Hearts and Minds or winning hearts and minds refers to the strategy and programs used by the governments of South Vietnam and the United States during the Vietnam War to win the popular support of the Vietnamese people and to help defeat the Viet Cong insurgency. Pacification is the more formal term for winning hearts and minds. In this case, however, it was also defined as the process of countering the insurgency. Military, political, economic, and social means were used to attempt to establish or reestablish South Vietnamese government control over rural areas and people under the influence of the Viet Cong. Some progress was made in the 1967–1971 period by the joint military-civilian organization called CORDS, but the character of the war changed from a guerrilla war to a conventional war between the armies of South and North Vietnam. North Vietnam won in 1975. Pacification or hearts and minds objectives were often in diametric opposition to the strategy of firepower, mobility, and attrition pursued by the U.S. from 1965 to 1968. Rather than the search and destroy strategy the U.S. followed during those years, hearts and minds had the priority of "hold and protect" the rural population and thereby gain its support for the government of South Vietnam.
Malayan Emergency The phrase "hearts and minds" was first used in the context of counter-insurgency warfare by British General Gerald Templer in February 1952. Speaking of the conflict known as the Malayan Emergency, Templer said that victory in the war "lies not in pouring more soldiers into the jungle, but in the hearts and minds of the Malayan people." The British in Malaysia, in addition to military actions against the communist guerrillas undertook a number of social and economic programs to protect the populace, isolate the rural population to reduce their supply and support of the insurgents, gather intelligence about the insurgents' organization and plans, and ensure that government services were provided to rural dwellers. British action and policy in defeating the Malayan counter-insurgency became a paradigm for future struggles with insurgents, including the U.S. war in Vietnam. Critics have stated that the Malayan emergency was much simpler to combat than many insurgencies and that the impact of hearts and minds programs has often been over-stated.
Ngo Dinh Diem's government The nationalist President of South Vietnam, Ngo Dinh Diem, instituted a number of programs designed to halt the growing influence of the Viet Cong in the countryside. In 1959, Diem created the Agroville program which had the objective of moving peasants into fortified villages. The program failed due to the coercive and disruptive aspects of moving peasants from their homes and requiring them to construct new ones under the supervision of government officials. The Viet Cong harassed the agrovilles with terrorism and assassinations
In 1961, the Diem government created the Strategic Hamlet Program, which differed from the Agrovilles in its emphasis on self-defense by the peasants in their fortified villages. The program in theory would prevent Viet Cong attacks by stationing South Vietnamese army (ARVN) units near the hamlets to respond quickly to threats. The strategic hamlet program was intended to gain support among the people for the government and to raise their standard of living. The program was implemented too rapidly and without popular support and many or most hamlets fell under Viet Cong control. The Strategic Hamlet Program effectively ended in November 1963 when the Diem government was overthrown by the army and Diem was killed. Most of the hamlets were subsequently abandoned and peasants moved back to their old homes. The Strategic Hamlet Program highlighted the schism in U.S. policy that would continue throughout the Vietnam War. General Lionel C. McGarr, head of the Military Assistance Advisory Group (MAAG) in Vietnam objected to the program because it would create a static defense and tie down units of the ARVN. Conversely, the American Embassy believed that the mobile search and destroy missions by the ARVN as advocated by MAAG were only a preliminary measure to overcome the increasing Viet Cong control of the countryside. Diem's government created two other hearts and minds programs. The Chieu Hoi program encouraged defections from the Viet Cong. Diem also bolstered the South Vietnamese police and intelligence agencies to disrupt the Viet Cong infrastructure by capturing, killing, or arresting key Viet Cong operatives. The U.S. provided assistance for the operation of all these programs, but they were primarily the creation of the South Vietnamese.
John F. Kennedy
Kennedy was already imbued with the philosophy of counter-insurgency when he took office as president in January 1961. He quickly expanded the Army's special forces, but army leadership was reluctant to endorse Kennedy's vision of combined military, economic, and social action to defeat the Viet Cong insurgency. General George Decker reportedly told Kennedy that "any good soldier can handle guerrillas" and the Army placed a priority on strengthening the ARVN rather than the police, militia, and para-military forces. Pacification or hearts and minds programs were only a minor factor contributing to the steady increase of U.S. advisers and other military personnel in Vietnam. The U.S. military command was optimistic that the assistance given to the South Vietnamese army was bearing fruit. The first commander of the Military Assistance Command, Vietnam (MACV) Paul D. Harkins, a proponent of conventional warfare, predicted that "the military phase of the war can be virtually won in 1963." Kennedy was assassinated in November 1963, three weeks after the assassination of Ngo Dinh Diem. Kennedy adviser Roger Hilsman stated that "The Kennedy administration had developed a concept for fighting guerrilla warfare, an idea for a political program into which military measures were meshed, but we had failed so far to convince the Diem regime or even the top levels of the Pentagon to give it a fair trial."
The war intensifies
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