One can see some of these group appeal, crowd-building, normative shaping, and other psychological manipulation techniques described by the author at work by various parties in the US media media-space and even here, as well.
Attitude change—peripheral route
IO (Information Operations) also rely extensively on exploitation of nonrational, or peripheral, route factors (Petty & Cacioppo, 1986), such as communicator credibility and the activation of emotion in attempts to change attitudes and behavior (Baker, 2006; Lamb, 2005a). Because U.S. credibility is so diminished in much of the world today (DSB SC, 2008; Jones, 2005; Lamb, 2005a), IO experts have urged special effort in finding new ways to associate U.S. messages with credible third-party sources, including the use of Internet chat-rooms and third-party evangelists (Lamb, 2005a). One much publicized effort to enhance the source credibility of pro-U.S. messages is that of planting ghost-written articles in Iraqi newspapers, falsely attributed to Iraqi authors (Julian, 2007; Marx, 2006)—a practice declared to be legal in a military court review (Murphy & White, 2007). IO has traditionally relied on the creation of emotion, including fear, to alter enemy soldier and civilian behavior (Lamb, 2005a). For example, leaflet-based fear appeals are employed to urge enemy troop surrender. IO has also, in recent years, dramatically increased its reliance on emotion as a persuasive tool by increasing its use of images instead of words to communicate with its external publics: Combat Camera, which captures digital images of military operations that can be distributed worldwide instantly, has become an integral part of IO planning and execution (U.S. Army FM 3-0, 2008).
Compliance gaining
Other IO, particularly tactical PSYOP (psychological operations conducted in a small battle zone or community), employ compliance-gaining techniques such as reciprocity, social proof, and commitment and consistency (Cialdini, 2004; Lamb, 2005a). For instance, Tactical PSYOP soldiers in postinvasion Afghanistan distributed soap and kites (both previously prohibited by the Taliban), along with greeting cards sent at the end of Ramadan, blankets, medical supplies, and school supplies (Lamb, 2005a; Roberts, 2005; U.S. Army FM 3-05.30, 2005) in efforts to trigger reciprocity and, as such, the willingness of citizens to provide necessary assistance to U.S. troops. In Iraq, tactical PSYOP troops distributed coloring books, soccer balls, t-shirts, comic books, water bottles, and other “logo” items, as well (Crawley, 2005; Paschall, 2005; U.S. Army Comics, 2005). Of course, blunting similar enemy persuasive efforts is an important component of PSYOP, too. As such, some U.S. PSYOP troops fought the information war by spending time in Afghani markets trying to buy up “all the Osama/pro Al Qaeda merchandise they could find”(Roberts, 2005, p. 75). To maximize the power of social proof, PSYOP personnel in Iraq built a crowd for a staged pro-U.S. demonstration (Zucchino, 2004), and have been generally instructed to build crowds to listen to U.S. military messages (United States Army, Field Manual 33-1-1 , 1994).
In one application of commitment and consistency, or the “self-sell” (Pratkanis & Aronson, 2001, p. 166), PSYOP troops in Afghanistan sponsored a school writing contest on the theme of how the student writer's life had changed since the U.S. invasion (Roberts, 2005, p. 129). In Iraq, U.S. military commanders worked to establish citizen commitment to U.S. policy by inviting selected community leaders to weekly meetings to voice complaints and request changes in military policy (Baker, 2006). Normative influence, group formation, and group function. Post (2005), in his recent article in Joint Force Quarterly, argued that IO should do more to exploit influence factors related to successful terrorist recruitment. Post suggested addressing what other recent authors have termed “descriptive” and “injunctive norms” (Cialdini et al., 2006, p. 4): (1) challenging the wide-spread belief in some Middle Eastern communities that terrorist membership was common behavior and (2) identifying means to diminish the public celebration of terrorist bombers. Post (2005) also argued that IO should attempt to weaken terrorist group cohesiveness, by magnifying dissention within the group and by providing support for defectors.
(SNIP)