L’Afghanistan a été au début du XXIème siècle l’opération majeure des armées françaises. C’est aussi une période tout au long de laquelle la stratégie de communication de cette institution se développe. La communication militaire, partagée entre un volet opérationnel sur le théâtre, un volet institutionnel au sein des armées et un volet politique au cabinet du ministre, s’est avérée un exemple original en matière de relations publiques. Nourris d’éthique et d’une forte conviction, les communicants ont opté pour une pratique plus tournée vers l’ouverture d’un dialogue avec les journalistes plutôt que vers la quête de résultats. En résulte une satisfaction relative du travail accompli dans ces deux groupes, sans que l’un ou l’autre n’ait dû renoncer à remplir sa propre mission. Le récit médiatique est relativement équilibré, même s’il est de plus en plus négatif au fil des années qui passent. Mais il contient également toute la symbolique valorisante de soldats dévoués et persévérants, soucieux de remplir leur mission. / In the early XXIst century, Afghanistan was the major operation for french armed forces. All along that period, communication strategy of that institution has evolved, to face the standards of time and requirements of a professionalizing force. Military press relations, shared between communication about operations on the field, institutionnal communication inside the armies and a political communication in the minister’s office, has been an original example of public relations. Fostered by ethic and a strong conviction, press officers have opted for an open dialogue with journalists rather than for a search of outcomes. The result is a relative satisfaction of work done in those two groups, without any obligation for both of them to renounce to its own objective. Ensue a media narrative relatively balanced, even if it goes more and more negative over the years. Journalists reach that way their information duty by disclosing dysfunctions of this operation. But it also contains every positive symbols about devoted and persistents soldiers, concerned with fulfilling their mission.

This study investigates the possibility of implementing national psychological defence measures utilizing social media. These measures are understood as an exercise of political power and are contextualised in the contemporary global information arena using Castells theory of communication power in the network society, while employing PSYOPS methodology to further understand the tactical dimensions. It also attempts to evaluate the prevalence of ”filter bubbles” and the potential hindrance such may be to successful implementation. Results show that key audiences can be reached and effectively influenced through the use of social media advert targeting systems and open source, fact-based information campaigns.

No description available.