tioben nakls.

Tanamedrove sazogadoebaSi brendma dakarga Tavda-

pirveli mniSvneloba da gaxda ara mxolod imiji, aramed

ufro mniSvnelovani _ kulturis sferos SemoqmedebiTi

idea. nebismieri produqtis msxvili mwarmoebeli Tavisi

produqtis saimijo formas _ SemoqmedebiT (kreatiul)

ganzomilebas amatebs, riTac ufro mimzidvels xdis pro-

duqts bazarze.

brendi, rogorc produqti, mTavari samomxmareblo

Rirebulebaa da masSi integrirebulia sxvadasxva tipi-

sa da Sinaarsis interesebi. es interesebi erTmaneTisgan

izolirebuli ar aris, aramed piriqiT, iseT kavSirSia,

rom cal-calke, brendisgan damoukidebel samyaroSic ki

arseboben. brendingis, rogorc mimarTulebis, klasikur

ganmartebaSi am interesebs atributebs eZaxdnen, mxolod

gansxvavebuli datvirTviT. atributebi `xelmisawvdomi~

SeiZleboda yofiliyo. Tanamedrove brendingSi ki xel-

misawvdomoba, rogorc interesi, izolirebuli saxiT ar

arsebobs, is paralelurad arsebobs sxva interesebTan

67kulturis sferos produqtebis warmoebis maxasiaTeblebi

erTad da qmnis erTian Rirebulebas, rasac brendingis,

rogorc mimarTulebis, Tanamedrove ganmartebiT _ idea

ewodeba. mwarmoebeli kompaniebis umetesobisaTvis bren-

debis gamoyeneba warmoadgens maTi sabazro strategiis

mniSvnelovan komponents. momxmareblebi erkvevian pro-

duqtebSi, vinaidan brendebis meSveobiT igeben maTi Tvi-

sebebis Sesaxeb. brendad SeiZleba iyos gamoyenebuli da-

saxeleba, simbolo an sulac _ idea.


kulturis produqtis

sasicocxlo cikli

samyaroSi yvelaferi, adamianiT dawyebuli da warmoebuli

produqciiT damTavrebuli, ibadeba, izrdeba da kvdeba. cneba

`sasicocxlo cikli~ produqtebis mimarTac gamoiyeneba, radga-

nac kacobriobis istoriis manZilze aqtualuri yofila uamravi

produqti, romelic daviwyebas miscemia da istoriad qceula

(magaliTad papirusi, kalami da samelne, gramofoni da firsak-

ravi da a. S.). mogvianebiT warmatebuli produqtebi Seicvala

gamosayeneblad ufro moxerxebuli produqtebiT, romlebic

ukeT akmayofileben momxmareblis moTxovnebs, vidre _ maTi wi-

namorbedni. kvlevebi da warmodgenebi produqtis sasicocxlo

ciklis Taobaze aucilebelia, radganac teqnologiebis ganviTa-

rebasTan erTad icvleba rogorc momxmareblis moTxovna, ise _

gemovnebac. teqnologiuri progresi da gemovneba ori urTier-

TdakavSirebuli fenomenia, romlebsac gavlena aqvT erTmaneTze

da dakavSirebuli arian warmoebuli produqtebis sicocxlisu-

narianobasTan.

produqtis sasicocxlo cikli oTxi stadiisagan Sedgeba da

Znelia imis mtkiceba, Tu romel stadiaze aRmoCndeba produq-

ti ama Tu im dros da romel fazaze iqneba esa Tu is produqti

warmatebuli:

1. produqtis gatana bazarze;

2. zrda;

3. bazris gajereba;

4. kleba _ moTxovnis vardna.

bazarze gatana _ produqtis sasicocxlo ciklis ganxil-

visas axali produqtis bazarze gatana xasiaTdeba neli

gasaRebiT, finansuri danakargebiTa da konkurentebis

ararsebobiT. bazarze gatanis etapi SeuZlebelia gani-

sazRvros, radganac gare faqtorebsa da momxmarebelTa

gamoxmaurebazea damokidebuli. momxmareblis ZiriTadi

69kulturis produqtis sasicocxlo cikli

masa rac ufro male Seicvlis Tavis Cvevebs da gaiTa-

visebs siaxles, miT ufro swrafad iqneba miRweuli zr-

dis stadia. produqtis bazarze damkvidrebis procesi

SeiZleba Seneldes sxvadasxva mizezis gamo: gavrcele-

bisa da distribuciis qseli, romelic zRudavs axal

produqtTan miaxloebas, konkurenti kompaniebis swrafi

ganviTareba, analogiuri produqtebis dawinaureba, ma-

Rali fasi, konservatiuli bunebis momxmarebeli, rome-

lic eWvis TvaliT uyurebs siaxles da sxv.

gamocdilebisa da bazris kvlevebis mixedviT, produ-

qtis yvelaze maRali gasayidi fasi bazarze gatanis sta-

diaSi fiqsirdeba, rodesac mwarmoebels uwevs gaweuli

xarjebis dafarva. maRalia ara marto saqonlis erTeulis

warmoebis Rirebuleba, aramed gasayid fass emateba pro-

duqtis garantiisa da momxmarebelTan komunikaciis xarje-

bic (reklama, PR da a. S.), mwarmoebelma aseve unda gaiTva-

liswinos momxmareblis moTxovnebis Sesabamisad warmoqm-

nili damatebiTi xarjebis procentic, romelic SesaZloa

moxmardes produqtis srulyofasa da damuSavebas.

zrda _ bazarze produqtis aTviseba zrdis stadiaSi Se-

dis da ganixileba momxmarebelTa dainteresebis mixe-

dviT. axali produqtis ganxilvisa da bazarze gatanis

dros momxmarebelTa daintereseba ufro mniSvnelovania,

vidre gayiduli produqtis odenoba. moTxovnis gazrdis

procesi xels uwyobs iseTi mniSvnelovani nabijebis ga-

dadgmas, rogorebicaa fasis gazrda an daweva, SeTavazebe-

bis arealis gazrda da axali sareklamo kampaniis dawyeba.

es stadia xasiaTdeba gayidvebis da konkurenciis maRali

doniT, radgan axla bazars SeuZlia SeiTavsos sxva kon-

kurentebic. axali momxmareblis gamoCena mwarmoebels

aZlevs sakmarisi gamomuSavebis (mogebis) SesaZleblobas

ise, rom safrTxe ar Seuqmnas ukve arsebuli kompaniebis

gasavlianobas. am dros saqonlis samomxmareblo seqtor-

Si izrdeba momxmareblis raodenoba da individualuri

gamoyenebis maCvenebeli.

am periodSi kompaniebis winaSe dgeba seriozuli dile-

ma: Rirs Tu ara moklevadiani Semosavlebidan sargeblis


miReba, Tu umjobesia es Semosavlebi Caidos investicieb-

Si produqtis sasicocxlo ciklis Semdgom stadiaze, kon-

kurenciis ukeTesi poziciis gamomuSavebis imediT? meore

variantis arCeviT xelmZRvanelma SeiZleba gadawyvitos,

saerTo mogebidan garkveuli procenti Cados produqtis

srulyofaSi, gavrcelebis gzebis gafarToebaSi, axali ka-

tegoriis momxmareblis moZiebaSi, saqonlis dawinaurebi-

sa da cnobadobis amaRlebisaTvis Catarebul kampaniebSi

da sxv. yvela am SemTxvevaSi miRebuli mogeba moxmardeba

kompaniis samomavlo mdgomareobis gaumjobesebas.

bazris gajereba _ bazris gajerebis stadia yovelTvis

grZeldeba ufro didxans, vidre wina stadiebi. gajere-

ba _ es aris axali produqtis bazarze gatanis procesi.

rodesac potenciuri momxmareblis moTxovnebi dakmayo-

fildeba da saerTo moTxovnis niSnuli darCeba erTsa da

imave doneze.

gajerebis stadia SeiZleba daiyos sam periodad: pirve-

li _ gajerebis zrda, rodesac realizaciis zrda nelde-

ba. am periodSi iseTi momxmareblebic ki, romelTac eSi-

niaT da ar uyvarT siaxleebi, iwyeben produqtis aTvisebas

da uerTdebian mudmivi momxmareblis ricxvs, romelTa

raodenobac gajerebis procesSi izrdeba. meore periodi

_ esaa etapi, rodesac produqtis realizeba Cerdeba, Zi-

riTadad, Semcvleli saqonlis gayidviT. mesame periodi _

gajerebis vardna, romelic xasiaTdeba realizaciis mo-

culobis uecari vardniT, radgan zogierT momxmarebels

ukve ainteresebs Semcvleli an axali produqti.

moTxovnis vardna konkurenciis sferoSi seriozul

Sedegebs iwvevs. imis miuxedavad, rom bazari mTlianad

gajerebulia, mudam Cndeba axali kompaniebi an axali pro-

duqtebi, romlebic bazarze TavianTi adgilis mopovebas

cdiloben. konkurenciis mzardi intensiuroba Sedare-

biT sust kompaniebs aiZulebs SeCerebas an axali adgilis

moZiebis aucileblobas.

sasicocxlo ciklis gajerebis stadiaze arsebuli

produqtis mniSvnelobisa da aucileblobis dadgena arc

ise advilia. Tumca, bazarze gatanis da zrdis stadiis


dadgena ufro martivia, vidre sxva stadiebSi. magaliTad,

rogor unda ganvasxvaoT realizaciis droebiTi stabi-

lizacia bazris gajerebis fazisagan? aRniSnulisTvis au-

cilebelia diagnostikuri midgoma, rac moicavs sam ele-

ments: produqtis gavrcelebis done, bazris axali segmen-

tebis mopovebis SesaZlebloba da erT sulze moxmarebis

moculoba. Tu kompania ver zrdis momxmareblis ricxvs

mocemul segmentSi da veRar poulobs damatebiT an axal

segmentebs, romelTa interessac SeiZleba warmoadgendes

SeTavazebuli produqti da SeuZlebelia erT sul momx-

marebelze moxmarebis moculobis gazrda, es niSnavs imas,

rom sruli gajerebis zRvari miRweulia.

vardna _ sasicocxlo ciklis stadiaSi vardnis stadia

yvelaze rTulia. igi realizaciis droebiT Cavardnas gu-

lisxmobs. SeiZleba arsebobdes vardnis stadiis gamomw-

vevi bevri mizezi: gare faqtorebi, informaciis simwi-

re, moumzadebloba, bazris arainformirebuloba da sxv.

problemis analizisas Cndeba kiTxva: rogor ganvasxvaoT

moTxovnis droebiTi daweva vardnisagan? aseT gaurkve-

vlobas mivyavarT rTul Sedegebamde, gansakuTrebiT ma-

Sin, Tu produqti arsebobs bazarze sakmaod xangrZlivi

periodis ganmavlobaSi. mTavari indikatori, rasac vard-

nis stadiis diagnostikis dros iyeneben, bazris analizi

da kiTxvaa: arsebobs Tu ara bazarze analogiuri, magram

ukeTesi xarisxis produqti? produqtis vardnis stadia,

rogorc yovelTvis, maSin dgeba, rodesac bazari jerde-

ba ufro maRali xarisxis msgavsi an analogiuri produ-

qtebiT. aseTi indikatoris SesaniSnavi magaliTia kompa-

qt-diski, romelmac Tavdapirvelad Seaviwrova, mogvia-

nebiT ki bazridan mTlianad gandevna vinilis firfita.

aris SemTxvevebi, rodesac arc produqtis indikatoria

absoluturad zusti kriteriumi: bazris bevri mkvleva-

ri fiqrobda, rom televizia mTliand Caanacvlebda da

gadaaSenebda radios, dRes fiqroben, rom interneti da

onlain sistemebi mTlianad gaaqroben televiziebs an

eleqtronuli produqtebi da wignebi mTlianad gaaqrobs

gamomcemlobebsa da wignebs, rogorc produqtebs, magram


dasaxelebuli produqtebis orive kategoria agrZelebs

arsebobas, gankuTvnilia momxmarebelTa erTi da imave ba-

zrisTvis, miuxedavad erTnairi daniSnulebebisa, xasiaT-

deba sxvadasxva teqnikuri maxasiaTeblebiT, moTxovne-

biT da damokidebulia momxmareblis gemovnebaze. pro-

duqtis vardnis fazaSi mwarmoebelma SesaZloa airCios

sxvadasxva strategia: produqtis warmoebis droebiT

SeCereba, status kvos SenarCuneba an strategiis Secv-

la, romelic iTvaliswinebs bazris yvelaze sargeblian

segmentebze poziciebis gaZlierebasa da momxmareblis

CarTulobis gazrdas.

produqtis sasicocxlo cikli _ marketingis cnebis wy-

aroa. is Cveulebrivad ganisazRvreba oTxi stadiiT: pro-

duqtis bazarze gatana, ganviTareba, bazris gajereba,

moTxovnis vardna. kulturis organizaciebisTvis produ-

qtis sicocxlisunarianoba gansazRvrulia da misi praq-

tikuli gamoyeneba gansakuTrebulad SezRudulia.

axali produqtis gamoSveba warmoadgens gansakuTre-

bul risks. warmoeba kulturisa da xelovnebis seqtoreb-

Si unda ganvixiloT, rogorc gansakuTrebulad sarisko

wamowyeba, radgan yvela produqti am mimarTulebiT axal

produqts warmoadgens. kulturis produqtebis warmoe-

bisas riski sami TvisebiT xasiaTdeba. pirveli _ (maga-

liTad, saSemsruleblo xelovnebebSi), SeuZlebelia pro-

duqtis naxva da gamocda premieramde da warmoebisa da

sareklamo xarjebis gaReba xdeba brmad. meore _ kultu-

ris sferos produqtebis sicocxlis vada winaswar aris

gansazRvruli, miuxedavad maTi komerciuli warmatebisa.

mesame _ kulturis sferos produqts ver inaxavs ro-

gorc mwarmoebeli, aseve momxmarebeli, ris Sedegadac

izrdeba ara mxolod riskis done, aramed rTuldeba kon-

kurenciis problema.

produqtis Seqmna da riskebi _ axali produqtis Seqm-

na an gamoSveba gulisxmobs damuSavebis mTel process

_ produqtis ideas, teqnikur ganzomilebas, warmoebis

moculobas da fass. kulturis sferos produqts, gan-

sxvavebiT danarCeni produqtebisgan, romlebic yvela


zemoT CamoTvlili maxasiaTeblisagan Sedgeba, emateba

Sefaseba-testireba, Sefasebas ki kulturis sferos pro-

duqti mxolod bazarze gatanis Semdeg iRebs. kritikuli

procesi ganixileba ukve mas Semdeg, roca mas gauSveben

gasayidad, gaxsnilia dasaTvaliereblad an Sesrule-

bulia mayureblis TandaswrebiT. axali produqtis da-

muSaveba da marketingi, seqtoris miuxedavad, TavisTavad

gulisxmobs risks da ramdenime mkveTrad gamoxatuli,

Tanmimdevruli stadiisgan Sedgeba. TiToeuli stadia

moiTxovs gadawyvetilebis miRebas, romelTa analizisas

menejeri an samuSao jgufi produqtis ganzomilebebis

Sefasebis mixedviT (bazris analizisa da fasis kvlevis

gareSe), iRebs gadawyvetilebas _ gaagrZelos produqtis

damuSaveba Tu ara, radgan SemoqmedebiTi procesi, rome-

lic yvela mxatvruli produqtis damuSavebas axasiaTebs,

gansxvavdeba zogadad produqtis Seqmnis procesebisgan.

magaliTad, Teatrs mxolod premieraze SeuZlia gaigos,

rogor aRiqvams speqtakls sazogadoeba. eqspertebic ki

SeiZleba Secdnen piesis komerciuli warmatebis winaswar-

metyvelebaSi. piesasa da speqtakls Soris didi gansxvave-

baa, speqtakli mza produqtia, romelSic Semsruleble-

bi, sarepeticio procesi, reJisura da sxva faqtorebi

mniSvnelovan gavlenas axdens produqtze. arsebobs aseve

garkveuli elementebi, romlebic Tan sdevs mxatvruli

produqtis `warmoebas~ da warmatebasac da isini SeiZleba

gadaisinjos, magaliTad, sareklamo kampaniis elementebi.

axali produqtis damuSavebas da warmoebaSi CaSvebas yovel-

Tvis aqvs garkveuli riskis wili mwarmoeblisTvis _ vinaidan yo-

velTvis arsebobs momxmareblis daukmayofileblobis safrTxe,

marketingis amocanebis an saerTo safinanso miznebis Seusabamo-

ba. kulturis sferos produqtebis warmoebaSi axali produqte-

bis `sikvdilianobis~ done sakmaod maRalia: statiebi, romlebic

eZRvneba marketings, amtkicebs, rom 60 axali ideidan mxolod

erTi gardaisaxeba produqtad, romelic sabolood bazarze Cn-

deba, bazarze gamoSvebuli produqtebidan ki bevri marcxdeba.

`Business week“-is kvlevebis mixedviT, bazarze arsebuli 11 000


axali produqtidan, romelsac 77 kompania uSvebs, mxolod naxe-

varze meti (56%) xvdeba bazarze pirvelsave wels da xuTi wlis

Semdegac mxolod 10% rCeba gayidvaSi, ris Sedegadac SeiZleba

davaskvnaT, rom komerciuli produqti arc ise iolad da warma-

tebiT iyideba, rogorc es SeiZleba mogveCvenos.

kulturis sferos produqtebis riskebis ganxilvisas riske-

bis jgufs emateba _ profesionalTa Sefasebis riskic, anu mxat-

vruli riski, romelic sami faqtoriT ganisazRvreba da safr-

Txes uqmnis kulturis produqtebis mwarmoebel organizaciebs:

axali produqtis winaswar naxvis, mosmenis, gasinjvis

SeuZlebloba;

sasicocxlo ciklis dagegmili SezRudva;

produqtis Senaxvis SeuZlebloba.

kulturis sferos organizaciebi warmoadgenen riskis iseTi

maRali xarisxis matarebel warmoebebs, romlebsac analogi ar

moepovebaT ekonomikis sxva seqtorebSi. kulturis produqtis

warmoebis menejerma unda gaiTvaliswinos kulturis produqtis

warmoebisas Cadebuli saxsrebi, produqtis TviTRirebulebis

mravalganzomilebiani procesi da Sedegi. SeuZlebelia winaswar

gansajo an icode produqtis sicocxlisunarianoba da Sefasebis

Sedegad, warmatebis miuxedavad, SeiZleba amoRebulic ki iqnas

sabazro seqtoridan, ara mxolod momxmareblis damokidebule-

bis, aramed misi Senaxvis maRali Rirebulebis gamo. kulturis

sferos produqtebis riskebis ganxilvisas gasaTvaliswinebelia

momxmareblis damokidebulebac cnobili an ukve aRiarebuli

produqtebis mimarT. kulturis produqtebis warmoebisas Zalze

did rols profesionalTa azri TamaSobs. saSemsrulebelo xe-

lovnebis sferos prodiuserebi, gamavrceleblebi, menejerebi an

agentebi gansakuTrebul SeTavazebebsac ki igoneben sxvadasxva

produqtis gasayidad. cnobili da nacadi produqtebisa Tu Te-

mebis warmoebisas arsebobs riskTa sxvadasxva faqtori, Tumca,

Tu mwarmoebeli cnobilia, riskis xarisxic mcirdeba. rac ufro

axalia an ucnobia produqti, magaliTad, Tanamedrove xelovne-

bis SemTxvevaSi, imatebs rogorc riskis, ise sandoobis xaris-

xi. klasikuri produqtis mimarT, romelsac ukeT icnobs sazo-


gadoeba, arsebobs riski, magram _ sakmaod naklebi. cnobil da

gamocdil mwarmoeblebs hyavT TavianTi mudmivi momxmareblebi

(msmeneli, mayurebeli, damTvalierebeli da sxv.). magaliTad,

La comédie-Française, la-skalas, Tanamedrove xelovnebis muzeu-

mis (MOMA) da sxva cnobili brendebisa Tu saxelebis mier Se-

Tavazebuli produqti mudmivad yuradRebis centrSia, siaxlis

SemTxvevaSic gulisxmobs produqtis xarisxs.

produqtis gansazRvreba ramdenime wesiT aris SesaZlebeli.

produqti _ es aris sargeblis nakrebi myidvelis TvalsazrisiT.

produqtis aRwera misi teqnikuri parametrebisa an simboluri

faseulobis mixedviTaa SesaZlebeli, rac, sabolood, realuri

an warmosaxviTi sargeblis nakrebs warmoadgens.

produqtebi iyofa maTi moxmarebisa da gamoyenebis mixedviT,

radganac produqtis cneba bevrad farToa, vidre ubralo fizi-

kuri realoba, gansxvaveba sxvadasxva produqtsa da kulturis

produqts Soris Tanmxlebi samsaxuriTa da simboluri ganzomi-

lebiT ganisazRvreba. kulturuli produqti SeiZleba ganisa-

zRvros sami ganzomilebis Tanaxmad: SedarebiTi, teqnikuri da

meorexarisxovani anu araZiriTadi ganzomileba.

kulturis produqtebs Zalian xSirad aRiqvamen, rogorc

rTuls, imitom, rom maTTan dakavSirebulia esTetikuri gageba,

subieqturi, gauzomavi raodenobrivi elementi, romelic SeiZle-

ba mivakuTvnoT gemovnebas, mentalobasa da damokidebulebasac ki.

kulturis sfero _ garda SemoqmedebiTi procesebisa, gu-

lisxmobs kulturis ekonomikis, samarTlis, dafinansebis,

marTvis, informirebis, profesiuli kadrebis momzade-

ba-gadamzadebis, materialur-teqnikuri bazis ganviTa-

rebisa da sxvaTa erTobliobas. kulturis Sedegebisa da

xelovnebis saSualebiT ganxorcielebuli cvlilebebi

TanamedroveobaSi ufro did rols iZens, vidre _ odesme.

cnebaSi _ `kulturis sfero~ _ igulisxmeba sawarmoTa,

dawesebulebaTa da arakomerciul organizaciaTa erTob-

lioba, romlebic, oficialuri klasifikaciis Tanaxmad,

ganekuTvnebian kulturisa da xelovnebis qmnilebebis,

aramaterialuri momsaxurebis mwarmoebel, saxalxo meur-


neobis sxvadasxva seqtors. kulturis sferos ganviTare-

bis dagegmva unda warmoadgendes miznobrivi orientacii-

sa da aucilebeli Sedegebis miRwevis, kulturis sferoSi

moRvawe sxvadasxva subieqtis saqmianobis efeqturobis

amaRlebis, sazogadoebisTvis kulturis sferos momsaxu-

rebis miwodebis uzrunvelyofis mizniT gansaxorciele-

bel RonisZiebaTa erTobliobas. kulturis sferos mene-

jeri zedmiwevniT unda flobdes komerciuli da arako-

merciuli saqmianobis marketings, erkveodes ekonomikasa

da samarTalSi da flobdes menejerisaTvis aucilebel

sxva unar-Cvevebs, romelTa gamoyenebiTac unda xdebodes

strategiuli dagegmareba. strategiuli dagegmarebis

SemTxvevaSi misi zemoqmedeba gare cvlilebebze orsaxo-

vania: grZelvadiani zemoqmedeba gulisxmobs strategiul

gegmebs, moqmedeba xdeba gegmiuri ciklis gareT, realu-

ri drois reJimSi da ganxorcieleba aucilebelia eqvem-

debarebodes erTian misias, romlis miRweva SesaZlebeli

xdeba taqtikuri amocanebis gansazRvris dros. kulturis

sferos strategiuli dagegmareba unda xorcieldebodes

kulturis yvela qvedargisaTvis da sasurvelia gamoyene-

buli iyos Semdegi kriteriumebi:

kulturis sferos saerTo-ekonomikuri ganviTare-

ba, rac ganapirobebs ekonomikuri pirobebis formi-

rebas da, Tavis mxriv, SeZlebs uzrunvelyos kul-

turis sferoSi moRvawe subieqtTa konkurentuna-

rianoba momsaxurebis bazarze da maRali safinan-

so-ekonomikuri Sedegebi;

kulturis sferos dawesebulebebisa da sawarmoebis

teqnikuri aRWurvisken mimarTuli inovaciuri gan-

viTareba da yvela im samecniero miRwevaTa danergva

da gamoyeneba, romlebic xels uwyobs efeqturobasa

da momsaxurebis xarisxis amaRlebas;

kulturis sferos Semadgeneli instituciebis xel-

Sewyoba Tanamedrove bazarTan da moTxovnebTan mi-

marTebaSi, maTi ZiriTadi ekonomikuri parametrebis

Semcirebis mniSvnelovani tendenciebis gansazRvra


(msgavsi instituciebia: biblioTekebi, samecniero

Tu sxva kulturul-dasasvenebeli dawesebulebebi,

kulturuli memkvidreobis Zeglebi da sxv.).

kulturis sferos menejmentze saubrisas gasaTvaliswineb-

lia Semdegi garemoebebi: kulturis sferos marTvis procesebi

damokidebulia ara marto socialur-kulturul konteqstebsa

da socialur-kulturul garemoze, aramed Tavadac iZens so-

cialur-kulturul niSan-Tvisebebs. ufro metic, yoveli iu-

ridiuli Tu kerZo kompania droTa ganmavlobaSi sul ufro

mkveTrad gvevlineba kulturis sferos saqmianobis ganmsazRv-

reladac. kulturis sferoSi moRvawe organizaciebis saqmiano-

ba TanamSromlobisa da urTierTgacvlis gareSe SeuZlebelia,

ris gamoc xdeba partnioroba sxvadasxva biznesstruqturebTan

da gansxvavebuli tipis organizaciebTan, iqneba es sponsoro-

bis institutis ganviTareba, qvelmoqmedeba, sazogadoebasTan

urTierToba (PR) Tu sxva. amdenad, cxadi xdeba Semdegi _ kul-

turis sferos marTvis sakiTxebis gaanalizeba gansakuTrebul

interess warmoadgens Semdeg mizezTa gamo: uwinares yovlisa,

kulturis sferos marTvis arsSi zogadad menejmentis sru-

li speqtri moiazreba. meore _ amgvari ganxilvis perspeqtive-

bi mniSvnelovania kulturis sferos da saqmiani aqtivobis sxva

sferoebis urTierTTanamSromlobis SesaZleblobisa da auci-

leblobis garkvevisaTvis. kulturis sferos marTvis mTavari

Tavisebureba imaSi mdgomareobs, rom miTiTebul sferoSi Se-

mosavlebis miReba xdeba ara sargeblis miRebis mizniT, aramed

dainteresebuli donorebis mozidvis xarjze _ sponsoroba, pat-

ronaJi, qvelmoqmedeba da sxv.

kulturis sferos menejmentis specifikas, rogorc wesi,

`sulieri warmoebis~ Taviseburebebs ukavSireben. amgvari saq-

mianobis ̀ produqtebi~ ara imdenad sagnobrivi xasiaTisaa, ramde-

nadac azrovnebis fenomenebs (aRqmas, gagebas, gancdas da misT.)

ukavSirdeba da uSualo daTvlasa da Sejamebas ar eqvemdebare-

ba. xSirad maTi warmoeba maT gamoyenebas emTxveva (speqtaklis,

kinofilmis Cveneba, koncertze daswreba, wignis kiTxva). ufro

metic, materialuri warmoebis produqtebisgan gansxvavebiT,


romlebic gamoyenebis procesSi cvdeba, kulturuli faseulo-

bebi gamoyenebisas sul ufro met Rirebulebas iZens (mag. rac

ufro metma adamianma waikiTxa esa Tu is wigni, uyura speqtakls,

films, mousmina koncerts _ miT ufro maRalia maTi socialuri

mniSvneloba).

kulturis sferos arakomerciuli xasiaTi sulac ar niSna-

vs, rom igi biznesisTvis mimzidveli ar aris. dReisaTvis mTel

msoflioSi arakomerciuli (nonprofitable) seqtori _ ekonomikis

erT-erTi yvelaze swrafad mzardi seqtoria. arakomerciuli

sferos sajaroobidan da socialuri mniSvnelobidan gamomdina-

re, mkveTrad gamoxatuli sareklamo potenciali aqvs, rac, Ta-

vis mxriv, donorebs mimzidveli imijis, reputaciis, socialuri

statusis formirebis da ganvrcobis saSualebas aZlevs.

biznesisa da kulturis urTierTTanamSromlobas sazoga-

doebis ganviTarebisa da gardaqmnisaTvis gansakuTrebuli mniS-

vneloba aqvs da samoqalaqo sazogadoebisTvis realizebis saSu-

alebas warmoadgens, romlis gaTvaliswinebiTac SesaZlebelia

gamovyoT kulturisa da xelovnebis zegavlenis ramdenime aspeq-

ti Tanamedrove sazogadoebis ganviTarebaze:

a) kulturis sferos uSualo gavlena ekonomikaze:

_ kulturis da xelovnebis sfero qmnis konkretul

samuSao adgilebs, aqvs sakuTari avtonomiuri gasa-

Rebis bazari da sainvesticio potenciali, uSualo

wvlili Seaqvs konkretuli regionis ekonomikis gan-

viTarebaSi;

_ kultura da xelovneba ganaTlebis, masmediis, tu-

rizmis, garTobis industriis ganviTarebis ZiriTad

wyaros warmoadgens.b) uSualo socialuri zegavlena _ kultura da xelovneba

uzrunvelyofs socialurad mniSvnelovani moRvaweo-bis sxvadasxva saxes, dasvenebis organizebas, pozitiu-rad zemoqmedebs adamianTa cnobierebaze, xels uwyobs pirovnebisa da sazogadoebis sulier ganviTarebas da SemoqmedebiTi potencialis gamovlenas;

g) iribi ekonomikuri zegavlena _ kultura da xelovneba

socialurad momgebiani sferoa imdenad, ramdenadac


axdenen sazogadoebis faseulobaTa, cnebaTa akumu-

lirebasa da translirebas, romlebic komerciuli da

arakomerciuli saqmianobis drosac gamoiyeneba. bizne-

sisa da menejmentis iseTi Tanamedrove teqnologiebis

arseboba, rogorebicaa reklama, sazogadoebasTan ur-

TierToba, personalTan muSaoba, korporaciuli kul-

turisa da safirmo stilis Camoyalibeba, warmoudgene-

lia socialur-kulturuli moRvaweobis tradiciuli

formebis gamoyenebis, kulturis sferos seqtorTan

TanamSromlobis gareSe;

d) iribi socialuri zegavlena _ kultura da xelovneba

amdidrebs socialur garemos, ris Sedegadac izrdeba

kulturisa da xelovnebis roli socialur komunikacia-

Si, maT Soris, Tanamedrove teqnologiebis gamoyenebiT.

kulturis sferos marTvisas mniSvnelovania, erTi mxriv,

kulturis faseulobaTa da RirebulebaTa sistemis codna da,

meores mxriv, komerciuli da arakomerciuli saqmianobis, mar-

ketingis, ekonomikisa da samarTlis sistemuri codna, romelTa

gamoyenebiTac unda xdebodes strategiuli dagegmareba.

strategiuli dagegmarebis SemTxvevaSi misi zemoqmedeba

gare cvlilebebze orsaxovania: grZelvadiani zemoqmedeba gu-

lisxmobs strategiul gegmebs, moqmedeba xdeba gegmiuri ciklis

gareT, realuri drois reJimSi da ganxorcieleba aucilebe-

lia eqvemdebarebodes erTian misias, romlis miRweva SesaZle-

beli xdeba taqtikuri amocanebis gansazRvris dros. kulturis

sferos strategiuli dagegmareba unda xorcieldebodes kul-

turis yvela qvedargisaTvis da sasurvelia gamoyenebul iqnes

Semdegi kriteriumebi:

kulturis sferos saerTo-ekonomikuri ganviTareba,

rac ganapirobebs ekonomikuri pirobebis formire-

bas, romlebic, Tavis mxriv, uzrunvelyofen kultu-

ris sferoSi moRvawe subieqtTa konkurentunarianobas

momsaxurebis bazarze da maRal safinanso-ekonomikuri

Sedegebs;


kulturis sferos dawesebulebebisa da sawarmoebis

teqnikuri aRWurvisaken mimarTuli inovaciuri ganvi-

Tareba da yvela im samecniero miRwevaTa danergva da

gamoyeneba, romlebic xels uwyoben efeqturobasa da

momsaxurebis xarisxis amaRlebas;

kulturis sferos Semadgeneli instituciebis xel-

Sewyoba Tanamedrove bazarTan da moTxovnebTan mimar-

TebaSi, maTi ZiriTadi ekonomikuri parametrebis Sem-

cirebis mniSvnelovani tendenciebis gansazRvra (msga-

vsi instituciebia: biblioTekebi, samecniero Tu sxva

kulturul-dasasvenebeli dawesebulebebi, kulturu-

li memkvidreobis Zeglebi da sxv.).


kacobriobis kulturuli memkvidreobis sakmaod didi

nawili samuzeumo fondebSia daculi. am saganZuris ga-

moyenebasa da mizanmimarTul CarTulobas saswavlo

procesSi didi mniSvneloba aqvs saganmanaTleblo saq-

mianobis warmatebisTvis. „muzeumiT swavlas“ SeuZlia

didi daxmareba gauwios moswavleebs saswavlo programe-

bis aTvisebaSi, metyvelebis, smenis, azrovnebis (kritiku-

li da SemoqmedebiTi), semiotikuri informaciis gagebis

da zogadad komunikaciuri unarebis ganviTarebaSi, piro-

vnul zrdasa da swor TviTSefasebaSi; muzeumi kulturi-

sa da sazogadoebasTan urTierTobis dialogs emsaxure-

ba da realurad warmoadgens kulturuli faseulobebis

popularizaciis, kulturis integraciis, muzeumisa da

sazogadoebis daaxloebis, sakuTari Semosavlebis gazr-

disa da muzeumisTvis biznes garemos Seqmnis Serwymasa da

ganviTarebis swor marTvas. muzeumebi upirveles yovlisa

saganmanaTleblo da samecniero dawesebulebebia, amitom

maT mniSvnelovani funqcia akisriaT sazogadoebis sxva-

dasxva wevrisTvis saganmanaTleblo momsaxurebis gawe-

vaSi. garda amisa, es aris mTeli cxovrebis ganmavlobaSi

adamianis swavlis mniSvnelovani resursi, radgan muzeu-

mebis koleqciebi da maTTan dakavSirebuli informacia

yvela asakis damTvalierebelma SeiZleba gamoiyenos ga-

naTlebis misaRebad.

saganmanaTleblo momsaxurebis forma da masStabi gan-

sxvavebulia da damokidebulia muzeumis adgilmdeba-

reobaze, koleqciebze, personalsa da arsebul finansur

resursebze. miuxedavad amisa, yovelma muzeumma unda Sei-

muSavos sakuTari strategia da Camoayalibos skolebis

saganmanaTleblo momsaxurebis zogierTi forma muzeum-

sa Tu mis farglebs gareT.

imis miuxedavad, Tu ras amzadebs muzeumi: Tavisi mudmivi

koleqciebis gamofenas, droebiT eqspozicias Tu orives

erTad, damTvalierebeli gacilebiT ukeT aRiqvams maT,

Tu gamofenebTan erTad warmodgenili iqneba saganmanaT-

leblo Tu sxva saxis sazogadoebrivi programa da Ro-

nisZieba, rac kidev ufro metad aZlierebs da ufro naT-

lad gadmogvcems gamofenis mTavar saTqmels. samuzeumo

saqmianobas SegviZlia vuwodoT „sazogadoebrivi pro-


grama“. gamofenebTan dakavSirebiT ganxorcielebul yve-

la programas garkveuli ganmsazRvreli maxasiaTeblebi

aqvs, rac yvela maTganisaTvis saerToa. rogorc wesi, ase-

Ti programebi imarTeba uSualod sagamofeno galereeb-

Si an maT siaxloves; warmoaCens gamofenili eqsponatebis

vizualur da inteleqtualur SesaZleblobebs; intera-

qtiuria da uSualo kontaqts amyarebs mnaxvelebTan; aZ-

lierebs zemoqmedebas, dramatizmis gancdas, moulodne-

lobis efeqts da STagonebas; moqnili da dinamikuria.

saganmanaTleblo programebis ganyofilebis TanamS-

romlebi, pedagog-eqskursiamZRolebi warmoadgenen Sua-

mavals muzeumis koleqciebSi arsebul xelovnebis nawar-

moebebsa da damTvaliereblebs Soris. muzeumebi, rogorc

saganmanaTleblo sivrce, araformaluri saganmanaT-

leblo dawesebulebaa, xolo araformaluri ganaTlebis

warmatebis pirobaa urTierTqmedebis emociuri mxare,

romelic badebs samyarosadmi damokidebulebis an piro-

vnebis interesTa cvlilebebs.

muzeumebis mier ganxorcielebuli programebis erT-er-

Ti umniSvnelovanesi ganmsazRvreli maxasiaTebeli, rom-

lis maqsimalur warmoCenasac isini cdiloben, aris gamo-

fenili nivTebis (artefaqtebis, mxatvruli namuSevrebis

Tu nimuSebis) vizualuri SesaZleblobebis warmoCena,

iseve, rogorc maT Sesaxeb arsebuli gamokvlevebis inte-

leqtualuri miRwevebis Cveneba. es gansakuTrebiT Seexe-

ba sagamofeno programebs da TavisTavad, erT-erTi Zi-

riTadi mizezia, ris gamoc aseTma programebma uSualod

muzeumebis SenobebSi gadainacvla. sakuTriv realuri ni-

vTi yvelaze Zvirfasi da mniSvnelovania, rac ki muzeumebs

gaaCnia da romelic, sxva saSualebebTan erTad, saganma-

naTleblo Tu dasvenebis miznebisaTvis gamoiyeneba;

83kulturis dafinansebis formebi

I I I Tavi

kulturis dafinansebis formebi

kulturis sferos dafinansebis, mxardaWerisa da ganviTare-

bis msoflio gamocdilebam gviCvena, rom dafinansebis meqaniz-

mis mixedviT arsebobs kulturis ekonomikis sami ZiriTadi tipi:

`romanuli~ tipi (mag., italiaSi, espaneTSi, safrangeT-

Si) _ rodesac kultura finansdeba centralizebulad,

saxelmwifo saxsrebis xarjze. italiaSi kulturuli

aqciebis da xelovnebis dafinansebis ganxorcielebis

ufleba aqvT mxolod samTavrobo organizaciebs an sa-

xelmwifos ndobiT aRWurvil kerZo pirebs.

`germanuli~ tipi, romelic damaxasiaTebelia germaniis

federaciuli respublikisa da skandinaviis qveynebi-

saTvis. am SemTxvevaSi centraluri xelisuflebis mier

xorcieldeba mxolod paternaluri mxardaWera, xolo

saxelmwifo dafinanseba, umeteswilad, adgilobrivi

biujetebidan da damoukidebeli struqturebidan Tu

fondebidan warmoebs.

`anglo-amerikuli~ tipi _ saxelmwifo gvevlineba gark-

veuli mimarTulebebis mxardamWerad, dafinanseba ki

xorcieldeba kerZo kapitalis mozidvis, maT Soris,

sagadasaxado SeRavaTebis xarjze.

kulturis sferos marTvis Taviseburebebze saubrisas auci-

lebelia aRiniSnos kulturis sferos marketingis Tavisebure-

bebic; zemoaRniSnuli sakiTxebi ganapirobebs kulturis sferos,

rogorc arakomerciuli saqmianobis, marketingis Tavisebure-

bebs da, komerciuli sferoebis tradiciuli marketingisagan

gansxvavebiT, sxvadasxva Srisgan Sedgeba. xSirad, arakomerciul

sferoSi, gadaxdisunariani subieqti da uSualo momxmarebeli

erTi da igive ar aris. magaliTad, kulturis sferos tipur

momxmareblebs ganekuTvnebian sazogadoebis sxvadasxva miznob-


rivi jgufebi: bavSvebi, mozardebi, socialurad daucveli pire-

bi, unarSezRuduli da mzrunvelobas moklebuli sazogadoeba,

veteranebi da sxv. maTTan muSaoba, cxadia, aucilebelia, magram

vin aanazRaurebs maTTvis gaweuli momsaxurebis safasurs? mi-

Rebuli produqtis (iqneba es speqtakli, warmodgena, gamofena,

koncerti Tu sxva) safasuris nawils xSir SemTxvevaSi ixdis mz-

runveli/mSobeli, mxolod erTeul SemTxvevebSi finansdeba sa-

biujeto organizaciebidan, xSir SemTxvevaSi ki, msgavsi tipis

RonisZiebebis gamarTva saqvelmoqmedo fondebis, donorebisa

Tu sxvadasxva organizaciis patronaJiT xorcieldeba.

zemoaRniSnulidan gamomdinare, kulturis sferos bazris

Taviseburebebis Sesaxeb SegviZlia gavakeToT Semdegi daskvna:

Tanamedrove sazogadoebaSi kulturis sferoSi ori sxvadasxva

tipis bazari moqmedebs: momxmarebelTa bazari da donorTa ba-

zari. sakmaod Znelia imis gansazRvra, Tu romeli maTgania pir-

veladi: jer ganisazRvreba momxmarebelTa moTxovnebi da Semd-

gom xdeba donorebis moZieba, Tu piriqiT, momxmareblis `SeZena~

warmoebs im donorTa interesebis uzrunvelsayofad, romlebic

mzad arian, gaiRon Tanxa am jgufebTan garkveuli saqmianobis

Catarebis sanacvlod.

aRsaniSnavia, rom XXI saukuneSi biznesi socialur-kultu-

rul sferosTan TanamSromlobiT dainteresebulia aranakleb,

vidre socialur-kulturuli sfero biznesiT, vinaidan biznesis

imiji sazogadoebaSi ganisazRvreba misi socialur-kulturul

sferosTan urTierTobiT, qvelmoqmedebiT da sponsorobiT.

Tanamedrove sazogadoebaSi biznesi da kultura erTi jaWviT

arian gadabmuli, avseben erTmaneTs da warmoudgeneli arian

erTmaneTis gareSe.

kulturis sferoSi menejmentisadmi damokidebuleba araer-

Tgvarovania, gansakuTrebiT iseT qveynebSi, sadac arc Tu ise

didi xnis win kulturas mTlianad saxelmwifo afinansebda. kul-

turis sferos specifika mdgomareobs imaSi, rom kultura ume-

tesad arakomerciuli saqmianobis dargia. aq menejmentis mTa-

vari upiratesoba gamoixateba imaSi, rom kulturaSi ZiriTadi

Tanxebi (fuli) Cndeba ara komerciiT, aramed _ saxsrebis mozi-

dviT, biujetze pasuxismgebeli samTavrobo organoebis, sponso-

rebis, saqvelmoqmedo organizaciebis, donorebis CarTviT. ara-

komerciuli saqmianoba ar niSnavs biznesisTvis aramomgebians.


mTel msoflioSi arakomerciuli (nonprofituri) seqtori eko-

nomikis erT-erTi yvelaze intensiurad ganviTarebadi seqtoria.

kulturis sferoSi moqmedebs sul mcire ori bazari: momxmareb-

lis bazari da donoris bazari. es faqtori, Tavis mxriv, aisa-

xeba kulturis sferoSi menejmentis teqnologiebze. kulturis

sferoSi mmarTvelobiTi gadawyvetilebebis efeqturad miRebaSi

mniSvnelovan rols TamaSobs ori urTierTmoqmedi potenciali:

ekonomikuri da kulturul-mxatvruli. ekonomikuri potencia-

li gulisxmobs samomxmareblo bazars, konkurencias, gadaxdi-

sunarianobis da mosaxleobis mxridan Tavisufali drois arse-

bobas. kulturul-mxatvruli potenciali ver iarsebebs da ver

ganviTardeba ekonomikuri potencialis gareSe. es aris realoba.

am meqanizms SeiZleba vuwodoT kulturis menejmentis erT-erTi

ZiriTadi principis ganxorcieleba. misi realizebisas ikveTeba

kulturisa da xelovnebis mier sazogadoebis ganviTarebaSi Se-

tanili wvlili.

ucxouri gamocdilebis analizi cxadyofs, rom kulturis

menejmentis specialistis funqcias inawileben ekonomikuri da

humanitaruli programebi. ekonomistebi Tvlian, rom kulturis

dawesebulebebi, udavod, saWiroeben profesional menejerebs

da isini unda momzaddnen ekonomistebs Soris. argumentad mo-

hyavT Semdegi: kulturis menejers unda hqondes ekonomikuri

procesebis Sinagani meqanizmebis mtkice baza, romelzec SeiZle-

ba aigos kulturis menejmentis dargobrivi Taviseburebani. hu-

manitarebi ki daJinebiT iTxoven, rom kulturis menejerisTvis

sayrdeni baza unda iyos zustad humanitaruli da ara ekono-

mikuri ganaTleba. am poziciis argumentacia mimarTulia ima-

ze, rom kulturis menejeris profesionalizmi kulturis Rrma

codnis gareSe da xelovnebis nimuSebis swori Sefasebis gareSe

ver Camoyalibdeba.

kulturis sferos marTva Tanamedroveobis moTxovnaa, ro-

melic elodeba warmatebul qmedebebs bazarze, ekonomiurobasa

da efeqturobas, Tumca menejmenti da marketingi kulturaSi ar

unda gavigoT mxolod, rogorc `fulis keTeba~. marTva-menej-

menti da swori marketingi aucilebelia mayureblis kulturu-

li moTxovnebis dasakmayofileblad. saqmiani politikis formi-

rebaSi gamoiyeneba ori saxis kvleva:


kvleva kulturaSi menejmentis dargSi (rogor mova-

xerxoT kulturisa da mxatvruli produqciis warmoe-

bis organizeba da misi gavrceleba saxelmwifo, regio-

nul da adgilobriv doneze);

momxmareblis (damTvaliereblis/mayureblis/mkiTxve-

lis da a.S.) monitoringi an mosaxleobis im nawilisa,

romelic damTvaliereblis/ mayureblis/mkiTxvelis da

a.S. kontingents ar Seadgens;

sxvadasxva avtorTa mixedviT, kulturuli sferos marTvisas

saWiroa ixelmZRvanelo oTxi ZiriTadi debulebiT:

1. kulturis dawesebulebebis moRvaweobis filosofia

unda formulirdes erT mokle winadadebasa an abzacSi;

2. is unda iyos unikaluri da unda exebodes kulturis

mxolod erT romelime dawesebulebas;

3. man unda daainteresos da STaagonos rogorc dawese-

bulebis TanamSromlebi, aseve mayurebelic;

4. man unda gansazRvros dawesebulebis ZiriTadi mizne-

bi iseTnairad, rom misi warmateba da ganviTareba sa-

grZnobi gaxdes.

kulturis sferoSi saqmiani politikis formirebisas auci-

lebelia strategiuli analizis meTodebis gamoyeneba bazarze

misi adgilis gansazRvris mizniT. es meTodebia: „SWOT“, „GAP“ da

`PORTFOLIO~ analizebi. yvelaze metad gamoiyeneba ̀ SWOT~ analizi.

`GAP~ meTodi ufro samrewvelo firmis moRvaweobaSi gamodgeba,

romelic iswrafvis produqciis masobrivi nawarmoebis ganviTa-

rebisaken, xolo `PORTFOLIO~ gamoiyeneba msxvili korporaciebis

saqmianobaSi, rac kulturaSi iSviaTad gvxvdeba.

SWOT:

Strenght _ siZliereebi

Weakness _ sisusteebi

Opportunities _ SesaZleblobebi

Thrests _ safrTxeebi


es monacemebi gaTvaliswinebuli unda iqnas bazarze Sesv-

lisas, ganisazRvros yvela Sefaseba mocemuli momentisTvis, au-

cilebelia gaanalizeba da Sedegebis dagegmva. kulturis sferos

organizaciebis umravlesobas Semosavlebis sakuTari wyaro ar

gaaCnia an maTi odenoba Zalian mcire da arasakmarisia, Tundac

aucilebeli xarjebis dasafaravad. amitom, isini an mTlianad

saxelmwifo biujetidan finansdebian, an misgan im odenobis saxs-

rebs Rebuloben, riTac nawilobriv faraven xarjebs. kulturis

sferos organizaciebi SeiZleba dafinansdes agreTve sxvadasxva

saxis programebis saxiT da proeqtebis farglebSi.

finansebis moZieba miznis miRwevis aucilebel komponents

warmoadgens, Sesabamisad, organizacia Zlieria da metad warma-

tebuli, roca mxolod erT wyaroze ar aris damokidebuli. kul-

turis sferoSi moRvawe organizaciebi ar unda iyvnen mxolod

saxelmwifos dafinansebis imedad, gansakuTrebiT 21-e saukuneSi,

rodesac uamravi SesaZlebloba arsebobs sxvadasxva tipis pro-

gramebisa Tu fondebis saxiT. aRsaniSnavia, rom sabWoTa kavSiris

gegmiuri ekonomikis idea mdgomareobda imaSi, rom yvelaferi sa-

xelmwifos dafinansebiT sazrdoobda. rogorc Cans, sabWoTa ka-

vSiris ngrevis Semdgom aRniSnuli midgoma inerciiT grZeldeba.

kulturis sferoSi moRvawe organizaciebis warmomadgenle-

bi aRniSnaven, rom arasakmarisia saxelmwifos mxridan miRebuli

sabiujeto saxsrebi. Tumca arseboben warmatebuli organiza-

ciebic, sadac warmateba garkveulwilad efuZneba kulturis

sferoSi moRvawe menejerebis saxsrebis moZiebis unarebs. am mi-

marTulebiT unarebis ganviTarebas Tan unda erTvodes Sesaba-

misi ganaTleba da kompetencia. organizacias sWirdeba Sesabami-

si kadrebi, romlebic uzrunvelyofen molaparakebebs potenci-

ur damfinanseblebTan. organizaciis marTva warmatebulia Tu

ara, es ganpirobebulia SedegiT, romelic gazomvadia. finansebi

aqtualur Temad ganixileba SemoqmedebiTi ideebis gansaxor-

cieleblad. aRsaniSnavia is faqtic, rom kulturis sferoSi

produqtis xarisxze finansebi pirdapirproporciul Tu ara,

mniSvnelovan gavlenas namdvilad axdens. Sesabamisad, finanse-

bi gvWirdeba saimisod, rom xeli Seewyos SemoqmedebiTi ideis

ganxorcielebas da miznobrivi jgufebisaTvis misaRebi formiT

SeTavazebas.


dafinanseba _ es aris fuladi saxsrebis gamoyofa gansazR-

vruli wyaroebidan konkretuli miznebisTvis: dargis

ganviTarebisTvis, mSeneblobisTvis, socialur-ekono-

mikuri RonisZiebebis gasatareblad da sxva. dafinanse-

ba kulturis ekonomikis ZiriTadi sakiTxia.

msoflioSi arsebobs kulturis dafinansebis ramdenime mode-

li (Cartrandis da makkafis tipologia). ZiriTadi mimarTulebebia:

1. saxelmwifo-qomagi. saxelmwifo ar ereva kulturis sa-

qmianobis procesebSi. gadasaxadebis meSveobiT astimu-

lirebs kulturis dafinansebas calkeuli pirebis da

korporaciebis mier;

2. saxelwifo-patroni. igi afinansebs kulturas, gamo-

yofs Sesabamis saxsrebs. ganawilebas ganagebs mTavro-

basTan damoukidebeli organizacia. saxelwifo, pirve-

lisgan gansxvavebiT, axdens gavlenas kulturul saq-

mianobaze;

3. saxelmwifo-arqiteqtori. es roli iTvaliswinebs kul-

turaze saxelmwifos zemoqmedebis kidev ufro met zo-

mas. saxelmwifo mxars uWers kulturas da xelovnebas

samTavrobo uwyebebis _ saministroebis meSveobiT. aq

gadawyvetilebas iReben samTavrobo struqturebi.

4. saxelmwifo-inJineri. saxelwifo afinansebs kulturas

mosaxleobis ganaTlebisa da esTetikuri aRzrdisaT-

vis. kulturas da xelovnebas mxars uWers saxelmwifo

marTvis aparatis meSveobiT.

meore modelis (valzigeri, montiasi, glagolevi) mixedviT,

arsebobs dafinansebis sami tipi: romauli, germanuli, amerikuli.

romauli da germanuli tipis qveynebSi kulturis dafinansebis

90% saxelmwifos gadasaxdelia, magram romauli tipis qveynebSi

asignebaTa naxevarze mets iReben centraluri xelisuflebidan,

germanuli tipis qveynebSi 80-85%-s _ adgilobrivi xelisufle-

bidan. amerikuli tipis qveynebSi kultura finansdeba saxelmwi-

fos mier mxolod 5%-iT, kerZo Senatanebi ki dafinansebis 35-

40%-s Seadgens.


Tanamedrove pirobebSi arsebobs kulturis dafinansebis

sami ZiriTadi saSualeba: sabazro, sabiujeto da Sereuli. Ti-

Toeul maTgans aqvs rogorc dadebiTi, ise uaryofiTi mxareebi.

dafinanseba sabazro saSualebebiT pirvel adgilze aye-

nebs calkeuli pirovnebebis kulturuli donis dakmayofile-

bas, xolo sabiujeto saxsrebiT dafinanseba ki gaTvlilia didi

sazogadoebrivi jgufisTvis. sabazro dafinanseba Seefereba

SeZlebul moqalaqeebs, xolo sabiujeto dafinanseba naklebad

SeZlebul fenas aZlevs saSualebas daikmayofilos Tavisi kul-

turuli moTxovnilebebi.

kulturis iseTi sferoebi, romelTac nacionaluri mniSv-

neloba aqvT, rogorebicaa erovnuli biblioTeka, erovnuli

muzeumebi, saxelwifo arqivi, kulturis, ZeglTa dacvis depar-

tamentebi, mizanSewonilia dafinansdes biujeturi wyaroebiT.

kinematografia, sagamomcemlo saqme da msgavsi sferoebi umjo-

besia dafinansdes sabazro wesiT. sabazro ekonomikaze gadasvlam

kultura da xelovneba araxelsayrel mdgomareobaSi Caagdo. sa-

biujeto dafinanseba mniSvnelovnad CamorCeba maT moTxovnebs.

saxelwifo da municipaluri organizaciebis mier kultu-

ris sabiujeto dafinansebis aucilebloba ganisazRvreba maTi

samarTlebrivi statusiT, samoqalaqo kodeqsis normebis Sesaba-

misad. arsebobs saqmianobis specialuri sfero _ fandraizingi,

rac fondebis gazrdas niSnavs. Tavisi arsiT igi gulisxmobs

fuladi saxsrebis Ziebas arakomerciuli seqtorisaTvis. es ima-

ze metyvelebs, rom iqmneba saxelmwifo da municipaluri dawe-

sebulebebis mier kulturis dafinansebisaTvis mravalarxiani

sistema.

kulturis arasabiujeto dafinansebis mniSvnelovani wyaro

aris sponsoroba, mecenatoba, qvelmoqmedeba, patronaJi, Semowi-

rulobani. aucilebelia saxelmwifos mxridan qvelmoqmedebisa

da sponsorobis mxardaWera. igi iyofa materialurad da mora-

lurad. materialur stimulirebaSi didi mniSvneloba eniWeba

sagadasaxado SeRavaTebs, xolo moralurSi _ sapatio wodebebi-

sa da saxelmwifo jildoebis miniWebas.

qvelmoqmedebis, mecenatobis da sponsorobis mxardaWera

kulturis sferoSi unda gaxdes saxelmwifos kulturis poli-

tikis prioriteti.


kulturis maRalxarisxiani produqti xelmisawvdomi unda

iyos farTo auditoriisTvis ise, rom ar moxdes danaxarjis

gazrda mis warmoebaze, rac uzrunvelyofilia komunikaciebis

masobriv saSualebaTa daxmarebiT.

kulturis ganviTarebis Seswavla dakavSirebulia situaciis

analizTan, prognozirebasTan, dagegmvasa da proeqtebis Sedge-

nasTan.

teqnologiuri progresi kulturis ganviTarebaze mniSvne-

lovan gavlenas axdens, rac ganisazRvreba:

kulturis industriis ganviTarebiT;

kulturis gavrcelebis axali formebis ganviTarebiT;

kulturis dawesebulebebis axali modelebis SeqmniT;

xelovnebis axali saxeobebis SeqmniT;

kulturis ZeglTa da kulturuli faseulobebis dac-

vis teqnologiis daxvewiT.

mewarmeoba kulturaSi adamianuri saqmianobis specifiku-

ri sferoa, romelic kulturisa da biznesis integraciis Se-

degad warmoiSva. igi damaxasiaTebelia sabazro urTierTobis

warmoSobis, ganviTarebisa da transformaciis periodisTvis,

romelic iqmneba da realizdeba sazogadoebrivi ganviTarebis

industriuli da postindustriuli modelis CarCoebSi. mewar-

meobas kulturaSi winaaRmdegobrivi xasiaTi aqvs. am saqmianobis

specifika materialuri da sulieri Rirebulebebis Seqmnis sa-

sazRvro zonaSi warmoiSoba. mewarmeoba universaluri movle-

naa da damaxasiaTebelia adamianuri saqmianobis gansxvavebuli

sferoebisTvis. misi wyaroebi uSualo kavSirSia materialur da

komerciul saqmianobasTan. aRsaniSnavia mewarmeobis aqtualiza-

ciis gansxvavebuli formebi: mcire, saSualo da msxvili biznesi.

mcire sawarmoebi kulturaSi sainteresoa imiT, rom am procesis

mTavari figura xdeba samewarmeo saqmianobis subieqti anu Semo-

qmedi, romelic Tavis TavSi aerTianebs sxvadasxva profesiul

funqciasa da socialur rols.


kulturis dafinanseba SveicariaSi efuZneba oTx ZiriTad

princips:

1. rogorc kerZo pirTa, aseve kulturuli dawesebule-

bebis iniciativas;

2. gaerTianebebis, sazogadoebis kulturul politikas;

3. kantonebis kulturul politikas;

4. konfederaciis kulturul politikas, romelic rea-

lizdeba „Pro Helvetia~-s mier.

konfederacia finansurad exmareba kulturas mxolod im

SemTxvevaSi, rodesac saWiro saxsrebis nawili ukve uz-

runvelyofilia kantonebisa da Temebis doneze imisaT-

vis, rom konfederaciam monawileoba miiRos kulturuli

programebis dafinansebaSi komunebisa da adgilobrivi

municipaluri warmonaqmnebis doneze.

konfederacia monawileobs kulturis sferos dafinanse-

baSi ori dawesebulebis meSveobiT: fondi „Pro Helvetia“ da

kulturis konfederaluri samsaxuri. rac Seexeba radi-

osa da televizias, isini nawils im saxsrebidan, romelsac

isini iReben saabonento gadasaxadebidan, iyeneben saav-

toro uflebebisaTvis honorarebis gadasaxdelad. Svei-

cariis sabWo kulturaSi afinansebs kulturis ZeglTa

dacvas, romelic xorcieldeba garkveuli kriteriumebis

safuZvelze.

saxviTi da gamoyenebiTi xelovnebis dasaxmareblad gamo-

yofilia stipendiebi mxatvrebisTvis. kinematografze ka-

nonis safuZvelze konfederacia finansurad mxars uWers

kinoscenarebis daweras da filmebis gadaRebas. amisTvis

Seqmnilia premiebis gacemis sistemac. finansdeba saswa-

vlo dawesebulebebic kinoxelovnebaSi, kinofestivalebi

da Sveicariuli kinoTeka.

didi yuradReba eTmoba enobrivi umciresobebis kultu-

ras. saxsrebis nawili gamoiyofa mwerlebisa da kompozi-

torebisaTvis daxmarebis aRmosaCenad.

fondi „Pro Helvetia“-s valdebulebad miaCnia:

- yovelwliuri finansuri daxmareba gauwios samxat-

vro gaerTianebas;


- literatorebisa da musikosebisTvis nawarmoebebis

SekveTa, mTargmnelobiTi moRvaweobis waxaliseba

da mxatvruli nawarmoebebis publikacia Sveicariis

erovnul enebze;

- premiebis miniWeba musikaluri da dramatuli nawar-

moebebis SesrulebisaTvis, Teatrebis sagastrolo

mogzaurobisaTvis Sveicariis sxvadasxvaenovan ol-

qSi.

kulturis dafinansebaSi mniSvnelovan rols asruleben

fondebi, daarsebuli umsxvilesi Sveicariuli bankebis

mier (kapitali milionobiT franks Seadgens). imis gamo,

rom kulturuli fondebis raodenoba yovelwliurad

izrdeba, daarsda Sveicariuli kulturuli fondebis ka-

vSiri.

yvela adamians aqvs ufleba, isargeblos ara marto Tavi-

si qveynisa da xalxis, aramed sxva qveynebisa da xalxebis

kulturis sferos miRwevebiT. adamianis uflebaTa dac-

vis sayovelTao deklaraciis 27-e muxlSi naTqvamia, rom

yovel adamians ufleba aqvs miiRos monawileoba sazoga-

doebis kulturul cxovrebaSi, eziaros xelovnebas.

kulturis industriis funqcionirebisa da saqmianobis

Sedegebis ganxilvisas mkvlevrebi, upirveles yovlisa,

raodenobriv (moculoba fasis mixedviT) da xarisxobriv

Sefasebaze amaxvileben yuradRebas da ganixilaven, ro-

gorc sazogadoebrivi industriis sxvadasxva formebis

urTierTTanamSromlobas. swored mis safuZvelze keT-

deba daskvna, Tu ramdenad efeqturia ama Tu im Semoqme-

debiTi aqtis Sedegobrivi kavSiri an saqmianoba. aqve aR-

saniSnavia sivrcobrivi aspeqtebis gaTvaliswinebac, ro-

melic saSualebas iZleva kulturis sferos saqmianoba

ganvixloT, rogorc ganviTarebis, aseve misi im terito-

riul-administraciul kompleqsTan kavSiris mixedviTac,

sadac is aris gavrcelebuli. es ukanaskneli gansakuTre-

biT aqtualuria administraciuli barierebis gadalaxvis

dros, mocemul sivrceze Sesvlisa an Semdgomi operire-

bisTvis.

93gegmis saxeebi kulturis sferoSi

gegmis saxeebi kulturis sferoSi

kulturis sferoSi SemuSavebuli da gamoyenebuli gegmebi

gansxvavebulia dagegmili samuSaos Sinaarsis, dagegmili gadawy-

vetilebebis miRebis donis, direqtivebis xarisxisa da im vade-

bis mixedviT, romelzec gaTvlilia gegma. dasagegmi saqmiano-

bis Sinaarsidan gamomdinare, SegviZlia ganvasxvavoT rogorc

kulturul-dasasvenebeli saqmianoba, ise dafinansebis, kvali-

fikaciis amaRlebis da a. S. gegmebi. gegma SeiZleba exebodes

saqmianobis romelime erT saxeobas (aseT SemTxvevaSi es iqneba

Tematuri an samuSaos mimarTulebis Sesabamisi gegma, komple-

qsuri gegma an programa). dasagegmi samuSaoebidan gamomdinare,

gadawyvetilebebi erTmaneTisagan gansxvavdeba federaluri, re-

gionuli, raionuli, saqalaqo gegmebisa da dawesebulebaTa da

organizaciaTa gegmebis mixedviT. direqtivis donidan anu Ses-

rulebis savaldebuloobidan gamomdinare, gamoirCeva Semdegi

saxis gegmebi: prognozuli (gamoxatavs zogierT saorientacio

warmodgenas, Sexedulebas dasagegm periodze), sarekomendacio

(Seicavs dadgenilebiT rekomendaciebs) da direqtiuli (auci-

leblad Sesasrulebeli). direqtiul gegmebSi zustad aris gan-

sazRvruli davalebebi da ricxviTi maCveneblebi, Sesrulebis

zusti vadebis miTiTebiT.

direqtiuli saxiT dagegmvas eqvemdebareba asignebebis saxs-

rebi saxelmwifo biujetidan, saxelSekrulebo valdebulebebi,

samSeneblo davalebebi da sxva davalebebi, romlebic dakavSire-

bulia kulturis dawesebulebaTa saqmianobisaTvis materialu-

ri, RirebulebiTi da SromiTi resursebis gamoyenebasTan.

sarekomendacio gegmebis maCveneblebi atarebs sakontrolo

xasiaTs (Cveulebriv, miTiTebulia aseTi maCveneblebis minimalu-

ri mniSvneloba). es niSnavs, rom organizaciam Tavisi saqmiano-

bis periodSi, aqtivobebi ise unda warmarTos, rom uzrunvelyos

sakontrolo maCvenebelze aranaklebi maCveneblis miRweva. ro-

gorc wesi, aseTi saxiT igegmeba kulturul-dasasvenebeli sa-

qmianobis moculoba. prognozuli gegmebi sferos, qselis an

organizaciis savaraudo ganviTarebis tendenciebis gamovlenis


iaraRs warmoadgens. isini direqtiuli da sarekomendacio xasia-

Tis konkretuli gegmiuri gadawyvetilebebis miRebis Teoriul

winapirobad gvevlineba.

moqmedebis savaraudo vadis mixedviT, ganasxvaveben perspeq-

tiul (saSualovadiani da grZelvadiani) da mimdinare (mokleva-

diani da operatiuli) gegmebs.

grZelvadiani gegmebis SemuSaveba xdeba 5 welze met perio-

dze. kulturis sferoSi aseTi gegmebi Cveulebriv muSavdeba ro-

gorc regionul doneze, ise saxelmwifo masStabiT _ sferos gan-

viTarebis gegmebi, dawesebulebaTa qseli, grZelvadiani progra-

mebi da a. S. Cveulebriv, aseT gegmebSi mocemulia ufro zogadi

maCveneblebi, romlebic axasiaTebs dawesebulebis saqmianobas

dagegmvis periodze gaTvliT. saSualovadiani dagegmva moicavs

periods 1-dan 5 wlamde (CaTvliT) da, rogorc wesi, gamoirCeva

ufro meti detalurobiT. moklevadians ganekuTvneba gegmebi,

romlebic SemuSavebulia 1 wlamde (CaTvliT) periodze gaTvli-

li vadiT, aseve, operatiuli gegmebi. maTSi dakonkretebulia

perspeqtiuli gegmebis davalebebi mimdinare welze, kvartalze,

Tveze, kviraze.

swored amitom, moklevadian gegmebs aseve mimdinare samuSao

gegmebi ewodeba. mimdinare dagegmva xorcieldeba imave doneze,

romelzec perspeqtiuli dagegmva, aseve calkeuli dawesebule-

bebis doneze da am dawesebulebaTa qvedanayofebis doneze. kul-

turis dawesebulebaTa saqmianoba srulad gamoisaxeba wliur

samuSao gegmebSi. samuSaoTa Semdgomi detaluroba da konkre-

tuloba miiRweva kvartalur, yovelTviur (kalendarul) da sxva

operatiul gegmebSi. operatiul gegmebs miekuTvneba dekaduri,

yovelkvireuli, yoveldRiuri gegmebi, aseve operatiuli indi-

vidualuri gegmebi.

unda ganvasxvavoT aseve strategiuli da taqtikuri gegmebi.

strategiuli damuSaveba SesaZlebelia dakonkretdes calkeul

programebSi, proeqtebSi, mimdinare gegmiur dokumentaciaSi,

biznes-gegmebSi, romlebsac saqmianobis analizis, Sefasebis,

kontrolis da koreqtirebis sistema emateba. amdenad, naTelia

strategiis centraluri roli _ is gansazRvravs, rogorc konk-

retuli gegmebis Sinaarss, aseve maTi Sesrulebis organizaciul


uzrunvelyofas, moTxovnebs kontrolisa da personalis mimarT.

strategiis mizania _ davrwmundeT, rom organizacia poulobs

da aviTarebs saqmianobis perspeqtiul saxeebs, amavdroulad, am-

cirebs da auqmebs saqmianobis sust mxareebs.

`programis~, `proeqtisa~ da `gegmis~ cnebebSi saWiroa Sevi-

tanoT zogierTi dazusteba. yoveli maTgani miekuTvneba sageg-

mo dokumentacias, magram gansxvaveba sakmaod naTelia. proeqt-

Si ganisazRvreba saqmianoba, romelic mimarTulia saboloo Se-

degis miRwevisken, saboloo produqtis (diski, koncerti, gamo-

fena, speqtakli, gamocema) Seqmnisken. programaSi xdeba mTeli

rigi Semsruleblebis saqmianobis koordinireba, maTi Zalebisa

da perspeqtivisTvis saWiro saxsrebis integrireba. am SemTxve-

vaSi programa SeiZleba Tavis TavSi moicavdes bevr proeqts. ge-

gma ki gansazRvravs konkretuli struqturis samuSaos Sinaarss

(organizaciis qvedanayofis, samsaxuris) raime periodze (weli,

Tve, kvira, dRe). am dros saubaria mocemul, konkretul pe-

riodSi, ramdenime proeqtisa da/an programis realizaciasTan

dakavSirebul samuSaoze.

proeqtebisa da programebis SinaarsSi warmodgenili unda

iyos:

problema, romelic iwvevs programis SemuSavebis auci-

leblobas;

problemis (problemebis) gadawyvetis idea, romelic

mocemulia programaSi;

mizani (miznebi) anu konkretuli warmodgena programis

sasurvel Sedegze;

amocanebi, romlebic aucileblad unda gadawydes yve-

la miznis misaRwevad;

Sinaarsi anu konkretuli samuSaoebis CamonaTvali,

maTi Sesrulebis vadebis miTiTebiT da a. S.;

uzrunvelyofa (finansuri, xarjTaRricxvis an balan-

sis saxiT, materialur-teqnikuri, saorganizacio, sa-

kadro, informaciuli da a. S.), anu yvela is konkretu-

li sakiTxi, romelic aucilebelia programis realize-

bisaTvis.


yvela am komponentis arseboba iZleva SesaZleblobas, gan-

vixiloT saTanado dokumenti proeqtis da programis kuTxiT.

konkretuli proeqtis realizaciis programis saxiT gamoiyeneba

biznes-gegma, romelic warmoadgens aucilebeli dokumentebis,

faqtebis analizis, Sesabamisi informaciis, bazris Sefasebis er-

Tobliobas, Tavmoyrils erT dokumentad, rac gvaZlevs saSu-

alebas, misi mowonebisa da mxardaWeris SemTxvevaSi, movipovoT

krediti da, Sesabamisad, sawyisi kapitali firmis, programis an

erTjeradi RonisZiebis gansaxorcieleblad.

dagegmviTi samuSaos organizeba _ dagegmvis etapebi _ ne-

bismieri gegmis an programis SemuSaveba warmoadgens sa-

qmianobas, romlis organizeba xdeba gansazRvruli teq-

nologiuri saxiT. organizaciul-teqnologiuri dage-

gmva Sedgeba ramdenime etapisgan, romelTagan TiToeul

etapze wydeba specifikuri amocanebi. es aris organiza-

ciul-mosamzadebeli etapi, gegmis proeqtis SemuSavebis

etapi, gegmis SeTanxmebisa da damtkicebis etapi, gegmis

propagandisa da Sesrulebis kontrolis organizaciis

etapi. saorganizacio-mosamzadebeli etapi _ am etapze

iqmneba saorganizacio pirobebi warmatebuli sagegmo sa-

muSaos Sesasruleblad. maTi meSveobiT navaraudevia Sem-

degi amocanebis gadawyveta.

SemsrulebelTa wris gansazRvra. gegmebis SemuSave-

ba, Cveulebriv, evaleba metad kvalificiur kadrebs,

ramdenadac dagegmva, samuSaos perspeqtivebis ganxilvis

sakmarisad farTo horizonts iZleva. zog SemTxvevaSi,

gansakuTrebiT ki maSin, rodesac aucilebelia masStabu-

ri programis SemuSaveba, mizanSewonilia Seiqmnas gegmis

proeqtis SemmuSavebeli komisia, romlis Semadgenlo-

baSic CarTuli iqnebian potenciuri SemkveTebis warmo-

madgenlebi, sazogadoebrivi organizaciebis, kulturis,

samecniero, meToduri da saganmanaTleblo dawesebule-

bebis specialistebi (Tavisufali nebiT an sakontraqto

pirobiT). aucileblobis SemTxvevaSi aseTi komisia Sesa-

Zlebelia daiyos samuSao jgufebad, SesamuSavebeli pro-

gramis mimarTulebebis mixedviT.


vadebis gansazRvra _ mniSvnelovania gegmis proeqtis Semu-

Savebis vadebis gansazRvrac, misi wardgena SesaTanxmeblad

da dasamtkiceblad. unda gvaxsovdes, rom srulfasovani

gegma ar SeiZleba SemuSavdes ramdenime dReSi. seriozuli

SemuSavebis Sesasruleblad saWiroa Sesabamisi dro.

informaciuli uzrunvelyofa _ programis SemuSaveba

unda eyrdnobodes mdidar sainformacio bazas. dagegm-

vis informaciuli uzrunvelyofa moicavs dagegmvis wi-

namosamzadebeli samuSaoebis Catarebas, kerZod: infor-

maciis mogrovebas, sistematizacias da analizs, romlis

safuZvelzec moxdeba sagegmo gadawyvetilebis miReba. es

informacia safuZvlad unda daedos realurad mocemuli

saqmis analizs, realuri, materialuri, finansuri, Sromi-

Ti da sxva resursebis gamovlenas, dagegmvis Tanamedrove

teqnologiebis gamoyenebas. amitom mosamzadebeli perio-

di gulisxmobs mTel rig moTxovnebs, rogorebic aris:

obieqturoba da utyuaroba, operatiuloba da droulo-

ba, sisrule da konkretuloba, sistematuroba da sxva.

gansakuTrebiT mniSvnelovani RonisZiebebis dagegmvisa da

strategiuli gadawyvetilebebis miRebis dros warmoiSoba

specialuri kvlevebis Catarebis saWiroeba. msgavsi kvle-

va SeiZleba mimarTuli iyos organizaciis rogorc saga-

reo, ise saSinao socialuri garemos Sesaswavlad (sagareo

da saSinao gamokvlevebi). saubaria socialuri garemos

yoveli seqtoris Seswavlaze, xolo yoveli seqtoris Sig-

niT _ mniSvnelovania firmis Sefaseba, warmomadgenelTa

azris, maTi ganwyobis, pretenziebis, saerTo da sapiris-

piro interesebis gamovlena. aseTi kvlevebi SesaZlebelia

Catardes rogorc sakuTari ZalebiT (saxsrebiT), ise _ mo-

wveuli specialistebis mier. pirvel SemTxvevaSi daixar-

jeba naklebi Tanxebi, Tanac mkvlevrebi kargad icnoben

organizaciis problemebs. aseve unda gvaxsovdes, rom ga-

mokvlevis efeqturobis gadamwyvet faqtorad gvevline-

ba zusti da gasagebi warmodgena rogorc organizaciis

misiis, ise dasagegmi samuSaoebis miznebze. amitom Zalian

xSirad ubralo dakvirvebam SeiZleba mogvces Sinaarsob-

rivad ufro mdidari Sedegi, vidre ZviradRirebulma,


SekveTiT Catarebulma kvlevam. saWiroa mxolod zustad

da gasagebad Camoyalibdes SekiTxvebi, romlebze pasuxe-

bic aucileblad unda miviRoT am mimdinare dakvirvebis

meSveobiT. mniSvnelovani informaciis Segroveba SeiZleba

telefoniT, piradi kontaqtis dros, molaparakebebis, sa-

zogadoebrivi RonisZiebebis dros da a. S.

meTodologiuri uzrunvelyofa _ menejeri, romelic pro-

gramis SemuSavebas kurirebs, darwmunebuli unda iyos,

rom TiToeul Semsrulebels naTlad esmis sakuTari

amocana, gegmis SemuSavebis teqnologia. amdenad, auci-

lebelia gaTvaliswinebul iyos TaTbirebis, seminarebis,

saqmiani TamaSebis Catareba, sxva organizaciebis mier ana-

logiuri saqmianobis gamocdilebis gacnoba. sapasuxism-

geblo, masStaburi sagegmo dokumentis SemuSavebisas ze-

moaRniSnuli amocanebis gadawyveta SesaZlebelia martivi

da efeqturi administraciuli proceduriT _ brZanebis

gamocemiT, romelSic mkafiod iqneba gansazRvruli ne-

bismieri rgolis mier Sesasrulebeli amocanebi, gegmis

Sesrulebis da SeTaxmebis vada, sainformacio da meTo-

dologiuri uzrunvelyofis aucilebeli RonisZiebebi.

gegmis SemuSaveba Sedgeba ramdenime, Sesabamisi amocanis

gadawyvetasTan dakavSirebuli nawilisagan. dasagegmi pe-

riodisaTvis miznebisa da amocanebis gansazRvra dagegm-

vis mTavar problemas warmoadgens. saqmianobis miznebi

SeiZleba miTiTebuli iyos saorganizacio (wesdeba, debu-

leba, instruqcia), gankargulebis formis da direqtiul

(brZaneba, brZanebuleba) dokumentebSi. isini SesaZloa

ganisazRvros normebiTa da normativebiT, Camoyalibdes

marketinguli kvlevebisa da analizis sxva meTodebis Se-

degad. gegmis miznobrivi dasabuTebis Sedegs warmoadgens

ara mxolod miznebis, aramed im konkretuli amocanebis

formulireba, romlebic unda gadaiWras miznis misaRwe-

vad, e. i. unda Sedges konkretuli moqmedebebis programa.

miznebisa da amocanebis daxasiaTeba _ es aris dasageg-

mi procesis an movlenis mokle daxasiaTeba, sadac ga-


moixateba dagegmvis mizanmimarTuli xasiaTi. kulturis

sferoSi dagegmvis praqtikaSi gamoiyeneba sxvadasxva maC-

venebeli. raodenobrivi maCveneblebi Seexeba kulturis

dawesebulebaTa saqmianobis moculobiT mxares. aseTi

maCveneblebi SeiZleba axasiaTebdes dawesebulebaTa qse-

lis saqmianobasa (ama Tu im Janris RonisZiebaTa raoden-

oba, stumrebis raodenoba, saWiro saxsrebis odenoba) da

ganviTarebas. xarisxobrivi maCveneblebi gansazRvravs

muSaobis efeqturobas, mis mxatvrul dones. es SeiZle-

ba iyos samuSaos Sinaarsis, misi Tematikis, gamoyeneba-

di formebisa da meTodebis, mocemuli firmis gavlenis

sferos, fondebisa da resursebis gamoyenebis ekonomiu-

robis da sxv. maCveneblebi.

gansazRvris meTodis mixedviT ganasxvaveben dasamt-

kicebel, normatiul da saangariSo maCveneblebs. dasamt-

kicebeli maCveneblebi figurirebs ekonomikuri da so-

cialuri ganviTarebis, sabiujeto dafinansebis gegmebSi.

normatiuli maCveneblebis gansazRvra xdeba dargTaSori-

si, dargobrivi da adgilobrivi normebisa da normative-

bis safuZvelze. saangariSo maCveneblebs adgens TviTon

organizacia, konkretuli SesaZleblobebidan da pirobe-

bis analizidan gamomdinare.

Sefasebis mixedviT ganasxvaveben dadebiT da uaryofiT

maCveneblebs. pirveli gulisxmobs samuSaos sistematur

zrdas. uaryofiTi _ axasiaTebs im movlenebsa da proce-

sebs, romlebic eqvemdebareba klebas da SesaZlebelia,

aRmoifxvras (magaliTad, kulturuli momsaxurebis da

Rirebulebebis garkveuli saxeobis deficiti).

dasagegmi saqmianobis saxeobis mixedviT, maCveneblebi

iyofa warmoebis, kulturuli faseulobebis moxmarebis,

dafinansebis, sameurneo Sinaarsis, sakadro uzrunvelyo-

fisa da a. S. maCveneblebad.

gamoxatvis xasiaTis mixedviT, dasagegmi maCveneblebi

iyofa absolutur da SedarebiT maCveneblebad. absolu-

turi maCveneblebi, maTi ekonomikuri bunebidan gamom-

dinare, SeiZleba iyos naturaluri (gamoixateba calobiT,

kompleqtebSi, RonisZiebebSi, xalxis raodenobaSi da a. S.)


da RirebulebiTi (gamoixateba valutaSi). SedarebiTi maC-

veneblebi gamoixateba ubralo, SedarebiT da dinamikur

procentebSi, wilebSi, indeqsebSi, korelaciebSi da a. S.

gegmis proeqtis gaformeba _ realizaciis dasabuTebis

Semdeg gegmis proeqti SeiZleba gaformdes (`gadatanili-

qnes qaRaldze~). kulturis sferoSi ar arsebobs da arc

SeiZleba arsebobdes gegmis erTgvarovani tipuri forma.

gaformeba damokidebulia konkretuli gegmis saxeobaze

(kompleqsuri an Tematuri, perspeqtiuli an mimdinare),

dasagegmi saqmianobis Sinaarsze, mis daniSnulebaze da

a. S. amitom gegmis gaformebasTan dakavSirebiT mTavar

moTxovnad SeiZleba CaiTvalos Semdegi Tezisi: gegma unda

gaformdes imgvarad, rom masSi yvela saintereso kiTxva-

ze ipovos pasuxi nebismierma Semsrulebelma, agreTve

damkveTebma da aRmasrulebelma organoebma, romlebTa-

nac SeTanxmebulia es gegma.

gaformebuli sagegmo masala _ es aris mxolod da mxo-

lod gegmis proeqti. imisTvis, rom iqces gegmad (e. i.

dokumentad), igi unda SeTanxmdes da damtkicdes.

gegmis SeTanxmeba da damtkiceba _ gegmis SeTanxmeba da

damtkiceba xdeba yvela aRmasrulebel da monawile orga-

nosTan, romlebzec damokidebulia misi realizacia. Se-

Tanxmeba formdeba grifiT `SeTanxmebuli~, gegmis doku-

mentis bolo gverdze, sadac miTiTebulia is instanciebi,

romelTa Sorisac Sedga SeTanxmeba da xelmowerilia am

instanciebis warmomadgenelTa mier. xandaxan (umartives

SemTxvevaSi) SeTanxmeba formdeba dokumentis vizirebis

saxiT. masStaburi gegmebisa da programebis SemTxvevaSi,

SeTanxmeba formdeba specialuri SeTanxmebis oqmis saxiT,

romelic erTvis gegmis dokuments. damtkicebis Semdeg

gegma xdeba dokumenti, e. i. administraciuli, finansuri,

sameurneo, SromiTi disciplinis elementi.

gegmis Sesrulebis kontrolis propaganda da organiza-

cia _ gegmis realizacia da warmateba damokidebulia

TviT gegmis ganmartebasa da samoqmedo gegmaze. amis-

Tvis aucilebelia gaTvaliswinebuli iyos specialuri


axsna-ganmartebiTi samuSao: TaTbirebi, seminarebi, saub-

rebi, TvalsaCino masalebi da a. S. aranakleb mniSvne-

lovania gegmebis Sinaarsis gacnoba partniorebisaTvis,

investorebisa da donorebisa da momxmareblebisaTvis.

kulturis sferoSi am amocanis gadawyvetis gzad gve-

vlineba sazogadoebis farTo masebis informireba geg-

mebis Sinaarsis Sesaxeb. swored es warmoadgens saqmeSi

warmatebis miRwevis aucilebel winapirobas. amdenad,

igi gansakuTrebiT mniSvnelovania. aseTi sainformacio

samuSaosaTvis SesaZloa gamoyenebul iqnas masmediis

saSualebebi da sazogadoebrivi urTierTobebis sxva-

dasxva forma Tu teqnologiis saxe.


`kulturuli TviTgamoxatvis mravalferovnebis

dacvisa da xelSewyobis Sesaxeb~ konvenciis

damtkicebisa da ZalaSi Sesvlis Taobaze~

#253; miRebis TariRi _ 14/05/2008, saqarTvelos

prezidentis brZanebuleba;

saregistracio kodi _ 480.140.010.08.002.004.

`kulturuli TviTgamoxatvis mravalferovnebis dacvisa

da xelSewyobis Sesaxeb~ konvencia

saxelmwifos kulturis sferoSi monawileobis Tanamed-

rove forma kulturis sferos koordinaciasa da regu-

lirebaSi gamoixateba, rac pirdapir kavSirSia istoriu-

li da kulturuli memkvidreobis movla-patronobasa da

funqcionirebasTan, yvela moqalaqisTvis kulturaze

xelmisawvdomobasTan, xelovnebisa da Semoqmedebis yve-

la sxva saxeobis mxardaWerasTan, agreTve sxva qveynebSi

sakuTari kulturis gatanasa da maTze kulturul ze-

moqmedebasTan. saxelmwifo uwevs finansur (sabiujeto),

administraciul, iuridiul da moralur daxmarebas kul-

turuli moRvaweobis faqtobrivad yvela dargs. saxel-

mwifos funqcia aris logikuri pasuxi adamianebisa da

sazogadoebis bunebriv, aucilebel da gansakuTrebul

moTxovnebze.

kulturuli moRvaweoba _ kulturis politikis Semad-

geneli nawilia. kulturis politikis mTavari amocanaa

strategiuli xedvis Camoyalibeba da Tanmimdevroba, rac

TavisTavad gulisxmobs Zvelis, anu memkvidreobis kon-

servacias, Senaxvas, dacvas, gavrcelebas da aseve axali

mimarTulebebis xelSewyobasa da ganviTarebas. kulturis

sferos politika, garda zemoT CamoTvlili mimarTule-

bebisa, qveynis ganaTlebis politikis paralelurad unda

mimdinareobdes. garda qveynis Sida kulturuli politi-

kis sistemebisa, arsebobs saerTaSoriso urTierTobaTa

sistemac, romelic qveynis strategiul mimarTulebebsac

gansazRvravs. erT-erTi aseTi mniSvnelovani urTierTo-

baa saqarTvelosa da gaerTianebuli erebis ganaTlebis,

mecnierebisa da kulturis organizacis mravalwliani

TanamSromloba.

saqarTvelo, gaerTianebuli erebis ganaTlebis, mecnie-

rebisa da kulturis organizacias (iunesko) 1992 wels

SeuerTda. qveyanaSi iuneskos saqmeTa erovnuli komisia


Seiqmna, romelic iuneskosTan saqarTvelos saxelmwifos

saxeliT TanamSromlobs da mas komisiis Tavmjdomare,

saqarTvelos sagareo saqmeTa ministri xelmZRvanelobs.

1994 wlis TebervalSi q. parizSi daarsda iuneskosTan

saqarTvelos mudmivi warmomadgenloba. amJamad iunes-

ko_saqarTvelos TanamSromloba xorcieldeba 1995 wels

xelmowerili iunesko_saqarTvelos urTierTgagebis me-

morandumis CarCoSi. 1999 wels saqarTvelo gaxda samxreT

kavkasiis pirveli saxelmwifo, romelic iuneskos aRmas-

rulebel sabWoSi oTxi wliT airCies. iuneskos generalu-

ri konferenciis 30-e sesiaze saqarTvelos iniciativiT

damtkicda proeqti `kavkasia~, romelmac iuneskos kompe-

tenciis farglebSi, samxreT kavkasiis sami saxelmwifos

urTierTTanamSromlobis saSualebiT regionSi stabi-

lurobas unda Seuwyos xeli. saqarTvelos TanamSromlo-

ba iuneskosTan sxvadasxva mimarTulebiT xorcieldeba:

ganaTlebis, kulturis, mecnierebis, informacia-komuni-

kaciisa da sxva sferoebSi. erT-erTi aseTi mniSvnelova-

ni TanamSromloba 2007 wels daiwyo, rodesac 2008 wlis 1

oqtombridan25 saqarTveloSi ZalaSi Sevida 2005 wlis pa-

rizis konvencia `kulturuli TviTgamoxatvis mravalfe-

rovnebis dacvisa da xelSewyobis Sesaxeb~.26 romelic mii-

Res iuneskos generaluri konferenciis 33-e sesiaze (pa-

rizSi 2005 wlis 3-21 oqtombers). konvencia `kulturuli

TviTgamoxatvis mravalferovnebis dacvisa da xelSewyo-

bis Sesaxeb~ uprecedento movlenad SeiZleba CaiTvalos

iuneskos istoriis ganmavlobaSi, radganac 2006 wlis de-

kembris mdgomareobiT, iuneskos Stab-binaSi ukve 35 rati-

ficirebuli dokumenti inaxeboda. iuneskos maSindelma

generalurma direqtorma, koitiro macuram 27 xazi gaus-

va monawile qveynebis udides interess am samarTlebrivi

dokumentis mimarT: `konvenciis ratificirebis procesis

siswrafe ubralod uprecedentoa _ iuneskos kulturis

sferos arcerTi sxva konvencia ar yofila miRebuli am-

deni saxelmwifos mier aseT mokle droSi~. evrokavSiris

25 saqarTvelosaTvis ZalaSia 2008 wlis 1 oqtombridan. ratificireba moaxdina saqarTvelos parlamentma.26 saqarTvelos prezidentis brZanebuleba №253, 2008 wlis 14 maisi, q. Tbilisi; „kulturuli TviTgamoxatvis mravalferovnebis dacvisa da xelSewyobis Sesax-eb“ konvenciis damtkicebisa da ZalaSi Sesvlis Taobaze.27 Koïchiro Matsuura - A World of SCIENCE, Vol. 1, No. 3, January - March 2006, UNESCO.


mier konvenciis ratificireba SesaZlebeli gaxda 27-e

muxlSi arsebuli formulirebis gaTvaliswinebiT, rom-

lis Tanaxmadac, konvenciasTan `mierTebis ufleba aqvs

nebismieri regionuli ekonomikuri integraciis nebis-

mier organizacias~.

konvencia `kulturuli TviTgamoxatvis mravalferovne-

bis dacvisa da xelSewyobis Sesaxeb~, rogorc zemoT aR-

vniSneT, miiRes iuneskos generalur konferenciaze 2005

wlis 20 oqtombers. konvenciis ZiriTad mizans warmoad-

gens kulturuli TviTgamoxatvis im formebis dacva da

xelSewyoba, romlebic gamoxatulebas hpoveben `kultu-

rul saqmianobaSi, kulturis saqonelsa da momsaxureba-

Si~, da rac, Tavis mxriv, Tanamedrove kulturis gadacemis

saSualebaa. konvencia mimarTulia samarTlebrivi bazis

Seqmnaze, romelic xels Seuwyobs kulturis saqonlisa

da momsaxurebis warmoebas, gadanawilebasa da sxvadasxva

warmoSobis kulturis saqonlisa da momsaxurebis gavr-

celebas, aseve _ maTze Tavisufal wvdomas yovelgvari

SezRudv(eb)is gareSe.

konvenciis `kulturuli TviTgamoxatvis mravalfe-

rovnebis dacvisa da xelSewyobis Sesaxeb~ mosamzadebe-

li samuSaoebi ramdenime etapad mimdinareobda: pirvel

etapze, konvenciis proeqtis mosamzadeblad, Camoyalib-

da 15 damoukidebeli eqspertisgan Semdgari jgufi. meo-

re etapze monawile yvela saxelmwifo da mowveul damk-

virvebels ufleba mieca gamoeTqva sakuTari SeniSvnebi

da winadadebebi konvenciis proeqtis teqstTan dakavSi-

rebiT. amgvarad, 2004 wlis seqtembridan 2005 wlis ivni-

sis CaTvliT, gaimarTa eqspertebis mTavrobaTaSoriso

TaTbirebis 3 sesia. imavdroulad, iuneskos generalurma

direqtorma gaiara konsultaciebi iseT saerTaSoriso

organizaciebTan, rogorebicaa _ msoflio savaWro orga-

nizacia, gaeros vaWrobisa da ganviTarebis konferencia

da inteleqtualuri sakuTrebis msoflio organizacia.

maT aseve waradgines sakuTari komentarebi konvenciis

winaswar proeqtTan mimarTebaSi.

mTavrobaTaSoriso TaTbiris me-3 sesiaze miiRes gadawy-

vetileba konvenciis saxelwodebis Secvlis Sesaxeb. nac-

vlad dasaxelebisa `kulturuli Sinaarsis mravalfero-

vnebisa da mxatvruli TviTgamoxatvis formebis dacvis

Sesaxeb~ konvencias ewoda `kulturuli TviTgamoxatvis


mravalferovnebis dacvisa da xelSewyobis Sesaxeb~. es

ukanaskneli, eqspertTa azriT, bevrad ukeT asaxavda aR-

niSnuli normatiuli dokumentis gamoyenebis sferos.

bolo sesiis dros SemuSavebuli dokumenti waredgina iu-

neskos samdivnos da mcire cvlilebebisa da damatebebis

Setanis Semdgom, damtkicda iuneskos 33-e generalur kon-

ferenciaze (dokuments mxari dauWira 148 saxelmwifom,

winaaRmdeg wavida _ 2 saxelmwifo, xolo oTxma qveyanam

Tavi Seikava).

dokumentis ZiriTadi nawili _ konvencia ganamtkicebs kavSirs

kulturas, ganviTarebasa da dialogs Soris, amasTanave,

qmnis kulturis sferoSi saerTaSoriso TanamSromlo-

bis ganviTarebis meqanizmebs. am mxriv, igi adasturebs

saxelmwifos suverenul uflebas _ SeimuSaos kulturis

politika `kulturuli TviTgamoxatvis mravalferovne-

bis dacvisa da xelSewyobis~ mizniT, `kulturebis ayva-

vebisa da Tavisufali urTierTqmedebis pirobebis Seqmna

urTierTxelsayrel safuZvelze~ (konvenciis pirveli

muxli). konvencia aseve xazs usvams kulturis rols md-

gradi ganviTarebis procesSi (me-13 muxli), mxars uWers

samoqalaqo sazogadoebis aqtiur monawileobas miznebis

miRwevis sakiTxSi (me-11 muxli), centralur adgils uT-

mobs saerTaSoriso TanamSromlobisa da solidarobis

ganmtkicebas (me-12_me-19 muxlebi). dokumentSi aseve xaz-

gasmulia `inteleqtualuri sakuTrebis uflebaTa mniS-

vneloba kulturis sferoSi moRvawe adamianebis mxarda-

saWerad~ da dadasturebulia, rom `azris, SexedulebaTa

gamoxatvis da informaciis Tavisufleba, iseve rogorc

mediis mravalferovneba, xelSemwyob pirobebs uqmnis

kulturul TviTgamoxatvas sazogadoebaSi~ (preambula).

`kulturuli TviTgamoxatvis mravalferovnebis dacvi-

sa da xelSewyobis Sesaxeb~ konvenciis miRebis Semdgom,

iuneskos xelT aris kulturis sferoSi moqmedi norma-tiuli dokumentebis kompleqsuri krebuli da moicavs Svid konvencias, romlebic aregulireben kulturuli mravalferovnebis dacvasa da xelSewyobas rogorc kul-turuli memkvidreobis (uZravi, moZravi da aramateri-aluri, maT Soris kulturuli TviTgamoxatvis tradi-ciuli formebi), aseve Tanamedrove xelovnebis sferoSi. kulturis sferos sami ZiriTadi konvencia _ msoflio bunebrivi da kulturuli memkvidreobis dacvis Sesaxeb


(1972 weli), aramaterialuri kulturuli memkvidreobis dacvis Sesaxeb (2003 weli) da kulturuli TviTgamoxatvis mravalferovnebis dacvisa da xelSewyobis Sesaxeb (2005 weli) _ warmoadgenen iuneskos moRvaweobis kompleqsur samarTlebriv bazas kulturuli mravalferovnebis dac-vis sferoSi. amgvarad, mimdinare etapze, iuneskos gaaCnia organizaciis wesdebiT gaTvaliswinebuli iseTi miznebis miRwevisaTvis aucilebeli normatiuli baza, rogoricaa `kulturuli mravalferovnebis SenarCuneba~ da `zepiri da gamomsaxvelobiTi gziT ideebis Tavisufali gavrce-lebis xelSewyoba~.

konvenciis aRmasrulebelebi da beneficiarebi. gavlenebi/Ses-ruleba/Sedegebi _ konvenciis `kulturuli TviTgamoxat-vis mravalferovnebis dacvisa da xelSewyobis Sesaxeb~ preambulaSi vkiTxulobT, rom `kulturuli mravalfe-rovneba warmoadgens kacobriobisTvis damaxasiaTebel niSans, acnobierebs ra, rom kulturuli mravalfero-vneba warmoadgens kacobriobis saerTo memkvidreobas, romlis dacva da xelSewyoba aucilebelia TiToeuli adamianis sakeTildReod, acnobierebs ra, rom kulturu-li mravalferovneba kidev ufro amdidrebs da mraval-mxrivs xdis samyaros, romelic afarToebs arCevanis dia-pazons da xels uwyobs adamianebis SesaZleblobebisa da RirebulebebisaTvis nayofieri niadagis Seqmnas da aqe-

dan gamomdinare, warmoadgens sazogadoebis, adamianebisa

da erebis ganuxreli ganviTarebis mamoZravebel Zalas~.

preambulaSivea gacxadebuli yvela is mniSvnelovani Teza

Tu mimarTuleba, romelic yoveli demokratiuli qveynis

kulturis politikis sabaziso dokumentis nawils unda

warmoadgendes.

saqarTvelo odiTganve multikulturul qveyanaa da

dauwereli kulturis politikis sxvadasxva mimarTule-

biT viTardeboda. 90-iani wlebis Semdeg, TviTgamorkvevi-

sa da axal demokratiul kriteriumebze gadasvlam qvey-

nis kulturaze sxvadasxva tipis zegavlena moaxdina, rac

sxvadasxva socialuri Tu ekonomikuri mizeziT iyo ganpi-

robebuli.

qveyanaSi politikur-ekonomikuri konteqstis cvli-

lebasTan erTad, saxelmwifo kulturis politikis ganvi-

TarebasTan erTad, mkvidrdeboda sazogadoebrivi azrisa

da kerZo seqtoris mier Tavsmoxveuli masobrivi kultu-


ris mimarTulebebi, romelTa xvedriTi wili kerZo seqto-

ris mier da sxvadasxva programebiT finansdeboda. xolo

kulturis politikis mTavari amocanaa _ strategiuli

xedvis Camoyalibeba da Tanmimdevroba, rac TavisTavad

gulisxmobs Zvelis, anu memkvidreobis konservacias, Se-naxvas, dacvas, gavrcelebas da aseve axali mimarTule-bebis xelSewyobasa da ganviTarebas. kulturis sferos politika, garda CamoTvlili mimarTulebebisa, qveynis ganaTlebis politikis paralelurad unda mimdinareob-des. kulturis politika gansazRvravs kulturis sferos ganviTarebis prioritetebsac. kulturis produqtebi ay-alibeben ara marto gemovnebas, aramed qmnian Rirebule-baTa sistemasac. miuxedavad imisa, rom wlebia saubari mim-dinareobs aucilebeli Casatarebeli samuSaoebis Sesaxeb, saqarTveloSi oficialuri aRmasrulebeli organoebisa da kulturis politikis ganmaxorcielebeli an maregu-lirebeli uwyebebis mier msgavsi dokumenti, kulturis politikis mimarTulebiT, ar Sesrulebula. Sesabamisad, 2008 wels saqarTvelos oficialuri mierTeba iuneskos konvenciasTan mniSvnelovan ganacxads warmoadgenda. sa-xelmwifo/aRmasrulebeli uwyebebis mxridan ganacxadi kulturis politikis dokumentis arseboba/mzadebis Se-saxeb 2004 wlidan araerTxel gacxadebula, Tumca rea-lurad kulturis politikis strategiuli dokumenti an samoqmedo gegma ar arsebobs. kulturis sferoSi moRvawe organizaciebidan mxolod ramdenimes gaaCnia TavianTi organizaciebis samoqmedo gegma, romelTa umravlesoba sajarod ar aris ganxiluli an gamoqveynebuli.28 2088 wli-dan konvenciis farglebSi ganxorcielebuli aqtivobebis ricxvi mcirea da konvenciis valdebulebebis Sesasru-leblad Catarebuli RonisZiebebis mniSvnelovani wili ga-naTlebis mimarTulebasa da kulturis gavrceleba/popu-larizaciaze modis. oficialur gancxadebebSi saqarTve-los gacxadebuli aqvs qveynis racionaluri ganviTarebis, demokratizaciisa da erebs Soris dialogis damyarebis aucilebloba da gadamwyvet faqtorad moiazrebs sayo-velTao ganaTlebis xarisxis gaumjobesebasa da iuneskos

ganaTlebis programebSi integracias. 2010 wlis 27 ianvars

JenevaSi gamarTul iuneskos ganaTlebis saerTaSori-

so biuros 59-e sesiaze saqarTvelo biuros vice-prezi-

denti gaxda. iuneskos ganaTlebis saerTaSoriso biuros

28 kulturuli memkvidreobis dacvisa da reabilitaciis programa, National Agency for Cultural Heritage Preservation of Georgia.


mTavari mimarTulebaa erovnuli saswavlo gegmis, kuri-

kulumebis SemuSaveba. masSi 28 qveyana Sedis, romlebic

eqsperimentebsa da gamocdilebebs mudmivad uziareben

erTmaneTs. 2012 wels saqarTvelo iuneskos ganaTlebis

saerTaSoriso biuros mmarTveli sabWos vice-prezident

qveynad meore vadiT airCies. es aris saqarTvelos ganaT-

lebis sistemaSi mimdinare reformebisa da miRwevebis

pirdapiri aRiareba iseTi avtoritetuli saerTaSoriso

organizaciis mier, rogoric iuneskoa. amasve adasturebs

sociologiuri kvlevis saerTaSoriso organizacia `ge-

lapis~ mier Catarebuli bolo kvlevebi, romelmac aCvena,

rom saqarTvelos mosaxleobis 67% mxars uWers da endoba

ganaTlebis sistemaSi mimdinare reformas. saqarTvelo-

Si arsebobs saerTaSoriso organizaciebisa da iuneskos

asocirebuli ramdenime skola.29 iuneskos wevri skole-

bis saswavlo gegmebi SesabamisobaSia erovnul saswavlo

gegmasTan da aseve akmayofilebs saerTaSoriso normebsa

da moTxovnebs. skolebSi Tanabari mniSvneloba eniWeba

rogorc samecniero, ise xelovnebisa da praqtikuli sag-

nebis swavlebas. gaTvaliswinebulia bavSvTa asakobrivi

Taviseburebebi. skolis specifikisa da mozardis aTvise-

bis unaris gaTvaliswinebiT, skolaSi moqmedebs sagnebis

intensiuri swavlebis meTodi. TiToeuli sagani iswavleba

SemoqmedebiTad, skola cdilobs mozards misces zogadi

harmoniuli ganaTleba, raTa TiToeulma maqsimalurad

gamoavlinos Tavisi SesaZleblobebi da sabolood gaake-

Tos swori arCevani. skolebSi moqmedebs xalxuri rewvis

seqciebi, moswavleTa kameruli orkestri, gundi, mario-

netebis Teatri. 2011-2016 wlebis axali erovnuli saswa-

vlo gegmis mixedviT, zogadsaganmanaTleblo skolebis

saSualo safexurze axali arCeviTi sagani _ „msoflio

kultura~ Semodis. sagnobrivi programa pilotirebas

Tbilisisa da saqarTvelos sxvadasxva regionis 12 sajaro

da 2 kerZo skolaSi gadioda. pedagogebma mokle samodelo

gakveTilebi warmoadgines Temebze: `kulturaTa mraval-

ferovneba~, `kulturis universaliebi~, `buneba da kul-

tura~, `kulturaTa tipologia~, `kulturaTa dinamika~

da sxv. iuneskos konvenciis `kulturuli TviTgamoxatvis

mravalferovnebis dacvisa da xelSewyobis Sesaxeb~ asa-

29 valdorfis skola, Tbilisis klasikuri gimnazia.


moqmedeblad da konvenciiT natvirTi valdebulebebis

ukeTesad Sesasruleblad aucilebelia Seiqmnas inter-

kulturuli saganTaSoriso kurikulumi, romelic uz-

runvelyofs saqarTveloSi arsebuli mravalferovnebis

asaxvas saswavlo gegmebsa da saxelmZRvaneloebSi da qar-

Tulenovan da araqarTulenovan skolaTa moswavleebSi

interkulturuli mgrZnobelobis ganviTarebas; erovnu-

li umciresobebis kulturis, istoriis, enisa da religiis

Sesaxeb sazogadoebis codnis gaRrmaveba xels Seuwyobs

integracias, sxvadasxva eTnosebs Soris Tanasworufle-

bian urTierTobas.30 2007 wlidan ivane javaxiSvilis sa-

xelobis Tbilisis saxelmwifo universitetSi daarsda

interkulturuli dialogis iuneskos kaTedra,31 romlis

samecniero-saswavlo proeqtebis mizania _ kulturuli

mravalferovnebis, rogorc Rirebulebis, win wamoweva

swavlisa da urTierTobis gziT da am fenomenis gaTavi-

seba. interkulturuli dialogis sakiTxebze momuSave

eqspertebi did yuradRebas uTmoben mosaxleobis, gansa-

kuTrebiT _ moswavle-axalgazrdobis ganaTlebas, sxva-

dasxva kulturis gacnobis mniSvnelobas. es xels uwyobs

eqskluziurobis gancdis da stereotipuli damokidebu-

lebis gadalaxvas. iuneskos kaTedris saqmianobis samoqme-

di gegma jer kidev mzadebis procesSia da misi saqmianobis

ZiriTad nawils Seadgens sxvadasxva wels iuneskos mier

gamocxadebuli prioritetebis mixedviT momzadebul

konkursebSi monawileoba da dafinansebis moZieba.32

30 1992 wlis 5 noembers strasburgSi evrosabWos wevrma saxelmwifoebma miiRes regionuli da umciresobaTa enebis Sesaxeb evropuli qartia 53. saqarTvelom evrosabWoSi gawevrianebiT Tavis Tavze aiRo valdebulebebi: xeli moewera ev-ropis sabWos mTel rig SeTanxmebebze, maT Soris _ enaTa qartiaze. erovnul umciresobaTa CarCo-konvenciisgan gansxvavebiT, qartiis mTavar amocanas war-moadgens ara umciresobaTa jgufebis da maT warmomadgenelTa dacva, aramed _ enebis dacva. qartiis mizania enis, rogorc evropis kulturuli Rirebulebis, dacva da kulturuli mravalferovnebis SenarCuneba. 31 saxalxo damcvelTan arsebuli erovnul umciresobaTa sabWo. Semwynareblo-bisa da samoqalaqo integraciis erovnuli koncefciis da samoqmedo gegmis Sesrulebis monitoringis Sedegebi, 2010-2011. 32 ivane javaxiSvilis saxelobis Tbilisis saxelmwifo universitetis iuneskos kaTedris proeqtebi: 2010-2011 „msoflio kultura~ (sapilote masalis momza-deba zogadsaganmanaTleblo skolis arCeviTi sagnisTvis); 2009 qalaqebi _ in-terkulturuli dialogis centrebi (samxreT kavkasiis magaliTi); 2007-2008 interkulturuli dialogis xelSewyoba samxreT kavkasiaSi (xerxebi, meTodebi, midgomebi)~; 2007 `kavkasia: interkulturuli dialogis perspeqtiva~.


bolo wlebSi saqarTveloSi, kulturis politikis

formireba finansuri da administraciuli resursebiT

xdeboda. 2004 wlidan dRemde ZiriTad amocanas warmoad-

genda zogadad sistemis SenarCuneba; xolo deklaraciul

doneze, kreatiulobis gaZlierebisa da Zalauflebisa da

sakuTrebis gadanawilebis saSualebiT, decentralizebu-

li modelis Seqmnis ideis mxardaWera cxaddeboda. sakiT-

xi, Tu vin qmnis politikas, erT-erTi yvelaze rTuli da

sadiskusio mimarTulebaa. decentralizaciis am maqsima-

listuri amocanis gadauWrelobam argumentis roli iTa-

maSa 2000-2003 wlebSi arsebuli saxelmwifo kulturuli

politikis winaaRmdeg. 2003 wlis noembris Semdeg daiwyo

kulturuli politikis gegmazomieri cvlileba _ insti-

tuciuri reforma: prioritetad gamocxadda kulturu-

li memkvidreobis dacva da kulturuli infrastruqtu-

ris reabilitacia, rasac mohyva saxelmwifo struqtu-

rebis optimizacia restruqturizaciisa da Semcirebis

gziT, Sedegad ki saxelmwifo kulturul dawesebulebaTa

qonebis, sakuTrebisa da statusis formaTa Secvla mivi-

ReT. praqtikulad, instituciuri reforma dRevandel

etapze vlindeba ZiriTadad sakanonmdeblo cvlilebebSi,

romlebmac xeli Seuwyves Zalauflebis centralizacias,

xolo struqturaTa diversifikaciis nacvlad gaaZliera

maTi unificirebis tendencia. saxelmwifom kontroli ga-

zarda, Tumca ver gadaWra aqamde stabilurad arsebuli

uflebamosilebaTa gamijvnis problema. Tu wlebis gan-

mavlobaSi arsebobda mxolod kulturuli politikis sa-

kanonmdeblo dokumentis proeqti, ucvleli instituci-

uri da dominanturi sabWoTa kulturuli faseulobebis

doneze, dRes miRebuli strategia kvlav stimulirebas

ukeTebs patronaJul da konservatiul mimarTebebs, sa-

xelmwifoebrivad centralizebulia da mxars uWers kul-

turis centralizebul menejments. demokratizaciis

deklarirebis miRma saxelmwifo politika kulturis

dargSi xels ar uwyobs axali formebiT _ interkulturu-

li komunikaciebiT, internacionaluri TanamSromlobiT

kulturis mxardaWeras;

mniSvnelovania aRiniSnos saqarTveloSi Catarebuli

sxvadasxva RonisZiebebi iseTi RirsSesaniSnavi TariRebis

aRsaniSnavad, rogorebicaa aRmosavleT evropaSi demo-

kratiuli cvlilebebis dawyebis 20 wlisTavi da adamianis


uflebaTa dacvis saerTaSoriso deklaraciis 60 wlisTa-

vi,33 romelic aRniSnavs presisa da sityvis Tavisuflebis

aucileblobas. deklarirebuli gancxadebebiT cvilebe-

bis gzaze mdgari saqarTvelo udides yuradRebas uTmobs

da mxars uWers komunikaciebisa da informaciis progra-

mebsa da RonisZiebebs, Tumca unda aRiniSnos, rom mniSvne-

lovania sxvadasxva dawesebulebis, saxelmwifo uwyebebis,

beneficiarebisa da organizaciebis samonitoringo ro-

lis gaZliereba adamianis uflebaTa dacvis, aseve presisa

da sityvis Tavisuflebis dacvis sferoSi da samoqalao

sazogadoebis gaZliereba.

saqarTvelos iuneskos saqmeTa erovnuli komisia

daarsda 1992 wels. komisiis ZiriTadi amocanaa koordi-

nireba gauwios iuneskos mier saqarTveloSi ganxorcie-

lebul proeqtebsa da RonisZiebebs. garda iuneskos ero-

vnuli komisiisa, saqarTveloSi muSaobs iuneskos saqmeTa

erovnuli komisiis samdivno34. saqarTveloSi iuneskos

erovnuli samdivno qveynis sxva saministroebTan da uwye-

bebTan erTad amzadebs yovelwliur angariSs, romlis

srul da saboloo versiasac sagareo saqmeTa saminist-

rosTan arsebuli `saqarTvelos iuneskos saqmeTa ero-

vnuli komisia~ saboloo angariSad waradgens UNESCO-s

saTao ofisSi. saqarTvelos sagareo saqmeTa saministro-

Si arsebuli iuneskos erovnuli komisiisa da samdivnos

mier gamoqveynebulia mxolod sami dokumenti,35 romelTa

Sinaarsi Catarebuli RonisZiebebis anotaciebsa da Camo-

naTvals moicavs. `29 noembridan 3 dekembris CaTvliT, iu-

neskos Stab-binaSi Catarda kulturuli TviTgamoxatvis

mravalferovnebis dacvisa da xelSewyobis mTavrobaTa-

Soriso komitetis me-4 sesia. komiteti ikribeba weliwad-

Si erTxel. wels komitetma ganixila 2009_2010 wlebSi

konvenciis implementaciis mizniT wevri saxelmwifoebis

mier gadadgmuli nabijebi. komitetma ganixila agreTve

kulturuli mravalferovnebis saerTaSoriso fondis

mier dasafinansebeli proeqtebi. komitetis gadawyveti-

33 Tbilisi, 10 dekemberi, 2007.34 „saqarTvelos iuneskos saqmeTa erovnuli komisia~. „saqarTvelos iuneskos saqmeTa erovnuli komisiis“ samdivno Sedgeba 2 wevrisagan. mas xelmZRvanelobs generaluri mdivani.35 sainformacio biuleteni ianvari-marti 2011, sainformacio biuleteni seq-temberi-noemberi 2010, sainformacio biuleteni ianvari-maisi 2010.


lebiT, fondi daafinansebs 31 proeqts. sul kulturuli

mravalferovnebis saerTaSoriso fondis farglebSi, da-

safinanseblad iuneskos waredgina 250 ganacxadi.36 biule-

tenSi araferia naTqvami imis Sesaxeb, aris Tu ara saqarT-

velodan wardgenili ganacxadi, gaimarTa Tu ara Sexvedra

an msgavsi RonisZiebebi. amave biuletenSi gamoqveynebu-

lia saqarTveloSi 2010 wlis ganmavlobaSi iuneskos dafi-

nansebuli proeqtebis nusxa.37

saqarTveloSi konvenciis `kulturuli TviTgamo-

xatvis mravalferovnebis dacvisa da xelSewyobis Sesa-

xeb~ farglebSi nakisri valdebulebebis Sesasruleblad

muSaoba araTanmimdevrulad mimdinareobs. 2005-2010 wle-

bis saqarTvelos erovnuli muzeumis proeqtebi, romle-

bic ganxorcielda iuneskos finansuri mxardaWeriT:

`qarTuli erovnuli muzeumis eTnografiuli filmebis

da fotokoleqciis dacva~; `Safeguarding of Georgian National Museum Ethnographical Film and Photo Collection~. proeqtis miza-

ni iyo eTnografiis ganyofilebaSi daculi kinofirebis

konservacia, maTze aRbeWdili mniSvnelovani eTnogra-

fiuli informaciis wakiTxva da mecnierebisTvis, mkvlev-

rebisTvis da dainteresebuli pirebisTvis am informaciis

gadacema. 2008-2009 wlebSi iuneskos `monawileobis pro-

gramis~ farglebSi gakeTda proeqti `svaneTis istoriisa

da eTnografiis muzeumis eqsponatebis inventarizacia~.

2007-2011 wlebSi _ proeqti `xalxuri yofisa da xuroT-

moZRvrebis muzeumis aRdgena-ganaxleba~ _ saqarTvelos

erovnuli muzeumis g. Citaias saxelobis xalxuri yofisa

36 2011 wlis #4 biuleteni.37 2010_2011 wlebis „monawileobis programis“ farglebSi dafinansda Semde-gi 5 proeqti: „sveticxovelis aRmSeneblobis dawyebidan 1000 wlis iubile“. proeqtis farglebSi, saqarTvelos kulturuli memkvidreobis erovnuli saa-gento ganaaxlebs sveticxovlis sakaTedro taZris dokumentacias. proeqtze gamoyofili Tanxa Seadgens 15 000 aSS dolars; „moqvis saxareba, diagnostika, digitalizeba, gamocema“. proeqtisTvis gamoyofilia 21 000 aSS dolari da mas Seasrulebs saqarTvelos xelnawerTa erovnuli centri. „vaJa-fSavelas daba-debis 150 wlis da vaxtang Wabukianis dabadebis 100 wlis iubileebi“ dafinansda 20 000 aSS dolariT. proeqtebs ganaxorcieleben saqarTvelos kulturisa da ZeglTa dacvis saministro da operisa da baletis saxelmwifo Teatri; proeq-ti „saqarTvelos iuneskos saqmeTa erovnuli komisiis potencialis amaRleba“ dafinansda 3 600 aSS dolariT. saqarTvelos erovnuli muzeumis mier ward-genili proeqtisTvis „warsulis rekonstruqcia _ tradicia da transforma-cia“ gamoiyo 21 000 aSS dolari. proeqti gulisxmobs saqarTvelos erovnuli muzeumis Sua saukuneebis koleqciebis reinstalacias.


da xuroTmoZRvrebis muzeumis aRdgena-ganaxleba. saqar-

Tvelos iuneskos saqmeTa erovnuli komisiis veb-gverdze

gamoqveynebuli informaciis Tanaxmad, gamocxadebuli

iyo saproeqto gancxadebis konkursi iuneskos 2012-2013

wlebis `monawileobis programis~ farglebSi dafinanse-

bis mosapoveblad. `monawileobis programa~ aris UNESCO-s

mxridan wevri saxelmwifoebis mxardaWeris erT-erTi

saSualeba, romlis meSveobiTac wevr saxelmwifoebs SeuZ-

liaT ganaxorcielon proeqtebi, organizaciis mier dasa-

xuli prioritetebis Sesabamisad. `monawileobis progra-

mis~ farglebSi wevri saxelmwifoebis mier warmodgenili

proeqtebi da samoqmedo gegmebi unda iyos pirdapir kav-

SirSi UNESCO-s saqmianobasTan, gansakuTrebiT ki ZiriTad

programebTan, interdisciplinarul proeqtebTan da

RonisZiebebTan. iuneskos 2012-2013 wlebis monawileobis

programis farglebSi da generaluri direqtoris gadawy-

vetilebiT, pirvel etapze dafinansda Semdegi 4 proeqti:

`vefxistyaosnis~ beWduri gamocemis 300 wlisTavi~, Sems-

rulebeli _ g. CubinaSvilis saxelobis qarTuli xelovne-

bis istoriisa da ZeglTa dacvis erovnuli kvlevis cent-

ri; `miviwyebuli teqnologiebis kvaldakval, Sua sauku-

neebis qarTuli tixrovani minanqris damzadebis procesis

aRdgena~; Semsrulebeli _ saqarTvelos erovnuli muzeu-

mi, `Tbilisis deklaracia da konferencia garemosdacviT

sakiTxebze~, arasamTavrobo organizacia `NOLI.GE~.

konvenciis mixedviT, yovel 4 weliwadSi erTxel saxel-

mwifom unda Caabaros angariSi (xolo yovelwliurad tar-

deba Sexvedra-sesiebi, Sualeduri angariSebiT). saqarT-

velos unda moemzadebina 2012 wels angariSi UNESCO-s sa-

Tavo ofisSi warsadgenad. momzadebul angariSze dRemde

mimdinareobs muSaoba da dasrulebuli saxiT gamoqveyne-

buli an wardgeneli jer ar gaxlavT. iuneskos konvenciis

`kulturuli TviTgamoxatvis, mravalferovnebis dacvi-

sa da xelSewyobis~ farglebSi saministros oficialur

gamocemebSi mxolod erTi Canaweri moiZebna; 2008 wlis 1

oqtombridan saqarTvelo aris iuneskos `kulturuli

TviTgamoxatvis, mravalferovnebis dacvisa da xelSewyo-

bis~ konvenciis wevri. konvenciis miznebia kulturuli

TviTgamoxatvis mravalferovnebis dacva da xelSewyoba;

kulturebisTvis Tavisufali urTierTqmedebis pirobe-

bis Seqmna urTierTxelsayrel safuZvelze; kulturaTa-


Sorisi dialogis xelSewyoba msoflioSi kulturaTaSo-

risi pativiscemis da mSvidobis kulturis ganviTarebis

TvalsazrisiT; kulturuli saqmianobis Sedegad Seqmni-

li saqonlis da momsaxurebis, rogorc TviTmyofadobis,

Rirebulebisa da mniSvnelobis gansaxierebis gansakuT-

rebuli xasiaTis aRiareba; saxelmwifoebis im suverenuli

uflebebis aRiareba, romlebic dakavSirebulia iseTi po-

litikisa da zomebis SenarCunebasTan, miRebasa da ganxor-

cielebasTan, romlebic Seesabameba maT teritoriaze

kulturuli TviTgamoxatvis mravalferovnebis dacvasa

da Semdgom xelSewyobas. wevr saxelmwifoebSi `kultu-

ruli TviTgamoxatvis mravalferovnebis dacvisa da xel-

Sewyobis~ Sesaxeb konvenciis efeqturi implementaciis

uzrunvelyofis mizniT Seqmnilia kulturuli mraval-

ferovnebis saerTaSoriso fondi~38 (muxli 18. kulturu-

li mravalferovnebis saerTaSoriso fondi). aRniSnuli

fondi yovelwliurad acxadebs sagranto da saproeqto

konkursebs, magram iuneskos erovnul komisias informa-

cia monawileebisa da dafinasebuli proeqtebis Sesaxeb

sajarod ar gamouqveynebia~.39

38 sainformacio biuleteni, saqarTvelos iuneskos saqmeTa erovnuli komisia;

#3, 2010.39 http://www.unesco.org/new/en/culture/themes/cultural-diversity/diversity-of-cultural-expre-ssi ons/ what-is-the-fund/


arsebuli situaciis mimoxilva _ kulturuli politikis

monawileni da mwarmoebelni

qveyanaSi, sadac socialur-politikuri viTareba arasta-

biluria da umetesad kulturuli politikis sasicocxlo

sakiTxebs politikosebi qmnian/wyveten, sazogadoebis pa-

siuri pozicia maT saSualebas aZlevs sakuTari survilis mixedviT warmarTon kulturuli politika da TamaSga-reT datovon sazogadoebis danarCeni nawili, e.i. waarTvan maT moqalaqeobrivi ufleba. magram WeSmariti kulturu-li demokratia emyareba yoveli moqalaqis uflebas _ mii-Ros monawileoba gadawyvetilebebis miRebis procesSi. da upirveles yovlisa, kulturuli demokratia gulisxmobs kulturul decentralizacias _ e. i. gadawyvetilebebis miReba unda xdebodes horizontaluri da ara vertika-luri mimarTulebiT; mTavrobidan unda momdinareobdes mxolod is sakvanZo brZanebulebebi, romlebic aucileb-lad zeda eSelonebSi unda SemuSavdes, rac konvenciis `kulturuli TviTgamoxatvis mravalferovnebis dacvisa da xelSewyobis Sesaxeb~ mniSvnelovani amocanaa. kultu-ris politika efuZneba im faseulobebsa da principebs, romlebic ganapirobeben iuridiul-socialuri piris kulturul saqmianobas, logikuria, rom igi, rogorc wesi, mTavrobis mieraa SemuSavebuli (saskolo mmarTvelobebi-dan dawyebuli, parlamentiT damTavrebuli). magram mis CamoyalibebaSi agreTve aqtiurad monawileoben kerZo seqtoris sxvadasxva organizaciebic (korporaciebidan dawyebuli, saqalaqo da sazogadoebrivi organizaciebiT damTavrebuli). politika uzrunvelyofs erTgvar saSu-alebebs imaTTvis, vinc dakavebulia ra kulturuli cxo-vrebiT, iRebs gadawyvetilebebs da axorcielebs aqciebs. Zalian xSirad, kulturuli politika formalurad arcaa gansazRvruli. amis nacvlad Cven xelTa gvaqvs socialuri aqtivobis kulturuli efeqtebi, xandaxan spontanuric ki. bolo wlebSi ganxorcielebul cvlilebebTan erTad, rac konvenciis farglebSi nakisri valdebulebebiT unda Sesrulebuliyo (muxli 4. gansazRvrebani _ 7), arasaTana-do da uxarisxo RonisZiebebi miviReT Sedegad: sxvadasxva tipisa da masStabis Souebi, gala-koncertebi, naCqarevad dawyebuli reabilitaciebi da sxva.

saqarTveloSi, kulturuli memkvidreobis dacva erT-erT saxelmwifo prioritetad aris aRiarebuli. am amoca-nis Sesasruleblad saWiroa arsebobdes mkveTrad gaazre-


buli da droSi gawerili kulturis politika. realoba, romelic urbanul-kulturuli politikis formirebisa da ganxorcielebis TvalsazrisiT sakanonmdeblo doneze gvaqvs da aseve visaubroT imaze, Tu rogor aisaxeba arse-buli kanonis aRsruleba Tu ugulebelyofa istoriulad Camoyalibebul urbanul garemoze. saqarTveloSi bolo dros mimdinare sakanonmdeblo cvlilebebi kulturuli memkvidreobis dacvis sistemazec aisaxa. dRevandeli ka-nonis miRebamde Zeglis cneba da kategoriebi, maTi gamo-yenebis SesaZleblobebi da ufleba-movaleobebi, kultu-ruli memkvidreobis dacvis sferoSi regulirdeboda 1977 wlis kanoniT, maSindeli ministrTa sabWos dadgenilebiTa da 1999 wels miRebuli kanoniT `kulturuli memkvidreo-bis dacvis Sesaxeb~. 2007 wlis 8 maiss miiRes axali kanoni `kulturuli memkvidreobis Sesaxeb~. aRniSvnis Rirsia is samwuxaro faqti, rom winamorbedisgan gansxvavebiT, 2007 wlis kanonis saTaurSi, sityva `dacva~ amoRebulia maSin, roca araTu sxva qveynebis erovnul kanonmdeblobebSi, aramed saerTaSoriso qartiebsa Tu konvenciebSi es sityva yvelgan figurirebs (mag.: `evropis arqiteqturuli memk-vidreobis dacvis konvencia~, `arqeologiuri memkvid-reobis dacvis evropuli konvencia~, `msoflio kulturu-li da bunebrivi memkvidreobis dacvis konvencia~ da a.S.).40

qveyanaSi kulturisa da ekonomikis urTierToba dRei-

saTvis gardamtex stadiazea. maTi daaxloeba mxolod dia-

logis sagania da problemebisa da sirTuleebis gareSe ar

mimdinareobs. kultura dRemde paradoqsul mdgomareo-

baSi imyofeba: erTi mxriv, SeiniSneba kulturis udidesi

rolis farTo aRiareba ekonomikasa da warmoebasTan mi-

marTebiT, meore mxriv ki, es yvelaferi mxolod saubris

doneze rCeba da realuri nabijebiT ar aris ganmtkicebu-

li. ar ganxorcielebula cvlilebebi kulturis warmoe-

bisa da sagadasaxado sistemis TvalsazrisiT. 2011 wlidan

dawyebuli erTian, eleqtronul sistemaze (satendero

valdebulebebi) gadasvlam ki kulturis sferos dawese-

bulebebs damatebiTi problemebi gauCina da am mimarTu-

lebiT adamianuri kapitalis deficiti Seqmna.

40 kulturis politika Tbilisis urbanuli memkvidreobis WrilSi. Policy paper momzadebulia amerikis SeerTebuli Statebis ganviTarebis saagentos (USAID) mier dafinansebuli proeqtis farglebSi (`sazogadoebrivi forumi da dialo-gi~ _ cira elisaSvili, 2011).


gancxadeba cvlilebis saWiroebaze _ ra viTarebaSi aris cvlileba (mag. cvlilebebi mTavrobaSi) mizanSewonili da aucilebeli?

kulturis industriis funqcionirebisa da saqmianobis

Sedegebis ganxilvisas mkvlevrebi, upirveles yovlisa,

raodenobriv (moculoba fasis mixedviT) da xarisxob-

riv Sefasebaze amaxvileben yuradRebas (kulturuli

keTildReobis mwarmoebeli kulturuli industriis

sxvadasxva formiT urTierTTanamSromloba). swored

amis safuZvelze keTdeba daskvna, Tu ramdenad efeqtu-

ria maTi saqmianoba. aqve aRsaniSnavia sivrcobrivi aspe-

qti, romelic saSualebas iZleva kulturis sferos saq-

mianoba ganixilebodes, rogorc ganviTarebis, aseve misi

im teritoriul-administraciul kompleqsTan kavSiris

mixedviT, sadac is aris gavrcelebuli. es ukanaskneli

gansakuTrebiT aqtualuria administraciuli barierebis

gadalaxvis dros, mocemul sivrceze Sesvlis an Semdgomi

operirebisTvis. Tanamedrove saqarTveloSi kulturis

politikis strategiuli dokumentis ararsebobis dros,

TavisTavad, TviTdinebiT muSaobs principi _ Sereuli mo-

delis politika, romelic damaxasiaTebelia gardamavali

qveynebis ekonomikuri mowyobisTvis. `Sereuli~ modeli

_ postsabWoTa periodis modelia, romelic kulturis

sferos ganviTarebasa da mxardaWeras gulisxmobda, gan-

sazRvravda prioritetebs `sazogadoebriv-saxelmwifo“

gadawyvetilebebis mixedviT da aerTianebda `ameriku-

li~ midgomis elementebs. msgavsi tipis marTvis modeli

gulisxmobs sazogadoebis yvela seqtoris Tanamonawi-

leobas kulturul cxovrebaSi. iseT arastabilur sazo-

gadoebaSi, rogorsac warmoadgens Tanamedrove postsa-

bWoTa sivrce da maT Soris, saqarTvelo, krizisul gar-

damaval mdgomareobaSi myofi ekonomikiT, ar SeiZleba

srulad da wmindad davesesxoT amerikul gamocdilebas.

mxolod ekonomikis stabilizaciis, samoqalaqo sazo-

gadoebis nawilebisa da arakomerciuli organizaciebis

infrastruqturis formirebis gziT aris SesaZlebeli

kulturisa da ekonomikis TanamSromloba, rac TavisTa-

vad gulisxmobs sakanonmdeblo da sagadasaxdo sisteme-

bis gadaxedvas, SeRavaTebisa da samotivacio meqanizmis

amuSavebas da sxva qveynebis gamocdilebis gaziarebas.


kulturis sferos saerTo-ekonomikuri ganviTare-

ba ganapirobebs ekonomikuri pirobebis formirebas,

romlebic, Tavis mxriv, SeZleben uzrunvelyon kulturis

sferoSi moRvawe subieqtTa konkurentunarianoba momsa-

xurebis bazarze da maRali safinanso-ekonomikuri Sede-

gebi. miuxedavad kulturis sferoSi ganxorcielebuli

proeqtebisa Tu programebis warmatebisa, donorebi da

beneficiarebi Sedegebis analizisas, garkveul SezRud-

vebsac aRniSnaven:

dafinansebuli kulturis proeqtebis saSualod na-

xevarze mets grZelvadian perspeqtivaSi problemebi

eqmnebaT mdgradobis TvalsazrisiT;

xSir SemTxvevaSi dafinansebuli kulturis proeqte-

bi wlebis Semdeg imave saxisaa da naklebad viTarde-

bian;

kulturis proeqtebis ganviTarebis perspeqtivebi

didad aris damokidebuli calkeul subieqtebs Soris

TanamSromlobiTi urTierTobebis Camoyalibebaze da

kooperaciaze, Tumca calkeul proeqtebs Soris Ta-

namSromlobis magaliTebi cotaa an saerTod ar aris.

kulturis proeqtebis ganviTarebisa da samomavlo

dafinansebis perspeqtivebi damokidebulia moqnil

sagadasaxado sistemasa da ekonomikuri debulebebis

martiv regulaciebze (rogoricaa kanoni sasponsoro

institutis Sesaxeb, SeRavaTebis modeli kulturaSi

da a.S.).

potenciur beneficiarTa dabali mzaoba, informire-

buloba da pasuxismgebloba. kulturis ekonomikis

warmoebaSi gamocdilebis arqonis pirobebSi poten-

ciuri beneficiarebi arasworad afaseben riskebs, fa-

seulobebs, mosalodnel sargebelsa da sakuTar Sesa-

Zleblobebs.

bazarze dargobrivi kompetenciebis ganmaviTarebe-

li programebis provaiderebis nakleboba da, kerZod,

naklebi kavSiri formaluri ganaTlebis sistemasTan,

rac aferxebs saganmanaTleblo programebis efeq-

tianobas.


danergva/implimentacia _ kulturuli politikis ganxorcielebis meTodebi

konvenciis `kulturuli TviTgamoxatvis mravalfero-

vnebis dacvisa da xelSewyobis Sesaxeb~ farglebSi nakis-

ri valdebulebebis gansaxorcieleblad mniSvnelovania

sxvadasxva mimarTulebiT mTeli rigi RonisZiebebis da-

gegmva-ganxorcieleba, radganac saxelmwifo kulturis

politika moicavs iseT sakvanZo sferoebs, rogorebicaa:

ganTleba, faseulobaTa sistemis Seqmna, kvleva, gavrce-

leba, Senaxva da sxva.

sainformacio kampaniis warmarTva _ konvenciis mniSv-

nelobasa da SesaZleblobebze;

ganaTleba da profesiuli unarebis gaumjobeseba,

radganac kulturuli cxovreba saganmanaTleblo

uwyvet process warmoadgens. saganmanaTleblo saq-

mianobebiTa da profesiuli unar-Cvevebis amaRlebiT

saxelmwifo amzadebs momavals axalgazrda Taobebi-

saTvis, aumjobebsebs adamianur kapitalsa da arsebu-

li kulturis politikis gamarTul muSaobas uwyobs

xels.

gavrceleba aris kulturuli politikis yvelaze

Tanamedrove da mTavari mimarTuleba. kulturuli

gavrcelebis axali xedva gulisxmobs masmediis mier

saxelmwifoebrivi da sazogadoebrivi kulturuli

politikis gatarebas, sazogadoebis demokratiza-

ciisa da kulturuli donis maCvenebeli indikatoris

funqciis sakuTar Tavze aRebas;

kulturul faseulobaTa, mizanTa da prioritet-

Ta Camoyalibebis procesebi _ kulturis politikis

strategiuli dokumentis momzadeba;

kulturis politikis samoqmedo gegmis SemuSaveba

sxvadasxva beneficiarebTan da kulturis sferos

dawesebulebebTan erToblivi muSaobiTa da koordi-

naciiT;

iribi politikis makontrolebeli saSualebebis Ser-

Ceva da gamoyofa, romlis saSualebiTac moxdeba Ti-

Toeuli socialuri qmedebis kulturuli gavlenis

Sefaseba.

Senaxva _ materialuri da aramaterialuri memkvid-

reobis dacvas, tradiciuli da regionuli unar-Cve-


vebis Taobidan Taobaze gadacemas da kulturuli mr-

valferovnebis xelSewyobas;

kulturis, ganaTlebis, mecnierebis, kulturuli da

istoriuli memkvidreobis dacvis sferoebSi saqar-

Tvelos sagareo urTierTobaTa koordinacia da Ta-

namSromlobis xelSewyoba;

ucxoeTSi qarTuli kulturis, sulieri da materi-

aluri memkvidreobis popularizacia da Cveni qveynis

samecniero da inteleqtualuri potencialis war-

moCena, am mizniT ucxoeTis qveynebSi saqarTvelos

dReebis, xelovnebisa da samecniero sferoebSi ga-

mofenebis momzadeba-mowyobaSi sxvadasxva uwyebebis

xelSewyoba, Sesabamisi winadadebebisa da rekomenda-

ciebis momzadeba;

sazRvargareT mcxovreb TanamemamuleebTan, qarTul

saTvistomoebTan, agreTve sxvadasxva qveynebSi moq-

med saqarTvelosTan megobrobis sazogadoebebTan da

jgufebTan TanamSromlobis ganviTarebis, sazRvar-

gareT arsebuli qarTvelologiuri da qarTuli kul-

turis centrebis Camoyalibebisa da maTi saqmianobis

xelSewyoba;

kompetenciis farglebSi sxva saerTaSoriso samTa-

vrobo da arasamTavrobo organizaciebTan kulturis,

ganaTlebisa da mecnierebis sferoSi TanamSromlobis

ganviTarebis xelSewyoba;

kulturuli mravalferovneba, rogorc ganviTarebis

faqtori. kulturuli mravalferovneba afarToebs

arCevnis SesaZleblobebs, rac yvela adamians gaaCnia;

is ganviTarebis erT-erTi safuZvelia ara mxolod

ekonomikuri zrdis TvalsazrisiT, aramed is war-

moadgens saSualebas, romelic uzrunvelyofs ufro

srulyofil inteleqtualur, emociur, moralur da

sulier arsebobas;


kulturis politikis ganviTarebis rekomendaciebi

kulturis sfero, garda SemoqmedebiTi procesebisa, gu-

lisxmobs kulturis ekonomikis, samarTlis, dafinansebi-

sa da fandraizingis, marTvis, informirebis, profesiuli

kadrebis momzadeba-gadamzadebis, materialur-teqni-

kuri bazis ganviTarebisa da sxvaTa erTobliobas. kul-

turis sferoSi moRvawe organizaciebi erTmaneTisagan

gansxvavebuli uwyebrivi daqvemdebarebiT da organiza-

ciul-samarTlebrivi formebiT gamoirCeva. kulturis

sferos menejmentze saubrisas gasaTvaliswinebelia

Semdegi garemoebebi: kulturis sferos marTvis proce-

sebi damokidebulia ara marto socialur-kulturul

konteqstze da socialur kulturul garemoze, aramed, Tavadac iZens socialur-kulturul niSan-Tvisebebs. ufro metic _ yoveli iuridiuli piri Tu kerZo subieqti droTa ganmavlobaSi sul ufro mkafiod gvevlineba kul-turis sferos saqmianobis ganmsazRvreladac. kultu-ris sferoSi moRvawe organizaciebis saqmianoba TanamS-romlobisa da urTierTgacvlis gareSe SeuZlebelia, ris gamoc xdeba partnioroba sxvadasxva biznes-struqtu-rebTan da gansxvavebuli tipis organizaciebTan _ iqneba es sponsorobis institutis ganviTareba, qvelmoqmedeba, sazogadoebasTan urTierToba Tu sxva.

1992 wlis dekemberSi gaerosa da iuneskos iniciativiT Seiqmna kulturisa da ganviTarebis msoflio komisia,41 ko-misiis daskvnaSi naTqvamia: `kacobriobis ganviTarebis is saSualebebi, romlebic materialuri moxmarebis mudmiv eqspansiazea mimarTuli, naklebad sicocxlisunariania da usasrulod ver ganviTardeba. isini ara marto anadgu-reben kulturis qsovils, aramed safrTxes uqmnian bios-feros da, Sesabamisad, kacobriobis momavalsac~. igive sa-SiSroeba saqarTveloSi aramarto mosalodnel safrTxed SeiZleba miviCnioT, aramed realur Sedegzec SegviZlia visaubroT (Tbilisisa da sxva qalaqebis urbanuli qsovi-lis rRveva, kulturuli memkvidreobis calkeuli nimuS-ebis modernizacia da, rac aranakleb sagangaSoa, kultu-ris sferos subieqtebis centralizacia). kulturis po-litikis mTavari ganmsazRvreli sazogadoebrivi Rirebu-

41 saerTaSoriso kulturuli TanamSromlobis principebis deklaracia, rome-lic iuneskos generalur konferenciaze miiRes 1966 wlis 4 noembers.


lebebis gazrda-ganviTareba unda gaxdes da am procesSi

saxelmwifo instituciebi (kulturisa da ZeglTa dacvis

saministro, adgilobrivi an regionuli an municipaluri

organoebi, kulturis samsaxurebi da sxva) mxolod xel-

Semwyobis funqciiT unda ereodes da ara piriqiT. kultu-

ris sferos instituciurma struqturebma am dargSi da-

saqmebuli kadrebisgan unda moiTxovon kulturis misiis

codna, maRali profesionalizmi da mxolod amis Semdeg

unda aqcion misia da strategiuli gegma saqmed, isev da

isev samoqalaqo Rirebulebebisa da kulturuli faseu-

lobebis xelSewyobis mizniT da ara piradi survilebi-

sa da gemovnebis gaTvaliswinebiT. aseve mniSvnelovania

iuneskos rolis gamoyeneba konfliqtebisa da postkon-

fliqturi situaciebis mogvarebis sferoSic. unda gaZ-

lierdes saerTaSoriso rekomendaciebis gaTvaliswineba

da Sesruleba, raTa adamianis uflebebi ufro metad iyos

daculi. gansakuTrebulad unda gamaxvildes yuradReba

ganaTlebis mSobliur enaze miRebis uflebasa da kul-turuli memkvidreobis dacvaze da konfliqtis zonebSi darCenili kulturuli memkvidreobis Zeglebis movlasa da aramaterialuri `sulieri memkvidreobis~ nimuSebis dacva-Senaxvaze. cxinvalis regionis farglebs SigniT Tu gareT ganlagebul Zeglebs ruseT-saqarTvelos omis dros seriozuli ziani miadga. zarali jer kidev ar aris zustad Seswavlili, radgan situaciis adgilze Seswavla SeuRwevadobis gamo arc erT qarTvel Tu saerTaSoriso eqsperts ar SeuZlia. saqarTveloSi regularulad Semo-dis informacia qarTuli kulturis ZeglTa dazianebis, Zarcvisa da Seuracxyofis faqtebze. cxinvalis regionsa da afxazeTSi kulturis ZeglTa (romlebic, garkveulwi-lad, msoflio kuTvnilebas warmoadgens) xelyofis faq-tebi wlebis manZilze SeimCneoda. mniSvnelovania , rom sa-erTaSoroso sazogadoeba da saqarTvelo konvenciis aR-masrulebeli organoebiT CaerTon sakiTxis Seswavlasa da unikaluri kulturis Zeglebis aRnusxvasa da SefasebaSi, rasac iTvaliswinebs konvenciis sxvadasxva muxli. amJa-mad okupirebul teritoriebze mcxovrebi qarTuli mosa-xleoba ver axorcielebs saqarTvelos konstituciiTa da saerTaSoriso dokumentebiT uzrunvelyofil ganaTle-bis uflebas. bavSvis ufleba _ mSobliur enaze miiRos ga-naTleba, sistematurad irRveva. yovelive es araerTxel


aisaxa gaeros generaluri mdivnisa da gaeros uSiSroebis sabWos mravalricxovan rezoluciebSi. samwuxarod, saer-TaSoriso Tanamegobrobis es mowodebebi dRemde ugule-belyofilia.42

aseve mniSvnelovania sazogadoebrivi CarTuloba da arasamTavrobo seqtoris gaaqtiureba. saqarTveloSi sa-zogadoebrivi CarTulobis naklebobas, erTi mxriv infor-maciuli simwire, meore mxriv ki politikuri gadawyve-tilebebis ucvlelobas ukavSireben. sazogadoeba jer kidev ar gamosula im gamocdilebidan, rodesac mis azrs

da interess angariSi ar eweoda da arc mas hqonda gaaz-

rebuli sakuTari roli da pasuxismgebloba saxelmwifos

winaSe. eqspertebi43 miiCneven, rom erTaderTi gamosavali

TiToeuli moqalaqis iniciativa da TviTorganizebaa, is

naklebad ukavSirdeba aRzrdas, radgan adamians nebismier

asakSi SeuZlia sakuTari rolis da iniciativis gaazreba da

es Segneba nel-nela mkvidrdeba kidec. kulturis sferoSi

arasamTavrobo seqtorisa da sazogadoebis CarTulobis

kargi magaliTia 2012 wlis movlenebi, rodesac gudiaSvi-

lis moednis dasacavad ramdenjerme gaimarTa Teatralu-

ri aqcia-bazroba da tfilisis hamqris mier organizebuli

gamofena _ „gudiaSvilis moedani guSin, dRes, xval“.44

kulturisa da sazogadoebriv sferoSi arasamTavro-

bo da sazogadoebrivi CarTulobis ZiriTad miznebs unda

warmoadgendes:

arsebuli problemebis miwodeba saxelmwifo xeli-

suflebis organoebisTvis;

kulturis politikisa da saxelmwifos mier gansa-

xorcielebeli programebis monitoringi;

kulturis marTvis sakiTxSi meti gamWvirvalobis

da saxelmwifos mxridan meti angariSvaldebulebis

miRweva.

am miznebis misaRwevad, mizanSewonilia arasamTavro-

bo organizaciebma monawileoba miiRon konvenciis

egidiT gamarTul xelmZRvaneli organoebis sesiebSi;

42 konvencia; muxli 2. saxelmZRvanelo principebi 3-4-7; muxli 4. gansazRvre-bani _ 7; muxli 7. kulturuli TviTgamoxatvis xelSewyobis zomebi _ 2; da sxv.43 hainrih biolis fondis samxreT kavkasiis regionaluri biuro, 2012 wlis 22 marti, sajaro diskusia Temaze: „moqalaqis roli politikaSi _ ras niSnavs samoqalaqo aqtivizmi“, pdf, gv. 22.44 http://www.liberali.ge/ge/liberali/articles/109034/


sakuTari kompetenciis farglebSi maqsimalurad

Seuwyon xeli im mxareebis mier konvenciis ratifici-

rebas, romlebic ar warmoadgenen konvenciis monawi-

leebs (wevrebs);

moaxdinon konvenciis popularizacia da miapyron

masze sazogadoebis yuradReba:

* yvela doneze seminarebis, simpoziumebisa da

forumebis organizebis gziT.

* konvenciis gagebis (aRqmis) gaadvilebis mizniT

sxvadasxva saxis informaciuli instrumentebis

SemuSavebisa da gamoqveynebis gziT.

* adgilobrivi masobrivi informaciis saSuale-

bebis, veb. sivrcisa da sainformacio biulete-

nebis gamoyenebis meSveobiT Sesabamisi informa-

ciis gavrcelebis gziT;

monawileoba miiRon oTx weliwadSi erTxel iuneskos-

Tvis warsadgeni angariSebis (konvenciis me-9 muxlis

(a) punqti) momzadebis procesSi;

SeimuSaon da warudginon proeqtebi konvenciis me-

14 muxlis (d) punqtis (i) qvepunqtiT gansazRvruli

kulturuli mravalferovnebis saerTaSoriso fonds

(konvenciis monawile ganviTarebadi qveynebis rezi-

dent arasamTavrobo organizaciebs aqvT ganacxadis

gakeTebis ufleba);

moaxdinon konvenciis me-16 muxliT gansazRvruli

upiratesobis reJimis dawesebisa da gamoyenebis ana-

lizi da gamoavlinon nebismieri siZnele am muxlis

realizaciis kuTxiT;

informaciisa da monacemebis mimocvlis mizniT, da-

registrirdnen saerTaSoriso socialur qselebSi;

moiZion kulturis politikis ganviTarebis magali-

Tebi da waradginon (gamoaqveynon) isini;

gamarTon konsultaciebi saxelmwifo xelisuflebis

warmomadgenlebTan konvenciis me-6 da me-7 muxlebis

realizebis mizniT.


konvenciis valdebulebis ganxorcielebisas miRebuli pirdapiri zegavlenebi


istoriuli memkvidreobis dacvis sferoebSi koor-

dinacia da TanamSromlobis xelSewyoba;


istoriuli memkvidreobis dacvis sferoebSi saqar-

Tvelos sagareo urTierTobaTa koordinacia da Ta-

namSromlobis xelSewyoba;

aRmasrulebeli organoebisa da beneficiarebis

koordinirebuli muSaoba (kulturis, ganaTlebis,

ekonomikis saministro), vinaidan kulturuli fa-

seulobebis SenarCuneba da ganviTareba kompleqsuri

problemaa da saWiroebs kompleqsur midgomas;

kulturuli memkvidreobis safuZvliani Seswavla da

kontroli, Zveli erovnuli faseulobebis, tradici-

uli xelovnebis mimarTulebebis SenarCunebisa da Ta-

namedrove xelovnebis tendenciebis xelSewyoba;

kulturis sferoSi sakanonmdeblo bazis daxvewa da

misi qmediTunarianobis uzrunvelyofa;

moqalaqeTa CarTuloba, multikulturuli maxasia-

Teblebis SenarCuneba da ganviTarebis xelSewyoba,

kulturis mniSvnelovan indikatorad ganxiluli

unda iyos sociumis multierovnuloba.

ucxoeTSi qarTuli kulturis, sulieri da materi-

aluri memkvidreobis popularizacia da Cveni qveynis

samecniero da inteleqtualuri potencialis war-

moCena. am mizniT ucxoeTis qveynebSi saqarTvelos

dReebis, xelovnebisa da samecniero sferoebSi gamo-

fenebis momzadeba-mowyobaSi sxvadasxva uwyebis xel-

Sewyoba, Sesabamisi winadadebebisa da rekomendacie-

bis momzadeba;

sazRvargareT mcxovreb TanamemamuleebTan, qarTul

saTvistomoebTan, agreTve sxvadasxva qveynebSi moq-

med saqarTvelosTan megobrobis sazogadoebebTan da

jgufebTan TanamSromlobis ganviTarebis, sazRvar-

gareT arsebuli qarTvelologiuri da qarTuli kul-

turis centrebis Camoyalibebisa da maTi saqmianobis

xelSewyoba;


kompetenciis farglebSi sxva saerTaSoriso samTa-

vrobo da arasamTavrobo organizaciebTan kulturis,

ganaTlebisa da mecnierebis sferoSi TanamSromlobis

ganviTarebis xelSewyoba;

kulturuli mravalferovneba, rogorc ganviTarebis

faqtori. kulturuli mravalferovneba afarToebs

arCevnis SesaZleblobebs, romelic yvela adamians

gaaCnia; is ganviTarebis erT-erTi safuZvelia, da ara

mxolod ekonomikuri zrdis TvalsazrisiT, aramed

is warmoadgens saSualebas, romelic uzrunvelyofs

ufro srulyofil inteleqtualur, emociur, mora-

lur da sulier arsebobas;

kulturuli TviTgamoxatvis xelSewyoba, rac war-

moadgens individebis, jgufebisa da sazogadoebebis

Semoqmedebis Sedegs da Seicavs kulturul Sinaarss;

kulturuli saqmianobis, kulturis ekonomikisa da

kulturuli industriis mimarTulebebis ganviTare-

ba, rac ganasaxierebs an atarebs kulturuli TviT-

gamoxatvis niSnebs, maTi komerciuli Rirebulebis

miuxedavad;

kulturis sferoSi Semwynareblobisa da samoqalaqo

integraciis erovnuli koncefciis implimentacia da

gavrceleba;

qveynis kulturul cxovrebaSi erovnuli umcireso-

bebis monawileoba, maTi kulturuli TviTmyofado-

bis SenarCunebis xelSewyoba da memkvidreobis mxar-

daWeris RonisZiebebis ganxorcieleba;

kulturis sferoSi dasaqmebuli adamianebis (maT So-

ris erovnul umciresobaTa warmomadgenlebis) pro-

fesiuli gadamzadeba da maTi dasaqmebis xelSewyoba;

tolerantobis kulturis amaRleba, ganaTlebis, ga-

vrcelebisa da sxvadasxva aqtivobebis gziT;

kulturuli iniciativebi (satelevizio, SemecnebiT

gadacemebi), romelTa saSualebiTac SesaZlebeli iq-

neba sazogadoebis daintereseba da CarTuloba;

masmediisa da meoTxe xelisuflebis seqtoris profe-

siuli gadamzadeba da informaciis xelmisawvdomoba.


konvenciis valdebulebebis ganxorcielebisas miRebuli iribi zegavlenebi

konvenciis miznebisa da debulebebis ganxorcieleba, garda

kulturis sferos gaumjobesebisa da kulturuli resur-

sebis efeqturi gamoyenebisa, aseve xels Seuwyobs iseT mniS-

vnelovani sakiTxebis gaumjobesebas, rogorebicaa:

individualuri da koleqtiuri srulyofis faqtori;

mdgradi ganviTarebis seqtorisa da ekonomikuri gan-

viTarebis xelSewyoba;

SesaZleblobebis gaumjobeseba kulturisa da misi

momijnave sferoebisa, romlebic iyeneben kacobrio-

bis kulturul memkvidreobas da SeaqvT TavianTi wv-

lili mis ganviTarebaSi;

sazogadoebrivi saqmianobebisa da adamianuri kapita-

lis gaumjobesebas; saqmianobas, romelic erTnairad

sasargeblo da momgebiania masSi monawile qveynebisa

da xalxebisaTvis.

momijnave sferoebis resursebisa da SesaZleblobe-

bis ganviTareba-gamoyeneba (turizmi, landSafti, bu-

nebrivi resursebi, Soubiznesi da a.S.);

axali samuSao adgilebi da sawarmoebi;

damatebiTi Semosavlebi;

adgilobrivi produqciisaTvis axali gasaRebis baz-

rebi;

infrastruqturis, aseve komunaluri momsaxurebis

obieqtebisa da samsaxurebis modernizacia;

axali profesiebi da teqnologiebi.


I V Tavi

kulturis politika

politika saboloo mizanTa, praqtikuli miznebisa da saSu-

alebebis sistemaa, romelsac xelisuflebasa da samTavrobo ins-

tituciebze dayrdnobiT awarmoebs garkveuli politikuri Tu

mmarTveli jgufi. miuxedavad imisa, Tu ras gulisxmobs kultu-

ris politikis dokumenti an ra fundamentur Rirebulebebs aer-

Tianebs kulturis politika, dokumenti TavisTavad saboloo

mizans, gegmas, instrumentebs, saSualebebs, SesaZleblobebsa da

monawileebis erTobliobas gulisxmobs, romlebic Tanmimdev-

rul sistemaSi erTiandeba. „kulturis politika“, rogorc ter-

mini, pirvelad gaerTianebuli erebis ganaTlebis, mecnierebisa

da kulturis organizaciam (UNESCO) gamoiyena monakos 1967 wlis Sexvedraze: „politika kulturis sferoSi _ winaswari mosaz-

rebebi“ (The Arts of Democracy, 2009). Sexvedris monawile qveynebi

da maTi warmomadgenlebi mividnen daskvnamde, rom _ kulturis

sferos ganviTarebaSi mniSvnelovania saxelmwifos roli da au-

cilebelia kulturaSi saxelmwifos mxridan Tanamonawileobis

ganxilva, rac gulisxmobs sxvadasxva principisa da aqtivobis

ganxilvas, rogorc finansur-administraciuli niSniT, aseve

sakanonmdeblo mimarTulebiT. TanamonawileobaSi, aseve, ormx-

rivad gasaTvaliswinebelia moRvaweobis sxvadasxva forma, sxva-

dasxva tipis aqtiurobisa da programis arsebobis aucilebloba,

romlebic gavlenas moaxdenen ara uSualod kulturaze, ro-

gorc moRvaweobis Sedegze, aramed kulturis sferoze, rome-

lic kulturis Sesaqmnel aucilebel instruments warmoadgens.

kulturis politika, garda qveynis SigniT arsebuli regulacie-

bisa da kulturis resurebis erTianoba-mdgradobis sakiTxebisa,

saerTaSoriso samarTlis principebsa da saerTaSoriso instru-

mentebsac aerTianebs (konvenciebi, xelSekrulebebi, rekomenda-

ciebi da a.S). sagulisxmoa is faqti, rom kulturis politikis

dokumenti kulturis sferoSi prioritetebis gansazRvrisa da

strategiebis dagegmvis garda, saxelmwifoebriv mniSvnelobasac

129kulturis politika

iZens da saxelmwifos mxridan kulturis xedvas warmoadgens. sa-

erTaSoriso samarTlis principTa mixedviT, ama Tu im erTobis

erad aRsaqmelad eqvsi aucilebeli niSani gamoiyofa. esenia:

1. saerTo sakuTari saxeli;

2. miTi saerTo warmomavlobaze;

3. saerTo istoria da istoriuli mexsiereba;

4. erTiani, sxvebisgan gansxvavebuli kultura;

5. garkveul teritoriaze mikuTvneba;

6. urTierTsolidarobis grZnoba.

warmodgenili ganmarteba gulisxmobs ama Tu im erTobis erad

aRiarebis wess, rac saqarTvelosTvis sakamaTo sakiTxs ar war-

moadgens. Zalian xSirad saxelmwifoebis mdgardoba da siZliere

eqvsive principis arsebobas ar saWiroebs. Tumca unda aRiniS-

nos yvelaze mTavari, ris gamoc erisa da saxelmwifoebis cnebis

Sedareba gaxda aucilebeli. istoriul qveyanas, ers, SesaZle-

belia hqondes istoriuli da TviTmyofadi kultura da ar mo-

nawileobdes saerTo kulturul procesebSi, an, sulac piriqiT,

saxelmwifos SesaZlebelia ar hqondes istoriuli mexsiereba

da istoriuli TviTmyofadi kultura da, rogorc saxelmwifo,

monawileobdes globalur kulturul procesebSi. msoflios

sxvadasxva qveyanaSi prioritetulia kulturis politikis sxva-

dasxva modeli, romlebic asaxavs saxelmwifosa da kulturis

urTierTdamokidebulebis sakmaod gansxvavebul Sexedulebebs.

kulturis politikis mkvlevrebi, ZiriTadad, xuT mTavar

models gamoyofen:

1. liberaluri modeli _ saxelmwifos mxridan kulturaSi Cau-

revlobis „neitralur“ models gulisxmobs. kulturis

politikas sabazro ekonomika, fondebi da kerZo seqtori

gansazRvravs. saxelmwifo kulturis sferos ganviTare-

bisTvis komerciul seqtors, fondebsa Tu kerZo pirebs

sakanonmdeblo iniciativebiTa da sagadasaxado politi-

kiT uWers mxars (aSS).

2. elituri modeli _ srul damoukideblobas gulisxmobs,

ro desac saxelmwifo qmnis specialur institucias (ART


COUNCIL) da mas gadascems kulturasTan dakavSirebul

valdebulebebs srul avtonomiasTan erTad (didi bri-

taneTi). unda aRiniSnos, rom msgavsi decentralizebu-

li modeli germaniasac aqvs, sadac kulturis politikis

kompetencia mTlianad federalur erTeulebzea (germa-

nia 16 federaciuli miwisgan Sedgeba) gadanawilebuli da

mas kulturis sabWoebi gankargaven.

3. biurokratiuli modeli _ gulisxmobs saxelmwifos uSualo monawileobas qveynis kulturul cxovrebaSi. anu kultu-

ra, rogorc sazogadoebrivi cxovrebis sxva sferoebi,

centralizebulia, saxelmwifo ganagebs kulturasa da

kulturis demokratizaciis procesebze saubari absur-

dulia (socialisturi banakis qveynebi).

4. prestiJul-saganmanaTleblo _ anu franguli modeli.

5. Sereuli anu emansipirebuli modeli _ ganviTarebad an postsa-

bWoTa (ukve damoukidebeli) qveynebisTvis aris damaxasia-

Tebeli, sadac gardamavali procesebis dausruleblobis

gamo qveynis mTavari aqcentebi mxolod tradiciul kul-

turul Rirebulebebzea gadatanili, kultura kvlav ide-

ologiuri da politizirebulia da kulturaze xelmisaw-

vdomoba _ centralizirebuli (saqarTvelo). kulturis

politikis erT-erTi mniSvnelovani modeli franguli mo-

delia, romelic gulisxmobs saxelmwifos maqsimalur mo-

nawileobas (Carevas) kulturis marTvaSi. meore modeli

ki aSS-Sia realizebuli, sadac saxelmwifosa da kultu-

ris urTierToba minimumamdea dayvanili. dasavleTis dan-

arCen qveynebs am or poluss Soris Sualeduri pozicia

ukavia. kulturis politikis SemuSavebisa da realizaciis

principulad mniSvnelovan sakiTxs warmoadgens gansazR-

vra im mimarTulebis samuSaoebisa, romelTac esaWiroeba

damatebiTi mxardaWera, inicireba. safrangeTi saxelmwi-

fo kulturis politikisadmi saukuneebis ganmavlobaSi

iCenda gansakuTrebul interess da Zireuli cvlilebebi

jer kidev francisk I-is (XVI s.) dros daiwyo. ludovik

XIV-is dros franguli enisa da kulturis ganviTarebis

mxardaWeram rogorc qveynis SigniT, ise mis farglebs

gareT, pirvelad miiRo Segnebuli, gaazrebuli da orga-


nizebuli xasiaTi. politikur xelisuflebasa da kultu-

ras Soris urTierTobaTa Semdgomi gaRrmavebis etapad

safrangeTis didi revolucia (1789-1794) iqca, rodesac

istoriaSi pirvelad gadaidga nabijebi kulturis poli-

tikis SeqmnisaTvis. revoluciis zemoqmedebiT ganxor-

cielda radikaluri cvlilebebi, romlebmac kulturis

praqtikulad yvela dargi moicva. 1793 wels gamocemu-

li dekretebis Tanaxmad, pirvelad ganmtkicda saavtoro

uflebebi da aRniSnuli dekreti mowodebuli iyo, daecva

„ufro wminda, ufro personaluri sakuTreba yvela sxva

sakuTrebaTa Soris“. amave periodSi warmoiSva termine-

bi _ xelovnebis nawarmoebi da kulturuli memkvidreo-

ba, agreTve Semotanil iqna „saxalxo ganaTlebis“ cneba.

1789 wels gamoica dekreti kulturuli memkvidreobis

nacionalizaciis Sesaxeb, romlis Sesabamisad, samefo bib-

lioTeka gardaiqmna erovnul biblioTekad, xolo samefo

sasaxle luvri _ xelovnebis erovnul muzeumad. am dros

gansakuTrebuli yuradReba kulturuli memkvidreobis

SenarCunebas, xalxisTvis kulturis xelmisawvdomobis

uzrunvelyofas eTmoboda. am mizniT SemoRebul iqna sa-

ero, savaldebulo da ufaso saskolo ganaTleba. safran-

geTis 22-e premier-ministrma, francua gizom, Semoitana

istoriuli Zeglis cneba da SeimuSava misi dacvis prin-

cipebi. XX saukuneSi, gansakuTrebiT mis meore naxevarSi,

kulturisa da politikis urTierTqmedeba kidev ufro

farTovdeba da intensiuri xdeba. Sarl de golis prezi-

dentobisas, safrangeTSi pirvelad iqmneba kulturis sa-

ministro, swored am periodSi yalibdeba kulturis po-

litika, romelic ganapirobebs kulturuli moRvaweobis

yvela formasa da saxeobas: istoriuli da kulturuli

memkvidreobis SenarCuneba, franguli enis dacva da gan-

viTareba, mxatvrebis finansuri, administraciuli, sa-

marTlebrivi da moraluri dacva, maTi socialuri dacva,

mxatvruli da kulturuli ganaTleba, kerZo mecenato-

bis waxaliseba da a.S. safrangeTis kulturis politikis

mTavari miRweva kulturisa da xalxis mniSvnelovan daa-


xloebas ukavSirdeba. am mizniT xorcieldeba kulturis

decentralizacia, iqmneba kulturisa da axalgazrdobis

saxlTa da kulturuli Semoqmedebis centrebis qseli,

romelTa meSveobiT xorcieldeba centrsa da provinciebs

Soris arsebuli ufskrulis likvidacia. gansakuTrebiT

unda aRiniSnos 1981-1995 wlebi (f. miteranis preziden-

tobis periodi, kulturis ministri Jak langi). am dros

kulturis sferosTvis gamoyofili gaTvlili sabiuje-

to xarjebi gaormagda, risi damsaxurebiTac kulturis

politikis SesaZleblobebi arsebiTad gaizarda. amasTan,

kulturis politika yvelaze did interess avlenda xe-

lovnebis im dargebis mimarT, romlebic mWidrod iyo da-

kavSirebuli kulturis industriasTan: sagamomcemlo sa-

qme, kinoindustria, musikaluri produqcia. rac Seexeba

mayurebels, aq pirvel planze axalgazrdoba gadmodis.

amdenad, kulturis politika gansakuTrebul yuradRe-

bas iseT movlenebs uTmobs, rogorebicaa: moda, komiqsi,

reklama, eleqtronuli musika, roki, jazi da a.S. amerikis

SeerTebul StatebSi miRebulia kulturisa da politi-

kis urTierTobis sxvagvari tipi, romelic warmoadgens

ra sruliad gansxvavebuli istoriis produqts, Tavisi

SinaarsiT franguli modelis absoluturad sawinaaRmde-

goa. amerika axalgazrda saxelmwifoa, romelic inglisis

saxelmwifosTan brZolaSi, metropoliasTan winaaRmdego-

baSi yalibdeboda, ramac qveynis federaluri mowyoba ga-

napiroba. amerikul identurobas safuZvlad udevs indi-

vidualuri iniciativisa da pasuxismgeblobis faseulobe-

bi, romlebic badebs TavSekavebul da frTxil midgomas

nebismieri centralizebuli sistemis mimarT. amerikuli

saxelmwifos gansakuTrebul Taviseburebas warmoadgens

misi mosaxleobis swrafi zrda, ris mizezsac emigrante-

bis ramdenime talRa warmoadgenda, romelTa warmoma-

vloba sakmaod mravalferovani iyo. saxelmwifo politi-

kam, romelic mimarTuli iyo am Wreli masisgan erTiani

monokulturis Seqmnisaken, sasurveli Sedegebi ver ga-


moiRo da eTnokulturuli kuTxiT, amerikis mosaxleoba

dRemde mravalferovania. sabolo jamSi, safrangeTisgan

gansxvavebiT, aSS-ma ver SeZlo gamxdariyo erTiani kul-

turis matarebeli saxelmwifo. amerikuli sazogadoeba

ewinaaRmdegeba kulturis sakiTxebSi saxelmwifos SeW-

ras an kulturis marTvas. isini darwmunebuli arian, rom

saxelmwifo Trgunavs SemoqmedebiT iniciativas, aqrobs

mxatvrul STagonebas, Tavs axvevs kargi gemovnebis gark-

veul etalons. garkveulwilad, amitomacaa, rom aSS-Si

ar arsebobs saministro an uwyeba, romelic federalur

doneze moagvarebda kulturis sakiTxebs. amerikaSi kul-

turis marTvas Statebi da qalaqebi axorcieleben. aSS,

rogorc saxelmwifo, gamoxatavs sakuTar interess kul-

turis mimarT, magram am interess safuZvlad udevs kul-

turuli sivrcis dayofa sam Semadgenel nawilad.

pirveli moicavs kulturas zogadad, anTropolo-

giuri TvalsazrisiT, rogorc mocemuli sazogadoe-

bisaTvis damaxasiaTebeli wesebisa da Cveulebebis erTobliobas. es kultura yalibdeba da funqcioni-

rebs stiqiurad, bunebrivi saxiT da raime gare Care-

vas ar saWiroebs;

meore Semadgeneli, faqtobrivad, identuria masob-

rivi kulturisa, romelic kulturuli industriis

produqts warmoadgens, qmnis ekonomikis calke seq-

tors da bazrisa da ekonomikis kanonebs emorCileba;

mesame Semadgeneli nawili ZiriTadad tradiciul mxatvrul kulturas, klasikur xelovnebas moica-

vs. aq saxelmwifos monawileoba an raime sxvagvari mxardaWera aucilebelia. amerikuli kultura, Se-

moqmedeba _ TviTorganizebadi da TviTganviTare-

badi organizmia, kulturul procesebSi nebismieri

mkacri racionaluri Carevis SesaZlebloba Zalze

SezRudulia, amitom kulturis mxardaWerisa da

ganviTarebis prioritetebs ar iTxoven arc saxel-

mwifo xelisuflebis subieqtebi da, miT umetes,

arc profesiuli elita.


gardamavali periodis Zireulma socialur-ekonomikurma

cvlilebebma mniSvnelovani gavlena moaxdina saqarTvelos Se-

moqmedebiT da kulturul cxovrebaze. XX saukunis dasasrulsa

da XXI saukunis dasawyisSi Seicvala kulturisadmi damokide-

bulebebi, daiwyo bareirebis rRveva e.w. elitarul xelovnebasa

da sazogadoebis farTo masebs Soris, kulturis sferoSi ar-

sebuli Tanamedrove tendenciebi da informacia Tanamedrove

xelovnebis Sesaxeb xelmisawvdomi xdeba da aRar aris akrZalu-

li, Tanamedrove xelovnebaSi waSlilia manamde arsebuli sa-

zRvrebi: aRar aris SezRuduli masaliT, meTodologiiTa da

tradiciuli formebiT da xSirad iyenebs multidisciplinarul

diskurss. miuxedavad xelmisawvdomobis daSvebisa, kulturis

sferoSi Zireuli cvlilebebi mainc gaZnelebulad mimdinareob-

da da msoflio Tanamedrove xelovnebaSi mimdinare proceseb-

ma da tendenciebma saTanado gavlena ver moaxdina qarTul xe-

lovnebasa da kulturaze. saqarTveloSi kulturis politikis

mniSvnelobaze saubari mravali welia mimdinareobs. miuxedavad

imisa, rom dRemde kulturis politikis mxolod samuSao ver-

siebi gvaqvs da srategiul dokuments mravali welia sxvadasxva

jgufi intensiurad qmnis. kulturis politikis dokumentis

mniSvneloba, samwuxarod, mainc kulturis sferosTvisaa gan-

kuTvnili da ar gulisxmobs zogadad globalur gagebas qveynis

kulturis resursebis ganviTarebisa da gamovlenisaTvis. gar-

damaval periodSi, romelic qveyanaSi or aTeul welze metia ga-

grZelda, kulturis sferoSi cvlilebebi xSirad spontanurad

mimdinareobda. kulturis sferoSi cvlilebebis ZiriTad mizans

warmoadgens sabiujeto Tanxebis maqsimaluri kontroli da xSi-

rad erTpirovnuli gankargva. demokratiuli mmarTvelobasa da

demokratiul sazogadoebaSi msgavsi qmedeba ganxiluli iqnebo-

da, rogorc kulturis gamoyeneba ekonomikuri da politikuri

zegavlenebis gansamtkiceblad da xSir SemTxvevaSi ideologiis

dasamkvidreblad. 2000 wlidan moyolebuli kulturis sferos

formireba finansuri da administraciuli resursebiT xdebo-

da. 2004 wlamde ZiriTad amocanas zogadad kulturis arsebuli

sistemis SenarCuneba warmoadgenda, xolo qaRaldze deklari-

rebul doneze _ kreatiulobis gaZlierebis, kulturis sferos


sabazro ekonomikaze gadasvlis, SemoqmedebiTi industriebis

gaZlierebisa da xelSewyobis programebis mxardaWera cxadde-

boda. 2003 wlis noembris Semdeg daiwyo kulturuli politikis

gegmazomieri cvlileba _ institucionaluri reforma: kultu-

ruli memkvidreobis dacva da kulturuli infrastruqturis

reabilitacia prioritetad gamocxadda. am mizniT daiwyo sa-

xelmwifo struqturebis optimizacia, restruqturizaciisa da

Semcirebis gziT saxelmwifo kulturul dawesebulebaTa qone-

bis formaTa Secvlis saSualebiT. institucionaluri reforma

dRevandel etapamde ZiriTadad arasrulyofil sakanonmdeblo

cvlilebebSi vlindeba, romlebmac xeli Seuwyo Zalauflebis

centralizacias, ver gadaWra aqamde stabilurad arsebuli

uflebamosilebaTa gamijvnis problema da, rac mTavaria, kul-

turaze xelmisawvdomobisa da kulturul procesebSi Tanabari

monawileobis ufleba. saqarTveloSi arsebuli kulturis po-

litikis „Sereuli“ modeli _ postsabWoTa periodis modelia,

romelic kulturis sferos ganviTarebasa da mxardaWeras gu-

lisxmobda prioritetebis gansazRvris „sazogadoebriv-saxel-

mwifo“ gadawyvetilebebis mixedviT da aerTianebda „amerikuli“

midgomis elementebs. msgavsi tipis marTvis modeli gulisx-

mobs sazogadoebis yvela seqtoris Tanamonawileobas kultu-

rul cxovrebaSi. iseT arastabilur sazogadoebaSi, rogorsac

warmoadgens Tanamedrove postsabWoTa sivrce da, maT Soris,

saqarTvelo, krizisul gardamaval mdgomareobaSi myofi eko-

nomikiT, ar SeiZleba srulad da wmindad davesesxoT amerikul

gamocdilebas. mxolod ekonomikis stabilizaciis, samoqalaqo

sazogadoebis nawilebisa da arakomerciuli organizaciebis

infrastruqturis formirebis gziT aris SesaZlebeli kultu-

risa da ekonomikis TanamSromloba, rac TavisTavad gulisxmobs

sakanonmdeblo da sagadasaxdo sistemebis gadaxedvas, SeRava-

Tebisa da samotivacio meqanizmis amuSavebas da sxva qveynebis

gamocdilebis gaziarebas.

kulturis politikaze saubrisas mTavaria kulturis mniS-

vnelobis gansazRvra da kulturis SinaarsSi nagulisxmebi er-

Tobis gaanalizeba. kultura TavisTavad ramdenime Zireuli

instrumentisgan Sedgeba: Rirebulebebi, damokidebulebebi da

faseulobebi (damokidebulebebi, rogorc lokaluri da globa-


luri, aseve koleqtiuri da individualuri), adaTebi, wesebi da

ena. qveynis kulturis politikis SemuSavebisas mniSvnelovania

ara arsebuli modelebis gadmotana da mere maTi sxvadasxva me-

qnizmiT amuSaveba, aramed saxelmwifoebrivi midgomis gansazRv-

ra, rac qveynis erovnul da regionul doneze yvela subieqtis

erTnair monawileobasa da kulturis erTnair xelmisawvdomo-

bas gulisxmobs, qveynis sxvadasxva regionsa da municipalitet-

Si Tavisi resursebis, tradiciebis, eTnikuri jgufebisa da eT-

nofsiqologiis gaTvaliswinebiT. kulturis politikis doku-

menti unda efuZnebodes ara marto kargad gaazrebul marTvis

sistemebsa da regulaciebs, aramed Tavis TavSi unda aerTianeb-

des arsebuli resursebis, kulturis obieqtebisa da subieqte-

bis analizis Sedegad gamovlenil saWiroebebsa da ganviTarebis

strategul gegmasac. kulturis politikis dokumenti moicavs

yvela im seqtors, romelTa saqmianobac efuZneba kulturul

faseulobas an/da SemoqmedebiTobisa da kreatiulobis gamo-

xatvas, radgan es saqmianoba orientirebulia bazarze an ara-

samTavrobo bazarze da nebismieri tipis struqturaze, rome-

lic axorcielebs maT. es saqmianoba moicavs im saqonlisa da

momsaxurebis Seqmnas, warmoebas, gavrcelebasa da SenarCunebas,

romlebic gamoxataven kulturas, SemoqmedebiTobas da masTan

dakavSirebul funqciebs, raSic moiazreba ganaTleba, marTva

da regulireba. kulturis politikis dokumenti, garda qvey-

nis SigniT arsebuli resursebisa da prioritetebis analizisa,

aseve Tavis TavSi aerTianebs saerTaSoriso instrumentebsa da

regulaciebs, maT Soris gulisxmobs kulturuli mravalfero-

vnebisa da kulturuli TviTgamoxatvis mravalferovnebis sa-

kiTxebs, kulturis procesebSi monawileobis miRebis uflebasa

da Tanabar xelmisawvdomobas, ganaTlebisa da ganaTlebasTan

dakavSirebul sakiTxebs, kulturis sferoSi arsebuli monace-

mebis Segrovebas, resursebis kartografias, inteleqtualuri

sakuTrebis uflebebsa da saavtoro uflebebis sakiTxebs, kul-

turis sferos marTvis procesebis gaumjobesebis sakiTxebs,

centralizaciisa da decentralizaciis, finansuri da sagada-

saxado politikis mimarTulebebis sakiTxebs, kulturisa da Se-

moqmedebis eqsportis mimarTulebebs da sxva. kultura, garda


warmodgenili instrumentebisa, Tavisi SinaarsiT materialuri-

caa da sulieric. Tumca, misi suliereba qmnadobis an warmoebis

SemTxvevaSi iZens materialur xasiaTs, rac xSirad saxogadoebis

anu urTierTobaTa sistemis faseulobaTa maCvenebelicaa. kul-

turis SesaZleblobebsa da realizebis saSualebebs kulturis

arsebuli resursebi ganapirobebs, romelTa gaaqtiurebac kul-

turis politikis arsebobasa da mdgradobazea damokidebuli.

ganviTarebul qveynebSi kulturis politikas naklebi adgi-

li ukavia saxelmwifos moRvaweobaSi, radgan kulturaze mniS-

vnelovnad zemoqmedebs biznesis sfero. ganviTarebad qveynebSi

saxelmwifo mTavari institutia, romelsac SeuZlia kulturis ganviTareba uzrunvelyos kulturis sferos xelSewyobis da-finansebiT. saxelmwifoebrivi midgoma gamoixateba kulturis politikis SemuSavebaSi saerTo erovnul doneze da regiona-luri ganviTarebis strategiis SemuSaveba-ganviTarebaSi qveynis sxvadasxva teritoriul kuTxeebSi, Tavisi bio-ekologiur-fsi-qo tradiciebis gaTvaliswinebiT. sayovelTaod cnobilia, rom adamianis uflebebis dacvis Rirebulebebi TiTqmis yvela civi-lizaciisa da kulturis tradiciis nawilia. mraval kultura-Si arsebobs _ erTmaneTTan winaaRmdegobaSi myofi CveulebiTi Rirebulebebi; zogadad, adamianis saerTaSoriso uflebebi da-kavSirebulia saxelmwifosa da xalxs Soris urTierTobasTan.

gardamavali periodis Zireulma socialur-ekonomikurma cvli-

lebebma mniSvnelovani gavlena moaxdina saqarTvelos Semoqme-

debiT da kulturul cxovrebaze. me-20 saukunis dasasrulsa

da 21-e saukunis dasawyisSi Seicvala kulturisadmi damokide-

bulebebi, daiwyo barierebis rRveva e.w elitarul xelovnebasa

da sazogadoebis farTo masebs Soris, kulturis sferoSi ar-

sebuli Tanamedrove tendenciebi da informacia Tanamedrove

xelovnebis Sesaxeb xelmisawvdomi xdeba da aRar aris akrZalu-

li, Tanamedrove xelovnebaSi waSlilia manamde arsebuli sa-

zRvrebi: aRar aris SezRuduli masaliT, meTodologiiTa da

tradiciuli formebiT da xSirad iyenebs multidisciplinur

diskurss. miuxedavad xelmisawvdomobis daSvebisa, kulturis sferoSi Zireuli cvlilebebi mainc gaZnelebulad mimdinareob-da da msoflio Tanamedrove xelovnebaSi mimdinare procesebma da tendenciebma saTanado gavlena ver moaxdina qarTul xelo-vnebasa da kulturaze.


saqarTveloSi kulturis politikis mniSvnelobaze saubari mravali welia mimdinareobs. miuxedavad imisa, rom dRemde kul-turis politikis mxolod samuSao versiebi gvaqvs da strate-

giuli dokumentic sul cota xania Seiqmna. samwuxarod, mainc

kulturis sferosTvisaa ganpirobebuli da ar gulisxmobs zo-

gadad globalur gagebas qveynis kulturis resursebis ganviTa-

rebisa da gamovlenisaTvis.45

sxvadasxva mkvlevris mosazrebiT, kulturis politikis Se-

muSavebisa da Semdgomi gamarTuli muSaobisTvis mniSvnelovania

resursebis politikis dagegmva da gaazreba; amerikeli, kali-

fornieli eqspertebis _ don adamsisa da arlen goldbardis

mosazrebiT, swori kulturuli politikisaTvis sul sami qcevaa

saWiro:

1. kulturuli memkvidreobis faseulobebis, kulturu-

li prioritetebisa da miznebis gansazRvra;

2. inovaciebisa da masze Tanxebis xarjvis proeqtebis Se-

muSaveba, rac xels uwyobs zustadac kulturuli po-

litikis formirebas;

3. politikis monitoringi _ es procesi aucilebelia,

radganac xels Seuwyobs kulturis gavlenas yvela so-

cialur qmedebaze, im moTxovnebze, romlebic sociumi-

dan modis.

mkvlevrebi Tanxmdebian, rom saxelmwifo unda monawileob-

des kulturuli politikis SeqmnaSi, magram amisaTvis karnaxo-

ben ZiriTad mimarTulebas, romliskenac unda iyos mimarTuli

saxelmwifo politikis yuradReba, aseve miuTiTeben Sesrulebis

instrumentebzec. amisTvis ki saWiroa iyos daintereseba da neba.

Tu saxelmwifo aRiarebs, rom kultura erovnuli simdidrea da

es gancxadeba mxolod naTqvamis doneze ar darCeba, maSin, ime-

dia, moiZebneba is resursi adamianebisa, romlebic SeimuSaveben

saqarTveloSi meqanizmebs kulturuli politikis ganviTarebi-

saTvis.

45 n. sanadiraZe _ „kultura, kulturis resursebi da kulturis prioritete-bi“, Tbilisis saxelmwifo samxatvro akademia, restavraciis, xelovnebis isto-riisa da Teoriis fakulteti, d. TumaniSvilis 65 wlisTavisadmi miZRvnili sa mecniero konferencia 2015. konferenciis masalebi, Tbilisi, 2015.


aWaris avtonomiuri respublikis ganaTlebis, kulturi-sa da sportis saministros saSemsruleblo xelovnebis xelSewyobis programa moicavs saSemsruleblo xelovne-bis sferoSi britaneTisa da aWaris Teatrebis, musikalu-ri centrisa da sxva saxelovnebo organizaciebis TanamS-romlobas, romelic ganxorcieldeba profesiuli ganvi-Tarebis da SemoqmedebiTi mimarTulebiT. programa ramde-nime welia mimdinareobs da amave programis farglebSi 2014 wels britaneli eqspertebis monawileobiT ganxorcielda qarTuli, kerZod, aWaris auditoriis kvleva da kvlevis Se-degebze dayrdnobiT SemuSavda rekomendaciebi. proeqtma saSualeba misca saSemsruleblo xelovnebis warmomadgen-lebs gascnobodnen auditoriis saWiroebebsa da intere-sebs. arsebuli moTxovnebis Sesabamisad SemuSavda audito-riis mozidvisa da marketingis strategiebi.

2015 wlis aWaris avtonomiuri respublikis ganaTle-

bis, kulturisa da sportis saministros saSemsruleblo

xelovnebis xelSewyobis programa: 051104 46

programis mizani:

aWaraSi saSemsruleblo xelovnebis ganviTarebis xel-

Sewyoba, saSemsruleblo xelovnebis dawesebulebebSi Se-

moqmedebiTi procesebis gaumjobeseba da saSemsruleblo

xelovnebis warmomadgenelTa profesiuli ganviTareba.

programis aRweraSi vkiTxulobT, rom programiT

saSemsruleblo xelovnebis ganviTarebis xelSewyoba,

gaTvaliswinebuli aqtivobebi da Sedegebi, ganpirobebu-

li iyo kvleviTi komponentis, kerZod, aWaris auditoriis

kvlevisa da kvlevis Sedegebze dayrdnobiT SemuSavebuli

dokumentis rekomendaciebis gaTvaliswinebiT. saSemsru-

leblo xelovnebis xelSewyobis programa Tavisi Sinaar-

siT aqtualuri da mniSvnelovania, radganac saSemsru-

leblo xelovneba warmoadgens kulturis sferos erT-

erT mniSvnelovan da mzard mimarTulebas, romelic Tavis

TavSi moicavs ara marto saSemsruleblo xelovnebis mi-

marTulebiT gaTvaliswinebul aqtivobebs, aramed Tana-

medrove tendenciebsa da mimarTulebebsac (multimedia.

eleqtronuli da E teqnologiebi da a.S.).

46 aWaris avtonomiuri respublikis 2015 wlis respublikuri biujetiT gaTva-lis winebuli programebi da qveprogramebi https://matsne.gov.ge/ka/document/view/2821206.


2015 wlis biujetiT ganxorcielebuli saSemruleblo

xelovnebis programa 051104 moicavs saSemsruleblo xe-

lovnebis sferoSi britaneTisa da aWaris Teatrebis, mu-

sikaluri centrisa da sxva saxelovnebo organizaciebis

TanamSromlobas, romelic ganxorcieldeba profesiuli

ganviTarebis da SemoqmedebiTi mimarTulebiT. aWaraSi

saSemsruleblo xelovnebis dawesebulebebis erT-erT

yvelaze did gamowvevas auditoriis mozidvis proble-

mebi da mayureblis simcire ganapirobebs, rac pirdapir

aisaxeba Teatrebisa da sxva saSemsruleblo xelovnebis dawesebulebebis warmatebul funqcionirebaze.

aRniSnuli sakiTxi qveynis masStabiT prioritetulia, Tumca unda aRiniSnos, rom Teatrebisa da sxva saSemsru-leblo dawesebulebebis warmateba damokidebulia Ti-Toeulis instituciis SemoqmedebiT Sedegsa da Semoqme-debiT resursze, mxolod mayureblis raodenoba saSemru-leblo xelovnebis sferos xelSewyobis instrumentad ar ganixileba.

2014 wlis Sedegebi _ aWaraSi saSemsruleblo xelov-nebis mniSvnelovani gamowveva mayureblis simciriTa da zogadad, auditoriis mozidvis problemebiT aris gan-pirobebuli, rac, Tavis mxriv, negatiurad aisaxeba sa-erTo SemoqmedebiT procesebze. aRniSnuli procesebis droulad mougvarebloba gamoiwvevs auditoriis kidev ufro daSorebas da gaucxoebas saSemsruleblo xelov-nebis dawesebulebebTan. 2014 wels ganxorcielda aWara-Si saSemsruleblo xelovnebis auditoriis ganviTarebis kvleva, momzadda rekomendaciebis dokumenti da saxel-mZRvanelo `strategiuli marketingi da auditoriis ganviTareba kulturis organizaciebisaTvis~; Catarda vorkSopebi aWaris a.r. arsebuli Teatrebisa da saxelo-vnebo organizaciebisTvis. sul monawileoba miiRo kul-turis sferos 28 warmomadgenelma. vorkSopebi Catarda strategiul marketingsa da auditoriis mozidvis xelo-vnebaSi. vorkSopSi monawile organizaciebma/dawesebule-bebma moamzades samoqmedo gegmis dokumentis pirveladi versia. daidga qarTul-britanuli erToblivi speqtakli. (`nuli saaTi~, kompania Imitating the Dog (Ltd.).47

2014 wels britaneTis sabWom sxvadasxva aqtivoba daa-finansa 77 000-mde lariT.

47 http://www.imitatingthedog.co.uk


2015 wlis Sedegebi _ aWaraSi saSemsruleblo xelov-nebis mniSvnelovani gamowveva mayureblis simciriT da zogadad, auditoriis mozidvis problemebiT aris ga-mowveuli, rac, Tavis mxriv, negatiurad aisaxeba saerTo SemoqmedebiT procesebze. aRniSnuli procesebis drou-lad mougvarebloba gamoiwvevs auditoriis kidev ufro daSorebas da gaucxoebas saSemsruleblo xelovnebis dawesebulebebTan. 2015 wels Catarda samuSao Sexvedrebi (vorkSopebi) aWaraSi arsebuli Teatrebisa da saxelovne-bo organizaciebisTvis strategiul marketingsa da audi-toriis mozidvis xelovnebaSi. vorkSopSi monawile orga-

nizaciebma moamzades samoqmedo gegmis dokumenti, aseve

ganxorcielda auditoriis ganviTarebis strategiisa da

samoqmedo gegmis monitoringi. Seiqmna qarTul-britanu-

li erToblivi speqtakli `zamTris zRapari~, kompania The Unicorn Theatre.48

Sefasebis kriteriumebiSefa seba

(skala 1-10 qula)

wonaSewonili Sefaseba

programis aqtualuroba/saWiroeba

8 30% 2,4

programis logikuri CarCo/dizaini

7 30% 2,1

programis implementaciisa da ganxorcielebis Sefaseba

7 30% 2,1

programis Sedegebi da miRwevebi

5 5% 0,25

programis xarjefeqtianoba 5 5% 0,25

saSualo Sewonili Sefasebis qula

7,1

48 https://www.unicorntheatre.com


monacemTa analizi

programis aqtualu-roba/saWi-roeba

programa pasuxobs kulturis sferos xelSewyobis au-cileblobasa da saSemruleblo xelovnebis ganviTare-bis aucileblobiT gamowveul prioritetebs.

programis logiku-ri CarCo/dizaini

programa relevanturia gamocxadebul mizanTan, pro-gramis mizania _ aWaraSi saSemsruleblo xelovnebis ganviTarebis xelSewyoba, saSemsruleblo xelovnebis dawesebulebebSi SemoqmedebiTi procesebis gaumjo-beseba da saSemsruleblo xelovnebis warmomdgenelTa profesiuli ganviTareba.

programis implemen-taciisa da ganxorcie-lebis Sefa-seba

programa warmatebiT mimdinareobs, programis aRweri-sas dasaxuli amocanebi miRwevadi da Sesrulebadia. Tu-mca aRsaniSnavia programis dasaxelebisa da programis Sinaarsis Tavsebadoba kulturis sferos Tavisebure-bebTan mimarTebiT. programis dasaxelebaa saSemsru-leblo xelovnebis xelSewyoba, programis ganxorcie-leba ki kulturis sferos mxolod ramdenime institu-ciis monawileobas gulisxmobs.

(ssip baTumis ilia WavWavaZis saxelobis profesiuli saxelmwifo dramatuli Teatri, ssip baTumis Tojine-bisa da mozard mayurebelTa profesiuli saxelmwifo Teatri, ssip xulos profesiuli saxelmwifo drama-tuli Teatri da ssip baTumis musikaluri centri); saSemsruleblo xelovnebis xelSewyoba farTo cnebaa da sasurvelia sxva aqtivobebsa da RonisZiebebs gu-lisxmobdes. saSemsruleblo xelovnebis xelSewyobis programa moi-cavs saSemsruleblo xelovnebis sferoSi britaneTis da aWaris Teatrebis, musikaluri centris da sxva saxelov-nebo organizaciebis TanamSromlobas, romelic ganxor-cieldeba profesiuli ganviTarebis da SemoqmedebiTi mimarTulebiT. aWaraSi, saSemsruleblo xelovnebis dawesebulebebis erT-erT yvelaze did gamowvevas audi-toriis mozidvis problemebi, programireba/prodiusi-reba, proeqtebis dagegmva da menejmenti, aseve strate-giuli marketingis SemuSaveba warmoadgens, rac pirda-pir aisaxeba Teatrebis da sxva saSemsruleblo xelovne-bis dawesebulebebis warmatebul funqcionirebaze.aRniSnuli gamowvevis sapasuxod programis farglebSi profesiuli ganviTarebis mimarTulebiT ganxorciel-deba mTeli rigi aqtivobebi, romlebic TavisTavad xels uwyobs sferos ganviTarebas, magram kulturis sferoSi warmatebisa da kulturis mwarmoeblis funqcias sus-tad Seasrulebs, radganac kulturis sferoSi Catare-buli aqtivobebis Sefaseba raodenobrivi maCveneblebiT


ar fasdeba da mxolod da mxolod kulturis sferos produqtebis `sulieri~ maxasiaTeblebiT xasiaTdeba.programis farglebSi dagegmil mTel rig RonisZiebeb-Tan erTad, aseve Catarda vorkSopebi aWaris a.r. arse-buli Teatrebisa da saxelovnebo organizaciebisTvis. sul monawileoba miiRo kulturis sferos 28 warmo-madgenelma. mniSvnelovania, 2016 wlis programaSi gaT-valiswinebuli iyos vorkSopSi monawileTa Sedegebi da gamocdilebis Sedegad ganxorcielebuli aqtivobebi.programis farglebSi gaTvaliswinebuli implementa-ciisa da ganxorcielebis Sefasebis kriteriumebi pro-gramis farglebSi dagegmili RonisZiebebis Sesabamisia. Tumca saSemsruleblo sferos Taviseburebas ara ada-minuri an instituciuri resursis raodenobrivi maCve-nebeli gansazRvravs, aramed drois Sedegad miRebuli kulturis sferoSi ganxorcielebuli aqtivobebi;

programis Sedegebi da miRwevebi/problemebi

programis Sedegebi programis farglebSi dagegmili RonisZiebebis mixedviT SesaZlebelia dadebiTad Sefas-des ori maCvnebliT: miRebuli SedegebiT, romelic sru-lad Seesabameba programis CarCosa da miznebs, (raoden-obrivi maCveneblebis mixedviT) da 2. drois mixedviT, kulturis sferoSi samomavlod ganxorcielebuli aq-tivobebis SedegebiT.

programis xarjefeq-tianoba

programa xarjefeqtiania gamocxadebuli miznebis, aq-tualurobis, implementaciis da Sedegebis gaTvaliswi-nebiT. sferos Taviseburebebidan gamomdinare, samoma-vlod sasurvelia xarjTefeqtianoba ganisazRvros ara mxolod programis farglebSi dagegmili RonisZiebis Sesabamisad, aramed gaTvaliswinebuli iyos kulturis sferos mwarmoeblis ekonomikuri buneba.


kulturis sferos Taviseburebebidan gamomdinare, Sefaseba mocemulia Tvisobrivi SefasebiTi sistemis mixedviT: 49

programis mdgradoba kulturis sferos TaviseburebebTan

mimarTebaSi

Sefaseba (skala

1-10 qula)wona

Sewonili Sefaseba

dargobrivi kompetencia 8 30% 2,4

kulturis sferosTan Tavsebadoba 8 30% 2,4

grZelvadiani Sedegebi kulturis sferosTan mimarTebaSi

6 30% 1,8

moklevadiani Sedegebi kulturis sferosTan mimarTebaSi

6 5% 0,3

programis miRwevebi 5 5% 0,25

saSualo Sewonili Sefasebis qula 7,15

Tvisobrivi Sefasebis sistema50 kulturis TiToeuli pro-

gramisTvis individualurad dgindeba da gulisxmobs

rogorc kulturis sferos zogad Taviseburebebs, ise

dargobriv kompetenciebsac. saSemsruleblo xelovnebis

xelSewyobis programa dargobrivi kompetenciis farg-

lebSi gulisxmobs ara programiT gaTvaliswinebuli aq-

tivobebisa da RonisZiebebis Sefasebas, aramed kulturis

sferoSi dagegmili RonisZiebebis mosalodneli Sedege-

bis gaanalizebas. kulturis sfero e.w `sulieri warmoe-

bis~ TaviseburebebiT xasiaTdeba da Seqmnili produqtebi

ara imdenad sagnobrivi xasiaTisaa, ramdenadac azrovne-

bis fenomenebs (aRqmas, gagebas, gancdas da misT.) ukavSir-

deba da uSualo daTvlasa da Sejamebas ar eqvemdebareba.

49 Tvisobrivi Sefasebis sistema kulturis TiToeuli programisTvis individ-ualurad dgindeba da gulisxmobs rogorc kulturis sferos zogad Tavisebu-rebebs, ise dargobriv kompetenciebsac. 50 Tvisobrivi Sefasebis sistemis kriteriumebi 2016 wlis programis _ saSemsru-leblo xelovnebis xelSewyoba _ kriteriumebiT iTvleba.


kulturis sferoSi nebismieri mimarTulebis xelSewyo-

ba an dargobrivi/instituciuri ganviTarebis dagegmva

unda warmoadgendes miznobrivi orientaciisa da auci-

lebeli Sedegebis miRwevis, kulturis sferoSi moRvawe

sxvadasxva subieqtis saqmianobis efeqturobis amaRle-

bis, sazogadoebisTvis kulturis sferos momsaxurebis

miwodebis uzrunvelyofis mizniT gansaxorcielebel Ro-

nisZiebaTa erTobliobas.

Sedegebisa analizisas ki aucilebelia gaviTvaliswi-

noT rogorc moklevadiani Sedegi, rogorc programis

farglebSi Catarebuli aqtivobebi, aseve grZelvadiani

Sedegi bazarTan mimarTebiT, romelic kulturaSi ori

tipiT xasiaTdeba: momxmarebelTa bazari da donorTa ba-

zari. Sedegebis analizi ki, erTi mxriv, sferos dargobri-

vi komptenciebiTaa gamowveuli, meore mxriv ki, kultu-

ris sferos bazris Taviseburebebidan gamomdinareobs.


SvedeTi _ SvedeTSi kulturis politika dRevandeli saxiT

1920-1970 wels Camoyalibda da parlamentma erTxmad 1974

wels daamtkica. manamde arsebobda saxelovnebo institu-

tebi, 1991 wels ki kulturis saministro Camoyalibda.

SvedeTSi Seqmnilia ramdenime organizacia, romlebic sa-

xelmwifosagan iRebs zogadad gansazRvrul miznebsa da

garkveul finansebs. SvedeTSi marTvis mTavari meqaniz-

mi miznebsa da Sedegebze orientirebulis saqmianobaa,

romlebic mizez-Sedegobrivi saqmianobis mixedviT iReben

finansebs, rac gulisxmobs miznebis miRwevis gzebisa da

Sesrulebis srul damoukideblobas. swored aseTi gage-

biT SvedeTSi arsebobs saxelmwifoze daqvemdebarebuli

sabWoebi da saagentoebi, romlebic iReben ara brZanebebsa

da davalebebs, Tu rogor unda imuSaon, aramed zogadad

gansazRvrul miznebs. radgan maTTvis mTavaria Sedegi da

ara Sedegamde ganxorcielebuli etapebis Tanmimdevroba

da ganxorcielebis sxvadasxva meqanizmi. aseTi sabWoebia:

1. SvedeTis kulturis sabWo

2. erovnuli memkvidreobis sabWo

3. erovnuli arqivi

4. samefo biblioTeka

5. kulturis analizis samTavrobo saagento

TiToeuli sabWo gamoirCeva gansxvavebuli marTvis

specifikiT, Sesabamisad, erTnairad marTva am dawesebu-

lebebisa SeuZlebelia, amitomac TiToeuli sabWo mor-

gebulia da pasuxismgebelia konkretuli sabWos sworad

funqcionirebaze.

germania, amerikis msgavsad, federaluri mowyobisaa da 16 fe-

deraluri mxarisagan Semdgari saxelmwifoa. qveyanaSi

amocanebis gadanawileba saxelmwifo, regionul da komu-

nalur instanciebs Soris xdeba. Tumca, kulturis poli-

tikis sferoSi saxelmwifo (federaluri done) arafers

wyvets, samagierod, TiTqmis yvelanair gadawyvetile-

bas federaluri mxareebi iReben. federacia saerTo sa-


xelmwifoebrivi mniSvnelobiT uwyobs xels kulturul

instituciebs _ festivalebs, fondebs, aseve kulturis

sagareo politikas. 2001 wels muSaobas Seudga qveynis/

federaluri kulturuli fondi, romelic kulturis

sferos did proeqtebs afinansebs. federaluri mxaree-

bi cal-calke an mTlianobaSi monawileoben sxvadasxva

masStaburi kulturuli instituciebis gankargvasa da

dafinansebaSi, rogorebicaa, magaliTad: germaniis sabib-

lioTeko instituti berlinSi, germaniis xelovanTa dax-

marebis saprezidento fondi, germaniis enisa da litera-

turis akademia da a.S.

germaniaSi kulturis mxardaWera Semdegnairad

xorcieldeba:

1. sajaro instituciebis (mag. Teatrebis, muzeumebis,

biblioTekebis) xarjebis uzrunvelyofa, romlebic

uwinaresad kulturis gadacemas/gaziarebas/popu-

larizacias emsaxureba;

2. kulturis arapirdapiri xelSewyoba xelsayreli sa-

marTlebrivi da socialuri CarCo-pirobebis Seqm-

niT (mag. sagadasaxado, socialur da mediis kanon-

mdeblobaSi, garkveuli jgufebisaTvis bileTebze

fasdaklebis daweseba an garkveuli SeTavazebebi

skolebisa da umaRlesi saswavleblebisaTvis);

3. pirdapiri ekonomiuri daxmarebebi kulturisa da me-

diis seqtorSi (pirvel rigSi, kinoproduqciisa da

gaqiravebis sferoSi, publikaciebis beWdvis xarje-

bis subsidireba, qirisgan gaTavisufleba);

4. `Tavisufali~ kulturuli saqmianobebis xelSewyoba

(mag. premiebi an stipendiebi xelovanTa da avtor-

TaTvis, kerZo Teatrebis mxardaWera an moyvarul-

Ta Tu xelovanTa gaerTianebebis daxmareba da sxv.).

kulturis xelSewyobisa da ganviTarebis prioritetebis gan-

sazRvra _ sxvadasxva donis kulturis politikis SemuSavebisa

da realizaciis principulad mniSvnelovan sakiTxs warmoadgens


sakiTxi prioritetebis Sesaxeb _ im samuSaoebis mimarTulebis

gansazRvra, romelTac esaWiroeba damatebiTi xelSewyoba, inici-

reba. gansakuTrebuli mniSvneloba am sakiTxs eniWeba sabiujeto

dafinansebasTan dakavSirebiT, miT umetes, ekonomikuri vard-

nisa da krizisis pirobebSi. prioritetebis problema moicavs

ramdenime sakiTxs, romlebic dakavSirebulia imis dadgenasTan,

Tu vin da rogor gansazRvravs maT. am problemasTan mimarTe-

biT SeiZleba gamoikveTos ori ukiduresi pozicia. pirobiTobis

garkveuli xarisxiT isini SeiZleba ganisazRvros, rogorc `ame-

rikuli~ da `postsabWouri~ modelebi.

`amerikuli modeli~. uari prioritetebis gansazRvraze _

kulturisa da xelovnebis sferoSi menejmentis amerikeli Teo-

retikosebisa da praqtikosebis dominanti Sexedulebebis Tana-

xmad, kulturuli procesebis prognozirebis, prioritetebis

gansazRvris mcdelobebi Zalze abstraqtul cnebas warmoad-

gens. kultura, Semoqmedeba _ TviTorganizebadi da TviTganvi-

Tarebadi organizmia, kulturul procesebSi nebismieri mkacri

racionaluri Carevis SesaZlebloba Zalze SezRudulia. amitom

kulturis mxardaWerisa da ganviTarebis prioritetebs ar iTxo-

ven arc saxelmwifo xelisuflebis subieqtebi da, miT umetes,

arc profesiuli elita. `grZeli xelis~ principis Tanaxmad, sa-

xelmwifo axorcielebs mxolod zogad-maregulirebel funqcias

(kanonmdebloba da dabegvra), xolo uSualo mxardaWeras 1965

wlamde axorcielebda mxolod mravalferovani arasaxelmwifo

fondebi (romelTa ricxvic aSS-Si Seadgens 25 000-ze mets), sa-

dac saxsrebis akumulacia xdeboda sxvadasxva wyarodan. 1965

wels prezident jonsonis administraciam Seqmna kulturasa da

xelovnebaze saxelmwifo anaricxebis meqanizmi. Seiqmna xelovne-

bis erovnuli fondi, romelic anawilebda grantebs mxatvrobis,

kulturisa da xelovnebis sferos arakomerciuli organizacie-

bisaTvis. xelovnebis erovnuli sabWo, romlis mizania xelovne-

bis sxvadasxva saxeobis, eTnikuri xelovnebisa da xelosnobis,

samuzeumo saqmis, mxatvruli ganaTlebis, masmediis saSualebe-

bisa da a. S. ganviTarebis mxardaWera, erovnuli humanitaruli

fondi, romelic mxars uWers kvlevebs saxelovnebo da humani-


tarul sferoSi (istoria, filosofia, literaturaTmcodneo-

ba, lingvistika, samarTali, eTika, xelovnebis istoria da sxv.).

garda amisa, moqmedebs Statebis sabWoebi xelovnebaSi, aseve

Statebis humanitaruli sabWoebi. kulturuli gacvlis progra-

mebis, gastrolebis, sazRvargareT swavlis gagrZelebas uWers

mxars, aseve, saxelmwifo sainformacio saagento. msgavsi mid-

goma gansazRvravs kulturis sferos marTvis saerTo msoflio

tendenciebs _ safrangeTSic ki (romelic warmoadgens kultu-

ruli ganviTarebis regulirebis centralizebul-saxelmwifo

regulirebis _ egreT wodebul `romanul~ magaliTs), jer kidev

socialisti f. miteranis administraciis dros miRebul iqna ga-

dawyvetilebebi am regulirebis etapobrivi decentralizaciis

Sesaxeb, swored amerikuli gamocdilebis farTo gamoyenebidan

gamomdinare. Tumca, es gamocdileba Seesabameba momwifebuli

sabazro ekonomikisa da ganviTarebuli demokratiis mqone sta-

biluri sazogadoebis situacias. iseT arastabilur sazogadoe-

baSi, rogorsac warmoadgens Tanamedrove postsabWoTa sivrce

da maT Soris, saqarTvelo, krizisul gardamaval mdgomareobaSi

myofi ekonomikiT, ar SeiZleba srulad da wmindad davesesxoT

amerikul gamocdilebas. mxolod ekonomikis stabilizaciis,

samoqalaqo sazogadoebis nawilebisa da arakomerciuli orga-

nizaciebis infrastruqturis formirebis kvaldakval aris Sesa-

Zlebeli am teqnologiis komponentebis etapobrivad gamoyeneba.

garda amisa, socialuri mmarTvelobis tradiciisaTvis araa da-

maxasiaTebeli srulad iqnes uaryofili am mmarTvelobaSi aqcen-

tebis, mTavari mimarTulebebis, prioritetebis gansazRvra.

`postsabWouri modeli~ _ postsabWoTa periodis dadgomisas

saxelmwifoebma ara erTi axali modeli SeimuSaves, romelic

kulturis sferos ganviTarebasa da mxardaWeras gulisxmobda,

Tumca maT umravlesobas praqtikuli Sedegebi ar mohyolia. mxo-

lod ramdenime qveyanam SeZlo warmatebiT axali prioritetebisa

da programebis ganxorcieleba. axali mimarTulebebis warmateba

ganisazRvreba im specialistebis avtoritetiT, romlebmac mo-

nawileoba miiRes mis CatarebaSi, aseTi specialistebis ricxvi

ki sakmaod SezRudulia. prioritetebis gansazRvris `sazoga-

doebriv-saxelmwifo~ modeli, romelic Camoyalibda postsabWo-


Ta periodis qveynebSi da muSaobs dResac, gulisxmobs dagegm-

vis e. w. `Sereul~ models, romelic sakuTar TavSi aerTianebs

prioritetebis gansazRvras `amerikuli~ midgomis elementebis

gamoyenebiT. zogjer aseT gzas uwodeben kulturis sferos mar-

Tvis `sazogadoebriv-saxelmwifo sistemas~, vinaidan masSi xdeba

pasuxismgeblobis ganawileba gadawyvetilebebis miRebisas sa-

xelmwifo instanciebsa da sazogadoebriobas (profesiulsa da

samoqalaqo) Soris. pirvel rigSi, msgavsi tipis marTvis mode-

li gulisxmobs sazogadoebis yvela seqtoris Tanamonawileobas

kulturul cxovrebaSi. `sazogadoebriv-saxelmwifo~ modelis

gansaxorcieleblad arsebobs sxvadasxva meTodi: Sexvedrebisa

da forumebis organizeba, Ria Sexvedrebi, sajaro mosmenebi da

sxv. msgavsi Sexvedrebi ki _ es aris kulturisa da xelovnebis

ganviTarebis problemebis yovelwliuri saerTo (regionuli sa-

qalaqo) forumebi (mosmenebi an sxva), romelSic monawileoben

SemoqmedebiTi kavSirebi, kulturis sferoSi moqmedi sazoga-

doebrivi organizaciebi, sainiciativo jgufebi, iuridiuli Tu

fizikuri pirebi, eqspertebi da a. S.

Sexvedrebsa da msgavsi tipis sajaro mosmenebs aqvs ori

mizani. pirveli _ `mousmino sxvebs~: im regionsa Tu qalaqSi,

sxvadasxva tipis kulturis dawesebuleba, organizacia, Semo-

qmedebiTi kavSiri da qveynis kulturuli cxovrebis sakiTxebi

sazogadoebriobis gansakuTrebuli yuradRebis qveSaa, amitom

Zalze mniSvnelovania Sefasebebis, ideebis, kritikisa da a. S.

mosmena da sazogadoebrivi azris gaTvaliswineba. meore mizani

konstruqciulia _ sazogadoebrivi azrisa da specialistebis

ideis safuZvelze kulturuli cxovrebis mxardaWerisa da gan-

viTarebis problemebisa da prioritetebis gansazRvra. msgavsi

tipis mosmenebi da sajaro Sexvedrebi unda Catardes qalaqis

(regionis) sxvadasxva dawesebulebaSi _ ramdenime dRis ganma-

vlobaSi. rekomendebulia mosmenebis Catarebis sxvadasxva for-

ma, magaliTad: `kultura da finansebi~, `kultura da biznesi~,

`kulturis arasaxelmwifo da arakomerciuli sfero~, `kultu-

ra da ganaTleba~ da aS. Sexvedrebisa da mosmenebis Sedegebis

mixedviT SesaZlebelia moxdes rekomendaciebis miReba, romle-

bic Seicavs qveynis (qalaqis, regionis) xelisuflebis sxvadasxva


instanciisaTvis gankuTvnil winadadebaTa rigs da rac yvelaze

mTavaria, kulturis ganviTarebisa da mxardaWeris priorite-

tuli mimarTulebis CamonaTvals. am rekomendaciebis damtkice-

ba SesaZloa moxdes xelisuflebis saTanado struqturuli er-

Teulis gadawyvetilebiT da imgvarad, rom maT SeiZinon direq-

tiuli xasiaTi (mag., normatiuli aqtis saxiT). Sexvedrebisa da

sazogadoebrivi azris gaTvaliswinebis Sedegad miRebuli prio-

ritetebi warmoadgens kulturis ganviTarebisa da mxardaWeris

ZiriTad mimarTulebas da am prioritetebis Sesabamisad ganixi-

leba saTanado instanciaSi Sesuli yvela ganacxadi da inicia-

tiva kulturisa da xelovnebis ganviTarebis fondis sabiujeto

saxsrebiT dafinansebis Taobaze.

kulturis programebi, rogorc marTvis meTodi _ kulturis

sferos marTvaSi kulturis programebis farTo gamoyenebas aqvs

ramdenime mizezi. pirvel rigSi, esaa programis aucilebloba,

rac kulturuli saqmianobis sabiujeto dafinansebaze saxel-

Sekrulebo disciplinis gavrcelebam moiTxova da gulisxmobs

dokumentis Sesabamisi tipis SemuSavebas, romelic gansazRvravs

xelSekrulebiT gaTvaliswinebuli samuSaoebis Sinaarss, vadeb-

sa da sxva pirobebs. meore ganmartebiT, programa _ esaa sxva-

dasxva wyarodan safinanso saxsrebisa da mxardaWeris sxva for-

mebis mozidvisa da arakomerciuli saqmianobisaTvis aucilebeli

dokumenti, romlis Tanaxmad SesaZlebeli iqneba finansebisa da

sxva saxsrebis mozidva.

programuli midgoma aris zogadad Tanamedrove menejmentis

damaxasiaTebeli niSani. avsebs ra dargobrivi da teritoriuli

gegmebis SemuSavebis process da iZleva sxvadasxva partniori-

sa da TanaSemsruleblis Zalisxmevis koordinaciis saSualebas,

miuxedavad maTi uwyebrivi kuTvnilebisa da adgilmdebareobisa.

programa aseve warmoadgens marTvis ekonomikur meTods.

programaze saxsrebis gamoyofa xdeba ara dotaciis saxiT (kul-

turis dawesebulebis, struqturis arsebobis dafinanseba), ara-

med konkretuli saqmianobisaTvis. sxvanairad rom vTqvaT, pro-

grama iZleva saSualebas, miviRoT sabiujeto saxsrebi, sameur-

neo-saangariSo `SefuTviT~ (xelSekruleba, xarjTaRricxva, mi-


Reba-Cabarebis Sualeduli da saboloo aqtebi). am Tvalsazri-

siT, programa warmoadgens mosaxleobis konkretuli jgufebisa

da momxmareblebis interesebis dacvis ekonomikur (konkretuli

xarjTaRricxva, romelic asabuTebs saqmianobis realizaciis

SesaZleblobas) da samarTlebriv (xelSekrulebis saxiT) garan-

tias. ufro metic, kulturis programebi da Sesabamisi xelSe-

krulebebi warmoadgens kulturis sferos warmomadgenlebis

profesiuli garemos interesebis dacvis ekonomikur da samarT-

lebriv garantiebs. profesionalisaTvis (Tu is profesionalia)

yovelTvis umjobesia imuSaos konkretul xelSekrulebaze da

ara abstraqtul funqciebze dotaciisaTvis. amave xelSekrule-

biT programis farglebSi xdeba misi, rogorc Semsruleblis,

uflebebis dacva.


aucilebeli rekomendaciebi:

kulturis politikis xedva unda daukavSirdes kultu-

ris servisebis xelmisawvdomobis zrdas. es gulisxmobs,

rom unda Seiqmnas iseTi pirobebi, rom municipalitetSi

macxovrebel met moqalaqes mieces SesaZlebloba isar-

geblos kulturis servisebiT, CaerTos kulturul da sa-

zogadoebriv aqtivobebSi.

mniSvnelovania ganxorcieldes kulturis sferos marT-

vis arsebuli sistemis funqciuri analizi da moxdes sis-

temis optimizacia. mniSvnelovania gadaixedos muzeume-

bis, biblioTekebis, kulturis saxlebis dRes moqmedi qse-

li da misi arsebuli saxiT SenarCunebis mizanSewoniloba.

analizze dafuZnebiT unda moxdes nakleb efeqturi ser-

visis mimwodeblebis gauqmeba da/an Serwyma. SesaZlebeli

unda iyos integrirebuli midgomis ganviTareba. opti-

mizaciis procesi, rig SemTxvevaSi, uzrunvelyofs sabiu-

jeto Tanxebis gamoTavisuflebas da ufro xarj-efeqtur

gadanawilebas.

kulturis sferoSi servisebis xarisxis gazrdis miz-

niT mniSvnelovania marTvisa da dafinansebis meqanizmis

optimizaciac. pirvel rigSi, es gulisxmobs kulturis

sferoSi moqmedi municipaluri sajaro iuridiuli pire-

bisaTvis Sedegze orientirebuli menejmentis sistemis

Camoyalibebas. am mimarTulebiT gaumjobeseba SesaZlebe-

lia programuli biujetirebis praqtikis srulyofiT. sa-

jaro iuridiul pirebs, romelTac evalebaT konkretuli

politikis gatareba da servisebis miwodeba, unda hqon-

deT strategiuli gegmidan gamomdinare mkafio progra-

muli miznebi da Sesrulebis indikatorebi. Tavis mxriv,

aRniSnuli sip-ebi msgavsi modeliT unda kurirebdnen da-

qvemdebarebaSi Semaval instituciebs (samusiko skolebi,

muzeumebi, biblioTekebi, kulturis saxlebi da sxva).

kulturis servisebisa da RonisZiebebis miwodebaSi mniSv-

nelovania adgilobrivi sazogadoebrivi organizaciebis,

jgufebis CarTva. es, erTi mxriv, uzrunvelyofs procesSi

sazogadoebis met CarTulobas, gamWvirvalobas da, meore

mxriv, axali, Temis saWiroebebze morgebuli, inovaciuri

servisebis/RonisZiebebis ganxorcilebas.

profesionalizmi da profesiuli kavSirebi _ saqarTve-

loSi zogadad yvela sferoSi dgas profesionalizmis


problema, rac gamoixateba Sesrulebuli samuSaos xa-

risxsa da efeqturobaSi da arc kulturis sferoa am mxriv

gamonaklisi. rodesac Seiqmneba konkretuli profesiuli

jgufebi (ART COUNCIL), romelTa moRvaweobaSic saxelmwi-

fo ar Caereva da srul damoukideblobas gamoucxadebs

maT, isini Seecdebian pasuxismgeblobiT moekidon Ta-

vianT dakisrebul movaleobebs. maT eqnebaT gaTviTcno-

bierebuli, rom unda akeTon saqme da miiRon Sedegi, es

ki, garkveulwilad, Seqmnis pirobas, rom mxolod iseTma adamianebma imuSaon, romlebsac aqvT potenciali, gana-xorcielon samuSao da ar hqondeT tradiciulad molo-dini saxelmwifo struqturebSi gavlenebis gamoyenebisa. garda amisa, profesionalTa gundi, romelic iqneba mTa-vari Zala am instituciebisa, gavlenas moaxdens adamian-Ta garkveul jgufze, romelTa SesaZleblobebic ar aris sakmarisi samuSaos Sesasruleblad, miT umetes, rom pro-fesiuli kavSirebi uzrunvelyofs momavali warmatebuli axalgazrdebis CarTulobas, mudmiv kontrols, vin aris ukeTesi? vin iqneba xval? da a.S.

kavSirebi da konkurentunarianoba _ saqarTveloSi kul-turis organizaciebi faqtobrivad arakonkurentunarian garemoSi muSaoben. SeiZleba iTqvas, rom konkurencia arc sWirdebaT, radgan aseT produqtebze moTxovna isedac Zalian dabalia. elituri kulturis modelis mixedviT, finansebis moZieba individualurad xdeba kerZo seqtor-Tan mimarTebiT, rac TavisTavad qmnis konkurenciis ga-remos. kulturis organizaciebs Tavad uwevT finansebis moZieba anu daintereseba konkretuli organizaciisa Tu pirebisa, logikuria, rom aseT pirobebSi iqmneba rogorc konkurencia, aseve kavSirebic kulturis organizaciebs Soris. garda konkurenciisa, organizaciebs sWirdebaT mudmivi kavSirebi, raTa ar moxdes iseTi gaugebrobebi, rogorebicaa: erTi da igive RonisZiebebis Catareba, erTi da imave drois daniSvna, erTnairi poeqtebis ganxorcie-leba da a.S. aseTi gaugebrobebis warmoSobas xels SeuSlis maTi interesi, iyvnen gamorCeulni, radgan am SemTxvevaSi maTi saqmianoba ganapirobebs kulturis organizaciebis sworad muSaobas, popularizacias da a. S.

stabiluri da gamarTuli marTvis sistema _ koncefciis ga-reSe darCenili kulturis yvela sferoSi mizanmimarTu-lad iqmneba `marTvadi qaosi~. mmarTveli partia uxeSad ereva rogorc organizaciaTa marTvaSi, aseve Semoqmede-biT procesSi,rac TavisTavad qmnis garemos, romelic ver


aviTarebs kulturis vercerT mimarTulebas. elituri

modelis mixedviT, msgavsi qaosuri marTva ar xorciel-

deba, radgan TiToeul mimarTulebas Tavisi marTvis or-

gano aqvs da saxelmwifosagan damoukideblad iRebs ga-

dawyvetilebebs, am yvelafers TavisTavad xels uwyobs

demokratiuli marTvis sistema da winaswar dasaxuli

miznebi, romlebic gansxvavebulia Tavisi specifikiT Ti-

Toeuli organizaciisaTvis, Sedegi ki saerTo interese-

bidan gamomdinare miiReba, romelic gansazRvrulia sa-

xelmwifosa da kulturis sabWos erToblivi miznebidan

gamomdinare.

araerTpirovnuli marTva - saqarTveloSi kulturuli

sferos marTva xorcieldeba centralizaciis principiT.

kulturis ganviTarebis strategiis ararsebobis fonze

gamefebulia marTvis erTpirovnuli stili anu qvey-

nis kulturul politikas erTi pirovneba (umTavresad,

umaRlesi xelisufali) gansazRvravs. elituri kultu-

ris pirobebSi saqarTveloSi srulad moxdeba sazogadoe-

bis SemoqmedebiTi potencialis gamoyeneba. moqalaqeebs

SeeZlebaT kulturul cxovrebaSi Tanabari monawileo-

bis miReba.


saSemsruleblo xelovnebis menejmenti

saSemsruleblo xelovnebis menejmenti gulisxmobs marTvis

ZiriTadi funqciebisa da kulturis sferosTvis damaxasiaTebeli

aspeqtebis gaerTianebas. saSemsruleblo xelovnebis menejmenti,

rogorc mimarTuleba, arcTu ise did xnisaa (sxvadasxva tipisa

da mimarTulebis menejeris moZieba SesaZlebelia xelovnebis is-

toriis sxvadasxva etapze), me-20 saukunis dasawyisidan iRebs sa-

Taves. erT-erTi pirveli mniSvnelovani kvleva am sferoSi 1965

wels rokfeleris gazeTSi `PANEL REPORT~ gamoqveynda saxelwo-

debiT: „saSemsruleblo xelovneba: problemebi da perspeqtive-

bi“. Tanamedrove epoqa saSemsruleblo sferos menejerebs axal

moTxovnebs uyenebs, romlebic politikur-ekonomikuri da soci-

alur-kulturuli pirobebidan gamomdinareobs. samuSaos speci-

fikidan gamomdinare, maTTvis umTavresia arsebul situaciasTan

adaptireba, gadawyvetilebebis swrafi miReba da gamarTlebuli

riskis gawevis aucilebloba, yvelaferi es ki Serwymuli unda

iyos SemoqmedebiT xedvasa da muSaobasTan.

Tanamedrove samyaroSi Teatri ganixileba ori gansxvavebu-

li da erTmaneTTan dakavSirebuli mniSvnelobiT:

1. Teatri, rogorc xelovnebis dargi, romelic sazoga-

doebis winaSe gamoxatvis specifikuri saSualebebiT _

scenuri moqmedebebiT, wardgeba, romlebic sruldeba

mayurebelTa winaSe msaxiobTa gamosvlis (TamaSis, ro-

lis Sesrulebis) dros;

2. Teatri, rogorc Senoba, sasceno adgili, sadac tra-

diciulad xdeba Teatraluri xelovnebis nawarmoebis

warmodgena.

Teatri, rogorc dawesebuleba, XVIII da XIX saukuneebis gan-

mavlobaSi formirdeba. Tanamedrove Teatrebs, Tavadapirveli

Teatrebisagan gansxvavebiT, miuxedavad sazogadoebrivi da teq-

nologiuri cvlilebebisa, arc saorganizacio da arc struqtu-

157saSemsruleblo xelovnebis menejmenti

rul sferoSi gansakuTrebuli cvlilebebi ar ganucdia. winam-

debare TavSi ganxiluli iqneba Teatris marTvasTan dakavSire-

buli sxvadasxva sakiTxi.

saSemsruleblo xelovnebis produqti, rogorc Teatraluri

warmodgena, Sedgeba oTxi ZiriTadi elementisagan:

1. SemoqmedebiTi masala (idea, piesa);

2. adamianuri resursi _ masalis interpretaciisaTvis

(msaxiobi, mocekvave, momRerali, mxatvari, kompozito-

ri, qoreografi da a. S.);

3. adgili warmodgenisTvis (Teatri, parki, quCa, tye da a. S.);

4. samizne jgufi, auditoria _ mayurebeli.

Teatris saorganizacio struqtura sami ZiriTadi nawilisa-

gan Sedgeba: SemoqmedebiTi, teqnikuri da saerTo (administraciu-

li) seqtorebi.

SemoqmedebiTi seqtori _ Teatraluri saqmianobis mTavari ideis

matareblia da moicavs yvelafers, rac dakavSirebulia

Teatris samxatvro xelmZRvanelobasTan, sarepertuaro

politikasTan, dadgmebsa da dasTan Casatarebel samuSaoeb-

Tan rogorc dramatul, aseve musikalur TeatrebSi.

teqnikuri seqtori _ dakavebulia speqtaklebis teqnikuri mom-

zadebiT (saxelosnoebi), scenasTan dakavSirebuli samuSa -

oTi (dekoraciebi, rekviziti, ganaTeba, xma, meqanika da a. S.)

saerTo seqtorSi Sedis administraciuli, saarqivo, sainforma-

cio-sareklamo, sabuRaltro da komerciuli samsaxurebi.

Teatraluri moRvaweobis Sedegad miRebuli produqti _

speqtakli an warmodgenaa, romlis Sesaqmneladac Casatarebeli

samuSaoebis Tanmimdevruli cikli da sxvadasxva procesia saWi-

ro, yvelafer amaSi dawesebulebis mTeli personalia CarTuli.

Teatraluri saqmianobis Sedegad miRebuli produqtis warmoe-

ba iwyeba speqtaklis dadgmis ideis warmoSobidan mis realiza-

ciamde, anu premieramde. am periods Teatraluri saqmianobis

sawarmoo cikli ewodeba.


Teatraluri saqmianobis sawarmoo cikli ramdenime etapisa-

gan Sedgeba:

nawarmoebis SerCeva, rac, Tavis mxriv, Sedgeba calkeu-

li mosamzadebeli periodebisagan _ sxvadasxva nawar-

moebis gacnoba, gadawyvetilebis miReba nawarmoebis

arCevasTan dakavSirebiT, reJisorTan xelSekrulebis

momzadeba;

momzadeba dadgmisaTvis _ speqtaklis sadadgmo konce-

fciis SemuSaveba, msaxiobebis arCeva, rolebis da sxva

saSemsruleblo davalebebis danawileba, saWiro Semo-

qmedebiTi jgufis, kostiumebis da dekoraciebis mxat-

vris, kompozitoris SerCeva, speqtaklis mosamzadeb-

lad samuSao gegmis Sedgena (operatiuli da finansuri

gegmebi, calkeuli samuSaoebis vadebis) gansazRvra;

samuSao speqtaklis dadgmisTvis _ piesis wakiTxva, sa-

magido repeticiebi, mizanscenebis gansazRvra, kos-

tiumebisa da dekoraciebis eskizebis Seqmna, musikis

Seqmna an musikalur gaformebaze muSaoba, teqnikuri

seqtorisaTvis davalebebis danawileba, dekoraciebisa

da kostiumebis damzadeba. scenis mosamzadeblad dava-

lebebis danawileba (dekoraciebi, rekviziti, ganaTeba);

damasrulebeli stadia _ speqtaklis mosamzadeblad

yvela aspeqtis erTianobaSi Sekvra, teqnikuri repeti-

ciebi (dekoraciebi, musikaluri Tanxleba, proeqciebi),

speqtaklis winaswari Cveneba, speqtaklis generaluri

repeticia;

marketinguli gegma _ sainformacio-sareklamo masale-

bis momzadeba (afiSebi, programebi da a. S.), gancxa-

debebi masobriv sainformacio saSualebebSi, radio da

telereklama;

premiera;

analitikuri samuSao premieris Semdeg _ Sefaseba, mas-

mediaSi gamoqveynebuli kritikuli masalis Sefaseba da

maTze reaqcia, mayurebelTa gamoxmaureba, mimdinare

speqtaklSi Sesabamisi koreqtivebis Setana, speqtaklis


dadgmasTan dakavSirebuli masalis Segroveba da da-

saarqiveblad damuSaveba, sareklamo samuSaoebi mayu-

reblis speqtaklze mosazidad, marketinguli gegmis

Semdgomi realizacia.

Teatrs gaaCnia rTuli saorganizacio struqtura, romlis

elementebis urTierTqmedeba da Tanmimdevruli moqmedeba au-

cilebelia Teatraluri moRvaweobis produqtis _ speqtaklis,

misaRebad. gundis warmateba damokidebulia gundis wevrebs So-

ris urTierTTanamSromlobaze, zustad gansazRvrul samuSao

funqciebsa da valdebulebebze, mkafiod gamoxatuli Tanamde-

bobrivi daqvemdebarebis sistemaze, rac ufro SeTanxmebuli da

mowesrigebuli iqneba zemoT CamoTvlili faqtorebi, miT ufro

warmatebuli iqneba gundis muSaobis Sedegi. Teatris produq-

tiulobas ramdenime faqtori gansazRvravs: erTi mxriv, Teatrs

sWirdeba finansuri stabiluroba, romelic Tanamedrove pe-

riodSi arcTu ise advili misaRwevia; xolo, meore mxriv, Teat-

ri unda iyos uzrunvelyofili profesiuli, SemoqmedebiTi da

administraciuli personaliT, romelic Teatris, rogorc or-

ganizaciis, saxes warmoadgens da ganapirobebs dasaxuli mizne-

bis warmatebul ganxorcielebas. klasikur SemTxvevaSi marTvis

procesebi Sedgeba oTxi urTierTdakavSirebuli funqciisagan:

dagegmva, organizacia, motivacia da kontroli, rac yvela im

organizaciis nawilia, romlebSic raime tipis produqti iqmneba

da es CamonaTvali arc Teatris menejmentisTvisaa ucxo.

Teatraluri produqtis _ speqtaklis, momzadebis procesSi

mniSvnelovani roli eniWebaT sxvadasxva tipis saSemsruleblo

xelovnebisaTvis damaxasiaTebel profesiebs, menejerebs, romel-

Ta muSaobac ganapirobebs saSemsruleblo xelovnebis sferos

produqtebis warmatebas:

produqciis menejeri xelmZRvanelobs speqtaklis sadadgmo

jgufs; gegmavs saStato ganrigs da anawilebs valdebule-

bebs; uzrunvelyofs samuSao adgilebisa da danadgarebis

usafrTxoebas; aTanxmebs sawarmo procesis biujetsa da

vadebs finansur ganyofilebasTan, reJisorsa da dizai-

nerebTan; uzrunvelyofs usafrTxoebis normebis dacvas


dekoraciebis damzadebisa da scenis mowyobis sakiTxebSi,

amzadebs da avrcelebs ganrigs da xarjTaRricxvas yve-

la sadadgmo jgufisTvis; zedamxedvelobas uwevs masalis

SekveTisa da dekoraciebis Seqmnis process; marTavs da

akontrolebs sadadgmo biujets; gegmavs da xelmZRvane-

lobs yvela samuSaos wina sapremiero kviris ganmavlobaSi

da monawileobs teqnikuri repeticiebisas warmoSobili

xarvezebis aRmofxvraSi;

scenis menejeri pasuxismgebelia scenis mmarTvel gundsa da

maT kvalifikaciaze, amzadebs da scenis dizainis momza-

debis periods reJisoris moTxovnis Sesabamisad uzrun-

velyofs sadadgmo periods sarepeticio rekvizitiT, ave-

jiT da dekoraciis elementebiT; koordinirebas uwevs

informaciis gacvlas yvela ganyofilebas Soris; uzrun-

velyofs repeticiebis usafrTxoebas; organizebas uke-

Tebs rekvizitis, avejisa da kostiumebis usafrTxo Se-

naxvas da maT ukan dabrunebas; marTavs sasceno biujets;

mihyavs teqnikuri repeticia reJisorsa da produqciis

menejerTan erTad, pasuxismgebelia speqtaklis mimdina-

reobis yvela aspeqtze (warmodgenis xarisxis uzrunve-

lyofis CaTvliT);

scenis menejeris TanaSemwe daxmarebas uwevs scenis menejersa da

SemoqmedebiT jgufs sarepeticio oTaxebis momzadebaSi,

adgens scenis menejersa da asistentTan erTad savarau-

do rekvizitis sias, aRricxavs msaxiobTa yoveldRiur sa-

muSao saaTebs, rCevebs aZlevs scenis menejers repeticie-

bis dros janmrTelobisa da usafrTxoebis sakiTxebTan

dakavSirebiT; wers angariSs yoveli speqtaklis Semdeg

_ teqnikuri standartebis uzrunvelyofis mizniT, saWi-

roebis SemTxvevaSi iTavsebs scenis menejeris funqcias;

scenis menejeris asistenti daxmarebas uwevs scenis menejer-

sa da SemoqmedebiT jgufs sarepeticio sivrcis momza-

debaSi, monawileobs rekvizitis, avejisa da kostiumebis

moZiebis an SeZenis procesSi, muSaobs scenis menejmentis-

Tvis gamoyofili biujetis farglebSi da uzrunvelyofs

rekvizitisa da avejis dauzianeblad dabrunebas;


dekoraciebis dizaineri reJisorTan SeTanxmebiT muSaobs deko-

raciebisa da speqtaklis mxatvrulad gaformebis konce-

fciaze, ayalibebs dekoraciisa da rekvizitis vizualur

da stilistur elementebs, amzadebs dekoraciis makets,

samuSao naxatebs, muSaobs reJisorTan, kostiumebisa da

ganaTebis dizainerebTan; produqciis menejerTan SeTanx-

mebiT uzrunvelyofs dizainis biujetTan Tavsebadobas;

yvela zomas iRebs, raTa moawyos msaxiobebisTvis usafr-

Txo samuSao garemo, zedamxedvelobs dekoraciebis mon-

taJis, moxatvis, maTi scenaze ganTavsebis process, eswre-

ba teqnikur da generalur repeticiebs;

scenis mxatvari zedamxedvelobs moxatvis samuSaoebs saamqro-

Si da pasuxismgebelia maT droulad dasrulebaze, Tva-

lyurs adevnebs mravalferovani samuSao masalis gamo-

yenebisas usafrTxoebis normebis dacvas, akontrolebs

moxatviTi samuSaoebis biujets;

teqnikuri menejeri pasuxismgebelia dekoraciebis mSenebloba-

ze, zedamxedvelobs asistentebs, uzrunvelyofs usafr-

Txoebis normebis dacvas mSeneblobisas, akontrolebs

finansuri saxsrebis xarjvas, monawileobs dekoraciebis

scenaze ganTavsebaSi da pasuxismgebelia dekoraciebis

scenaze mitanis usafrTxoebaze, uzrunvelyofs dekora-

ciebis xarisxis SenarCunebas speqtaklis Teatris reper-

tuarSi arsebobis ganmavlobaSi. scenis teqnikuri meneje-

ri pasuxismgebelia dekoraciis yvela moZrav elementze.

produqciis menejerTan, ganaTebis dizainersa da Stanke-

tebis ostatTan SeTanxmebiT ganaTavsebs haerSi moZrav

yvela elements Sesabamis xazze, marTavs muSaTa jgufs

da gegmavs scenaze mimdinare cvlilebebs, uzrunvelyofs

scenaze elementebis moZraobis usafrTxoebas da muSaTa

jgufis Sesabamis aRWurvilobas, zedamxedvelobs scenis

mTel muSaobas premieris wina kviraSi da speqtaklis re-

pertuarSi msvlelobis dros;

rekvizitis xelosani zedamxedvelobs rekvizitis damzadebis

process, pasuxismgebelia mTeli rekvizitis droulad

damzadebaze, Tvalyurs adevnebs usafrTxoebis normebis


dacvas saxifaTo xsnarebisa da xelsawyoebis gamoyenebi-

sas, akontrolebs rekvizitis dasamzadeblad gamoyofil

biujets;

ganaTebis menejeri (ganaTebis dizaineri) reJisorTan, dekora-

ciebisa da kostiumebis dizainerebTan SeTanxmebiT ayali-

bebs speqtaklis ganaTebis gegmas, finansur ganyofile-

basTan aTanxmebs ganaTebisaTvis aucilebel biujets, ga-

dawyvetilebas iRebs sanaTebis, naTurebisa da sxvadasxva

specifikuri aparaturis gamoyenebis usafrTxoebaze, ir-

Cevs Sesaferis poziciebs ganaTebis da damxmare aparatu-

risTvis da adgens gegmas aparaturis damontaJebisTvis,

uzrunvelyofs samganzomilebiani ganaTebis suraTis myar

xarisxs, gegmavs warmodgenis msvlelobisas ganaTebis

process da pasuxismgebelia Tavisi gundis profesiul

momzadebaze;

mTavari eleqtrikosi pasuxismgebelia eleqtroaparaturis ga-

marTul muSaobasa da usafrTxoebis zomebis dacvaze,

speqtaklis ganaTebis gegmis droulad ganxorcielebaze,

uzrunvelyofs ganaTebis dizainis xarisxis SenarCunebas

speqtaklis repertuarSi msvlelobis periodSi;

xmis reJisori reJisorTan da kompozitorTan SeTanxmebiT qm-

nis speqtaklis xmovan fons, produqciis menejerTan Se-

TanxmebiT arCevs dinamikebis, monitorebis, miqSerebis da

damatebiTi aparaturis saxeobas da maTi ganTavsebis ad-

gilebs, uzrunvelyofs bgeris xarisxs, balanssa da JRe-

radobis simZlavres darbazis specifikis gaTvaliswine-

biT, uzrunvelyofs xmis operatoris profesionalizms

da akontrolebs mis saqmianobas;

xmis operatori pasuxismgebelia aparaturis standartebis Se-

sabamisobaze, speqtaklisTvis saWiro xmovani efeqtebis

xarisxze, mihyavs speqtakli repertuarSi msvlelobis gan-

mavlobaSi da uzrunvelyofs xmis xarisxis SenarCunebas;

kostiumebis dizaineri reJisorTan, dekoraciebisa da ganaTebis

dizainerebTan SeTanxmebiT qmnis kostiumebis vizualur da

stilistur dizains, uzrunvelyofs eskizebis da naWrebis


nimuSebis miwodebas kostiumebis Sesaqmnelad, gadis kon-

sultaciebs produqciis menejerTan, zedamxedvelobs kos-

tiumebis Seqmnis, qiraobisa da mozomvis process da Ta-

namSromlobs SemoqmedebiT da sadadgmo departamentebTan;

kostiumebis saxelosnos zedamxedveli marTavs saxelosnos

muSaobas, pasuxismgebelia kostiumebis droulad mowo-

debaze, uzrunvelyofs saxelosnoSi mimdinare samuSaoe-

bis usafrTxoebas, ukveTavs da akontrolebs kostiumebis

Sesaqmnelad damatebiTi masalebis moZiebas, akontrolebs

kostiumebis dasamzadeblad gamoyofil biujets, xelmZR-

vanelobs mozomvisa da kostiumebis Cvenebis process, iT-

valiswinebs SemoqmedebiTi jgufisa da dasis SeniSvnebs

da zrunavs msaxiobebis Tavsebadobaze kostiumebTan;

garderobis TanamSromlebi zrunaven kostiumebis Senaxvasa da

movlaze. speqtaklisa da warmodgenis dros zrunaven kos-

tiumebis gamocvlis proceduraze, exmarebian msaxiobebs

saWiroebis SemTxvevaSi. zrunaven kostiumis xarisxisa da

mxatvruli efeqtebis SenarCunebaze speqtaklis Teatris

repertuarSi arsebobis ganmavlobaSi;

sasceno Zelebis ostati uzrunvelyofs Stanketebis siste-

mis muSaobas, pasuxismgebelia haerSi moZravi elementis

usafrTxod ganTavsebis yvela procesze, Stanketebis sis-

temis muSaobis procesze da uSualod monawileobs speq-

taklis teqnikuri marTvis uzrunvelyofaSi;

scenis moZravi meqanizmebis menejeri pasuxismgebelia moZrav

iataksa da moZrav danadgarebze, maT usafrTxoebasa da

speqtaklis dros moZravi obieqtebis gadaadgilebis geg-

mis momzadebaze;

prodiuseri _ britanul TeatrSi es aris adamiani, romelic

dgams speqtakls, xolo amerikul TeatrSi inicirebs

Teatralur proeqts, TviTon irCevs dasadgmel masalas,

moipovebs uflebas, moiZiebs finansur saxsrebsa da mate-

rialur bazas speqtaklis gansaxorcieleblad.

generaluri menejeri (mmarTveli) _ arsebobs generaluri me-

nejeris ori tipi: pirveli, es aris menejeri, romel-


sac sruli mmarTvelobiTi pasuxismgebloba akisria da

ufleba aqvs monawileoba miiRos ZiriTad SemoqmedebiT

gadawyvetilebaTa miRebaSi; meore tipis generaluri me-

nejeri e. w. Tavisufali menejeria, romelsac xSirad

qiraoben prodiuserebi da impresarioebi, Souebis an

Teatraluri proeqtebis moklevadiani kontraqtiT an

droebiT raime gansakuTrebuli RonisZiebis mosawyobad

(SesaZlebelia menejeri sakuTari ofisiT, adamianuri da

teqnikuri resursebiT daiqiraon). menejeri pasuxismge-

belia biujetis Camoyalibebasa da gankargvaze, yvela ti-

pis finansur xarjsa da valdebulebaze, molaparakebebis

warmoebasa da xelSekrulebis gaformebaze da sxv. mene-

jeri uflebamosilia, Seasrulos sxvadasxva tipis saq-

mianoba, kerZod:

gansazRvros TeatrSi saqmianobis ZiriTadi mimar-Tulebebi;

monawileoba miiRos sarepertuaro politikis dage-gmvaSi samxatvro xelmZRvanelTan an samxatvro sa-bWosTan erTad;

dagegmos da gankargos organizaciis biujeti sare-pertuaro politikis Sesabamisad;

Seqmnas samuSao gundi da uzrunvelyos muSaobis-Tvis aucilebeli pirobebi;

koordinacia gauwios saqmianobis ganawilebas orga-nizaciis sxvadasxva samsaxurs Soris;

dagegmos sagastrolo saqmianoba rogorc qveynis SigniT, ise mis gareTac;

TeatrisTvis moizidos finansebi rogorc saxel-mwifo wyaroebidan, aseve sxvadasxva fondidan da kerZo sponsorebisgan;

monawileoba miiRos organizaciis marketinguli

strategiis SemuSavebasa da sazogadoebasTan urTi-

erTobis mimarTulebebis formirebaSi (reklama, sa-

zogadoebasTan urTierToba).


yovelive zemoT aRniSnuli naTlad metyvelebs mene-

jeris (mmarTvelis) mniSvnelovan rolze organizaciis

imijis CamoyalibebaSi. Tumca aucileblad unda aRiniS-

nos is faqtic, rom kulturis sferos organizaciis, am

SemTxvevaSi Teatris, prestiJs umeteswilad misi Semoq-

medebiTi mxare gansazRvravs da ara marTvis mimarTule-

bebi da strategiebi. xSirad sazogadoebaSi popularobas

SemoqmedebiTi koleqtivis wevrebi (cnobili reJisori,

msaxiobi an sxva) ganapirobebs, magram Tu SemoqmedebiT

mxares xels ar uwyobs gamarTuli organizaciuli stru-

qtura, administraciuli da teqnikuri seqtoris koordi-

nirebuli muSaoba, sruliad warmoudgenelia speqtaklis

sawarmoo ciklis ganxorcieleba da organizaciis Ziri-

Tadi miznebis Sesruleba. Teatris menejmenti Seicavs me-

nejmentisaTvis damaxasiaTebel etapebsa da safexurebs,

romelnic aucilebelia saboloo produqtis misaRebad.

masSi Sedis marTva, dagegmva, warmoeba, fandraizingi,

reklamireba da sxva RonisZiebebi.

kulturis sferoze saubrisas gavrcelebulia azri,

rom saxelovnebo sferos warmateba da Sedegi ar SeiZleba

Sefasdes finansuri monacemebis mixedviT da swored am

niSniT gansxvavdeba kulturis sferos marTvis specifika

sxva danarCeni sferoebisagan, Tumca rogorc komerciuli

seqtori, aseve arakomerciuli seqtoric saWiroebs finan-

sur resursebs sakuTari saqmianobis gasagrZeleblad.

finansuri menejmentis principebi _ safinanso dagegmva es aris

organizaciis safuZveli da realobaSi biujeti warmoad-

gens dagegmili samuSaoebis Sedegs, romelic gamoxatulia

finansuri monacemebiT da gansazRvravs momavlis xarjeb-

sa da wliuri Semosavlebis finansur Sefasebas.

safinanso dagegmva unda ganxorcieldes etapobrivad,

sanam proeqtebis ganxorcielebis seriozuli samuSaoebi

daiwyeba, sanam xeli moewereba kontraqtebs da sxvadasxva

SeTanxmebas. finansur menejmentSi arsebobs sami mTavari

sfero:


warsuli _ angariSebi Semosavlebsa da danaxarjebze;

axlandeli _ sad vimyofebiT axla? ramdenia ricxu-

li naSTi Cvens angariSze ? ramdeni gvmarTebs sxvebis?

ramdeni marTebT Cveni?

momavali _ biujetis prognozSi naCvenebi iqneba grZel-

vadiani momavali, raTa Tavidan aviciloT da Tvali va-

devnoT danaxarjebs fuladi masis gadaadgilebis da-

gegmvis saSualebiT.

biujetis Sedgenis procesis dros unda gaviaroT Semdegi

nabijebi:

miznebi _ risi miRweva gsurT?

strategia _ rogor gegmavT amis miRwevas?

danaxarjebi _ ramdeni eRireba strategiis realizacia?

resursebis ganawileba _ resursebisaTvis konkurencia-

Si ebmeba sxvadasxva ganyofileba.

koreqtireba _ dagegmilis gadaxedva. Teatris saq-

mianobis zusti finansuri dagegmva damokidebulia

gegmis Semdgenis codnasa da gamocdilebaze. yvela is

adamiani, romelsac gavlena aqvs danaxarjebsa da Se-

mosavlebze, CarTuli unda iyos biujetis dagegmvis

procesSi, es gazrdis sizustes da kontrols. Tu po-

litika, gegmebi, xarjebi da Semosavlebi Seicvleba, ga-

moTvlebi biujetSi unda Seswordes. ra Tqma unda, biu-

jeti unda iyos moqnili, rom gaumklavdes moulodnel

SemTxvevebs da gauTvaliswinebel xarjebs.

xarjebis gansazRvra _ Teatraluri moRvaweoba ume-

teswilad moicavs xarjebis oTx ZiriTad tips, romle-

bic aisaxeba oTxi tipis biujetSi:

1. ZiriTadi biujeti _ erTjeradi biznesis da dawe-

sebulebis xarjebi, kerZod, sameurveo sabWos gan-

viTareba, ganxorcielebadi swavlebani, dawesebu-

lebis dizaini, konstruqcia, ganaxleba da axali

aRWurviloba;

2. wliuri saoperacio biujeti _ biznesdawesebulebis

mimdinare xarjebi, romelic moicavs mTel wels da maTze ar zemoqmedebs warmoebuli produqciis sa-


xeobebi (uZravi qonebis gadasaxadebi, Sida persona-

li, dazRveva, ofisis aRWurviloba);

3. warmoebis wina biujeti _ erTjeradi xarjebi, daka-

vSirebuli Teatraluri warmoebis mzadebasTan (msa-

xiobebis SerCeva, repeticiebis xelfasi, reJisoris

xelfasi, scenisa da kostiumebis dizaini, sezonuri

da wina sapremiero marketingi, warmoebis arasamxat-

vro personali, premieris wveuleba);

4. warmoebis saoperacio biujeti _ erTi kviris an

erTi warmodgenis moqmedi xarjebi, romelic dakav-

Si rebulia sasceno warmodgenasTan (saavtoro li-

cenziis xarjebi, dRiurebi, xelfasebi, reklama,

sce nis muSebi, transportireba, aRWurvilobis qira).

saTeatro menejmentSi mmarTvelobiTi rgolis CamoTvlil

da ganxilul saqmianobebs Soris erT-erTi yvelaze sapasuxism-

geblo saqmianoba finansuri saxsrebis moZieba da maTi Teatris

miznebis Sesabamisad dagegmvaa. Tanamedrove samyaroSi Teatris

dafinanseba SesaZlebelia sxvadasxva wyarodan: saxelmwifo da-

finanseba (centraluri, municipaluri, regionuli) da kerZo da-

finanseba (sxvadasxva fondi, kerZo kompania an fizikuri piri).

Teatrs aseve SeiZleba hqondes damatebiTi Semosavlebi, es

SeiZleba iyos Senobis gaqiraveba (kompanias sruli ufleba aqvs,

gaaqiraos Tavisi dawesebuleba) ara mxolod speqtaklebisTvis,

aramed gamofenebis da sxva tipis RonisZiebis gasamarTad. bevr

TeatrSi aseve funqcionirebs kafe-bari da saCuqrebis maRazia,

romlebic warmoadgens TeatrisaTvis Semosavlis gazrdis saSu-

alebas. damatebiT Semosavlis wyaros warmoadgens aseve speq-

taklis msvlelobis dros gayiduli programebi, katalogebi da

sxvadasxva nabeWdi produqcia.

sponsoruli saqmianoba msoflioSi Zalze ganviTarebulia,

is ayalibebs urTierTobebs kompanias, organizaciasa da sazo-

gadoebas Soris, Tanamedrove viTarebaSi gansakuTrebiT didi

mniSvneloba eniWeba momxmarebelTan pirdapir kavSirs, romelic

xorcieldeba marketingisa da sazogadoebasTan urTierTobis

meTodebis SerwymiT. sponsoroba, romelic sxvadasxva kompaniis


mier warmoebuli produqciisa da momsaxurebis reklamirebis

damatebiT SesaZleblobas iZleva, gacilebiT ufro momgebiani

da ekonomiuria, vidre radiosa da televiziaSi saeTero drois,

xolo Jurnal-gazeTebSi sareklamo sivrcis Sesasyidi dana-

xarji. amasTan, sponsorisaTvis sasponsoro TanxiT sareklamo

sargebeli gacilebiT ufro efeqturi iqneba, vidre kompaniis

mier kompleqsuri sareklamo kampaniis Catareba. kulturuli

RonisZiebis organizatorebi atareben sareklamo agentebis mier

gamoyenebul TiTqmis yvela saxeobis farTomasStabian sarekla-

mo kampanias _ RonisZiebis dawyebamde, misi msvlelobis drosa

da damTavrebis Semdegac ki. reportaJebi am ukanasknelis Sesa-

xeb didxans trialebs xolme masobriv sainformacio saSuale-

bebsa da presaSi. sazogadoebasTan urTierTobis specialistebi

irwmunebian, rom kompaniis imijis SenarCuneba ufro efeqturad

SeuZlia sponsorobas, vidre pirdapir _ reklamas. dRevandel

dRes sasponsoro reklama iZens ganviTarebis axal impulsebs, vi-

naidan sakuTari imijis Seqmna da SenarCuneba gacilebiT racio-

naluria sponsoruli saqmianobiT. Tumca unda aRiniSnos, rom

sponsorebisgan miRebuli dafinanseba verasodes gaxdeba Semo-

qmedebiTi organizaciis mTavari saarsebo wyaro da ver Caanac-

vlebs saxelmwifosgan Tu salarodan Semosul Tanxebs. miuxeda-

vad amisa, meoce saukunis 70-iani wlebidan moyolebuli, spon-

sorebTan urTierToba sul ufro mniSvnelovan adgils ikavebs

SemoqmedebiTi organizaciebis menejerTa saqmianobaSi. saspon-

soro politikis ganxorcielebisas mniSvnelovania gaiTvaliswi-

non sponsoris saxelTan organizaciisa Tu RonisZiebis dakavSi-

reba, raTa safrTxe ar Seeqmnas mis TviTmyofadobas (mayurebeli

aucileblad gaRiziandeba, rodesac romelime cnobili dasisa

Tu Semsruleblis saxels win sponsoris ludsaxarSi an gadama-

muSavebeli sawarmos saxeli mietmasneba).

sazogadoebasTan urTierToba da marketingi TeatrSi _ dasru-

lebuli speqtakli Teatraluri saqmianobis produqtia, rome-

lic, rogorc yvela danarCeni produqti, saWiroebs kulturis

sferos produqtebisaTvis aucilebeli sasicocxlo ciklis fa-

zebis gavlas (produqtis gatana bazarze, zrda, bazris gajereba,


kleba _ moTxovnilebis vardna). speqtakli warmoadgens ara mxo-

lod repertuaris nawils an mxatvrul nawarmoebs, aramed pro-

duqts, romlis realizaciac unda moxdes kulturul bazarze.

is iwyebs arsebobas mxolod maSin, rodesac sazogadoebisaTvis

xdeba xelmisawvdomi.

saSemsruleblo xelovnebis marTvis analizisas mTavari aqce-

nti samizne auditoriaze keTdeba, radganac warmatebis miRwevis

yovelgvari mcdeloba uSedego iqneba, Tu menejeri umTavres

prioritetad auditorias ar ganixilavs. kargi organizebis, fi-

nansebis moZiebis, mxatvruli programis SerCevis, reklamirebi-

sa Tu Sida urTierTobaTa mowesrigebis umTavresi mizani swo-

red auditoriis moTxovnilebaTa dakmayofilebaa. auditoriam

darbazi xelovnebasTan ziarebis Sedegad miRebuli amaRlebuli

ganwyobiT unda datovos. Seusabamo atmosferom an momsaxurebis

dabalma donem uaryofiTi gavlena ar unda iqonios mayurebelze

da xeli ar unda SeuSalos warmodgenis srulyofilad aRqmas.

reziume _ gasaTvaliswinebeli rekomendaciebi: mTavar prioritetad gaiTvaliswineT auditoria, ramde-

nadac nebismieri warmodgena swored misTvis imarTeba;

sworad da sainteresod miwodebuli sareklamo infor-

macia Canafiqris ganxorcielebas unda exmarebodes;

anSlagi ar unda gaxdes damSvidebis sababi, saWiroa

axali mayureblis mosazidad mudmivi muSaoba;

miznad daisaxeT, pirvelad mosuli adamiani Tqvens er-

Tgul mayureblad aqcioT;

sareklamo informacia swori da mimzidveli unda iyos;

Senobis gareT yovelTvis unda iyos gamokruli im dRi-

sa da momdevno repertuaris afiSa, maSinac ki, Tu yve-

la bileTi ukve gayidulia;

sareklamo masalis meSveobiT mayurebelma pasuxi unda

miiRos misTvis saWiro yvela SekiTxvaze;

presa ganixileT Tqvens mokavSired da ara mtrad;

warmodgena unda gaSuqdes ara mxolod specialuri

rubrikebisa Tu gadacemebis farglebSi, aramed axali

ambebis sainformacio programebis meSveobiTac;


presaSi gamoqveynebuli foto Tu televiziiT naCvene-

bi kargi videomasala ufro efeqturi SeiZleba aRmoCn-

des, vidre sityvierad miRebuli informacia;

mudmivad unda awarmooT auditoriis marketinguli

kvleva, raTa kargad gaicnoT Tqveni mayurebeli;

daeswariT warmodgenebs rigiT mayureblad da iyaviT

mzad, moisminoT nebismieri SeniSvna;

mayurebeli unda grZnobdes momsaxure personalis yu-

radRebas;

auditoriis TiToeuli wevri Tqvengan iseTive mopyro-

bas moiTxovs, rogorsac mayureblis rolSi Tavad moe-

liT sxvisgan.

saSemsruleblo xelovnebis sferoSi menejmenti mxolod fi-

nansuri da organizaciuli sakiTxebiT ar Semoifargleba da gan-

sakuTrebul Zalisxmevasac gulisxmobs. am sferoSi yvelafers

adamianTa reaqcia da damokidebuleba gansazRvravs, winaswar Se-

degebis zusti gaTvla SeuZlebelia. saSemsruleblo xelovnebas

safuZvlad udevs kompozitorebis, mwerlebis, qoreografebisa

da sxvaTa Semoqmedeba. warmodgenis SeqmnaSi maT garda bevri

sxva sferos adamianic monawileobs, menejers urTierTobebis

gansakuTrebuli niWi sWirdeba im adamianebTan, romelTa mier

Seqmnil masalzec mTeli es SemoqmedebiTi procesi igeba. Se-

moqmed adamianTan muSaoba menejerisgan, garda urTierTobebis

gansakuTrebuli niWisa, ndobasac moiTxovs. Semoqmedeba Cveu-

lebrivi produqcia ar aris da SeuZlebelia misi xarisxis, miwo-

debis pirobebis da warmoebis xarjebis zustad gansazRvra. igi

mudmivi moulodnelobebiTaa aRsavse.

Teatri iseve Zvelia, rogorc adamiani. misi mravalsauku-

novani istoria gvaswavlis, rom am xelovnebis TavidaTavi mi-

baZvaa, ufro sworad, xelovneba sinamdvilis mkrTali suraTi

ki ar aris, xelovnuri saSualebebiT Seqmnili cxovrebis ga-

cocxlebaa. jer kidev uxsovari droidan moyolebuli, arsebo-

bisTvis mudmivi brZoliT garTuli adamiani mimarTavda cekvas,

SeZaxils, simReras, Selocvas, brZolas, imitacias imisTvis, rom

mis sxeulSi gadasuliyo winaprebisa da mtrebis Zliereba. es


iyo araCveulebrivi, jadosnuri sanaxaoba. im dros jer kidev ar

arsebobda xelovneba am sityvis pirdapiri gagebiT da saqme gv-

qonda mxolod cxovrebasTan mWidrod dakavSirebul Rrma, idu-

mal, metafizikur da kabalistikur moqmedebebTan. maSin, roca

adamianma pirvelad gamoZerwa niRabi, igi cdilobda eCvenebina

ara sakuTari, aramed Tavisi tomis Sinagani saxe, saaSkaraoze

gamoetana misi yvelaze idumali arsi. aq mas mxolod erTaderTi

mizani amoZravebda _ sargeblobis miReba. arc garToba, arc da-

moZRvra. aramed mxolod Tavis dacva _ ai, am sanaxaobaTa azri.

mTeli xelovnebis azri aq gamoixateboda jadoqruli sanaxaobis

srulyofaSi. sxeulis velur moZraobebs, SeZaxilebs, simReras,

rokvas, siSmages da SeSlilobis mdgomareobas araviTari kavSiri

ar hqonda literaturasTan. dakavSirebuli iyo mxolod adami-

anTan. Tumca swored mibaZvasa da gardasaxvasTan dakavSirebul

am sanaxaobebSi unda veZeboT Teatris sawyisebi.

Tavisi warmoSobiT Teatri aris erTdroulobis xelovneba,

romelic erTdroulad zemoqmedebs Cvens yvela grZnobaze.

Teatri ritualidan warmoiSva. mecxramete saukuneSi erovnu-

li TviTSegnebis gamoRviZebam, romelic gamoixateboda evropeli

xalxebis kulturul aRmavlobaSi, moiTxova Teatris, rogorc

dawesebulebis saxiT arseboba. gamomdinare aqedan, Teatraluri

nagebobebi Sendeboda ara mxolod Senobis funqciis Tvalsazri-

siT, aramed rogorc dawesebuleba, sadac msaxiobebi, mwerlebi,

reJisorebi, mxatvrebi erTad Caebmebodnen Teatris funqcioni-

rebaSi da xels Seuwyobdnen mis arsebobas da ganviTarebas.

antikuri droidan moyolebuli dRemde, umetes SemTxvevaSi,

maSinac ki, roca xelisufleba ar iyo Teatris damfuZnebeli,

Teatri yovelTvis damokidebuli iyo Tavis damfinanseblis mier

dadgenil wesebsa da kanonebze, anu xelisuflebaze. aseve aRsa-

niSnavia is faqtic, rom, miuxedavad sazogadoebrivi da teqno-

logiuri cvlilebebisa, uZvelesi droidan dRemde mas, rogorc

struqturuli, aseve organizaciuli TvalsazrisiT seriozuli

cvlilebebi ar ganucdia.

Teatraluri xelovneba, upirveles yovlisa, mayurebelTan

kavSirs moiazrebs. Teatri zemoqmedebs mayurebelze, ayalibebs

mis sulier samyaros, xels uwyobs mis ideur-esTetikur aRzr-


das. speqtakli warmoadgens ara mxolod repertuaris nawils an

mxatvrul nawarmoebs, aramed produqts, romlis realizaciac

unda moxdes kulturul bazarze. is iwyebs arsebobas mxolod

maSin, rodesac sazogadoebisaTvis xdeba xelmisawvdomi.

Teatris organizaciuli struqtura dRes Semdegnairad ga-

moiyureba: SemoqmedebiTi seqtori, teqnikuri seqtori da saer-

To (administraciuli) seqtori.

SemoqmedebiTi seqtori warmoadgens Teatraluri moRvaweo-

bis ideis ZiriTad matarebels da moicavs yvelafers, rac da-

kavSirebulia Teatris samxatvro xelmZRvanelTan, sarepertua-

ro politikasTan, dadgmebTan, msaxiobebis muSaobasTan rogorc

dramatul, aseve musikalur TeatrebSi.

teqnikuri seqtori dakavebulia speqtaklebis (repeticiebis)

teqnikuri momzadebiT, scenasTan dakavSirebuli samuSaoebiT

(dekoraciebi, rekviziti, ganaTeba, xma, meqanika da a.S.), saerTo

seqtorSi ki Sedian sabuRaltro da komerciuli samsaxurebi. am

seqtorSi mimdinareobs saqmeTa warmoeba da arqivis funqcioni-

reba, aseve sainformacio-sareklamo samuSao.51 Sedegad ki samive

seqtori momarTulia imisken, rom Seqmnan Rirebuli produqti _

speqtaklis saxiT.

Teatri saSemsruleblo xelovnebaa, mis mier warmoebuli pro-

duqti _ speqtakli, ki erT gansazRrul adgilas _ scenaze, xor-

cieldeba cocxali adamianebis _ msaxiobebis, monawileobiT. swo-

red adamianebis monawileoba sZens mas gansakuTrebulobas, aseve

es faqtori gansazRvravs zogadad Teatris marTvis bevr Tavise-

burebas, rac xSirad did sirTuleebTan aris dakavSirebuli.

speqtaklis cocxali buneba ganapirobebs imas, rom Teatri

Tavisi arsiT drois xelovnebaa. yvela epoqaSi is masSi moqmed

adamianebTan erTad kvdeba da axal TaobasTan erTad Tavidan

ibadeba. TeatrSi ar igulisxmeba mxolod sanaxaoba. Teatris da-

niSnuleba, misi mTavari arsi aris ara moqmedeba, aramed umTav-

resad ambavi, romelic, upirveles yovlisa, unda exmaurebodes

im droisTvis arsebul aqtualur Temebsa da problemebs. „yo-

vel epoqas Tavisi Teatri aqvs. misi drois sinamdvilis amsaxa-

51 SeSiCi m. d., kultura, menejmenti, animacia, marketingi, `mwignobari~, Tbili-si, 2007, gv. 262-263.


vi, misi drois azrebiT, grZnobebiT da ocnebebiT datvirTuli.

aRsavse sakuTari sirTuleebiT, sakuTari sunTqviT, majiscemiT

da mawvalebeli kiTxvebiT, romlebic pasuxs iTxoven. amitomac

yoveli epoqa Taviseburad aisaxeba xolme misi drois TeatrSi da

misi mayureblis gemovnebaSic.52

am mxriv saqarTveloSi Teatraluri xelovnebisami interesi

saukuneebs iTvlis da didi xnis istoria aqvs. me-19 saukunidan

dawyebuli, qarTuli Teatri funqcionirebda rogorc erov-

nuli simbolos gamomxatveloba, rogorc erovnuli narativis

gamomxatvelobis saboloo produqti da erovnuli kulturis

flagmani.

me-20 saukunis 90-ian wlebSi politikuri, ekonomikuri da

socialuri problemebi kulturis yvela sferos Seexo, maT So-

ris qarTul profesiul Teatrsac. saxelmwifo dotaciis gare-

Se darCenilma Teatrma maleve dakarga srulfasovani muSaobis

unari. usaxsrobis gamo didi xnis ganmavlobaSi veRar iqmneboda

axali produqti, xolo energokrizisi arsebuli speqtaklebis

warmodgenas, praqtikulad, SeuZlebels xdida. mosaxleobac

udidesi socialuri problemebis winaSe dadga, rac pirdapir

aisaxa maTi kulturuli cxovrebis aqtivobaze. wlebis ganma-

vlobaSi Teatri mayureblis gareSe darCa. simboluri anazRau-

rebiTa da mwiri SemoqmedebiTi nayofierebiT, stagnaciis piro-

bebSi myofma ramdenime Teatrma saerTod Sewyvita arseboba, maT

Soris Tojinebis da mozard mayurebelTa Teatrebmac, romel-

Ta meSveobiT xdeboda axali Taobebis Teatralur samyarosTan

ziareba da gemovnebis Camoyalibeba. bolo wlebSi dedaqalaqSi

saTeatro Senobebis mowesrigebam, maTi Tanamedrove teqnikiT

aRWurvam da sadadgmo xarjebis xelSewyobam sagrZnoblad ga-

moacocxla Teatraluri cxovreba, Tumca jer kidev ar aris

gadaWrili uamravi saorganizacio, teqnikuri, finansuri, sagan-

manaTleblo da SemoqmedebiTi xasiaTis problema. yovelive es

cxadyofs, rom mxolod teqnikuri daxmareba ar aris sakmarisi,

Tuki Teatraluri ganaTlebisa da Teatrebis marTvis mimarTu-

lebiT ar Seicvleba arsebuli mdgomareoba. regionebis Teat-

rebSi kidev ufro savalalo mdgomareobaa, Tu ar CavTvliT Te-

52 uruSaZe n., wavideT TeatrSi. Tbilisi, `ganaTleba~, 1986, gv. 198.


lavis, baTumisa da quTaisis Teatrebs. aRniSnul problemebs

emateba amortizebuli Senobebis, mouwesrigebeli teqnikuri

bazis, satransporto saSualebebis, eleqtromomaragebisa da

gaTbobis sakiTxebi. aseve, damdgmel reJisorTa da axalgazrda

samsaxiobo kadrebis, profesionalebis da dargobriv kompeten-

ciaTa deficiti. raionebsa da soflebSi mcxovrebi sazogadoe-

bisTvis Teatralur cxovrebasTan ziareba satelevizio dadg-

mebiT (telespeqtaklebiT), „satelevizio Teatris“ saSualebiT

da aseve speqtaklebis CanawerebiT iyo SesaZlebeli, romelTa

translireba sazogadoebrivi mauwyeblis _ 1 arxis _ meSveobiT

xdeboda. dRevandeli televizia gajerebulia agresiuli mxat-

vruli Tu multiplikaciuri filmebiT, dabali gemovnebisa da

xarisxis serialebiT, usargeblo gasarTobi SouebiT (mag. ko-

medi Sou), rac aseve xels ar uwyobs sazogadoebis gemovnebis

Camoyalibebas.

175saSemsruleblo xelovnebis produqti _ speqtakli

saSemsruleblo xelovnebis produqti -

speqtakli

Teatris produqti _ speqtakli, kulturis sferos sxva pro-

duqtebisgan gansxvavebiT, mxolod misi Sesrulebis momentSi ar-

sebobs. Sesabamisad, saSemsruleblo xelovnebis procesi produ-

qtad gardaiqmneba im dros, roca is sxvisTvis, mayureblisTvis

xdeba xelmisawvdomi da sruldeba mis Tvalwin. es ganapirobebs

imasac, rom „warmodgenas Sin ver wamoiReb, ver waikiTxav, ver

moismen, verc ixilav maSin, roca mogesurveba“ im cocxali for-

miT, ra formiTac is arsebobs. warmodgenis damTavrebisTanave

sruldeba saTeatro xelovnebis nawarmoebis realuri arseboba.

amis Semdeg is an mayureblis mexsierebaSi, an TanamedroveTa mo-

gonebebSi arsebobs.

magaliTisTvis SegviZlia moviyvanoT bertold brextis piesa

_ „kavkasiuri carcis wre“, romelic 1975 wels dadga robert

sturuam rusTavelis Teatris did scenaze. dRes am speqtaklis

naxva mxolod misi video Canaweris meSveobiT aris SesaZlebe-

li da zustad es warmoadgens im erTaderT saSualebas, romlis

meSveobiTac xdeba speqtaklis nivTieri saxiT Senaxva. Tumca am

formiT is ver inarCunebs am produqtisTvis damaxasiaTebel

Rirebulebebs. TeatrisTvis Rirebuli umTavresad misi adamia-

nuri resursia, anu is msaxiobebi, romlebic pirdapir zemoqme-

deben Cvens grZnobebsa Tu gancdebze warmodgenis msvlelobis

procesSi. `kavkasiuri carcis wre~ im drois unikaluri qmnile-

baa, romlis unikalurobasac swored im drois msaxiobTa Semad-

genloba da reJisura gansazRvravs. Sesabamisad, es speqtakli im

adamianebisTvis ufro metad mniSvnelovani movlenaa, romelnic

am produqtis warmoebis cocxal procesSi iRebdnen monawileo-

bas mayureblis saxiT.

amrigad, Teatraluri warmodgenis procesi unikalur, gan-

sakuTrebul SemTxvevas warmoadgens, radgan momavalSi SeuZle-

beli xdeba misi tiraJireba da gavrceleba im cocxali formiT,

ra formiTac is arsebobs. „namdvili Teatraluri speqtakli


erTaderTi egzemplaria. misi gancda erTxel xdeba da amitom

Tavisi bunebiT unikaluria~.53

„miuxedavad imisa, rom momxmareblis aRqma kulturis yve-

la produqtisTvisaa mniSvnelovani, gansakuTrebul rols

TamaSobs saSemsruleblo xelovnebaSi, romelSic msaxiobis

ganwyobileba, misi fizikuri mdgomareoba da mis mier mayureb-

lisa Tu msmenelis reaqciis aRqma gavlenas axdens produqtis

xarisxze~.54

speqtaklis yoveli axali warmodgena produqtis warmoebis

ganaxlebuli procesia. swored msaxiobis mdgomareobidan da

ganwyobidan gamomdinare, is uwindeburi saxiT arasdros meor-

deba, radgan yovel jerze gansxvavebulad aRiqvams mayurebeli,

amis gaTvaliswinebiT SeuZlebeli xdeba Tundac erTi da imave

speqtaklis sxvadasxva jerze zustad erTnairad aRqma.

amis Taobaze mixeil TumaniSvili Tavis CanawerebSi wers:

`ramdenjer midevnebia Tvali akaki xoravas TamaSisTvis otelos

rolSi. Tumca winaswar veravin ityoda, TviTonac ki, rogor iTa-

maSebda igi im dRes. yvelaze metad faseuli moulodnelad iCen-

da Tavs da swored es iyo xelovnebis dResaswauli.., Tumca iyo

SemTxvevebi, roca cudad TamaSobda, verafriT ver CaerTveboda

rolSi da mayureblis darbazic ganze iyo gamdgari“.55

aRqmis faqtori da misi mniSvneloba kidev erT Tavisebure-

bas ganapirobebs, rac saSemsruleblo xelovnebis produqtis

(speqtaklis) warmoebasa da mis sicocxlisunarianobasTan aris

dakavSirebuli, romlis gansazRvrac winaswar aseve SeuZlebe-

lia, radgan ara mxolod saSemsruleblo xelovnebis, aramed

zogadad, „kulturis sferos produqti mxolod bazarze gata-

nis Semdeg iRebs Sefasebas. kritikuli procesis ganxilva xdeba

ukve imis Semdeg, roca is ukve Sesrulebulia mayureblis Tan-

daswrebiT~.56 Sesabamisad, SeuZlebelia winaswar imis gansazRv-

ra, Tu ramdenad warmatebuli iqneba esa Tu is speqtakli. isic

53 uruSaZen., wavideT TeatrSi, ganaTleba, Tbilisi, 1986. 54 sanadiraZe n., kulturis sferos proeqtebis menejmenti da dagegmareba, „ken-tavri“, Tbi lisi, 2011.55 TumaniSvili m., sanam repeticia daiwyeba, saqarTvelos Teatraluri sazoga-doeba, Tbilisi, 1977, gv. 21.56 iqve, gv. 26.


arTulebs mdgomareobas, rom Tavad speqtaklis warmoebis dros

SeuZlebelia masSi koreqtirebis Setana an Tundac daSvebuli

Secdomebis gamosworeba. Tumca kulturis sferos sxva produ-

qtebisgan gansxvavebiT, speqtaklis Tavisebureba imaSic vlinde-

ba, rom nebismier msaxiobs speqtaklis warmodgenis yovel jerze

aqvs produqtis gaumjobesebis praqtikuli SesaZlebloba.

zogadad kulturis sferos produqtebi, sxva saxis produq-

tebisgan gansxvavebiT, mravali TaviseburebiT gamoirCeva. „kul-

turis sferos menejmentis specifikas, rogorc wesi, „sulie-

ri warmoebis“ Taviseburebebs ukavSireben, amgvari saqmianobis

produqtebi ki ara imdenad sagnobrivi xasiaTisaa, ramdenadac

azrovnebis fenomenebs (aRqmas, gagebas, gancdas da misT.) ukav-

Sirdeba da uSualo daTvlasa da Sejamebas ar eqvemdebareba~.“57

TiToeuli kulturis sferos produqti garkveuli ideis mata-

rebelia da rigi specifikuri maxasiaTeblebiT da pirobiTo-

bebiTaa gajerebuli. gamomdinare aqedan, amgvari produqtis

gagebisTvis aucilebelia momxmarebeli, upirveles yovlisa,

flobdes im unarebs da codnas, romlebic daexmareba produq-

tis sworad aRqmasa da gaazrebaSi. Cveulebriv ki is produqte-

bi, romlebic momxmareblis mxridan gansakuTrebul Zalisxmevas

moiTxovs rTuli produqtebis kategorias ganekuTvneba. aseTi

sulieri ideis matarebeli produq tebi erTmaneTisgan gansxva-

vdeba TavianTi istoriiT, funqciiT, daniSnulebiT, gamoxatvis

formebiT da aRqmis TaviseburebebiT.

kulturis sferos produqtis mTavar Rirebulebas warmoad-

gens is xelovani adamiani, romelic qmnis mas nivTieri saxiT an

uSualod CarTulia produqtis Seqmnisa da warmoebis cocxal

procesSi, riTic xasiaTdeba, magaliTad, saSemsruleblo xelo-

vnebis produqti.kulturis nebismieri sferos produqti war-

moadgens adamianis sulieri miswrafebebis gamovlinebas, mis

Sinagan damokidebulebas gare samyarosadmi, risi srulyofis-

Tvisac is iyenebs gansxvavebul, misTvis damaxasiaTebel teqni-

kas da uZebnis mas Sesaferis mxatvrul formas, rac sabolood

gansazRvravs Seqmnili produqtis xarisxsa da niSan-Tvisebebs.

kulturis sferos produqtebis Seqmnisa da warmoebis mTavari

arsi is aris, rom swored maTi meSveobiT xdeba sazogadoeba-

57 iqve, gv. 46.


Si sxvadasxva gemovnebis, ideebis, emociebis da faseulobebis

formireba. am maxasiaTeblis gaTvaliswinebiT amgvari tipis

produqtis Rirebulebas misi istoriuli warmomavlobac gan-

sazRvravs da mniSvnelovani wyaroa warsulis mkvlevrebisTvis,

radgan kulturis sferos produqtebi yvelaze ukeT avlens im

epoqis saxes, roca is Seiqmna.

kulturis produqtis gansakuTrebuli maxasiaTebeli SegviZ-

lia kvlav Teatris produqtis _ speqtaklis, magaliTze ganvi-

xiloT, romelSic produqtis warmoebis mTavari komponenti msa-

xiobia. Tavad speqtaklis Seqmnis procesSi uamravi adamiania Car-

Tuli (reJisori, mxatvari, qoreografi, dramaturgi, kompozi-

tori da sxv.), magram Seqmnili produqtis warmoebis dros mTeli

pasuxismgebloba msaxiobs ekisreba da, miuxedavad imisa, rom misi

moqmedeba reJisoris Canafiqris Sesabamisad viTardeba, is mainc

calkeuli Semoqmedis saxiT gvevlineba, romelic mxolod misTvis

xelmisawvdomi resursebiT warmogvidgens Tavis SesaZleblobebs.

Sesabamisad, msgavsi cocxali kulturuli produqtis xarisxs,

upirveles yovlisa, adamianuri resursi gansazRvravs.

aRsaniSnavia is garemoeba, rom sxva saxis produqtebisgan

gansxvavebiT, romlebic iqmneba sazogadoebis moTxovnilebebi-

dan gamomdinare, sulieri warmoebis produqtebi umetesad Ta-

vad qmnian moTxovnas bazarze. „im SemTxvevaSic ki, roca arse-

bobs gacnobierebuli daukmayofilebeli kulturuli moTxovni-

leba, es jer kidev ar niSnavs, rom pirovnebam icis, Tu ra saxiT

SeiZleba dakmayofildes arsebuli moTxovnebi da interesebi“.58

amis gamo xSirad maTi mxridan amgvari moTxovnis dakmayofileba

xdeba im uxarisxo fsevdomxatvruli produqciiT, romelsac si-

namdileSi aranairi kulturuli Rirebuleba ar gaaCnia.

Sesabamisad, kulturis sferoSi arsebuli organizaciebi,

romelTa mizans warmoadgens xarisxiani produqciis warmoeba,

jer qmnian produqts da Semdeg cdiloben gaxadon es produqti

moTxovnadi da xelmisawvdomi sazogadoebisTvis. „im SemTxveva-

Sic ki rodesac ar aris moTxovna, xelovani mainc qmnis Tavis

namuSevrebs. misi misia ar aris namuSevris Seqmna bazrisTvis,

aramed mas surs msoflios gaacnos Tavisi unikaluri da mniSv-

58 SeSiCi m. d., kultura, menejmenti, animacia, marketingi, `mwignobari~, Tbili-si, 2007, gv. 20.


nelovani qmnilebebi, xelovani orientirebulia araekonomikur

faqtorebze, rogoricaa prestiJi, sazogadoebrivi yuradReba

da sikeTis keTebiT gamowveuli moraluri TviTkmayofileba“.59

kulturis produqtebs, sazogadoebriv-saganmanaTleblo

daniSnulebis garda, ekonomikuri sargeblis motanac SeuZlia,

Tavad kulturis sferos, rogorc mwarmoeblisa da am sferoSi

warmoebuli produqtis, ganxilva SeuZlebeli iqneba momxmare-

belTa qcevebis Seswavlis gareSe. ramdenadac cnobilia, marke-

tingis erT-erTi mTavari funqcia momxmarebelTa saWiroebebis

dakmayofilebaa. swored amitomac marketingis menejeri val-

debulia zustad gansazRvros da kargad icodes momxmareblis

moTxovnilebebi, ris mixedviTac is qmnis kulturis produqts

da axdens mis sworad pozicionirebas. aucilebelia, vicodeT

sxvadasxva tipis da socialuri fenis moTxovnilebebi da Tvise-

bebi, Tu ratom, risTvis da rogor aniWebs upiratesobas esa Tu

is momxmarebeli kulturis sferos produqts.

kultura dinamikuria da mudmivad viTardeba, rom upasuxos

sazogadoebis moTxovnebs. kultura gansazRvravs momxmareblis

im prioritetebs, romlebsac is aniWebs sxvadasxva aqtivobasa

da produqts. is agreTve gansazRvravs konkretuli produqtisa

Tu momsaxurebis warmatebasa da marcxs. momxmareblis qcevasa

da kulturas Soris kavSiri ormxrivia. erTi mxriv, im produ-

qtebs, romlebic arsebul kulturis prioritetebTan Tavseba-

dia, ufro didi Sansi aqvs, momxmarebelma advilad miiRos, Tu-

mca, meore mxriv, axali produqtebis Seswavla da inovaciebis

Setana produqtis dizainSi xSirad anareklia konkretuli pe-

riodis kulturis dominanturi idealebisa.zogadad kulturis

Seswavla gulisxmobs sazogadoebis yvela aspeqtis Seswavlas. es

aris is ena, codna, kanonebi da Cvevebi, romelnic sazogadoebas

sZens gansakuTrebul maxasiaTeblebsa da pirovnulobas. momx-

mareblis qcevis konteqstSi kultura ganisazRvreba, rogorc

Rirebulebebis, SeZenili rwmenisa da Cvevebis erToblioba, ro-

melic emsaxureba daareguliros konkretuli sazogadoebis wev-

ri momxmareblis qceva. am ganmartebaSi rwmena da Rirebulebebi

59 Hagoort G., Art Management ENTREPRENEURIAL STYLE, the Netherlands: Eburon academic, pp. 36-37.


aris individebis mier akumulirebuli grZnobebi da priorite-

tebi sagnebisa da sakuTrebisadmi. ufro konkretulad, rwmena

moicavs mentaluri da verbaluri gamoxatulebebis did raoden-

obas, romelic asaxavs pirovnebis kerZo codnisa da Sefasebe-

bis erTobliobas sagnebis Sesaxeb. Rirebulebebic igive rwmenaa,

Tumca gansxvaveba isaa, rom isini SedarebiT cotaa raodenobri-

vad, isini marTaven qcevas kulturasTan mimarTebiT, isini ufro

myaria da rTulad icvleba, isini araa mibmuli konkretul sag-

nebsa da situaciebze, isini farTodaa miRebuli sazogadoebis

wevrebis mier. amitom rwmenac da Rirebulebebic farTo gagebiT

aris gonebrivi warmodgenebi, romlebic gavlenas axdens adamia-

nis im damokidebulebebze, romelnic sabolood mis qcevaSi ga-

moixateba.

raimes momxmarebeli rom iyo, unda miiRo gadawyvetieleba

ama Tu im produqtis moxmarebaze, swored gadawyvetilebis miRe-

basTan dakavSirebul procesebze did gavlenas axdens cvladis

sami mTavari tipi:

1. dakavSirebuli uSualod momxmarebelTan;

2. SenaZenis konteqstTan;

3. situaciasTan.

cvladis samive tipi mniSvnelovan rols asrulebs da indivi-

di-produqti-situacia momxmareblis SenaZenebTan dakavSirebul

motivacias gansazRvravs.

momxmarebeli aris is mTavari da mniSvnelovani detali, ro-

melic nebismieri produqtis gayidvisas aris aucilebeli da

saWiro, maT Soris kulturis sferoSi. amitomac xdeba momxmare-

belTa qcevebis Seswavla. am dros didi yuradReba eTmoba momx-

mareblis motivacias, romelic momxmarebelTa qcevebis safuZ-

velTa safuZvelia. motivacias momxmarebelSi aRZravs Sesabami-

si gaformeba, musika, mag. sadResaswaulo musika qmnis saazeimo

ganwyobas da yidvis survils aRZravs.

im SemTxvevaSi, roca produqti iTxovs CarTulobis maRal

dones, momxmarebeli, rogorc wesi, iyenebs gadawyvetilebis mi-

Rebis SemecnebiT procesebs da SemecnebiTi procesis analizisas

momxmarebeli irCevs produqts sxvadasxva monacemis mixedviT.


sanaxaoba;

damokidebuleba xarisxis mimarT;

sanaxaobis gansakuTrebuloba;

reputacia;

cnobili produqti an produqtis cnobili komponentebi;

fasi;

adgili, dro da sxva.

momxmareblis gadawyvetilebis miRebaze aseve didi mniSvne-

loba aqvs Semdeg ramdenime faqtors:

1. Cveva _ romeliTac sargeblobs momxmarebeli (nawilob-

riv iseve rogorc damokidebuleba). Cveva saSualebas

aZlevs momxmarebels, swrafad miiRos gadawyvetileba

produqtTan dakavSirebiT. damokidebulebisgan gansxva-

vebiT, Cvevas CarTulobis ufro dabali xarisxi aqvs;

2. ekonomikuri klimati _ Tu momxmarebeli Semosavlis

vardnas ganicdis da ekonomikur situacias mkveTrad

aRiqvams, misi gadawyvetilebis miRebis procesi Semecne-

biTi xdeba, romelSic fasi principul rols TamaSobs;

3. periodi _ gadawyvetilebis miRebis procesSi momxma-

reblisaTvis Zalian didi mniSvneloba aqvs periods

(weliwadis dros), romelic aCqarebs gadawyvetilebis

miRebis process;

4. impulsuri SenaZeni _ impulsurad miRebuli gadawyve-

tilebis miRebis procesi xasiaTdeba CarTulobisa da

gamocdilebis dabali xarisxiT. aseTi SenaZeni yovel-

Tvis daugegmavad xorcieldeba da naklebad Tanmimde-

vrulia;

5. adgili _ fizikuri garemocva kidev erTi elementia,ro-

melic gadawyvetilebis miRebaze axdens zegavlenas. es

bolo faqtori gansakuTrebulad mniSvnelovania, radga-

nac emociuri da SemecnebiTi stimulebis arseboba an

ararseboba gansazRvravs ama Tu im procesis gamoyenebas.

momxmareblis mier produqtis yidvaze did gavlenas axdens

socialuri, kulturuli, pirovnuli da fsiqologiuri maxasia-


Teblebi. marketologebs xSir SemTxvevaSi ar SeuZliaT am faq-

torebis kontroli, Tumca aucilebelia maTi mxedvelobaSi qona

da gaTvaliswineba. ganvixiloT TiToeuli maTgani.

kulturuli faqtorebi _ kulturuli faqtorebi momxmareblis

qcevaze uzarmazar gavlenas axdens. marketologma unda

icodes, ra rols TamaSobs myidvelis kultura, subkul-

tura da socialuri klasi.

kultura _ kultura aris ZiriTadi aRqmis, faseulobebis, sur-

vilebisa da qcevebis erToblioba, romelsac sazogadoe-

bis wevri ojaxisa da sxva mniSvnelovani institutebidan

iZens. TiToeul jgufsa Tu sazogadoebas aqvs kultura

da misi zegavlena qcevaze sxvadasxva qveyanaSi erTmaneTi-

sagan Zalian gansxvavdeba.

subkultura _ TiToeuli kultura moicavs ufro patara sub-

kulturas an adamianTa jgufebs, romlebic iziareben

garkveul faseulobaTa sistemas, dafuZnebuls saerTo

cxorebiseul gamocdilebasa da situaciaze. subkultura

SeiZleba iyos religiis, erovnulobis, rasobrivi jgufi-

sa da geografiuli regionebis mixedviT Camoyalibebuli.

marketologebi xSirad qmnian iseT produqtebsa da marke-

tingul programebs, romlebic maTi momxmareblis moTxo-

vnilebebzea morgebuli. mag. amerikaSi aseT jgufebs qm-

nian laTinoamerikelebi, afrikuli warmoSobis Savkaniani

amerikelebi, aziuri warmoSobis amerikelebi da aseve asa-

kovani momxmareblebi.

socialuri klasi _ TiTqmis yvela sazogadoebas socialuri

klasis struqturis garkveuli forma gaaCnia. socialu-

ri klasi aris sazogadoebis SedarebiT ucvleli nawili,

romlis wevrebsac gaaCiaT erTnairi faseulobebi, inte-

resebi da qcevis wesebi. socialuri klasi ar ganisazR-

vreba mxolod erTi faqtoriT. igi izomeba Semosavlis,

ganaTlebis, saqmianobis, simdidrisa da sxva mniSvnelova-

ni faqtorebiT. socialuri klasebi upiratesobas aniWe-

ben gansxvavebul produqtebs da brendebs iseT sferoSi,


rogorebicaa: saxlis aveji, tansacmeli, avtomobili da

Tavisufali saqmianoba.

rogorc ukve aRvniSne, momxmareblis qcevaze did ga-

vlenas axdens socialuri faqtorebi, rogorebicaa: momx-

marebelTa patara jgufebi, ojaxi, socialuri roli da

statusi.

jgufebi _ adamianis qcevas ganapirobebs bevri patara jgufi.

jgufi Sedgeba ori an meti adamianisgan, romlebic indi-

vidualuri an saerTo miznebis misaRwevad urTierToben.

arsebobs sarekomendacio jgufebi, romlebic Sedgebian

misabaZi pirovnebebisgan da es pirovnebebi sazogadobaze

did zegavlenas axdenen, anu isini TavianTi mdgomareobiT

sazogadoebis TvalSi dominantebi arian.

ojaxi _ ojaxis wevrebs Zalian didi zegavlenis moxdena SeuZ-

liaT myidvelis qcevaze. zogadad, marketologebi oja-

xis faqtors detalurad ikvleven, radgan mniSvnelova-

nia ojaxSi colis, qmrisa da bavSvebis roli. Sesabamisad,

momxmareblis gadawyvetileba dakavSirebulia am faqto-

rebTan. ojaxSi yidvaze gadawyvetilebis miRebis proces-

Si bavSvebis gavlenac Zlieria, radgan gadawyvetileba

SeiZleba miiRon imitom, rom bavSvs unda wasvla, bavSvs

moswons da ase Semdeg.

rolebi da statusi _ adamiani bevr jgufSia gawevrianebuli _

ojaxi, organizaciebi, klubebi da swored amitomac ada-

mianis pozicia SeiZleba ganisazRvros roliTa da sta-

tusiT. pirovnuli faqtorebi kidev erTi mniSvnelovani

detalia, romelic momxmareblis gadawyvetilebaze did

zegavlenas axdens. pirovnul faqtorebSi igulisxmeba

iseTi maxasiaTeblebi, rogorebicaa: momxmareblis asaki,

sasicocxlo ciklis etapi, profesia, ekonomikuri md-

gomareoba, cxovrebis stili, pirovneba da TviTaRqma.

TToeuli maTganis gaTvaliswinebiT momxmareblis qceva

aris sxvadasxvagvari. aviRoT ekonomikuri mdomareoba,

adamianis ekonomikuri mdgomareoba zegavlenas axdens mis

mier produqtis arCevanze.


cxovrebis stili _ erT-erTi Zalian mniSvnelovani faqtoria

kulturis momxmareblis qcevasTan mimarTebiT, radgan

es faqtori gadawyvetilebis miRebisas Zalian did rols

TamaSobs. da bolos, saSemsruleblo xelovnebisa da

masobrivi RonisZiebebis produqtebis arseboba mayureb-

lis gareSe warmoudgenelia, swored amitom kulturis

sferos marketingis da sazogadoebasTan urTierTobis

specialistma unda daiwyos mayureblis waxaliseba. xe-

lovnebis produqtebisa da masobrivi RonisZiebebisTvis

mniSvnelovani segmentia miznobrivi auditoria da masTan

urTierToba. yoveli mayurebeli erTsa da imave dros

ramdenime jgufs miekuTvneba rogorc formalurs, ase-

ve araformalursac. arsebobs loialuri da potenciuri

momxmareblis waxalisebis strategia. erTnairad ar unda

davajildovoT erTguli da Cveulebrivi momxmarebeli.

loialurma mayurebelma unda igrZnos, rom mis erTgule-

bas afasebs Teatris administracia. wasaxalisebad apro-

birebuli meTodia fasdaklebisa da dagrovebis baraTebi,

es ukanaskneli gvexmareba davajildovoT momxmarebeli,

gansakuTrebiT isini, romlebic mets ixdian da arian kul-

turis produqtis aqtiuri momxmareblebi.

kulturis sferos produqtis Tavisebureba misi moxmarebis

unikalurobaSic mdgomareobs. erT SemTxvevaSi momxmarebeli

iZens kulturis produqts, ris Sedegadac is mis mflobelobaSi

gadmodis da nebismier dros aqvs misi gamoyenebis SesaZleblo-

ba. meore SemTxvevaSi ki saqme gvaqvs saSemsruleblo xelovnebis

produqtTan, romlis SeZenac xdeba erTjeradad misTvis gansa-

zRvrul dros da adgilas. am SemTxvevaSi produqtis SeZena gu-

lisxmobs bileTis SeZenas, rac Sesabamisad warmoadgens erTje-

rad uflebas speqtaklze dasaswrebad. „momxmarebeli, romelic

yidulobs kompaqtdisks, iZens mxatvruli nawarmoebis teqnikur

ganzomilebas, magram imave momxmarebels mayureblis saxiT, SeuZ-

lia naxos (dainaxos) teqnikuri ganzomileba rogorc nawarmoebis

nawili, magram ar SeuZlia flobdes mas“.60

60 sanadiraZe n., kulturis sferos proeqtebis menejmenti da dagegmareba, „ken-tavri“, Tbilisi, 2011, gv.17.


igive xdeba muzeumSic. muzeumebi, romlebic TavianT produ-

qts gamofenis farglebSi gamofenen, momxmarebels SesaZleblo-

bas aZlevs SeiZinon produqti ara nivTieri saxiT, aramed infor-

maciuli TvalsazrisiT, rac gulisxmobs warmodgenili unika-

luri eqsponatebis Sesaxeb codnis gaziarebas momxmareblisTvis.

„muzeumi koleqciebis, codnis, gamocdilebisa da unar-Cvevebis

sacavia. amitom is movalea Tavisi resursebi yvela potenciur

momxmarebels gauziaros. es ki muzeumebis saganmanaTleblo

rolTan aris dakavSirebuli“.61

kulturis produqtebis SeZenasa da moxmarebasTan dakavSi-

rebiT gasaTvaliswinebelia isic, rom kulturis produqtis sxva

maxasiaTeblebsa da RirebulebebTan erTad arsebobs misi ekono-

mikuri Rirebulebac. „Rirebulebam, rogorc ekonomikurma ka-

tegoriam ar SeiZleba adekvaturad gansazRvros esTetikuri da

SemoqmedebiTi xarisxi kulturuli faseulobisa“.62 Tuki sxva sa-

xis produqtebis xarisxi xSirad maTi fasiT ganisazRvreba, kul-

turis sferoSi SesaZlebelia momxmarebelma maRalmxatvruli

produqtic ki dabal fasad an zog SemTxvevaSi sruliad ufasod

miiRos. Tumca es mianiSnebs imaze, rom aseT dros saxelmwifo

an kerZo seqtori gamoyofs subsidiebs Sesabamisi organizacie-

bisTvis. „rodesac laparakia subsidiebze, igulisxmeba, rom ga-

moyofili saxsrebi mizanmimarTulad axdenen zegavlenas raime

produqtis an momsaxureobis Rirebulebis Semcirebaze~.63

nebismieri saxis kulturis sferos produqtis warmoebisas

didi mniSvneloba eniWeba inovacias, radgan TiToeuli axali

produqtis Seqmna mimarTuli unda iyos axlis aRmoCenisken, sia-

xlis danergvisken. „xelovanma icis, rom misi produqti mamoZra-

vebeli gonebis Sedegia da is arasdros iqneba erTi da igive. sxva

sityvebiT rom vTqvaT _ SemoqmedebiTi samyaro inovaciuria~.64

miuxedavad imisa, rom kulturis produqtebi Tavad qmnian

moTxovnas bazarze, arsebobs calkeuli SemTxvevebi, roca pro-

61 dimitrios k., saxelmZRvanelo muzeumis menejerTaTvis (muzeumebis roli dRevandel sazogadoebaSi.62 SeSiCi m. d., kultura, menejmenti, animacia, marketingi, `mwignobari~, Tbili-si, 2007, gv. 96.63 iqve, gv. 97.64 Hagoort G., Art Management ENTREPRENEURIAL STYLE, the Netherlands: Eburon academic, p. 29.


duqti iqmneba ukve arsebul moTxovnasa da gamocdilebaze dayr-

nobiT, romlis drosac didi mniSvneloba eniWeba momxmareblis

qcevas. kerZod, am kuTxiT SesaZlebeli xdeba dadgena imisa, Tu

ra damokidebuleba aqvT momxmarebelTa calkeul kategoriebs

ama Tu im kulturis sferos produqtis mimarT da ZiriTadad ra

faqtorebi axdens maT qcevaze gavlenas.

kulturis sferos produqtis Tavisebureba imaSi mdgoma-

reobs, rom igi Tavad qmnis moTxovnas. igi ver daeqvemdebareba

sazogadoebis umravlesobis moTxovnas da damokidebulebebs,

kulturis sferos faseuli produqtebi Seicaven mas,kultu-

ris elementebs. SeuZlebelia, kulturis sferos faseuli pro-

duqtebis fasis gansazRvra da TviTRirebulebis standartuli

wesiT gaangariSeba. kulturis sferos produqti ara marto su-

lieri sazrdoa, aramed is Rirebulebebis matarebeli sazoga-

doebis CamoyalibebaSic iRebs monawileobas.

„gasaTvaliswinebelia isic, rom kulturas ramdenime Tviseba

gaaCnia: kultura adamianebis socialuri daxasiaTebaa da misi

mizania sazogadoebis wevrebis moTxovnilebebs emsaxuros. igi

akumulaciuria (dagrovebis efeqti), radganac Taobidan TaobaSi

gadadis da xSirad istoriuli dasabuTeba moepoveba. Tumca es

ar niSnavs, rom kultura ucvleli rCeba. kultura adaptireba-

dia, mxolod misi ramdenime instituti aris ucvleli, danarCe-

ni faseulobebi, religia, politika, kanonebi da sxva SeiZleba

Seicvalos sazogadoebis moTxovnilebis Sesabamisad“.65 kultu-

ris sferos menejmenti, garda sxvadasxva specifikuri maxasiaTe-

blisa, erTi gansakuTrebuli niSniTac xasiaTdeba: materialuri

warmoebis produqtebi gamoyenebis procesSi cvdeba, kulturis

sferoSi warmoebisas miRebuli produqtebi gamoyenebisas sul

ufro met Rirebulebas (faseulobas) iZens.

saSemsruleblo xelovnebis, kerZod ki, Teatris magaliTze

Tu vimsjelebT, Teatris produqtis warmoeba SeuZlebelia

mayureblis gareSe. miT umetes, rom Teatri awarmoebs ara cal-

keul sxvadasxva tipis produqts, aramed mayurebels sTavazobs

produqtis xazs. rac gulisxmobs Semdegs _ „yoveli speqtak-

li, miuxedavad sxvadasxva Teatraluri esTetikisa da Janrisa,

sxvadasxva reJisorisa Tu msaxiobisa, ekuTvnis produqtis erT

65 raisi q., SevicnoT momxmarebeli (momxmareblis qceva), Tb., 2001, gv. 79.


kategorias _ Teatrs~.66 amitom msgavsi tipis organizaciisTvis,

romelic erTi kategoriis produqts awarmoebs, gansakuTrebiT

mniSvnelovan faqtors warmoadgens momxmareblis qcevis Seswav-

la erTguli mayureblis SeZenis mizniT. swored amis Sesabamisad

unda gansazRvravdes Teatri Tavis aqtivobebs, produqtis Seqm-

nisa da gavrcelebis formebs.

kultura warmoadgens im mudmiv process, romelic yovel-

dRiurad iqmneba da viTardeba sxvadasxva formiT da saSuale-

biT. kulturuli procesebis sworad warmarTva ki bevr sirTu-

lesTan aris dakavSirebuli. upirveles yovlisa, sagulisxmoa is

faqti, rom nebismieri saqmianobis sfero, romelic garkveuli

tipis produqcias awarmoebs sargeblis miRebis mizniT, sawyis

etapze dafinansebasTan aris dakavSirebuli. Sesabamisad, ama Tu

im organizaciis saqmianobis, kulturis produqtis warmoqmnis

da realizaciis process swored dafinanseba gansazRvravs. „Ta-

namedrove ekonomikaSi, romelSic gacvlis universalur saSu-

alebad iTvleba fuli, gamoiyeneba gamoTqma _ „kulturis dafi-

nanseba“, radganac aq laparakia fuladi saxsrebis gamoyofaze,

romelic aucilebelia materialuri danaxarjebis, anazRaure-

bisa da honorarebis dasafarad, aseve sxva xarjebisTvis. kul-

turis dafinansebaze saubrisas igulisxmeba dafinansebis ori

ZiriTadi wyaro _ saxelmwifo da kerZo seqtori.

dReisaTvis dafinansebis kuTxiT „kulturis sferoSi mo-

muSave organizaciebi erTmaneTisgan gansxvavebuli uwyebrivi

daqvemdebarebiT da organizaciul-samarTlebrivi formebiT

gamoirCeva. amgvar subieqtebad ki gvevlineba saxelmwifo, mu-

nicipaluri, sazogadoebrivi organizaciebi da agreTve kerZo

pirebic (kompaniebi, studiebi da sxvadasxva iuridiuli erTeu-

lebi), rac imaze miuTiTebs, rom kulturis rigi organizacie-

bi finansdeba saxelmwifos mxridan, xolo nawils kerZo pirebi

afinanseben. arsebobs iseTi organizaciebic, romlebic finanse-

bis moZiebas orive seqtoridan axerxeben. gasaTvaliswinebelia,

rom kulturis sfero upiratesad arakomerciuli saqmianobis

sferoa, rac niSnavs, rom am sferos saWiro finansebis moZieba

xdeba ara dargis komercializaciis safuZvelze, aramed sxva-

66 sanadiraZe n., kulturis sferos proeqtebis menejmenti da dagegmareba, „ken-tavri“, Tbilisi, 2011, gv.17.


dasxva arxebiT, kerZod _ saxelmwifo biujetidan, sponsorebi-

dan da saqvelmoqmedo organizaciebidan.

Tanxebis moZieba kulturis sferos organizaciebisTvis mniS-

vnelovan Zalisxmevas saWiroebs. saqmes aiolebs organizaciaSi

Sesabamisi kadrebis arseboba. gamocdili finansebis moZiebis/

ganviTarebis menejeri axerxebs biznesis warmomadgenlebis dain-

teresebas. mTavaria, Sedges ormxrivi interesi, kerZo seqtoris

warmomadgenlebi cxadad unda xedavdnen, maTTvis ramdenad sar-

gebliani iqneba ama Tu im proeqtisa Tu RonisZiebis dafinanseba.

saqarTveloSi kulturis organizaciebis dafinansebis mTa-

var wyarod saxelmwifo gvevlineba. saxelmwifoa is erTader-

Ti umaRlesi institucia, romelic gamoxatavs moralur, iuri-

diul da administraciul mxardaWeras praqtikulad kulturis

yvela sferoSi. saqarTvelos kanoni kulturis Sesaxeb, kultu-

ris sferos prioritetulobas, misi udidesi strategiuli mniS-

vnelobis gaTvaliswinebiT, avalebs saxelmwifos xelisuflebis

umaRles da adgilobriv organoebs gauwion maqsimaluri finan-

suri da sxva saxis materialur-teqnikuri daxmareba kulturis

yvela dargs. amave kanonis miznebSi ki xazgasmiT aris aRniS-

nuli, rom saqarTvelos moqalaqeebi Tavisufalni arian Semo-

qmedebiT procesSi saxelmwifos Caurevlobis samarTlebrivi

garantiiT. amas garda, saxelmwifo naklebad ereva im organiza-

ciebis saqmianobaSi, romlebsac uwevs finansur daxmarebas, Tu-

mca saxelmwifos mxridan gaRebuli sabiujeto saxsrebi realu-

rad arasdros ar aris sakmarisi organizaciebisTvis TavianTi

SemoqmedebiTi aqtivobebis sawarmoeblad. kulturis sferoSi

moqmedi organizaciebis Taviseburebac imaSi vlindeba, rom isi-

ni mudmivad saWiroeben intensiur dafinansebas saxelmwifos

Tu sxvadasxva struqturis mxridan. isic aRsaniSnavia, rom rea-

lurad kulturis sferoSi arasdros aris sakmarisi adamianTa

SemoqmedebiTi ambiciebis, ideebis da sxvadasxva aqtivobis da-

finanseba sazogadoebis molodinis srulad dasakmayofileb-

lad. miuxedavad imisa, Tu saidan modis dafinanseba, iqneba es

adgilobrivi Tu saxelmwifo biujeti, sponsori Tu bileTebis

gayidviT miRebuli Semosavali, rac ufro mcirea Tanxa, miT

ufro meti komisia erTveba saqmeSi da dawvrilebiT angariS-fa-

qturebis wardgenas moiTxovs.


kulturis sfero arakomerciuli saqmianobis sferoa. finan-

sebis moZieba ki swored imitom sWirdeba saxelmwifo da kerZo

struqturebisgan, rom mxolod produqtis warmoebis Sedegad

miRebuli SemosavlebiT ver SeZlebs „Tavis Senaxvas“ da funq-

cionirebas, radgan kulturis sferoSi produqciis warmoeba ar

aris mimarTuli mogebisken. mis mTavar mizans warmoadgens, moa-

xdinos socialuri gavlena sazogadoebaze, rac SemdgomSi xels

Seuwyobs maT sulier ganviTarebas da gemovnebis formirebas.

kulturis sferoSi dafinansebis da marTvis gansakuTrebu-

li specifikiT gamoirCeva saSemsruleblo xelovneba. mTavari

faqtori, rac saSemsruleblo xelovnebis produqts kulturis

sferoSi arsebuli sxva produqtebisgan gamoarCevs, aris misi

cocxali, gansakuTrebuli mdgomareoba, radgan saSemsruleblo

xelovnebis produqti cocxali, mza produqtia, romelzec mniS-

vnelovan gavlenas axdens Semsruleblis ganwyoba da mdgomareo-

ba warmodgenis procesSi. misi cocxali garemoeba ki bevri gan-

sakuTrebuli Taviseburebis ganmsazRvrelia.

Sesabamisad, am sferoSi TiTqmis SeuZlebelia winaswar imis

dadgena/gansazRvra, ramdenad Rirebuli da warmatebuli iqneba

esa Tu is produqti, radgan msgavsi tipis produqcia fasdeba

mxolod mas Semdeg, rac ukve Sesrulebulia mayureblis Tan-

daswrebiT.

saSemsruleblo xelovnebis gansakuTrebul risk-faqtors

warmoadgens isic, rom amgvari cocxali produqtis aRqma da gaa-

zreba sxvadasxva jerze sxvadasxvanairad xdeba. isic ki SeuZle-

belia, erTi da igive produqti, erTi da imave mayurebelma

sxvadasxva jerze zustad erTnairad aRiqvas. es ki, erTi mxriv,

momgebianic ki xdeba, radgan Semsruleblebs mudmivad eZlevaT

produqtis xarisxis gaumjobesebis SesaZlebloba. sabolood,

ki produqtis sicocxlisunarianobas _ Rirebuleba da momxma-

reblis (auditoriis) damokidebuleba gansazRvravs.

amrigad, saSemsruleblo xelovnebis marTva erT-erTi Zalian

saintereso da amavdroulad sakmaod rTuli procesia, ramdena-

dac is, misi (zemoT xsenebuli) gansakuTrebuli maxasiaTeblebis

da SesaZleblobebis gaTvaliswinebiT, yovelTvis did moulod-

nelobebTan, problemebsa da riskebTan aris dakavSirebuli.


RonisZiebebis didi nawili saSemsruleblo xelovnebis war-

modgenebia. xelovneba, romelic cocxlad sruldeba, Tavis-

Tavad saWiroebs garkveul RonisZiebas, romelzedac is iqneba

warmodgenili. saxelovnebo performansi SegviZlia ganvixiloT,

rogorc zogadad saSemsruleblo xelovneba da misi formebi

an, kerZod, rogorc performansis xelovneba. performansi Se-

gviZlia nebismier cocxal saxelovnebo warmodgenas vuwodoT.

kerZod, performansi aris vizualuri da dramatuli xelovnebis

erTgvari Serwyma. xelovnebis am dargma didi roli iTamaSa avan-

gardul xelovnebasa da anarqistul moZraobebSi.

performansi, rogorc xelovnebis forma, yvelaze metad XX

saukunis samocdaaTiani wlebisaTvis iyo damaxasiaTebeli. am

dargs imdroindeli tradiciuli saxis gamofenebisgan is gamo-

arCevda, rom aqcenti Semoqmedebze ufro iyo gakeTebuli, vidre

Semoqmedebaze. ZiriTad SemTxvevebSi saperformanso RonisZiebe-

bis organizatorebi namuSevars mayurebelTan erTad naxulobd-

nen da im xelovanebis wardgena, romelTa Semoqmedebac cocx-

lad, realur droSi iqmneboda, riskTan iyo dakavSirebuli. amis

mizezi is iyo, rom winaswar aravin icoda, Tu rogori iqneboda

saboloo produqti. magram am riskze wasvla bevrma gabeda da

samocdaaTianebSi sakmaod didi raodenobiT festivali Catarda,

romelTa farglebSic sxvadasxva performansi iqna warmodgeni-

li. is faqti, rom performanss zusti ganmarteba ar gaaCnia,

sxvadasxva mizezis gamo, xelovanebisa da dargis Camoyalibebi-

saTvis sakmaod xelsayreli aRmoCnda. xelovnebis tradiciuli

formebisgan gansxvavebiT, performansi eqsperimentebisaTvis be-

vrad Ria aRmoCnda, radgan mas ar gaaCnda is fizikuri SezRu-

dvebi, rac, magaliTad, ferwerasa da skulpturas hqonda. rad-

gan ar arsebobda zusti gansazRvreba, Sesabamisad, ar arsebobda

wesebic, amitom Semoqmedebs SeeZloT aerCiaT nebismieri Tema,

gamoeyenebinaT nebismieri saSualeba, aerCiaT sasurveli adgili,

warmoedginaT TavianTi namuSevari nebismier dros da nebismieri

xangrZlivobiT. maT SeeZloT pirdapir dakontaqtebodnen mayu-

rebels, romlisganac manamde ganyenebulni iyvnen. performansis

saSualebiT mayurebels SeeZlo enaxa Semoqmedeba da Semoqmedi

erTad. xelovanebi aRar iyvnen damokidebulni mxolod kriti-


kosebze da sakuTari Semoqmedebis aRqmis da prezentaciis axali

asparezi miecaT. performerebi am gziT im tipis xelovnebas-

Tan mividnen, romelSic idea dominirebda da ara konkretuli

sagnebi. performansis xelovneba, konceptualuri xelovnebis

msgavsad, artistebs aZlevda standartuli vizualuri Rirebu-

lebebisagan Tavis aridebis da WeSmariti vizualuri komunika-

ciis damyarebis saSualebas, es yvelaferi niSnavda, rom xelov-

neba aRar iyo valdebuli galereebisa da muzeumebis dawesebul

formatebs damorCileboda da rom is aRarasodes iqneboda ise-

Ti, rogoric iyo manamde.

zusti gansazRvrebis gareSe performansi damoukidebelia

Tanamedrove tendenciebisa da tradiciuli formebisagan. es

damoukidebloba garkveuli drois ganmavlobaSi imis garanti-

as iZleoda, rom performansis xelovneba gakontrolebuli da

inducirebuli iqneboda im artistebis mier, romlebmac xelov-

nebis es forma Camoayalibes. xelovnebis es forma Ria moedani

gaxda, aman ki miizida artistebi performansisaken.

saTqmelis gamZafrebis survili mTavari mizezia, ris gamoc

artistebi performansis xelovnebas iyeneben. performansis

saSualebiT xelovanebs miecaT ideebis moqmedebaSi gadmotanis

saSualeba. marTalia, zogi idea ar iyo Sesabamisad gamoxatuli,

an saerTodac sakmarisad faseuli, magram xelovnebis, rogorc

vizualuri komunikaciis formis axali midgomebi, jer bolom-

de Seswavlili ar iyo. xelovnebis am formis arCeviT artiste-

bi uars ambobdnen elitur saxelovnebo profesiaze, romelic

narCev klientebs ezoTeruli fufunebis nivTebiT amaragebda.

bevri performerisaTvis es pozicia profesiuli strategiis

arCevis sakiTxi aRmoCnda. samocdaaTian wlebSi mxatvrobasa da

skulpturaSi arCevanis ar arsebobis pirobebSi performansi sw-

rafi da efeqturi gza iyo xelovnebis sferoSi sakuTari niSis

dasakaveblad.

XX saukuneSi performansis xelovnebis istoria SegviZlia

davinaxoT rogorc periodebi, romlebSic performansi moZvele-

buli mimarTulebebis, xelovnebis dargebSi arsebuli stagnacii-

sa da TviTkmayofilebisagan ganTavisuflebis saSualebas qmnida.

miuxedavad imisa, rom is, rac dRemde dawerila dadaistebze,

konstruqtivistebze, futuristebsa da siurealistebze, kon-

kulturis sferos menejmenti192

centrirebulia maT mier Seqmnili xelovnebis nimuSebze, sinam-

dvileSi am moZraobebis warmomadgenlebi umeteswilad perfor-

manss mimarTavdnen. rodesac am moZraobebis wevrebi axalgazrde-

bi iyvnen, swored performansis formiT cdidnen sakuTar ideebs

da amis Semdeg gamoxatavdnen maT namuSevrebSi. magaliTad, ita-

lielma futuristebma Semoqmedeba manifestebiTa da performan-

sebiT daiwyes, sanam ferweriTa da skulpturiT ganagrZobdnen

ideebis warmoCenas. asevea ciurixeli dadaistebis SemTxvevaSic,

isini jer poetebi da kabares Semsruleblebi iyvnen da Semdeg

daiwyes dadaisturi namuSevrebis Seqmna. parizeli siurealiste-

bic 6 wliT adre, sanam TavianTi ideebs ganaxorcielebdnen, poe-

tebi, mwerlebi da Semsruleblebi iyvnen. es artistebi perfor-

manss, ZiriTadad, farTo sazogadoebasTan misaRwevad da maTi

xelovnebisadmi, cxovrebisa da kulturisadmi damokidebulebis

Sesacvlelad iyenebdnen. isini RonisZiebebs marTavdnen kafeeb-

Si, Teatrebsa da quCebSi, awyobdnen saxalxo demonstraciebs. es

manifestaciebi iyo reaqcia imaze, rom xelovnebis faseulobis

dadgenaze saxelmwifo dawesebulebebi da kritikosebi axdendnen

zegavlenas, aseve im faqtzec, rom im dros muzeumebi, ZiriTa-

dad, gardacvlili xelovanebis namuSevrebs gamofendnen.

miuxedavad imisa, rom performansi TandaTan xdeba sazoga-

doebisTvis misaRebi gamoxatvis saSualeba, Zalian cotaa misi

evoluciis Sesaxeb cnobili. am damaluli istoriis aRmoCena

gvaCvenebs, rom xelovanebi yovelTvis mimarTavdnen cocxal

performanss TavianTi ideebis gamosaxatad. wina saukuneebidan

magaliTad SegviZlia leonardo da vinCi moviyvanoT, romelic

sanaxaobebs awyobda da Tavis SemoqmedebasTan dakavSirebul

eqsperimentebs atarebda mayureblis winaSe. jian lorenco ber-

ninic igonebda sanaxaobebs, romelTa meSveobiTac is sazRvao

brZolebs aSarJebda. 1890-ian wlebSi ki henri ruso sakuTar,

monmartris studiaSi marTavda wveulebebs megobrebisaTvis, maT

Soris iyvnen alfred Jari da pablo pikaso.

I I nawili

menejmenti

meore nawili

vizualuri

xelovnebis

menejmenti

naTia kopaleiSvili

194 vizualuri xelovnebis menejmenti

Tavi I

Sesavali

vizualuri xelovnebis mniSvneloba dRevandel sinamdvileSi uamrav sferos gansazRvravs. is cvlis adamianTa damokidebule-bas sagnebisa da relobisadmi.

misi roli izrdeba politikuri da socialuri cxovrebis rTul etapebzec, radgan ar arsebobs erTi niSnulis, erTi ge-movnebis, erTi da imave sanaxaobrivi fenomenis mxolod erTi mimarTulebiT gamoyenebis praqtika msoflioSi.

sanaxaoba, vizualizacia TavisTavad iqca sulier sazrdod kacobriobisaTvis, xolo XXI saukuneSi, bunebrivia, izrdeba misi sinTezis tendenciac.

Tu aqamde kino da televizia sinTezis yvelaze naTeli maga-liTi iyo vizualuri xelovnebis dargebSi, amJamad erTiandeba da vizualizaciis farTo speqtrs qmnis artvideo, instalacia, kino da satelevizio specifika, musikaluri klipebi...

calke sferoa da mzardi fsiqosocialuri zemoqmedebis ten-denciebs asaxavs komerciuli da socialuri reklamac, romelic sruliad SeumCnevlad axorcielebs Tanamedrove cxovrebis tran-sformacias yvelgan, nebismier socialur rgolsa da asakobriv jgufSi. mcire informaciisa da mokle virtualuri sanaxaobrivi efeqturobis gavlenac mzardia kacobriobis cxovrebis am etapze, miT umetes, rom vizualizaciis iluzoruloba ukve mZafr rea-listur gamosaxulebas iZleva nebismieri mimarTulebiT.

uZvelesi droidan dRemde viTardeboda vizualuri xelov-nebis dargebis Taviseburebani, Tumca teqnologiebma Caanacvla maTi statikuroba mzardi dinamikiT, da swored es gansazRvravs Tanamedrove cxovrebaSi am dargebis ganviTarebis mTavar ten-dencias _ ritmi, realobis efeqti, mcire da zedapiruli infor-maciis xelmisawvdomoba.

yovelTvis momgebiani an saintereso rodia msgavsi sinTezi, Tumca unda iTqvas, rom am gzazec iqmneba da mkvidrdeba gaazre-buli, mniSvnelovani namuSevrebi, rac zogadi tendenciis marTe-bulobaze miuTiTebs.

195vizualuri xelovneba, rogorc kulturis sferos nawili

vizualuri xelovneba, rogorc kulturis

sferos nawili

vizualur xelovnebaSi aqcenti yovelTvis formaze daismis. jer kidev XX saukunis miwuruls mkvlevari franc boasi naSrom-

Si „primitiuli xelovneba~ (Primitive art) citirebs vilhelm vund-

tis mosazrebas imis Sesaxeb, rom „..fsiqologiis dargSi, xelo-

vnebis Seswavla ikavebs saSualo adgils enasa da miTs Soris~.67

vizualuri xelovnebis nawarmoebebi arseboben sivrcesa da

droSi da aRiqmebian mayureblis mier. sazRvrebi dinamikur, moZ-

rav vizualur xelovnebasa da vizualuri xelovnebis iseT dar-

gebs Soris, rogoricaa, magaliTad, ferwera, arsebiTi xasiaTisaa.

vizualuri xelovneba globalizaciis epoqis kulturaSi,

sxvadasxva dargebSi uTanabrod viTardeba da am procesSi wamy-

van rols asrulebs: warmoebis organizeba da marTva, balansis

Zieba da vizualuri xelovnebis adgilis gansazRvra kulturis

sferoSi. dRes kino, televizia, videoarti da sxva dargebi, po-

litikursa da ideologiurTan erTad, sociokulturul mniSv-

nelobasac iZens.

vizualuri xelovnebis gamoyeneba kulturis praqtikaSi fa-

seulobaTa sistemis cvlilebebzec metyvelebs ama Tu im konk-

retul istoriul periodSi, xSirad arc aris aucilebeli misi

saerTo globalur kulturaSi CarTva. dasavluri kulturis

diskursSi ar arsebobs erT etalonad miCneuli saeqsperto sis-

tema. amitom saxelovnebo bazarze vizualuri xelovnebis ko-

mercializacia da misi pirobiTi Rirebuleba damokidebulia mis

arsebiT monacemebze, aqtualobasa da mxatvrul konceptualur

mniSvnelobaze.

kulturis politika mTel msoflioSi qmnis vizualuri xe-

lovnebis ganviTarebis mravalmxrivobis winapirobas. swored

kultura, misi erTianobaa vizualuri xelovnebis TviTmyofado-

bis, misi mniSvnelobis garanti. globalizaciis epoqis kultu-

rul faseulobaTa sirTule, Tavis mxriv, zemoqmedebs adamianu-

67 Boass f., „Primitive art“, 2010, p. 49.


ri yofisa da socialuri sinamdvilis moTxovnilebebze xelovne-

basTan mimarTebiT da es procesi, upirveles yovlisa, vizualur

xelovnebaze aisaxeba.

vizualuri xelovnebis ganviTareba ara mxolod qmnis kul-

turis erTian sistemas, aramed cxadyofs mis perspeqtivebsac _

praqtikulad, naTeli xdeba, Tu ramdenad aqtualuri, pirobiTi

an, piriqiT, retrograduli SeiZleba gaxdes kino, foto, saxviTi

xelovnebis procesebi mocemul uaxles periodSi.

amitom, rodesac laparakoben saqarTveloSi Tanamedrove

kulturis vizualizaciaze, es procesi vizualur xelovnebis

progress ki ara, aRqmis vizualuri da kulturuli genetikis

erTianobas ufro exeba.

iqmneba erTgvari „platforma~, romelic mudmivad aqtualu-

ria _ is kulturis sferos kuTvnilebaa da mis avangardSia

vizualuri xelovneba.

sxvadasxva avtoris satkivari gansxvavdeba xedviT, mkafio,

individualuri SemoqmedebiTi stiliT, individualobiT. yovel-

Tvis aqtualuria realuri, cocxali adamiani da ara _ sqematu-

ri, paTosiT savse gmiri. erTianidan gamoiyofa da iqmneba rea-

lobis interpretirebuli suraTebi, romlebic TiTqos sruliad

spontanurad mTliandeba. realuri faqti ucvlelia, misi gad-

mocemis, mxatvrul movlenad qcevis xerxebi da avtoris midgo-

mebi ki _ sruliad sxvadasxva _ icvleba forma, stili, Txrobis

niSani da sabolood _ nawarmoebis Janric ki.

am damokidebulebam martivad axsna is, rac TavisTavad xde-

ba vizualuri xelovnebis specifikis damuSavebis Sedegad: ne-

bismieri movlena, qmedeba cocxldeba, ekranze unda aisaxos is,

rasac avtori jer kidev CanafiqrSi Wvretda. bunebrivia, aravin

kamaTobs imaze, rom sareJisoro koncefciac, ZiriTadad, Ta-

visufalia stereotipebisgan, magram avtori muSaobs sakiTxze,

romelic momavali ambis, istoriis sawyiss ganixilavs da kinos

istoriis XX saukunis 20-iani wlebidan moyolebuli, realobis

Zieba nebismier CanafiqrSi dRemde ucvlelia.

ucvlelia maSinac ki, rodesac avtorebi, magaliTad, arar-

sebul, mkveTrad pirobiT samyaros qmnian da Semdeg es samyaro

kinosinamdviled aRiqmeba.


is, risi Tqmis survilic amoZravebs avtors, rogor axerxebs

saTqmelis gamoxatvas, ukve iwvevs miniSnebebis, alegoriis Ziebis

survils. arsebobs meore mxarec _ vizualuri xelovneba yovel-

Tvis cdilobs, gverdi ar auaros imgvar „safrTxes“, rogori-

caa „gamoucdeli~ da ucnobi siaxle. es aSkara, TvalSisacemi da

saintereso Taviseburebaa. mcdaria mosazreba, TiTqos avtori

am dros Tavs unda ikavebdes mkafiod gamoxatuli poziciisagan,

azris Tamami gamomJRavnebisa an aqtiurad gamoTqmuli protes-

tisagan. aqedan ibadeba problemebi, romlebic kvlevis obieqtad

iqceva xolme.

axali Canafiqri, idea yovelTvis sariskoa. mayurebeli rTu-

lad iRebs didaqtikas, naklebad endoba magaliTebs da yovelTvis

amjobinebs, Tavad aRmoaCinos problema im sivrceSi, romelsac

sTavazoben, aRiqvas pirobiTi samyaro, rogorc realoba, da xSi-

rad daupirispirdes mas. Tu romelime etapze mainc ar SeiniSneba

mayureblis survili, gaigivdes gmirebTan, sivrcesTan, drosTan,

TemasTan, maSin mas uneldeba interesi konkretuli ambis mimarT.

amitom unda ikiTxebodes ideur koncefciaSi umTavresi pozi-

cia, saTqmeli, safuZveli, amitomaa ase yuradsaRebi istoria,

dro. es sakiTxi principulad ucvlelia wlebis ganmavlobaSi.

ambavi, romelic ekranze unda aisaxos, did mniSvnelobas iZens.

idea, zeamocana nebismieri nawarmoebis arsis ganmsazRvre-

lia, magram avtori Tavidanve eZebs saxier formas misi ganzo-

gadebisTvis da models qmnis _ es modeli arsebuli realobi-

dan amoizrdeba, an is Tavidan bolomde warmosaxvis nayofia. sa-

bolood, mainc avtoris mier SeTxzul da sinamdvilidan aRebul

ambavs vexebiT, romelic sxvadasxva formiT warmogvidgens ganc-

dils, gadatanils, pirobiTsa da umetes SemTxvevaSi _ realurs.

aseTi zeamocana aqvs yovel namuSevars da ganimarteba, rogorc

mxatvruli saxis SemoqmedebiTi mizani.

nu vifiqrebT, TiTqos vizualuri xelovnebis Temasa da mis

Semdegdroindel ganviTarebaze muSaobas aucilebeli, ucvleli

Tanmimdevroba sWirdeba. nawarmoebis Janris sakiTxic mWidrod

ukavSirdeba Temas. SeiZleba Tamamad iTqvas, is garkveulwilad

damokidebulicaa da misgan ganpirobebulic. saTqmeli da satki-

vari, romlebic TemaSi cxaddeba, gansazRvravs xelovnebis Jan-

rsac da Taviseburebasac. vizualurma xelovnebam kulturul


speqtrSi alegoriuli samyaros Ziebisas warmosaxviTisa da rea-

luris gaerTianeba scada. istorias Tu davesesxebiT, gamocdi-

lebam cxadyo, rom drodadro mZlavr mimdinareobebSi ara in-

dividualuri, aramed swored socialur-politikuri realoba,

sazogadoebrivi cnobiereba aiZulebda xelovans, pirobiToba

aerCia da zeamocanad erTiani saxis simboluri sxvadasxvaoba eC-

venebina mayureblisTvis.

magaliTisTvis gamodgeba rusi kinodokumentalistis, ki-

nos reformator Ziga vertovis namuSevrebi, scenarebi momavali

filmisTvis (magaliTad, `iare, sabWoeTo!~ 1926 w.), rac, ideolo-

giuri JReradobis miuxedavad, sivrcisa da realobis mxatvru-

li gaazrebis nimuSia, romlis esTetikac, mkacri struqturuli

forma gaocebas iwvevs. mogvianebiT polemika ganviTarda kinema-

tografSic _ 30-ian wlebSi mokamaTe mxareebi poetikis sakiTxeb-

Tan dakavSirebiT daiyvnen, magram am safarvelqveS kinoxelov-

nebis sakvanZo sakiTxebi ganixileboda. saubari iyo mxatvruli

gamosaxvis xerxebze, kinoenaze. kamaTi mimdinareobda dramatur-

giis rolze, daobdnen „poeziisa“ da „prozis“ momxreebic...

poeturi platforma yvelaze mZafrad aisaxa sergei eizenS-

teinis statiaSi, saxelwodebiT _ ̀ saSualo sams Sori (1924-1929)~.

poeturi kinoformis gaqrobis faqtis aRniSvnasTan erTad, av-

tori werda: „gaqra yvelaferi, rac ekrans uwindebur poetur

momxiblaobas aniWebda, swored is, risi gulisTvisac kinemato-

grafis wina Taoba oflsa da sisxls Rvrida~. imas, rac sergei

eizenSteins kinoxelovnebis yvelaze ufro faseul monapovrad

miaCnda, sergei iutkeviCi gaafTrebiT esxmoda Tavs. yovelive is,

rac poetur mimarTulebas axasiaTebda _ stilistika, mxatvru-

li saSualebebis sistema _ sergei iutkeviCis mtkicebiT, mxolod

zians ayenebda kinematografs.

istoriisaTvis naTelia, daaxloebiT, ra qmediTi da vizualu-

ri stilia saWiro ama Tu im ideisTvis TxrobiTi formis misace-

mad, magram cvlilebebis SesanarCuneblad, uwyvet mizanTan er-

Tad, ukve ara mxolod gmiris, aramed im garemos Seswavlaa auci-

lebeli, romelSic avtori mikrosamyaros aTavsebs da ukve arse-

buli realoba detalurad nawevrdeba, raTa gamoarCios mTavari,

ar gadatvirTos namuSevari naklebad qmedebaunariani masaliT.

aq ki Tavs iCens saganTa TavisTavadi urTierTkavSiri, maTi bune-


ba. Cven bolomde gaviazrebT mizans _ erTs an sulac ramdenimes

Tavidan bolomde. CavTvaloT, rom formaze gadasvlis procesSi

es zeamocanaa, romelic tradiciulad moqmedebis mTavari moti-

vaciis Sesaqmnelad miemarTeba.

kacma rom Tqvas, ra surs kulturas vizualuri xelovnebis

dargebisagan? ris miRebas eltvis, ra portrets qmnis? TiTqos

zogadi kiTxva da zogadi ganmartebacaa. vizualuri struqtu-

ris Seqmnisas motivacia erT qmedebaSi, erT pasuxSi, replikaSi

SeiZleba eteodes _ specifikis gansazRvrisTvis aucilebelia

ama Tu im dargis namuSevris struqturis gaTvaliswineba, rac

mkveTrad Camoyalibebuli niSnebis erTobliobas qmnis. kultu-

ris Semadgenel nawilad moviazrebT vizualuri xelovnebis ni-

muSebs, Tu viciT:

1. saxierad ras da rogor gviambobs avtori. ambis

vizualizaciis gzebi bevri ramis ganmsazRvrelia, rac

dRes ukve aRar aris sakamaTo;

2. nebismieri Tema, romelsac vizualizaciisTvis irCevs

avtori, SeiZleba tovebdes ukve mravalgzis gamoyene-

buli ambis STabeWdilebas, Tumca sabolood _ es imas

ar niSnavs, rom mis damuSavebaze uari iTqvas;

3. nebismier motivs, arsebuls an axaldabadebuls, moeZeb-

neba pirdapiri an asociaciuri analogi kulturaSi _

es kanonzomieri movlenaa;

4. vizualuri xelovnebis dargebSi profesionalizmis

amocanaa, moZebnos ambis gadmosacemad, sakuTari pozi-

ciis gamosaxatavad, Tundac mcirediT gansxvavebuli

forma. swored axali formiTa da xSirad ukve arse-

buli saTqmeliT unda dainteresdes mayurebelica da

mkiTxvelic;

5. ambis vizualizaciis da kulturasTan misi Tanxved-

ris procesi ar arsebobs ganyenebul, damoukidebel,

xelSeuxebel movlenad, faqtad. mas TavisTavad unda

mohyves daxvewa, Sevseba. ambis warmoSobas, faqtob-

rivad, araviTari mniSvneloba ar gaaCnia. magram unda

ganvasxvaoT damkvidrebuli, WeSmaritebad miCneuli,

xelovnebisTvis yovelTvis saintereso Temebi da is,


Tu ra surs avtors, konkretuli viTarebidan gamom-

dinare, ra axali motivis, azris, poziciis winapirobaa

nawarmoebi misTvis. aqve dgeba organulobis sakiTxic:

rogor ganviTarda konkretuli interpretacia;

6. kulturis zogadi kriteriumebi Seucvlel rols Ta-

maSobs procesSi _ misi gamoyeneba yovelTvis drou-

lia. ideis safuZvelze gamoicnoba epoqis interesebi,

grZnobaTa buneba da sxv.;

7. aqve Cndeba vizualizaciis sistemis sxva niSanTa auci-

leblobac:

- pirovnebisa da Semoqmedebis mTlianoba;

- konkretuli niSan-Tvisebebis zogad maxasiaTeb-

lad gardaqmna;

- ideisa da formis mTlianobis miRweva.

201epoqaluri interesebis gamoyeneba Txrobis elementad

epoqaluri interesebis gamoyeneba

Txrobis elementad

xSirad yvela faqti cal-calke arsebuli realobaa, xolo gaerTianebuli mcire movlenebi _ sinamdvile, yofa, ambavi, ro-melic epoqasa da adamianur dramas axasiaTebs. unda vicnoT sa-kuTari realobac da zogadi WeSmaritebac, rom adamianis arse-bobas yvelgan Tan sdevs sastiki sinamdvile. yovel epoqas Se-sabamisi sirTuleebi axasiaTebs yofasTan damokidebulebaSi da isini ara mxolod aisaxeba dramaturgiaSi, aramed axal stils, formas karnaxobs avtors.

vizualuri xelovnebis sinTezuri bunebidan gamomdinare, amgvari detalebis erTianoba avtors aucileblad unda aTva-

liswinebinebdes specifikis yvela niSans da, upirveles yovlisa,

erTi SexedviT daukavSirebeli sagnebis erTianobas. iZulebulni

varT, vaRiaroT, rom swored fragmentebi qmnis mTavars _ erTian

suraTs. paralelurad Cvens cnobierebaze moqmedebs dinamikac,

warmosaxviTi rigic, xedvac... realobis asaxvas xelovneba yo-

velTvis specifikur da umniSvnelovanes Taviseburebad miiCnev-

da. XX saukunis miwuruls ganaxlebuli Tematuri tendenciebiT

aivso masala, romelic mxatvruli TavisTavadobiT _ am iSvia-

Ti TaviseburebiT _ gamoirCeoda. es movlenebi ganviTarda jer

kidev XX saukunis 90-ian wlebSi _ epoqaSi, rodesac adamianis

sulieri krizisis Temam axali realoba Sva mTel msoflioSi. ad-

vili SesaZlebelia, procesis bolomde formirebas sagrZnoblad

didi dro dasWirdes. iseve, rogorc calkeuli ideis formire-

ba niSnavs siuJetis, misi mTavari xazis formirebasac, zogadi

procesic imave niSnebs atarebs. ra tendenciebi wamoiwevs win da

ras asaxavs vizualuri xelovneba? es kiTxvebi gansazRvravs bevr

rames. sanaxaobis elementi gulisxmobs konfliqtis warmoCenas

da sinamdvilis dacvas. subieqturi sinamdvile moicavs avtoris

codnas da rwmenas konfliqtis Taobaze, da gamoiyeneba sinamd-

vilis faqtebis Sefasebisas, komentirebisa da analizisas. subi-

eqturi sinamdvile spontanurad warmoiSoba, is ukve arsebobs

avtoris gonebaSi teqstis Seqmnamde. sxvagvarad avtori ver moa-


xerxebs sinamdvilis Sefasebas. ambavi, romelic transformirde-

ba da yalibdeba, rogorc damoukidebeli movlena, ver iarsebebs

moZraobis, qmediTi azrisa da vizualuri aqcentebis gareSe.

XX saukunis 50-70-iani wlebis kinematografSi amerikuli ko-

merciuli kinos standartma, cota ar iyos, daarRvia da gaamar-

tiva kinos temporitmi, dinamika, magram ara _ sabolood. ki-

noxelovnebis da sxva vizualur xelovnebaTa dargebis mdidari

gamocdilebidan gamomdinare, naTelia, rom ritmis SenarCune-

ba mxolod sanaxaobrivi da qmediTi daZabulobis xarjze rodi

miiRweva.

amis naTeli magaliTebi msoflio kinoSedevrebSi da maT li-

teraturul safuZvlebSic SegviZlia moviZioT. iwyeba sinamdvi-

lis xedviTi da smeniTi aspeqtebiT gadmocema maSin, rodesac sxva

literaturul JanrebSi amas gansjisa da fiqris, analizis vrce-

li asparezi eTmoba. yovel axal istoriul periodSi vizualu-

ri xelovneba mxatvrul-SemecnebiTi saSualebebis mobilizebas

axorcielebs, akvirdeba socialuri, mentaluri sinamdvilis cva-

lebadobas. Tematur-dramaturgiuli tendenciebic xelovnebisa

da sinamdvilis urTierTobaTa mravalgvarobiT aRiniSneba. epo-

qebi, Tanamedroveoba, individis drama da sazogadoeba, romel-

Sic pirovnebas uxdeba integrireba _ Temebis variacia mravalg-

varia, magram erTiania pirobiTobidan realizmamde misvlis da,

piriqiT _ realizmidan pirobiTi sivrcis Seqmnis aucilebloba.

vizualur-kulturuli Zieba axali mimarTulebaa, romlis Sede-

gadac komunikaciis axali formebi yalibdeba warmoqmnili fi-

losofiis, kulturologiis, esTetikis, xelovnebaTmcodneobis,

specifikuri Tanamedrove kulturisa da vizualur-gamomsaxve-

lobiTi kulturis upiratesobiT. Tanamedrove vizualuri kul-

tura sxvadasxva gamomsaxvelobiTobas da `ideologias“ gansazR-

vravs. samecniero SexedulebaTa Tanaxmad, vizualuri da kul-

turuli xelovnebis kvlevebSi Tanamedrove meTodis gamoyeneba

produqtiul TanamSromlobas moitans.

vizualuri xelovnebis aRqmis Tavisebureba kulturis da so-

ciokulturis stereotipebzea damokidebuli. am process kul-

turis sferoSi adamianis virtualur realobasTan Seguebasa da

swrafad cvalebad kulturul sivrcesTan adaptacias ukavSire-

ben. vizualur-mxatvruli saxeebi (magaliTad, kinoSi) erTgva-


ri gardamavali safexuris rols asruleben, romelic adamianTa

urTierTobis sivrcisTvisaa aucilebeli.

Tanamedrove kultura ukve TavisTavad ganixileba xolme,

rogorc vizualuri xelovnebis tipebisa da saxeebis erTianoba.

is aerTianebs saxelovnebo da mediaprocesebs. XX saukunis xelo-

vnebam daamtkica, rom vizualizacia SesaZlebelia xelovnebis ne-

bismieri erTi dargidan meoreze gadasvlis drosac. amis naTeli

magaliTia ekranizaciis gamocdileba. es procesi mWidrod uka-

vSirdeba miTologiisa da ekonomikis sferosac, miTologizebas;

realoba Tavad qmnida miTebs, romlebic vizualizdeboda, ami-

tom mxolod ideologia _ yovelmxrivi da, maT Soris, demokra-

tiulic _ vizualuri xelovnebis interesebzec zemoqmedebda da

axlac zemoqmedebs. gaCnda sruliad axali meqanizmi: ferweris,

moZravi gamosaxulebis, konceptualurobis gamaerTianebeli mig-

nebebi erTian vizualur tips qmnis _ es aris vizualuri arti,

romelsac SeiZleba mivakuTvnoT gamosaxulebaze agebuli Txro-

bis nebismieri tipi, moqmedi rogorc videoartSi, ise _ mediaxe-

lovnebaSic. vizualuri xelovneba da misi integrireba kultu-

raSi pirovnebis axal pirobebTan adaptaciisas dRes gadamwyvet

rols asrulebs. yoveli adamianis SemoqmedebiTi potencialis

gafarToeba enaa, romelic kulturaTSorisi dialogis xerxia.

vizualuri xelovneba kulturis sferoSi axal zogadkultu-

rul faseulobebs qmnis da amkvidrebs.

cneba „kulturis sfero~, ra Tqma unda, gulisxmobs ramde-

nime sajaro da arasajaro sivrces: sawarmoebi, dawesebulebebi,

komerciuli da arakomerciuli organizaciebi, romlebic, Tavis

mxriv, saxelovnebo nawarmoebebis mwarmoebel farTo speqtrs

warmoadgens.

kulturis sferoSi gansakuTrebuli adgili uWiravs

vizualuri xelovnebis dargebs, rogorc sazogadoebaze azrob-

rivi da, Tu gnebavT, esTetikuri zemoqmedebis mniSvnelovan ia-

raRs. vizualuri xelovneba, bunebrivia, yovelTvis upasuxebs

Tanamedrove cxovrebis ritms. imasac ver uarvyofT, rom

vizualuri xelovnebis nimuSi saSemsruleblo process da misi

aRqmis processac gulisxmobs.

kulturis sferoSi gaerTianebuli vizualuri xelovnebis

dargebis erTi Tviseba kidev isaa, rom es dargebi xSirad Ta-


vadve qmnian moTxovnas, interess. kinematografSi, Tanamedrove

vizualuri xelovnebis kanonzomierebis Tanaxmad, sadac ar unda

SeimCneodes ideologiis diqtatura da mxolod cduneba arse-

bobs, adamiani uflebas aZlevs vizualur xelovnebas, sakuTari

gamocdileba da survilebi gaasajaroos. Sesabamisad, gamodis,

rom xelovneba, kerZod ki _ kino, vakuumiisagan TavdasaRwevad

eZebs „cdunebis~ axal-axal saSualebebs: virtualuri sivrcis

gafarToebiT dawyebuli, mediis lobirebiT damTavrebuli. es

upasuxebs kinomayureblis ambiciebsac.

gamomsaxvelobiTi vizualuri xelovnebis dargebma damouki-

deblobisaTvis brZolaSi, romelic, sxvaTa Soris, ocdameerTe

saukunemde didi xniT adre daiwyo, dRes Tavisufleba miiRes da

isini Sors arian Sinaarsobrivi da materialuri wnexisgan. Tumca

es ar exeba warmoebas da multikulturul sivrces mTlianad.

dRevandel etapze aucilebelia gavacnobieroT xelovneba, ro-

gorc formis, warmosaxvisa da sulierebis sinTezi; yovelive es

kinematografs, saxviT xelovnebas, mediaxelovnebas, videoarts

gansakuTrebul pasuxismgeblobas akisrebs. Tanamedrove kultu-

ra aqtiurad iyenebs68 marginalur praqtikas. ase rom, xelovneba-

Si arsebobs garkveuli interesi da tradicia, raTa vizualiza-

ciis procesi marginalur praqtikas daeyrdnos.

erTi mxriv, es Tanamedrove kulturaSi arsebul humaniza-

ciis procesTan igivdeba da srulebiT gasagebia _ aqamde arar-

sebuli Temebis SemoWra vizualur xelovnebaSi, maTi damkvidre-

ba rogorc yofaSi, ise urTierTobaSic gansazRvravs kulturis

danergvis sistemas. amasTanave, Tu es orientiri ver afarToebs

Sinaarsobriv saSualebebs, maSin es kulturis krizisze miuTi-

Tebs: marginalur sivrceSi iwyeba masobriv kulturaze zewolis

orientirebis Zieba. am realobas xSirad mzardi xasiaTi aqvs.

kulturis sferoSi vizualuri xelovnebis integrireba war-

moudgenelia saTanado menejmentis gareSe, radgan swored ga-

marTuli menejmentia winapiroba vizualizaciis saTanadod war-

moCenisa. mayureblis an damTvaliereblis cneba Zalze farToa,

amitom misi cnobierebisTvis kargad warmarTuli procesis Sede-

gebi vizualuri xelovnebisaTvis kulturis ganuyofel segmen-

tad aRqmis saSualebas iZleva.

68 http://genia.ge/?p=3178 `ar briuti“.


rogor fasdeba kulturasa da vizualur xelovnebebs Soris

arsebuli mTavari rgoli _ Semfaseblebi, auditoria _ mxatv-

rul procesSi? isini, SeiZleba iTqvas, erT-erT mTavar rols

asruleben, radgan sazogadoebrivi azrisa da damokidebulebis

Seswavla mTlianad cvlis xolme kulturis bazris ganwyobas.am xelovnebis mniSvnelobis ugulebelyofa namdvilad

SeuZlebelia, magram, rogorc amerikuli kinoxelovnebis _ medi-

aartis gamocdileba gviCvenebs, zedapiruli artTerapiis ten-

dencia kulturologiisa da fsiqiatriis sfero xdeba.

Tematika am xelovnebisa mkveTrad Seicvala mTel kultu-

rul sivrceSic da vizualur xelovnebaSic: ocdameerTe sauku-

nis damdegidan dRemde aqtiurdeba sqesis, janmrTelobis mdgo-

mareobis sakiTxis ugulebelyofa swored humanizaciis procesis

gamo.

vizualuri mxatvruli nawarmoebi, romelsac masobrivi ko-

munikaciis saSualebebi awvdian mayurebels, uzarmazar sivrces

qmnis, sadac adamianTa mier realur yofaSi ararealizebuli

moTxovnebis potenciuri dakmayofilebis veli iqmneba. iwyeba

qmedeba, romelic saSualebas aZlevs mayurebels (gansakuTre-

biT es vrceldeba amerikul kinoze), koncentrireba moaxdinos

da garkveuli drois ganmavlobaSi sruliad sxva cxovrebiT

icxovros, ganusazRvreli warmosaxviTi realobiT gamoeTiSos

sinamdviles, miiRos socialur SesaZleblobaTa gansxvavebuli

areali. mas Semdeg, rac sxvisi cxovrebiT icxovrebs, mayurebeli

akonkretebs Tavis prioritetebs, an uars ambobs sakuTar indi-

vidualobaze sxvis sasargeblod.

vizualuri xelovnebebis ena, „axali sanaxaobiToba~ (rome-

lic aRqmis vizualur arxebzea dafuZnebuli) kulturul sivr-

ceSi ara mxolod manipulaciur, aramed adaptaciur funqciasac

asrulebs mayureblis survilebTan mimarTebiT.

asociaciuri, arasworxazovani azrovneba am axali sana-

xaobriobis safuZvelia, da swored is mkvidrdeba kinosa da vi-

deoartSi. Janri ki am SemTxvevaSi sruliad Tavisufal sivrces

avlens, ixsneba SezRudva, egreT wodebuli sufTa Janrebis auci-

lebloba aRar arsebobs.

kamaTi, romelic kinematografis, televiziis da mediaar-

tis gamomsaxvelobiTi saSualebebis sazRvrebs exeba, dRevandel


dRes imdenad aqtualuri aRar aris, gansxvavebiT _ meoce sauku-

nis 90-ani wlebisgan. iseTi cneba, rogoricaa „formati~, TiTqmis

yvela ekranul sanaxaobriv moqmedebaSi figurirebs. kinofilmi-

sa da telegadacemis diferenciacia ase yalibdeba: „mexsierebis

xedva~ da „Tanamonawilis xedva~. kinematografTan mimarTebiT,

mexsiereba kvlav wamyvan rols asrulebs, magram axali teqnolo-

giebis Tu vizualizaciis xerxebis gafarToebis meSveobiT warma-

tebiT iTvisebs Tanamonawilis xedvasac. kinoxerxi, videostili,

teleforma, mediargoli dRes erTiandeba vizualur teqstSi da

vizualuri xelovnebis saerTo saxes qmnis.

teqnologiaTa gamoyenebis strategiebi iSviaTad icvleba:

ZiriTadi aqcenti daismis an fantaziis vizualizaciaze, an _

„sinamdvilis efeqtze~. virtualuri, ararsebuli samyaros Se-

qmna nawarmoebSi fantaziis vizualizaciis ukiduresi wertilia.

„axali sanaxoba~ teqnikuri xerxebis zrda-ganviTarebazea damo-

kidebuli.

axali teqnologiebi avtorebisaTvis gansakuTrebuli instru-

mentia. magaliTad: mediaarti saSualebas aZlevs mxatvrebs, moi-

marjvon TviTgamoxatvis axali xerxebi da sivrceebi.

am magaliTebs Cven kidev ganvixilavT konkretulad. Tu ame-

rikuli kinosTvis axali teqnologiebi Semoqmedebis axali xerxia,

mcirebiujetiani evropuli kinosTvis es novatoruli mignebebis

sawyisia. ase rom, mizani orive SemTxvevaSi gansxvavebulia da mar-

Tvis procesSi es unda gaiTvaliswinos menejmentis jgufma.

gasuli, XX saukunis, yoveldRiuroba sociokulturuli

procesebis globalizaciaSi erTveba, cvlis sazRvrebs adamia-

nur yofaSi, qmnis erTgvar usistemobasac, magram yovelive amas

emateba vizualuri xelovnebis udidesi gavlena yofierebaze.

vizualuri, igive plastikuri (cvalebadi termini) xelovne-

ba, sxva terminologiur ganmartebebTan SedarebiT, axalia, da

SesaZlebelia, mivakuTvnoT yvelafers, rac ki adamianis mxedve-

lobis areSi xvdeba. amitom, Tu vizualuri xelovnebis farTo

speqtriT gagebas vgegmavT, mas miekuTvneba rogorc tradiciuli

gamomsaxvelobiTi xelovneba (adreul TeoriaSi natifi xelovne-

bis dargebi), ise drosa da sivrceSi Tavisuflad arsebuli axali

xelovnebis dargebi _ kinematografi, satelevizio xelovneba,

videoarti, fotografia da sxv.


sazogadoebrivi cnobierebisa da kulturis formirebis

procesi dRes warmoudgenelia saxelovnebo dargebis rogorc

axali, ise tradiciuli formebis arsis Cauwvdomlad. swored ami-

tom vizualuri xelovnebis diapazonis gafarToebis xanaSi wamy-

vani adgili uWiravs misi mocemulobis da mniSvnelobis dakonk-

retebas ama Tu im xelovnebis dargTan mimarTebiT. vizualuri

xelovnebis dargebi (sinamdvilis SemoqmedebiTi aTviseba mxat-

vrul saxeebSi) arsebobs da viTardeba, rogorc dargebs Soris

arsebuli erTmaneTTan mWidrod dakavSirebuli sistema. vizualuri xelovneba SemoqmedebiTi saqmianobis Camoyali-

bebuli formaa, romelsac SeuZlia warmosaxviTisa da realuris materializeba. am mosazrebas sqemis monacemebi aqvs da, Sesaba-misad, metnaklebad ergeba droisa da sivrcis mier dakanonebul wesebs sxvadasxva xelovnebis dargSi. sityva literaturaSi, bge-ra musikaSi, plastikuri masala gamomsaxvelobiT xelovnebaSi, dabolos _ moZravi gamosaxuleba kinoxelovnebaSi, telexelov-nebaSi, videoartSi materializebis procesis Semadgeneli xdeba, rogorc ki saqme warmosaxviTisa da arsebulis sinTezze midgeba.

ocdameerTe saukune iseve, rogorc _ meoce, Tavis gadamwy-vet etapebze, gardaqmnebis da teqnologiuri siaxleebis mozR-vavebiTaa cnobili saxelovnebo sferoSic. amitom vizualuri xelovnebis roli kulturaSi ara mxolod integraciis da glo-balizaciis sayovelTao niSnulze, mis orientirzea damokide-buli, aramed, upirveles yovlisa, saxviTi sferos, warmosaxvis realizebis teqnikuri SesaZleblobebis mTel speqtrze. es bu-nebrivi procesia da misi xelovnurad SeCereba an Secvla, fa-qtobrivad, SeuZlebelia. Tanamedrove saxelovnebaTmcodneo literaturaSi Camoyalibda xelovnebis klasifikaciis garkveu-li sqema da sistema, Tumca mas jerjerobiT erTiani saxe ar gaaCnia da, ZiriTadad, mainc sam mTavar jgufad yofs vizualur xelovnebas.

pirvel jgufSi igulisxmeba xelovnebis sivrceSi arsebuli

da plastikuri xelovnebis dargebi. am jgufisTvis priorite-

tulia mxatvruli saxis sivrceSi ganTavseba _ gamomsaxvelobiTi

xelovneba, dekoratiuli xelovneba, arqiteqtura, fotografia.

meore jgufi gulisxmobs xelovnebis droSi arsebul, dina-

mikur dargebs; maT Soris gadamwyveti mniSvneloba eniWeba dro-

Si ganviTarebad kompozicias _ musikasa da literaturas.


mesame jgufs miekuTvneba sivrcobriv-droebiTi xelovnebis

is dargebi, romelTac sinTezuri, sanaxaobrivi ewodebaT _ qo-

reografia, literatura, Teatraluri xelovneba, kinoxelovneba.

sxvadasxva dargis arseboba bunebrivadaa ganpirobebuli

imiT, rom erT-erTi maTgani mxolod sakuTari SesaZleblobebiT

ver asaxavs warmosaxviT da realur suraTs. aseTi suraTis Seqm-

na SeuZlia mxolod mTlian mxatvrul kulturasa da vizualur

xelovnebas.

kinematografi moZravi gamosaxulebis sinTezuri dargia,

romelic arsebuli realobis iluzias qmnis. misi warmoSoba me-

cnierebis, xelovnebisa da teqnikis erToblivma interesma gana-

piroba, rac eleqtroteqnikis, fototeqnikis, optikisa da sxva

dargebs moicavda. amitom is xelovnebisa da warmoebis erTobli-

vi pirmSoa, da warmoeba misTvis imdenadve mniSvnelovania, ram-

denadac _ saxelovnebo procesebi. kinos vizualizacias SeuZlia

gadmosces epoqis dinamika, imuSaos droiT, rogorc gamomsaxve-

lobiTi saSualebiT, gadmosces sxvadasxva movlena maTi Sinagani

logikis gaTvaliswinebiT. kino sinTezuri xelovnebis dargia da

Sedgeba imgvari organuli elementebisagan, rogorebicaa lite-

ratura (dramaturgia, scenari), mxatvroba, Teatraluri xelo-

vnebis tradicia samsaxiobo xelovnebaSi, musika _ yovelive es

montaJis saSualebiT axorcielebs warmosaxviTisa da arsebulis

vizualizacias da Tavis sxva niuansobriv maxasiaTeblebTan er-

Tad qmnis winapirobebs sxva vizualuri xelovnebis axali darge-

bis gansaviTareblad.

vizualuri kulturisa da misi dargebis teqnologiuri as-

peqtebi mkveTrad Seicvala, ris gamoc vizualizaciis proce-

si TavisTavad sistematizebulia. am dargebis uamravi aspeqti

SeuerTda samecniero meTodsa da teqnologiebs, romlebic, Ta-

vis mxriv, cifrul mediasa da Teorias moicavs.

kinematografiuli xelovneba kulturisa da ekonomikis is

sferoa, romelic aerTianebs filmwarmoebasTan dakavSirebul

profesiul saqmianobas.

misi erT-erTi umTavresi nawilia kinoindustria _ warmoe-

bis sfero, romelic qmnis filmebs. Zalze bevr qveyanaSi kinoin-

dustria ekonomikis ganuyofeli nawili xdeba da misi Semdgomi


warmoeba _ filmis gaqiraveba, telearxebze demonstrireba, gayi-

dva-SeZena _ ekonomikuri ganviTarebis mniSvnelovani nawilia.

filmwarmoebam Tavisi mniSvneloba kinos istoriis dasawyis-

Sive SeiZina, rodesac mogebisa da warmoebis gazrdis tendencia

misi gamogonebisTanave dafiqsirda. Zmebma lumierebma cxadad

dainaxes sakuTari gamogonebis perspeqtiva da amitomac daiwyes

mogzauroba sxvadasxva qveyanaSi.

dRes kinoindustriis ZiriTadi nawili formirebulia ameri-

kis SeerTebuli Statebisa da holivudis irgvliv.

filmwarmoebis sistema icvleba qveynebisa da epoqebis mixe-

dviT. kinos warmoebis funqciebi am procesSi imdenad mniSvne-

lovania, rom sruli bazisuri sawarmoo procesi Tu ar moq-

medebs, filmwarmoeba sabolod mainc araprofesionalizmamde

miva. es ar gaxlavT mxolod teqnikuri bazis uzrunvelyofa,

rogorc es miaCndaT, ZiriTadad, meoce saukunis 90-iani wlebis

vizualur xelovnebaTa analitikosebs. warmoebis funqciona-

luri suraTi Semdegnairad nawevrdeba da yoveli rgoli Seuc-vlel rols TamaSobs.

SemoqmedebiTi jgufi:

1. prodiuseri, romelic pasuxismgebelia iniciativaze,

koordinacias uwevs, zedamxedvelobs da akontrolebs

iseT sakiTxebs, rogorebicaa dafinansebis zrda, Ziri-

Tadi personalis daqiraveba/ayvana, kontraqtebis ga-

formeba. prodiuseri proeqtis dawyebis, ganviTarebis

da dasrulebis yvela fazaze agebs pasuxs.

2. scenaristebi pasuxismgeblebi arian, gamoikvlion is-

toria, ganaviTaron Txroba/moTxroba, daweron saWiro

formatis scenari da warudginon prodiuserebs. isini TiTqmis yovelTvis damoukideblad muSaoben; an sTa-vazoben prodiuserebs sakuTar ideebs im imediT, rom isini gaiyideba, an maT prodiuserebi qiraoben, raTa Seqmnan scenari koncefciis, namdvili ambis, arsebuli scenaris an mxatvruli literaturis mixedviT, rogo-rebicaa moTxroba an romani.

3. warmoebis departamenti _ is ZiriTadad mainc ama Tu im

proeqtis Sida struqturazea damokidebuli, magram


erTianobaSi amgvarad SeiZleba gamoiyurebodes: aRmas-

rulebeli prodiuseri, Cveulebisamebr, investoria, an

is persona, vinc xeli Seuwyo proeqtis dafinansebas.

proeqts SeiZleba ramdenime aRmasrulebeli prodiu-

seri hyavdes. es damokidebulia finansur mxareze. xa-

zis prodiuseri, rogorc wesi, akontrolebs filmis

warmoebis biujets. garda amisa, man SeiZleba marTos

filmis yoveldRiuri fizikuri aspeqtebi.

4. warmoebis menejeri akontrolebs filmis warmoebis fizikur aspeqtebs, maT Soris, personals, teqnolo-gias, biujetsa da ganrigs. warmoebis menejeri akont-rolebs, raTa filmis gadaReba ar gascdes gaTvaliswi-nebuli biujetis farglebs da ar amovardes grafi-kidan. warmoebis menejeri xSirad Tvalyurs adevnebs xazis menejeris saqmianobas. mis daqvemdebarebaSia war-moebis koordinatoric.

5. warmoebis koordinatori filmis warmoebis informa-ciul kavSirs uzrunvelyofs. is pasuxs agebs lojis-tikis sakiTxebis organizebaze _ personalis ayvaniT dawyebuli, rekvizitebis daqiravebiTa da msaxiobeb-Tan SeTanxmebiT damTavrebuli. warmoebis koordina-

tori filmis gadaRebis ganuyofeli nawilia. warmoe-

bis buRaltrebi pasuxs ageben finansebis marTvasa da

xarjTaRricxvaze filmis gadaRebisas. isini mWidrod

TanamSromloben prodiusersa da warmoebis ofisTan,

raTa yoveldRiurad marTon finansuri samsaxuri da

daiangariSon proeqtis finansuri progresi (xarjT-

aRricxva).

6. postwarmoebis supervaizerebi pasuxs ageben filmis

warmoebis Semdgom procesze, rac iTvaliswinebs in-

formaciis sisworisa da kargi komunikaciis SenarCu-

nebas prodiusers, redaqtors, xmis mTavar redaqtors,

xelSemwyob organizaciebsa (rogorebicaa filmis la-

boratoria, studia da negativi) da warmoebis buRal-

ters Soris. reJisoris asistentebi inawileben saorga-

nizacio funqciur samuSaoebs.


prodiuseri gansazRvravs produqtis saWiro moTxovnebisa da Tvisebebis, an daniSnulebis maRal dones, uzrunvelyofs, saqmiani miznebi da SemoqmedebiTi mxare sworad gaigos proeqtSi CarTulma yvela adamianma. is mmarTvelia, romelic ganagebs ZiriTad saqmiano-bas, bizness, marTvas, dizainsa da teqnikur disciplinebs. faqtori, romelic SeiZleba ganapirobebdes aSS-isa da evropuli modelebis gansxvavebulobas (faqtori, romelsac seriozulad arasdros iT-valiswineben isini, vinc saqarTveloSi filmwarmoebis ganviTarebis perspeqtivebze msjelobs), bazris masStabebis urTierTsxvaobaa. amerikuli bazaria maT Soris yvelaze farTo maSin, roca evropuli bazrebi SedarebiT viwroa da isazRvreba TiToeuli qveynis sazRv-rebiT (ara marto politikuriT, aramed _ lingvisturiTac).

nebismieri tendencia Tanamedrove kulturaSi dRes xSirad aRi-qmeba vizualuri xelovnebis erTian sistemad kacobriobis yofis am aspeqtSi da misi gamocalkeveba am procesidan sruliad warmoud-genelia. XX saukunis xelovneba yoveli dargis ganviTarebiT amt-kicebs Tavis kuTvnilebas kulturis sferosadmi da, istoriuli ka-nonzomierebidan gamomdinare, ganavrcobs kidec am rTul sistemas yvela mimarTulebiT. arsebobs istoriuli procesebis ganmeorebis aucileblobac, da esec aisaxeba vizualuri xelovnebis dargebis kulturis sferoSi integrirebaze, radgan gamocdileba ixveweba, xolo sferos TavisTavadoba damokidebuli xdeba swored am darge-bis ganviTarebaze.


Tavi I I

satelevizio struqturebi

da maTi ekonomikuri specifika

yoveli qveyana, yoveli sinamdvile imis gaTvaliswinebiT

yalibdeba saxelovnebo sferos menejmentSi, ra Taviseburebe-

biTac gamoirCeva ama Tu im epoqaSi. ocdameerTe saukune ise-

ve, rogorc _ meoce, Tavis gadamwyvet etapebze gardaqmnebis da

teqnologiuri siaxleebis mozRvavebiTaa cnobili saxelovnebo

sferoSi. amitom misi marTva ara mxolod integraciis da globa-

lizaciis sayovelTao niSnulze, mis orientirzea damokidebuli,

aramed, upirveles yovlisa, warmosaxvis realizebis teqnikuri

SesaZleblobebis mTel speqtrzec. marTvis sistema gunduris

nacvlad erTpirovnuli xdeba da _ piriqiT. mediis sam sistemasa

da maTTvis damaxasiaTebeli eTikis sam tips, msoflio gamocdi-

lebidan gamomdinare, saqarTveloSi sxvagvari improvizebis bazi-

si dasWirda. masmediis zogadi saxe, mediis ekonomikuri garemos

analizi, zogadad, da _ saqarTveloSi, beWdviTi media, teleme-

dia da interneti saqarTveloSi dRes mainc aracentralizebu-

lad imarTeba, TavisTavad ganviTarebadi samenejero sferoa.

demokratiul qveyanaSi arsebobs sazogadoebrivi mauwyebe-

li. sxvadasxva socialuri fenisadmi miZRvnili gadacemebis ar-

seboba amcirebs sazogadoebrivi arxis reitings, magram zrdis

mis rols sazogadoebrivi cxovrebis ganviTarebaSi. sazogadoeb-

rivi televiziis klasikur magaliTad miCneulia BBC _ brita-

nuli telemauwyebeli, romelic 1922 wels daarsda, da dRemde

am formiT mauwyeblobs. misi mTavari mizani sazogadoebisTvis

informaciis miwodeba, misi garToba da Semecnebaa.

faqtad rCeba is, rom dasavleTis wamyvani demokratiuli sa-

xelmwifoebi da saerTaSoriso organizaciebi qveynis demokra-

tiuli ganviTarebis xarisxs adamianis uflebebis, kerZod ki, si-

tyvis Tavisuflebis xarisxiT gansazRvraven. am Temaze Zalian

bevrs msjeloben umaRlesi donis Sexvedrebze, saerTaSoriso

213 satelevizio struqturebi da misi ekonomikuri specifika

konferenciebsa Tu seminarebze. es problema Zalian aqtualu-ria yvelgan, gansakuTrebiT ki _ postsabWoTa qveynebSi, sadac

masobrivi informaciis saSualebebis saqmianoba yvelaze saWir-

boroto sakiTxad rCeba. miuxedavad garkveuli msgavsebebisa, mediasistemebi iseve,

rogorc sxva sazogadoebrivi institutebi, sxvadasxva dasav-

lur qveynebSi istoriulad gansxvavebuli formiTa da xasiaTiT

Camoyalibda. halinisa da manCinis naSromi eZRvneba dasavluri demokratiebis mediasistemebis SedarebiT analizs. am mizniT, mediasistemebis dasaxasiaTeblad isini gamoyofen oTx ZiriTad komponents, maxasiaTebels, romlebsac SemdgomSi swavloben Se-darebiTi perspeqtiviT; esenia:

mediabazris ganviTarebis done (gansakuTrebiT sainte-resoa, ramdenad arsebobs maRaltiraJiani presa);

politikuri paralelizmi; es gulisxmobs rogorc me-diisa da politikuri partiebis urTierTmimarTebis simWidroves da xasiaTs, ise, ufro zogadad, imas, ram-denad Seesabameba mediasistema sazogadoebaSi arsebul siRrmiseul politikur dayofas;

Jurnalistikis, rogorc profesiis, ganviTarebis done;

mediasistemaSi saxelmwifos Carevis done da xasiaTi.

am maxasiaTeblebis SedarebiTi analizis safuZvelze avtore-bi gamoyofen sami tipis models, sami tipis idealur mediasis-temas, romlebic arsebobs Tanamedrove evropul da Crdiloame-rikul demokratiul qveynebSi. esenia, avtorTa terminologiiT:

1. xmelTaSuazRvispira, anu polaruli pluralizmis mo-

deli;

2. Crdilo centraluri evropis modeli, anu demokra-

tiul-korporativistuli modeli;

3. Crdilo atlanturi, anu liberaluri modeli.

pirveli modeli arsebobs iseT saxelmwifoebSi, rogorebi-caa safrangeTi, saberZneTi, italia, portugalia da espaneTi, meore ki _ am qveynebSi: avstria, belgia, germania, fineTi da sxva skandinaviuri qveynebi, mesame _ britaneTSi, aSS-Si, kanadasa da irlandiaSi.


realuri mediasistema zustad arasdros emTxveva romeli-

me idealur tips: rogorc wesi, is moicavs metnaklebad yvela

tipisaTvis damaxasiaTebel niSnebs. aq mxolod is igulisxmeba,

romeli niSnebi Warbobs ama Tu im qveynis sistemaSi, da ara _

idealuri tipisa da realuri sistemis sruli identuroba.

saqarTveloSi mimdinare reformebi gulisxmobs demokra-

tizaciis principze dafuZnebuli mmarTvelobis uzrunvelyo-

fas, da swored amitom masobrivi informaciis saSualebebi, media

(rogorc mas xSirad uwodeben) erT-erTi umniSvnelovanesi soci-

aluri institutia, romelmac xeli unda Seuwyos saxelmwifos am

mimarTulebiT ganviTarebas. masobrivi informaciis saSualebebi

mraval funqcias asrulebs: sazogadoebis informireba, ganaT-

leba, reklamireba, garToba da sxv. rogorc aRvniSneT, masob-

rivi informaciis saSualebebs sazogadoebis cnobierebis Camo-

yalibebaSi, funqciobasa da ganviTarebaSi mniSvnelovani adgili

uWiravs. metic: Cvens qveyanaSi ganviTarebuli movlenebis aRqma

da Semecneba, ZiriTadad, swored masobrivi informaciis saSu-

alebebiT xorcieldeba.

televiziis warmoSoba XIX saukunis 70-ian wlebs gulisx-

mobs. is ukavSirdeba eleqtroteqnikis ganviTarebasa da mis

praqtikul gamoyenebas. eleqtruli signalebis saSualebiT Se-

tyobinebis did manZilze swrafi gadacemis SesaZleblobam Sva

azri, rom imave principiT SesaZlebeli iqneboda gamosaxulebis

gadacemac. televiziis sferoSi kvleva-Ziebam 30 wels gastana;

Seiqmna mecniereba televiziis Sesaxeb, romelmac did warmate-

bebs miaRwia. am monakveTidanac ki naTlad ikiTxeba misi marTvis

TaviseburebaTa perspeqtivebi. informacia TavisTavad moicavs

komunikacias, radganac informaciis gavlena ara TavisTavad am

informaciis WeSmaritebas, simcdares an sxva raime kriteriums

emyareba, aramed mis gavrcelebadobas. dResdReobiT informa-

ciis gadacemis saSualebebi uswrafesi tempebiT viTardeba. in-

terneti amis naTeli dadasturebaa, Tumca Tavad internetic

ganviTarebis fazaSia da, SeiZleba iTqvas, didi momavali aqvs.

TiTqos am situaciaSi televiziisa da radios roli unda mcir-

debodes, da, SeiZleba, es asecaa, Tumca telemauwyeblobas sa-

zogadoebriv cxovrebaSi mainc sakmaod didi xvedriTi wili

aqvs. sazogadoebrivi mauwyebloba mxolod telemauwyeblobas


ar niSnavs. is moicavs radiomauwyeblobasac, romelic inarCu-

nebs mniSvnelobas da dRemde aqtualuria ganviTarebul qvey-

nebSic ki. sazogadoebrivi mauwyeblobis mizani, efeqturoba da

funqcioba bevr faqtorzea damokidebuli.

miaCniaT, rom sazogadoebrivi mauwyebloba emsaxureba ero-

vnuli identobis gaZlierebas. es imiTac SeiZleba iyos gamo-

wveuli, rom sazogadoebrivi mauwyeblebis umravlesoba mxo-

lod sakuTar qveyanaSi mauwyeblobs (gamonaklisia BBC). xSirad

mTlianad gadawyvetilebis miRebis siswrafezea damokidebu-

li konkretuli mediasaSualebis bedi. Tanamedrove dinamikur

da cvalebad samyaroSi, sadac biznesklimati Tavbrudamxvevi

siswrafiT icvleba, swrafi, konkretuli da zustad gaTvlili

gadawyvetilebebi sasicocxlo mniSvnelobas iZens. msgavsi ga-

dawyvetilebebis misaRebad ki aucilebelia sando sainformacio

arxebis arseboba, informaciuli nakadis gadamuSaveba da misi

efeqturi analizi.

miuxedavad imisa, rom qarTulma mediam bolo aTwleul-

Si sagrZnobi progresi ganicada, is mainc gasaumjobesebelia.

saeTero drois dagegmvisas umetesad cdiloben, mibaZon sxva-

dasxva ucxour telearxs, ar iTvaliswineben TavianTi mayureb-

lis moTxovnebs da gemovnebas, rogorc zemoT aRvniSneT, kerZo

kompaniebi qarTuli individualuri proeqtebis dagegmvasa da

ganxorcielebas amjobineben ucxour telearxebze ukve aprobi-

rebuli „brendebis“ kopirebas. marTalia, amis axsna finansuri

resursebis simciriTac SeiZleba (bunebrivia, kalkireba axlis

Seqmnaze iafi jdeba), magram amiT, erTi mxriv, qarTveli mayure-

beli rCeba arCevanis gareSe, meore mxriv ki _ mas aravin sTava-

zobs misTvis misaReb faseulobaTa gamomxatvel gadacemebs. ga-

monaklisi, ra Tqma unda, arsebobs, magram gamonaklisi mxolod

wess adasturebs.

rodesac saqme industrias exeba, mTavari SekiTxvaa, rogor

dafinansdes igi. bolos da bolos, televizia, rogorc satrans-

lacio kavSiri, ar gvTavazobs moxmarebis tradiciul sagnebs,

romlebic SeiZleba savaWro adgilebSi gavitanoT, fasi dava-

doT moTxovnisa da miwodebis mixed viT. Tundac radiotalRebis

gadacemisas satranslacio media SeiZleba ufasod „daiWiros~

mimRebis mflobelma (swored ami tom radios adreul period-


Si programebs uzrunvelyofdnen mimRebis mwarmoeblebi. amis

wamomwyebi satranslacio kompa nia RCA iyo, Tavisi pirvandeli

saxiT). garda amisa, televizia Zviri mediasaSualebaa. mas „Si-

naarsis amowurvas“ uwodeben, radgan Sinaarsi mudmiv Sevsebas

moiTxovs, da es mas siaxlis Ziebas aiZulebs. arxebis raodeno-

ba izrdeba da Semoaqvs sul ufro meti konkurentunariani sia-

xle69. erTi mizezi, ris gamoc gamogonili da scenaris mqone

sanaxao bebi dRes industriaSi SezRudulia, is aris, rom siaxle

cocxal SouSi metia da is bevrad iafi sawarmoebelia.

saqarTvelos mediabazarze arsebuli problemebi televizie-

bis damfinanseblebs saSualebas aZlevs, Caerion saredaqcio

politikaSi. sareklamo bazari imdenad mcirea, reklamiT Semo-

suli Tanxebi mediasaSualebebis ganviTarebis SesaZleblobas

ar iZleva da telearxebis didi nawili mflobelis subsidiebis

xarjze arsebobs. mcire, TiTqmis ararealuria reklamebis ise-

Ti raodenobis mozidva, rom maRalxarisxiani telegadacemebi

moamzadon, dafarvis zona gazardon da, Sesabamisad, meti au-

ditoria hyavdeT. sareklamo bazris simcire ara mxolod axali

arxebis gaCenas uSlis xels, aramed ukve damkvidrebul erovnul

arxebsac uqmnis seriozul sirTuleebs. satelevizio reklama-

Si 2014 wels saqarTveloSi telekompaniebisa da sakomunikacio

organizaciebis, aseve _ studiebis mTlianma Semosavalma Seadgi-

na 8,272,875 lari. aqedan _ samauwyeblo kompania „rusTavi 2~-is

mogebis wili Seadgenda 220,589 lars, telekompania „imedisa~ _

11,325 lars, xolo „studia maestrosi~ _ 47,367 lars.70

satelevizio sivrce gulisxmobs audio-vizualur sinTezs.

magram es sulac ar niSnavs imas, rom vizuali ase martivad gad-

moices. ra Tqma unda, amaSi mcdari araferia, ubralod, zemoT

naxseneb punqtebs Soris daikarga mTavari: auditoriis yuradRe-

bis miqceva reklamam pirvelsave 5 wamSi unda SeZlos, winaaRmdeg

SemTxvevaSi ikargeba interesi. reklamis momzadebis dros aseve

mniSvnelovani da aucilebelia imis gaTvaliswineba, Tu viszea

sareklamo rgoli gaTvlili: romel socialur fenaze, ra asa-

kis mayurebelze. amis gaTvaliswineba erTgvarad zRudavs pro-

69 saimon diuringi, kulturis kvlevebi: kritikuli Sesavali, Tbilisi, 2009, gv.171.70 http://www.gncc.ge/uploads/other/1/1344.pdf


fesionalizms reklamis momzadebis dros, magram, imavdroulad,

zustad gaTvlili reklama 100%-iT moqmedebs mayurebelze da

isev da isev masze zegavlenas axorcielebs. am process Tan sdevs

sareklamo rgolis ganTavseba satelevizio sivrceSi, rac aseve

didi sizustiT unda iyos gaTvlili. am SemTxvevaSi gasaTvaliswi-

nebelia samuSao da uqme dReebi; Tu sabavSvo reklamaa, swavlis

dasrulebis Semdeg unda iyos gamiznuli; Tu diasaxlisebzea

gaTvlili, nebismier dros da a. S. amasTan, satelevizio badis

sxvadasxva monakveTi da gadacema sxvadasxva moTxovnasa da fass

gulisxmobs. magaliTad, rac ufro reitingulia gadacema, miT

meti Tanxaa saWiro sareklamo rgolis gansaTavseblad. rekla-

mis ganTavsebas aqvs Tavis moTxovnebi: aris reklamebi, romelTa

gaSuqebac saerTod akrZalulia, radganac ar aris saqarTvelos

kanonmdeblobis mier daSvebuli da licenzirebuli. ikrZaleba

sabrZolo iaraRis reklamireba, aseve _ sxva saxis iaraRisac, maT

Soris _ sportulisac da sanadirosic. aris reklamebi, romelTa

produqciasac, aucilebelia, Tan axldes antireklamac, magali-

Tad, Tambaqosi. arsebobs iseTi programebi, romelTa gawyvetac

sareklamod dauSvebelia (aseTia sabavSvo da religiuri gadace-

mebi, prezidentis gamosvla an plenaruli sxdoma, oficialuri

saxelmwifo RonisZiebebi, dabolos _ gadacema, romlis xangrZ-

livobac ar aRemateba 15 wuTs). reklama ar unda iyos uaryofi-

Tad dammuxtveli, ar unda iwvevdes xalxis agresias. reklamaSi

ixarjeba miliardobiT dolari, da saintereso is aris, rom am

uzarmazar xarjebs winaswar ver gaTvli; ver daadgen, ra Sedegi

SeiZleba mohyves, amitomaa saWiro yvela im pirobis gaTvaliswi-

neba, romlebic xels Seuwyobs, mayureblamde sworad, efeqtu-

rad da, rac mTavaria, mizandasaxulad „mivides~ Canafiqri; rom

100%-iT Tu ara, 90%-iT mainc darwmunde Seni saqmis warmatebiT

dasrulebaSi. es ki namdvilad yvelasaTvis xelsayrelia: rogorc

damkveTisaTvis, ise reklamis damamzadeblisTvis da, ra Tqma

unda, televiziisaTvisac. amdenad, srulyofili rgolis Sesaqm-

nelad yvelanairi saSualeba arsebobs: es aris kompiuteruli gra-

fika, animacia Tu sxva meTodebi; yovelTvis iqnebian adamianebi,

romlebic qmnian produqcias, aSeneben saxlebs, yidian an cvlian

sxvadasxva nivTs da a. S., anu, yovelTvis arsebobs baza reklamis

Sesaqmnelad, yovelTvis arsebobs masala, mTavaria, iyos idea da


fantazia.

saredaqcio politikis gansazRvrisas mediamenejerebma, pir-

vel rigSi, unda ifiqron sazogadoebaze, jgufebsa da indivi-

debze, yvelaze, viszec medias raime saxis zemoqmedeba ZaluZs.

televizias auditoriasTan urTierTobis sakuTari, gasxvave-

buli ena da forma Camouyalibda. televizia iqca informaciis

ZiriTad wyarod msoflios mosaxleobis udidesi nawilisTvis,

risi meSveobiTac mosaxleoba ecnoba msoflioSi ganviTarebul

movlenebs; amasTan, eqmneba realuri warmodgena Tanamedrove

msoflioze. saqarTveloSi ekonomika uTanabrodaa ganviTarebuli. Sida

produqtis didi wili iwarmoeba TbilisSi; rac Seexeba regio-

nebs, adgilobrivi bazari, Tavisi siRaribis gamo, praqtikulad

ver uqmnis adgilobriv medias damoukideblobis ekonomikur sa-

fuZvels. media iseve, rogorc mTeli danarCeni ekonomika, did-

wilad Crdilovan seqtorSi funqciobs.

rac Seexeba xelisuflebis an msxvili kapitalis mier mediis

Tavisuflebis SezRudvis ekonomikur meqanizebs, unda aRiniS-

nos, rom mediis materialuri baza ar aris monopolizebuli

saxelmwifos an romelime ekonomikuri subieqtis mier. ekono-

mikuri subieqtebisTvis sareklamo servisebis mimwodebeli saa-

gentoebi Tavad gansazRvraven, romel mediasaSualebebTan iTa-

namSromlon, an romel maTgans Seerwyan. cxadia, irCeven xeli-

suflebis mimarT loialurad ganwyobil telekompanias.

219mediis ekonomikuri garemo

mediis ekonomikuri garemo

ekonomikuri problemebi da rTuli biznesgaremo dResdReo-

biT ufro met dabrkolebebs uqmnis mediis instituciur ganvi-

Tarebas, vidre _ saxelmwifo regulireba. reklamiT miRebuli

Semosavali dafinansebis mxolod mcire wils Seadgens. aseTi Se-

mosavali SedarebiT maRalia televiziaSi, magram mainc arasak-

marisia mravalferovani mauwyeblobis dasafinanseblad. ekono-

mikuri garemo jerjerobiT metad susti bazaa mediis efeqturi

saqmianobis warsamarTavad. ekonomikuri bazis sisuste ganpiro-

bebulia ramdenime faqtoriT:

ekonomikuri bazris siviwrove. qarTulenovani mediis poten-

ciur momxmarebelTa ricxvi sul ramdenime milionia, rac metad

mcire sareklamo bazaria. es gansakuTrebiT sagrZnobi faqtoria

telemauwyeblobisTvis, romelic moiTxovs ZviradRirebul in-

vesticiebs srulfasovani produqciis sawarmoeblad.

ra aris amis mizezi?

1. ekonomika sustia da masSi didia sxva seqtoris wili;

bevri ekonomikuri subieqti Tavs aridebs produqciis

reklamirebas. saqonlis reklamirebas xels ar uwyobs

sagadasaxado kanonmdeblobac.

arsebobs konkurencia internetprovaiderebsa da presis ga-

mavrcelebel kompaniebs Soris. mediis, rogorc sazogadoebrivi

institutis, funqciobis politikuri aspeqtebi metwilad gansa-

zRvravs misi saqmianobis ekonomikur aspeqtebs, gansakuTrebiT

maSin, roca gulisxmoben telemedias, romlis, rogorc sabazro

ekonomikuri subieqtis, arseboba damokidebulia, erTi mxriv, sa-

reklamo bazarze, meore mxriv ki _ mis unarze, garkveuli saxis

servisi SesTavazos sxva ekonomikur subieqtebs. am Tvalsazri-

siT, Cvens satelevizio sivrceSi arc Tu saxarbielo mdgomareo-

baa: jer erTi, Tavad sareklamo vizualuri bazari ar aris im-

denad datvirTuli, rom es sakmarisi iyos telekompaniebis, ro-


gorc ekonomikuri subieqtebis, damoukidebeli funqciobisTvis; meore: vizualur-sanaxaobrivi bazris CamoyalibebaSi Cabmulia saxelmwifo an saxelmwifo ZalauflebiT aRWurvili politiku-ri jgufi.

saxelmwifo an saxelmwifo ZalauflebiT aRWurvili poli-tikuri jgufi Tavad miuTiTebs reklamis damkveTebs, sad gana-Tavson reklama, raTa momavalSi maTi ekonomikuri saqmianoba ar Seferxdes.

telemediis ekonomikuri safuZvelis aramdgradoba, erTi mxriv, aisaxeba mis unarze, damoukideblad gansazRvros mxat-vruli politika, meore mxriv, misi muSaobis xarisxze, rac am faqtorebiTaa ganpirobebuli:

1. teqnikuri infrastruqturis adekvaturoba realur

saWiroebebTan:

rTulia moZvelebuli teqnikis gadaxaliseba;

rTulia inovaciebis danergva da servisis gaum-

jobeseba;

rTulia auditoriis interesebis mixedviT xaris-

xiani mediaproduqciis SeTavazeba;

logistikis problemebidan gamomdinare, rTu-

lia informaciis realur droSi /an operatiuli

miwodeba.

2. adamianuri resursebis marTvis problema:

a. rTulia ufro kvalificiuri personalis daqira-

veba;

b. rTulia arsebuli adamianuri resursebis Senar-

Cuneba (materialuri motivacia namdvili profe-

sionalebisTvis dabalia);

g. rTulia arsebuli adamianuri resursebis ga-

damzadeba;

d. rTulia motivaciis SenarCuneba im pirobebSi,

roca ar arsebobs arc ekonomikuri gaTvla da

arc _ materialuri resursebis zrda.

3. aseT viTarebaSi televiziebi, rogorc wesi, damoukide-

beli ekonomikuri subieqtebis saxiT ver funqcioben.


telemediis ekonomikur aspeqtebSi saxelmwifos an saxel-

mwifo ZalauflebiT aRWurvili politikuri jgufis Carevis

erT-erTi umniSvnelovanesi komponentia mediamesakuTreebis

`gansazRvris“ problema.

dRevandel informaciul epoqaSi teqnikurma progresma Se-

saZlebeli gaxada informaciis uzarmazari moculobis gada-

muSaveba, da xSirad amas satelevizo Souebisa da sanaxaobrivi

gadacemebis saSualebiT aRweven. am uzarmazar nakadSi arsebu-

li arasasurveli da mcdari monacemebis SeniSvna da gamoricxva

ferxdeba, rac gadawyvetilebis miRebis procesSi negatiurad

SeiZleba aisaxos. mniSvnelovani problemaa menejerisa da or-

ganizaciis sxva wevrebis urTierTobac. warmatebis misaRwevad

saWiroa harmoniuli urTierToba gadawyvetilebis mimRebsa (me-

nejeri) da gadawyvetilebis aRmasruleblebs (menejeris daqvem-

debarebaSi arsebuli TanamSromlebi) Soris. menejerma unda gaiTvaliswinos is kulturuli garemo, ro-

melSic moqmedebs misi organizacia. sxvadasxva kulturul gare-

moSi erTma, konkretulma gadawyvetilebam, SesaZloa, rogorc

dadebiTad, ise uaryofiTad imoqmedos organizaciis, Cvens

SemTxvevaSi ki _ mediasaSualebis momavalze. bizneskulturis

mkvlevrebi da sociologebi (a. trompenaari da C. pamden-ter-neri) gamoyofen Svid ZiriTad bazisur Rirebulebas, romlebic zemoqmedebs menejeris mier gadawyvetilebebis miRebaze.

a) universalizmi _ farTo, zogadi wesebis, winaswar mo m-

zadebuli samoqmedo programis da mcire droSi, fors-

maJoris pirobebSi gadawyvetilebebis miRebis urTi-

erTmimarTeba;

b) analizi _ menejmentis romeli stilia ufro efeqtu-

ri: roca orientacias viRebT warmoebis procesis nawi-

lebze, erTeulebze, cifrebze, Tu roca upiratesobas

vaniWebT mTlian paternebs, urTierTobebsa da ufro

farTo konteqstebs?

g) individualizmi _ fokusireba indivuduumze, mis uf-

lebebze, motivaciaze, qcevebze, Tu prioritetis mi-

niWeba organizaciis, mediasaSualebisTvis, sadac Ti-


Toeuli individis umTavres Rirebulebad CaiTvleba

organizaciis erTguleba?

d) SigniT mimarTuli _ gareT mimarTuli orientacia (ram-

denad SesaZlebelia SigniT mimarTuli da gareT mi-

marTuli stilis optimaluri dabalanseba? ra ufro

mniSvnelovania: organizaciis „Signidan wamosuli~ mi-

niSnebebi, Tu garesamyaros tendenciebi?

e) dro, rogorc Tanmimdevroba _ dro, rogorc sinqro-

nizacia (ra ufro mniSvnelovania: saqmis keTeba SeZle-

bisdagvarad swrafad da mokle droSi, Tu Zalisxme-

vis sinqronizacia da sruli koordinacia? warmatebis

miRweva mokle disntanciaze, Tu warmateba, rogorc

Sromis momavali nayofi?

v) miRweuli statusi _ askripuli statusi. personals sta-

tusi im safuZvelze unda mieniWos, ras miaRwia man da

ramdenad efeqturad asrulebs Tavis samuSaos, Tu sta-

tusis miniWebisas unda gaviTvaliswinoT organizaciis-

Tvis mniSvnelovani sxva maxasiaTeblebi _ asaki, sqesi,

ganaTleba, potenciali, strategiuli roli da a.S.?

v) Tanasworoba _ ierarqia (ra ufro mniSvnelovania: ganvi-

xiloT individebi, rogorc absoluturad Tanasworebi,

im maqsimumis misaRwevad, risi gakeTebac maT organiza-

ciisTvis SeuZliaT, Tu prioriteti mivaniWoT ierar-

qiis avtoritets individis qmedebis Sefasebisas?

menejeris movaleobaa xelqveiTebis zedamxedveloba. man

unda gansazRvros organizaciis ganviTarebis strategia, Sea-

fasos xelqveiTebis mier gaweuli samuSao, dagegmos samuSaos

organizebis wesi, biujeti da uzrunvelyos misi Sesruleba. me-

nejeri xasiaTdeba marTvis SedarebiT avtoritaruli stiliT. is

mowodebulia konkretuli amocanis gadasaWrelad. Tanamedrove

mediaindustriaSi menejerebi, saSualod, 4-5 wels muSaoben erT

mediaorganizaciaSi. xSirad isini ufro swrafad gansaxorciele-

beli proeqtebiT arian dainteresebulni, vidre _ Sorsmimavali

gegmebiT. maqsimaluri sargeblis umokles droSi misaRebad me-

nejeri ar cdilobs axal-axali gzis gamoZebnas, erideba inova-

ciebis gamoyenebas. igi cdilobs, kargad gamocdili da aprobi-


rebuli meTodebiT warmarTos jgufis muSaoba. menejerma icis,

rom man unda Seasrulos dasaxuli amocana, sxva danarCeni misi

kompetenciis farglebs scdeba. amitom is ar miiCnevs Tavs imaze

pasuxismgeblad, raTa siaxle Seitanos organizaciaSi. Camoyalibda sazogadoebrivi mauwyeblis raobis ori ZiriTa-

di kriteriumi, romlebic zustad unda iyos daculi. kerZod:71

1. sazogadoebrivi mauwyebeli avrcelebs zust informa-

cias yovelgvari gamZafrebis gareSe. amzadebs gadace-

mebs, rogorc zogadad yvelasTvis, ise _ sazogadoebis

konkretuli nawilisTvis konkretul Temaze.

2. sazogadoebrivi mauwyeblis mTavari piroba finansuri

damoukideblobaa, rac imas niSnavs, rom igi SeuZle-

belia damokidebuli iyos reklamasa da sponsorebze

(is moqmedebs xalxis mier gadaxdili fuliT da akont-

rolebs sazogadoeba. wesisamebr irCeva sabWo, rome-

lic kompleqtdeba sazogadoebis avtoritetuli da

sando warmomadgenlebiT.

CNN msoflioSi erTaderTi Tu ara, erT-erTi pirveli arxia

reitingiT, romelic mTlianad orientirebulia axal ambebze. is

mauwyeblobs 24 saaTis ganmavlobaSi da gadmoscems msoflioSi

mimdinare yvela qveynis mniSvnelovan da uaxles informacias.

aqvs saagentoebi bevr qveyanaSi da pirdapir erTveba movlenebis

ganviTarebis epicentrSi.

CNN yovelTvis cdilobs (da mas gamosdis kidec), pirvelma

miawodos mayurebels msoflio masStabiT mimdinare axali amba-

vi. is amzadebs gadacemebs biznesze, Tanamedrove teqnikis miRwe-

vebze, sportze, modasa da musikaze. es gadacemebic axali ambe-

bis stilisaa, anu arxis koncefcia yvela gadacemaSia daculi.

XX saukunis oTxmocian wlebSi gaCndnen iseTi specializebuli

arxebi, rogoricaa Discovery, romelic 1985 wels gavida eTerSi.

is SemecnebiTi arxia da orientirebulia mecnierebaze, istoria-

ze, msoflios mecnierul Semecnebaze. Discovery Seiqmna amerikis SeerTebul StatebSi da ramdenime wlis mere msoflios uamrav

71 t. barjaZe, satelevizio mauwyeblobis modelebi da maTi funqcionireba, J. „saxelovnebo mecnierebaTa Ziebani“, №2(35), 2008, gv.141.


qveyanaSi gavrcelda. arxis ZiriTadi samuSao sferoa dokumen-

talistika: misi eTeris umetesi nawili datvirTulia dokumen-

turi filmebiT, romlebsac TviTon awarmoeben. Discovery-s mo-

hyva msoflioSi erT-erTi umsxvilesi sportuli arxi Eurosport-i,

romelic mTlianad orientirebulia sportul gadacemebze. is

pirdapiri translaciiT gadascems sportis nebismieri saxeobis

did Cempionatebs. arsebobs bevri am tipis arxi _ specializebu-

li ufro konkretul Temebze. Seiqmna arxebi, romlebic mxolod

mxatvrul filmebs gadascems; arxebi, romlebic mxolod fexbur-

Tzea orientirebuli, kalaTburTze, cxovelebze da a. S.72 aqve

unda aRiniSnos, rom yvela zemoxsenebuli arxi komerciulia, da

swored es aris maTi ZiriTadi Semosavlis wyaro. televiziaze

saubrisas Znelia, gverdi auaro iseT sakiTxs, rogoricaa Jurna-

listi da misi urTierToba respondentTan. saWiro informaciis

miReba xom TiTqmis mTlianad Jurnalistis profesionalizmzea

damokidebuli: man unda SeZlos respondentis ndobis mopoveba

da iseTi kiTxvebis dasma, misgan maqsimaluri informacia miiRos.

es miT ufro SesaZlebelia, rac ufro momzadebulia Jurnalis-

ti interviusTvis, anu kargad erkveva im sakiTxebSi, romlebzec

respondents unda esaubros; Tavad respondentzec aqvs sakma-

risi informacia. Jurnalisti valdebulia, iyos obieqturi da

neitraluri nebismier sakiTxSi _ ar miemxros arc erT da arc

meore mxares. JurnalistisTvis aucilebelia komunikaciis fsi-

qologiis codna, ris gareSec SeuZlebelia gamosaxulebis da

xmovani signalis swori Tanxvedra. aseve mniSvnelovania samuSao

jgufTan swori urTierToba. amis gareSe SeuZlebelia sasurve-

li Sedegis miRweva. televizia ganviTarda da, amasTan erTad, gafarTovda ga-

dacemebis arealic. Camoyalibda gadacemebis axali Janrebi. maT

Soris yvelaze popularulia politikuri ToqSou, realuri

Sou, komediuri Janris Souebi. magram axali ambebi mainc rCeba

televiziis mTavar prioritetad.

sociopolitikur gardatexebTan erTad satelevizio da me-

diasivrce xdeba vizualuri xelovnebis erTianobis magaliTi

72 t. barjaZe, satelevizio mauwyeblobis modelebi da maTi funqcionireba J. „saxelovnebo mecnierebaTa Ziebani“ №2(35), 2008, gv.142.


mTel msoflioSi. orive dargi dResac rCeba erT-erT mZlavr

iaraRad, mayureblis fsiqologiaze zemoqmedebisa da misi cno-

bierebis Secvlis Zalad, rac sanaxaobaze orientirebul ganwyo-

bas qmnis sazogadoebaSi.

aqedan gamomdinare, swrafva satelevizio da mediaxelov-

nebis srulyofisaken, misi vizualizaciis xerxebis dasaxvewad,

Zalze Cveulebrivi movlena da ukve tendencia gaxda.

xelovnebis am dargebSi momuSave novatorebma ician, ramde-

nad rTulia procesSi realuri komerciuli bazris SenarCune-

ba, Tumca ocdameerTe saukunis damdegidan maqsimalurad ganvi-

Tarda warmoebis teqnikuri SesaZleblobebi da, bunebrivia, al-

ternativam, ekonomikurma interesebma, SeZlo satelevizio da

mediaxelovnebis vizualizaciis procesis drois moTxovnebTan

Sejereba.


Tavi I I I

vizualuri xelovneba,

rogorc ekonomikis nawili

vizualuri xelovnebis mdgomareoba cxadyofs, rom is kul-

turis politikis ganuyofeli nawili unda iyos da amasTan _ eko-

nomikis srulyofili segmentic. ekonomikis sferos strategia,

Tu is mouwesrigebelia vizualur xelovnebasTan mimarTebiT,

gansazRvravs im faqts, rom qaosuri mdgomareoba iCens Tavs,

gansakuTrebiT ki _ im dargebSi, sadac xelovnebis vizualiza-

cia garkveul danaxarjs ukavSirdeba. esaa: saxviTi xelovneba,

kino, Teatri, mediaarti, videoarti. rodesac patara qveynebSi

sagrZnoblad mcirea saxelmwifo biujetidan vizualuri xelo-

vnebisaTvis gamoyofili Tanxa, Sesabamisad, ar viTardeba mxat-

vruli sistema, romelic sanaxaobis efeqturobaze unda zru-

navdes. am sistemis evoluciis meqanizmma unda uzrunvelyos

vizualuri sanaxaobis Tanmimdevruli ganviTareba.

nebismier sxva SemTxvevaSi am dargebis ganviTareba ekono-

mikuri krizisis fazaSi mimdinareobs araTanabrad, calkeuli

mignebebisa da dafinansebis wyaros interesebis sapasuxod, obi-

eqturad arsebuli mocemulobis gauTvaliswineblad.

xelovnebis nebismieri dargi (upirveles yovlisa, vizualu-

ri xelovnebis dargebi) ekonomikasTan damokidebulebaSic ki,

Tavisi bunebiT konceptualuria, radgan yvelaze primitiul

CanafiqrSic ki xelovnebis nawarmoebi konkretuli mTliano-

bis nawilia. vizualuri xelovnebis komerciuli Tvalsazri-

siT ganxilva, rTuli saxelovnebo dargebis ekonomikaSi for-

mireba, ZiriTadad, XX saukuneSi moxda. ekonomikuri intere-

si, upirvelesad, xelovnebis nawarmoebisadmi radikalurad

mkveTr damokidebulebas gulisxmobs. aseTi midgoma uaryofs

mxolod mcirebiujetiani vizualuri formebis arsebobas, ami-

tom aRiarebs vizualuri xelovnebis materialurobisa da av-

tonomiurobis ideebs.

227vizualuri xelovneba, rogorc ekonomikis nawili

meoce saukunis 90-ian wlebSi politikuri, ekonomikuri

da socialuri realoba, amasTan dakavSirebuli problemebi

vizualuri xelovnebis yvela sferos Seexo, maT Soris, buneb-

rivia, kinematografsac, Taetrsac, videoartsac, mediaxelovne-

basac. erTi formaciidan meoreze gadasvlisas dotaciis gareSe

darCenilma xelovnebis dargebma, ra Tqma unda, swrafad dakar-

ges ekonomikasTan srulfasovani urTierTobis unari.

ekonomika axali warmoebis, ganaxlebuli produqtis au-

cileblobas gulisxmobs. krizisi ki am process praqtikulad

SeuZlebels xdida. mosaxleobac didi socialuri problemebis

winaSe aRmoCnda, rac ara _ Tanmimdevrulad, aramed forsirebiT

gamovlinda da aisaxa xelovnebis miseul aRqmaze.

stagnaciis procesi gardauvali xdeba aseT pirobebSi. ver

gadaiWra warmoebasTan dakavSirebuli verc erTi problema: te-

qnikuri, finansuri, saganmanaTleblo da SemoqmedebiTi xasiaTi-

sa. vizualuri xelovnebis dargebi, romlebic sabWoTa saxel-

mwifos cenzuras emorCileboda, SemoqmedebiTad bevrad ufro

mravlismTqmeli aRmoCnda, vidre formaciis cvlilebisa da eko-

nomikuri krizisis dros. gaCnda axali ideebis, formebis, ini-

ciativebis, gamomsaxvelobiTi saSualebebis simwire, profesio-

nalizmis vardna, Tanamedrove saxelovnebo iniciativebis pasiu-

roba, ukoncefcio xelovnebis arseboba da samayureblo nawilis

ganurCeveli damokidebuleba.

90-ian wlebSi mainc Seiqmna susti e. w. komerciuli cenzu-

ra. savsebiT primitiuli Sinaarsis filmebis siWarbem kinos

winsvla SeaCera. araprofesiuli dramaturgiis mozRvavebam ki-

noformis stiluri regresic gamoavlina. warmoeba iZulebuli

gaxda, iseTi filmebiT „dainteresebuliyo~, romlebic primi-

tiul, anekdotur Temebs aseve primitiulad asaxavda. kinos-

tudias aRar gaaCnda saSualeba, wlis ganmavlobaSi ramdenime

srulmetraJiani filmi ewarmoebina.

kinoprocesi unda mimarTuliyo ara _ ubralod ganaxlebu-

li, aramed sruliad axali dramaturgiuli formebis aRmoCenisa-

ken. profesionalizmisa da, Sesabamisad, scenaridan kinoekranze

gadatanili masalis transformirebis procesi daukavSirda so-

ciopolitikur movlenebs qveyanaSic da mis farglebs gareTac.

es gamoricxavda ukve arsebuli reJimiT muSaobas.


daisva mravali kiTxva, da erT-erTi kvlav xsenebul period-

Si warmoqmnili faqtis gagrZelebad moiazreboda: magaliTad, is,

Tu ratom gaxda SesaZlebeli, nebismieri formatis da teqnikuri

uxarisxobis magaliTi filmad CaTvliliyo?

XX saukunis 90-iani wlebis damdegs ganviTarda dawyebuli

warmoebis krizisi. axali Taobis kinematografistebis erTi

nawili cdilobda, „fexi aewyo~ droisTvis, da amitom Tematu-

rad axali elementebis damkvidrebas eswrafoda qarTul kinoSi,

rac, daaxloebiT, popularuli satelevizio xerxebisa da nakle-

bad saintereso mxatvruli saSualebebis erTobliobad gadaiqca.

krizisi, faqtobrivad, mTeli qarTuli kinos gamomxatvel

niSnad iqca. kinoreJisorebis da scenaristebis umravlesoba

amis ZiriTad mizezad saxsrebis uqonlobas miiCnevda, rac Tavis-

Tavad aranakleb mniSvnelovania kinos ganviTarebisaTvis, vidre

_ mxatvruli azrovnebis krizisi. kino aRar iTvleboda qarTuli

kulturis prioritetul sferod, amitomac kinowarmoebis ga-

farToeba sabWoTa kavSiris daSlis Semdeg TiTqmis SeuZlebeli

gaxda garkveuli periodis ganmavlobaSi.

faqtad rCeba isic, rom komunisturi epoqa Tavisi Cveuli me-

TodebiT zRudavda saavtoro Tavisuflebas, xolo postsabWoTa

sivrcem, prodiuserobisa da dafinansebis axali sistemidan ga-

momdinare, axali moTxovnebi wauyena kinos, kerZod ki _ Temati-

kas kinoSi.

samwuxarod, XX saukunis 90-ian wlebSi arseboba Sewyvita

TiTqmis yvela kinoTeatrma saqarTveloSi da amitom im fil-

mebsac ki, romlebsac kinematografistebi krizisis periodSi

iRebdnen, mayurebeli veRar naxulobda. aqedan gamomdinare,

TandaTanobiT ganadgurda kinoindustriis es aucilebeli rgo-

li, dazaralda Tavad kinos Zireuli infrastruqtura, xolo

kinostudia „qarTuli filmi~ amjerad namdvilad gaTavisuflda

ideologiisagan, magram veRar viTardeboda.

1990-ian wlebSi saqarTveloSi gadaRebul filmebs Soris

jer kidev SeiniSneba Temis sxvadasxvaobis gamovlinebis sur-

vilic, Tumca es Canafiqri ukve sxvadasxva gaerTianebaSi rea-

lizdeba. kinokompania „qarTul telefilmSi~ gadaiRes „ali baba

da 40 yaCaRi~ (reJisori zaal kakabaZe, 1990). kinostudia „qar-

Tuli filmis~ bazaze Seiqmna moklemetraJiani filmi „trasa~

(reJisori levan kitia, 1991), „zvaraki~, (reJisori geno CiraZe,


1990), „TeTri bairaRebi~ (reJisori giga (grigol) lorTqifa-

niZe, 1990), „spirali~ (reJ. giuli WoxoneliZe, 1990). am filmebis

dramaturgiuli Rirebuleba ver utoldeboda kinematografis

maRal moTxovnebs.

iyo sxva namuSevrebic _ „Ramis cekva~ (reJisori aleko caba-

Ze, 1991), `uZinarTa mze~ (reJisori Temur babluani, 1992), „isi-

ni~ (reJisori levan zaqareiSvili, 1992), „ara, megobaro~ (reJi-

sori gio mgelaZe, 1993), „eqspresinformacia~ (reJisori eldar

Sengelaia, 1993), „zRvarze~ (reJisori dito cincaZe, 1993), „val-

si peCoraze~ (reJ. lana RoRoberiZe, 1992), „leonardo~ (reJi-

sori daviT nacvliSvili, 1993). nawili am filmebisa sruliad

sxvadasxvagvarad asaxavda Zveli da axali Taobis kinematogra-

fistTa survils, warmoeCinaT Tematuri Ziebebis Sedegi.

asaxviTi sizustis mimarT pretenziebis garda, qarTulma

kinom SeiZina erTgvari simZime, rac ara mxolod am Temebs, ara

mxolod axalgazrda, an ubralod Tanamedrove, adamianis inte-

resebs, aramed istoriuli movlenebis zedapirul da naklebad

Seswavlil gadmocemas gulisxmobda.

uamravi kiTxvis niSnis miuxedavad, yovelive adamianuris waS-

lis, gaqrobis sakiTxi am periodSi ukve aqtualuri xdeba da

yuradRebas iqcevs. kino imdenad mniSvnelovani gaxda sociumis-

Tvis, rom mas ukve sazogadoebis cnobierebaze mkveTri zemoqme-

debac ki SeeZlo. am xnis ganmavlobaSi kinom araerTi ukiduresad

mZime etapi ganvlo, rac sazogadoebis interesebsa da misi az-

rovnebis kategoriebzec aisaxa. kino axali kataklizmebis winaSe

aRmoCnda, rac ganpirobebuli iyo Zveli Rirebulebebis axliT

CanacvlebiTa da sazogadoebis sulieri mRelvarebiT. amas ki Se-

sabamisi „gadawyoba~ esaWiroeboda.

am periodSi gadaRebuli filmebis umetesoba swored drama-

turgiuli araprofesionalizmis Sedegebis maCvenebelia. kino-

pro cesi ar viTardeboda, da es ufro TvalSisacemi gaxda Temis

TvalsazrisiT. istoriuli epoqa, romelic analogiebiT unda

aisaxos da warmoaCinos fsiqologiuri xasiaTis problemebi, ar

dadga.

saxelmwifo ganicdida ekonomikursa da politikur rRvevas,

eris sulieri sicarielis problemas, depresias, rac gamowveuli

iyo istoriis mravali obieqturi da subieqturi faqtoriT: omi,

ngreva, ekonomikuri kavSirebis wyveta sxva qveynebTan, masobrivi


umuSevroba, kinos daknineba, kinowarmoebis moSla, kinoTeatre-

bis daxurva da a. S.

mtkivneuli TemebiT daintereseba nihilizms gautolda, da

es gansakuTrebiT naTlad warmoCnda filmebSi, romlebSic av-

torebi utrialebdnen axali Taobis tragedias _ funqciadakar-

guli adamianebis sulier da yofiT problemebs _ gio mgela-

Zis „ara, megobaro“, tato kotetiSvilis „anemia“, aleko cabaZis

„Ramis cekva~... Zalze zogadi mentalobidan da istoriuli rea-

liebidan gamomdinare, kinoSi axali gmiri gaCnda.

daisva kiTxva: ra rols TamaSobda kinematografi Tanamed-

rove adamianis cxovrebaSi, rac wlebis ganmavlobaSi iTvleboda

erT-erT yvelaze aqtualurad _ sociologiaSic da kinomcod-

neobiT literaturaSic. arsebobs mosazreba, romlis mixedvi-

Tac, kino asrulebs mxolod mayureblis „socialur SekveTas“, xelovnebaSi (da miT ufro, kinoxelovnebaSi) dainaxos ganuxor-

cielebeli ocnebebi lamaz cxovrebaze, saWiroeba amaRlebuli

romantikuli da misabaZi siyvarulisa, unayofo ltolva saSiSi

da saintereso Tavgadasavlebisadmi; magram krizisis xanaSic ki-

nos unari, warmoaCinos sinamdvile, Seucvlel Zalad rCeboda,

Tumca im Zalad, romelsac ukve aRar gaaCnda araviTari Sinagani

da Tematur-formiseuli harmonia.

amgvari TanmimdevrobiT movlenebsac saTanadod sWirdeba

Sefaseba: faqti, rogorc sinamdvilis elementi; faqti, rogorc

mxatvruli movlenis elementi; faqti, rogorc teqstis elemen-

ti. sinamdvilis elementSi SeiZleba vigulisxmoT obieqturad

arsebuli realoba, igi qveteqstis safuZvelia da swored masSi

ibadeba individualuri xelwera.

am periodis qarTuli filmebi samoqalaqo omis fonze gan-

viTarebuli movlenebis epicentrSi moqceul im axalgazrdas

mieZRvna, romlis poziciac, araferSi Careuliyo, mTeli Taobis

erTi nawilis protestiviT ismoda. yvelaferi Seicvala da,

upirveles yovlisa, pirovnebis TviTgamoxatvis formac. es gan-

sakuTrebiT kargad aisaxa kinoreJisorebis: dito cincaZis, ale-

ko cabaZis, Temur babluanis, levan zaqareiSvilis filmebSi, im

gansxvavebiT, rom, personaJebis cxovrebis wesis sxvadasxvaobis

miuxedavad, yoveli maTgani ganwiruli da mudmivad arsebobis-

Tvis brZolas miCveuli adamiania.


krizisis daZlevis gzebis ganxilva XX saukunis 90-ian wlebSi

naklebi intensivobiT SeiniSneboda, radgan procesi bunebrivad

ukavSirdeboda socialur, politikur da zogad realobas.

dito cincaZe, aleko cabaZe, Temur babluani, goderZi Co-

xeli, tato kotetiSvili, merab kokoCaSvili, giorgi Sengelaia

_ sxvadasxva Taobisa da sxvadasxva xelweris mqone kinemato-

grafistebi _ miuxedavad sayovelTao krizisisa, mainc qmnidnen

am periodSi da axerxebdnen individualobiT gamorCeuli Temis

interpretacias. vizualuri xelovnebis marTva mimdinareobda

pasiurad, stiqiurad, arsebuli SemoqmedebiTi da konkretuli

ekonomikuri poziciis gareSe, amitom vizualuri xelovnebisad-

mi interesis adgili daikava sxva gasarTobma da ara _ Seme-

cnebiTma sferoebma. ramdenime nawilad moviyvanT faqtobriv

monacemebs imisa, rogor gamoiyureboda wminda ekonomikuri si-

namdvile kinostrategiasTan dakavSirebiT da ra reorganizacia

ganicada am procesma:

yvelasaTvis cnobilia, ra roli iTamaSa qarTulma kinom

erovnuli kulturis ganviTarebis istoriaSi. ragind saocradac

unda JRerdes, sabWoTa sistemis SigniT, ideologiuri wnexis da

cenzuris pirobebSi, kinematografistTa sxvadasxva Taobis Za-

lisxmeviT Seiqmna msoflioSi aRiarebuli qarTuli kinofenome-

ni (niSandoblivia, rom msoflio kinomcodneobasa da kritikaSi

is moixsenieboda, rogorc erovnuli _ qarTuli, da ara _ sabWo-

Ta kino). dRes is, rogorc xelovnebis sxva dargebi, degrada-

cias ganicdis. arsebobs `saqarTvelos kanoni erovnuli kinema-

tografiis saxelmwifo mxardaWeris Sesaxeb“ (frangul sistemaze

dayrdnobiT, romelic msoflioSi erT-erTi yvelaze warmate-

bulia, Tumca Sesaswavlia da gamosayenebeli im patara qveyne-

bis kanonmdeblobac, romelTac boloxans warmatebas miaRwies

_ fineTi, norvegia, dania, belgia). kanoni SeimuSava saqarTve-

los parlamentma qarTveli kinematografistebis monawileobiT.

vfiqrobT, kanonSi gaTvlili saxelmwifos da kerZo seqtoris

ufleba-valdebulebebi erovnuli kinos ganviTarebisaTvis am

etapze misaRebia. magram is realurad ar xorcieldeba, radgan

xelisufleba ar aniWebs kinos saTanado mniSvnelobas. kinocent-

ris meSveobiT kinowarmoebisaTvis gamoyofili yovelwliuri

Tanxa umciresia, rac Sesabamisad aisaxeba gadaRebuli filme-


bis raodenobasa da xarisxze. 2004-dan 2011 wlamde kinofilme-

bis warmoebaze saxelmwifo biujetidan daixarja, daaxloebiT,

11 000 000 lari. 8 wlis ganmavlobaSi gadaRebulia (kinocentris

wilobrivi dafinansebiT 75%-mde) 28 dokumenturi, 19 mxatvruli

da 11 animaciuri filmi, sul _ 58 filmi. SedarebisTvis: mxolod

1990 wels gadaiRes: mxatvruli filmi _ 17; dokumenturi _ 12

+ 100 qronikaluri siuJeti; animaciuri filmi _ 8; satelevizio

filmi _ 31; sul _ 68 erTeuli! 2005 wels gaauqmes satelevizio

filmebis studia `qarTuli telefilmi“, romlis repertuaris

udidesi nawilic saganmanaTleblo da erovnul Tematikas eZR-

vneboda. aris saSiSroeba erovnuli kinosaganZuris gaqrobisa

(Tanamedrove filmsacavis ararseboba); aravin icavs saavtoro

uflebebs (sakanonmdeblo naklovanebebi; mekobreoba, romlis

sawinaaRmdegodac kanoni ar sruldeba); ar moqmedebs sagadasaxa-

do SeRavaTebis sistema (kulturis da finansTa saministroebSi

Setanilia SemuSavebuli rekomendaciebi) da erovnuli savaWro

qseli. aRsaniSnavia kinoTeatrebis simcire, damafiqrebelia

repertuaris problema. dRes sul sami kinoTeatria TbilisSi,

qveyanaSi ar muSaobs kinoTeatrebis sistematuri qseli.73

imisaTvis, raTa ekonomikuri strategia SemuSavdes vizualur

xelovnebasTan dakavSirebiT, aucilebelia, gacnobierdes eko-

nomikis daniSnuleba. ekonomikuri da dafinansebis sxvadasxva

wyaros moZiebis gamocdilebis mxriv, kulturis sferos Semad-

geneli vizualuri xelovnebis dargebi koncefciis gareSe marT-

vad qaosSi aRmoCndebian. aseTi ekonomikis dros aqcenti daismis

mxolod calkeul proeqtebsa da grantebze da ara _ erTiani

ekonomikuri dafinansebis sistemis agebaze.

kinoekonomika, videoartis, mediaxelovnebis ekonomika ver

ganviTardeba mxolod calkeuli proeqtebiTa da grantebiT. es

procesi unda daeyrdnos erTian, Camoyalibebul sistemas.

efeqturi ekonomika sanaxaobis gansaviTareblad yalibdeba

im kulturul sivrceSi, sadac miznis misaRwevad SesaZlebelia

tradiciisa da faseulobebis garkveuli kategoriuli cvlile-

bebic. rac ufro naklebia sanaxaobrivi stereotipebis momTxo-

vneloba, miT ufro izrdeba ekonomikis Sedegad miRweuli nova-

73 qarTuli kulturis dRevandeli mdgomareoba da misi ganviTarebis koncefcia http://www.culturepolicy.ge/getfile/4ab061bf-c9df-4601-bb69-b0f9a30e305e/.aspx


ciebis raodenoba am xelovnebis sferoebSi. Tumca saqme aramxo-

lod es protestantuli poziciaa!

tradiciuli monacemis mixedviT, fasi momTxovnelobis da

winadadebebis sapirwone unda iyos, miT umetes, xelovnebis iseT

dargebSi, sadac vizualizacia wamyvani faqtoria.

unda iTqvas, rom sazogadoebrivi azri ekonomikis mizanmi-

marTuli ganviTarebis Sesaxeb vizualur xelovnebasTan mimar-

TebiT gadamwyveti ar aris.

bunebrivia isic, rom Tanamedrove ekonomikis damokidebule-

ba vizualur xelovnebasTan TviTdinebaze ufroa orientirebu-

li, vidre _ erT sistemaze.

SeiZleba Tu ara davaskvnaT, rom egreT wodebuli, aqtualu-

ri xelovnebis vizualizacia mTlianadaa damokidebuli mis

TviTRirebulebaze? garkveulwilad, pasuxi am kiTxvaze dadebi-

Tia. Tu meoce saukunis xelovnebaSi vizualizaciis Rirebuleba

samayureblo TvalisaTvis uryev faqtad qceul ostatobasa da

unikaluri Sesrulebis maneras gulisxmobda, uaxlesi xelovne-

bis vizualur dargebSi, gansakuTrebiT ki _ kinoSi, bevrad ufro

met ekonomikur Zalisxmevas moiTxovs efeqtis elementebisa da

TxrobiTi moulodnelobis tradiciis danergva.

yovelive zemoTqmulis Semdeg, Cndeba mosazreba, rom, so-

ciopolitikuri gardatexebis miuxedavad, msoflio vizualuri

xelovneba flobda mZlavr Zalas, romelic sanaxaobaze orien-

tirebul ganwyobas qmnida. aqedan gamomdinare, swrafva bazris

dapyrobisaken Zalze sagrZnobi da ukve mkveTrad tendenciuri

gaxda. magaliTad, kinematografistebma icodnen, rom es ar iqne-

boda advili. miT ufro, kargad icodnen, rom sociopolitikuri

gavlenebis kategoriuli miuRebloba ar SeiZleboda. kinos eqs-

pertebi kargad sazRvravdnen mogebis kategoriebsac. arc Tema-

tikis monitoringi da, zogadad, kinoprocesSi realuri miznebis

gamokveTa iyo advili. am procesis srul apoTeozamde ki, kinos

garda, sxva vizualur xelovnebaTa dargebSic moiZies Sualedu-

ri saxelovnebo etapi _ istoriuli literatura, msoflio kla-

sika, siuJetebi, romlebic fantastikis da sxva sanaxaobriv Jan-

rebzea agebuli da sxv. istorizmi da literaturuli memkvid-

reoba msoflio klasikuri nawarmoebebis ganzogadebas niSnavda.

ase ganixileba es movlena analitikur kvlevebSic. uaxlesi teq-


nologiebis gamoyenebiT ocdameerTe saukunis damdegidan maqsi-

malurad ganviTarda kinowarmoeba da telexelovneba. Zalze zo-

gadi mentaluri mosazrebidan da istoriuli realiebidan gamom-

dinare, kinematografis novatorulma da saxviTma alternativam,

kinematografiuli azrovnebis siaxlem sapirispiro azri daamk-

vidra. ekonomikurma interesebma sanaxaobisaken swrafvaSi ori

cnobiereba ganaviTara: antimxatvruli ideologiuri procesebi

(magaliTad, heroikuli amerikuli kino da a. S.) da, fsiqologiu-

ri zegavlenis moZiebis TvalsazrisiT, arsebuli ganviTareba-

di tendenciebi. drodadro Cndeboda iseTi filmebi, romlebic

ukavSirdeboda literaturas, dramaturgias da ferweras. eqs-

presionistulma sanaxaobam swored alternativis gamo daudo

saTave kategoriul stilistur kinos. Semdgom aman gamoiwvia Se-

moqmedebiTi Ziebebis mZlavri talRa _ maT Soris, filmis deko-

raciul formaSi, ganaTebaSi, Suq-Crdilis sistemaSi, kadris kom-

poziciaSi, samsaxiobo TamaSSi _ es kinematografis kidev ufro

meti SesaZleblobebis gamovlenas uwyobda xels. perspeqtiva,

gaanalizdes vizualuri saxelovnebo procesebis Taviseburebe-

bi, etapebis ZiriTadi maxasiaTeblebi, yovelTvis aqtualuria.

pirveli etapis istorias qmnidnen 50-iani wlebis kino, Teatri,

mxatvroba, konceptualurad moazrovne klasikosebi, romlebic

moRvaweobas iwyebdnen meore msoflio omis Semdeg. maTi Semoq-

medeba da novaciebi mecnierebaSi detaluradaa damuSavebuli.

meore etapze Sefasda meoce saukunis bolo aTwleulebi, roca,

ZiriTadad, teqnicizmisa da vizualuri xerxebis, saSualebebis

gazrdis tendenciam iCina Tavi. dRes gaanalizebulia mxatvruli

da, aseve, zogadi movlenebi, romlebmac, ZiriTadad, imoqmedes

vizualuri xelovnebis dargebis ekleqtur sanaxaobaze. es gana-

piroba ara mxolod mxatvrulma da teqnikurma saSualebebma, ara-

med politikurma, socialurma da kulturulma mdgomareobam,

mxatvruli kulturis formireba sawyis etapze mimdinareobda

mwvave socialuri winaaRmdegobebis atmosferoSi. am periodis

erT-erTi mTavari ganmasxvavebeli niSani iyo intensiuri ekono-

mikuri interesi. politikuri da ekonomikuri gavlenebi aisaxa

kinosa da televiziis ganviTarebazec. is, Tu ra rols TamaSobs

vizualuri xelovneba Tanamedrove adamianis cxovrebaSi, didi


xania formulirebulia, rogorc erT-erTi yvelaze aqtualuri

sakiTxi sociologiaSic da kvleviT literaturaSic. arsebobs

mosazreba, romlis mixedviTac, is mxolod mayureblis „soci-

alur dakveTas“ asrulebs; rogorc aRvniSneT, mas surs, xelo-

vnebaSi dainaxos cxovrebaSi ganuxorcielebeli ocnebebi lamaz

cxovrebaze, ausrulebeli saWiroeba amaRlebuli romantikuli

siyvarulisa, unayofo ltolva saSiSi da saintereso Tavgada-

savlebisadmi. es, albaT, samarTliania auditoriis romeliRac

nawilis mimarT, magram mas universalurad ver miviCnevT. so-

ciologiurma kvlevebma gviCvena, rom kinoTeatrebSi daswrebis

mzard rols dRes ganapirobebs oTxi faqtori: komunikaciis

saWiroeba, socialuri urTierToba, ekranis saSualebiT sakuTa-

ri problemebis gamoxatvis interesi, diskusia da TviTganviTa-

reba. sxva sityvebiT rom vTqvaT, mayurebels surs, ara mxolod

datkbes lamazi cxovrebis cqeriT da idumali kosmiuri samy-

aroTi, ramac droTa ganmavlobaSi dakarga Tavisi dominanturi

mniSvneloba da SemoqmedebiT periferiaSi gadainacvla, aramed

gamoiyenos kinoSi Tavisi socialuri gamocdileba. kinos maga-

liTze SemuSavda ramdenime punqti, romelTa mixedviTac, reJi-

sors SeeZlo saxelmwifo daxmarebis miReba:

1. filmis dafinanseba proeqtis doneze;2. premiebi scenarebisTvis;

3. fuli, romelic gamoiyofoda axalgazrda kinemato-

grafistebis film-debiutebze da a.S.

TiTqmis yvela saxelmwifo Tanxmdeboda, mxari daeWira mxo-

lod ideologiurad neitraluri filmebisTvis. ara mxolod

reJisoris SemoqmedebiTi produqtiulobaa saintereso ekonomi-

kuri aRmavlobisaTvis, aramed misi filmebis Tematikisa da Jan-

robrivi struqturis mravalferovneba. axal, mcirebiujetian

kinoprocesSi CaerTo bevri patara qveyana. es gamocdileba, Ta-

vis mxriv, Zalian daexmara vizualuri xelovnebis ganviTarebis

process Cvens qveyanaSic. kinoreJisorebi bevrad ufro xSirad,

vidre xelovnebis sxva dargebis warmomadgenlebi, mimarTaven

qalTa da, zogadad, Zaladobis problemebs. sazogadoebis, epo-

qisa da individis urTierTkavSiris umZimesi da am sami rgolis


specifikuri konfliqtiT daRdasmuli Tematuri tendenciebi

socialuri kompleqsis, imave socialuri mimarTulebiT azro-

vnebis, fonze ganviTarda. satelevizio xelovneba, magaliTad,

dasavleT evropis kinosagan gansxvavebiT, mTlianad flobda sa-

kuTari sazogadoebrivi „me~-s ganxilvis winapirobas. ramdenime

Taobam am procesis warmarTva iTava, magram ara winaswar ga-

miznulad, aramed _ rTulad, bunebrivad, jer omis ideologiis

uaryofiT, Semdeg ki _ axali Taobis mier pirovnebis problemiT

dainteresebiT. socialuri niSnis da funqciis Ziebis Tema mayu-

rebels isev ainteresebs, rac, wminda germanuli SemoqmedebiTi

tradiciebis gaTvaliswinebiT, zogad asketizmsac gulisxmobs,

da amiT stilis erTianobas inarCunebs. racionalizmi am proce-

sis JReradobis maniSnebeli gaxda, rac, kritikuli Sefasebebis

paralelurad, postdepresiuli epoqis motivebis mimarT damo-

kidebulebasac amJRavnebs.

meoce saukunis vizualuri xelovneba e.w. „erTjeradi gamo-

yenebisaa~, rac niSnavs pirveladi efeqtebis gamoyenebas, nakleb-

saintereso siuJetsa da martiv Txrobas, Tumca es procesi piks

aRwevs mxolod uaxles periodSi, ocdameerTe saukunis kinosa

da videoartSi, saidanac inacvlebs mediaxelovnebaSic.

kino amkvidrebs asociaciur TxrobiT sanaxaobas: erTimeo-

ridan gamomdinare arsebul siuJetebs, ararsebuli samyaroebis

gadanacvlebas, ramdenime ganzomilebaSi azrovnebas, niSandob-

livi teqnikuri virtualuri atributikiT... yovelive es mkveT-

rad gaweril ekonomikur stabilur sistemas moiTxovs. Tumca

ki, Tanamedrove vizualuri xelovneba, sabolood, mainc ekono-

mikur mdgradobaze damokidebuli xelovnebaa.

am sakiTxze, saintereso mosazrebas gamoTqvams e. saburovi:

„meCveneba, rom am procesSi wminda fsiqologiuri problema iki-

Txeba, romelic xelovnebis myidvelis pirovnebasTanaa dakavSi-

rebuli. xSirad adamiani, romelic yidulobs ferwerul tilos,

masSi erTgvar „gaugebrobas~ afasebs. irTveba meqanizmi, rome-

lic akompensirebs bavSvur kompleqsebs, an survils, Seisyidos

ara produqti, aramed _ garkveuli faseuloba, idea~.74

74 http://www.guelman.ru/xz/xx46/xx4602.htm Москва, 16 июля 2002, В беседе участвовали Екатерина Лазарева и Виктор Мизиано, Материал подготовила Екатерина Лазарева.


90-iani wlebi, am mxriv, vizualuri xelovnebis sxvadasxva

mimarTulebiT ganviTarebis mosamzadebel periodad SeiZleba

CaiTvalos.

xelovnebis vizualur nawarmoebTa sabazro struqtura, ro-

gorc wesi, ierarqiulad dakavSirebuli doneebis erTianobaa,

romlis fonzec avtoris, reJisoris, mxatvris Semoqmedeba aRiq-

meba svlad qveda safexuridan _ zeviT.

bazris „pirvelad~ doneze xelovanebi saprodiusero da sa-

biujeto Sesabamis organizaciebs sTavazoben namuSevrebs, fil-

mebs, videoartis nimuSebs Tu sxva nawarmoebebs. stabiluri

ekonomika am safexurze TiTqmis ar erTveba procesSi da misi

funqcia amoqmeddeba maSin, rodesac „meoradi~ bazris done did

qalaqebad, kulturul centrebad, safestivalo tradiciis qa-

laqebad miCneul adgilebSi ganixilavs warmoebisa Tu Sesyidvis

rTul sakiTxebs.

„meorad~ sabazro doneze damokidebulebi sakmaod cnobili

xelovanebi xdebian, radgan, roca warmoebis sakiTxi mniSvnelo-

vania, aseTi Seswavla da ganxilva gadamwyvet rols asrulebs

xolme Canafiqris realizaciaSi.

arsebobs umaRlesi safexuric _ done, romelsac pirobiTad

„xelovnebis nawarmoebTa saerTaSoriso bazari~ hqvia da misi

sainstitucio safuZveli kinoakademiebis, umsxilesi studiebis,

korporaciebis, teleqselebisa da kino-tele-media Tu samxat-

vro centrebis erTianobiT iqmneba.

ekonomikuri bazris struqtura vizualuri xelovnebis dar-

gebis mimarT icvleba, erTi safexuridan meoreze gadadis da,

rogorc wesi, es yvelaze naTlad kinematografze aisaxeba. misi

pirveladi safexuri nawilobriv konkurentunariania: ideebi axa-

li namuSevrebis Sesaqmnelad moTxovnilze didi raodenobisaa

iseve, rogorc _ proeqtebis raodenoba. amitom aseTi produqti

sakmaod iafi Rirs.

meorad sabazro doneze winadadebebic da momTxovnelobac

bevrad ufro koncentrirebulia. yovel calke aRebul geogra-

fiul wertilSi xelovanebis arc Tu didi nawili moiazreba,

upirveles yovlisa, imis gamo, rom namuSevarTa saSualo done

sakmaod maRalia da, meorec: komerciuli warmateba didadaa

damokidebuli imaze, Tu rogor Seafaseben amgvari komerciiT


dakavebuli profesionalebi proeqts, rogor perspeqtivas uwi-

naswarmetyveleben.

meorad safexurze moqmedi ekonomikuri gamocdileba sak-

maod did sabazro Zalas flobs da xSirad kinos vizualuri

saSualebebis gaSla-gafarToebis procesi ufro metad am meore

donis sabazro politikazea damokidebuli.

ra gansazRvravs ekonomikis moTxovnas vizualuri xelovne-

bis nawarmoebze?

erTiani azri am kiTxvis sapasuxod ar arsebobs iseve, ro-

gorc motivacia SeiZleba iyos sruliad sxvadasxvagvari: soci-

aluri, politikuri, istoriuli, individualuri.

erT-erTi maTgani, gansakuTrebiT mniSvnelovani ekonomi-

kisaTvis, kulturuli faseulobebis sxvadasxva rakursiT war-

moCenis da popularizaciis tendenciaa. kinoSi es aisaxeba Te-

matikaSi, sanaxaobriv istoriul filmebSi, kvleviTi xasiaTis

TxrobaSic ki, sadac sruliad moulodnelad mayureblisTvis

nacnobi Tema sxva rakursiT Cndeba. Zalian didxans, meoce sau-

kunis axali teqnologiebis fonzec ki, kulturul faseulobasa

da mis interpretacias esTetikasTan akavSirebdnen. sakmarisia,

gavixsenoT is faqtic, rom Tavdapirvelad kritikis mier nakle-

bad mowonebuli nawarmoebi mogvianebiT swored sabazro fasis

da kulturul miRwevad qcevis ukidures niSnuls aRwevda. es

ucnauri kavSiri ekonomikuri kvlevebisTvis Zalze sainteresoa

da istoriaSi TiTqmis yovel fexis nabijze gvxvdeba.

vizualuri xelovnebis nawarmoebi igive finansuri aqti-

via, romelsac xarisxis niSnis aRniSvnis bevri saSualeba aqvs.

mkvle vrebi drodadro aRniSnaven, rom zog SemTxvevaSi films

an videoarts axasiaTebs Tvisebebi, romelTa Tanaxmadac, isini

emsgavsebian kapitalis aqtivs: inarCuneben da zrdian sakuTar

Rirebulebas drosTan erTad.

empiriuli gamokvlevebi ekonomikaSi adasturebs, rom inves-

ticiebi pirvelad da meorad bazarze yovelTvis Seudareblad

izrdeba, pirveli safexuridan meoreze inacvlebs.75

vizualuri xelovnebis nawarmoebis koncefcia xandaxan Ta-

visTavad adgens Rirebulebebsa da ZiriTad mimarTulebebs: ma-

75 Pesando J.E. Art as an Investment: The market for modern Prints /American Evonomis Review. 1993. № 83 P. 1075-1089.


galiTad, axali dramaturgia amerikul kinoSi, kventin taran-

tino, emir kusturica. raime saxieri, kardinaluri sanaxaobrivi

cvlileba ekonomikuri ganviTarebis sferoSi siaxled aRiqmeba,

mniSvnelovani emociuri da inteleqtualur-cnobieri gardate-

xis gaazrebas niSnavs, rac, Tavis mxriv, garkveulwilad cvlis

adamianTa cxovrebis wess, RirebulebaTa sistemas, tradiciebsa

da msoflmxedvelobas.

vizualuri xelovneba, rogorc sazogadoebis SemoqmedebiTi,

socialuri, ekonomikuri da kulturuli kapitali, saxelmwifo

ganviTarebis erT-erTi strategiuli resursia da mecnierebisa

da ganaTlebis paralelurad unda ganvixiloT: amas adasturebs

bevri debuleba da kvleva. 2013 wels saqarTvelos kulturisa da

ZeglTa dacvis saministroSi Seiqmna droebiTi komisia, romlis

daskvniT koncefciaSic kulturis politikis Sesaxeb vkiTxulobT:

„xelovani warmoadgens fizikur pirs, romelic inteleq-

tualur-SemoqmedebiTi saqmianobis Sedegad ayalibebs ideebs,

qmnis Rirebulebebsa da kulturas. mxatvruli Semoqmedeba ada-

mianis erT-erTi yvelaze Zlieri da Rirebuli unaria.

kulturaTSorisi dialogi adgilobrivi Tu saerTaSoriso

masStabiT warmoadgens SesaZleblobas xelovanebisaTvis da ase-

ve kulturis sferoSi moRvawe organizaciebisaTvis, daamyaron

komunikacia, gaiziaron gamocdileba da CaerTon mravalmxriv sa-

komunikacio procesSi. gansakuTrebiT mniSvnelovania kultura-

TaSorisi dialogi evrointegraciis strategiuli mimarTulebisa

da mSvidobisa da erovnebaTaSoris ndobis Seqmnis procesisaTvis,

aseve _ kulturaTa urTierTgamdidrebisa da ganviTarebisaTvis.

saqarTvelos kulturuli politikis koncefcia saqarTvelos

kulturuli TviTmyofadobis SenarCunebasa da ganviTarebas ga-

nixilavs zogadsakacobrio RirebulebaTa konteqstiT: `kultura

ganviTarebis, SemoqmedebiTi cxovrebisa da keTildReobisaTvis~.

am Tvalsazrisis miRweva scdeba romelime uwyebis kompetencias.

amdenad, koncefcia warmoadgens im ideals, romlis miRwevac Sesa-

Zlebelia sxvadasxva uwyebaTa erToblivi ZalisxmeviT~.76

76 http://www.culture.ge/01.pdfhttps://gipa.ge/caucasus-school-of-journalism-and. 2013 wlis saqarTvelos kulturisa da ZeglTa dacvis saministros droebiTi komisiis kulturis politikis koncefcia.


kulturis sferos ganviTareba qveynis mdgradi ganviTarebis

aucilebeli pirobaa da vizualuri xelovneba, rogorc investi-

cia da ekonomikuri segmenti, misi ganuyofeli nawilia.

ekonomikuri interesi xSirad ewinaaRmdegeba xelovnebis

nawarmoebis, rogorc vizualuri, ufro farTod ki, gamocdi-

lebisa da siamovnebis, obieqtis gansazRvrebas. kulturis sxva

dargebTan xelovnebis mimarTebis gansazRvris TvalsazrisiT, es

uaxlesi xelovnebis istoriaSi gadamwyveti etapia.

vizualuri xelovneba yvela metaforas, suraTsa Tu for-

malur iluzionizms zusti faqtebis enaze Targmnis. yvelaze

konservatiuli kritikosebisTvis ekonomikur interesTan axlos

mdgomi vizualuri xelovneba esTetikur aspeqts moklebuli xe-

lovnebaa. vizualuri xelovnebis ekonomikuri Rirebuleba xels

uwyobs TviTgamoxatvis sakuTar formebs. am mosazrebas amyarebs

kidev erTi amonaridi xsenebuli dokumentidan:

„Seiqmnas SemoqmedebiTi da kulturuli industriebis ganvi-

TarebisTvis xelSemwyobi garemo `mwarmoeblidan _ momxmareb-

lamde~; ganisazRvros, Seswavlili da danergili iqnes Semoqme-

debiTi produqciisa da servisebis, mxatvruli Rirebulebebis,

bazris tendenciebi da mimarTulebebi; xeli Seewyos qarTuli

SemoqmedebiTi produqciisaTvis saerTaSoriso bazarze adgi-

lis damkvidrebas; moxdes kulturuli industriebis, rogorc

zogadad kulturis sferos nawilis, statistikis evropuli da

sxva saerTaSoriso standartebis (iunesko, evrostati) gaziare-

ba da praqtikaSi danergva; xeli Seewyos sazogadoebrivi cnobi-

erebis amaRlebas SemoqmedebiTi ekonomikis Sesaxeb~.77

rogorc Cans, uaxlesi periodis xelovnebaSi ekonomikisa da

warmoebis mWidro urTierTkavSiri xelovnebis dargebisaTvis

sasicocxlo mniSvnelobas iZens.

is, Tu ramdenad avtonomiuria filmwarmoebis marTva saqar-

TveloSi, epoqalur problemebs ukavSirdeba da es periodi ua-

xloes istoriul warsuls moicavs. am sistemas XX saukunis 90-

ian wlebSi saqarTveloSi ar hqonda gamomuSavebuli profesiuli

normebi da, bunebrivia, ar yalibdeboda sazogadoebis, mayureb-

lis winaSe arsebuli sociologiuri interesebis sferoc.

77 http://www.culture.ge/01.pdfhttps://gipa.ge/caucasus-school-of-journalism-and. 2013 wlis saqarTvelos kulturisa da ZeglTa dacvis saministros droebiTi komisiis kulturis politikis koncefcia.


kinowarmoebaSi profesionalizmis sxvadasxvanairi gamov-lineba arsebobs da yoveli maTgani SeiZleba gaxdes warmatebis momtani, Tu, amasTan, samayureblo interesebis Rrma codnazec iqneba orientirebuli.

XX saukunis 90-iani wlebis miwuruls warmoebis krizisi sa-qarTveloSi gaRrmavda, rasac mohyva erovnuli kinocentris da-fuZnebis idea: es franguli modelis analogia iqneboda da, gark-veulwilad, imas gaimeorebda, rac XX s. 50-ian wlebSi safrangeT-Si moxda: stagnaciis Semdeg mcirebiujetiani filmebis gadaReba daiwyes da, zogadad, erovnuli kinos ganviTarebis gzebi dasaxes. patara qveynis kinowarmoebaSi amgvari saxelmwifoebrivi Careva yovelmxriv gamarTlda, radgan profesiulad maRali donis ki-nematografi bunebrivi saxelmwifoebrivi menejmentis pirobebSi ganviTarda da gamravalferovnda.

saqarTvelos kinematografiis erovnuli centri Seiqmna, rogorc kulturisa da ZeglTa dacvis saministrosTan arse-buli sajaro iuridiuli piri, 2000 wlis dekemberSi miRebuli kanonis _ „erovnuli kinematografiis saxelmwifo mxardaWeris Sesaxeb“ _ Tanaxmad. igi amoqmedda 2001 wlis aprilSi. misi daar-sebidan dRemde, TiTqmis 20 wlis ganmavlobaSi, kinocentrma daafinansa 80-ze meti filmi, rac saqarTveloSi sabWoTa siste-mis ararsebobis Semdeg dawyebuli warmoebiTi krizisis momde-vno etapi da pirveli saxelmwifoebrivi Carevis mcdeloba iyo kinowarmoebaSi.

erovnuli kinocentri muSaobs kinematografis mraval-mxrivi ganviTarebis mimarTulebiT da, bunebrivia, am mxriv, mis muSaobaSi arsebuli xarvezebic ganxilvis sababi xdeba _ es gamocdileba da rezonansi arc safrangeTis erovnuli ki-nocentris sistemas aklda. saqarTveloSi mcirebiujetiani do-kumenturi, mxatvruli srulmetraJiani da moklemetraJiani ki-nos warmoebisTvis dafuZnebuli kinoseqtori Tavis saqmianobas oTxi Sidastruqturuli mimarTulebis meSveobiT ganaxorcie-lebs. esenia:

saxelmwifo subsidirebis mimarTuleba; distribuciisa da kinoeqsportis mimarTuleba; strategiuli dagegmvisa da kvlevis mimarTuleba;

administraciuli mimarTuleba.


kinematografiis erovnuli centris mTavari mizani saqarT-

velos kinematografiis ganviTarebis saxelmwifo daxmarebis uz-

runvelyofa da am saqmianobis xelSewyobaa.

warmoadgens Tu ara es faqtori warmoebis masStaburi sis-

temis magaliTs? TavisTavad, rogorc Canafiqri da misi funqcia

mowmobs, es saxelmwifo marTvis sistemis danergvaa. miT umetes,

rom erovnuli kinocentri gansazRvravs kinopolitikas im qvey-

anaSi, romelSic moqmedebs.

dRes filmwarmoeba ara mxolod zogadi Tematuri interese-

bis, aramed socialur sinamdvilesa da sxva sferoebzec axdens

bunebriv zegavlenas. cifruli teqnologiebis ganviTarebam, sa-

televizio esTetikis da interesebis gavlenam kinoze saqarTve-

loSi es procesi gaarTula.

upirveles yovlisa, es gulisxmobs praqtikuli xelmZRvane-

lobis Teoriul aspeqtebs, mxares, romelic gvainteresebs da,

aqedan gamomdinare, mivmarTavT ara erTeul filmebs, aramed

produqcias zogadad da mis Sinaarsobriv Tu stilur sxvaobebs,

mis kuTvnilebas ama Tu im mayureblis interesebisadmi.

aris Tu ara dRevandeli filmwarmoebis gamocdileba pozi-

tiuri Sedegebis momtani da ras ganapirobebs misi struqtura?

ra aris aucilebeli imisaTvis, raTa saqarTveloSi, mentaluri

da socialuri sinamdvilis gaTvaliswinebiT, warimarTos kinos

sistemuri warmoeba, ganviTardes mayureblisTvis aucilebeli

komunikacia? dRevandel realobaSi arsebuli mimarTuleba _

iyos polidafinansebis da kompleqsuri organizebis nawili _

iZleva realur saSualebas, bolomde gamoiyenon resursebi da

warmoebiTi potenciis nebismieri done; Seiqmnas ara erTi, fil-

misTvis aucilebeli, aramed ramdenime funqciis baza _ maSin

zogadi sistemis arqona, rac esoden SesamCnevia dRes, dakarga-

vs aqtualobas.

nebismier SemTxvevaSi menejmentis mesveurebs saqarTvelo-

Si uWirT distribuciisa da marketingis procesebis gansazRv-

ra, Tu ar CavTvliT im filmebs, romlebic warmatebas moipo-

veben saerTaSoriso asparezze _ zaza uruSaZis „mandarinebi“, romelic „oskaris“ nominanti iyo; giorgi ovaSvilis „simindis

kunZuli“; nana eqvTimiSvilis „grZeli, naTeli dReebi“ da ram-

denime sxva namuSevari; kinoTeatrebi, ZiriTadad, mxolod saer-


To moxmarebisaa, magram iqac uxarisxo produqcias gvTavazoben:

ase grZeldeba sakmaod didi xnis ganmavlobaSi. amitomac Cndeba

usistemo warmoebis tradicia, romelic dRes erT-erT mTavar

damamuxruWebel Zalad gvevlineba. arsebobs mosazreba, romlis

Tanaxmadac, msoflios erT-erTi mZlavri kinomwarmoeblis, ame-

rikuli menejmentis gamocdilebiT, distributorTa segmentis

gareSe kinoproeqtis warmoebis wamowyeba sarisko saqmed iT-

vleba. am risks saerTo saxelebiT gansazRvraven: sazogadoebis,

mayureblis interesebis winaaRmdegobrioba; usistemoba, stiqiu-

roba da moulodnelobebi; proeqtisa Tu filmis erTmniSvnelo-

vani Sefasebis SeuZlebloba, rac, Tavis mxriv, damokidebulia

mayureblis faseulobebsa da socialur-fsiqologiur ganwyoba-

ze, interesebze, stereotipebze; materialuri da fizikuri re-

sursebis ukmarisobis safrTxe proeqtis realizebis procesSi.

am SemTxvevebSi filmwarmoebis regulirebis funqcias unda

kisrulobdes moqmed menejerTa is jgufi, romelic warmarTa-

vs filmwarmoebis process, literaturuli ganacxadidan _ mis

premieramde. swored pirveli etapidanve menejmenti uSualod

ukavSirdeba stiqiurobas, romlis yoveldRiuri dabalanseba au-

cilebeli xdeba.

kinematografma xelovnebis sxvadasxva dargidan bevri ram

Seisisxlxorca, magram marTvis funqciam kinoSi (es saqarTvelo-

Sic asea) samuSao procesisTvis damaxasiaTebeli sruliad axali

Taviseburebani SeiZina.

sabWour periodSi, ra Tqma unda, filmis direqtoris skola

sazrdoobda Stampebisa da kliSeebis im erTobliobiT, romleb-

mac Semdeg bunebrivad gadmoinacvles sabWoTa epoqidan sxva

droSi. marTvis kultura da Tanamedrove kinos moTxovnilebebi

Tanxvedras saWiroebs dResac, raTa erTxel da samudamod Seic-

valos stiqiuri movlenebis tradicia.

XX saukunis 40-50-ian wlebSi sabWoTa qarTul kinoSi, maSin,

rodesac e.w. mcirefilmianobam daRi daasva erovnul warmoe-

bas, kinos warmoebis funqciebi, faqtobrivad, martiv sqemaze

iyo agebuli. istoria yovelTvis mniSvnelovania gamocdilebis

SesaZenad.

ar arsebobda konkretuli daxvewili an sistemuri meTo-

dologia, romelic odnav mainc moawesrigebda heroikis fonze


gamZafrebul materialur SezRudvebs. istoriaSi iyo faqti,

rodesac faSizmTan omma kinematografis ganviTarebis procesi

bunebrivad Seaferxa rogorc warmoebis, ise _ mxatvruli Tval-

sazrisiT. amdenad, es ucnauri ar aris. saxelmwifo ideologiis

interesebidan gamomdinare, finansdeboda mxolod is filmebi,

romlebSic zedapirul, ideologiur TematikasTan gvqonda sa-

qme da maTi warmoebis marTva mxolod erTi warmoebiTi wyaros

gaTvaliswinebiT _ saxelmwifos mwiri subsidiis gankargviT _

xorcieldeboda. ase Seiqmna „giorgi saakaZe~ (2 seria), „jur-

Rais fari~ da ase Semdeg. mixeil Wiaurelis „giorgi saakaZe~

1943 wels gadaiRes da dRemde iTvleba, rom am filmisTvis im

periodSi arsebuli danaxarji unaklo sizustiT moxmarda he-

roikis damkvidrebisaTvis aucilebel atributikas. 50-iani wle-

bis meore naxevarSi dawyebuli procesebi marTviT arsenalSi,

ZiriTadad, kvlav erTi subsidiis gankargvis sistemas iyenebda.

XX saukunis 40-50-ian wlebSi axali Taobis reJisurasTan erTad

gaCnda aucilebloba, gazrdiliyo filmwarmoebis samoqmedo

amplitudis sivrce, mravalferovneba kinos gamomsaxvelobazec

aisaxa da gadasaRebi obieqtebis sxvadasxvaobazec. Tengiz abu-

laZis, rezo CxeiZis, merab kokoCaSvilis adreuli namuSevrebi

swored amaze metyvelebs. es procesi, rogorc viciT, XX sau-

kunis 80-iani wlebis bolomde inerciiT gagrZelda. Semdeg ki

krizisis xana dadga.

kinos warmoebis marTvis funqciebi krizisis drosac da

uaxles periodSic imdenad mniSvnelovania, ramdenadac sruli

sawarmoo procesi Tu ar arsebobs, nebismieri modelis moqmede-

ba sabolood mainc araprofesionalizms miuaxlovdeba. kinema-

tografSi es ar aris mxolod teqnikuri saSualebebis uzrunve-

lyofa, rogorc miaCndaT kinos istoriis dasawyisSi filmmwar-

moeblebs. warmoebis funqcionaluri suraTi nawevrdeba da misi

yoveli rgoli mniSvnelovania: SemoqmedebiTi jgufi: prodiuse-

ri, romelic Tavidanve agebs pasuxs iniciativaze, koordinacias

uwevs, akontrolebs imgvar sakiTxebs, rogorebicaa dafinansebis

sistema, teqnikuri jgufis Seqmna, kontraqtiT uzrunvelyofa,

proeqtis dawyebis, ganviTarebisa da dasrulebis grafiki, da

amisTvis mobiluri formis moZebna.


am sistemaSi, mis marTvaSi yvelas Tavisi funqcia aqvs: filmis

avtori, reJisori uzrunvelyofs filmis SemoqmedebiT segments,

scenaris ganviTarebas, xelmZRvanelobs samsaxiobo nawils da

akontrolebs teqnikuri detalebis srulyofasac. scenaris av-

tori valdebulia, ganaviTaros Txroba, daweros SeTanxmebuli

formatis scenari da moTxovnili formiT warudginos is pro-

diuserebs an prodiusers (gaaCnia, ramdeni prodiuseri muSaobs

filmze). umTavresad, scenaristebi damoukideblad muSaoben.

isini an Tavidanve SesTavazeben xolme prodiuserebs sakuTar

ideebs, an ukve daqiravebuli scenaristis funqcias asruleben

da qmnian scenars, koncefcias, ambavs, literaturul scenars,

ekranizaciisTvis gankuTvnil scenars da a. S.

dRes qarTul kinoSi filmwarmoebis jgufi, ZiriTadad,

mainc individualuri wesiT dgeba da ama Tu im saxis Semoqmede-

biTi proeqtis Taviseburebazea damokidebuli, Tumca misi zoga-

di saxe ase SeiZleba ganisazRvros:

pirvelia aRmasrulebeli prodiuseri (romelic, xandaxan

filmis investoric aris) an misi dafinansebis iniciatori (sa-

gulisxmoa is faqti, rom qarTuli kinos istoriaSi XX saukunis

10-ian 20-ian wlebSi am funqcias xSirad Salva dadiani, germane

gogitiZe, karlo gogoZe asrulebdnen).

uaxles kinematografiul procesSi proeqts xSirad ramdeni-

me aRmasrulebeli prodiuseri hyavs da es mis finansur Tavise-

burebebzea damokidebuli. egreT wodebuli „xazis“ prodiuseri

saqarTveloSi arc Tu Cveuli movlenaa, Tumca bolo periodis

kinoSi filmis iniciatorTa jgufi, upirveles yovlisa, amgvar

praqtikas mimarTavs da swored am prodiuseris movaleobaa,

akontrolos rogorc filmis warmoebis biujeti, ise _ masze

muSaobis yoveldRiuri xarji.

warmoebis menejeri akontrolebs filmis warmoebis fizikur

process, personalis, jgufis biujets, grafiks, teqnologias.

kinoSi umniSvnelovanesi procesia misi e.w. post-production-i, imave

_ filmis warmoebis Semdgomi procesi, razec pasuxs ageben pos-

twarmoebis supervaizerebi.

qarTuli kinos sabazro ekonomikaze gadasvlis Semdeg, ro-

melsac, rogorc viciT, arasistemuri xasiaTi hqonda, proeqtis

menejeris profesiuli saqmianoba, romelsac aseve Semoqmede-


biTi niSnebic aqvs, gansakuTrebiT ki _ mcirebiujetian fil-

mebze iTvaliswinebs mzadyofnas gauTvaliswinebeli Sedegebis-

Tvisac. Tanamedrove kinowarmoebaze (ukve saqarTveloSic!) xSir

SemTxvevaSi did gavlenas axdens warmoebis warmarTvis is tipi,

romelic Sromis danawilebis mkacr sistemas iyenebs. warmoeba-

ze, Tavis mxriv, zemoqmedebda da zemoqmedebs uamravi ram.

magaliTad, nebismieri gamocdileba, gegma Tu novacia moq-

medebs saxelovnebo dargebis tipebsa da saxeebis konkretikaze.

Sesabamisad, am dargebis menejmenti da ganviTarebac mimarTuli

unda iyos Sedegisaken. Tumca arsebobs garemoebebi, romlebic

safuZvlianad aferxebs am process. amas emateba uamravi riskfa-

qtoric, romlebic TavisTavad axlavs kinos, televiziis, ganvi-

Tarebas saqarTveloSi. maT Soris, epoqaluri cvlilebebi, mou-

lodnelobani, araprofesionalizmis safrTxe da ase Semdeg. Ta-

vis mxriv, es procesic damokidebulia mayureblis mentalobaze,

mis faseulobebsa da socialur-fsiqologiur ganwyobaze, inte-

resebsa da miznebze. amas yovelTvis emateba Cveni qcevis ste-

reotipebi da garkveuli survilebi. es procesi saqarTveloSi,

pirvel rigSi, saerTaSoriso gamocdilebis analizs gulisxmobs.

qarTveli sazogadoebis cnobierebaSi Zalze advilad mkvidrde-

ba nebismieri siaxle. Tumca, rodesac amiT Tavs viwonebT, vi-

viwyebT siaxlis arsis gamorkvevis aucileblobas. Zalze didia

saqarTvelodan emigrirebul reJisorTa raodenoba 90-ian da

2000-ian wlebSi. dagrovili problemebi calmxrivad arasdros

viTardeba _ qarTuli kinoc amis magaliTia. am vrcel speqtrSi

ar vgulisxmobT etapebs, rodesac kinoSi esa Tu is Taoba sa-

kuTari saTqmelis adekvatur Sesatyviss poulobda. informaci-

uli Tu intuiciuri gamocdilebis miuxedavad, kinematografi

sazogadoebriv sivrces mimarTavs. TiTqos uCveulod JRers, ma-

gram sanaxaobaze orientirebuli kinematografiuli buneba gan-

sakuTrebiT araerTgvarovnad, da amave dros, sazogadoebasTan

konfliqtis sruli gaazrebiT, igrZnoba im kinematografistTa

filmebSi, romlebic aRar cxovroben saqarTveloSi: gela da Te-

mur babluanebi, aleko cabaZe, dito cincaZe... yoveli maTgani

sxvadasxva kinonawarmoebs qmnis. CvenTvis saintereso TemasTan

dakavSirebiT, aSkarad davinaxavT zusti da swori warmoebis niS-


nebs ama Tu im filmis Seqmnisas. amiT gamoirCeva xsenebul re-

JisorTa bolodroindeli namuSevrebi: „memkvidreoba~ (Temur

da gela babluanebi), „13~ (gela babluanis sareJisoro debiuti),

`dapireba~ (dito cincaZe), „rusuli samkuTxedi~ (aleko cabaZe).

Tu zedapirul analizs movaxdenT, erT-erT mizezad SeiZleba

qarTuli Tanamedrove xelovnebisaTvis damaxasiaTebeli krizisi

dasaxeldes isev da isev 90-ian wlebSi. rogorc xSirad xdeba sa-

debiuto da mcirebiujetian filmebSi, amjeradac mTavar rols

araprofesionali msaxiobi (giorgi babluani) asrulebs.

amrigad, ekonomikisa da investirebis sxvadasxva magaliTze

dayrdnobiT, cxadi xdeba, rom rogorc mcirebiujetiani, ise

masStabur subsidiaze damokidebuli vizualuri xelovnebis

dargebi nebismier SemTxvevaSi saWiroeben sruliad gaazrebul

ekonomikur marTviT garemos, sadac ama Tu im xelovanisaTvis

bunebrivi, mocemulobiT gansazRvruli sistema amoqmeddeba da

nawarmoebis realizeba uzrunveliyofa.

ra gzas gadis da ra mniSvnelobas iZens am procesSi sarekla-

mo saqmianoba, romelic ekonomikisa da dagegmvis erT-erTi ga-

nuyofeli nawilia?

sareklamo saqmianoba, ramdenad ganuyofelic unda iyos eko-

nomikisa da marTvis, aseve _ distribuciis mTavari procesisa-

gan, Tavisi kreatiulobis miuxedavad, ekonomikis sferoSi ga-

damwyvet rols mainc ver Seasrulebs.

arsebobs potenciuri momxmareblis fsiqologiuri motivi-

rebisa da misi waxalisebis praqtika, rac Zalze mniSvnelovania

vizualuri xelovnebis sadReiso ganviTarebis gzaze.

amgvar saqmianobaSi ukugeba yovelTvis rodi izomeba wminda

fuladi RirebulebiT _ es ufro metad momxmareblis interesisa

da raodenobis zrdis sawindaria.

vizualuri xelovnebis TiTqmis yvela dargi _ dRes soci-

aluri qselis mixedviTac _ awarmoebs ekonomikur strategias,

rac Cveulebrivi movlenaa. mayureblis, damTvaliereblis in-

formirebasTan erTad, ekonomikuri meqanizmebi aqtiurad iye-

nebs sazogadoebrivi azris Seswavlis meqanizmebsac.

sazogadoebrivi interesis warmarTva ekonomikis interese-

bis sapasuxod dRevandeli qarTuli xelovnebisaTvis gadamwyvet


mniSvnelobas iZens. am procesmac ganicada ganviTarebis stadie-

bi. pirvelad is orientirebuli iyo mxolod imaze, rogor unda

gayiduliyo arsebuli produqti _ iqneboda es axali filmi, vi-

deoartis nimuSi, Tu sxva ram. Semdeg misi interesis sferoSi

kanonzomierad moeqca momxmarebelTan urTierTobis sakiTxi.

dRes ki aris tendencia, romelic mTel msoflioSi SeiniSneba

_ es momxmarebelTa mier maTTvis saintereso produqtis Seqm-

nasa da gayidvaSi Tanamonawileobaa, rac sxvadasxvagvarad xdeba

_ saerTo azrisa Tu winadadebaTa mTeli speqtris miwodebiT,

kiTxva-pasuxis sajarod ganxilviT da ase Semdeg.

kulturul avangardSi vizualuri xelovnebis dargebis ga-

saanalizeblad da maTi problemebis gadasawyvetad ar kmara eko-

nomikuri sazomebi, romlebic mainc warmoebis efeqturobazea

damokidebuli.

vizualuri xelovnebis dargebis komercializacia bunebrivi

procesia da is moiTxovs mTeli msoflios masStabebiT arsebu-

li gamocdilebis gamoyenebas.

dafinansebis ZiriTadi wyaroebi, romlebic msoflioSi arse-

bobs, mainc sam ZiriTad jgufad iyofa: esaa saxelmwifo _ egreT

wodebuli centraluri biujeti, adgilobrivi, viwro lokaliza-

ciis sferos mqone biujeti da Zalze mniSvnelovani kerZo seq-

tori, romelic xSirad procesis mediatoradac gvevlineba.

amrigad, istoria da realoba cxadyofs, ramdenad mniSvnelo-

vania vizualuri xelovnebis dargebis ekonomikur interesebTan

kavSirisas prioritetebis danaxva, maTTvis erTiani strategiis

SemuSaveba, rodesac saqme qveynis saerTo saxelovnebo process

exeba, da, meore mxriv, ramdenad individualuria ekonomikisa da

saxelovnebo vizualuri dinebebis erTeuli sxvaobebi isev isto-

riisa Tu Tanamedrove samyaros magaliTebze.

mniSvnelovania ekonomikisaTvis isic, Tu ra xvdeba kul-

turul avangardSi, rodesac dgeba sakiTxi ekonomikuri momge-

bianobis Sesaxeb.

am sferos Zalze didi Semosavlis motana SeuZlia perspeqti-

vaSi, Sesabamisad, misi Seswavlisa da ganviTarebis gzebi ormagad

mniSvnelovania dRevandeli qarTuli sinamdvilisTvisac.

249vizualuri xelovnebis tipebi da saxeebi

Tavi I V

vizualuri xelovnebis

tipebi da saxeebi

vizualuri xelovneba moicavs mxatvrobas, fotografias,

skulpturas, kinos, videoarts, mediaxelovnebas da sxva imgvar

dargebs, romelTa sawyisi da pirveladi daniSnuleba vizualu-

ri saxis nawarmoebTa Seqmnaa. miuxedavad am saerTo niSnisa,

vizualuri xelovnebis dargebSic arsebobs gansxvaveba moZravi

gamosaxulebis xelovnebasa da statikur xelovnebaTa dargebs

Soris.

meoce saukunis Sua periodSi msoflios obieqturi realo-

ba Seicvala. Seicvala mxoflmxedvelobac, rac teqnikuri pro-

gresis mkveTri naxtomis Sedegi gaxldaT. gaCnda xelovnebis

axali formebi da tradiciuli xelovnebis dargebi axali ga-

momsaxvelobiT-vizualuri xerxebis ZiebaSi Caebnen. faqtia, rom

kacobriobis istoria da ganviTarebac garkveulwilad aisaxa xe-

lovnebis vizualizaciaSi.

mkvlevrebi amtkiceben, rom dRevandeli samyaro TavisTavad

vizualuri aRqmis samyaroa, radgan dro aCqarda, Tanamedro-

ve teqnologiebma wamyvani adgili daikava da adamiani mudmi-

vad aswrebs axali STabeWdilebebis aRqmas. arsebobs azri, rom

mas urCevnia, dainaxos, vidre didxans ikiTxos. amis saSualebas

iZleva kino, Teatri, dizainis xelovneba, videoarti, mediaar-

ti, arqiteqtura da ase Semdeg. aq aRqmis aseTi Tanmimdevroba

moqmedebs: vxedav _ mesmis _ vgrZnob. zustad aseve ganviTarda

vizualuri xelovnebis iseTi dargebi, rogoricaa, magaliTad,

kinematografi: swored is iZleva saSualebas, jer dainaxo da

Semdeg gaaaqtiura aRqmis sxva segmentebi. aseT dros gamosaxu-

leba universaluri movlenaa, misi saSualebiT SeiZleba ganvi-

Tardes aRqmisa da azrovnebis perspeqtivebi. ai, ras wers mecnie-

ri cira barbaqaZe vizualuris arsis Sesaxeb: „vizuali _ ambavs


gadmoscems sityvebiT, romelic xedvasTan aris dakavSirebuli,

is suraTebad xedavs ambavs da TxrobaSi xSirad mimarTavs zmnas

`vxedav~. misi sayvareli frazebia: `ar minaxavs es~, `SevniSne,

rom gansakuTrebulia~, `es naTels hfens saqmes~; naxatebi,

xatovani aRwera, fotografia ufro mniSvnelovania aRqmis am

tipisTvis, vidre sityvebi; isini uecrad amCneven imas, risi

danaxvac SesaZlebelia: feri, forma, xazi, harmonia da uwes-

rigoba~.78

vizualuri xelovnebis dargebi _ kino, Teatri, saxviTi xe-

lovneba, Semdeg _ axlad dabadebuli satelevizio xelovneba

yovelTvis ganicdida epoqis problemebs, is erisa Tu imperiis

saxes warmoadgens. cxovrebis yvela forma aisaxeba vizualur

xelovnebaSi da udides gavlenas axdens adamianis cnobierebaze.

xelovnebis pirvelad formad sinkretiuli (Serwymulad

arseboba, daunawevrebloba, rac raime movlenis ganviTarebis

sawyis safexurebze gvxvdeba) 79 kompleqsi moqmedebda. vgulisx-

mobT im faqts, rom yvelafris erTianoba xelovnebis pirveladi

Tavisebureba iyo.

xelovnebis dargebi da saxeebi samyaros mxatvruli asaxvis

istoriulad Camoyalibebuli formebia, romlebic gamosaxvi-

saTvis ukve vizualizaciis saSualebebs iyenebda _ fers, bge-

ras, moZraobas, sityvas, da ase Semdeg. yovel am dargs aqvs

Tavisi maxasiaTeblebi _ Janrebi da saxeebi. saxviTi xelovneba

feris saSualebiT asaxavs realobas erT sibrtyeze, misi Janre-

bi _ portreti, naturmorti, peizaJi da sxv. _ vizualizaciis

process emorCileba.

vizualuri xelovnebis iseTi dargebi, rogorebicaa gamomsa-

xvelobiTi xelovneba, ferwera, qandakeba, arqiteqtura, Tviseb-

rivi zemoqmedebis ZaliT gamoirCeva da yoveli maTgani fiqsi-

rebuli warmosaxviTi iluziis Sedegs gvacnobs. swored amitom

vizualuri xelovnebis es tipebi paralelurad aRiqmebian, ro-

gorc saxviTi vizualis nawilic da farTo moxmarebis produ-

78 https://semioticsjournal.wordpress.com/98/ c. barbaqaZe, ena _ universaluri multi-semiotikuri sistema. 79 http://www.nplg.gov.ge/gwdict/index.: mixeil WabaSvili, ucxo sityvaTa leqsikoni, Tb., ganaTleba, 1989, gv. 63-68.


qciac. Tanamedrove vizualuri xelovnebis miTSi TavisTavad

mniSvnelovania rolan bartis80 mosazreba, romelic miiCnevda,

rom miTologias adamiani qmnis imisaTvis, raTa garSemo arsebul

samyaros didi mniSvneloba mianiWos. aqedan SegviZlia gamovita-

noT daskvna, rom viyenebT ra vizualur xelovnebas Cvens yofaSi,

vuyurebT filmebs, speqtaklebs da ase Semdeg, Cven konkretuli

miznisaken mivemarTebiT, vafarToebT komunikaciis sazRvrebs.

bunebrivia, rom vizualuri xelovnebis tipebi amis Semdeg iZenen

fsiqoanalizis niSnebs da, rac dro gadis, miT ufro intensiuria

es procesi. dgeba dro, rodesac saxelovnebo dargebs faseulo-

bebisa da arsebobis wesebis gadaxedva uwevT.

dekoratiuli xelovneba _ igive xalxuri dekoratiuli xe-

lovneba: misi Semadgenelia _ qsovili, WurWeli, Sromis iaraRe-

bi, aveji, samosi, morTuloba da ase Semdeg, rac yofiTi intere-

sebisa da survilebis vizualizacias axdens.

dekoratiuli xelovnebis, rogorc vizualuris gamoyenebiTi

da komerciuli tipi, dRes aTmagad mniSvnelovania erTi mizezis

gamoc:

kacobriobis mravalsaukunovani istoriis ganmavlobaSi arc

erTi eri, bunebrivia, karCaketilad, izolirebulad ar viTar-

deba; miuxedavad imisa, rom ama Tu im etapze arc Tu iSviaTi ga-

xldaT totalitaruli saxelmwifo sistemis arseboba, reJimi,

xalxTa urTierToba, kulturaTa dialogi mainc xorcieldeba.

dekoratiuli xelovnebis vizualuri principi, asaxos Sereuli

kulturebis maxasiaTeblebi, SemoqmedebiTad iTvisebda araerT

kulturul miRwevas rogorc materialuri, ise sulieri kul-

turis sferoSi. Tavis mxriv, amgvari ram yvela eris ganviTare-

bis istoriisTvisaa damaxasiaTebeli; organulad, bunebrivad,

TavisTavad, yovelgvari Zaldatanebis gareSe xdeba urTierT-

gamdidreba.

Teatri, sacirko sanaxaoba da, zogadad, gunduri sanaxaobani

_ saopero, dramatuli da gasarTobi Janrisa _ cocxali sana-

xaobis vizualizaciis procesia.

fotografia afiqsirebs dokumentur mxatvrul saxeebs te-

qnikur-optikuri, qimiuri da cifruli saSualebebiT. misi Jan-

80 http://www.lib.ru/CULTURE/BART/barthes.txt_with-big-pictures.html Ролан Барт. Миф сегодня.


rebi da saxeebi upasuxebs sxva vizualuri xelovnebis dargebis

Janrebsa da tipebs, izrdeba da axorcielebs Janrobriv aRre-

vasac.

fotografiis ganviTarebis istoria qmnis misi, rogorc

vizualuri xelovnebis, gansakuTrebul niSas: lui dageris mier

svel koloidur qaRaldze miRebuli gamosaxulebis da negative-

bis gamravlebis Semdeg evropisa da ruseTis qveynebSi am dargis

sam doneze aTviseba ganxorcielda. fotografiam xeli Seuwyo

axali procesis dawyebas vizualuri xelovnebis dargebSi da mas

dokumentis realisturi safuZveli Seuqmna.

mogvianebiT mowmeni vxdebiT fotografiis, rogorc dargis,

aRiarebisa. es XIX saukunis bolo periodSi arsebuli rTuli

procesia, radgan fotografiis gaigiveba vizualizmTan ormagad

saTuoa: erTi mxriv, igi mxatvruli fotografiis uryevi mizani

unda gaxdes: portretuli Janrebi, quCis, yofis, movlenebis ma-

tiane, da, meore mxriv, is dokumentia.

XX saukunis pirvel periodSi ki fotografireba ukve

vizualuri xelovnebis nawili xdeba, da amaze metyvelebs mrava-

li konkursi, albomi, matiane, jildo mxatvrul fotografiaSi.

dRes fotografia fiqsirebisa da xelovnebis dargis sin-

Tezia, romelsac ekonomikis vrceli ganviTarebis periodSi akis-

ria sociopolitikuri Txrobis misia, mediisa da presis Tanmde-

vi vizualis uzrunvelyofis funqcia; is mxatvruli vizualuri

xelovnebis saxelsac atarebs. amas emateba qoreografia, sate-

levizio xelovneba, baleti, mediaarti da ase Semdeg.

imisaTvis, raTa vaCvenoT vizualuri xelovnebis dargebis

Tav iseburebani da urTierTgansxvavebani, unda ganvixiloT sxva-

dasxva safuZveli maTi klasifikaciisaTvis, rac, daaxloebiT,

ase gamoiyureba: gamoyenebuli saSualebebis mixedviT _ Sedare-

biT martivi xelovnebis saxeebi: mxatvroba, qandakeba, da rTuli

sinTezuri dargebi _ kino, Teatri, qoreografia. cneba „marti-

vi~ aq ar gamoiyeneba, rogorc TavisTavadi sawyisi. igulisxme-

ba mxatvrobisa da qandakebis erTmniSvnelovani aRqmiTi sivrce,

sadac yvelaferi aisaxeba, pirdapiri, vimeorebT, warmosaxviTis

wilis pirdapiri fiqsirebiT obieqtze.

amitom vizualuri dargebis es sfero SedarebiT advilad

aixsneba misi struqturis saSualebiT.


samagierod, rTuldeba misi, rogorc moxmarebis obieqtis,

Rirebulebis dadgena XXI saukuneSi, radgan, misi tradiciulo-

bidan gamomdinare, izrdeba misi saxelovnebo daniSnuleba da

Rirebuleba.

realobisa da xelovnebis urTierTdamokidebulebis mixed-

viT, gamomsaxvelobiTi dargebi, romlebic realobis gamoyene-

biT sinamdviles asaxavs: realisturi saxviTi xelovneba, aseve _

qandakeba, fotografia _ da gamomsaxvelobiTi tipebi, romleb-

Sic Semoqmedis warmosaxva axal realobas qmnis _ kinos sxva Jan-

rebi: Trileri, fantastika da sxv.

sinamdvilis gamoyenebiT sinamdvilis asaxva _ es gansazRvra-

vs xelovnebis dargebis zogad Tvisebriobas.

drosa da sivrcesTan mimarTebiT, xelovnebis dargebi Sem-

degnairad daiyofa: sivrceSi arsebulad: magaliTad, saxviTi xe-

lovneba, arqiteqtura, qandakeba. droSi arsebulad: musika da

literatura; da sivrcesa da droSi erTdroulad arsebulad:

Teatri da kino.

warmoSobis mixedviT, tradiciuli xelovnebis dargebia:

poezia, qoreografia, musika da axali xelovnebis dargebi: fo-

tografia, kino, televizia, video _ tipebi, romlebic rTul

teqnikur momzadebas saWiroebs.

xelovnebis es saxeebi da tipebi gansakuTrebul mxaresa da

zRvars aRniSnavs adamianis arsebobasa da cnobierebaSi. xelov-

nebis vizualizaciam, moazrovne kacobriobis momTxovnelobas-

Tan erTad, samyaros yovlismomcveli suraTi Seqmna. adamianis

kulturul potencialTan erTad, es moTxovnilebebic icvleba.

vizualuri xelovnebis dargebi miT ufro mniSvnelovania, rac

ufro Sordeba adamiani primitiul azrovnebas.

vizualuri xelovnebis nebismieri tipi flobs gamomsaxve-

lobiTi da metyveli saSualebebis mTel arsenals, xerxebs, ax-

lad mignebul teqnologiur novaciebs. ase rom, yoveli maTgani

gansxvavdeba erTmaneTisagan rogorc gamosaxvis obieqtiT, ise _

sxvadasxva xerxis gamoyenebiT.

cneba „vizualuri xelovnebis saxe~ Sobs tipebisa da for-

mebis nairsaxeobas. xelovnebis vizualuri dargebis tipebad

dayofas ganapirobebs maTi damaxasiaTebeli faqtorebi:


sinamdvilis esTetikurobisa da mravalferovnebisadmi

ama Tu im tipis midgoma;

avtoris, Semoqmedis sulieri da esTetikuri moTxov-

nilebebis arseboba;

saxelovnebo enis specifika;

vizualuri azrovnebis Taviseburebebi xelovnebis

nawarmoebis Seqmnisas;

mxatvrul-metaforuli saSualebebis arsenali, rome-

lic kinos, Teatrs, qoreografias, televizias, media-

xelovnebas ganekuTvneba, aseve damokidebulia sivr-

ceze, drosa da masalaze, romliTac muSaobs esa Tu is

xelovani: feri, moZravi gamosaxuleba Tu sxva ram;

vizualuri xelovnebis ori tradiciuli tipi Semdeg-

nairad ganisazRvreba: sivrcobriv-plastikuri da si-

vrcobriv-droiTi;

sivrcobriv-plastikuri xelovnebis tipebs ganekuTv-

neba: ferwera, qandakeba, grafika, arqiteqtura, deko-

ratiul-gamoyenebiTi xelovneba, dizaini, mxatvruli fotografia. sivrcobriv-droiTi vizualuri xelov-nebis tipebia: qoreografia, Teatri, kino, videoarti, pantomima.81

saqarTveloSi vizualuri xelovnebebis ganviTareba sakmaod

rTuli procesia, romelic ukve saukuneebs moicavs. igi xSirad

gamxdara seriozuli mecnieruli kvlevis sagani. rogorc ukve

aRvniSneT, nebismieri konkretuli `Semoqmedeba~ damokidebulia

vizualur gamosaxulebaze. misi specifikidan gamomdinare, Seg-

viZlia ganvsazRvroT, romel Janrs miekuTvneba warmodgenili

mocemuloba. stilizacia, Janrobrivi kategoriidan gamomdina-

re, mayurebels saSualebas aZlevs, SearCios misTvis saintereso.

dialogis forma ganisazRvreba, ZiriTadad, ori mxaris infor-

maciis urTierTgacvlis SesaZleblobebiT. informaciis sizus-

te, gadmocemuli versiiT, SesaZlebelia, formaSecvlili saxiT

81 http://bookman.jofo.ru/212353.html, Лексикон нонклассики. Художественно-эстетическая куль тура XX века. (fb2)


wardges dialogis dros romelime mxaris winaSe, gadmocemuls

damatebuli vizualuri mxare _ metad damajerebeli formaa da

ufro farTo kuTxiT iZleva dialogis saSualebas. danaxulis

gaazreba da informaciis vizualurad danaxva maxsovrobis faza-

Si samudamo adgils imkvidrebs.

adamianis fsiqika miCveulia danaxulis „gadasuraTebas~ cno-

bierebaSi. vizualuri xelovneba swored am principiT muSaobs,

rac danaxulis gaazrebis Sedegs avrcelebs da dialogs amyarebs

mayurebelTan. mayurebelze zemoqmedebis xerxebi vizualuri

xelovnebis sivrceSi gaxSirda, radgan emyareba praqtikas, ro-

melic gansxvavdeba sxva fsiqologiuri zegavlenis meTodebis-

gan. stilistur zegavlenas interaqtiuri _ rogorc negatiu-

ri, ise pozitiuri _ forma aqvs. swored es meTodebi cvlis

mayureblis azrobriv gamoxatulebas sxvadasxva TemasTan daka-

vSirebiT, Sexedulebas ama Tu im movlenaze, damokidebulebas

sazogadoebisadmi... adamianis mier gamoyenebuli manipulaciis

formas sxvadasxva sferoSi Tu piradul individualizmSi bu-

nebrivi, swored mis fsiqologiaSi imTaviTve arsebuli impulsi

amoqmedebs. qvecnobierSi mocemulobis aRqmisTvis gamoyenebu-

li SefuTvis forma specialurad Seqmnili proeqtis mTavari

gasaRebia, romelic miewodeba mayurebels mosawoni produqtis

saxiT. mocemuloba yvela im kriteriumis gaTvaliswinebiT iqm-

neba, romelic telemayureblis damokidebulebas am produqtis

aRqmis mdgomareobiT gansazRvravs. informaciad iqceva is, rac

asazrdoebs ama Tu im sazogadoebas. rogorc aRvniSneT, zega-

vlenis procesSi is Tvlems qvecnobierSi da ukve iqidan axerxebs

zemoqmedebas azrovnebaze, mis saqcielze, gadawyvetilebaze, sa-

zogadoebasTan urTierTobaze. yvelaze xSirad es xdeba qvecno-

bierSi Senaxuli informaciis provocirebis safuZvelze. amaze

moqmedebs yvelaferi: magaliTad, feri da kompozicia, romelic

fotoxelovnebisa da kinokadrisTvis aucilebeli pirobaa. cno-

bilia, rom feri adamianis cnobierebaSi sxvadasxva ganwyobas iw-

vevs. XX saukunis 50-ian wlebSi Sveicarielma mkvlevarma maqslu-

Serma Seadgina ferTa testis originaluri versia. mravali eqs-

perimentis Sedegad, 4500 ferTa tonisgan SeirCa naklebad mkve-

Tri, adamianis fsiqologiaze naklebad mgrZnobelobiTi ferebi.


luSeris kvlevis Sedegad, daaskvnes, rom ferma SesaZlebelia

Secvalos adamianis organizmis zogi funqcia. magaliTad, mo-

wiTalo stafilosfers ZaluZs, Secvalos pulsacia, sunTqviTi

ritmi, sisxlis wneva, aseve _ gamoiwvios xasiaTis afeqturoba.

muqi lurji simSvidis momtania. maqs luSeris azriT, ferTa ena

universaluri movlenaa, romlis principic sxvadasxva sferoSi

naklebad gamoiyeneba. savsebiT SesaZlebelia, ferTa gamam mayu-

reblis ganwyobaze imoqmedos. yovel fers Tavisi daniSnuleba

aqvs da iwvevs adamianis gansxvavebul asociaciebs. ferTa kul-

turis Sesaxeb mravali Teoria arsebobs, romlebic adasturebs

maT gavlenas adamianis cnobierebaze.

saxelmwifos interesia, pirvel rigSi, vizualuri xelovne-

bis dargebi, kino, televizia, videoarti, sareklamo xelovneba

gamoiyeneba swored im SemTxvevebisTvis, rodesac saWiroa sa-

zogadoebaSi sxvadasxva azris damkvidreba. es SeiZleba moxdes

iseTi politikuri situaciis fonze, romelic sazogadoebaSi

arasasurvel reaqcias gamoiwvevs. amis gamo xdeba mayureblis

winaSe mogonili an namdvili faqtis demonstrireba, romelic

gaTvlili principiT sargeblobs da sazogadoebis Zlieri inte-

resis fazaSi xvdeba. mayureblis yuradRebis centralizeba da,

am saSualebiT, is politikuri situacia, romelic informaciis

gavrcelebis arasasurveli fazaa, SedarebiT daculia sazoga-

doebis interesisgan, magram _ mxolod cotaxniT.

teqnologia viTardeba da masTan erTad _ adamiani, Tavisi

SesaZleblobebiT, saukunis winaT warmodgenili sanaxaoba Ta-

namedrove sazogadoebaSi imave emocias aRar iwvevs; amasTan _

mayureblis fsiqoemociuri sistema droTa ganmavlobaSi metad

aRqmis unariani gaxda da emociis kontrolis farTo filtra-

cias ganicdis. magram vizualuri xelovnebis zegavlenis prin-

cipebs sazRvari ara aqvs. xorcieldeba transformacia sazoga-

doebis Tanamedrove Sexedulebebisa samyarosa da teqnologiur

tendenciebze. Tanamedrove adamiani ver Sexvdeba imave inte-

resiT da emociiT pirveli amerikeli kinovarskvlavis gamoCenas

ekranze, rogorc es adre xdeboda, radgan droTa ganmavlobaSi

informaciis masStabebiT gaaqtiurebuli azrovnebis fazebi ma-


xsovrobaSi samudamod gadavida da Seiqmna Tavdacvis imuniteti

misTvis ukve nacnobi Temebisgan. ra Tqma unda, aseTi TavdacviTi

aRqmis forma ar igulisxmeba im SemTxvevaSi, rodesac zona in-

formaciisaTvis jer kidev Tavisufalia.

vizualuri xelovnebis dargebis samyaro mdidari da rTu-

lia. maTSi moiazreba yvelaferi: mxatvruli tiloebi, skulptu-

ra, romelsac SevcqeriT, arqiteqtura, speqtaklebi da filmebi,

romlebsac vecnobiT: TiTqos yoveli maTgani sruliad calke

aRebuli specifikuri dargia, Tumca yvela maTgani ganekuTvneba

vizualur Janrsac.

msoflio vizualuri xelovnebis istoriaSi sakmaod didi ga-

mocdilebaa dagrovili. TavisTavad yvelaferi es gadasaxedi da

kidev erTxel gasaazrebelia, Tumca saxelovnebo procesebis si-

namdvile imis gaTvaliswinebiT yalibdeba, ra TaviseburebiTac

xasiaTdeba esa Tu is epoqa.

ocdameerTe saukune iseve, rogorc _ meoce, gadamwyvet eta-

pebze gardaqmnebis da teqnologiuri siaxleebis mozRvavebiTaa

cnobili saxelovnebo sferoSic. amitom, misi dargebis Tvise-

bebi ara mxolod integraciisa da globalizaciis sayovelTao

niSnulze, mis orientirzea damokidebuli, aramed, upirveles

yovlisa, saxviTi sferos, warmosaxvis realizebis teqnikuri Se-

saZleblobebis mTel speqtrze. es bunebrivi procesia da misi

xelovnurad SeCereba an Secvla, faqtobrivad, SeuZlebelia.

dabolos, satelevizio da kinoxelovnebis erTiani tipob-rivi maxasiaTeblebi:

problema romelic vizualuri xelovnebis zegavlenas da

urTierTobas asaxavs mayurebelTan, romelSic misi pozitivi

da negativi ikveTeba, gvaZlevs uflebas vifiqroT, Tu ramde-

nad aucilebeli fenomenia is adamianis cxovrebaSi. Tvals Tu

gadavavlebT vizualuri xelovnebis sawyis etapebs, davrwmunde-

biT, rom fotoxelovnebas da kinematografias sazogadoebrivi

cnobierebis formirebaSi udidesi wvlili miuZRvis, erTmaneTze

damokidebuli am sferoebis fenomeni damTvalierebels da mayu-

rebels yovelTvis gavlenis qveS aqcevda, sakuTari kulturis

STabeWdilebis xarjze. Tanamedrove mayurebeli teqnikuri gan-


viTarebis progress da internet sivrcis ganusazRvrelad gamo-

yenebis miuxedavad, dRes vizualuri xelovnebis yvela dargisa

da saxis erTgul momxmareblad rCeba. `optikuri iluzia~ da

misi gavlena vizualuri teqnologiebis ganviTarebis kuTxiT,

kino, tele, videoartis arsebobis moTxovnis Tavdapirveli pi-

robaa. Tavisi ganviTarebis gzaze optikuri iluzia vizualu-

ri xelovnebis zegavlenas mayurebelSi Tavidanve afiqsirebda,

rac gaspar roberis `fantasmagoriaSi~ gamoixateboda. es iyo

dasawyisi mayurebelze zegavlenisa uaryofiTi formis SedegiT.

tendenciebma optikuri iluziis istoriaSi, rogorc uaryo-

fiTi, aseve dadebiTi gavlena moaxdina. animaciis fuZemdebel

emil reinos `grinveis muzeumSi~ naCvenebi animaciebis seansebis

dros mayurebelze zegavlenis faqtebi dadebiTi emociis mata-

rebeli iyo, rac misi animaciebidan mowodebuli informaciiT da-

fiqsirda. fotografiis interesis sfero da misi zegavlenidan

gamowveuli moTxovna samyaros axleburad danaxvis saSualebas

iZleva. Sedegi am moTxovnisa mravali teqnikuri ganviTarebis

fonze kinematografiis Seqmnam daaregistrira Tavisi gansxva-

vebuli sicocxliT, rac moZravi fotografiebis efeqts qmni-

da. struqtura da vizualizacia asaxavs satelevizio sivrcidan

mowodebuli informaciis formas, romelsac struqturuli da

vizualuri mxareebis urTierTkavSiri qmnis. es forma aris ukve

struqturulad awyobili da vizualurad SefuTuli mocemulo-

ba, romelic mayureblisTvis mza produqti xdeba. gadmocemis

xarjze mayureblis mxedvelobis areSi moxvedrili kadrebis

cvalebadobis siswrafe (damoukidebeli montaJuri wyobidan ga-

momdinare), maT mier qvecnobierSi mowodebuli produqtis Si-

naarsis da drois Tanxvedri reJimis safuZvelze aRiqmeba.

SesaZlebelia aRvniSnoT, rom telemediisaTvis ramdenime

prioritetuli amocana arsebobs: pirveli da yvelaze mTavari _

sazogadoebis yvela fenis interesis dakmayofileba, mosaxleoba-

Si ama Tu im gadacemaze ndobis aRdgena, kritikuli damokidebu-

leba xelisuflebisa da samTavrobo proeqtebisadmi; socialuri

sferos da im sakiTxebis prioritetuloba, romlebic mosaxleo-

bas yvelaze metad awuxebs, aintersebs. muSaobis procesSi stra-


tegiul xazs warmoadgens pasuxi yvela im SekiTxvaze, romelic

sazogadoebaSi Cndeba _ sainformacio specifikidan gamomdina-

re, aqtualuri da mwvave sakiTxebis gaSuqeba reportaJebis, sis-

tematuri rubrikebis, monitoringis, Jurnalisturi gamoZiebis

saxiT da sxv.

subieqturoba da vizualuri xelovnebis sxvadasxva tipe-

bisaTvis damaxasiaTebeli dinamika, erTi mxriv, warmosaxvis xa-

risxiT gamoixateba, meore mxriv ki _ mis mier nawarmoebis Se-

saqmnelad gamoyenebuli gamomsaxvelobiTi xerxebiT. faqtebi,

procesebi, sxvadasxva konteqsti, motivacia, adamianTa Sexedu-

lebebi, saqmianoba da sxva aqtualuri, saWirboroto siaxleebi,

romlebic avtoris yuradRebas ipyrobs, subieqturobas buneb-

rivad unda gulisxmobdes. obieqturi da subieqturi sinamdvile

avtoris cnobierebaSi erTmaneTs erwymis da warmoiqmneba moma-

vali nawarmoebis modeli. cnobiereba mas warmoidgens rogorc

xatovan mTlian qsovils, an raRac iseTs, rac ama Tu im konte-

qstSi gaiazreba. erT SemTxvevaSi, saWiroa TvalsaCinod warmod-

gena, meore SemTxvevaSi ki, amocana moiTxovs ama Tu im Temis

daniSnulebis gaTvaliswinebas. erTi da igive nivTi sxvadasxva

konteqstSi sxvadasxva funqciisa da sazrisis gamomxatvelia. Se-

sabamisad, mis Sesaxeb Temac sruliad sxvadasxvagvarad SeiZleba

Camoyalibdes. movlena, erTsa da imave dros, erTeulic aris da

sayovelTaoc.

vizualizaciis ostatoba, rogorc cnobilia, interpreta-

ciis xelovnebaa da mxolod piruTvnelobis Sanss gvitovebs. es

gansazRvravs ara ubralod TxrobiT, aramed xedviT-vizualur

sivrces. gamomdinare am uryevi WeSmaritebidan, xdeba vizualiza-

ciis pirobis, specifikis gaTvaliswineba: ideis Tavisufali gan-

viTarebisTvis yvela maxasiaTeblis gamoyenebaa saWiro. bunebri-

via, erTi konkretuli ideidan mTavar saTqmelze gadasvlisas,

yovelive, rac iTqva, mkacr gaazrebas saWiroebs. xSirad is, rac

ama Tu im, konkretul istoriul etapze saintereso da mara-

diul WeSmaritebasTan asocirebul Temad gveCveneba, ubralod,

tendenciur motivad SeiZleba iqces. aseTia, magaliTad, patara

adamianis TviTdamkvidrebisa da sxva siRrmeebSi am Temis gaazre-


bis tendencia, rac realurad epoqasTan daSorebuli, ganyenebu-

li JReradobis niSnebs iZenda. am gziT ibadeba kliSec da Semdeg

misi interpretirebis procesi imdenadve rTuldeba, ramdenadac

gameorebas axasiaTebs. saTqmelis vizualizacia CanafiqrSi, ar-

sebuli samuSaos ganuyofeli nawilia, sadac wamyvani funqcia

realur xedviT qmedebas ekisreba. specifikuri niSania agreTve

sazogadoebis portretis ganzogadebis xerxebi, epoqasTan kav-

SirSi: adamianis sulier samyaroSi arsebuli Zvrebis, Sinagani

gardatexis, pirovnebis formirebis etapobrivi procesis saxie-

ri Cvenebis mcdeloba, upirvelesi moTxovnilebaa yvela tipis

vizualur xelovnebaSi. realobam sxvadasxva dros, sxvadasxva

gamoxatuleba hpova:

1. socialuri sakiTxebis aqtivoba;

2. realizmis Seudareblad maRali momTxovneloba;

3. istoriis sxvadasxva WrilSi gaazrebis mcdeloba;

4. forma, romelic ekleqtikaSi unda gadazrdiliyo;

5. sxvadasxva motivTa aRreva.

xuTive komponenti realobis kvaldakval viTardeba. pirveli

sakiTxis pasuxad, socialuri aspeqtebis mozidvam cxadyo, rom

sinamdvile da realoba vizualuri xelovnebis dargebSi gamZaf-

rebisken midioda. am process mravali saarqivo masala daamow-

mebs, vinaidan filmebisa da reJisorebis mniSvnelovani nawili

sruliad Tavisuflad aRiqvams konkretul ambavs _ realobas,

arsebuls sxvadasxva qveyanaSi. es Ziebebi, ramdenadac istoriu-

li xasiaTis matarebelia, imdenad sainteresoa fsiqologiuri

TvalsazrisiTac.

Tanamedroveobam uamravi axali Tema, mxatvruli mimdina-

reoba Tu mimarTuleba warmoqmna. sazogadoeba faseulobaTa

gadafasebis zRvarze imyofeboda da es procesi gameorda mso-

flio xelovnebis istoriaSi. meore aspeqts _ realizmis maRal

momTxovnelobas _ politikuri da ekonomikuri cvlilebebis

asaxvis tendencia ganapirobebda, rac Tanamedrove procesebis

koordinirebasac axdens. Sefasebis Zireuli motivacia kavSirSia

Tanamedroveobis kinoprocesebTan. Tematuri gardaqmnebi obie-

qturi da subieqturi xedvis, analizis saSualebasac iZleva da


kinos, Teatris, satelevizio xelovnebis epoqaluri tendencie-

bis ganwyobis gadmocemasac axerxebs.

postsabWoTa sinamdvilem yvelgan, maT Soris, saqarTvelosa

da sxva qveynebSic, kardinalurad gadaafasa bevri ram vizualur

xelovnebaSi. es procesi Tavdapirvelad swored realizmisaken

swrafvam warmoSva, Tavisi gradaciebiTa da ganviTarebis sirTu-

leebiT, pirdapirobiT, rac zemoT CamoTvlili oTxi punqtidan,

bolo ors utoldeba: istoriis sxvadasxva WrilSi gaazrebis mc-

delobasa da formas, romelic Temis aRrevaSi unda gadazrdi-

liyo. epoqam Secvala personaJTa aqtualoba da, Sesabamisad _

garemoc. igive SeiZleba iTqvas qarTul da, zogadad, postsabWo-

Ta xelovnebaze.

80-90-ianma wlebma sruliad axali mimarTulebiT warmarTa

arsebuli sinamdvile. ra Tqma unda, ideologiis aTwleulebi ne-

gatiur tendenciebs badeben. saqarTveloc, araTu gamonaklisi,

aramed am movlenis tipuri magaliTi gaxda.

realoba saxelovnebo warmoebasTan arsebul problemebSi

aisaxa, amitom yvelgan gamovlinda epoqisTvis damaxasiaTebeli

problemebi da niSnebi.

faqtia, rom procesma Seqmna erTi tendencia _ realobis da-

qsaqsul WrilSi warmoCenis survili, rac televiziis interes-

Ta gavleniTac aixsneboda da gansakuTrebiT dokumenturi kinos

ganviTarebis process Seexo.

kidev erTi magaliTi: Tu paralelur procesebs gadavxeda-

vT, XX saukunis bolo aTwleulisa da XXI saukunis dasawyisis

msoflio kinodramaturgiaze didi gavlena moaxdina amerikulma

Janrobrivma kinematografma; Tumca, saavtoro kinom ara mxolod

SeiZina erTgvari damoukidebloba, aramed piriqiT, komerciuli

kinos SesaZleblobebis miuxedavad, ganaviTara kidec Tavisufa-

li improvizirebis da transformaciis farTo SesaZleblobebi

Tanamedrove kinosamyaroSi.

e.w. holivudis esTetika damkvidrda, magram iq, sadac kino

warmoebas afarToebs da ara mcirebiujetian kinematografSi.

sanaxaoba da kvlav sanaxaoba _ am moTxovnam dramaturgiis sa-

kiTxSi mxolod qmediTobis, dinamikis, ritmis Seqmnisa da Senar-

Cunebis Zireuli specifika aiTvisa.


nebismier sinTezur TemaSi, romelSic sanaxaobam Tavi daimk-

vidra, ramdenime mTavari motivis gverdiT, Tavi iCina kome-

diurma elementma. komediurma niSnebma XXI saukuneSi ukve Te-

misadmi midgomis koreqtireba SeZles. xazs vusvamT: komediurma

niSnebma da ara komediis Janrma zogadad. ase icvala saxe igavma

da zRaparma.

epoqam Seqmna saazrovno sivrce, sadac ideologiuri val-

debulebebis miuxedavad, arsebobda Tavisufali dinebebi, misw-

rafeba, ganviTarebuliyo xedva. garemo yovelTvis axdenda ga-

vlenas mxatvruli azrovnebis formebze da procesi SeiZleba

gagrZeldes, radgan es Tema mudam awuxebs kacobriobas.

XX saukunem cxadyo, rom iwyeboda axali xana, rodesac

vizualizaciis originaloba, aqtualoba, aseve axali sociumis

moTxovnebis Tanaxmad yalibdeboda. es ar iyo mxolod damnaSa-

veobis, nihilizmis an depresiis fazaSi myofi kacobriobis sapa-

suxo motivebi. saerTod, wlebis ganmavlobaSi dagrovili Temebi

da motivebi calmxrivad arasdros viTardeba. uaxlesi xelovne-

bac amis magaliTia.

samyaro, sadac mxatvruli ganzogadebis kanonebidan gamom-

dinare, avtorebi sakuTar motivebs eZeben, ver egueba romeli-

me faqtis umizno pedalirebas. motivebis saxecvla arc mTlian

procesSi da arc individualur SemTxvevebSi ar xdeba, Tu:

1. mxatvruli interpretacia ver scdeba sqematur da xSi-

rad naZaladev xerxebs;

2. rodesac Znelia gaviazroT, Semdeg ki realurad aRviq v-

aT personaJebis urTierTobaTa fsiqologiuri siRrme;

3. rodesac warmosaxviTi da realuri samyaro mkveTr

sxvadasxvaobas qmnis erT sivrceSi;

4. rodesac adamianuri sisusteebis kritika aseve TviT-

miznuria.

Cven xazgasmiT vuTiTebT im saintereso, metad sagulisxmo

fsiqologiuri metamorfozis Sesaxeb, rac sxvadasxva motivs ax-

lavs Tan. rogorc vxedavT, es procesi marTlac araerTgvarova-

nia da gamovlinebis uamrav xerxs poulobs. faqti faqtad rCeba:

daintereseba adamianis Rirsebis sxvadasxvaobiT imdenad Cveuli


Temaa kinosTvis, rom mxatvruli kinos motivebsa da scenarSi

nebismieri mcire an naklebad mcire Temebis ganvrcobis Sesa-

Zleblobas qmnis.

Tu avtori, dramaturgi flobs Sesabamis msoflmxedve-

lur, warmosaxviT potencias, maSin am mimarTulebiT azrovneba

kompleqsurad uwevs, magram xSirad sapirispiro suraTsac vxe-

davT.

magaliTad, rezonansi, romelsac fskeridan mosuli adamia-

nis Tema iwvevda mayurebelSi da dRemde iwvevs, Cveuli movle-

naa, raoden banaluradac unda mogveCvenos es faqti.

amitom yvelaferi, rac iTqva, amtkicebs saavtoro motivis,

azris mTlianobis aucileblobas: warmosaxviTi sivrce iqneba

es Tu realurad arsebuli, mniSvneloba ara aqvs. orive ganzo-

mileba Txoulobs avtorisagan motivebis cvlas, bunebrivobas

da am moTxovnebSi mxolod qarTveli mayurebeli ar aris erT-

sulovani. da ara mxolod mayurebeli, amas udides yuradRebas

aqcevda da aqcevs kinokritika, romlis warmomadgenlebi, ro-

gorc CvenSi, ise ucxoeTSi, adevneben Tvals zemoaRniSnul ten-

denciebs. gasaazrebel masalazea damokidebuli, cnobiereba mas

swvdeba rogorc xatovan mTels, Tu rogorc raRac iseTs, rac

unda gaviazroT ama Tu im konteqstSi CarTvis meSveobiT, erT

SemTxvevaSi saWiroa TvalsaCino warmodgena, meore SemTxvevaSi

ki gaazrebis amocana moiTxovs obieqtis Sinagani kavSiris age-

bulebis kanonis, misi rolis, funqciis an daniSnulebis gaTva-

liswinebas. e.i. ara imdenad TvalsaCino xatovan wvdomas, ramde-

nadac e.w. kavSiris wess. aqve unda aRiniSnos, rom erTi da igive nivTi sxvadasxva

konteqstSi sxvadasxva funqciisa da sazrisis gamomxatvelia.

amis Sesabamisad, mis Sesaxeb cnebebic sruliad sxvadasxvagva-

rad SeiZleba Camoyalibdes. isic unda iTqvas, rom yoveli calke

aRebuli movlena asaxavs ra Tavisi arsebobis yvela safuZvels,

amasTan erTad gamoxatavs yvela erTgvarovani SemTxvevis ka-

nonzomierebebs. movlena erTsa da imave dros erTeulic aris

da sayovelTaoc. publicisturi ostatoba, rogorc cnobilia,

interpretaciis xelovnebad gvevlineba. TviT publicistikis


cnebis safuZvelSive devs pirvelyovlisa komentari, analizi da

gansja sazogadoebrivad saintereso Tu saWirboroto sakiTxe-

bisa, rac maTi publicisturi, filosofiuri da mxatvruli gaa-

zrebis urTierTkavSirsa da urTierTgavlenas gulisxmobs. amg-

vari integracia ganapirobebs Sesabamis meTodebsac. publicistikaSi Tanaarsebobs Txzvis faqtologiuri, logi-

kuri da saxeobrivi manera. publicistis mimarTeba gare samy-

arosTan yovelTvis sazogadoebriv xasiaTs atarebs. is, rasac

Jurnalisti Semoqmedebis procesSi qmnis, warmoebamde uSualod

damzadebuli aqvs cnobierebaSi, ideis saxiT. am procesSi obieq-

ti subieqtivizebulia da subieqti obieqtivizebuli. subieqtsa

da obieqts Soris gaTiSulobis pirobebSi isini eZeben kavSirs. am

kavSiris miuxedavad, igi ar kargavs subieqtsa da obieqts Soris

zRvars. adamiani yovelTvis subieqtia bunebasTan mimarTebaSi,

buneba ki _ obieqti. es urTierToba maSin vlindeba, roca indi-

vidi iwyebs bunebaSi mimdinare, ama Tu im obieqtur realobaTa

asaxvas, Seswavlas da gadacemas. miseuli gagebiT gadacemuli

informacia ki kvlav obieqturi realobis nawili xdeba.

faqti, rogorc SemecnebiTi moRvaweobis komponenti, uci-

loblad iZens Semmecnebeli piris subieqturobis elfers. pub-

licisturi xelovneba, rogorc interpretaciis xelovneba, mxo-

lod piruTvnelobis Sanss gvitovebs.

televizias auditoriasTan urTierTobis sakuTari, gansxva-

vebuli ena da forma Camouyalibda. televizia iqca informaciis

ZiriTad wyarod msoflios mosaxleobis udidesi nawilisTvis,

risi meSveobiTac mosaxleoba ecnoba msoflioSi ganviTarebul

movlenebs, amasTan, eqmneba realuri warmodgena Tanamedrove

msoflioze.

sanaxaobiTi kinos istoria, mis sinTezurobasTan erTad, sa-

mayureblo azrovnebisTvis mzardi da mudam cvalebadi saxis ma-

tarebelia. amas ganapirobebs rogorc misi teqnicizmTan kavSi-

ri, aseve realobaSi arsebobis standartebi _ sanaxaobrivisken

mkveTrad mimarTuli da saavtoro kinos miznebis sxvadasxvaoba.

es nawilobriv xelovnurad Seqmnili stereotipia, romlis

CamoyalibebaSic mravali kinematografisti monawileobda da


risTvisac aTasobiT metri kinofiri daixarja. sanaxaobis mZla-

vri emociuri resursi ar niSnavs samayureblo azrovnebisTvis

sinamdvilis yalbi analogiis Ziebas. aqedan Cndeba mosazreba

imis Sesaxeb, rom nebismieri mxatvruli moTxovna, romelsac

holivudi sanaxobrivi, komerciuli mogebisaken mkveTrad mi-

marTul kinos uyenebs, naklebad ganixileba formisa da stilis

TvalsazrisiT. holivudis cnobieri arsebobisTvis, es sruliad

nacnobi realobaa.

Tuki, Tavisi sxvadasxvaobis yvela etapze, amerikulma kinom

daamtkica is, rom kinoindustrias SeuZlia ideologiis doneze

gaiazros saxeebi da maTi hiperbolizebuli versiebi, SeiZleba

davaskvnaT, rom es procesi arc Sewyvetila da grZeldeba, mxo-

lod gamovlinebis sxvadasxva formas eZebs.

ras niSnavs faseulobaTa cvlis araerTgvarovani sistema ho-

livudisTvis? kinoazrovnebaSi garegnuli siaxleebis Setana da

danergva aseve Cveulebrivi movlenaa, Tumca es ar niSnavs, rom

holivudis istoriaSi, arafrismTqmel siuJetebsa da kliSeebze

orientireba odesme kategoriul winaaRmdegobas poulobda.

faseulobebi, romelTa Sesaxebac kompleqsuri kvlevis warmar-

Tvac ki SeiZleba, motivacias ganicdida imisaTvis, raTa kvlav

da kvlav gaemeorebina zogadi da nacnobi Temebi. aTwleulebis

ganmavlobaSic, Zaladobrivi agresiis kompleqsuri bunebac my-

arad ikidebda fexs mxatvruli azrovnebis msgavs qsovilSic da

bolomde avlenda sakuTar SesaZleblobebs.

gaucnobierebeli ltolva sxvadasxva TemaSi ZiriTadi fa-

seulobebis sublimaciisaken, Trgunavda patriotuli ideolo-

giis aRqmis unarsac da, amave dros, aZlierebda zogadad aRia-

rebuli standartis arsebobas. amerikul produqciasTan orTa-

brZola, ZiriTadad, kliSesTan, damkvidrebul TemasTan brZolas

niSnavda. da mainc, holivudis tipur xedvaSi, mis arCevanSi, mis

msgavsebebSi, mainc igrZnoboda is socialuri aspeqtebi, rasac

masis fsiqoganwyoba qmnis da Semdeg kinematografiul realobas

sTavazobs. gamomsaxvelobiTi saSualebebi ixveweboda, raTa sana-

xaobis wamyvani da gadamwyveti roli ganaxlebuliyo.

holivudis mxatvrul tendenciaSi, meoce saukunis 30-iani

wlebidan moyolebuli, daixvewa, gamoikveTa epoqalur cvlile-


bebTan urTierTobis sazogadoebrivi fundamentic, rac ar iyo

rTuli qveteqstis matarebeli da gmirebis mier problematikas-

Tan urTierTobaSi gamoixata.

yovelTvis sainteresod miCneul JanrebTan erTad, melodra-

matuli Tu farsis niSnebis matarebeli nawarmoebebi, Tavisi gan-

viTarebis sxvadasxva etaps warmoaCendnen da „mxatvruli stabi-

lizaciis~ periodebs qmnidnen.

am ricxvSia melodramatuli komediebi, ekranizaciebi, rasac

realizmTan saerTo dResac naklebad gaaCnia. metamorfozebi

holivudis ganviTarebis procesSi ZiriTadad ara Janris, ara-

med, mxatvruli koncefciis sistemaSi iwyeboda da qmnida axal

precedents.

arsebobs erTgvari cneba „axali optimizmisa~, romelic ga-

naxlebad Temazea damokidebuli da yovelTvis figurirebda ho-

livudis TematikaSi. formis moTxovnaTa gaTvaliswinebiT, yo-

velive es, ara novatorul Ziebas, aramed ZiriTad komponents:

ritmul montaJs, mis struqturul cvlilebebs iTvaliswinebda.

yovelive amas holivudi yofiT-filosofiuri logikiT, re-

ligiis kultidan, samxedro patriotizmis kultamde mihyavs,

xolo am ori segmentis Sua nawili, yvela sxva cnobier aRiare-

bul sistemebs itevs da rac metad saintereso realobaze mety-

velebs amerikeli mayureblis socialuri cnobierebis, mis mier

aRqmuli realobis TaviseburebaTa Sesaxeb, faseulobaTa siste-

mebis Sesaxeb. msoflio kinoSi arsebuli mxatvruli tendencie-

bis, Ziebebis sakuTar sinamdvileze asaxva holivudis kinemato-

grafs naklebad axasiaTebs, Tumca, arsebobs siuJeturi azrov-

nebis gamartivebis sawinaaRmdego procesic da esec amerikuli

kinos fenomens ukavSirdeba sabolood.

es faqti, masobrivis wamyvani rolisagan gandgomis erT-erT

tendenciur winapirobaze mianiSnebs, rac erT ideaSi gaerTiane-

bis holivudur principsac aqtiurad ewinaaRmdegeba.

am mosazrebis gasamyareblad, arsebobs holivudis Tematika-

Si, e.w. Sromisa da enTuziazmis motivis is fetiSizacia, romelic

erTpirovnulobis masad qcevaSia. am Temis arseboba, misi mara-

diuloba, socialuri kompleqsiT Seqmnili tendenciis Sedegia.


drodadro, holivudis mxatvruli gmiri-saxe yvela im Tvisebas

da pirovnebas aerTianebda, romelic masis cxovrebiseul, yofiT

fasads pasuxobda. am tendencias amerikul kinoSi ormagi dat-

virTva hqonda: ekransa Tu ekrans miRma, Zlieri da Cveulebriv

adamianebSi gaigivebuli gmirebi bolomde iTvisebdnen realobis

fabrikaciis process. sabolood ki, amerikulma kinom, Cveuleb-

rivi da miTi nacnobi kerpis Sesaxeb, kidev ufro Rrma aspeqtTan

daaaxlova: mayurebeli daarwmuna mis relobaSi da Seuqmna moZ-

ravi gamosaxulebis utyuarobidan gamomdinare arsebuli dama-

jereblobis sindromi. amasTanave, iluzia, rom yoveli am saxe-

Tagani sruliad gansxvavebuli da gamijnulia erT ferovnebas.82

ama Tu im epoqaze saubari warmoudgenelia misi socialu-

ri sinamdvilis gaTvaliswinebis gareSe. TavisTavadi pirobaa

qveyanaSi imxanad arsebuli socialuri viTarebis gaanalizebac,

vinaidan kinematografi sinamdvilis Sesabamis, an negatiur, an

pozitiur saxes avlens.

holivuds SemTxveviT ar ewoda amerikuli ocneba. qveynisa,

romelsac mravalsaukunovani istoriiT ar gamoirCeva. dasavleT

evropisa da aziis uZvelesi kulturul-socialuri warsulisagan

gansxvavebiT. kinoze, rogorc mZlavri sanaxaobiTi, socialuri

da kulturul-polisistemuri Zalis Sesaxeb, amerikel kinema-

tografistebs da warmoebis saTaveSi mdgom adamianebs sakmaod

realisturi warmodgena hqondaT da kinematografi aRmoCnda

moqnili iaraRi amerikuli istoriis miTis SeqmnaSi. Tumca, sada-

voa am miTis realobasTan Tundac asociaciuri kavSiri, magram

kinematografSi igi kuTvnil specifikur garemoSi cocxlobs.

martiv gaazrebasTan axlos mdgomi supermenis fenomeni, revo-

luciis gmiri jorj vaSingtoni, keTilSobili yaCaRi jo luisi

da mSvenieri merilin monro, Tu yoveli am movlenis morigi ste-

reotipuli gaazreba, amerikuli kinos zogad sazogadoebriv-po-

litikur imijs qmnida; Tumca, istoriam aCvena am tendenciis

sxvadasxvaobac da misi ganmeorebadobis magaliTebic. sakamaToa

sakiTxi imis Sesaxeb, iyo Tu ara amerikeli samayureblo masis

82 http://www.u-s-history.com/pages/h3871.html History of Hollywood, California.


esTetikuri moTxovnebi masStaburi da mzardi. amerikuli kino,

Tavisi orientaciiT komerciuli, iTvaliswinebda mis mierve Ca-

moyalibebul stereotipebs: pirvelad sanaxaobas, bednieri da-

sasrulis kliSes da uamrav sxva moTxovnas.

dRevandel periodamdec ki, amerikuli sinamdvilis yvela

rTul safexurze, sanaxaobrivi da dinamikuri kino xasiaTdebo-

da moqalaqeobriv-zneobrivi motivis aqtualobiT da, amasTana-

ve, is realizmis moTxovnebis gaTvaliswinebasac isaxavda miz-

nad. aseve, holivudis fenomeni inarCunebda maRali idealebis

erTgulebas sxvadasxva droSi, sivrceSi, gansxvavebul Tematur

WrilSi _ arasodes damdgara eWvqveS am faseulobebis e.w. mara-

diulobis sakiTxi. sworxazovnebam, romelmac mayurebels msga-

vsi Tematikis da msgavsi formis ganmeorebad filmebSi, iluzo-

rul samyaroSi cxovrebis saSualeba misca da, ra Tqma unda, misi

mzaoba pasuxobda im faqts, rom mas fsevdosinamdviles, yofis

idiliur formasa da hiper-romantizirebul sinamdviles sTava-

zobdnen. da iseve, rogorc yovelTvis, sazogadoeba iRebda am

zogad suraTs, SeiZleba arc aigivebda am mocemulobas sakuTar

TavTan, magram iwonebda mis saxier sinamdviles. es ar iyo aqti-

vobis gamomxatveli periodi kinosTvis, magram aseve ar iyo xana,

rodesac amerikul kinos alegoriisa da pirobiTobis formebiT

azrovneba SeeZlo.83

dRevandeli dRis problematika kinoindustriaSi mravalg-

varia, magram saqarTveloSi mas kidev ufro metad gamoxatuli

specifikuri detalebi emateba: warmoebis krizisis gamoZaxili,

rTuli dafinansebis sistema, romelic ar aris mowesrigebuli

da, zogadad, damokidebuleba kinos, rogorc naklebad momge-

biani sabazro segmentis mimarT, mocemul realobaSi. zogadad,

menejmentis kinoindustriaSi damkvidrebis ZiriTadi maxasiaTe-

blebi da, kerZod misi mniSvneloba, rogorc Tanamedrove kinema-

tografis, aseve misi istoriisTvis metad mniSvnelovania. TemaSi

gamoyenebulia im literaturis nawili, romelic saxelovnebo

warmoebis arsis Sesaxeb gviambobs da, aseve, kinos istoriis Sesa-

xeb arsebuli informaciac. garda amisa, viyenebdiT internetwya-

roebsac.

83 http://www.hollywoodfilmoffice.org/history.php History of Holliwood.


vizualuri xelovnebis tipebi da saxeebi obieqtur gansazR-

vrebebsa da ganmartebebs eyrdnoba, maTi tipologia didi xnis

ganmavlobaSi muSavdeboda, rac zemoT moyvanili argumentebis

Sedegad xdeba naTeli.

sabolood, vizualuri xelovnebis tipebi da saxeebi dRes

imgvari sistemiT da drodadro individualuri gansazRvrebebi-

Tac mogvewodeba, romlis mixedviTac SegviZlia vimsjeloT e.w.

sinTezis universalur procesze: erTiandeba aqamde rTulad

warmosadgeni niSnebi da maxasiaTeblebic.


Tavi V

vizualuri xelovnebis Taviseburebebi

kinos istoria mudam cvalebadi xasiaTis matarebelia. amas

ganapirobebs rogorc misi teqnicizmTan kavSiri, aseve realoba-

Si arsebobis standartebi _ sanaxaobrivisken mkveTrad mimarTu-

li xasiaTi da saavtoro miznebis sxvadasxvaoba.

Tuki yvela etapze amerikulma kinom daamtkica is, rom

vizualizaciis process SeuZlia gaiazros mxatvruli saxe da

misi hiperbolizebuli versia, SeiZleba davaskvnaT, rom es

procesi arc Sewyvetila, grZeldeba da mxolod gamovlinebis

sxvadasxva formas eZebs.

kinoazrovnebaSi garegnuli siaxleebis Setana da danerg-

vac Cveulebrivi movlenaa, Tumca es ar niSnavs, rom holivudis

istoriaSi arafrismTqmel siuJetebsa da kliSeebze orientire-

ba odesme kategoriul winaaRmdegobas awydeboda. faseulobebi,

romelTa Sesaxebac kompleqsuri kvlevis warmarTvac SeiZleba,

motivirebuli iyo, raTa kvlav da kvlav gaemeorebina zogadi da

nacnobi Temebi.

droTa ganmavlobaSi izrdeboda adamianis interesi vizualu-

ri gamosaxulebis mimarT, Zlierdeboda survili mayurebelze

yuradRebis miqcevisa da masze gamosaxulebis efeqtiT gamowveu-

li zegavlenis Seswavlisa. Tu roberi saSiSi sanaxaobebiT mani-

pulirebda adamianis cnobierebaze, frangi mxatvari Sarl-emil

reino piriqiT, Tavisi gamogonebiT cdilobda mayurebelSi dade-

biTi emocia gamoewvia. 1878 wels IV msoflio gamofenaze parizSi

man Tavisi meqanizmiT `praqsinoskopi~, romelic optikur saba-

vSvo saTamaSos da gasarTob meqanizms warmoadgenda, `mowonebis

sigeli~ daimsaxura, gamogonebas lamazi komerciuli momavali

uwinaswarmetyveles. 1877 wels reinom `praqsinoskopi~ daapaten-

ta. gasarTobi saTamaSos gamogonebiT reino ar dakmayofilda,

mas undoda moewyo Sou mayureblisTvis sakuTari gamogonebis

demonstrirebiT. „praqsinoskopiT~, romelic erT mayurebelze

iyo gaTvlili, ver SeZlebda warmodgenis gamarTvas. mowyobilo-

271vizualuri xelovnebis Taviseburebebi

ba teqnikurad metad dasaxvewi iyo da 1892 wels reinom parizSi,

grevenis muzeumSi, ukve daxvewili da darbazisTvis warmosadge-

ni meqanizmiT „optikuri Teatri~ gaxsna. mayureblebs saSualeba

hqondaT, reinos aparati daenaxaT da meqanizmis trialisTvisac

mieqciaT yuradReba. radgan, winamorbedi optikuri mowyobilo-

bebisgan gansxvavebiT, am aparats ar sWirdeboda ekranis ukan da

mayureblis mxedvelobis aridan damalva, reino meqanizmis tria-

lis dros ekranze warmodgenil gamosaxulebebs komentarebsac

ukeTebda. seansebi did energias moiTxovda, saWiro iyo mTeli

seansis dros xeliT etrialebina diskze damagrebuli, ganaTebis

win mimarTuli firi. yvela kadrSi Jelatinis firze wvrilmani

detalic xeliT ixateboda. filmi 15 wuTs grZeldeboda. rei-

no iyo pirveli, romelmac proeqcia ekranze firis saSualebiT

gamoigona, gamosaxulebas xma da musikaluri sinqroni SeuTavsa

da mayureblis uzarmazari interesi gamoiwvia. moqmedebis fa-

zebis erTmaneTSi droulad Senacvleba daxatuli personaJe-

bis moZraobas Tanxvedrs da metad damajerebels xdida. rein-

om pirvelma gamoigona da daafiqsira performacia saproeqcio

firze. „optikuri TeatrisTvis~ daxatuli naxatebis saSualebiT

man klasikuri animaciis elementebi SeimuSava, magram kinemato-

grafis gaCenasTan erTad Sewyda mayureblis interesi daxatuli

animaciebis mimarT, isini axali optikuri iluziis qveS moeqcnen.

adamianma mTavari informacia samyarosgan Tvalis meSveobiT,

e. i. danaxulidan, miiRo. samyaros moZraoba SemdgomSi aRibeWda

ekranze da moTavsda kadris CarCoSi, dafiqsirda manamde SeumC-

neveli mravali detali, feri, forma da sxva. ekrani xazs usvams

mocemulobebis xasiaTs, detalebs, fers, formas, silamazes da

kadris CarCos meSveobiT, sxvadasxva xedis simsxvilis gamoyene-

biT asxvavebs garemoSi adre SeumCnevel formebs.

televiziis Seqmnas iseTive didi da Rrma istoria aqvs, ro-

goric fotografiasa da kinematografias. sityva `televizia~

berZnuli `Sori~ (Tele) da laTinuri `xedva~ (Vision) sityvebis-

gan Sedgeba, ese igi televizia niSnavs `Sor xedvas~. rodesac

es fenomeni iqmneboda da mas saxels urCevdnen, sworad gaT-

vales Tavidanve misi globaluri masStaburoba, misi Sors ga-

suli fesvebi da momavalSi mimavali teqnologia. `Sori xedva~


televiziis mTavari konteqstia, romelic mTeli Sinaarsis da

Zalauflebis matarebelia. komerciuli datvirTva televiziam

1920 wlis miwuruls miiRo, televizori sareklamo rgolebis,

sainformacio programis da gasarTobi Souebis gadmomcem kom-

fortul nivTs hgavda, xolo 1950 wlidan is sazogadoebis azris

formirebis obieqtad iqca. Tanamedrove sazogadoebisTvis te-

levizia is naTeli movlenaa, romelic warmoadgens kacobrio-

bisTvis informaciis miRebis erT-erT uZlieres globalur

saSualebas politikuri, kulturuli, samecniero-SemecnebiTi,

saganmanaTleblo da sxva sferoebiT. satelevizio sivrcis ar-

sebobidan daaxloebiT naxevar saukuneze meti gavida. teqni-

kuri ganviTarebis progresirebiT dRevandeli mediis formebi

da xarisxi daujereblad, magram realurad Seicvala. pirveli

Tanamgzavris gaSvebidan gasuli sakmao drois Semdeg dRevan-

deli televizia telemayurebels gamzadebul informacias aw-

vdis msoflios nebismieri kuTxidan, rac badebs axal azrovne-

bas, ayalibebs telemayurebelsa da satelevizio sivrces Soris

urTierTobebis axal formebs. Tanamedrove televizias gaaCnia

unari _ moaxerxos momxmareblis centralizeba socialur-saga-

rantio blokebis, sazogadoebriv-politikuri, sainformacio,

kulturuli, mxatvruli, sportuli, saganmanaTleblo, sabavSvo,

sareklamo blokebis saSualebiT.

Tanamedrove televiziam pirdapiri eTeris saSualebiT moi-

pova SesaZlebloba, kacobriobisTvis zusti droiT miewodebi-

na moqmedi movlena samyaros nebismieri adgilidan, rac gaxda

profesionaluri komforti misi Tanamedrove saxis Camoyalibe-

bisTvis. teqnologiuri inovaciebis fonze momxmareblis gazr-

dili interesi televiziis mimarT metad ikveTeba televizore-

bis dizainisa da gamosaxulebis xarisxis mixedviT. am produq-

tis gayidvebis procentuloba Zalze didia misi zomis, feris,

formis da gaumjobesebuli SesaZleblobebis komfortuli ma-

xasiaTeblebis xarjze. ZiriTadad, momxmarebeli teqnologiu-

ri inovaciebis SedegebiT gemovnebidan da interieris dizainis

tendenciebidan gamomdinare moqmedebs. miRwevebi, romlebic

satelevizio sivrcis ganviTarebis tendenciebSi momwodeblis

mizans da telemayurebelze zegavlenis survils emyareba, momx-


mareblisTvis naklebad sainteresoa. es SeiZleba CaiTvalos

telemayureblis bunebriv Tvisebad, magram satelevizio sivr-

cis rogorc teqnologiurad, aseve informaciis miwodebis axa-

li formebis ganviTarebis procesiT ufro Rrma dainteresebis

SemTxvevaSi, SesaZloa, misi zegavlena naklebad efeqturi yofi-

liyo. XXI saukune SeiZleba teqnologiebis swrafi ganviTarebis

saukuned CaiTvalos produqciis swrafi gayidvebis Sedegad, rac

gamowveulia xelmisawvdomi fasebis regulaciiT da reklamebis

aqtivaciiT. samganzomilebiani gamosaxulebis mimarT damokide-

bulebas mayurebeli TiTqmis ori saukunis praqtikis Sedegad

momzadebuli Sexvda.

aTwleulebis ganmavlobaSi Zaladobrivi agresiis komple-

qsuri bunebac myarad ikidebda fexs mxatvruli azrovnebis qso-

vilSi da bolomde avlenda sakuTar SesaZleblobebs.

sxvadasxva TemaSi ZiriTadi faseulobebisken gaucnobierebe-

li ltolva aZlierebda zogadad aRiarebuli standartis arse-

bobas kinoSi.

amerikul produqciasTan brZola, ZiriTadad, kliSesTan,

damkvidrebul TemasTan brZolas niSnavda. da mainc, holivudis

tipur xedvaSi, mis arCevanSi, mis msgavsebebSic, mainc igrZno-

boda is socialuri aspeqtebi, romlebsac masis fsiqoganwyoba

qmnis da Semdeg kinematografiul realobas sTavazobs. gamomsa-

xvelobiTi saSualebebi ixveweboda, raTa sanaxaobis wamyvani da

gadamwyveti roli ganaxlebuliyo.84

holivudis mxatvrul tendenciaSi, XX saukunis 30-iani wle-

bidan moyolebuli, daixvewa, epoqalur cvlilebebTan urTier-

Tobis sazogadoebrivi fundamentic, rac rTuli qveteqstis ma-

tarebeli ar iyo da gmirebis mier problematikasTan urTierTo-

baSi gamoikveTa.

yovelTvis sainteresod miCneul JanrebTan erTad melodra-

matuli Tu farsis niSnebis matarebeli filmebi TavianTi gan-

viTarebis sxvadasxva etaps warmoaCendnen da „mxatvruli stabi-

lizaciis~ periodebs qmnidnen. optikuri iluzia aris sqema, ro-

melic svams kiTxvas _ SeiZleba Tu ara danaxulis dajereba. es

aris ̀ teqnikuri unari~, romelsac SeuZlia adamianis azrovnebaSi

84 http://www.hollywoodfilmoffice.org/history.php History of Holliwood.


axali aRqmis doneebi warmoSvas da daanaxos mas realoba, rome-

lic SeiZleba arc arsebobdes. sazogadoebis azrovnebaSi mowo-

debuli informacia ayalibebs am sazogadoebis Semdgom damoki-

debulebas, Sexedulebas ama Tu im sakiTxis mimarT, SesaZlebelia

Tu ara telemayureblis qvecnobierSi Senaxuli informacia gax-

des dadebiTi anu uaryofiTi Sedegis matarebeli maTi Semdgomi

cxovrebis etapebze? aqvs Tu ara gonebas miRebuli produqtis

_ informaciis filtraciis da gadamuSavebis unari individis

sasargeblod, ramdenad daculia qvecnobieri sinamdvilisgan da

fabrikaciisgan? danaxuli informacia, romelic mxolod gamosa-

xulebis matarebelia da ar gaaCnia xmovani datvirTva, zegavle-

nas axdens qvecnobierze individis cnobierebaSi ukve arsebuli

informaciis safuZvelze. gamosaxulebaze damatebuli xmovaneba

metad afarToebs dakvirvebis da interesis formebs cnobiere-

baSi. Tu xmovani informacia mimarTulia konkretuli miznisken

telemayurebeli jer xmovani informaciis gavlenis qveS xvdeba.

vizualuri gamosaxulebis Sesaxeb uZvelesi droidan aris cno-

bili, magram adamianis interesi faqtis dafiqsirebisa Tavidanve

arsebobda qvecnobierSi, informaciis gadmocemis Sedegi uZve-

lesi droidan dRemde etapobrivi tendenciebis matarebelia. bu-

nebis saidumlo maSin xdeba gasagebi, rodesac mis mimarT amocana

sworad daismeba, magram xSir SemTxvevaSi igi urTulesi amosaxs-

nelia, xolo Tu ar arsebobs amocana, ese igi misi amoxsnis meqa-

nizmic ar arsebobs, e.i. ar aris SekiTxva _ ar aris pasuxi. mra-

val amocanasa da SekiTxvaze pasuxi napovnia, magram, Tu ratom

vxedavT samyaros aseTs da ratom xdeba misi aRqma sxvadasxvanai-

rad, es SekiTxva adamians uZvelesi droidan awuxebs.

arsebobs erTgvari cneba „axali optimizmisa~, romelic ga-

naxlebad Temazea damokidebuli da is yovelTvis figurirebda

holivudis Tematur qsovilSi. formis moTxovnaTa gaTvaliswi-

nebiT yovelive es ara novatorul Ziebas, aramed ZiriTad kom-

ponents: ritmul montaJs, mis struqturul cvlilebebs iTva-

liswinebda.

msoflio kinoSi arsebuli mxatvruli tendenciebis, Ziebebis

sakuTar sinamdvileze asaxva holivudis kinematografs nakle-

bad axasiaTebs, Tumca arsebobs siuJeturi azrovnebis gamarti-


vebis sawinaaRmdego procesic da esec amerikuli kinos fenomens

ukavSirdeba sabolood.85

ama Tu im epoqaze saubari warmoudgenelia misi socialu-

ri sinamdvilis gaTvaliswinebis gareSe. TavisTavadi pirobaa

qveyanaSi imxanad arsebuli socialuri viTarebis gaanalize-

bac, vinaidan kinematografi sinamdvilis Sesabamis, negatiur

an pozitiur saxes avlens. es fundamentia, romelic naklebad

maRalmxatvruli formiT miawvdida mayurebels pirdapiri az-

rovnebis kinematografiul formebs. am epoqisTvis bevri ramea

damaxasiaTebeli da socialur-politikuri garemo, foni, kvlav

im saazrovno arealSia moqceuli, romelSic kinematografiuli

siaxle. mxatvruli mignebebi bevr kiTxvas badeben: gaigebs da

aRiqvams Tu ara mayurebeli SeTavazebul realobas pozitiu-

rad? amerikul sinamdvileSi TviTgamorkvevis sakiTxic dgas,

romelic TavisTavad itevs kinoSi arsebul azrovnebis sistemas.

mogvianebiT, xelovnebisTvis mniSvnelovan meore aTwleul-

Si, XX saukunis 40-ian wlebSi, holivudis reJisorebma, msgavsad

italieli neorealistebisa, daiwyes yofiTi motivebis ganvrco-

ba: uiliam uaileris filmi `Cveni cxovrebis saukeTeso wlebi~

(1946), elia kazanis `bumerangi~ (1947), Jilia desanis `gaSiSvle-

buli qalaqi~ (1948).

40-iani wlebis bolos da 60-ianebis dasawyisSi (meore mso-

flio omis Semdeg) amerikuli kino xasiaTdeba sazogadoebrivi

Tematikisa da kriminaluri Janris filmebis gansxvavebuli va-

riaciebiT. aseTma filmebma daamkvidres axali kinoforma _ ̀ Savi

kino~. Janrs safuZveli Cauyara jon hiustonis filmma `maltiu-

ri mimino~ (1941).

ratomaa mniSvnelovani am namuSevrebis vizualuri nawili?

imitom, rom dRevandel periodamdec ki, amerikuli sinamdvi-

lis yvela rTul safexurze, sanaxaobrivi da dinamikuri kino

xasiaTdeboda moqalaqeobriv-zneobrivi motivis aqtualobiT

da, amasTanave, realizmis moTxovnaTa gaTvaliswinebasac isaxa-

vda miznad. holivudi inarCunebda maRali idealebis erTgule-

bas sxvadasxva droSi, sivrceSi, gansxvavebul Tematur WrilSi _

arasodes damdgara eWvqveS am faseulobebis e.w. maradiulobis

85 http://www.kot-davinchi.ru/mify-i-realnost-amerikanskogo-kino, мифы и реальность амери-канс кого кино.


sakiTxi. amitom kino ara humanistis, aramed moralistis pozi-

ciasac imkvidrebda. perspeqtivebi Tematur speqtrSi da samayu-

reblo survilebi arasodes yofila am periodSi kardinalurad

sapirispiro; magram sworxazovnebam msgavsi Tematikis da msgavsi

formis ganmeorebad filmebSi mayureblis did nawils iluzo-

rul samyaroSi cxovrebis saSualeba misca. ra Tqma unda, misi

mzaoba pasuxobda im faqts, rom adamianebs fsevdosinamdviles,

yofis idiliur formasa da hiper-romantizebul sinamdviles

sTavazobdnen. da, iseve rogorc yovelTvis, sazogadoeba iReb-

da am mocemulobas, SeiZleba arc aigivebda sakuTar TavTan,

magram iwonebda mis saxier sinamdviles. es ar iyo aqtivobis

gamomxatveli periodi kinosTvis, magram aseve ar iyo xana, ro-

desac amerikul kinos SeeZlo alegoriisa da pirobiTobis for-

mebiT eazrovna.

mayurebeli aRar dadioda miuziklebis sanaxavad da amas Ta-

visi mizezebi hqonda. saerTod, kinoSi amgvar faqtebs, rogorc

wesi, mzard cnobier gardaqmnebTan aqvT kavSiri. mayurebeli yo-

velTvis eZebda sxvagvari kinematografiuli azrovnebis perspe-

qtivas. SezRuduli saazrovno speqtris gafarToebis tendencia

ki ambis cvalebadobiT gamoixateboda xelovnebaSi da, konkre-

tulad, kinoSi. Cveul movlenad unda qceuliyo ganzogadebuli

mxatvruli saxeebis Cveneba miwier, nacnob garemoSi. Cndeboda im

gmiris aqtualoba, romelic Tavad unda yofiliyo idealisti.

Tumca istoria da problemebis SeuiaraRebeli hiper-realistu-

ri TvaliT danaxva ar iyo am epoqisTvis damaxasiaTebeli ameri-

kul kinoSi.

1933 wels amerikis xelisuflebam, erovnuli industriuli

ganaxlebis aqtis Tanaxmad, kinowarmoebas, rogorc mrewvelo-

bis erT-erT wamyvan dargs, gauwia daxmareba. studiebisTvis sa-

banko da kerZo kapitalis mxardaWeram ganapiroba safuZvliani

cvlilebebi, marTvis gaumjobeseba, axali studiebis daarseba

da mowyoba. holivudi daazarala 1942 wlis gadawyvetilebam

_ warmoebisa da distribuciis gancalkevebis Sesaxeb. Sedegad

studiebma dakarges ufleba kinoTeatrebis mflobelobaze. 50-

ian wlebSi „Zveli holivudi“ televiziebis swrafma ganviTarebam

ukidures mdgomareobaSi Caayena. 1940-1950 wlebSi daiwyo moqme-


deba antiamerikulma komisiam, romelic miznad isaxavda yvela im

pirovnebis devnas, romlebic Tundac simpaTiiT iyvnen ganwyobi-

li sabWoTa qveynis mimarT. es movlenebi Seexo kinomoRvaweebsac

_ e. w. „holivudis aTeuls“ da seriozuli ziani miayena kinema-

tografs. „makartizmi da antikomunizmi gamoiyenes rogorc seni

da daiwyes mis winaaRmdeg brZola, amerikelebis yuradRebis ga-

dasatanad~... _ werda amerikuli kulturis erT-erTi cnobili

moRvawe norman meileri.86

maSin, rodesac holivudi varskvlavuri cxovrebis epicent-

ria, „amerikuli aTeulis“ procesi burusiT mocul Sav laqad

rCeboda kinos istoriaSi. am procesma umeteswilad amerikuli

sazogadoebis individTan urTierTobis tipologiuri CarCoc

gansazRvra. individis martooba, misi fsiqologiuri damokide-

buleba sazogadoebriv stereotipebze, amave dros, sajaroobi-

Tac iyo gamowveuli. am periodSi pirovnebis da sazogadoebis

urTierTobis kinematografiul sxvadasxvaobaSi warmoCenis sa-

pirispirod individis sakuTar sawyisTan dapirispirebis motivi

Cndeba. cnobilia, rom Seqmnili antirealiebis mimarT mayureb-

lis didi masis dapirispireba iwyeba maSin, rodesac sazogadoe-

bis cnobiereba kinematografisadmi momTxovni xdeba. 40-iani

wlebis amerikuli kino evropuli kinoazrovnebis sapirispirod

warmarTavda gmiris Ziebas. am adgils sazogadoebis cnobiereba-

Si nel-nela ikavebda ukve arsebuli amerikeli gmiri, romelic

naklebad asaxavda realur xasiaTs.

unda aRiniSnos, rom es faqtori imaze mniSvnelovania kinos

istoriisTvis, vidre erTi SexedviT Cans. mTeli am aTwleulis

manZilze xdeboda Janrebisa da Temebis umniSvnelo transfor-

macia, magram, rogorc Cans, sazogadoebasTan urTierTobis Tema

mainc aqtualuri iyo. Txrobis formebis sinTezic bunebriv mo-

vlenad iqca.

kinoTeatrebis qselis mflobelebi dainteresdnen telekom-

paniebis daarsebiT. maikel volfsoni flobda samxreT flori-

daSi kinoTeatrebis qsels da pirvel telekompanias maiamiSi. is

Tvlida, rom televizia ar warmoadgenda safrTxes da sxvebsac

86 http://www.lib.ua-ru.net/diss/cont/386120.html, Шлямович, Лидия Абрамовна. Творческая эв олю ция Нормана Мейлера.


mouwodebda, kinodarbazebi satelevizio studiebad gadaekeTe-

binaT. televiziiT dainteresebul kompaniebs Soris iyvnen: `em-

jiemi~ , `vornersi~, `dizni~ da `me-20 saukune foqsi~, xolo pir-

velma `paramauntma~ (1938 wels) 500 aTasi dolaris investireba

ganaxorciela telekompaniaSi.

teqnologiis ganviTarebis magaliTebi pirdapir kavSirs qm-

nida kinematografiuli xerxebis metaforad gardasaxvasTan.

stereo xmiT gaZlierebul farToformatian films iRebdnen

sami kinokameriT da uCvenebdnen sami proeqtoriT.

ar unda daviviwyoT, rom XX saukunis amerikuli kinos

etapobrivi winsvla sakmaod rTuli kliSeebis daZlevasTanaa

dakavSirebuli. Tematika da Sinaarsobrivi motivebi Zireulad

ar Secvlila saTqmelis zedapirze gamotanis gziT, raTa rea-

listur kinoelementebs axali SemoqmedebiTi procesi SeeqmnaT.

garda imisa, rom saTqmeli da koncefcia naTeli unda yofiliyo,

sruliad martivi formac unda mietana mayureblamde.

sayovelTaod cnobili, mogvianebiT ukve amerikuli kinos

Taviseburebad qceuli, moraluri aqcentebi am epoqis zogad

kanonzomierebas ukavSirdeba, magram amis gaTvaliswinebiTac ki

simarTle da samarTlianoba ukve sxvadasxvagvarad ikveTeboda

SinaarsSi. reJisura cdilobda, am ori cnebis urTierTkavSiri

ganeviTarebina.

am periodSi momuSave reJisorebi konfliqtsa da siuJets

xSir SemTxvevaSi mwvave motivebiT amdidrebdnen. saerTod, nebis-

mieri martivi gadawyveta sakmaod gaumarTlebel, SesaZleblo-

bis zRvarze arsebuli konfliqtebis primitiul nusxas iZleo-

da. dRevandel realobaSic rTuli warmosadgenia, Tu ramdenad

sxvadasxva iyo realisturi sawyisebi am periodSi.

teqnologiisa da sanaxaobriv saSualebaTa ganviTareba iZleo-

da resurss imisaTvis, raTa ar dakonkretebuliyo epoqaluri de-

talebi sxvadasxva siuJetSi, momxdariyo xasiaTTa ganzogadeba,

saxeebis socialuri warmomavlobis miniSnebebis gverdis avliT

da patriotuli an sxva motivebic ar yofiliyo SesamCnevi. Tema-

turi da formiseuli cvlilebebi am mxrivac figurirebda.

teleindustriam Seqmna mayureblis sxvadasxva socialur fe-

naSi ukve kargad nacnobi gadacemebi, televarskvlavebi, tele-


reJisorebi, scenaristebi. 1957 wels televiziaSi ukve saxelmo-

xveWilma reJisorebma, msaxiobebma da scenaristebma gadainac-

vles kinematografSi: sidni lumeti, mart inriti, artur peni,

robert muligeni, jon frank enhaimeri, delbert mani, fred koe;

msaxiobebi: pol niumani, robert redfordi, greis keli, sidni

piatie, da scenaristebi: rod serlingi, fadi Caiefski, Ted mo-

seli, rejinald rouzi, horton futi. yvela maTganma indivi-

dualizmis niSani Seitana holivudis kinos istoriaSi.

yovelive es bunebriv kiTxvebs badebs amerikuli kinosaTvis

damaxasiaTebeli plastikis gamo. is, rac savsebiT realistur,

an piriqiT, hiper-pirobiT, formad aRiqmeboda sxva qveynebis ki-

nematografSi an uSualod, mkveTrad ganyenebul nawarmoebTan

mimarTebiT, amerikuli kinos stilis cvlas iwvevda holivudis-

Tvis damaxasiaTebeli gardaqmnebiT. unda dazustdes bevri ram.

aseTi gardaqmna ar gulisxmobs xolme drois, epoqis, an saxviTi

detalebis kardinalur cvlilebebs. miT umetes, rom holivudis

kinematografi, misive mono-TxrobiTi xasiaTidan gamomdinare,

gansxvavebul warmosaxviT diapazonsac moicavs.

am epoqas kidev erTi faqti axasiaTebs: 60-iani wlebidan iwye-

ba teqnologiuri revolucia, romelsac gamoarCeven rogorc

axal epoqas amerikul kinoSi, rac tradiciulidan axal etapze

gadasvlas gulisxmobda. mniSvnelovani iyo, rom holivuds mini-

maluri danakargebiT mieRo es cvlileba. aq imdenad axali teq-

nologiis gaTavisebaze ar aris saubari, ramdenadac am xerxebis

profesiul sistemaSi moqcevaze.

am sistemebis aTvisebis procesSic ki sakamaTo iyo mosazreba

imis Sesaxeb, Tu ramdenad kinematografiuli, ramdenad ekranu-

li plastikis matarebeli iyo teqnologiuri sivrce, romelic

mayureblamde sxvadasxva xerxis monacvleobiT midioda da xato-

vans, ferads, masStaburs xdida asaxul garemos. magram 60-ianma

wlebma daamkvidra dinamikuri montaJis, misi ritmis tendencia,

rogor rTul struqturazec ar unda yofiliyo saubari. dra-

matuli da xSirad arcTu srulyofili Tvisebebis mqone xasia-

TebiT dainteresebam ganazogada da fsiqologiuri JReradoba

SesZina amerikul kinos.


holivuds am procesebis paralelurad mudmivad hqonda

mayureblis mozidvis mizanic. amitom kinoTeatrebSi mayureblis

ricxvis gasazrdelad kinodarbazebi msxvil savaWro centrebSi

gadaitana. xerxma gaamarTla, Tumca _ droebiT. amas emateboda

problemebi ucxour kinobazrebze. kinodistributorebs da ki-

nokompaniebs axali strategia unda SeemuSavebinaT, raTa efeq-

turad gaegrZelebinaT an minimum SeenarCunebinaT qveynis gareT

mTavari moTamaSis pozicia.

mayureblis interesi icvleboda, meordeboda, axals da tra-

diciuls erTdroulad iTxovda _ es didi qveynis kinematogra-

fiuli procesisTvis damaxasiaTebeli niSania da am faqtis gaT-

valiswinebiT holivudSi daiwyes istoriuli filmebis gadaReba,

rac did TanxebTan iyo dakavSirebuli.

XX saukunis 60-iani wlebis amerikuli kinos ukve naxsene-

bi magaliTebi sulac ar gamoxatavs im zogadsakacobrio, hu-

manistur idealebs, romlebic manamde arsebuli holivuduri

produqciis aucileblobas Seadgens. istoriul Tu Tanamedro-

ve garemoSi moxvedrili gmiric icvleba: adamiani pasuxs agebs

ara mxolod imaze, rac undoda, aramed imazec, risi gakeTebac

mouxda sakuTari namoqmedaris Sedegad, Tumca, SeiZleba ara-

viTari gza ar hqonda, ganeWvrita es Sedegebi da, miT umetes,

Tavidan aecilebina isini. niSnavs Tu ara es imas, rom kinemato-

grafi umaRles zneobriv, moralur da eTikur moTxovnebs aRar

uyenebs personaJebs? ra Tqma unda, es TavisTavad amis maniSne-

belia. gaCnda sivrce, romelsac sazogadoeba ar an ver umklav-

deba, protesti, romelic Cveulebrivi adamianis cnobierSi iba-

deba da aqcentirebuli qcevis normebi, romelTa mixedviTac

adamianisTvis bevri rame aRar aris ucxo: magaliTad, sakuTari

usasoobis gamoxatva, an istoriuli gmiris maqsimalurad mra-

valferovani mxridan danaxva. pirovnuloba Tu pirovnulobis

Strixebi, jer kidev vesternis Janris SedevrSi, „SvideulSi~,

iCens mkveTrad Tavs da Semdeg am sanaxaobrivi Janris sxva ma-

galiTebSic gadainacvlebs. es amerikuli kinogmiris daxasiaTe-

bis erT-erTi pirobaa. viwro diapazoni unda gafarToebuliyo

adamianTan, mis cnobier portretTan damokidebulebaSi da es

sxvadasxvagvarad xdeboda: holivudis mizani iyo, yvela axal-


gazrdis cnobierebisTvis moergo Tanamedrove kinobazari. meo-

re msoflio omis Semdeg amerikulma biznesma gaiara konsoli-

daciis periodi, kompaniebis umetesoba gaerTianda da Sedegad

Seiqmna korporatiuli kontroli da nebismieri gadawyvetile-

bis miReba xdeboda centralizebulad, megobari kompaniebis Se-

Tanxmebis sauZvelze.

epoqa rTul, winaaRmdegobriv bunebas amJRavnebda, SeiniS-

neboda gardaqmnebis da RirebulebaTa cvlis xana, magram fa-

seulobebi socialur safexurebs ar cnobda. amerikuli kinos

magaliTze, 60-ian wlebSi da 70-iani wlebis gamorCeul namuSev-

rebSic pirovnuli drama yovelTvis xdeboda sazogadoebrivic.

igive memkvidreoba gaiziara Tanamedrove amerikulma kinom. es

yvelafers moicavs: rogorc grZnobebis cvlas, aseve intere-

sebs, damokidebulebaTa mTel speqtrs da aseve saxelmwifoebri-

vi cnobierebis did nawils, imis miuxedavad, pirdapir aisaxeba es

Tu ara filmis siuJetSi. aman Tavis mxriv warmoSva molodinis

kompleqsi _ grZnoba, romlis gamoc erT mdgomareobaSi myofi

Stampis, kliSes arsebobas miCveuli mayurebeli instinqturad

pozitiurad iRebda siaxles. da mainc, miuxedavad amisa, Tavisi

midrekilebebidan dinamikisken, mxatvruli saxeebis gaazrebidan

gamomdinare, amerikuli kinos nawils garkveuli deficiti mainc

gaaCnda realisturi dramis xerxebis gamoyenebis sakiTxSi. amas

dResac ori mizezi aqvs: realizmis forma, misi gaazreba drama-

tulad, Tavisi umZafresi gamovlinebebiT, komerciuli kinos in-

teresebs ar Tanxvdeboda. xolo meore mizezi bunebrivad yalib-

deba didi qveynis samayureblo interesebis gaTvaliswinebiT.

zemoT CamoTvlil filmebs, ZiriTadad, saetapos uwodebs isto-

ria. bunebrivia, rom saetapo namuSevris pirveladi daniSnuleba

yovelTvis mis gansxvavebul xedvaSia, imaSi, rom kinematografma

sazogadoebis cnobiereba gamoafxizlos, gaaxsenos samyaros nam-

dvili saxe sxvadasxva realiasTan mimarTebiT.

arsebiTad, „uaxlesi holivudis“ strategias ganasxvavebs

msubuqi distribucia. amis sxva Semadgenelia „promouSenze“ uzarmazari saxsrebis xarjva (reklama). es danaxarjebi wlidan

wlamde izrdeba. qveyanaSi arsebulma socialurma da politikur-

ma Zvrebma gavlena moaxdina mTel Taobaze. es periodi SesaZloa


movixsenioT, rogorc udidesi depresiis epoqa. martin luTer

kingis mkvlelobasa da riCard niqsonis gadadgomas Soris ame-

rika ganicdida koleqtiuri sulis intensiur Ziebas, romelic

dakavSirebuli iyo Taobebs Soris mZafr konfliqtTan rasobriv

da genderul sakiTxebze. vietnamis omis sawinaaRmdego protest-

ma, moZraobam samoqalaqo uflebebisaTvis da feminizmis talRam

warmoSves sxvadasxvagvari politikuri kulturebi. axali holi-

vudis paradoqsi is iyo, rom man eris mimarT ndobis dakargvis

demonstrireba moaxdina _ es filmebi afiqsirebdnen moralur

ukmayofilebas, rac ar anelebda maT interess stilisturi da

formaluri eqsperimentebis mimarT. pirvel rigSi wamoiwia umiz-

no, depresiulma, TviTganadgurebisken midrekilma xasiaTebma,

warmodgenili Temebi ki Tamami da aratradiciuli iyo.

kinos ZiriTadi Tematikisa da misi mxatvruli xerxebis er-

Tobliobaze morgebuli qrestomaTia, gamocdileba, axali xelo-

vnebis tipur magaliTs warmoadgens. yovelive es kinematogra-

fiul processac saTanado mimarTulebiT ganaviTarebda. sinamd-

vilis saxecvlileba aseve am tendenciis naTeli gamoxatulebaa,

magram Zireuli gansxvavebebiT da ara mxolod saxelwodebebis

cvlilebebiT.

Tanamedrove xelovnebis ZiriTadi mimarTulebebi da meTo-

debi kinetikur da avangardul dargebSia.

vizualuri xelovnebis arsi da formebi adamianis mier sa-

myaros esTetikur aRqmaSia, rac qmnis mis adgils kulturul

sistemaSi.

vizualuri xelovneba sazogadoebrivi cnobierebis erT-er-

Ti formaa, kulturis Semadgeneli nawilia, mis mier Secnobili

samyaros specifikuri niSania. yoveli am dargTagani: kino, Teat-

ri, mxatvroba _ specifikur-mxatvruli formaa aRqmisa.

adamianis SemoqmedebiTi cxovreba viTardeba uamrav formaSi,

romelTac xelovnebis dargebsa da Janrebs uwodeben. am formebis

mravalferovneba da sxvadasxvaoba qaoturic ki SeiZleba iyos,

Tumca realobaSi isini gvaris, tipis, saxeobisa da Janrobrivi

formebis kanonzomierad organizebul sistemad gvevlinebian.

pirvel rigSi, gvsurs davsvaT kiTxva: aris Tu ara dRevan-

deli vizualuri xelovnebis tipebi gamorCeuli imgvari maxasia-


TeblebiT, rogorsac Tanamedrove kultura ganapirobebs. da

meore, aranakleb mniSvnelovani kiTxva: ra aris saWiro imisaT-

vis, rom mentalur da socialur mocemulobaze dayrdnobiT wa-

rimarTos saqarTveloSi vizualuri xelovnebis sistemuri mene-

jmenti, ganviTardes misTvis da sazogadoebisTvis aucilebeli

komunikaciuri qseli, Seiqmnas interesTa dabalansebis konkre-

tuli praqtika?

Tu am ori kiTxvis sapasuxod dRevandel dRes arsebuli ten-

denciebi resursTa nebismieri donis gamoyenebisa da ara erTi,

aramed ramdenime saxis bazis organizebis saSualebas mogvcems,

maSin usistemobis problema, romelic, principSi, dRevandeli

saxelovnebo realobis maxasiaTebelia, gaqreba.

am sakiTxebisadmi interesi, am sferos gamorCeuli mniSvnelo-

ba uamravma faqtorma ganapiroba. faqtia, rom dasavleT-evropis

wamyvani demokratiuli saxelmwifoebi, saerTaSoriso organiza-

ciebi qveynis demokratiuli ganviTarebis TvalsaCino dones xSi-

rad kulturis Semadgeneli saxelovnebo procesebis xarisxiT

gansazRvraven. CvenTvis es Tema aqtualuri da TavisTavadia _

is gansazRvravs Cvens dRevandelobasac da cvlilebebis Sede-

gebsac, romlebic pirdapir aisaxeba kulturis dRvandelobaze.

postsabWoTa sivrcem am sakiTxis aqtualoba ormagad gazarda,

vinaidan bunebrivad moxda imis gaaqtiureba, rac Semdgom cv-

lilebebs ukavSirdeboda: gaixsna sazRvrebi, Seicvala geogra-

fiuli da politikuri realoba, sociumma mkveTri vardna ga-

nicada da, Sesabamisad, Seicvala sxva danarCeni yvelaferi, rac

erT dros sabWoTa realobis ganuyofel nawils warmoadgenda.

vizualuri xelovnebis dargebi ki Tavisufali azrovnebis masS-

tabebs miuaxlovda.

nebismieri Tavisebureba, romlebic axasiaTebs vizualuri

xelovnebis sanaxaobriobas, orientirebulia sazogadoebrivi

moTxovnilebebis dakmayofilebaze. Sesabamisad, misi mizanmimar-

Tulebis Sedegi sazogadoebisTvis sabolood xelsayreli unda

iyos, Tumca, realurad arsebobs garemoebebic, am mizanTa nive-

lirebas rom axdenen. nebismieri profesiuli saqmianoba, romel-

sac SemoqmedebiTi xasiaTi gaaCnia, bunebrivia, ramdenadme unda

iTvaliswinebdes negatiur Sedegebs.


amitomac Tanamedrove kinos mesveurebi Tavidanve Seiswav-

lian xelovnebaSi arsebul saintereso Temebs. nawilobriv imi-

tom, rom es aspeqtebi gansazRvravs warmatebas. usistemoba am

procesis erT-erTi damamuxruWebeli Zalaa dRes.

nebismieri erTiani wamowyebis komerciuli warmateba axal

vizualur xelovnebaSi, videoartSi, mediaSi, kinoSi, damokide-

bulia distribuciaze. distributorTa segmentis gareSe proe-

qtis wamowyeba yovelTvis sariskoa. ra Tqma unda, prodiuseri

ukavSirdeba ramdenime distributors da SemoTavazebuli wina-

dadebebis mixedviT arCevs sasurvel kompanias. swored amitom,

rom miaRwios warmatebas da pozitiur Sedegebs, subieqtis dain-

teresebis miuxedavad, iyenebs SesaZlebel da alternatiul ga-

mosavals: warmateba-warumatebloba, pozitiuri da negatiuri

Sedegebi. gadawyvetilebis miRebis es saxe da TviT saqmianobac

SesaZlebelia ganisazRvros, rogorc risk-faqtorebi: sazo-

gadoebriv gamovlinebaTa winaaRmdegobrioba, maTi mravalmx-

rivoba, usistemoba, stiqiuroba da moulodneloba; adamianis

damokidebuleba sinamdvilisadmi, romelic Tavs iCens arasru-

li informaciis saxiT; movlenis erTmniSvnelovani Sefasebis

SeuZlebloba, radgan damokidebulia adamianebis faseulobebsa

da socialur-fsiqologiur ganwyobaze, maT interesebze, miz-

nebze, qcevis stereotipebze; materialuri, fizikuri da fsi-

qologiuri resursebis ukmarisoba gadawyvetilebis miRebis

procesSi. am SemTxvevebSi regulirebis funqcias sakuTar Tavze

unda iRebdes masmediis sistemis SemqmnelTa da moqmed menejer-

Ta is jgufi, romelic warmarTavs ama Tu im konkretuli sate-

levizio struqturis muSaobas realurad. swored am etapidan

menejments uSualo kavSiri aqvs socialur movlenebTan, xolo

isini xasiaTdeba, rogorc ukve aRvniSneT, stiqiurobiT, gaurk-

vevlobiTa da moulodnelobiT. miuxedavad imisa, rom arsebobs msgavsebaTa mTeli speqtri,

vizualuri xelovneba sxvadasxva dasavlur qveyanaSi istoriu-

lad gansxvavebuli formiTa da xasiaTiT Camoyalibda. am maxasia-

Teblebis SedarebiTi analizis safuZvelze avtorebi gamoyofen

sami tipis models, sami tipis idealur sistemas, romlebic arse-

bobs Tanamedrove evropul da Crdilo-amerikul demokratiul


qveynebSi. TaviseburebaTa sistemebi zustad arasdros emTxveva

romelime idealur tips, aramed, rogorc wesi, yvela tipisaTvis

damaxasiaTebel niSnebs metnaklebobiT moicaven. aq laparakia

mxolod imaze, Tu romeli niSnebi sWarbobs ama Tu im qveynis

sistemebSi, da ara idealuri tipisa da realuri sistemis srul

identurobaze. mediis es idealuri tipebi erTmaneTisgan gan-

sxvavdeba im parametrebiT, romlebic avtorebma Tavisebureba-

Ta mTavar maxasiaTeblebad Camoayalibes. sanam maT cal-calke

ganvixilavdeT, isic unda aRvniSnoT, rom, iseve rogorc maTi

maxasiaTeblebi, sakmaod mdgrad da nela cvalebad institutebis

nakrebebs warmoadgenen _ maTi formirebis sawyisebi sakmaod So-

reul warsulSi midis, xolo transformacia did dros moiTxo-

vs. iseve, rogorc sxva socialur bazisur maxasiaTeblebs, maT

mdgradoba axasiaTebs, romelic ar eqvemdebareba swraf da Tun-

dac saSualo siswrafis cvlilebebs. meoce saukuneSi, vizualur

xelovnebaTa Taviseburebebis ganviTareba sxvadasxva etapebze

sruliad gansxvavebuli RirebulebebiTa Tu tendenciebiT

xasiaTdeba, radgan arsebobs SesaZleblobaTa minimumiT gamor-

Ceuli aTwleulebi. kinematografi erT-erTi katalizatoria am

araTanabari sistemisa. upirveles yovlisa, arsebobs sanaxaobis

ganviTarebis tradicia. miuxedavad amisa, arsebobs saSualebebi

da novatori kinematografistebis gamocdileba, romelic, esTe-

tikasTan erTad, sinamdvilesTan urTierTobis winapirobas qmnis.vizualur xelovnebaTa Taviseburebebi: mxatvrobis asketiz-

mi, kinematografis eqspresiuloba, Tematuri siWrele, sanaxaoba,

qmnis epoqis stils, romelic mis azrovnebaSi gamoixateba. droTa

ganmavlobaSi aqtiurdeba da saxieri xdeba procesic. damkvidr-

da faqtis da sadadgmo nawilis gaazrebis, sinTezis erTgvari

tipi, romelic ZiriTadad mainc SemoqmedTa individualizmze

da, aseve, ekonomikaze iyo morgebuli. meoce saukune da misi

dasawyisi Tavidanve gansazRvravs vizualur xelovnebaTa Tvi-

sebebis raobas, rogorc epoqasTan Tanxvedris gansakuTrebul

magaliTs. am sakiTxTan mimarTebiT qveynebis zogadpolitiku-

ri realiebi imdenad mniSvnelovani xdeba TiToeul aTwleul-

Si, rom, faqtobrivad, iwyeba axali damokidebulebebis niSanTa

erToblioba da xSirad swored kinematografis magaliTze. da-


mokidebuleba xelovnebis mimarT yovelTvis urTierTmsgavsi

niSnebis matarebelia. albaT swored amitom, imasTan erTad, Tu

rogor Zlierdeboda sanaxaobis teqnicizmi, epoqa Tavis saxasia-

To Strixebs umeteswilad masobrivi saxelovnebo sferoebis

moculobiT aTvisebaSi povebda. maRalmxatvruli, maRalkoncep-

tualuri mimarTulebis safuZvelze aRmocenebulma tendencieb-

ma maskulturaSi Tavisi gamartivebis gzebi moiZies.

amgvari procesebi sainteresoa fsiqologiuri zegavlenebis

moZiebis TvalsazrisiT. xelovnebas mis warmoebasTan tradici-

uli damokidebuleba axasiaTebda. amgvari mimarTuleba ganmeo-

rebadia, igi inarCunebs xolme am igiveobis niSnebs da, upirve-

les yovlisa, am tendenciis Semdgomi periodis niSan-TvisebaTa

analizis saSualebas gvaZlevs. mizezebi yovelTvis kompleqsu-

ria da, miT umetes, im SemTxvevaSi, rodesac kulturisa da misi

TviTgamovlenis saxezea saubari. drosTan da socio-politiku-

ri suraTis mkveTr cvlilebebTan erTad Tavisuflad moZravi

teqnicizmic damkvidrda, rogorc uaxlesisa da tradiciulis

erTianobis nimuSi. istoriam meoce saukunis pirvel naxevarSi

mayureblis, rogorc adamianebis, socialuri kompleqsebi ara-

Tu miCqmala, aramed kidev ufro ganaviTara da iseve, rogorc

nebismier sxva periodsa Tu epoqaSi, amjeradac dafinansebulma

kinowarmoebam es procesic airekla sakuTar Tavze. amgvarad,

komerciuli kino am memkvidreobis gamo garkveul wesebs unda

damorCileboda. vizualuri xelovneba yovelTvis aRiqvams ne-

bismier cvlilebas da ganaviTarebs mas sasikeTo an sapirispiro

mimarTulebiT. formam da Temam mTlianobaSi upasuxa im rTul

Ziebebs, romlebic ganaviTares reJisorebma. Zalam, romlis miz-

nebSic ar Sedioda gansxvavebuli stilis mizanmimarTuli damk-

vidreba, pirovnebasTan epoqis Tanxvedris umZimesi problema

gamokveTa. es procesi sakmaod aratradiciuli mimarTulebiT

ganviTarebad personaJebSi _ aralavirebadi gmiris mTavar,

centralur figurad qcevis procesSi gamovlinda. es erTgvari

pirobiTi etapia xelovnebis fsiqologizmis ZiebaSi.

komerciuli kinos individualizmi saxviTobas da aqtualo-

bas inarCunebs. motivebi kinoSi inarCunebda mudmiv cvalebado-

bas da gaurboda stereotipebs, Tumca ra gansazRvravda Temas?


rogor gaxda komerciuli kinosadmi swrafva kinos TavisTava-

dobis SenarCunebis winapiroba? advilad SeiZleba am sakiTxis

ganzogadeba, Tu mxatvruli gansazRvrebebi iolad, epoqebis

mier nakarnaxevi problemebiT dasaxeldeba: am procesis axle-

burad gaazrebis mniSvnelobac swored imaSi mdgomareobs, rom

memkvidreobiTi swrafva modelirebuli samyaros Seqmnisa, meoce

saukunis pirveli ocwleulidan iwyeba da mTel am uzarmazar

epoqas, aseve komerciuli ganviTarebis process gasdevs Tema-

tur laitmotivad. komerciul kinos ki es dasWirda, miuxedavad

mZime memkvidreobisa.

vizualuri xelovneba qmnis ganmeorebad dramatul rgols:

sivrce, forma, Tema. imas, rac XX saukunis urTules istoriul

gardaqmnebTan erTad ganviTarda. aris Tu ara es zegavlena ara

mxolod kinosTvis an televiziisaTvis damaxasiaTebeli, ara-

med vizualuri xelovnebis Taviseburebebze zemoqmedebis mxriv

saintereso? ra Tqma unda, Tu mas zogad fsiqokompleqsSi mo-

vaTavsebT, ese igi: Tu aRmoCndeba, rom calkeuli namuSevrebi

da komerciuli mimarTulebebi (rac kvlevis vrceli sagani unda

iyos nebismier epoqaSi), qmnian am niSas TemasTan, formasTan, si-

vrcesTan mimarTebiT, maSin naTelia, rom sinamdvilis gaazreba

kinos mier motanili tendenciaa. is aucileblad zemoqmedebs si-

vrcisa da Temis urTierTkoordinirebis urTules sakiTxze da

mudmivad icvleba Teatris, literaturis, ferweris xerxebis ze-

gavlenasTan erTad. ocdameerTe saukunem Janrobrivad Secvala

kinomayureblis interesebi, samagierod, daaqveiTa misi moTxov-

nileba istorizmis mimarT. axalma Taobam es interesi persona-

Jis Ziebas dauqvemdebara. komerciuli kinos warmoeba upirobo

moTxovnad unda qceuliyo, vinaidan istoriul fonze saWiro

gaxda sanaxaobis dominantis warmoCena. es mosazreba gansazRv-

ravs winapirobas, romelic kinos komercializaciis, sanaxaobis

Seqmnis arcTu iol, magram sxvadasxva formas warmoqmnida. amJa-

mad Tanamedrove xelovneba ganicdis Tavisi istoriis erT-erT

yvelaze mniSvnelovan etaps. es aris faseulobaTa gadafasebis

periodi. saWiroa aseve komerciuli, sanaxaobrivi vizualuri xe-

lovnebis alternatiuli xedva, raTa Camoyalibdes am xelovne-

bis axleburi aRqma.


arsebobs mosazreba imis Sesaxeb, rom sami ZiriTadi perio-

di, romlebsac sanaxaobriv da fsiqologiur xelovnebas vukav-

SirebT, sinamdvileSi Tavisuflad SeiZleba saxelovnebo tra-

diciasac davuqvemdebaroT, Tu erTxel da samudamod davanawi-

lebT formisa da Temis Ziebebs masSi. es tendencia damaxasia-

Tebelia rogorc saavtoro, aseve komerciuli interesebisTvis.

uaxlesi periodi ara mxolod msoflio istoriis konteqstSi,

aramed zogadad xelovnebis ganviTarebis sistemaSi ukve gulisx-

mobs sruliad axali motivaciis, manamde ki _ misi winapirobis

Seqmnas msoflio politikuri realiebisa da socialuri komple-

qsebis gaTvaliswinebiT. axalma dinebam, axalma tendenciam da

zogadma SemoqmedebiTma procesma amitomac Seicvala kardina-

luri mimarTulebiT orientacia. axali dinebis arsebobam kino,

video-arti, televizia, Tavis oqros xanas miuaxlova, vinaidan

naTeli gaxda, Tu ramdenad SesaZlebelia saxviT-Tematuri plas-

tikis harmoniulobis SenarCuneba rogorc saavtoro, aseve ko-

merciul vizualur xelovnebaSic. istorikosebi da mkvlevrebi

am faqts sxvadasxvagvarad ganixilaven, magram Tanxmdebian imaze,

rom tendencia gamoZaxils yovelTvis kinematografsa da sate-

levizio xelovnebaSi poulobs. socialuri problemebi nel-ne-

la zogadi kompleqsis da sazogadoebrivi sistemebis sakiTxis

statuss iZens. am gzaze ganviTarda e.w. komerciuli cenzurac.

savsebiT primitiuli Sinaarsis xelovnebis nawarmoebTa siWar-

bem misi ganviTareba Seaferxa. siuJetSi arsebuli spontanuroba

da impulsuroba mTeli dasavleT-evropis saxelovnebo azrovne-

bisTvisaa damaxasiaTebeli garkveuli periodis manZilze. Tana-

medrove vizualuri xelovnebis Taviseburebebi xSirad amgvari TanmimdevrobiT yalibdeba:

1. ritmuli wyobiT warmodgenil mxatvrul masalaSi gaT-

valiswinebulia bunebrivi TxrobiTi kanonzomierebebi;

2. xelovnebis ganviTarebis waxnagebi mtkiced daukavSir-

da socio-politikur movlenebs;

3. saavtoro subieqtivizmi dadebiTi cneba gaxda da ara-

mocemuli, SemoqmedSi arsebuli realoba iqca sawyis

wertilad.


XX saukune da misi mniSvnelovani etapebi Tavidanve gan-

sazRvravda vizualuri xelovnebis arss, rogorc epoqasTan

Tanxvedris gansakuTrebul magaliTs. 87qveynebis zogadpoliti-

kuri realiebi imdenad mniSvnelovania TiToeul aTwleulTan

mimarTebiT, rom mis saxecvlilebasTan erTad iwyeba axali da-

mokidebulebis niSanTa erToblioba da vlindeba swored amg-

vari xelovnebis magaliTze. istoriuli paralelebi yovelTvis

iwvevs analogiebs: ideologiuri da deklarirebuli xelovnebis

ganviTarebis zogadstruqturuli procesi mayureblis damo-

kidebulebis suraTs cvlis. iq, sadac damoukidebeli azri da

forma ver viTardeba, xelovneba sruli degradirebis process

ganicdis Tematuri mimarTulebebiT. eqspansiis mier nakarnaxevi

damokidebuleba xelovnebis mimarT yovelTvis urTierTmsgav-

si niSnebis matarebelia. albaT swored amitom, imasTan erTad,

Tu rogor Zlierdeba politikuri foni, epoqa Tavis saxasia-

To Strixebs umeteswilad masobrivi saxelovnebo sferoebis

moculobiT aTvisebaSi, kinos specifikis gaTavisebaSi povebs.

sinamdvile da kinorealoba sruliad sxvadasxva mimarTulebiT

ganagrZoben da ganaviTareben TavianT Ziebebs. ramdenadac an-

timxatvruli xasiaTis matarebelia amgvari procesebi, imdenad

sainteresoa igi fsiqologiuri zegavlenebis Ziebis Tvalsazri-

siT. Tanamedrove vizualuri mravalsaxovnebisa da sanaxaobaze

orientaciis simravlis fonze stiluri da Tematuri miRwevebi

kargavda aqtualobas da rezonanss. rogorc warmoebis siste-

ma, xelovneba, Tavisi damokidebulebiT memkvidreobiTobisa da

tradiciis mimarT, ZiriTadad, azrobriv, arakomerciul sferos

qmnis. samwuxarod, arc Cvens qveyanaSi da arc mis sazRvrebs ga-

reT didi moTxovnileba amgvar xelovnebaze ar vrceldeba. Se-

degad, transformirebuli cxovrebisa da xelovnebis sferoebi,

ra Tqma unda, sanaxaobazec udides zegavlenas axdenen, rac mxo-

lod sinamdvilis urTierTqmedebiT ar aris gamowveuli: mizeze-

bi yovelTvis kompleqsuria da miT umetes maSin, rodesac kul-

turisa da misi TviTgamovlenis Taviseburebebze iwyeba msjelo-

ba. swored am realobidan gamomdinare, mxatvrulma procesma

saqarTveloSi tendenciur kalapotSi gadainacvla. klasikuri

87 http://www.universalinternetlibrary.ru/book/22167/ogl.shtml


tradiciuli mimarTulebebis fonze teqnicizmi da formiseuli

novaciebi sxvadasxva niSniT viTardeba. „ganaTlebisa da urTier-

Tobis progresiis~ Teoriidan gamomdinare, xelovnebas gaaCnia

Tavisi aRmavlobisa da amasTanave daRmasvlis niSnebic. imdenad

ekleqturia msoflio xelovnebis urTierTobis detalebi, rom

kino, gamocdilebidan gamomdinare, TiTqmis sruliad gansxva-

vebul, xmovan-saxviT plastSi moeqca. sazogadoebis zeda soci-

aluri fena gaazrebuli interesiT Sexvda realobis amsaxvel

am fenomens. es faqtori ukve gansazRvravs qveynis garkveuli

ganviTarebis speqtrs kinomayureblis cnobierebaSi. XX sauku-

nis bolos da XXI saukunis dasawyisSic ki misi zegavlena saxviT

faqtorebze sruliad spontanurad iCens Tavs sxvadasxva ten-

denciaSi. kinos Tavisi krizisis dadgomamde sabiujeto magnatis

funqciac ekisreboda, rac ver gansazRvravda mis sanaxaobriobas

misive xasiaTidan gamomdinare, magram, samagierod, praqticizmis

tradicias amkvidrebda.

fsiqologiuri Ziebebis zRvarze uamravi ram iyo miCqmaluli

obieqtur garemoebaTa gamo, magram qveteqstebi samsaxiobo da

sareJisoro koncefciaSi, saTavgadasavlo JanrebTan dapirispi-

rebiT, klasikur literaturaze iyo dafuZnebuli. es zogadi

istoriaa. ra Temebi da motivebi wamoswia wina xedze komerciu-

li kinos interesebma vizualur xelovnebaSi, Tundac sanaxaob-

riv doneze? protesti sakuTari pirovnebisadmi arasamarTliani

damokidebulebis gamo, rac ganzogadebulia da igivdeba iste-

riul mdgomareobasTan, socialur qveteqstTan. adamianis meore

„me~ simbolod iqca. yovelive es ar niSnavs imas, rom xelovanebi

sruliad angariSmiucemlad eZeben esTetikis axal gzebs. sazo-

gadoeba, miuxedavad arcTu saxarbielo socialuri fonisa, xSi-

rad marTavda debatebs am problemebze. areulobis dros qveynis

kinematografiuli sinamdvile orientirebuli iyo imaze, rom

gamoecno Tanamedroveobis ZiriTadi problemebi, xolo, meore

mxriv, cdilobda, moeSorebina isedac daTrgunvili Taobis cno-

bierebisTvis „nangrevebis~, arastabilurobis gancda.

yovelive es ar Seadgenda axal esTetikas vizualuri xelo-

vnebis komercializaciis procesSi, magram uaxlovdeboda sti-

listur Ziebebs. uamravi namuSevari iqmneboda, magram maTgan


mxolod ramdenime mimarTavda warsuls. Tumca, sabolood arc

es iyo orientirebuli adamianTa tragediis Tavdapirveli wy-

aros kritikul analizze. warsuli fsiqologiuri Semfaseblis

poziciebidan ganixileboda. drodadro am realobas adarebdnen

groteskul situacias, rodesac mayureblis moTxovnileba da

masobrivi mayureblis survili sanaxaobisadmi izrdeboda. aqe-

dan gamomdinare, siuJetebze muSaoba da poeturi masStabebis

moazrovne xelovanebis Zieba kidev ufro rTuldeboda. saer-

Tod, vizualuri xelovnebis fenomeni arasodes ganixileba am

umniSvnelovanes faqtorTagan ganyenebulad, vinaidan urTierT-

qmedebis sistema masze imdenadve mniSvnelovania, ramdenadac xe-

lovnebis sxva dargebze XX saukunis meore naxevarSi. antimxatv-

ruloba da masTan dakavSirebuli epoqaluri cvlilebebi yovel-

Tvis moZravi da plastikuri xelovnebis dargebis aucilebel

winapirobad gardaiqmneba xolme. samecniero kvlevis mimarTu-

lebiT es ganmeorebadi procesia da Tu sinamdviles mivmarTavT,

unda gaviTvaliswinoT, ramdenad axlos dgas azrovnebis forme-

bi am mosazrebasTan.

ra iyo vizualuri xelovnebebis TaviseburebaTa mamoZrave-

beli Zala? ideologiisa da Tematuri interesebis fonze xe-

lovnebam ori cnobierebiT daiwyo azrovneba: erTi mxriv, is

komerciul interesebs pasuxobs, meore mxriv ki _ ganagrZobs

Ziebas gamosaxulebisa da Temis TvalsazrisiT.88 is tonis mimce-

mia maTTvis, vinc uars ambobs plakatur, an ubralod, sanaxaoba-

ze da swored axlebur midgomas eZebs. Semdeg istoriul eta-

pebze, magaliTad, 2010 wlis dasawyisidan, ekonomika ganapiro-

bebda ufro efeqtur Ziebas, vidre wina wlebSi. iqneb, aqedan

aiRo saTave fsiqologizmisken swrafvam, romelic saqarTvelo-

Si gviandeli Taobis kinosaxeebiT azrovnebaSi igrZnoba. kinos

tradicias Tu SevadarebT, krizisis periodSi amgvari saxeebiT

azrovnebis principi saerTod ar SeiniSneba. 2000-ian wlebSi, im

periodSi, rodesac stili da forma jer kidev mxolod eqspe-

rimentis, ideis da mzardi teqnicizmis doneze iwyebs kinos Se-

madgenel specifikur elementad gardaqmnas, kino Tavis mZlavr

saxviT-formiseul da aranaklebad mZime Tematur fenomens amk-

88 http://www.universalinternetlibrary.ru/book/22167/ogl.shtml


vidrebs. kvlevebic ara erTxel iyo mimarTuli wina etapebisken.

SeiZleba vrcelis _ ara imdenad xangrZlivobis TvalsazrisiT,

ramdenadac gavlenianobis xarisxis gaTvaliswinebiT. iluziis

ZiebaSi kinom dakarga TavisTavadoba, Tumca SeiZina kompozici-

uri efeqti da mTlianad daumorCila kinematografi ukve sxva

mimarTulebiT ganviTarebad tendencias _ e. w. „umaRlesi donis

sanaxaobis~ TaviseburebaTa idealizacias, paToss, personaJebisa

da sivrcis gaazrebis tendencias. samagierod, gavlenianobis da

periodebis gadakveTis gzebi kvlav kadris, kompoziciis wyobaSi

SeiZleba veZioT ukve mas Semdeg, rac kino Tavisufldeba nakar-

naxevi Tematuri kliSesagan.

rogor moxda, rom kinom SeinarCuna ostatobis amgvari moTxo-

vniTi done, dRemde badebs kiTxvis niSnebs, Tumca diskusiebSi mo-

nawile mkvlevarTa azris sxvadasxvaobaSi aSkarad ikveTeba epoqis

damorCilebis saerTo moTxovnis Sedegebi: mxolod komerciuli

sanaxaoba isedac yalbi azrovnebis, sinamdvilis yalbi gverdiTi

analogiis Seqmnas emsaxureba. aqedan gamomdinare, moTxovna misi

formiseuli ostatobiT Zerwvis Sesaxeb yvela amgvar reJimSi ka-

nonzomieri movlenaa da Tu Semdeg axalma kinom romelime etapze

Tavisi arsebobisa daamtkica kompoziciuri formis mimarT gansa-

kuTrebuli damokidebuleba, SeiZleba davaskvnaT, rom ideolo-

giuri agresiuli wyvetis miuxedavad, pirobiTobis es tradicia

sakuTar gamoZaxils povebs da moiZiebs adgils iq, sadac gzas

poulobs _ Semdegi aTwleulebis kinematografSi.

istoriam XX saukunis miwuruls mayureblis, rogorc ada-

mianebis, socialuri kompleqsebi araTu miCqmala, aramed kidev

ufro ganaviTara da iseve, rogorc nebismier sxva periodsa Tu

epoqaSi, amjeradac es procesic airekla sakuTar Tavze. amgva-

rad, komerciuli kino am memkvidreobis gamo garkveul wesebs

unda damorCileboda. saerTod, es SedarebiT adreuli periodi

SeiZleba intuitiuri TvalsazrisiTac ganixilebodes, oRond

mis umTavres Taviseburebad iyo da rCeba is, rom misi arseboba

garkveuli koncefciiTaa ganpirobebuli. es, ra Tqma unda, sxva-

dasxva saSualebiT miiRweva: xSirad trivialuri Janrebis saSu-

alebiT, drodadro pirdapiri Temis aqtualobis zemoqmedebis

saSualebiT. da, miuxedavad amisa, mis safuZvelSi yovelTvis


ido azrovnebis garkveuli sistema. es srulebiTac ar niSnavs,

rom azrovnebis sistema momentalurad aTvisebuli iyo, an ama

Tu im filmis epoqaluri JReradoba, e. w. „gzavnili~, adekvatu-

rad aRiqmeboda. magram kinematografi, rogorc erTi mTliano-

ba da ara rogorc filmebis garkveuli raodenoba, mimarTuli

iyo ara mxolod momsaxurebaze, aramed STagonebaze. dawyebu-

li administraciuli aparatis, rekomendaciebis organizebidan,

damTavrebuli filmebis tipologiuri struqturiT, kino mT-

lianad orientirdeboda am funqciaze.

dRemde arsebobs zogierTi specifikuri struqturuli

principi, faseulobaTa myari sistema. Txrobis sistema kino-

Sic agebulia Semdeg urTierTwinaaRmdegobaze: „gmiri-mteri~.

saintereso ierarqiaa „gmiri-beladi~. JRers, rogorc adamianze

ufro mniSvnelovani ideis faseuloba. Sinaarsobrivad dasaSve-

bia miTis sxvadasxvaoba, magram struqtura sabolood erTnai-

ri rCeba. daaxloebiT ori aTwleuli dasWirda TaobaTa cvlis

Cveul process, romelsac xelovnebaSi SedarebiTi azrobrivi

Tavisuflebis tendencia unda moetana. rogorc ukve aRvniSneT,

kinematografiulma Zalam pirovnebasTan epoqis Tanxvedris umZi-

mesi problema gamo kveTa da es procesi sakmaod aratradiciuli

mimarTulebiT ganviTarebad personaJebSi aralavirebadi gmiris

mTavar centralur figurad qcevis procesSi gamovlinda.

krizisis periodis pirvel or aTwleulSi, obieqturi rea-

lobidan gamomdinare, sruliad axali mimarTulebiT warimarTa

Tematur ZiebebTan dakavSirebuli procesebi.

brZolaSi arsebuli sinamdvilis zogadi fsiqologia, ra

Tqma unda, ideologiis aTwleulis regresirebad tendenciebs

badebs xolme. saqarTvelo araTu gamonaklisi, aramed am mo-

vlenis tipuri da ganmeorebadi magaliTi gaxda. qveynis realo-

bas kinematografTan da mis warmoebasTan tradiciuli damoki-

debuleba axasiaTebda. literatura, mxatvroba da poezia ad-

reul periodSi xelovnebasTan mimarTebiT garkveul tradicias

badebda, magram kinematografi, SeiZleba iTqvas, kidev ufro

radikaluri aRmoCnda da sanaxaobriv sistemaSi ganaviTara is,

rac mTlianad kadris kompoziciur wyobaze iyo agebuli. Zalze

ganzogadebuli pirobiToba pirobiT garemoSi _ mkacri, aske-


turi pirobiToba igavis stilis miniSnebaTa gareSe _ grafikul

naxatSi Casmul qmediTobas exeboda da moicavda. Tu dRevan-

deli gadasaxedidan daiwyeba mxatvruli azris gadasinjva da

formireba, mivxvdebiT, rom kompoziciisadmi damokidebulebam

gansazRvra kinos periodis niSanTa erToblioba: metaforis mi-

marT motivaciis moTxovna, kadrobrivi gaazrebis tradicia,

erTi mTliani motivis dramaturgiulad pedalireba, xazgasmiTi

intonaciebi TxrobaSi. yoveli am punqtTagani moicavs im samemk-

vidreo detals, romelic Semdeg germanul kinoSi viTardeba. am

vrceli memkvidreobis Semdeg nebismieri saxieri da arasaxieri

gadawyveta kinoSi, ase Tu ise, angariSgawevis niSnebsac moicav-

da. rogorc Cans, kinom, iseve rogorc xelovnebis sxva dargeb-

ma, magram ufro metadac, sakuTar Tavze aiRo mediatoris da

azrobrivi koordinatoris funqcia. misi warmoeba, danatovari

da mxatvruli resursi iseTive interesis sagans warmoadgenda

sabWoTa imperiisTvis, rogorsac sxva qveynebisaTvis.

nebismieri vizualuri nawarmoebi ideis safuZvelze iqmneba

da, rac ufro konkretulia idea, miT ufro izrdeba scenarSi

sivrcis gaSlis SesaZlebloba. gza, romelic ideidan scenaris

Seqmnamde midis, imaze metad rTulia, vidre erTi SexedviT Cans,

am dargis specialistebisTvisac ki. arsebuli sirTuleebi bu-

nebrivi da gardauvali SemoqmedebiTi procesia.

scenari, upirveles yovlisa, ambavia, romlis irgvlivac

warmosaxviTi wre ikvreba. idea, Tavdapirveli Canafiqri, unda

gadaizardos ambavSi, romelic bunebrivad ganviTardeba. kino-

literaturaSi ambavs, romelsac dramaturgi gviyveba, istorias

varqmevT, Tumca dramaturgiaSic da zogadi terminologiuri

ganmartebiTac es sityva naklebad miesadageba xolme avtoris

mier monaTxrob ambavs. iTvleba, rom istoria mxolod vrcel,

farTomasStabian movlenebs unda asaxavdes.

aqve iqmneba sirTule, romelmac kinos istoriis sawyisSive

iCina Tavi: ideisa da sinamdvilis moTxovnaTa xSiri dapirispireba.

kino realobas unda asaxavdes, amitom scenaris ideaSive unda iki-

Txebodes bunebrioba, raTa Semdeg scenarSic igive SenarCundes.

XX saukunis dasawyisSi scenaristebi cdilobdnen, mTavari

gmiri yofiT realobaSi warmoeCinaT. uxmo kinos plastika, Se-


saZleblobebi Cveulebriv yofasTan daaxloebas arTulebda: bu-

nebriv xmovanebas moklebul kinosamyaros Tavisi momxibvleloba

da specifika hqonda, magram, amasTanave, mkacr pirobiTobas sTa-

vazobda avtors.

epoqa yovelTvis karnaxobda avtorebs ramdenime gamorCeul

Tvisebas, romlebsac maTi personaJebi atarebdnen. Tumca, Ziri-

Tadad, devid uork grifiTisa da Carlz Caplinis gmirebi Tavi-

sufali ideis Tanaxmad ibadebodnen, romelSic ar figurirebda

mkacri stereotipebi. saTqmelis warmosaCenad uxmo kinos osta-

tebi, ideisa da scenaris avtorebi, maqsimalur qmedebas iyenebd-

nen: konfliqtebi, siuJeturi moulodnelobebi, dinamika yvelgan

da yvelaferSi, mkveTri xasiaTebi, winaaRmdegobebi, adamianTa

vnebebi, romlebic moqmedebaSi cocxldeboda.

arsebobs kidev erTi mniSvnelovani faqtori: ideis xorc-

Sesxmis, formaSi moqcevisaTvis, Tavidanve gaxda aucilebeli

mTavari da ramdenime (SesaZlebeli) gverdiTi, meorexarisxovani

motivis arseboba.

adreuli da uaxlesi, XX-XXI ss-ebis kinodramaturgia, ram-

denadme imeorebs ideisadmi damokidebulebas avtorTa mxridan.

antagonistis cneba arsebobda XX saukunis 30-ian wlebamde

da scenarebSi iSviaTad vnaxavT konfliqts, romlis drosac,

antagonisti da protagonisti aqtiurad cvlian poziciebs. ma-

gram, samagierod, gaCnda cneba „adamiani _ masa~. sergei eizenS-

teinis filmSi „javSnosani ̀ potiomkini“ (1925 w.) adamiani _ masa

gaxda mTavari moqmedi gmiri da ara erTpirovnuli lideri,

protagonisti, gamorCeuli xasiaTisa da Tvisebebis mqone pi-

rovneba. cxovrebiseulma sinamdvilem, warsulsa da momavalze

fiqrma, sxvadasxva TemaSi pova asaxva. ara mxolod XX saukunis

20-ian wlebSi, aramed dResac iSviaTia „adamiani-masis~ gamoye-

neba. ideis mTavar mamoZravebel Zalad, filmis mTavar moqmed

gmirad iSviaTad moiazreba erTiani, krebiTi saxe. magram dro,

aTwleulebi, ar moqmedebs imaze, Tu ramdenad sainteresod

ganviTardeba Temisa da mTavari gmiris interpretacia Tanamed-

rove dramaturgiaSi ideis safuZvelze.

zogierT Tanamedrove komerciul sanaxaobriv kinoproeqts

hyavs e. w. scenaris xelmZRvanelic. es gaxlavT scenaristi, ro-


melic pasuxismgebelia „uwyvetobaze~. is iwers scenaris romeli

nawili aris ukve gadaRebuli da iniSnavs yvela gansxvavebas ga-

daRebul kadrebsa da scenars Soris. igi akeTebs Canawers yvela

dublis, yvela detalis Sesaxeb, raTa uwyvetad mimdinareobdes

procesi gadaRebidan gadaRebamde, epizodidan epizodamde. rai-

mes cvlis Tu ara am mimarTulebiT organizebuli samuSao mxatv-

rul filmSi, sxva ganxilvis sagania, magram faqtia, rom aseTi ma-

galiTebi dramaturgiuli improvizirebis xarisxs umeteswilad

dabla swevs. magaliTad, im sqemis mixedviT, sadac is arsebobs,

CamoTvlili funqciebi _ ambavi, scenari da misi mxatvruli in-

terpretireba _ ubralod, meqanikur process emsgavseba.89

cota ar iyos, komikurad gamoiyureba dramaturgiis moni-

toringi, rac nebismieri cvlilebis zust werilobiT gadmoce-

mas saWiroebs. teqstSi faqtebisa da movlenebis aRqma persona-

JTa moqmedebis motivebSi, fsiqologiaSi garkvevasac moiTxovs.

amgvari moTxovnebis kvaldakval ki gamodis, rom teqstisTvis

saWiroa Tanmimdevruloba, Temis Sefaseba, faqtebis Sepirispi-

reba, lakoniuroba da, rac mTavaria, misi „momgebianoba~, rac

maRalmxatvrul SemoqmedebaSi yovelTvis sakamaTo sakiTxia. ase-

ve mniSvnelovania susti da Zlieri Tvisebebis SesaZleblobe-

bis, mosazrebaTa saTanadod gaazrebuli, gaanalizebuli Sefase-

ba. gasaTvaliswinebelia sociumis interesebic _ rac arasdros

emTxveva kinomayureblis erTi nawilis ganwyobas.

krizisisa da TemaSi socialuri fskeris ganmeorebadi Cvene-

bis fonze merab kokoCaSvilis filmi `usui~, ra Tqma unda, moi-

cavda im erTeul mignebebs, romlebic profesiuli kinos auci-

leblobas warmoadgens. garda amisa, avtorma SeinarCuna Tavisi

ZiriTadi azrovnebis principebi. merab kokoCaSvilis zemoaRniS-

nulma filmma TiTqos socialuri realobis danaxvis Taviseburi

saSualeba misca mayurebels.

igive misia, oRond sruliad sxva, mZime da gamZafrebuli rea-

listuri xerxebiT, axasiaTebs aleko cabaZis „Ramis cekvas~ da

Temur babluanis „uZinarTa mzes~. ZiriTadi gamoZaxili, rome-

lic realizmisadmi mZafrma swrafvam moitana, SemdgomSi ukve

89 http://www.kinoglaz.fr/universites_publications.php?lang=ru


narkomaniisa da pasiuri nihilisturi ganwyobis Temaze Seqmnili

filmebis safuZvlad iqca da bevri maTgani gadaRebulia ro-

gorc naklebi profesionalizmiT, aseve gaugebari, danawevrebu-

li dramaturgiuli TxrobiT.

sinamdvilis asaxvisas, misi sizustis mimarT pretenziebis

garda, qarTulma kinom SeiZina erTgvari TxrobiTi simZime, ro-

melic ara mxolod am Temebs, ara mxolod axalgazrda, an ub-

ralod, Tanamedrove adamianis dakargul interesebs moicavda,

aramed zedapirulad, naklebi sizustiT gadmoscemda istoriul

movlenebs.

jer kidev 1990 wels reJisorma devi abaSiZem gadaiRo fil-

mi ioseb stalinis vaJis, iakob juRaSvilis, tragikuli cxovre-

bis bolo periodis Sesaxeb da masSi uamravi teqnikuri, siuJe-

tur-dramaturgiuli uzustoba Tu fragmentuloba SeiniSneba.

arCevanis ufleba (zneobriv-moralur arCevans vgulisxmobT),

albaT, nebismier moazrovne adamians gaaCnia nebismier epoqaSi,

Tumca, qarTuli kinos magaliTze es procesi mwvavdeba, vinaidan

90-iani wlebi da 2000-iani wlebis pirveli naxevari arCevanis Te-

maturi variaciebiT aRiniSneba. zogadi ganwyobis TvalsazrisiT,

kinos TematikaSic, iseve rogorc mTlianad sazogadoebaSi, Tavs

iCens depresiuli foni, rac bunebrivia.

Temis sxvadasxvaobis periodSi Tanamedrove kino naklebad

produqtiulia, upirveles yovlisa, axalgazrda asakisa da im

martivi mizezis gamo, rom moxda bunebrivi Tematuri gadanac-

vlebebi. rTuldeba da mxatvrulad farTovdeba personaJis sa-

xasiaTo Tvisebebis diapazoni, garegnuli niSnebis erToblioba

da, aqedan gamomdinare, yvela personaJs gaaCnia epoqisa da sazo-

gadoebisaTvis aucilebeli qcevis motivi.

es faqti, rogorc istoria mowmobs, yovel jerze axal da

axal niuansebs avlens mayureblis survilebSi, magram dama-

xasiaTebeli da bunebrivi kinoazrisTvis mainc arasdros yofi-

la, iqidan gamomdinare, rom erovnulobis niSani kinoSi sxva-

gvarad: fsiqologizmiT, dramatizmiT, saxviTi gavlenebiTa da

konceptualizmiT ganisazRvreboda, im periodebis gamoklebiT,

rodesac krizisma STanTqa mxatvruli procesebi xelovnebaSi.

vizualur xelovnebaTa dargebSi mxatvruli saxeebiT azrovneba


damyarebulia samyaros grZnobiT gagebaze. amasTanave, XXI sauku-

nis samyaro imdenad danawevrda, imdeni mravalferovani maxasia-

Tebeli SeiZina, xolo Temam mravalgvarobis iseT dones miaRwia,

rom TviT es siRrme aRmoCnda miuwvdomeli gareSe subieqtisaT-

vis da dramaturgiis filosofiuri azris efeqti moaxdina _ is

filosofiis kuTvnilebadve darCa.

bunebaSi arsebuli kavSirebisa da urTierTobebis gaazre-

bam gavlena moaxdina xelovnebaSi arsebuli Temebis gadmocemis

meTodebzec, romlebSic siRrmiseuli Sreebi gaixsna. gamosaxva

miznad isaxavs, ufro Rrmad Caswvdes adamianis Sinagan samyaros,

kargad gaerkves imaSi, rac, erTi SexedviT, zerele, SeuiaraRe-

beli TvaliT arcTu ise ioli SesamCnevia. arada, ramden rames

itevs TiToeuli Cvengani _ cnobiersa Tu qvecnobiers, emociasa

Tu azrs, grZnobas, gancdas, kompleqsebsa da sxva mravals. esa

Tu is xelovani jiutad, moTminebiT akvirdeba adamians, ikvlevs

mis Sinagan samyaros, xolo Semdeg cdilobs, yovelive is, rac

Seityo, gaigo Tu gaiazra, Tavis qmnilebaSi asaxos da sabolood

Cven, sazogadoebas, warmogvidginos gansasjelad.

konfliqti Tanamedrove vizualur xelovnebaSi xSirad

umisamarToa da amiT gansxvavdeba sxva epoqebisagan. piradi dra-

ma iaraRia adamianis xelSi. misi saSualebiT myardeba da regu-

lirdeba pirovnebaTaSorisi urTierToba. aqedan gamomdinare,

dramaturgebi sxvadasxva mimarTulebiT ganaviTareben mas. dRes

konfliqtis safuZvels ara aqvs mkacri SezRudvebi da maxasia-

Tebeli funqciebis matarebelia. xolo maxasiaTebeli funqciis

Sesrulebisas SeiZleba SeiZinos nebismieri niSan-Tviseba, saxo-

vaniT dawyebuli, formiT damTavrebuli. amasTanave, konfli-

qts Cveulebriv miakuTvneben konkretul gmirs, rac mas sinam-

dvilesTan pirdapir Tu iribad dakavSirebuli mniSvnelobebis

farglebSi aCerebs.

dRevandeli msoflio xelovneba adamianis cxovrebis ara-

erT aspeqts ikvlevs, Seiswavlis da asaxavs. maT Sorisaa e.w.

Zala dobis motivi, romlis arsebobac Tanamedroveobis buneb-

rivi Sedegia.

vizualuri xelovnebis dargebi kulturis im sferos kuTvni-

lebaa, romelic sivrcisa da droiTi speqtris usazRvro areals


ganekuTvneba. mayurebeli, damTvalierebeli, xelovnebis am dar-

gebs moZrav esTetikasTan erTad iazrebs. maT Sorisaa: ferwera,

kino, televizia, videoarti, Teatraluri xelovneba, arqiteq-

tura, gamoyenebiTi xelovneba da sxv.

vizualuri xelovneba, rogorc arsebiTi movlena, Cvens epo-

qaSi, roca globalizacia da integracia mTlian kulturul

avangards warmarTavs, wamyvan rols asrulebs, Tanac aseve mkvi-

dradaa damokidebuli ekonomikur faqtorebze. nebismieri saxe-

lovnebo produqtis warmoeba xSirad mis adgilsac gansazRvra-

vs. kino, televizia videoarti da sxva dargebi politikur-ide-

ologiur da sociokulturul gavlenebsac ganicdis.

kulturul sferoSi vizualuri xelovnebis dargebi sazo-

gadoebis cnobierebazec, mis mier faseulobaTa sistemis cvli-

lebaze moqmedebs konkretul istoriul periodSi da xandaxan

arc erTiandeba globalur kulturaSi. dasavleT evropisa da

amerikis kulturis sistemur kvlevebSi yovelive amis Sefase-

bis meTodi sxvadasxvaa, amitom saxelovnebo bazarze vizualuri

xelovnebis komerciuli interesebis win wamoweva da Rirebule-

ba damokidebulia mis Sinaarsobriv da formiseul monacemebze,

drosTan aqtualobasa da mxatvruli Canafiqris mniSvnelobaze.

sazogadoebis mier vizualuri xelovnebis aRqmis niSnebi gan-

pirobebulia kulturisa da sociokulturis moTxovnaTa zega-

vleniT. Tanamedrove kultura dRes xSirad gaanalizdeba, ro-

gorc vizualuri xelovnebis tipebisa da saxeebis mTlianoba.

XX saukunis xelovneba rTulia Tavisi struqturiT da faq-

tia, rom vizualizacia xelovnebis erTi dargidan meoreze Temis

gadataniTac SeiZleba moxdes. amis naTeli magaliTia ekraniza-

cia. realoba Tavad qmnida miTebs da Semdeg maTi vizualizaciis

procesi didi xnis ganmavlobaSi viTardeboda.

arsebobs kidev ideologiuri qveynebis problematika, kul-

turuli speqtri da vizualuri xelovnebis dargebi, romlebic

demokratiul ideologiaSic ki vizualuri xelovnebis intere-

sebze axdenda da amJamadac axdens gavlenas. gaCnda ferweris,

moZravi gamosaxulebis koncefciis erTiani mignebebi, romle-

bic, Tavis mxriv, erTian vizualur tips qmnis _ sanaxaobriv


arts, romelsac miekuTvneba gamosaxulebaze agebuli Txrobis

yvela saxe da tipi, moqmedi rogorc video-artSi, aseve mediaxe-

lovnebaSic. swored kulturis sferoSi qmnis da amkvidrebs igi

novatorul saerTo kulturul faseulobebs.

socio-politikuri gardatexebis paralelurad vizualuri

xelovnebis erTianoba mTel msoflioSi yovelTvis iyo mZlavri

iaraRi, romelic Zalasa da sanaxaobisken mimarTul ganwyobas

qmnida sazogadoebaSi.

aqedan gamomdinare, swrafva saxelovnebo bazris dapyro-

bisaken Zalze Cveulebrivi movlena da ukve tendenciuri faq-

tori gaxda. magaliTisTvis gamodgeba kino, xelovneba, romlis

warmomadgenlebmac uwyodnen, rom es ar iyo advili procesi,

rom sociopolitikuri gavlenebidan arafris mowoneba da yve-

lafris miuRebloba ar SeiZleboda. kinos eqspertebi yovelT-

vis kargad sazRvravdnen mogebis albaTobasac. zogad msoflio

kinoprocesSi realuri komerciuli miznebis gamokveTa iyo ad-

vili an yovelgvari Carevebis gareSe warmarTuli tendencia.

am procesis saboloo kondiciamde ki, garda kinematografisa,

sxva vizualur xelovnebaTa dargebSic iyo moZiebuli Sualedu-

ri saxelovnebo dargi _ magaliTad, istoriuli literatura,

msoflio klasika, romlebic Trilerze, fantastikasa Tu sxva

sanaxaobriv Janrebzea agebuli da sxv. es msoflio klasikuri

nawarmoebebis ganzogadebas niSnavda.

XXI saukunis dasawyisidan maqsimalurad ganviTarda kino-

warmoebis teqnikuri SesaZleblobebi da, bunebrivia, telexe-

lovnebac. kinematografis novatorulma xasiaTma, iman, rom mas

yovelTvis gaaCnia saxviTi alternativa, kino-azrovnebis sia-

xlem arsebulis sawinaaRmdego azri daamkvidra. ekonomikurma

interesebma wlebis ganmavlobaSi sanaxaobrivi efeqtebisaken

daucxromel swrafvaSi ori damokidebuleba ganaviTara: mxat-

vrulobisagan Sors mdgari ideologiuri xasiaTis matarebeli

procesebi (igive heroizmi amerikul kinoSi) da fsiqologiuri

gavlenebis ganviTarebadi tendenciebi. istoria drodadro qm-

nida filmebs, romlebic literaturasTan, dramaturgiasa da

ferwerasTan pirdapir asociacias iwvevda. istoriul mimdina-

reobebSi arsebulma sanaxaobam swored rom alternativis gamo


daudo saTave aseve alternatiul kinos. SemdgomSi ki swored

am procesma Seqmna SemoqmedebiTi Ziebebis zeZlieri talRa _

yovelive es ki gamoixateboda filmis dekoraciul gaformebaSi,

ganaTebaSi, Suq-CrdilSi, kadris kompoziciis agebis Tavisebu-

rebaSi, samsaxiobo Sesrulebis niSnebSi. amgvari Ziebebi kinema-

tografis, rogorc saxelovnebo vizualuri dargis, kidev ufro

meti SesaZleblobebis perspeqtivas xsnida. kvlevebs da analizis

mcdelobas yovelTvis Tan axlavs am sferoSi survili, gaana-

lizdes vizualuri saxelovnebo procesebis Taviseburebebi,

etapebis ZiriTadi maxasiaTeblebi, rac aqtualuria. rogorc es

winamdebare TavebSi iyo dakonkretebuli:

pirveli etapis istorias qmnidnen 50-iani wlebis kino,

Teatri, mxatvroba, konceptualurad moazrovne klasikosebi,

romlebic iwyebdnen TavianT Semoqmedebas meore msoflio omis

Semdeg. maTi Semoqmedeba da novatoroba mecnierebaSi deta-

luradaa damuSavebuli. meore etapze Sefasda meoce saukunis

bolo aTwleulebi, roca ZiriTadad teqnicizmisa da vizualu-

ri xerxebis, saSualebebis gazrdis tendenciam iCina Tavi. dRei-

saTvis gaanalizebulia mxatvruli da aseve zogadi movlenebi,

romlebmac ZiriTadad gavlena iqonies vizualuri xelovnebis

dargebis ekleqtur sanaxaobaze. es ganapiroba ara mxolod

mxatvrulma da teqnikurma saSualebebma, aramed politikurma,

socialurma da kulturulma mdgomareobam; mxatvruli kultu-

ris formireba sawyis etapze mwvave socialuri winaaRmdegobe-

bis atmosferoSi mimdinareobda. am periodis erT-erTi mTavari

ganmasxvavebeli niSani iyo intensiuri ekonomikuri interesi.

politikuri da ekonomikuri gavlenebi kinosa da televiziis

ganviTarebazec aisaxa. sakiTxi, Tu ra rols TamaSobs vizualu-

ri xelovneba Tanamedrove adamianis cxovrebaSi, didi xania

formulirebulia, rogorc erT-erTi yvelaze aqtualuri so-

ciologiaSic da kvleviT literaturaSic.

im bazris struqtura, romelsac ekonomikuri vuwodeT da,

amave dros, mkveTrad gamoxatul saxelovnebo processac war-

moadgens, vizualuri xelovnebis dargebTan urTierTobaSi ic-

vleba; icvlis saetapo safexurebs da es yvelaze naTlad kinema-

tografze aisaxeba. misi pirveli safexuri ar aris aSkarad kon-


kurentunariani. ideebi, romlebic mimarTulia sruliad axali

saxelovnebo nimuSebis Sesaqmnelad, yovelTvis didi raodenobi-

saa. aseve didia proeqtebis raodenoba, amitom sabazro ekonomi-

kuri fasebi axal gamoucnob produqtze Tavdapirvelad dabalia.

resursi drosa da SesaZleblobebSi ganviTarebisaTvis yo-

velTvis ar aris sakmarisi instituciuri meqanizmebis asamoqme-

deblad.

meoradi sabazro done mniSvnelovani movlenaa, romlis dro-

sac yovelgvari winadadeba da momTxovnelobac bevrad ufro

maRalia. yovel calke arsebul qveyanaSi, iq, sadac sxvadasxva

kulturuli fonia, am meorad sabazro doneSi, xelovanebis didi

nawili ar moiazreba. ratom xdeba aseTi klasifikacia? upirve-

les yovlisa, mizezi is gaxlavT, rom meorad sabazro doneze na-

muSevarTa saSualo sanaxaobrivi done maRalia da meore mizezi

pragmatulia _ komerciuli warmateba damokidebuli xdeba ima-

ze, Tu ra kriteriumebiT afaseben komersanti profesionalebi

ama Tu im proeqts, ra resurss xedaven masSi.

meorad safexurze mZlavrad moqmedi ekonomikuri bazisi,

tradicia, did sabazro iaraRs flobs da arcTu iSviaTad kinos

vizualuri saSualebebis moZiebis, popularizaciis procesi meo-

re donis sabazro politikaze iyo damokidebuli da axlac asea.

ekonomikisa da investirebis mravali magaliTis gamoyenebiT

naTelia, rom mcirebiujetiani da istoriulad masStabur subsi-

diaze damokidebuli vizualuri xelovnebis dargebi yovelTvis

saWiroeben bolomde gaazrebul ekonomikasa da marTviT siste-

mebs, romelTa meSveobiT ama Tu im xelovanisaTvis komfortuli

sistema amoqmeddeba da perspeqtiuli nawarmoebis realizeba iq-

neba uzrunvelyofili. vizualuri xelovnebis dargebis komer-

ciul procesebSi integracia bunebrivi procesia da aucilebeli

xdeba msoflio saxelovnebo istoriis gamocdilebis gamoyeneba.

tradiciuli dafinansebis ZiriTadi wyaroebi, romlebic

dResac moqmedia msoflioSi, sam jgufad iyofa: saxelmwifo,

centraluri biujeti, adgilobrivi, viwro sferos mqone biuje-

ti da Zalze mniSvnelovani _ kerZo seqtori.

ras moicavs da ras gulisxmobs vizualuri xelovnebis ti-


pebi, saxeebi? _ mxatvrobas, fotografias, skulpturas, kinos,

videoarts, mediaxelovnebas da sxva dargebs, romelTa rogorc

Tavdapirveli, aseve droiTi misiaa vizualuri saxis nawarmoebTa

Seqmna. miuxedavad imisa, rom arsebobs saerTo niSani, vizualu-

ri xelovnebis dargebSic xdeba dayofa moZravi gamosaxulebis

xelovnebasa da statikur xelovnebaTa dargebs, tipebs, saxeebs

Soris. subieqturoba, dinamika, romelic vizualuri xelovnebis

sxvadasxva tipisTvisaa damaxasiaTebeli, warmosaxvis xarisxiTac

gamoixateba da nawarmoebis Sesaqmnelad gamoyenebuli gamomsa-

xvelobiTi xerxebiTac.

ra Taviseburebebs moicavs vizualuri xelovnebis tipebi?

vizualizaciis xelovneba gulisxmobs improvizaciis xelovne-

bas, rac gansazRvravs ara mxolod TxrobiT, aramed xedviT da

vizualur sivrcesac. aucilebelia vizualizaciis pirobis, spe-

cifikis gaTvaliswineba. imisaTvis, raTa idea Tavisuflad ganvi-

Tardes, nebismieri maxasiaTeblis gamoyeneba xdeba saWiro.

amrigad, vizualuri xelovnebis irgvliv arsebuli Teoriu-

li da komerciuli interesebi sxvadasxvagvaria. misi klasifici-

rebisas, jgufebad an doneebad dayofisas, unda gaTvaliswindes

rogorc kulturuli sivrce, aseve ekonomikuri realoba, so-

cio-politikuri sinamdvile, is, Tu ra xdeba vizualuri xelo-

vnebebis saxeebis da tipebis sistemebad dayofis dros, mTavari

specifikuri mizezi da konkretulad romel Taviseburebaze ama-

xvilebs yuradRebas esa Tu is kvleva.

gasaTvaliswinebelia kliSec da Semdeg misi interpretirebis

procesi imdenadve rTuldeba, ramdenadac es zemoT CamoTvlil

garemoebebs axasiaTebs.

vizualuri xelovnebis dargebi ganagrZoben ganviTarebas da

maTi seriozuli kulturuli erTianobis Sesaqmnelad upirobo

aucileblobaa yvela is ganmapirobebeli da TavisTavadi faqto-

ri, romlebic zemoT ganvixileT.

304 kiTxvebi

kiTxvebi

pirveli nawili . kulturis sferos menejmenti

pirveli Tavi1. ras efuZneba kulturis cneba? romel Zireul gansazRvre-

bebs moicavs igi?

2. ganmarteT, sazogadoebrivi cxovrebis, socialuri insti-tutebisa da sxva mimarTulebis kulturis kuTvnilebis sfero ebi;

3. ganmarteT, ras niSnavs aramaterialuri kulturuli Zegle-bi arsobrivad;

4. kulturis sferos resursebis maxasiaTeblebi: ra Tanmimdev-robiT vasaxelebT maT?

5. ra mocemulobebs unda akmayofilebdes kulturis resurse-bi idealur maCveneblebSi? CamoTvaleT da daaxasiaTeT;

6. kulturis cneba, rogorc sazogadoebrivi cxovrebis moxma-rebis produqti, da misi gamoyenebisa da realizebis gzebi Tanamedrove epoqaSi.

meore Tavi1. ganmarteT, ras moicavs kulturuli industriis funqcioni-

rebis ekonomikur-sivrcobrivi formebi;

2. daaxasiaTeT produqtisa da momxmareblis damokidebulebis tipebi;

3. daaxasiaTeT sferoebi, romlebic gansazRvravs kulturis ekonomikasTan kavSirs;

4. ra organizaciebi Seicaven kulturis produqtebis warmoe-bis riskebs da rogor viTardeba maTi inovaciebi msoflio kulturuli integraciis fonze? CamoTvaleT da ganmarteT kulturis produqtebis komponentebi;

5. gansazRvreT, kulturis sferos warmoebis Zireuli maxasia-Teblebi;

6. riskebi, romlebic xasiaTdeba dacvis sistemebTan mimarTe-baSi: rogor gamoyofdiT maT?

7. ra sistemas unda daeyrdnos kulturis sferos marTvisas marketinguli gaTvlebi?

305kiTxvebi

mesame Tavi1. daasaxeleT da zogadad daaxasiaTeT kulturis dafinansebis

cnobili formebi;

2. daaxasiaTeT da detalurad ganixileT saxelmwifos roli kulturis dafinansebaSi;

3. daaxasiaTeT arasabiujeto dafinansebis formebi da gzebi;

4. ras niSnavs kulturis sferoSi arsebuli dagegmareba?

5. ra rols TamaSobs dagegmviTi samuSaos organizeba da ra gzebiT midis igi Cveulebisamebr?

6. ras efuZneba „kulturuli TviTgamoxatvis mravalferovne-bis dacvisa da xelSewyobis Sesaxeb~ konvencia? ra aris masSi dRevandeli dRisTvis aqtualuri?

7. daaxasiaTeT rTuli meTodologiis sferoebi _ danergva /implimentacia, rogorc kulturuli politikis ganxorcie-lebis gza.

8. CamoTvaleT, konvenciis ganxorcielebisas miRebuli gavle-nebis speqtri.

meoTxe Tavi1. kulturis politika _ raSi mdgomareobs misi arsi, daniSnu-

leba, miznebi da misi ganxorcielebis Sedegebi;

2. kulturis politikis mkvlevarTa mier Sedgenili modelebis analizi ganvlil masalaze dayrdnobiT (savaraudo seminari);

3. qveynebisa da gamocdilebis mixedviT miusadageT CamoTvli-li modelebi Cvens qveyanaSi arsebul savaraudo proeqtebsa da gegmebs (praqtikuli seminari prezentaciiT);

4. xelovnebis xelSewyobis programebis zogadi daxasiaTeba _ mocemuli magaliTebis safuZvelze;

5. SefasebaTa kriteriumebis warmodgena arsebuli cxrilis mixedviT, axalSeqmnil cxrilSi, romelime Sedegebis gamo-yenebiT (programis Sedegebi, romlebic saxelmZRvaneloSia moyvanili magaliTebad);

6. aRwereT kulturis mxardaWeris Sveduri da germanuli mo-delebi _ ganmasxvavebeli da saerTo niSnebi. negatiuri da pozitiuri mxareebi;

7. ras niSnavs Tavisi specifikis daxasiaTebiT, „postsabWouri modeli~, romelic kulturis sferos ganviTarebisTvis iyo gamiznuli?

8. daaxasiaTeT iseTi specifikuri sfero, rogoricaa saSemsru-leblo xelovnebis menejmenti da ganixileT misi magaliTe-bi, specialobaTa CarTviT (saSemsruleblo dargidan);

9. ganixileT menejmentis riskebi Teatralur xelovnebasTan mimarTebaSi.

306 kiTxvebi

meore nawili . vizualuri xelovnebis menejmenti

pirveli Tavi1. ra garemoebaTa safuZvelze ganixileba vizualuri xelovne-

bis dargebi, kulturis sferos Semadgenel nawilad?

2. ra gavlenas axdens kulturis ganviTarebaze vizualuri xe-lovnebis dargebi?

3. ganavrceT gamocdileba, romelic amerikulma kinoindus-triam daagrova wlebis ganmavlobaSi, vizualizmis srulyo-fis da misi efeqturobis asamaRleblad;

4. icvleba Tu ara kulturis saerTo niSnebi Tanamedrove sa-myaroSi vizualuri xelovnebis dargebis tendenciebis kval-dakval?

meore Tavi1. daaxasiaTeT satelevizio struqturebis ZiriTadi maxasia-

Teblebi saqarTveloSi da mis farglebs gareT;

2. ra Taviseburebebs iyenebs mediasivrce vizualuri xelovne-bis dargebidan (gamoiyeneT magaliTebi);

3. daaxasiaTeT ekonomikuri garemo satelevizio struqtureb-Tan mimarTebaSi dRes;

4. daaxasiaTeT ekonomikuri garemo mediasivrcesTan mimarTe-baSi dRes.

mesame Tavi1. ratom iTvleba vizualuri xelovnebis dargebi ekonomikis

Semadgenel nawilad?

2. rogor urTierToben sxvadasxva dargebi _ kino, Teatri da sxv. ekonomikur procesTan uaxloes realobaSi?

3. ganavrceT filmwarmoebis sistemis Taviseburebebi sabWoTa qveynis istoriis magaliTze, kerZod, qarTul kinoSi;

4. ekonomikuri bazrisa da saxelovnebo tendenciebis urTier-Tzegavlenis mniSvneloba vizualuri xelovnebis dargebi-saTvis;

5. socialuri qselebi, televizia, media, struqturebi da reklama ekonomikur WrilSi _ rogor xasiaTdeba es urTier-Tzegavlena dRes?

meoTxe Tavi1. rogor daiyo vizualuri xelovnebis tipebi istoriulad, ra

gansazRvrebebi viciT maT Sesaxeb?

307kiTxvebi

2. ras niSnavs vizualizacia da ratom mivakuTvnebT mas gark-veul tipebs?

3. ra maxasiaTeblebi gamoarCevs tradiciul vizualur xelov-nebis dargebs?

4. ra maxasiaTeblebi gamoarCevs axalSeqmnil vizualur xelo-vnebis dargebs?

5. daaxasiaTeT vizualuri xelovnebis tipebi da saxeebi monac-vleobiT.

mexuTe Tavi1. vizualuri xelovnebis TaviseburebaTa tradiciuli magali-

Tebi satelevizio xelovnebis mimarTulebiT;

2. vizualuri xelovnebis TaviseburebaTa tradiciuli magali-Tebi kinoxelovnebis mimarTulebiT;

3. ras gansazRvravs Tema vizualizaciis procesSi, ramdenad qmnis is ama Tu im dargis Taviseburebas?

4. ras gansazRvravs forma vizualizaciis procesSi, ramdenad qmnis is ama Tu im dargis Taviseburebas?

5. rogor iqmneba vizualuri xelovnebis Taviseburebebi dRe-vandel saxelovnebo dargebSi, ra axdens am procesze zega-

vlenas?

308 gamoyenebuli literatura

gamoyenebuli literatura

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2. http://www.tc.umn.edu/~ryahnke/film/cinema4.htm

3. http://www.filmsite.org/60sintro.htmlhttp://kinoart.ru/archive/2013/04/formula-ameri-kanskogo-nuara, Яков Лурье №4

4. http://www.imdb.com/title/tt0018037/externalreviews?ref_=tt_ov_rt-

5. Neale, Stephen. The Classical Hollywood Reader.Abington: Routledge. 2012. p 172.

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7. Golenopolski, T. and Shestakov, V. USA: Cinematograph of 70s. Moscow, `Znanie“, 1978.

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gadamowmda 15.09.2014.

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16. http://kinoart.ru/archive/2013/04/formula-amerikanskogo-nuaraЯков Лурье №4

17. Quart Leonard, Auster Albert, American Film and Society Since 1945. Wesrport: Greenwood Publishing Group, 2002.

18. Mintz Steven, W. RobertsRandy, Hollywood’s America: Twentieth-Century America Through Film. Chichester: Blackwell Publishing, 2010.

19. Kennedy, Matthew. Roadshow!: The Fall of Film Musicals in the 1960s. New York: Oxford University Press. 2014.

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21. Davis, Blair. The Battle for the Bs: 1950s Hollywood and the Rebirth of Low-Budget Cinema, United States: Rutgers Press, 2012.

22. Kramer, P. The New Hollywood: From Bonnie and Clide to Star Wars. London, Wallflower press, 2005.

23. King, Noel. Howarth, Alexander. Elasaesser, Thomas. dasaxelebuli naSromi, gv.42

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25. Contemporary Hollywood Cinema. London, Routledge, 2000.

26. Киноведческие записки 2001 Два аспекта киноязыка и два направления развития кинематографа. Пролегомены к истории кино (окончание) Филиппов С.А. в журн-але Киноведческие записки, том 55.

27. Jonathan Doh, International Management: Culture, Strategy, and Behavior; 2008.

28. saimon mandi, saSemsruleblo xelovneba, saxelmZRvanelo menejerTaTvis.

29. Art and Management. Third Edition. By William J. Byrnes

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31. Исследование распространения кино- и видеопродукци Антон Данилецhttp://www.stihi.ru/2013/03/21/4957

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36. Морель Петрович Переверзев, Тимур Валериевич Косцов, Менеджмент в сфере культуры и искусства, Учеб. Пособие, 2009.

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38. Саймон Г. и др., Менеджмент в организациях, М., 1995.

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daibeWda stambaSi `kentavri~

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