The sophisticated use of modern information technology can generate significant support for one's cause throughout the international system or more directly through a network of sympathizers and supporters. It is a force multiplier for the side capable of creating a compelling narrative in the effort to gain and sustain an advantage. The [Army counterinsurgency] manual notes the importance of such narratives but then inexplicably defines the information domain as a potential "virtual sanctuary" to the adversary, instead of identifying the virtual dimension as a crucial zone within the expanded battlespace.

While irregular wars are quintessentially won or lost in the minds of men (and women), the US government and the Pentagon have yet to master modern information operations. The decision to withdraw the Marines from Fallujah in April of 2004 highlights the powerful effect that modern communications can have on local, regional, and global audiences.

... Like the French levée en masse, the evolving character of communications is altering the patterns of popular mobilization, and having profound implications on why and how people will fight. The availability of modern media in all its many forms has radically changed the manner by which adversaries acquire and disseminate strategic intelligence, recruit, rehearse, and promote their cause.

Current antagonists seem to understand this, perhaps better than America’s strategists and policymakers. In a letter written by bin Laden to Emir Al-Momineed, he stated, "It is obvious that the media war in this century is one of the strongest methods; in fact its ratio may reach 90 percent of the total preparation for the battles." (my emphasis)

The existence of the Ka’abah [in Mecca] and the Prophet’s mosque [in Medina] -The existence of 75% of the world’s oil in the gulf region; and whoever controls the oil controls the world’s economy. -This explains the wide international interest in this matter. It also explains clearly the tenacity of the American forces and others to staying over the land of the two Holy Mosques, and their bragging that they will not leave and abandon their interests in these areas. -Many international media agencies corresponded with us requesting an interview with us. We believe this is a good opportunity to make Muslims aware of what is taking place over the land of the two Holy Mosques as well as of what is happening here in Afghanistan of establishing and strengthen the religion, and applying Sheri'a (Islamic laws). -It is obvious that the media war in this century is one of the strongest methods; in fact, its ratio may reach 90% of the total preparation for the battles. These matters and others of Moslems interests which we wish with Allah’s assistance to get together and consult about; hoping for His guidance to accomplish our goals. Peace, mercy and blessings of Allah upon you. (my emphasis in bold; quote selected by Hoffman in italics)

Therefore the advocates of reform should know that reforming and uniting the nation under Islam cannot be achieved through lectures and books only, but through a practical plan involving the entire nation, each according to his own capabilities, beginning with prayer to God and ending with fighting in the cause of God, for fighting in the cause of God is an indivisible part of our religion. In fact, it is the pinnacle of religion. So, how can religion survive without its apex? It is a pressing need for our nation's life, glory, and survival. Although our enemy lies, our religion tells the truth when it stipulates: You fight, so you exist. This is what they teach their children, but they tell us the contrary. Moreover, fighting comes about through the big powers' need for survival. Just read history if you want — including the history of America, which has ignited dozens of wars throughout only six decades. This is because this was one of its most pressing needs. When the United States makes a sincere decision to stop wars in the world, it knows before anyone else that that day will mark the beginning of its collapse and the disintegration of its states. This day is coming, God willing. So, beware of any call for laying down arms on the pretext of achieving peace. This is because this will be a call to humiliate us. Only a hypocrite or an ignorant person can promote such calls.

Before concluding, I urge the Muslim youths to carry out jihad, particularly in Palestine and Iraq. I also call on them to be patient and pious, and to weaken the enemy by inflicting wounds on it, along with protecting Muslims during these actions. They also should be careful not to expand on applying the law regarding the use of human shields, for this should be left to their honest ulctiiii on a case-by-case basis. We beseech God to grant us victory through patience and piety. May God make us patient and pious. (my emphasis)

Al-Qaida is highly skilled at exploiting multiple, diverse actions by individuals and groups, by framing them in a propaganda narrative to manipulate local and global audiences. Al-Qaida maintains a network that collects information about the debate in the West and feeds this, along with an assessment of the effectiveness of al-Qaida's propaganda, to its leaders. They use physical operations (bombings, insurgent activity, beheadings) as supporting material for an integrated "armed propaganda" campaign. The "information" side of al-Qaida's operation is primary; the physical is merely the tool to achieve a propaganda result. The Taliban, GSPC (previously, the Salafist Group for Preaching and Combat, now known as al-Qaida in the Islamic Maghreb), and some other al-Qaida-aligned groups, as well as Hezbollah, adopt similar approaches.

Contrast this with our approach: We typically design physical operations first, then craft supporting information operations to explain our actions. This is the reverse of al-Qaida's approach. For all our professionalism, compared to the enemy's, our public information is an afterthought. In military terms, for al-Qaida the "main effort" is information; for us, information is a "supporting effort." As noted, there are 1.68 million people in the U.S. military, and what they do speaks louder than what our public information professionals (who number in the hundreds) say. Thus, to combat extremist propaganda, we need a capacity for strategic information warfare — an integrating function that draws together all components of what we say and what we do to send strategic messages that support our overall policy.

At present, the military has a well-developed information operations doctrine, but other agencies do not, and they are often rightly wary of military methods. Militarizing information operations would be a severe mistake that would confuse a part (military operations) with the whole (U.S. national strategy) and so undermine our overall policy. Lacking a whole-of-government doctrine and the capability to fight strategic information warfare limits our effectiveness and creates message dissonance, in which different elements of the U.S. government send out different messages or work to differing information agendas.

We need an interagency effort, with leadership from the very top in the executive and legislative branches of government, to create capabilities, organizations, and doctrine for a national-level strategic information campaign. Building such a capability is perhaps the most important of our many capability challenges in this new era of information-driven conflict. (my emphasis)