The Secret Weapon
Morale is hard to build and harder to sustain for a rebel cause.
The American Revolution began after the colonists enjoyed new freedoms for nearly 100 years - freedom of speech, freedom of religion, right to own and protect property. So they knew they had something to lose when the British occupied Boston to enforce the June 1774 “Coercive Acts”. Word traveled fast and wide because literacy was essential to these freedoms - to read newspapers, the Bible, deeds and wills.
When the first shots were fired April 19, 1775 at Lexington and Concord, just one month later and as far away as the Western Frontier in Pennsylvania, resolves were signed and citizen Militias formed. In January 1776, Thomas Paine published the “Common Sense” pamphlet arguing for independence from Britain. It was read widely, despite requiring purchase, and credited for all 13 Colonies setting aside significant differences to accept the language in The Declaration of Independence on July 4th, 1776.
But, just two months later, in September 1776 the rebels were defeated in the Battle of Long Island and were forced to retreat from New York City.
It would be 3 months before another significant battle.
Given our contemporary experience with war, in real time on modern media, it is hard to believe that the American Rebels’ morale would have survived. But it must have to win the Battle of Trenton on December 26, 1776. The Rebels surprised the British mercenary troops in the bitter cold - so cold that the only Rebel casualties were those who froze to death waiting to cross the Delaware. That victory re-energized the Rebels to win or recover from losses in other battles for 7 years later, until the Paris Peace Treaty in 1783. That’s enduring morale.
Enduring morale doesn’t seem possible today. In fact, if the American Revolution were now, it’s fair to wonder if politicians could overcome conflicts and accept the Declaration of Independence.
Why? Because today there is a secret weapon, empowered by the Supreme Court Citizen’s United 2010 decision, exponentially increasing money spent by special interests on influencers to target emotional triggers to fracture resolve and morale.
Another factor increasing spending is the innovation of the algorithm that assures success of the most effective emotional triggers - fear and anger - increasing spending, which media companies depend on.
There are no regulations to check this secret weapon. Not even to defend against an enemy exploiting the right to camouflage their identities to destroy morale.
How do we regulate media, without censorship, to maintain freedom of speech?
Disclosure.
Disclosure that the influencer is paid and amplified by algorithms.
Disclosure of who is paying.
Disclosure would remove the “secret” from the weaponizing. It would elevate unpaid, organic, grassroots messaging above weaponized messaging, because it would have no disclosure requirements. Well-meaning parents, educators, legitimate journalists would have an easy search filter through which to contrast legitimate criticism from paid, loaded, self-serving, profitable propaganda.
Disclosure is the way to protect freedom of speech from being weaponized for profit.