Todd C. Helmus

Russell W. Glenn

Christopher Paul

Virtually every action, message, and decision of a military force shapes the opinions of an indigenous population: strategic communication, treatment of civilians at vehicle checkpoints, and the accuracy or inaccuracy of aerial bombardment. Themes of U.S. goodwill mean little if its actions convey otherwise. Consequently, a unified message in both word and deed is fundamental to success. Business marketing practices provide a useful framework for improving U.S. military efforts to shape the attitudes and behaviors of local populations in a theater of operations as well as those of a broader, international audience. Enlisting Madison Avenue extracts lessons from these business practices and adapts them to U.S. military efforts, developing a unique approach to shaping that has the potential to improve military-civilian relations, the accuracy of media coverage of operations, communication of U.S. and coalition objectives, and the reputation of U.S. forces in theater and internationally. Foremost among these lessons are the concepts of branding, customer satisfaction, and segmentation of the target audience, all of which serve to maximize the impact and improve the outcome of U.S. shaping efforts.

The Marketing Approach to Earning Popular Support in Theaters of Operation

Enlisting Madison Avenue

Ryan Andrew Brown

Rajeev Ramchand

Alina I. Palimaru

Sarah Weilant

Ashley L. Rhoades

Liisa Hiatt

Terrorism and ideologically inspired violence are persistent and serious threats to U.S. national security. This report uses interviews to explore why and how 32 individuals joined extremist organizations and how some of them exited these groups.

Interviews with Former Extremists and Their Families on Radicalization and Deradicalization

Violent Extremism in America

Joshua Mendelsohn

Andrew Radin

Andriy Bega

William Marcellino

Madeline Magnuson

Zev Winkelman

Elizabeth Bodine-Baron

Researchers analyzed Russian social media data and conducted interviews with regional and security experts to understand the critical ingredients to countering Russia's propaganda campaign against former Soviet states.

Understanding Russian Propaganda in Eastern Europe

Russian Social Media Influence

Katya Migacheva

Alireza Nader

Linda Robinson

Raphael S. Cohen

"The United States today faces a number of actors who employ a wide range of political, informational, military, and economic measures to influence, coerce, intimidate, or undermine U.S. interests or those of friends and allies; many of these measures are often collectively referred to as "political warfare." This report analyzes political warfare as it is practiced today by both state and nonstate actors, and provides detailed recommendations regarding the most effective ways that the U.S. government, along with its allies and partners, can respond to or engage in this type of conflict to achieve U.S. ends and protect U.S. interests. The authors examine historical antecedents of political warfare and current-day practices through in-depth case studies of Russia, Iran, and the Islamic State. They use these cases to derive common attributes of modern political warfare. The authors then identify effective means for responding to these challenges. Drawing on documentary and field research as well as extensive semistructured interviews with practitioners in the U.S. government and elsewhere, they determine gaps in practices and capabilities for addressing political warfare threats. The report concludes with recommendations for countering political warfare by creating a more effective, coordinated, and cost-sensitive approach to effective statecraft, including specific measures for the U.S. State Department and the U.S. military, particularly the special operations community. "--Publisher's description.

Current Practices and Possible Responses

Modern Political Warfare

Russia employs a sophisticated social media campaign against former Soviet states that includes news tweets, nonattributed comments on web pages, troll and bot social media accounts, and fake hashtag and Twitter campaigns. Nowhere is this threat more tangible than in Ukraine. Researchers analyzed social media data and conducted interviews with regional and security experts to understand the critical ingredients to countering this campaign.

Todd C. Helmus

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