Adam balasy payda bolghan kezden bastap, býgingi kýnge deyin әrtýrli qarym-qatynas dengeyinde sanqily tәsilder men qúraldar arqyly ózara baylanys jasady. Qazaq dalasynda tasqa qashalghan tanbadan bastap, týrli on-órnekter de aqparat almasudyng belgili bir qyzmetin atqardy. Aytalyq, jeti ózendi asyryp úzatylghan qazaq qyzy tórkinine óz qolymen kestelegen týskiyiz nemese syrmaq, oramal sekildi búiymdardy Atyraudan Altaygha jolaushylar arqyly sәlemdeme etip berip jiberedi. Ony alghan ata-anasy, tuys-tughandary kestening týr-týsi, ong-órnegine qarap qyzdarynyng sary týsti kóbirek qoldanghan bolsa, saghynyshtan sarghayyp jýrgenin, jasyl, kók týs basym bolsa, jaghdayynyng jayly ekendiginen habardar bolyp otyrghan.  Ózge de quanysh pen qayghyny, sәttilik pen qiyndyqty beyneleytin oy-órnekting neshe týrlisi bolghan eken.

Keyin jazudyng payda boluy hat almasugha, poshta, telefon, radio, televiziya sekildi qúraldardyng ómirge enui baylanysty odan ary jetildire týskeni ayan. Olay bolsa, býgingi dәuirde әlem tútasyp, jahandanudyng qarqyn aluy – qarym-qatynas tәsilimiz ben baylanys qúralymyzdy New media atty ozyq tehnologiyagha negizdeuimizge iytermelep otyr. Áriyne, búl saladaghy tiyimdi qúral ómirimizdi ózgertu ýshin jasalghan Internet ekendigi belgili.

Adam balasy payda bolghan kezden bastap, býgingi kýnge deyin әrtýrli qarym-qatynas dengeyinde sanqily tәsilder men qúraldar arqyly ózara baylanys jasady. Qazaq dalasynda tasqa qashalghan tanbadan bastap, týrli on-órnekter de aqparat almasudyng belgili bir qyzmetin atqardy. Aytalyq, jeti ózendi asyryp úzatylghan qazaq qyzy tórkinine óz qolymen kestelegen týskiyiz nemese syrmaq, oramal sekildi búiymdardy Atyraudan Altaygha jolaushylar arqyly sәlemdeme etip berip jiberedi. Ony alghan ata-anasy, tuys-tughandary kestening týr-týsi, ong-órnegine qarap qyzdarynyng sary týsti kóbirek qoldanghan bolsa, saghynyshtan sarghayyp jýrgenin, jasyl, kók týs basym bolsa, jaghdayynyng jayly ekendiginen habardar bolyp otyrghan.  Ózge de quanysh pen qayghyny, sәttilik pen qiyndyqty beyneleytin oy-órnekting neshe týrlisi bolghan eken.

Keyin jazudyng payda boluy hat almasugha, poshta, telefon, radio, televiziya sekildi qúraldardyng ómirge enui baylanysty odan ary jetildire týskeni ayan. Olay bolsa, býgingi dәuirde әlem tútasyp, jahandanudyng qarqyn aluy – qarym-qatynas tәsilimiz ben baylanys qúralymyzdy New media atty ozyq tehnologiyagha negizdeuimizge iytermelep otyr. Áriyne, búl saladaghy tiyimdi qúral ómirimizdi ózgertu ýshin jasalghan Internet ekendigi belgili.

Alghash 1958 jyly ghylym men әskeriy-tehnologiyany damytudy kózdeytin AQSh Progressivtik zertteu jobasy agenttigining (US ARPA) qúryluy Internetting damuyna bastau bolghany tarihy shyndyq.

Qazaqstangha tayau jyldardan bastap engen Social media termiyni enip ýlgermey jatyp-aq әleumettik jelini paydalanushylar sany artumen qatar oghan tәueldi toptar da boy kórsete bastady.  Social media degendi internetke negizdelgen әleumettik qarym-qatynas dep týsinuge bolady.

Olay bolsa, social media qoghamdyq qauymdastyqtan góri әleumettik aqparattar men habarlamalardyng jelisi retinde týsindiriledi.  Áleumetpen qarym-qatynas jasaudyng aqparattyq jelisi [social media] degenimiz [social networking websites], [social news websites], sonday-aq [social bookmarking websites] sekildi týrli veb-paraqshalar arqyly adamdardyng ózara qatynasatyn, tildesetin aqparat, janalyqtaryn bólisetin, pikir almasatyn internet ayasyndaghy virtualdyq baylanys.   

Internetke negizdelgen social media-n negizi 2000 jyly Veb 2.0 tehnologiyanyng engiziluinen tarihy bastau alady.  Olay bolsa, Veb 2.0 tehnologiya degenimiz ne? Búl úghymdy O'Reilly 2004 jyly bir súhbatynda tilge tiyek etui onyng termin retinde qalyptasuyna әser etken. Odan búryn Veb 1.0 degen de bolghan eken. Ekeuining ózara aiyrmashylyqtary da barshylyq. Veb 1.0 – belgili bir internet qoldanushy tek aqparat alumen ghana shekteledi. Yaghni, keri baylanys joq. Alghan aqparaty jayynda pikir qaldyra almaydy, tek qana sayt adminstratorynyng (veb ýilestirushisi)  qyzmetine tәueldi bolsa, qazirgi Veb 2.0-ning ereksheligi jurnalist aqparat bere otyryp, ony qabyldaushylarmen oi-pikirin bólise alady. Búl sózsiz progress. Alayda, pikirtalas mәdeniyeti tómen keybir aqparat qabyldaushylar taqyrypty talqylaudan búryn avtordyng jeke basyn qorlaugha, jala jabugha, mazaq etuge beyim túratyny búl salada qúqyqtyq ýilestiruding qajettiligin tudyryp otyr. 

Social media-ny aldaghy uaqytta  broadcast media monologues-s social media dialogues salasyna qaray oiystyryp, almastyrugha internet pen vebke negizdelgen  tehnologiyalar qoldanylady eken. Múnyng mәni tútynushylardyng kónilinen shygha otyryp (user generated content) ony óndirushining dengeyine jetkizip, biliktilikke jәne aqparattyq demokratiyagha paydasyn tiygizedi.

Zertteushi ghalymdar Andreas Kaplan men Michael Haenlein ekeui social media-gha anyqtama bergende ony  Web 2.0-dy iydeologiyalyq jәne  tehnologiyalyq úiymgha negizdelip payda bolghan jәne tútynushynyng kónil-kýiining qajettiligin óteushi, birdemeni ózgertuge ynta-yqylasyna negizdelgen internetting bir salasy degen eken. Social media – qazirgi dәuirde júrttyng basty nazaryndaghy nysan әri eshbir kýshke des bermes óndiris ispetti dep anyqtaydy. 

Social media negizgi ýsh qúrylymnan túrady:

1. Concept ( óner, aqparat, mәdeny iydeyalardan); 

2. Media (tәsil, qúral, taratu tetik);

3.Social (yntymaqtastyq kelisim,  Viral marketing, elektrondyq radio nemese baspasóz agenttigi t.s.s. týrleri). 

Tarihy týp negizi. «Social media» degen ataudyng payda boluy   2006 jyldyng mausym aiy degendi zertteushiler birauyzdan qoldap otyr. Sol tústa wikipedia arqyly taraghan «social media» turaly maqalada oghan mynanday anyqtama berilgen:  «Belgili bir kezendegi jurnalister men baqylaushylardyng jasaghan tújyrymdarynan góri jeke adamdardyng oi-pikirleri men úsynys, kózqarastarynyng nazargha alynyp, qyzyghushylyq tudyruy».

         Social media – óndiristik jariyalanymnan (industrial media), gazet, televiziya, kino ónerinen mýlde ózgeshe dýniye. Óndiristik media – aqparatty jariya etude ózekti әri manyzdy sharalardy talap etedi. Al, social media -  salystyrmaly týrde arzan әri qoljetimdi qúral arqyly jeke adam ózi qalaghan aqparattaryn jariyalap, taratuyna mýmkindik beredi.

Búl jerde industrial media degen termindi biz dәstýrli baspasóz tәsili retinde týsingenimiz abzal. Social media jәne industrial media ekeuine ortaq erekshelikterine kelsek, auditoriya qamtugha mýmkindikteri ken. Aytalyq, blog, post nemese Tv shou bolsyn, bәri de myndaghan, milliondaghan adamdargha jetuge mýmkinidkteri bar.

Degenmen, ózara aiyrmashylqtary da barshylyq. Mysaly, industrial meda jariyalanymdary ony oqityndardan belgili dengeyde sauattylyq pen bilimdi talap etedi. Al, social media tym qarapayym, keyde tipti qarabayyr boluy da mýmkin. Industrial media bir ret jasalghan bolsa, ony ózgertu mýmkin emes.  Al, sociaI media-ny sol sәtte comment arqyly jóndeuge, ózgertuge bola beredi.

Sonymen qatar tútas media degen atau әlem jurnalistikasyn zertteushilerding arasynda kezdesip jýr. Onyng mәni industrial jәne social media-nyng gibrid týrin qúraytyndyghymen erekshelenip otyr.  Bir shanyraq astynda radio, televiziya, gazet-jurnal bәrin ashyp, oghan mamandar da, әuesqoy qyzyghushylar da toptasyp jatqan jayy bar. Kóp jaghdayda social men industrial media ekeuining de qúrylymy qosarlana qoldanyluy praktikada kórinis tabuda. 

Social media – adamdar arasyndaghy әreketterge negizdeledi. Aytalyq, su jýgirtu ýshin qúbyrdy paydalanatyn sekildi  aqparattyq

tehnologiyany paydalanyp, ózara iydeya almasady, problemany birlesip talqylaydy. Social media-ny tiyimdi paydalanghan sharuashylyq újymdary  marketing qyzmetteri arqyly tútynushylaryna tiyimdi qyzmet kórsetip otyr.  

Social media-da arnayy belgilengen  paraq sany bolmasa da ony shekteusiz dýnie deuge kelmegenimen, júrt oghan pikir bildirulerine, óz jariyalanymdaryn qoilaryna jәne jazbalaryn qayta qarap redaktorlaularyna mol mýmkindikteri bar. Jalpy, jana qúral-jabdyqtar men qazirgi zaman qúrylghylary tek qana aqparat berumen shektelip otyrghan joq. Isker, shygharmashyl, izdengish jandardyng әriptes tabularyna, jana júmys ornyn ashularyna, siyrek әri ozyq tehnologiyalyq tәsilderin tanularyna jaghday tudyryp otyr.

         Social media alda da jetildirilip, ózge san týrli qyzmet tәsilderin tauyp, iygilikke jarap jatuy yqtimal. Internet talqylau men konferensiyalar, veb-blog, әleumettik jeliler, uiki, podkast sayttardyng kóbeyip, dauys-dybys, beyne týrleri boyynsha aqparat almasu jetile týspek. 

         Býgingi qoldanystaghy tehnologiyalardyng keng taraghan týrleri:blog arqyly fotolar almasu, beyne blog, beyne dәrister jýrgizu, elektrondyq poshta bolyp otyr.  Songhy jyldary keybir, firma, kәsiporyndar ózderining brend tauarlary men qyzmet týrlerining marketingine arnaghan platform nemese ózge arnalardy qoldana bastaghan. Densaulyq saqtau oryndary men emhanalar atalmysh tehnologiyalardy iygerse óz pasiyentterimen kenes ótkizuge asa qolayly bolar edi.

         Qazirgi tanda Social media-nyng qajettiligi barghan sayyn artyp keledi. Sanauly jyl búryn әlemning aldynghy qatarly uniyversiytetterining professorlarynyng dәrisin tyndau múng bolsa, qazir qalaghan  Oksfordyn, Garvardtyn, Kembridjding ghalymdarymen virtualdy әlemde jýzdese beruge bolady. Ayta berdi, әlemning aituly sayasatkerlerimen, Qúrama Shtattyng preziydentimen de Social media arqyly baylanys jasaugha mýmkindik bar.

Bizdin  әleumettik jeli jayyndaghy úghymymyzdyng masshtabynyng ózi qazirgi tanda facebook, Twitter, Youtube, blog sekildilermen shektelip, dostardyng ózara habarlasuynan, foto, beyneklipter almasuynan asa almay otyrmyz.  Shyn mәninde siz neni bilginiz kelse, internet bәrin de bere alady.

         Jyldamdyqtyng zor qarqynymen qaryshtap damyp kele jatqan onlayn qoghamda әr azamat jeke túlghalyq brendin qalyptastyru jolynda  ózin ózgelerge dúrys tanytyp, abyroyyn asqaqtatu ýshin qalasa da, qalamasa da Social Media-gha jýginuge mәjbýr. Búl jerde әriyne, aitary bar adamdar ghana ózining bilim-biligin, qarym-qabiletin kórsete alady.

Qazirgi student degenimiz ýstelden bas kótermey otyryp, kitap oqy beretin nemese ústazdyng oqyghan dәrisinen belgilep alghan azyn-aulaq mәlimetti jattap alyp onysyn seminar sabaghynda aina-qatesiz aityp beretin «sovettik zamannyn» týlegi emes. Ol dәuir әldeqashan kelmeske ketti.

 Aytalyq, biznes, qarjy mamandyghy boyynsha bilim alyp jatqan studentti mysalgha alayyq. Ol әlde bir elde aqsha sayasaty ózgergeni jayynda aqparattyng telearna arqyly habarlanghanyn qúlaghy shaldy delik. Tolyq aqparatqa qol jetkizu ýshin ol qanday әreket jasaydy?

1. Google, Wikipedia boyynsha týrli aqparat kózderining derekterimen tanysady

2. Youtube-ten aqparatqa qatysty Podcast-terdi kórip tyndaydy. Onda kәsiby mamandar men sala ghalymdarynyng súhbattary, beyne dәristeri de kezdesedi.

3. Twitter arqyly óz ústazdarymen nemese әlemning ózge irgeli oqu oryndarynyng mamandarymen baylanysqa shyghyp súraq qoylaryna bolady. Aytalyq, Garvard, Oksford uniyversiytetteri professorlarynyng bәrining Twitter paraqshalary bar. Studentter óz salalary boyynsha tirkele alady.

4. Facebook nemese ózge forum sayttar arqyly arnayy taqyrypqa say talqylau úiymdastyra alady. Múnyng paydaly jaghy kópting pikirimen tanysyp, olarmen tikeley qarym-qatynas jasaugha bolatyndyghynda.

5. Sóz sonynda aitarymyz, belgili dengeyde jan-jaqty aqparatqa qanyghyp, týrli mәlimet alghan song student óz tújyrymy men payymyn blogine nemese paraqshasyna jazyp, óz kózqarasyn jalpaq júrtqa jetkize alady. Sonymen qatar google group-ti paydalana otyryp, әrkim ózimen mýddeles, pikirles jandardy tauyp birige alady.

Sayyp kelgende, Social Media arqyly payda aqparat aludyng arqasynda adam ruhany túrghydan ózin bayytyp, damyta alatyndyghyn da úmytpaghanymyz abzal.

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