Abstract
Introduction
Problem
Conceptualization
Operationalization
Measurement
Analysis
Recommendations
References
Authors

Abstract

When America’s military is sent overseas to protect the nation’s interests or citizens, they leave behind the general public. However, this public and their opinion have a tremendous impact on the military’s ability to complete its mission. Hooper (1982) has studied this phenomenon and concluded that an unchecked media can sour public opinion, destroy public support, and severely reduce troop morale and mission effectiveness. The purpose of this paper is to lay the groundwork for future empirical study that may describe, predict, and potentially control the media’s framing of their reporting of military contingency or war operations. 

This project uses agenda setting, information manipulation, and uncertainty reduction theories as well as civilian crisis communication, military doctrinal and historical perspectives in its evaluation and proposes the pilot testing of a new public affairs organization that will influence the way the civilian press reports military activity in a contingency operation. (Go to complete text)

When America’s military is deployed overseas to protect the nation’s interests or citizens, they leave behind the general public. However, the public and its opinion have a tremendous impact on the military’s ability to complete its mission. Hooper (1982) has studied this phenomenon and argues that an unchecked media can sour public opinion, destroy public support, and severely reduce troop morale and mission effectiveness. This purpose of this paper is to lay the foundation for a future empirical study that may describe, predict, and potentially control the media’s "framing" of their reporting of military contingency or war operations. (Go to complete text)

To investigate the relationship between the presence of a Joint Crisis Information Team and the way the media frames its reporting during contingencies, one must first lay a basis for the argument. This paper will focus on the literature of four perspectives: theoretical, civilian crisis management, military doctrinal, and historical, to investigate this relationship. In addition, the following literature review serves to establish the military’s necessity to attempt to control the way the media tells the story. (Go to complete text)

To investigate the hypothesis, a further operationalization of the independent variable is necessary. The literature reviewed identified the following characteristics of a public affairs response: 

PLANNING STAGE + EXECUTION STAGE = RESPONSE 

The level of response can be based on the presence or absence of these characteristics in a particular military crisis situation which can be accomplished by way of a survey. (Go to complete text)

Assessing the influence of military public affairs on media framing is by nature a qualitative study: magnitude of effect on public opinion is quite subjective. However, recent research has shown that the ascribed salience of an issue is a direct result of frequency of appearance (Iyengar & Simon 1993). This fact, coupled with the theoretical perspective of agenda-setting, can best be utilized in a pre-test, post-test content analysis scenario. Content analysis, as described by Berelson (1952), is an objective, systematic and quantitative description of the manifest content of communication. The ultimate goal of content analysis is to investigate the relationship of independent and dependent variables. (Go to complete text)

The ability of a joint public affairs team to influence or frame the message conveyed to the public at the start of a military contingency can be examined using a system of content analysis. Essentially, this would entail studying the various news media reports – in both electronic broadcast and print formats – and dividing them into "positive" and "negative" categories. An item classified as positive would include a favorable portrayal of the mission and performance of the American armed forces. A negative report is one that includes an unflattering picture of the military and its operations, or questions the efficiency of the armed services. (Go to complete text)

The authors of this paper understand that the study recommended has some known limitations. The proposed content analysis is not likely to produce a random sample; also, other types of news media like radio, television newsmagazines, and printed editorials are excluded. However, the error or bias introduced should not significantly affect the results if a large enough sample is used. Another potential problem lies with the creation of a provisional JCIRT as the independent variable. Lacking the proper resources or desire by the Department of Defense could prohibit its provisional implementation. To combat this potential problem, the authors suggest the use of a survey of military public affairs professionals and military commanders to further test the need of a JCIRT. (Go to complete text)

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Authors

For comments or questions contact about this project contact via e-mail one of the team members: Gil Dominguez, Kyra Hawn, Tim Hoffman, Ron Przysucha, Ryan Yantis