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Blogfriend and IO/Public Diplomacy expert Matt Armstrong of MountainRunner can be found in the pages of The Washington Times.

“Persuasive Politics: Revisit the Smith-Mundt Act”

In the early years of the Cold War, the threat to the United States was not military invasion but subversion capitalizing on economic and social unrest in Europe and elsewhere. In 1947, America’s ambassador to Russia said the most important “fact in the field of foreign policy today … is the fact the Russians have declared psychological war on the United States, all over the world.” It was, he continued, “a war of ideology and a fight unto the death.” Bullets and bombs were secondary to the power of information and persuasion in the global struggle for the minds and wills of people.

Public Law 402, the United States Information and Educational Exchange Act of 1948, commonly called the Smith-Mundt Act, passed with bipartisan support in the House and Senate — with opposition primarily from the Midwest — and was signed into law by President Harry S. Truman on January 27, 1948. It was a collaborative effort by the State Department and Congress with significant and broad support from the media and academia. The final push to pass the law was swift and caused by the Communist reaction to the mother of all reconstruction and stabilization programs: the Marshall Plan. Like development programs today, the enemy hated it. Despite America’s role in liberating Europe, the increased volume and tempo of enemy propaganda meant “knowledge of the United States [was] being systematically blotted out.” Denying ideological and physical sanctuary to our enemy required more than deeds.

….The result was the transformation of what is now known as public diplomacy from a national security imperative aggressively targeting foreign public opinion to something more resembling a passive “beauty contest.” While Under Secretary of State for Public Diplomacy and Public Affairs James Glassman has been effective in resurrecting public diplomacy, more must be done. Sixty years after the Act was passed, rumor and disinformation play an even greater role in today’s 24/7 global information environment. First impressions matter more than ever and perceptions make or break confidence in everything from financial markets to issues of global health. The wealth of information is surpassed only by the poverty of attention to digest it. If the media is the oxygen of the terrorist, it is also the oxygen of the counterterrorist.

Read the rest here.

I’d say “Ouch” except that Matt is absolutely right. Here’s his post taking Dipnote and America.gov  to task.

Ayman al-Zawahiri’s racial epitaph

State’s foreign media hubs are one thing, but what about online? I’ll wager Defense has already started to respond to this the Zawahiri message on the Internet. State needs to respond both to U.S. audiences (ostensibly DipNote’s mission) and abroad (America.gov’s mission). Seriously, even China is implementing an agile response capability.

I don’t think we’ll see anything from DipNote or America.gov on this. It would be great to be wrong.

Judging from looking at Dipnote, if trouble breaks out in Oltenia or Transylvania, Dipnote has the Romanian beat covered! The lesser Carpathanians is an absolutely vital area these days. 🙂

Matt Armstrong has a must-read analytical, IO piece up at CTLab Review:

New Media and Persuasion, Mobilization, and Facilitation

…New Media is more than 24/7 news cycles. It is the ability to create trusted peer relationships, or the appearance of, to create legitimacy of information as well as depth and breadth of acceptance. This can be done as traditional media or other new media outlets pick up on a bit of “news” for redistribution, giving the impression of validity as the sources go up from one to many, often in excess of the three needed to create a “fact.” It is easier to see you’re not alone in the New Media environment, something that was not possible with radios and film (unless you risked gathering as a group).

There are several defining characteristics of the new media environment. The obvious are hyperconnectivity, persistence of information, inexpensive reach, and dislocation with speaker and listener virtually close but geographically distant. New Media also democraticizes information in the sense that hierarchies are bypassed, permitting both direct access to policy and decision makers and the possibility of “15-minutes of fame” (if even only one minute or less) to everyone. Information can be created and consumed by everyone regardless of “eliteness,” CV, and at minimal cost to any party.

All true and well said. Matt however points to a seldom recognized but critical variable here:

To the insurgent and terrorist, New Media’s capacity to amplify and increase the velocity of an issue that is critical. They increasingly rely on the Internet’s ability to share multiple kinds of media quickly and persistently to permit retrieval across time zones around the world from computers or cell phones. The value is the ability to not just persuade an audience to support their action, but to mobilize their support and to facilitate their will to act on behalf of the group (or not to act on behalf of another group, such as the counterinsurgent).

Velocity is very important in many senses. An accelerating message tempo heightens the sense of crisis in the mind of the audience so long as it does not move so quickly as to slide into unfiltered “noise”. Control of velocity also permits the exploitation of “information lag” in slower moving hierarchies or audiences. Finally, this velocity is really “alinear”; the ability of new media tools to “mash-up” entirely unrelated events separated by time, distance and circumstance and synthesize them out of context permits the scoring of tactical propaganda victories.

Read all of Matt’s post here.

Shane Deichman leaves his usual perch at Wizards of Oz for a special guest post at Matt Armstrong’s excellent public diplomacy and IO blog MountainRunner:

Openness & Government: a guest post by Shane Deichman

….In the early 1960s, President Kennedy charged his Science Advisory Committee (chaired by Dr. Jerome Wiesner, Special Assistant to the President on Science and Technology) to charter a panel to review federal information management policies and practices. The “Panel on Science Information” was chaired by Dr. Alvin M. Weinberg, Director of Oak Ridge National Lab (ORNL). ORNL is the site of the world’s first operational nuclear reactor (the Graphite Reactor, where the “pile” from the University of Chicago was moved during World War II to validate the “breeder reactor” concept) and a key national laboratory.

….NASA and the Atomic Energy Commission were acknowledged by Dr. Weinberg as excelling in this area, interpreting their responsibilities quite broadly, and being proactive in providing full-fledged information services (not just a “document repository”) for enabling access to information. The AEC’s culture of openly sharing information is still evident today in the Department of Energy’s “Office of Scientific and Technical Information” (OSTI) in Oak Ridge – the nation’s central repository of scientific information stored in easily searchable databases (including Science.gov, ScienceAccelerator.gov and WorldWideScience.org). [BTW: OSTI is located on the first street in the nation named after a website, “Science.Gov Way”, in Oak Ridge, Tennessee.]

At the other extreme, the Department of Defense was singled out in the Weinberg Report for having an information agency (Armed Services Technical Information Agency [ASTIA], predecessor of today’s Defense Technical Information Center [DTIC]) that only handled internal reports and internal information retrieval requests.

Read the rest here.

Special note: Matt Armstrong writes:

In the spirit of engaging and informing the American public of what the government does and why, Shane Deichman of Wizard of Oz and deep thinker on S&T sent along this post on Openness & Government. He is also the blogger increasingly pictured drinking with fellow bloggers.

So true, so true. 🙂

Blogfriend Matt Armstrong was recently featured at the USC Center for Public Diplomacy where he had a very thorough and well-considered op-ed on Information Operations and New Media. Pretty much everything Matt had to say were things the USG should be doing in attempting to craft some kind of coherent narrative of it’s national objectives, policies and values:

SYNCHRONIZING INFORMATION: THE IMPORTANCE OF NEW MEDIA IN CONFLICT

Insurgents and terrorists increasingly leverage New Media to shape perceptions around the globe to be attractive to some and intimidating to others. New Media collapses traditional concepts of time and space as information moves around the world in an instant. Unlike traditional media, search engines and the web in general, enable information, factual or not, to be quickly and easily accessed long after it was created.The result is a shift in the purpose of physical engagement to increasingly incorporate the information effect of words and deeds. Thus, the purpose of improvised explosive devices, for example, is not to kill or maim Americans but to replay images of David sticking it to Goliath.

The U.S. military is actively and aggressively revising its role in shaping its own narrative in cyberspace, but this is falling short. While the U.S. is finally coming to grips with the centrality of information and perceptions, it remains confused as to how to use information effectively. American responses seem to stem from the belief that the message and the messenger we are countering are the same without regard for the target audience, intent, or how the message fits into a larger narrative, which perhaps mirrors our own perception of information as propaganda. ….A famous dead Prussian once said that war is a continuation of politics by other means, but the reality today is that war is not part of political intercourse with foes but an orchestrated, if loosely, effort to gain strategic influence over friends, foes, and neutrals. YouTube, blogs, SMS and traditional media, make every GI Joe and Jihadi a communicator, public diplomat, and persuader. Our adversaries understand and exploit this reality. Writing to Abu Musab al-Zarqawi in 2005, Ayman al-Zawahiri stated that “we are in a battle, and that more than half of this battle is taking place in the battlefield of the media [sic].”The U.S. military as reluctant heir to the information throne in an online world has several inherent challenges. First, operating in the environment of New Media requires awareness and agility inconsistent with the current organizational culture of the military. For example, in Iraq the military broke through the bureaucratic red-tape and started posting videos on YouTube. However, this small “victory” was incomplete: the group that uploaded to YouTube was still not permitted to view YouTube. In effect, they were posting information they were not authorized to see.”

Those quotes were snippets. Matt’s post is rich in detail and really requires being read in full.

I have tilted at the IO windmill a few times in the past. It’s a subject that is both easy as wel as difficult to analyze. Easy, because the USG has yet to initiate and/or master the fundamentals of good IO as Matt’s post makes clear ( there are genuine IO experts in the USG, perhaps even a large number of them, but the bureaucracies are not institutionally optimized to conduct IO with consistency or coordination) but difficult because the level of genuine sophistication and effective nuance in strategic communication remains so far off. Even if that level of “play” was achieved by our civil service and soldiers, any  IO campaign could be undone in an instant by some clumsy action or statement from a political appointee or elected official concerned primarily with fellating some domestic special interest group. 

Matt’s focus on “synchronicity” is apt. It will be a herculean task needing laser beam focus to get all of the USG players on the same message most of the time; even then some dissension and debate being showcased is itself a vital advertisement of the attractive nature of a liberal, open society and a sharp contrast with the dismally intolerant and brutally ignorant alternative our Islamist enemies have to offer. In pursuing that, I’d like to offer a few suggestions:

Credibility is the COIN of the Realm:

Matt touched on this but I want to give this principle added weight. For all our official, overt, communication by any spokesman representing the United States, the best long term strategy is a reputation of credibility. It may hurt to concede errors or enemy successes in the short run but having the global audience grdugingly concede that “the Americans speak the truth” adds momentum of every word, every idea and every action we undertake. It will not bring us love because oftentimes, our pursuing national interests will come at the expense of others but truth-telling will yield something more valuable, respect. No one cares to be treated as if they were a fool and most of the transparently self-serving gibberish official spokesmen offer up pays dividends only in contempt being added to the anger foreigners already feel at some of our policies.  Credibility is to the war of ideas what COIN is to guerilla warfare and it is a valuable and exceedingly rare quality because once your credibility is lost, it is lost.

Without Attention Being Paid All Our efforts Are Useless:

Credibility is not enough. Key messages or memes also have to be interesting. If people are not psychologically engaged in the presentation then they are not hearing it, much less reaching the points of comprehension, sympathy or agreement. American popular culture and commercial advertising is nothing short of an unrelenting global juggernaut that is eroding traditional mores of every society with which it comes into contact, yet our official proclamations remain starkly uninteresting even to most Americans so why should a Yemeni teen-ager or Afghan farmer tune in to what we are selling ? As long as our attempts at capturing attention remain at the level of dull mediocrity we can expect to fail.

Influence is a Long Term Investment:

The 1980’s saw a march toward capitalism and democracy in part because we were reaping the harvest of decades of student visas, cultural and scientific exchanges and consistent public diplomacy outreach. From Mongolia to Czechoslovakia Chile there were reformers taking power who were ” Chicago Boys” who had imbibed free markets at the feet of Nobel laureates. The National Endowment for Democracy, the USIA, VOA, Radio Free Europe and NGO’s like the AFL-CIO whose efforts and programs abroad were robust and self-confident. American society was permitted by the USG to sell itself. These things cost pennies on the dollar compared to having to  use hard power options and they lower our transaction costs when sanctions or military intervention is the order of the day.

Deception is Best Left to the Clandestine Operators :

HUMINT based strategic influence efforts, black propaganda and disinformation and various arts of deception will be better left to covert programs, plausibly deniable third parties and used sparingly and with subtlety. The increasingly “radically transparent” world ensures that too many sophisticated eyes with all sorts of agendas will be analyzing our official spokesmen 24/7. The best will can hope to accomplish is effectively framing our public message to be truthful and compelling. Any meme that is verifiably false, if we believe we must put it out into the global media environment, cannot have a return address.

IO is a secondary area of operations for the United States.  Good IO programs cannot remediate incompetent statecraft or poor military leadership or put a “happy face” on obvious disasters but poor or absent IO capabilities can fritter away the capital that successful diplomacy or military action can accrue when our enemies accusations go unanswered. 

Crossposted at Chicago Boyz