Page 206 - An Introduction to Political Communication Second Edition

INTERNATIONAL POLITICAL COMMUNICATION

Wars of national survival are rare, however. Indeed, it may be
argued that the Second World War was the only such conflict of
the twentieth century for the advanced capitalist world. War against
the USSR, had it ever been allowed to break out, would have been
another. But most conflicts are fought over issues of territoriality,
strategic resources, or economic self-interest. In such wars defeat
may involve national humiliation and the downfall of a government,
but not the collapse of the society. Citizens, therefore, are less likely
to support them, and may actively campaign against them, as
occurred in both the Vietnam and the Falklands conflicts. Mercer
et al. note that ‘in a limited war, the relationships between politicians
and the media will be particularly sensitive; the government’s interest
will not necessarily be construed as identical to the national interest.
[In] a time of tension preceding a war, the potential power of the
media to sway public opinion is even greater’ (1987, p.6). In these
situations governments have to ‘manufacture’ consent for the pursuit
of war, and manage opinion in such a way that the war aims are
achieved.
Opinion also matters on the international level. To embark on a
major military campaign like Operation Desert Storm, the US and
its allies required not only the support of their own people, but that
of the United Nations in its capacity as the collective voice of the
world community. Wars have been fought by big powers in the
absence of international endorsement, but the current political
environment is such that no country, no matter how powerful
politically, can pursue major military objectives in isolation. Early in
1998, when it appeared that the Saddam regime was refusing to
comply with UN resolutions on weapons of mass destruction, a huge
public relations effort was organised by the United States and British
governments to prepare domestic opinion in both countries for
another military campaign against the Iraqi dictator. Like the first
Gulf War (see below) this was a necessary prerequisite for military
action (which on this occasion, fortunately, turned out not to be
necessary).
In short, then, modern wars are as much about communication
as armed aggression. In a liberal democracy, where government
must submit itself to periodic electoral judgment, wars, to a greater
extent than any other aspect of policy, must be legitimised in the
eyes of the people. In recognition of this fact defence ministers,
generals, and others responsible for the planning and execution of
warfare have been joined by public relations professionals, whose
job it is to ensure that the media’s image of a conflict is such as to

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