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50 wigni, romelic unda waikiTxo, sanam cocxali xar

wigni 11

gamomcemloba palitra L Tbilisi, 2011

UDC (uak) 821.133.1-31 b-44

`50 wigni, romelic unda waikiTxo, sanam cocxali xar~ es proeqti msoflios araerT qveyanaSia popularuli. sxvadasxva gamokiTxvis saSualebiT, mkiTxveli irCevs 50 saukeTeso wigns msoflio literaturis saganZuridan. saqarTveloSi `kviris palitris~ am proeqts mravali aTasi adamiani gamoexmaura. swored maTi dadgenilia im rCeuli wignebis nusxa, romelic `palitramediam~ realur biblioTekad aqcia. es wigni msoflio literaturis am unikaluri biblioTekis nawilia. wigni gamoica Tbilisis aleqsandre diumas saxelobis franguli kulturis centris, kulturfransis/safrangeTis sagareo da evropul saqmeTa saministros da wignis erovnuli centris (CNL) xelSewyobiT merab mamardaSvilis saxelobis sagamomcemlo daxmarebis programis farglebSi. Cet ouvrage publi dans le cadre du Programme dAide a la Publication Mrab Mamardachvili a bnci du soutien du Centre culturel franais Alexandre Dumas de Tbilissi, de Culturesfrance/ministre franais des affaires trangres et europennes et du Centre National du Livre.
gamomcemloba palitra L, 2011
yvela saavtoro ufleba daculia.

ditions Grasset & Fasquelle, 2000 Originally published as `99 Francs~, Frdric Beigbeder Tous droits rservs

ISSN 1987-9628 ISBN 978-9941-422-73-7

frederik begbederi

99 franki
TinaTin RaribaSvilis Targmani

es wigni bruno le musTvis iwereboda; is ki im qveynad gaemgzavra; amitomac axla wigns qloes vuZRvni, romelic am qveyanas axlaxan moevlina.
`ra Tqma unda, ar arsebobs araviTari mizezi imisaTvis, rom axali totalitaruli reJimebi TavianTi winamorbedebis msgavsi iyos, miuxedavad maT xelT arsebuli xelketebisa da specrazmisa, xelovnurad gamowveuli SimSilobebis, dapatimrebebisa da masobrivi deportaciebisa. mTavroba da xelisufleba ara mxolod arahumanuri (Tumca, es ukanaskneli arc aravis adardebs Tanamedrove epoqaSi), aramed uefeqtoa, risi damtkicebac sul advilad SeiZleba: TviTon gansajeT _ ganviTarebuli teqnologiebis eraSi araefeqtianoba xom pirdapir suliwmidis winaSe Cadenili codvaa. WeSmaritad `qmediTi totalitaruli saxelmwifo iqneboda is, romelSic politikur xelmZRvanelTa yovlisSemZle aRmasrulebeli komitetisa da maT direqtorTa armias sruli ufleba eqneboda nebismieri ramis gakeTeba aeZulebinaT damonebuli mosaxleobisaTvis, Tumca Zaldataneba arc iqneboda saWiro, radgan mosaxleobas ukve Rrmad eyvareboda Tavisi monuri mdgomareoba. Tanamedrove totalitaruli saxelmwifoebi erT amocanasa da mizans usaxaven propagandis ministrebs, gazeTebis mTavar redaqtorebsa da skolis maswavleblebs _ xalxs Seayvaron is realoba, romelSic cxovroben!~ oldos haqsli*, axali winasityvaoba wignisa `samyaroTa Soris saukeTeso~, 1946

`Cven iseT survilebs gvaxveven Tavs, romlebsac tanjvis meti araferi moaqvs~. alen suSoni*, `sentimentaluri brbo~, 1993 `kapitalizmi komunizms gadaurCa. ra gaewyoba, isRa darCenia, sakuTari Tavi TviTonve amoiWamos~. `kapitani sasadilod gavida da mezRvaurebi gems daepatronnen~. Carlz bukovski*
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I me `risi Secvlac ar SegiZlia, unda aRwero mainc~. rainer verner fasbinderi* 1. yvelaferi warmavalia: siyvaruli, xelovneba, dedamiwa, Tqven, me. sikvdili imdenad gardauvalia, rom ratomRac yvelas moulodnelad atydeba Tavs. aba, rogor unda mixvde, rom maincdamainc dRevandeli dRea Seni cxovrebis ukanaskneli dRe? arada, sul ggonia, rom dro kidev gaqvs! mere, uceb, erT mSvenier dRes _ brax! da gadatrialdebi, reglamenti amowurulia. sikvdili erTaderTi paemania, romelic Tqvens organaizerSi winaswar ver CainiSneba. yvelaferi iyideba: siyvaruli, xelovneba, dedamiwa, Tqven, me. am wigns imisTvis vwer, rom iqneb rogorme samsaxuridan gamomapanRuron. TviTonve rom wamovide, kompensacias ar momcemen. im totis moWra mWirdeba, romelzec Cemi komfortia mokalaTebuli. Cems Tavisuflebas umuSevrobis dazRveva hqvia. mirCevnia samsaxurs gamoveTxovo da ara sicocxles. amisi TavidaTavi ki isaa, rom meSinia. Cem garSemo kolegebi buzebiviT ixocebian: zogs auzSi curvisas uskdeba guli, zogs miokardiumis infarqtad wodebuli kokainis gadaWarbebuli doza klavs, gaixedav da ager viRac sakuTari TviTmfrinaviT daaskda miwas, viRac ki kabrioletiT xtunva-navardma mokla. hoda, erTi sityviT, wuxel damesizmra, rom vixrCobodi. vxedavdi, rogor viZirebodi, vgrZnobdi mosriale Tevzebis Sexebas. veRar vsunTqavdi, filtvebi wyliT mevseboda. Sors, plaJze lamazi qalbatoni idga da meZaxda. me ki pasuxis gacema ar SemeZlo, radgan piri mariliani wyliT mqonda savse. vixrCobodi, magram saSvelad aravis vuxmobdi. Cem garSemo yvela ase iqceoda. mocuraveebi iZirebodnen, magram aravin yviroda, miSveleTo. vfiqrob, yvelafers unda SeveSva, radgan zedapirze tivtivi aRar SemiZlia.
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yvelaferi warmavalia da yvelaferi iyideba. adamianic iseTive produqtia, rogoric sxva danarCeni. masac gaaCnia vargisianobis gansazRvruli vada. amitomac gadavwyvite, 33 wlis asakSi samsaxurisaTvis Tavi gamenebebina. Tanac, rogorc mogexsenebaT, saukeTeso asakia aRdgomisaTvis. 2. me oqtavi mqvia, tansacmels APC-Si vicvam. sareklamo menejeri gaxlavarT: diax, marTali xarT, me samyaros vabinZureb. me var is tipi, romelmac nagavi unda SemogasaRoT; romelmac iseT raRacebze unda gaocneboT, rasac verasodes eRirsebiT. xom iciT, rogor keTdeba: fotoSopSi retuSirebuli mudam lurji ca, lamazi naSebi da sruli bedniereba. mere ki, roca didi vai-vaglaxiTa da Tavganwiruli ekonomiiT moaxerxebT da saocnebo manqanas iyidiT, swored im manqanas, romelic bolo sareklamo kampaniis dros davatriale da ganvadide, avdgebi da kvlav Zirs davcem, metic _ ukve modidan gadasulad gamovacxadeb. winaswar samnairi saxis modas vigoneb da ise gadavdivar erTidan meoreze da Semdeg mesameze, rom Tqven yovelTvis motyuebuli da imedgacruebuli dagtovoT. glamuri is qveyanaa, sadac verasodes SeaRwevT. me Tqven siaxliT gabruebT; siaxlis upiratesoba ki is aris, rom mudmivad icvleba. yovelTvis gamoCndeba iseTi siaxle, romelic winamorbeds daaZvelebs. Cemi mowodeba imaSia, rom gamudmebiT gaylapoT nerwyvi. Cems profesiaSi Tqveni bedniereba aravis sWirdeba, radgan bednieri kaci momxmarebeli veRar iqneba. Tqveni tanjva savaWro bizness sasicocxlo ZalebiT aRavsebs. Cveni JargoniT mas `yidvis Semdgomi imedgacrueba vuwodeT. vTqvaT, romelime produqti gesaWiroebaT, magram rogorc ki mas xelSi CaigdebT, aRmoCndeba, rom axla sxva gindaT. hedonizmi1 humanizmi rodia. igi fulis dinebaa. misi devizi gainteresebT? ki, batono! `vxarjav, e.i. varsebob~. magram
hedonizmi (berZn.) _ eTikis idealisturi mimdinareoba, romlis mixedviTac cxovrebis mizans warmoadgens udidesi siamovneba, sitkboeba.
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saWiroebaTa Sesaqmnelad aucilebelia kacs gavuRvivoT Suris grZnoba, gavaxeloT maTi gaumaZRroba, ufro meti tanjva mivayenoT. es yvelaferi Cemi sabrZolo maragia, samizne ki, ra Tqma unda, Tqven xarT. cxovrebas Tqvens motyuebaSi vatareb da amisaTvis kargadac mixdian. 13.000 evro maqvs xelfasi (garda amisa, minazRaureben momsaxurebis xarjebs, matarebs manqana, aqciebis mewilec var da goldenparaSutic ki maqvs). evro imitom gamoigones, rom mdidrebis xelfasi eqvsjer naklebad aRmaSfoTleblad gamoCeniliyo. kidev bevr tips icnobT Cems asakSi, 13.000 evro rom hqondes xelfasi? me Tqven Cems Wkuaze gaTamaSebT, risTvisac cincxal `SLK mersedess~ damiadeben (saxuravi rom avtomaturad ekeceba kabinaSi) an sulac BMW Z3-s an `porSe boqsters~ an kidev `mazda MX5~-s (Cemi sisuste Ria BMW Z3-ia, romelic didi Zalisa da Zaris aerodinamikuri esTetizmis erTianobis TvalsaCino nimuSia. simZlavres ki 321-cxenisZaliani 6-cilindriani Zrava ganapirobebs, rac manqanas saSualebas aZlevs 5,4 wamSi nulidan 100 km/sT akrifos. sxvaTa Soris, es manqana ukanalSi SesarWob uzarmazar sanTels hgavs, romliTac mTeli dedamiwis wamokidebac ki ar iqneba SeuZlebeli). rodesac televizors uyurebT, me Tqvens sayvarel films yvelaze magar adgilze vwyvet da Cemi sareklamo logoebiT giSliT nervebs. aqedan aRebuli fuliT ki Svebulebas xan senbartSi vatareb, xan lamuSi, xan fukeSi, xan ki sulac lekabanSi (kersi). Tqveni sayvareli Jurnalis furclebs Cemi sloganebiT vaWreleb. ra Tqma unda, verc am SemTxvevaSi iqnebiT kmayofili. magram Tqveni buzRuni sul fexze mkidia: imden mayuTs aviReb, rom rac momeprianeba, imas viyidi. magaliTad, provansSi saxls an cixesimagres perigorSi an sulac erTi kargi korsikuli vila mawyens? SemiZlia ardeSSi viyido saxli an sasaxle marokoSi, ho, kidev, sul damaviwyda, SemiZlia koxta katamarani1 mivayeno antiliis romelime kunZuls an iaxta davagdo sen-tropes sanapirosTan. xedavT, ra ambavSi var? versad gameqceviT. me yvelgan
katamarani _ satvirTo gemi. Sedgeba saerTo gembaniT dakavSirebuli ori korpusisgan.
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var. saiTac unda gaixedoT, yvelgan reklamis samflobeloa. arc mowyenis saSualebas gaZlevT da arc fiqrisaTvis gitovebT dros. siaxlis terorizmi Cems wisqvilze asxams wyals da mec sicarieles vyidi. serfingiT gatacebuli nebismieri adamiani getyviT, rom ficarze Tavis Sesakaveblad da wonasworobis SesanarCuneblad saWiroa mowyobiloba qvemodan Rru iyos. serfingi zustadac rom pirRia naxvretze srialia da meti araferi (es WeSmariteba iseve cnobilia internetis moyvarulTaTvis, rogorc lakanos CempionebisaTvis). es me vadgen, ra aris namdvili, ra aris lamazi da ra aris kargi. manekenic is gaxdeba, visac me avirCev da merwmuneT, eqvsTviani jojoxeTis gavlis Semdeg am gogonebis danaxvaze nebismier Tqvengans aucileblad audgeba. maT fotoebsa da klipebs versad daemalebiT. Tqvenc meti ra gza geqnebaT: adgebiT da topmodelebad monaTlavT. Cemi gogucunebis Semxedvare nebismier qals, romelmac 14 wels gadaabija, sakuTar Tavze yovelgvari warmodgena daekargeba da sicocxle moewamleba. Tqven Cems arCeulebs gaaRmerTebT. oho, am zamTars mxrebis simaRlemde aweuli ZuZuebi da slikina fuCunebi yofila modaSi! rac ufro metad veTamaSebi Tqvens qvecnobiers, miT ufro advilad memorCilebiT. Tu Tqveni qalaqis Senobebis kedlebs romelime rigiTi iogurtis qeba-didebis amsaxveli qaRaldebiT avaWreleb, pirobas gaZlevT, rom mas aucileblad iyidiT. Tqven ki ggoniaT, rom arCevanSi Tavisufali xarT, magram dRes Tu xval xom waxvalT supermarketSi da gadaZeZgil Taroebze Cems naqeb iogurts rom dainaxavT, ai, swored maSin gamixsenebT da aucileblad iyidiT. Tanac ise, ubralod, gemos gasasinjad. merwmuneT, icis biWma Tavisi saqme. ooh, rom icodeT ra siamovnebaa Tqvens tvinSi SeRweva. Sevdivar da Tqvens marjvena hemisferoSi vaTaveb. Tqveni survilebi Tqven aRar gekuTvniT. rasac me gibrZanebT, Tqvenc imas isurvebT. gikrZalavT alalbedze moisurvoT rame. Tqveni survili im investiciis Sedegia, romelic Tanxobrivad ramdenimemiliardiani evros saxiT warmogvidgeba. es me unda gadavwyvito dRes, Tu ra mogindebaT Tqven xval. es yvelaferi Cems personas maincdamainc sasiamovnod ar
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warmoaCens Tqvens TvalSi. saerTod, rodesac wignis weras iwyeb, unda ecado sakuTari Tavi Zalian mimzidvel da kai tipad gamoiyvano, magram simarTles ver davamaxinjeb da rac ar aris, imas ver vityvi: axlave icodeT _ me Tavaziani da sasiamovno mTxrobeli ara var. metic, im sazizRar, gaTaxsirebul adamianebs mivekuTvnebi, romelTa ubralo Sexebac ki yvelafers bilwavs da alpobs. Zalian kargi iqneboda, jer Tu me SemiZulebdiT da mere im epoqas, romelmac mSva da gamomzarda. Tavad gansajeT: gana gasaSterebeli ar aris, rodesac xedav, rom yvelas, uklebliv, es realoba savsebiT normalurad miaCnia?! sacodavo monebo! kacma rom gkiTxoT, gezizRebiT, Tumca ki, Cems sul umniSvnelo kaprizebsac uyoymanod emorCilebiT. vin gexvewebodaT, ratom gamxadeT samyaros mefed? Zalian minda, erT saidumlos Cavwvde: rogor moxda, rom epoqaSi, romelSic cinizmma Tavisi ayvavebis mwvervals miaRwia, reklama msoflios mbrZanebelis taxtzea wamoskupebuli?! bolo ori aTasi wlis ganmavlobaSi Cemnairi upasuxismgeblo kretini arasodes yofila iseTi Zlieri, rogoric axla. minda yvelafers SevafurTxo, movkido xeli Cems dagrovil fuls, narkotiks, meZavebs da sadme miyruebul, ukacriel kunZulze gadavikargo (dRis ganmavlobaSi xis qveS wamovgordebodi da davtkbebodi soraiasa da Tamaras yurebiT, romlebic oqros monetebs gaaprialebdnen), magram samsaxuridan wasvlis traki ar maqvs. amitomac vwer am wigns. iqneb gamomagdon da Tavi davaRwio am mooqrul sapyrobiles. icodeT, saSiSi da yvelaferze wamsvleli kaci var. SemibraleT, gamaCereT, sanam gviani ar aris. CamomkideT damsaxurebis Cin-medlebi da ukanmouxedavad movtydebi. gpirdebiT, geficebiT, meti ra vqna?! gana Cemi bralia, kacobriobam RmerTi rom farTo moxmarebis sagnebs anacvala? meRimeba, radgan es rom vinmem waikiTxos, wignis gamosvlisTanave panRurs ki ar amomartyamen, piriqiT, xelfass momimateben. im samyaroSi, romlis aRwerasac vapireb, kritikis simwvave didi xania monelebulia, Tavxedoba _ waxalisebuli, dabezReba _ uxvad dasaCuqrebuli, xolo pamfleti SekveTili
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da organizebulia. male albaT provokaciis dargSic daiwyeben nobelis premiis miniWebas da ara mgonia, am sferoSi vinmem metoqeoba gamiwios. ajanyeba am TamaSis Semadgeneli nawilia. gardasuli drois diqtatorebs sityvisa da azris Tavisufleba aSinebdaT. krZalavdnen yvelafers, rac TvalSi ar mosdiodaT da WkuaSi ar ujdebodaT, cixeSi yridnen mwerlebs, wvavdnen miuRebel wignebs. sazizRari autodafeebis tkbilad mosagonari dro saSualebas iZleoda avi da kargi erTmaneTisgan gagerCia. ai, sareklamo totalitarizmis epoqaSi ki egeTi advili aRar aris Tqva, _ me ki xelebi damibaniao. faSizmis am saxeobam kargad daimaxsovra warsulis mware gakveTilebi (berlini, 1945 da berlini, 1989! _ ho, marTla, sainteresoa, yvelanairi barbarosoba erTsa da imave qalaqSi ratom poulobs aRsasruls?). kacobrioba rom monebis brbod eqcia, reklamam airCia mokrZaleba, moqniloba da damajerebloba. Cven vcxovrobT adamianis adamianze batonobis pirvel sistemaSi, romlis winaSe TviT Tavisuflebac ki uZluria. is ki arada, es sistema yvela fsons Tavisuflebaze debs. swored es aris misi yvelaze didi migneba. rac unda mwvaved gaakritikon, saukeTeso roli mainc mas rCeba, nebismieri pamfleti misi motkbo Semwynareblobis iluzias kidev ufro aZlierebs. igi Tqven momxiblavad gimorCilebT, yvelaferi nebadarTulia. sul rom Caaqaqo yvelaferSi, kaciSvili xmas ar gagcems. sistemam Tavis mizans miaRwia: daumorCileblobac ki morCilebis gansazRvruli forma gaxda. Cveni damsxvreuli bed-iRbali lamazadaa dakabadonebuli. ai, Tavad Tqven, rodesac am wigns kiTxulobT, darwmunebuli var, erTxel mainc gaifiqrebT: `ra sayvarelia es patara sareklamo menejeri, romelic yvelafers augemurebs da bilwavs! kargi, biWuna, geyofa, bevrs nu xtunaob! Senc CvensaviT kedelTan xar ayudebuli, Senc CvensaviT iZulebuli xar, gadasaxadebi ixado~. am yvelafridan Tavis daRwevis aranairi Sansi ar arsebobs. yvela WuWrutana dagmanulia da yvela kari Carazuli. Tanac, xom iciT, rogor ketaven? sul sicil-siciliTa da lamazi RimiliT. xel-fexi Sekruli gaqvT aTasnairi kredi11

tiT, yovelTviuri gadasaxadebiTa da qiriT. rao, amas garda sulieri mdgomareobebic gaqvT? ras melaparakebiT?! ra problemaa! aba, erTi gaixedeT: milionobiT umuSevari gareT dgas da moTminebiT elodeba, rodis gauTavisuflebT adgils. iCxubeT da iyvireT, ramdenic geneboT. xom gaxsovT, CerCilma ra upasuxa Tqvennairebs: `Tu ar CavTvliT sxva sistemebs, es yvelaze uaresia~. ras erCi, araferi mikibul-mokibuli ar uTqvams da arc aravis dagoimeba ucdia. Tqva kacma, yvelaze uaresiao. xom ar uTqvams, saukeTesoao. 3. am diliT, 9 saaTze, Madone-s axali produqtebis ganyofilebis marketingis direqtorTan erTad visauzme. Madone msoflioSi soflis meurneobis produqciis mwarmoebelTa Soris erT-erTi wamyvania (1998 wels misma savaWro brunvam 84.848 mlrd franki anu 12.935 mlrd evro Seadgina). sasauzmod alber spiris dizainis mixedviT dekoratiuli miniTa da foladiT Sesrulebul bunkerSi unda mivsuliyavi. iq SemTxveviT veravin moxvdeba: iogurtis imperias gaZlierebuli dacva hyavs. rZis produqtebs arasodes hqonia Senaxvis aseTi pirobebi. isRa darCeniaT, produqtis Senaxvis vada waaweron avtomatur karze. liftebTan misasvlelad magnituri karta momces, mere tamburis msgavsi, metalis turniketebiT Caxergili sivrce gadavWeri, TiTqos metroSi varo da uceb Cemi Tavi umniSvnelovanes personad warmovidgine, gegonebaT, zolian perangSi gamowyobili umaRlesi komerciuli skolis kursdamTavrebulebTan ki ara, respublikis prezidentTan mivdiodi Sesaxvedrad. liftSi miSel uelbekis* sityvebi gamaxsenda: momsaxure personali nikelis liftebiT TavianTi golgoTisken misrialebs, mdivnebi ki midi-modian da wamwamebze tuSs isvamen. Zalian sasacilod meCveneboda, roca Tavi am civi, mSrali leqsis garemocvaSi warmovidgine.
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ise, Tu kargad daufiqrdebi kaci, imdilandeli Sekreba ufro mniSvnelovani iyo, vidre saxelmwifos meTaurTan Sexvedra iqneboda. es iyo Cemi cxovrebis yvelaze mniSvnelovani kreba, romelmac gansazRvra yvelaferi, rac Semdeg moxda. merve sarTulze Madone-s warmoebis yvela ufross zoliani perangi acvia da halstuxze romelime patara cxovelis figura ukeTia. marketingis direqtors srul terorSi hyavs msuqani asistenti qalebi, romlebsac SiSisgan piri uSrebaT da Sardis Sekaveba emarTebaT. marketingis direqtors alfred diuleri hqvia. igi yovel krebas erTi da imave fraziT iwyebs: `Cven aq imitom ki ara varT, rom sakuTari Tavi vasiamovnoT, aramed imisaTvis, rom momxmarebeli vasiamovnoT~. TiTqos momxmarebeli gansakuTrebuli rasis warmomadgeneli iyos _ erTgvari untermensch1. mis danaxvaze Rebineba mindeba: rogoria, kaci kvebis mrewvelobaSi muSaobdes da mis Semxedvares guli gereodes? warmomidgenia, dilaobiT rogor iparsavs wvers, halstuxs inaskvavs, Tavisi usiamovno amonasunTqiT moralur da fizikur travmas ayenebs Svilebs, France-Info-s xmamaRla aRrialebs, Les Echos-s Tvals gadaavlebs da samzareuloSi zezeulad miirTmevs yavas. 1975 wlis Semdeg cols ar gahkarebia, Tumca arc Ralatobs (coli ki, icocxle, ar iklebs!), weliwadSi erT wigns kiTxulobs, Tanac maincdamainc alen duamelisas*. yovelTvis kostiumSi gamowyobils, gulwrfelad sjera, rom Tavisi holdingis masStabiT gadamwyveti sityva mas ekuTvnis. mis uzarmazar `mersedess~ sul erTi guguni gaudis sacobebSi. `motorolas~ telefoni budeSi udevs da avtoradio `pioneris~ qvemoT ukidia. `motorola~ wikvinebs, `pioneri~ mesijebs gadmoscems kasto-kasto-kastoramasTvis, `mamuTma~ fasebi dabla dasca. airCieT, kargad airCieT mizani. direqtori darwmunebulia, rom warmoebis zrdis aRmavloba sasixarulo ambavia. arada, zrda mxolod da mxolod usargeblo produqciis momatebas niSnavs, `saqonlis uzarmazar masas~ (karl marqsi), damatebiTi sagnebis mTas, romelic Tavze dagvemxoba da Cagvmarxavs samudamod. magram direqtors ras daajereb?!
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Untermensch (germ.) _ qveadamiani.

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mas xom rwmena aqvs! es rwmena ki umaRles skolaSi Caunerges da uTxres: Sen irwmuneb zrdas. vawarmooT milionobiT tona dagrovebisTvis ganwiruli produqcia da bednierebi viqnebiT. dideba warmoebis ganviTarebas, romelic amuSavebs qarxnebs. qarxnebi ki warmoebas aviTarebs. Tumca yvelaze mniSvnelovani is aris, rom ar gavCerdeT, raTa fiqrisTvis dro ar dagvrCes. kreba momwvano-molurjo feris saaqto darbazSi tardeba. msgavsi oTaxi msoflios yvela saqmian dawesebulebaSi arsebobs. did, ovalur magidas vusxedvarT. win forToxlis wveniT savse Wiqebi gviwyvia. monamdivans TermosiT yava Semoaqvs da Tvalebs xris dagvianebuli Sekrebebis iRliebis sunSi. diuleri krebas xsnis da azustebs: `rac aq iTqmeba, am darbazs iqiT ar gava. araviTari ganawesi ar iqneba, radgan Tqveni moulodneli mowveva sagangebo situaciiTaa ganpirobebuli. gayidvebis axal partias unda gadavxedoT, magram rotaciis sakiTxic aranakleb mniSvnelovania. erTma Tavxedma konkurentma firmam gabeda da Ria brZola gamogvicxada. farTomasStabiani kampania wamouwyia da rogorc sarwmuno, am saqmisTvis Sesaferisi wyaroebi gvamcnoben, Cveni bazris mozrdili wilebis Sewerac gadauwyvetia. rogorc xedavT, mowinaaRmdege Tavs dagvesxa~. am sityvebis gagonebisTanave magidis garSemo Sekrebilma sazogadoebam sinqronulad kopebi Seikra. erTi xakisferi CaCqani da genStabis rukebiRa gvaklda da sufTa is iyo ra, xom gaxsovT `yvelaze grZeli dRe~*. rogorc saerTod miRebulia, Cveni saagentos klienturis ganyofilebis direqtorma Jan-fransuam gamosvla meteorologiuri mimoxilviT daiwyo. Semdeg gadawyvita mokle reziume gaekeTebina da yvelaferi rom ufro TvalsaCino yofiliyo, retroproeqtoriT kedelze prezentaciis Cvenebas Seudga: _ axla gvsurs gaCvenoT 30-wamiani prezentacia, raTa ukeT davicvaT `megreleti~1 produqciis gamyalbebeli da Cveni safirmo niSnis mimbaZvel distributorTa Setevisgan. minda SegaxsenoT is strategiuli amocana, romelic wina Sekrebaze davisaxeT: `daSlis procesSi myof sabazro pirobebSi `megre1

`megreleti~ _ iogurtis saxelwodeba.

14

leti~ sasiamovno siaxlis Semomtania da surs SemogTavazoT sabWos sruliad axali xedva, rac aqamde ucnobi ergonomiuli SefuTviT miiRweva~. Semdeg Jan-fransua qaRaldebs Tvals swyvets da slaids cvlis. ganaTebul kedelze msxvili asoebiT weria: oqmi niuansebSi (gagrZeleba): emociuri gurmanebisTvis / macdunebeli siamovneba / feSen `m e g r e l e t i~ sasiamovnod dneba pirSi / lamazia jansaRi / noyieri racionaluri vinaidan kaciSvili xmas ar iRebs, direqtorma WORD-6-dan asistentis mier amobeWdili teqstis parafrazireba ganagrZo (sxvaTa Soris, am asistentis Svili iyo, municipalur baga-baRSi otiti1 rom aikida): _ rogorc 23-Si lukTan da alfredTan erTad gadavwyviteT, Cveni mosazreba momxmareblis sargeblianobas unda emyarebodes. igi ase unda fiqrobdes: `am `megrelets~ vWam, vWam da ar vsuqdebi. Tanac, Zalian sasargebloa misi Semadgeneli vitaminebisa da kalciumis gamo~. bazris am gadatvirTuli seqtoris Seswavlis Sedegebma TvalnaTliv dagvanaxva, rom ori mimarTulebiT unda vibrZoloT: Cveni produqti unda iyos lamazi da sasargeblo, momxmareblis rogorc garegnobis, aseve janmrTelobisaTvis. `megreleti~ argebs Cems sxeulsa da gonebas. raRac gagebiT, Tavsa da fexebsac. hm, hm... ha, ha. direqtoris es gamosvla strategiuli dagegmarebis departamentisa (ori depresiuli oTxmoci wlis bexrekis samflobelo) da sareklamo dargSi maTi moadgileebis (diJonis komerciis umaRlesi skolis kursdamTavrebulebi) naazrevisa da msjelobis nayofia. es moxseneba emsaxureba momxmareblis survilsa da gemovnebas da apriori Seqmnilia imisaTvis, rom gamarTleba mouZebnos im prezentacias, romelzec mTeli guSin1

otiti _ yuris anTeba.

15

deli saRamo vijaxire. am dros Jefma Tavi martosulad igrZno da sicili Sewyvita. magram muclis TamaSi mainc ganagrZo: _ Cven mivageniT am yvelafris gamaerTianebel koncefcias, romelsac, Cemi azriT, strategiul egzemplars Tu davurTavT, saSualeba gveqneba konkurentTa Sepirebul produqts rac SeiZleba meti dartyma mivayenoT. yovel SemTxvevaSi, garegnuli Strixkodis doneze mainc. erTi sityviT, yvelaferi giTxariT. axla ki sityvas oqtavs gadavcem. imis gaTvaliswinebiT, rom oqtavi me var, iZulebuli gavxdi, avmdgariyavi da samarisebur siCumeSi filmis proeqtis Sesaxeb momeTxro. ambavs superanazRaurebadi mxatvris mier Seqmnili Tormeti feradi suraTis mixedviT vyvebodi. _ maS ase, daviwyoT: Cven vimyofebiT kaliforniaSi, malibus plaJze. saucxoo amindia. wiTel sabanao kostiumSi gamowyobili ori qeraTmiani RvTaebrivi gogona qviSaze darbis. uceb erTi eubneba meores: `onomastikuri* egzegetika* hermenevtuli* gamauqmeblis samiznea~. meore ki pasuxobs: `mainc sifrTxile gmarTebs, rom ontologiur* paronomaziaSi* ar gadavvarde~. am dros, okeaneSi ori serferi erTmaneTs uyviris: `ici, rom nicSe aSkara hedonistur xotbas asxams curvas Ecce Homo-Si?~ meore ki, brazdeba da gulmosuli epasuxeba: `sulac ara! igi mxolod `didi janmrTelobis~, rogorc alegoriuli solifsizmis* koncefcias icavs!~. isev plaJze vbrundebiT, sadac Cveni mzeTunaxavebi qviSaze maTematikuri gantolebebis weriT arian garTulebi. erTi maTgani msjelobs: `Tu hipoTezad davuSvebT imas, rom x-is kuburi fesvi usazRvroebis Sesabamisad icvleba...~ megobaric eTanxmeba: `marTali xar, axla ki isRa dagrCenia dayo mTeli, romelic asomptotisaken miiswrafvis~. filmi mTavrdeba patara navis msxvili planiT, romelsac aweria: `megreleti~ sigamxdre Wkuas matebs~. buzis gafrenis xma ismis. marketingis direqtori warmoebis ufrosebs misCerebia. isini mzeras grZnoben da azris gamoTqmisagan Tavis dasaZvrenad win dalagebul furclebze TavianTi WkuiT raRacas gamalebiT iniSnaven. Tavis sityvebSi
16

mTlad bolomde verdajerebuli Jan-fransua cdilobs klipi moiwonos: _ ra Tqma unda, boloSi mm Madone-s maxasiaTeblebi miniSnebulia da es asec unda iyos, rasakvirvelia! hoda... Cven vifiqreT, rom kargi iqneboda Tu aqcents sigamxdris simboloebze gadavitandiT da mere, gaqanebuli inteleqtualuri saubrebis dros warmovaCendiT... amas garda, ar unda dagvaviwydes, rom sportis saxeobebi Ria cis qveS (anu mindoda meTqva, iseTi saxeobebi, romlebsac moedani da specialuri darbazi ar sWirdeba) TandaTan Zalas ikrebs da modaSi Semodis. mere kidev, siuJeti manevrirebis saSualebasac gvaZlevs: magaliTad, warmovidginoT mis safrangeTebi, romlebic geopolitikur sakiTxebze, kerZod ki brest-litovskis zavze (1918 w.) kamaToben. an kidev rogori sanaxavi iqneba titlikana Cipendeilsebi1, romlebic Tan budizms lanZRaven, rogorc sxeulebriv Tavisuflebasa da postmodernistuli alienaciis2 uaryofas da amave dros TavianTi muskulaturis demonstrirebiT iwoneben Tavs da a.S. sasaciloa, ara? ras ityvi? moadgileebi rigrigobiT iReben sityvas da komentars akeTeben: `ise ra, ara uSavs~, `ufro veTanxmebi~, `idea gasagebia, magram Sesaswavli da dasazustebeli~... isic aRsaniSnavia, rom yoveli gamomsvleli TuTiyuSiviT zustad imas imeorebda, rac misma xelqveiTma Tqva. ase grZeldeboda iqamde, sanam diulerma ar aiRo sityva. didi Sefi aSkarad ar iziarebda qveSevrdomTa mosazrebas: _ ki, magram, iumori ra saWiroa? simarTle rom vTqva, alfred diuleri marTalia. mis adgilas rom viyo, arc me gamecineboda. pirRebinebis SegrZneba davioke da Sevecade argumentirebuli pasuxi gameca: _ iumori sasargebloa Tqveni brendisaTvis. igi ufro simpaTiurs gagxdiT. Tan damaxsovrebasac uwyobs xels. momxmarebeli imas ufro Rrmad ibeWdavs gonebaSi, ramac gaacina. mere am xumrobebs erTmaneTs uyvebian wveulebaze, samsaxurSi,
1 2

Cipendeilsi (ingl.) _ striptiziori mamakacebi. alienacia (fr.) _ sulieri daavadeba, sigiJe; gasxviseba.

17

Sesvenebaze. aba, gaixseneT, ra gasavali aqvs axla komediur filmebs. xalxi kinoSi imitom dadis, rom cota gaerTos. alfred diulerma zustad am momentSi wamoisrola es ukvdavi fraza: _ mere es xalxi filmis Semdeg kinofirs xom ar Wams. bodiSi movixade da tualetSi gavedi. derefanSi mivdiodi da vfiqrobdi: `Sen, Cemo dido mZRnero, ukve moipove adgili Cems wignSi. iq karg adgils migiCen. mesame TavSi ukve gamoCndebi. alfred diuleri aris didi mZRneri!~ yvela mwerali CamSvebia. yvela literatura dambezRebelia. veranair interess ver vxedav wignis weraSi Tu yvelaferi ar avamtute, ar wavbilwe. moxda ise, rom raRac ambebis mowme gavxdi da sxvaTa Soris, vicnob erT gamomcemels, romelsac sakmaod urikinebs saimisod, rom am ambebis moyolis ufleba momces. wasvlisas araferi momiTxovia. me aRmovCndi im maqinaciis epicentrSi, romelic Tavis gzaze yvelafers nacartutad aqcevs. arasodes mqonia imis pretenzia, rom movaxerxebdi da am saqmidan sufTa da uvnebeli gamovidodi. sul vcdilobdi gamego, vis SeeZlo samyaros Secvla. es grZeldeboda im dRemde, sanam mivxvdebodi, rom is, visac veZebdi, SesaZloa Tavadve vyofiliyavi. 4. zogadad rom giTxraT, maT undodaT tyeebi gaeCexaT da yvelaferi manqanebiT moefinaT. es ar iyo arc Segnebuli da arc gaazrebuli proeqti. es bevrad uaresi iyo. warmodgena ar hqondaT, saiTken mieqanebodnen, magram stvena-stveniT da RiRinRiRiniT rom miiCqarodnen, es aSkara iyo. maT Semdeg ginda warRvnas (an gogirdovan wvimebs) waeRo yvelaferi, maTTvis ukve sulerTi iyo. pirvelad planeta dedamiwis istoriaSi, mTel mis mosaxleobas erTi mizani amoZravebda: eSovaT sakmarisi fuli, raTa moexerxebinaT da reklamas damsgavsebodnen. danarCeni yvelaferi ukve meorexarisxovani iyo. TavianTi namoqmedaris savalalo Sedegebs egeni xom veRar moeswrebodnen da sxvas raRas inaRvlebdnen.
18

erTi patara ganmarteba minda gavakeTo. ar gegonoT, rom TviTkritikas vapirebde an sazogadoebis fsiqologiuri portretis daxatva mitacebdes. me aTaswleulis Svilis aRsarebas* vwer. sityva `aRsarebas~ vxmarob im gagebiT, rasac kaTolicizmi gulisxmobs. sanam aqedan movtydebode, minda sakuTari suli gadavarCino. minda SegaxsenoT, rom `zecaTa sasufevelSi ufro meti sixaruli elis erT codvils, romelic moinaniebs, vidre oTxmocdacamet marTals, romlebsac monanieba ar sWirdebaT~ (wminda lukas saxarebidan). amieridan erTaderTi pirovneba, romelTanac Tanaxma var uvado kontraqti davdo, RmerTia. minda arc is daiviwyoT, rom winaaRmdegobis gaweva vcade. miuxedavad imisa, rom krebebs ar veswrebodi, yvelaferi ukve SeTanxmebuli da gadawyvetili iyo. sakmarisia maT pirquS, kondicirebul marmarilos darbazebSi erTxel mainc miujde magidas, rom verafers veRar izam: es niSnavs, rom sayovelTao gamoSterebisa da gamotvinebis procesis Tanamonawile xar. laparakisas iseT samxedro terminebs xmaroben, rom egreve yvelaferi misaxvedria: kampaniao, samizneo, strategiao, dartymao da sxva kidev amaze uaresebi. saxaven gegmebs, laparakia Setevis pirvel talRaze, mere meore talRaze. eSiniaT kanibalizaciis, uars amboben vampirebad qcevaze. is ki arada, Turme `marsTan~ (Sokoladis Cxirebis mwarmoebelia da omis RmerTis saxeli hqvia) weliwadi dayofili aqvT 4-kvirian 12 periodad. pirveli aprili rom unda Tqvan, iciT rogor amboben? `P4 k1~ (periodi 4 kvira 1)! amas bevri laparaki aRar unda. eseni sufTa militaristebi arian da mesame msoflio oms awarmoeben. neba momeciT SegaxsenoT, rom reklama, rogorc cerebraluri intoqsikaciis teqnika, amerikelma alber devis laskerma gamoigona 1899 wels, magram Semdeg didi warmatebiT ganaviTara vinme iozef gebelsma* 1930-ian wlebSi, raTa germaneli xalxi daerwmunebina, rom aucilebeli iyo yvela ebraelis dawva. gebelsi damsaxurebuli redaqtor-Semoqmedi iyo: DEUTSCHLAND BER ALLES1, EIN VOLK, EIN REICH, EIN FHRER2, ARBEIT
1 2

germania yvelaze maRla (germ.). erTi xalxi, erTi saxelmwifo, erTi fiureri (germ.).

19

MACHT FREI1... kargad daimaxsovreT da arasodes daiviwyoT: am reklamasTan xumroba ar SeiZleba. arc moxmarebasa da ganadgurebas Sorisaa didi gansxvaveba. erTi periodi imasac ki vfiqrobdi, rom SeiZleba safqvavis kbilanebs Soris Cavardnili qviSis marcvali vyofiliyavi an mxecis jer kidev ganayofierebul wiaRSi meamboxe; an sulac global marketplace-s infanteriis2 pirveli klasis jariskaci. vambobdi: `TviTmfrinavs rogor gaitaceb, Sig Tu ar axval. sagnebi da sistemebi Signidan unda Secvalo~. yovel SemTxvevaSi, gramSim* ase dagvibara (ise, gramSi ufro magari iyo, vidre trocki, Tumca isic mavneblobasa da mamaZaRlobas qadagebda. aseTive warmatebiT SemeZlo am konteqstSi toni blerisa da daniel kon benditis* citireba). es yvelaferi Cemi sazizRari samuSaos SesrulebaSi miwyobda xels. ar dagvaviwydes, rom parizis 1968 wlis cnobili gamosvlebis momwyobebma revoluciiT daiwyes da mere reklamaSi gadainacvles _ me rom ukuRma moviqce, ra daSavdeba?! Cemi Tavi liberali Ce gevaras ambavSi warmomedgina; xo azrze xarT, guCis kostiumSi gamowyobili meamboxe. aba, rogoria TiTqmis komandante guCe! viva el guCe! magari marka iqneboda, verafers ityvi. dasamaxsovrebladac Zalian sakaifoa. magram koncefciis ambavSi ori problemaa: erTi, rom, `guCe~ `duCesaviT JRers da meore, rom XX saukunis yvelaze didi revolucioneri Ce gevara ki ara, mixail gorbaCovi iyo. saRamos Cems uzarmazar saxlSi rom vbrundebodi, usaxlkaroebze fiqri zogjer Zils mifrTxobda. es ise, vRadaob. sinamdvileSi ki, kokaini mafxizlebda. sanam `stilnoqss~ gadavylapavdi, gavdiodi da pirsabanSi vanZrevdi. meore dRes 12 saaTze viRviZebdi da qali ukve wasuli mxvdeboda. mainc mgonia, rom gulSi yovelTvis mindoda xalxisTvis kargi gamekeTebina. magram es ori mizezis gamo ver movaxerxe: jer erTi, rom xeli SemiSales da meorec, Cemi adgili davTme
1 2

samuSao aTavisuflebs (germ.). infanteria _ jaris saxeoba.

20

da ukan davixie. ise, saerTod, monstrebi yofili keTili adamianebi arian. dRes ki ukve vici, rom araferi Seicvleba, ar aris SesaZlebeli da morCa! ukve gvianaa. aba, rogor ginda ebrZolo iseT mowinaaRmdeges, romelic yvelganaa, Tanac virtualuria da Zalianac rom moindomo, verc verafers atken da verc verafers dauSaveb. erTi sityviT, fexebsac ver mosWam. pier de kubertenisgan* gansxvavebiT vityodi, rom dRes mTavaria monawileobis armiReba. unda gaajva, rogorc gogenma, rembom an sulac kastanedam*. daegdo sadme ukacriel kunZulze anJelikasTan erTad, romelic julianas ZuZuebze zeTs wausvams, roca es ukanaskneli minets gamikeTebs. iqve marixuanas mSvenieri plantacia meqneba, romelsac civ niavs ar mivakareb da guls daviarxeineb imaze fiqriT, rom samyaros aRsasruls ar moveswrebi. produqciis markebma mesame msoflio omSi xalxi daamarcxes. mesame msoflio omis Tavisebureba is aris, rom es omi yvela qveyanam erTdroulad waago. erTi eqskluziuri axali ambavi minda gamcnoT: daviTi goliaTs verasodes daamarcxebs. es ambavi sul siafandobaa. me ki ra gulubryvilod mjeroda! gulwrfeloba da sialale am korporaciaSi ar mosula. uyleod mixmares ra, egre gamodis. sxvaTa Soris, es aris is, rac me da Tqven gvaerTianebs. 5. Tormetive finjani yava Madone internasional-is tualetSi vaRebine da cota ar iyos, Tavdajerebuloba momemata. saxeze yinuliviT civi wyali Sevisxi da krebaze Sevbrundi. amitomac ar aris gasakviri, rom arc erT kreatiul menejers Madone -sTvis muSaoba ar unda: mTeli dRe yaviT gWyipaven, rZes aravin gamoimetebs. kidev sxva scenebi mqonda momzadebuli: pirvelad `sasacilo pranWia qalebis~ parodia SevTavaze. warmoidgineT, sami Zalian lamazi qali SeiaraRebuli darbis, yiraze gadadian, pistoletebi kameraze aqvT damiznebuli; ismis 70-iani wlebis souli; qalebi borotmoqmedebs Seipyroben da bodleris leqsebs ukiTxaven (Tan am dros midis erTi ambavi, Ziudos ileTebi, kung-fus wix21

50 wigni, romelic unda waikiTxo, sanam cocxali xar

`kviris palitris~ biblioTeka

wigni 11
redaqtori elene salariZe koreqtorebi: lika TavarTqilaZe nino abesaZe natalia CimakaZe kompiuteruli uzrunvelyofa daTo mosiaSvili ydis dizaini eTer gziriSvili proeqtis menejeri TinaTin asaTiani

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ukve gamovida:
wigni 1 onore de balzaki Sagrenis tyavi

wigni 2 jek londoni martin ideni

wigni 3 SoTa rusTaveli vefxistyaosani

wigni 4 aleqsandre diuma sami muSketeri or tomad

wigni 5 uiliam Seqspiri hamleti

wigni 6 Jiul verni 80 000 kilometri wyalqveS

wigni 7 mixail bulgakovi ostati da margarita

wigni 8 oskar uaildi dorian greis portreti

wigni 9 Carlz dikensi devid koperfildi

wigni 10 erix maria remarki triumfaluri TaRi

male gamova:

homerosi odisea

mark tveni tom soieris Tavgadasavali