Mass Communication

Commercial advertising and public relations firms operate from the principle that repeated exposure to a product or idea makes them desirable or legitimate. Placing those products or ideas in locations where consumers frequent increases the likelihood of successful persuasion.

Reading editorials from leading indigenous publications recently, I was struck by the apparent lack of awareness of a fundamental aspect of mass communication: repetition sinks in. Using an editorial to challenge propaganda by stating the talking points they wish to criticize violates the Principles of Psywar; repeating the talking points of their adversaries in news stories helps to keep that message alive.

It is a common misperception that setting up and then debunking an enemy’s message is an effective way of winning hearts and minds. It is not. Better to stick to your message and craft it in such a way that it undermines your opponent’s; then when it is time to attack, there is less confusion about what is at stake. As they say in marketing, you never get a second chance to make a first impression.