conference paper
Strategically leading for identity in war on terror- the transformation and meaning (lessness) of motivation in western male militarized culture
Abstract
In general, the understanding and self-awareness of the male and female roles are the main elements of ideas of value also in wars and conflicts. Strategic communication has two targets: its own military culture and global media audience. This article tries to bring up identity phenomena, which have often remained merely unconscious effects on an idea of the character of the war. The motivation of the global audience and single soldiers was a central part of perception management in the success of the strategic leadership and management in the militarized western culture. The military culture has generally moved from the area of the war to an area in which the image of the war is created by military culture itself. Strategic Communications and Military Psychological Operations (PSYOP) are based on a Cold War construct that has not been significantly overhauled since the end of that era. Today's most pressing challenge, the Global War on Terrorism (GWOT) requires a different solution set. The Quadrennial Defense Review, the Information Operations Roadmap, the National Strategy for Combating Terrorism and the Report of the 9/11 Commission all recognize this fact. But the soldiers are still more dependent on political support and economic resources. For example, persuasive language in propaganda is not a new phenomenon in warfare, although its form adapts to the technology. An advertising rhetoric is becoming a part of military language. Also protecting identity - western, male, wealth - has been a central part of fighting the industrial war in the first half of the 19th century and also on terror through citizenship policies and practices. The war on terror has largely been fought in the public eye, through images of male politicians and soldiers waging war in defence of their nations and on behalf of the "civilized world". For example, one of the three main themes in President Bush's administration was the liberation of Arabic women under the Taleban regime. The character of the war has changed more and more in the direction in which soldiers meet civilians and other opponents, not other soldiers. This change requires a new image and brand of military culture. In such a case there is tension built inside the soldier culture, which will lead to psychological difficulties and refusal of battle if the situation drags on. A group of soldiers that has lost motivation begins to become passive and to avoid battle.
Author keywords
gender, identity security, military culture, psychological operations, sex, war on terror