Selling the War Psychological Warfare Not So Far Removed from
Advertising
Listen
to David Kestenbaum's report on the military's propaganda efforts in
Afghanistan.
Nov. 9, 2001 -- Shortly after hijacked planes
hit the World Trade Center and Pentagon, Army psychological warfare
experts from Fort Bragg, N.C., headed to war.
EC-130E
Commando Solo aircraft from the 193rd Special Operations Wing of
the Pennsylvania Air National Guard began broadcasting news and
music for 10 hours a day, in concert with the start of the bombing
campaign in Afhganistan. Other groups began dropping leaflets aimed
at demoralizing Taliban troops and reassuring Afghan citizens that
America and its allies were here to help.
The leaflets and
broadcasts are intended to convince the Afghan population that
America has no interest in conquering their country, only ridding
them of the Taliban.
The message to the Taliban is less
consoling: "What are you using, obsolete and ineffective weaponry?
Our bombs are so accurate we can drop them right through your
windows." A hard sell, and an indication that the military is
learning from Madison Avenue.
In advertising, the audience
is key and the message is finessed using market research and focus
groups. Psychological warfare is conducted in much the same fashion
-- only the product being sold is often surrender, and the focus
group may be prisoners of war.
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Listen
"For the attention of the noble people of
Afghanistan:
The forces of the United States are
passing through your area. We have not come here to harm you.
We have come to arrest Osama bin Ladin, al Qaeda and those who
support him. We request that you stay away from bridges and
roads for your own safety and do not interfere with the
military operation and our troops. If you follow these
instructions no harm will come towards
you."
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Listen
"Do
not come near American troops. Remain in your own homes. We
are not here to make your country our colony or to plunder it.
When you see U.S. forces and aircraft you should seek
protection in some places and remain there until we leave your
area completely. Roads, streets and bridges are dangerous
places to travel or visit. The most safe place is your own
homes. Don't listen to what al Qaeda and the Taliban say. If
you follow these instructions no harm will come to you. You
should not forget that we do not want to harm innocent
people."
- Messages broadcast by U.S. military
Psychological Operations
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With propaganda, the smallest cultural nuances are
important. In the Gulf War, consultants suggested that propaganda
leaflets show bearded soldiers offering bananas to scared civilians
-- because both images were thought to be comforting in Islamic
society. Cartoons with speech balloons were rejected because the
balloons meant nothing to Iraqis.
The Iraqis shot back with
some propaganda that apparently didn't have the effect they were
looking for: cartoon character Bart Simpson, romancing their women
while they were off fighting.
The Gulf War psychological
operations campaign, or "psyops," is regarded as one of the most
successful in American military history and included the most
involved radio broadcasts to date. "The broadcast would open with a
call to prayer, followed by prayer in Arabic.. then essentially
news, sports, weather and interviews with detainees," Psyops veteran
Rick Hoffan told NPR's David Kestenbaum.
"And then at some
point during the broadcast day, the next day's B-52 targets were
announced, but never at the same time. So if Iraqi soldiers wanted
to know what was on the list, they'd have to listen all day,
exposing all the propaganda we cared to deliver," Hoffan said. "It
was an amazingly effective campaign."
In
Depth
Listen
as All Things Considered host Noah Adams talks to Janes
Defence's Paul Beaver about the EC-130.
Listen
as Scott Simon talks to Mike Linstead of BBC Monitoring
Service
Other Resources
Find out more
about the Commando
Solo aircraft
See examples of psyops
leaflets being used in Afghanistan
Listen to radio
broadcasts from the Taliban and Allied countries
U.S
Army's Psychological Operations Field Manual No.33-1
(from Federation of American Scientists.)
"Psychological Operations in Guerilla Warfare"
(document from Federation of American Scientists) |