Упрощенная HTML-версия
http://interaffairs.ru
Author : E. Vinogradova
School of Political Science, Lomonosov Moscow State University, detached study graduate student
THE DEVELOPMENT of information technology
is changing the principles and methods of manage-
ment and training; it has also been at the heart of the
revolution in the field of international relations and
in military affairs.
In this regard, one of the biggest challenges facing
the modern states and their militaries is the use of
information to manage any conflicts, since informa-
tion can influence the perception of people.
A correct information strategy can assist in winning
a military conflict. Work with types of information such as the Internet and other new media is
a different way of conducting modern warfare.
It is no coincidence that in the U.S., and then in a number of other countries at the beginning
of the 21st century a new approach has emerged to the examination of the role of the mass
media in public policy, which received its concrete expression in the concept of "strategic com-
munication" (SC).
A number of military analysts note with concern that, while states are debating on how to work
correctly with strategic communication channels, terrorists have already learned how to use them.
The SC activity aims not only to influence a target audience in order to win an information and
psychological war, but also to improve the image of a country using SC much like opponents
and allies by means of technologies such as image making, branding, cross-cultural communica-
tion, reputation management, and spin doctoring.
U.S. military expert Craig Colucci has rightly observed that in order to effectively influence public
opinion, SC must focus not on conflict, but on managing it.
AN IMPORTANT TASK before modern states developing strategic communication is to know
how to work with its channels, which in recent years have increased thanks to Internet technolo-
gies.
Unlike electronic media, the main advantage of social networks is the international factor: general
accessibility. An electronic publication has its own target audience. Social networks bring together
everyone through international status. That is why they have begun to influence not only inter-
national target audiences but also strategic communicators.
In our view, the efficacy of strategic communication is hindered by such factors as the lack of a
clear-cut approach in strategic communication activities and the underestimation of the impor-
tance of cross-cultural communication and of the new media when working with selected target
audiences.
Strategic Communication in International Relations