Strategic Communications in Wartime

The Ancient Practice of Propaganda

Propaganda is a form of strategic communication involving disseminating information —whether factual, half-true, or false— to influence public opinion and push an agenda. Since ancient times, various mediums have existed as forms of propaganda, from literature and oration to art and sculptures. Literary works, in particular, were an especially powerful tool in shaping perceptions and outcomes of war. 

An example of this is the Iliad, one of the most influential and oldest poems in history, written by the ancient Greek poet Homer. The poem talks about the mythical Trojan War, a ten-year war where Greeks fought the Trojans over Helen of Troy, who was regarded as the most beautiful woman in Greece. A part of the poem reads, “Let me not then die ingloriously and without a struggle, but let me first do some great thing that shall be told among men hereafter.” 

While subtle, research journalist and political analyst Agha Iqrar Haroon explains that Homer is building an honourable image of a martyr by giving emotional weight to social ideas surrounding death and sacrifice, which may incite feelings of admiration and a sense of ‘proudness’ towards the heroes, regardless of what the facts may be. After all, there is a saying that ‘perception becomes reality.’ 

In essence, the Iliad exemplifies how narratives, even in ancient times, were carefully crafted to evoke specific emotions and perceptions, illustrating the enduring power of propaganda throughout history. But how has the use of propaganda evolved since then?

Battle of Narratives: A Case Study of the US and Afghanistan War

After the horrific September 11, 2001, al-Qaeda terrorist attacks, the United States went to Afghanistan to wage war in ‘self-defence,’ claiming that terrorists were able to plan and execute such an attack because the Taliban had given them safe haven in Afghanistan. Shortly after coalition forces entered Kabul, Taliban chief Mullah Omar came out with a statement to the Voice of America (VOA) that the military intervention was a hijack against Afghanistan’s religious traditions as opposed to fighting terrorism or capturing Osama bin Laden, who was part of al-Qaeda. It is evident that, from the beginning of the war, the two opposing sides partook in what can be referred to as a ‘battle of narratives.’ 

While the US Pentagon’s 2008 National Defense Strategy entails the need for a coordinated effort to improve joint planning and implementation of strategic communications, the Taliban forces in Afghanistan were already operating hundreds of radio programs and publications and sending letters to members of the public. As a result, the International Crisis Group concludes that the Taliban’s communications have helped weaken public support for nation-building despite a lack of active support towards the Taliban. 

Twenty years after the US first entered Afghanistan, they withdrew their troops in what many perceive as a loss. Shortly after, the Taliban launched a comprehensive social media campaign that highlighted the Kabul government’s failures and emphasised the Taliban’s achievements through the use of hashtags such as #kabulregimecrimes and #westandwithTaliban. While many Afghans did not actively support the Taliban, there was also significant mistrust towards former President Ashraf Ghani along with the country’s government, which the Taliban weaponised in their campaign — it likely contributed to a quick collapse of the Afghan government and a swift takeover of the Taliban.

Based on the US war in Afghanistan, we can see that propaganda is used not only nationally but also internationally to win global support as the Taliban frequently engages with the media, though they have not been successful in painting themselves in a positive light. In fact, countries that are in conflict often turn towards other countries that own media conglomerates to look for support in amplifying their stories. Countries with such influence include the UK with BBC, the US with CNN, and Qatar with Al-Jazeera. A great example of this can be seen in Ukraine’s war with Russia, which has received remarkable coverage in major international news outlets that increased global awareness. Findings from a study by the Reuters Institute confirmed that most people from Brazil, Germany, Poland, the UK, and the US have been following the conflict somewhat closely — this has resulted in a global outpour of support towards Ukraine on social media.

The Prevention and De-escalation of Conflict

Now that we have established the role of propaganda in escalating war and shaping its narratives, it becomes apparent that there is a need to employ communication tactics that serve as conflict and stabilisation interventions. One of these methods is to prevent the spread of disinformation and misinformation, or false propaganda, which often becomes rampant in times of crisis. But how can governments and strategic military communicators manage the flow of misleading information without overstepping the right of free speech?

NATO advises proactively engaging with the public to share accurate information as a ‘pre-bunk’ method. Still, it can also be used to de-bunk deceptive information in de-escalating conflict. Various channels, such as government websites, social media and media relations with journalists, should be utilised. Accuracy and transparency of information are underscored, and timing is essential. The quicker accurate information is established, the less room for the rapid spread of misleading information. There have been cases of countries completely shutting down social media, such as the case of the Indonesian government blocking Facebook, Whatsapp and Instagram for three days after riots in May of 2019 or China shutting down 100,000 fake news social media accounts earlier this year. However, countries that have a climate where there is an advocacy for freedom of speech are not able to take the same measures. Instead, the key is not to put a stern halt to disinformation but to encourage a push of factual information. 

Speaking on how to ensure timely information reaches the public, British Army Integration Lead and previous Strategic Communications Specialist for the UK Defence of Ministry Stephen Canning said, “In today’s 24/7 digital landscape, strategic communicators working on behalf of Governments must prioritize accurate and timely information dissemination. Messaging strategy should emphasize clarity and simplicity, enabling them to convey complex information effectively to the public.

It’s vital to maintain strong relationships with the media, ensuring that accurate information is disseminated through trusted channels where the outlets’ credibility can reinforce the message. A multifaceted approach, combining monitoring of the media environment, strategic messaging, media engagement, and crisis preparedness, ensures that Government communicators can deliver accurate information to the public, reinforcing trust and transparency in their communications.”

Governments should also look into building the capacity and capability of local partners or media outlets, a tactic the UK government employs, especially as local voices frequently tend to carry greater weight with local audiences. During the US and Afghanistan war, one of the faults that strategic communicators pointed out was that there was a great emphasis on international media and international commentators but neglect in establishing local Afghan media and voices.

It becomes clear that strategic communication is not only a tool for war but a crucial instrument for maintaining a stable political climate. Looking forward, preventing and de-escalating conflict demands proactive measures, emphasising accuracy, transparency, and the empowerment of local voices to counteract the sway of misinformation. In an era where narratives hold unparalleled influence, the strategic communication landscape becomes pivotal in forging a path toward conflict de-escalation and stability.

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