The Military Name Game

Manipulating Meaning: The Military Name Game

  • Conversation is complex; it depends on social identity.
  • Framing: Choosing words to influence perception.
    • Example: "Death tax" instead of "estate tax."
  • War Metaphors: "War on poverty," "war on drugs," etc.
  • Corporations and government agencies institutionalize framing.

History of Military Operation Names

  • Evolved from secret codes to public relations tools.
  • Germans first used code names in World War II.
  • U.S. military used "Code Word, Nickname, and Exercise Term System" (NICKA).
  • Names now aim to shape perceptions.
  • Early U.S. names used colors, then common nouns/adjectives.
  • Korean War: Names declassified during operations.
  • Vietnam War: Public relations concerns influenced name choices; shifted to towns/figures.
  • Post-Vietnam: NICKA system for managing names.

Challenges in Naming

  • Potential to offend diverse audiences.
  • Preference for mission statement-like names (verb-noun sequence).
  • Operation names can define the entire conflict.
  • Importance of finding neutral, inoffensive names.
  • Lakoff: Naming is like naming a baby; suggests hopes.