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2. Delayed Recall. Other things being equal, PSYOP messages that are remembered for a long time after exposure are more effective; usually the longer it is recalled the more effective the message.

3. Repetition. Other things being equal, messages that are repeated to others are more effective than those that are not so repeated. This can be developed further to take into account the circumstances of repetition, the number and kind of persons repeating the message, chains of repetition, and accuracy of repetition.

4. "Paper and Pencil" Behavior (Attitude Surveys). A significant measurement of the effectiveness of PSYOP messages and programs can be obtained from the responses to well-constructed questionnaires (surveys) and the development of appropriate scales for measuring key indicators of attitudes. For example, questions pertaining to the key attitude indicators would be included in a programed survey for a particular social group or geographical area, and the data would be collected prior to the initiation of the PSYOP program. After the data are collected, PSYOP target and effect analysis personnel would retrieve the data on the attitude indicators and it would be indexed according to an appropriate scale. This would represent an attitude rating prior to the initiation of the PSYOP program. Subsequent surveys conducted at appropriate intervals during the campaign would provide information about the progress or lack of progress concerning attitude change.

5. Physical Response to a Message. It was emphasized that the primary purpose of PSYOP is to influence the behavior of the audience; therefore, positive audience action is the final indicant of the effectiveness of PSYOP communication. When specific action, such as writing letters, voting, or defecting, is called for, and takes place, then the effectiveness of a given item of communication (or campaign) becomes apparent, although, of course, it must be demonstrated that the action was motivated by the message and not by some other factor in the situation. Sometimes, PSYOP messages serve as stimulants for future action.

6. Content Analysis. Indicators of PSYOP effectiveness can often be obtained from a content analysis of the monitoring of radio communication, newspapers and other publications, captured documents, enemy propaganda, and in-depth interviews and other intelligence reports. CONCLUSION

In sum, PSYOP intelligence is vitally important to the development and the implementation of meaningful PSYOP programs. It is used to obtain current information about PSYOP targets, to test or obtain feedback with regard to message content and format, and to measure the effect of PSYOP messages and programs.

NOTES

1 Wilbur Schramm, Mass Media and National Development (Stanford, Calif.: Stanford University Press, 1964), p. 177.

2. Oriana Fallaci, " The Americans Will Lose' Says General Giap,” Washington Post, Section V, April 6, 1969.

3. Daniel Lerner, Sykewar: Psychological Warfare Against Germany, D-Day to V-E Day (New York: George W. Stewart, Inc., 1949), pp. 135–136.

The terms "target analysis" and "audience research" are used in this report synonymously.

5.

See Phillip P. Katz, “PSYOP and Communication Theory," (Chapter II of this casebook).

6. Ibid.

7. United States Military Assistance Command, Vietnam, "Guide for Psychological Operations," April 27, 1968, p. IV-9.

8. Alfred de Grazia, Target Analysis and Media in Propaganda to Audiences Abroad (ORO-T-222) (Chevy Chase, Md.: Operations Research Office, The Johns Hopkins University, 1953), p. 57.

9. Opinion Research Corporation, "The People of South Vietnam: How They Feel About the War," a CBS News Public Opinion Survey (Princeton, N.J.: Opinion Research Corporation, 1967 p. 1.

10. Ibid., p. 3.

11. Ibid.

12. Thomas C. Sorensen, The Word War: The Story of American Propaganda (New York: Harper and Row, 1968), p. 77.

13. The panel design is the most vital component of the process. For an evaluation of the panel-impact design, see Donald Campbell and Keith N. Clayton, "Avoiding Regression Effects in Panel Studies of Communication Impact," Studies in Public Communication, 1961, no. 3, pp. 99-117.

14. Office Memorandum. United States Government. From Colonel Johnston to Mr. Giebuhr, Subject: Evaluation Report, Leaflets. Evaluation of Leaflet SP-1069 September 1, 1966.

15. There have been a number of studies dealing with techniques for pretesting leaflets. See H. C. Bush, Pretesting PSYOPS Leaflets in Vietnam (Honolulu, Hawaii, 1968). 16. de Grazia, Target Analysis, p. 55.

17. Samuel H. Flowerman, "Mass Propaganda in the War Against Bigotry," Journal of Social Psychology, XLII (1947), pp. 436-437. (Emphasis added.)

PSYOP Intelligence Requirements

Initial treatment in the intelligence portion of this chapter is given to intelligence requirements for psychological operations, specifically, the role of intelligence, planning requirements, language and interpretation, and, finally, timeliness.

The role of intelligence in PSYOP is similar to the overall role of intelligence in military operations. Although conceptually narrower— clearly, PSYOP intelligence concerns only that information relevant to PSYOP and excludes all other military intelligence-the intelligence potentially useful for effective psychological operations covers an extremely wide range of subject matter, probably broader than that useful for any other military task. This is evidenced by the EEI for PSYOP intelligence. The role of doctrine and policy in PSYOP intelligence is to place limits on methods or sources, or to provide guidance with respect to the utilization of certain methods or sources. Doctrinal constraints are important, but our involvement in Vietnam clearly indicates that more emphasis needs to be placed upon the refinement and modification of doctrine and policy based upon experience in the field. (See Chapter III.)

The solution of the language usage problem can be the difference between successful and unsuccessful PSYOP campaigns. It is essential to use the idiom correctly. (See Chapter V and Martin F. Herz, “Lessons From VC/NVA Propaganda," Chapter VI.) It is also necessary to insure that the dialect is properly selected for the target group. The context of the language as used must also be proper in the minds of the target audience. The role of research in assuring these factors is to validate the use of the language, idiom, and dialect. Native language facility on the part of PSYOP personnel is highly desirable, but hardly ever exists; therefore, the use of interpreters is common. There are many problems associated with utilization of such an intermediary, among which are accuracy, target audience perception of the intermediary, and social position of the intermediary.

Timeliness is a major factor in both the production and the content of intelligence. While old data are not necessarily invalid data, constant vigilance must be exercised to insure that changes have not in fact invalidated intelligence material. For many categories of PSYOP intelligence categories relating to the culture and economy of the audience, for example-change will not be rapid.

PSYOP depends upon adequate intelligence. Without it, adequate targeting, choice of the optional channel of communications, and message selection can never be systematically attained.

PSYOP ESSENTIAL ELEMENTS OF INFORMATION*

BY THE 7TH PSYOP GROUP

This enumeration of the PSYOP EEI analyzes the information required for effective PSYOP planning and comments on current military information collection activities relevant to psychological operations.

SUMMARY

Psychological operations research and analysis entails three major functions: Analysis of the target area; propaganda analysis; and evaluation of PSYOP media output through pre-testing and post-testing, and determination of reactions of inhabitants of the target area. Psychological operations research and analysis has particular information requirements which are different from those of combat and tactical intelligence. Briefly, psychological operations intelligence research and analysis needs to know about what it is like to live in the target area, about all aspects of life there so that psychological operations media output (leaflets, radio broadcasts, loudspeaker broadcasts, and so forth) can be developed which are suitable for the target area. This particular approach requires a large amount of detailed information about the life patterns and living conditions of people in various occupations and social levels in the target area.

*From "PSYOP Intelligence Notes," No. 62, by the Target Analysis Section, 7th PSYOP Group, 3 December 1968.

ESSENTIAL ELEMENTS OF INFORMATION

At present information collection by military components is mostly centered around the obtaining and reporting of information about strictly military subjects. Only a small part of this kind of information has been found satisfactory for use in support of psychological operations. This brief guide tells the kinds of information which are useful in support of psychological operations. The following is a suggested list of PSYOP essential elements of information:

Social Organization. Composition of the society by ethnic group, age, sex, occupation, role, status, and so forth. Distribution of people by occupation and territorial location (that is urban, towns, villages). The family in the society. Method of reckoning kinship in the society (names of relationships used). Social stratification-levels, ranks, classes, and prerogatives, duties and privileges of each social level. Tensions between social groups. Methods of social control. Attitudes of each class. Suitable psychological operations messages, themes, and techniques. Best delivery techniques for psychological operations messages for each group. Accessibility of each group to PSYOP media output.

Daily Routine. Specify in detail all activities performed by a person on normal work days and on special days, giving approximate timetable, including the hours for rising and retiring, beginning and ending work, preparing and taking meals, time spent in recreation, meetings, shopping, cooking, washing, cleaning and conversation. Include seasonal variations, for example, the farmer's year may be broken down into the periods of preparation of fields, planting, growing season, harvesting, and the off season. Different routines for people in various occupations such as farmers, factory workers, miners, school children, army personnel, government workers, and administrative personnel at various levels; men, women, and children may have different patterns.

Habitual Customs. Habits in the individual's household with regard to food, sleep, bodily functions and cleanliness, and all forms of normal or customary behavior. Gestures. Postures. Bodily positions.

Etiquette. Standards of behavior and actual or normal behavior in relations between individuals, including with other members of the farm household and village, fellow factory workers, officials in higher positions, and the like. Include salutations, forms of address, special gestures, rules of hospitality, and politeness toward others in accordance with rank, age, sex, and relationship. Special forms of behavior and treatment of higher officials, old people, children, fellow workers. Training and Education. Treatment and training of children. Children's activities. Nurseries, kindergartens, primary, and secondary schools-age of attendance, activities, subjects, text books, and other pertinent matters. Acquisition of traditional cultural patterns. Training in bodily habits, postures, language. Manifestations of fear, anxiety, and affection in children, and how handled by adults.

Life Cycle of Individuals. Conception, contraception, pregnancy, abortion, birth, infanticide, suckling, and naming. Childhood. Puberty. Adolescence. Sexual practices-including normal patterns and development, deviations from normal development, frigidity, impotence, bestiality, prostitution. Courtship. Age at marriage. Betrothal. Types of marriages and ceremonies. Divorce. Adulthood. Old age. Death. Suicide. Burial technique and disposal of the dead, including normal deaths, dead from epidemics, soldiers in war, enemy soldiers, infants, and other related matters. Ceremonies held at various stages of life cycle, including birth, transition from puberty to adulthood, marriage, attainment of old age (for example, 60th birthday in Korea), death, burial, and post-burial. Political Organization. Systems and types of government at national, regional, provincial, township, and village levels. Political leadership and organizations at all levels. Prerogatives of leaders, special treatment. Obligations of leaders. Councils. Quasi-political associations, units, and organizations. Crime, law, and justice.

Economic Organization. Property. Types of property (real estate, household and occupational equipment, personal effects, ritual objects, foodstuffs, livestock). Rights to utilization of property. Inheritance. Land tenure. Production (industry, trade, agriculture, herding, fishing, hunting, and collecting). Seasonal variations of production. Participants in production. Complaints and stresses of people engaged in production. Organization of work. Distribution of products of the various forms of production. Stores and shops at all levels. Availability and scarcity of food and consumer goods. Stocks and prices of goods. Farmers markets. Monetary system. Remuneration for labor. Consumption of items produced, for instance, final uses. Rationing systems. Attitudes of people to all of above.

Ideological and Religious Beliefs and Practices. Beliefs about men and about the supernatural. Ceremonies, rituals, meetings, and detailed description of proceedings. Sacred or venerated objects. Culture heroes. Myths. Religious organizations and societies. Secret societies. Beliefs associated with warfare.

Knowledge. Methods of recording and communications (writing systems, languages, dialects, tape recorders, shorthand systems, motion pictures, photography). Methods of counting and reckoning. Measures of weights, distance, surface, capacity, time, and value. Seasons, weather, and climate. History and myths. Culture heroes. Stories, songs, and sayings.

Communications. TV and radio communications (numbers and types of broadcasting facilities). numbers, types, and distribution of receivers. Wire-diffusion systems. Publishing of books, magazines, of newspapers and their distribution. Literacy. Availability of foreign language published materials. Motion picture industry (languages, types of films, and distribution). Languages and types of recorded materials. Public information organizations in area and content of media. Censorship. Attitude,

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