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It is the enemy’s will to resist that is the true objective of war. Destruction of his armed forces is a means and not necessarily mandatory to achieve this objective. To save the precious resources of blood and treasure and to assure the continuance of policy, United States military commanders should focus their attention on overcoming the enemy’s will to resist through effective influence operations. Current deficiencies in influence activities often compel the United States to resort to an inappropriate use of military force. Often this use of force is counterproductive and reinforces the negative perceptions of the United States. Instead of applying strategic communication, the Joint Force Commander should focus on the influence of foreign populations in pursuit of national security objectives and to do this the Joint Force Commander should borrow from the methods of political campaigning and business marketing. Preeminent to this concept is overcoming an audience’s natural resistance to an idea. In fact, overcoming resistance is an often overlooked facet of any influence activity. All too often, the construction and execution of messaging is the central focus of influence activities, yet the conditions for the positive reception of messages has not been obtained. The monograph conducts a practical examination of current problems of joint force influence activities and examines the term strategic communication to make the argument for the development of an influence strategy central to the theater strategy. The monograph examines communication theory as it relates to an influence strategy and conducts a comparative research analysis of political campaign and marketing models. By comparing the major aspects of both these models, appropriate aspects of influence activities can be identified for use by the joint forces integrated into the assessment, planning and execution functions of the command. Massive reorganization efforts and substantial increases in budgetThis work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. This work was reproduced from the original artifact, and remains as true to the original work as possible. Therefore, you will see the original copyright references, library stamps (as most of these works have been housed in our most important libraries around the world), and other notations in the work.This work is in the public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work.As a reproduction of a historical artifact, this work may contain missing or blurred pages, poor pictures, errant marks, etc. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.
