Ithonya labadali bokuqukethwe ezinqumweni zokuthenga zabathengi baseBrazil lisalokhu liphezulu. Ngokusho kocwaningo oluthi "Umphumela Wethonya Ekusetshenzisweni Kwango-2026," olwenziwe yi-YouPix ngokubambisana ne-Nielsen, ama-81% abathengi asevele ethenge umkhiqizo onconywe ngumuntu onethonya, okuyisibalo esiphezulu kune-80% eqoshwe ngonyaka odlule.
Lokhu kuziphatha kuvela njalo ezilalelini ezahlukene: 83% wabesifazane, 77% wabesilisa, 82% wabaphenduli abaneminyaka ephakathi kuka-18 no-34, kanye no-79% wabantu abangaphezu kweminyaka engu-35 bathi sebevele bathenge ngenxa yethonya. Ucwaningo luphinde lubonise ukuthi abathengi abangu-7 kwabayi-10 bathi umuntu onethonya uthinte isinqumo sabo sokuthenga. Esikalini sika-0 kuya ku-10, 40% banikeze amaphuzu aphakathi kuka-7 no-8 ngalo mthelela, kuyilapho abangu-33% banikeze amaphuzu aphakathi kuka-9 no-10, ahlukaniswe njengomthelela ophelele esinqumweni.
Ngokusho kukaFabio Gonçalves, obesemakethe yokumaketha kwabathonya iminyaka engaphezu kweshumi futhi engumqondisi wethalente eViral Nation, idatha ikhombisa ukuthi abathonya baye badlula nje ekunikezeni okuqukethwe kolwazi ngaphakathi kwemikhankaso.
“Isikhathi eside, abantu abanethonya babebhekwa njengabantu abasize imikhiqizo ukuthi ibonakale. Lokhu okuboniswa yilolu cwaningo ukuthi manje basesigabeni esinqumayo kakhulu sohambo. Lapho abathengi abangu-81% bethi sebevele bathenge okuthile okunconywe ngumdali, sikhuluma ngethonya njengokuziphatha okuhlanganisiwe, akusekho njengomkhuba noma ukugembula emakethe,” kusho yena.
Ngokusho kwesikhulu esiphezulu, idatha iphinde iqinise ushintsho olubalulekile endleleni imikhiqizo okufanele ihlele ngayo amasu ayo. Nakuba ukumaketha kwabathonya kwakubhekwa njengokusekelwa kwabezindaba noma ukwengeza umkhankaso, manje kunomthelela oqondile ekwakheni isifiso nokuguquka.
“Umdali akagcini nje ngokukhulisa umlayezo okhona kakade. Bahumusha umkhiqizo ube yindlela yansuku zonke yezithameli, babonise ukusetshenziswa kwangempela, bakhiqize ukuhlonza, futhi banciphise ibanga phakathi komkhiqizo nomthengi. Yilokho amandla angempela ethonya, njengoba kwenzeka ngaphakathi kobudlelwano bokwethembana obukhona kakade phakathi komdali nomphakathi,” kuchaza yena.
Ngokusho kukaGonçalves, ukuvuthwa kwalo mkhakha kudinga nokuthi imikhiqizo iyeke ukuhlola abantu abanethonya ngokusekelwe kuphela enanini labalandeli noma ukuzibandakanya. Njengoba ithonya lihambisana kakhulu nezinqumo zokuthenga, izindinganiso ezifana nokwethembeka, indawo, umongo, idumela, kanye nokuhambisana phakathi komdali nomkhiqizo kuya ngokuya kuba yinto ebaluleke kakhulu.
Ngokusho kochwepheshe, ukukhetha ithalente kudingeka kube yisu elihlakaniphile: “Akusizi ukubheka nje ukufinyelela uma lowo muntu engenalo uxhumano lwangempela nomkhiqizo noma umphakathi uhlobo olufuna ukuwufinyelela. Ithonya eliphumelela kakhulu yilelo elinengqondo kulabo abalandela umdali. Futhi lokhu kwandisa umthwalo wethalente ngokwalo, okudingeka bakhethe ngokucophelela izinhlobo abazosebenza nazo,” uhlola.
Lo mkhuba okhulayo uphinde ushintshe indima yama-ejensi nama-ejenti. Ukuxhumana phakathi kwemikhiqizo nabadali akuseyona nje ingxoxo yezentengiselwano, kodwa kuhilela ukukhethwa kwamakhasimende, ukuhlaziywa kwezithameli, ukuhlaziywa kwedumela, kanye nokwakha ubudlelwano obuhambisanayo.
“Imakethe ingena esigabeni lapho ithonya lidinga ukucatshangelwa ngendlela ehlelekile. Kwa-Viral Nation, sibheka lo mkhankaso ngokugxila ekwenzeni ubuchwepheshe: idatha, ukuphepha komkhiqizo, ukukhetha ngokucophelela ithalente, kanye nokubambisana okuhle kumikhiqizo, abadali, kanye nabathengi. Lapho isincomo somuntu othonyayo siqala ukuthinta ngqo ukuthengwa, yonke imvelo idinga ukusebenza ngesu kanye nomthwalo wemfanelo owengeziwe,” uphetha.
