Propaganda, psychological operations and their usage as a strategic communication approach by Dilina. J. Nawarathne

PROPAGANDA, PSYCHOLOGICAL OPERATIONS AND THEIR

USAGE AS A STRATEGIC COMMUNICATION APPROACH

Hewa Madduma Dilina Janadith Nawarathne

092227 A

Dissertation submitted in partial fulfillment of the requirement for the degree

Bachelor of Design

Department of Integrated Design

University of Moratuwa

Sri Lanka

March 2013

Dilina. .J .Nawarathne | Bachelor of Design | UOM | 2013 i

DECLARATION

I declare that this my own work and the dissertation does not incorporate without

acknowledgment any material previously submitted for a degree or diploma in any other

university or institute of higher learning and to the best of my knowledge and belief it

does not contain any material previously published or written by another person except

where the acknowledgment is made in the text.

Also, I hereby grant to University of Moratuwa the non-exclusive right to reproduce and

distribution my dissertation, in whole or in part in print, electronic or other medium. I

retain the right to use this content in whole or part in future work.

Dilina. J. Nawarathne

March 5th

, 2013

Dilina. .J .Nawarathne | Bachelor of Design | UOM | 2013 ii

“KNOWLEDGE is the definitive ENEMY

as well as the BEST COMPANION of corporatocracy propaganda; Therefore …… ”

Dilina. .J .Nawarathne | Bachelor of Design | UOM | 2013 iii

ABSTRACT

“The wise win before the fight, while the ignorant physically fight to win”

- O Sensei Ueshiba

In time to time, advancement of human desires has made the world into a complex place,

where it shifted it beliefs from the physical strength to mental and psychological

strengths. Every stream in the world is turning their definition into these parameters

which are more oriented towards the behaviors and the psychology of human being.

Persuasion, propaganda, psychological warfare and strategic communication, all these

term were emerged as a result of this tendency control the people without an external

obvious physical force.

This tendency for the persuasion or the control over the human mind without physical

force started to play a major role in almost every achievement of human activities, from

warfare to marketing. This dissertation is focus to analyze the evolution of the concept

of propaganda, psychological operation and strategic communication.

Further the applications and the different adaptations of these concepts in the local

situation (Sri Lanka) is analyzed deeply with special reference to propaganda,

psychological operation and strategic communication implemented related to “Eelam

War”.

Ultimately the bottom line of this academic research is to identify and evaluate the

behavior of these variables and concepts in a strategic and communication designer

perspective, which is the next demanding integrated role in new age of propaganda and

strategic communication.

Dilina. .J .Nawarathne | Bachelor of Design | UOM | 2013 iv

ACKNOWLEDGEMENT

Human world is not just a collection of isolated characters. This world is placed where

everyone is inter- connected and linked to everybody and further we often subsist on one

another. This dissertation too could not be rejected that phenomenon. Therefore I would

like to express my gratitude towards the people who are linked with this work as parts of

a web. My heartiest gratitude goes to following personalities and establishment on their

numerous supports to complete this dissertation.

- First I would like to thank to Mr.Sameera Thilakawardhena from GFU who

encourage me to take the first step for this research and who helped me to clear the

initial path of the dissertation.

- Prof. Rohan Gunaratne who helped with his knowledge in the subject and

further by providing one of his latest works on the subject matter.

- Commander of Sri Lanka Army Lt.Gen Jagath Jayasooriya, Brigadier. Rohana

Bandara (Director of SL-Army PSYOPS), Lieutenant Colonel Dhammika

Karunapala, Colonel Dayan Athukorala and the staff of PYSOP division of SL Army.

- Prof. D. K. Withanage who is from the Information Technology Faculty,

university of Moratuwa

- Mz. Mary Markovinovic, Chief, Public Affairs /Adjunct Faculty at Asia Pacific

Center for Security Studies who contribute her knowledge and guidance to a unknown

student at distance country.

- Academic staff and the non-academic staff of the department of integrated design

including Acht.Prasanna Pitiigala Liyange (Head of the Deaprtment )and

Archt.Sithumini Ratnamala ( Course Coordinator).

- All the fellow batch-mates who gave the courage to continue this.

Dilina. .J .Nawarathne | Bachelor of Design | UOM | 2013 v

- Before the last; discourage create the courage in the sense of “reverse

psychology”. Therefore I would like to thank to people who made me encourage through

discourage.

Last but not the least; my dear parents and family who gave me the potential and ability

to stand in this world and see the world with balance. Without them and their dedication

which started before 23 year ago, today I would be nothing.

Dilina. .J .Nawarathne | Bachelor of Design | UOM | 2013 vi

TABLE OF CONTENTS

DECLARATION ................................................................................................................ i

ABSTRACT ..................................................................................................................... iii

ACKNOWLEDGEMENT ................................................................................................ iv

TABLE OF CONTENTS .................................................................................................. vi

LIST OF FIGURES AND TABLES .............................................................................. viii

Chapter 1 ............................................................................................................................ 1

COMMUNICATION DESIGN INTEGRATION AND THE DEMAND OF

PROPAGANDA ............................................................................................................... 1

1.1 Introduction ......................................................................................................... 2

1.2 Theoretical background of the study ................................................................... 6

1.3 Problem Statement ............................................................................................ 10

1.4 Purpose of the study .......................................................................................... 14

1.5 Research Questions ........................................................................................... 15

1.6 Scope of the Study ............................................................................................. 16

1.7 Limitation and assumptions ............................................................................... 17

Chapter 2 .......................................................................................................................... 18

IDENTIFYING NEW PROPAGANDA AS A STRATEGIC DESIGN APPROACH

IN COMMUNICATION ............................................................................................... 18

2.1 Introduction to The Evolution of Propaganda , PSYOPS and Strategic

Communication ............................................................................................................ 19

2.2 Propaganda and its Global Application ............................................................. 23

2.2.1 White Propaganda ...................................................................................... 30

2.2.2 Black Propaganda....................................................................................... 30

2.2.3 Gray Propaganda ........................................................................................ 31

2.3 Psychological warfare and its role in Information Operation/warfare .............. 34

2.4 The practice of Psychological Warfare and PSYOPS ....................................... 37

2.5 The Emerge of Strategic Communication ......................................................... 39

2.6 Implementation of strategic communication ..................................................... 41

Dilina. .J .Nawarathne | Bachelor of Design | UOM | 2013 vii

2.6.1 Omissions (Card Stacking) ........................................................................ 42

2.6.2 Bandwagon ................................................................................................. 43

2.6.3 Dissonance Traps ....................................................................................... 43

2.6.4 Testimonial ................................................................................................. 44

Chapter 3 .......................................................................................................................... 45

BEHAVIORS OF PROPAGANDA PSYOPS AND STRATEGIC

COMMUNICATION IN LOCAL CONTEXT ........................................................... 45

3.1 Introduction to the analysis method .................................................................. 46

3.2 Eelam war and psychological operation ............................................................ 50

3.2.1 LTTE Propaganda and its techniques ........................................................ 51

3.2.2 Analysis 01 ................................................................................................. 56

3.2.3 Sri Lankan government and its strategic communication .......................... 61

3.2.4 Analysis 02 ................................................................................................. 63

3.2.5 Unclassified Gray & Black propaganda in war time ................................. 68

3.2.6 Analysis 03 ................................................................................................. 69

3.2.7 Other strategic approaches during the war time ......................................... 79

3.3 Conclusion for the Analysis .............................................................................. 81

Conclusion and Recommendations .................................................................................. 84

References ........................................................................................................................ 88

Dilina. .J .Nawarathne | Bachelor of Design | UOM | 2013 viii

LIST OF FIGURES AND TABLES

Figure 1. Evolution of the concept strategic communication .......................................... 21

Figure 2. fundamentals of INFOPS .................................................................................. 35

Figure 3. Applications and objectives PSYOPS/PSYACTS (Psyops/FM 3-05.231 – page

7) ...................................................................................................................................... 38

Figure 4. Key emotion converstion .................................................................................. 53

Figure 5. LTTE PSYOP leaft #1 ...................................................................................... 56

Figure 6. SL-Army PSYOP Leaflet #1 ............................................................................ 63

Figure 7. Gray PSYOP Leaflet #1.................................................................................... 69

Figure 8. Gray PSYOP Leaflet #2.................................................................................... 72

Figure 9. A chief Hindu priest and president of GOSL (Source : http\\transcurrents.com)

.......................................................................................................................................... 74

Figure 10. A Comparison of used images ........................................................................ 75

Figure 11. Front of the note (Source http://notes.lakdiva.org) ......................................... 77

Figure 12. Back of the note (Source : http://notes.lakdiva.org) ....................................... 77

Figure 13. Api wenuwen api propaganda campaign (Source

http://kasunattanapola.blogspot.com/) ............................................................................. 79

Figure 14 Isreal PSYOPS Leaflet source : www.psywar.org/leafletarchives .................. 83

Dilina. .J .Nawarathne | Bachelor of Design | UOM | 2013 1

Chapter 1

COMMUNICATION DESIGN INTEGRATION AND THE DEMAND

OF PROPAGANDA

This chapter is focused to introduce and explain emerging demand on new propaganda

as a tool in strategic communication among the entire global and to make clear the

research gap in the field from designer perspective of view. Further, the requirement of

identifying adapted strategies and communication elements in the subject stated under

this chapter.


1.1 Introduction

"The twentieth century has been characterized by three developments of great political

importance: the growth of democracy power, the growth of corporate power, and the

growth of corporate propaganda as a means of protecting corporate power against

democracy''1

Alex Carey

Cooperate Propaganda specialist and psychologist, April 1995

The need of an advanced communication

As Alex Carey stated the growth of two contrast and contradictory powerhouses, guides

the modern world in to multifaceted situation. On one side, the power of democracy is

promoting for the liberation and freedom in every group and personality. On the other

side, the Cooperate power is demanding the authority/control of persuasion among the

entire community to toss their power among the society. According to the Carey, these

two contradictory powerhouses create a third political importance to the twentieth

century, which is, the growth of cooperate propaganda. This third raised political

importance ultimately guides the modern communication methods in to highly complex

situation. As Kenan Malik stated on his writing that freedom of expression is now viewed

as an enemy of liberty and democracy as much as its friend. This shows that even the

democracy is in a clear mission, which requires an advanced communication method to

continue its journey beyond simple and direct free expression. According to Malik,

simple and direct expression of ideas are threatening the existence of democracy and in

other hand this simple and direct method of expression and communication cannot be

1 Carey, A. (1995). Taking the Risk out of Democracy: Propaganda in the US and Australia. Illinois:

University of NSW Press.


used for the growth of democracy(even the democracy can be identify as an illusion

created by the cooperate power ). This advance situation can be identified more or less

as a dilemma of two counter objectives in the democracy. As mentioned in above, a one

objective clearly mention the term “freedom” and “freedom of expression” while the

other is expecting the authority and control of the community. This situation goes to a

further complex level by the power gaining objectives of the party who stands for the

freedom and freedom of expression. If the world is so concerned with the public‟s

opinion and freedom of expression, isn‟t this an example of true democracy? According

to Ellul, no: this does not imply an authentic democracy. Democracy is based on two

basic principles: a rational public and a fully informed public. Ellul argues that, due to

constant manipulation of the public through propaganda, more and more people think

and act in irrational ways. Furthermore, the private control of the mass media and the

limiting and distortion of information has left the public far from fully informed. This

results in a modern society that is largely undemocratic. There is an illusion of

democracy, but in reality it does not exist 2 .This is the ultimate behavior of power in

politic, economy and entire cooperate world. Since the pinnacle of the mechanism bares

such a complexity, this effect is diffused to the entire needs of communication in the

society. This situation is mention in Alex Carey book3 on democracy and propaganda

where he stated the vital and mostly hidden fact of the modern world, "the maintenance

of the existing power and privileges are vulnerable to popular opinion'' in a way that is

not true in authoritarian societies. Therefore elite propaganda must assume a "more

covert and sophisticated role''. In this statement, he specially mentions two main

characteristic required for the current propaganda communication. Those are “Covert”

and “sophisticated”. James Combs and Dan Nimmo also identified this conversion in

modern propaganda.

2 Vleet, J. V. (2012). Ellul on Propaganda as Psychological Violence. Diablo Valley College. 3 Carey, A. (1995). Taking the Risk out of Democracy: Propaganda in the US and Australia. Illinois:

University of NSW Press.


“the volume and sophistication of new propaganda is so vast, and growing, that we

increasingly take it for granted as natural and thereby , we find it exceedingly difficult

to distinguish what is propaganda from what is not ”4

James Combs and Dan Nimmo 1995

The effect of Camouflage in Modern Communication

“Camouflage defined as the protective coloring or another feature that conceals a

subject (anima, person, or object) and enables it to blend into its surroundings.”

The American Heritage® Science Dictionary 2010

“Blending with the common surrounding” has become a compulsory fact to the

modern propaganda and further the application of persuasion is placing in a similar spot.

Therefore, the modern communication specialists and strategic designers are practicing

different methods and strategies in implementing propagandas under this effect. These

strategies are concurrently cater two distinguish requirements in communication, which

are strongly manipulating the attitudes and behaviors of the society while being

unnoticed or being covert to a selected party or the same targeted audience. To

implement such an advance communication design, the strategy and communication

designer should be aware of many facts related to the society as well the communication.

Especially the persuader (The communication designer) should critically aware about his

audience in areas like beliefs, values, attitudes, behaviors, and group norms. These are

the general facts that a communication designer should be aware of his/her target

audience. However, in designing camouflage communication he/she must obtain a deep

knowledge related to his/her audience and its mentality to predict the behaviors of the

4 Nimmo, J. C. (1993). The new propaganda: The dictatorship of palaver in contemporary politics. New

York: Longman.


audience. Ultimately, this situation drives the role of the communication and strategic

designer in to an advance stage where it needs a proper analysis of the effect of

blending.

Today propaganda is a complex tool consists of different communication elements

This effect of blending and camouflaging cannot be simply study under the conventional

term of propaganda; these approaches are now position beyond the phrase propaganda in

communication. Merely the current term of propaganda is a complex tool consists of

different communication elements. The definitions of propaganda are rapidly changed

due the requirements of the society and specially the requirement of the elite. However

now the characteristics of propaganda, persuasion and strategic communication are more

or less target to the same direction and same objectives.

The Study focuses on

This study is a communication design approach on analyzing strategic communication

methods and its purposes in the current society. A communication approach to the study

of strategic propaganda enables us to isolate its communicative variables, to

determine the relationship of message to context, to examine intentionality, to examine

the responses and responsibilities of the audience and to trace the adaptation of

propagandistic communication as a strategic process. Specially this study oriented

towards finding potentials to exceeding the typical designer role stagnated in simple

commercial world.


1.2 Theoretical background of the study

In 2001 , Vince Vitto, Chairman of the Defense Science Board Task Force on Managed

Information Dissemination USA , introduced the phrase “strategic communication”5 to

the communication platform. He stated this phrase as a new approach of dealing with

military and national security related conflicts. However within 10 years of invention of

this phrase, it has become a deep global interest beyond national security requirements

as well as in cooperate world. This new term can be identifying as an integration of

different elements in communication for the intention of accuracy and effectiveness of

communication design.

In early, it was only a military knowledge

Most of the elements attached with the modern strategic communication found in the

military history derived due to the requirements during wartime. Especially the

psychological operations (PSYOPS) and information operations (INFOPS) are separate

job directorate in a national or guerilla military force. But due to its ability in engage

during peacetime made it a sub-tool in strategic communication and new propaganda.

Commander Randall G. Bodwish, US Navy says6 that PSYOP is not only spanning the

military spectrum of conflict, but also have strong applicability outside of the military

arena. As noted in the introduction of this study, even the warfare activities are getting

more complex and covert due to modern political face and its contradictory objectives in

agenda. Therefore theories related to communication are generated in the military field

related to this area,

5 (2001 October ). Report of the Defence Science Board Task Force on Managment Information .

Washington D. C : DSBTF&MI. (www.acq.osd.mil/dsb/reports/ADA396312.pdf) 6 Bowdish, C. R. (1999 February). Information age psycologycal operation . Military Review , 30-36.


The integrated knowledge in new propaganda

Media scholar Alex Edelstein clearly noted two different phrases named “Old

Propaganda” and “New Propaganda”. In his 1997 Book Total Propaganda: From

Mass Culture to Popular Culture, said “Old Propaganda” is traditionally employed by

the government or the specially and economically influential member in “a hieratical

mass culture, in which only a few speak to many” and its intended for “the control and

manipulation of mass cultures”. He contrast this with the “New Propaganda” inherit in

a broadly participant popular culture “with its bedrock of first amendment rights,

knowledge, egalitarianism, and access communication” 7. Anthony Olcott noted this too

in his web article on propaganda. He says, In 1928, when the world was awash with new

tools of mass communication – cinema, cheap newspapers, and radio –the “father of

PR,” Edward Bernays, called propaganda the tool by which the “invisible rulers” of

society control and direct “the masses.” Bernays argued that the bad reputation that the

word “propaganda” had earned was a testament to the power of messaging that plays

on empathy, fear, superstition, envy, and all the other emotions that define us as

humans. Rather than vilify propaganda, Bernays urged, we should learn how to master

it, harnessing it to our own ends. Today our brains and our emotions remain as they

were in Bernays’s day (though behavioral psychology has helped us at least to

understand them better) but Twitter, Facebook, YouTube, Wikipedia, and millions of

blogs are amplifying the volume, reach, and scope of propaganda light-years beyond

anything that Bernays ever dreamed of 8.

7 Black, J. (2001). Semantics and Ethics of Propaganda. Journal of Mass Media Ethics , 121-137.

8 Olcott, A. (2012 Spring). Old Methods and New Tools for “Invisible Rulers". Retrieved November 27,

2012, from George Town University: http://courses.georgetown.edu/?CourseID=CCTP-630


And finally it the modern practice of Strategic Communication

Under these, circumstance the background of the study is associated with the all the

integrated part of the new propaganda such as white propaganda, gray propaganda,

black propaganda, PSYOPS, INFOPS, persuasion, psychological manipulation and

altogether academic teaching related to strategic communication. In the previous time,

most of these elements were monitored as separate wings in different streams like

military and sociopolitical. But as stated in above its not anymore a separate elements in

different fields, obviously they all are integrated in to the stream of strategic

communication. This study will be an analysis of the cross section of all these related

subjects (techniques) to Strategic Communication Design and new propaganda.

The playground of new propaganda

Target audience (the public or the selected group) is the definitive key of propaganda. It

behaviors should be predicted by the propagandist (in modern, the strategic

communication designer) in other hand the communication designer should be aware of

these facts thoroughly where he./she going to play with the tools of propaganda. Leo

Bogart (1955) specially state that communication is purely based on identifying the

target audience.

“ Propaganda is an art requiring special talent. It is not mechanical, scientific

work. Influencing attitudes requires experience, area knowledge, and instinctive

judgment of what is best for the audience. No manual can guide the propagandist.

He must have a good mind, genius, sensitivity, and knowledge of how that

audience thinks and reacts”9

9 Bogart, L. (1976). Study on USIA 1954. US Information Agency .


To identify the attitudes and behaviors the propagandist must be aware of the socio-

psychology related these facts. Therefore, value of studying psychology related to

propaganda have identified by many scholars and professionals throughout the past

time. Within the past decades, many academic institutions have concluded that

propaganda is produced and consumed by individuals with particular socio-

psychological characteristics. What Ellul (1965) has described as sociological and

integration propaganda has been the focus of their attention, as it ours 10

. Therefore,

another important background knowledge of this study is the socio-psychological

behaviors related to propaganda. This helps to analyze the target audience behaviors as

well the success of the propaganda. Intentionality, and the responses and

responsibilities of the audience can be analyzed through related psychological

phenomenon to the new propaganda and strategic communication.

10

Black, J. (2001). Semantics and Ethics of Propaganda. Journal of Mass Media Ethics , 121-137.


1.3 Problem Statement

Popular theories may not be applicable

Anthony Pratkanis and Elliot Aronson noted in their introduction to the book “Age of

propaganda; The Everyday Use and Abuse of Persuasion” that Americans create 57% of

the world's advertising propaganda while representing only 6% of its population. In

other way around this statement proves that majority of the theories and practices are

evoked from the land of USA based on their requirements and behaviors of their

community and public. But with current rapid diffusion of knowledge, provides

opportunity to practically apply these conjectures in any part of the world by any party.

If you put up an open market place, you should expect everybody to be a seller as well a

buyer. Declaring an opinion to the society is not difficult anymore. Therefore everybody

tent to do so with new media. Therefore new media communication is different from the

conventional one way media. But when it comes to the developing and third world

countries it gets more complex. However, there have not been conducted a proper study

for these adaptations happened in the other contexts beside popular culture usage. These

unnoticed applications may variable from context to context since the linked facts like

political, sociological, economical and cultural are completely distinguish. These

variables may press on to resulting new adaptations in propaganda to the context as

well as developing new propagandistic strategies based on the application and the

purpose.

A different context; different implementation and knowledge gap

Majority of the mainstream academic practicing (almost all of them) related to this field

is derived from the contexts of first world countries11

. These practices are commonly

based on the updated technology and upgraded life styles of these countries. But when

11

The term "First World" refers to so called developed, capitalist, industrial countries, roughly, a bloc of

countries aligned with the United States after World War II, with more or less common political and

economic interests of democracy: Nations Online 2011


it comes to the other parts of the world besides these so called first world countries, the

entire resource system and community behavior is changed due to many reasons. As an

example, in 2010 Timothy Cunningham writes to JFQ journal about the “strategic

communication in the new media sphere” and stated that the America is now interested

on the new media as the ideal tool for SC12

. That was even before two years, but if we

concern the other parts of the world (specially South Asian countries and African

nations) they still in a conversional age. A set of community is get updated with first

world technologies and lifestyles while the rest is comparatively show a sluggish

development. As a case in point, In July 2012 that only 8.5%13

of the Sri Lankan

community access the internet out of the entire population. Out of that 8.5%, only 30%14

of people have accounts in social networks like twitter, Face book. These figures prove

that Sri Lanka (Common for many developing and 3rd

world countries) plays their

communication mix in a different blend compares to the 1st world countries. Further,

these figures does not mean that old practices can be simply apply in these context. As

an example that 30% of the population who access the new media is more or less equally

updated to the 1st world society and technology. This unique combine of variations in

society should be carefully analyzed since it is distinguish from the 1st world culture and

community. Therefore there is a clear knowledge gap (research gap) can observed in that

position.

12

Cunningham, T. (4th Quater 2010). Strategic Communication in the New Media Sphere. JFQ , 110-114. 13

(2012 July 26). Sri Lanka Internet users. Mundi Index. 14

Based upon a survey done by Sri Lanka Institute of Marketing 2011 July.


Designer role and communication design variables

As mentioned in above, the term strategic communication is still a infant phrase to the

world which have only near 12 years of practical usage.

"After invention of the phrase “strategic communication.” Here, ten years

later,we are still using that term, but we still struggle to collectively get our arms

around the concept,let alone do it well.For example, in December of 2009 I

joined a handful of other subject matter experts on strategic Communication or

public diplomacy for a discussion of the topic with the Director for Global

engagement at the National Security Council. At one point during this meeting

we were going around the table describing the essence of strategic

communication and the key elements for emphasis moving forward. As I listened

to my colleagues, one after the other, I made an interesting observation: while

no-one was actively disagreeing with or disputing the remarks of previous

speakers, they weren‟t exactly agreeing, either. We were all talking about the

“same” thing, but differently. I don‟t believe that experience was unique. I think

here in 2011 one could empanel any group of 10 or so strategic communication

experts and give them each five minute to describe strategic communication and

get 10 different descriptions, with a fair amount of overlap, to be sure, but with

different points of central emphasis, different boundaries, different details; to be

brief, differences real in their consequences, about what was described.” 15

The changing involvement of Designer

Though, the term and the concept are not yet came to a standard definition; the entire

global is paying deep attention on this term and its implementations. In addition, there is

a role emerging inside this field for the strategic communication designer. Even if the

entire structure and the mechanism of the strategic communication are deeply discussed,

the communication design components and their variables have not discussed in the

stream. Especially the design implementations play a major role in a strategic

propaganda to reach its target audience. Earlier these things were done under the duties

of typical graphic designers, but the modern role of the designer and its perspectives

15

Paul, C. (2011). Getting better at Strategic Communication. Santa Barbara: The RAND Corporation .


are rapidly changing and broadening. Lauren Tan mentioned in his PhD writing16

, 7

new roles which the modern society expecting from a designer. Under that, he specially

declares the value of role as a Strategist, Researcher and communicator17

demanded by

the society. If Tan argue and predict on the advancement of the designer, there should be

a proper study research to identify the relationship in design with these roles. Therefore,

isolating communicative design variables in strategic propaganda would help to identify

possibilities where it can be develop its effectiveness in designer perspective, specially

related to stream of “camouflage communication” in design field.

16

Tan, L. (2009). Perspectives on the changing role of the designer: Now and to the future. London:

Northumbria University, Newcastle upon Tyne and the Design Council. 17

Tan mentioned co-creator, entrepreneur, capability builder and facilitator as the other three roles


1.4 Purpose of the study

The study is focus to analyze purposes, implementation and behaviors related to the

propaganda and psychological operations approach in local context strategic

communication. Since the subject matter has been studied as in perspective of history,

journalism sociological and psychological, This study aimed to evaluate the subject in

communication designer perspective. As stated in above sub-section, the study is more

intentioned towards identifying parameters and communication design variables related

to the local context under new propaganda and psychological operations (PSYOPS) as a

form of strategic communication.


1.5 Research Questions

01. What are the common and effective strategic communication elements use in

local context ?

02. What are the types of implementations used for war propaganda?

03. What are the unique responses and behaviors of the audience to propaganda in

local context?

04. What are the adaptations of propagandistic strategies in local context?

05. What are the special design variables used for the effectiveness of new

propaganda?


1.6 Scope of the Study

As mentioned in above sub-sections, the new propaganda consists of various

communication elements in its integration. In addition, the concept of strategic

communication holds different implementations methods within it. However, the study

is only focusing on the theories related to the new propaganda, psychological operations

and information operation.

These elements are simultaneously used in many fields like cooperate world, national

security, diplomatic, warfare, and popular culture commercial (advertising , marketing

and branding ). The research will focused on execution related to the military warfare

and national security. These warfare variables are basically divided into following three

main category.

Government to Opposition

Government to Citizens

Government to Government (International Level; Ally, neutral and adversary)

To maintain the sophisticated level of the analysis of the research, only first two mode of

propaganda will be deeply investigate in the analyzing section. However the entire

integration and the development of strategic communication is discussed in the literature

review section.


1.7 Limitation and assumptions

Propaganda cannot be analyzed in it midway. It has to be wait till it reach it set

objectives. But once it reaches to the objectives, the environment and the audience is

placed beyond the analysis level related to the propaganda period.The incidents analyzed

in the report are already ended incidents (Most of the PSYOPS discussed in the report

are around 2006 to 2007). Therefore the author could not able to collect the details of the

audience and its environment in first hand. The materials analyzed in the report were

collected via different sources and the details related to the propaganda were based on

the past analysis reports. These limitations caused to come in to assumption of rely on

the previous analysis and information available on the audience and the environment.


Chapter 2

IDENTIFYING NEW PROPAGANDA AS A STRATEGIC DESIGN

APPROACH IN COMMUNICATION

This chapter is focused on the evolution of global communication theories, tools and

elements related to “new propaganda” “Psychological Operations” and “strategic

communication”. Further, the ultimate objective of this chapter is to identify clearly the

inter-relationship between stated concepts in the first part of the chapter.


2.1 Introduction to The Evolution of Propaganda , PSYOPS and Strategic

Communication

Fighting in the dark is difficult, but fighting in the dark with an unknown and unfamiliar

weapon is far more difficult. As stated in previous chapter, the concept of strategic

communication and new propaganda are still clearing and marking their territory in

global communication. Even there are not significant distinguishes among them beyond

two different literature phrases; it is only a matter of associated impression for these two

words. Simply we can identify that strategic communication is a progressive synonym

of new propaganda The parameters are getting clear and develop with the day-to-day

practical application of them in global political and cooperate arena. Further, the

contemporary practice of these concepts can be identified as an integrated activity of

various communication elements. Therefore identifying accurately the evolution of

related theories/practices individually would help to understand the subject topic, its

arguments and analysis built in the later part of this writing.

The evolution of the concept

The evolution of Strategic communication and new propaganda derived from the

practice of propaganda during World War I and II. The American Civil War, the

Crimean War and the Great War of 1914-18 can be identified as the scenarios, which

saw the potential of modern use of propaganda. (Taylor, 2006)The Great War saw the

mixture of propaganda as both an art and a science. Its principal functions were dual:

to bolster morale at home by promoting civilian support for the long armed conflict, and

to attack the enemy. The Nazi government directly used the term “propaganda” in their

era. They had a special department for this task. The well-known black genius Joseph

Gobbles was the head of this task force. Meanwhile the British adopted the same

concept into their practice by labeling it as “political warfare”. When the Americans

entered World War Two after Pearl Harbor, they reformed the concept with term of

psychological warfare (PSYWAR), then the PSYWAR became a subset of propaganda,


and was usually meant to as propaganda directed against an enemy or potential

adversary. They called this as the “strategy of truth”, while British promote themselves

as “ As near as the possible of whole truth ”. They intentionally use the phrase “truth” to

counter attack the propaganda moments of the enemy, because Joseph Gobbles attribute

propaganda as “the big lie”. However, with beginning of Cold War, these direct

practices (open practices of propaganda) became to some extent out dated. The

governments started to recreate peacetime propaganda machineries. In 1953 the United

States government established United States Information Agency (USIA) to achieve

their diplomatic objectives of propaganda. Once again, however, the West insisted that

this was not propaganda or counter-propaganda but rather „information‟ designed to

enlighten the „truth-starved‟ peoples of the Soviet Union and Eastern Europe (Taylor,

2006). The term “information” became a hit with this application. Even today, almost

every democratic and socialist government has a ministry of information for the purpose

of propagating. The practices of Information operations and INFOPS are developed

through this approach taken by the USA, especially during the period of President

Ronald Reagan18

. During his period, two key elements relate to this information

operation were reinvigorate. They are “public diplomacy” and psychological operation

(PSYOPS) . This concept of public diplomacy was the key to survive in the international

political arena. As stated in the previous sections Hitler‟s Nazi propaganda was able to

persuaded the domestic community to stand for his mission. But his mechanism to deal

with the international, especially with neutral countries and opponent countries was a

failure. Public diplomacy was concept oriented towards dealing with government-to-

government rather than government-to-citizens.

The big bang on 9/11 gave birth to Strategic Communication

The day of 9/11 will be record as the day that changes the entire system of the

Americans and further in the world. This was the leap expected for the advance changes

18

President Ronald Reagan can be identify as pioneer in recognizing the value of PSYWAR and

propaganda in governance.


in entire system including communication. Within a period of month after the attack, the

Defense Science Board Task Force on Management Information (DSBTFMI) shows the

requirement of an advanced communication practice. As mentioned in the early, Vinve

Vitto tossed the term “strategic communication ” as an method of integrating various

communication classes in to an one roof. Currently the practices are focus on this

concept phrase tossed by Vince Vitto in 2001.

Figure 1. Evolution of the concept strategic communication


Though the phrases evolved in the past decades, the core practices can be discover in

many historical records of human civilizations. The only thing that happens, was putting

them to the structures for the convenience of practical and academic use.


2.2 Propaganda and its Global Application

“Propaganda is the deliberate, systematic attempt to shape perceptions, manipulate

cognition, and direct behavior to achieve a response that furthers the desired intent of

the propagandist”19

Garth S. Jowett & Victoria O’Donnell

University of Houston

Montana State University

The superior practicing related to this research can be identified as “propaganda”. The

topic has been discussed under various streams like journalism, political science,

sociology etc. These diverse studies have identified many characteristics of propaganda

in different perspectives. This section is a review of those analyses to recognize the

evolution of “propaganda” as a class of communication.

The good; the bad & the progressive

In neutral sense, “propaganda” means to distribute and promote specific ideas into a

group of people. But in common sense, The term derived from Latin which means “to

propagate” and “to sow”. In the very beginning of the history of propaganda related with

the Roman Catholic and its propagating of faith among their colonies. In 1622, the

Vatican established the Sacra Congregatio de propaganda for the above purpose.

Within in the period of 400 year the term has not gained a positive impression among

the community compared to its origin. Most frequent synonyms associated with the

propaganda are lies, distortion, deception, manipulation, brainwashing and palaver. One

of the main reasons for this negative impression occurred due to the Hitler‟s and

19

O‟Donnell, G. S. (2012). Propaganda and Persuasion Fifth Edition . Los Angelis : SAGE Publications,

Inc.


Goebbels practice of “Big Lie Theory”. In that practice they focus on following thumb

rules.

“never allow the public to cool off; never admit a fault or wrongnever concede

that there may be some good in your enemy; never leave room for alternatives;

never accept blame; concentrate on one enemy at a time and blame him for

everything that goes wrong; people will believe a big lie sooner than a little one;

and if you repeat it frequently enough people will sooner or later believe it”

(OSS, 1997, p. 51)

Ellul declared that truth does not separate propaganda from “moral forms”, because

propaganda uses truth, half truth, and limited truth. Next to these unethical, harmful, and

unfair tactics, propaganda also associated with persuasion as the “organized persuasion”.

In general, Persuasion means the interactive and attempts to satisfy the needs of both

persuader and persuadee. In other hand, persuasion is can be identified as an ethical face

of propaganda. Persuasion is directly applicable with simple consumer products(and

services) and other related commercial materials. But when it comes to the definitions of

propaganda, It is focus on the propagandist/persuade. As an example If we take war

propaganda, there might not be a single party beside the propganding party who get a

big benefit out of the war. But the propagandist must be capable of enhance the positive

part of the war to the public while keep them away from the negative Impression. Even

though the scholars try to distinguish those two terms, we can identified it as two

overlapped concepts (practices). The mechanism is more or less similar to the persuasion

since persuasion is also concerning on these enhancing and covering pros and corns.

However, within recent past decades the propaganda has been positioned in a


professional stage where many academic institutions started to investigate its systematic

structure or the activities20

.

Inside; outside look on propaganda definition.

“Propaganda is the deliberate, systematic attempt to shape perceptions, manipulate

cognition, and direct behavior to achieve a response that furthers the desired intent of

the propagandist”21

Garth S. Jowett & Victoria O’Donnell

University of Houston

Montana State University

This definition of propaganda can be identify as a sophisticated definition made in the

recent past by Jowett and O`donnel in their fifth edition of “propaganda and persuasion”.

This definition of “propaganda” consist three different parts of propaganda and its

mechanism. They are

WHY - Achieve a response that furthers the desired intent of propagandist

WHAT - Shape perception, manipulate cognition, and direct behaviors

HOW - The deliberate Systemic attempt

WHY- The desired intent of propagandist

As mentioned in the early, the persuadee plays a major role in propaganda. The reason

for implying propaganda is the objectives or the desired intent of the propagandist

20

Refer the changes in prefaces of first to fifth editions of “propaganda and persuasion” by Jowett and

O`Donnell 21

O‟Donnell, G. S. (2012). Propaganda and Persuasion Fifth Edition . Los Angelis : SAGE Publications,

Inc.


(resource).In commonly this can be identify as a change of an existing behavior or a

development of an existing behaviors related advance and complex purposes/objectives

like be political, diplomatic, national security, or sophisticated cooperative objectives.

This objective might be obvious to the audience or may be covert to the audience, which

vary from the situation.

The unique Identity of propaganda

Further, this can be identified as the distinguish feature of propaganda when it compares

with the other modes of persuasion like marketing, advertising and public relation. In

these other forms of persuasion, a “benefit exchange” is happened. In other hand most of

the phrases declares a “win-win” situation within their definitions. Therefore, this fact of

“why” plays an important role in propaganda. Many scholars have come to a viewpoint

where they believe that this fact of “why” should not be analyzed under the moral

principles of “good” or “bad”. In other words, propaganda can be only studied as a

value neutral process. The major point here concerns the source and who benefits. If we

starts questioning “why they want to convey such a thing to the target audience?”, we

will be struck in a argument of value judgment and moral obligation rather than the

process itself. Fore mostly propaganda should be contained a clear objective in itself

beyond the questioning boundaries of value judgment. However to analyze a

propaganda, the analyzer must have a clear idea of the intention which help to evaluate

the effectiveness.

HOW- The deliberate systematic attempt

Deliberate and systemic is specially noted in the definition of Jowett and O`Dennell in

their book for propaganda. Intentionality is a powerful key fact in propaganda that

caused to puts it in to the academic study. This means the careful analysis and

predictions of behavioral possibilities among target audience and other stakeholders. A


propagandist should carefully thought out ahead of time to select what will be the most

effective strategy to promote and ideology and maintain an advantageous position. This

can be identify as the major responsibilities comes under the duties of modern designer

role. The strategic communication approach of the concept is commenced with this

point.

WHAT- Shape perception, manipulate cognition, and direct behaviors

Shape perception, manipulate cognition, and direct behaviors are the main methods of

implications in propaganda. To achieve the desired intent of external party

(propagandist), the propaganda process should change/shape the perception, and then

manipulate cognition through the shaped perception and ultimately direct the expected

behavior.

Perception

“perception defines as the processes that organize information in the sensory image and

interpret it as having been produced by properties of objects or events in the external,

three-dimensional world.”

American Psychological Association . 2010

Any stimuli can be used (visual, audio, sense,taste etc) to shape a perception. But

commonly visual and audio based things like words, symbols, slogans and further the

architectural spaces are using for the perceptual shaping. The following description

shows how the perception works with propaganda22

.

22

The original description of this text Is written by George Johnson in his book in the palace of memory,

and the author has made few amendments for better understanding according to the topic


a. Looking out the window at the ocean, we might notice a bright light in the night

sky hovering on the horizon. Deep inside the brain one neural network responds

to the vector, dismissing it as just another star.

It is a star!

b. Its intense brightness causes compared to the other starts in the sky influence us

to guess further.

It is Venus!

c. Then the light start getting bigger, brighter, creating a difference vector. A

difference set of firing patterns. Another set neural network pushing o guess us

further in this situation.

Is it a UFO ?

d. Then we starting to see the red and green light parented with the bright light.

Then gradually we starting to hear the roar of an engine.

It is a plane

This shows how we architecture our stimulus with the capacity of our individual

psychological system. This may be varying from individual to individual. As an

example, a person who is not much familiar with the UFO might interpret stimulus in as

an “devatha eli”(angel light). This shows how the stimulus behaves in the practical

situation of propaganda.

The rise of creativity

Since This fraction of the objective in propaganda based on perception, most commonly

language and image based symbols (visual and auditory stimulus) are used for this

prupose. Once the dark knight of propaganda, Joshep Gobbles stated like this “human

are like rabbits, if you want catch them , hunt them you must grip them by their ears ”.

This statement shows the importance of auditory perception (language, music, tunes,


tones ) in the process of propaganda. Most commonly this can be recognized as the main

reason of using powerful slogans, posters and symbols in most of the campaigns. The

synchronization of the strategy and the creativity resulted in this step. During a speech

for the 3rd

Reich, Joseph Gobbles explain this process and its importance to the

propaganda.

“it is not the task of propaganda to help people discover intellectual truths , I find

them by thinking , or at my desk , anywhere but in a meeting hall, that is where I

transits them. I do not enter the meeting hall to discover intellectual truths, but to

persuade other of what I think to be right ” (Goebbels, 1942)

As stated by Goebbles, This part of propaganda is the most complex section of itself,

which matters for creating the intended ideology among the target audience. Though

objective is analyze via intellectuality by the author , it should be place in the society in

an simple and mostly in an emotional manner. Therefore the implementer should

carefully selected the relevant materials and techniques23

for particular propaganda

Forms of Propaganda

For the convenience of analyze and academic practice, propaganda has been divided in

to three main categories. This categorization concerns majorly on the source of the

propaganda.

Three main types of propaganda

White Propaganda – is disseminated and acknowledge by the sponsor

Black Propaganda – is identified with a source other than the true one to

mislead the target audience.

23

Techniques related to propaganda are discussed in page 41-44


Gray Propaganda – is not specifically identified with any source (US-Army,

2001)

2.2.1 White Propaganda

This type of propaganda truthfully states the origin of the propaganda or the source of

itself. People tend to think that this sort of propaganda carries truth, therefore the author

becomes the “good man”. Further people tend to position this category as an ethical

mode of propaganda to a certain extend. Most of wartime propaganda focus on the

public like “buy war bonds” in USA for Second World War and “Api wenuwen api

(together for all)” campaign buy Sri Lankan government for 4th

Eelam war can be placed

under this category. Each implementation of the propaganda is credited to the original

source in this white propaganda category.

2.2.2 Black Propaganda

Black propaganda is when the source or the author is attributed to a false authority or a

agency. In generally these types of propaganda well know as “Big Lies”, fabrications

and deceptions. In addition these types of propaganda are commonly bares objective of

psychological missions. Considering the behavior of the black propaganda the scholar

T.J.Smith has identified two different methods black propaganda. One is legitimating

source model where the propagandist plant a false story in another place and point it out

to the receiver (target audience). One of the most astounding application of this model

was implied by Soviet Union in 1985. During that time the Soviet Union charged the

USA for developing a virus for acquired immune deficiency syndrome for biological

warfare. The Soviet Union weekly published press material, Literaturnaya Gazeta

quoted an Indian news paper named Patriot on above matter. But ironically there even

was not such a article published in that newspaper. The second model stated by the


scholar is deflective model. In that model the propagandist plant a story on a selected

place and make it happen to reach the audience via that selected third party. Most of

creative executions like movies and literature can discover under this model. Commonly

most accessible mass mediums and close mediums are using for this model. During the

second world war British aired a radio station in German coastal area, named

“Soldatensender Calais”(Soldiers Radio Calais) under their psychological warfare

executive to demoralized German troops. During the world war II most of these black

propaganda took place within the radio networks which act as the most effective source

at that time. However with the development of the technology this practice became more

complex and upgraded to different practices as stated in the introduction to the chapter.

Further, the practice of black propaganda can be identified as the main influencing fact

to develop later concepts like psychological warfare and information operation because

the most critical creative design tactics were associated with this form of propaganda. As

O`Donnell state in his book (O‟Donnell, 2012) , the success or failure of black

propaganda depends on the receivers willingness to accept the credibility of the source

and the content of the message. Further he says that a special care has to be taken to

place the sources and messages within a social, cultural, and political framework of the

target audience

2.2.3 Gray Propaganda

The definition of gray propaganda is controversy to certain extends and it is located

somewhere between black and gray. Some explained it as propaganda coming from

anonymous source and some scholars explained it as propaganda with acceptable

information attributed to a nonhostile source that was not the actual source. The

following example explains this latterly stated behavior of white propaganda. A set of

letters describing the success of rebuilding the Iraq, presumably written by American

soldiers in Iraq 2003, appeared in news papers across the united states. A Gannet News


Service (GNS) search found identical letters in 11 newspapers, and thus they appeared to

be form letters. Six soldiers, who names appeared to on the letters, were questioned by

GSN, and they denied having written them . All of the interviewed soldiers said that they

agreed with the information in the letter even though they did not write them. The actual

source has not been uncovered (O‟Donnell, 2012).

In 1974, a primitive accidental gray propaganda was published in ceylon news paper.

During the time April 1974, the Peace Front Party, government of Sri Lanka,

implemented curfew against the public assembly of the opposition party. On 23rd

of

April, an unusual obituary noticed was published in Ceylon News paper as followed.

(daniel, 1982)

O`Cracy – The death occurred under tragic

circumstance of D.E.M.O`Crazy, Beloved husband of

T.Ruth. Loving farther of L.I.Bertie. Brother of Faith

Hope and Justicia. Interred on Saturday 20th

inst. At

Araliya Madhura, Panagiya watta, Anduruwela.

1973.13th

April Ceylon News Paper

This obituary notice was powerful enough to make aware the people on the emerging

threat for the democracy in the country. Also this was effected to the activities of the

government at that time. For near 4 years, the author of this notice remained covert.

After the change in the government in 1977, a doctor who lived in Dehiwala area

declared that he is responsible for the notice. In 1977 , a news paper article titled with

“The prank that shook a government” revealed behind the scene story of this notice. To

that article Dr.Riley said that he was wanted make discussion on the society . “ It was

just thought bubbled up in the evening, why I can`t make people aware about this

political situation . Nothing serious was there beyond that crazy thought” . Though this

notice is not a pure systemic placement of propaganda, still it can be identify as a gray


propaganda due to its intention and the effect to the society. This type of propaganda,

which activated by an anonymous source also categorized as gray propaganda.


2.3 Psychological warfare and its role in Information Operation/warfare

As mentioned in the introduction to the chapter, the concept of propaganda was

upgraded and adapted to the later requirements of the world politic situation. With the

beginning of the Cold War, information became a critical fact in the entire global

political arena. Therefore, in 1953 United States government adapted their propaganda

structure in the information management. Though these approaches attribute different

names and term, ultimately all these functional structure is focus on over taking the

power of decision-making. The human being has his most critical point in his mind.

Once his mind has been reached, the "political animal" has been defeated, without

necessarily receiving bullets (Tayac). Dealing with the knowledge is the ideal way to

cast the mind of people. As Joseph Goebbel mention in his speech of “knowledge and

propaganda”(1942) the propagandist must supply readymade knowledge to the target

audience of the propaganda. The United States approach made clear this situation and

categorized it mechanism more specifically. The modern theories identified

fundamentals related to this objective. They are data, information and knowledge.

With the below (figure 2) structure, they identified four different linked fundamentals,

which can be target to shape the mind of the target audience. Further the methods which

each element can be attacked. Again, these methods are divided in to three main

categories according to characteristic of the target and the action. They are


Figure 2. fundamentals of INFOPS

Physical Assets Damage or destroy target‟s information and communication

systems using conventional warfare techniques.

Soft Assets Infiltrate, degrade, subvert. Information systems; use external

actors and corrupted insiders to crack firewalls and degrade

target‟s information systems capability, using malicious software.


Psychic Assets Silent penetration of target‟s information and communications

systems to manage perceptions, shape opinions, foster deception,

and engage in epistemological warfare

Many activities related to Information warfare can be put under these three variations.

There was not much space for the management of “soft assets”(also known as electronic

warfare ) during the early practice of propaganda, but eventually the development of

technology demands such action during the information age of Cold War. Since the

foundations of these practices were placed in information age, most of the mechanisms

are oriented towards technology and its implementations. The Second World War

practice of “psychological warfare” was adapted under the Psychic assets actions as the

PSYOPS (psychological operations).


2.4 The practice of Psychological Warfare and PSYOPS

PSYWAR: The planned use of propaganda and other psychological actions having the

primary purpose of influencing the opinions, emotions, attitudes and behavior of hostile

groups in such a way as to support achievement of objectives.(Joint Chief staff

publications, US-Military. 1987) (Wood)

PSYOP: Planned operations to convey selected information and indicators to audiences

to influence their emotions, motives, objective reasoning and ultimately the behavior of

foreign government, organizations, groups, and individuals. The purpose of

psychological operations is to induce or reinforce attitudes and behavior favorable to the

originator‟s objectives. .(Joint Chief staff publications, US-Military. 1987) (Wood)

However, it was an ancient practice

Though these particular phrases were identified and labeled within past half a century,

there are plenty of evidences of practical application in world literature. If we refer the

“Ummagga Jataka”-story in “pansiya panas jataka katha” (the story collection of

Gautama Buddhas early lives), there are ample of occasions where “mahoshada

panditha”(in this story the Buddha was born as a royal adviser) implied psychological

operations against “Kewatta Bamuna”. At certain place in that story, the castle of

“mahoshada panditha” was surrounded by the enemy troops without leaving any options

beyond surrender. They wanted camped around the castle and block the food supply

ways to the castle because at this stage the enemies were even weak to attack the castle.

At this stage “Mahoshada Pandi” initiate an operation similar to a psychological

operation since he did not has enough troops to fight against. He advices his troops to set

paddy plants on the rampart of the castle and advised to throw away few sugarcane

sticks out of the fortress wall. Right after this action, the enemy troops assumed that the

castle is having enough food in their stocks and got demoralized. These two actions can


be identified as pure evidence of psychological operation application in the history.

Great emperors like the Alexander , Julius Caesar and Ghengis Khan has used plenty of

these operation against their enemy troops. But most of these applied purely for military

and battle purposes. But the modern application have widen their area to non combat

situations. According to the field manual book published by US PSYOPS task unit and

the journal article published by Commander Randall G.Bowdis , psychological

operations can be gain different faces due to its application and objectives (Figure 3). As

shown in the above table, PSYOPS and PSYACTS take plce in non-combat period are

more biased towards creative executions rather blended with the common.

Military

Operation

Military/Diplomatic/Economic

strategies

PSYOPS/ PSYACTS

War Conquest/ defeat

Blockades

Loudspeaker

Leaflet drop

Radio Programming

Face-to-face communication

Conflict Peace enforcement

Trade barriers/economic sanctions

Alliances

Television spots

Information palmlet

Training host nation forces

Peace Persuasion/ negotiation

Free trade

Show of force

Comic book

Movies

Novelty items

Digital media

Figure 3. Applications and objectives PSYOPS/PSYACTS (Psyops/FM 3-05.231 – page

7)


2.5 The Emerge of Strategic Communication

“The next information revolution is well underway. But it is not happening where

information scientists, information executives, and the information industry in general

are looking for it. It is not a revolution in technology, machinery, techniques, software,

or speed. It is a revolution in concepts”

Peter Ducker (Drucker, 1998) (Dearth, 2001).

The change occurred due to human ideas; not technology

The advancement in the information technology during 80`s influenced to rethink about

the structures and applications of propaganda and information operation. This high

impact of technology caused to dedicate more biased towards the technology in

propaganda and psychological warfare. As Peter Ducker observed, the upcoming age is

not about development of technology. It is about what human do with the technology.

With this particular tendency, communication specialists were started to thinking about a

further development in the communication practices related to information warfare. This

thought quickly converted in to an act right after the Al-Qaeda attack on 9/11. As

mentioned in the previous parts of this writing, in 2001 October, Vince Vitto maidenly

tossed the phrase “strategic communication” for the diplomatic and security application

in US government. Later, they attached this structure to the public diplomacy agency by

upgrading its functions.

The philosophy makes it the diverse

Latterly this concept was adapted by the business marketing system (BMS) for the

effective of achieving their goals. This application also goes under the umbrella of

persuasion by its characteristics. But this differs from the strategic communication and

its philosophy. BMS philosophy is simply oriented towards win-to-win situation.


According to the American Marketing Association defines marketing as"the process of

planning and executing the conception, pricing, promotion, and distribution of ideas,

goods, and services to create exchanges that satisfy individual needs and organizational

objectives." Inherent in this definition is an exchange process where two or more

parties give something of value to one another to satisfy felt needs. But when it comes

to the strategic communication and related elements like PSYOPS and PSY warfare , its

oriented towards influencing the opinions, emotions, attitudes and behavior of hostile

groups in such a way as to support achievement of objectives Implementation

techniques related to strategic communication. As it innate in it definitions, all the

paradigms of strategic communication is focused on one particular party further it can be

recognized as a one-way flow of benefits. This character make SC a complex practice

compared with BMS.


2.6 Implementation of strategic communication

Implementation of strategic communication (This consists of propaganda, PSYOPS and

INFOPS) is a vital step in the process of SC. The objectives, created communication

goals, analysis on target audience and analysis on environment, all of these specifics

should be carefully synchronized and synthesized under this part of the process. This

part in strategic communication is a major responsible area for the communication

designer apart from the pre-implementation steps like analyzing and setting

communication goals etc. Speaking and writing was basically used as the main medium

at the begin of conventional propaganda but eventually with development of other

advance communication mediums, it became a complex process which need different

professional skills. To execute the desired objectives, communication designers had to

identify an ideal technique or method. Thought these were identified as techniques in the

academic level most of them are innovative experiments put over the human to change

their mind according to propagandist objectives.

As Henry T. Conserva stated in his book “Propaganda techniques” there are numerous

amount of methods or techniques that has been used by the propagandists in the history.

As stated in the second chapter once it started to get complex with environment (the

need of being camouflage and covert) those techniques were got advanced too.

According to his writing, he has categorized entire propaganda and strategic

communication systems in to seven broad labels (Conserva, 2003). They are

Faulty Logic

Diversion or Evasion

Appealing to the emotions

Using falsehood or trickery


Playing on human behavioral tendencies, mental capacities, and processes

Speaking or writing style

Reason or common sense

Some of the most famous propaganda techniques

2.6.1 Omissions (Card Stacking)

The simple and most frequent technique uses by propagandist is omission. Providing

whole truth is rather an impossible task. Informing without bias is impossible. The

author either consciously or unconsciously omit fact which he/she does not want to put.

As Dr Rhoads (Rhoads, 2004) points out in his paper which analyzed “Fahrenheit 9/11

”, "What gives omissions their power is that often not recognized as missing by their

audience." By leaving out important information people are allowed to jump to

conclusions about the evidence that is presented. The propagandist has, at no point,

failed to tell the truth, they've just failed to tell the whole truth. The Institute for

Propaganda Analysis suggests we ask ourselves the following question when confronted

with this technique: Are facts being distorted or omitted? What other arguments exist to

support these assertions? As with any other propaganda technique, the best defense

against Card Stacking is to get as much information that is possible before making a

decision.


2.6.2 Bandwagon

There is a Sinhala proverb which means “paddle your boat to the way of wave”.

Bandwagon is much similar to this proverb. Under this technique, propagandist

convinces the people that majority is standing for their party and further influences them

to join with bandwagon. This device creates the impression of widespread support. In

other way around propagandist convince to the target audience that if they did not get in

to the bandwagon, the parade will be passed and get isolated. This feel of isolation is

critical psychological situation where most of people make quick decisions based on

emotions, which is the ultimate objective of the propagandist.

2.6.3 Dissonance Traps

Dr.Rhoads explain this by a simple acronym E.W.Y.G.Y.S (either way you go you

screwed). In his writing Dr.Rhoads quote a section from Dan Greenburg‟s humorous

book, how to be a Jewish mother, who details the way parents, can control their children

by feel of shame and guilt. Mother give her child two shirts, one green and the other blue

wrapped in a box. The child opens the box and says “Wow mom what lovely shirts”,

Mother says “try one of them now”. The child tries on the green one. Mother says

“what! You don‟t like the blue one”. Propagandists use this technique to more advance

than a Jewish mother. Through their implementation they try to convince the superiority

of unchosen one. This technique deliberately put the target audience in to the

psychological situation identified as cognitive dissonance.


2.6.4 Testimonial

Propagandists use this technique to associate a respected person or someone with

experience to endorse a product or cause by giving it their stamp of approval hoping that

the intended audience will follow their example. The Institute for Propaganda Analysis

suggests we ask ourselves the following question when confronted with this technique.

Who is quoted in the testimonial? Why should we regard this person as an expert or

trust their testimony? Is there merit to the idea or product without the testimony? You

can guard yourself against this technique by demonstrating that the person giving the

testimonial is not a recognized authority, prove they have an agenda or vested interest,

or show there is disagreement by other experts (Palmer, 2003).


Chapter 3

BEHAVIORS OF PROPAGANDA PSYOPS AND STRATEGIC

COMMUNICATION IN LOCAL CONTEXT

The behaviors and the approaches in Sri Lanka, related to strategic communication and

psychological warfare will be discussed in this chapter. Further the adaptations and

alternations in the approaches will be analyzed in the area of military propaganda and

PSYOPS with special referred to selected case study analysis.


3.1 Introduction to the analysis method

According to the Jowett and O`Donnell book of “propaganda and persuasion”, Analysis

of propaganda is a complex process that consist of knowledge related to different fields

and streams like historical research, examination of propaganda messages and media,

sensitivity to audience responses, and critical scrutiny of the entire propaganda process

(O‟Donnell, 2012). One may be tempted to examine the short-term aspects of

propaganda campaigns, but a true understanding of propaganda requires analysis of the

long-term effects. Propaganda includes the reinforcement of cultural myths and

stereotypes that are so deeply embedded in a culture that recognizing a message as

propaganda is often difficult.

As discussed in Chapter 2, propaganda is a deliberate and systematic attempt to shape

perceptions, manipulate cognitions, and direct behavior to achieve a response that

furthers the desired intent of the propagandist. Its systematic nature requires longitudinal

study of its progress. Because the essence of propaganda is its deliberateness of purpose,

considerable investigation is required to find out what the purpose is (O‟Donnell, 2012).

SCAME by USA PSYOPS

“SCAME” is a propaganda analysis method practicing by the USA-millitary

Psychological Operation Unit. SCAME is an acronym stand for Source, Content,

Audience, Media and Effect. According to the directorate of Psyops in USA, this

method is described as a convenient and efficient system. Information revealed by

SCAME approaches helps PSYOP personnel develop counter propaganda programs.

Adherence to this approach ensures a complete and thorough examination of opponent

propaganda and largely removes the possibility of error due to the omission (USA

Millitary PSYOP, 2006, pp. 12-1/12-9).


Following areas are considered under above five major topic to evaluate and analyze a

propaganda or a PSYOP.

(S)ource Analysis

What is the real source? ..............................................

Authority …………………………………………….

Authenticity and credibility ………………………….

Type : White ( ) Gray ( ) Black ( )

(C)ontent Analysis

What does the propaganda tells about ?

Morale ………………………………………………..

Involuntary information ………………………………

Biographic information ………………………………

Economic date ……………………………………….

Propaganda inconsistencies …………………………..

Geographic information ………………………………

Intention ………………………………………………

(A)udience Analysis

Who is the audience? What are its characteristics (Location, size, importance, political,

religious, economic, and ethnic influence)?


Apparent audience ……………………………..

Ultimate audience ……………………………...

Intermediate audience ………………………….

Unintended audience …………………………..

(M)edia Analysis

What media are used and why ?

Type: Radio TV Posters Leaflets

Magazine Newspaper Other

Frequency ……………………………….

Reason …………………………………..

(E)ffect Analysis

What impact is this propaganda having?

Methods used in analysis ……………………………………..

Indication of effects: what events appear to be a result of the propaganda effort?

Conclusion …………………………………………………….

Apparent theme or desired result ……………………………….

Recommended action …………………………………………...

Action Taken ……………………………………………………

These 5 separations take into consideration of the following facts related to the

propaganda or PSYOP : To what ends, in the context of the times, does a propaganda


agent, working through an organization, reach an audience through the media while

using special symbols to get a desired reaction? Furthermore, if there is opposition to the

propaganda, what form does it take? Finally, how successful is the propaganda in

achieving its purpose?

For the convenience and the comprehensiveness of the study, the analysis will be done

through using this effective method.


3.2 Eelam war and psychological operation

Terrorism became a world popular topic with the 9/11 attack and this incident allowed

the world giants to act against so called terrorism. The terror creates by the 9/11 forced

western giants to implement “war against terroriosm”(This was the name given to the

Afghanistan war by the Bush doctrine ). There were hundreds of initial actions and

propaganda took place before this war against terrorism. Even some conspiracy

analyzers declare that 911 attack is planted “false flag” mission executed by the US

government to gain the public opinion on their way for the war. Anyhow the war is a

fundamental key in the modern political existence and directive. It is a deeply rooted

certainty in every human work frames such as cooperate power, economy and

technology etc. In order to systematically control this fact called war (this contains

declaring war, withdraw fighting conquest everything) the relevant parties need decisive

attentive and control on communication as much as the battle field physical strength.

Therefore analyzing strategic communication of warfare allows to identify the maximum

potential of it as a element in communication.

At the time when western build the awareness on terrorism, Sri Lanka was persecuted by

the terrorism more than 20 continues years and it took another 8 years to completely

eradicate the terrorism from Sri Lanka while the so called militarily advance countries

still struggling with it. Government of Sri Lnaka (GOSL) was engaged in a war against

LTTE ( Liberation Tigers of Tamil Eelam) for more than 3 decades. Further this can be

identified as a rare situation of military win over domestic guerilla organization by a

government (every other guerilla parties were able to achieve their demands either by

getting to main stream elections or by physical battles). A guerilla war can be identified

as an extremely complex military condition when it compares with a conventional war

of two nations. In a guerilla war, the two opponents are subsisted under two different


and contrast conditions, where the guerilla party is in freedom of implementing any

unconventional practice and the government party is under many legal structures.

Communication elements (from general communication to propaganda) played a major

role in for both parties in this 3 decade war. Joseph Goebbels explains in one of his

speeches, “you cannot evaluate propaganda in mid course, but rather you have to wait

until it reaches its markers goal”. On that sense 4th

eelam war can be identify as an ideal

case to be analyzed in the perspective of propaganda as a communication tool. When it

analyze the communication design approaches of two parties (LTTE and GOSL) we can

identified many distinctive features identical for these two campaigns. The forthcoming

parts of the research will be analyze the propaganda, psychological operations

implemented by both parties in order to achieve their goals.

3.2.1 LTTE Propaganda and its techniques

Liberation Tigers of Tamil Ealam, well known as the LTTE is the guerilla organization,

which engages in the Eelam war against the Sri Lankan government military. The

organization is an UN(United Nation) declared terrorist organization which considered

as the one most ruthless terrorist organization ever existed in the world. Their main

driving demand was a separate state in the northern part of Sri Lankan based upon the

Tamil nationalism ideology. To drive and endure this fight for more than 30 years the

LTTE created a burly virtual and physical structure favored to themselves in Sri Lanka

and in overseas. In 1976 it was started as minor movement in Jafna led by Velupille

Piripbhaharan and latterly in 4th

Eelam war it was able to upgrade themselves as the only

terrorist organization which own a separate air force. As explained in Prof. Rohan

Gunaratnas journal on “LTTE Strategic Communication”, the propaganda wing of the

organization can be identified as their one of key features of enduring the fight for more


than 30 years. Further Prof. Rohan Gunarana mentioned following key pronged of LTTE

strategy in communication (Pr.Rohan, 2011, p. 3).

Convince the Sri Lankan Tamil community at home and abroad that with

their support the dream of tamil Eelam would be reality.

Convince host countries with significant Diaspora communities, foreign

mission in Sri Lanka and advocacy NGO`s at home and abroad that the

Sri Lankan violating Tamil Rights.

Convince the international especially the UN directly and through

advocacy NGOs and western politicians susceptible to electoral pressure to

assist in LTTEs avowed goal of separation

In order to achieve this goal with their strategic communication, they have implemented

and applied many propaganda techniques At the very beginning they were commenced

with simple conventional media and latterly evolved to new media. According

Dr.Shyam Teckwanis article “LTTE online network and its implication for the regional

security” (Teckwani, 2006), they have been spread their wings in many advanced ICT

streams. Specially in the later part of the war (3rd

and 4th

Eelam war , Ceasefire period)

they were maximally utilized the component in new media to communicate their

message in to the international community. Simultaneously they used simple

conventional but effective propaganda mediums in order to reach their local target

audience in north and east part of the country.


The power of emotion

According to the above key pronged of LTTE strategic communication mentioned by

Prof. Rohan Gunaratna, they had a main aim of addressing the people in Sri Lanka

related to their struggle. Since the movement is a guerilla war, they had used aggression

as their key emotion in addressing the local people. According to the analysis of their

ideology and objectives, they were oriented towards following process of sub divided

emotions.

Figure 4. Key emotion converstion

When study on the LTTE propaganda it is obvious that they continuously used

aggression as their main attachment of emotion in propaganda. Their main slogan was

“Pulikalin Thaakam Thamil Eelath Thaayakam” (Thamil Eelam is the Thirst of Tigers)


which carries an enormous aggression in itself. Since they have chosen military stream

as their liberation method this slogan was worked on their cadres to maintain the moral

among them. As showed in the above flow figure , they have chosen the secondary

emotion to address their target audience which contain the desired action of the

movement. As discussed in the previous chapters, propaganda is focusing on orienting

people towards a desired action or mental condition. In the case of “oppression”, it is

only creating a certain mental condition rather than an action oriented mentality. But the

hatred would defiantly guide the people into an action of aggression which is most

essential objective of the LTTE. But in the most of other examples in the world,

movements have chosen the primary emotion of the flow for their struggles. However

selecting the later emotion, (Hatred) can be identified as an application of “card

stacking” theory. Propaganda is not created to give the intellectual ability to the

audience. As discussed in the second chapter, it is entirely action oriented process.

Therefore guiding them to the “hatred” than “oppression” is more efficient. It is a simple

psychological phenomenon of human being that they abhorrence explanations. As an

example if somebody tries to convince someone that he is oppressed, he/she has to

provide it with more explanations but when it comes to hatred it comparatively less

difficult. An association of series of simple hatred adjectives to the subject would simply

create the mentality of hatred in human mind. This situation can be identified as in most

of LTTE propaganda

Leaflets; Conventional but powerful

When leaflets and poems guide people's routines, bring them into the streets and dictate

the permissible and the forbidden, something serious is occurring. It happened in

Zionism, it happened to national movements in Europe, in South America, and in Asia.

It happened in Iran, and it has happened among the Palestinians in the West Bank and

the Gaza Strip (Mishal S. & Aharoni, 1994, p. 1). This behavior can be observed in the

entire wars of eelam. Though the leaflets are using as a conventional method of


propaganda and PSYOP, it is still considered as the one of best way of addressing a

community. Jamie Efaw stated 8 different advantages of using leaflet in psychological

operation according to the US military doctrine (Efaw, 2012).

- Printed word has a high degree of credibility, acceptance, and prestige.

- Printed matter is unique and can be passed from person to person without

distortion.

- A permanent message cannot be changed unless physically altered.

- Dissemination is to, and is read by, a larger, widespread target audience.

- Target audience can reread for reinforcement.

- Messages can be hidden and read in private.

- Complex and lengthy material can be explained in detail.

- Printed material can gain prestige by acknowledging authoritative and expert

authors

(US Army FM 3-05.301, Chp 9, para 9-26).


3.2.2 Analysis 01

Figure 5. LTTE PSYOP leaft #1


An English translation of the leaflet by author.

The final notice to the Sinhala and Muslim people live in tamil eelam land

Many people had sacrificed their lives to protect the “tamil eelam” land and

many will continue the fight.

But this is the last notice for the mercenary (slave) Sinhala and muslim people

who roam in the land like jackals. If you are love your life, either leave this land

or join with LTTE for the liberation fight.

If you reject this, the death will be yours, death death … and blood will be there

“Thamil Eelam” is the Thirst of Tigers

Thamil Ealam motherland

Village troop request

This leaflet was distributed by the LTTE in 21st of april 2006 among the citizens of

Trincomalee

(S)OURCE ANALYSIS

What is the real source?

Liberation Tigers of Tamil Ealam (LTTE)

Authority

This leaflet was distributed by the subdivision of LTTE named “Village Troop”

Authenticity and credibility

Type : White ( x ) Gray ( ) Black ( )


(C)ONTENT ANALYSIS


The leaflet tells that Sinhala and Muslim people who live in the east part of the country

either should leave the premises or should join with LTTE.

Morale

The aggression and the confidence in their(LTTE) fight against GOSL and its people.

Involuntary information

The leaflet was distributed right after the official LTTE pulled off from the peace-talk

mechanism. The official statement of withdrawal was made on 20th

April and this leaflet

was distributed on next day (21st of April). This propaganda involuntarily carries the

message of a future potential of aggressive movement by the movement.

Further this proves that north LTTE group be short of member due to the breakup of

karuna party.

Intention

The ultimate intention of this leaflet is to ensure the ideology of the eelam to the Tamil

people of the area (who in support of tamil eelam territory) on their dream of pure tamil

eelam land.

As a primitive intention they wanted to recruit Sinhala and muslim people in to their

fight.

(A)udience Analysis

Who is the audience? What are its characteristics?

Apparent audience

The apparent audience of this leaflet is Sinhala and Muslim people in the eastern

province


Ultimate audience

But pro-LTTE people can be identified as the ultimate audience of this propaganda.

After the ceasefire session many of LTTE cadres and pro-LTTE personalities lost the

confidence on LTTE due to their withdrawal of fighting movement. This can be

identified as a alarm to ensure that they haven`t give up the idealogy of pure tamil land

as hitler wanted pure Aryan land.

The first lines of the propaganda (Many people had sacrificed their lives to protect the

“tamil eelam” land and many will continue the fight. ) can be recognized as statement

purely oriented towards this audience.

Intermediate audience

Further the fractured party of Karuna can be identified as an intermediate audience of

this propaganda. This shows that the north LTTE is still activated in live status in the

east part of the land.

(M)edia Analysis


Type: Radio TV Posters Leaflets (X)

Magazine Newspaper Other (X)

Frequency

The leaflets were distributed throughout April 21. Loudspeaker announcing was

simultaneously used during some of this distribution.

Reason

As stated in the above, leaflet carries many advantages in conventional battlefield areas,

Especially, where people live under low communication facilities. In this case, the


ability of carrying a undistorted message can be identified as the main reason of

selecting leaflet in this campaign.

(E)ffect Analysis


Apparent theme or desired result

The apparent and desired result of this propaganda was to enlist Sinhalese and muslims

as cadres. Or to evacuate Sinhala and tamil people from the eelam territory.

Special Notes

As an extended action of this propaganda LTTLE killed 6 Sinhala farmers on 23rd

of

April, who lived in Gomarankadala , eastern province (Sunday Times, 2006).


3.2.3 Sri Lankan government and its strategic communication

In 1994 Sri Lanka army has established a PSYOP unit in order to achieve the battle field

objectives via psychological warfare. Since 1994 the unit has been actively contributed

to the war in psychological aspect. However a slight analysis shows that the entire

propaganda system of GOSL prior to the 4th

eelam was less strategically planned. GOSL

internal and external campaign and the PSYOPS of military units were less

synchronized with their objectives with each other. This situation is further explained in

the Pr.Rohan Gunaratnes report on “LTTE strategic communication” as following. “In

the absence of a proper government media strategy, the LTTE media would influence

some key western policy and decision makers” (Pr.Rohan, 2011, p. 6). However, most of

conventional PSYOPS approaches taken by the SL military can be identified as effective

executions in order to achieve their primary objectives in combat.

The balance humanitarian face to counter

As stated in the previous section, LTTE had continuously used “hatred” as their main

emotion of the propaganda. In order to counter this propaganda SL army had used a

humanitarian tone in most their PSYOPS. This humanitarian face can be identified as a

balance emotion than the complete opposite of the “hatred”. Most of the propaganda

implemented by the SL military can be identified as “reasons and explanation” based

intellectual materials. This intellectuality might not be directly work to the general

public (majority of the area are under average level of education) lived in the area but it

has the potential of countering the adversary propaganda. This counter propaganda

approach has similarities with the counter approach taken by the USA in 1952 against

soviet union. Against the PSYOPS of soviet Russia and Germany they launched the

concept of “INFOPS‟ which deals with the flow of the information and they label it as


the “for truth starved people of soviet ”24

. Commonly most of their PSYOPS were based

on logical explanations than the emotional approaches in this era. This effect can be

notice in SL military PSYOPS approaches too.

Power of intellectual knowledge

“Rhetorical questions” considers as one of powerful techniques in propaganda and any

kind of psychological operation, because it unintentionally influence people to the

desired behavior. Since this process happens in a covert manner, people tend to believe

the mental reaction as their own intellectual achievement. This phenomena creates a

solid mental condition in peoples mind. Beyond the moral of ethics this can be

understand by this simple quation by Herbert M. Shelton, “It is always a much easier task

to educate uneducated people than to re-educate the mis-educated. ” (Shelton, 1996).

This “rhetorical question” method was frequently use by SL Army in most of their

psychological operations. The following analysis is based on such an example

implemented by the PSYOP unit of the SL Army.

Emotions in a logical manner

Though this attributed a logical face, usually these type of “rhetorical questions” are

initially focusing on emotional matter. The creators are trying to implement it in a

logical manner. Though a question seems like an option most of these questions are

oriented towards one-way end, but it gives a sense of openness to the audience. This

balancing tone of addressing can be discovered in most of SL Army military PSYOPS.

24

Refer chapter two for the more explanation


3.2.4 Analysis 02

Figure 6. SL-Army PSYOP Leaflet #1


An English translation of the leaflet by author

Attention on members who leaving ltte movement! We firmly assure your

security.

Do you know more than thousand members of your cadre lost their lives during

the Sampoor, muttur and malvilaru operation? Also in Jaffna area lost more

than 650 members from your cadre remaining more than 500 casualties facing

the critical condition and cannot you hear the painful voices of parents, wives

and children of dead members?

Can’t you realize that you all mislead by the Prabakaran’s lunatic dream of

EALAM and it will end after burying you in underneath of the earth. You may

grown up with great difficulties and the dedications of parents. If you lost

suddenly who will suffer for you other than your parents, wife and children. Will

Prabakaran look after your Parents? NO, you are not aware that Prabakaran

had kidnapped members of Mahaviru families to fulfill his dream of lunatic

EALAM!

Do not hesitate to surrender Army and Police stations on the way of LIBERTY

gained by your cadre members. Surrender to a nearest Army camp.This leaflet

was distributed by SL army on 01st of November 2006 among the LTTE members

and it was targeted on deserters of LTTE. In this stage LTTE had huge defeat at

mavilaru and the mission for rescuing rest of eastern part of the country was just

commenced.


(S)ource Analysis

What is the real source?

Though this leaflet was not directly credited to SL military, the tense and the content

directly attributed to the SL Army.

Type : White ( x ) Gray ( ) Black ( )

(C)ontent Analysis


The leaflet was targeted to encourage the LTTE deserters to surrender to the GOSL.

Morale

“Think of yourself and your family, nobody will think of you other you and your family

members”

Involuntary information

GOSL success at the battle field is involuntary contains in this message.

Intention

Reduce the moral of LTTE cadres

Encourage to leave the organization.

(A)udience Analysis

Who is the audience? What are its characteristics (Location, size, importance,

political, religious, economic, and ethnic influence)?

Apparent audience

LTTE deserters and the members who are in the dissonance mentality to leave the

organization.


Ultimate audience


Unintended audience

(M)edia Analysis


Type: Radio TV Posters Leaflets (x)


Frequency unknown

Reason

Target audience can reread for reinforcement.

Messages can be hidden and read in private.

(E)ffect Analysis


Methods used in analysis

Indication of effects: what events appear to be a result of the propaganda effort?

Conclusion

Apparent theme or desired result

Increase in the number of surrender cadres


Special Notes

Use of psychological associative language

In this leaflet, careful usage of metaphorical language can be identified as a special

feature. The logical questions slightly attached with these emotional metaphorical

words. Specially the usage of word “liberty and liberation” has a huge impact. Because

LTTE is often use the words “liberty” and “liberation” in their war propaganda.

Referring surrender to “liberation” can be identify as psychological approach to deal

with their current mentality. It gives a sense of substitution which is better than a

diversion or conversion. Further this can be identified as sophisticated way of

approaching highly brainwashed guerilla members.

Not dropped by the air

According to the GOSL military sources, the PSYOP units purposely avoid the

helicopter dropping method for leaflets. According to them all most every leaflet related

to PSYOPS (this exclude official materials such as curfew declarations, no fire zone

declarations etc) were distributed via land accesses. As mentioned by Colonel.

D.Karunapala of the SL-Military PSYOPS usually they have used “entry exit points” to

distribute these PSYOPS leaflets. Number of leaflets reaching to the target audience is

low in this method, but it can be identified as a strategic way to approach the audience.

In case of helicopter drops, it gives the feeling of alienation and further it gives a sense

of adversary. Therefore this ground method can be identified as better way to avoid the

stereo type perceptual distortion to the propaganda message, since it reach to the

audience via a third party who used to travel across entry-exit points of warzone.


3.2.5 Unclassified Gray & Black propaganda in war time

Throughout the research the author was able to discovered few gray and black

propaganda material that have been implemented by the unclassified parties related to

the war. Most of these materials can be identified as black propaganda that pretended to

be generated from the audience by itself25

.

A common face to “camouflage”

According to the initial analysis done by the author most of found gray and black

materials are not directly attributed to certain source. Most of this black propaganda has

used some common tag lines to address the target audience. As an example one leaflet

used the name “collaboration of Tamil educated community”. Using such simple

collective name helps the real source to cover themselves among the community. Further

it gives some kind of credibility than an anonymous execution.

25

Genuine source or the author of materials on this part is not classified properly


3.2.6 Analysis 03

Figure 7. Gray PSYOP Leaflet #1


An English translation of the leaflet by author.

signs of bursting LTTE

LTTE was under the dictating leadership and now it is obvious that, LTTE is

facing an internal power struggle, though they hide the same from the outer

world, but situation of killing by each other.

Recently few leaders of LTTE including Ravi Shunker, the leader of internal

intelligence unit also known as Colonel Charles, were died in a LTTE controlled

area by a blast of clamor bomb, either Prabakaran or Pottuamman were not

kind hearted to attend the funeral.

Though these leaders of LTTE refuse to attend funeral Susei had attend the

funeral and further it confirms this internal crisis.

While leaders of LTTE struggling for power, others many members died without

getting any last honor.

(S)ource Analysis

What is the real source? Real source is not identified . either GOSL or Karuna party

can be identified as potential sources.

Authority

Authenticity and credibility

Type : White ( ) Gray ( X ) Black ( )

(C)ontent Analysis


This propaganda initially tells about the inner fractures of the LTTE and its failure of the

leadership. Further it describes a series of attacks targeted to the LTTE leaders and the

leaflet accuses the LTTE leadership for this attacks. But right after the death elite force

of GOSL took the responsibility of this death (express India, 2008).


Morale

Intention

Reducing the morale of the LTTE members

(A)udience Analysis

Who is the audience?

Apparent audience

The leaflet is not addressed to a certain audience like the previous examples

Ultimate audience

The secondary and tertiary members of the movement can be identified as the ultimate

audience of the propaganda. Since this use a logical explanations, it has a potential of

assuming that this was initially targeted to the secondary line of leaders and their

associates.


Potential new members among the villagers and villagers who believe in LTTE

movement.

(M)edia Analysis


Type: Radio TV Posters Leaflets(x)



Figure 8. Gray PSYOP Leaflet #2

These two leaflets were distributed during the 4th

Ealam war among the people of north

and northeast. All these leaflets can be recognized as gray propaganda since it‟s not

bears a credit of authority. As common fact these two leaflets initially target to change

the attitudes of the target audience and it‟s not strictly suggesting a behavioral change.

But nevertheless these two leaflets are link to a behavioral change of the citizens.


Best way of influencing is not doing it

First leaflet (Figure 7) can be classified as a special one due to its approach, when it

compares it with the other propaganda and PSYOPS. Because all the other leaflets state

their desired behavior or intention slightly on the text (anyhow this style is typical

conventional way which is already outdating). In this leaflet it only explains the current

situation of the LTTE and its internal struggle in a slight biased manner (in favor of

GOSL). Further this carries low emotional appealing than the other leaflets.

The dissonance trap of claiming

This leaflet strategically uses the benefit of black events of the period. During this time

there were series of attacks occurred in the LTTE area targeted on first class leaders of

the organization. The responsibility of these attacks was taken by the GOSL and it

declares that these were carried out by the elite forces (LRRP) of the SL military

(Ministry of Defence Sri Lanka, 2008). But this leaflet strategically uses the benefit of

the incident for their propaganda purposes. Enhancing this event can be identified as a

usage of “dissonance trap” which explained in the 2nd

chapter (see page 42). In the

leaflet it accuses the LTTE leadership for those attacks and it enhances it as a part of

internal conspiracy which the obvious way of demoralizing the audience. But if this fact

is rejected by the audience instantly it influence to emerge the other fact, which these

attacks were carried out by GOSL. Since all of these attacks were taken place in high

secured LTTE areas, giving the credit for GOSL for the attacks subsequently proves the

failures of the organization. Therefore implementing a propaganda (PSYOP) based on

this incident can be identified as an ideal strategic movement.


The” claim” of camouflage

Further this claim of “accusing” can be identified as a fact build and pointed out to

camouflage the source of its real origin. By enhancing the point of SL-millitary elite

force attack on LTTE area might show the biasness to GOSL in the propaganda

message. Therefore pointing a contradict claim helps to covert the real authority of this

PSYOP.

Let it be their voice

On 07th

of February 2007 a chief Hindu priest was killed at vaharai. This priest was the

one who garlanded and welcomed the president Mahinda Rajapaksha during his visit to

vaharai on 3rd

of same month (The Hindu, 2007) . The above leaflet (figure 8) is

focused on this incident.

Figure 9. A chief Hindu priest and president of GOSL (Source : http\\transcurrents.com)


The leaflet is attributed as it coming from the Tamil people of the area and it‟s on favor

of GOSL. But it contains some propaganda values in itself. It question about the

freedom for believing a religion under the rules of LTTE. Further it faintly influence

(request) people to gather and protest against LTTE.

Figure 10. A Comparison of used images

Post-war psychological propaganda

International and domestic warfare and peace can be identified as a tool commonly uses

to gain the political sustainability. Declaring a war, Declaring peace, victory over war or

may be a defeat of a war, withdraw over war, anything has a potential of turning in to

political benefit for its sustainability and stability. The GOSL has used the victory of

eelam war in many manners.

The covert message in a note

Sri Lanka has been gone through series of post-war propaganda campaigns which carries

different political intentions. Most of these campaigns were simple conventional

propaganda which reminds the responsible parties to the victory and most of the, were


obvious to the mass. This subpart is focused on a psychological propaganda executed by

the GOSL after the post war time.

Issuing a money note to commemorate an incident with a national value might be count

as a simple action taken by an government. But it carries a huge propagandic value.

Because a money note can be identified element which has the potential of reaching the

community without any restriction. The 1000 LKR note issued by the central bank of Sri

Lanka on November 2009 can be categorized as such an element which has many

propaganda values in psychological aspect. Emphasizing the leadership of the president

Mahinda Rajapaksha was the major objective of the creative brief given by the central

bank for the layout of the note26

. The layout was redesigned and went through several

corrections until it reached this objective.

According to the documents of finance ministry the issuing process of this note was

speeded up as an urgent matter due to the requirement of issuing it before the November.

November carries many different values relating to the war and the current national

political state of that time. Presidential anniversary of Mahinda Rajapaksha, birthday of

Mahinda Rajapaksha, LTTE hero day and many more commemorate days are falls on

November. Therefore it carries lot of values as a month in political propaganda aspect.

According to the central bank report 25 million pieces from this note were issued among

the entire country. On other hand if this can be categorized as propaganda, it carries the

potential of addressing the mass unintentionally more than 25 million times. Since this

placed out of the frame of conventional promotional advertising, it has the legal freedom

to activate its mission in anytime under any circumstance.

26

This was proposed as a 57th

cabinet paper proposal on 23rd

of September 2009


Figure 11. Front of the note (Source http://notes.lakdiva.org)

Figure 12. Back of the note (Source : http://notes.lakdiva.org)


The pure psychological application

During the presidential election held on January, 2010, this note was used as a covert

propaganda material. The entire auto teller machines (ATM) of government based banks

were replaced the other old 1000 rupee notes with this note to psychologically address

the mass. This note influences to remind and associate Mahinda Rajapaksha with the

eradication of LTTE and the victory to the mass. As mentioned in the above, this had the

potential of activate beyond election propaganda regulations.


3.2.7 Other strategic approaches during the war time

Other than the above strategic communication implementation both GOSL and LTTE

activated many propaganda during the war time and postwar time. The “Api Wenuwen

Api” can be classified as a campaign which made a huge impact on the citizens of Sri

Lanka. It helps to create good impression on “soldiers” and helped to increase the

military enlist at that time.

Figure 13. Api wenuwen api propaganda campaign (Source

http://kasunattanapola.blogspot.com/)

Actions speaks loud

Apart from the above public propaganda materials, GOSL practice a updated way in

strategic communication which is known as personal relationship (PR) during 4th

Ealam

War. At the beginning of 4th

Ealam war GOSL faced a issue with military enlistments.

“Api wenuwen api” was initially launched to overcome this issue. As a parallel strategic

approach GOSL implemented a PR related movement as a solution to the issue. GOSL

officially request all the parliamentary members, provincial council members and


divisional secretariats to involve in social service activities associated to soldier families

(Specially in funerals). This creates a positive impression on military families about

GOSL as well as their servicemen.


3.3 Conclusion for the Analysis

The matters analyzed in this section are consisted of various types of approaches in local

strategic communication related to wartime propaganda. However almost all of these

approaches stated in the analyses, can be identified as rather conventional when it

compares with international setting. As mentioned in the previous sections of the

dissertation, the new concept of strategic communication are entirely based on designing

the whole process of implementing the strategies. From research to final execution it

should be guided under one objective. This practice still cannot be found in the local

context. As mention in the analysis, most of the operations are isolated elements than a

set of collection of psychological-warfare. Commonly these operations carried primary

objectives. However in the later part of 4th

Ealam war, GOSL rather able to cooperate

the strategic communication into one theme.

The approaches are limited

The theories related to studies (Strategic Communication, PSYOPS and propaganda )

claimed of the potential of many new approaches. But when it comes to the local setting

most of the approaches are more oriented towards conventional practices. As shown in

the analysis all of them were limited to the conventional printed materials. This tendency

is especially noticeable in GOSL as a government. As discussed in the previous

chapters, the ultimate potential related to this subject and concept is placed with in the

hands of the government. These limited numbers of media approaches (leaflets and

radio) are commonly caused to reduce the camouflage or covert effect of these strategic

communications.


But as mentioned in the 1st chapter the context and the environment of the local setting is

completely different when it compares with most international scenarios of propaganda

and psyops. Therefore the approaches cannot be directly categorized as conventional

methods and can be identified as an adaptation. But there is a potential of generating and

refine the approaches with the limited resources.

As an example the distribution method of leaflets (explained under analysis #3) can be

identified as a diverted adaptation of international practices, which is more effective in

the local setting and more suitable for local psychology and mindset of the people.

Words are designed not the graphic

All most every material analyzed in the chapter content lack of graphics. Using simple

or advance graphics or illustration has tendency of losing the credibility of the message

in local context. This situation can be identified as an common psychological

phenomenon in eastern countries. As described by US-PSYOPS veteran Major Ed

Rouse, they had to avoid many graphic illustration during the PSYOPS at Iranian war.

As he mentioned “an illustration depicting a surrendering Iraqi thinking of his family

back home confused the EPWs. "Thought bubbles" are well-known in Western culture,

but virtually unknown to Iraqis. The illustration was dropped” (Rouse, 2006). This

tendency is further observed in many Israel PSOPS leaflets.


Figure 14 Isreal PSYOPS Leaflet source : www.psywar.org/leafletarchives

This official or formal look (use of emblems, formal format and arrangement of words

ect) has more effective impact of reaching the mindset of the local society than simple

graphics and illustration. In propaganda impact is more important than the

understanding. Therefore it is always better to choose the medium which has the most

potential of creating an impact.

.


Conclusion and Recommendations

The purpose of this study is to analyze the application and behaviors of the concepts of

strategic communication in local context. As mentioned in the scope of the study, this

was only oriented towards warfare related strategic communication. The analysis and the

gathered information from the related professionals help to achieve notable answers for

the research problems. Supplementary the findings were enhanced through selected

analysis materials discussed under analysis # 01, 02, 03 and 04. To further conclude the

subject of this dissertation, Strategic communication or any new propaganda related

variables has not been deeply discussed in the literature by other local scholars and it is

therefore rather a new subject to the local setting. The concepts of PSYOPS and propaganda

is a conventional practice in the local situation, however the concept of strategic

communication (integration of entire communication in to a one system) still a extreme-

juvenile practice in the local setting. This conclusion will put all the findings together and

clear the parameters and behaviors of strategic communication related to the local context.

Only a micro usage of PSYOPS and propaganda

As discussed in the first part of the report, the concept of strategic communication is

based on the integration of communication elements. Under this concept entire system of

executions and implementations are based on this integration and their aims and

objectives interrelated in a macro level. However when it comes to the practice of war-

propaganda PSYOPS in local setting, it shows lack of this integration and interrelation.

All most every execution found during the study carries micro level short term intentions

rather macro level intentions.


Diverted adaptations

One of the definitive objective of this study is to identifying the communication design

variables related to the stream in the local setting. In the international scenery, graphics

and illustrations play and major role in psyops and propaganda.

Figure 15The famous "Someone Talked" USA war propaganda poster Source :

http://www.marshallfoundation.org


Figure 16 Lebanan targeted psyop illustration source: www.psywar.org

However the local perception and the practices are quite different from the international

practice. Further this tendency can be identified as a adaptation of practice according to the

context. As per the explanation of scholars, using simply understandable graphic might

occur stereo type perceptual distortion which creates a doubt on the credibility of

propaganda. Since credibility plays an important role in propaganda, this adaptation can be

identified as an effective diversion of western conventional practice. However this graphic

based propaganda has the potential of convey a simple and straight message to the human

mind which can be use for the long term intentions of altering human attitudes. As

mentioned in the above, local leaflets where more often than not use to achieve short term

behavioral changes. There is a potential of developing a graphic style for the local context in

order to achieve the long term intentions and objectives.


Further studies

This dissertation was started to identify the strategic communication approaches related

to the local setting. Most of the materials discussed in the dissertation are conventional

executions. There is a complete remain area related to this known as “cyber warfare

propaganda”. According to the present army of commander Sri Lanka Lt.Gen Jagath

Jayasooriya “War is still continues at cyberspace” (Colombo News, 2011) . Therefore

there is a huge research gap remains in this field in local setting related to

communication design, specially related to cyber space. As explained in the first chapter

cyber space influence to the local society in a contrast manner from western.

In addition to the above, reactions and effects of PYOPS should be further analyzed with

special reference to the context and people. This dissertation is more focused on the

planning and the execution of the propaganda which are the early stages of propaganda.

The activation and the feedback analysis should be further carried out with special

concerned to audience and its environment.

This research only kept the initial step of identifying the strategic communication

component and its behavior in the local setting, since it is totally a new stream to the

local setting as well as the international. As identified in the study these variables

(PSYOPS, propaganda and INFOPS) should be isolated and analyze further to find their

role in strategic communication with reference to the local setting.


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