Abstract
This article examines the war of ideas under conditions of asymmetric conflict, focusing on how advantages are achieved through the pioneering use of techniques not available to the other side, and how weaknesses are turned into strengths. Deploying an analysis based on competitive entry into markets for loyalties, the article categorizes the ways groups excluded from national debates can break through and substantially change the distribution of allegiances in a target audience. Four cases are considered: (1) a weak player struggles to enter a marketplace in which entry is strongly regulated; (2) a strong external player seeks to enter or alter a weakly regulated marketplace; (3) a strong state uses asymmetric techniques against another strong state; and (4) weak players struggle to enter a weakly regulated marketplace.
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