المناصرة ,النشاط,التنظيم : المكونات الأساسية للتغيير

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‫ﻣﻬﺎﻡ‪ ‬ﻟﻠﻘﺮﺍءﺓ‪ ‬‬ ‫‪ ‬‬

‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‪ ‬ﺍﻟﻤﺤﻨﻚ‬ ‫ﺍﻟﻮﺣﺪﺓ‪ ‬ﺍﻷﻭﻟﻰ‪ : ‬ﺗﺤﺪﻳﺪ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﺍﻟﺮﻗﻤﻴﺔ‪ ‬‬

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‫ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ،‬ﺍﻟﻨﺸﺎﻁ‪ ،‬ﺍﻟﺘﻨﻈﻴﻢ‪ :‬ﺍﻟﻤﻜﻮﻧﺎﺕ‪ ‬ﺍﻷﺳﺎﺳﻴﺔ‪ ‬ﻟﻠﺘﻐﻴﻴﺮ‪ ‬‬ ‫ّ‬

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‫ﺗﻢ‪ ‬ﺗﺮﺟﻤﺔ‪ ‬ﻫﺬﺍ‪ ‬ﺍﻹﺻﺪﺍﺭ‪ ‬ﻣﻦ‪ ‬ﺩﻭﺭﺓ‪ ‬ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ‪ ‬ﺍﻟﻤﺤﻨﻚ‪ ‬ﺍﻟﻤﺨﺼﺼﺔ‪ ‬ﻟﻠﺴﻮﺩﺍﻥ‪ ‬‬ ‫ﻣﻦ‪ ‬ﺧﻼﻝ‪ ‬ﺗﻌﺎﻭﻥ‪ ‬ﻣﺸﺘﺮﻙ‪ ‬ﺑﻴﻦ‪ ‬ﻣﻨﻈﻤﺔ‪ ‬ﺗﺒﺎﺩﻝ‪ ‬ﺍﻹﻋﻼﻡ‪ ‬ﺍﻹﺟﺘﻤﺎﻋﻲ‪ ‬ﻭﺳﻮﺩﻳﺎ‪ ‬‬

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‫‪ ‬ﻣﺘﻈﺎﻫﺮﻭﻥ‪ ‬ﻳﺤﺘﺠﻮﻥ‪ ‬ﻋﻠﻰ‪ ‬ﺍﺳﺘﺨﺪﺍﻡ‪ ‬ﺍﻟﻤﺎﻝ‪ ‬ﻓﻲ‪ ‬ﺍﻟﺴﻴﺎﺳﺔ‪ ‬ﺃﻣﺎﻡ‪ ‬ﺍﻟﻤﺤﻜﻤﺔ‪ ‬ﺍﻟﻌﻠﻴﺎ‪ ‬ﻓﻲ‪ ‬ﻭﺍﺷﻨﻄﻦ‪ ‬ﺍﻟﻌﺎﺻﻤﺔ‪ ‬‬ ‫ّ‬

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‫ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ،‬ﺍﻟﻨﺸﺎﻁ‪ ،‬ﺍﻟﺘﻨﻈﻴﻢ‪ :‬ﺍﻟﻤﻜﻮﻧﺎﺕ‪ ‬ﺍﻷﺳﺎﺳﻴﺔ‪ ‬ﻟﻠﺘﻐﻴﻴﺮ‪ ‬‬ ‫ّ‬ ‫ﺣﻴﻦ‪ ‬ﻳﺘﻼﻗﻰ‪ ‬ﺍﻟﻨﺎﺱ‪ ‬ﻹﺣﺪﺍﺙ‪ ‬ﺍﻟﺘﻐﻴﻴﺮ‪ ،‬ﻳﻨﺨﺮﻃﻮﻥ‪ ‬ﻋﺎﺩﺓً‪ ‬ﻓﻲ‪ ‬ﻋﻤﻠﻴﺎﺕ‪ُ ‬ﺗﺴﻤّﻰ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﺃﻭ‪ ‬ﺍﻟﻨﺸﺎﻁ‪ .‬‬ ‫ﻷﻏﺮﺍﺽ‪ ‬ﺗﺘﻌﻠّ‬ ‫ّ‬ ‫ﻭﺻﻒ‪ ‬ﻟﻌﻤﻠﻴﺔ‪ ‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ‪ ‬ﻟﻠﺘﻔﺎﻭﺽ‪ ‬ﺑﺸﺄﻥ‪ ‬ﺍﻟﺘﻐﻴﻴﺮ‪ ‬ﻋﺒﺮ‪ ‬‬ ‫ﻖ‪ ‬ﺑﻬﺬﻩ‪ ‬ﺍﻟﻤﺎﺩﺓ‪ ،‬ﺳﻨﻔﻜﺮ‪ ‬ﻓﻲ‪ " ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ " ‬ﻋﻠﻰ‪ ‬ﺃﻧﻬﺎ‪ٌ ‬‬ ‫ﺍﻹﺳﺘﻔﺎﺩﺓ‪ ‬ﻣﻦ‪ ‬ﻣﺼﺎﻟﺢ‪ ‬ﺃﺻﺤﺎﺏ‪ ‬ﺍﻟﻤﺼﻠﺤﺔ‪ ‬ﻭﺍﻷﻧﻈﻤﺔ‪ ‬ﺍﻟﻘﺎﺋﻤﺔ‪ ،‬ﻣﺜﻞ‪ ‬ﺍﻟﻨﻈﺎﻡ‪ ‬ﺍﻟﻘﺎﻧﻮﻧﻲ‪ ‬ﺍﻟﺤﺎﻟﻲ‪ .‬ﻏﺎﻟﺒﺎً‪ ‬ﻣﺎ‪ ‬ﻳﻜﻮﻥ‪ ‬ﺍﻟﺘﻐﻴﻴﺮ‪ ‬ﺍﻟﻤﻨﺸﻮﺩ‪ ‬‬ ‫ﺗﻮﺳﻴﻌﺎً‪ ‬ﻟﻨﻄﺎﻕ‪ ‬ﺣﻘﻮﻕ‪ ‬ﺍﻹﻧﺴﺎﻥ‪ ‬ﺃﻭ‪ ‬ﺍﻟﺤﻘﻮﻕ‪ ‬ﺍﻟﻤﺪﻧﻴﺔ‪ ،‬ﺧﺎﺻﺔً‪ ‬ﺑﺎﻟﻨﺴﺒﺔ‪ ‬ﻟﻸﺷﺨﺎﺹ‪ ‬ﺍﻟﺬﻳﻦ‪ ‬ﻳﻌﺎﻧﻮﻥ‪ ‬ﻣﻦ‪ ‬ﺍﻟﺘﻬﻤﻴﺶ‪ ‬ﺃﻭ‪ ‬ﺳﻮء‪ ‬ﺍﻟﻤﻌﺎﻣﻠﺔ‪ .‬‬ ‫ﻳﻤﻜﻦ‪ ‬ﻟﻠﻤﻨﺎﺻﺮﺓ‪ ‬ﺃﻥ‪ ‬ﺗّﺘﺨﺬ‪ ‬ﺃﺷﻜﺎﻻً‪ ‬ﻋﺪﻳﺪﺓ‪ ،‬ﻣﻨﻬﺎ‪ ‬ﻣﻨﺎﺻﺮﺓ‪ ‬ﺍﻟﺴﻴﺎﺳﺎﺕ‪ ‬ﺍﻟﻌﺎﻣﺔ‪ ،‬ﻣﻨﺎﺻﺮﺓ‪ ‬ﺍﻟﻘﻀﺎﻳﺎ‪ ،‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﺍﻟﻘﺎﻧﻮﻧﻴﺔ‪ ،‬ﻭﺳﻮﺍﻫﺎ‪ .‬‬ ‫‪ ‬‬ ‫ﻣﻦ‪ ‬ﻧﺎﺣﻴﺔٍ‪ ‬ﺃﺧﺮﻯ‪ ،‬ﻳﺸﻴﺮ‪ " ‬ﺍﻟﻨﺸﺎﻁ‪ " ‬ﺍﻟﻰ‪ ‬ﻣﺤﺎﻭﻻﺕ‪ ‬ﺍﻟﻨﺎﺱ‪ ‬ﻹﺣﺪﺍﺙ‪ ‬ﺍﻟﺘﻐﻴﻴﺮ‪ ‬ﻣﻦ‪ ‬ﺧﻼﻝ‪" ‬ﺍﻟﻌﻤﻞ‪ ‬ﺍﻟﻤﺒﺎﺷﺮ"‪ ،‬ﺃﻱ‪ ‬ﺃﻧﺸﻄﺔ‪ ‬ﻳﻮﺍﺟﻪ‪ ‬ﻓﻴﻬﺎ‪ ‬‬ ‫ﺍﻟﻨﺎﺱ‪ ‬ﺧﺼﻮﻣﻬﻢ‪ ‬ﻣﺒﺎﺷﺮﺓً‪ ‬ﻓﻲ‪ ‬ﺍﻹﺿﺮﺍﺑﺎﺕ‪ ،‬ﻭﺍﻹﻋﺘﺼﺎﻣﺎﺕ‪ ،‬ﻭﺍﻹﺣﺘﺠﺎﺟﺎﺕ‪ ،‬ﻭﺳﻮﺍﻫﺎ‪ ‬ﻹﺟﺒﺎﺭﻫﻢ‪ ‬ﻋﻠﻰ‪ ‬ﺍﻟﻌﻤﻞ‪ .‬ﻛﻤﺎ‪ ‬ﺃﻥ‪ ‬ﺍﻟﻨﺸﺎﻁ‪ ‬‬ ‫ﺫﺍﺕ‪ ‬ﻃﺒﻴﻌﺔ‪ ‬ﺗﻜﺘﻴﻜﻴﺔ‪ ، ‬ﻣﻤّﺎ‪ ‬ﻳﻌﻨﻲ‪ ‬ﺃﻧﻪ‪ ‬ﻳﻮﻓّﺮ‪ ‬ﺍﻟﺪﻋﻢ‪ ‬ﻟﻸﻫﺪﺍﻑ‪ ‬ﺍﻷﻭﺳﻊ‪ ،‬ﻭﻟﻪ‪ ‬ﺑﺪﺍﻳﺔ‪ ‬ﻭﻧﻬﺎﻳﺔ‪ ‬ﻗﺎﺑﻠَﻴﻦ‪ ‬ﻟﻠﻘﻴﺎﺱ‪ .‬‬ ‫‪ ‬‬ ‫ﻛﻞ‪ ‬ﻣﻦ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﻭﺍﻟﻨﺸﺎﻁ‪ ‬ﻟﺘﺤﻘﻴﻖ‪ ‬‬ ‫ﻛﻞ‪ ‬ﻋﻤﻠﻴﺔ‪ ‬ﺗﺨﻠﻖ‪ ‬ﻧﻮﻋﺎً‪ ‬ﻣﺨﺘﻠﻔﺎً‪ ‬ﻣﻦ‪ ‬ﺍﻟﻀﻐﻂ‪ ،‬ﻏﺎﻟﺒﺎً‪ ‬ﻣﺎ‪ ‬ﻳﻨﺨﺮﻁ‪ ‬ﺻّﻨﺎﻉ‪ ‬ﺍﻟﺘﻐﻴﻴﺮ‪ ‬ﻓﻲ‪ّ ‬‬ ‫ﺑﻤﺎ‪ ‬ﺃﻥ‪ّ ‬‬ ‫ّ‬ ‫ﺗﺨﻞ‪ ‬ﺑﺎﻟﺘﻮﺍﺯﻥ‪ ‬ﻟﺪﻯ‪ ‬‬ ‫ﺓ‪ .‬ﻋﻠﻰ‪ ‬ﺳﺒﻴﻞ‪ ‬ﺍﻟﻤﺜﺎﻝ‪ ،‬ﻳﻤﻜﻦ‪ ‬ﻟﻄﻔﺮﺍﺕ‪ ‬ﺍﻟﻨﺸﺎﻁ‪ ‬ﺍﻟﻤﻨﻔﺬﺓ‪ ‬ﺍﻟﻤﺘﻨﺎﺳﻘﺔ‪ ‬ﻓﻲ‪ ‬ﺍﻟﻮﻗﺖ‪ ‬ﺍﻟﻤﻨﺎﺳﺐ‪ ‬ﺃﻥ‪ّ ‬‬ ‫ﺍﻟﻨﺘﺎﺋﺞ‪ ‬ﺍﻟﻤﺮﺟﻮ‬ ‫ّ‬ ‫ﺍﻟﻤﻤﺴﻜﻴﻦ‪ ‬ﺑﺰﻣﺎﻡ‪ ‬ﺍﻟﺴﻠﻄﺔ‪ ‬ﻭﺗﺴﺎﻋﺪ‪ ‬ﺣﻤﻼﺕ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﺍﻟﻄﻮﻳﻠﺔ‪ ‬ﺍﻷﻣﺪ‪ ‬ﻓﻲ‪ ‬ﺗﺴﺠﻴﻞ‪ ‬ﻓﻮﺯ‪ ‬ﻫﺎﻡ‪ .‬‬ ‫‪ ‬‬ ‫ّ‬ ‫ﻭﺃﺧﻴﺮﺍً‪ ً ،‬ﻣﺎ‪ُ ‬ﺗﻄﻠﻖ‪ ‬ﺗﺴﻤﻴﺔ‪ّ ‬‬ ‫ﺎﻉ‪ ‬ﺍﻟﺘﻐﻴﻴﺮ‪ ‬ﺍﻟﺬﻳﻦ‪ ‬ﻳﺨﻄﻄﻮﻥ‪ ‬ﻟﻠﻤﻨﺎﺻﺮﺓ‪ ‬ﻭﺍﻟﻨﺸﺎﻁ‪ ،‬ﻭﻳﺠّﻨﺪﻭﻥ‪ ‬ﺍﻵﺧﺮﻳﻦ‪ ‬‬ ‫ﺍﻟﻤﻨﻈﻤﻴﻦ‪ ‬ﻋﻠﻰ‪ ‬ﺻّﻨ‬ ‫ﻏﺎﻟﺒﺎ‬ ‫‪ ‬ﻫﻲ‪ ‬ﺑﺒﺴﺎﻃﺔ‪ ‬ﺍﻟﺘﻌﺒﺌﺔ‪ ‬ﺍﻟﻤﻨﺴﻘﺔ‪ ‬ﻟﻤﺠﻤﻮﻋﺔ‪ ‬ﻣﻦ‪ ‬ﺍﻷﺷﺨﺎﺹ‪ ‬ﻟﺘﺤﻘﻴﻖ‪ ‬ﻧﻔﺲ‪ ‬ﺍﻟﻬﺪﻑ‪ .‬‬ ‫ﻟﻘﻀﻴﺘﻬﻢ‪ .‬ﺇﻥ‪ ‬ﻋﻤﻠﻴﺔ‪ ‬ﺍﻟﺘﻨﻈﻴﻢ‪ ‬‬ ‫ّ‬ ‫‪ ‬‬

‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‪ ‬ﺍﻟﻤﺤﻨﻚ‪ ،‬ﺍﻟﻮﺣﺪﺓ‪ ‬ﺍﻷﻭﻟﻰ‪ :‬ﺗﺤﺪﻳﺪ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﺍﻟﺮﻗﻤﻴﺔ‪ :‬ﺍﻟﻤﻜﻮﻧﺎﺕ‪ ‬ﺍﻷﺳﺎﺳﻴﺔ‪ ‬ﻟﻠﺘﻐﻴﻴﺮ‪ ‬‬

‫ﺹ‪ 2 .‬‬

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‫ﻭﺳﺎﺋﻞ‪ ‬ﺍﻹﻋﻼﻡ‪ ‬ﻭﺍﻟﺘﻮﺍﺻﻞ‪ ‬ﻓﻲ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬‬ ‫ﻛﻞ‪ ‬ﻣﻦ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﻭﺍﻟﻨﺸﺎﻁ‪ ‬ﻓﻲ‪ ‬ﺟﻮﻫﺮﻫﻤﺎ‪ ‬ﺣﻮﻝ‪ ‬ﻣﻤﺎﺭﺳﺔ‪ ‬ﺍﻟﻨﻔﻮﺫ‪ ‬ﻭﺧﻠﻖ‪ ‬ﺍﻟﻀﻐﻂ‪ .‬ﻫﺬﺍ‪ ‬ﻳﻌﻨﻲ‪ ‬ﺃﻥ‪ ‬ﻭﺳﺎﺋﻞ‪ ‬ﺍﻹﻋﻼﻡ‪ ‬‬ ‫ﻳﺘﻤﺤﻮﺭ‪ ‬ﱞ‬ ‫ﻭﺍﻹﺗﺼﺎﻻﺕ‪ ‬ﺩﺍﺋﻤﺎً‪ ‬ﺗﻠﻌﺐ‪ ‬ﺩﻭﺭﺍً‪ ‬ﻣﺮﻛﺰﻳﺎً‪ .‬ﻭﻣﻊ‪ ‬ﺫﻟﻚ‪ ،‬ﻧﺎﺩﺭﺍً‪ ‬ﻣﺎ‪ ‬ﺗﺆ ّﺩﻱ‪ ‬ﻭﺳﺎﺋﻞ‪ ‬ﺍﻹﻋﻼﻡ‪ ‬ﻭﺍﻹﺗﺼﺎﻻﺕ‪ ‬ﺍﻟﻰ‪ ‬ﻋﻤﻠﻴﺔ‪ ‬ﺻﻨﻊ‪ ‬ﺍﻟﺘﻐﻴﻴﺮ‪ .‬‬ ‫ﻋﻮﺍﻣﻞ‪ ‬ﻟﻠﺘﻐﻴﻴﺮ‪ .‬ﻭﻫﺬﺍ‪ ‬ﻳﻨﻄﺒﻖ‪ ‬ﺍﻳﻀﺎً‪ ‬ﻋﻠﻰ‪ ‬ﺍﺳﺘﺨﺪﺍﻡ‪ ‬‬ ‫ٌ‬ ‫ﺑﺪﻻً‪ ‬ﻣﻦ‪ ‬ﺫﻟﻚ‪ ،‬ﺗﺆ ّﺩﻱ‪ ‬ﺍﻟﻰ‪ ‬ﺗﻀﺨﻴﻢ‪ ‬ﻭﺩﻋﻢ‪ ‬ﺍﻹﺗﺠﺎﻫﺎﺕ‪ ‬ﺍﻟﺤﺎﻟﻴﺔ‪ ‬ﻭﺍﻟﺴﺎﺋﺪﺓ‪ .‬ﺇﻧﻬﺎ‪ ‬‬ ‫ﺍﻹﻋﻼﻡ‪ ‬ﺍﻟﺮﻗﻤﻲ‪ .‬‬ ‫‪ ‬‬ ‫​ﻭﺍﻟﺸﺒﻜﺎﺕ‪ ،‬ﻭﻛﺬﻟﻚ‪ ‬ﻟﺘﻮﺟﻴﻪ‪ ‬ﺍﻟﻤﻄﺎﻟﺐ‪ ‬ﺍﻟﻰ‪ ‬ﺍﻟﻤﻤﺴﻜﻴﻦ‪ ‬ﺑﺰﻣﺎﻡ‪ ‬ﺍﻟﺴﻠﻄﺔ‪ ‬‬ ‫ﺇﻥ‪ ‬ﻭﺳﺎﺋﻞ‪ ‬ﺍﻹﻋﻼﻡ‪ ‬ﻭﺍﻹﺗﺼﺎﻻﺕ‪ ‬ﻣﻔﺘﺎﺡ‪ ‬ﻟﺤﺸﺪ‪ ‬ﺍﻟﻤﺆﻳﺪﻳﻦ‪ ‬‬ ‫ٌ‬ ‫ﻭﺍﻟﺼﺤﺎﻓﺔ‪ .‬‬ ‫‪ ‬‬ ‫​ﻓﻲ‪ ‬ﻣﺠﺎﻝ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﻋ ّﺪﺓ‪ ‬ﺃﺷﻜﺎﻝ‪ ،‬ﻭﻫﻨﺎ‪ ‬ﺑﻌﺾ‪ ‬ﺍﻷﻣﺜﻠﺔ‪ :‬‬ ‫ﻳﺄﺧﺬ‪ ‬ﺍﻟﺘﻮﺍﺻﻞ‪ ‬‬ ‫● ﺍﻟﺘﻌﻠﻴﻢ‪ ‬ﺃﻭ‪ ‬ﺍﻟﺘﺪﺭﻳﺐ‪ ‬ﻓﻲ‪ ‬ﻭﺭﺷﺔٍ‪ ‬ﻟﺒﻨﺎء‪ ‬ﺍﻟﻘﺪﺭﺍﺕ‪ ،‬ﻋﻠﻰ‪ ‬ﺳﺒﻴﻞ‪ ‬ﺍﻟﻤﺜﺎﻝ‪ ‬‬ ‫● ﺍﻹﻗﻨﺎﻉ‪ ‬ﻓﻲ‪ ‬ﻣﻮﺟﺰ‪ ‬ﻟﻠﺴﻴﺎﺳﺎﺕ‪ ‬ﺃﻭ‪ ‬ﻓﻲ‪ ‬ﻭﺭﻗﺔ‪ ‬ﻣﻮﻗﻒ‪ ،‬ﻋﻠﻰ‪ ‬ﺳﺒﻴﻞ‪ ‬ﺍﻟﻤﺜﺎﻝ‪ ‬‬ ‫ﺍﻟﻤﺤﺎﺩﺛﺔ‪ ‬ﻏﻴﺮ‪ ‬ﺍﻟﺮﺳﻤﻴﺔ‪ ‬ﻣﻊ‪ ‬ﺍﻟﻤﺆﻳﺪﻳﻦ‪ ‬ﻭﺍﻟﻤﺘﻄﻮﻋﻴﻦ‪ ‬ﺃﻭ‪ ‬ﺍﻷﺷﺨﺎﺹ‪ ‬ﺍﻟﺬﻳﻦ‪ ‬ﺗﺴﻌﻮﻥ‪ ‬ﻟﺘﺠﻨﻴﺪﻫﻢ‪ ‬‬ ‫●‬ ‫ّ‬ ‫​ﻓﻲ‪ ‬ﺍﻟﺘﺤﺪﻳﺜﺎﺕ‪ ‬ﻟﻠﺠﻬﺎﺕ‪ ‬ﺍﻟﻤﺎﻧﺤﺔ‪ ‬ﺃﻭ‪ ‬ﻟﻠﻤﺆﻳﺪﻳﻦ‪ ‬ﻟﻠﺤﻔﺎﻅ‪ ‬ﻋﻠﻰ‪ ‬ﺷﻔﺎﻓﻴﺘﻜﻢ‪ ‬‬ ‫● ﺻﻴﺎﻏﺔ‪ ‬ﺍﻟﺘﻘﺎﺭﻳﺮ‪ ‬‬ ‫● ﺍﻹﻗﺘﺮﺍﻉ‪ ‬ﻓﻲ‪ ‬ﺍﻹﻧﺘﺨﺎﺑﺎﺕ‪ ‬ﺍﻟﻌﺎﻣﺔ‪ ‬ﺃﻭ‪ ‬ﺍﻟﺨﺎﺻﺔ‪ ‬‬ ‫ﻓﻲ‪ ‬ﺍﻟﺘﺴﻮﻳﻖ‪ ‬ﻭﺍﻟﺘﺮﻭﻳﺞ‪ ‬ﻟﻤﺆﺳﺴﺘﻜﻢ‪ ،‬ﺃﻭ‪ ‬ﻟﻘﻀﻴﺘﻜﻢ‪ ‬ﺃﻭ‪ ‬ﺣﻤﻠﺘﻜﻢ‪ ‬‬ ‫●‬ ‫ّ‬ ‫● ﺍﻟﺪﻋﻮﺓ‪ ‬ﺇﻟﻰ‪ ‬ﺍﻟﺤﺮﺍﻙ‪ ،‬ﻓﻲ‪ ‬ﺍﻟﻤﻮﺍﺩ‪ ‬ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ‬ﺃﻭ‪ ‬ﺍﻟﻘﻨﻮﺍﺕ‪ ‬ﻋﻠﻰ‪ ‬ﺍﻹﻧﺘﺮﻧﺖ‪ ،‬ﻋﻠﻰ‪ ‬ﺳﺒﻴﻞ‪ ‬ﺍﻟﻤﺜﺎﻝ‪ ‬‬ ‫‪ ‬‬ ‫ّ‬ ‫ﻳﺘﻮﻗﻒ‪ ‬ﺗﺼﻤﻴﻢ‪ ‬ﺍﻟﻤﻜﺎﻥ‪ ‬ﻭﻛﻴﻔﻴﺔ‪ ‬ﺇﺳﺘﺨﺪﺍﻡ‪ ‬ﻭﺳﺎﺋﻞ‪ ‬ﺍﻹﻋﻼﻡ‪ ‬ﻭﺍﻟﺘﻮﺍﺻﻞ‪ ‬ﺍﻟﺨﺎﺻﺔ‪ ‬ﺑﻜﻢ‪ ،‬ﺍﻟﻰ‪ ‬ﺣﺪﱟ‪ ‬ﻛﺒﻴﺮ‪ ‬ﻋﻠﻰ‪ ‬ﻣﻌﺮﻓﺘﻜﻢ‪ ‬ﺑﻤﻮﻗﻌﻜﻢ‪ ‬ﻓﻲ‪ ‬‬ ‫ﻋﻤﻠﻴﺔ‪ ‬ﺗﺨﻄﻴﻂ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﺍﻟﻤﺒﻴّﻨﺔ‪ ‬ﻓﻲ‪ ‬ﺍﻟﺼﻔﺤﺎﺕ‪ ‬ﺍﻟﺘﺎﻟﻴﺔ‪ .‬‬ ‫‪ ‬‬

‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‪ ‬ﺍﻟﻤﺤﻨﻚ‪ ،‬ﺍﻟﻮﺣﺪﺓ‪ ‬ﺍﻷﻭﻟﻰ‪ :‬ﺗﺤﺪﻳﺪ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﺍﻟﺮﻗﻤﻴﺔ‪ :‬ﺍﻟﻤﻜﻮﻧﺎﺕ‪ ‬ﺍﻷﺳﺎﺳﻴﺔ‪ ‬ﻟﻠﺘﻐﻴﻴﺮ‪ ‬‬

‫ﺹ‪ 3 .‬‬

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‫‪ ‬‬ ‫ﻟﻤﺤﺔ‪ ‬ﻋﺎﻣﺔ‪ ‬ﻋﻦ‪ ‬ﺩﻭﺭﺓ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬‬ ‫ّ‬ ‫ُﻌﺘﺒﺮ‪ ‬ﺗﺨﻄﻴﻂ‪ ‬ﻭﺗﻨﻔﻴﺬ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﻣﺤﺎﻭﻟﺔ‪ ‬ﻣﻌﻘﺪﺓ‪ ‬ﻭ‪ ‬ﻣﺘﻜﺮّﺭﺓ‪ ‬ﺗﺘﺄﻟّﻒ‪ ‬ﻣﻦ‪ ‬ﺳﻠﺴﻠﺔ‪ ‬ﻣﻦ‪ ‬ﺍﻷﻫﺪﺍﻑ‪ ‬ﻭﺍﻟﻐﺎﻳﺎﺕ‪ ‬ﺍﻟﻤﺘﺮﺍﺑﻄﺔ‪ ،‬ﺍﻟﺘﻲ‪ُ ‬ﺗﻨﺘﺞ‪ ‬‬ ‫ﻳ‬ ‫ﻣﺠﻤﻮﻋﺎﺕ‪ ‬ﺟﺪﻳﺪﺓ‪ ‬ﻣﻦ‪ ‬ﺍﻷﻫﺪﺍﻑ‪ ‬ﻭﺍﻟﻐﺎﻳﺎﺕ‪ ،‬ﺗﻤﺎﻣﺎً‪ ‬ﻣﺜﻞ‪ ‬ﻣﺠﻤﻮﻋﺔٍ‪ ‬ﻣﻦ‪ ‬ﺍﻟﺪﻣﻰ‪ ‬ﺍﻟﻤﺘﺪﺍﺧﻠﺔ‪ .‬‬ ‫ٍ‬ ‫ﻫﻨﺎﻙ‪ ‬ﺍﻟﻌﺪﻳﺪ‪ ‬ﻣﻦ‪ ‬ﺍﻟﻨﻤﺎﺫﺝ‪ ‬ﺍﻟﻤﺨﺘﻠﻔﺔ‪ ‬‬ ‫‪ ‬‬ ‫ﻟﻜﻞ‪ ‬ﻣﺠﻤﻮﻋﺔ‪ ‬ﺃﻭ‪ ‬ﻗﻀﻴﺔ‪ ،‬ﺑﻞ‪ ‬ﺇﻥ‪ ‬ﻣﻌﻈﻤﻬﺎ‪ ‬ﻳﺸﻤﻞ‪ ‬ﺍﻟﻌﺪﻳﺪ‪ ‬ﻣﻦ‪ ‬ﺍﻟﺨﻄﻮﺍﺕ‪ ‬‬ ‫ﻟﻠﻤﻨﺎﺻﺮﺓ‪ ‬ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ‪ ،‬ﻭﻻ‪ ‬ﻳﻮﺟﺪ‪ ‬ﻧﻤﻮﺫﺝ‪ ‬ﻭﺍﺣﺪ‪ّ ‬‬ ‫ٌ‬ ‫ﻧﻔﺴﻬﺎ‪ .‬‬ ‫‪ ‬‬ ‫ﻳﺘﻢ‪ ‬ﺗﺤﻘﻴﻖ‪ ‬‬ ‫ً‪ ‬ﻋﺒﺮ‪ ‬ﺩﻣﺞ‪ ‬ﺍﻟﻤﻌﺮﻓﺔ‪ ‬ﺍﻟﻤﻜﺘﺴﺒﺔ‪ ‬ﺧﻼﻝ‪ ‬ﺍﻟﻤﺴﺎﺭ‪ ‬ﺣﺘﻰ‪ّ ‬‬ ‫ً‪ ‬‬ ‫ﻣﻦ‪ ‬ﺍﻟﻨﺎﺣﻴﺔ‪ ‬ﺍﻟﻤﺜﺎﻟﻴﺔ‪ ،‬ﻳﺠﺐ‪ ‬ﺗﻜﺮﺍﺭ‪ ‬ﻫﺬﻩ‪ ‬ﺍﻟﺨﻄﻮﺍﺕ‪ ‬‬ ‫َ‬ ‫ﻣﺮﺍﺭﺍ ﻭﺗﻜﺮﺍﺭﺍ‬ ‫ﺭﺅﻳﺘﻜﻢ‪ ‬ﺃﻭ‪ ‬ﻫﺪﻑ‪ ‬ﺍﻟﺘﻐﻴﻴﺮ‪ .‬ﻳﻤﻜﻦ‪ ‬ﺗﺴﻤﻴﺔ‪ ‬ﻫﺬﻩ‪ ‬ﺍﻟﻌﻤﻠﻴﺔ‪ ‬ﺍﻟﻤﻜﺮﺭﺓ‪" ‬ﺩﻭﺭﺓ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ"‪ .‬‬ ‫ّ‬

‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‪ ‬ﺍﻟﻤﺤﻨﻚ‪ ،‬ﺍﻟﻮﺣﺪﺓ‪ ‬ﺍﻷﻭﻟﻰ‪ :‬ﺗﺤﺪﻳﺪ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﺍﻟﺮﻗﻤﻴﺔ‪ :‬ﺍﻟﻤﻜﻮﻧﺎﺕ‪ ‬ﺍﻷﺳﺎﺳﻴﺔ‪ ‬ﻟﻠﺘﻐﻴﻴﺮ‪ ‬‬

‫ﺹ‪ 4 .‬‬

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‫‪ ‬‬ ‫ﺿﻌﻮﺍ‪ ‬ﺭﺅﻳﺘﻜﻢ‪ ‬ﻭﻫﺪﻑ‪ ‬ﺍﻟﺘﻐﻴﻴﺮ‪ ‬‬

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‫‪ ‬‬ ‫ّ‬ ‫ّ‬ ‫ﻨﻮﺍ‪ ‬ﻣﻦ‪ ‬ﺗﺼﻮﺭ‪ ‬ﺍﻟﻌﺎﻟﻢ‪ ‬ﻣﻦ‪ ‬‬ ‫ﻣﻦ‪ ‬ﺃﺟﻞ‪ ‬ﺻﻴﺎﻏﺔ‪ ‬ﻫﺬﻩ‪ ‬ﺍﻟﺮﺅﻳﺔ‪ ،‬ﺍﻧﺘﻢ‪ ‬ﺑﺤﺎﺟﺔ‪ ‬ﺍﻟﻰ‪ ‬ﺗﺤﺪﻳﺪ‪ ‬ﺍﻟﻤﺸﻜﻠﺔ‪ ‬ﺍﻟﺘﻲ‪ ‬ﺗﺴﻌﻮﻥ‪ ‬ﺍﻟﻰ‪ ‬ﺣﻠﻬﺎ‪) ‬ﻛﻲ‪ ‬ﺗﺘﻤﻜ‬ ‫ّ‬ ‫ﺩﻭﻧﻬﺎ(‪ ،‬ﻭﺍﻟﻰ‪ ‬ﺭﺳﻢ‪ ‬ﺧﺮﻳﻄﺔ‪ ‬ﻟﺴﻴﺎﻕ‪ ‬ﻣﺸﻜﻠﺘﻜﻢ‪ ‬ﻓﻲ‪ ‬ﻭﺿﻌﻬﺎ‪ ‬ﺍﻟﺤﺎﻟﻲ‪ .‬ﻏﺎﻟﺒﺎً‪ ‬ﻣﺎ‪ ‬ﻳﺘﻄﻠّﺐ‪ ‬ﺭﺳﻢ‪ ‬ﺍﻟﺨﺮﻳﻄﺔ‪ ‬ﻫﺬﺍ‪ ‬ﺇﺟﺮﺍء‪ ‬ﺃﺑﺤﺎﺙ‪ ‬ﻭﺍﺳﻌﺔ‪ ‬‬ ‫ﺍﻟﻨﻄﺎﻕ‪ ‬ﻣﻦ‪ ‬ﺧﻼﻝ‪ ‬ﺗﻘﻴﻴﻢ‪ ‬ﺍﻹﺣﺘﻴﺎﺟﺎﺕ‪ ،‬ﻭﺇﺳﺘﻄﻼﻋﺎﺕ‪ ‬ﺍﻟﺮﺃﻱ‪ ،‬ﻭﻣﺠﻤﻮﻋﺎﺕ‪ ‬ﺍﻟﻤﻨﺎﻗﺸﺔ‪ ،‬ﻭﺍﻟﺘﺤﻠﻴﻞ‪ ‬ﺍﻟﺘﺎﺭﻳﺨﻲ‪ ‬ﻟﻘﻀﻴﺘﻜﻢ‪ .‬‬ ‫ﺣﻞ‪ ‬ﻟﻠﻤﺸﻜﻠﺔ‪ ‬ﺍﻟﺘﻲ‪ ‬ﺗﺴﻌﻮﻥ‪ ‬ﻟﺤﻠّﻬﺎ‪ .‬‬ ‫ﺇﻥ‪ ‬ﺍﻟﻬﺪﻑ‪ ‬ﺍﻟﻨﻬﺎﺋﻲ‪ ‬ﻫﻮ‪ ‬ﺇﻳﺠﺎﺩﻛﻢ‪ّ ‬‬ ‫‪ ‬‬ ‫‪ ‬‬ ‫‪ ‬‬ ‫‪ ‬‬ ‫‪ ‬‬

‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‪ ‬ﺍﻟﻤﺤﻨﻚ‪ ،‬ﺍﻟﻮﺣﺪﺓ‪ ‬ﺍﻷﻭﻟﻰ‪ :‬ﺗﺤﺪﻳﺪ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﺍﻟﺮﻗﻤﻴﺔ‪ :‬ﺍﻟﻤﻜﻮﻧﺎﺕ‪ ‬ﺍﻷﺳﺎﺳﻴﺔ‪ ‬ﻟﻠﺘﻐﻴﻴﺮ‪ ‬‬

‫ﺹ‪ 5 .‬‬

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‫‪ ‬‬ ‫ﺗﺤﺪﻳﺪ‪ ‬ﺃﺻﺤﺎﺏ‪ ‬ﺍﻟﻤﺼﻠﺤﺔ‪ ‬‬

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‫‪ ‬‬ ‫ﺇﻥ‪ ‬ﻣﻌﺮﻓﺔ‪ ‬ﻫﺪﻑ‪ ‬ﺍﻟﺘﻐﻴﻴﺮ‪ ‬ﻳﺴﺎﻋﺪﻛﻢ‪ ‬ﻋﻠﻰ‪ ‬ﺗﺤﺪﻳﺪ‪ ‬ﺃﺻﺤﺎﺏ‪ ‬ﺍﻟﻤﺼﻠﺤﺔ‪ ‬ﻓﻲ‪ ‬ﻗﻀﻴﺘﻜﻢ‪ .‬‬ ‫ﺻﺎﺣﺐ‪ ‬ﺍﻟﻤﺼﻠﺤﺔ‪ ‬ﻫﻮ‪ ‬ﺃﻱ‪ ‬ﺷﺨﺺ‪ ‬ﻳﺘﺄﺛﺮ‪ ‬ﺑﻘﻀﻴﺘﻜﻢ‪ ،‬ﺑﻤﺎ‪ ‬ﻓﻲ‪ ‬ﺫﻟﻚ‪ ‬ﺍﻟﻤﻤﺴﻜﻴﻦ‪ ‬ﺑﺰﻣﺎﻡ‪ ‬ﺍﻟﺴﻠﻄﺔ‪ ،‬ﻭﺍﻟﻤﻌﺎﺭﺿﻴﻦ‪ ‬ﺍﻟﺬﻳﻦ‪ ‬ﺳﺘﺤﺘﺎﺟﻮﻥ‪ ‬‬ ‫ﺇﻟﻰ‪ ‬ﺗﺤﺪﻳﻬﻢ‪ ‬ﻭﺇﻗﻨﺎﻋﻬﻢ‪ ،‬ﺑﺎﻹﺿﺎﻓﺔ‪ ‬ﺇﻟﻰ‪ ‬ﺍﻟﺤﻠﻔﺎء‪ ‬ﺍﻟﺬﻳﻦ‪ ‬ﺳﺘﺤﺘﺎﺟﻮﻥ‪ ‬ﺇﻟﻰ‪ ‬ﺗﺠﻨﻴﺪﻫﻢ‪ ‬ﻟﻘﻀﻴﺘﻜﻢ‪ .‬‬ ‫‪ ‬‬ ‫ﻧﺤﻮ‬ ‫​ﻭﻣﺼﺎﻟﺤﻬﻢ‪ ‬ﺃﻣﺮﺍً‪ ‬ﺃﺳﺎﺳﻴﺎً‪ ‬ﻟﻠﺘﻮﺍﺻﻞ‪ ‬ﻣﻌﻬﻢ‪ ‬ﺃﻭ‪ ‬ﺑﺨﺼﻮﺻﻬﻢ‪ ‬ﻋﻠﻰ‪ ٍ ‬ﻓﻌّﺎﻝ‪ ،‬ﻛﻤﺎ‪ ‬ﺳﻨﺮﻯ‪ ‬ﻓﻲ‪ ‬‬ ‫ﻳُﻌﺘﺒﺮ‪ ‬ﺗﺤﺪﻳﺪ‪ ‬ﺃﺻﺤﺎﺏ‪ ‬ﺍﻟﻤﺼﻠﺤﺔ‪ ‬‬ ‫ﺍﻟﻮﺣﺪﺍﺕ‪ ‬ﺍﻟﻤﺘﻌﻠّﻘﺔ‪ ‬ﺑﺎﻟﺮﺳﺎﺋﻞ‪ .‬‬ ‫‪ ‬‬

‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‪ ‬ﺍﻟﻤﺤﻨﻚ‪ ،‬ﺍﻟﻮﺣﺪﺓ‪ ‬ﺍﻷﻭﻟﻰ‪ :‬ﺗﺤﺪﻳﺪ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﺍﻟﺮﻗﻤﻴﺔ‪ :‬ﺍﻟﻤﻜﻮﻧﺎﺕ‪ ‬ﺍﻷﺳﺎﺳﻴﺔ‪ ‬ﻟﻠﺘﻐﻴﻴﺮ‪ ‬‬

‫ﺹ‪ 6 .‬‬

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‫‪ ‬‬ ‫ﺻﻴﻐﻮﺍ‪ ‬ﻧﻈﺮﻳﺘﻜﻢ‪ ‬ﻟﻠﺘﻐﻴﻴﺮ‪ ‬‬ ‫‪ ‬‬

‫ﺑﻤﺠﺮﺩ‪ ‬ﺃﻥ‪ ‬ﺗﻀﻌﻮﺍ‪ ‬ﻫﺪﻓﺎً‪ ‬ﻣﺤ ‪‬ﺪﺩﺍ‪ ‬ﻟﻌﻤﻠﻴﺔ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ،‬ﺳﺘﻀﻌﻮﻥ‪ ‬ﺑﻌﺪ‪ ‬ﺫﻟﻚ‪ ‬ﺍﻟﻤﺴﺎﺭ‪ ‬ﻭﺍﻟﻤﺒﺎﺩﻯء‪ ‬ﺍﻟﻠﺬﻳﻦ‪ ‬ﺳﺘّﺘﺒﻌﻮﻧﻬﻤﺎ‪ ‬ﻟﺘﺤﻘﻴﻖ‪ ‬ﻫﺬﺍ‪ ‬‬ ‫ّ‬ ‫ﺍﻟﻬﺪﻑ‪ .‬ﻫﺬﺍ‪ ‬ﻣﺎ‪ ‬ﻳُﺴﻤّﻰ‪ ‬ﺑﻨﻈﺮﻳﺔ‪ ‬ﺍﻟﺘﻐﻴﻴﺮ‪ .‬‬ ‫‪ ‬‬ ‫ﺗﻌﻤﻞ‪ ‬ﻧﻈﺮﻳﺘﻜﻢ‪ ‬ﻟﻠﺘﻐﻴﻴﺮ‪ ‬ﻛﺒﻮﺻﻠﺔ‪ ‬ﺗﻮﺟﻴﻪ‪ ‬ﻟﻠﻤﻨﺎﺻﺮﺓ‪ ‬ﺧﻼﻝ‪ ‬ﺗﻘ ّﺪﻣﻜﻢ‪ ‬ﻓﻲ‪ ‬ﺍﻟﻤﺴﺎﺭ‪ ‬ﺍﻟﻤﺆ ّﺩﻱ‪ ‬ﺍﻟﻰ‪ ‬ﺗﺤﻘﻴﻖ‪ ‬ﺭﺅﻳﺘﻜﻢ‪ ‬ﺍﻟﺨﺎﺻﺔ‪ .‬ﺇﻧﻬﺎ‪ ‬‬ ‫ﺗﺤﺎﻓﻆ‪ ‬ﻋﻠﻰ‪ ‬ﺗﺤﺮﻛﻜﻢ‪ ‬ﻓﻲ‪ ‬ﺍﻹﺗﺠﺎﻩ‪ ‬ﺍﻟﺼﺤﻴﺢ‪ ،‬ﺣﺘﻰ‪ ‬ﻭﺇﻥ‪ ‬ﻗﻤﺘﻢ‪ ‬ﺑﺈﺟﺮﺍء‪ ‬ﺗﺤﻮﻳﻼﺕ‪ ‬ﻭﺗﻌﺪﻳﻼﺕ‪ ‬ﻋﻠﻰ‪ ‬ﻣﺴﺎﺭﻛﻢ‪ .‬‬

‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‪ ‬ﺍﻟﻤﺤﻨﻚ‪ ،‬ﺍﻟﻮﺣﺪﺓ‪ ‬ﺍﻷﻭﻟﻰ‪ :‬ﺗﺤﺪﻳﺪ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﺍﻟﺮﻗﻤﻴﺔ‪ :‬ﺍﻟﻤﻜﻮﻧﺎﺕ‪ ‬ﺍﻷﺳﺎﺳﻴﺔ‪ ‬ﻟﻠﺘﻐﻴﻴﺮ‪ ‬‬

‫ﺹ‪ 7 .‬‬

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‫‪ ‬‬ ‫ّ‬ ‫ﺃﻋﺪﻭﺍ‪ ‬ﺭﺳﺎﺋﻠﻜﻢ‪ ‬‬ ‫‪ ‬‬ ‫ﺃﻥ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﺗﻘﻮﻡ‪ ‬ﻋﻠﻰ‪ ‬ﺍﻟﺘﻮﺍﺻﻞ‪ ،‬ﻓﺈﻥ‪ ‬ﻣﻔﺘﺎﺡ‪ ‬ﺍﻟﻔﻮﺯ‪ ‬ﻫﻮ‪ ‬ﺍﻟﺤﺼﻮﻝ‪ ‬ﻋﻠﻰ‪ ‬ﺍﻟﺮﺳﺎﻟﺔ‪ ‬ﺍﻟﺼﺤﻴﺤﺔ‪ ‬ﻭﺇﻳﺼﺎﻟﻬﺎ‪ ‬ﺇﻟﻰ‪ ‬ﺍﻷﺷﺨﺎﺹ‪ ‬‬ ‫ﺑﻤﺎ‪ّ ‬‬ ‫ﺍﻟﻤﻨﺎﺳﺒﻴﻦ‪ ‬ﻓﻲ‪ ‬ﺍﻟﻮﻗﺖ‪ ‬ﺍﻟﻤﻨﺎﺳﺐ‪ .‬‬ ‫‪ ‬‬ ‫ﺳﻴﺘﻢ‬ ‫●‪ ‬ﻓﻲ‪ ‬ﺑﺪﺍﻳﺔ‪ ‬ﺍﻟﺘﻨﻈﻴﻢ‪ ‬ﻟﻌﻤﻠﻜﻢ‪ ،‬ﻋﻠﻰ‪ ‬ﺳﺒﻴﻞ‪ ‬ﺍﻟﻤﺜﺎﻝ‪ ّ ،‬ﺗﺨﺼﻴﺺ‪ ‬ﺍﺗﺼﺎﻻﺗﻜﻢ‪ ‬ﻟﺮﻓﻊ‪ ‬ﻣﺴﺘﻮﻯ‪ ‬ﺍﻟﻮﻋﻲ‪ ‬ﺣﻮﻝ‪ ‬ﻣﻦ‪ ‬ﺃﻧﺘﻢ‪ ،‬ﻭﻣﺎﺫﺍ‪ ‬‬ ‫ﺗﺮﻳﺪﻭﻥ‪ ،‬ﻭﺍﻟﺴﺒﺐ‪ ‬ﺍﻟﺬﻱ‪ ‬ﻳﺠﻌﻞ‪ ‬ﻣﻦ‪ ‬ﺫﻟﻚ‪ ‬ﺃﻣﺮﺍً‪ ‬ﺿﺮﻭﺭﻳﺎً‪ ‬ﻭﻋﺎﺩﻻً‪ .‬ﻫﺬﻩ‪ ‬ﻫﻲ‪ ‬ﺭﺳﺎﻟﺘﻜﻢ‪ ‬ﺍﻷﺳﺎﺳﻴﺔ‪ .‬‬ ‫‪ ‬‬ ‫●‪ ‬ﻓﻲ‪ ‬ﺍﻟﻤﺮﺣﻠﺔ‪ ‬ﺍﻟﺘﺎﻟﻴﺔ‪ ،‬ﺳﺘﺤﺘﺎﺟﻮﻥ‪ ‬ﺇﻟﻰ‪ ‬ﺍﻟﺤﺼﻮﻝ‪ ‬ﻋﻠﻰ‪ ‬ﺩﻋﻢ‪ ‬ﺃﻛﺒﺮ‪ ‬ﻋﻦ‪ ‬ﻃﺮﻳﻖ‪ ‬ﺇﻇﻬﺎﺭ‪ ‬ﻛﻴﻔﻴﺔ‪ ‬ﺇﺭﺗﺒﺎﻁ‪ ‬ﻗﻀﻴﺘﻜﻢ‪ ‬ﺑ ِﻘﻴَﻢ‪ ‬ﻭﺍﻫﺘﻤﺎﻣﺎﺕ‪ ‬‬ ‫ﻣﺤ ّﺪﺩﺓ‪ ‬ﻟﺪﻯ‪ ‬ﺍﻟﻨﺎﺱ‪ ‬ﻋﺒﺮ‪ ‬ﺍﻟﻘﺼﺺ‪ ‬ﻭﺍﻹﺣﺼﺎءﺍﺕ‪ .‬‬ ‫‪ ‬‬ ‫ّ‬ ‫●‪ ‬ﻭﺃﺧﻴﺮﺍ‪ ،‬ﺑﻤﺠﺮﺩ‪ ‬ﺗﻤﻜﻨﻜﻢ‪ ‬ﻣﻦ‪ ‬ﺑﻨﺎء‪ ‬ﺍﻟﺜﻘﺔ‪ ‬ﻣﻊ‪ ‬ﻣﺆﻳّﺪﻳﻜﻢ‪ ،‬ﻋﻠﻴﻜﻢ‪ ‬ﺃﻥ‪ ‬ﺗﻄﻠﺒﻮﺍ‪ ‬ﻣﻨﻬﻢ‪ ‬ﺍﻟﻤﺴﺎﻋﺪﺓ‪ .‬‬ ‫ّ‬ ‫ﻫﺬﻩ‪ ‬ﻫﻲ‪ ‬ﺩﻋﻮﺗﻜﻢ‪ ‬ﻟﻠﺤﺮﺍﻙ‪ .‬‬ ‫‪ ‬‬ ‫‪ ‬‬

‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‪ ‬ﺍﻟﻤﺤﻨﻚ‪ ،‬ﺍﻟﻮﺣﺪﺓ‪ ‬ﺍﻷﻭﻟﻰ‪ :‬ﺗﺤﺪﻳﺪ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﺍﻟﺮﻗﻤﻴﺔ‪ :‬ﺍﻟﻤﻜﻮﻧﺎﺕ‪ ‬ﺍﻷﺳﺎﺳﻴﺔ‪ ‬ﻟﻠﺘﻐﻴﻴﺮ‪ ‬‬

‫ﺹ‪ 8 .‬‬

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‫‪ ‬‬ ‫ﺍﻟﺤﻤﻼﺕ‪ ‬ﺍﻟﻘﻴﺎﺩﻳﺔ‪ ‬‬

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‫‪ ‬‬ ‫ّ‬ ‫ّ‬ ‫ﺑﻤﺠﺮﺩ‪ ‬ﺃﻥ‪ ‬ﺗﺤﺪﺩﻭﺍ‪ ‬ﻧﻈﺮﻳﺘﻜﻢ‪ ‬ﻟﻠﺘﻐﻴﻴﺮ‪ ‬ﻭﺭﺳﺎﻟﺘﻜﻢ‪ ‬ﺍﻷﺳﺎﺳﻴﺔ‪ ،‬ﻓﺈﻥ‪ ‬ﺟﻬﻮﺩﻛﻢ‪ ‬ﺳﺘﺘﺮﻛﺰ‪ ‬ﺑﻤﻌﻈﻤﻬﺎ‪ ‬ﻋﻠﻰ‪ ‬ﺍﻟﺘﺨﻄﻴﻂ‪ ‬ﻟﺴﻠﺴﻠﺔ‪ ‬ﻣﻦ‪ ‬‬ ‫ﺍﻟﺤﻤﻼﺕ‪ ‬ﺍﻟﻤﻨﺴﻘﺔ‪ ‬ﺍﻟﺘﻲ‪ ‬ﺗﻮﺻﻞ‪ ‬ﺭﺳﺎﺋﻠﻜﻢ‪ ،‬ﻭﺗﺪﻓﻊ‪ ‬ﻣﻨﺎﺻﺮﻳﻜﻢ‪ ‬ﻟﻠﻌﻤﻞ‪ ،‬ﻭﺗﺴﺎﻋﺪﻛﻢ‪ ‬ﻋﻠﻰ‪ ‬ﺍﻟﺘﻘ ّﺪﻡ‪ ‬ﻧﺤﻮ‪ ‬ﺗﺤﻘﻴﻖ‪ ‬ﻫﺪﻑ‪ ‬ﺍﻟﺘﻐﻴﻴﺮ‪ .‬‬ ‫ّ‬ ‫‪ ‬‬ ‫ﺍﻟﺤﻤﻠﺔ‪ ‬ﻋﺒﺎﺭﺓ‪ ‬ﻋﻦ‪ ‬ﺳﻠﺴﻠﺔ‪ ‬ﻣﺤ ّﺪﺩﺓ‪ ‬ﺯﻣﻨﻴﺎً‪ ‬ﻣﻦ‪ ‬ﺍﻹﺟﺮﺍءﺍﺕ‪ ‬ﺍﻟﻬﺎﺩﻓﺔ‪ ‬ﺇﻟﻰ‪ ‬ﺗﺤﻘﻴﻖ‪ ‬ﻭﺍﺣﺪ‪ ‬ﺃﻭ‪ ‬ﺃﻛﺜﺮ‪ ‬ﻣﻦ‪ ‬ﺍﻷﻫﺪﺍﻑ‪ ‬ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ‪ .‬‬ ‫‪ ‬‬ ‫ﺍﻷﻫﺪﺍﻑ‪ ‬ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ‪ ،‬ﻭﻳﺸﺎﺭ‪ ‬ﺇﻟﻴﻬﺎ‪ ‬ﺃﻳﻀﺎً‪ ‬ﺑﺎﻷﻫﺪﺍﻑ‪ ‬ﺍﻟﻌﻤﻠﻴﺔ‪ ،‬ﻫﻲ‪ ‬ﺧﻄﻮﺍﺕ‪ ‬ﻣﺆﻗﺘﺔ‪ ‬ﺑﻴﻨﻜﻢ‪ ‬ﻭﺑﻴﻦ‪ ‬ﻫﺪﻓﻜﻢ‪ .‬ﻓﻲ‪ ‬ﻣﺠﺎﻝ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ،‬‬ ‫ﻗﺪ‪ ‬ﺗﺸﻤﻞ‪ ‬ﻫﺬﻩ‪ ‬ﺍﻷﻫﺪﺍﻑ‪ ‬ﻣﺎ‪ ‬ﻳﻠﻲ‪ :‬‬ ‫‪ ‬‬ ‫● ﺗﻄﻮﻳﺮ‪ ‬ﺍﻟﻘﺪﺭﺍﺕ‪ ‬ﺍﻟﺘﻨﻈﻴﻤﻴﺔ‪ ‬ﻋﺒﺮ‪ ‬ﺍﻟﺘﺪﺭﻳﺐ‪ ‬‬ ‫● ﺟﻤﻊ‪ ‬ﺍﻷﻣﻮﺍﻝ‪ ‬‬ ‫ّ‬ ‫ﻭﺿﻊ‪ ‬ﺧﻄﺔ‪ ‬ﻟﻺﺗﺼﺎﻻﺕ‪ ‬ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ‪ ‬‬ ‫●‬ ‫● ﺑﻨﺎء‪ ‬ﺗﺤﺎﻟﻒ‪ ‬‬ ‫ﻣﻜﺎﻥ‪ ‬ﻟﻜﻢ‪ ‬ﻋﻠﻰ‪ ‬ﺍﻟﻄﺎﻭﻟﺔ‪ ‬ﻛﻲ‪ ‬ﺗﺴﺎﻫﻤﻮﺍ‪ ‬ﻓﻲ‪ ‬ﻭﺿﻊ‪ ‬ﺟﺪﻭﻝ‪ ‬ﺍﻷﻋﻤﺎﻝ‪ ‬‬ ‫● ﻛﺴﺐ‪ٍ ‬‬ ‫● ﺗﻐﻴﻴﺮ‪ ‬ﺍﻟﻘﺎﻋﺪﺓ‪ ‬ﺍﻹﺟﺮﺍﺋﻴﺔ‪ ‬‬ ‫‪ ‬‬ ‫ﺳﺘﺴﺎﻋﺪﻛﻢ‪ ‬ﻣﺠﻤﻮﻋﺔٌ‪ ‬ﺃﺧﺮﻯ‪ ‬ﻣﻦ‪ ‬ﺍﻷﻫﺪﺍﻑ‪ ‬ﺍﻟﺘﻜﺘﻴﻜﻴﺔ‪ ‬ﺑﺪﻭﺭﻫﺎ‪ ‬ﻓﻲ‪ ‬ﺗﺤﻘﻴﻖ‪ ‬ﺍﻟﻬﺪﻑ‪ ‬ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‪ ‬ﺍﻟﺬﻳﻦ‪ ‬ﺗﺴﻌﻮﻥ‪ ‬ﻟﺒﻠﻮﻏﻪ‪ .‬ﻋﻠﻰ‪ ‬‬ ‫ّ‬ ‫ّ‬ ‫ﻤﺔ‪ ‬ﻟﺤﻔﻆ‪ ‬ﺍﻟﻤﻴﺎﻩ‪ ،‬ﺳﻴﺸﻤﻞ‪ ‬ﻫﺪﻓﻜﻢ‪ ‬ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‪ ‬ﺍﻟﻤﺘﻤﺜﻞ‪ ‬ﺑﺘﻄﻮﻳﺮ‪ ‬ﺍﻟﻘﺪﺭﺍﺕ‪ ‬ﺍﻟﺘﻨﻈﻴﻤﻴﺔ‪ ‬ﺃﻫﺪﺍﻓﺎً‪ ‬ﺗﻜﺘﻴﻜﻴﺔ‪ ‬‬ ‫ﺳﺒﻴﻞ‪ ‬ﺍﻟﻤﺜﺎﻝ‪ ،‬ﺇﺫﺍ‪ ‬ﻛﻨﺘﻢ‪ ‬ﻣﻨﻈ‬ ‫ﻣﺜﻞ‪ :‬‬ ‫‪ ‬‬ ‫ﺗﺪﺭﻳﺐ‪ ‬ﺍﻟﻤﺘﻄﻮﻋﻴﻦ‪ ‬ﻻﺳﺘﻀﺎﻓﺔ‪ ‬ﻭﺭﺵ‪ ‬ﻋﻤﻞ‪ ‬ﺣﻮﻝ‪ ‬ﺣﻔﻆ‪ ‬ﺍﻟﻤﻴﺎﻩ‪ ،‬ﺃﻭ‪ ‬‬ ‫●‬ ‫ّ‬ ‫​ﺍﻟﻤﺸﺎﺭﻛﻮﻥ‪ ‬ﺻﻴﺎﻏﺔ‪ ‬ﺍﻟﺮﺳﺎﺋﻞ‪ ‬ﻭﺍﺳﺘﺨﺪﺍﻡ‪ ‬ﺍﻟﻘﻨﻮﺍﺕ‪ ‬‬ ‫● ﺍﺳﺘﻀﺎﻓﺔ‪ ‬ﻭﺭﺵ‪ ‬ﻋﻤﻞ‪ ‬ﻟﻮﺳﺎﺋﻞ‪ ‬ﺍﻟﺘﻮﺍﺻﻞ‪ ‬ﺍﻹﺟﺘﻤﺎﻋﻲ‪ ‬ﺣﻴﺚ‪ ‬ﻳﺘﻌﻠّﻢ‪ ‬‬ ‫ﺫﺍﺕ‪ ‬ﺍﻟﺼﻠﺔ‪ ‬‬ ‫‪ ‬‬ ‫‪ ‬‬ ‫‪ ‬‬

‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‪ ‬ﺍﻟﻤﺤﻨﻚ‪ ،‬ﺍﻟﻮﺣﺪﺓ‪ ‬ﺍﻷﻭﻟﻰ‪ :‬ﺗﺤﺪﻳﺪ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﺍﻟﺮﻗﻤﻴﺔ‪ :‬ﺍﻟﻤﻜﻮﻧﺎﺕ‪ ‬ﺍﻷﺳﺎﺳﻴﺔ‪ ‬ﻟﻠﺘﻐﻴﻴﺮ‪ ‬‬

‫ﺹ‪ 9 .‬‬

‫‪ ‬‬

‫‪ ‬‬

‫‪ ‬‬ ‫ﺇﺧﺘﻴﺎﺭ‪ ‬ﺍﻟﺘﻜﺘﻴﻜﺎﺕ‪ ‬‬

‫‪ ‬‬

‫‪ ‬‬ ‫ّ‬ ‫ﻛﻤﺎ‪ ‬ﺗﻌﻠﻤﺘﻢ‪ ‬ﺃﻋﻼﻩ‪ ،‬ﻟﺘﺤﻘﻴﻖ‪ ‬ﺍﻷﻫﺪﺍﻑ‪ ‬ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ‪ ،‬ﺳﺘﺘﺒﻨﻮﺍ‪ ‬ﺗﻜﺘﻴﻚ‪ ‬ﺍﻭ‪ ‬ﺍﻛﺜﺮ‪ .‬ﺍﻟﺘﻜﺘﻴﻜﺎﺕ‪ ‬ﻫﻲ‪ ‬ﺍﻟﻮﺳﻴﻠﺔ‪ ‬ﻟﺘﺤﻘﻴﻖ‪ ‬ﺍﻟﻬﺪﻑ‪ ‬‬ ‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‪ ‬ﺍﻟﺬﻱ‪ ‬ﻳﻘﺮﺑﻜﻢ‪ ‬ﻟﻬﺪﻓﻜﻢ‪ ‬ﺍﻟﺘﻐﻴﻴﺮﻱ‪ .‬ﻟﻦ‪ ‬ﺗﺤﻘﻘﻮﺍ‪ ‬ﺍﻟﺘﻐﻴﻴﺮ‪ ‬ﺑﻤﺠﺮﺩ‪ ‬ﺇﺳﺘﺨﺪﺍﻡ‪ ‬ﺃﻱ‪ ‬ﺗﻜﺘﻴﻚ‪ ،‬ﻓﺬﻟﻚ‪ ‬ﻟﻦ‪ ‬ﻳَﻔﻲ‪ ‬ﺑﺎﻟﻐﺮﺽ‪ .‬ﺃﻧﺘﻢ‪ ‬‬ ‫ّ‬ ‫ﺃﻗﻞ‪ ‬ﻗﺪﺭ‪ ‬ﻣﻦ‪ ‬ﺍﻟﻤﻮﺍﺭﺩ‪ ‬‬ ‫ﺗﺮﻳﺪﻭﻥ‪ ‬ﺍﺧﺘﻴﺎﺭ‪ ‬ﺍﻟﺘﻜﺘﻴﻚ‪ ‬ﺍﻷﻧﺴﺐ‪ ،‬ﻭﻫﻮ‪ ‬ﻏﺎﻟﺒﺎً‪ ‬ﺍﻟﺘﻜﺘﻴﻚ‪ ‬ﺍﻟﺬﻱ‪ ‬ﻳﺪﻓﻊ‪ ‬ﺑﻜﻢ‪ ‬ﺇﻟﻰ‪ ‬ﺍﻟﻨﻘﻄﺔ‪ ‬ﺍﻷﺑﻌﺪ‪ ‬ﻓﻲ‪ ‬ﺣﻴﻦ‪ ‬ﺗﻨﻔﻘﻮﻥ‪ّ ‬‬ ‫)ﻭﻗﺖ‪ ،‬ﻣﺎﻝ‪ ،‬ﺇﻟﺦ(‪ .‬‬

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‫ﻋﻠﻰ‪ ‬ﺳﺒﻴﻞ‪ ‬ﺍﻟﻤﺜﺎﻝ‪ ،‬ﺇﺫﺍ‪ ‬ﻛﺎﻥ‪ ‬ﻫﺪﻓﻜﻢ‪ ‬ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‪ ‬ﻫﻮ‪ ‬ﻋﺒﻮﺭ‪ ‬ﺍﻟﻨﻬﺮ‪ ،‬ﻓﺈﻥ‪ ‬ﺍﺧﺘﻴﺎﺭﻛﻢ‪ ‬ﻟﻠﺘﻜﺘﻴﻜﺎﺕ‪ ‬ﻗﺪ‪ ‬ﻳﺸﻤﻞ‪ ‬ﺍﻟﺴﺒﺎﺣﺔ‪ ،‬ﺍﻟﻄﻔﻮ‪ ،‬ﺃﻭ‪ ‬‬ ‫ﺑﻨﺎء‪ ‬ﺟﺴﺮ‪ .‬ﻓﺎﻟﻄﺮﻳﻘﺔ‪ ‬ﺍﻟﺘﻲ‪ ‬ﺗﺨﺘﺎﺭﻭﻧﻬﺎ‪ ‬ﺗﻌﺘﻤﺪ‪ ‬ﻋﻠﻰ‪ ‬ﻣﺪﻯ‪ ‬ﻋﻤﻖ‪ ،‬ﺃﻭ‪ ‬ﻋﺮﺽ‪ ،‬ﺃﻭ‪ ‬ﺑﺮﻭﺩﺓ‪ ‬ﺍﻟﻨﻬﺮ‪ ،‬ﻭﺃﻳﻀﺎً‪ ‬ﻋﻠﻰ‪ ‬ﺍﻷﺩﻭﺍﺕ‪ ‬‬ ‫ﻭﺍﻟﻤﻬﺎﺭﺍﺕ‪ ‬ﻭﺍﻟﻤﻮﺍﺭﺩ‪ ‬ﺍﻟﻤﺘﺎﺣﺔ‪ ،‬ﻭﻋﻠﻰ‪ ‬ﻗﺪﺭﺗﻜﻢ‪ ‬ﻋﻠﻰ‪ ‬ﺍﻟﺴﺒﺎﺣﺔ‪ .‬ﻫﻞ‪ ‬ﻟﺪﻳﻜﻢ‪ ‬ﻗﺎﺭﺏ‪ ‬ﻭﻣﺠﺪﺍﻑ؟‪ ‬ﻫﻞ‪ ‬ﻫﻨﺎﻙ‪ ‬ﺃﺷﺠﺎﺭ‪ ‬ﻭﺟﺴﺮ‪ ‬ﺑﺎﻟﻘﺮﺏ‪ ‬‬ ‫ﻣﻨﻜﻢ؟‪ ‬‬ ‫‪ ‬‬ ‫ﻫﻨﺎﻙ‪ ‬ﺍﻟﻤﺌﺎﺕ‪ ،‬ﺇﻥ‪ ‬ﻟﻢ‪ ‬ﻳﻜﻦ‪ ‬ﺍﻵﻻﻑ‪ ،‬ﻣﻦ‪ ‬ﺍﻟﺘﻜﺘﻴﻜﺎﺕ‪ ‬ﻟﻺﺧﺘﻴﺎﺭ‪ ‬ﻣﻦ‪ ‬ﺑﻴﻨﻬﺎ‪ ،‬ﻣﺜﻞ‪ ‬ﺍﻹﺣﺘﺠﺎﺝ‪ ‬ﻭﺭﻓﻊ‪ ‬ﺍﻟﻌﺮﺍﺋﺾ‪ ،‬ﻭﺍﻟﻤﻘﺎﻃﻌﺔ‪ ‬‬ ‫ﻭﺍﻟﻤﺪﻭﻧﺎﺕ‪ .‬‬ ‫ّ‬ ‫‪ ‬‬ ‫‪ ‬‬

‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‪ ‬ﺍﻟﻤﺤﻨﻚ‪ ،‬ﺍﻟﻮﺣﺪﺓ‪ ‬ﺍﻷﻭﻟﻰ‪ :‬ﺗﺤﺪﻳﺪ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﺍﻟﺮﻗﻤﻴﺔ‪ :‬ﺍﻟﻤﻜﻮﻧﺎﺕ‪ ‬ﺍﻷﺳﺎﺳﻴﺔ‪ ‬ﻟﻠﺘﻐﻴﻴﺮ‪ ‬‬

‫ﺹ‪ 10 .‬‬

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‫‪ ‬‬ ‫‪ ‬‬

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‫‪ ‬‬ ‫ﻏﺎﻟﺒﺎ‪ ‬ﺍﻟﺠﺰء‪ ‬ﺍﻟﻤﺮﺋﻲ‪ ‬ﻣﻦ‪ ‬ﻣﻨﺎﺻﺮﺗﻜﻢ‪ ‬ﺃﻭ‪ ‬ﻧﺸﺎﻃﻜﻢ‪ ‬‬ ‫ﺍﻟﺘﻜﺘﻴﻜﺎﺕ‪ ‬ﻫﻲ‪ً ‬‬

‫‪ ‬‬ ‫ﻏﺎﻟﺒﺎً‪ ‬ﻣﺎ‪ ‬ﺗﺼﺒﺢ‪ ‬ﺍﻟﺘﻜﺘﻴﻜﺎﺕ‪ ‬ﻭﺍﺟﻬﺔً‪ ‬ﻟﺤﻤﻼﺗﻜﻢ‪ ،‬ﻓﻬﻲ‪ ‬ﻣﻮﺿﻮﻋﺔ‪ ‬ﻹﻗﻨﺎﻉ‪ ‬ﻭﺳﺎﺋﻞ‪ ‬ﺍﻹﻋﻼﻡ‪ ،‬ﻭﺇﺷﺮﺍﻙ‪ ‬ﺍﻟﻤﺆﻳﺪﻳﻦ‪ ،‬ﻭﺗﺮﻫﻴﺐ‪ ‬ﺍﻟﻤﻤﺴﻜﻴﻦ‪ ‬‬ ‫ﺑﺰﻣﺎﻡ‪ ‬ﺍﻟﺴﻠﻄﺔ‪ ‬ﺑﺬﻛﺎء‪ ‬ﻭﺇﺑﺪﺍﻉ‪ .‬‬ ‫‪ ‬‬ ‫ﻧﺘﻴﺠﺔً‪ ‬ﻟﺬﻟﻚ‪ ،‬ﻓﺈﻧﻬﺎ‪ ‬ﻏﺎﻟﺒﺎً‪ ‬ﻣﺎ‪ ‬ﺗﺼﺒﺢ‪ ‬ﻣﺼﺪﺭ‪ ‬ﺇﻟﻬﺎﻡ‪ ‬ﻟﻠﻨﺎﺷﻄﻴﻦ‪ ‬ﻓﻲ‪ ‬ﻗﻀﺎﻳﺎ‪ ‬ﺃﺧﺮﻯ‪ ‬ﻭﻟﻠﻤﻨﺎﺻﺮﻳﻦ‪ .‬ﻭﻟﻜﻦ‪ ‬ﻛﻤﺎ‪ ‬ﺃﻥ‪ ‬ﺍﻟﺘﻜﺘﻴﻜﺎﺕ‪ ‬ﻳﻤﻜﻦ‪ ‬ﺃﻥ‪ ‬‬ ‫ّ‬ ‫ﻏﻴﺾ‪ ‬ﻣﻦ‪ ‬ﻓﻴﺾ‪ .‬ﺇﻧﻬﺎ‪ ‬ﻓﻘﻂ‪ ‬ﺍﻟﺠﺰء‪ ‬ﺍﻟﻤﺮﺋﻲ‪ ‬ﺑﻨﺴﺒﺔ‪ ۱ ‬‬ ‫ﺗﻘﻮﻡ‪ ‬ﺑﺎﻟﺘﻨﺸﻴﻂ‪ ،‬ﻓﺈﻧﻪ‪ ‬ﻣﻦ‪ ‬ﺍﻟﻤﻬﻢ‪ ‬ﺃﻥ‪ ‬ﻧﺘﺬﻛﺮ‪ ‬ﺃﻥ‪ ‬ﺍﻟﺘﻜﺘﻴﻜﺎﺕ‪ ‬ﻫﻲ‪ ‬ﺩﺍﺋﻤﺎً‪ ‬ﻣﺠﺮﺩ‪ٍ ‬‬ ‫ﺃﻋﻮﺍﻡ‬ ‫ﻷﺷﻬﺮ‪ ‬ﺃﻭ‪ ‬ﺣﺘﻰ‪ ٍ ‬ﻣﻦ‪ ‬ﺍﻟﺒﺤﺚ‪ ‬ﻭﺍﻟﺘﺨﻄﻴﻂ‪ ،‬ﻭﺑﻨﺎء‪ ‬ﺍﻟﺸﺒﻜﺎﺕ‪ ،‬ﻭﺍﻟﺘﻌﻠّﻢ‪ .‬‬ ‫ٍ‬ ‫ﻓﻲ‪ ‬ﺍﻟﻤﺌﺔ‪ ‬ﻣﻤّﺎ‪ ‬ﻫﻮ‪ ‬ﻏﻴﺮ‪ ‬ﻣﺮﺋﻲ‪ ‬‬ ‫‪ ‬‬ ‫‪ ‬‬

‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‪ ‬ﺍﻟﻤﺤﻨﻚ‪ ،‬ﺍﻟﻮﺣﺪﺓ‪ ‬ﺍﻷﻭﻟﻰ‪ :‬ﺗﺤﺪﻳﺪ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﺍﻟﺮﻗﻤﻴﺔ‪ :‬ﺍﻟﻤﻜﻮﻧﺎﺕ‪ ‬ﺍﻷﺳﺎﺳﻴﺔ‪ ‬ﻟﻠﺘﻐﻴﻴﺮ‪ ‬‬

‫ﺹ‪ 11 .‬‬

‫‪ ‬‬

‫‪ ‬‬ ‫‪ ‬‬

‫‪ ‬‬ ‫ّ‬ ‫ﺃﺭﺻﺪﻭﺍ‪ ،‬ﻗﻴّﻤﻮﺍ‪ ،‬ﻭﺃﺩﻣﺠﻮﺍ‪ ‬ﺍﻟﺘﻌﻠﻢ‪ ‬ﺧﻼﻝ‪ ‬ﺗﻜﺮﺍﺭﻛﻢ‪ ‬ﻟﻠﺪﻭﺭﺓ‪ ‬‬

‫‪ ‬‬

‫‪ ‬‬ ‫ﺧﻼﻝ‪ ‬ﺍﻟﺘﺨﻄﻴﻂ‪ ‬ﻟﺤﻤﻼﺗﻜﻢ‪ ‬ﻭﺗﻜﺘﻴﻜﺎﺗﻬﺎ‪ ‬ﺍﻟﻔﺮﺩﻳﺔ‪ ،‬ﻳﺠﺐ‪ ‬ﺃﻥ‪ ‬ﺗﺠﻌﻠﻮﺍ‪ ‬ﺃﻫﺪﺍﻑ‪ ‬ﺍﻟﺘﻐﻴﻴﺮ‪ ‬ﻭﺍﻷﻫﺪﺍﻑ‪ ‬ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ‪ ‬ﻗﺎﺑﻠﺔ‪ ‬ﻟﻠﻘﻴﺎﺱ‪ .‬ﻳﻤﻜﻨﻜﻢ‪ ‬‬ ‫ﺍﻟﻘﻴﺎﻡ‪ ‬ﺑﺬﻟﻚ‪ ‬ﻋﻦ‪ ‬ﻃﺮﻳﻖ‪ ‬ﻭﺿﻊ‪ ‬ﻣﺆﺷﺮﺍﺕ‪ ‬ﻟﻠﻨﺠﺎﺡ‪ ‬‬ ‫ﺇﻥ‪ ‬ﺭﺻﺪ‪ ‬ﻫﺬﻩ‪ ‬ﺍﻟﻤﺆﺷﺮﺍﺕ‪ ‬ﻋﻠﻰ‪ ‬ﻣﺮ‪ ‬ﺍﻟﺰﻣﻦ‪ ‬ﻭﻓﻲ‪ ‬ﻧﻬﺎﻳﺔ‪ ‬ﻛﻞ‪ ‬ﺣﻤﻠﺔ‪ ‬ﺃﻭ‪ ‬ﻋﻤﻞ‪ ،‬ﻳﺴﺎﻋﺪﻛﻢ‪ ‬ﻋﻠﻰ‪ ‬ﺗﻘﻴﻴﻢ‪ ‬ﺍﻟﺘﻘ ّﺪﻡ‪ ‬ﺍﻟﺬﻱ‪ ‬ﺃﺣﺮﺯﺗﻤﻮﻩ‪ ،‬‬ ‫ّ‬ ‫ّ‬ ‫ﻭﺗﺴﻠﻴﻂ‪ ‬ﺍﻟﻀﻮء‪ ‬ﻋﻠﻰ‪ ‬ﺍﻟﻔﺮﺹ‪ ‬ﺍﻟﻤﺘﺎﺣﺔ‪ ‬ﻟﻠﺘﻌﻠﻢ‪ ،‬ﺍﺳﺘﻌﺪﺍﺩﺍً‪ ‬ﻟﻠﻘﻀﻴﺔ‪ ‬ﺃﻭ‪ ‬ﺍﻟﺤﻤﻠﺔ‪ ‬ﺍﻟﻘﺎﺩﻣﺔ‪ .‬‬ ‫‪ ‬‬ ‫‪ ‬‬

‫ﺍﻟﺨﺎﺗﻤﺔ‪ ‬‬ ‫ّ‬ ‫‪ ‬ﻟﻘﻀﻴﺘﻜﻢ‪ ،‬ﻋﻠﻴﻜﻢ‪ ‬ﺍﻹﻃﻼﻉ‪ ‬ﻋﻠﻰ‪ ‬ﻫﺬﻩ‪ ‬ﺍﻟﺨﻄﻮﺍﺕ‪ .‬ﺳﻴﺴﺎﻋﺪﻛﻢ‪ ‬ﺍﻟﺘﻌﺮﻑ‪ ‬ﻋﻠﻴﻬﺎ‪ ‬ﻓﻲ‪ ‬‬ ‫ّ‬ ‫ﻛﻲ‪ ‬ﺗﺘﻤﻜﻨﻮﺍ‪ ‬ﻣﻦ‪ ‬ﻭﺿﻊ‪ ‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ‪ ‬ﻣﻨﺎﺻﺮﺓ‪ ‬‬ ‫ﺇﻃﺎﺭ‬ ‫ﻭﺿﻊ‪ ٍ ‬ﻟﻠﺘﻔﻜﻴﺮ‪ ‬ﻓﻲ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ،‬ﻭﻛﻴﻔﻴﺔ‪ ‬ﻋﻤﻠﻪ‪ .‬ﺳﺘﻼﺣﻈﻮﻥ‪ ‬ﺃﻳﻀﺎً‪ ‬ﺃﻥ‪ ‬ﻗﺴﻤﺎً‪ ‬ﻛﺒﻴﺮﺍً‪ ‬ﻣﻦ‪ ‬ﻫﺬﻩ‪ ‬ﺍﻟﻤﺎﺩﺓ‪ ‬ﻳﺘﺒﻊ‪ ‬ﻫﺬﻩ‪ ‬ﺍﻟﺨﻄﻮﺍﺕ‪ ،‬‬ ‫ﺣﺘﻰ‪ ‬ﻟﺪﻯ‪ ‬ﺗﻄﺒﻴﻘﻬﺎ‪ ‬ﻋﻠﻰ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﺍﻟﺮﻗﻤﻴﺔ‪ .‬‬ ‫‪ ‬‬ ‫ﻓﻲ‪ ‬ﺩﺭﺍﺳﺔ‪ ‬ﺍﻟﺤﺎﻟﺔ‪ ‬ﻟﻬﺬﺍ‪ ‬ﺍﻷﺳﺒﻮﻉ‪ ،‬ﺳﻨﻮﺿﺢ‪ ‬ﻛﻴﻒ‪ ‬ﺳﺘﺒﺪﻭ‪ ‬ﻫﺬﻩ‪ ‬ﺍﻟﺨﻄﻮﺍﺕ‪ ‬ﻋﻤﻠﻴﺎً‪ ‬ﻣﻦ‪ ‬ﺧﻼﻝ‪ ‬ﺍﺳﺘﺨﺪﺍﻡ‪ ‬ﺃﻓﻀﻞ‪ ‬ﺍﻷﻣﺜﻠﺔ‪ ‬ﺍﻟﻤﻌﺮﻭﻓﺔ‪ ‬‬ ‫ﻋﻦ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ،‬ﺃﻱ‪ ‬ﺣﺮﻛﺔ‪ ‬ﺍﻟﺤﻘﻮﻕ‪ ‬ﺍﻟﻤﺪﻧﻴﺔ‪ ‬ﻓﻲ‪ ‬ﺍﻟﻮﻻﻳﺎﺕ‪ ‬ﺍﻟﻤﺘﺤﺪﺓ‪ .‬‬ ‫‪ ‬‬ ‫‪ ‬‬

‫‪ ‬‬ ‫‪ ‬‬ ‫ﺍﻟﻤﺮﺍﺟﻊ‪ :‬‬ ‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‪ ‬ﺍﻟﻤﺤﻨﻚ‪ ،‬ﺍﻟﻮﺣﺪﺓ‪ ‬ﺍﻷﻭﻟﻰ‪ :‬ﺗﺤﺪﻳﺪ‪ ‬ﺍﻟﻤﻨﺎﺻﺮﺓ‪ ‬ﺍﻟﺮﻗﻤﻴﺔ‪ :‬ﺍﻟﻤﻜﻮﻧﺎﺕ‪ ‬ﺍﻷﺳﺎﺳﻴﺔ‪ ‬ﻟﻠﺘﻐﻴﻴﺮ‪ ‬‬

‫ﺹ‪ 12 .‬‬

‫‪ ‬‬

.‫ﺍﻟﺘﺪﺭﻳﺐ‬ ‫ﻋﻦ‬ ‫ﺍﻟﻤﺨﺼﺼﺔ‬ ‫ﺍﻟﺼﻔﺤﺔ‬ ‫ﺯﻳﺎﺭﺓ‬ ‫ﺍﻟﺮﺟﺎء‬ ،‫ﺍﻟﻤﺪﺭﻙ‬ ‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﺼﺎﺩﺭ‬ ‫ﻻﺋﺤﺔ‬ ‫ﺍﻟﻰ‬ ‫ﻟﻠﻮﺻﻮﻝ‬

:‫ﺍﻟﺼﻮﺭ‬ ‫ﻣﺼﺎﺩﺭ‬ ‫ﺩﻳّﺮ‬ ‫ﺟﺴﻴﻜﺎ‬ ،(CC­BY) ‫ﺍﻟﻌﺎﺻﻤﺔ‬ ‫ﻭﺍﺷﻨﻄﻦ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻌﻠﻴﺎ‬ ‫ﺍﻟﻤﺤﻜﻤﺔ‬ ‫ﺃﻣﺎﻡ‬ ‫ﺍﻟﺴﻴﺎﺳﺔ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﺎﻝ‬ ‫ﺍﺳﺘﺨﺪﺍﻡ‬ ‫ﻋﻠﻰ‬ ‫ﻳﺤﺘﺠﻮﻥ‬ ‫ﻣﺘﻈﺎﻫﺮﻭﻥ‬ ّ russian doll strip her seven skins CC­BY­SA Jorge on Flickr: /https://www.flickr.com/photos/jorgempf/9251983 Rainbow on Ben Nevis CC­BY­SA Alex Dixon on Flickr: /https://www.flickr.com/photos/alex_dixon/3630316706 Stakeholders: ​ http://carrollfranck.com/teaching­training/course­designing­as­if­stakeholders­matter /Compass Study CC­BY Calsidyrose on Flickr: ​ http://www.flickr.com/photos/calsidyrose/4925267732 Message (85/365) CC­BY­SA Andy Rennie on Flickr: http://www.flickr.com/photos/andrewrennie/4472877398 /Mile marker: ​ http://www.flickr.com/photos/chiropractic/8263821425 My hat swimming in the Orinoco CC­BY Erik Cleves Kristensen on Flickr: /http://www.flickr.com/photos/erikkristensen/8674244720 Iceberg CC­BY NOAA’s National Ocean Service on Flickr: /https://secure.flickr.com/photos/usoceangov/8290528771 /Indicator Lamps CC­BY Kecko on Flickr: ​ http://www.flickr.com/photos/kecko/4139458018

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‫ﻟﻠﺘﻐﻴﻴﺮ‬ ‫ﺍﻷﺳﺎﺳﻴﺔ‬ ‫ﺍﻟﻤﻜﻮﻧﺎﺕ‬ :‫ﺍﻟﺮﻗﻤﻴﺔ‬ ‫ﺍﻟﻤﻨﺎﺻﺮﺓ‬ ‫ﺗﺤﺪﻳﺪ‬ :‫ﺍﻷﻭﻟﻰ‬ ‫ﺍﻟﻮﺣﺪﺓ‬ ،‫ﺍﻟﻤﺤﻨﻚ‬ ‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‬

13 .‫ﺹ‬