Message Audience Reaction Carrier Origin (MARCO)

digraph marco { rankdir=LR IdentifySource [ shape=rectangle, color=lightblue, label="Identify\nSource" ] AnalyzeContent [ shape=rectangle, color=lightblue, label="Analyze\nContent" ] IdentifyAudience [ shape=rectangle, color=lightblue, label="Identify\nAudience" ] AnalyzeMedia [ shape=rectangle, color=lightblue, label="Analyze\nMedia" ] AnalyzeEffectiveness [ shape=rectangle, color=lightblue, label="Analyze\nEffectiveness" ] ACH [ shape=rectangle, color=red, label="ACH" ] Review [ shape=rectangle, color=lightblue, label="Review" ] Disseminate [ shape=rectangle, color=lightblue, label="Disseminate" ] IdentifySource -> AnalyzeContent AnalyzeContent -> IdentifyAudience AnalyzeContent -> AnalyzeMedia IdentifyAudience -> AnalyzeEffectiveness AnalyzeMedia -> AnalyzeEffectiveness AnalyzeEffectiveness -> Review ACH -> Review Review -> Disseminate }

Identify the propaganda message.

  • What does the propaganda say to do?

  • What is the objective of the message?

  • What, if any, persuasive argument is used?

  • What is the morale of the source?

  • Analyze any involuntary information in the message (news, opinions, and entertainment).

  • Analyze any biographical information in the message.

  • Analyze any economic information in the message.

  • Determine propaganda inconsistencies and inaccuracies.

  • Obtain geographic information.

Determine the propaganda message audience.

  • List apparent audiences.

    • Determine each apparent audience’s perception of the message.

    • Determine the reason each apparent audience was selected.

  • Determine the intermediate audience.

    • Determine each intermediate audience’s perception of the message.

    • Determine the reason each intermediate audience was selected.

  • Determine unintended audience.

    • Determine each unintended audience’s perception of the message.

    • Determine the reason each unintended audience was selected.

  • Determine the ultimate audience.

    • Determine each ultimate audience’s perception of the message.

    • Determine the reason each ultimate audience was selected.

Determine the target audience’s (TA’s) response to assess propaganda message effectiveness.

  • Use the following information in analysis:

    • Determine TA response/reactions.

    • Analyze participant reports.

    • Analyze observer commentaries.

  • Evaluate the information gathered from responsive actions, participant reports, and observer commentaries.

Analyze the carrier, the media conveying the propaganda message.

  • Track frequency (how often) of dissemination.

  • Determine placement (position) of the propaganda within a medium.

  • Identify place of origin.

  • Classify technical characteristics; for example:

    • Identify frequency.

    • Identify modulation.

    • Identify signal strength.

    • Identify retransmission station.

    • Determine number of pages.

    • Determine quality of paper.

    • Determine print quality.

    • Identify color/black and white.

  • Determine method of dissemination.

  • Determine transmission mode.

    • Determine if overt.

    • Determine if covert.

Identify the originator of the propaganda message.

  • Determine the actor (person or entity presenting the message), the authority (person or entity in whose name the statement is made), and the author (person or entity who initiates the message) of the propaganda.

  • Identify dissemination source.

    • Government agencies.

    • Police.

    • Political parties.

    • Mass media.

    • Military organizations.

    • Hired personnel.

    • Volunteers.

    • International media.

    • Underground networks.

  • Determine the credibility of each element of the source.

Submit to SIA for review.

  • Include analysis of competing hypothesis.

  • Remember you do not own intelligence.

  • Disseminate only through approved channels.

    • Incomplete, US-sourced analysis is NOFORN unless SCG otherwise specifies.

Report Structure

  • Message:

    • Description of the message content.

    • Objectives and goals of the message.

    • Tone and style of the message.

  • Audience:

    • Description of the target audience.

    • Audience demographics and characteristics.

    • Audience’s knowledge, attitudes, and beliefs.

  • Reaction:

    • Feedback and responses from the audience.

    • Audience’s understanding and interpretation of the message.

    • Impact of the message on the audience.

  • Channel:

    • Communication channels used to deliver the message.

    • Effectiveness of each channel in reaching the audience.

    • Recommendations for improving channel selection.

  • Origin:

    • Source or sender of the message.

    • Authority and credibility of the sender.

    • Context and circumstances of the message origin.