Part 1 of this post can be found here. 

Leveraging Social Media When the Shooting Starts

After insurgents launched multiple, simultaneous attacks inside Kabul’s government and diplomatic areas on April 15, many in the media were quick to label the attacks as a “Taliban Tet Offensive”. The media’s reference was to the 1968 Tet Offensive, which involved tens of thousands of North Vietnamese regulars and thousands of Viet Cong irregulars. The communist guerillas attacked the length and breadth of South Vietnam from Hue in the north, to the Mekong Delta to the American Embassy in Saigon (Garamone, 2012).

Through the International Security Assistance Forces AFPAK Hands program, detailed in my previous post, we have learned that much of the efforts towards Afghan media, on the part of ISAF and the international community, are directed towards the Afghan media who have the largest audience. Much of this feedback was received from media outlets themselves. However, there are many other media outlets who communicate to specific audiences.

In his book, The Al Jazeera Effect, Philip Seib states that “Al Jazeera is a paradigm of new media’s influence,” similar to the way CNN had been the first to influence foreign policy throughout the world. Al Jazeera, Seib writes, goes further by using new media as a tool that ranges from democratization to terrorism, in addition to creating ‘virtual states’.