Could you think of a more insidious corporate term than ‘perception management’?
It can be argued that the many militaries have undergone corporatisation in various ways, with “perception management” serving as an example of corporate-style terminology and practices being adopted within military operations. This corporatisation is reflected in several aspects…
Corporate Terminology,
Outsourcing and Privatisation,
Strategic Communications,
Efficiency and Management Practices,
Public-Private Partnerships.
What is perception management
“Perception management” is a term used primarily in the context of military and psychological operations to describe methods of influencing and controlling the perceptions of others to achieve a strategic objective. The concept encompasses a range of activities, including information warfare, psychological operations (PSYOPs), and strategic communications.
In the context of the US military, perception management involves carefully crafting messages and information to shape the opinions, attitudes, and behaviours of target audiences, which can include populations, allies, and adversaries. The goal is often to create favourable perceptions of the military’s actions and objectives, undermine the morale and resolve of enemies, and gain support from the public and other stakeholders.
Perception management techniques can include:
- Media Manipulation:
Using media channels to disseminate specific narratives and control the flow of information. - Psychological Operations:
Conducting operations intended to influence the emotions, motives, and behaviours of individuals or groups. - Public Affairs:
Managing and disseminating information to the public to maintain a positive image and build trust. - Deception:
Deliberately misleading adversaries to create confusion and misdirect their actions. - Information Operations:
Coordinating the use of various information tools and platforms to influence perceptions and achieve strategic goals.
The term gained prominence in the late 20th century and is associated with efforts to understand and manipulate how information is perceived by different audiences, both domestically and internationally.
Media Manipulation
Media manipulation involves strategically influencing the dissemination and reception of information to shape public perception and achieve specific objectives. This can be accomplished through several methods. One common tactic is the selective release of information, where only certain facts or perspectives are highlighted while others are suppressed, creating a biased or incomplete narrative. Another method is the use of propaganda, which employs emotionally charged language, imagery, and symbols to elicit specific reactions from the audience. Media manipulation can also involve disinformation, where false or misleading information is deliberately spread to confuse, mislead, or deceive the public. Additionally, leveraging influencers and trusted figures to endorse or disseminate specific messages can lend credibility to manipulated content. These strategies can be executed through various media channels, including news outlets, social media platforms, and entertainment media, making it challenging for the audience to discern manipulated information from genuine content.
Mainstream news
Mainstream news often serves as a carrier of media manipulation due to its significant reach and influence over public opinion. This manipulation can occur through several mechanisms. Firstly, media outlets may exhibit bias by selectively reporting stories that align with their editorial stance or the interests of their owners and advertisers, thereby shaping public perception in a particular direction. Additionally, sensationalism and clickbait headlines are used to attract viewers and readers, which can distort the importance or context of the news. The repetition of certain narratives and the use of specific language and framing techniques can subtly influence how audiences perceive events and issues. Furthermore, mainstream news can be a conduit for government or corporate agendas, as these entities may exert pressure on news organizations to report favourably on certain topics or to downplay negative coverage. Consequently, while mainstream news is often a vital source of information, it is also a powerful tool for media manipulation, necessitating critical consumption by the public.
PSYOPs
In the context of media manipulation and perception management, Psychological Operations (PSYOPs) refer to strategic military activities designed to influence the emotions, attitudes, and behaviours of targeted audiences. These operations aim to convey selected information and indicators to audiences in ways that will influence their perceptions and decision-making, ultimately supporting military and political objectives. PSYOPs can involve the dissemination of propaganda, the use of misinformation or disinformation, and the creation of persuasive communications to undermine enemy morale, sway public opinion, or garner support for military actions. Techniques can include leaflets, broadcasts, social media campaigns, and other forms of communication that reach both adversaries and civilian populations. By leveraging psychological insights, PSYOPs seek to exploit cognitive biases and emotional responses, making them a powerful tool in modern asymmetric warfare and strategic communication efforts.
Sanitised language
Corporate terminology is often employed to obscure and normalise contentious or controversial actions as a strategy to gain public agreement. By using euphemistic and sanitised language, organisations can frame their actions in a more favourable light, thereby reducing resistance and fostering acceptance. For example, terms like “downsizing” or “rightsizing” are used instead of “layoffs” to make the reduction of workforce sound more strategic and less harmful. Similarly, phrases such as “collateral damage” are used in military contexts to downplay the human cost of military operations. This type of language softens the perception of negative actions, making them seem like standard business practices or necessary measures. By embedding such terminology into everyday discourse, corporations and other entities can shape public perception, making their actions appear more reasonable and less objectionable. This strategy leverages the power of language to subtly influence attitudes and behaviours, aligning public opinion with the interests of those in power.
All Governments and Militaries
All governments and militaries around the world employ perception management to some extent as a means of shaping public opinion, maintaining control, and achieving strategic objectives. This involves carefully crafting and disseminating information to influence how events, policies, and actions are perceived by both domestic and international audiences. Governments may use state-run media, official statements, and public relations campaigns to present their initiatives in a positive light, minimise criticism, and foster national unity. Militaries engage in psychological operations (PSYOPs) to influence the morale and behaviour of adversaries and civilian populations in conflict zones, utilising techniques like propaganda, misinformation, and strategic communication. These efforts aim to create favourable perceptions, manage crises, and support policy goals. By controlling the narrative and managing perceptions, governments and militaries can strengthen their legitimacy, build public support, and enhance their ability to operate effectively in both peacetime and wartime environments. This widespread use of perception management underscores its importance as a tool of modern governance and military strategy even though such strategies are bases upon untruths.