Harmful Effects Of PSYOP

While evolution of the Psychological Operations Branch from a functional capability from World War II (WWII) expands its legitimacy and capability to employ cyber and other core capabilities formerly conducted by PSYOP, it is critically important to maintain the traditions of Psychological Operations Branch because if we don't maintain the traditions of the PSYOP Branch as its founder MG McClure did in 1944, PSYOP as an art form, or specialty craft will be lost and will cease to create positive effects during conflict and in peacetime. PSYOP is a Special Operations capability with a unique mission set intended to influence foreign target audiences. The doctrine and traditions of PSYOP were honored from WWII through the start of Operations
Influencing audiences takes time, especially in peacetime, but effects can be demonstrated through trends of behavior change. Take the anti-smoking advertising campaign in the U.S. For over fifty years. This is essentially a propaganda campaign employed to influence smokers to quit smoking by highlighting the health risk and deadly effects of smoking cigarettes. Today the measures of effectiveness are represented in the indirect correlation of decreases in heart disease and laws enacted to prevent smoking in public venues. This example represents the fundamental doctrine of influence that McClure employed during WWII. Conducting PSYOP short of adhering to doctrine, whether employing traditional means of dissemination like leaflets and radio or through technological means like satellite television or social media, the Army will not be successful in opposing our adversaries in perfecting the art of influence, and most importantly will most certainly fail in the information war against adversaries such as Russia, China and
Army John F. Kennedy Special Warfare Center and School (USAJFKSWCS) that evolved from the brainchild of McClure at Ft. Bragg, N.C.
The Major General Robert A. McClure Medal was established in 1998 in three variants from bronze to gold presented by the PSYOP Regiment in recognition of professional competence and standards of integrity and moral character as outstanding practitioners who have demonstrated the highest levels of tactical and technical competence and “contributed to the welfare of the Civil Affairs, Special Forces and Psychological Operations regiments, active or reserve component, as Department of the Army civilians, or in a private capacity” (USAJFKSWCS).
The award represents honor and professionalism of the legacy left by McClure for those to follow, but also as a membership into a very small fraternity of professionals past and present that continue to pass on the institutional knowledge, the lessons learned, and the perfection of the craft. It further serves to represent the best in those that profess esprit de corps, selfless service, and the Warrior ethos of PSYOP that has been gradually diminished since the start of OEF and OIF.