War Of Ideas : The U.s. Propaganda Campaign In Vietnam

This book describes and appraises American use of propaganda in Vietnam (l965-l972) as an instrument of foreign policy. In an effort to point out pitfalls to be avoided and successful techniques worthy of emulation in future psychological operations, the case study shows how some proven and time-honored prescriptions for effective propaganda were observed in Vietnam and how many others were ignored. Accordingly, strengths and weaknesses and successes and failures are highlighted. Ninety-five illustrations and numerous quotations of American leaflets and posters are included. These were selected to provide the reader a "feeling" or "flavor" of the propaganda campaign. Cover 1 Half Title 2 Series Page 4 Title 6 Copyright 7 Dedication 8 Contents 10 List of Tables and Figures 12 Preface 16 Abbreviations 18 PART 1 - PROLOGUE TO PROPAGANDA 20 Chapter 1. INTRODUCTION 22 "Foreign Invader" 25 Chapter 2. CROSS-CULTURAL COMMUNICATION 32 Doctrine 32 The Psychological Terrain 35 Chapter 3. THE BUREAUCRACY 44 Centralized Authority 45 Military Propaganda 47 Political-Economic Propaganda 49 Coordination with Saigon 50 PART 2 - U.S. PSYCHOLOGICAL OPERATIONS 56 Chapter 4. THE CHIEU HOI AND SURRENDER PROGRAMS 58 Major Psychological Appeals and Themes 63 Special Campaigns and Techniques 88 Tactical Military Operations 101 Effectiveness 110 Chapter 5. THE PSYCHOLOGICAL OFFENSIVE AGAINST THE NORTH 118 Leaflet Campaigns 119 "Frantic Goat North" 119 "Field Goal Operation" 132 Ho Chi Minh Trail Campaign 142 Radio Broadcasting 154 The Strange Case of Nguyen Van Be 158 Effectiveness 165 Chapter 6. WINNING "HEARTS AND MINDS" IN THE SOUTH 174 Psychological Goals 177 Image of the Republic 178 Anti-Communist Image 202 Image of the United States 211 Effectiveness 222 PART 3 - THE QUESTION OF EFFECTIVENESS 228 Chapter 7. AN APPRAISAL: PROBLEMS AND PERSPECTIVES 230 Credibility 233 Consistency and Specificity 240 Psychological Warriors 258 Communication Feedback 261 Effectiveness 266 Chapter 8. SOME LESSONS LEARNED 270 A "War of National Liberation" 274 APPENDIXES 278 A Memorandum of Agreement on Direction and Supervision of U.S. Psychological Operations in Vietnam 280 B National Psychological Operations Plan For Vietnam 282 C Example of a JUSPAO Policy Directive 290 D Listing of JUSPAO Policy Guidances (Directives) 296 Selected Bibliography 302 Index 314