Knowing the Enemy and Public Opinion

From interview of a Marine Corps officer interviewed by Montgomery McFate a DOD social science researcher. The officer tells McFate his unit lost the battle to influence public opinion (in Falluja) because:
"We were focused on broadcast media and metrics. But this had no impact because Iraqis spread information through rumor. We should have been visiting their coffee shops."
quoted in "Knowing the Enemy" , The New Yorker, December 18, 2006, George Packer

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