play Twenty Questions with al Qaeda

The Flack passes along the news (from Newsweek) that al Qaeda’s main spokesman, Zawahiri, feeling burned by the media, is trying another tack—he’s now making himself available for long-distance interviews by journalists, via email questions submitted to al Qaeda’s media arm, As-Sahaab (The Cloud).

Newsweek rightly labels this a publicity tactic, and it’s a shrewd one, because it garners al Qaeda a different kind of global media attention from what they’re used to [e.a.]:

This is the first time Al Qaeda has made a formal call to journalists, although it will not be the first time the radical Islamic group has granted interviews to Western media. Counterterrorism experts believe that the posting is genuine and that it is part of Al Qaeda’s evolving tactics to use the Web as part of its propaganda arsenal. “This is a continuation of the efforts by Al Qaeda’s senior leadership to push themselves forward in the public viewpoint,” says Maj. Reid Sawyer, editor of “Terrorism and Counterterrorism” and a lecturer of terrorism studies at Columbia University

Zawahiri hopes to put himself on equal footing with world leaders by doing an “Al Qaeda Press Avail,” as the Flack calls it. As a PR pro, he’s calling bullshit on it [e.a.].

By feigning media access, the organization cultivates an image of civilized engagement among the unsuspecting masses, all the while perpetrating or planning unspeakable actions.

“Jarret Brachman, a former CIA analyst now in the Combating Terrorism Center at West Point describes this as playing to the YouTube generation. ‘It completely fits Al Qaeda’s communications strategy over the past two years, which is how to get people more invested in the movement.’”

And Zawahiri is not alone in gaming the court of public opinion by playing the “freedom of the press” card. A free media today seems more of a propaganda tool and less of a requirement to qualify as a modern society.

The Flack is certainly right to note that all kinds of international players are now gaming the court of public opinion. I wouldn’t characterize our free media as a propaganda tool, though, but rather as a rich propaganda outlet or channel-–one that the world’s most mischievous and/or bad actors (dictators and/or theocratic totalitarians) are very savvy about exploiting via PRopaganda^TM (PR-fueled “dramatic narratives”) because they are so savvy about actual propaganda in their own autocracies, dictatorships, and/or totalitarian theocracies.

Influencing public opinion is a black art in totalitarian societies and dictatorships. It is often subtle. (Even autocrats and theocrats find that it is much more effective to persuade the people to come around to their point of view than it is to have to police them and punish them all the time. Understandably, people get impatient and upset with that kind of violence and will try to revolt. So if you want to suppress them and keep them pacified, you have to be less obvious about your control over them, more refined, more convincing. Dictatorships that want to last need the silent consent of their people, so they spend an inordinate amount of time building theories and revisionist histories and other narratives that “justify” their existence. These narratives are constantly “streamed” through their societies—via textbooks, classrooms, party conference papers, academia, and of course the media, which is controlled by the state.)

Of course the world’s bad guys are going to have superlative media skills.

The Flack writes:

Think Putin, Ahmadinejad, Assad and all the other despots who’ve gutted their nation’s free media, without any real retribution.

Well, not quite. These men haven’t gutted their nations’ free media. What free media? Iran has no free media. Syria has no free media. Russia has only a nominally free media since Putin took power.

The absence of freedom (of the press, among other things) in these countries—and the (dictatorial, theocratic, autocratic, or totalitarian) mode of power their leaders hold over their people—is exactly the problem with them.

It’s important that American media organizations and media-related professionals understand how easy it is for them to be used as propaganda outlets by the world’s bad actors.

But if execs like CNN’s Jonathan Klein, for example, are any indication, our media conglomerates are so uninterested in the content of what they air (as long as it brings in plenty of dough) that they notoriously turn a blind eye to the beyond-the-news-cycle impact of glorifying, say, Vladimir Putin:

Platon for TIME