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Media Management Towards National Security Advertising Essay

INTRODUCTION

"Warfare is fought with the will of the federal government, competence of the armed forces and the support of the nation"

Carl Von Clausewitz

1. A nation's military security originates from the strength of its armed forces and the media is considered to be the watchdog of region itself. With enough knowledge of each other's vulnerabilities and advantages, media and military services can immensely benefit from each other. The fear of the army is that the advertising in their exuberance and hurry to take the reality to the people might jeopardise their future functions. The main matter of the military is that of information, which could jeopardise a armed service operation or endanger the lives of the troops who have to transport it out, shouldn't be published. The 1st in any procedure is to avoid any information of value falling in to the hands of the adversary, who in turn could utilize the same to his advantages. Alternatively, the media does not wish to be seen working under the influence of the military and desires to be totally self-employed in its reporting. The media play an essential role in projecting images and moulding perceptions in the realm of foreign and defense procedures. It really is through advertising that information is gleaned, perceptions formed and guidelines articulated on such issues. Mass media is still a thermometer/barometer/ reflection of the population. Open public support and national morale are powerful force multipliers in themselves which is moulded by the marketing. The impact of multimedia, especially the aesthetic media, on armed forces operations is now increasingly important. Real-time visual demonstration can rapidly affect adversary, public and therefore political view. Thus advertising has a great role to try out towards security of the nation.

CHAPTER II

METHODOLOGY

1. Purpose. To review & analyse the role of multimedia in battle and internal problems situations, advertising as a make multiplier for military and their interoperability towards countrywide security.

2. Assertion of the Problem. This dissertation aims at an in-depth review of the role of media during battle and towards growing inner security situations and the inter operability with the military.

3. Justification of the analysis. As future military services commanders why do we have to examine role of mass media in today's framework? Associated with that media takes on an important role in the nationwide security. It's the fourth real estate which works as a watchdog to the nation. The information made by the mass media can effect the folks of the nation and mould the belief of a land. While being translucent the multimedia may bargain on information leading to false sense of realism or jeopardise functions. Media being truly a strong pillar of the contemporary society can help towards the security of the country simultaneously not diminishing on its basic role of transparency.

4. Hypothesis. Sensible and responsible Press reporting will ensure mass media not infringing into national security. Marketing is a drive multiplier for the armed forces during war, inside crisis and peace. Mass media invariably form a major player in the security situations and inter operability with armed forces that will ensure synergized effort towards national security.

5. Range. Marketing is a massive subject and how it can relate towards the nationwide security, this paper only provides brief overview of the role of marketing in the

internal crisis situation and the recent advancements relating to the problem and how military and media can work towards the overall security situation.

6. Ways of Data Collection. The data because of this dissertation has been gathered from large number of magazines, literature, periodicals & publications which can be purchased in the DSSC Collection. Furthermore certain sites related to the topic were accessed on the Internet. Lectures distributed by eminent loudspeakers at DSSC are also referred to.

CHAPTER III (Last)

MEDIA IN INDIA

1. Advertising in India has been founded since long and their contribution to the population and nation consequently is commendable. Mass media in India has improved from humble information print to the modern cyber media. Before going to discuss about the media management and using multimedia as a tool towards military businesses to ensure nationwide security, why don't we examine the marketing generally speaking in current India. The problem of internet will be touched after superficially as it is a vast subject in itself.

Defence journalism

Looking at the annals of information coverage of the conflict and internal turmoil situation, it is quite noticeable that the news headlines from the region of operation has always interested the mankind. Mass media these days has now assumed a position which it experienced seldom enjoyed previously. Starting as an institutionalized approach to generate recognition and inform public, media has become an instrument to govern our lives. An in depth scrutiny and research of Mahabharata would expose to us the nuances of battle that continued between your two adversaries and till date it remains a great testimony to what the grade of battlefield confirming analyses was during the epic period in India. If we were to identify a battle correspondent in correspondingly modern India, possibly William Howard Russell's name may be the first one to be cited as he reported after the first battle of freedom in India in 1857. The coverage of the battle and internal turmoil in current scenario has considered an interesting change with the near real time to reside coverage of the events showing pictures from the turmoil zone instantly. Marketing has been participating in a vital connect to the others of India on the ongoing insurgency/militancy in Kashmir and North East.

Media coverage needed an upwards surge almost nearing a deluge during the Kargil conflict. Twenty four into seven channels began churning the battlefield in a search for not only the latest reviews but some stories eclipsing the previous one in so doing arousing open public interest and forming opinions. Never really had there been so much support to the war work in the recent record as was apparent during the Kargil discord. Why achieved it happen just how it did-did advertising are likely involved in it? Do we expect the marketing to be as supportive during future procedures as it was during Kargil? Would the part of media that is handled and financed by people from beyond your country continue to play the ball just how it did during the Kargil turmoil? Today, the images of conflict, for example peace, can decisively get the contours of a nation's public opinion even prior to the authorities can validate or repudiate the authenticity. Therefore, it is even more necessary to critically analyse the role multimedia can play and how best could it be optimized without reducing any of its essential elements.

Press council of India

1. Press Council is a device for the pres to regulate itself. The raison d'etre of this unique establishment is rooted in the idea that in a democratic contemporary society the press needs at once to be free and reasonable. When the press is to operate effectively as the watchdog of general public interest, it must have a secure liberty of manifestation, unfettered and unhindered by any specialist, organised body or individuals. But, this state to press independence has legitimacy only if it is exercised with anticipated sense of responsibility. The press must therefore scrupulously adhere to accepted norms of journalistic ethics and maintain high standard of professional do. Where in fact the norms are breached and liberty is defiled by unprofessional conduct, a way must exist to check on and control it. But, control by government or official government bodies may prove damaging of this flexibility. Therefore, the simplest way is to let peers of the occupation, assisted by the few discerning layman to regulate it through an adequately organised representative impartial machinery. Hence, the Press Council.

2. The Press Council of India was first create in the year 1966 by the Parliament on the advice of the First Press Fee with the aim of preserving the freedom of the press and of retaining and enhancing the benchmarks of press in India. The present Council functions under the Press Council Function 1978. It adjudicates the grievances against and by the press for violation of ethics and for violation of the flexibility of the press respectively. The Press Council is headed by the chairman, who have by convention, been a retired judge of Supreme Judge of India. The council includes 28 other participants of whom 20 symbolize the press and are nominated by the press company/news agencies recognized and notified by the Council as all India body of categories such as editors, working journalists and owners and professionals of paper, five members are nominated from the two residences of the Parliament and represent ethnic, literary and legal areas as nominees of Sahitya Academy, University or college Grant Payment and Pub Council of India. The participants provide on the Council for a term of 3 years. The Council was previous reconstituted on May 22, 2001. The Press Council of India has the following function:-

To help the magazine to keep their independence.

(ii)

Medium of Media

Role of Media

2. Role of multimedia is that of mediation between the federal and the folks of the nation. Because of its responsibilities, marketing is the fourth pillar of the democratic India. After 63 years of achieving freedom and search towards becoming number 1 power of the entire world by 2020 through economical expansion, the role of advertising is somewhat uncertain and adding a question symbol on the Indian journalism. Before moving ahead we need to ask ourselves and think as to is Indian marketing playing the role for what it's been known that is the fourth pillar of the state of hawaii? If not then what role advertising should play? The clear response to this question would be that the media should be reasonable, reliable, impartial, appropriate research/reporting and work in an included manner towards the entire advantage of the people of the nation. So far as news can be involved, marketing should analyse the news in an exceedingly rigid manner, how it has happened and what is the very lifetime of the news headlines to go to the root cause of the problem rather than being biased to any facts and results available of hand or floated by anybody. But the fact remains frequently rather going deep into any issue, journalists are blindly accepting the news as fact which is being created and carefully manipulated by the evil elements and disseminate the same publicly. Well, the entire community of journalist s cannot be placed under suspicious category for the improper reporting or misdeeds of few journalists.

3. Media's basic role is to inform, influence, amuse and help develop economy of state that involves news evaluation, examination and assessment and lastly dissemination. Newspaper publishers have a dual role; it is just a quasi public establishment and a free of charge business and same holds best for the electronic advertising also. But when the multimedia overlooks its responsibility to the people of a region and lays more emphasis on being free venture that is the problem begins. Another problem is what news is deserving and what is not, and most important is what news need not be shared or broadcasted is set by whom? The journalist is neither to be looked at as a detective nor a historian but as mediator in conveying its viewers all about the event. Major Standard Winant Sidle of the united states Military says, "The appropriate media role in relation to the federal government has been summarised aptly to be neither a lap dog nor an invasion dog but, somewhat, a wrist watch dog. " Apart from acquisition, interpretation and dissemination of reports, role of multimedia can be summarised as; to produce public view and attitudes, act as watch-dog for people in conditions of human protection under the law issues and abuses by establishment of power, advise public with incidents that are well balanced and finally maintain nationwide morale by dependable information coverage.

The Constitution of India and Press Freedom

4. The Constitution of India, specifically in the chapter on Fundamental Rights, surprisingly, will not mention "freedom of press". Down the road, Dr. Ambedkar however possessed brought up that being area of the guarantees of Liberty of Conversation and Appearance in Article 19 (1) (a) of the constitution it was not necessary to stipulate the liberty of press individually. Freedom of expression as stated in the Constitution signifies all forms of ideas, thoughts, ideas and conviction and therefore covers the majority of what is necessary for the freedom of press. Censorship is no chance covered in any provisions of the Indian constitutions. However during an emergency under the Indian Constitution, Fundamental Protection under the law including Independence of Manifestation and Talk stands suspended. The Article 19 (2) of the Constitution of India expresses that the liberty of the press can be limited for reasons of sovereignty and integrity of India, protecting democracy and the security of the state of hawaii, besides various other contingencies.

5. Freedom of the marketing in actual facts is tempered by hard surface realities such as ability and affect of the possession on editorial policies, commercial orientation of the multimedia, administration control over key resources such as newsprint, communications and advertisements. Very often media misuses the freedom given to it and it is evident from a number of issues. Multimedia these days are usually more employed in dramatization of an event or news alternatively than reflecting the beneficial part. More regularly, unnecessarily intruding into private lives/personal issues of the people and especially focussing on the stress victims and their families. Media has been around highlight for being involved in corrupt methods and favouring the publishers, political celebrations, business houses, religious institutions to name a few. Biased posting, journalist and editor block some media while highlighting others for the reasons of there own. There have been instances where media play up local emotions leading to strong appeal and endemic commotion. During reportage of conflict or any procedures related to inner crisis situation, many a times media has show immaturity and is irresponsible in its reporting by sensationalizing and escalating the discord. Law enforcement, politician and corporate can be considered for double standards, but how can we expect the same requirements from our journalist community. When one pillar collapses, the complete building is likely to fall down. Press being the fourth pillar have to be strong enough in breaking the ice and put forward media and make the truth distinct from ambiguous or falsehood that will entail loss of life of social evil and the folks of the country and the state of hawaii itself will are in peace. This is actually the responsibility than must be realized and adopted by the Indian journalism. Now, how they are going to shape, steer and lead the new generation of India towards to a peaceful nation as a whole is subject of time and the self applied awakening.

Media ethics

6. Mass media both print out and way more the electronic press performs an important catalyst in shaping the general public views, sentiments and dogmas by promulgating accurate and desirable information and knowledge. Because of the vast intrusion of tv set news in public areas life, it has the vitality and can create an enduring impact on society, culture and security of a region. These days mass media is generally facing a qualitative turmoil pertaining to the news disseminated because of it and it seems as the news headlines stations in India have their respected doctrine charted out presenting anything as media which brings about an departure from the moral issues of journalism. They have metamorphosed themselves towards product packaging of information and have adopted an insurance plan of commercial culture wherein their basic motto has changed from disseminating information to making television rating points. With numerous information programs being beamed to your houses the thirst for the genuine news by the general public is not satisfied due to lack of content, quality and authenticity which have deteriorated over a period of time. Electronic press in India has been irresponsible in presenting media and sensitizing essential incidents without understanding and realising the impact and implications on people and security of the country. Investigative journalism is the in thing now where in the stations has become a self proclaimed looking into agency which to some extent is instrumental in bringing out the truth but slowly and gradually the programs are being used as a way of personal vendetta or increases by insiders as well as outsiders.

7. Press used to be known as the voice of common people and a medium to grab knowledge of the globe. Media had on the time period had built some ethics which was liked but with the fast development, mushrooming of news agencies and requirement of progress it is loosing its reliability. Print media compared to electronic multimedia was known for its accuracy and its own ethics and with duration of time everything has become part of marketing and reports turned into commodity. The so called free media talks the vocabulary of the businesses these are benefited from. The ethics which is being talked about is exactly what should be written or shown and what shouldn't be. The overall target should to increase society, country building for a better tomorrow. Unlike this, mass media coverage includes concerns which are of no use to the citizen but surely for his or her own mileage. Media is meant to connect the earth rather than a soap opera in which media ethics, duties and purpose is lost.

Reach of mass media

8. It's important for a country like ours to know the features of available media facilities, readership, listener dispatch and viewer dispatch behaviors of the people to measure the reach of marketing. But do we know as it pertains to the reach of varied mass media singularly and in combination on the list of diverse population in the united states. There many question which comes up like just how many in the united states face or read paper, view television, listen to radio, search internet, etc? Which of the available advertising and how frequently? Just how many and who all read more than one newspaper, which and where in India? During what period of the day and exactly how frequently do the people watch Tv set and pay attention to radio? What's the duplication/overlap of programmes between different multimedia and many more elaborate questions like such will determine the affect the media will generate in the people of a country and evaluate its reach.

9. In the year 2006, National Readership was carried out in India which is definitely the largest review of its kind on earth, with samples from 2, 84, 373 house interviews to measure the press penetration and visibility in both urban and rural India and naturally the readership of magazines. Based on the study, today average metropolitan adult is spending 44 minutes per day reading mags and dailies. Readership of dailies continue to grow when compared with the previous time however there is a decline in magazine readership both in urban and rural India. Satellite television has grown in leaps and bound and has a considerable reach: Tv set now grows to 112 million Indian homes. Internet in addition has spread mostly with a reach now exceeding 12 a huge number. Resurgence of radio can't be overlooked as its reach has increased to 27% of the population tuning directly into any radio stop in the common week, almost equaling the amount of readers. This growth in advertising reach and penetration will play a essential role towards national perception and countrywide security as such.

Media Ownership and control in India

10. In February 1995 in a landmark judgement, Supreme Court docket of India ruled that the airwaves are general population property and no longer under administration control. In 1996 a Broadcasting invoice was produced and an autonomous Broadcasting Power was vested with regulatory power. The ministry of information and broadcasting in June 1998 allowed private Indian satellite stations to uplink from India. While using advertising being liberalised admittance of foreign advertising was eminent, now the question which comes to mind is; do overseas advertising impact the insurance policy decisions, an instrument of ethnic imperialism, western business and foreign policy interest subsequently hampering national security. The positive side may be in favours of overseas media on the ground of plurality, competition and viewers to know. Their impact will mould the notion of the populace as they wield through their agenda.

11. It's very interesting to learn concerning who controls the many multimedia entity in India and obviously it'll stem out from the ownership. A very popular news route NDTV, is funded by gospels of charity in Spain which helps communism. CEO of the company is Prannoy Roy who's related to Prakash karat, the overall Secretary of communist get together of India. CNN-IBN is funded by Southern Baptist Chapel using its branches across the world using its HQ in US. Times Group which includes Times of India, Mid-Day, Nav Bharat Times, Stardust, Femina, Times Now (Tv set news channel) and many more is possessed by Benet and Coleman. Celebrity TV is supervised by an Australian, who's supported by St. Peters Pontifical Chapel, Melbourne. Birla Group owned Hindustan Times have modified hands which is presently held by Shobhana Bharatiya and employed in collaboration with the days Group. English daily, The Hindu began over 125 years has been bought out by Josua Society, Berne, Switzerland. The Indian exhibit in which Functions Christian Ministries have a major stake. A couple of many other regional news printing who are privately possessed by Indians that have more reach and impact in the rural, semi-urban and to some extent metropolitan population. Regional Television network like Enadu is handled by Ramoji Rao that has connection in the film industry.

12. The ownership talks about the control of advertising in India by external agencies whether it is foreigner or Indian. The news headlines will be biased by their owners and the product that filters right down to the normal man will distort. The effect is obvious; we are going to be given with customized news by the firms who are holding the strings.

Media responsibility

13. Independence of press might have potential unintended result while engaged in the inner crisis situation specially when considering modern marketing as a drive multiplier. Many a times the advertising is in an awkward position when it's covering terrorist occurrences. Media's role to protect the society's right to know will come in direct issue with the state's (military services, police and investigating businesses) quest is to safeguard and serve, and keep maintaining order when covering internal problems situations. The precarious balancing action that the press encounters while covering terrorist incidents is like having censorship using one part of the weigh scale and freedom on the other hand. During internal problems situations, press must be always vigilant about controlling their liberty relating safeguarding the peoples right to know against their responsibility to experiment with a constructive role. The more the flexibility and accuracy switches into reporting, the greater the coverage favours the terrorists and vice versa. Issues facing the government authorities and media shops before, during and after a terrorist event have to be closely examined by both businesses towards dissemination of information that will reach a balance. The terrorist and government's agendas have a tendency to dramatically oppose, as the mass media position is often judgment call. Advertising is a make multiplier stuck in between complete censorship and total independence of the press. It is important that the advertising is constantly on the play a constructive role during times of local and countrywide crisis but it is also critical that the mass media be allowed to continue to provide a counterbalance.

CHAPTER V

MEDIA MANAGEMENT

Embedded journalism

1. Before discussing embedded journalism it is important to expound after the two categories of media reporters, inserted media and unilaterals currently present on the battlefield. Inlayed media live with a military unit, only after going through training prerequisite to proceeding to the area of action. The embeds are taught with the fundamentals of the military and basic success skills including donning of nuclear, biological and chemical protection suits and gas masks. Alternatively, unilaterals are those journalists who show up in the challenge field with out a military endorsement to be able to receive the so called real history and while doing some pay the best price. Employees who do not wield weapon on the battlefield aren't investments but a responsibility. The seats which is occupied by the inserted media can't be used by a tuned soldier who can provide with firepower in the battlefield. The huge benefits some what outweighs the disadvantage or can be debated for a particular situation or kind of procedure. Since today's marketing is hi-tech and gets the capability to transmit uncensored incidents as they occur throughout the world real time, then it is prudent to assimilate the media's involvement into the planning effort to accurately notify the public. Neglecting or delaying the media's integration in to the planning process is likely to produce additional reports that create a skeptical public.

2. A joint doctrine has been promulgated by the Indian armed forces to enhance battle fighting capacities one of which ideas in co-opting mass media by setting up a pool of embedded journalists. Select journalists who are trained in the surroundings and fit may be granted access to stick with armed forces items near the tactical head office where they would have the ability to move upfront having observed the action on screen. The promulgation of the joint doctrine by the military will entail the doc as standard text message and form part of the training syllabus for many officers in any way levels. The joint doctrine lays emphasis on increasing the situational ethics of the advertising person which means indoctrinating journalists to an even where they'll appreciate the needs and compulsions of the military action. The advertising plan in the joint doctrine burrows intensely from the US and its own allies invasion of Iraq in the entire year 2003 where few multimedia folks were trained and permitted to accompany military systems. This practice of attaching multimedia with military services gave climb to the expression embedded journalism and the ethics which continues to be being debated in the media circle.

3. Earth rules for any operation should intent to prevent publication of details that could jeopardise an procedure or endanger the troops. Is there a probability for military to review and censor articles emanating out associated with an operational theater, well mass media is not likely to break down this truth. Reporters covering from the battle front via real-time will transmit images which will be broadcasted to the whole world as the struggle unfolds. This ability gets the potential to influence tactical and functional plans in our adversaries as they will be see to the same reports.

Social mass media management

4. A thorough strategy for using social mass media is the need of the hour to boost countrywide security and the earlier it is implemented by the defence makes that much edge it is going to pose for this. The usage of social multimedia can be broadly divided into four categories; first of all, the inward sharing which is posting information within the section and agencies. Individual defence services need to share information intra-service as well as inter-service that may enable the defence causes with synergy in intellect handling and functional orientation. Subsequently, the outward writing which is sharing information with external groupings and other agencies. Thirdly, inbound sharing which is obtaining information and suggestions from outside organisations and the general public. Lastly, the outbound sharing where information is shared with people outside the government including with the people of the nation and friendly foreign nations. Showing of information avoids duplication of job like gathering of information and inspecting the same. Well analysis can vary with team to department as to what is the requirement that needs to be gleaned out of the available data nonetheless, pre-analysed data from different companies will allow in building the bigger picture.

CHAPTER VIII (FINAL)

MEDIA AS Make MULTIPLIER

1. Today marketing needs to be utilized in a more pro-active manner to form the operational structure of your commander. This is done by more integration and proposal of the media, public relations officer and the men in uniform into two way communication caring for each others needs at the same time. One very essential requirement is the education of the staff and subordinate commanders at operational level to realize the necessity and good thing about engaging media towards military businesses.

2. The fourth estate in this informational age gives commanders with huge opportunities to leverage towards own functions that ought to be exploited to the maximum. The marketing can be used as potent power multiplier in obtaining the target by maximizing the morale of our very own forces and people, as an agent of deception for the military services, gathering valuable intellect and boosting better build-up of situational awareness, sustained psychological procedure and finally communicating the target and end point out to the international community.

3. Today the commander ought to know the actual fact that the thrust which comes from the people of the nation when any operation takes place is because of the instant relay of situation to the masses by the marketing. The armed forces thus have an edge in attaining to the people as quickly as possible to generate and harness the support. Military services being known for a respected institution and profession in the united states, the image maintenance if not enhancing ought to be the prime matter of the commanders. During any conventional war or operation other than battle, the trustworthiness of armed forces action is seldom questioned due to the trust, confidence and respect which the armed forces enjoys. Commanders need to be proactive in interesting the press rather than being reactive and therefore loosing the possibility to use the press alternatively than being used by the marketing.

4. Inaccurate reporting and depiction of the businesses will have a poor and devastating influence on the carry out of procedure there on in conditions of likely transformed perception of our very own people and international point of view. Therefore will effect the decision making circuit from tactical to strategic level. Apart from the people of the nation and high level decision designers, one very essential aspect which comes into picture is that of our very own troops, who face the same news, be it at mid-air bases, ships, harbours, communication chains, rear end areas, etc will have an impact on the psychi. This again will have a revealing to effect on the way the troops will fight consequently. Commanders should to be concerned of the said reality in this information age to keep the morale of the troops high. In fact the functions where our causes have given a valiant deal with should be projected to each and every possible people by the most effective means. Our troops are the best and also to keep up with the image of this potent pressure especially in this fast pace materialistic world, Commanders must take every chance to showcase our spectacular airmen, military and sailors.

Maximizing the fourth estate

5. Maximising and moulding the understanding of the masses and adversary through fourth property and how the commander leverage the media to effectively achieve functional purpose to his own benefits is what the commander should explore which naturally is the necessity of the hour.

6. Before utilizing the media, a brief review of the type of the press would be asked to better understand its potential. Media covering any military services operation amounts from newbie in the field to the seasoned veteran. Thus employment of press by the commander should maintain a judicious manner like not allowing the mass media to wander in the battlefield at free will because of the wide spectral range of their work experience. At operational level coverage of mass media can be dived into three main guidelines namely mobility, ability and responsibility. Mobility is recognized as the guts of gravity of the multimedia which is confirming from the arena while safeness is the media's critical vulnerability. This is apparent from journalist getting jammed during operations unable to move credited to lack of mobility. The items which are more mobile or the ones with freedom of range of motion cover the procedure in a more realistic manner. Regarding the basic safety many a journalists have landed themselves in dangerous situations and few lost their lives while covering information from the turmoil zone. In relation to capability, multimedia is often before armed service on information time battlefield being equipped with sophisticated dish communication technology. This ability to move and capacity have complicated the operational commander's obstacle to become more proactive in being successful or at least not loosing to the mass media coverage.

7. Understanding the media's concerns, capabilities, advantages and weaknesses can help operational commanders in utilizing mass media towards the operational design and carry out of operations. First of all, marketing offers a platform for the functional commanders to transfer his operational aims and goals. In many a cases through the operation when a commander is interviewed he communicates to basic masses giving his aim without divulging any intricacies which could jeopardise the procedure. This way people are aware in regards to what is happening and additional their support for the procedure. This also continues rest of the forces informed and they understand the target. Subsequently, the PSYOPS probable of the marketing to the functional commander. Using commercial broadcast would provide a heightened level of trustworthiness with the enemy because its alternative party stature provides some guarantee of truth, over armed service broadcast. Using commercial television for PSYOPS would need to be covertly understated, done over a sublime level, and would require special authorization. The military services might and capabilities can be projected to the adversary and folks to play with the minds. Dangerous images of the adversary, pumping in of more pushes to the theatre and special training of your troops to take on the opponent will affect the way the operation will be conducted by the foe. In short, to maximize the potential of PSYOPS the operational commander must consider the mass media as an initial method of influencing an opponent's activities. Thirdly, the operational commander must consider using the media within the overall deception plan. Advertising can be employed to inject information regarding an idea or designs however react on various other plan. Finally, an area rich with prospects for functional commander is harnessing the potential of press in gathering cleverness. Valuable intellect like background information on people, surfaces and facilities in a particular region can be provided by the reporters. Army may assign businesses/reporters to a specific geographic region to gain intimate understanding of the social cloth and the culture. Military services leaders need to exploit this intellect asset when planning or coming into a new theater. Tapping into the marketing is a great open-source for gathering information about the adversary though it could be frustrating and challenging. Radical expansion and modernization of open-source exploitation can be an important reform for the cleverness community these days. Commanders should develop innovative ways to permeate and analyse the most challenging targets, the target should be to strengthen analytic competence, methods and practice. Exploiting open-source information should be the priority and is also one way operational commanders and brains personnel can aide in this problem.

8. Day in and day trip, there are new revelations about Muslim terrorist sleeper skin cells in India. Most of the suspects imprisoned and/or tried out have links to Pakistan. Islamist extremism in India needs to be explored by accepted experts. Military pushes are subjected to this extremism in daily operations which must be addressed. Military has to look into the modus operandi, money, support (state and non-state), recruiting structure in terms of location, basic populace, function, means, etc to comprehend the enemy to increase its operations. The internet, where a electronic caliphate has been created on the net, is utilized to proselytize, recruit, radicalize, account raise and story take action of terrorism. Army should be proactive in tapping the internet in conjunction with the status and friendly land intelligence network to draw out inferences and intelligence to help expand their businesses. Knowledge building and knowledge posting should be the priority in this information age.

9. Some secrecy is vital to both national security and democracy but abnormal secrecy undermines accountability and decision-making, and sometimes national security itself. Disclosure decision in a democracy thus must balance the importance of general population knowledge and deliberation against the chance of exposing and undermining suitable actions or harmful national security. But neither the armed service nor the press can be trusted to strike the total amount, for both have asymmetric bonuses. The military hazards general population criticism when it announces an audacious plan but hazards little when it is secretive. Moreover, journalists have much to get from publishing labeled solution and little to loose. They almost completely internalize the benefits associated with publication, but may discount or inaccurately assess national security harms. A free press is essential to inform the public, but critic need that reporters are less responsible than the navy they seek to check. The press wields huge capacity to undercut desirable classified information also to communicate the nation's features and vulnerabilities to the foe. the military needs to be investigated unauthorized ownership and disclosure of documents or information associated with the countrywide defence by the press which could harm future operations.

10 Disgruntled armed forces personnel, turned down equipment suppliers or companies, families among others seek justice through mass media and court. More worrying are judge cases, some of which have been widely reported and sensationalized. These incidents are within an increasing craze and common to all or any the three services. Such unfavorable publicity has a bearing on the self-control and morale and can't be simply dismissed.

11. Image building when our military are involved in aid to civil electricity.

12. Problem comes up because of individual protection under the law violation, real, exaggerated or sometimes fabricated. These must be investigated and the findings made recognized to the public. Individual privileges commissions, NGO organisations and advertising can help redress the balance. These instrumentalities therefore have to be cultivated, not shunned. The commanders need to pay more attention to these issues and negate any adverse publicity which can bring down the morale of the troops and operation so.

13 The rapid advancement in technology and the media's ability to report real-time as they happen, military can no longer realistically hope to maintain functional security by denying information to the media. In the present context, to reduce the enemy's military services efficiency is information overload. This requires providing the adversary more information than his potential to assimilate in any given point of the time. A new armed forces - media construct, synergistic romance with cooperation in any way levels will ensure information overload and can force the foe to concentrate on many diverse cases, rendering it impossible to discern valid intellect data. These days multimedia not only gathers information on preparation for the theater of operation but have removed a step forward by broadcasting possible strategies and tactics debated by armed forces strategists. International community, general public and fighting makes will keep an eye on these telecasts and contemplate situations and reviews provided on global cable television network and may be compelled to commit their scarce armed forces resources to counter possible episodes. Thus the adversary's makes may be diluted and their overall armed forces efficiency reduced. The marketing has invariably become an indisputable ally in this technique.

14 Operational security is paramount in any campaign whether it is a full scale war or handling internal turmoil situation. Commanders at all times build rapport with reporters so they develop rely upon him and recognize his explanation of events. General Schwartzkorf proven four rules to activate the press, they can be, "don't allow them intimidate you, there is no legislations that says you have to answer almost all their questions, don't answer any question that in your judgement would help the opponent and finally don't ever rest to the people of the country you are preventing for". These guidelines apply and keeps good to any commander. Press short of any commander is sent via satellite to globally audience which includes the adversary as well. Clear message can be directed across to the general public and the adversary government and its armed service leaders.

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