DOCSLIB.ORG

The Battle for Hearts and Minds

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
The Battle for Hearts and Minds THE BATTLE FOR HEARTS AND MINDS 12 ESSENTIALS FOR WINNING IN THE TRUST ECONOMY 1 / THE BATTLE FOR HEARTS AND MINDS 12 ESSENTIALS FOR WINNING IN THE TRUST ECONOMY IT IS TRUST, MORE THAN MONEY, THAT MAKES THE WORLD GO AROUND. – Joseph Stiglitz 2 / THE BATTLE FOR HEARTS AND MINDS 12 ESSENTIALS FOR WINNING IN THE TRUST ECONOMY INTRODUCTION. Economics professor from Columbia University Joseph Stiglitz once said, “It is trust, more than THE YEARS AHEAD money, that makes the world go around.”1 While this has, perhaps, always been true, it is truer today than ever. WILL SEE CONSUMERS Whether in our personal relationships or our VALUE TRUST ABOVE interactions with big brands and institutions, trust is the foundation of loyalty, engagement and PRICE, PROMISE OR affinity - and this foundation has taken a pounding in recent years.2 EXPERIENCE. Consider the litany of ethical missteps and moral failures that have dominated the news cycle in – Mark McCrindle recent years: to the recent Trends in Customer Trust report released • FIFA’s various bribery scandals by Salesforce Research, 95 percent of customers are • Volkswagen’s ‘dieselgate’ debacle more likely to be loyal to a company they trust while • The Cambridge Analytica/Facebook fiasco 92 percent are more likely to purchase additional products and services from trusted businesses.5 • Boeing’s fatally flawed jets • Revelations of widespread abuse and My friend and renowned trend analyst Mark institutional cover-ups by Catholic priests, McCrindle points to similar data and suggests “The bishops and other authority figures in ‘care’ years ahead will see consumers value trust above institutions price, promise or experience.”6 Reflecting on even this limited list of transgressions, This white paper explores the latest research is it any wonder that levels of skepticism are at an examining 12 practical and proven strategies for all-time high by every objective measure? building the trust of consumers in an age of cynicism, skepticism and transparency. For almost two decades the Edelman team have quizzed more than 30,000 people each year across This new operating environment, often dubbed twenty eight countries to assess their levels of trust the Trust Economy, is one that offers enormous in various institutions.3 According to Edelman’s opportunities to those businesses and individuals most recent research, just 42% of the general public who know how to win the battle we must all engage trust the media, 37% trust CEOs and less than a in over the coming years – the battle for hearts third trust the government to do what is right. These and minds. figures represent a drop of up to 14% in the space of just 3 years – a decline that is unprecedented in the absence of a natural or economic catastrophe. 4 In this environment, building trust is more difficult Michael McQueen than ever – but it’s also more important. According 3 / THE BATTLE FOR HEARTS AND MINDS 12 ESSENTIALS FOR WINNING IN THE TRUST ECONOMY 01 PICK A SIDE AND OWN A POSITION A compelling article in the Financial Times In a 2018 letter to the heads of the world’s in January 2019 described a modern largest and wealthiest companies, the challenge facing every organization and chief executive of investment behemoth leader: “Whether they like it or not, brands BlackRock, Larry Fink, argued that and those that lead them are already “the time had come for a new model of being dragged into society’s thorniest shareholder engagement.” Fink suggested debates by consumers and employees that “To prosper over time, every company who find it easier to influence brands than must not only deliver financial performance elected officials. Institutional investors but also show how it makes a positive are becoming effective environmental contribution to society. Companies must campaigners and the concept of the benefit all their stakeholders, including activist chief executive no longer sounds shareholders, employees, customers and like an oxymoron. With many governments the communities in which they operate.”8 in disrepute, leaders of finance and He said, “A company’s ability to manage business have — improbably — been environmental, social, and governance handed an opportunity to lead on some matters is essential to sustainable growth, of society’s most pressing issues. Will they which is why we are increasingly integrating take it?”7 these issues into our investment process.” It’s a good question. The market is looking This warning to the world’s business for social, moral and ethical leadership leaders couldn’t have been clearer: rise to from the brands they engage with. They the task or you risk losing the support of aren’t looking for brands and leaders that BlackRock in the years ahead. merely comply with the rules but brands When the head of an asset manager like and leaders that will step up, speak out BlackRock starts speaking in these terms, and stand firm on the issues that count. you know something has changed. Strikingly and significantly, some of the Beyond altruism, business leaders will be most profit-focussed and capitalistic comforted to know that regaining the trust leaders in the world are gradually waking of the market by pursuing purpose above up to this view. …over half of consumers today will investigate a corporation’s behaviour before buying a product or service from them. More significantly, one-third of those reported having decided not to do business with a company because of something they discovered about how the company conducts itself. 4 / THE BATTLE FOR HEARTS AND MINDS 12 ESSENTIALS FOR WINNING IN THE TRUST ECONOMY Brands that have a clear sense of meaning and social responsibility have outperformed stock market benchmarks by 120% over the last 15 YEARS. profits actually pays well – and the reverse • According to the Harvard Business is also true. Review, over forty academic studies have found a positive correlation According to research conducted by between operating with strong social Harris Insights and Analytics, over half values and financial performance.11 of consumers today will investigate a corporation’s behaviour before buying • Brands that have a clear sense of a product or service from them. More meaning and social responsibility have significantly, one-third of those reported outperformed stock market benchmarks having decided not to do business with by 120% over the last 15 years.12 a company because of something they • Assets in US funds that aim to discovered about how the company produce social or environmental conducts itself. 9 In this age of transparency, benefits alongside financial returns customers are making increasingly grew fourfold to $12T over the past informed decisions and failing to adjust to decade.13 this reality could cost companies big time in the years ahead. Clearly there’s work to be done in winning back the trust of consumers but the In purely financial terms, the business commercial imperatives for doing so are case for purpose-driven, values-based and hard to ignore. trust-focused practices is hard to ignore. Consider that:10 TO PROSPER OVER TIME, EVERY COMPANY MUST NOT ONLY DELIVER FINANCIAL PERFORMANCE BUT ALSO SHOW HOW IT MAKES A POSITIVE CONTRIBUTION TO SOCIETY. – Larry Fink, BlackRock 5 / THE BATTLE FOR HEARTS AND MINDS 12 ESSENTIALS FOR WINNING IN THE TRUST ECONOMY 02 REDEFINE THE YARDSTICKS OF SUCCESS In 1974, Phillips-Van Heusen’s pension fund be “pure and unadulterated socialism.” did something that sparked outrage and The famed Chicago economist Milton scorn in business circles. At a heavy loss Friedman had been the key proponent and against the advice of market analysts, of this argument. According to Friedman the pension fund sold off all its shares in the central purpose of companies was to International Telephone and Telegraph as make profits subject to law and (minimal) a protest of the US conglomerate’s political regulation. Just 4 years before the decision donations. This was the first time the world by Phillips-Van Heusen, Friedman had had seen such a public decision to lose warned in a famous essay that business significant money on a ‘good’ investment leaders who spouted nonsense about in order to make a point. Press coverage at social responsibility were “the unwitting the time was scathing. puppets of those who would undermine a free and capitalist society.” The Financial Times for one slammed the decision as reckless and misguided: “Of So persuasive was his argument that course, the idea of a conscience committee Friedman’s view soon became established playing David to ITT’s Goliath and forcing orthodoxy for business leaders and its will on the mammoth conglomerate is corporate boards. As leading business laughable.” The article’s writer went on journalist Andrew Edgecliffe-Johnson to argue that the job of a money manager reflected in early 2019, this doctrine of was simply “to make money rather than legally maximising shareholder value as subjective personal judgements.” the top priority has “defined Anglo-Saxon capitalism for almost 50 years and shaped This view typified the widely accepted a world that is increasingly driven by assumption that a company’s pursuit of corporations.”14 anything other than (legal) profit would As at January 2019, there were just over 2,600 B CORPORATIONS including brand giants such as Danone, Patagonia, Athleta, Ben & Jerry’s and the Unilever-owned Seventh Generation. 6 / THE BATTLE FOR HEARTS AND MINDS 12 ESSENTIALS FOR WINNING IN THE TRUST ECONOMY This is beginning to change, however, and in a big way. Edgecliffe-Johnson points to the rapid growth of a new type of company: a B Corporation. This new term was coined in 2007 by entrepreneur Jay Coen Gilbert to describe a company that has a stated commitment to benefit all stakeholders and closely monitors its social and environmental impact.
Load more

Recommended publications
  • Hearts & Minds
    Long-Term Care Insurance Hearts & Minds Understanding why people buy long-term care insurance. For producer use only. Not for use with the general public. 450463 Getting Into the Hearts and Minds of Long-Term Care Buyers At Mutual of Omaha, our goal is to help you find the right people to talk to about long-term care insurance – those who are most likely to buy a policy from you. In an effort to identify the right people, we initiated a research project to get into the hearts and minds of long-term care buyers. We wanted to know who they are, why they buy (and why they don’t) and what steps they take to educate themselves before making a buying decision. We also wanted to know how they feel about long-term care insurance, how much they understand about the risks they face and how they prefer to buy. So we surveyed our own long-term care policyholders as well as people who own policies from other companies. And we conducted focus groups made up of long-term care buyers and non-buyers. This is what we learned. Phase One – Minds The first phase of our research was to get into the minds of actual long-term care policyholders to learn more about Primary Reason for Purchasing Long-Term who they are. We also wanted to know about the life Care Insurance events that triggered their purchase and the educational process they went through prior to purchasing a policy. We commissioned the MSR Group to conduct a telephone To protect my assets 23.6% survey with our own policyholders as well as people who owned policies from other companies.
    [Show full text]
  • 'Winning Hearts and Minds"
    'Winning Hearts and Minds' The Unlearned Lesson of Counterinsurgency' prof. T.R. Mockaitis* Introduction terinsurgency campaigns, in particu- government's failure to protect its pe- lar the successful British campaign in ople and may compel cooperation uring the past year many ob- Malaya and their own experience in with the insurgents and discourage servers have commented on Vietnam. cooperation with the authorities. Dthe failure of the U.S. led coalition to win the hearts and minds Definitions Insurgents may be ideologically moti- of the Iraqi people. Disturbing photos Discussion of insurgency and coun- vated, but their goals are decidedly of prisoner abuse and footage of an terinsurgency must begin with a de- politica!. Malayan and Vietnamese in- American soldier shooting an Iraqi ci- finition of terms because of the tend- surgents shared a communist ideolo- vilian who lay on the ground contri- ency to lump very different conti iets gy, but they sought to gain politica! buted to this perception. Reports of under broad categories like 'low-in- control of their respective countries. misdirected bombs and the shooting tensity conflict,' 'operations other Some Iraqi insurgents embrace Isla- of the Italian escorting a freed hosta- than war,' and 'stability and support mic extremism while others have a ge to safety have made matters worse. operations.'1 Insurgency is an organi- less militant worldview; all seek to zed effort to gain control of state from overthrow a U.S. appointed governing Bad as such images are, however, the within, using a combination of propa- council widely considered illegitima- characterization of American counter- ganda/subversion, guerrilla warfare, te and end the foreign occupation.
    [Show full text]
  • The Expression of Orientations in Time and Space With
    The Expression of Orientations in Time and Space with Flashbacks and Flash-forwards in the Series "Lost" Promotor: Auteur: Prof. Dr. S. Slembrouck Olga Berendeeva Master in de Taal- en Letterkunde Afstudeerrichting: Master Engels Academiejaar 2008-2009 2e examenperiode For My Parents Who are so far But always so close to me Мои родителям, Которые так далеко, Но всегда рядом ii Acknowledgments First of all, I would like to thank Professor Dr. Stefaan Slembrouck for his interest in my work. I am grateful for all the encouragement, help and ideas he gave me throughout the writing. He was the one who helped me to figure out the subject of my work which I am especially thankful for as it has been such a pleasure working on it! Secondly, I want to thank my boyfriend Patrick who shared enthusiasm for my subject, inspired me, and always encouraged me to keep up even when my mood was down. Also my friend Sarah who gave me a feedback on my thesis was a very big help and I am grateful. A special thank you goes to my parents who always believed in me and supported me. Thanks to all the teachers and professors who provided me with the necessary baggage of knowledge which I will now proudly carry through life. iii Foreword In my previous research paper I wrote about film discourse, thus, this time I wanted to continue with it but have something new, some kind of challenge which would interest me. After a conversation with my thesis guide, Professor Slembrouck, we decided to stick on to film discourse but to expand it.
    [Show full text]
  • Exodus 37:1-9 God Everywhere
    Exodus 37:1-9 God Everywhere Five Sundays in July, and I’m preaching from the five literary divisions of the Bible. In the New Testament the primary categories are gospels and epistles, and in the Old Testament, the divisions are the prophets, the “Writings,” a broad category which includes the wisdom literature, Proverbs- the source of last week’s sermon, Ecclesiastes, Song of Solomon, as well as Job and Psalms and other books not included in the prophets or in today’s section of scripture, the Torah, the first five books of the Bible. When we think Torah, our first thought is probably the lists of all the laws in these books. But perhaps a better way to consider the Torah is to understand it as the story of God’s creation of a people, particularly beginning from the call of Abraham and down through his descendants, through the passage of hundreds of years, to the time of Moses and his call, and the deliverance of an oppressed people out of Egypt; and then, their helpless situation in the desert for 40 years, dependent each day upon God. Here it was they became God’s people, where they received the Law, and where they made a great tent- the tabernacle- as a center of worship, and where they built an ark as the central focus for their life as God’s people. The ark, as our text describes it, was an ornate container, not large- less than four feet long, that held the stone tablets upon which God had inscribed the commandments.
    [Show full text]
  • Winning Hearts and Minds? Examining the Relationship Between Aid and Security in Kenya Mark Bradbury and Michael Kleinman ©2010 Feinstein International Center
    A PR I L 2 0 1 0 Strengthening the humanity and dignity of people in crisis through knowledge and practice Winning Hearts and Minds? Examining the Relationship Between Aid and Security in Kenya Mark Bradbury and Michael Kleinman ©2010 Feinstein International Center. All Rights Reserved. Fair use of this copyrighted material includes its use for non-commercial educational purposes, such as teaching, scholarship, research, criticism, commentary, and news reporting. Unless otherwise noted, those who wish to reproduce text and image files from this publication for such uses may do so without the Feinstein International Center’s express permission. However, all commercial use of this material and/or reproduction that alters its meaning or intent, without the express permission of the Feinstein International Center, is prohibited. Feinstein International Center Tufts University 200 Boston Ave., Suite 4800 Medford, MA 02155 USA tel: +1 617.627.3423 fax: +1 617.627.3428 fic.tufts.edu Acknowledgements The report has been written by Mark Bradbury and Michael Kleinman, who take responsibility for its contents and conclusions. We wish to thank our co-researchers Halima Shuria, Hussein A. Mahmoud, and Amina Soud for their substantive contribution to the research process. Andrew Catley, Lynn Carter, and Jan Bachmann provided insightful comments on a draft of the report. Dawn Stallard’s editorial skills made the report more readable. For reasons of confidentiality, the names of some individuals interviewed during the course of the research have been withheld. We wish to acknowledge and thank all of those who gave their time to be interviewed for the study.
    [Show full text]
  • Hearts and Minds- Pre-Viewing Guide
    Hearts and Minds- Pre-viewing guide Michelle McCullough, December 2006 Trinity University, San Antonio, Texas 1. Overview/introduction Hearts and Minds is a gripping 112 minute documentary created in 1974 and directed by Peter Davis. It is a controversial film because it highlights the sentiments of war through interviews, specific images from before and during the war, and uses editing techniques in a way that opposes American decisions regarding the war in Vietnam. It tells a story of the Vietnam War from the vantage point of people living during that time period. Despite mixed reviews of the documentary, Hearts and Minds managed to win an Oscar in 1974 for best documentary. Graphic images of the devastations of war are presented and help frame the story. Davis shows aerial attacks, close-range shootings of Vietnamese, funerals, the burning of small huts, and civilians maltreated by the United States military. This is a film that not only critiques America’s involvement in Vietnam, but also illuminates the fear of Communism that plagued the Cold War generation. The American paranoia that world domination could be in sight is presented in a striking way in Hearts and Minds. Peter Davis allows viewers a glimpse at the soldiers who were fighting for America and the ignorance and apathy that dwelled at home. This is done by using scenes of football games where people carry out their daily business, footage of ordinary people who are unaware of the purpose or for which side the United States is fighting, and fictional movies shown in the United States that depict the Vietnamese as savage and at the brink of Communism.
    [Show full text]
  • HEARTS and MINDS Complex Set of Intertwined Changes in How Organisations Are Led, Structured and Staffed, and in How People in Them Think, Act and Take Decisions
    News organisations have been on a digital transformation journey for two decades. Strategies and business models are now mostly clear, but progress is slow and successful digital pivots an anomaly. Having a strategy is not the same as achieving it: implementation means moving from rational plans to the messy realities of human action, to a AND MINDS HEARTS complex set of intertwined changes in how organisations are led, structured and staffed, and in how people in them think, act and take decisions. HEARTS AND MINDS: Taking the central themes of Leadership, Culture, Gens Y and Z, Diversity, HARNESSING LEADERSHIP, Equity and Inclusion, and New talent, Roles and Structures, this book draws on over a hundred interviews to lay out how internal organisations need to be reshaped. It explores the central challenges, and presents best practice CULTURE, AND TALENT TO approaches for each element, to ensure hearts and minds are truly harnessed to really go digital. REALLY GO DIGITAL Lucy is a brilliant thought leader, and understands the synergies and complexities of LUCY KUENG digital transformation, and specifically what’s at the heart of it all. ANDREW MORSE, EVP AND CHIEF DIGITAL OFFICER, CNN WORLDWIDE Once again, Lucy Kueng gives us deep insight into the most important drivers for the ongoing digital transformation in the newsrooms. The importance of leadership, culture and talent cannot be overestimated, and she combines her own research and practical experience in a brilliant way. It’s a must-read for anyone working in the media industry. SIV JUVIK TVEITNES, EXECUTIVE VICE PRESIDENT, NEWS MEDIA, SCHIBSTED This is not an instruction manual for wannabe leaders.
    [Show full text]
  • Thursday, January 21 -- “GOD WILL MAKE a WAY” Exodus 14:10-14 As
    Thursday, January 21 -- “GOD WILL MAKE A WAY” Exodus 14:10-14 As Pharaoh approached, the Israelites looked back. There were the Egyp- tians marching after them! The Israelites were terrified. They cried out to the LORD. They said to Moses, “Why did you bring us to the desert to die? Weren’t there any graves in Egypt? What have you done to us by bringing us out of Egypt? We told you in Egypt, ‘Leave us alone. Let us serve the Egyp- tians.’ It would have been better for us to serve the Egyptians than to die here in the desert!” Moses answered the people. He said, “Don’t be afraid. Stand firm. You will see how the LORD will save you today. Do you see those Egyptians? You will never see them again. The LORD will fight for you. Just be still.” The Israelites looked back, and in looking back they were filled with fear, dread, and doubt, as they saw the Egyptian armies fast approaching. Immediately they began to speak despair, discouragement, doubt, and even death, as fear gripped their hearts and minds. They lost sight of the Lord who had done so many mira- cles to bring them this far. They lost sight of the promises of God that would en- sure their freedom and blessing. How easy is it to see the problem and lose sight of the Problem Solver? To see the circumstance and not see the Savior? To see the impossible and miss the God of the impossible? Human nature, the old nature, tends to cause us to return to fear and doubt instead of looking ahead in faith and hope in God.
    [Show full text]
  • September 6, 2020 14 Sunday After Pentecost Sermon Notes
    September 6, 2020 14th Sunday after Pentecost Sermon notes Exodus 12:1-14, Psalm 149, Romans 13:8-14, Matthew 18:15-20 Every family has stories that describe and influence the character of that family. They might be stories of the recovery from a disaster or they might be stories of very good fortune. Whatever the story it shapes and describes the character of the family as it is told and re-told. In my family they were stories of struggles and triumphs in the face of financial obstacles which is part of the reason why I formed the habits of re-using and re-purposing things long before the ad campaign of “reduce, reuse, recycle” was invented. In our family gatherings we tell and re-tell the stories of how we managed when my father lost his job and had to work at various odd jobs just to make ends meet. Stories of how my mother could stretch a dollar by repairing our old clothes and knitting our new clothing - sometimes out of reclaimed wool. These are the stories of my clan and they mean little to anyone else but are foundational to the character of the descendants of Wendell and Jean Miller. National stories have a similar effect and touch a much wider audience - how we coped with the Covid-19 pandemic will become part of our national story. In the world of God’s family the story of the Passover is tremendously significant and it functions to describe and influence the character of the adopted members of the family of God as well as those who are physical descendants of Abraham.
    [Show full text]
  • WINNING HEARTS and MINDS 5 Ways to Restore the Public’S Trust in Law Enforcement
    GEAR UP FOR SPRING WITH OUR SWEEPSTAKES // P. 3 JOURNAL THE VOICE OF OUR NATION’S LAW ENFORCEMENT OFFICERS® MARCH 2019 WWW.FOP.NET WINNING HEARTS AND MINDS 5 Ways to Restore the Public’s Trust in Law Enforcement ALSO INSIDE FORENSIC PSYCHOLOGY DEGREE PROGRAMS HIGH-TECH TOOLS TO FIGHT CRIME ReadyReady to to take take on on a a ReadyReady to to take take on on a a leadershipleadership role? role? leadershipleadership role? role? DesignedDesigned for current for current law enforcement law enforcement professionals professionals seeking seeking promotion promotion or or DesignedDesigned for currentfor current law law enforcement enforcement professionals professionals seeking seeking promotion promotion or or a new acareer new career after retirement, after retirement, Eastern Eastern Kentucky Kentucky University’s University’s 100% online100% online a newa new career career after after retirement, retirement, Eastern Eastern Kentucky Kentucky University’s University’s 100% 100% online online degreesdegrees prepare prepare you to you stand to standout against out against the competition the competition and help and to help ensure to ensure degreesdegrees prepare prepare you you to stand to stand out outagainst against the thecompetition competition and and help help to ensure to ensure a financiallya financially rewarding rewarding future. future. a financiallya financially rewarding rewarding future. future. Master’sMaster’s of Public of Public Master’sMaster’s of Justice, of Justice, Master’sMaster’s of ofPublic Public Master’sMaster’s
    [Show full text]
  • Hearts and Minds”
    Session 6: Lessons of Vietnam and Military Reform Johannes Martin Nyborg University of Copenhagen (Denmark) “Juxtaposing Hearts and Minds” “[…] the ultimate victory will depend on the hearts and minds of the people who actually live over there. ” – Lyndon B. Johnson, Hearts and Minds (1974) In his documentary “Hearts and Minds” (1974) Peter Davis examines both American and Vietnamese attitudes towards the Vietnam War as well as how American culture facilitated the onslaught. The documentary is not narrated, but images, film clips and interviews of American soldiers, politicians, policy makers as well as Vietnamese nationals are juxtaposed in a way that brings out stark and poignant contrasts. “Hearts and Minds” focuses on the Vietnamese perspective of the war as well as the American, rather than just American. Throughout the documentary Peter Davis portrays American culture as pseudo-violent and too willing too accept and surrender to authority without question. This coupled with the opinions of several American soldiers that the Vietnamese are sub-human lead to atrocious acts. Clips of American bomber pilots describing their missions as feats of technical skill are juxtaposed with images of decimated Vietnamese villages underlining how far removed the American soldiers could be from the practical actions of war they performed. Especially towards the end of the documentary, though, there are clips of American soldiers, hitting, kicking, slapping Vietnamese prisoners as well as holding a prisoner’s face under water. “As long as there is rice to eat we will resist. If we run out of rice we will plough the fields and fight again. ”- Mui Duc Giang, Saigon, Hearts and Minds (1974) The Vietnamese resistance to American presence is in several instances linked to the idea of America’s own struggle for independence, though here Americans are the oppressive and invasive force.
    [Show full text]
  • Losing the War in the Ether: Radio Free Europe's Defeat in the Cultural Cold War with Poland Pawel Koscielny Summer 2017 Pawel
    Losing the War in the Ether: Radio Free Europe’s Defeat in the Cultural Cold War with Poland Pawel Koscielny Summer 2017 Pawel Koscielny is a graduate student in the Department of History at the University of California, Berkeley. Losing the War in the Ether Radio Free Europe’s Defeat in the Cultural Cold War with Poland ______________________________________________________________________________ Pawel Koscielny Jan Nowak Jezioriański’s memoir Wojna w Eterze (War in the Ether) recounts his role in what he understood as a global war over hearts and minds. Jezioriański was a Polish émigré and the director of Radio Free Europe’s (RFE) Polish desk. By many accounts, his position was akin to the point of the spear of Western counterpropaganda efforts in the Soviet Bloc. He retired and ended his diaries in 1976, while the war in the ether still hung in the balance. But he was convinced that the triumph of the West in what we now call the Cultural Cold War was assured, and 1989 seems to have vindicated his optimism. His fellow émigrés and former RFE executives have written the history of the Radio in such a way that their victory appears both decisive and predetermined. According to their account, the Radio transmitted the very substance of freedom into the Bloc via the voice of émigré broadcasters, simultaneously eroding the structure of totalitarian communism and breathing life into a courageous but misguided opposition movement. Yet their own archive tells a different story. The Polish desk struggled to develop a workable understanding of its own listeners, though it spent millions on covert research.
    [Show full text]