Дональд Рамсфелд и «умная сила»

Дональд Рамсфелд, министр обороны США, недавно сказал следующее о войне против терроризма администрации Буша: «В этой войне некоторые из решающих битв, возможно, происходят не в горах Афганистана или на улицах иракских городов, а в отделах новостей Нью-Йорка, Лондона, Каира и т.д.. Наши враги, в отличие от нас, хорошо приспособились к ведению войны в эпоху средств массовой информации».

Хорошие новости заключаются в том, что Рамсфелд начинает осознавать, что в борьбе с терроризмом невозможно одержать победу исключительно военной силой. Плохие же новости состоят в том, что он все еще не понимает «мягкую силу» - способность получить желаемое путем привлечения на свою сторону, а не принуждения. Как прокомментировал речь Рамсфелда журнал «Экономист», «до недавнего времени он открыто считал такой акцент на «мягкой силе» мягким подходом – частью попустительства терроризму со стороны «Старой Европы»».

Сегодня Рамсфелд, наконец, осознает важность покорения сердец и умов людей, но, по словам «Экономиста», «добрая часть его речи была посвящена тому, как посредством хорошо продуманной пиар-кампании Америка может победить в войне пропаганды». Другими словами, обвиняя средства массовой информации в проблемах Америки, Рамсфелд забыл первое правило маркетинга: плохому товару не поможет даже самая лучшая реклама».

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