Defining Success in the War on Terror In pursuing its war on terrorism, the Bush administration faces daunting military and diplomatic challenges. But is it necessary to also worry about mobilizing public support? With the latest polls showing the public giving the president an approval rating of 90% and supporting the use of force at the same level, could the White House hope for greater support from the American people? President Bush seems to think so. Each of his speeches seems to be aimed primarily at strengthening public opinion, warning us of the difficulties ahead and purposely praising Americans for their "patience and resolve." The administration understands a fundamental truth about leading a democracy at war: Public support must never be taken for granted. Even in supposedly “easy to sustain” wars, such as World War II, political leaders found it necessary to adjust the military tempo. to lift the morale of the public. Even more so in the current campaign, where the course is uncertain and the prospects for immediate success are bleak. Ironically, the initial wave of sympathy for Bush actually intensifies concern, because there is no way the president can maintain stratospheric approval ratings. As his support returns to more realistic levels, the headlines may become "Bush's approval plummets." Implicit message: "Bush is losing the war." Research has shown that public support for a military campaign is primarily a function of the perceived stakes of the mission, the prospects of victory, and the expected costs. Since the Persian Gulf War (although the origins can be traced back to Vietnam), the myth that only costs count has taken root among politicians: that the public... at the center of the paper... .mas, Hezbollah and other terrorist organizations. President Bush has repeatedly said that this war will be a long one and that we should move on with our lives. In other words, terrorists started Cold War II, not World War III. The president must galvanize national vigilance well beyond post-Cold War levels of complacency, but he cannot keep the entire country at a permanently elevated war level. However, precisely because the war will be long, it is much more difficult to move forward. with our lives without seeing anything to indicate that we have begun to win. For this we will need to see demonstrable progress towards the three clear objectives outlined above. If it appears that America is winning, the president will have all the support he needs to complete the victory. Without evidence of progress, however, even the solid support it enjoys today could erode significantly.