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Abstract
Learning from the American experience in Vietnam, high-ranking officers in the
Pentagon concluded that "body count" reporting did not provide an accurate measure of
success in a counterinsurgency campaign. Indeed, high variability in the accuracy of
estimates regarding the total number of insurgents and the number killed in any specific
operation limited the reliability and validity of conclusions based on this data. In the
recent counterinsurgency campaign in Iraq military leaders initially resisted the release of
body count and "casualty-ratio" data, but in April/May of 2004 the U.S. military (and
American media) began to focus on the "limited" American casualties in specific
operations versus the "significant" number of insurgents killed. This paper examines the
extent to which body-count and casualty-ratio “frames" influence public perceptions
regarding the success or failure of U.S. military counterinsurgency operations. An
experiment was conducted pitting alternative evaluative frames against one another in
order to measure their relative impact. The results demonstrate the influence of framing
effects on public perceptions.
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