(Editors note: This article is a modified web-version of my article printed in A Flying Finn : Finnish Civil Society Actors in the Global Sphere Melasuo, Tuomo; Nissinen, Petter; Tomperi, Outi (ed.), 2013, published by Tampere Peace Research Institute; ISBN: 978-951-44-9191-7.)
Ari Rusila, MA SocSc, is a Finnish freelancer and project management expert who lives in Jyväskylä, Finland. He has worked mostly in the Barents region, the Murmansk region of Russia and Kosovo/Serbia (Balkans). His main blog, Ari Rusila’s BalkanBlog, covers issues such as conflicts, crisis management and geopolitics.
I have been blogging1 for over five years and have used some other social media applications for a few years. I have average computer and Internet skills, but programming is beyond my ability. So my experience of using social media is much the same as any ordinary citizen and not at any kind of expertise level. As my blog covers issues such as conflicts, crisis management and geopolitics – and regionally, the Balkans, the Black Sea, the Caucasus and MENA (the greater Middle East and North Africa) regions – I describe my experiences of the social media from that perspective. Another aspect should also be mentioned: I try to have blog articles with a message; in general, I take a position, describe a conflict from my perspective and give arguments for it. As my motto is “the other side of the story”, I never claim that my articles are neutral, or an academic description of different issues – the printed media and broadcasts can more or less pretend to have that kind of approach. In my opinion, when a reader compares my provocative or biased post with information collected from the mainstream media, he or she can get a more comprehensive picture of the related issues or events.
Web updated the media war
The traditional media has had a role in wars and international conflicts for at least a hundred years, e.g during the Armenian genocide it had some influence on the small humanitarian aid from the U.S. and afterwards influenced the trials against the perpetrators in Turkey. However, it was not until a half-century ago that it came clear that media hype can be far more effective than military combat success – as the Vietnam war amply demonstrated. It is said that Vietnam was the first conflict waged and won by the U.S. media.
The civil war in Yugoslavia lifted the media war to a more professional level when Croatian, Bosnian Muslim and Kosovo Albanian separatists employed PR firms to get U.S. public opinion and political leaders on their side, while the Serbs totally ignored the importance of the media. This proved to be a fatal Serb error in twentieth century hostilities, where public relations and media hype can be far more effective than military combat success. Barry Lituchu hit the nail on the head with these sentences2:
It is said that the first casualty of war is the truth. Of course, today with the appalling spectacle of the civil war in Yugoslavia filling our TV screens and newspapers, this old axiom has taken on an uglier, more sinister meaning. If four years ago we could say that the American public was totally uninformed about the conflict ready to unfold, today we can say with equal justification that Americans are doubly or triply misinformed, and dangerously so, about this tragic and completely unnecessary war.
Referring to the Yugoslav civil wars, Barry Lituchy describes the methods as follows3:
“All public relations firms working for foreign governments must register with the Justice Department. I found in documents obtained from the Justice Department that while Croatia was contracted to pay Ruder Finn $16,000 a month and Bosnia was to pay $12,000 in 1992, payments in some later months were as high as $200,000, and total payments per year were ultimately in the millions of dollars. Moreover, Ruder Finn was not the only P.R. firm employed in Bosnia. Hill and Knowlton was also contracted early in the war. Waterman & Associates was employed by Croatia. Financial backing came from countries such as Saudi Arabia, which alone funneled nearly $1 billion to the Sarajevo regime from 1993 to 1996, according to the Washington Post, 2 February 1996. Ruder Finn was also contracted by the non-existent “Republic of Kosovo” for $5,000 a month, according to a Justice Department document dated 1 November 1992.
The outcome of this demonizing anti-Serb campaign was so effective that there was no market for stories by a journalist who discovered that the reported Serbian “rape camps” did not exist, or who included information about Muslim or Croat crimes against Serbs. Challenging the dominant interpretation in the major media became increasingly impossible.
Two decades ago the role of the average citizen with regard to printed or broadcast media was still passive; with social media the situation totally changed to the opposite – ordinary people can be creative through interactive media. The new trend in the present decade seems to be the ‘Internet revolution’. One of the first examples of this was way back in 2001 when the Filipinos famously overthrew their government with the help of text messaging. The latest example of the use of social media in the context of catastrophes or terrorist acts comes from the U.S., where, immediately after the bombs had exploded during the Boston marathon (Spring 2013), tens of thousands, if not hundreds of thousands or even millions, of social media users began to comb through still and video images from the explosion sites, like so many self-deputized CIA agents. These instant vigilantes not only shared images and theories on Reddit, Imgur, Tumbler and countless blogs but also fingered (innocent) suspects, most of them dark-skinned, as potential terrorists.
The use of social media in present day conflicts can be seen from a few examples I have studied or participated in in different roles (as a neutral observer, as writing articles from the grassroots level perspective or as an active participant in the virtual media war).
Case Moldova – Twitter revolution 4,5
After the Orange (Ukraine), Rose (Georgia) and Tulip (Kyrgyzstan) revolutions, the first attempt at a next-generation demonstration took place in Moldova after the 2009 parliamentary elections. Known now as “The Twitter Revolution” the protest was organized by two youth movements – Hyde Park and ThinkMoldova – using their generation’s social messaging network to gather 10,000-15,000 demonstrators on the streets in Moldova’s capital Chisinau at an event billed as “I am a not a Communist”, which included ransacking the presidential palace and parliament building.
As many as 50 per cent of the eligible Moldovan voters cast their votes for the Communist Party (PCRM). Thus the ruling party won a landslide victory, leaving the other three political parties that made it to parliament far behind. Three other parties managed to pass the 6 per cent threshold required to enter the legislature. All three are in favour of closer ties with the European Union, free-market policies and pursuing NATO membership. The Communists (PCRM) are pro-EU, anti-NATO and less market-friendly.
Election observers from the EU and OSCE accepted6 the voting as fair, though they expressed some concern about interference from the authorities. But the results were a deep disappointment in the capital. Expectation of change was in the air before the voting, but that did not happen.
On the other hand, the demonstration has been characterized in discussion forums (by government supporters perhaps?) as an act where
“youth, paid by older internationally-acting manipulators with money, alcohol and drugs, seized a presidential office, planted a Romania’s flag on a president palace and set on fire country’s parliament, demanding inclusion as a province in Romania.”
Natalia Morar, one of the leaders of ThinkMoldova7, described the effort in her blog as “six people, 10 minutes for brainstorming and decision-making, several hours of disseminating information through networks, Facebook, blogs, SMSs and e-mails.” She said the protests organized under the slogan were organized online: “All the organization was through the Internet, and 15,000 people came on to the street.”
To create a demonstration via social media was easy, but to have a common view of its purpose and manage the crowd seems to have been problematic. That the demonstration turned violent was a surprise to the activists. Mr. Moscovici said the protests were never intended to turn in that direction. “The situation got beyond any expectations,” he said. “If it would have been planned in advance, they would have used Molotov cocktails or other bad stuff. Today they didn’t have any tools to fight back. The stones they got from the ground, from the pavement.” Ms. Morar of ThinkMoldova also distanced her organization from the violence, shifting the blame onto the opposition parties. What bothers her the most, she said, is the suggestion that she and her friends somehow contributed to the violence, which she watched on television. “Believe me, there is nothing at all enjoyable about it,” she said8.
ThinkMoldova gives an example of how a debate can be brought to the street level. One problem is manipulation by the media, etc, which is a common phenomenon in political actions, as well hijacking a demonstration for the purpose of one interest group. In the Moldova case, the two organizations behind the protest condemned the violence and were of the opinion that the opposition parties were behind these acts. The opposition parties deny this and of course it is possible that the Establishment orchestrated the hooligan part of the demonstration to weaken the NGOs. The truth – I don’t know.
The Moldovan experiment showed that Twitter has made some difference since the demonstrations in Ukraine 2004 and Belorussia 2006, which were mainly organized with SMS. It is practical and effective, but from my point of view not a sufficient method for democratic revolution. For protest certainly, for revolution maybe, sometime, somewhere.
Arab Streets: Social media gave good start and bad follow-up
The uprisings and revolutions on the Arab streets a couple of years ago clearly demonstrated the force of the social media in the early stages of those events. A sort of warm-up to the recent cyber war came with the release of a number of US diplomatic cables on Tunisia9by WikiLeaksin late November and early December 2010. The cables gave details about the “Family Mafia” led by the Tunisian President. A Lebanese news website that published the cables, Al-Akhbar, was blocked in Tunisia and attacked by hackers. The political campaign on the Internet escalated with Operation Tunisia10(an open letter to the media, a request for help from journalists, bloggers and hackers) in which activists targeted government sites with Distributed Denial of Service (DDoS) attacks. The hackers also got their Open Letter onto the main page of the Government of Tunisia website. During critical days, the social media have been used to help get people out on the streets.
In Egypt the social media played a decisive role by bringing the protest onto the streets. Anonymous leaflets11 – How to Protest Intelligently – circulating in Cairo also provided practical and tactical advice for mass demonstrations, confronting riot police, and besieging and taking control of government offices. The leaflet asked recipients to redistribute it by email and photocopying, but not to use social media such as Facebook and Twitter, which were being monitored by the security forces.
While the social media was so effective during the uprisings, its role became insignificant immediately after the change of regime. Traditional, better organized religious groups got an almost landslide victory over different “ad hoc” temporary action groups. It seems that with Tweet and FB it is difficult to create any deeper group identity, common vision or commitment.
Iran: Unsuccessful Green revolution, but successful cyber war
The “green revolution” in Tehran started after the elections in the summer of 2009. The Western media relied on its reporters covering the mass demonstrations by opposition supporters. The most news coverage came from Tehran via English-speaking students – the bulk of the opposition demonstrators were drawn from the upper and middle-class students, business and professional classes.
From the post-election surveys it can be seen that the only demographic groups where the opposition candidate Mousavi was leading or competing with Ahmadinejad were the university students and graduates, and the highest-income Iranians. This group had the language skills, equipment and skills for using the social media for their purpose. But relying on them as a source of information gives a totally false picture about the grassroots level in Iran as, according to surveys, only one-third of Iranians have access to the Internet. Commentators portrayed Iranian youth and the Internet as harbingers of change in the 2009 election, whereas in reality, 18-to-24-year-olds comprised the strongest voting bloc for Ahmadinejad.
While distributing real-time tweets and pictures of the “revolution”, the Western media totally ignored and downplayed the huge turnout for Ahmadinejad. Worse still, the Western media ignored the class composition of the competing demonstrations – the fact that Ahmadinejad was drawing his support from the far more numerous poor working class, peasant, artisan and public employee sectors while ignoring the provinces, small and medium sized cities and villages where Ahmadinejad had his mass base of support.12, 13
Later, when the core problem (information coming from English-speaking students and highest income class) of the social media as a source of information was clear, and to give a deeper view, I published the traditional information from the Iranian opposition and, especially, from a group named The Organization of Iranian People’s Fadaian (Majority) – in Persian: سازمان فدائیان خلق ایران اکثریت Sāzmān-e fedaiyān-e khalq-e Irān (aksariat) – which is the largest socialist party in Iran and advocates the overthrow of the Islamic regime there. The group is banned from open activity within the Islamic Republic, and works clandestinely inside Iran and openly abroad. I published their letter to EU leaders14 as such, and their other letter15 to President Obama related to a planned Israeli strike against Iran’s nuclear facilities as, in my opinion, their wise words reflected the grassroots attitude among the Iranian opposition
While social media like Twitter at a regional/local level can be a decisive factor by encouraging the masses to throw out an existing regime, one should remember that the stakes are on a different scale in a real cyber war. The best examples are the introduction of the Stuxnet computer virus into 30,000 computers in Iran’s nuclear reactors and the explosions in October 2009 in which 18 Iranian technicians were killed at a factory in the Zagros mountains that manufactured Shihab missiles.16
Israel: The most sophisticated use of social media as a tool of war
The old tradition (called also Pallywood) in the Israeli-Palestinian conflict has been the use of some respected media, such as the BBC, to show “Israel’s aggression” and, at the same time, Palestinians as innocent civilian victims. During earlier conflicts it was usual to bring the dead – anyone who had died or been murdered for reasons of crime during these wars – out from the hospitals in front of the cameras as victims of “Israel’s aggression”. This kind of media war is still continuing on the Internet. The difference with the old times is that while it is easy to create and publish (mis)information, it is just as easy for the public to detect photo manipulations and other fabrications.
During the Israeli Pillar of Defence operation against Hamas terrorists in Gaza, an Arab news site called Alarab Net released a photo17 that shows a family who were allegedly ‘massacred’ in Gaza on its Facebook page on Sunday, 18 November 2012. The caption in Arabic roughly translates into English as “martyred massacred family in Gaza shortly before…” Thanks to Tazpit News Agency’s investigative work, it was found that the photo had originally been published on a news site called Moheet based in Dubai, United Arab Emirates, one month earlier, on 9 October 2012. October 19. On the Moheet website, the photo18 was entitled “Syria killed 122 Friday…Assad Used Cluster Bombs.”
And here another example where the Alqassam Brigades published an image which was taken in during the Syrian civil war weeks ago and attempted to pass it off as a picture taken in Gaza during current conflict.
Trevor Asserson in YNetNews19:
The only force in the Middle East that can beat the Israeli army is a bunch of ragged reporters. Had it not been for the fear of world opinion the Army would have rooted out Hamas and its rockets… World opinion matters because Israel’s natural friends are democracies. Politicians in democracies will follow public opinion. In today’s digital world, where people can communicate across the world in seconds and access information anonymously from their own homes, the internet is the new battlefield. The BBC, with its halo of ‘impartiality,’ is the world leader in dissimulation. The BBC aired dead Syrian children passed off as Palestinians; a ‘badly injured victim of Israeli bombing’ was filmed moments later walking around healthily. The BBC shrugged it off – “perhaps he just recovered quickly.”
A couple of years ago, the General Staff of the Israel Defence Forces (IDF) established a Cyber Defense Division in the C4I Directorate, which is responsible for protecting the IDF networks from hackers and infiltrations, to combat this new virtual frontier. While modern cyber warfare is more between skilled specialists, the information war in the social media is possible for anyone who has some kind of equipment and access to the web.
In my opinion, the most sophisticated use of social media as tool of war is the official blog of the Israel Defense Forces (IDFBlog)20. This is a source of information where one can find news from the field, including operational updates, photos and videos. Besides news, the IDF blog also includes wide background information and facts about related issues via different means (images, videos, FB discussions, interactive means, contacts …) and in many languages. The IDF are using Twitter as a means of making conflict, and their part in it, as transparent as possible. They are letting the world know exactly what they are doing, as well as why they are doing it. I think this is incredibly important as Israel is too easily cast in the role of “the bully” by the mainstream press abroad.
As not all people have access to the social media, Israel has also used old-fashioned methods such as aircraft dropping leaflets in Gaza stating that the residents should “keep their distance from Hamas terror operatives”. There were similar warnings via Twitter. The reason for this kind of early warning was to minimize collateral damage (very bad for the public image) in any conflict.25
A very good example of how the IDF information unit works with the social media is its actions on 14th November 2012, when Operation Pillar of Defence was starting: in the morning, around 9:30 a.m. Eastern time, @IDFSpokesperson tweeted that “The IDF has begun a widespread campaign on terror sites & operatives in the #Gaza Strip, chief among them #Hamas & Islamic Jihad targets.” Minutes later they tweeted26, “The first target hit, minutes ago, was Ahmed Al-Jabari, head of the #Hamas military wing.” The tweet linked to a post on the IDF blog27 that explained: “The purpose of this operation was to severely impair the command and control chain of the Hamas leadership, as well as its terrorist infrastructure.”…“The IDF will continue to target sites that are used for carrying out terror attacks against the citizens of Israel while improving their daily security.” Soon after, a video of the IDF Pinpoint Strike on Ahmed Jabari28 hit YouTube, where it has accrued over 800,000 views so far (despite being blocked and reinstated by YouTube) 29. On the opposition’s side, the Alqassam Brigades30have been live-tweeting their attacks on Israel as well – e.g during Operation Pillar of Defence, tweeting the news of rockets being fired at different cities in Israel every few minutes.
Web 2.0 As a Tool – My conclusions
The Egyptian autocrats removed the Internet from Egypt; the Chinese autocrats removed Egypt from the Internet (an anonymous quote from a web forum)
The Web 2.0 revolution created a collective consciousness over the Internet, and, in addition, the social media also made it possible for large numbers of people to organize and, in certain cases create, attacks against the establishment – in the virtual or real sphere. The social media is different from the traditional/industrial media in many ways, such as quality, reach, frequency, usability, immediacy and permanence. A Web 2.0 site may allow users to interact and collaborate with each other in the social media. This new Internet culture reflects the fact of, or is a process by which, the centre of gravity of the news cycle has shifted to the social media. The critical task is, of course, criticism of the sources, so that what seems like complete democratization of information and news reporting can lead to a tyranny of the mob, even erupting into “virtual” and perhaps even physical violence.
Today’s communication tools are providing new aspects for election campaigns and politics in general. One of them is that modern technology can inspire young voters. Another aspect is that protest is not necessarily channelled via voting but through street democracy.
One can claim that both of these aspects can include undemocratic elements because the majority of the population are not familiar with these tools and directing democracy with violence can gain more than a fair share of power. On the other hand, one can claim that the Establishment has such strong means with which to exercise power that normal elections are insignificant. My position is not clear, because the situation is different in every society.
Web 2.0 has been excellent tool with which to mobilize huge segments of the population with “Colour revolutions” or uprisings. However, the problems start after the demonstrations or even when the regime changes. After changing the regime or ousting a dictator, any further goals are rarely discussed and accepted by the mobilized demonstrators. Indeed, the real aims – labelled the promotion of democracy – can be imported abroad to serve foreign interests (like pro-American economic and foreign policies on Arab streets) or at least one leading domestic interest group. So, in my opinion, the criticism is the core question from this aspect.
I do not think the Western traditional mainstream media are so interested in in-depth critical analysis or investigations, which are a thread for advertising money or other publishers’ interests. The Internet is an excellent medium for alternative critical citizen journalism and even investigative journalism. Speaking about today’s whistle-blowers – the most famous being WikiLeaks – it may be the only medium where these kinds of actions are possible. One can, of course, find a lot of nonsense and what I call Facebook journalism on the Internet. I personally prefer more op-ed articles, alternative perspectives, etc, with good links to background information. In blogging I have changed my approach from daily commentaries to longer and not-so-frequent articles.
I think that at best, the social media can challenge the existing system, policy and initiatives by looking behind the picture from the mainstream media and finding the core interests in ongoing and coming (e.g. Israeli strike against Iran’s nuclear facilities, military intervention in Syria, etc) interventions, conflicts and high-flown statements, and investigate how the actions are implementing the interests of different lobby groups. The blogosphere can tell what’s really happening and why. The blogosphere can liberate us and our thinking from the mainstream media box. It delivers a huge amount of information and raw material from different shareholders. The critical task is criticism of the sources, but even with this reservation it makes a real change as a virtual think tank – far more than the traditional media.
¤ ¤ ¤
Excerpt: Ari Rusila – My Blogosphere
My motivation for blogging originates from my experience of working in the Balkans. While working in the Balkans I saw a huge gap between the mainstream media and reality, and between high-flown ideas from Washington and Brussels from one side and the grassroots from the other. To change the situation I started to write e-mails and memorandums to policy-makers and comments to different forums – although the response was modest at best. Then I went to different web forums and started blogging, and got much more feedback. My motto is “The other side of the story”.
My main blog is Ari Rusila’s BalkanBlog31, which covers issues relating to conflicts, crisis management and geopolitics, and regionally the Balkans, the Black Sea, the Caucasus and MENA (the greater Middle East and North Africa) regions. The content of the blog is more in-depth analysis or essays from my personal viewpoint on topics mentioned, not daily posts about current events. The main blog has visitors from more than 140 countries, mostly from North America.
There is a Finnish version of the main blog with a little different content: Ari Rusilan BalkanBlog32. I also launched a news portal, Ari Rusila’s Conflicts, where real-time news on diffferent topics was automatically generated from different sources – but no more, as the service provider ended this option. Then there is Themes of Ari Rusila33, which includes some minicourses for e-learning purposes. This site is still partly under construction. In addition to this, there is a more static website, Ari Rusila WebS34. I also participate in a number of community blogs with the same content as my main blog but with a different audience.
Highlights & Achievements 2008-
My article ( A Jordanian-Palestinian Confederation Is On The Move ) got +12.000 views in USA during six hours in allvoices newsportal
TOP 10 political blogs rank in Finland (Cision)
Translations of my articles are spreading my message
Interviews in international printed and online media: Crimea Policy Dialogue Project (Ukraine)
Article in book From Impivaara to the Pyramids. The Dialogue between Cultures and the Finnish Civil Society(Finnish only)
Blog-Zug Hall of Fame (week 43/2012)
Blog-Zug Top (week 43/2012)
Google Search can give a good score depending how high each article is at any given time (my best is 603,000 hits, normal variation is 7,000 – 200,000)
Technorati authority changes according tro article popularity (my scores between 1 -150) h
Certificate: Ezine Articles Expert Author
Interviews in international printed and online media: Dan newspaper and Pokret za Promjen online (Montenegro), SNP Nashi, BTV, eNovosti, Pokretzasrbiju,Facebookreporter, Blogovnic, Vesti011, privreda, srpskinacionalisti(Serbia) , IRNA (Iran)
Blog got 1st position among the most visited Babelblogs in Cafebabel.com (The European Magazine)
4,782 views on main blog in one day
TOP 10 political blogs rank in Finland (Cision)
Article for AC Policy Team/NATO Strategic Concept
Translations and forum activities disseminate views
TH!NK ABOUT IT blogging competition by European Journalism Centre, only two selected to participate from Finland
Quality Blogging Award in TH!NK ABOUT IT blogging competition by European Journalism Centre
“Intercultural Dialogue” Training workshop of Anna Lindh Foundation in Luxemburg for EuroMed bloggers. I was the only one selected from the Nordic countries
Platinium contributor to Atlantic-Community
Article in Free-Lebanon.Com
Article in New Kosova Report (Kosovo/Serbia)
Active participation in different forums and articles referred to
International Press Card
Citations in a few academic works
Answering questions from researchers and students for their studies or publications
Contacted by a few writers and discussions of common issues
Helping aid or development workers with advice when they are going on missions
Giving official statements to, for example, asylum seekers
Contacted by a few moviemakers and giving background information and hints for documentary movies.
1See “Excerpt: My Blogoshere”
11 (http://assets.theatlantic.com/static/mt/assets/science/assets_c/2011/01/Page%201_rev2-thumb-600×424-41204.jpg) and (http://assets.theatlantic.com/static/mt/assets/science/assets_c/2011/01/Page%204_rev-thumb-600×424-41213.jpg)
16 More in my article Cyber war has became a tool between political and military options (http://arirusila.wordpress.com/2011/01/18/cyber-war-has-became-a-tool-between-political-and-military-options/)
17 The “recycled” massacre, transplanted to Gaza. (http://www.jewishpress.com/wp-content/uploads/2012/11/forgery-1.jpg)
18 The original massacre, in Syria. http://www.jewishpress.com/wp-content/uploads/2012/11/forgery-21-422×486.jpg )
20 (http://www.idfblog.com/ )