Enlisting Madison Avenue PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Enlisting Madison Avenue PDF full book. Access full book title Enlisting Madison Avenue by Todd C. Helmus. Download full books in PDF and EPUB format.
Author: Todd C. Helmus
Publisher: Rand Corporation
ISBN: 0833041568
Category : History
Languages : en
Pages : 241
Get Book Here
Book Description
Virtually every action, message, and decision of a military force shapes the opinions of an indigenous population: strategic communication, treatment of civilians at vehicle checkpoints, and the accuracy or inaccuracy of aerial bombardment. These of U.S. goodwill mean little if its actions convey otherwise. Consequently, a unified message in both word and deed is fundamental to success. Business marketing practices provide a useful framework for improving U.S. military efforts to shape the attitudes and behaviors of local populations in a theater of operations as well as those of a broader, international audience. Enlisting Madison Avenue extracts lessons from these business practices and adapts them to U.S. military efforts, developing a unique approach to shaping that has the potential improve military-civilian relations, the accuracy of media coverage of operations, communication of U.S. and coalition objectives, and the reputation of U.S. forces in theater and internationally. Foremost among these lessons are the concepts of branding, customer satisfaction, and segmentation of the target audience, all of which serve to maximize the impact and improve the outcome of U.S. shaping efforts.
Author: Todd C. Helmus
Publisher: Rand Corporation
ISBN: 0833041568
Category : History
Languages : en
Pages : 241
Get Book Here
Book Description
Virtually every action, message, and decision of a military force shapes the opinions of an indigenous population: strategic communication, treatment of civilians at vehicle checkpoints, and the accuracy or inaccuracy of aerial bombardment. These of U.S. goodwill mean little if its actions convey otherwise. Consequently, a unified message in both word and deed is fundamental to success. Business marketing practices provide a useful framework for improving U.S. military efforts to shape the attitudes and behaviors of local populations in a theater of operations as well as those of a broader, international audience. Enlisting Madison Avenue extracts lessons from these business practices and adapts them to U.S. military efforts, developing a unique approach to shaping that has the potential improve military-civilian relations, the accuracy of media coverage of operations, communication of U.S. and coalition objectives, and the reputation of U.S. forces in theater and internationally. Foremost among these lessons are the concepts of branding, customer satisfaction, and segmentation of the target audience, all of which serve to maximize the impact and improve the outcome of U.S. shaping efforts.
Author: Christopher Paul
Publisher: Bloomsbury Publishing USA
ISBN:
Category : Political Science
Languages : en
Pages : 331
Get Book Here
Book Description
This volume in the Contemporary Military, Strategic, and Security Issues series presents a concise introduction to the evolution, key concepts, discourse, and future options for improved strategic communication in today's U.S. government. Strategic Communication: Origins, Concepts, and Current Debates is a groundbreaking study, the first book explicitly focused on strategic communication as it is currently used and discussed in the U.S. government. Written specifically for those who are new to strategic communication, this incisive book clarifies the definitional debate, explores the history of the term and its practice, and embraces a broad, practical definition. But that is only the beginning. Moving to the realities of the issue, author Christopher Paul reviews dozens of government reports on strategic communication and public diplomacy released since 2000, examining specific proposals related to improving strategic communication in the U.S. government and explaining the disagreements. Most important, he offers consensus and clarity for the way ahead, discussing how disparate elements of the government can be coordinated to master—and win—the "war of ideas" through fully integrated and synchronized communications and actions.
Author: Melissa T. Brown
Publisher: OUP USA
ISBN: 0199842825
Category : Business & Economics
Languages : en
Pages : 240
Get Book Here
Book Description
Based on an analysis of more than 300 print advertisements as well as television commercials and recruiting websites, this book explores how the U.S. military branches have deployed gender and, in particular, ideas about masculinity to sell military service to potential recruits during the all-volunteer force.
Author: Thomas W. Cawkwell
Publisher: Routledge
ISBN: 1317005651
Category : Technology & Engineering
Languages : en
Pages : 207
Get Book Here
Book Description
The war in Afghanistan came to an end in 2014 after nearly thirteen years of conflict. Throughout that period, British officials have described UK operations there in various conflicting and often contradictory ways; as a counter-terrorism mission, a stabilisation mission, and a counter-narcotics mission, respectively. This book investigates how the war was ’sold’ to the British public and how Britain’s ’transnational’ foreign and defence policy impacted on the unfolding of UK strategy in Afghanistan and the way it was communicated. It argues that because the UK’s foreign and defence policy is transnationally-oriented - meaning that it is foundationally aimed at maintaining alliance with the United States and the institutional coherence of NATO - UK strategy is contingent upon collective security and, crucially, is fundamentally concerned with the means of policy (maintaining alliances) over the ends (using alliances to effect change). Explaining the inalienability of collective security systems to national security is no easy task, however, and, when faced with the adversities of Afghanistan, the UK state has since 2008 instead opted to describe the significance of Afghanistan in narrow, nation-centric, counter-terrorist concerns in order to maintain public support for collective security operations there whilst, paradoxically, framing the conflict in a manner that avoids talking about the transnational structure and purpose of the mission. This kind of ’strategic’ communication is increasingly becoming a focus of the UK state as it faces a transnational dilemma of maintaining its collective security bonds whilst facing a public increasingly sceptical of liberal interventionism.
Author: Daniel L. Magruder, Jr
Publisher: Routledge
ISBN: 1351784773
Category : History
Languages : en
Pages : 404
Get Book Here
Book Description
This book presents a theory and empirical evidence for how security forces can identify militant suspects during counterinsurgency operations. A major oversight on the part of academics and practitioners has been to ignore the critical antecedent issue common to persuasion and coercion counterinsurgency (COIN) approaches: distinguishing friend from foe. This book proposes that the behaviour of security forces influences the likelihood of militant identification during a COIN campaign, and argues that security forces must respect civilian safety in order to create a credible commitment to facilitate collaboration with a population. This distinction is important as conventional wisdom has wrongly assumed that the presence of security forces confers control over terrain or influence over a population. Collaboration between civilian and government actors is the key observable indicator of support in COIN. Paradoxically, this theory accounts for why and how increased risk to government forces in the short term actually improves civilian security in the long run. Counterinsurgency, Security Forces, and the Identification Problem draws on three case studies: the Huk Rebellion in the Philippines post-World War II; Marines Corps’ experiences in Vietnam through the Combined Action Program; and Special Operations activities in Iraq after 2003. For military practitioners, the work illustrates the critical precursor to establishing "security" during counterinsurgency operations. The book also examines the role and limits of modern technology in solving the identification problem. This book will be of interest to students of counterinsurgency, military history, strategic studies, US foreign policy, and security studies in general.
Author: James J. F. Forest
Publisher: Bloomsbury Publishing USA
ISBN:
Category : Political Science
Languages : en
Pages : 426
Get Book Here
Book Description
This important work, edited by an expert on terrorism, focuses on the 21st-century struggle for strategic influence and ways in which states can neutralize the role of new media in spreading terrorist propaganda. In an era where anyone can have access to the Internet or other media forms that make widespread communication easy, terrorists and insurgents can spread their messages with complete freedom, creating challenges for national security. Influence Warfare: How Terrorists and Governments Fight to Shape Perceptions in a War of Ideas focuses on the core of the ongoing struggle for strategic influence and, particularly, how states can counter the role media and the Internet play in radicalizing new agents of terrorism. As the book makes clear, governments need to find ways to effectively confront non-state adversaries at all levels of the information domain and create an understanding of strategic communications within a broad range of technologies. The essays from the international group of authors who contributed to this work offer a deeper understanding of the ongoing struggle. Influence Warfare also provides a set of case studies that illustrate how the means and methods of strategic influence can impact a nation's security.
Author: Emily L. Blout
Publisher: Bloomsbury Publishing
ISBN: 0755639057
Category : History
Languages : en
Pages : 233
Get Book Here
Book Description
Successive Iranian leaders have struggled to navigate the fraught political-cultural space of media in the Islamic Republic–skirting the line between embracing Western communications technologies and rejecting them, between condemning social networking sites as foreign treachery and promoting themselves on Facebook. How does a regime that originally derived its hegemony from the ability to mass communicate its ideology protect its ideological dominance in a media environment defined by hybridity, hyper-connectivity, and near constant change? More broadly, what is the role of media in the construction and maintenance of power in Iran? This book addresses these questions by examining the institutions, policies, and discourses of two political regimes over the course of nearly eight decades. Drawing from over 3,000 primary source documents and digital artifacts in Persian and English, including formerly classified material hidden deep in the archives, this book offers a history of media in Iran across political regimes and media paradigms– from the public's first encounter with mass communication in the 1940s, to the dawn of digital media in the 1990s, to internet and mobile telephony today. At the same time, the book trains a keen eye on contemporary politics. With foundations in sociology and political science, Media and Power in Modern Iran offers trenchant insight into the present ruling establishment– a political regime born from what has become known as the "first televised revolution."
Author: J. Wang
Publisher: Springer
ISBN: 1137361727
Category : Social Science
Languages : en
Pages : 279
Get Book Here
Book Description
A comprehensive discussion of how countries embrace branding as a crucial element in their pursuit of soft power and why certain nation-branding efforts succeed while others fail through the example of the 2010 World Expo in Shanghai.
Author: Caroline Holmqvist
Publisher: Springer
ISBN: 1137323612
Category : Social Science
Languages : en
Pages : 184
Get Book Here
Book Description
Holmqvist presents an original account of the relationship between war and policing in the twenty first century. This interdisciplinary study of contemporary Western strategic thinking reveals how, why, and with what consequences, the wars in Afghanistan and Iraq became seen as policing wars.
Author: Christine Sylvester
Publisher: Routledge
ISBN: 1317608909
Category : Political Science
Languages : en
Pages : 249
Get Book Here
Book Description
This collection explores the concepts and practices of masquerade as they apply to concepts and practices of war. The contributors insist that masquerades are everyday aspects of the politics, praxis, and experiences of war, while also discovering that finding masquerades and tracing how they work with war is hardly simple. With a range of theories, innovative methodologies, and contextual binoculars, masquerade emerges as a layered and complex phenomenon. It can appear as state deception, lie, or camouflage, as in the population-centric American warfare in Iraq that was sold as good for the local people, or the hidden violence Russian military forces used on each other and on local men in Chechnya. Masquerade can also be part of a people's war logic as exemplified by the Maoist movement in India. Yet masquerade can also be understood as a normal social mask that people don to foreground an identity or belief from one's cluttered repertoire in order to gain agency. Elements of masquerade can appear in texts that proclaim seemingly unequivocal positions while simultaneously yet subtly suggesting opposing positions. Masquerades of all kinds also seem ubiquitous in fieldwork research and in resistance movements in war zones. Perhaps masquerade, though, is ultimately the denial of death lurking behind the clarion call of security, a call that bolsters war by making militarized policing normal to secure populations from terrorists. These interpretations and others comprise Masquerades of War. This book will be of much interest to students of critical war studies, critical security, conflict studies and IR in general.
