ON WAR, COMPREHENSION AND PERSUASION

One end of the continuum: Ruth Benedict’s classic The Chrysanthemum and the Sword was a groundbreaking effort by the USG at attempting to understand the mass psychology of an enemy in wartime.

There must be something in the water lately as I have been getting an upsurge of inquiries and public comments regarding information operations, public diplomacy, “soft power” agents of influence, 5GW and similar matters. There are other blogs I can recommend as being better on this score – Beacon, MountainRunner, Kent’s Imperative, Swedish Meatballs Confidential and Whirledview to name but a few. Also, I would suggest that interested readers search the archives of Studies in Intelligence, PARAMETERS, The Strategic Studies Institute, Combined Arms Research Library and the threads at The Small Wars Council. Genuine expertise may be found there and for discussions of theory and emerging trends, I recommend Dreaming 5GW.

That being said, I will offer my two cents anyway.

One point of agreement across the political spectrum and that of informed opinion is that the USG has not done a particularly good job of managing “the war of ideas” in the conflict with Islamist terrorism. Or against state adversaries. Or with persuading neutrals and even our own allies to our point of view. When you are having difficulty drawing even in a global popularity contest with a crowd of bearded fanatics who put beheading videos on the internet, it’s time to admit there’s a problem.

Our difficulty did not start with the Bush administration, they simply ramped up a negative dynamic that began in the 1990’s with the budgetary dismantling of USG public diplomacy, information agencies and CIA clandestine operations, in order to “reinvent government” or to save “Peace Dividend” pennies for pork barrel expenditures. Official America’s withdrawal from the information playing field also happened to coincide with the rise of baby boom, New Left, ’68 er’s as the managing editors, producers and shapers of opinion in European media, as well is in places like South Korea, that had it’s own veteran cadres of dissenters against the ROK’s old military regimes.

Harboring relatively critical and anti-American views from the outset, this generational class interpreted clumsy, abrasive and at times deliberately antagonistic rhetoric from the second Bush administration through their own negative political lens. It was a particularly unfortunate combination as far as American interests in foreign policy were concerned. Nor has there been much interest or competence applied subsequently by Bush administration officials in order to make their ongoing global communication more effective.

Ironically, strategic communication was once a field in which Americans in the private and public sectors excelled. The First World War brought the management of news and propaganda through the Committee on Public Information under journalist George Creel, who had the help of two brilliant men who became giants in the field of influencing public opinion, Walter Lippmann and Edward Bernays. After WWI, Lippmann had a long career as an adviser to presidents and consensus-builder for the Eastern Establishment ( playing the role of America’s ur-Pundit) while Bernays virtually created the field of public relations, applying principles of mass and Freudian psychology to commercial advertising.

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