Isoko ryo gucuruza Itangazamakuru ryo muri Berezile - imiyoboro yamamaza ishyigikiwe numutungo w’abacuruzi - irimo kwiyongera. Isoko ryageze kuri miliyari 3.8 z'amadolari y’umwaka ushize, 42.3% ryasimbutse hejuru ya 2023 - ritera imbere ku kigero cyikubye kabiri ikigereranyo cya 20.3% ku isi. Nubwo ihagarariye hafi 0,6% yisoko ryisi, Burezili kuri ubu ifite umuvuduko mwinshi witerambere kwisi muriki cyiciro.
Uru rugendo rwabaye neza kubera ko abadandaza n’inganda bitabira iyi nzira byihuse - ku buryo ibiteganijwe ari uko uyu muyoboro w’itangazamakuru uzarangira 2025 hamwe n’iterambere rikomeye ugereranije na 2024. Ibi byerekana ko urwego rw’ubucuruzi rw’igihugu rwiyemeje kuzaba intangarugero mu kwamamaza hakoreshejwe ikoranabuhanga, rugenda rwitwa “umurongo wa gatatu” w’ibitangazamakuru byo ku rubuga rwa interineti - nk'uko byiswe imiyoboro y’ibitangazamakuru. Muyandi magambo, hari ubwumvikane bugenda bwiyongera ko abadandaza bazahinduka imbaraga zamamaza, zikagira uruhare runini muguhuza ibicuruzwa nabaguzi.
Nibura 64% by'ibirango bikomeye byo muri Berezile bimaze gukorana n'ibitangazamakuru bicuruza, nk'uko ubushakashatsi bwakozwe na 2024 bubitangaza. Ku ruhande rw'abacuruzi, 55% bavuga ko basanzwe bakoresha imiyoboro yabo y'itangazamakuru - kuva mu maduka manini kugeza muri farumasi no ku masoko, ibice bitandukanye birimo gushiraho uburyo bwo kwinjiza amafaranga ababumva.
Imbaraga zo gucuruza.
Inyuma yo kuzamuka kwimbuga zamakuru zitanga amakuru hari umutungo wingenzi kubacuruzi: amakuru yambere-yerekeye abakiriya babo. Bitandukanye nibindi bitangazamakuru, abadandaza bafite amakuru akomeye kubyerekeye imyitwarire yo kugura - amateka yubucuruzi, ibintu byarebwaga, inshuro zo gusurwa, ibyo ukunda, ndetse namakuru ya gahunda yubudahemuka. Aya makuru yemerera cyane ibyiciro byabumva. Abacuruzi barashobora gukoresha uburyo bwo kugura abakiriya babo kugirango batange ibisubizo byamamaza bikabije, bigere kubakoresha neza hamwe nubutumwa bwiza mugihe gikwiye.
Ubu bushobozi bwo gutandukanya bushingiye ku makuru y’ishyaka rya mbere bugira akamaro gakomeye mu rwego rwo gukumira cyane ikoreshwa rya kuki z’abandi bantu ndetse no gusaba ubuzima bwite. Abacuruzi, bakora nka "ba nyirubwite," barashobora kugeza ababishoboye kandi babigambiriye kubirango, ikintu kigoye kubona mubindi bitangazamakuru kurwego rumwe.
Kurugero, urunigi rwa farumasi rushobora kwerekana amatangazo ya vitamine gusa kubakiriya baherutse kugura ibicuruzwa byubuzima, cyangwa supermarket yo kumurongo irashobora guteza imbere ibiryo kama kubaguzi bashaka ibintu byubuzima bwiza. Gukoresha ubwenge bwamateka yubuguzi, gushakisha, hamwe numwirondoro wa demokarasi bituma amatangazo arushaho kuba umuguzi, kongera ibicuruzwa no kuba indahemuka. Ubushakashatsi bwerekana ko itangazamakuru ricuruza ritanga neza bishoboka ko abantu benshi bahuza abantu, bagahuza kugera hamwe nibintu bikwiranye na buri mukiriya.
Byongeye kandi, ubwiza bwamakuru yo kugurisha butuma imikorere ikora neza. Kuberako imiyoboro yibitangazamakuru icuruza ikorera muri sisitemu yonyine yumucuruzi, birashoboka guhuza neza ibyavuye mubukangurambaga kugurisha, gufunga icyiciro cyose cyo gupima. Iyi "funga loop" ibiranga - aho iyamamaza ryerekana guhuza ibikorwa byo kugenzura - ni itandukaniro rikomeye. Ubukire bwamakuru yubuguzi hamwe nubushobozi bwo kwerekana neza inyungu ku ishoramari bituma itangazamakuru ricuruza rifite agaciro gakomeye kubirango.
Ku bamamaza, ibi bivuze ko gushora imari mu nzira yo kugurisha atari ugusimbuka mu mwijima: ku rundi ruhande, ibisubizo by’igurisha birashobora kugaragazwa vuba kandi neza, bigatuma byoroha kwemeza ishoramari no guhitamo ubukangurambaga mu gihe gikwiye.
Kwishyira hamwe hagati ya digitale na interineti: ingaruka zitaziguye aho zigurishwa.
Imwe mungingo yingenzi yibicuruzwa byitangazamakuru ni uguhuza isi kumurongo no kumurongo. Bamwe mubacuruzi benshi bakorera muri Berezile bafite abakiriya benshi haba kumurongo ndetse no kumurongo. Ibi bituma ibigo bikora imiyoboro yihariye ihuza abashoramari ahantu henshi bakora urugendo rwabo rwo kugura.
Urundi rugero: umukiriya arashobora guhindurwa nibendera ryibicuruzwa kuri porogaramu igendanwa ya supermarket hanyuma, iyo usuye ububiko bwumubiri, uhura nigitekerezo cyihariye kuri ecran ya digitale ku gipangu cyangwa hafi ya cheque. Ubu buryo bwo kuri interineti butwara ubutumwa bwo kwamamaza kuri "kilometero yanyuma" yuburyo bwo gufata ibyemezo, mubyukuri iyo umuguzi afite ibicuruzwa mu ntoki. Ntabwo bitangaje, abahanga babona itangazamakuru ryicuruzwa nkuburyo bwo guhindura amahitamo yabaguzi mugihe gikomeye cyo kugura - birashoboka mbere kugarukira kubintu gakondo-byo kugurisha.
Imbere mububiko, mububiko bwibitangazamakuru bya digitale bigenda byiyongera nkukwagura imiyoboro icuruza. Mugaragaza neza, kiosque zikorana, kwerekana ibikoresho bya elegitoronike (ESLs), ndetse na moniteur mumagare yo guhaha biraba ibarura ryamamaza. Abacuruzi barashobora gushyira muburyo bwa ecran hafi ya cheque cyangwa inzira nyabagendwa nyinshi kugirango bashishikarize kugura kumunota wanyuma.
Mu buryo bwumvikana, duhereye kubikorwa, guhuza hagati kumurongo no kumurongo bisaba imbaraga zikoranabuhanga mugupima: guhuza uburyo bubiri. Ibi byakomeje kuba ingorabahizi ku bacuruzi, igisubizo cyabo kikaba umuntu ku giti cye binyuze mu bukangurambaga bugezweho. Nubwo ibibazo byikoranabuhanga bikomeje, icyerekezo kirasobanutse: ahazaza h’ibitangazamakuru bicuruza biri mu gutanga ubunararibonye rusange, aho bitwaye bike niba imikoranire yarabaye mwisi yisi cyangwa iyumubiri - ibidukikije byombi byuzuzanya kugirango bikoreshe umuguzi kandi bitange ibisubizo kubirango.
Guhindura paradigm: kuva kumuyoboro wo kugurisha ujya kumurongo wibitangazamakuru
Kugaragara kw'ibicuruzwa bitangazamakuru bicuruza byerekana ihinduka ryerekana uburyo uruhare rwo gucuruza mu kuvanga ibicuruzwa rureba. Mu mateka, abadandaza babonaga gusa nk'imiyoboro yo gukwirakwiza no kugurisha, mugihe kubaka ibicuruzwa no kwamamaza byari inshingano y'ibitangazamakuru gakondo, cyangwa vuba aha, urubuga rwa digitale. Hamwe no guhinduranya ibitangazamakuru bicuruza, uku gutandukana kuracitse: ubu gucuruza nabwo ni imodoka itumanaho rusange, irushanwa ingengo yimari yamamaza mbere yagiye mubindi bitangazamakuru.
Mubikorwa, iminyururu minini yo gucuruza yabaye abamamaji , binjiza amafaranga kurubuga rwabo, porogaramu, hamwe nububiko nkuko urubuga rwamakuru rutabaho rwamamaza cyangwa televiziyo igurisha umwanya wubucuruzi.
Kubirango byamamaza, ibi byerekana guhinduranya ingamba. Igice cyishoramari cyari cyatanzwe mbere mubikorwa byo kwamamaza ibicuruzwa aho bigurishwa ubu birahindukira mubikorwa byitangazamakuru kumitungo ya digitale. Ikindi gice, cyaba cyaragiye mubitangazamakuru rusange, ubu birashobora gutangwa muburyo bwibanze binyuze mubitangazamakuru bicuruza, bigera kubaguzi neza "mugihe cyukuri" cyo kugura.
Uku guhuza kuzana kwamamaza no gucuruza hamwe, bisaba abayobozi gutekereza muburyo bwuzuye: kugurisha no gutumanaho byabaye ibice byurugendo rumwe rwabaguzi. Nkigisubizo, abamamaji bakomeye kwisi bamaze gutunganya amatsinda ningengo yimari kugirango bakire iyi nkingi nshya. Bamwe bita uyu mutwe "mediafication" yo kugurisha - ni ukuvuga ko gucuruza kureka gukwirakwizwa gusa no kuba itangazamakuru.
Mbere, supermarket, farumasi, nububiko bwamashami byari urubuga rwizindi ngamba zamakuru, ariko ubu zifite icyerekezo cyazo. Iyi moderi ntisobanura neza ishoramari gusa ahubwo inasaba uburyo bushya kubakinnyi bose bo ku isoko. Ibicuruzwa bigomba kuba byinshi bishingiye ku makuru kandi bishingiye ku mikorere, ibigo bigomba gushyiramo ubumenyi n’ubuhanga bushya, kandi abadandaza bafata inshingano z’amasosiyete y’itangazamakuru, bakemeza ubunararibonye bw’umuguzi mu bijyanye n’ibirimo ndetse n’ingirakamaro.
Ibidukikije byamamaza biragenda byiyongera kandi bigenda birushaho kuba ingorabahizi - icyakora, intandaro yiri hinduka, hariho logique isobanutse: umuntu wegereye umuguzi murugendo rwo kugura yunguka ijwi nagaciro mumikino yibitangazamakuru. Gucuruza, hamwe nibikorwa byayo, byagaragaye ko biri ahantu heza mugihe gikwiye cyo kubyaza umusaruro iyi dinamike. Hasigaye ko abandi bakinnyi ku isoko bamenyera iyi paradizo nshya, binjiza ibitangazamakuru bicuruza mu ngamba zabo kugira ngo bidasubira inyuma muri iri hindagurika, nk'uko ibimenyetso byose bibigaragaza.
