As published by Vivek, Vivekananda International Foundation. March - April 2015. (Page 57)
For decades the military leader has tried to correctly identify the Centre of Gravity (CoG) of the enemy forces. The CoG is that criticality which if addressed successfully would maximize effects on the enemy, disbalance him, and adversely affect his force cohesion, command and logistics. The search for the CoG has more often than not lead to a bridge critically important for the enemy maneuver forces and logistics to negotiate in order to reach the combat zone. Mountain passes that are critical for movement have been focused upon; just as command elements, communication hubs and logistics dumps have been debated. However, today there is a shift; the element that is often being considered as the CoG is the populace of the area where own forces would be deployed.
Military Objectives: Primacy of Populace’s Perception
Influencing the populace of the region where forces are to be employed has become the all-important CoG that commanders are focused upon. Gone are the days of WW 1, when carpet bombing to flatten the area was the objective. Also obsolete are the barrages of WW II. It’s precision strikes, minimum co-lateral damage, and focused perception management operations that have emerged as the new challenges. With populace having become the focus, the earlier emphasis on attrition has reduced.
The other objective of minimizing attrition is the requirement, post winning the battle, of rebuilding the infrastructure. The winner is more often than not the one who has to source most of the funds. The story in Iraq and Afghanistan substantiate these arguments conclusively. The management of the re-build phase and stabilization of the area are again critically dependent on support of the populace. The ascendance of populace and its friendly perceptions to the top of the military commanders’ wish list has led to attrition being relegated in prioritization. Kinetic means of war: a bullet, missiles, bombs etc.; are being supplemented increasingly by a new force multiplier: media. It provides the means of reaching out to the populace, shape their perceptions and create an atmosphere where the forces employed are considered as partners in their journey to a better life ahead.
Social Media as a force multiplier
The social media, defined loosely, encompasses any media that utilizes the internet for its propagation. Thus, all such appliances like Face Book, Instagram, WhatsApp, Viber, Skype and a whole family of such communication platforms which provide the bandwidth to communicate concurrently and instantaneously with a large segment of subscribers, falls within its purview.
Social Media: 9 Clinchers
Contact on a Broad Front. As on March, 2015 Facebook had over a billion accounts while Twitter had 288 million. Some other sites like WhatsApp have 700 million, LinkedIn 347 and Skype 300 million. An overwhelming percentage of the users, use the media repeatedly in a day. The social media provides the opportunity for making contact with a huge audience. It’s an opportunity that was barely conceivable a few years back.
Tool for better Understanding of Local Communities. Better understanding of local communities holds the key to better tailored perception management initiatives. Following the accounts of people from the communities and populace that is the military commander’s focus could provide an insight into the communities’ priorities and sensitivities. Simmering issues that have the potential to flare up can also be identified.
Barometer of Community Response. Social media can also be used as a barometer to measure community response to own initiatives. Of course negative responders would be more likely to post their opinions; yet, over a period of time an analysis of the comments could lead to gaining better insight. Establishing an Interactive Connect. Social media provides inter-active platforms Messages are posted, users write their comments, the initiator has an option of responding. Well-tailored messages and sensitive messages go viral inviting thousands into the vortex of the issues that these messages address. These comments can also be used for redefining the initiatives or modifying these for greater positive affect.
Perception Management Tool. Perception management requires reaching through a variety of media to ensure penetration of the message directly to maximum members of the community. Social media is an ideal tool for such an endeavor. The facility of share on most social media platforms, transforms the recipient of the message to be acting as its propagator too.
Combating Jihadi Propaganda. Free societies and democratic nations are faced with the challenge of asymmetric warfare launched by jihadist groups that even overwhelming conventional might of nations is finding more and more difficult to address. This fraternity of terrorists uses social media extensively for multiple purposes. Their funding, recruitment, planning and a host of other functions are based on social media platforms. There is a need to cause a rift between them and the populace by using the same weapon as they use: media. Jihadi propaganda on the social media needs to be contested aggressively and social media provides the wherewithal. The same communities that the jihadi targets, will need to be the focus of the militaries and the means to fight are the same as those used by the Jihadis.
Boosts Traffic to Website. Social media could be easily utilized to popularize websites maintained by military forces. Greater details to serve perception management could be posted on the website to further own objectives.
Converting the Recalcitrant. Interactivity on social media can be utilized as a tool for sowing seeds of doubts in users as far as their faith in jihadi groups or local leadership and projected ideology are concerned. The major advantage of uploading visuals provides a strong tool for exposing such leadership by continuous information feed on their opulent lifestyles and lack of concern for the populace. It impacts the fence-sitter and also his family and friends who in turn influence him.
Cost Benefits. Social media provides the cheapest possible platforms for messaging. Its wide reach combined with low costs allows almost unlimited usage. The costs are mostly in terms of handlers to be employed, who have to be deft and also be empowered to ensure speedy communications.
Military Strategy for Utilization of Social Media
Integration at National Level. The way militaries communicate with their audiences would necessarily have to be aligned to the policies of the state. Broad parameters defining thrusts on issues will need to cascade down from the government to all its departments. The military being generally involved in activities in troubled areas with sensitive audiences will need fine tuning with government policies and objectives in the area of deployment.
Resource Allocation. A cell is required at the National Security Council to strategise perception management initiatives. The cell needs the capability for dynamic evaluation of perception management themes. It should be capable of evolving themes for propagation by relevant ministries. Perception management directorates are also required in more important ministries, and definitely in the Defence, External Affairs, Home and Finance. Information Operations and Mass Media Engagement Directorates are also required in all service headquarters.
A permanent cadre of communication specialists is a must for militaries today. Officers from such specialist cadres need to be available up to the Corps level. Force Headquarters created in areas of deployment will certainly require specialist officers irrespective of force levels deployed. The function of media engagement can also be entrusted to officers employed for perception management in order to economize on manpower. Necessary software, hardware and finances will also need to be allocated.
Execution Model: Command Driven - Staff Detailed - Advised by Professionals. Perception management and use of media needs to be a command function. While it may be argued that there is already a rather heavy load on commanders, it needs to be perceived that media has evolved as the provider of the most potent weapons of influence in his area of responsibility. He will require staff officers to work out the details of the perception management and media usage plans.
At the level of execution it may be advisable to use consultants from the media to frame messages that trigger the affect desired.
Media Integration in Operational Planning. To enable utilization of media as a force multiplier it would be essential to evolve the media plan simultaneous with the operational plans. Media has to address all the constituencies that are within the ambit of the commanders’ goals to be attrited/ influenced. To illustrate, in an insurgency environment, there would be a need to cause a divide between the insurgents and the local populace, between the various insurgent groups, within a group between the leaders and rank & file etc. Continuous Monitoring and Flexibility in Response. Flexibility is intrinsic to media operations. Fleeting opportunities to project own forces positively while magnifying violence, intolerance and such negative missteps of inimical forces will need to be immediately capitalized upon. The response can be timely only if adequate monitoring capabilities are catered for and commanders prioritize/decentralize execution to appropriate levels.
Conclusion
The 'battle space' exists within a larger 'information space'. Dynamic developments, beliefs, opinions and attitudes of the populace, community leaders and stake holders (who may sustain of undermine the military effort) exist in the larger 'information space', exponentially influencing the minds of military ranks in the 'battle space, more so in the current 'information age'. Thus an adversary in the 'battle space' can effectively be manipulated by smart perception management initiatives and operations targeted at the stakeholders who populate the relevant 'information space'.
Social media provides multiple platforms for intensive communication with communities in the area of interest of military commanders. Embedded, too often in such communities are inimical elements and groups that propagate violence, intolerance and ideologies that appeal to a small section of the community. To combat their influence on such communities social media can be utilized in all phases of a battle, starting well before the attrition option is initiated and kinetic means of war brought into use.
Relationship building with the local populace, incipient issues that could explode, studying own approach and correcting if going tardy, ensuring the enemy does not hijack our well intentioned steps and paint them black are some areas where the dividends lie. In fact, it provides a host of such information as would serve to enhance the forever inadequate situational awareness of the area of responsibility; a critical requirement for all commanders.
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