Ntawm nplooj ntawv VO, teeb meem ntawm PR lossis "kev sib raug zoo rau pej xeem" tau tham ntau dua ib zaug. Ib tus neeg txawm tias sau hauv cov lus - "Zoo dua thiab sib txawv PR!" thiab ib qho yooj yim tsis tuaj yeem tab sis pom zoo nrog qhov no. Tab sis … koj yuav tsum paub txhua yam txog nws ces txhawm rau ua kom nws zoo li ntawd, thiab tsis yog txheej thaum ub thiab ruam. Tab sis … kom nyeem phau ntawv thaum koj tsuas xav tau me ntsis … Tsis tshua muaj leej twg uas yuav sib cav tias nws yog qhov txaus nyiam nyeem cov dab neeg dua li phau ntawv qhia. Ntxiv mus, muaj cov ntawm lawv uas muaj peev xwm qhia PR thiab tshaj tawm tsis zoo dua li ib phau ntawv twg! Piv txwv li, Emil Zola cov ntawv tshiab "Poj Niam Zoo Siab" yuav suav tau tias yog phau ntawv zoo tshaj plaws ntawm PR thiab tshaj tawm. Tab sis kuj tseem muaj qhov tshiab los ntawm tus kws sau ntawv Askiv Rudyard Kipling "Kim" thiab Asmeskas Sinclair Lewis "Nws tsis yooj yim sua nrog peb", dystopia ntawm George Orwell "1984", tshiab los ntawm Robert P. Warren "Txhua Tus Vaj Ntxwv Tus Txiv neej", thiab qhov tshiab los ntawm Arthur Haley "Tus Hloov Cov Nyiaj" thiab txawm tias qhov kev paub me ntsis ntawm HG Wells hauv peb lub tebchaws li "Tono-benge".
Cov ntawv tshiab kawg (thiab kuv xav pib nrog nws) tsis yog los ntawm cov kws sau ntawv Askiv, qhov no tsis yog "Tsov Rog Ntiaj Teb" thiab koj tuaj yeem thiab yuav tsum tsis txhob nyeem nws txij thaum pib, tab sis tsuas yog ib feem ntawm qhov uas lub tswv yim ntawm "Tohno-Benge tau hais.", Qhov pom tseeb ntawm kev sib cav ntawm cov neeg paub Coca-Cola. Tab sis … ntawm no HG Wells tau dhau los ua tus phooj ywg zoo - nws pleev xim txhua yam raws nraim qhov nws yuav tsum tau, yog li suav nrog qhov kev hais tawm no los ntawm nws cov ntawv tshiab hauv phau ntawv tshaj tawm yam tsawg kawg! Tab sis kev tshaj tawm thiab PR yog yam sib txawv !!!
Tab sis nws tsis txaus ntseeg los nyeem hauv Zola zaj dab neeg tshiab txog yuav ua li cas tus tub lag luam Boutmont txiav txim siab fij nws lub khw tshiab "Plaub lub caij" thiab caw tus pov thawj ntawm lub Koom Txoos ntawm St. xav txog yuav caw tus npisov nws tus kheej li cas [1].
"Kim" los ntawm R. Kipling yog "dab neeg ntawm cov neeg soj xyuas", tab sis, txawm li cas los xij, muaj feem cuam tshuam ncaj qha rau "kev sib raug zoo rau pej xeem". Tom qab tag nrho, tus txiv neej PR tiag tiag yog tus neeg uas muaj kev sib txuas nrog lwm tus neeg los ntawm qhov nyuaj nyuaj ntawm ntau yam kev sib raug zoo xov xwm?! Thiab qhov no yog qhov uas Kim tau cuam tshuam nrog Isdias Asmesliskas [2]. Nws yog ob leeg dawb thiab Khab nyob rau tib lub sijhawm, yog li nws paub vim li cas cov neeg hauv zej zog ua qee yam (tsis yog, piv txwv li, lawv hnav li cas, tab sis txawm tias lawv nto qaub ncaug li cas!), Thiab vim li cas lawv thiaj ua txhua yam li ntawd, thiab yog li ntawd paub yuav hloov pauv li cas rau lawv thiab, raws li, cuam tshuam rau lawv!
Asmeskas tus kws sau ntawv Sinclair Lewis hauv nws phau ntawv tshiab "Nws tsis yooj yim sua nrog peb" [3] txawj piav qhia txog Asmeskas kev nom tswv PR thiab qhov tseeb, nws tag nrho phau ntawv yog npaj ua tsab ntawv ntawm PR cov xwm txheej, muaj tswv yim zoo thiab xav zoo, zoo ib yam li kev ua hauv phau ntawv tshiab R. NWS Warren's "Txhua Tus Txiv Neej Tus Txiv Neej" [4].
Hauv kev xaiv tsa, tus neeg ua phem rau ntawd tau hais lus rau cuaj tus neeg ua haujlwm hauv cov tooj liab; rau cov tub ceev xwm, cov neeg ua si chess uas sib sau ua ke hauv lub voj voos nqaim; rau cov tsev uas ua haujlwm saum ru tsev; nws tau ua hauv tsev ua cawv txiv hmab, tsev loj cuj, tsev kho mob, vwm vwm, tsev teev ntuj me me, tsev so hmo ntuj”[3]. Nws lom zem los nyeem yuav ua li cas hauv cov ntawv tshiab lawv tuaj nrog tus kheej rau cov neeg me me: qee zaum hnub qub, qee zaum lub log, tab sis qhov no yog piv txwv zoo ntawm qhov tseem ceeb nws yog xaiv lub logo zoo rau koj lub koom haum!
Hauv A. Averchenko zaj dab neeg "Lub Hnub Nyoog Golden" [5], kev tshaj tawm PR los txhawb nqa ib tus neeg nruab nrab kom muaj koob meej tau piav qhia hauv txhua yam ntawm nws cov ntsiab lus. Coj nws, ua tib yam thiab ua tiav 80% rau koj thiab nws tau lees paub - yog tias tsuas yog nws muaj nyiaj los them rau txhua qhov no. Ntawd yog, qhov no tsis yog ib zaj dab neeg, tab sis yog lub tswv yim npaj rau PR kev txhawb nqa qee yam Kandybin rau cov kws sau ntawv nto moo. Nws lom zem nyeem nws, tab sis … dab neeg dab neeg yog dag, tab sis nws kuj yog lus qhia tib lub sijhawm!
Koj puas nyiam cov neeg tshawb nrhiav? Thiab ntawm no ntawm koj qhov kev pabcuam muaj haujlwm uas ua rau koj xav txog "kev sib raug zoo rau pej xeem" (uas yog, hais txog kev tswj hwm pawg los ntawm kev faib cov ntaub ntawv xaiv hauv qee yam) thiab hais txog ntau yam. Nov yog tus neeg tshawb nrhiav nto moo Pera Vale "Kev tuag ntawm ntu 31" [6], sau los ntawm nws xyoo 1964. Cov kab tshawb nrhiav tau muab rau tsuas yog txhawm rau hais qhov tseem ceeb: tus neeg yog tus qhev ntawm cov ntaub ntawv ntsuas, thiab yog tias koj xaiv nws raug, faib nws thiab ua haujlwm rau pawg, tom qab ntawd lawv, cov pawg no, yog koj li!
Tsis yog zaj dab neeg-dab neeg ntawm Strugatsky cov kwv tij "Predatory Things of the Century", uas los ntawm qee qhov xwm txheej txawv txawv tau sau los ntawm lawv xyoo 1964, uas twb dhau los ua keeb kwm keeb kwm kev tshawb fawb dab neeg, suab nrov niaj hnub no?!
“Kev hlub thiab kev tshaib kev nqhis. Txaus siab rau lawv thiab koj yuav pom tus neeg zoo siab kiag li. Txhua qhov utopias ntawm txhua lub sijhawm yog ua raws qhov kev txiav txim siab yooj yim no. Pub dawb rau ib tus neeg los ntawm kev txhawj xeeb txog lawv cov mov ci niaj hnub thiab txog tag kis, thiab lawv yuav dhau los ua neeg dawb thiab zoo siab tiag tiag, hais tias Opir, Ph. D., thiab ntau tus neeg tsuas yog npau suav txog hnub no.
"Tus neeg ruam tau mob siab rau, tus neeg ruam tau ua tib zoo saib xyuas, tus neeg ruam tau cog qoob loo … Tus neeg ruam tau dhau los ua tus qauv, me ntsis ntxiv - thiab tus neeg ruam yuav dhau los ua qhov zoo tshaj plaws, thiab kws kho mob ntawm lub tswv yim yuav coj kev seev cev puag ncig nws… Thiab kev tshawb fawb nyob ntawm koj qhov kev pabcuam, thiab cov ntaub ntawv, kom koj muaj kev lom zem thiab tsis xav tau dab tsi tau xav. Thiab koj thiab kuv, koj dag, yuav tsoo txhua hom hooligans thiab tsis ntseeg uas ua rau lawv muaj kev phom sij. Thiab cov ntawv xov xwm txhua lub limtiam sim los npog qhov ntxhiab tsw phem no nrog cov nplaim paj ntawm kev sib tham zoo siab, thiab daim ntawv pov thawj no ua rau neeg qhuas kev npau suav qab zib, thiab ntau txhiab tus neeg tsis lees paub ua rau npau suav zoo li qaug cawv. Cov ntawv xov xwm tau sau nrog cov lus tsis txaus ntseeg, cov lus dag, lus qhia yuav ua li cas tuav koj txhais tes, thiab tib lub sijhawm, Vajtswv txwv, tsis txhob thab koj lub taub hau. Thiab kom los nrog qee yam - koj yuav tsum muaj peev xwm tshwj xeeb. Nov yog roob phau ntawv nyeem, tab sis sim nyeem lawv thaum koj mob rau lawv! Tam sim no, nws txhais tau tias cov neeg ntse tuaj nrog yam tshiab rau lawv tus kheej … "[7]
Nov yog li cas Strugatskys 'kev tswj hwm cov neeg ruam tau tsim hauv lawv txoj haujlwm. Thiab tsis yog cov neeg ruam hauv zej zog no nyuaj heev, ua ntej tshaj plaws, vim tias muaj tsawg leej ntawm lawv. Thiab tsis yog peb pom zoo ib yam ib puag ncig peb niaj hnub no, puas yog lawv txoj haujlwm tseem cuam tshuam? Txawm li cas los xij, Strugatsky cov kwv tij tseem tsis tau pom dua ib yam: tsis muaj xov tooj ntawm tes hauv lawv lub neej yav tom ntej. Zoo, tsis yog siv cov tshuaj uas lawv tau tsim, peb siv ecstasy, heroin thiab tawg hauv txoj kev qub.
Thiab ntawm no yog phau ntawv zoo kawg nkaus: phau ntawv tshiab los ntawm Ivan Efremov "Teev Sijhawm Bull" (1968) [8]. Peb qhib thiab txiav txim siab: "Kev nce qib ntawm kev hem thawj ntawm kev ua tsov rog tag nrho raws li txoj hauv kev ntawm kev kub ntxhov hauv kev nom tswv, qhov ceeb toom tas li ntawm qhov no hauv ntawv xov xwm, xov tooj cua, TV, tau pab txhawb kev xav ntawm cov tub ntxhais hluas ib feem ntawm cov pejxeem - qhov kev xav tsis sib xws uas xav tau txhua yam kev xyiv fab ntawm lub neej thiab khiav tawm ntawm nws qhov tseeb. Qhov txaus siab nrog kev lom zem, kev siv dag zog ntawm cov txuj ci tsim tau tsim ib hom "ua kom sov" ntawm lub siab. Tib neeg ntau zuj zus ua npau suav txog kev tawm mus rau lwm lub neej, mus rau kev lom zem yooj yim ntawm kev ua lawv cov poj koob yawm txwv, rau lawv txoj kev ntseeg tsis ntseeg hauv kev ua yeeb yam thiab kev zais. " Thiab ntawm no yog lwm qhov kev qhia pom zoo heev: "Raws li txoj cai hais lus ntawm sab nraub qaum, lub chaw tiv thaiv hlau ntawm kev tswj hwm oligarchic yog tib lub sijhawm tsis yooj yim. Nws yog qhov yuav tsum tau kawm nws cov ntawv txuas rau ntawm lub ntsej muag txhawm rau txhawm rau ntaus lawv, thiab tag nrho lub tsev yuav tawg, txawm tias pom tau tias muaj zog, vim tias nws tsuas yog txhawb nqa los ntawm kev ntshai - los ntawm saum toj mus rau hauv qab " Yog li qhov xaus yog qhov tsis meej: qhov tsis tiav keeb kwm ntawm zej zog tau cuam tshuam hauv cov ntaub ntawv, muaj peev xwm dua tus sau nws, ua haujlwm tau zoo dua li ua haujlwm tag nrho, lossis qee qhov ntawm nws, tuaj yeem siv rau kev qhia paub txawm tias nyob hauv xws li txoj haujlwm tshwj xeeb xws li "kev sib raug zoo nrog pej xeem"!
