Semantics, PR and the dreaded D-word

摘要

The debate surrounding what to call unmanned aerial vehicles/remotely piloted aerial systems/drones has been almost as vociferous as the debate surrounding their use. While the popular media has embraced the simultaneously simple and somewhat ominous sounding term 'drone', this moniker has been roundly and stridently denounced by members of the British military and within defence industry circles who prefer the acronyms RPAS (remotely piloted aerial system) and UAV (unmanned aerial vehicle), although there remains some dissent regarding the use of those two terms. This paper argues that the debate on what to call drones (and I will deliberately use the term drone here) is hindering a productive and nuanced debate about their use and suggests that a smart public relations move for the British military would be to adopt the term and re-educate the public regarding what it refers to. By continuing to refuse to engage with the term, the military is losing a valuable opportunity to present its perspective on drones and those involved with their operation.