SCAME Lecture for SMPDT November 2024 PDF

AFP Vision 2028: A World-class Armed Forces, Source of National Pride Propaganda Analysis and Counterpropaganda SCAME AFP Core Values: Honor, Service, Patriotism “It’s all about the Source”  AFP Vision 2028: A World-class Armed Forces, Source of Na...

AFP Vision 2028: A World-class Armed Forces, Source of National Pride Propaganda Analysis and Counterpropaganda SCAME AFP Core Values: Honor, Service, Patriotism “It’s all about the Source”  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Subject Outline ❑ Background ❑ Definition of Propaganda and Importance of Propaganda Analysis ❑ The five (5) Major Tasks in Propaganda Analysis and Counterpropaganda ❑ The SCAME Approach Source: http://www.plaridel302.org/marcelo-h-del-pilar ❑ Summary AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Background ❑ Effective ISA operations are based on the collection of intelligence. ❑ Enemy propaganda is an important source of current information. Source: http://www.slideshare.net/jeffpsj/war-in- the-pacific-30824084 ❑ Propaganda analysis should be an on- going mission because there will never be an absence of propaganda. ❑ Information gained from propaganda analysis is used to produce ISA products or to develop counterpropaganda programs. Source: http://guity- novin.blogspot.com/2010/05/chapter-29- AFP Core Values: Honor, Service, Patriotism propaganda-posters.html AFP Vision 2028: A World-class Armed Forces, Source of National Pride What is a Propaganda? Source: http://www.printmag.com/design-inspiration/what-is-propaganda/ AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride What is a Propaganda? ❑ The spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, a cause, or a person (Merriam-Webster) ❑ Ideas, facts, or allegations spread Source:http://www.theguardian.com/world/2014/jun/ 23/who-behind-isis-propaganda-operation-iraq deliberately to further one's cause or to damage an opposing cause; also : a public action having such an effect (Merriam-Webster) Source: http://wemeantwell.com/blog/2014/11/06/u-s- anti-isis-videos-why-they-dont-work/ AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Classifications of Propaganda ❑ White Propaganda – is disseminated and acknowledged by the sponsor or by an accredited agency. ❑ Grey Propaganda – is not specifically identified with any source. ❑ Black Propaganda – is identified with a source other than the true one to mislead the target audience. Source: http://www.westernjournalism.com/students- subjected-to-white-privilege-propaganda/ AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Importance of Propaganda Analysis ❑ Tool to gather information. ❑ Conditions affecting the target audience and attitudes resulting from them. ❑ Issues about which the opponent displays exceptional sensitivity. ❑ Weaknesses in the opponent’s knowledge and understanding of the target audience. ❑ Successful opponent propaganda themes that require propaganda counteraction. ❑ Opponent material that displays clumsiness, Source: http://imgkid.com/anti-japanese- insensitivity, or inhumanity and might be used propaganda.shtml as the basis of a propaganda counteraction program. AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Importance of Propaganda Analysis ❑ Analysis reveal intelligence. ❑ Indications the opponent is attempting to prepare public opinion for a particular eventuality. ❑ Errors of fact that suggest a weakness in the opponent’s intelligence-gathering organizations. ❑ New people used in the propaganda, suggesting a shift in personnel in the opponent’s structure. Source: https://www.pinterest.com/ojt095/ww2- posters/ AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Five (5) Major Tasks 1. Collection – focuses on collection of information and intelligence relating to opponent propaganda. 2. Processing – information received is processed (ISA-Intel coordination). 3. Propaganda Analysis – uses the SCAME approach and is also a tool for intelligence gathering. 4. Advising – advice commanders or coordinating staff regarding the use of or anticipated use of opponent propaganda to include other available options. 5. Counter Propaganda Measures – specific measures used to prevent or counter opponent propaganda that depends on a variety of conditions and indicators. AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride The SCAME Approach 1. Source Analysis 2. Content Analysis 3. Audience Analysis 4. Media Analysis 5. Effects Analysis http://theskinnyonline.blogspot.com/2010_07_01_a rchive.html AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Importance of the SCAME Approach ❑ The source, content, audience, media, and effects approach describes a convenient and very efficient system. ❑ Determines the source of the propaganda, the message content, the total audience the message reached, and the specifics of the medium used to send the message. ❑ Leads to a conclusion concerning the effect or desired effect the propaganda has had on the target audience. AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Source Analysis ❑ Any individual, organization or government that sponsors and disseminates propaganda. ❑ Determines credibility, accuracy, and connection to a government, military command, organization or individual. Source: http//www.cartoonstock.com/directory/s/spreadi ❑ Source may be classified as actor, author ng_rumors.asp or an authority. AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Source Analysis ❑ Source Classification: ❑ Actor – Person or entity presenting the message ❑ Author – Person or entity who wrote the message ❑ Authority – Person or entity whose name the message is made http://www.shutterstock.com/pic- 217274416/stock-photo-cartoon-color-salary-man- expression-gossip.html AFP Core Values: Honor, Service, Patriotism Copy right 2016  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Content Analysis ❑ Evaluates what the propaganda message says. ❑ It also determines the source’s motive and goals. ❑ Reveals the meaning of message and reason the message was disseminated. ❑ Determines the intended purpose of the message, and the way the appeal was Source: http://imgarcade.com/1/ww2- american-navy-propaganda-posters/ presented. AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Content Analysis ❑ General Content Categories: ❑ Subject Matter - The most general in nature and answers the elementary question, “What is the subject of the communication?”. This category is used to determine the relative emphasis the opponent gives to different topics in a sample of propaganda. ❑ Direction - Determines the “slant” of the propaganda by finding the ratio of favorable to unfavorable, or pro to con, or cohesive to divisive. Can determine the attitude of a source toward a given topic. ❑ Values - Concerned with the aims or desires of people. It includes such things are money, love, social position, career advancement, health and education. ❑ Method – Concerned with the techniques or “tricks of Source: http://www.learnnc.org/lp/editions/ww1 the trade” used by the source. posters ❑ Conclusion – It includes such matters as comparative attitudes or predictions of future actions. AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Audience Analysis ❑ Involves studying the total audience reached by the propaganda. ❑ It determines the reason a particular audience was selected and the rationale for a particular line of persuasion. ❑ Purpose: ❑ Determines the target of the message and examines its characteristics. ❑ Determine conditions and attitudes affecting the target audience. ❑ Determine the strategy used by the propaganda source. Source: ❑ Determine the specific target audiences selected by https://www.pinterest.com/randallstatler/americ an-mary-propaganda-posters/ the source. ❑ Determine vulnerabilities that can be exploited. AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Audience Analysis ❑ Classification of a Target Audience ❑ Apparent audiences: are the audiences that appear to be the target of the message. They may or may not be the real, intended, or final targets of the message. ❑ Ultimate audience: are the real, intended, or final targets of the message. ❑ Intermediate audience: are used by PsyOps planner to transmit his message to the ultimate audience. Intermediate audiences may or may not be part of the ultimate audience. ❑ Unintended audience: are audiences the planner had not intended to reach but the ones that received a message directed at another Source: http://evenesis.com/blog/wp- content/uploads/2012/07/event51-630x496.jpg audience. AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Audience Analysis ❑ Audience Analysis Groups: ❑ Identifying the source’s target. These targets range from broad categories, such as nation of people, to specific categories, such as rifle platoon. ❑ Classified based on income, nationality, geography, ethnicity, political preferences, religion, race, social class, caste and other factors. Source: http://www.jewishjournal.com/nation/article/isis_propaga nda_campaign_threatens_u.s ❑ Conclusion - the target audience is analysed by description, location, size, background (political, religious, economic, ethnic), and social class. AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Media Analysis ❑ Determines why a dissemination method was chosen, what media capabilities the opponent has, and how consistent the message content was. ❑ Factors in Media Analysis: ❑ Message can be received through audio, visual, and audio-visual means. ❑ Frequency refers to how often a medium is disseminated. ❑ Placement is the position of the propaganda within a Source: http://toinformistoinfluence.com/2015/03/08/isis-deliver- sign-language-propaganda-in-new-video/ medium. ❑ Place of origin can be openly acknowledged or inferred. ❑ Technical characteristics can be classified according to frequencies or channels, modulation, signal, strength, or retransmission identification. ❑ Method of dissemination determines how media are classified. AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Media Analysis ❑ Types of Transmission Modes: ❑ Overt Transmission Modes - include openly delivered posters, leaflets, or broadcast originating from openly acknowledged transmission stations. ❑ Covert Transmission Modes - include Source: http://en.wikipedia.org/wiki/Flyer_(pamphlet) broadcasts originating from clandestine transmission stations and printed media surreptitiously delivered. ❑ Conclusion - Disseminated propaganda can also show enemy weaknesses. Propaganda printed on inferior grades of paper may indicate supply shortages. Source: http://en.wikipedia.org/?title=Wikipedia:Featured_pict ure_candidates/May-2008 AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Effects Analysis ❑ ISA personnel conduct effects analysis to determine the overall result of opponent propaganda. Source: http://www.vocativ.com/world/isis-2/to-its-citizens-isis-also-shows-a- Source: http://duncantrussell.com/forum/discussion/15352/can- softer-side/ someone-tell-me-how-american-sniper-is-propaganda/p1 AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Effects Analysis ❑ Methods of Analysis: ❑ Objective Method - Systematically analyses content using classification system and statistical data bases. ❑ Subjective Method - Analyst relies on his background, experience, and judgment. Source: http://www.langevin.com/bl og/2015/02/02/how-to- explain-your-job-as-a- trainer/ AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Effects Analysis Objective Method Subjective Method Advantages A variety of up-to-date of Flexibility and mobility. information is available online. Analyse large quantities of data Support requirements are effectively and depict the limited, and the analyst does information on charts, graphs, not need training on computers. and other easily understood forms. Accuracy and continuity is Rely on his mind. ensured. Note: Use both AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Effects Analysis Objective Method Subjective Method Disadvantages Include the need for computers It is time-consuming. and the training to operate the computers. If the computer is inoperative, Allows analyst to inject his bias, the information is inaccessible. and loses institutional memory if the analyst departs. Note: Be flexible AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Five (5) Major Tasks 1. Collection – focuses on collection of information and intelligence relating to opponent propaganda. 2. Processing – information received is processed (ISA-Intel coordination). 3. Propaganda Analysis – uses the SCAME approach and is also a tool for intelligence gathering. 4. Advising – advice commanders or coordinating staff regarding the use of or anticipated use of opponent propaganda to include other available options. 5. Counter Propaganda Measures – specific measures used to prevent or counter opponent propaganda that depends on a variety of conditions and indicators. AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Advising ❑ ISA personnel advise the supported commander and coordinating staff of the current situation regarding the use or anticipated use of opponent propaganda in the AO. ❑ Includes advice on available options for use of counterpropaganda based on: ❑ Propaganda Analysis. Source: http://www.eucom.mil/tags/command- ❑ Current Intelligence. chief-master-sgt-craig-a-adams ❑ Planning considerations listed in the section on counterpropaganda. AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Counterpropaganda ❑ Counterpropaganda Measures ❑ Preventive Action - takes the form of propaganda awareness programs that inform and expose military (friendly/neutral troops) and friendly populations to the nature of opponent propaganda. ❑ Counteraction - is any measure that ISA units use to reduce or neutralize the effects of opponent propaganda. Source: http://toinformistoinfluence.com/2014/08/19/a- simple-analysis-of-russian-propaganda/ AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Counteraction ❑ Counteraction Measures: ❑ ISA units may counter opponent propaganda in many ways. ❑ The most important way is for friendly forces to establish clear political goals and to ensure they are understood by the public. ❑ The specific measures taken under counteraction depend on the intensity and the effectiveness of opponent propaganda in AO. AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Counteraction ❑ Counteraction Planning Considerations : ❑ What type of useful intelligence was gathered during propaganda analysis? Can this intelligence be used to determine the type of counteraction program? ❑ What is the current and potential impact of the opponent propaganda? ❑ What target vulnerabilities, susceptibilities, and counteraction objectives were identified by target audience analysis? ❑ Are sufficient time, personnel, and resources available to put together an effective, timely counter program? ❑ Will a specific counteraction program help or hinder on-going ISA programs? ❑ Will the counteraction program bring unwanted publicity to the opponent ISA campaign? ❑ What is the most appropriate counteraction techniques for the particular situation?. ❑ Is the counteraction program going to be carried out quickly to prevent the target audience from forming options based on the content of opponent ISA materials? ❑ What is the probability of counteraction program success? AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Counteraction ❑ Counteraction Techniques : ❑ Direct Refutation – this technique is a point-for- point rebuttal of opponent propaganda charges ❑ Indirect Refutation – this technique involves the introduction of a new set of relevant themes that refute opponent propaganda by indirect means. Theses indirect means include implication and Source: http://mondoweiss.net/2015/05/pu insinuation. tting-israels-humanitarian ❑ Diversion – PSYOP units try to overshadow the content of the opponent message by presenting a theme that draws more attention or creates greater concern from the audience. ❑ Silence – implies that no response is necessary to counter the propaganda. Source: http://a-bas-le- ciel.blogspot.com/2012_10_0 AFP Core Values: Honor, Service, Patriotism 1_archive.html  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Counteraction ❑ Counteraction Techniques : ❑ Restrictive Measures – uses measures that deny the target audience access to propaganda. ❑ Imitative Deception – involves changing propaganda to decrease its edibility and effect. Is closely associated with black propaganda and covert and deception operations. ❑ Conditioning – sets up education and information programs that condition the target audience and reduce its susceptibility to influence by opponent propaganda. ❑ Forestalling – anticipates potential opponent propaganda. It keeps the opponent from using situations Source: http://www.themuslimtimes.org/2014/1 by bringing them before the audience first. 1/religion/islam/bbc-is-propaganda- targeting-midlands-youngsters ❑ Rumor Control – PSYOP personnel can counter damaging rumors by educating the populace to regard all rumors as contemptible, untrustworthy, and inspired by the opposition. AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Counteraction ❑ Counteraction Techniques : ❑ Minimization - involves acknowledging propaganda but reemphasizing the content of the material. ❑ It can emphasize aspects of the propaganda material that are favorable to the target audience. ❑ It can insinuate that the whole story cannot be told now, suggesting that the full facts will prove the propaganda false or at least inaccurate. Source: https://islamgreatreligion.wordpress.com/2015/0 ❑ It can give brief attention to the subject to maintain 2/01/some-of-the-greatest-violators-of-free- speech-in-paris-march/ credibility in its most vital aspects and then drop the subjects. AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride Summary ❑ Propaganda analysis and counterpropaganda involve five major tasks: collection, processing, propaganda analysis, advising, and counterpropaganda. ❑ A continuous need exists for propaganda analysis in peacetime and full spectrum operations. ❑ Propaganda analysis is used to obtained intelligence from opponent propaganda that can be used to produce ISA products or in developing counterpropaganda. ❑ ISA units can advise the supported commander of the options available to prevent success or to counter opponent propaganda. AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-class Armed Forces, Source of National Pride In 1932, Germany was suffering its version of the Great Depression and sought a leader who would represent the people. Hitler emerged as the answer, and his election led to millions of deaths. This poster, propaganda from Hitler’s presidential bid, reads: “Our Last Hope: Hitler.” http://blog.psprint.com/printing/print-propaganda-pieces-changed-world/ AFP Core Values: Honor, Service, Patriotism AFP Vision 2028: A World-class Armed Forces, Source of National Pride Source: https://meetville.com/quotes/tag/truth/page349 AFP Core Values: Honor, Service, Patriotism  PROPAGANDA ANALYSIS AND COUNTER - PROPAGANDA WORKSHEET ISSUE/INTEREST: Source Content Audience Media Effects Recommended Actions Source Classification Classification of TA Type of Transmission Actor: Ultimate: Proposed Counter Action Techniques: Author: Apparent: Authority: Intermediate: Platforms: Theme: Unintended: Type of Propaganda Messages: (White, Gray, Black) Over-all Analysis:  AFP Vision 2028: A World-Class Armed Forces, Source of National Pride Propaganda Analysis & Counter-Propaganda Workshop AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-Class Armed Forces, Source of National Pride Workshop Mechanics Organize yourself into three (3) groups. Designate a Team Leader among your group who will act as the lead facilitator and presenter. TL will present the SCAME workshop output. AFP Core Values: Honor, Service, Patriotism  AFP Vision 2028: A World-Class Armed Forces, Source of National Pride Workshop scenario 1 https://global.chinadaily.com.cn/a/202405/16/WS66455d30a31082fc043c75bb.html  AFP Vision 2028: A World-Class Armed Forces, Source of National Pride Workshop scenario 2 https://www.scmp.com/news/china/diplomacy/article/3282500/china-accuses- philippine-ships-violating-sovereignty-after-spratly-islands-collision  AFP Vision 2028: A World-Class Armed Forces, Source of National Pride Workshop scenario 3 https://www.youtube.com/watch?v=_tZ6Hmee8iY