المتلاعبون بالعقول

225 اﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ اﻹﻋﻼﻣﻴﺔ ﺑﻮﺻﻔﻬﺎ ﻗﻮة ﻣﻀﻔﻴﺔ وﻳﺘﻴﺢ اﺑﺘﻌﺎدﻫﻢ اﻹرادي ﻋﻦ ﻗﻨﻮات اﻻﺗﺼﺎل اﻟﺮﺋﻴﺴﺔطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻣﺮﺣﻠﻴﺎ ﻋـﻠـﻰ اﻷﻗـﻞطسﻫسﺨﺖﺄط(ﺧﺢﳋ اﻟﻔﺮﺻﺔ أﻣﺎﻣﻬﻢ )طءّﺛﺒﻈ(ﳊﺢ ﻳﺒﺸﺮ )طءّﺄﻏﺨﺌﳋﺒﺎدرات ﺟﺪﻳﺪة ﻣﺜﻴﺮة ﲢﺎول اﻹﻓﻼت ﻣﻦ إﻃـﺎر اﻻﺧـﺘـﻴـﺎر اﻟـﺮاﻫـﻦ. وﻣﺮة أﺧﺮى ﻧﻘﻮل: إن ﻣﺸﺎرﻛﺔ اﻟﻌﺪﻳﺪ ﻣﻦ اﻟـﻨـﺎس ﻓـﻲ اﻟـﻨـﺸـﺎط اﻹﻋـﻼﻣـﻲطسﻫسﺨﺖﺄط(ﺧﺢﳋ )طءّﺄﻏﺨﺌﳋﺒﺎدراﺗﻬﻢ اﳋﺎﺻﺔطسﻫسﺨﺖﺄط(ﺧﺢﳋ وﻣﻦ ﻣﻨﻄﻠﻖ رﻏﺒﺘﻬﻢ اﳋﺎﺻﺔ ﻓﻲ اﻻﺗﺼﺎلطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻫﻲ أﻗـﻮى دﻓﺎع ﻋﻠﻰ اﻹﻃﻼق )طءّﺨﺧﺄﳋﻠﻜﻪ أي ﻣﺠﺘﻤﻊ ﻓﻲ ﻣﻮاﺟﻬﺔ اﻟﺴﻴﻄﺮة اﻹﻋﻼﻣﻴﺔ وﺗﻮﺟﻴﻪ اﻟﻌﻘﻮل. إن اﻟﺸﻮاﻫﺪ اﻟﺘﻲ اﺳﺘﻌﺮﺿﻬﺎ ﻫﺬا اﻟﻜﺘﺎبطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻓﻀﻼ ﻋﻦ اﻻﻧﺪﻓـﺎع اﻟـﻌـﺎدي ﻟﻸﺣﺪاث اﻟﻴﻮﻣﻴﺔ ﻳﻮﺿﺢ أﻛﺜﺮ ﻓﺄﻛﺜﺮ أن ﻛﻞ اﻟﺪﻓﺎﻋﺎت اﻟﺘﻲ )طءّﺨﺧﺄﳋﻜﻦ ﺣﺸﺪﻫﺎطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻣﻄﻠﻮﺑﺔ وﺿﺮورﻳﺔ ﻓﻲ اﻟﺴﻨﻮات اﻟﻘﺎدﻣﺔ. ﻓﻠﻴﺴﺖ وﺳﺎﺋـﻞ اﻻﺗـﺼـﺎل وﺣـﺪﻫـﺎ ﻫﻲ ا)طءّﺛﺒﻈ(ﳊﺢ ﻋﺎم. وﻓﻲ ﺗﻘﻮ)طءّﺨﺧﺄﳋﻪ )طءّﺛﺒﻈ(ﳊﺢ اﻻﻗﺘﺼﺎد ﺑﺠﺎﻣﻌﺔ ﺳﺘﺎﻧﻔﻮرد أن اﻷﻣﺮﻳﻜﻲ. وﺳﻮف ﺗﻮاﺟﻪ اﳊﺮﻛﺎت اﻟﺜﻮرﻳﺔ ا)طءّﺛﺒﻈ(ﳊﺢ اﻻﻗﺘﺼﺎدﻳﺔ اﻟﻘﻮﻳﺔ ﻣﻊ اﻟﺪول اﻟﺼﻨﺎﻋﻴﺔ اﻟﻐﺮﺑﻴﺔ اﻟﺮﺋﻴﺴﺔطسﻫسﺨﺖﺄط(ﺧﺢﳋ واﻟﻴﺎﺑﺎنطسﻫسﺨﺖﺄط(ﺧﺢﳋ وﺿﻐﻂ اﻟﻘﻮة اﻟﻌﺎﻣﻠﺔ اﻟﺪاﺧﻠﻴﺔ ﻣﻦ أﺟﻞ اﳊﺼﻮل ﻋﻠﻰ ﻧﺼﻴﺒﻬﺎ ﻣﻦ اﻟﺪﺧﻞ اﻟﻘﻮﻣﻲطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﺳﻴﻮاﺟﻪ ﻛﻞ ذﻟﻚطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻓﻲ رأي ﺟﻴﺮﻟﻲطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﺑﺎﻟﻠﺠﻮء ا)طءّﺛﺒﻈ(ﳊﺢ » ﺻﺎرﻣﺔ ﻣﻦ اﻟﻘﻤﻊ وﻳﺘﻨﺒﺄ ﺟﻴﺮﻟﻲ وﺑﺄﺧﺮى ﻓﻲ ا)طءّﺛﺒﻈ(ﳊﺢ ﻻ ﻳﺒﺪون اﻫﺘﻤﺎﻣﺎ ﻓﻲ اﻟﻮﻗﺖ اﳊﺎﻟﻲ ﺑﺎ)طءّﺛﺒﻈ(ﳊﺢ ذﻟﻚطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﺳﺘﺤﺎﻓﻆ اﻟﺮأﺳﻤﺎﻟﻴﺔ ﻋﻠﻰ ﺑﻘﺎﺋﻬﺎ ﺑﻮﺻﻔﻬﺎ رأﺳﻤﺎﻟﻴﺔ ذات ﻃﺎﺑﻊ اﺣﺘﻜﺎري ﻣﻮﺟﻪ ﺑﺼﻮرة ﻣﺘﺰاﻳﺪةطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻟﻜﻦ اﻟﻌﺪﻳﺪ ﻣﻦ ﻋﻨﺎﺻﺮ اﻟﺪ)طءّﺨﺧﺄﳋﻮﻗﺮاﻃـﻴـﺔ ﻟـﻦ ﻳـﻮاﺻـﻞ اﻟﺒﻘﺎء .)٣٢( ﻋﻠﻰ أن ﻫﺬا اﻟﺘﺼﻮر ا)طءّﺛﺒﻈ(ﳊﺢ ﻓﻠﻮ اﻓﺘﺮﺿﻨﺎ ﺻﺤﺔ ﲢﻠﻴﻞ ﺟﻴﺮﻟﻲ ﺟﺰﺋﻴﺎ. ﻓﺈن اﻟـﻨـﻈـﺎم واﳊـﻜـﺎم اﻟـﻘـﺎﺋـﻤـ)طءّﺨﺠ(ىﳋ ﻋﻠﻴﻪ ﺳﻴﺘﺨﺬ رد ﻓﻌﻠﻬﻢطسﻫسﺨﺖﺄط(ﺧﺢﳋ ا)طءّﺛﺒﻈ(ﳊﺢ ﻟﻜﻦ أدوات اﻟﻘﻤﻊطسﻫسﺨﺖﺄط(ﺧﺢﳋ اﻟﺘﻲ ﺗﺸﻜﻞ وﺳﺎﺋﻞ اﻻﺗﺼﺎل اﻵن ﺟﺰءا ﺣﻴﻮﻳﺎ ﻣﻨﻬﺎطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﺳﻼح

226 ا ذو ﺣﺪﻳﻦ ﻛﻤﺎ أﻧﻬﺎ ﻻ )طءّﺨﺧﺄﳋﻜﻦ اﻻﻋﺘﻤﺎد ﻋﻠﻴﻬﺎ ﻛﻠﻴﺔ. إن أﻛﺒﺮ ﺣﺠﻢ ﻣﻠﻜﻴﺔ ﻷﺟﻬﺰة ا)طءّﺛﺒﻈ(ﳊﺢ واﻟﻌﺪد اﻟﻀﺨﻢ ﻣﻦ اﻷﻓﺮاد ذوي اﻟﺘﺪرﻳﺐ اﻟﻌﺎﻟﻲ ﻓﻲ ﻣﺠﺎل اﻹﻟﻜﺘﺮوﻧﻴﺎت ﻓﻲ اﻟﺒﻼدطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﺑﻞ واﻟﻌﺪد اﻷﺿﺨﻢ ﻣﻦ اﻷﻓﺮاد اﳊﺎﺻﻠ)طءّﺨﺠ(ىﳋ ﻋﻠﻰ درﺟـﺔ ﻣـﻌـﻘـﻮﻟـﺔ ﻣـﻦ اﻟﺘﻌﻠﻴﻢطسﻫسﺨﺖﺄط(ﺧﺢﳋ واﺗﺴﺎع ﻣﺴﺎﺣﺔ اﻷرض ﻧﻔﺴﻬﺎطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻛﻞ ذﻟﻚ ﻳﻔﺮض ﻗﻴﻮدا ﺷﺪﻳﺪة ﻋﻠﻰ ﻣﻦ ﺳﻴﺴﻴﻄﺮون ﻋﻠﻰ اﳊﻘﻞ اﻹﻋﻼﻣﻲ ﻓﻲ ا)طءّﺛﺒﻈ(ﳊﺢ اﻟﻮﻓﺮة ا)طءّﺛﺒﻈ(ﳊﺢ وﺗﻘﻨﻴﺎت ﻧﻘﻞ ا)طءّﺛﺒﻈ(ﳊﺢ )طءّﺨﺧ(ﺧﳋﺎﻣﺎ )طءّﺄهﳊﳋﺎرﺳﺔ ﺳﻴﻄﺮة ﻛﺎﻣﻠﺔ ﻋﻠﻰ ﺣﺮﻛﺔ اﻟﺘﻮﺟﻪ اﻹﻋﻼﻣﻲ. وﻻ رﻳﺐ ﻓﻲ أن ﻫﺬه اﻟﻘﻴﻮد ﻻ ﺗﺰﻳﺪ ﻋﻠﻰ أن ﺗﻜﻮن ﻧﺸﺎﻃﺎ ﻣﻌﻮﻗﺎ ﻃﻮﻳﻞ اﻷﻣﺪطسﻫسﺨﺖﺄط(ﺧﺢﳋ وﻟﻴﺴﺖ ﻣﺒﺎدرات ﺟﺪﻳﺪة. ﻋﻠﻰ أن ﻫﻨﺎك ﻋﻘﺒﺔ أﺧﺮى ﻻ ﺗﻘﻞ أﻫﻤﻴﺔ ﻓﻲ ﻃﺮﻳﻖ ا)طءّﺛﺒﻈ(ﳊﺢ اﻹﻋﻼم. ﻓﺎﻟﺘﻨﺎﻗﻀﺎت اﻟﺪاﺧﻠﻴﺔ ﻓﻲ اﻟﻨﻈﺎم اﻻﺟﺘﻤﺎﻋﻲ ﻛﺒﻴﺮة وﻣﺘﺰاﻳﺪة. ﻛﻤﺎ أن أوﺿﺎع اﳊﻴﺎة ﻏﻴﺮ ا)طءّﺛﺒﻈ(ﳊﺢ ﻣﻦ اﻟﻨﺎس. وﺑﺎﻟﺘﺎﻟﻲ ﻓﻤﻦ اﻟﺼﻌﺐ )طءّﺨﺧ(ﺧﳋﺎﻣﺎطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻜﺜﻴﺮﻳﻦطسﻫسﺨﺖﺄط(ﺧﺢﳋ أن ﻳﻮﻓﻘـﻮا ﺑـ)طءّﺨﺠ(ىﳋ ﺣﺠﻢ إﻧﺘﺎج ﻗﻮﻣﻲ ﻳﺰﻳﺪ ﻋﻠﻰ ﺗﺮﻳﻠﻴﻮن دوﻻرطسﻫسﺨﺖﺄط(ﺧﺢﳋ وﺑ)طءّﺨﺠ(ىﳋ اﻹﻫﻤﺎل ا)طءّﺛﺒﻈ(ﳊﺢ واﻟﻔﻘﺮاء ا)طءّﺛﺒﻈ(ﳊﺢ ﻋﻠﻰ اﻟﻜﺜﻴﺮﻳﻦ أن ﻳﻔﻬﻤﻮا ﻛﻴﻒ ﻳﻨﺘﺞ ﻧﻈﺎم اﻗﺘﺼﺎدي ﻛﻤﻴﺎت ﻫﺎﺋﻠﺔ ﻣﻦ اﻟﺴﻠﻊ اﻟﻐﺮﻳﺒﺔ وا)طءّﺛﺒﻈ(ﳊﺢ )ﻣﺜﻞ اﺳﺘﺸﺎرﻳﻲ اﻟﻮﻗﺎﻳﺔ ﻣﻦ اﻟﻀﺮاﺋﺐطسﻫسﺨﺖﺄط(ﺧﺢﳋ وﻣﺆﺳﺴﺎت ﺗﺮﺑﻴﺔ اﳊﻴﻮاﻧﺎت ا)طءّﺛﺒﻈ(ﳊﺢ وﻣﺎ إﻟﻰ ذﻟﻚ(طسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻓﻲ اﻟﻮﻗﺖ اﻟﺬي ﻳﻌﺠﺰ ﻓﻴﻪ ﻋـﻦ ﺗـﻮﻓـﻴـﺮ اﻷﻃـﺒـﺎء اﻟـﺒـﺸـﺮﻳـ)طءّﺨﺠ(ىﳋطسﻫسﺨﺖﺄط(ﺧﺢﳋ وأﻃﺒﺎء اﻷﺳﻨﺎنطسﻫسﺨﺖﺄط(ﺧﺢﳋ واﻟﺘﻌﻠﻴﻢ اﻟﻜﺎﻓﻲطسﻫسﺨﺖﺄط(ﺧﺢﳋ وﻏـﻴـﺮ ذﻟـﻚ ﻣـﻦ اﳋـﺪﻣـﺎت اﻻﺟـﺘـﻤـﺎﻋـﻴـﺔ اﻷﺳﺎﺳﻴﺔ. وﻋﻠﻰ رﻏﻢ اﳉﻬﻮد ا)طءّﺛﺒﻈ(ﳊﺢ ﻋﻠﻰطسﻫسﺨﺖﺄط(ﺧﺢﳋ أو ﲡﺎﻫﻞطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻫﺬه ا)طءّﺛﺒﻈ(ﳊﺢ ﻳﺘﺼﺎﻋﺪطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻛﻤﺎ أن اﻟﻮﻋﻲ اﻟﻔﺮدي ﻳﺘﺄﺛﺮ ﺑﺎﻟـﺘـﺄﻛـﻴـﺪ. إن واﻗـﻊ أﻣـﺮﻳـﻜـﺎ ﻳـﻔـﺮض ﻧﻔﺴﻪ ﻓﺮﺿﺎ ﻋﻠﻰ إﻋﻼﻧﺎت اﻟﺘﻠﻴﻔﺰﻳﻮن وأﺣﺪاث اﻟﺮﺋﺎﺳـﺔ ا)طءّﺛﺒﻈ(ﳊﺢ وﻃﻘﻮس اﻟﺼﺨﺐ اﻟﺮﻳﺎﺿﻲ اﻷﺳﺒﻮﻋﻴﺔطسﻫسﺨﺖﺄط(ﺧﺢﳋ وﻋﻈﺎت اﻟﺪﻛﺘـﻮر ﻧـﻮرﻣـﺎن ﻓـﻨـﺴـﻨـﺖ ﺑﻴﻞ ﻣﻦ أﺟﻞ ﻣﺰﻳﺪ ﻣﻦ .)٤٢(

227 اﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ اﻹﻋﻼﻣﻴﺔ ﺑﻮﺻﻔﻬﺎ ﻗﻮة ﻣﻀﻔﻴﺔ ﻓﺎﻟﻘﻮى اﻟﺘﻲ دﻓﻌﺖ اﻟﻮﻻﻳﺎت ا)طءّﺛﺒﻈ(ﳊﺢ اﻟﺮأﺳﻤﺎﻟﻲ )اﻟﺘﻲ أﻧﺘﺠﺖ ﺑﺮﻧﺎﻣﺞ اﻟﻔﻀﺎء واﻟﺘﻔﺴﺦ ا)طءّﺛﺒﻈ(ﳊﺢ اﻟﻔﻘﻴﺮة ووﻓﺮة اﻟﻀﻮاﺣﻲطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﺛﻘﺎﻓﺔ اﻟﻌﺮﺑﺔ وﺷﻠﻞ ﺣﺮﻛﺔ ا)طءّﺛﺒﻈ(ﳊﺢ واﻧﻘﺮاض اﻟﺒﻌﺪ اﻹﻧﺴﺎﻧﻲ( وﻓﺮت أﻳﻀﺎ ﺧﺒﺮات ﺷﺨﺼﻴﺔ ﺟﺪﻳﺪة ﻋﻠﻰ ﻫـﺬه اﻟﺒﻼد. وﺗﺘﻴﺢ ﻫﺬه اﳋﺒﺮات ﻟﻌﺪد ﻣﺘﺰاﻳﺪ ﻣﻦ اﻷﻓﺮادطسﻫسﺨﺖﺄط(ﺧﺢﳋ أﻏﻠﺒﻬﻢ ﻣﻦ اﻟﺸﺒـﺎبطسﻫسﺨﺖﺄط(ﺧﺢﳋ أن ﻳﻨﻈﺮوا ﻟﻤﺠﻤﻞ اﻟﻌﻤﻠﻴﺔ اﻟﺘﻄﻮرﻳﺔ ﻟﻼﻗﺘﺼﺎد اﻟﻘﺎﺋﻢ ﻋﻠﻰ اﻟﺴﻮق ﻣﻦ زاوﻳﺔ ﺟﺪﻳﺪة. وﻓﻲ اﻟﻮﻻﻳﺎت ا)طءّﺛﺒﻈ(ﳊﺢ ﻓﻲ أي ﻣﻜﺎن آﺧﺮ. وﻣﻊ أن اﻷﺳﺌﻠﺔ وﺣﺪﻫﺎ ﻻ ﺗﻜﻔﻲ )طءّﺛﺒﻈ(ﳊﺢ ﻋﺮﻓﻬﺎ اﻟﻌﺎﻟﻢ ﺣﺘﻰ اﻵن ﻓﺈﻧﻬﺎ ﺗﻌﺮﻗﻞ إﻣﻜﺎﻧﻴﺔ اﺳﺘﺨﺪام اﻟﻨﻈـﺎم اﻟـﻘـﻮيطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻓـﻲ ﻇﺮوف ﻣﺨﺘﻠﻔﺔطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻟﻠﺘﻮﺟﻴﻪ اﻟﺸﺎﻣﻞطسﻫسﺨﺖﺄط(ﺧﺢﳋ أو اﻻﺳﺘﺒﺪادي ﻟﻠﻌﻘﻮل ﺣ)طءّﺨﺠ(ىﳋ ﻳﺼـﺒـﺢ ذﻟـﻚ اﻻﺳﺘﺨﺪام ﻣﺘﻄﻠﺒﺎ أﺳﺎﺳﻴﺎ ﻣﻦ أﺟﻞ اﺳﺘﻤﺮار ﺑﻘﺎﺋﻪ. وﻣﺎدام اﻟـﻨـﻈـﺎم ﺑـﺎﻗـﻴـﺎ دون أي ﺗﻐﻴﻴﺮ أﺳﺎﺳﻲطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻓﻼ ﺑﺪ ﻣﻦ أن ﺗﺰداد اﻷﺳﺌﻠﺔ اﻻﻧﺘﻘﺎدﻳﺔ. وﻟـﻘـﺪ ﻛـﻒ ﻗﺴﻢ ﻛﺒﻴﺮ ﻣﻦ اﻷﻣﺮﻳﻜﻴ)طءّﺨﺠ(ىﳋ ﺑﺎﻟﻔﻌﻞ ﻋﻦ ﺗﺼﺪﻳﻖ ﻣﺎ ﻳﺮوﻧﻪ وﻣﺎ ﻳـﺴـﻤـﻌـﻮﻧـﻪ ﻓـﻲ وﺳﺎﺋﻞ اﻹﻋﻼم اﻟﻘﻮﻣﻴﺔ. ﻛﻤﺎ أن ﻣﻼﺣﻈﺎﺗﻬﻢ اﻟﺴﺎﺧﺮةطسﻫسﺨﺖﺄط(ﺧﺢﳋ اﻟﺘﻲ ﺗﻌﺰز اﻵن اﻟﻮﺿﻊ اﻟﺮاﻫﻦطسﻫسﺨﺖﺄط(ﺧﺢﳋ )طءّﺨﺧﺄﳋﻜﻦ أن ﺗﺘﺤﻮلطسﻫسﺨﺖﺄط(ﺧﺢﳋ إذا ﻣﺎ ﺗﻮاﻓﺮت دواﻓﻊ ﻣﺨﺘﻠﻔﺔطسﻫسﺨﺖﺄط(ﺧﺢﳋ إﻟﻰ ﻣﻌﺎرﺿﺔ واﺿﺤﺔ اﻟﺮؤﻳﺔطسﻫسﺨﺖﺄط(ﺧﺢﳋ وﻣﻘﺎوﻣﺔ ذات ﻃﺎﺑﻊ ﺳﻴﺎﺳﻲ. ﻟﻘﺪ ﺑﺎﺷﺮ ﻣﻮﺟﻬﻮ اﻟﻌﻘﻮل ﻟﻔﺘﺮة ﻃﻮﻳﻠﺔ وﺑﺪأب ﻛﺒﻴﺮ أداء ﻣﻬﻤﺘﻬﻢطسﻫسﺨﺖﺄط(ﺧﺢﳋ وأﺗﻴﺤﺖ ﻟﻬﻢ ﻣﻮارد ﺿـﺨـﻤـﺔ ﻣـﻦ ﺧـﻼل ﻣـﻴـﺰاﻧـﻴـﺎت اﻟـﺸـﺮﻛـﺎت اﻟـﻌـﻤـﻼﻗـﺔ واﻟـﻮﻛـﺎﻻت اﳊﻜﻮﻣﻴﺔطسﻫسﺨﺖﺄط(ﺧﺢﳋ وﺣﻘﻘﻮا ﳒﺎﺣﺎ ﻛﺒﻴﺮا ﺣﺘﻰ اﻵن. وﻣﻊ ذﻟﻚ ﻓﺈﻧﻬﻢ ﻟﻢ ﻳﺘﻤﻜﻨﻮا-ﺣﺘﻰ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻘﺴﻢ واﺣﺪ ﻣﻦ اﻟﺴﻜﺎن-ﻣﻦ ﻣﻨﻊ ﺗﺰاﻳﺪ ﻓﻬﻤﻬﻢطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﺑﺪرﺟﺔ أﻋﻤﻖ ﻣﻦ ﻛﻞ ﻣﺎ اﻛﺘﺴﺒﻮه ﺣﺘﻰ ذﻟﻚ اﻟﻮﻗﺖطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻟﻠﻔﺤﻮى اﳊﻘﻴﻘﻴـﺔ ﻟـﻬـﺬا اﻟـﻨـﻈـﺎم. وﻳـﺠـﺐ أن ﻳﻜﻮن ﻫﺬا ﻣﺸﺠﻌﺎ ﻟﻘﻮى اﻟﺘﺤﺮر اﻟﺘﻲ ﻻ ﺗﺰال ﺿﻌﻴﻔﺔ. وأﻛﺜﺮ ﻣﻦ ذﻟﻚ ﻓﺈن ﻫﺬا اﻟﻔﻬﻢطسﻫسﺨﺖﺄط(ﺧﺢﳋ ا)طءّﺛﺒﻈ(ﳊﺢ ﺑﺈﻣﻜﺎن أن ﺗﺴﺘﻮﻋﺒﻪ أﻋﺪاد أﺧﺮى ﻣﻦ اﻟﻨﺎس ﻓﻲ اﻟﺴﻨﻮات اﻟـﻘـﺮﻳـﺒـﺔ. وﻋـﻠـﻰ ذﻟﻚ ﻓﺮ)طءّﺄﻏﺨﺌﳋﺎ ﻃﻮر اﻟﻮﻋﻲ ا)طءّﺛﺒﻈ(ﳊﺢ ا)طءّﺛﺒﻈ(ﳊﺢ اﻟﺘﻲ أﺻﺒﺤﺖ اﳊﺎﺟﺔ إﻟﻴﻬﺎ ﻓﻲ ﻫﺬه اﻟﺒﻼد ﻣﻠﺤﺔ ﻟﻠﻐﺎﻳﺔ ﻓﻲ اﻟﻮﻗﺖ اﳊﺎﺿﺮ.

228 ا

229 اﻟﻬﻮاﻣﺶ وا اﻟﻬﻮاﻣﺶ واﳌﺮاﺟﻊ اﳌﻘﺪﻣﺔ 1) Paulo Freire, Pedagogy of the Oppressed (New York: Herder and Herder, 1971), p. 144. (2) Ibed., p. 145. (3) Gore Vidal, “Homage to Daniel Shays“, The New York Review of Books, 10 August 1972, p. 12. اﻟﻔﺼﻞ اﻷول 1) Alan Lomax and Norman Berkowitz, “The Evolutionary Taxonomy of Culture“, Science 177 (21 July 1972): 238. (2) C. B. MacPherson, “The Political Theory of Possessive Individualism (Oxford: Clarendon Press, 1962). (3) Frank Stanton, “Will They Stop our Satellites?”, New York Times, 22 October 1972. )٤( ﻋﻠﻰ أن ﻫﻨﺮي ﻟﻮسطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻣﺆﺳﺲ آﺧﺮ ﻣﻦ اﻟﻤﺠﻼت اﻟﻮاﺳﻌﺔ اﻻﻧﺘﺸﺎرطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻳﺴﻠﻢ ﺑﻐﻴﺮ ذﻟﻚ. ﻓﻬﻮ ﻳﺨﺒﺮ ﻫﻴﺌﺔ ﻣﺤﺮري ﻣﺠﻠﺔ » إﺧﻀﺎﻋﻬﺎ ﳊﻜﻢ ﻗﻴﻤﻲطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻫﻲ ﻋﺎدة ﺣﺪﻳﺜﺔ اﻟﻌﻬﺪطسﻫسﺨﺖﺄط(ﺧﺢﳋ وﻫﻲ ﺷﻲء زاﺋﻒ )طءّﺨﺧ(ﺧﳋﺎﻣﺎ. وذﻟﻚ ﻣﺎ ﻳﺘﻌـ)طءّﺨﺠ(ىﳋ ﻋـﻠـﻲ أن أﺳﺘﻨﻜﺮه وأن أﺷﺠﺒﻪ. وﺑﺎﻟﺘﺎﻟﻲ ﻓﻌﻨﺪﻣﺎ ﻧﻘﻮل ﻓﻠﺘﺬﻫﺐ ا)طءّﺛﺒﻈ(ﳊﺢ ﻫﺬا ا)طءّﺛﺒﻈ(ﳊﺢ W.A. Swanberg, Luce and His Empire (New York: Charles Scribner‘s Sons, 1972), p. 331. (5) Daniel Bell, “The End of Ideologe (Glencoe, III: The Free Press, 1960). (6) Leon Eisenberg, “The Human Nature of Human Nature“, Science 176 (14 April 1972): 123-124. (7) “The Social Engineers Retreat Under Fire“, Fortune, October 1972, p. 3. (8) Eisenberg, “Human Nature“, p. 124. (9) Paulo Freire, Pedagogy of the Oppressed (New York: Herder and Herder, 1971), p. 135. (10) Les Brown, Television: The Business Behind The Box (New York: Harcourt, Brace Jovanovich, 1971), pp. 196-203. (11) Freire, Pedagogy of the Oppressed, p. 137. (12) “Black Movie Boom - Good or Bad?”, New York Times, 17 December 1972. Including Jim Brown, “Approach it as Business“, and Imamu Amiri Baraka, “Modern Nigger-Toys“. (13) George Gerbner, “Communication and Social Environment“, Scientific American, September 1972, p. 156. (14) Les Brown, Television, pp. 59-60.

230 ا 15) Robert Musel, “Through A Glass - Very Darkly“, TV Guide, 2 October 1971, p.12. (16) Merrill Panitt, “America Out of Focus“, TV Guide, 15 January 1972 - 12 February 1972. (17) Freire, Pedagogy of the Oppressed, pp. 137-138. (18) Langbourne W. Rust, “Do Children Prefer Junk on TV?”, Variety, 13 September 1972, p. 38. (19) Hedrick Smith, “Big Issues Block U.S.-Soviet Trade“, New York Times, 12 August 1972. (20) New York Times, 27 July 1972. (21) Rudolph Arnheim, “Television as a Medium“, Feedback #1, The Network Project, Performance No.3 (July/ August, 1972): 16. (22) Fred Friendly, Due To Circumstances Beyond our Control (New York: Random House, 1967), pp. 27, 59-60. passim. 23. Martin A. Jackson, review of “The American Newsreel, 1911-1967", New York Times Book Review, 6 August 1972, p. 4. اﻟﻔﺼﻞ اﻟﺜﺎﻧﻲ 1) New York Times, 23 January 1970. (2) Paul Dickson, Think Tanks (New York: Atheneum, 1971), p. 7. (3) Los Angeles Times, 19 July 1972. (4) Broadcasting, 17 July 1972, p. 29. (5) Variety, 12 July 1972, p. 34. Also see Herbert I. Schiller, Mass Communications and American Empire (Boston: Beacon Press, 1971), especially Ch. 4. )٦( ﻋﻘﺪ ﻣﺠﻠﺲ ﺳﻴﺎﺳﺔ وﺗﺨﻄﻴﻂ اﻻﺗﺼﺎﻻت اﻟﺘﺎﺑﻊ ﻟﻠﺤﻜﻮﻣﺔ أول اﺟﺘﻤﺎع ﻟﻪ ﻓﻲ ٨٢ أﺑﺮﻳـﻞ ٢٧٩١طسﻫسﺨﺖﺄط(ﺧﺢﳋ ﺑﺮﺋﺎﺳﺔ ﻛﻼي. ت. ﻫﻮاﻳﺘﻬﺪ ﻣﺪﻳﺮ ﻣﻜﺘﺐ ﺳﻴﺎﺳﺎت اﻻﺗـﺼـﺎﻻت اﻟـﺴـﻠـﻜـﻴـﺔ واﻟـﻼﺳـﻠـﻜـﻴـﺔ. وﻗـﺪ ﻋـﺰز ﺗﺸﻜﻴﻞ اﻟﻤﺠﻠﺲ اﻟﻔﺮﺿﻴﺔ اﻟﻘﺎﺋﻠﺔ إن ﺳﻴﺎﺳﺎت اﳊﻜﻮﻣﺔ ﻓﻴﻤﺎ ﻳﺘﻌﻠﻖ ﺑﺎﻻﺗﺼﺎل وا)طءّﺛﺒﻈ(ﳊﺢ أﺷﺪ اﻻرﺗﺒﺎط )طءّﺄﻏﺨﺌﳋﺠﻤﻮﻋﺎت اﻟﻨﻔﻮذ ﻣﻦ اﻟﻌﺴﻜﺮﻳ)طءّﺨﺠ(ىﳋ وﻣﺴﺆوﻟﻲ اﻟﺸﺮﻛﺎت اﻟﻌﻤﻼﻗﺔ وا)طءّﺛﺒﻈ(ﳊﺢ ﺧﺎﺻﺔ. ﻓﻤﻦ ﺑ)طءّﺨﺠ(ىﳋ أﻋﻀﺎء اﻟﻤﺠﻠﺲ: ﺟﻮزﻳﻒ. ف. دوﻧﻴﻼن اﻷﺻﻐﺮطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻣﺴﺎﻋﺪ وزﻳﺮ اﳋﺎرﺟﻴﺔ ﻟﻠﺸﺆون اﻹدارﻳﺔ-إﻳﺒﺮﻫﺎرت رﻳﻜﺘ)طءّﺨﺠ(ىﳋطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻣﺴﺎﻋﺪ وزﻳﺮ اﻟﺪﻓﺎع )ﻟﻼﺗﺼﺎﻻت(-ﺟﻴﻤﺲ. ﻫـ. واﻛﻠ)طءّﺨﺠ(ىﳋ اﻷﺻﻐﺮطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻣﺴﺎﻋﺪ وزﻳﺮ اﻟﺘﺠﺎرة ﻟﻠﺸﺆون اﻟﻌﻠﻤﻴﺔ واﻟﺘﻜﻨﻮﻟﻮﺟﻴﺔ-روﺑﺮت. ﻫـ. ﻛﺎﻧﻮن اﻷﺻﻐﺮطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻣﺴﺎﻋﺪ وزﻳﺮ اﻟﻨﻘﻞ-ﺟﻮن. و. ﻛﻮﻓﻲطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻧﺎﺋﺐ ﻣﺪﻳﺮ وﻛﺎﻟﺔ اﻟﻤﺨﺎﺑﺮات ا)طءّﺛﺒﻈ(ﳊﺢ-روﺑﺮت. م. أوﻣﺎﻫﻮﻧﻲطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻣﻔﻮض ﻫﻴﺌﺔ اﻟﻨﻘﻞ وا)طءّﺛﺒﻈ(ﳊﺢ ﻹدارة اﳋﺪﻣﺎت اﻟﻌﺎﻣﺔ-وﻳﻠﻴﺲ ﺷﺎﺑﻠﻲطسﻫسﺨﺖﺄط(ﺧﺢﳋ اﻟﻮﻛﻴﻞ ا)طءّﺛﺒﻈ(ﳊﺢ Telecommunications Reports 38, No. 16, (April 24, 1972), p. 23. (7) U.S.Bureau of the Census, Statistical Abstract of the United States, 1971 (Washington, D.C.: Government Printing Office, 1971), p. 509. (8) Nicholas Wade, “NBS Loses Branscomb to IBM:, Science, 14 April 1972, p. 147. (9) Donald Stevenson Watson and Mary A. Holman, “Concentration of Patents from Government Financed Research in Industry“, Review of Economics and Statistics 49, No.3 (August 1967): 375- 381.

231 اﻟﻬﻮاﻣﺶ وا 10) Dickson, Think Tanks, p. 10. (11) J. E. Goldman, “Toward a National Technology Policy“, Science, 22 September 1972, p. 1079. (12) Harry Howe Ransom, “The Intelligence Establishment (Cambridge, Mass.: Harvard University Press, 1970), p. 8. (13) U.S., Congress, Senate, Subcommittee on Constitutional Rights, Committee on the Judiciary, “Army Surveillance of Civilians: A Documentary Analysis“, (Washington, D.C.: Government Printing Office, 1972), pp. 96-97. (14) U.S., Congress, Senate, Subcommittee on Constitutional Rights, Committee on the Judiciary, Staff Report, April 1972, p. 4. (15) U.S., Congress, House, “U.S. Government Information Policies and Practices - Administration and Operation of the Freedom of Information Act“, hearings before a subcommittee of the Committee on Government Operations, March 1972, p. 1285. Hereafter referred to as The Moorhead Hearings. (16) Ransom, The Intelligence Establishment, p. 88. (17) “Intelligence Costs for Military in ’70 Put at $2.9 Billion“. New York Times, 14 May 1970. (18) Benjamin Welles, “Nixon Reported Weighing Revamping of Intelligence Services“, New York Times, 11 May 1971. (19) The Moorhead Hearings, p. 1033. (20) Carol M. Barker and Matthew H. Fox, “Classified Files: The Yellowing Pages“, (New York: The Twentieth Century Fund, 1972), p. 15. (21) “Cost Twice as High to Conceal as Reveal“, Los Angeles Times, 16 May 1972. (22) Robert S. Semple, “Nixon Vetoes Bill to Fund Public TV“, New York Times, 1 July 1972. )٣٢ ١- إﺿﻌﺎف اﳋﺪﻣﺔ اﻟﺘﻠﻔﺎزﻳﺔ اﻟﻌﺎﻣﺔطسﻫسﺨﺖﺄط(ﺧﺢﳋ أي ﺷﺒﻜﺔ اﻟﺘﻠﻔﺎز اﻟﺘﻌﻠﻴﻤﻴﺔ ﻣﺘﻮاﺿﻌﺔ اﻹﻣﻜﺎﻧﺎت واﻟﻨﺎﻣﻴﺔ ﻣﻊ ذﻟﻚ. ٢- إﺣﺒﺎط أﻧﺸﻄﺔ اﻟﺸﺆون اﻟﻌﺎﻣﺔ ﻟﻠﺘﻠﻔﺎز اﻟﺘﻌﻠﻴﻤﻲ Politics in Public Broadcasting“, editorial, Los Angeles Times, 25 October 1972. (24) Fred Pwoledge, Public Television: A Question of Survival (New York: American Civil Liberties Union, 1972). (25) Bill Greeley, “Deen CPB as a White House O&O Via Loomis and Other Appointments“, Variety, 27 September 1972. See also 20 December 1972. (26) Alan Wells, Picture-Tube Imperialism? (Maryknoll, New York: Orbis, 1972), p. 96. (27) Ibid. (28) U.S., Congress, Senate, hearings before a subcommittee of the Committee on Appropriations, on appropriations to the Departments of State, Justice, and Commerce, the Judiciary and related agencies for fiscal year 1972 (Washington, D.C.: Government Printing Office, 1971), pp. 815-820. 92. John J. O‘Connor, “U.S.I.A. Propaganda“, New York Times, 1 April 1972. (30) John W. Finney, “U.S.I.A Confirms Role in Unattributed Pamphlets“, New York Times, 22

232 ا March,1972. وﻓﻲ ﻣﺎﻳﻮ/أﻳﺎر ﻋﺎم ٢٧٩١طسﻫسﺨﺖﺄط(ﺧﺢﳋ رﻓﺾ ﻣﺠﻠﺲ اﻟﺸﻴﻮخ اﻷﻣﺮﻳﻜﻲ ﺑﺎﻟﻤﺠﻠﺲ ﻋﻠﻰ ﻣﺸﺮوع اﻟﻘﺎﻧﻮن اﳋﺎص )طءّﺄﻏﺨﺌﳋﻴﺰاﻧﻴﺔ وﻛﺎﻟﺔ اﻻﺳـﺘـﻌـﻼﻣـﺎت اﻷﻣـﺮﻳـﻜـﻴـﺔطسﻫسﺨﺖﺄط(ﺧﺢﳋ اﻟـﺘـﺎﺑـﻌـﺔ ﻟـﻮزارة اﳋﺎرﺟﻴﺔ ﻳﺤﻈﺮ ﻋﻠﻰ اﻟﻮﻛﺎﻟﺔ ﺗﻮزﻳﻊ أي دﻋﺎﻳﺔ ﻓﻲ اﳋﺎرج ﻏﻴﺮ ﻣﻨﺴﺒﺔ إﻟﻰ ﻣﺼﺪرﻫﺎ John W. Finney, “Senate, in Vote, Gives Fulbright Another in A Series of Rebuffs“, New York Times, 26 May 1972. (31) Bernard Gwertzman, “U.S. Radio Abroad Wins Senate Test“, New York Times, 8 June 1972. (32) James Aronson. The Press and the Cold War, (New York: Bobbs-Merrill), 1971. ( 33) Gwertzman, “U.S. Radio Abroad“. (34. Erik Barnouw, The Image Empire, (New York: Oxford University Press, 1970), pp. 91-92. (35) Hillier Krieghbaum, Pressures on the Press, (New York: Crowell, 1972), p. 210. (36) Susan Wagner, “Publishing on The Potomac: The Selling of the Government“, Publishers‘ Weekly, 9 August 1971 p. 28. (37) Krieghbaum, Pressures on the Press, p. 210. (38) J. William Fulbright, The Pentagon Propaganda Machine, (New York: Liveright, 1970), Quotations are from this book. (39) Krieghbaum, Pressures on the Press, p. 211. (40) U.S. Congress House Committee on Government Operations, “Administration of the Freedom of Information Act“, report No. 29-1419 (Washington, D.C.: Government Printing Office, 1972), p. 60. (41) The Moorhead Hearings, pp. 1007-1008. (42) Ibid., p. 1056. (43) Ibid., pp. 1013-1014, 1047. (44) Ibid., p. 3019. (45) Ibid., p. 2997. (46) Representative Lionel Van Deerlin, 17 December 1971. Press release. (47) Broadcasting, 26 June 1972, pp. 43, 46. (48) The Moorhead Hearings, p. 3023. (49) Ibid., p. 3059. (50) “CQ Fact Sheet on Committee Secrecy“, Congressional Quarterly, 12 February 1972, p. 301. “Committee Secrecy: Still Fact of Life in Congress“. Congressional Quarterly, 11 November 1972, p.2974. (51) U.S., Congress House Committee on Government Operations, Freedom of Information Act (Compilation and Analysis of Departmental Regulations Implementing 5 U.S.C.) (Washington, D.C.: Government Printing Office, 1968). (52) James Reston, “Washington: The New ‘War Profiteers‘“, New York Times, 3 May 1968. (53) The Moorhead Hearings, p. 3061. (54) David Wise, “The Institution of Lying“, New York Times, 18 November 1971.

233 اﻟﻬﻮاﻣﺶ وا 55) Barker and Fox, “Classified Files“, p. 60. (56) The Moorhead Hearings, p. 1040. (57) “Government Easing Attitude Toward Private Enterprise in Use of Federal Information“, Publishers‘ Weekly, 12 April 1971, p. 27. (58) Ibid. (59) Ibid., p. 28. (60) Professor Raoul Berger, Testimony Before the Moorhead Hearing, p. 3129. اﻟﻔﺼﻞ اﻟﺜﺎﻟﺚ 1) Fritz Machlup, The Production and Distribution of Knowledge in the United States, (Princeton, N.J.: Princeton University Press, 1962). (2) New York Times, 10 January 1972. (3) “Education Industry is Marketing ABC‘s“, New York Times, 10 March 1972. (4) M. Marien, “Notes on the Education Complex as an Emerging Macro-System“, Global Systems Dynamics International Symposium, Charlottesville, 1969 (New York: Karger, 1970), pp. 225-244. (5) David M. Shoup, “The New American Militarism“, The Atlantic 223, No. 4, (April 1969): 51-56. (6) Clark M. Clifford, address before the National Security Industrial Association, Washington, D.C., 26 Septermber 1968. (7) Lawrence S. Wittner, “IBM and the Pentagon“, The Progressive, February 1972, pp. 33-34. (8) Ibid. (9) Mildred Benton and Signe Ottersen, Comps., Roster of Federal Libraries, (Washington, D.C.: The George Washington University, 1970). )٠١ ﺗﺴﺘﺨﺪم أرﺑﻌﺔ ﻣﻼﻳ)طءّﺨﺠ(ىﳋ وﻧﺼﻒ ﻣﻠﻴﻮن أﻣﺮﻳﻜﻲطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﺗﻠﺘﺰم اﻟﺘﺰاﻣﺎ ﻛﺎﻣﻼ ﺑﺄن ﺗﺴﺎﻫﻢ ﺑﺼﻮرة أوﺳﻊ ﺑﻜﺜﻴﺮ ﻣﻦ ﻛﻞ إﺳﻬﺎﻣﺎﺗﻨﺎ اﻟﺴﺎﺑﻘﺔ ﻓﻲ ﺗﻠﺒﻴﺔ اﻻﺣﺘﻴﺎﺟﺎت اﻻﺟﺘﻤﺎﻋـﻴـﺔ ﻟـﺒـﻼدﻧـﺎ. اﻟـﻌـﺪل.. وﻫـﺪوء اﻟـﺴـﺎﺣـﺔ اﻟﺪاﺧﻠﻴﺔ.. واﻟﺮﻓﺎﻫﻴﺔ اﻟﻌﺎﻣﺔ.. وﻧﻌﻢ ﻣﺴﺆوﻟﻴﺔ ﺑﻘﻴﺔ اﳉﻬﺎز اﳊﻜﻮﻣﻲ ﻟﻠﻮﻻﻳﺎت ا)طءّﺛﺒﻈ(ﳊﺢ اﻟﺘﻲ ﻳﺒﻠﻎ ﺣﺠﻢ إﻧﻔﺎﻗﻬﺎ ﻧﺼﻒ إﻧﻔﺎق ﻫﺬه اﳊﻜﻮﻣﺔ Clark M. Clifford, op. cit., 1968. (11) Fred M. Heddinger, address before the Thirteenth Annual Summer Conference of the Pennsylvania School Boards Association, 15 July 1967. Published in the Newsletter of the Pennsylvania Electronics Technology, Inc. 68-3, p. 4. (12. Phi Delta Kappan, May 1967, 417. (13. Dr. Samuel Halperin, “Things Don‘t Just Happen“, address before the National Industrial Association, reprinted in the Congressional Record, 20 February 1968, p. E 981. (14) Publishers‘ Weekly, 19 February 1973.

234 ا 15) Fortune, May 1972, p. 149. (16) New York Times, 11 February 1972, p. 49. (17) Abel Green, “‘Writedowns‘ and ‘Restructuring‘“, Variety, 5 January 1972, p. 50. (18) New York Times, 10 January 1972. (19) Robert W. Locke, “Has the Education Industry Lost Its Nerve?”, Saturday Review, 16 January 1971, p. 44. (20) John Henry Martin, testimony before the Subcommittee on Economic Progress of the Joint Economic Committee, June 6, 10, 13, 1966. Technology in Education (Washington, D.C.: Government Printing Office, 1966), p. 151. (21) J. Myron Atkin, “The Federal Government, Big Business, and Colleges of Education“, The Educational Forum, May 1967, p. 391. (22) Harold Howe II, “The Realities of the Learning Market“, Educational Technology, Spring 1967, p. 39. (23) New York Times, 14 July 1968. (24) “Education Government Industry Project Aristotle“ NSIA Symposium, Washington, D. C., December 6-7, 1967. (25) Fred M. Heddinger, “Will Big Business and Big Government Control R & D?” Phi Delta Kappan, Jaunary 1967, p. 216. (26) James A. Mecklenburger and John A. Wilson, “Learning C.O.D. Can the Schools Buy Success?” Saturday Review, 18 September 1971, p. 76. (27) Los Angeles Times, 1 February 1972. (28) Los Angeles Times, 28 February 1972. (29) Publisher‘s Weekly, 8 February 1971. (30) John D. Williams, “Conglomerates Cause an ‘Information Loss‘“, Wall Street Journal, 29 December,1972. (31) William F. Luebbert, “Instructional Technology, Education and Man as a Builder and User of Tools“, International Symposium on Communication: Technology, Impact and Policy, The Annenberg School of Communications, University of Pennsylvania, March 23-25, 1972. اﻟﻔﺼﻞ اﻟﺮاﺑﻊ 1) Erik Barnouw, “Television as a Medium“, Feedback #1, The Network Project, Performance No. 3, (July/ August 1972), p. 13. )٢( ﻧﻔﺲ ا)طءّﺛﺒﻈ(ﳊﺢ ﻻ ﳒﺪﻫﺎ ﻓﻲ ﺗﺮوﻳﺞ ا)طءّﺛﺒﻈ(ﳊﺢtd اﻵراءطسﻫسﺨﺖﺄط(ﺧﺢﳋ وﺗﻐﻴﻴﺮ ﻣﻮاﻗﻒ اﻟﻨﺎسطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﺑﻞ ﻓﻲ اﳊﻔﺎظ ﺑﺼﻮرة اﻧﺘﻘﺎﺋﻴﺔ ﻋﻠﻰ أﻃﺮ ﻣﺴﺘﻘﺮة ﻧﺴﺒﻴﺎ ﻟﻠﺼﻮر واﻻرﺗﺒﺎﻃﺎت اﻟﻨﺎﺑﻌﺔ ﻣﻦ اﻟﻬﻴﺎﻛﻞ واﻟﺴﻴﺎﺳﺎت واﻟﺘﻲ ﺗﻌ)طءّﺨﺠ(ىﳋ ا)طءّﺛﺒﻈ(ﳊﺢ

235 اﻟﻬﻮاﻣﺶ وا Communication and Social Environment“, Scientific American, September 1972, p. 158. (3) Franc Shor, “Pacific Fleet: Force for Peace“, National Geographic, September 1959, pp. 283-335. (4) Broadcasting, 14 August 1972, p. 39. (5) Les Brown, Television: The Business Behind the Box (New York: Harcourt, Brace Jovanovich, 1971), p. 59. (6) New York Times, 27 November 1972. (7) James Playsted Wood, Magazine in the United States, 3rh ed. (New York: The Ronals Press), 1971), p. 291. (8) Ibid., p. 292. (9) Ibid., p. 291. (10) New York Times, 31 July 1967. (11) “As We See It“, TV Guide, 22 July 1972, p. 1. (12) Max Gunther, “Revolution at the FTC“, TV Guide, 24 June 1972, pp. 27-28. (13) John C. Schwarzwalder, “Public Broadcasting Must Clean House“, TV Guide, September 30 - October 6th, 1972. (14) Merrill Panitt, “America out of Focus“, TV Guide, 15 January - 12 February, 1972. (15) Ibid. (16) Advertising Age, 24 April 1972, p. 22. (17) Advertising Age, 3 July 1972. (18) Tom Buckley, “With the National Geographic on Its Endless, Cloudless Voyage“, New York Times Magazine, 6 September 1970. (19) Frank Luther Mott, A History of American Magazines, Vol. 4:1885 - 1905 (Cambridge, Mass.: Harvard University Press, 1957), p. 626. (20) “National Geographic Society Elect Key Executives“, National Geographic, October 1967, p.276. (21) M. B. Grosvenor, “National Geographic‘s Newest Adventure: A Color Television Series“, National Geographic, September 1965, p. 451. (22) Buckley, “With the National Geographic“, p. 22. (23) Mott, History of American Magazines, p. 625. (24) Volkman Wentzel, “Mozambique, Land of the Good People“, National Geographic, August 1964, pp. 214-215. (25) Jules B. Billard, “Panama, Link Between Oceans and Continents“, National Geographic, March 1970 p. 404. (26) Ibid., p. 412. (27) Buckley, “With the National Geographic“, p. 18. (28) Wentzel, “Mozambique“, pp. 203-204. (29) Buckley, “With the National Geographic“, p. 18. (30 Peter T. White, “Saigon, Eye of the Storm“, National Geographic, June 1965, p. 862.

236 ا 31) Peter T. White, “Mosaic of Cultures“, National Geographic, March 1971, p. 329. (32) Wilhelm G. Solheim II, “New Light on A Forgotten Past“, National Geographic, March 1971, p.330. (33) Buckley, “With the National Geographic“, p. 20. (34) W. E. Garrett, “Pagan on the Road to Mandalay“, National Geographic, March 1971, p. 349. (35) Franc Shor, “Pacific Fleet“, p. 283. (36) National Geographic, June 1972, Cover. (37) Franc Shor, “Pacific Fleet“, pp. 283, 311. (38) Thomas W. McKnew, “Four Ocean Navy in the Nuclear Age“, National Geographic, February,1965. (39) National Geographic, September 1965. (40) Bill Katz and Berry Gargal, eds., Magazine for Libraries (New York: R. R. Bowker, 1969), p. 169. (41) Buckley, “With the National Geographic“, p. 12. (42) Fortune, June 1972, p. 110. (43) Nation‘s Business, March 1971, pp. 46, 49. (44) Leo E. Litwak, “Fantasy That Paid Off“, New York Times Magazine, 27 June 1965. (45) Richard Schickel, The Disney Version (New York: Simon & Schuster, 1968), p. 19. (46) Ibid., p. 165. (47) Interim Letter to Shareholders and Employees, Walt Disney Productions, 24 April 1972. (48) Ibid. (49) Annual Report, Walt Disney Productions, 1971, p.4. (50) Schickel, Disney Version, p. 313. (51) Annual Report, p. 28. (52) Interim Letter. (53) Dwight Whitney, “It‘s Practically A Branch of the U.S. Mint“, TV Guide, 15-21 July 1972, p. 25. (54) “Disney‘s Live Action Profits“, Business Week, 24 July 1965, p. 82. (55) Schiclkel, Disney Version, p. 164. (56) Litwak, “Fantasy“, p. 28. (57) Los Angeles Times, 16 December 1966. (58) Robert Shayon, “Entertainment“, Feedback #5, The Network Project, Performance, No. 3, (July / August 1972), p. 91. (59) Annual Report, p. 21. (60) Ariel Dorfman and Armand Mattelart, Para Leer Al Pato Donald (Valparaiso, Chile: University of Valparaiso, 1971). (61) A. Mattelart, “Mass Media in the Socialist Revolution: The Experience of Chile“, International Symposium on Communication: Technology, Impact and Policy, The Annenberg School of Communications, University of Pennsylvania, March 23-25, 1972. Communications Technology and Social Policy, eds. G. Gerbner, L. Gross, and W. H. Melody (New York: Wiley Interscience, 1973).

237 اﻟﻬﻮاﻣﺶ وا 62) Los Angeles Times, 1 June 1972. )٣٦( ﻗﺎل دﻳﺰﻧﻲ ذات ﻣﺮة أﻋﺎﻧﻲ ﻣﻦ أي ﺣﺰن إﻧﻨﻲ ﺳﻌﻴﺪطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﺳﻌﻴﺪ ﺟﺪا ﻓﻲ اﻟﻮاﻗﻊ J. Anthony Lukas, “The Alternative Life-Styly of Playboys and Playmates“, New York Times/ Magazine, 11 June 1972, p. 72. (64) Litwak, “Fantasy“, p. 27. (65) M. B. Grosvenor, “Walt Disney, Genius of Laughter and Learning“, National Geographic, August 1963, p. 158. (66) Mott, History of American Magazines, p. 632. (67) James L. C. Ford, Magazines for Millions (Carbondale, Ill.: Southern Illionois Press, 1969), pp. 57-58. (68) “Reader‘s Digest at the White House“, New York Times, 29 January 1972. اﻟﻔﺼﻞ اﳋﺎﻣﺲ 1) Harwood L. Childs, Public Opinion: Nature, Formation and Role (Princeton, N.J.: D. Van Nostrand Company, 1965), p. 1. (2) Marshall A. Caskey, Polls: Critics and Proposed Controls, Freedom of Information Center Report No. 220 (Columbia Mo.: University of Missouri School of Journalism, 1969), p. 3. It is estimated that there are one thousand Amercian firms that do polling. Stephen Isaacs, “The Pitfalls of Polling“, Columbia Journalism Review, May/ June 1972, p. 34. (3) Erik Barnouw, A History of Braodcasting, 3 Vols. (New York: Oxford University Press, New York. See Especially Vol. 3, The Golden Web, 1968). (4) Paul F. Lazarsfeld, “Some Problems of Organized Social Research“, in The Behavioral Sciences: Problems and Prospects (Boulder: University of Colorado Institute of Behavioral Science, August 1964), p. 11. (5) Paul B. Sheatsley, “AAPOR Times 21", Public Opinion Quarterly 32 (1968-69): 463. (6) Hadley Cantril, The Human Dimension: Experiences in Policy Research (New Brunswick, N. J.: Rutgers University Press, 1967), especially pp. 24, 30-31. (7) Lazarsfeld, “Some Problems“, p. 11. (8) H. Cantril, Human Dimension, pp. 35-37. (9) George Gallup, Jr., “The Challenge of Ideological Warfare“, in Propaganda and the Cold War, ed. John B. Whitton (Washington, D.C.: Public Affairs Press, 1963), pp. 54-56. (10) Cantril, Human Dimension, Chs. 1, 2. (11) “Political Pollsters Head for Record Activity in 1968", Congressional Quarterly Fact Sheet, 3 May 1968, p. 1000. (12) George Gallup. Jr., “Image of the United States Aboard in 1969: A Report“, in the Case for

238 ا Reappraisal of U.S. - Overseas Information Policies and Programs, ed. Edward L. Bernays and Burnet Hershey (New York: Praeger, 1970), p. 18. )٣١( ور)طءّﺄﻏﺨﺌﳋﺎ ﻛﺎﻧﺖ ﻛﻠﻤﺎت ﺑﺎوﻟﻮ ﻓﺮﻳﺮ ﻣﻼﺋﻤﺔ )طءّﺨﺧ(ﺧﳋﺎﻣـﺎ ﻓـﻲ ﻫـﺬا اﻟـﺼـﺪدطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﺣـﻴـﺚ ﻛـﺘـﺐ ﻳـﻘـﻮل ﻃﻤﻮﺣﻬﻢ ﻟﻠﺴﻴﻄﺮةطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻟﻴﺸﻜﻠﻮا اﻵﺧﺮﻳﻦ ﺣﺴﺐ )طءّّﻸءﺒﻸﳋﺎذﺟﻬﻢ وأﺳﻠﻮﺑﻬﻢ ﻓﻲ اﳊﻴﺎةطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻳﺮﻏﺐ اﻟﻐﺰاة ﻓﻲ أن ﻳﻌﺮﻓﻮا ﻛﻴﻒ ﻳﻔﻬﻢ اﻟﺬﻳﻦ ﻗﺎﻣﻮا ﺑﻐﺰوﻫﻢ اﻟﻮاﻗﻊ ا)طءّﺛﺒﻈ(ﳊﺢ ﻋﻠﻰ ﻫﺆﻻء اﻷﺧﻴﺮﻳﻦ ﻋﻠﻰ ﻧﺤﻮ أﻛﺜﺮ ﻓﻌﺎﻟﻴﺔ Paulo Freire, Pedagogy of the Oppressed (New York: Herder & Herder, 1971), pp. 150-151. (14) H. Cantril, Human Dimension, pp. 35-40. اﻧﻈﺮ وﻳﺮى ﻛﺎﻧﺘﺮﻳﻞ أن ﻳﻨﻔﺬ ﺑﻨﺠﺎح ﺳﻴﺎﺳﺔ ﻣﻌﻴﻨﺔ ﻳﺆﻣﻦ ﺑﻬﺎ إﻻ إذا ﻛﺎن اﻟﺸﻌﺐ ﻳﺒﺪي اﻫﺘﻤﺎﻣﺎ ﺑﻬﺬه اﻟﺴﻴـﺎﺳـﺔ وﻣـﻬـﻴـﺄ ﻣـﻦ اﻟﻮﺟﻬﺔ اﻟﺘﺜﻘﻴﻔﻴﺔ ﻟﻠﻨﺘﺎﺋﺞ اﻟﺘﻲ )طءّﺨﺧﺄﳋﻜﻦ أن ﺗﺘﻠﻮ ﻋﻨﻬﺎ 15) Harold Mendelsohn and Irving Crespi, Polls, Television and the New Politics (Scranton, Pa.: Chandler, 1970), p.x. (16) Marylin Bender, “Market Research“, New York Times, 29 August 1971. Also see Jack J. Honomichl, “Big Business Snaps Up 22 Top Research Firms“, Advertising Age, 20 September 1971, pp. 1, 83. (17) Richard Hodder-Williams, Public Opinion Polls and British Politics (London: Routledge and Kegan Paul, 1970), especially pp. 9-14. (18) Roper Research Associates, “A Ten-Year View of Public Attitudes Toward Television and Othe Mass Media, 1959-1969" (New York: Television Information Office, 1969). (19) “The Perils of Polling“ Transaction 81, No. 9-10 (July/ August 1971): 8. وﻓﻲ ﻋﺪد ﻻﺣﻖ ﻗﺪم ﺑﻴﺮز روﺑﺮ ﻫﺬه اﻹﺟﺎﺑﺔ ﻟﺴﺆال ﺣﻮل ارﺗﺒﺎﻃﺎت ﻣﻨﻈﻤﺘﻪ ﻣﺮﺗﺒﻄ)طءّﺨﺠ(ىﳋ ﺑﺄﺣﺪطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﻋﻠﻰ أﻧﻲ أﻗﻮل ﺑﺼﺮاﺣﺔ إﻧﻨﺎ ﻧﻌﻤﻞ ﳊﺴﺎب ﻋﻤﻼءطسﻫسﺨﺖﺄط(ﺧﺢﳋ إذا ﻛﺎن ذﻟﻚ ﻳﻌﺪ ﺧﻄﻴﺌﺔ اﻧﻈﺮ: Transaction 81 (September 1971), p. 14. (20) John D. Morris, “No Fault Poll Results Disputed“, New York Times, 24 January 1972. (21) Richard Halloran, “Tactics Disputed in Fight to Win Release of P.O.W.’s“, New York Times, 7 June 1971. (22) Cantril, Human Dimension, passim. (23) Report of the Standards Committee, American Association for Public Opinion Research, presented at the 1970 annual conference. (See Chapter 7, pp. 165-166). (24) H. H. Wilson Letter form Professor to J. Edgar Hoover, The Daily Princetonian (Princeton University), 8 December 1970. (25) Jerome Johnston and Jerald G. Bachman, “Young Men Look At Military Service“, a preliminary report. Youth in Transition, Document No. 193, Survery Research Center, Institute for Social Research, The University of Michigan, June 1970. (26) John Herbers, “Survery Finds Fear of U.S. ‘Break-Down‘“, New York Times, 27 June 1971.

239 اﻟﻬﻮاﻣﺶ وا 27) Richard L. Merritt, Ellen P. Flerlage, and Anna J. Merritt, “Political Man in Postwar German Education“, Comparative Education Review 15 (October 1971): 4. (28) Milton Rokeach, “The Role of Values in Public Opinion Research“, Public Opinion Quarterly 32, No. 4 (Winter 1968-1969): 549. (29) Mendelsohn and Crespi, Polls, TV, Policits, p. x. (30) Chicago Sun-Times, 26 June 1968. (31) Mendelsohn and Crespi, Polls, TV, Politics, pp. 40-41. (32) H. Cantril, Human Dimension, p. ix. (33) George Gallup, Jr., A Guide to Public Opinion Polls (Princeton, N.J.: Princeton University Press, 1984), pp. 3, 7. (34) Robert M. Smith, “Youth Found Cool to Career in F.B.I.”, New York Times, 15 February 1972. (35) Harwood L. Childs, Public Opinion, p. 1. (36) Bernard C. Cohen, “The Relationship Between Public Opinion and Foreing Policy Maker“, in Public Opinion and Historians, ed. Melvin Small (Detroit: Wayne State University Press, 1970). p. 70. (37) Kaarle Nordenstreng, “Broadcasting Research in Scandinavian Countries“, in International Studies of Broadcasting, ed. H. Eguchi and H. Ichinole (Tokyo: NHK Radio and TV Culture Research Institute, 1971), p. 257. (38) Anthony Wilden, System and Structure: Essays in Communication and Exchange (London: Tavistock Publications, 1972), p. xx. (39) Alex S. Edelstein, “Ideas in Search of Methodologies in International Communications“, paper prepared for Raymond B. Nixon Symposium, Minneapolis, Minnesota, April 14-16, 1971. (40) Paul Lazarsfeld, “The Discussion Goes On“, Public Opinion Quarterly 9 (Winter 1945-1946):404. (41) Mendelsohn and Crespi, Polls, TV, Politics, p. 314. اﻟﻔﺼﻞ اﻟﺴﺎدس 1) Advertising Age, 19 February 1973, p. 64. (2) “What a Multinational Company Is“, New York Times, 19 June 1972. (3) International Advertiser 10, No. 1, (1969): 25 An editorial review of an address by Alexander Trow-bridge, president of the American Management Association and Former Secretary of Commerce. (4) The Uncertain Mirror, Report of the Special Senate Committee on Mass Media, Vol. 1 (Ottawa: 1970), p. 246. (5) James V. O‘Gara, “Billings of U.S. Agencies Top $10.5 in 1971", Advertisitn Age, 21 February,1972. (6) Hugh Quinn, “Interpublic Goal of $1 Billion Agency Step Closer with C-E“, Advertising Age, 5 June 1972. (7) Advertising Age, 27 March 1972. وﲢﺼﻞ اﻟﻮﻛﺎﻻت اﻷﻣﺮﻳﻜﻴﺔ اﻟﻜﺒﺮى ﻋﻠﻰ ﻣﻌﻈﻢ اﻷﻋﻤﺎل. وﺧﻼل ﻋﺎم ١٧٩١ ﻛﺎﻧﺖ اﻟﻨﺨﺒﺔ ا)طءّﺛﺒﻈ(ﳊﺢ

240 ا ﻣﻦ اﻟﻮﻛﺎﻻت اﻷﻣﺮﻳﻜﻴﺔ ﻓﻲ ﻋﺎﻟﻢ اﻟﺘﺴﻮﻳﻖ ﻫﻲ اﻟﻮﻛﺎﻻت اﻟﻌﺸﺮ اﻟﺘﺎﻟﻴﺔ: واﻟﺘﺮ. ﺗﻮﻣﺒﺴﻮن-ﻣﺎك ﻛﺎن إﻳﺮﻛﺴﻮن-ﻳﻮﱋ آﻧﺪ روﺑﻴﻜﺎم-ﺗﻴﺪ ﺑﻴﺘﺲ وﺷﺮﻛﺎؤه-ﻟﻴﻮ ﺑﻴﺮﻧﻴﺖ إﻧﺘﺮﻧﺎﺷﻮﻧﺎل- إس. إس. ﺳﻲ آﻧﺪ ﺑﻲ ﻟﻴﻨـﺘـﺎس إﻧـﺘـﺮﻧـﺎﺷـﻮﻧـﺎل-ﺑﺎﺗ)طءّﺨﺠ(ىﳋطسﻫسﺨﺖﺄط(ﺧﺢﳋ دورﺳﺘ)طءّﺨﺠ(ىﳋ آﻧـﺪ أوﺳـﺒـﻮرن-أوﺟﻴﻠـﻔـﻲ آﻧـﺪ ﻣـﺎزر إﻧﺘﺮﻧﺎﺷﻮﻧﺎل-دوﻳﻞ داﻳﻦ ﺑﻴﺮﻧﺒﺎخ-ﺟﺮاي أدﻓﻴﺮﺗﻴﺰﱋ. 8) Broadcasting, 1 September 1969. )٩( أﻋﻠﻦ إدوارد. ن. ﻧﺎيطسﻫسﺨﺖﺄط(ﺧﺢﳋ ﺷﺮﻛﺔ واﻟﺔ » (10) “Who‘s Where Around the World“, Printers‘ Ink (now Marketing/ Communications) 9 June 1967, pp.21-30. (11) Ralph Leezenbaum, “JWT: Mystical Melding of the Swinging and the Staid“, Marketing/ Communications, March 1970, pp. 22-30. (12) Philip H. Dougherty, “Advertising Agency Plans Giant Merger“, New York Times, 12 May 1970, p. 69. (13) “The Agency Pot: Bubbling Again“, Television Age, 14 July 1969, pp. 22-23. (14) Philip H. Dougherty, “advertising Dancer Joins the Foreign Set“, New York Times, 2 March 1970, p. 52. (15) “Radio-TV Budgets Rise in Canada“, Broadcasting, 11 May 1970, p. 56. (16) Advertising Age, 12 April 1971. (17) “White House Branch of J. Walter Thompson?”, Broadcasting, 24 February 1969, p. 36. (18) The Financial Times, 17 November 1969. (19) “Profile of Agencies Around the World“, Printers‘ Ink (now Marketing/ Communications), 9 June 1967. Also see Flora Lewis, “Paris Ad Agency Maps Europe-Wide Campaign“, New York Times, 8 August 1972. (20) Robert P. Knight and John D. Stevens, comps., “Articles on Mass Communications in U.S. and Foreign Journals, a Selected Annotated Bibliography“, Journalism Quarterly 47, No. 1, (Spring 1970): 198-199. (21) Marcel Niedergang, “Double-Edged Reform for Peruvian Press“, Le Monde (English-language weekly edition), 1 April 1970, p. 3. (22) “Profile of Agencies Around the World“. (23) Public Relations Quarterly, Winter 1970-1971. (24) William A. Durbin, “International Public Relations“, in Current Thoughts in Public Relations: A Collection of Speeched and Articles, eds. Malcolm M. Johnson, Thomas A. Kindre, and Will H. Yolen (New York: M. W. Lads, 1968), pp. 120-121. (25) International Public Relations, Gallatin International Business Aids, June 1967. (26) “Public Relations Today“, Business Week, 2 July 1960, p. 42. (27) Fritz Machlup, The Production and Distribution of Knowledge in the United States (Princeton, N. J.: Princeton University Press, 1962), p. 271.