Hegemonic Communications with Colonial Subjects

Abstract

This chapter looks at the experiences of Indian Civil Servicemen as propagandists in the field during the British colonial period. Through the provision of a case study of Anthony McCall who was the Superintendent for the Lushai Hills on the Indian border with Burma between 1935 and 1943, the chapter provides close analysis of the narratives of what today would be considered a part of the public diplomacy landscape. McCall's communications were clearly hegemonic, focussing partly on morality to meet his goals. However, McCall's use of morality appears to have been more than a means to an end as he gives the impression in his private writings that he genuinely wanted the best for the people of the Lushai Hills. Of further interest is the extent to which McCall's communications sat uneasily with Allied strategy during World War II, which resulted in him being removed from post.