Qazirgi televiziya sipaty men betalysy.

Jer jýzindegi media-kenistik, sonyng ishinde televiziya jana ghasyr bastalghaly beri, әsirese songhy on jyl bedelinde kýrt ózgerdi. Álbette, tehnologiyanyng kesheuildep jetui jәne basqa da obektivti, subektivti sebepterge baylanysty Qazaqstanda búl ózgeris keyingi bes-alty jylda ghana bayqaldy.

Eng әueli, sputniktik jәne kabelidik jýiening jedel damuy kórermenning tandau mýmkindigin meyilinshe keneytip, kóbeytip jiberdi. Qazir Qazaqstannyng (damyghan Batys elderin aitpay-aq ta qoyalyq) kóptegen eldi mekenderinde (iri, ortasha, shaghyn qala, kentterde, qalagha jaqyn auyldarda) kem degende otyz shaqty telearna kóruge bolady.

Ekinshiden tez tarap jatqan internet pen arzan («qol jetimdi» dep jýrmiz) smartfondar aqparat aludyng jana «túma-bastaularyn»: әleumettik jeliler, әr qily sayttar, youtube, on-linefilimder (búl filimderding barlyghy derlik «pirattyq» jolmen jýkteledi) qarau, t.s.s. ashyp berdi.

Endigi jerdegi bәseke ainaldyrghan eki-ýsh, tipti bes-alty arna arasyndaghy «jayau jarys» emes, óte qiyn jәne uaqyt ozghan sayyn sharty qataya beretin alaman bәigege ainaldy. Yaghni, belgili aghylshyn jurnalist – zertteushisi Mark Tangeytting sózimen aitqanda:«Qazirgi BAQ naryghy myndaghan saudager óz búiymyn ótkizuge jantalasyp, ónesh jyrtqan qújynaghan alyp, shuly bazargha úqsaydy.»

Tehnologiyadaghy shúghyl betbúrys әlemdik televiziya kenistigine taqyryptyq, janrlyq telearnalar men interaktivti telearnalardy engizdi. Búl qúbylys qazaq kórermenining basym bóligi ýshin tili týsinikti, úghymdyq stereotipteri etene Reseyde de bastalyp ketti. Qazir Reseyde shetelding MTV, Euronews, Eurosport, Discovery, Fox, Animal, Planet, Nation Geografik, Nicelodeon, t.b. arnalary orys tilinde habar taratady, sonymen qatar balalargha, bóbekterge, bizneske, sportqa, muzykagha, jaghrapiyagha, tipti anshylyq pen balyqshylyqqa arnalghan tól arnalary bar. Bizde búl ýrdis bastala berip, toqtap qaldy.

Áriyne, adam sany salystyrmaly týrde az, alyp territoriyada halqy shashyray ornalasqan, ekonomikalyq әleueti de jogharghy dengeyge jete qoymaghan respublikada әr tekti kórermen mýddesin týgendep, jas ereksheligi, kәsibi, әleumettik qyzyghushylyghyn eskerip, sala-sala bop diyversifikasiyalanghan telehabar taratu jýiesin qalyptastyru — dәl býgingi uaqyt ýshin oryndalmas talap.

Endi birer jyl shamasynda Qazaqstandaghy aqparat taratu jýiesi týgeldey sifrlyq jýiege kóshedi. Búl - әrbir jiyilikte (chastota) birneshe arnany qatar kórsetuge bolady degen sóz. Onday jaghdayda «Qazaqstan», «Habar», «ORT-Evraziya» siyaqty telearnalar ózining basty artyqshylyghynan (signaly eng ýlken aumaqty qamtityn) aiyrylady. Jәne demografiyalyq ózgeristerge oray qazaq tilinde aqparat taratu salasy da keneye beretinin eskersek, aldaghy uaqytta bәseke kýsheye týspek.

Ózgertu, ózindik bet-beyne jasau turaly sóz qozghamas búryn, qazirgi otandyq telearnalardyng jalpy sipatyn bajaylap alu kerek dep bilemiz. Búl rette kózge birden týsetin ortaq sipat - kabelidik jýiedegi birdi-ekili arnany (muzykalyq «Gәkku», «HIT TV», diny «Asyl arna») sanamaghanda, elimizdegi telearnalar bir ghana tip – uniyversaldyq («әmbebap» degen balama «uniyversaldyq» maghynasyn tolyq ashpaydy) bitim-ýlgi boyynsha qúrylghan. Yaghni, kez-kelgen otandyq telearna әri aqparattyq, әri oiyn-sauyqtyq, әri ghylymiy-tanymdyq funksiyalardy qatar alyp jýruge tyrysyp otyr. (Ózindik bazasy, habar taratu sayasaty qalyptaspaghan, negizgi arnanyng arzanqol qosymshasy siyaqty ghana әser qaldyratyn «Qazsport», «Balapan»,  siyaqty arnalar - bólek taqyryp). Dәl osy «uniyversalizm prinsiypi» arnalardyng barshasyna tәn birqatar belgilerdi tuyndatady. Tәptishtep, taldap, sózdi kópke sozbasaq, negizgi nyshandardy bylay sanamalaugha bolady.

*Aqparattyq birizdilik. Yaghni, tútastay alghanda janalyq toptamalarynyng taqyryptyq, stilidik úqsastyghy.

*Aqparattyq jútandyq. Otandyq bir de bir arna (24 kz. qosa aitqanda) shyn mәnindegi aqparattyq jelige ainalghan joq. Aqparat aghynyn, negizinen, resmy jiyndar turaly habarlar qúrap otyr.

*Analitikalyq dәrmensizdik. Yaghni, qoghamda bolyp jatqan oqighalardyng sebep-saldaryn, tórkinin taldap beretin baghdarlamalardyng ýstirttigi, kәsiby analitika dengeyine jetpeui.

*Aqparattyq, oqighalyq jobalardyng damymay qaluy. Otandyq arnalarda jurnalistik zertteu, oqighalyq («aqparattyq») serial janrlary siyrek úshyrasady.

*Talk show formasyndaghy baghdarlamalardyng sapasyzdyghy. Qoghamdyq pikir qalyptastyratyn, әleumettik-sayasy ótkir kózqarastardy rettep otyratyn Media-Túlghalardyn qalyptaspauy.

*Oyyn-sauyq baghdarlamalaryna orynsyz basymdylyq berilui. Jәne solardyng kópshiligining shetel efiyrindegi baghdarlamalardyng jýdeu kóshirme-imitatory sipatynda boluy.

*Qazaqstannyng biregey, mәdeni, tarihi, jaghyrapiyalyq kelbetin tanytatyn, formasy, berilu tәsili sony, qazirgi tez zerikkish kórermen yqylasyn audarugha qauqary bar jobalardyng joqtyghy.

Shúqshiya zerttegen adam otandyq televiziya kenistiginen basqa da tolyp jatqan kinarat tabary sózsiz. Biraq, mәsele min taghu, kemistik izdep timiskileude emes, Otandyq telearnalardy jana óriske bastaytyn baghdar qarastyrudaghy jaqsy niyet bolsa kerek-ti. Osynday niyetke sayyp, Otandyq, әsirese resmy memlekettik telearnalardyng bolashaq betalysyna qatysty keybir úsynystarymyzdy ortagha salyp otyrmyz.

Telearnanyng jedel aqparat sayasaty.

XX ghasyrdyng sonyna qaray әbden aiqyndalyp, birjola qalyptasqan ýrdis – aqparat aghyny (oqighalar, janalyqtar) әlemning damyghan elderinde eng basty media ónimge ainaldy. Býkil jer jýzine taraytyn transúlttyq alyp arnalar qoghamdyq ómirding qúramdas bóligi bolyp aldy. Basqasyn aitpaghanda, CNN international, BBC World, Euronews siyaqty alyptarsyz qazir әlemdik aqparat kenistigin elestete almaysyz.

Qazirgi uaqytty «aqparat dәuiri» dep jýr. Tehnologiya túrghysynan ghana aitylsa kerek. Áytpese aqparat qay zamanda da adamnyng basty qajettilikterining biri bolghan. Búl rette myng - myng jarym jyl búrynghy jarshy, jaushy men qazirgi BAQ-tyng tabighaty tuys. Baghzynyng jarshysy da, qazirgining tilshisi de óz túsyndaghy adamnyng tabighy súranysyn ótep túr. Basqasha týiindesek, aqparat — adam sanasy men zerdesining ainymas, ajyramas bóligi: Aristoteliding ataqty ghaqliyasyn sәl ózgertip aitsaq: «Adam balasy - tumysynan aqparattyq januar».

Keng maghynasynda, janalyqtar da, ósek-ayang da, әngime, ólen-jyr, kino — bәri aqparat. Biz búl arada aqparattyng jedelhabar-osharlyq sipatyna jәne sol habarlardy qorytu, taldau mәselesine toqtalmaqpyz.

Janalyqty bilmekke qúmarlyq adamnyng bolmysyna has erekshelik ekening moyyndasaq, aqparat (janalyqtar, oqighalar) jelisi— telearnanyng habar taratu kestesi ýshin ústyn, beynelep aitqanda, júlyn-omyrtqagha ainaluy tiyis. Yaghni, telearnanyng úzaq kýngi qyzmetin ústap túratyn arqau- eng әueli aqparat.

Últtyq telearnanyng jedel aqparat qyzmeti qalay ózgeruge tiyis degende, jogharyda atalghan prinsipti qaperde ústay otyryp tújyrghan úsynystarymyzdyng úzyn - yrghasy tómendegidey:

Janalyqtar aghyny.

 Qazirgi memlekettik BAQ aqparatyna qatysty eng kýrdeli mәsele — «senim daghdarysy». Yaghni, kórermende janalyqtardyng obektivtiligine, shynshyldyghyna degen kýmәn qalyptasqan. Eng әueli kórermen men eki aradaghy osy kedergiden ótu kerek. Búl ýshin janalyqtardyng meylinshe beytarap boluyn qatang qadaghalau qajet. Yaghni, janalyqtarda eshqanday da bagha berushilik, jurnalistin, telearnanyng kózqarasy túrghysynan pikir aitushylyq bolmasqa kerek. Basqasha aitqanda, oqighanyng jaghymdy nemese jaghymsyz jaqtaryn paryqtau kórermenning óz erkine qaldyrylady. 80 - shi jyldardyng basynda 25-aq adamdyq újymmen CNN júmysyn bastaghan Ted Terner «qazirgi janalyqtar tym bir jaqty, әlemdegi barlyq kórermen janalyqtardyng beytarap, obektivti boluyna zәru» degen kózqarasta bolypty. « Janalyq ataulyny aldymen bizden bilesiz» degen qaghidamen júmystanghan bir kezdegi shaghyn arna qazir әlemdegi eng quatty mediajelige ainalghany barshagha ayan.

Yaghni, «N eldi mekenine auyz su qúbyry tartylyp, túrghyndar quanyshqa bólendi», «Islam prinsipterin teris týsinip, adasqan top әskery bólimshege shabuyl jasady» tәrizdi kommentariyler aitylmaugha tiyis. Qanday da bolmasyn oqigha beytarap bayandaluy tiyis. resmy arna «Halqymyzdyng tól merekesi Nauryzdy N qalasynyng túrghyndary shat-shadyman kónil-kýimen qarsy aldy» dep jelpinbeuge tiyis. Bir sózben qayyrghanda,janalyq — nasihat emes, janalyqtyng tek ózi dep qabyldanghanda ghana kórermen senimi payda bolady.

«Nasihatshyl janalyqtardyn» eng óreskel ýlgisi retinde Resey telearnalarynyng janalyqtar toptamasyn atar edik. Sol sebepti de kórshi elding janalyqtar stiylin kontrýlgi retinde paydalanugha bolady.

Janalyqtardyng taqyryp aluandylyghy, jan-jaqtylyghy, respublika ónirlerin barynsha keng qamtuy basty sharttyng birine ainaluy tiyis. Yqsham, naqty Headline toptamasynan (basty janalyqtar) song shúbyrghan jinalystar turaly esepter emes, (ministrliktegi, ýkimettik organdardaghy, әkimshilikterdegi), el ómirining sodan song әlem kelbetining әr qily qyrlaryn ashatyn janalyqtar ketuge tiyis.

Osy orayda «Neni janalyq (oqigha) dep tanimyz?» degen basty súraq tuyndaydy. Mәselen, janarmay tapshylyghynan egin egudi bastay almay otyrghan N audany diqandarynyng jaghdayy ma?» әlde «mal túqymyn asyldandyryp, auyl sharuashylyghynda klaster jasau jayyndaghy ministrlik jinalysy (seminary) ma?». Shynyn aitsaq, oqigha tandau, onyng kórermen ýshin qajeti nemese qajetsizdigin, bolymdy nemese bolymsyzdyghyn anyqtau — otandyq efirding eng bir әlsiz túsy. Resmy BAQ-tardaghy «kóterinki kónil-kýi» men saryjaghal arnalardaghy kriminaldyq esepter tasqyny, oily kózben baghamdasaq, — bir ainanyng eki beti siyaqty. Yaghni, ekeuinde de ómirdi qalyptan tys, búrmalay kórsetu («iskajennoe predstavleniye») prinsiypi bar.

Osynday súraqtardyn, janalyqtar qyzmetine qatysty basqa da mәselelerding basyn ashyp alu ýshin «Janalyqtar qyzmetining erejeleri» nemese «Janalyqtardy әzirleu mәseleleri» siyaqty aiqyn, naqty úsynystar tizilgen kitapsha jazylugha tiyis. Búl rette, mysal ýshin, BBC jelisi jasaghan «BBC aqparatyn óndirushilerge arnalghan qaghidalar» degen shaghyn enbekti paydalanugha bolady.

Janalyqtar tasqynynyng ishinen eng manyzdysyn iriktep alyp, qarqyndy (dinamikalyq) formatta úsynu tәsilin oilastyrghanda, paneuropalyq aqparat arnasy «Euronews» - ten ýlgi alugha bolar edi. «Euronews»-ting basty ereksheligi — janalyqtardyng daydjest retinde, rubrikanttar arqyly berilui nazar audarugha túratyn qúbylys.

«Headline», «Brief», «Breaking news», «Business», «Sport», «Knowledge», «No comment», t.b. rubrikalary jyldam auysyp, әrqaysysy ózine ghana tәn dybys, grafikamen (biraq ortaq stilidegi) kómkerilui kórermendi jalyqtyrmay algha jetelep otyrady.

Resmy arnalar aqparattyq sayasatynyng ózindik formatyn qalyptaudyng әuelgi sharttarynyng biri - janalyqtardy irikteu, beru úsynu mәselesi. Búl janalyqtar blogynyng mazmúnynan tartyp, syrtqy pishin – kelbetine deyingi aralyqtaghy san týrli faktordy qamtityn shart. Osy maqsatta mynanday negizgi prinsipterdi atap aitamyz:

a) Basym aksent qoyylatyn basty oqighalardy anyqtap aluy kerek. Basty janalyqtyng sany eki- ýshten aspauy shart.

ә) Aymaqtyq oqighalargha barynsha mәn beriluge tiyis. Qazaqstan ónirlerining qaysybiri kóbirek kórinip, endi biri nazardan qaghaju qalmauyn qadaghalap otyrghan jón. Aymaq degende, oblys ortalyghy sol tónirektegi audandar emes, eng aldymen týkpirdegi audandar tirshiligin kórsetu qajet. Aymaqtardan alynatyn habarlargha el túrmysy kópshilikti alandatyp nemese qyzyqtyryp otyrghan mәseleler taqyryp bolugha tiyis. Áytpese, búl túrghydaghy oqighalar legi audan, auyl әkimderining arzan jarnamasyna ainalyp ketu qaupi bar.

b) Arnanyng habar taratu kestesinde janalyqtardyng jiyiligin kóteru kerek. Janalyqtar blogy әr eki saghat sayyn shyghyp túrghany abzal. Búl, birinshiden, arnanyng jedel aqparat kózi retindegi bәsin kýsheytedi, ekinshiden, arna tynysyna dinamika bitiredi. Batys elderindegi jetekshi telearnalar berik ústanatyn qaghida - «Áyteuir bir jerde, әiteuir bireu ýshin qashanda praym-taym». Yaghni, tanghy, týski, týsten keyingi bolsyn, janalyqtardy kóretin, jedel aqparatqa dilgir kórermen qashanda tabylady degen sóz.

v) Janalyqtardy әzirlegen kezde tikeley reportaj, «telekópirler» úiymdastyrugha aiyryqsha mәn beru shart. Tehnikalyq túrghydan dәl qazir búl asa qiyn sharua emes. Al, pәrmendilik, qúndylyq jaghynan eng tiyimdi tәsil. Oqigha bolyp jatqan jerdegi (kópir salyndy, dala órtendi, su tasydy nemese el jaylaugha kóship barady, t.s.s) tilshimen «telekópir» (poliekran formasy arqyly) jasau arna janalyghyna basqasha mәn jýkteydi, shúghyl aqparat túma-bastauy retindegi bedelin arttyrady. Osy tәsildi qajettiligine qaray eksperttermen tikeley baylanysqa shyghu formatyna da paydalanugha bolady. Mәselen, múnaydyng baghasy kýrt qúldyraghan nemese kóterilgen kezde Almatydaghy, Astanadaghy tipti shet eldegi eksperttermen bir mezette qatar baylanysqa shyghu — kórermen nazaryn birden audaratyn әdis.

g) Asa bir aktualdy oqighagha baylanysty jedel pikir, jedel saualnama da - osy anghardaghy amal. Ekonomika, finans mәselesin әrdayym nazarda ústau kerek. Jәne búl rette júrt aityp jatqan jay sóz emes, mamandanghan tilshining aqparatyn bergen jón. Eger arna aqparaty naqty, týsinikti bolsa, birte- birte osy aqparatty «andyp» otyratyn kórermen qalyptasady.

Endi birer sóz janalyqtar blogynyng qúrylymy, syrt pishini turaly. Jogharyda rubrikatorlar jayynda sóz boldy. Aqparat aghynyn әr týrli taqyryptargha bólip, taqyryptyq rubrikatorlar arqyly úsynu - býginde shet el televiziyasyndaghy qyzyqty formalardyng biri. Búl tәsil, birinshiden, kórermendi jalyqtyrmaydy, jetelep otyrady. Ekinshiden iri әriptermen terilgen, әsem kórkemdelgen rubrikatorlar qolyndaghy pulitting týimelerin sytyrlatyp, arnadan arnagha auysyp, telekenestikti kezip otyrghan kórermen nazaryn tútyp qalady, oqighanyng mәnisin birden andatady. Mәselen, ekrandaghy kóriniske qosymsha tómende taygha tanba basqanday kórnekti rubrikator túr: «Týrkiya men Niyderland dauy» nemese «Ontýstiktegi su tapshylyghy» t.s.s. Basqasha aitqanda, rubrikator – telearna ýshin qosalqy andatpa, jol kórsetkishi rolin atqarady.

Sonymen qatar janalyqtar efiyrinde kompiuterlik dizayn, diagrammalyq illustrasiya, animasiyalanghan infografika údayy jәne shúghyl paydalanylugha tiyis. Rubrikatorlar shyqqan sәttegi dybystyq sýiemelge de (sound-track) erekshe salmaq jýkteledi. Janalyqtar blogynda uaqytty dәl kórsetip túratyn saghat boluyn da úmytpaghan jón. Yaghni, janalyqtar redaksiyasynyng (diyreksiyasynyn) óz komiputerlik dizaynerleri, dybys rejisserleri boluy shart.

Búl aitylghandar (syrt pishin, forma) әdepki jarq-júrq ýshin emes, aqparat blogyn jandandyru, «tiriltu» ýshin qajet dep bilemiz.

Endigi bir nazarda ústaytyn mәsele - janalyqtardy neghúrlym keng taratu, janalyqtardyng túraqty kórermenin qalyptastyru.

«Kórermen bizdi naqtylyghymyz, beytaraptylyghymyz ýshin únatady. Bizding janalyqtar - senimdi aqparat kózi. Bizding tilshiler- qaynaghan tirshilikting naq ortasynda jýrgen kәsipqoy jandar. Kez kelgen oqighany biz ózgelerden góri jedel, shynayy bayandap, týsindiremiz» - deydi BBC World-tyng marketing diyrektory Djeyn Gorard. Búl- BBC World-tyng óz qyzmeti jayynda jasaghan marketingtik tújyrymynyng bireui ghana.

Kezinde BBC bastap jibergen, qazir kóptegen arna, agenttikter ilip әketken tiyimdi tәsil - janalyqtardy naqty adamdardyng elektrondyq pochtasyna jiberu. Yaghni, janalyqtargha jappay jazyludy úiymdastyru. Dәl osy jolmen apta sayyn «Aptadaghy basty janalyqtargha sholu jәne arnanyng aptalyq kestesi» atty elektrondyq bulleteni әzirlep, jiberip túrugha bolar edi.

Búl ýshin, әriyne, әueli janalyqtardyng sapasyn kóteru shart. Sodan song telearna janalyqtarynyng arnayy veb-sayty (website) turaly oilanugha bolady. Eng bastysy, - janalyqtargha arnanyng negizgi mediaónimi retinde qaraytyn kózqaras kerek.

Janalyqtar jelisin arna arqauy dep aiqyndaghan song jýrgizushilerge, jýrgizu mәnerine de kózqaras ózgeruge tiyis. Jәne bir eskeriletin jayt - janalyqtardyng barlyq shygharylymdarynda «tiri» jýrgizushi otyruy shart emes. Kýndizgi qysqa janalyqtardy, viydeo daydjest formasynda da beruge bolady. (Euronews formasy).

Al ózekti oqighalardyn, jer - jerdegi habarlardyn, әrqily taqyryptaghy janalyqtardyn, aua rayynyng kýrdeli qospasy ispetti ýlken janalyqtarda jýrgizushi bolghany dúrys. Jýrgizushi tek dayyn mәtindi suflerdan oqyp beretin diktor emes, shyn mәnindegi jýrgizushi boluy kerek. Búl arada onyng syrt kelbetine qosa bilimi, erudisiyasy, naqty sóileu, súraq qoi, әngime sabaqtau qabileti eskerilui tiyis. Yaghny arnagha jýrgizushining imitatory emes (imitatorlyq — tek jýrgizushiler emes, basqa da biraz mәselege qatysty týitkil), naq jýrgizushinin ózi qajet.

Sonymen qatar aqparat tilin shýilige qadaghalamasa bolmaydy. Búl jýrgizushilerge de, tilshilerge de qarata aitylatyn mәsele:

*Jýrgizushiler dabyrlap, tym jyldam sóileuge úmtyluy da ynghaysyz әser qaldyrady. Ár halyqtyng óz sóileu intonasiyasy bolady. Jәne ol intonasiya tilding grammatikalyq, leksikalyq, fonologiyalyq qasiyetinen tuyndaydy. Qazaq - bayyppen, aiqyn sóilegendi únatatyn halyq. Al sovettik konferensie daghdysy men doly isterikanyng budany siyaqty imitatorlyq sapyl — sauatsyzdyq belgisi.

*Bizde әli kýnge jurnalistikalyq til mәdeniyeti qalyptaspaghanyn moyyndaugha tura keledi. Jurnalisterding aiqyndauysh, epiytetterge kóp jýginui, qisynsyz obrazdarmen sóileuge qúmarlyghy — osynyng kórinisi.

*Aqparat tilinde slengter, basqa tilden qolapaysyz qotarylghan «kalikalar» órip jýretinine, qalyptasqan әdeby til normalary «bizding auylda osylay sóileydi» degen jeleumen búzyla beretinine qúlaghymyz «ýirenip» ketti. «Tuylghan, erteraq, bolyp tabylady, jýgensizdikke әkeldi, oryn aldy», t.s.s. – sonyng bir ghana parasy.

*Orfoepiyalyq zandylyqtar eskerilmeuge ainaldy. Taldyqorghan, Alakól, Qyzylqúm, Qazaqstan, Amankeldi, t.s.s. dep qaqyldaghan tilshige de, akterge de nazar audarmaytyn boldyq.

Últtyq arnanyng aqparattyq tilin etalongha ainaldyrugha úmtylu kerek. Sol maqsatta arnayy ekspert ústap, kәnigi kónekóz akterlardan sabaq aludy úiymdastyru da artyq emes. Aqparattyq sayasattyng janalyqqa úlasyp jatatyn endi bir qyry — analitikalyq habarlar.

Analitikalyq aqparat.

Analitikalyq aqparat - kez-kelgen uniyversaldyq arnanyng әleumettik salmaghyn arttyratyn, teledidardy shyn mәnindegi qoghamdyq-әleumettik fenomenge ainaldyratyn faktor. Efirdegi janalyqtar legin tikeley, beytarap aqparat desek, analitikalyq habarlar kerisinshe - bagha berushi, talqylaushy, týsindirushi, sebep-saldardy bajaylaushy, boljam jasaushy aqparat, jekelegen adamdardyng (maman, ekspert, arnayy tilshi) oiynda sýzilip, qorytylyp, tәpsirlengen aqparat. Mamannyng saliqaly pikiri, kózqarastar qayshylyghy, naqtyly bir mәselening egjey-tegjeyi osy janr enshisinde. Sol sebepti de senimdi derek, oryndy uәjge qúrylghan, dauryqpa-damaysyz, jan-jaqty aqparaty joq uniyversal telearna eshqashan da tolyqqandy, salmaqty BAQ retinde qabyldanbaydy.

Resey TV - efiyrinde songhy jyldary (2008-2009 j. beri, әsirese) qatty asqynghan әsire nasihatshyldyq («ense kóteru, týregelu») pen danghaza dumanshyldyq (razvlekatelinosti) bizge de salqynyn tiygizdi. Eger kórshi elding analitikalyq baghdarlamalary (sholu, sayasi, tok-shou) «tis qayrau» sayasaty bolsyn, әiteuir óz mýddesin kózdese, biz onsyz da qalt-qúlt qazaq tilindegi analitikany mýlde joyyp tyndyq (birli-jarymdy ayanyshty habarlar tilge tiyek bola almaydy). Qajetti bolmaghandyghy sebepti osy salada mamandanghan jurnalister joqtyng qasy. Qazaq tilinde sóiley alatyn, biraq resmy BAQ - tan alastalghan ýsh-tórt sayasattanushyny aitpasaq, ekspertter qauymy da tym seldir.

Endigi jerde qalay bolghanda da osy joqtyng ornyn toltyru kerek. Ary-beriden song sapaly, saliqaly, shynshyl analitika— otandyq telearnagha degen halyq senimin qalyptastyrudyng basty sharty.

Qazir telearna, agenttik basshylary salmaqty habarlardyng joqtyghyn reytingpen baylanystyrady. Bizdegi reytingting shynayylyghy, sapasy arnayy toqtaludy qajetsinetin mәsele. Jýz payyz memleket moynyndaghy telearnanyng búl uәji kýlkili estileri óz aldyna. Jalpy respublikadaghy reyting shygharu mәselesi — eshqashan ghylymi, dәiekti negizde tekserilmegen «aqtandaq». Búqaralyq kommunikasiya salasyndaghy belgili reseylik maman, ghylym doktory, MGU professory Lidiya Matveevanyng myna pikirine jýginip kórelik (mәtin maghynasy búrmalausyz boluyn oilap, oryssha keltirdik):

«Reyting — slabyy argument. Akkuratno vyrajayasi, reyting- veshi ne vsegda otrajaishaya realinosti. Y sudya po nashemu issledovanii, ludy na samom dele chuvstvuyt, chto sovremennyy kontent razrushaet dushu...»

Jarnama rynogy zor, BAQ óz maqsatyn (ol qanday maqsat - basqa әngime) kózdep, soghan jetip te otyrghan, әleumettik pikirdi qadaghalau jýiesi qalyptasqan Reseyding ózining mamandary osylay deydi. Keyingi kezde efirdi jaulaghan «últtyq astamshylyq, qyz-oynaq, jyn-oynaq, kriminaldyq serialdar» qalay degenmen olardy da seskendirdi. Al әljuaz, kóshirme baghdarlamalarynan basqa búl tasqyngha qarsy qoyar jobasy joq, analitikadan jau kórgendey shoshityn bizding ýrkek efir turaly ne aitugha bolady?!

Sonymen, Otandyq arnalar efiyrine analitikalyq sikl qayta oralugha, oralghanda imitasiya emes, shynayy, oily, ótkir, júrt qyzygha kóretindey dengeyde oralugha tiyis.

Aghymdaghy aqparat pen analitikagha kóbirek mәn beruimizding sebebi - qazir qoghamda әleumettik medianyn yqpaly jyldam kýsheyip keledi. Áleumettik jeliler jedel aqparattyng túma - bastauy retinde de, kóp tarapty pikirler alany retinde de, interaktivti mýmkindik retinde de rynoktan dәstýrli aqparat qúraldaryn yghystyra bastady. Búryn tek ýlken efirler men gazet - jurnaldar qalyptastyratyn media túlghalar qataryna negizinen internet arqyly tanymal bop, bedel jinaghan әleumettik jeli avtorlary kelip qosyldy.

«Facebook» - tyng negizin salghan Mark Sukerberg jaqynda ózining «Jahan qauymdastyghyn qúru» («Bulding Global Community») atty maniyfesin jariyalap: «Áleumettik media - yqsham aqparat tudyryp, rezonanstyq habar- oshardy neshe mәrte kýsheytip jiberetin orta. Búnday ortanyng artyqshylyghy- halyq әr týrli iydeyalarmen tanysu mýmkindigin alady», - dep mәlimdedi. Yaghni, internetting dәstýrli BAQ- pen bәsekedegi bel alyp kele jatqan basymdylyghyn taghy bir eskertip ótti.

Osynday jaghdayda әzirge óz teledidaryn qadir tútatyn, resmy BAQ-tan әli de birjolata teris ainalyp kete qoymaghan qazaq kórermeni men oqyrmany, onyng oi- sanasy, pikiri, mýddesi ýshin jan alyp, jan berisken kýres kerek. Sol sebepti, jedel aqparat salasy uaqyt talabyna tez ynghaylanyp, shet tilin (әsirese, aghylshyn tilin) biletin, әlemdik aqparat tehnologiyasyn jiti baqylap otyratyn, shyn patriot, namysty jas mamandarmen jasaqtaluy shart.

III. Jedel aqparattan tys teleqoyylymdar men ónimder

 Ádette uniyversaldy telearna kestesining 65-70%-y jedel aqparattan tys teleónimderden, kino kórsetilimderden túrady. Otandyq teleefir turaly sóz qozghalghanda dәl osy arada reyting degen týiitkil shyghady. Qazirgi qazaq efiyrin tolayym jaulaghan jappay sapasyz sayqymazaq pen «kóshirme» shoular-arna reytingisin ústap túratyn ústyn-túghyrlar-mys. Jogharyda aityp kettik, jýz payyz memleket moynyndaghy arnalar ýshin jarnamadan týsken qarjy- tamshy ghana. Yaghni, arna sayasatyn aiqyndaushy faktor bola almaydy.

Birinshiden, Qazaqstanda eshqashan da shyn mәnindegi obektivti reyting, kórermen yqylasyn tereng zertteu bolghan emes. Kórermen yqylasy týgili, qogham pikiri jan-jaqty tolyqqandy zerttelmeydi. Reytingti kimder jasaydy, qanday metodika qoldanady, ol әdister Qazaqstan ýshin qanshalyqty dәrejede layyqty, respondentter kimder, últy, tili, jynysy, jas ereksheligi? Ólsheuishter Qazaqstan halqynyng osy shaqtaghy demografiyalyq әleumettik qúrylymyna sәikes kele me? Hosh. Reytingisi «joghary» әldebir ýndi teleserialyn nemese tilin shygharyp, bet-auzyn qisandatqan «sayqymazaq-shoudy» tamashalap otyrghan kórermen sol arnadan tapjylmay, әri qarayghy «janalyqtardy» qaray ma? Qaramasa, mýlde masqara! Memleket, halyq qarjysy ýndi (ýndi, orys, kәris, t.s.s.) serialy ýshin júmsalynghany ghoy! Onday reytingtik sayasatty berik ústanghan telearnany memleket tarapynan qarjylandyru qanshalyqty oryndy? Últtyq aqparat sayasatyn kórermen yqylasy men pikirin týbegeylep zertteuge qabiletsiz hәm qúlyqsyz «reyting agenttikterine» baylap qoy kimge tiyimdi? Mine, búl súraqtargha jauap alu esh mýmkin emes! Aytyla-aytyla jauyr bolghan, aitylghan jerde qalatyn, әldebir toptardyng mýddesine bola qajetsiz sharua qataryna ysyrylghan mәsele. Shyntuayttap kelgende, týbi últtyq qauipsizdikke qater tóndiretin soraqylyq. Sondyqtan da Qoghamdyq pikirdi zertteuding últtyq ortalyghy qúrylyp, ashyq-jabyq zertteulerden bastap, otandyq kórermen yqylasyn bajaylau mәselesi memleket qamqorlyghyna, alynbasa, barynsha dәiekti, ghylymy negizi bar shynayy zertteuler jasalmasa, elimizding әleumettik-ruhany әlueti (potensiyaly) apatty jaghdaygha deyin qúldyrauy anyq.

Ekinshiden, eshqanday jana joba salghan jerden júrt nazaryna ilinip, sharyqtay jónelmeydi: Uaqyt, marketing, jarnama qajet bolady. Sauatty mediamamandardyng kópshiligine mәlim bir aighaq- CNN siyaqty tek janalyqtargha arnalatyn jahandyq joba jasaghan Ted Terner alghashqy jeti jyl boyy ziyan shegipti! Tauy shaghylmaghan, bolashaq damu strategiyasyna degen senimi kәmil bolghan. Áriyne, últtyq joba jasap, jeti jyl, tipti jeti ay kýtu degen sóz emes búl. Biraq otandyq telearnalar sayasatyn qazaqtyng tilin, mәdeniyetin, tarihyn bilmeytin, mentaliytetinen maqúrym, bolashaghyna nemqúrayly jat júrttyq kenesshiler jasap otyrghany jәne olardyng ýzdik teleónim shygharghan elderden emes, ózderi de kóshirmeshi- imitator kórshilerden kelgeni - sypayylap aitqanda nonsens!

Sol sebepti de BAQ basshylary osy mәseleni Preziydent әkimshiligi, Ministrler Kabiyneti, Parlamentte ótkir qoyyp, tez arada bir sheshimge kelui kerektigi, - mýmkin, jýz birinshi әlde myng birinshi ret aitylyp otyrghan sóz. Elding qayghysy, bolashaqtyng qamy!

Kórermen yqylasyn zertteuge qatysty kezek kýttirmey, juyrdaghy eki-ýsh ay bedelinde atqarylatyn manyzdy shara-barlyq aimaqtardaghy kórermenderdi meyilinshe keninen qamtyp, kórermen qauymnyng demografiyalyq, әleumettik erekshelikterin tanyp, qanday taqyryp, janrlargha qyzyghushylyghyn aiqyndap, naqty habarlargha degen kózqarasyn bajaylap alugha jәrdem beretin әleumettik zertteu jýrgizu. Jәne búl jýrdim-bardym jasalatyn sharua emes, kórermen óresin andap, talghamyn týsinu ýshin qajetti, arnanyng aldaghy baghyt- baghdaryn aiqyndau ýshin birden-bir nysana-meje bolatynday dәrejedegi sapaly qújat әzirleudi maqsat tútqan saliqaly is boluy shart.

Sonymen, Otandyq telearnalar mazmúnyna qatysty keybir oilarymyzdyng úzyn-yrghasy — osy. Myqtap eskeriletin prinsiyp-habar taratu kestesinde әr kýndi erekshelendirip túratyn «temirqazyq», «altyn shege» ispetti eki - ýsh baghdarlamanyng boluy. Kez-kelgen kórermen arna kestesinen ózi ýzbey qaraytyn, tym bolmaghanda jay ghana qyzyghatyn bir baghdarlama taba alatynday bolugha kerek.

Arna brendingi, kompiuterlik dizayyndaghy últtyq naqysh, arnadaghy әr aluan «shapkalardyn» muzykalyq sýiemeli turaly sóz bólek. Arnayy mamandardyng qatysuymen talqylanatyn asa kýrdeli taqyryptyng biri degen oidamyz. Tek búl orayda telearna baghytyn jaqsy týsinetin kompiuterlik dizayn toby men dybyspen әrleushi- muzykanttardyng shtatta bolghany tiyimdi. Álbette, autsorsing arqyly da jasatugha bolady, onday jaghdayda arna men merdigerler arasynda óte berik, kýnbe-kýn kenesken yntymaq ornaugha tiyis. Muzyka degende, jәne bir oi-býgin «modagha» enip, erteng úmytylatyn onghaq әuenderdi emes, qisapsyz qazyna - qazaq dәstýrli muzykasy motivterine jýgingen jón. Mәselen, bir Qúrmanghazynyng ghana múrasy — bir emes, birneshe arnanyng ýni bolugha jaraytyn tanghalarlyq saz әlemi. Al Abyl men Qazanghap, Tәttimbet pen Sýgir, Aqan, Birjan, Múhittardyng terenine kim ýnilipti?!

Eger dәstýrli muzyka motivteri, janalyqtar bolsyn, jarnama bolsyn,- arna ónimderining rubrikatorlarynan ýnemi estilip túrsa, kórermen zerdesinde jattalyp qalary, dәstýrli muzyka tilin úghynugha zәredey bolsyn kómek bolary anyq. Búl arada osynday ýrdis Europada keninen bayqalatyndyghyn, klassikalyq muzyka motivteri әr týrli ónimderdi dybyspen әrleuge paydalanylatyndyghyn qaperge salamyz.

Áriyne, búl rette jyldar boyy tamyrlanghan kesel, kedergilerdi jenip, siresip qalghan jýieni ózgertu qiyngha soghary anyq. Biraq últ múraty, úrpaq qamy ýshin atqarylar iste qanday qiyndyqtan bolsyn jasqanyp, tayqu — namysqa syn.

Bazarbek Atyghay, mәdeniyettanushy, Filologiya ghylymdarynyn kandidaty

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