ABSTRACT
This chapter focuses on the August 2008 conflict between Georgia and Russia over South Ossetia. The initial Georgian efforts in communicating to the international publics were much more successful than the Russian side because they were communicating more familiar norms and values, and projecting themselves as the beacon of democracy that was fighting for its existence against Russian 'aggression'. A long period of spiraling poor relations existed between Georgia and Russia, especially in the wake of the Rose Revolution in 2003 that brought Mikhail Saakashvili to power. A definite advantage that is held by Georgia over Russia is the fact that it is fraction of Russia's size in terms of population and territory. The chapter focuses on August 2008 South Ossetian conflict, from perspective of failings of Western mass media in giving an accurate or objective account of events. An operational concept is needed to package the message in order for it to be noticed and transmitted by mass media.
