Strategic (mis)communications Lessons (not) learned from the ‘war’ on Terrorism Prof. Philip M Taylor Institute of Communications Studies University of Leeds.

Declaring ‘war’ on terror ► Understandable after 9/11 but ‘war’ provides a misleading label – who are the enemy? Where are they? How do you negotiate ‘peace’ with them? ► A ‘war’ for the US people, but not for Europe – and now a jihad for their enemies ► Hurricane Katrina as ‘God’s revenge against the city of homosexuals’ ► ‘The long struggle’ re-branding

The media are a major ‘battlefront’ Asymmetric weapon A democratic weakness or an asset – but to whom? A new global info-sphere with new voices (internet, Al Jazeera etc) = a battlespace

But there are other battlefronts as well…. ► The Diplomatic Front – i.e. coalition building ► The Intelligence Front – the arrest and detention of terrorists and their supporters ► The Financial Front – tracking and freezing money assets and laundering operations ► The Law Enforcement Front – including counter- terrorist acts ► The Military Front – first Afghanistan, then Iraq ► The Humanitarian Front – post-conflict nation- building

The Propaganda War Plays out on all six fronts Usually conducted through global media On the military front, psychological operations (leaflets and radio) in support of military operations deployed. ‘Information warfare’ includes strikes against Taliban radio and supplanting of internal communications messages by outside military media (including Commando Solo aircraft)

Beefing up the US propaganda machine Coalition Information Centres Office of Strategic Influence (failed) Office of Global Communications (closed) Freedom Promotion Act of 2002 Radio Free Afghanistan Radio Farda, Radio Sawa, al-Hurrah TV, Hi magazine (suspended) Information Operations (incl. PSYOPS)

The First Battle - Afghanistan ► Largely a ‘Special Operation’ – special ops. don’t take media with them ► Media nonetheless descended on Afghanistan and saw only slices of the war ► Many reporters killed ► Taliban only able to fight ‘media war’ on strategic front of 24/7 global news services ► Coalition Information Centres to counter this

Al Qaeda Propaganda ► ► Al Qaeda’s central leadership structure has a dedicated media and communications committee tasked with issuing reports and statements in support of its operations, including a dedicated studio, known as the Al Sahab Institute for Media Productions. ► ► They have shown great skill in terms of timing but are helped greatly by the west’s ‘own goals’.

Battle 2 - Iraq ► From Desert Storm: ‘why didn’t we finish the job in 1991?’ ► From UN resolutions about WMD ► From 9/11, Enduring Freedom and the ‘war’ against terrorism to a ‘clash of civilisations’ ► Bush Doctrine of pre-emptive war and regime change ► The ‘axis of evil’ and the dangers of appeasement

The Battle for Iraqi ‘Hearts and Minds’, 2003 ► No mass surrenders on a scale similar to 1991 – why? ► No wide-scale uprisings against SH, unlike 1991 – why? ► Widely regarded in Arab world as ‘invaders’ not liberators – why? = a serious failure of targeted communications at tactical and strategic levels (except in USA. But for how long?) = a serious failure of targeted communications at tactical and strategic levels (except in USA. But for how long?)

The Media War ► Embedded journalists and the snowstorm of information ► Arab satellite channels as new players/alternative viewpoints (c.f as the ‘first CNN war’) ► National media support/opposition reflected national governmental positions ► What about US/UK public’s morale as casualties mount?

Bin Laden, 27 December 2004 ► ► Bin Laden identified the insurgency in Iraq as “a golden and unique opportunity” for jihadists to engage and defeat the United States, and he characterized the insurgency in Iraq as the central battle in a “Third World War, which the Crusader- Zionist coalition began against the Islamic nation.” ► ► Describing Baghdad as “the capital of the caliphate,” Bin Laden asserted that “jihad in Palestine and Iraq today is a duty for the people of the two countries” and other Muslims.

Main world-wide themes of anti-USA propaganda US ‘sponsorship’ of Israeli ‘terrorism’ US ‘hypocrisy’ of selective military interventions and selective targeting of terrorists (‘why not go after the Real IRA?’ ‘Why not wage war against Basque terrorists?’ BUT mainly Israeli terrorism) ‘Globalisation’ = ‘coca-colonialism’ Initial use of word ‘crusade’ indicates ‘reality’ of a Christian war against Islam (e.g. sanctions against Iraq, military bases in Saudi Arabia)

Success? ► The Muslim world has not (yet) risen up in support of Al Qaeda’s strategic goals..but ► Rising levels of anti-Americanism (and not just in the Arab and Muslim world) are helping them. ► Is this due to their success or the west’s failure to ‘win hearts and minds’?

The west’s propaganda ‘own goals’ ► ‘Crusade’ and Operation Infinite Justice ► Saddam and WMD, Iraq & 9/11 – undermines credibility of US voices… ► …especially as those voices in charge of US messages (Charlotte Beers, Condi Rice, Karen Hughes) are all female! ► Abu Ghraib and Guantanamo Bay

Conclusions ► The PSYOPS campaign had only short-term military benefits, but long-term unconventional warfare consequences ► The ‘hearts and minds’ campaign had long- term roots of failure from 1991 ► Publicised wartime stunts damaged credibility of ‘liberation’ themes ► Policy and presentation must go hand in hand but the presentation won’t sell the policy if the policy (‘product’) is incredible