Donald Rumsfeld und „Smart Power“

Der amerikanische Verteidigungsminister Donald Rumsfeld äußerte sich kürzlich über den von der Bush-Regierung geführten weltweiten Krieg gegen den Terror. „In diesem Krieg“, so Rumsfeld, „werden einige der entscheidendsten Schlachten möglicherweise nicht in den Bergen Afghanistans oder auf den Straßen des Irak geschlagen, sondern in den Nachrichtenredaktionen von New York, London, Kairo und andernorts. Unsere Feinde haben sich geschickt an die Kriegsführung im heutigen Medienzeitalter angepasst; wir jedoch haben dies überwiegend nicht getan.“

Die gute Nachricht ist, dass Rumsfeld zu begreifen beginnt, dass der Kampf gegen den Terror nicht durch harte militärische Macht allein gewonnen werden kann. Die schlechte Nachricht ist, dass er das Konzept der Soft Power oder „weichen Macht“ – der Fähigkeit, das, was man sich wünscht, durch eigene Attraktivität statt durch Ausübung von Zwang zu bekommen – noch immer nicht verstanden hat. Wie The Economist zur Rede Rumsfelds anmerkte: „Bis vor kurzem betrachtete er einen derartigen Fokus auf die Soft Power schlicht als, nun ja, lasch – als Teil des Appeasement des „alten Europa“ gegenüber dem Terrorismus.“

Nun erkennt Rumsfeld endlich, wie wichtig es ist, Herzen und Denken der Menschen für sich zu gewinnen. Aber, so The Economist, „ein Großteil seiner Rede konzentrierte sich darauf, wie Amerika mit geschickter PR-Arbeit den Propagandakrieg gewinnen könne.“ Mit anderen Worten: Indem er die Medien für Amerikas Probleme verantwortlich macht, vergisst Rumsfeld die wichtigste Marketing-Regel überhaupt: Wenn Ihr Produkt nichts taugt, wird es sich selbst mit der besten Werbung nicht verkaufen lassen.

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