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Ithiyori ka-Bourdieu yokunambitha: i-abrégé ekhonondayo (2023)

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8 min read Via dynomight.net

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Ithiyori ka-Bourdieu yokunambitha: abrégé ekhonondayo

Emhlabeni webhizinisi, sivamise ukukhuluma ngamasu, ukumaketha, nokusebenza njengokungathi kukhona endaweni engenalutho. Siyakhohlwa ukuthi zonke izinqumo, kusukela ekuqalisweni komkhiqizo kuya ekwakhiweni kabusha komkhiqizo, zihlungwa emanzini adungekile okubona komuntu kanye nokwahlulela komphakathi. Kulapho umsebenzi wesazi sezokuhlalisana kwabantu saseFrance uPierre Bourdieu ungagcini nje ngokufanele, kodwa ubalulekile. Ithiyori yakhe yokunambitha, ebekwe encwadini yakhe eyisikhumbuzo ethi *Distinction: A Social Critique of the Judgment of Taste*, ingaphezu kakhulu kwencwadi yezemfundo emayelana nokubonga kwezobuciko. Kuwuhlaka olunamandla lokuqonda imithetho engabonakali ebusa impilo yomphakathi, okuhlanganisa nemakethe. Lesi sihloko sinikeza ‘i-abrégé ekhonondayo’—isifinyezo sokukhononda—semibono ka-Bourdieu, ukukhononda ngenxa yokuthi ubunkimbinkimbi bayo buphikisana nokwenza kube lula, kodwa kudingekile ngenxa yokuthi imininingwane yayo ibaluleke kakhulu ukuba amabhizinisi anamuhla angayinaki.

Inganekwane Yokunambitha Kwemvelo kanye Nomqondo Wokujwayela

Igalelo lokuqala elikhulu lika-Bourdieu limelene nenkolelo ejulile yokuthi ukunambitheka kuyisipho esizalwa naso. Sithanda ukucabanga ukuthi esikuthandayo ngomculo othile, ukudla, noma ukwakheka komuntu ngamunye. U-Bourdieu waphikisa ukuthi lokhu kungumbono ongekho emthethweni. Kunalokho, izinto esizithandayo zilolongwa kakhulu indawo yethu—isimiso sokuhlala isikhathi eside, ukuthambekela okugxilile, imibono, kanye nezindlela zokucabanga esizithola ngokukhuliswa kwethu kanye nendlela yokuphila yomphakathi. Imikhuba yakho "iwumuzwa wakho wegeyimu," ukuqonda okungaphansi komhlaba wezenhlalo okuqondisa ukukhetha kwakho nezenzo. Ichaza ukuthi kungani ukukhetha okuthile kobuhle noma amasu kuzwakala "kulungile" noma "kusobala" eqenjini elithile, kuyilapho kubonakala kungavamile noma kuxakile kwelinye. Ebhizinisini, ukuqaphela ukuthi amaqembu asebenza ezindaweni ezahlukene kuyisinyathelo sokuqala sokuvala izikhala zokuxhumana kanye nokwakha isu elibumbene kakhudlwana.

Imali Enkulu: Imali Yendawo Yomphakathi

Ukunambitha akukona nje okuthandayo; iwuhlobo lwemali. U-Bourdieu uhlonze izinhlobo ezimbalwa zemali abantu ngabanye namaqembu abanazo:

  • I-Economic Capital: Izinsiza zezimali nezimpahla.
  • Cultural Capital: Ulwazi, amakhono, imfundo, nokujwayelana nezimpahla zamasiko (isb., ukwazi iwayini elimnandi, ukuqonda ubuciko besimanje).
  • Social Capital: Amanethiwekhi okuthonya nobudlelwano.
  • Imali Enkulu Ewumfanekiso: Isithunzi, ukuhlonishwa, nokuba semthethweni.

Lawa osonhlamvukazi ayaguquleka futhi asetshenziselwa ukusungula nokugcina isikhundla ngaphakathi kwenkundla yezenhlalo. Igama lenkampani, isibonelo, liwuhlobo lwemali engokomfanekiso. "Ukunambitheka" okubukiswa yibhizinisi—ekwakhekeni kwalo ehhovisi, ulimi lwalo lokumaketha, ubuhle bomkhiqizo walo—ukuthunyelwa kwezimali okunecebo okuklanyelwe ukuheha ikhasimende elithile, ukwesabisa izimbangi, nokubonisa isikhundla salo emakethe. Ngakho-ke, uphawu lomkhiqizo olungahlangani, lufana nokuba nemali ebuthakathaka; yehluleka ukuxhumana ngesimo esicacile nesibalulekile.

Umehluko kanye nempi yasensimini

Inhloso enkulu yokunambitha, ka-Bourdieu, ukuhlukanisa—isenzo sokuzihlukanisa namanye amaqembu omphakathi. Ukunambitha kuyisikhali emzabalazweni oqhubekayo, othule wesigaba. Isigaba esiphezulu sichaza "ukunambitheka okuhle" (isb., idizayini encane, ukudla okuhle) njengokusemthethweni futhi okungokwemvelo, kuyilapho okuthandwayo kwamanye amakilasi kuvame ukuchithwa ngokuthi "inhlamba" noma "okuvamile." Lokhu kudala ukulandelana kwezikhundla. Amabhizinisi ahlale ebambe iqhaza kule mpi yokuhlukanisa. Kumelwe bazulazule emithethweni emisiwe ‘yenkambu’ yabo yemboni kuyilapho ngesikhathi esifanayo bezama ukusungula izinto ezintsha noma ukuchaza kabusha lokho okubhekwa njengokubalulekile. Ukuzama ukwethula umkhiqizo ophazamisayo ngaphandle kokuqonda izigaba zokunambitha ezikhona kanye namakhodi amasiko emakethe yakho oyiqondisayo kuyindlela yokwehluleka. Awugcini ngokuthengisa umkhiqizo; ubamba umzabalazo ongokomfanekiso wokuba semthethweni.

"Ukunambitha kuyahlukanisa, futhi kuhlukanisa ngokwezigaba." — U-Pierre Bourdieu, Umehluko

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Kusuka kokuthiyori kuya ekusebenzeni: I-Orchestrating Taste nge-Mewayz

Ngakho-ke, ibhizinisi lihamba kanjani lisuka ekuqondeni lawa mandla omphakathi angabonakali liye ekulawuleni ngempumelelo? Isiphithiphithi sokuthandwa okungahleliwe—lapho ukumaketha, ukuthengisa, umkhiqizo, kanye nokusebenza konke kudonsela ezinhlangothini ezihlukene ngokusekelwe kumkhuba wabo ongashiwongo—kuyingozi enkulu yokusebenza. Kulapho i-OS yebhizinisi elijwayelekile efana ne-Mewayz iba bucayi khona. I-Mewayz ihlinzeka ngohlaka lokuhlanganisa nokuqondisa "ukunambitheka" kwamasu enkampani yakho. Ngokwenza ihabhu elimaphakathi lemigomo, izinqubo, nokuxhumana, kusiza ukwakha imikhuba yenhlangano ehlangene. Lapho ithimba lakho lonke lisebenza ngohlelo olwabiwe lokuqonda kanye nombono wamasu ocacile, ukuthunyelwa kwezimali zenkampani yakho zezomnotho, zamasiko, kanye nezingokomfanekiso ziba ngamabomu futhi zibe namandla. I-Mewayz ayikusizi nje ukuphatha imisebenzi; kukusiza ukuthi uhlele isikhundla sakho emkhakheni wokuncintisana, uqinisekise ukuthi yonke ingxenye yebhizinisi lakho inikela emakethe ehlukile futhi esemthethweni.

Imibuzo Evame Ukubuzwa

Ithiyori ka-Bourdieu yokunambitha: abrégé ekhonondayo

Emhlabeni webhizinisi, sivamise ukukhuluma ngamasu, ukumaketha, nokusebenza njengokungathi kukhona endaweni engenalutho. Siyakhohlwa ukuthi zonke izinqumo, kusukela ekuqalisweni komkhiqizo kuya ekwakhiweni kabusha komkhiqizo, zihlungwa emanzini adungekile okubona komuntu kanye nokwahlulela komphakathi. Kulapho umsebenzi wesazi sezokuhlalisana kwabantu saseFrance uPierre Bourdieu ungagcini nje ngokufanele, kodwa ubalulekile. Ithiyori yakhe yokunambitha, ebekwe encwadini yakhe eyisikhumbuzo ethi *Distinction: A Social Critique of the Judgment of Taste*, ingaphezu kakhulu kwencwadi yezemfundo emayelana nokubonga kwezobuciko. Kuwuhlaka olunamandla lokuqonda imithetho engabonakali ebusa impilo yomphakathi, okuhlanganisa nemakethe. Lesi sihloko sinikeza ‘i-abrégé ekhonondayo’—isifinyezo sokukhononda—semibono ka-Bourdieu, ukukhononda ngenxa yokuthi ubunkimbinkimbi bayo buphikisana nokwenza kube lula, kodwa kudingekile ngenxa yokuthi imininingwane yayo ibaluleke kakhulu ukuba amabhizinisi anamuhla angayinaki.

Inganekwane Yokunambitha Kwemvelo kanye Nomqondo Wokujwayela

Igalelo lokuqala elikhulu lika-Bourdieu limelene nenkolelo ejulile yokuthi ukunambitheka kuyisipho esizalwa naso. Sithanda ukucabanga ukuthi esikuthandayo ngomculo othile, ukudla, noma ukwakheka komuntu ngamunye. U-Bourdieu waphikisa ukuthi lokhu kungumbono ongekho emthethweni. Kunalokho, lokho esikuthandayo kuthonywa kakhulu indlela esiphila ngayo—isimiso sokuhlala isikhathi eside, ukuthambekela okugxilile, imibono, kanye nezindlela zokucabanga esizithola ngokukhuliswa kwethu kanye nendlela esiphila ngayo. Imikhuba yakho "iwumuzwa wakho wegeyimu," ukuqonda okungaphansi komhlaba wezenhlalo okuqondisa ukukhetha kwakho nezenzo. Ichaza ukuthi kungani ukukhetha okuthile kobuhle noma amasu kuzwakala "kulungile" noma "kusobala" eqenjini elithile, kuyilapho kubonakala kungavamile noma kuxakile kwelinye. Ebhizinisini, ukuqaphela ukuthi amaqembu asebenza ezindaweni ezahlukene kuyisinyathelo sokuqala sokuvala izikhala zokuxhumana kanye nokwakha isu elibumbene kakhudlwana.

Imali Enkulu: Imali Yendawo Yomphakathi

Ukunambitha akukona nje okuthandayo; iwuhlobo lwemali. U-Bourdieu uhlonze izinhlobo ezimbalwa zemali abantu ngabanye namaqembu abanazo:

Umehluko kanye nempi yasensimini

Inhloso enkulu yokunambitha, ka-Bourdieu, umehluko—isenzo sokuzihlukanisa namanye amaqembu omphakathi. Ukunambitha kuyisikhali emzabalazweni oqhubekayo, othule wesigaba. Isigaba esiphezulu sichaza "ukunambitheka okuhle" (isb., idizayini encane, ukudla okuhle) njengokusemthethweni futhi okungokwemvelo, kuyilapho okuthandwayo kwamanye amakilasi kuvame ukuchithwa ngokuthi "inhlamba" noma "okuvamile." Lokhu kudala ukulandelana kwezikhundla. Amabhizinisi ahlale ebambe iqhaza kule mpi yokuhlukanisa. Kumelwe bazulazule emithethweni emisiwe ‘yenkambu’ yabo yemboni kuyilapho ngesikhathi esifanayo bezama ukusungula izinto ezintsha noma ukuchaza kabusha lokho okubhekwa njengokubalulekile. Ukuzama ukwethula umkhiqizo ophazamisayo ngaphandle kokuqonda izigaba zokunambitha ezikhona kanye namakhodi amasiko emakethe yakho oyiqondisayo kuyindlela yokwehluleka. Awugcini ngokuthengisa umkhiqizo; ubamba umzabalazo ongokomfanekiso wokuba semthethweni.

Kusuka kokuthiyori kuya ekusebenzeni: I-Orchestrating Taste nge-Mewayz

Ngakho-ke, ibhizinisi lihamba kanjani lisuka ekuqondeni lawa mandla omphakathi angabonakali liye ekulawuleni ngempumelelo? Isiphithiphithi sokuthandwa okungahleliwe—lapho ukumaketha, ukuthengisa, umkhiqizo, kanye nokusebenza konke kudonsela ezinhlangothini ezihlukene ngokusekelwe kumkhuba wabo ongashiwongo—kuyingozi enkulu yokusebenza. Kulapho i-OS yebhizinisi elijwayelekile efana ne-Mewayz iba bucayi khona. I-Mewayz ihlinzeka ngohlaka lokuhlanganisa nokuqondisa "ukunambitheka" kwamasu enkampani yakho. Ngokwakha ihabhu elimaphakathi lezinhloso, izinqubo, kanye nokuxhumana, kusiza ukwakha imikhuba yenhlangano ehlangene. Lapho ithimba lakho lonke lisebenza ngohlelo olwabiwe lokuqonda kanye nombono wamasu ocacile, ukuthunyelwa kwezimali zenkampani yakho zezomnotho, zamasiko, kanye nezingokomfanekiso ziba ngamabomu futhi zibe namandla. I-Mewayz ayikusizi nje ukuphatha imisebenzi; kukusiza ukuthi uhlele isikhundla sakho emkhakheni wokuncintisana, uqinisekise ukuthi yonke ingxenye yebhizinisi lakho inikela emakethe ehlukile futhi esemthethweni.

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